Isikhokelo sabaQalayo kwi-BCG yokuKhula kweSabelo seMatrix

Amashishini afuna uvavanyo lwemveliso rhoqo ukuze azi ukuba zeziphi iimveliso ezizisa ezona ntengiso zininzi, ezivelisa ilahleko, kwaye zeziphi iindawo zeshishini labo ezifuna ukuphuculwa.

Uvavanyo olufanelekileyo lwemveliso lunokunceda ishishini eliphakathi ukuba liphucule isicwangciso salo kunye nokunyusa inzuzo. Kwaye kulapho kanye iBoston Consulting Group (BCG) i-matrix yesabelo sokukhula ingena khona. Ngaphandle kwamathandabuzo, ezinye izixhobo kunye nezenzo zikhoyo, kodwa i-matrix ye-BCG inikezela ngendlela elula kwaye ecacileyo efanelekileyo ekuchongeni kwaye emva koko isebenzise iingongoma ezinamandla zeshishini.

Ke qhubeka ufunda ukuze ufumanise ngakumbi malunga nokuba i-BCG yesabelo sokukhula kwe-matrix ingasetyenziselwa njani ukonyusa kwakho iqhinga ishishini namhlanje.

Isiqulatho
Yintoni i-matrix yesabelo sokukhula?
Uyenza njani i-BCG matrix
Uphononongo lwe-BCG matrix
Ngaba i-BCG matrix inemida?
Iingcamango zokugqibela

Yintoni i-matrix yesabelo sokukhula?

I-matrix ye-BCG, ekwabizwa ngokuba yi-matrix yesabelo sokukhula, ngumzekelo wokucwangcisa ovavanya zonke iimveliso kuluhlu lweshishini kwaye uzibeke ngokweendidi ngokusekelwe kwisabelo sabo semarike kunye nokukhula.

The IBoston Consulting Group wayengumyili wemodeli ye-BCG, kwaye ibe ngumgangatho wegolide ngaphezu kweminyaka engama-50. I-matrix ye-BCG ibonelela ngesikhokelo kumashishini ukuba avavanye iimveliso ukufumanisa ukuba yeyiphi enokudinga utyalo-mali olongezelelweyo, kwaye yeyiphi enokuthi ingadingeki.

Kwakhona, inkqubo-sikhokelo inceda iibrendi zifumanise ukuba zeziphi iimveliso ezikhoyo abanokuziphucula okanye nokuba zeziphi na iimveliso abanokuthi bazingenise ukuze benze imali kwisabelo semarike.

Nge-matrix ye-BCG, ii-brand zinokudala izicwangciso-qhinga zexesha elide kwaye zichonge amathuba amatsha okukhula kweemarike. Kwakhona, abanini bamashishini banokulawula ngokulula utyalo-mali lwabo lwangoku nolwexesha elizayo ngesi sikhokelo socwangciso.

Zeziphi iindidi ezine zematriksi yesabelo sokukhula?

Iqela leBoston Consulting likholelwa ukuba iibrendi zinokwahlula iiyunithi zabo zoshishino zibe ziindidi ezine. Ezi ndidi zenza ubume be-matrix yesabelo sokukhula. Ziquka iinkomo zemali, iinkwenkwezi, izinja, kunye namanqaku emibuzo.

Iinkomo zemali

Iinkomo zekheshi ziiyunithi ezinesabelo esikhulu semalike kunye nokukhula okuphantsi. Ngamanye amazwi, iimveliso ezikwicala lenkomo yemali zivelisa imbuyekezo ebalulekileyo kutyalo-mali (ROI), kodwa zezentengiso ezinoziro okanye ezisezantsi zokukhula.

Inzuzo ephambili yale yunithi yeshishini kukuba amashishini aya kuhlala efumana ngaphezulu kunotyalo-mali. Iinkomo zekheshi zinokuvelisa imali eyaneleyo yokuhlawula amatyala eshishini, ukwenza imali enkulu kumanqaku emibuzo, iakhawunti yeendleko zolawulo lweshishini, ukuhlawula izabelo zabanini-zabelo, kunye nophuhliso lwengxowa-mali kunye nophando.

Kucetyiswa ukuba amashishini asebenzise iinkomo ezinkozo ukuze afumane inzuzo ethe kratya kwaye agcine imveliso. Umzekelo omhle sisiselo seCoca-cola, esithengiswa kumazwe angaphezu kwama-200 kwihlabathi jikelele.

Stars

Iinkwenkwezi zinesona sabelo siphezulu semarike kunye namandla okukhula kuyo nayiphi na iyunithi yoshishino. Le yunithi yeshishini nayo yenza imali eninzi kodwa itya isixa esikhulu ngokulinganayo ngenxa yesantya sayo sokukhula ngokukhawuleza.

Ngesi sizathu, iinkwenkwezi zinokuvelisa isixa esifanayo semali etyalwa ziinkampani. Ngaphezu koko, iinkwenkwezi zinokukhula zibe ziinkomo zemali ukuba azifi ngaphambi kokuba izinga lokukhula kwemarike linciphe.

