Can DSS Help the MasterCard Master the Credit Card Business

7/29/2019 Can DSS Help the MasterCard Master the Credit Card Business

1/22

TRNG I HC NGN HNG TP. H CH MINHKHOA CNG NGH THNG TIN

BO CO BI TP TNH HUNG

H THNG THNG TIN QUN TR

TI: H THNG H TR RA QUYT NH (DSS)C TH GIP MASTERCARD DN U KINH

DOANH TH TN DNG HAY KHNG?

GVHD : TRN VIT TMLp : IT003_111_T18

Nhm sinh vin :1. Nguyn Th Thu Tho 0301250908212. Nguyn Chnh Lu Nghi 0301250905053. V nh Khi 0301250903634. H Ngc Kiu Ny 0301250906015. Trng Thng Phng i 030125091118


2/22

IT003_111_T18_Group_1_Case_Study_N.06 GVHD: TRN VIT TM

TP.HCM 2011

DANH SCH THNH VIN NHM

MC LC

2

STT M SV H v tn Nhim v K tn

1 030125090821 Nguyn Th Thu Tho

-Nhm trng

-Dch ti liu

-Tng hp, chnh sav vit bo co, bsung slide

-Thuyt trnh

2 030125090505 Nguyn Chnh Lu Nghi

-Dch case study

-Tm nhiu ti liu,dch ti liu, tr li cuhi case study

-Lm sn slide

-Gii p thc mc tibui thuyt trnh

3 030125090363 V nh Khi

-Dch case study-Tm ti liu, dch tiliu, tr li cu hi casestudy


4 030125090601 H Ngc Kiu Ny

-Tm ti liu, dch tiliu, tr li cu hi casestudy

-To hiu ng cho slide


5 030125091118 Trng Thng Phng i

-Dch case study

-Tm ti liu, dch tiliu, tr li cu hi casestudy

-B sung slide v tohiu ng cho slide

-Thuyt trnh


3/22


BI D CH CASE STUDY ...................................................................... 3

TM T T TNH HU NG ...................................................................... 6

BI PHN TCH ................................................................................. 8

1. GI I THI U ........................................................................................................ 8

1.1. T ng quan v th tr ng th tn d ng tr c n m 2001 ................................................. 81.2. Gi i thi u MasterCard v nguyn nhn gy ra s thay i chi n l c kinh doanh ........8

1.2.1. MasterCard .......................................................................................................8

1.2.2. Nguyn nhn c a s thay i chi n l c ..........................................................9

2. PHN TCH V N ............................................................................................ 9

2.1. Chi n l c kinh doanh m i c a MasterCard .................................................................9

2.1.1. M t chi n l c ................................................................................................ 9

2.1.2. Vai tr c a h th ng thng tin trong chi n l c kinh doanh m i .....................10

2.2. M hnh chu i gi tr .................................................................................................. 11

2.2.1. Khi ni m ........................................................................................................ 11

2.2.2. Phn tch m hnh chu i gi tr c a MasterCard .............................................. 12

2.3. M hnh 5 l c l ng c a Porter v Millar ....................................................................13

2.3.1. Phn tch m hnh ...........................................................................................13

2.3.2. Nh ng ngu n l c c nh tranh nh h ng n MasterCard ...............................14

2.4. H th ng h tr ra quy t nh DSS ............................................................................. 16

2.4.1. Khi ni m v phn lo i ...................................................................................162.4.2. H th ng h tr ra quy t nh c a MasterCard ...............................................16

2.4.3. Vai tr c a DSS trong chi n l c kinh doanh m i c a MasterCard ..................20

2.5. nh gi k t qu chi n l c kinh doanh m i c a MasterCard ....................................20

3. K T LU N ........................................................................................................ 21

TI LI U THAM KH O ...................................................................... 22

BI DCH CASE STUDY

Th tn dng tr thnh mt ngnh kinh doanh ln trong nhiu thp k qua. Nm2001, thanh ton tin cho cc hng ha v dch v bng vic s dng th tn dng ln tihn 30 ngn t la. Vic s dng th lm cuc sng ca nhiu ngi d dng hn v hkhng cn phi mang mt lng ln tin mt khi mua hng. Nhiu ngi cng s dng thtn dng nh mt cch mn tin v h ch cn tr mt phn trm li sut nh hng thng

trn tng s tin m h ang n, mc d h thng xuyn b tnh li sut rt cao cho s dcha tr trong ti khon. Ngn hng pht hnh s hng phn li sut , h thu c linhun t vic pht hnh th tn dng. Tuy nhin, ngnh kinh doanh th tn dng cnh tranh

3


4/22


rt d di, phn khc mc cao, pht trin vi t l 3-4 % trong mt nm, nn rt kh tc nhiu li nhun t cng vic kinh doanh ny.

Visa v MasterCard lin kt vi cc ngn hng pht hnh th tn dng. H bn nhngloi th khc nhau trn th trng, h cung cp dch v h tr cho cc giao dch, to mng

li sn c thu thp v s dng d liu. Th tn dng ph bin nht l Visa, chim 44.5%th phn vo nm 2001, cn MasterCard gi v tr s 2 vi 31.6%. Nhiu ln ng th haisau Visa, MasterCard c gng vt qua. Theo nh lnh o ca MasterCard, RobertSelander, MasterCard ng th 2 ngay t khi mi ra i, nhng n bt u thot khinhng ngy bun chn t nm 1997. MasterCard bt u nhn ra rng n hon ton c thqua mt Visa v tr thnh v tr s 1 trn th trng. t c mc ch, MasterCard cn

phi t bc l nhng ngi s dng tim nng s chn th tn dng ca MasterCard hnl chn ca Visa. MasterCard cng phi khuyn khch cc ngn hng pht hnh y mnhvic bn th ca MasterCard hn l bn cc th ca cc i th cnh tranh khc.

Nm 1998, khi m MasterCard ch chim 28.8% lng ph thanh ton bng th tndng th Visa l hn 50%, MasterCard quyt nh cn mt trung tm my tnh mi x l tt c d liu khi cng vic kinh doanh ca cng ty m rng, v cng l kt qu cas n lc vt qua Visa. MasterCard cng on trc c s tng trng khi thay ichin lc. Chin lc mi ca cng ty yu cu mt h thng c th qun l c cc mi

bo co giao dch ca khch hng trong 3 nm. Chin lc ny bao gm nhng cch thcm MasterCard v cc ngn hng thnh vin c th s dng nhng d liu trn m rngvic kinh doanh th tn dng. Nm 1997, MasterCard mun tng 30 triu lt giao dch mingy. Thi im , MasterCard c 3 trung tm my tnh ring bit ti 4 tng ngoi thnhng Louis, Missouri, v MasterCard mun hp nht nhng trung tm my tnh li

ng thi m rng trung tm mi n c th qun l c khi lng thng tin hin ti lnkhi lng d kin khi n m rng. Lc trung tm ny ang lu tr 50 terabytes d liu(50 ngn t ch s v k t), bao gm tng s tin, ngi bn hng, a im v s th.MasterCard cng ln k hoch thm nhng trng d liu khc nh m bu in, dliu hu dng hn. Tuy nhin, bo v khch hng ca MasterCard, MasterCard quytnh khng a d liu nhn khu nh thu nhp v tui tc vo.

