Anh chú hướng nghiệp

4 Bước Đơn Giản Giải Business Case Thành Công

4 bước giải business case

Có lẽ bất cứ ai là “dân kinh doanh” hoặc có sự quan tâm nhất định tới lĩnh vực này ít nhiều đều không còn xa lạ với khái niệm business case hay còn được gọi là case study. Business case là “đặc sản” trong các buổi phỏng vấn của các công ty đa quốc gia hoặc những cuộc thi Management Trainee… để kiểm tra khả năng giải quyết vấn đề của thí sinh.

Giải quyết gọn gàng những business case này cũng đồng thời là yếu tố then chốt để vươn tới ước mơ được làm việc trong các tập đoàn lớn hay rinh về nhà những giải thưởng cao trong các cuộc thi.

Và nếu bạn mong muốn vượt ải thành công những business case ấy, việc định hình cho mình bộ khung giải case sẽ là bước đi lý tưởng để giúp bạn bẻ khóa bất kỳ business case nào.

Table of Contents

case-study

1. Xác định vấn đề – Viên gạch đầu tiên 

Trước khi bắt đầu giải business case, bạn cần chắc chắn rằng mình thực sự hiểu một cách rõ ràng tất cả các khía cạnh được đề cập tới trong đề bài. Nếu có bất kỳ sự thắc mắc nào, đừng ngần ngại đặt câu hỏi. Bên cạnh đó, để hiểu thấu đáo, thay vì máy móc lặp lại câu hỏi, bạn nên tự diễn đạt lại vấn đề một cách mạch lạc và luôn phải đảm bảo mình đã kiểm tra kỹ lưỡng những chi tiết nhỏ ngay từ ban đầu. 

Điều này rất quan trọng vì trong tư vấn, chìa khóa để thành công là phải hiểu được nhu cầu của khách hàng, từ đó tìm cách giải quyết chính xác những vấn đề mà khách hàng của bạn gặp phải.

Ví dụ, nếu bạn nhận ra rằng vấn đề mà khách hàng của bạn đang gặp phải là doanh số có xu hướng giảm rõ rệt, có thể bạn sẽ ngay lập tức lao vào lập một kế hoạch tiếp thị để tăng khả năng tiếp cận. Tuy nhiên, điều gì sẽ xảy ra nếu “doanh số giảm” không phải là vấn đề thực sự?

Trong quá trình xác định vấn đề, để chắc chắn rằng bạn không bỏ lỡ những khía cạnh khác, bạn cần xem xét nó dưới nhiều góc độ khác nhau.

  • Góc độ cạnh tranh: Liệu rằng chương trình khuyến mãi của đối thủ có phải là nguyên nhân gây ảnh hưởng đến doanh số bán hàng của bạn không? Hay những đối thủ cạnh tranh mới đang tham gia vào thị trường của bạn mới thực sự là vấn đề? Nếu có, họ đã dùng cách thức gì để tiếp thị sản phẩm?
  • Về mô hình kinh doanh: Mô hình kinh doanh của bạn có bền vững không? Bạn có nên tham khảo thêm những chiến lược định giá sản phẩm khác không?
  • Các yếu tố thị trường: Các sự kiện diễn ra trên thế giới và nền kinh tế quốc gia đã và đang có tác động như thế nào đến khách hàng mục tiêu và doanh số bán hàng của bạn?

Tóm lại, có rất nhiều cách để tiếp cận một business case. Điều quan trọng là bạn phải đảm bảo rằng bạn sẽ có một cái nhìn đúng đắn và toàn cảnh về tất cả những gì đang diễn ra để tránh việc lãng phí nguồn lực về sau.

Quay trở lại ví dụ, bằng cách xem xét mọi khía cạnh của doanh nghiệp, bạn có thể sẽ phát hiện ra bạn đang chi tiêu nhiều hơn cho việc quảng cáo so với các đối thủ cạnh tranh của mình và vấn đề thực sự nằm ở khả năng tiếp thị của nhân viên của bạn. Sự thiếu khéo léo trong khâu giao tiếp với khách hàng là nguyên do đánh mất phần lớn doanh thu.

Vậy nên, nếu bạn xác định sai vấn đề, thay vì hướng đến cải thiện kỹ năng giao tiếp trong nội bộ, bạn lại chú trọng vào quảng cáo – lĩnh vực mà rõ ràng bạn đang chiếm ưu thế hơn.

2. Viên gạch thứ hai – Làm rõ các mục tiêu

Business case tồn tại để kiểm tra khả năng giải quyết vấn đề của bạn và cách bạn dùng để đạt được những mục tiêu được đề ra. Vì thế, bạn nên đặt những câu hỏi cụ thể để làm rõ những mục tiêu trọng tâm. Ví dụ, nếu mục tiêu bạn cần đạt được là “tăng lợi nhuận”, bạn nên đặt câu hỏi là, “ngoài mục tiêu này, liệu còn mục tiêu nào khác mà bạn nên giải quyết không?”

Trong trường hợp có nhiều mục tiêu, đừng cố gắng giải quyết tất cả chúng cùng một lúc, thay vào đó, hãy chia vấn đề thành nhiều phần và giải quyết từng phần một. Cách làm này sẽ giúp bạn tăng sự tập trung và đem tới hiệu ứng khả quan hơn.

Tại bước này, Issue Tree chắc chắn sẽ là công cụ hoàn hảo để giúp bạn có cái nhìn bao quát về vấn đề và biết được bản thân cần làm chính xác những gì để đạt được mục đích trong quá trình giải case ban đầu.

