Indlela yokwenza uHlahlelo lweShishini

Yintoni uhlalutyo lweshishini?

Uhlalutyo lweshishini a uvavanyo lwemarike isixhobo esinokukunceda ukuba uqonde imisebenzi yenkampani ngaphakathi kwimeko yabanye abafana nayo. Ngokuqhelekileyo, injongo yohlalutyo lweshishini kukuqonda ukuba wena okanye umxhasi wakho unokukhuphisana njani nabadlali abakhulu okanye iinkokeli zemarikengaphakathi kwishishini. Noko ke, usukelo lunokwahluka. Uhlalutyo lweshishini lunokukunceda ukuba ujonge amathuba okukhula, imingcipheko yangaphandle okanye utshintsho lwezobuchwepheshe olwenzeka ngaphakathi kwishishini.

Yintoni onokuyenza ngokuhlalutya ishishini?

Kwinqanaba eliphezulu, inokukunceda ukuba uphuhlise kwaye usulungekise inkampani yakho amaqhinga oshishino ngokwemiqathango yemarike, hayi nje imisebenzi yayo yangaphakathi. Uhlalutyo lweshishini yinxalenye ebalulekileyo yemisebenzi yeshishini, ukusuka kwintengiso ukuya kwintengiso kunye neqhinga, ukuthenga, iM&A kunye nophuhliso lwemveliso. Ngaphakathi kweentengiso, kunye nentengiso kunye nesicwangciso, ukwenza uhlalutyo lweshishini kusindisa ixesha amathuba afanelekileyo, ngelixa ikwanceda ukubeka abathengisi njengeengcali kunye nokunyusa ukuthembeka kwabo. Ivumela ukucocwa kobuchule benkampani yakho iimarike ekujoliswe kuzo, okunceda ukuvelisa ingeniso ngokufanelekileyo. Ikwanceda ishishini lakho kuphuhliso lwemveliso, ukuchonga iimakethi ezikhulayo kunye neendlela ezivelayo, ukuvumela inkampani yakho ukuba yenze inzuzo ekutshintsheni indlela yokuziphatha kwishishini kwaye ihlale phambi kwejika.

Ngaphandle komxholo owongezelelweyo wohlalutyo lweshishini, usengozini yokubona kuphela inxalenye yomfanekiso kunye neenkcukacha ezilahlekileyo zethuba okanye umngcipheko. Njengoko imizi-mveliso iqhubeka nokuvela, uhlalutyo lweshishini lwangaphambili lunokuphelelwa lixesha ngokukhawuleza okukhulu, okuthetha ukuba ukuvavanywa rhoqo kwendawo osebenza kuyo kubalulekile kwimpumelelo yakho.

Kutheni uhlalutyo lweshishini lubalulekile?

Amashishini kufuneka aqonde imisebenzi yawo ngaphakathi komongo wamashishini afanayo kunye nokusingqongileyo. Ke, nokuba uphonononga ishishini lakho okanye eleklayenti lakho, khumbula ukuba akukho nkampani isebenza yodwa. Ukuze aphumelele, amashishini kufuneka aqonde kungekuphela nje imisebenzi yawo, kodwa nalawo amashishini akhuphisana nawo. Ixabiso lokwazi imarike yakho alinakujongelwa phantsi.

Iindidi zohlalutyo lweshishini

Uluhlu lwezicwangciso-nkqubo zokuhlalutya loshishino lunokuqeshwa ukulungelelanisa imisebenzi yenkampani, kuquka:

• Uhlalutyo lokhuphiswano (Imikhosi emihlanu kaPorter)
• Uhlalutyo lweqhinga (uhlalutyo lwe-SWOT)
• Uhlalutyo lwemeko ebanzi (uhlalutyo lwe-PESTELE)

Makhe sihlolisise nganye kwezi sikhokelo ngokweenkcukacha ezithe vetshe.