Tuy nhin, theo Ted lacobuzio gim c b phn nghin cu vic tiu th th tndng thuc cng ty nghin cu v t vn Towergroup th: D liu quyt nh s sinh tnca vic kinh doanh th tn dng

Khi c Visa v MasterCard u lu tr qu nhiu d liu, h s chuyn hng,cung cp cc bo co cho cc ngn hng thnh vin. Mc ch ca MasterCard l cho ccngn hng thnh vin truy cp trc tip vo nhng d liu khch hng cng nh truy cpvo cc cng c phn tch nhng d liu , tt c thuyt phc cc ngn hng chnMasterCard nhiu hn Visa. V d, nu ngn hng s dng cng c ca MasterCard cithin vic phn tch kh nng sinh li khi pht hnh th tn dng trong danh mc vn u tca ngn hng, hay s dng cng c ca MasterCard ginh c nhiu khch hng vcc giao dch, khi cc ngn hng s b nghing v pha thc y MasterCard nhiu hn.S phn tch nh vy c th gip ngn hng xc nh c nhng dng khch hng no

mang li li nhun ln nht v tm ra cch thu ht nhng khch hng tim nng caMasterCard. Nhiu ngn hng nhn pht hnh c th Visa v MasterCard (i khi l mt sth ca mi loi), v nu nhng ngn hng ny c s dng thng tin t MasterCard cung

4


5/22


cp trong khi Visa khng c, hay Visa khng to ra thng tin c sn nh vy, th cng tyMasterCard c th t c li th chin lc. Chng hn, nm 2001, MasterCard thuyt

phc Citigroup-nh pht hnh th tn dng ln nht, thc y MasterCard vt qua Visan mc 85% th tn dng ca citigroup l t MasterCard u vi Visa ch c 15%.J.P.Morgan Chase cng c thuyt phc 80% s th tn dng m n pht hnh l ca

MasterCard.

MasterCard hy vng c th thuyt phc cc ngn hng s dng nhng d liu , nunh nhng ngn hng ny c th thy c gi tr (li nhun gia tng) trong tin trnh.Joseph Caro, ph ch tch dch v cng ngh Internet ca MasterCard, ni rng mt t lnh c th c kh nng sinh li rt ln cho ngn hng. V d trong mt trng hp, ngnhng cn b phn giao dch xc minh ton b qui trnh bng cch dng in thoi thu thngtin v kim tra 1 giao dch trong s 50 giao dch c quyt nh ph duyt (tt hn l vics dng phng php vin thng), trong khi hu ht cc ngn hng ch yu cu kim tra 1giao dch trong 500 giao dch. Bi nhng cuc gi truyn thng c gi khong 3USD/ln,

ngn hng c th tit kim 300,000 USD mi nm bng vic chuyn i 1 trong 500 phngphp. Mt ngn hng khc, c 5 giao dch li t chi 1 giao dch v c qu nhiu cuc gi bl thi gian. Ngn hng c th nhn ra rng, hu ht nhng khch hng b t chi giao dchthc cht ng tin cy c dng th tn dng. Bng cch thay i cch thit lp, ngnhng c th loi ra c hng ngn giao dch khng cn thit.

Khong 28,000 ngn hng v cng ty dch v ti chnh pht hnh th tn dng caMasterCard. li ko nhng ngn hng ny s dng d liu giao dch qua th tn dng can, MasterCard khng phi ch cn cung cp cho cc ngn hng nhng d liu c th sdng c, m n cn cn phi to ra nhng phn mm phn tch thch hp cung cp cho

nhng ngn hng . MasterCard phn cng 35 nh thit k lm vic c ngy ngnht v to ra cng c phn mm thc hin nhim v trn. Hng n phn mm BusinessObjects Web Intelligence (phn mm Mc tiu kinh doanh thng minh trn mng) nm2001, nhng nh thit k ny to ra v t chng trnh chy 27 cng c cho cc ngnhng s dng. (Nhng cng c ny khng min ph v khng c sn cho nhng ngi bnhng). Mt trong nhng cng c mi ca MasterCard, c gi l Business PerformanceIntelligence (Cng c thc hin kinh doanh thng minh), dng cho vic bo co hot ngv gm 1 b 70 mu bo co chun. Cc ngn hng c th s dng cng c ny phn tchgiao dch hng ngy, hng tun hay hng thng. Sau cc ngn hng c th so snh ktqu gia mt th trng (nh gia cc bang hoc vng lnh th ca M, hoc gia cc

nc) vi th trng khc. MasterCard cng lm vic vi cc ngn hng t nhn to ranhng bo co thng l, cho php h tp trung vo nhng mi quan tm v vic pht hnhring. Ngn hng ng k truy cp vo h thng Business Intelligence (h thng kinhdoanh thng minh) ca MasterCard thng qua mt mng an ton ni b.

Nhng nh thit k cng to ra MarketScope (Th trng mc tiu), l nhngchng trnh ng dng vi mc tiu gip cho ngn hng v ngi bn hng lm vic cngnhau m rng vic mua bn ca ngi bn hng, nu giao dch mua bn c thanh tonqua Mastercard. Mt v d, chng trnh ng dng MarketScope cho php ca hng Wal-Mart c th xc nh c: C bao nhiu ngi s dng th MasterCard chi 25USD hoc

hn cho cc mn hng th thao trong thng 1 v 2. Sau , ph ch tch b phn pht trincc h thng ca MasterCard, Andrew Clyne, ngh ca hng Wal-Mart gi cho cc ch

5


6/22


th ny quyn ginh c nhng tm v ca gii u bng chy c i bng m h yuthch nht da vo vic mua nhng mn hng th thao trong tng lai vi mt s tin tithiu nht nh. Lacobuzio ni rng, mt chin lc nh vy c th hp dn cc ngn hngtrong bang hoc trong khu vc. Tuy nhin, ng chc rng, nhiu kh nng cc ngn hngquc gia v ngn hng quc t v ang pht trin cng nh s dng phn mm phn tch

ca ring h ri. Tuy nhin, c th cc ngn hng ny s s dng phn mm ca MasterCardnh mt loi tiu chun so snh, i chiu nhm o lng s hiu qu ca h thng h sdng.

Ngoi ra, qu trnh x l vn nhanh hn rt nhiu mc d c s gia tng khi lngd liu. Nh Caro ni rng Nu chng ta c th thc hin nhanh hn, th d mt t lnh cng bt u nghing v pha chng ta.

Tuy nhin, Visa khng ngi yn mt ch, n ang qun l khong 100 nghnt terabytes d liu cho cc ngn hng thnh vin ca n. Gn y, Visa ch yu

cung cp d liu trc tuyn hoc trn cc a cho cc ngn hng, h s dng phn mmv my tnh phn tch d liu. Mi y, Visa bt u vn hnh h thng phn tch trncc my tnh ch cho cc ngn hng. Thng 5 nm 2002, Visa cng gii thiu mt dch vmng c gi l Resolve Online (t vn trc tuyn) gip cc ngn hng i mt vinhng tranh chp trong thanh ton v cng ang tin hnh cung cp cho cc ngn hngnhng cng c phn tch trc tuyn. Ted Iacobuzio ni rng: "Nu MasterCard i utrong bt k iu g th Visa s lm c iu trong vng su thng ".

