Iindlela zoPhando lweMarike

Yintoni uphando lwemarike?

Uphando lwemarike (okanye uphando lwentengiso) yinkqubo yokuqokelela ulwazi malunga nombutho wakho imakethi ejongiwe. Olu lwazi lubonelela ngokuqonda kwiimfuno zabathengi bakho kunye nezinto ozikhethayo, onokuzisebenzisa ekugqibeleni:

• ukuphucula uyilo lwemveliso
• Nyusa ukubandakanyeka kwabathengi kunye nobudlelwane
• phucula ukuthengisa inqanaba lotshintsho
• yila okanye uhlaziye izicwangciso zorhwebo

Uphando lwentengiso lunokutyhila amathuba kunye nezoyikiso ezijikeleze imeko yeshishini lakho, malunga nokhuphiswano lwakho kunye nemarike ebanzi.

Kutheni uphando lwemarike?

Abathengi babalulekile ekukhuleni nakwimpumelelo yeshishini lakho. Ukuziqonda ngokufanelekileyo kunye nobudlelwane babo kunye neemveliso kunye neenkonzo zakho ke ngoko kubalulekile. Ngokomzekelo, abathengisi baye bajongana ukutshintsha ukhetho lwabathengi ukuthenga kwi-intanethi ngokuchasene nevenkile. Ngelixa ezi zinto zikhethwayo zizuze kakhulu kwintengiso ye-intanethi, zize ngeendleko zentengiso yasevenkileni. Lo mkhwa sesinye sezinto ezininzi ezibonisa ukuba iimeko zokusebenza zivela njani na, kwaye kubaluleke kangakanani ukuba amashishini aziswe kakuhle malunga neemarike asebenza kuzo, kwaye okona kubaluleke kakhulu, abathengi abathengisa kubo.

Apha kulapho uphando lweemarike lungena khona. Yindlela yokuba inkampani ihluze kuyo yonke ingxolo, kwaye izobe kulwazi oluphambili ukwenza izigqibo zobuchule zoshishino kwaye ihlale iqwalasela iimfuno zabathengi.

Izizathu zokuba kutheni imicimbi yophando ibandakanya:

• ibonelela ngeemveliso ezintsha okanye esele zikhona kunye neenkonzo ngokusebenza okukhulu
• ikhanyisa indlela ishishini lakho elibonwa ngayo kwimarike ojolise kuyo
• imisela ukuba ishishini linganwenwa na libe yimarike entsha
• ibonisa iimpembelelo zeshishini okanye kwezoqoqosho kwishishini
• ivumela ishishini lakho ukuba lihlale liphambi kokhuphiswano

Buyela kwi kuthengwa kwi intanethi: abathengisi abaninzi bezitena kunye nodaka baye bajoyina intshukumo yedijithali kwaye bamkelwa izicwangciso zoshishino lwe-omnichannel, kuquka nokuthengisa iimpahla evenkileni nakwi-intanethi. Umzekelo ophawulekayo ngumthengisi we-electronics JB Hi-Fi, eye yoyisa ukutyhubela iminyaka online kwaye evenkileni. Le mpumelelo inokuvunywa ngokuqhubekayo ekusebenziseni izixhobo zophando lwemarike ezifana google Analytics, evumela abasebenzisi ukuba baqonde ukuba zeziphi izinto ezichaphazela ukuthengwa kunye nokuguqulwa phakathi kwabathengi babo.

Ngokomzekelo, i-JB Hi-Fi, yafumanisa ukuba iingcebiso zomntu ngamnye zikhokelela kwixabiso eliphezulu lentengiselwano (ATV) - ukufunyanwa okuye kwakhokelela kwisicwangciso soshishino esiqhutywa ngabathengi. Ndwendwela nayiphi na ivenkile ye-JB Hi-Fi okanye iwebhusayithi yayo ekwi-intanethi, kwaye kwakamsinya ngokwaneleyo uya kudibana nabasebenzi abanomdla wokunceda kunye neencoko ezizivelelayo. Lo ngumzekelo nje omnye wophando lwemarike olubumba umbutho.