Iimveliso kufuneka ziqwalasele ukutyala imali kwiiyunithi zoshishino lweenkwenkwezi ukukhulisa ishishini labo. UKinley, imveliso yenkampani yeCoca-cola, ngumzekelo ogqibeleleyo “wenkwenkwezi.” Imveliso ikushishino olukhulayo: amanzi asebhotileni. Ke, kufuna utyalo-mali olubalulekileyo ukuqhubeka nokukhula.

Amanqaku ombuzo

Amanqaku emibuzo ziiyunithi zoshishino ezinokubakho. Banezinga eliphezulu lokukhula kunye nezabelo zemarike eziphantsi. Iimpawu ezinezicwangciso ezisebenzayo kunye notyalo-mali zinokujika amanqaku emibuzo abe ziinkomo zemali okanye iinkwenkwezi.

Kodwa ekubeni benesabelo semarike esisezantsi, amanqaku emibuzo anokuba zizinja kwaye akanakuphucuka nokuba amashishini atyala malini na. Nangona kunjalo, iimeko ezinjalo ziya kwenzeka kuphela ukuba iimpawu zisebenzisa izicwangciso ezingalunganga kunye notyalo-mali. Umzekelo omkhulu wombuzo wombuzo kwinkampani yeCoca-cola yi "Fanta." Ayikwazanga ukuva ukukhula kwehlabathi njengeCoca-cola, kodwa inamandla—ukuba inkampani isebenzisa amacebo afanelekileyo ukuyikhulisa.

Izinja

Izinja zineesona sabelo sisezantsi semarike kunye namandla okukhula kuzo zone iindidi. Ngenxa yoko, ezi yunithi zeshishini azifuni tyalo-mali olukhulu kwaye aziyi kuvelisa nayiphi na inzuzo.

Iimveliso eziphantsi kwe-quadrant yenja ziyimigibe yemali kuba zinokugcina amashishini amaninzi emile. Ke ngoko, iibrendi kufuneka zikuphephe ukutyala imali kwezi yunithi zeshishini kuba zine-ROI ephantsi kakhulu kwaye zihlala zibangela ukwahlukana. Umzekelo, i-coke yokutya yenye yezinja kwinkampani ye-Coca-cola engadingi mali eninzi kwaye ayiyi kwenza nzuzo ingako.

Uyenza njani i-BCG matrix

Nantsi indlela ii-brand ezinokuhlela ngayo iimveliso kwiindidi ezine ze-BCG matrix.

Inyathelo lokuqala: Khetha imveliso

Okokuqala, iibrendi kufuneka zikhethe imveliso ezifuna ukuyihlela. Eli nyathelo libalulekile njengoko liyindawo yokuqhubela uhlalutyo. Inyathelo lokuqala aliphelelanga kwiimveliso kuphela. Iibrendi zisenokwahlulahlula ibhrendi nganye okanye ifemu ngokweendidi.

Inyathelo lesibini: Chaza imarike ekujoliswe kuyo yinkampani

Amashishini kufuneka alumke xa echaza imarike yemveliso. Ukuba iibrendi aziyicacisi imarike ngokuchanekileyo, oko kuya kukhokelela kuhlelo olungalunganga.

Ngokomzekelo, ukwahlula i-Coca-cola's carbonated drink kwi-smoothies market kuya kuyibeka kwi-dog quadrant, eya kuba yinto engafanelekanga. Nangona kunjalo, kufuneka ibe yinkomo yemali kwimarike yesoda. Ngoko ke, iibrendi kufuneka zichaze iimarike ngokufanelekileyo ukuze kuqondwe imeko yentengiso yemveliso.

Inyathelo lesithathu: Linganisa isabelo semarike

Isabelo semalike yenkampani licandelo lemarike iyonke ephethwe yinkampani. Iimveliso zinokulinganisa isabelo sabo semarike ngokwengeniso yomthamo weyunithi.

I-matrix ye-BCG isebenzisa isabelo semarike esihambelanayo ukuthelekisa ukuthengiswa kwemveliso kunye nabakhuphisana abakhokelayo. Nangona kunjalo, imveliso ephantsi kokuthelekisa kufuneka ifane nembangi.

Nantsi indlela ekhangeleka ngayo ifomula:

ISabelo seMarike esinxulumeneyo = Intengiso yonyaka yeMveliso/intengiso yonyaka yembangi ephezulu

Umzekelo, ukuba isabelo semakethi yophawu lwezithambiso sasiyi-10% ngo-2020 kwaye isabelo semakethi esikhokelayo sasingama-25%, isabelo sentengiso esihambelanayo sophawu siya kuba yi-0.4 kuphela.

Qaphela: Iimpawu zinokufumana isabelo semarike esihambelanayo kwi-x-axis ye-BCG matrix.