Imikhosi emihlanu kaPorter

UMichael Porter imodeli yohlalutyo lweshishini ichaza amandla amahlanu aphambili anceda ukubonelela ngembono echanekileyo yoshishino. Iphuhliswe kwiSikolo soShishino saseHarvard ngo-1979, imodeli ihlala iphakathi kwezona zidumileyo kwaye zibonwa ngokuhlalutya iimeko zeshishini.

Amandla amahlanu agutyungelwe yimodeli ngala:

1. Usoyikiso lwabasanokuba ngabangeneli abatsha

Inkampani ukhuphiswano inokuchatshazelwa kukuba kulula kangakanani na ishishini elitsha ukungena kushishino olufanayo. Ishishini apho abadlali abakhulu ababambeleyo babambe ngokubalulekileyo amandla emarike kuthetha ukuba kunzima kumashishini amatsha ukungena. Ngokuchaseneyo, xa ishishini lisahlulwe kakhulu ngaphandle kweenkampani ezibambe isabelo esikhulu semarike, kulula ukuba amashishini amatsha angene kwishishini. Abangeneleli abaninzi bathetha abantu abaninzi abanokuba ngabakhuphisana kwishishini lakho.

Imibuzo ekufuneka uyiqwalasele:

– Yintoni na imiqobo yokungena kwishishini lakho?
– Uzilungiselele njani abantu abatsha?

2. Usoyikiso lokuthatha indawo yeempahla/iinkonzo

Esi soyikiso sibhekisa kwindlela abanokufumana lula ngayo abathengi bakho enye imveliso/inkonzo oko bekuya kuhlangabezana neemfuno zabo ngokulinganayo. Ukuba imveliso okanye inkonzo yakho ikhethekileyo okanye yahlulwe kakhulu, kufuneka ukhuselwe ngokoyikiso lokuthatha indawo yabanye. Nangona kunjalo, ukuba uthengisa into eguqulwa ngokulula, njengokutya, kunokuba nzima ukugcina abathengi.

Imibuzo ekufuneka uyiqwalasele:

-Zinokutshintshwa ngokulula kangakanani iimveliso kunye/okanye iinkonzo zakho endaweni yazo?
-Ungalikhusela njani ishishini lakho kwizisongelo ezithatha indawo?

3. Ukhuphiswano phakathi kwabakhuphisana abakhoyo

Abakhuphisanayo abakhoyo badla ngokubonelela ngowona mthombo mkhulu wokhuphiswano, obonelela ngesiseko sokhuphiswano lwangaphakathi. Indlela ukhuphiswano lulinganiswa ngayo kwishishini kuxhomekeke kwi ukukhula komjikelo wobomi yoshishino. Imizi-mveliso isenokuba iyakhula, ivuthiwe okanye iyancipha. Amashishini akhulayo ahlala ebonisa uphuhliso olukhawulezayo lwemveliso entsha ukukhuphisana, ngelixa amashishini asele ekhulile aya kubonisa ukuthengisa okunamandla kunye neendlela zokuthengisa. Amashishini ahlayo akhuphisana kakhulu ngexabiso, kunye neefemu ezithoba amaxabiso njenge ithuba elihle lokhuphiswano.

Imibuzo ekufuneka uyiqwalasele:

– Bangaphi abantu okhuphisana nabo?
– Banamandla kangakanani abo ukhuphisana nabo?
– Zeziphi iindlela zokhuphiswano abazibonakalisayo?

4. Amandla othethathethwano lwababoneleli

Oku kubhekiselele kumandla ababoneleli benkampani, kwaye ubukhulu becala kulinganiswa ngokukwazi kwabo ukunyusa amaxabiso. Ukuba umthengisi uthengisa umnikelo owodwa ongafumaneki lula kwenye indawo okanye ufakwe endaweni yawo, ngoko unamandla amakhulu okuphembelela ixabiso. Kwelinye icala, ababoneleli abangenakho ukukwazi bahlule umnikelo wabo azinawo la mandla kuba zinokutshintshwa ngokulula.