Zenziwa nini uphando lwemarike?

Uphando lwemakethi sisixhobo esixabiseke kakhulu esinokuzuza kwakho izicwangciso zoshishino. Akukho xesha libekwe kwilitye apho uphando lwemarike kufuneka luqhutywe. Ixesha liyahluka ngokweemfuno nemeko yeshishini lakho. Uber, umzekelo, yinkonzo esekwisiqalo sayo, kodwa ngokukhawuleza unguvulindlela kwimarike yezothutho ye-e-hailing. Impumelelo ka-Uber inokunxulunyaniswa nohlalutyo oluqhubekayo lwabathengi bayo kunye nothungelwano lwezothutho.

Oko kwathiwa, amashishini ahlala enza uphando lwemarike ngexesha elinye lamanqanaba amane abalulekileyo kubomi benkampani:

1. Ukuqalisa

Idatha ehlanganiswe ngelixa usenza ishishini lakho iya kugqiba ukuba zeziphi iimveliso kunye neenkonzo ozifunayo ukuze uzithengise, kwaye kufuneka zithengiswe njani. Le datha iya kubonelela ngoluhlu lweemveliso ezikhuphisanayo, ngakumbi malunga nexabiso kunye nomgangatho wazo, zikuvumela ukuba usebenzise idatha ukuphucula iimveliso okanye iinkonzo kunye yahlula uphawu lwakho. Kungenjalo, olu phando lunokukunceda wenze imveliso okanye inkonzo ukuze ungene kwimarike engasetyenziswanga.

US-based e-hailing uvulindlela Uber Technologies, umzekelo, wabona umsantsa kwi uthungelwano lwezothutho ngexabiso elithe kratya, i-tech-savvy kunye nenketho efanelekileyo. Ezi zinto zikhokelele ekudalweni kwe-UberCab mobile app, edibanisa abathengi nabaqhubi ngexabiso elifikelelekayo.

2. Landelela

Idatha eqokelelwe emva kwenqanaba 'lokuqala' iphonononga impumelelo yeemveliso okanye iinkonzo zenkampani yakho, oko kukuthi, ukuthandwa kwazo phakathi kwemarike ojolise kuyo. Ngokufanelekileyo, olu lwazi lukuvumela ukuba uguqule okanye uphucule iminikelo yakho. Ukuphehlelelwa kokuqala kuka-Uber bekukhawulelwe eSan Francisco, kwenza i-splash encinci kwinto eyayiyichibi elikhulu labathengi. Impumelelo enkulu, u-Uber emva koko wanwenwa kulo lonke elase-United States, ngaphambi kokuya kwihlabathi liphela.

3. Ukuqaliswa kwemveliso

Njengoko ishishini lakho likhula, kuya kuba njalo neemveliso zalo. Uphando olufana nenqanaba 'lokwaluka' luya kufuneka ke ngoko. Le datha inokugqamisa utshintsho kwimarike yakho ekujoliswe kuyo ukuphucula ixabiso leminikelo yakho. Ku-Uber, into eyaqala njengenkonzo yokuchopha iimoto encinci, iye yangena kwiinkonzo ezininzi, kubandakanya iiSUVs, iimoto zodidi oluphezulu, ukutya kunye nokuhanjiswa kwebhayisekile.

4. Uphando oluqhubekayo

Ngaba uvuna iingenelo zophando lwemarike? Xa kunjalo, ungakhetha ukwenza uphando oluqhubekayo. Idatha eqokelelweyo inokunxulumana nentengiso yakho, imveliso kunye nokusilela kwenkonzo, ukwabelana kwimakethi kunye nokuninzi. Iqela lophando lwangaphakathi lika-Uber lithe gqolo ukuhlalutya unikezelo kunye nemfuno yedatha efunyenwe kubaqhubi bayo baka-Uber.

