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Đề tài:
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

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Giảng viên
TP HCM 10/02/2012
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
 
 
 
  !"



#$%&'"()*+,-(" " -(,%-
 ! 
/0123456
17896:;<4=>?@/?>A1B6?@#C?D
@E%&'"FG,HIJKL-(,%-D
M/N"(OP,LFLI,,Q-(,%-RD
M$,%STUKRV
MW,NFL,X"Y"Z[\"TUK" -(,%]R^
#"%_F\"K,J`FL()IZ[R^
#E"+,a"b"" -(,%]R

x#z,K,{J+,")""ef",,$yJU|,-K,}
LW~$J`,,N,&{L/L,N,&{Jb+,P,$yY"`"
T K)JKLLx"z,a,+,T•"K"",a"b"T
UK,,KL,$y
c,d""","JJb,&y"WTnTj,O,"$,(b",K%y
4&'"P,L,K[`,GT,$,€Y""","&"nGTc[Jf
JFyT K)FL(\"d,L"LX,,}""Jf, ,,$yK
JnY"!,"I)e(,,H,T•W"$%&'"" """,%y"nGT
c[JQk"•FL,P[I&EJfIn‚[U,PFLI,,QTUKy
"J%ƒK%c,KFc"HW"E`FL,",b",&y",P,d(,K
,KL"cYWLJGL" -(,%-„[`,,KW",*ef"
Ta%q,,$y„J,\"cW~&y"~$Ja[d[…"K",FL
,J&'"G,L"c"k"•-(,%-(…"K"!,T)jJ&W
e$,JFL~cIIJ!JXJQ",I,,QYX[W%',$"d,E
WYc,[%L[`,&y""nq%cUqULK"K()*+,Y%LE""",
ef",$s~Kq[")-(,%-tJ&yJ$JQT,"$""",&y",T
~$,,HUW,$[d(†"n" [P,P(…+,U~N,`,%d,,&{T
UK
-(" %L[`,,KWƒL" %\"" -(,%--(,%-UL+,Gq%\"
u,'"K(\I,,Q" ƒLLyU\J,&*U\L[()*+,
-(" ,dc,[Y-(,%-JJl,""",()*+,FL"$~$".]" FLK
[`,,P,$TnTj$T,~N"K[PWT$,b"",$,YJG
W"$%&'"'I%‡Y""",(…"f,+,~d,(L
#!,e$,JN"k".]%L[l,L"bFPJ%L[`,,KW,$
[d" c,["J&'",HUJQJ&GT,$J+,&y"J%
2l"Uˆc""",,,$y,HI,I,,Q%_F\"2T-,&
"$%&'"[T-,(…T~K{,\"cJ&'"$""IHT"TKd,J`
ce)2u~`IH,K[`,",JG%L,fe$,JN(\,L"" "