Trung tm lu tr d liu mi ca MasterCard c m vo thng 5 nm2002, cng nm trn ng Louis, c xy dng trn din tch 525,000 m2. iu kh khn

l do trung tm ny c xy dng trn khu t m, nn chi ph m MasterCard phi chi ral 135 triu USD. Vic chuyn i sang a im mi ny xy ra vo cui tun va qua hunh khng c vn g, cha k vic giao dch vo khong 4 t USD mi ngy.

TM TT TNH HUNGCon ngi lun c xu hng thanh ton cho nhng dch v, hng ha theo cch thc

n gin nhanh chng, hiu qu, t tn km nht v cng ngh chi tr ton cu hon tonp ng c iu . Qua mt th k, h c th la chn nhiu hnh thc thanh ton khcnhau c th trng trong nc ln nc ngoi. Hn 70% giao dch vn phi thanh ton

bng tin mt hoc k sc nhng nhng giao dch ny c th c thc hin nhanh v anton hn nh vic s dng th tn dng, th ghi n hoc th thng minh.

6


7/22


MasterCard International l mt cng ty hng u th gii v h thng chi tr toncu. T mt cng ty nh c hnh thnh nm 1966, MasterCard pht trin thnh mt tchc rng ln.

Tuy nhin, trong mt mi trng cnh tranh d di, mt cng ty d c kh nhiukinh nghim nh MasterCard cng thng xuyn gp nhiu kh khn v phi lun thay i

chin lc kinh doanh, pht trin thm nhiu dch v mi. MasterCard lun gy n tngmnh m thng qua vic cung cp nhng dch v c bit p dng k thut cao.

-Nm 1981, MasterCard i tin phong trong vic pht hnh ra chng trnh th vngu tin trn th gii.

-Nm 1983, n li i u trong vic s dng cng ngh nh 3 chiu dng tia laser vimc ch to an ton cao.

-Nm 2006, MasterCard li tr thnh cng ty chi tr ton cu hng u th gii sdng k thut sinh trc hc phc tp vi an ton rt cao - nhn din khch hng qua duvn tay

Vi nhiu thnh tu nh vy, nhng MasterCard vn lun ng v tr th hai sauVisa. Nm 2001, Visa chim 44.5% th phn, trong khi th phn ca MasterCard l31.6%. Nhng MasterCard nhn ra c tim lc ca mnh v lun n lc ginh v tr s1 trn th trng.

MasterCard bt u tin hnh chin lc kinh doanh mi, chin lc ny cn mttrung tm my tnh mi c th lu tr, x l tt c cc d liu hin ti v c khi lngd liu d kin khi chin lc ny c m rng. l mt h thng c th qun l cmi bo co giao dch ca khch hng trong thi gian 3 nm!

MasterCard cng tng cng cung cp cc d liu v nhng cng c phn tch dliu cho cc ngn hng thuyt phc h u tin pht hnh th MasterCard nhiu hn ccloi th khc ang cnh tranh trn th trng th tn dng, c bit l Visa. MasterCard thnh cng trong vic thuyt phc Citigroup v J.P.Morgan Chase tr thnh nhng nh utin pht hnh th tn dng ca n. MasterCard thit k ra Business IntelligenceSystem (H thng Kinh doanh thng minh) vi nhiu cng c rt hu dng cho nhngngn hng thnh vin.

Vy c th chin lc kinh doanh mi ca MasterCard l nh th no, c bn vngkhng? Nhng yu t no nh hng n chin c ny? MasterCard pht trin nhngloi hnh h thng h tr ra quyt nh no v chng gip ch c g trong tin trnh ginh

v tr s 1 trn th trng ca MasterCard?

BI PHN TCH1. GII THIU

1.1. Tng quan v th trng th tn dng trc nm 2001

Th tn dng c s dng nh mt phng tin thanh ton v l mt ngun tn dng

sn c. S pht trin ca th tn dng c nhiu thay i ng ch trong vi thp k qua.

7


8/22


Vo cui nhng nm 1990, th tn dng tr thnh mt vt quan trng ca ngitiu dng. Cc giao dch th tn dng vt 16 nghn t la mt nm. MasterCard, Visa,American Express, Japan Credit Bureau (Tn dng vn phng Nht Bn), v Discover l ccth tn dng chnh c s dng trn ton cu. Th trng Hoa K tr nn bo ha, dnn cnh tranh khc lit v s phn on th trng. Cc cng ty th tn dng, nh

MasterCard, tng vic tip cn cng ng ton cu. dn u ton cu, cc cng ty thtn dng cn phi chuyn tm vi chin lc ca h.

c tnh cho thy rng trong nm 2000, c khong 1,4 t th tn dng c nm gibi ngi tiu dng c nhn (mi ngi nm gi khong 9 th) mua gn 1,5 nghn tUSD hng ha v dch v vi hn 20 t giao dch c nhn. (Ngun: "The Survey ofConsumer Payment Choice", Federal Reserve Bank of Boston. Kho st la chn thanh tonca ngi tiu dng, Ngn hng d tr Lin Bang Boston)

Ngi ta c tnh rng vo cui nm 2000, ngi tiu dng M c s d n trongth tn dng ln n gn 675 t USD. (Ngun: Federal Reserve's G.19 report on consumer

credit. Bo co G.19 ca Cc d tr Lin Bang v tn dng tiu dng)Theo Survey of Consumer Finances, Federal Reserve Board (Kho st ti chnh

tiu dng, Cc D tr Lin Bang) cho bit, nm 1998, n 68% h gia nh nm gi cc tikhon th tn dng, so vi nm 1970 ch l 16%, mt con s tng ng k. Hn na, cuckho st cn cho thy rng vic t chc th tn dng ngn hng tr nn ph bin rng ritrn tt c cc nhm thu nhp.

Vi s tin dng v an ton ca th tn dng, th ghi n, v cc loi th ngn hngkhc, nhng s liu trn y s tip tc tng, em li li nhun ln cho cc cng ty th tndng. Tuy nhin, ngnh kinh doanh th tn dng cnh tranh rt d di, phn khc mc

cao, pht trin vi t l ch 3-4 % trong mt nm. Nm 2001, Visa chim 44.5% th phn,trong khi th phn ca MasterCard l 31.6%.

1.2. Gii thiu MasterCard v nguyn nhn gy ra s thay i chin lc kinhdoanh

1.2.1. MasterCard

-MasterCard l mt trong nhng thng hiu thanh ton c cng nhn v cquan tm nht trn ton th gii. MasterCard to dng hnh nh ca mnh trong mtkhch hng bng nhng gi tr, li ch v s tin dng. H thng MasterCard pht trin ti210 quc gia v vng lnh th; c chp nhn s dng hn 15 triu khu vc trn th

gii, tng ng 32 triu im giao dch, vi hn 3.800 khch hng mi ng k mingy. Khong 28,000 ngn hng v cng ty dch v ti chnh pht hnh th tn dng caMasterCard.

-T mt cng ty nh c hnh thnh nm 1966, MasterCard pht trin thnh mtt chc rng ln vi hn 25,000 nhn vin. Ch trong nm 1996, MasterCard thc hinthnh cng gn 6 t giao dch v t tng doanh thu trn 675 t la M.