Indlela yokwenza uphando lwemarike

Uhlobo lolwazi ofuna ukulufumana malunga nabathengi bakho, okhuphisana nabo okanye imarike iya kuqinisekisa ukuba ujongana njani nophando lwemarike.

Kananjalo kufuneka uqinisekise ukuba idatha oyiqokelelayo ingqingqwa kwaye ichanekile. Ungazoba idatha kwiintlobo ezimbini ezahlukeneyo zemithombo: amabanga aphantsi naphakathi.

Uphando oluphambili (intsimi)

Uphando oluphambili luziqalela ngokwalo. Olu phando lubandakanya ukuya ngqo kumthombo (umzekelo, abathengi okanye abantu abanokuba ngabaxhasi - ngamanye amazwi, 'indawo') kunye nokuqulunqa idatha yakho yoqobo. Imizekelo yophando oluphambili ingabandakanya uphando, uqwalaselo oluthe ngqo, imibuzo, amaqela ekugxilwe kuwo kunye nodliwano-ndlebe.

Uphando lwesekondari (idesika).

Uphando lwesibini lukhona kwaye lubandakanya ukuzoba kwidatha epapashwe ngabanye (umzekelo, iingxelo kunye nezifundo ezikhutshwe ngabaphandi, ii-arhente zikarhulumente, izibonelelo zempilo, iinkampani njl.). Olu hlobo lophando lunokuqhutywa kwidesika yakho.

Xa ukhetha ukusebenzisa enye yezi ntlobo zemithombo, okanye indibaniselwano, qinisekisa ukuba uqwalasela ubume babo kunye nokunciphisa kwakho kwaye wenze isigqibo ngokufanelekileyo.

Uphando lwaseprayimari kunye nolweSekondari lutsalela kuzo zombini iinkcukacha zobungakanani kunye nomgangatho.

Ulwazi lobungakanani

Uphando lobungakanani linani ngokwendalo. Inxulumene nedatha enokulinganiswa, efana nobudala bomthengi kunye nesini, enokukunceda ukuba uvavanye ngokweenkcukacha umthengi okanye iintsingiselo zemarike. Olu phando luluncedo ukuhlalutya imbonakalo yomhlaba jikelele yemarike yeshishini lakho. Olu lwazi lufumaneka ngesiqhelo Zophando, imibuzo kwaye udliwano-ndlebe oluneenkcukacha.

Uphando lobungakanani, nangona kunjalo, lunokunciphisa iziphumo zakho, okunokubangela ukuba uphoswe ngumfanekiso omkhulu. Umzekelo, imisitho emikhulu yezoqoqosho efana ne-GFC okanye ubhubhani we-COVID-19 ngokwesiqhelo zonyusa uxinzelelo lwezemali kubathengi. Olu xinzelelo lunokuthi emva koko lube nefuthe langaphandle kwindlela ojolise ngayo kwimakethi yakho yokutyala imali kwiimveliso zakho, nto leyo enokuphazamisa idatha yakho.

Uphando olusemgangathweni

Uphando olusemgangathweni ayinamanani ngokwendalo - ayinakubalwa. Endaweni yoko, olu phando lulinganisa ukuqonda kwengqondo kwimakethi ekujoliswe kuyo, ezo ziingcinga zabo, iimvakalelo kunye nezimo zengqondo. Unokuqokelela idatha esemgangathweni ngokuqhuba amaqela ekugxilwe kuwo kunye nokurekhoda izimvo.