Imibuzo ekufuneka uyiqwalasele: 

– Bangaphi ababoneleli onayo?
-Okubaluleke ngakumbi, zihluke kangakanani iimpahla/iinkonzo abakunika zona?

5. Amandla othethathethwano lwabathengi

Gqi beleni, i amandla othethathethwano yabathengi bakho okanye abathengi iphenjelelwa linani elizalanayo labathengi kubaboneleli kwishishini. Ukuba uthengisa iimpahla okanye iinkonzo zakho kwinani elincinci labathengi abakhulu, ukukwazi kwabo ukuphembelela ixabiso elihlawulweyo likhulu. Nangona kunjalo, ukuthengisa inani elikhulu labathengi, ngakumbi ukuba bancinci, kunciphisa amandla abo okuthengisa kwaye kuthetha ukuba abanako ukutshintshela ngokulula ababoneleli.

Imibuzo ekufuneka uyiqwalasele:

– Ngaba imakethi yakho inawo amandla omthengi?
-Ungazikhusela njani kubathengi abatshintsha ababoneleli? 

Apha ngezantsi kukho umzekelo wendlela iPorter's Five Forces enokusetyenziswa ngayo kwishishini elithile.

Umzekelo wohlalutyo lweshishini:

Abathwali boNxibelelwano olungenazingcingo eOstreliya

1. Usoyikiso lwabasanokuba ngabangeneli abatsha

Ugxininiso lwesabelo semarike phakathi kweTelstra, Optus kunye neTPG ihlala ingaphezulu kwe90%. Ke ngoko, amandla abo okuthengisa abalulekileyo enza imiqobo ephezulu yokungena kwishishini, enciphisa isoyikiso sabatsha abanokubakho. Kukho umda othile wokuba abo bakhuphisana nabo bavele ngokunikwa ilayisensi kunye nokusetyenziswa kweziseko zonxibelelwano ezikhoyo.

2. Usoyikiso lokuthatha indawo yeempahla/iinkonzo

Eli shishini alinayo nayiphi na indawo ethe ngqo okanye egqibeleleyo ethatha indawo yempahla kunye neenkonzo zalo. Nangona kunjalo, eminye imiba yemisebenzi eyenziwa ngeefowuni eziphathwayo inokwenziwa kwenye indawo. Umzekelo, unxibelelwano nge-intanethi, njengeZoom okanye iMicrosoft Teams, inokuzalisekisa ngokuyinxenye indima yeefowuni eziphathwayo. Nangona kunjalo, iiselfowuni zihlala ziyinxalenye ebalulekileyo kunxibelelwano lwale mihla.

3. Ukhuphiswano phakathi kwabakhuphisana abakhoyo

Eli shishini likhulile. Ukhuphiswano phakathi kwabadlali abaphambili ababambeleyo ubukhulu becala lunxulumene nentengiso eyomeleleyo kunye nemisebenzi yokukhuthaza, njengoko ngamnye ezama ukwandisa Ulwaziso lwebrand. Iinkampani nazo zikhuphisana ngokusekelwe kwixabiso, njengoko abathengi abaninzi bafuna elona xabiso liphantsi ngenxa yemeko eqhubekayo yeendleko zefowuni ephathwayo.

4. Amandla othethathethwano lwababoneleli

Amashishini abonelela ngeWireless Telecommunications Carriers ikakhulu abonisa ugxininiso lwesabelo semalike esisezantsi okanye ummiselo kumaxabiso ngenxa yobume obubalulekileyo bonxibelelwano. Kangangokuba, amandla othethathethwano lwababoneleli asezantsi ngokwentelekiso – azuza indawo yokuthenga yeshishini.

5. Amandla othethathethwano lwabathengi

Abona bathengi bokugqibela kwishishini ngabathengi. Ngokwesiqhelo, iimarike zinkulu kwaye zahlulahlulwe njengabathengi ngokubanzi abawasebenzisi amandla omthengi, kuba ilahleko yomthengi omnye ayichaphazeli kakhulu ingeniso yeshishini lonxibelelwano ngocingo. Nangona kunjalo, ukhuphiswano olukhulu lwamaxabiso phakathi kwabadlali abaphambili ngokungangqalanga lubangela amandla okuthenga adibeneyo abathengi abaqaphela ixabiso ukuba baphembelele amaxabiso afunyenwe kushishino.