#$%&'"()*+,-(" " -(,%-

#,-(,%-J&'"(%HIFLKj[mDD~x•--(,%]Y[`,U&'"(_&{
@_f"4b"mD^•JƒI,[[`,%Kd(W~`,UL"KW,€(E(
T,Q~![•Y‚[)[,Š%c,€(,OFKFP(UU&‹L"" 
Fy()IZ[L%LJƒ"b(f[`,,€(KT,Q~!(W[•Kl"~+,T%Kd
,\"IZ[,,$(W[•LKT"{FHY()IZ[L(JnJƒ"nJ&'"
Ia~$,d#z
j[ mig ,d -F-  <-,-Y  L ()  *+,  (K„"K„%  L J ,$  y  (I HI Fy
-(,%]j[mmY,d@_2%%-’%(2Jƒ,dK[`,()IZ[,\"IZ[(O
U"""kJH,nUULTxJ`"K2p#K[I
b. 1905 – 1918:
-(,%]FL#,(W„@_(,HIj[V^g
j[V^iY#,Jƒ~X,Je[()*+,,d“"Y,N,&{*+,TZ%y,b
" nKJ&'"*U\x@IK-YqYFLK[~JQ""+I"K,N
,&{"”I,,Q"n
$,"""E(x()*+,FŒ"‰x"zY,Y(\TxJ" $"$,b
+,JƒWJKd[,k[%cFLIIf""()
IZ[L"L,xTnTjP,d,$(W,&ETXI"zJƒ~`"""L
[~&,+,")""q""+I" kJQJIb"" ,N,&{JN
I&E
2l,T""`""$,Jƒ,dK"[y,K%y"K""()IZ[(W~‚""'I
JqFy"SI -(,%][[`,(fL[c"n,dK#$,T$,,!"Y
#,Jƒ"n^L[FL()*+,,$yJƒ,jE+IJTQ,}j[V
D
#$%&'"()*+,-(" " -(,%-
c.1918-1938:
@\T$,,!"" #$,,$y[`,"`"T K)"K-(,%]'IJq
#SI Jƒ$,@"$(\Y&{,UˆJƒe-Fy(WJl"FL(W~`,,K
"$,"Q(Uˆ(W,&Ej[VY8"),jJfFy%cY(
,KT,$,,KL,$y("$,YFL,•fJK*+J%L[,PP)[
Jd[,[

j[ViY-(,%](IHIFy%[-,@YL()*+,FNFL(!I2Y,x
,L#,-(,%]%[-,@Jn%LFc"[%d#K((-p%"T•-%%" YL
()*+,""%Kd,\"IZ[Jn`IFLKj[VD^Y"&,\"IZ[J%d
CU(sVDtY&y"]I,"" /~~sVitFL,\"IZ[J%d@,K sVit
KTJnYUK(f-(".],$I,",jJTd"}Vg^J$j[VgVY
UK(f~L" ".]‰,&,j+I~FLVD^„Vi,j+I~f%
aUK," ",",j+IJ,KF‰gj[("$,,$y
,b11
i
#$%&'"()*+,-(" " -(,%-
#f"ˆY-(,%]e$,JNJUdn%J,Fy~‚Fc"%UKFy",
T"j[ViY#,Jƒ,x,L[`,"aJ%y,K/˜=]%Y[`,,KW
L()*+,LJ,$yFG[•IZ[
f.1975-1981:
/J,TQ,}Wj[V^Y,PPT,$" #,*+JTU,j
FL(\,j,&x,K""&y""cI"H[%dKLY,•fJK*+JFy
Jq."<IYJq6@YJq~)JU+,+,")"",N[+,J,&EJf(K
FyJq."@_E,$WYWj[VigFLViiY".],j+I~f%Y
FL""K,j+I~%LKj[VY",Jƒ~`"I)JIb[`,""
"n,&y"[`,,N,&{KL,KL,Ja
@\,j,&x"n" -(,%],,$y[`,I~ˆJXI(\(,)[,d""
,N,&{,G,f" #,Y&n"[,-KG K%eFy
JGTcTaJN"S,NFLT,$4QU,P[`,(\"~‚Y-(,%]Jƒ,\"
cFc"%UK,bFy~KL~‚""[%d%"K/~K,K-(1"Y[`,
L()*+,""()IZ[U&'"IZ[FLƒTK
g.1981-1995:
-(,%]Jƒ,}~•[`,(fKd,J`TUK,}j[Vm^rVmLKj[VmYW
"),$[+"f,,KKd,J`" -(,%]Jƒ"KI]I",,$L""F,[
[yYe,k+,%LFc"[%d™&{Ta%q,KL,\"IZ[Kš
#,K