Ulwazi olusemgangathweni luyaguquguquka, lukubonelela ngobunewunewu bokulungisa uphando malunga neshishini lakho, kwaye ufike kwi-nitty-gritty yendlela imarike ojolise kuyo ezibona ngayo iimveliso kunye neenkonzo zakho. Okubaluleke ngakumbi, ulwazi olusemgangathweni lunikeza iinkcukacha ezongezelelweyo malunga nemarike yakho ekujoliswe kuyo, ikuvumela ukuba ubeke ubuso kwidatha eluhlaza. Nangona kunjalo, ukuhlalutya idatha esemgangathweni kunokuba nzima kwaye kudle ixesha, kwaye kuvulekele icala kunye nokutolika.

Uphando lobungakanani kunye nomgangatho lubonelela ngeziphumo ezahlukeneyo, kwaye ke ngoko kufuneka lusetyenziswe ngokudibeneyo. Ukwenza njalo kuya kuqinisekisa ukuba ufumana umfanekiso opheleleyo wedatha oyiqokelelayo. Umzekelo, ukuba idatha iqokelelwa kwinkcitho yabathengi ngexesha lesiganeko esikhulu soqoqosho njenge-GFC, unokuhlalutya kwakhona uvakalelo lwabathengi okanye idatha yengeniso yonyaka ukuze uqonde ngcono ukuziphatha kwabathengi.

Iintlobo zeendlela zophando lwemarike

Ishishini lakho linokuqhuba uphando lwemarike ngeendlela ezininzi ezahlukeneyo, ukusuka kwiincoko ezingekho sesikweni kunye nabaxumi bakho ukuya kwizixhobo zedatha yeenkcukacha-manani, njenge-JB Hi-Fi usebenzisa i-Google Analytics.

Musa ukuziva unyanzelekile kwindlela enye kuphela. Endaweni yoko, sebenzisa naziphi na iindlela ezinokunceda ukuzoba idatha oyifunayo. Njengoko ilizwi lisitsho, musa ukubeka onke amaqanda akho (oko kukuthi, ukuthembela) kwibhasikithi enye (oko kukuthi, indlela enye yophando).

Imizekelo emithathu yophando lwemarike eqhelekileyo:

1. Uvavanyo

Ngoluhlu lwemibuzo olubekwe ngokucacileyo kunye neqela ekujoliswe kulo labantu, ishishini lakho linokuqokelela ngokufanelekileyo ulwazi malunga nokuba (a) neemveliso okanye iinkonzo zakho; okanye (b) izimvo zabathengi, indlela yokuziphatha okanye ulwazi. Uvavanyo lulungele abantu abaphenduliweyo abakhulu, kwaye zombini azibizi kwaye kulula ukuzilawula. Zinokuhanjiswa ngokobuqu, kwi-intanethi okanye ngeposi.

Itekhnoloji enkulu yehlabathi Apple Inc. ngumzekelo ophambili wedatha yesaveyi yenkampani. Usenokuba uqhelene ne-imeyile elandela ukuthengwa kwetekhnoloji oziva ngathi ungumthengi we-VIP, kodwa iphele ngokuthatha uphando lwemizuzu engama-20- le yindlela esebenzayo ye-Apple yokuqokelela ulwazi kwimarike ekujoliswe kuyo. Iqela lophando langaphakathi le-Apple, i-Apple Customer Pulse, inoxanduva lokuqulunqa kunye nokuhlalutya iziphumo zophando. Uxabiso luka-Apple ngophando lwemarike lube negalelo kulawulo lwabo njengembaleki ephambili kubathengi be-elektroniki kunye nokusungula izinto ezintsha.

Ngelixa unokutolika kwaye uhlalutye iimpendulo zakho zophando ngeendlela ezininzi, Uluhlu olunqamlezileyo (i-crosstab) sisixhobo sokuya kwaye singundoqo ekuqhubeni uphando lwakho. I-Crosstab ibonelela ngokuthelekisa icala necala kwiimpendulo zabaphenduli bakho. Umzekelo, i-Apple inokusebenzisa i-crosstab ukuthelekisa iimpendulo zabanini bayo beMacBook kunye nabanini bayo be-iMac desktop.