1.2.2. Nguyn nhn ca s thay i chin lc

-Visa v MasterCard l nhng i th trc tip ca nhau. C Visa v MasterCard unhm mc tiu nhn khu hc tng t v thc y cc sn phm cng tng t. C haicng c s dng trn ton th gii vi hng triu my ATM chp nhn c Visa vMasterCard. Mt s khc bit chnh gia 2 Visa v MasterCard l, Visa l mt cng ty v

8


9/22


li nhun thuc s hu ca cc thnh vin ngn hng, v MasterCard c iu hnh nhmt hip hi phi vn, phi li nhun. Gia nhng nm 1980, th Discover vo th trng vtr thnh i th cnh tranh mi ca Visa v MasterCard. H thay i mt cch nng ng

bng cch khng thu l ph hng nm, gim gi 1% cho vic thanh ton mua ca khchhng, v thng xuyn pht t ri. Cnh tranh ngy cng tr nn gay gt hn v cc cng ty

th tn dng cn phi tm ra nhng cch thc mi thu ht khch hng.-Nm 1998, Visa chim hn 50% lng ph s dng th tn dng, cn MasterCard

tt li pha sau vi 28,8%. Trong mt n lc thu ht kinh doanh mi, MasterCard cpnht v cng c cc trung tm my tnh ca mnh, xy dng mt h thng c th theo dimi giao dch ca khch hng trong ba nm. MasterCard thm cc trng d liu mi cc ngn hng thnh vin ca n c th truy cp trc tip vo d liu khch hng bng cccng c phn tch sn c. Tt c nhng n lc ny l do MasterCard mun ginh c v trdn u trong th trng th tn dng.

2. PHN TCH VN

2.1. Chin lc kinh doanh mi ca MasterCard2.1.1. M t chin lc

-Chin lc mi ca MasterCard tp trung vo vic dn u thng tin v dch vkhch hng.

-Nm 1998, MasterCard quyt nh cn mt trung tm my tnh mi x l ttc d liu khi cng vic kinh doanh ca cng ty m rng, v cng l kt qu ca s nlc vt qua Visa. MasterCard cng on trc c s tng trng l khi thay i chinlc. Chin lc mi ca cng ty yu cu mt h thng c th qun l c cc mi boco giao dch ca khch hng trong 3 nm. Chin lc ny bao gm nhng cch thc mMasterCard v cc ngn hng thnh vin c th s dng nhng d liu trn m rng vickinh doanh th tn dng.

-Nm 1997, MasterCard c 3 trung tm my tnh ring bit ti 4 tng ngoi thnhng Louis, Missouri, v MasterCard mun hp nht nhng trung tm my tnh ling thi m rng trung tm mi n c th qun l c khi lng thng tin hin ti lnkhi lng d kin khi n m rng.

-MasterCard cng ln k hoch thm nhng trng d liu khc nh m bu in, d liu hu dng hn. Tuy nhin, bo v khch hng ca MasterCard, MasterCard quyt nh khng a d liu nhn khu nh thu nhp v tui tc vo.

-Mc ch ca MasterCard l cho cc ngn hng thnh vin truy cp trc tip vonhng d liu khch hng cng nh truy cp vo cc cng c phn tch nhng d liu ,tt c thuyt phc cc ngn hng chn MasterCard nhiu hn Visa.

-Nhiu ngn hng nhn pht hnh c th Visa v MasterCard (i khi l mt s thca mi loi), v nu nhng ngn hng ny c s dng thng tin t MasterCard cung cptrong khi Visa khng c, hay Visa khng to ra thng tin c sn nh vy, th cng tyMasterCard c th t c li th chin lc.

- li ko nhng ngn hng ny s dng d liu giao dch qua th tn dng ca n,MasterCard khng phi ch cn cung cp cho cc ngn hng nhng d liu c th s dngc, m n cn cn phi to ra nhng phn mm phn tch thch hp cung cp cho

9


10/22


nhng ngn hng . MasterCard phn cng 35 nh thit k lm vic c ngy ngnht v to ra cng c phn mm thc hin nhim v trn.

-Mt trong nhng cng c mi ca MasterCard, c gi l Business PerformanceIntelligence (Cng c thc hin kinh doanh thng minh), dng cho vic bo co hot ngv gm 1 b 70 mu bo co chun. Cc ngn hng c th s dng cng c ny phn tch

giao dch hng ngy, hng tun hay hng thng. Sau cc ngn hng c th so snh ktqu gia mt th trng (nh gia cc bang hoc vng lnh th ca M, hoc gia ccnc) vi th trng khc. MasterCard cng lm vic vi cc ngn hng t nhn to ranhng bo co thng l, cho php h tp trung vo nhng mi quan tm v vic pht hnhring.

-Nhng nh thit k cng to ra MarketScope (Th trng mc tiu), l nhngchng trnh ng dng vi mc tiu gip cho ngn hng v ngi bn hng lm vic cngnhau m rng vic mua bn ca ngi bn hng, nu giao dch mua bn c thanh tonqua Mastercard.

V d: chng trnh ng dng MarketScope cho php ca hng Wal-Mart c th xcnh c: C bao nhiu ngi s dng th MasterCard chi 25USD hoc hn cho cc mnhng th thao trong thng 1 v 2. Sau , ph ch tch b phn pht trin cc h thng ca

MasterCard, Andrew Clyne, ngh ca hng Wal-Mart gi cho cc ch th ny quynginh c nhng tm v ca gii u bng chy c i bng m h yu thch nht da vovic mua nhng mn hng th thao trong tng lai vi mt s tin ti thiu nht nh.

2.1.2. Vai tr ca h thng thng tin trong chin lc kinh doanh mi

MasterCard i hi cn c mt h thng s lu gi c h s ca tt c cc giaodch ca mi khch hng trong ba nm. H thng thng tin quyt nh vic thc hin chin

lc ca MasterCard. Cc h thng thng tin chu trch nhim thu thp, lu tr v cng cnhng d liu khch hng. Cc h thng thng tin ny cng cung cp cho cc ngn hngthnh vin quyn truy cp trc tuynvo d liu khch hng, h s bo co, v cc cng c

phn tch.

-H thng thng tin ng vai tr quan trng to nn s thnh bi ca chin lc kinhdoanh mi. Gip MasterCard pht trin chin lc trc cc i th khc mt bc ginh li th.

-Theo Ted lacobuzio gim c b phn nghin cu vic tiu th th tn dng thuccng ty nghin cu v t vn Towergroup th: D liu quyt nh s sinh tn ca vic kinh

doanh th tn dng, v th vai tr ca h thng thng tin trong vic lu tr, qun l v x ld liu l vai tr thit yu.

-u t vo h thng thng tin c th ngn chn c cc i th tim nng khi hmun u t vo mt h thng quan trng nh vy c th cnh tranh trn th trng.

-Gip MasterCard tng s lt giao dch, tng khi lng d liu (50 terabytes dliu, tng ng 50 ngn t ch s v k t), cha thm c nhiu trng d liu (nhtng s tin, ngi bn hng, a im, s th, m bu in) d liu hu dng hn, gichn nhng ngn hng pht hnh th ang hp tc vi MasterCard v thu ht nhng ngnhng mi khc.

-Khi tt c cc d liu tp trung vo mt ch s to thun li cho vic chia s thngtin tt hn trong t chc; gim thiu li pht sinh, gim cc cng vic trng lp; tit kim

10


11/22


thi gian; gim chi ph; hn ch c vic cung cp thng tin thiu chnh xc khi phi quanhiu giai on.