8(HEI:JKC?
a.Liều lĩnh táo bạo để phát triển:
™~d},j,&x"n_%L~d~X,J+IfšY<-,-~-"TY[Jf"
TUK" -(,%]T•JNE^j[eY-(,%]JƒT}%y[dFL
F&E,KL,$yYJž~•IGJf, FL"nUK,Vm,Š6@Y%'H,&y",$
Jd,,Š."Ÿ@•FLKj[^^~-"TY,x,L[Jf"JGL" -(,%]
FLKj[VViFŒ[f,HIJKL,$I,"[x`EW2"," %L,j
UK(f~Lj[%,[V^,Š."Ÿ@•
b.Không Thay đổi để thay đổi tất cả:
4GJ,X[,y%L(\IeG-(,%]~X,J" "f~%ƒJdK" ""L
[,d,}ef",KFˆYT$,'I[(,W()IZ[,&E,\,K™Tf
,f+,TUK"$%&'"š
4GL-(,%]I)"n(\,f+,,KL"[LT%L[[+,JT)j,S"b
()IZ[Fy,},N,&{c,dYƒ()*+,E^^%Kd".]-(,%]T"
JQIˆ'IFyTZFN" T"L,KL"
-(,%]c%L[`,,KW",%y+,,$yY~$,L[`,,HIJKL,KL"
ce)Fy(\e)%‡[d[…Y-(,%](…,$I,""‰,$*
c.Chất lượng:
#+,%&'()IZ[%L&,LJ" -(,%]/L[`,",UU&‹Y(b"TK€
FL(fTK€Y-(,%]"[T$,[J$"K&{,UˆW()IZ["+,%&'
"K,S"'IFy,}%b,a-(,%]TWe,[J$TZFN[L"‰"!
,kJ$TS"dUU&‹" ()IZ[‚[[J$(b"TK€"K&{,
Uˆ
cY-(,%]%L,HIJKL,\"IZ["n("FL,,["bUU&‹
%y+,,$yW~Se$,TKk"T$,'IFyTc[,K(f,^j[
e,K%_F\"()*+,""%Kd,\"IZ[JUdU&y""ƒc,SJƒ[
%d"K-(,%][`,FN,SJl"~c,,K,K%_F\"UU&‹,KL"&Ec
-(,%],[u()IZ[%L[`,%{"[T$,FG,KL,\"IZ[Y,, ,+,")""e
JNcLFLJd,,"ZFG"+,%&'
d.Môi trường:

jf"~‚"ˆIK""(fT•-[d
d.Các chuẩn mực về đạo đức kinh doanh:
#Z[\"JdKJb"TUKJ&W&yUŒ",Q"K[uFFG""
,\"cW,X"TUK#Z[\"L+[dEW(\",$,
,KFc"L*O'IIIFL,,\"YJl,%'S"",%,%'S""YJ+
,"f%df%`FL,[Y%,Qc,S"S,\"x[b""K+,
H( :SQ?>T
-(,%]Kd,J`TUK,K%_F\",\"IZ[FL)T,%y+,,$yY"n,
(x"SJl,,d-F-Y @_#"()IZ[c" -(,%]~Kq[,}&y"
TKY,\"IZ["K,€-[Y".]FL""()IZ[,}(W
-(,%]X[D "aI" ƒ/˜=]%Y",[•IZ[LJ,$y
-(,%]"nUƒ()IZ[`ƒ,[`,(f,N,&{~Kq[""()IZ[".]Y&y"
,T$,Y""%Kd&y")T,YT-[Y,\"IZ["K,€-[Y()IZ[UU&‹,j
"&{FL~q~a(b"T•-YFNY,\"IZ[J%dY~T•KFL,b"j"KFH,
Thu nhập:
Kj[^^VYUK,'I+,#C^iYD,•6@FL%'H‰%L#C^Y
,•6@ "b FLJ,&I,,Q%L#CY^,•
^
#$%&'"()*+,-(" " -(,%-
K(f~L,}(\IF‹Kd,J`Ri ,},b"fYD ,}""()IZ[(W
FL,\"IZ[Ym ,}""[njJƒ(†(L"Z~NFL+""[njJƒ(†(LY
 ,}(„"„%Y ,}""()IZ[FH,YD (KFy()IZ[U&'"IZ[FL ,}
(W-[~]
K(f~LTF\"JN%‡(\"fR ,}"zY ,}"2•sD ,}2•tY
D ,}"”Y ,}I"‰%d" ,$y
L( 9UVWR*@:A
Sơ đồ cơ cấu tổ chức của Nestle:
L(89UVWR*@:A
Kq[R`Jqe),NY# ,N"Y84JGLFL""JEFNJNI&E
a.Hội đồng quản trị:e$,JN"$%&'"YT$Kd"I,,Q,dFLT$Kd"T

