Ukujongana neMehluko yoMhlaba wabaThengi

Ukungalingani kwemivuzo, ngokutsho kweZizwe eziManyeneyo¹, iyanda ngaphezu kwama-70 ekhulwini kubemi behlabathi, ingakumbi kumazwe ahambele phambili kwezoqoqosho nakwamanye amazwe anengeniso ephakathi. Xa uqwalasela iipatheni zokuthenga kwabathengi, oku kungalingani kubonakala ngakumbi - kunye ne-polarizing.

Kwelinye icala, kukho i-spike kwimfuno yeemveliso zeprimiyamu ezibonelela ngezibonelelo ezifunwayo ezithile kwaye zibonelela ngexabiso elahlukileyo. Kwelinye icala, imfuno yeemveliso zexabiso apho abathengi banovakalelo lwexabiso kwaye bagxile ekusebenzeni kwemveliso, nayo inyuka kakhulu. Izaphulelo zisebenza ngamandla ukusukela kwintlekele yezemali ka-2008 kunye neempawu zexabiso zivelisa umthamo wentengiso ephezulu, igalelo elibonakalayo kwinzuzo ekhawulezayo yempahla yabathengi (FMCG) yeenkampani. Ngenxa yeemeko zoqoqosho ezikhoyo, zombini iziphelo ze-FMCG spectrum kulindeleke ukuba zenze kakuhle ukuya phambili.

Ngokwahlula okunzulu kumhlaba wabathengi phakathi kwamacandelo eprimiyamu kunye nexabiso, indlela enye yokuthengisa ngobuninzi ayisaneli. Iitshaneli zentengiso, umzekelo, zahluke ngokwendalo ngokusekwe kwiipatheni zokuthenga ezahlukileyo phakathi kwala macandelo: imifuziselo ethe ngqo kumthengi idumile kwicandelo leprimiyamu, ngelixa izaphulelo kunye nemali-kunye-nokuphatha zilawula icandelo lexabiso. Ngelixa ubhubhane ukhuthaze utshintsho oluthile kule pateni, ngakumbi kwindawo ethe ngqo kubathengi, silindele ukuba imeko yangoku yokunyuka kwamaxabiso iya kuqhuba iyantlukwano enzulu ekuthengeni iipatheni.

Ekugqibeleni, iinkampani zempahla yabathengi kufuneka zicinge ngokutsha ngeshishini labo kunye neemodeli zokusebenza ukuze zamkele indlela elungiselelwe icandelo ngalinye labathengi. Ii-FMCGs kufuneka zilawule iiphothifoliyo zazo ngokukhutheleyo kwaye zichaze ulwalathiso lwazo lobuchule ukuze zihlangabezane neenjongo kwindawo enokhuphiswano oluphezulu kunye namathemba okukhula okuxutyiweyo kwiimarike eziphuhlileyo. Abanye abadlali basenokungaqinisekanga malunga nokuba bafanele bafezekise oku ngokwasemzimbeni okanye ngokwendalo.

Ukukhula kokungalingani kwandisa umsantsa wamandla okuthenga

Ukudityaniswa kwehlabathi kuye kwayichaphazela ngokuphawulekayo imilinganiselo yokuphila yezigidi zabantu kumazwe asakhasayo kumashumi eminyaka akutshanje. Ukubanjwa kwezoqoqosho kumazwe asakhasayo kunceda ekucutheni umsantsa wengeniso phakathi kwamazwe atyebileyo nahlwempuzekileyo.

Ngelixa engekafikeleli kumanqanaba engeniso yamazwe aphuhlileyo, uninzi lwabemi kumazwe asakhasayo ngoku banokufikelela kwiimeko ezitofotofo kunye nokufikelela kuhambo kunye nokhathalelo lwempilo olwaneleyo. Nangona kunjalo, xa sijonga izizwe ngokwazo, siqwalasela ipateni eyahlukileyo: ukungalingani kubutyebi kunye nengeniso kwiindawo ezininzi zejografi kuye kwanda, kungakhathaliseki inqanaba lophuhliso.

Ukunyuka kokungalingani kwemivuzo kuguqulela ngokuthe ngqo kulwabiwo olulinganayo lobutyebi phakathi kwamakhaya azizityebi kunye namahlwempu, nto leyo ekhokelela ekukhuleni komsantsa wamandla okuthenga, nto leyo ekhuthaza ukwahlulwahlulwa kumhlaba wabathengi. Icandelo lentengiso enkulu yemveli liya liphulukana nokubaluleka ngokumalunga nokukhula ngokukhawuleza okugqithisileyo kubathengi bendawo: iprimiyamu kunye namacandelo exabiso.