2.2. M hnh chui gi tr

Hnh 1. M hnh chui gi tr ni b ca Michael Porter, hin th mi quan h gia cc hot ngchnh v cc hot ng h tr to ra gi tr trong cng ty

2.2.1. Khi nim

Chui gi tr bao gm mt lot cc hot ng kt ni nhm tng thm gi tr cho snphm hay dch v ca doanh nghip.

Chui gi tr ca Michael Porter l mt khun mu xem xt cc hot ng thencht trong mt t chc v lm th no h gia tng tt gi tr sn phm v dch v khi it nim n lc chuyn giao cho khch hng.

a. Cc hot ng chnh

-Thu mua u vo (Inbound logistics): tip nhn, lu tr, gii quyt mt cch nhanhchng v c hiu qu cc nguyn vt liu theo tin trnh sn xut cc sn phm hng hahoc dch v.

-Cc tin trnh sn xut (Operations): vic chuyn cc yu t u vo thnh thnhphm hoc dch v.

-Cung ng u ra (Outbound logistics): lu tr thnh phm v phn phi hng ha vdch v cho khch hng.

-Tip th v bn hng (Marketing and sales): chng trnh khuyn mi v cc hot

ng bn hng cho php cc khch hng tim nng mua sn phm hoc dch v.-Dch v (Service): dch v hu mi duy tr hoc nng cao gi tr sn phm cho

khch hng.

b. Cc hot ng h tr

-Qun tr doanh nghip v c s h tng (Corporate administration andinfrastructure): gm qun l chung, dch v php l, ti chnh, qun l cht lng v quanh cng chng.

-Qun l ngun nhn lc (Human resource management): tuyn dng nhn vin, oto, pht trin, thm nh, thng tin v khen thng cho nhn vin.

11

Li

nhun

Qun tr doanh nghip v c s h tng

Qun l ngun nhn lc

Cng ngh pht trin

Mua sm

Thu muau vo

Dch vTip th

vbn hng

Cung ngu ra

Cctin trnhsn xut


12/22


-Pht trin cng ngh (Technology development): cho cc sn phm hoc dch v,cho cc qu trnh sn xut, nghin cu truyn thng v cc hot ng pht trin khc.

-Mua sm (Procurement): hot ng ny h tr qu trnh thu mua u vo cho tt ccc hot ng ca chui gi tr. u vo c th bao gm nguyn vt liu, thit b vn phng,thit b sn xut v h thng thng tin.

2.2.2. Phn tch m hnh chui gi tr ca MasterCard

MasterCard s dng cng ngh thng tin h tr cc hot ng chui gi tr. Cngngh thng tin cho php MasterCard tng cng thm nhp th trng v to ra cc dch vmi. Nhng ngi bn hng c th s dng nhng d liu c cung cp bi h thng caMasterCard cho nhng khch hng mc tiu ring bit, c th (v d nh trng hp caca hng Wal-Mart vi chng trnh ng dngMarketScope). Phn tch chui gi tr c thch ra c nhng li th cnh tranh ca MasterCard.

a. Cc hot ng chnh

b. Cc hot ng h tr

Qun l ngun nhn lc

Ti chnh

H thng thng tin

Hnh 2. M hnh chui gi tr ca MasterCard

-Qun l ngun nhn lc: MasterCard phn cng 35 nh thit k lm vic cngy ng nht v to ra cng c phn mm phn tch thch hp cung cp cho ccngn hng thnh vin.

-Ti chnh: 5/2002, MasterCard chi 135 triu USD xy dng trung tm lu tr dliu mi cng nm trn ng Louis, c xy dng trn din tch 525,000 m2.

-H thng thng tin: MasterCard hp nht 3 trung tm my tnh ring bit ti 4 tng ngoi thnh ng Louis, Missouri thnh mt trung tm my tnh mi ng thi m rngtrung tm my tnh ny n c th qun l c khi lng thng tin hin ti ln khi lngd kin khi n m rng. Trung tm ny lu tr 50 terabytes d liu (50 ngn t ch s v kt) bao gm tng s tin, ngi bn hng, a im v s th. MasterCard cn pht trin hthng qun tr quan h khch hng-nh cung cp nh vo chng trnh ng dng

MarketScope cho php ca hng Wal-Mart c th xc nh c: C bao nhiu ngi sdng th MasterCard chi 25USD hoc hn cho cc mn hng th thao trong thng 1 v 2(sau nhng ch th ny c th c tng nhng tm v ca trn u c i bng chyh a thch).

12

Ph duytv x lgiao dch

Thnghiu c

u tin hn

Lm tng khilng thng tin

v tng li nhun

DSS gi bo con ngn hng

thnh vin

Tng dliu khch

hng


13/22


2.3. M hnh 5 lc lng ca Porter v Millar

2.3.1. Phn tch m hnh

MasterCard ang hot ng trong mt ngnh kinh doanh c tnh cnh tranh cao.MasterCard c nhiu i th cnh tranh, trong Visa l i th cnh tranh chnh. Mc d

khng c cp trong tnh hung ny, nhng khng c ngha l MasterCard khng c scnh tranh t cc cng ty th tn dng khc, chng hn nh American Express, Discover, vnhiu ca hng bn l khc nhau cung cp th tn dng ca ring n. Khch hng caMasterCard c th d dng chuyn i gia cc cng ty th tn dng v ngn hng c th lachn xc tin (pht hnh) mt loi th tn dng hn nhng loi khc. D s tham gia camt cng ty th tn dng mi vo ngnh kinh doanh ny l mt mi e da, nhng n s

phi cn n mt s u t ng k.

M hnh 5 lc lng ca Porter v Millar (Porter and Millars five forcesmodel): l mt m hnh dng phn tch cc lc cnh tranh khc nhau bn ngoi c nhhng n mt t chc v lm th no thng tin c th c s dng p ng chng.

Bao gm:

-S ganh ua gia cc i th cnh tranh hin ti : iu ny xc nh v tr cnhtranh trc mt ca doanh nghip v s ph thuc ch yu vo s lng cc cng ty ctrong cng ngnh kinh doanh v s trng thnh ca chnh ngnh kinh doanh .

-Mi e da c i th gia nhp mi: Mt i th mi gia nhp trong mt ngnhkinh doanh s gy ra tnh trng cnh tranh hin ti c ph v.

-Mi e da cc sn phm/dch v thay th: S nguy him l cng ty c th b mtth phn nu mt i th c th cung cp mt sn phm/dch v thay th ph hp gn vi

nhu cu ca khch hng nht nh.-Nhu cu ca ngi mua: Ngi mua c th pht huy sc mnh bng cch e da

chuyn vic mua sm ca h sang mt nh cung cp thay th.

-Quyn nng ca nh cung cp: Kinh doanh i t khch hng vi nh cung cp can. C s gn kt vi nhu cu ca ngi mua. Tuy nhin, vn c p lc cnh tranh.