Inyathelo lesi-4: Chonga izinga lokukhula kwemarike

Zimbini iindlela iibrendi ezinokumisela isantya sokukhula kwemarike. Banokuyifumana ngemithombo ye-intanethi okanye bayibale. Iimveliso zinokubala isantya sokukhula kwemarike ngokuqaphela umndilili wokukhula kwengeniso yeefemu ezikhokela imakethi (sebenzisa ipesenti yemigaqo yokulinganisa ukukhula kwemarike).

Iimveliso zinokuchonga izinga lokukhula kwemarike ngale fomula ilandelayo:

(Ukuthengiswa kwemveliso kulo nyaka - Ukuthengiswa kwemveliso kunyaka ophelileyo) / Ukuthengiswa kwemveliso kunyaka odlulileyo

Ukuba imarike inokukhula okuphezulu, kuthetha ukuba isabelo semarike sisonke sinamandla okwandisa, ukunika onke amashishini kuloo marike ithuba lokwenza inzuzo.

Inyathelo lesi-5: Yila izangqa kwimatriki

Isinyathelo sokugqibela sicwangcisa ixabiso lokugqibela kwi-matrix ye-BCG. I-matrix i-x-axis imele isabelo semarike esihambelanayo, ngelixa i-y-axis imele izinga lokukhula kwemarike.

Iimpawu zingazoba izangqa ukumela iyunithi nganye. Kwakhona, ubungakanani besangqa kufuneka buhambelane nengeniso eyenziwa yiyunithi. Ngamanye amagama, izangqa ezincinci zeengeniso ezincinci kunye nezangqa ezinkulu zengeniso ebalulekileyo.

Uphononongo lwe-BCG matrix

Imizekelo yokwenyani inokunceda iibrendi ziqonde ngcono indlela yokusebenzisa i-BCG matrix. Umzekelo omhle yiPepsiCo, evelisa ezinye iziselo ngaphandle kwesoda yayo edumileyo.

Kumzekelo we-BCG we-matrix ye-PepsiCo, ukutya kwe-Pepsi kunye ne-Mug ye-cream cream soda ngamanqaku ombuzo kuba banomlinganiselo ophakathi wabathengi kwaye basenakho ukukhula.

Isiselo sezemidlalo sikaPepsiCo, iGatorade, yinkwenkwezi kuba ilawula intengiso yesiselo sezemidlalo kwaye yenza i-70% yokuthengisa kuloo ntengiso-ngaphandle kweempawu zokucotha.

Isiselo sePepsiCo yinkomo yemali kuba inesabelo esikhulu semalike (ikhutshiswana yi-Coca-Cola) kodwa ifumana amazinga aphantsi okukhula.

I-PepsiCo's Tropicana kunye ne-Naked zakha zadlala kwimarike yesiselo seziqhamo. Kodwa njengoko i-PepsiCo iveza intengiso ehlayo ye-brand kunye nokuzimisela ukuzithengisa, kulungile ukuthi zombini i-Tropicana kunye ne-Naked zikudidi lwezinja ze-PepsiCo.

Ngaba i-matrix yesabelo sokukhula inemida?

Nangona i-matrix ye-BCG ineempawu ezintle, nayo inemida yayo. Le mida ibandakanya:

• I-matrix ye-BCG ilinganiselwe kumacala amabini: izinga lokukhula kwemarike kunye nesabelo semarike. Kusisithintelo esibalulekileyo kuba ezi ayizizo kuphela imilinganiselo ebonisa umtsalane, impumelelo, okanye inzuzo yemveliso.

• I-matrix ayibangeli intsebenziswano enokuthi yenzeke phakathi kweebrendi.

• Isabelo semarike esisezantsi asithethi ukuba ishishini aliyi kuba nengeniso.

• Kwakhona, izabelo zemarike eziphezulu azinakusoloko zisenza inzuzo ephezulu. Amashishini aya kufuna utyalo-mali olwandisiweyo ukuze abe nethuba lokufumana isabelo esikhulu semalike.

• Izinja azisoloko zimbi. Ngamanye amaxesha, banokunceda iibrendi ukuba zifumane inzuzo yentengiso yokhuphiswano.

• I-BCG ayibali kubakhuphisani abancinci abanezabelo zemarike ezikhula ngokukhawuleza.

Iingcamango zokugqibela

I-BCG matrix sisixhobo esisebenzayo esinceda ii-brand zilawule zangoku, kunye nemephu yotyalo-mali lwazo lwexesha elizayo. Iiquadrants zayo ezine zinceda amashishini ukuba enze isigqibo sokuba zeziphi iiyunithi ekufuneka zibekwe phambili, ziphuculwe, okanye zipheliswe.

Nangona i-BCG ubukhulu becala yeyamashishini aneepotfoliyo ezinkulu, isenokusetyenziswa ukuvelisa amacebo adubula iibrendi ezintsha phezulu emarikeni. Kwaye ngale nto engqondweni, eli nqaku lichaze amanyathelo amahlanu alula amashishini anokulandela ukwenza uhlalutyo lwe-BCG matrix.