I-FMCG ijongene ne-dichotomy efanayo

I-capital market ibeka ulindelo olucacileyo lokusebenza kubadlali be-FMCG. Ukuhlalutya ukuphuhliswa kwexabiso lesabelo sabavelisi abahamba phambili abadweliswe kwiminyaka edlulileyo, kubonwa ukuba iinkampani zifezekisa ukukhula kokuthengisa okuzinzileyo kunye nenzuzo ye-> 2 ekhulwini ngonyaka kunye namanqanaba e-EBIT enempilo ye-> 15 ekhulwini, ziye zaqondwa kakuhle ngabatyalo-mali kwaye zandisa imali yazo yemarike.

Ukukhula kwezinto eziphilayo kunokunganeli ukulungisa ingeniso elahlekileyo phakathi kokukhutshwa, kodwa abadlali be-FMCG bayacelwa ukuba bakhangele ngenkuthalo ukufumana okongeziweyo okuthembisayo. Oku kukhokelela abadlali be-FMCG ukuba bahlaziye iiphothifoliyo zabo kwiindawo eziphambili ze-2: ukukhupha "ixabiso" ngelixa betyala imali kwiindawo eziphezulu zokukhula.

Ngokuphathelele ukuntywila, uhlalutyo lubonisa iindidi eziphezulu zidla ngokuhlelwa njenge "xabiso." Oku kubandakanya ukutya okupakishweyo, okubandakanya ubukhulu becala iibrendi ezinxulunyaniswa nokhetho olunempilo encinci: i-snacks eqhotsiweyo okanye esekwe iswekile kunye nesondlo esisezantsi, iminikelo esekwe ngqolowa. Iziselo ezithambileyo ubukhulu becala zinento yokwenza nemveliso yesiselo esekwe iswekile eyandayo ukungahambelani nezinto ezikhethwa ngabathengi kwiziselo ezisempilweni, ezingenaswekile/ezehliweyo.².

Iinkampani ze-FMCG zisabela kwiindlela zangoku kunye nokutshintsha imikhwa yabathengi ngokuhlengahlengisa iipotfoliyo zabo zemveliso notyalo-mali. Umzekelo:

• Iinkampani ze-FMCG ezisebenzayo kwicandelo lobuhle ziye zomeleza ishishini labo lokhathalelo lwesikhumba ngokuthengwa, ngakumbi kwindawo ephezulu yemveliso.
• Bonisa ukutshintsha kweemeko zentlalo yoluntu ngokwandisa iipotfoliyo ukubandakanya iimveliso zokungaxhathisi abantu abadala, imveliso ekhula ngokukhawuleza ehlangabezana neemfuno zoluntu oluguga.
• Phuhlisa iindlela ezinempilo nezingenabungozi kangako ngokudala iimveliso ezintsha okanye ngokufaka endaweni yezithako ezisempilweni kunye nezinto kwiimveliso ezisekiweyo.

Ukulungiselela ukuphumelela

Njengoko iinkampani ze-FMCG zijonge ukubumba ixesha elitsha lokukhula, kufuneka ziphuhlise imephu yendlela eyomeleleyo, ephunyezwayo malunga nendlela yokukhulisa ukuthengisa kunye nokuphucula imida yexabiso eliphezulu lokuthengisa.

Iminyaka emi-2 yokuqala yobhubhani kunye neemeko zoqoqosho ezikhoyo ziye zacothisa umkhwa wokwenza iprimiyamu. Nangona kunjalo, silindele ukuba ixabiso elichasene nepremiyamu yepolarization linyuke ngamandla kwixesha eliphakathi njengoko uxinzelelo lokunyuka kwamaxabiso lunokunyusa isantya sokungalingani kwemivuzo. Oku kuya kukhokelela ekuphumeni okuqhubekekayo phakathi, apho singenakufane sibone imbuyekezo yentengiso enkulu yemveli.

Ngeli xesha, silindele ukukhula komsebenzi wesivumelwano kule minyaka mithathu izayo njengoko iinkampani zempahla yabathengi zibumba iipotfoliyo kunye nokwahlukana kwamashishini angengowona ngundoqo, ukukhula okusezantsi kunye namashishini aphantsi, ngakumbi kwicandelo lexabiso njengoko uxinzelelo oluvela kubatyali-mali abasebenzayo lusanda.

Ukuma kakuhle kunye nokusebenzisa amathuba emarike asakhulayo ngala maxesha, zombini iinkampani zempahla yabathengi kunye nabatyali-zimali babucala kufuneka zilungiswe.