13

Nhu cu cangi mua

Kinh doanhv cc

e da bnngoi ca n

Quyn nng ca nh cungcp

S ganh ua gia cc ith cnh tranh hin ti

Mi e da ca cc ith mi gia nhp

Mi e da ca cc snphm/dch v thay th


14/22


Hnh 3. M hnh 5 lc lng ca Porter v Millar

2.3.2. Nhng ngun lc cnh tranh nh hng n MasterCard

a. S ganh ua gia cc i th cnh tranh hin ti

Visa l i th cnh tranh ln nht ca MasterCard trong lnh vc pht hnh th tndng, lun chim 1 t trng cao hn trong vic tranh dnh th phn th tn dng. Visa vMasterCard l i th trc tip ca nhau. C Visa v MasterCard u nhm mc tiu nhnkhu hc tng t v thc y cc sn phm cng tng t. C hai cng c s dng trnton th gii vi hng triu my ATM chp nhn c Visa v MasterCard. Mt s khc bit

chnh gia 2 Visa v MasterCard l, Visa l mt cng ty v li nhun thuc s hu cacc thnh vin ngn hng, v MasterCard c iu hnh nh mt hip hi phi vn, phi linhun.

Ngoi ra cn c mt s hng khc nh: Discover, Diners club, American Express

American Express: Sn phm v dch v ca hng c mt trn hn 200 quc gia vcng ty cng c hn 78.000 chi nhnh trn ton th gii.

Discover: gia nhng nm 1980, th Discover vo th trng v tr thnh i thcnh tranh ca Visa v MasterCard. Discover l thnh vin tr nht trong b t th tn dng(Visa, MasterCard, American Express, Discover). Th Discover c xp s mt trong s

cc thng hiu tn dng hng u, theo Brand Keys Customer Loyalty Engagement Index2008 (Ch s o lng trung thnh ca ngi tiu dng)

b. Nhu cu ca ngi mua

Vic ngn hng pht hnh loi th tn dng ca hng no l rt quan trng, n nhhng rt ln n vic kinh doanh ca cc cng ty th tn dng. Do , MasterCard tmcch to ra nhng li ch thu ht cc ngn hng y mnh vic pht hnh th tn dng cah nhiu hn nhng hng khc. V d nh:

-Cho cc ngn hng thnh vin truy cp trc tip vo nhng d liu khch hng cngnh truy cp vo cc cng c phn tch nhng d liu .Nhiu ngn hng nhn pht

hnh c th Visa v MasterCard (i khi l mt s th ca mi loi), v nu nhng ngnhng ny c s dng thng tin t MasterCard cung cp trong khi Visa khng c, hay Visakhng to ra thng tin c sn nh vy, th MasterCard c th t c li th chin lc.Chng hn, nm 2001, MasterCard thuyt phc Citigroup-nh pht hnh th tn dngln nht, thc y MasterCard vt qua Visa n mc 85% th tn dng ca citigroup l tMasterCard u vi Visa ch c 15%. J.P.Morgan Chase cng c thuyt phc 80% sth tn dng m n pht hnh l ca MasterCard.

-Hng n phn mm Business Objects Web Intelligence (phn mm Mc tiukinh doanh thng minh trn mng) nm 2001, nhng nh thit k ny to ra v t

chng trnh chy 27 cng c cho cc ngn hng s dng. (Nhng cng c ny khng minph v khng c sn cho nhng ngi bn hng). Mt trong nhng cng c mi caMasterCard, c gi l Business Performance Intelligence (Cng c thc hin kinh

14


15/22


doanh thng minh), dng cho vic bo co hot ng v gm 1 b 70 mu bo co chun.Cc ngn hng c th s dng cng c ny phn tch giao dch hng ngy, hng tun hayhng thng. Sau cc ngn hng c th so snh kt qu gia mt th trng (nh gia cc

bang hoc vng lnh th ca M, hoc gia cc nc) vi th trng khc. MasterCard cnglm vic vi cc ngn hng t nhn to ra nhng bo co thng l, cho php h tp

trung vo nhng mi quan tm v vic pht hnh ring. Ngn hng ng k truy cp vo hthng Business Intelligence (h thng kinh doanh thng minh) ca MasterCard thngqua mt mng ni b an ton. Nhng nh thit k cng to ra MarketScope (Th trngmc tiu), l nhng chng trnh ng dng vi mc tiu gip cho ngn hng v ngi bnhng lm vic cng nhau.

c. Mi e da ca cc sn phm thay th

Ngoi MasterCard cn c cc dch v thanh ton khc nh Western Union, Paypal,Digital credit card.

-Paypal l cng ty hot ng trong lnh vc thng mi in t, chuyn cung cp cc

dch v thanh ton v chuyn tin qua mng internet. y l dch v thanh ton v chuynkhon in t thay th cho cc phng thc truyn thng s dng giy t nh sc v cclnh chuyn tin. Paypal thu ph thng qua thc hin vic x l thanh ton cho cc hnghot ng trc tuyn, cc trang u gi v cc khch hng doanh nghip khc.

-Western Union l dch v chuyn v nhn tin mt cch nhanh chng. Ngoi ra ncn c h tr chuyn tin mt.

-Digital credit card l th tn dng c kh nng ngn chn gian ln. N c trang bmt my tnh mini to ra s th mi mi khi ch th mua hng. Bi v nhng s ch c1 ngi s dng, ch th cng phi s dng s CMND hon thnh giao dch.

d. Mi e da ca cc i th mi gia nhp

Cng ty va thnh lp mi trong thi gian : Hyunhdai Card (2001) Hn Quc,

e. Quyn nng ca nh cung cp

Khch hng l nhng ngi cung cp d liu cho MasterCard khi h chi tr cho ccgiao dch thanh ton bng th ca MasterCard. Quyn c la chn nh cung cp th cakhch hng l rt a dng, n quyt nh khi lng d liu m MasterCard thu thp cngoi vic nghin cu th trng. Khng nhng th ngun khch hng tim nng khc cngc th c khai ph nh vic nhng khch hng gii thiu cc sn phm ang s dng ca

MasterCard n bn b, gia nh, ngi thn,2.4. H thng h tr ra quyt nh DSS

2.4.1. Khi nim v phn loi

a. Khi nim

Trong sut qu trnh pht trin xut hin nhiu quan im v h h tr quyt nhkhc nhau trong tng giai on. Nhn chung, h thng h tr ra quyt nh (DSS) cung cpcc thng tin nhm h tr cho vic ra quyt nh cp chin lc v chin thut thun tinv d dng hn. Chng tch hp:

-D liu v hiu qu hot ng trong cng ty-Quy tc nghip v

15


16/22


-Cng c v m hnh phn tch cho hot ng tin on v hoch nh

-Giao din ha

b. Phn loi

Kinh doanh thng minh (BI-Business Intelligence): thu thp, lu tr v phn tch

thng tin t nhiu ngun khc nhau. BI cung cp thng tin mt cch nht qun, phn tchmt khi lng d liu ln trong thi gian ngn ( nh cng ngh mi, c hi th trng,thng tin khch hng, hot ng ca i th).

Tr tu nhn to (AI- Artificial Intelligence): nghin cu cch my mc c ththc hin nhng cng vic nh con ngi. Nhng ng dng kinh doanh xa hn ca AI baogm tng hp ging ni v ng dng an ninh nh qut vng mc mt

H chuyn gia (Expert systems): th hin, trnh by tri thc v cc k nng raquyt nh nh cc chuyn gia.

Mng thn kinh (Neural networks ): nghin cu cc k nng gii quyt vn nhca tr thng minh sinh hc bng cch tri nghim qua mt phm vi rng ln ca cc vn

V d: Bng cch c kt cc giao dch gian ln, bt hp php trong qu kh,Barclays Bank ci mt mng Neural c th tin on trc kh nng xy ra gian ln trnmt ti khon.