LTKk"Y%L,,["bFGUU&‹%y+,,$ytYFLD,[
"c()IZ[Y"""E(x"bFLI,,Q,,KL"
L(X*@:A-Y*
-(,%]Jl,"J$c,[%J,FLKj[
VD )e  G ,HI  T•Y "" () IZ[ &
8618=¢Y/12=„ /#Y2881Jƒ,x
,,`"Fy"",$c&{,Uˆc,
[-(,%],x%dc,[FLKj[VV^YFL[x
[`,  Fj  I‰  Jd  Uc  FLK  j[  VV 
LKj[  VVgY #  ,  -(,%] c, [
s^^ FfJ ,&&y"KLtJ&'",L%HIY,\"
,`" ,HI  JKL -(,%] @ # FLK  j[ VVgY
-(,%]J&'""+I+I]I,L%HIL[4q
Y"()*+,".]KL,?@#ChY,LKL,?@?FLJnn,b"f
21/=Y~`,"f"UU&‹?@/hY~`,[FL&y""+[2881Y~`,T-[
#=CC??„2?
#,-(,%]c,["n,(x"S,d<#2FLFjI‰TUK,dL
`-(,%]"nL[4q,dIS[c,a(fF" -(,%]
c,[%J$^^^KWj[eY-(,%]Jƒ,!,J&'"FLJLK,dK[`,%\"

#$%&'"()*+,-(" " -(,%-
%&'%KJ`&{c,[J ,"ZJIb"I,,QTUK" 
",
Các hoạt động tại Việt Nam:
jI‰TUKJ," -(,%],d@L8‰J&'",L%HI,}j[VD&y
J%LW"`,[f"%d(\I,,Q"n" ",,dc,[R
8ZZH#,/-Y[`,%UKW<--,,-%,`"-(,%]FL[`,",
,&E[d/KJ&'",L%HI
8ZZL-(,%]"S,b",x%dc,[FL[xFjI‰JdUc,d<#2
8ZZ[-(,%]c,[J{#S,b"Tx"*U\L[4q

L[,d"",N,&{T"TJIb",$,Tc["IS" ",[L
" $FP,S"Fy,N,&{JNI&EYFc"-(,%]Jn"OmL
[Jƒ["b",Je,[J$)["ISJQ[%dj%\""d
,"KE,K,PT K)Y(,KFL"d,Tn"%c,&c