I-Crosstab ibonisa ubudlelwane phakathi kwezinto ezimbini, okanye ngaphezulu, eziguquguqukayo. I-Apple, umzekelo, inokuchonga ubudlelwane phakathi kwexabiso kunye nenjongo yokuthenga, kwaye ke ngoko iquka imibuzo malunga neenguqu zombini kuphando lwayo. I-crosstab iya kuvumela i-Apple ukuba ihluze iziphumo ukubonisa ukuba abathengi bazimisele kangakanani ukuthenga iimveliso ngamaxabiso aphezulu xa kuthelekiswa namaxabiso aphantsi, okokugqibela kubonisa ukuba abathengi bayo bazi kangakanani na.

Ukwenza ingxelo ye-crosstab, yiya kwenye yezi linki zilandelayo:

• Iifomu zeGoogle
• Iimpawu
• SurveyMonkey

Ngaba ufuna uncedo ngoluhlu lwakho lwemibuzo? Landela elinye lamakhonkco aluncedo angezantsi:

• HubSpot
• Iimpawu
• SurveyMonkey

2. Udliwano-ndlebe

Ngokufana nophando, udliwano-ndlebe lubandakanya ukusasaza uluhlu lwemibuzo kubaphulaphuli ojolise kubo, abanokuba ngabantu okanye amaqela. Umahluko phakathi kwezi zimbini kukuba kuya kufuneka uthethe ngqo nabaphenduli bakho kwaye urekhode iimpendulo zabo ngokwakho. Udliwano-ndlebe lunokuba lunzulu kwaye lube sesikweni, okanye lube lufutshane kwaye lube yinto eqhelekileyo. Umxholo owufunayo uya kuqinisekisa ukuba udliwano-ndlebe lwenziwa njani, oko kukuthi, ngefowuni okanye ngokobuqu.

Amaqela ekugxilwe kuwo luhlobo lodliwano-ndlebe lweqela olukhuthaza ukusebenzisana phakathi kwabathathi-nxaxheba. Le ndlela inokunceda ukuvuselela ingxoxo ethe kratya, enokuthi iqhube kakuhle okanye kakubi kwiinzame zakho zophando. Ngokubanzi, kuthatha ubuncinci ukuhlala kwamaqela amathathu ukufumana iziphumo ezixhaphakileyo.

Kwi-upside, udliwano-ndlebe lunomntu ngakumbi, kwaye lunokuqokelela iimpendulo ezinzulu. Nangona kunjalo, udliwano-ndlebe lunokuba ngexesha kwaye lunendleko, lubenze bafaneleke kuphela amaqela amancinci aphendulayo. Udliwano-ndlebe lusenokuvelisa iziphumo ezicalu-calucalulo ukuba imibuzo ayilungiswanga kakuhle.

3. Ukuqwalaselwa

Thatha unyawo umva kwaye uqwalasele. Uphando loqwalaselo lwenziwa kwindawo yokuntywila ngokupheleleyo kunye nokunxibelelana, apho ujonga ukuba imarike ojolise kuyo isebenzisa okanye ithenga njani iimveliso zakho, kubandakanya nokuba yeyiphi imiqobo abayibethayo. Ngelixa le ndlela inokusilela kulawulo kwaye idle ixesha, ukuba yenziwe ngokuchanekileyo, ikhupha idatha echanekileyo kunye ne-organic ukulola iimveliso zakho.

Uqwalaselo luqhele ukwenzeka kwiindawo zendalo ezinje ngeevenkile, iindawo zokusebenza okanye amakhaya, ukuphinda-phinda indlela abathengi bakho abadla ngokuzisebenzisa ngayo iimveliso kunye neenkonzo zakho. Uphando loqwalaselo luyinto yokugqibela xa zonke ezinye iindlela zisilela. Le ndlela ikwafanelekile ekubhalweni ngokuziphatha okuqhubekayo, iimeko okanye iziganeko. Ngokomzekelo, umthengisi usenokufuna ukujonga indlela abathengi abasabela ngayo kwimiboniso entsha ekwivenkile yabo.