2.4.2. H thng h tr ra quyt nh ca MasterCard

Vi mc tiu vt mt Visa trn th trng th tn dng ton cu, MasterCard ut pht trin h thng thng tin qun tr ni chung v h thng h tr quyt nh ni ring.

Th nht, cng c Business Performance Intelligence (Tin hnh kinh doanh

thng minh) cung cp mt s kh nng qun tr h thng thng tin MIS, nh cung cp boco hot ng, bao gm mt b c 70 bo co chun m cc ngn hng c th s dng

phn tch nhng giao dch hng ngy, hng tun, hng thng ca h. Sau cc ngn hngc th so snh kt qu gia mt th trng (nh gia cc bang hoc vng lnh th ca M,hoc gia cc nc) vi th trng khc. MasterCard cng lm vic vi cc ngn hng tnhn to ra nhng bo co thng l, cho php h tp trung vo nhng mi quan tm vvic pht hnh ring.

BPI l cng c mnh m v linh hot, cung cp ci nhn su sc c ngha chocc gim c iu hnh cng nh nh qun l kinh doanh.

Biu Thc hin Kinh doanh thng minh (BPI) nng cao vic i mi kinhdoanh ca Metastorm bng cch thm cc kh nng tin tin cho s hnh dung v phn tchhot ng kinh doanh. Khch hng c th s dng nhng biu trc quan xc nhnhng thay i trong hot ng kinh doanh, pht hin xu hng lch s, phn ng nhanhhn v ch ng tn dng c hi. BPI l cng c mnh m v linh hot, cung cp cinhn su sc c ngha cho cc gim c iu hnh cng nh nh qun l kinh doanh.

Cc biu BPI cung cp:

Phn tch kinh doanh a ra ci nhn su sc D s dng

Gim st kinh doanh vcc qu trnh hot ng.Thit lp cnh bo.Xc nh cc vn .

Truy cp d liu bt c u.To biu trc quan m

16


17/22


Theo di s liu chodoanh nghip. o lng hiu qu hotng.

Tp trung vo nhngnguyn nhn gc r ca ccvn . u tin ci thin trongtng lai.

khng cn m ha.Ty chnh biu hin c thng s k thut ring.Cung cp cho cc gim ciu hnh, nh qun l kinh

doanh, ch s hu, v ngilao ng cc cng c phn tchthc t c th ci thin ktqu kinh doanh.

Vi biu BPI, cng ty c th:

Truy cp d liu

ton doanh nghip

To biu c

nhn

D dng trin khaitrong nhiu mi

trng

C c ci nhnsu sc v hot

ng kinh doanh y mnh ci thin

D liu nn tng. D liu cthm vo vi cc ngdng truyn thng. Ngnh kinh doanhnn tng. Microsoft Excelv Access. Cc ng dngSaaS khng yu cutp hp.

Giao din Wizarddn dt ngi dngthng qua qu trnhthit k . Khng cn mha, d dng cho ccnh pht trin .

Ngi kinh doanhc th qun l v cnhn ho bo co.

Trong khng giankinh doanh thngminh. Trong bt k trnhduyt web. Vo MicrosoftSharePoint hoc

Office mt cch trctip.

D liu t ngcp nht cng nhthay i quy trnh c

bn. Trung tm kinhdoanh hnh dung trcquan v phn tch.

Tng tc xoysu, phn tch thnguyn, v pht hingc nguyn nhn.

17


18/22


Hnh 4. Biu BPI cung cp cc kh nng theo di, phn tch hiu sut v cht lng qutrnh kinh doanh trn ton h thng.

Th hai, MarketScope (phm vi th trng) l trnh ng dng c th gipnhng ngi bn hng v gip nhng ngn hng to ra nhiu giao dch mua bn hn nu cckhch hng s dng th MasterCard cho vic mua bn. MarketScope c th phn tch vicmua bn v gip nhng ngi bn hng nhng c hi c bit ca th trng mc tiu.Vi Marketscope, doanh nghip c th kim sot v tng doanh s bn hng t dnn gia tng s lng giao dch vi ngn hng thng qua th MasterCard, gip cng ty gia

tng th phn ca mnh.MarketScope, l mt cng c kinh doanh thng minh mang n cho cc nh hoch

nh chnh sch kh nng so snh v i chiu nhng d liu tng phn v khch hng, ccmu bn hng, m hnh doanh s bn hng v xu hng ca khch hng thng qua vic iutra dn s v thng tin a l-nhn khu hc, v d nh o lng mc sng tiu chun(Living Standards Measure LSMs).

MarketScope l mt cng c kinh doanh tuyt vi, gip bn phn on th trng mkhng c s chm tr hay tn km chi ph cho cc nh nghin cu phn tch chuyn ngnh.

Li ch ca MarketScope

Xc nh khch hng hin ti u Xc nh cc khch hng tim nng mi u Khai thc nhng g cc i th cnh tranh ang lm trong lnh vc ca cng ty mnh. Thm d th trng mi. Tnh ton doanh thu tim nng trong khu vc thng qua phn tch so snh. Khm ph cc c im ca phn khc th trng mi v so snh vi cc a im cai th cnh tranh. So snh kt qu gia cc phng tin truyn thng khc nhau. Ti a ha hiu qu ca doanh s bn hng v i ng giao hng. Chn khch hng trong vng bn knh nht nh t mt im c la chn.

MaketScope kt hp bn m-un c pht trin ti a ha vic s dng d liua l nhn khu hc:

Trung tm thngtin khch hng

Khng gianphn tch

Cu dn nh v

-S dng kt ni d

liu c o caMarketScope, c sd liu a dng c

-Cho php bn thc

hin truy vn phctp bng cch t chinhnh, khch hng,

-M-un Router ca

MarketScope s abn t im ny nim khc trn cc

-Cho php bn cp

nht v lm sch cs d liu a ch ca

18


19/22


th c thu thp tnhiu ngun khcnhau nh MS Excel,MS Access, MS SQLServer v Oracle.

-Nhng b d liuc lc phn tchv sau ch hin ththng tin cn thit.

-H s c nhn truyvn c t trn

bn .

i th cnh tranh vcc d liu nghincu mi nht c sntrong bi cnh camt bn k thut

s

tuyn ng ngnnht, nhanh nht

bn.

-Locator s cung cpc th cc tn ng,vng ngoi , tn

thnh ph v cc tnhtrc khi nh dua ch trn bn .

Vi nhng phn tch nh trn, chng ta c th kt lun, MasterCard pht trinh thng h tr quyt nh theo dng Kinh doanh thng minh (BI-Business Intelligence)thng qua vic pht trin cng c Business Performance Intelligence v chng trnhng dng MarketScope thc hin chin lc kinh doanh mi.

Ly d liu khch hng lm trng tm, MasterCard xy dng kho d liu (DataWarehouse) v khai ph d liu (Data Mining) cng vi cng c phn mm phn tch dliu (Analytics Tools), tt c lm c s pht trin h thng h tr quyt nh.

2.4.3. Vai tr ca DSS trong chin lc kinh doanh mi ca MasterCard

BI gip MasterCard nng cao nng lc cnh tranh trn lnh vc th tn dng sovi Visa, tng bc nng cao th phn trn th trng th ton cu.