#$%&'"()*+,-(" " -(,%-
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JNI&EFyU["J,&+,%yYT"~‚W%HJQ[T""K‚
-(,%]JIU"$%&'",KL"JQ,HU""q%c,d""&y"
4%L~cII!I-(,%]JfInFyWTnTj,&y"[X,‚"b%L,K
Wj[JYI~(\I,,Q" -(,%]J$,}""F[%d
~"dJn"[%d[`,(fTnTj"K-(,%]UKWU["J,&%yJ$
,}""F [ %dY I, ,Q IIf ,KL  "FL [d %&y,$I ,NY ,"E(x
IK•-~U(,b"%L,&Ec,N,&{LJJ&'"H,K&[kef"
,,$y#"TS"d"S" "$%&'",KL"~Kq[R
 7JN,N,&{,KL"&,N,&{,K&y"
 dK[`,u'I,$I,N,KL"YJq,{"H(\T"~c,TF\"FL
ef"Y"•d&(\T"~c,FGWFL,N$
 dK()*+,FLc,fIIf,KL"YFSU&(I-.",K-(~Kq[
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sc"n",t"ˆFyFc",j()%&'()*+,,d""ef",G[j
FLJa[y"c-(,%-J,HI,FLK"",N,&{,G[jYJl"~c,%LX[
FLK,N,&{".],d""&y"JI,,Q@\UN""Q,HI,()*+,"
"K,,+-(,%-J&yJ$*U\[`,c,f()*+,ce)E,K,{
~a,KL"nU[d[…FL(\I,,Q"cT,&EJqW""
i
#$%&'"()*+,-(" " -(,%-
",&yI,,Q""L[[y" "," $‚[JQI"F,N
,&{[yFL,G[j&"”s~Kq[tFL"<
@E[`,j[,\"c-(" I%,KL"Y""c,fL[()*+,FL"
bJUJ&'"Ja[yJQI"F"KEm,N,&{"dWL[
JKd,J`YcY-(" JJ,&JQ*U\,[L[SU&
",-(,%-ULi^6@JQ*U\L[[y" -(" ,dc,[FLJ&
FLKKd,J`j[^JQ,S"b[y"Jl"~c," &{,Uˆ"&
u,'"KL[,d<%II-(FL9)49f"#‰,d,N,&{#
<Y-(,%-U\JNJ,&^,•#CJQ*U\L[J,,dK%FLJ&FLK
Kd,J`FLK,Vj[^L[LUˆJQ()*+,""()IZ[(U&‹
FL".]‰,I"F"K,N,&{,HI,+I,d#%"L4QI"F,N
,&{#zFLY,N,&{,,".]‰,%y+,,$yY-(,%-U\JN
Uˆ^,•#CJQ[x`L[".]‰,%y+,,d,L[`,"u()
*+,YJnnKL"Š

2`,(fef",KJn"nc,[Jƒ""QKT•,H,X[W[`,
(f"aI+,JN,K""L[L4QJfInFy"""S("LY-(,%-
%UKY*U\""L[[%dFL~$n,L",^^ (xW" 
"
c. Sự phát triển của thị trường
)j,j,&x" ,N,&{,!,""",Jef"&-(,%-cY
-(" J,HI,X[FLK,N,&{&s,N,&{,,".]‰,%y
+,,Gyt""ef"JI,,QFL,jU(f&9f"Y¦
4`FL4[”E,$WYFy(b"[d,L"S,K%y" [PY-(,%-Jƒ[
ƒL-(" ,[HIFLK,N,&{"<,eFc"*U\L[
V
#$%&'"()*+,-(" " -(,%-
J,,dK%c"&yJ$"",N,&{L%L[`,,KW
%L["K-(,%-e$,JNUN""Qc,fL[" [P
d. Đổi mới công nghệ, tiếp cận nguồn cung
2l,~‚"c,KL"P"~‚W""",YUnJnFc"Ja[y
"cT"‰ee,k[Le,k,$,%LJ&"cJn,$I"H
q"%cFLq,,-(,%-,Ja""L["n%N"(O%
J{" [PJQ*U\""L["c"K,def",G[jFG"
%cFL"()IZ[#&E,Pš-KU,-"I(š" -(" %LFSU
+,FG""",,dKq""K[P4"n,Q*-[%LI&EII~)KJ)[
%c"+,%&'ce)FL*U\P)",#&E,PLu,'
"K&{U,d""&y""nL[()*+,-(" ,$I"HFyTKk"T•
,H,FLf".]"n"+,%&'(Jn",[%d".]*Fy")"K,&E
Jf(KFy""Jf, "d,
H( *WG
H(8?fghi
#"",Jef"n"FL-(,%]nH‚Y$kTI,
,QW()IZ[FLUN"F[y,Pk"I)"),c""()IZ[FLUN"F
c"nK~+,T,&{'ILKY,PF+JG"bYI,,QFLJa[y()