Uhlalutyo lwe-SWOT

Uhlalutyo lwe-SWOT ibheka Amandla, Ubuthathaka, Amathuba kunye Nezoyikiso, kwaye mhlawumbi sesona sikhokelo sisetyenziswa ngokubanzi sokuhlalutya ishishini. Kuluncedo ngakumbi ukushwankathela iimeko zeshishini kunye neempembelelo zazo kwishishini lakho okanye lomxumi wakho. Inokunceda kwakhona ukubonelela ngomxholo onxulumene neemeko ze-SWOT zamanye amashishini.

Njengoko kuchaziwe kulo mzobo ungasentla, uhlalutyo lwe-SWOT lubandakanya iindawo ezine:

1. Amandla

Jonga ukuba imboni yakho sele yenza ntoni kakuhle. Oku kunokubandakanya ukuqonda imiba eyahlula ishishini lakho kwabanye, okanye ukufunda indlela yokufikelela kwizixhobo ezizodwa ngoshishino lwakho.

Imibuzo ekufuneka uyiqwalasele:

– Yeyiphi imiba encomekayo kwishishini lakho elinokuthi ishishini lakho okanye ishishini lomxumi wakho libe nakho ukuxhamla kuzo?
-Ungawanyusa njani amandla akho ukuba ugqwese abo ukhuphisana nabo kwishishini?

2. Ubuthathaka

Cinga malunga nalapho ishishini lakho lingenazo izixhobo. Naziphi na iimpawu zendalo apho kukho ukusilela kungancitshiswa okanye kulawulwe. Kukwaluncedo ukucinga malunga nendlela umbutho wakho onokuthi uqondwe ngayo ngabakhuphisana nabo, kunye nabuphi na ubuthathaka abanokuthi bazame ukwenza imali kubo.

Imibuzo ekufuneka uyiqwalasele:

– Ngaba kukho naziphi na iintsilelo kwishishini lakho ezinokuphuculwa?
- Ukuba ubuthathaka obuchongileyo abunakuphuculwa, ungayenza njani ukunciphisa nayiphi na ingozi ukuze banikele?

3. Amathuba

Cinga ukuba kukho iindawo ezingasetyenziswanga ukuze ishishini lakho likhule. Ukuchonga iindawo apho kukho ithuba lokuba umbutho wakho uqhube ingeniso okanye phuhlisa amajelo amatsha okanye iimarike ngumkhwa obalulekileyo wokukhula.

Imibuzo ekufuneka uyiqwalasele:

-Ngaba zikho iindlela zeshishini onokuthatha ithuba kuzo?
– La mathuba anokulinganiswa njani?

4. Izisongelo

Zijonge ukuba zeziphi izoyikiso ezinokubakho elundini phayaa. Ezi zinokuba yiyo nayiphi na imiba ekhoyo okanye evelayo yangaphandle enokuthi ibonise umngcipheko kwishishini lakho, njenge izithintelo zekhonkco lonikezelo, ukutshintsha ukhetho lwabathengi, okanye uphuhliso lwetekhnoloji. Ukulindela kunye nokubona izoyikiso kwangaphambili kubalulekile ukugcina umda wokhuphiswano.

Imibuzo ekufuneka uyiqwalasele:

-Luluphi uhlobo lwezoyikiso zangaphandle ezikhoyo kwishishini lakho (PESTELUhlalutyo lwe-E lunokunceda ekuchongeni nasekuchazeni ezi zoyikiso)?
– Zingalawulwa njani ezi zoyikiso?