Uzihlalutya njani iziphumo zophando lwakho olusemgangathweni:

Ukuhlalutya idatha evela kudliwano-ndlebe kunye nokuqwalaselwa kwakho kunokuba ngumngeni, kodwa kukho iindlela ezimbini ezidumileyo zokukunceda ucacise iimpendulo: uhlalutyo olunomxholo kunye nenkcazo.

• Uhlalutyo lwemixholo kubandakanya ukuchonga imixholo efanayo phakathi kwabaphenduliweyo. Ungakwenza oku ngokusebenzisa iikhowudi iimpendulo, beza neelebhile ezimfutshane ('iikhowudi') kumabinzana okanye izivakalisi zabaphenduli bakho. Ngokukodwa xa uhlalutya udliwano-ndlebe, ungasebenzisa isoftware yoshicilelo oluzenzekelayo, oluchanekileyo kunye nexesha elisebenzayo.

• Uhlalutyo oluchazayo ibandakanya ukwenza intsingiselo ngamabali obomi bomntu ngamnye wabaphendulayo kunye namava - ukuchonga ukuba kutheni abaphenduli bakho benze okanye baphendule ngendlela abenza ngayo. Umzekelo, iApple ithengisa iimveliso ngamacandelo amabini: B2C kwaye B2B (njengecandelo lezemfundo nelikarhulumente). Ngexesha lobhubhani we-COVID-19, ukuthengiswa kweMacBook phakathi kwamacandelo omabini kwenyuka, ngenxa yezizathu ezahlukeneyo. Izizathu zokuthenga iiMacBooks zahlukile phakathi kwabathengi, abanye bathenga iilaptops zokuzonwabisa ekhaya, ngelixa amashishini athenga iilaptops kwiimfuno zomsebenzi ukusuka ekhaya. Njengohlalutyo olunomxholo, izicwangciso zekhowudi zilungele ukuqonda kunye nokutolika idatha yakho.

izixhobo

Kukho izixhobo ezininzi ezikhoyo zokukunceda wenze imephu yophando lwakho lwemarike. Uninzi olusetyenziswa ngokuqhelekileyo lubandakanya imodeli ye-SWOT kunye neetemplates zohlalutyo lwe-Five Forces.

1. imodeli ye-SWOT

Ngaphambi kwayo yonke enye into, qinisekisa ukuba uyawenza imephu amandla angaphakathi enkampani yakho (S) kunye nobuthathaka (W), kunye namathuba angaphandle (O) kunye nezoyikiso (T) kwimarike yakho. Le nkqubo yaziwa ngokuba Uhlalutyo lwe-SWOT - ikuvumela ukuba uchonge indlela umbutho wakho oqhuba ngayo ukuxhasa ukwenziwa kwezigqibo. Umzekelo, inkokeli ye-ecommerce Amazonisebenzisa i-SWOT njengombhobho wokuvelisa izinto ezintsha kunye nemveliso imiyalezo yophawu.

Izinto ezine zohlalutyo lwe-SWOT:

Amandla ziindawo apho ishishini lakho ligqwesa kwaye lizahlula kubakhuphi bakho. Umxube obanzi wemveliso ye-Amazon, amaxabiso akhuphisanayo kunye nemimandla ebonakalayo (oko kukuthi, iwebhusayithi kunye nee-apps eziphathwayo) zonyusa ukufikelela kumthengi kwaye zikwahlule kwiivenkile zemveli zezitena kunye nodaka. Ezi zinto zibonisa amandla e-Amazon.

Ubuthathaka ziindawo apho ishishini lakho lisilela khona. Ngokomzekelo, i-Amazon inezitena ezilinganiselweyo kunye nodaka, ezinokuthintela abathengi bayo ekuthengeni iimveliso ezingafanelekanga ukuposa.