-K~)*$Id" 1,-~U,Pj[^Y-(".]JbFN,S^"‰-(,%]xFN,S
gg,K,KI^^,&EcFU,KL"~P"nTK)^^^"f"-(".]
J&E"f[u+4Q"nJ&'"JGLYT"bFLI,,QJƒT}
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QJq,fTFfJ,&FLK
op,}VVmJ$^^V
J&'"J,&FLK#$%&'"()*+,L"LIKI!FL[,S,KL"E
-(".]"n^U‰()IZ["SFL"G%KdT"FyJl",&[ˆ
&E"T"YJn%L"&TQ,y[`,(f()IZ["Š"~c,"K,N,&{
LKJnd#HIY[k&{Uˆ,}™-(".]šJQk[k%Kd"LI‰,"&
,Uˆ,}™KUš"K[k%Kd*-[4GL"b[J&'",S,U" 
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j i ’@6@ Y
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Z V 2(1" ^Yg^^
8\ ^ @[,.-%U  CKKU(  1"
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"bFLI,,Qsopt"S%LG,)JQ,L",KTUKFLJQ

T-[(K"K%L"TI)nJ*Y,dJ+,[•%L@_"Jƒ"n(\T"
~c,KL,KL%yF\"n,$4b""`"LI(W[Ld,"‰~`IHn
,$<I,P"\"TP,S""LIJ-)"+,()IZ[%X~n[H,,c,FyT"
LFLJ"ˆFyT"L,}ef"L,yef"T""$%&'"
"bFL()*+,"I)J&'",KL"n
b/ Liên minh sản xuất:
/L[`,,HIJKL%yY""",)UL,,KL,$yY-(,%]"nJ&'""EEFL
,L"L["I)TQJ$[f%[,KT"bI,,Q
FL()*+,-(,%]+,TKT"kI&EIILFPT,fG%\"
FLFfJ,&op
/[Fy8--%2%%(FLKj[VV^YJ&,N,&{%Kd"f"j(%L[`,‡
,&x(,dK" -(,%]HIJKL+,((f,T"k8---%2%%(FPJ%L[`,,HI
JKL%yYGTc[,KFc"()*+,()IZ["f"FLJl"~c,"n%&'
T"LaJN¨-[Y-(,%]Jƒ*™Fd"šJ,,"KJ&{T
UK%ULj[^^Y-(,%]%d"n,K,VYi "fI" /›=-%„%[
"$%&'"JQ,dKT-[U&‹"j[(n"U[l,[x[`,,N,&{[yYJFLK
IT!"[yFLJq,{,dKT"L[y},dJY-(,%]%[
Fy#K"#K%r,HIJKL&y")T,LJ,$y,-(,-P"Y
-(,%]TWI,,QFGT,\()*+,[L"‰FG""[fec%[
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#$%&'"()*+,-(" " -(,%-
Fy"",HIJKLT"JQ%L["K™aš()IZ[,[IKI!FLIˆ'IFy,N$
&{,UˆFLJn"%L%‡UKFP(KE^j[eY-(,%-T}I,,Q
%y[dFLF&E,KL,$yYJž~•IGJf, FL"nUK,Vm,Š6@Y%'
H,&y",$Jd,,ŠC"-@•j[^^
"d[f%[" -(,%],P-(".]"T$,'IFyI(JQ"bFL
I,,Q%Kd[I"LI,\J`Fy,k%L-(".]K%"-8(,K4%L[`,
,$,T$J`"JKYc,ffJj""+I"KT"L,b"fJUd"+,
%&'"KˆT,QJIbJ&'"&EFNKL,KLfFy,,!" ()
IZ[&T,,N,&{%Kd[LY-(".]"n%+J&'"")[,P

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&{c,,€FLjJ`Jq,{J-[%d[`,(b"(f[y"Kd," c,[š
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,-K~L/NKL£$Y8[Jf"G,FLu,'$I,N" -(,%]c,
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