Iinkampani zeMpahla zaBathengi

Ngokubhekiselele kuphuhliso lwemarike oluchazwe ngasentla, kuyacetyiswa ukuba iinkampani zeMpahla zaBathengi zilandele indlela ecwangcisiweyo, enezigaba ezine:

1. Yenza ipotfoliyo: Ngokusekwe kubuchule beqela lilonke, hlalutya ngokucokisekileyo ishishini lakho langoku kunye nepotifoliyo yophawu kuyo yonke imimandla, ngokuhambelana nomtsalane weshishini ngalinye lodwa, elilungele iqhinga leqela kunye nokubakho kwentsebenziswano. Chonga uhlengahlengiso olunokwenzeka, uhlalutye ukwenzeka kwabo, ulinganise impembelelo yabo kwaye ubeke phambili kwisigqibo sokugqibela.
2. Nxiba iimpahla: Ukuze ii-asethi zibiwe, zinike ixesha lokuzilungiselela ukuvakala kwentengiso. Injongo kufuneka ibe kukuchitha imali ngexabiso eliphezulu, ngaloo ndlela kufunyanwa inkululeko yemali efunekayo yotyalo-mali olukhulayo. Ii-asethi ke ngoko kufuneka zisebenze ngokuzimeleyo ukuze kuqinisekiswe ukhuseleko lwesivumelwano kunye nokutsala abatyali-zimali bezemali, kwaye ziyilelwe ukuba zibe nenkqubela phambili, ethambileyo kwaye - ngakumbi ngexesha lenkqubo yokunyamekela - imeko yeendleko zombutho ezikhuselekayo. Ukongeza, uhambo lwenguqu kufuneka luxhaswe yimephu yendlela eyomeleleyo, ephunyezwayo malunga nendlela yokukhulisa intengiso kunye nokuphucula imida ngexabiso eliphezulu lesivumelwano.
3. Misela uhambo lokukhula: Ukukhula kwezinto eziphilayo kunokunganeli ukulungisa ingeniso elahlekileyo phakathi kokukhutshwa, kodwa kufuneka ukhangele ngokusebenzayo ukukhangela okuthembisayo okuthenjiswayo. Nangona kunjalo, indawo ekujoliswe kuyo yahlulahlulwe ngakumbi phakathi kwabadlali abaninzi basekhaya kunye ne-premium niche abaphuma kule minyaka ili-10 idlulileyo. Ke ngoko, kuya kubaluleka ngakumbi ukugqwesa ekuchongeni ekujoliswe kuko nasekubekeni phambili ukukhetha ii-asethi 'ezifanelekileyo'.
4. Hlanganisa i-smart kunye nexabiso lokubamba: Ngokunyuka kwenani lezinto ezincinci ezifunyenweyo, ukuba nencwadi yokudlala enokuthamba okwaneleyo ngundoqo ekuqinisekiseni ukuba ixabiso liyabanjwa. Oku kunokubaluleka ngokukodwa kwisigaba sokudityaniswa apho ukuhla kwexabiso kuhlala kwenzeka. Iimpawu ezintsha zidinga indawo eyaneleyo yokuphuhlisa nokuchuma, ngaphandle kokuthomalalisa kwintsebenziswano evela njengenxalenye yeqonga elisebenzayo elinobuchwephesha elinikezelwa liqela.

Iimali zezabelo zabucala

Umsebenzi wokulahla ongengowondoqo uya kudala amathuba anomdla kwiimali zezabelo zabucala, ngakumbi ezo zinamava ekuqhubeni ixabiso elisuka kwimikrolo entsonkothileyo kunye namashishini akhula kancinci. Ukuqhubela phambili, sibona imiba emibini ebalulekileyo yempumelelo yeefemu zezabelo zabucala ezifuna ukubandakanyeka kwicandelo leMpahla yabaThengi:

1. Faka uhlalutyo oluphambili: Ukulungiselela isivumelwano xa amarhe entengiso ye-asethi esasazeka kwimarike kaninzi engqina ukuba sekusemva kwexesha. Liqikelele uphuhliso kwangethuba kwaye uqhagamshelane nesebe leM&A labadlali abaphambili beMpahla yoMthengi ukuze uzibeke kwindawo ephambili nenenzuzo phambi kokuba inkqubo yesivumelwano iqale. Kulo mongo, indlela ejonge phambili, eqhutywa yidatha yokuhlalutya umsebenzi wokuqikelela umsebenzi kwicala lokuthengisa iqumrhu liba likhulu ngakumbi.
2. Yiba nombono: Fumana ukuqonda okunzulu kweentsingiselo ezisisiseko ezilawula icandelo lemarike ethile ye-asethi. Phuhlisa imephu yendlela ecacileyo yokuguqula ishishini kumjikelo wotyalo-mali, kwaye unike izibonelelo 'ezilungileyo' malunga nenkxaso-mali kunye nenkxaso yokusebenza yobungcali ukunceda ishishini ukufezekisa iinjongo ezichazwe ngokufanayo.

Ngolwazi oluthe kratya malunga nendlela iifemu ezijongana ngayo nomhlaba we-FMCG, nceda uqhagamshelane noJavier Rodriguez Gonzalez, okanye omnye wabaxhasi abaphambili, uMarcel Hagemeister okanye uJan Rüther.

Amagama aphantsi: 

^{1 Umthombo: Isiseko sedatha yokungalingani kwehlabathi, Euromonitor
2 Umthombo: uhlalutyo lwe-KPMG, Euromonitor}

Umthombo ovela KPMG

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