Vi Data Warehouse trong h h tr quyt nh BI, vic kim sot d liu khchhng s c thc hin mt cch nhanh chng v chnh xc hn, t d th d dng trchxut d liu khai ph thnh nhng thng tin hu ch, phc v yu cu chin lc.

Ngoi vic cung cp thng tin phn tch, cc cng c phn mm phn tch dliu (Business Performance Intelligence, MarketScope) cng c trin khai n cc ngn

hng v nhng ngi bn hng, gip h phn tch v phn loi khch hng, t tit kimchi ph giao dch v ch trng hn vo khch hng tim nng, p ng nhu cu, s thch cakhch hng mt cch tt nht chim lnh th trng.

H thng h tr quyt nh c th d don c s tng trng khi thc hinchin lc kinh doanh mi, l s gia tng khi lng d liu, gip MasterCard ra quytnh cho xy dng trung tm lu tr d liu mi tr gi 135 triu USD nm trn ngLouis, hon thnh vo thng 5/2002.

Mi lin h gia h thng h tr quyt nh v chin lc kinh doanh mi l chakha v kha, trong h h tr quyt nh l cha kha dn n thnh cng trong

chin lc kinh doanh mi ca MasterCard. Vic pht trin h h tr quyt nh em n

19


20/22


li ch chin lc ngay ti hin ti v trong tng lai, gip MasterCard ng vng trn thtrng v nng cao th mnh cnh tranh.

2.5. nh gi kt qu chin lc kinh doanh mi ca MasterCard

Chin lc ca MasterCard thnh cng. MasterCard khuyn khch, thuyt phc

c mt s cng ty, chng hn nh Citigroup v J.P.Morgan Chase, y mnh th tn dngca n.

Tuy nhin, li th chin lc ca MasterCard l khng bn vng. Trng hp nych ra r rng rng Visa l khng ngi khng v cho php MasterCard n mt mn th phnca mnh. Visa ang qun l khong 100 nghn t terabytes d liu cho cc ngn hng thnhvin ca n. Visa cung cp d liu trc tuyn hoc trn cc a cho cc ngn hng, h sdng phn mm v my tnh phn tch d liu. Visa cng bt u vn hnh h thng

phn tch trn cc my tnh ring cho cc ngn hng. 5/2002, Visa gii thiu mt dch vmng c gi l Resolve Online (T vn trc tuyn) gip cc ngn hng i mt vinhng tranh chp trong thanh ton v cng ang tin hnh cung cp cho cc ngn hng

nhng cng c Phn tch trc tuyn.Ted lacobuzio-gim c b phn nghin cu vic tiu th th tn dng thuc cng ty

nghin cu v t vn Towergroup, ni rng: "Nu MasterCard i u trong bt kiu g th Visa s lm c iu trong vng su thng ".

Di y l biu v th phn th tn dng ca M trong 4 nm (1999-2002), Visavn l t chc dn u trn th trng th tn dng, d vy, MasterCard ang bc tng

bc vng chc, thu hp dn khong cch vi v tr s 1 ca Visa. Vi ci tnMasterCard, bit u trong mt tng lai khng xa, MasterCard s thc s lm ch thtrng th tn dng?

Company 1999 2000 2001 2002 % Increase

1999 to 2002

Visa 48.8% 47.0% 50.3% 51.5% +5.5%

20


21/22


MasterCard 27.7% 28.4% 28.2% 31.7% +14.4%

American Express 17.0% 17.5% 15.7% 11.8% -30.6%

Other 6.4% 7.1% 5.1% 4.9% -23.4%

Hnh 5. Th phn th tn dng M t 1999-2002 (Ngun: The Nilson Report)

3. KT LUN

DSS cung cp cc cng c tip th vi cc ng dng nh tin on vic bn hngthng qua phn tch s liu v dn c, ti u ha mng li phn phi, dng m hnh lachn v tr ti u v ti u ha trong vic phn phi, to mi quan h cht ch gia nh cungcp th, cc ngn hng pht hnh th v nhng ngi bn hng.

H thng h tr ra quyt nh gip MasterCard tin thm mt bc trn th trngth tn dng. Tuy cha th vt qua c i th cnh tranh mnh nht ca n, Visa, nhngvi vic p dng h thng thng tin, h thng h tr quyt nh gip MasterCard chng nm bt th trng, gi cht cc ngn hng i tc v thu ht cc nh ngn hng phthnh th khc.

T cho thy vic pht trin h thng h tr quyt nh l cn thit, mang tnhchin lc, khng nhng gip cc ngn hng c c s trong vic ra quyt nh nhanhchng v chun xc khi giao dch vi khch hng m cn thc hin tham vng vn lnchim lnh th trng th tn dng ca MasterCard.

TI LIU THAM KHOSlide bi ging H thng thng tin qun tr-B mn MIS-Khoa Cng Ngh Thng

tin-Trng i Hc Ngn hng thnh ph H Ch Minh.

Sch H thng thng tin qun tr-Trng i Hc Ngn hng thnh ph H ChMinh.

Card Hub,Market Share by Credit Card Network,http://education.cardhub.com/statistics/market-share-by-credit-card-network/

Federal Reserve's G.19 report on consumer credit,Bo co G.19 ca Cc d tr LinBang v tn dng tiu dng, www.federalreserve.gov

CreditCards.com, MasterCard Credit Card,http://www.creditcards.com/Mastercard.php

Lantabrand-Total brand solution (2007), Visa-Hnh thc thanh ton ph bin trnton cu, http://www.lantabrand.com/cat4news3385.html

Lantabrand-Total brand solution (2006), MasterCard-Tng lai ca tin t,http://www.lantabrand.com/cat4news2667.html

21


22/22


Lantabrand-Total brand solution (2005), Western Union-biu tng t ho theo thigian, http://www.lantabrand.com/cat4news2531.html

Lantabrand-Total brand solution (2011), American Express-Vi v tr thng hiuhng u, http://www.lantabrand.com/cat4news2535.html

Thi An, Quy trnh thanh ton trc tuyn bng th tn dng, Thaian-Connect tofuture, http://thaian.com.vn/Thiet-ke-web/Thanh-toan-dien-tu/Chi-tiet/Qui_trinh_thanh_toan_truc_tuyen_bang_the_tin_dung.html

22
http://education.cardhub.com/statistics/market-share-by-credit-card-network/http://www.federalreserve.gov/http://www.creditcards.com/Mastercard.phphttp://www.lantabrand.com/cat4news3385.htmlhttp://www.lantabrand.com/cat4news2667.htmlhttp://www.lantabrand.com/cat4news2531.htmlhttp://www.lantabrand.com/cat4news2535.htmlhttp://thaian.com.vn/Thiet-ke-web/Thanh-toan-dien-tu/Chi-tiet/Qui_trinh_thanh_toan_truc_tuyen_bang_the_tin_dung.htmlhttp://thaian.com.vn/Thiet-ke-web/Thanh-toan-dien-tu/Chi-tiet/Qui_trinh_thanh_toan_truc_tuyen_bang_the_tin_dung.html

Date post:	03-Apr-2018
Category:	Documents
Upload:	doan-thi-kim-thao
View:	217 times
Download:	0 times

Can DSS Help the MasterCard Master the Credit Card Business

Documents