PESTELE uhlalutyo

PESTELE umele Kwezopolitiko, Economic, Social, Bugcisa,Environmental, Legal kwaye Ngokuziphatha. Ukujonga kwezi zinto kunganceda ukubonelela ngomxholo malunga nokusingqongileyo kwangaphandle kweshishini. Uhlalutyo lwe-PESTELE lunokuncedisa uhlalutyo lwe-SWOT kakuhle, njengoko kunye ezi zicwangciso zibonelela ngokuhlalutya kwangaphakathi nangaphandle kweshishini. Uhlalutyo lwe-PESTELE lunokunceda kwakhona ukuchonga imingcipheko yangaphandle kunye namathuba angenakwenzeka ukuba athathelwe ingqalelo ngokusebenzisa uhlalutyo lwe-SWOT yedwa.

Nantsi indlela yokujongana nomba ngamnye.

1. Kwezopolitiko

Cinga ngalo naluphi na unyulo oluzayo lwengingqi okanye lwesizwe. Oku kunokuchaphazela njani ukukwazi kwakho ukusebenza, kwaye yintoni na echaphazelekayo utshintsho lolawulo oko kuyenzeka? Kuya kufuneka kwakhona uqwalasele naluphi na utshintsho olunokubakho kurhwebo okanye umgaqo-nkqubo werhafu njengenxalenye yohlalutyo lwakho lwale nto. Ngokumalunga novavanyo lomngcipheko, qwalasela ukuba ingaba ikhona na imigaqo-nkqubo ekhoyo ishishini lakho elithembele kuyo.

2. Economic

Qwalasela uzinzo kuqoqosho lwangoku nolwehlabathi jikelele. Ingaba iimeko ezifana nentswela-ngqesho, ukunyuka kwamaxabiso okanye ukukhula kweGDP kunokuchaphazela njani imfuno yeemveliso/iinkonzo zakho? Iziganeko zehlabathi nazo zinamandla okudala imfuno okanye unikezelo izothuso, ukunciphisa ukufumaneka kwempahla kunye neenkonzo kunye nokubangela ukutshintsha kwamaxabiso. Ukuqinisekisa ukusebenza bonelela ngemixokelelwane kunye nezivumelwano zamaxabiso exesha elide kunokunciphisa ukuguquguquka okuvela kwiingozi zoqoqosho.

3. Social

Chonga kwaye uqonde i lwabantu kwimarike yakho. Ngaba ziyatshintsha? Oku kubaluleke ngakumbi ukuba unikezela ngenkonzo kwindawo yendawo. Ngobubanzi ngakumbi, utshintsho kwizinto ezikhethwa ngabathengi kwiindawo ezibanzi kufuneka zigcinwe zihambelana nazo. Ukungaphumeleli ukuqonda utshintsho kwiimfuno, iminqweno kunye nendlela yokuphila yabathengi / iimarike kunokubangela ukuba umbutho ulahlekelwe ngumda wokukhuphisana.

4. Bugcisa

Jonga kuyo nayiphi na uphuhliso lobuchwepheshe kwishishini lakho. Le nto inokumela zombini ithuba elinamandla okanye umngcipheko. Ukwamkela itekhnoloji kwangoko kunokubonelela ngenzuzo enkulu ngaphezu kwabakhuphisana nabo. Nangona kunjalo, ukusilela ukwamkela itekhnoloji, okanye ukulungisa izoyikiso ezivela kwitekhnoloji kumashishini akhuphisanayo kunokubangela ukuba ishishini liwe ngasemva. Zeziphi iitekhnoloji ezikhoyo ezinokuthi zisetyenziswe?

5. Environmental

Qaphela ukuba ishishini lakho linefuthe elithe ngqo kwindalo esingqongileyo. Okanye, ukuba asiyosiphumo esithe ngqo, ngaba ishishini lakho linento engathanga ngqo? Kwilizwe elihlala linolwazi ngokusingqongileyo kunye nentlalontle, lo mba uya usiba ngundoqo kwisicwangciso sombutho. Ukuphuhlisa Uxonduva lomsebenzi wasekuhlaleni imisebenzi kunye nezicwangciso ukulungelelanisa kunye net zero targets okanye Iinjongo zoPhuhliso oluPhuhliso inokunceda ukwazisa abathengi ukuba uceba ukuzinza.