3. Viết cấu trúc

Đầu tiên, hãy xin phép người phỏng vấn 1 phút để có thời gian chuẩn bị cấu trúc của bạn vì đây là phần cực kỳ quan trọng và quyết định xem liệu bạn có thành công trong việc giải business case hay không. 

Hãy cấu trúc và xây dựng lại một cách logic mọi yếu tố của vấn đề kinh doanh và định vị nơi bạn có thể tìm thấy các dữ liệu cần thiết trong văn bản dùng cho việc soạn câu trả lời của mình. Khi bạn đã tìm ra cấu trúc của vấn đề, bạn sẽ biết mình cần làm gì để tìm ra giải pháp. Và việc sử dụng Framework chắc chắn sẽ rất hữu ích để giải case study ở giai đoạn này. Có rất nhiều Framework bạn có thể dùng, có thể kể đến như mô hình lợi nhuận (profitability framework), mô hình 4Ps, mô hình SWOT, mô hình 3Cs, mô hình thâm nhập thị trường mới (market entry framework), mô hình định giá (pricing case) và nguyên tắc MECE…

Giả sử, ta chọn mô hình SWOT để phân tích:

Mô hình SWOT là công cụ tuyệt vời để lập kế hoạch chiến lược và cân nhắc giữa các luồng quan điểm khi bạn đang xem xét việc có nên đầu tư nguồn lực để giải quyết một vấn đề cụ thể khách hàng của bạn gặp phải hay không. Thông qua mô hình SWOT, bạn sẽ hiểu rõ điểm mạnh, điểm yếu, cơ hội và thách thức đang phải đối mặt, giúp bạn xác định gốc rễ vấn đề và có cái nhìn tổng thể về business case để có thể phát huy hiệu quả khi cần hoạch định chiến lược và ra quyết định về hướng đi cho doanh nghiệp. 

Vì thế, ở giai đoạn viết cấu trúc, bạn có thể xem xét kỹ những dữ liệu được cung cấp, sau đó tìm ra điểm mạnh, điểm yếu, cơ hội và mối đe dọa bản chất của case study đó. Tiếp theo, sau khi đã có những phát hiện mới, bạn hoàn toàn có thể sử dụng chúng để lập kế hoạch hành động cho các câu hỏi mà bạn phải giải quyết và bắt đầu một giải pháp dựa trên phân tích SWOT của mình. 

4. Viên gạch cuối cùng – Hỏi những câu hỏi liên quan

Hãy tích cực đặt các câu hỏi về business model (mô hình kinh doanh), tình hình cạnh tranh, sản phẩm thay thế, vị trí của công ty hoặc những thay đổi đã và đang diễn ra tại công ty của khách hàng. Đừng ngại hỏi, bởi lẽ việc giải quyết case study dựa trên các giả định sai lầm còn tệ hơn nhiều so với việc hỏi những câu hỏi bạn nghĩ rằng mình nên biết trước. Bạn có thể tập trung vào những câu hỏi sau:

  • Tình trạng hiện tại của công ty là gì?
  • So với năm trước, có những thay đổi nào đã diễn ra?
  • Các dự đoán tài chính (và phi tài chính) cho tình hình hiện tại là gì?

     

Ứng viên cần chủ động đặt câu hỏi như một cách để nghiên cứu thị trường. Việc hỏi sẽ giúp bạn thu hẹp phạm vi đề bài, loại bỏ một số giả định và xác nhận một số giả định khác cũng như đo lường đường mức độ khả thi của những đề xuất mà bạn đưa ra dựa trên dữ liệu thực tế của khách hàng mà bạn được giao cho. 

Sau khi nghiên cứu xong, bạn nên tổng hợp lại một cách có chọn lọc những kết quả nghiên cứu và sắp xếp logic những kết quả có được để tiến hành kiểm duyệt lại độ tin cậy của những thông tin, đồng thời, tự phản biện lại những kết quả bạn đã đưa ra cho đến khi bạn tìm được câu trả lời thích hợp và chặt chẽ nhất cho business case của mình.

Cuối cùng, khi đã hoàn tất các bước trên, có lẽ bạn đã có được một lượng thông tin đủ lớn để đề ra giải pháp cho những vấn đề được đặt ra ban đầu trong business case. Và đừng quên rằng, những giải pháp của bạn cần được trình bày một cách khéo léo, dễ hiểu, hấp dẫn và quan trọng nhất là thuyết phục được người nghe. Bạn có thể kết hợp kỹ năng kể chuyện (storytelling) để làm phong phú thêm cách trình bày của mình.

5. Lời kết

Giải quyết vấn đề là cả một quá trình. Giải business case lại là một quá trình khó khăn và đầy thách thức hơn cả. Để nhanh nhạy trong các bài toán kinh doanh, không có cách nào khác là bạn phải thực hành và va chạm thật nhiều với các Case Study thực tế. Lâu dần bạn sẽ hình thành được tư duy phân tích dữ liệu và giải quyết chính xác vấn đề xảy ra trong câu chuyện kinh doanh của doanh nghiệp.

Và người viết hy vọng rằng những nội dung được trình bày ở trên sẽ trở thành “kim chỉ nam” cung cấp cho bạn nguyên liệu để giải quyết các business case của mình, thành công xây dựng một ngôi nhà vững vàng. Chỉ cần bạn có định hướng rõ ràng và thường xuyên luyện tập để thực hiện thành thục các bước giải case trên, bạn nhất định sẽ thành công!

Đọc thêm: Kỹ năng cần có khi giải business case cho người mới bắt đầu

Vui lòng ghi rõ nguồn khi chia sẻ nội dung bài viết:

Anh Chú Hướng Nghiệp (www.anhchuhuongnghiep.com)

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