6. Legal

Lumkela naluphi na utshintsho kwimeko yezomthetho. Iimfuno zokuthobela inokuhamba ngokukhawuleza kumashishini athile. Nangona kunjalo, kufuneka uqaphele izinto ezisemthethweni ezikhoyo kwindawo yakho yokusebenza. Ngaba kukho imiba yeshishini lakho exhomekeke kwiimfuno ezikhoyo zokuthobela? Ngaba kunokubakho umngcipheko okanye amathuba kulo naluphi na utshintsho oluzayo lomthetho?

Ngoku sele sivavanye iintlobo ezahlukeneyo zezixhobo zokuhlalutya ezikhoyo, masisonge ngesikhokelo senyathelo nenyathelo lokuqhuba uhlalutyo lweshishini.

Indlela Yokwenza Uhlalutyo Lweshishini

Nanga amanyathelo amahlanu angundoqo okuqhuba uhlalutyo loshishino. Ekuqhubeni uphando lwakho loshishino, ungasebenzisa esinye sesikhokelo sohlalutyo esichazwe ngasentla, ukuba asiyondibaniselwano yezi zintathu.

1. Ukuqhuba uphando lwemvelaphi

Ukuqala, yenza uphando lwemvelaphi yakho. Chonga ukuba zeziphi izixhobo ezikhoyo, apho ulwazi lunqongopheleyo, kunye nokuba linjani ishishini lenkampani yakho. Thatha isigqibo sokuba uyafuna na ukujonga ukusuka kwinqanaba eliphezulu okanye ukugrumba ezantsi ngokukodwa. Qinisekisa ukuba uyichaza ngokucacileyo injongo yophando lwakho kwaye yeyiphi imibuzo ofuna iphendulwe.

2. Sondela kushishino oluchanekileyo

Qinisekisa ukuba ujonge ishishini elichanekileyo. Eli nyathelo liyimfuneko ukuze ulunge. Ukusebenzisa izinto ezifana nohlalutyo lwekhonkco lokubonelela kunye uhlalutyo lwesincoko iya kunceda ukuqinisekisa ukuba umisela ishishini elifanelekileyo.

3. Qokelela kwaye uqokelele idatha yakho

Emva kokugqiba uphando lwangasemva, ukuqokelela idatha yakho kuya kukunceda ukuba uchonge iimeko eziphambili zemarike njengokulinganisa kunye nemibono yokukhula. Hlanganisa idatha ngaphakathi kwinkampani yakho, kubaphandi bangaphandle kunye nolunye ulwazi lwenkampani yoluntu ukunika umfanekiso onzulu weshishini lakho.

4. Hlalutya iziphumo zakho

Vavanya ukuba idata oyiqokeleleyo ikuxelela ntoni. Ngaba iyahambelana nezinto ozilindeleyo? Zeziphi iimbono ezintsha oye wazifumana? Ukuphendula le mibuzo kuya kukunceda uqonde olona lwazi luxabisekileyo nolunokuthatyathwa kuphando lwakho ukuza kuthi ga ngoku.

5. Bhala uhlalutyo lwakho

Okokugqibela, shwankathela iziphumo zakho. Zama ukubonelela ngesakhiwo kwingxelo yakho ebhaliweyo ukuqinisekisa ukuba kukho iziphumo ezicacileyo kuphando lwakho kunye nohlalutyo. Ngokomzekelo, ngaba unike inkcazo ecacileyo yeshishini? Ngaba uyichazile injongo yophando lwakho kwaye wayiphendula loo mibuzo kuhlalutyo lwakho? Oku kuya kunceda ukubonelela ngesikhokelo sokuqonda uhlalutyo lwakho. Ekugqibeleni, qiniseka ukuba uchaza iimbono ezinokuthatha ukuthatha kuhlalutyo.

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