Amathuba ziindawo ezingasetyenziswanga eziya kwandisa isikhundla sakho sokhuphiswano. Amathuba avela kumandla akho akhoyo kunye nobuthathaka bakho. Umzekelo, ithuba leAmazon kukwandisa inethiwekhi yayo yevenkile ebonakalayo.

Izisongelo zizinto ezingalawulekiyo ngaphandle kweshishini lakho ezineziphumo ezibi. Njengamathuba, izoyikiso zivela kwiinkalo zakho zangaphakathi. Umzekelo, ukongamela kweAmazon kwi-Intanethi, ngelixa ibeka amandla ngexesha lokuthenga kwi-Intanethi, ibeka esichengeni soyikiso lobugebenga be-intanethi.

2. Uhlalutyo lweMikhosi emihlanu:

Ukwazi i-ins kunye nokuphuma kwimarike osebenza kuyo kubalulekile ukumisela isicwangciso seshishini lakho. Umzekelo, ungasebenza kwi-a Imarike egcweleyo, kunye nabadlali abaninzi abathengisa iimpahla ezifanayo. Nangona kunjalo, unokufumana indawo yokukrola i-niche sub-market kwaye wenze imali kwimfuno engasetyenziswanga. Kuya kufuneka ulazi ukhuphiswano lwakho kunye nempembelelo yalo kwimarike ukufezekisa oku kwaye ube nengeniso.

Yile nto kanye eyenziwa yitsheyini yesandwich yehlabathi. I imarike-ukutya okukhawulezayo ikhuphisana kakhulu kwaye igcwele, apho abathengi abaninzi benyanisekile kwizigebenga ezifana McDonald kaThixo kwaye Dominos. Nangona kunjalo, i-Subway yabona ithuba lokuthengisa iimveliso zayo kubathengi abakhathalela impilo kwaye yaba yimpumelelo yehlabathi. Oku kuqaqambisa ukubaluleka kokuqonda okwenziwa ngabakhuphisana bakho (okanye abakwenzi, kwimeko ye-Subway) ukuhambisa kwimarike yakho, kukunika ithuba lokuphumelela.

Imodeli kaMichael Porter, Imikhosi emihlanu kaPorter, kukunceda ukuba uchonge kwaye uhlalutye amandla abumba imarike yakho. Esi sixhobo sibonisa umtsalane weshishini lakho, malunga nenzuzo, kunye nendlela yokufumana a ithuba elihle lokhuphiswano.

Imikhosi emihlanu kaPorter:

1. Usoyikiso lwabasanokuba ngabangeneli abatsha -chonga imarike yakho imiqobo yokungena, kunye nezinye izinto ezinokunciphisa ukuthatha inxaxheba, njengemithetho nemimiselo, iindleko zokuqalisa, kunye nokufikelela kubaboneleli kunye nabasasazi. Ngokomzekelo, ishishini lase-Australia lokutya okukhawulezayo linemiqobo ephakathi ekungeneni. Abadlali abatsha banokungena ngokulula, njengoko iindleko zokuqalisa zihlala ziphantsi. Nangona kunjalo, ubukho beenkampani ezibambeleyo kunye nobunzima obongezelelweyo bokufumana indawo ephambili yevenkile bunokubathintela abatsha abangenayo.
2. Usoyikiso lokuthatha indawo yeempahla/iinkonzo -chonga ukuba zeziphi ezinye iimveliso ezibambeleyo ezikhoyo kwimarike yakho, kunye neempawu zazo (oko kukuthi, umgangatho, ixabiso, ukufikeleleka). Eli nqanaba liqinisekisa iimveliso okanye iinkonzo zakho azifani nabanye, ukunciphisa ukhuphiswano lwakho. Imveliso yokutya okukhawulezayo, umzekelo, inokutshintshwa ngokulula. Abathengi banokuthatha indawo yokhetho olungenampilo, olufana ne-McDonald's burger, kwisandwich esempilweni evela kwi-Subway. Abakhuphisana bangaphandle bathanda iivenkile ezinkulu kunye neevenkile zokutya ikwabonelela ngeemveliso ezithatha indawo yokutya okukhawulezayo kwesintu, okufana nokutya osekwenziwe.
3. Ukhuphiswano phakathi kwabakhuphisana abakhoyo -chonga inani labantu okhuphisana nabo kwimarike yakho, kunye nendlela imisebenzi yabo ekuchaphazela ngayo (okt, ingaba babonelela ngamaxabiso akhuphisanayo anciphisa amaxabiso akho?). I inqanaba lomjikelo wobomi yoshishino lwakho inokumisela umgangatho wamangeno okanye ukuphuma kweshishini. Umzekelo, ishishini lokutya okukhawulezayo livuthiwe, njengoko iinkampani ezinkulu ezifana ne-Subway ziye zagxila kakhulu kwimarike. Oku kunciphise umtsalane wemarike kubadlali abatsha abathengisa iimveliso ezithelekisekayo, ukucotha amanani okungena kwishishini.
4. Amandla othethathethwano lwababoneleli -chonga inani labo banokuba ngababoneleli kwimarike yakho, kwaye ujonge ukuba banokubonelela ngokulula ngezinto ezikrwada okanye batshintshe amaxabiso abo. Umzekelo, iOstreliya likhaya kubathengisi abaninzi abafanayo nabathembekileyo bemveliso, enciphisa amandla abo othethathethwano kwaye yenza ukuba abathengisi bokutya okukhawulezayo bathethathethane ngemimiselo yobonelelo olungcono kunye namaxabiso. Ukuchonga naluphi na ubuthathaka bomthengisi okanye ukuvezwa kwimarike kunokwazisa ukomelela kwintengiso yakho. bonelela ngemixokelelwane. Ngokomzekelo, i-Subway inababoneleli abaninzi, enceda ekufakeni amanqanaba e-inventory kwimeko yeentlekele zendalo, njengezikhukhula okanye imililo yamatyholo, ephazamisa ukufumaneka kwemveliso.
5. Amandla othethathethwano lwabathengi -chonga inani labathengi kwimarike yakho, kunye nendlela abachitha ngayo (okt, ubukhulu bee-odolo, uvakalelo lwexabiso). Umzekelo, abathengi bahlala beshukunyiswa lixabiso lokutya okukhawulezayo kwendabuko njengeMcDonald's kunye neDominos. Nangona kunjalo, kwiprimiyamu okanye enye indlela entsha efana ne-Subway, bakholisa ukungakhathali kakhulu kwixabiso.

IItrakthi ezibalulekileyo

1. Cwangcisa ekujoliswe kuko kwiinzame zophando lwemarike okt, ufuna ukufumana ntoni kwidatha?
2. Qwalasela uhlahlo lwabiwo-mali lwakho kunye neemfuno zolwazi ukumisela ulwabiwo olufanelekileyo lophando lwemarike
3. Qinisekisa ukuba iziphumo zakho zibhalwe ngokucacileyo kwaye zihambelane neenjongo zakho
4. Bhala iinkcukacha ezinokuthi zithathwe ngokuhambelana nophando, oko kukuthi, kutheni idatha eqokelelweyo ibalulekile kumbutho wakho?

Ngaba awuqinisekanga ukuba uphando lwemarike lolwakho? Khumbula ukuba ibaluleke kangakanani na kwihlabathi jikelele, kwaye ingaba nefuthe elingakanani kwimpumelelo yombutho wakho nakukhuphiswano. Ukusuka kumaziko amadala nasele emiselwe njenge-Apple kunye ne-Subway ukuya kubaphazamisi abancinci abanjengo-Uber, imibutho kwihlabathi liphela iyaxhamla ngokwenza uphando lwentengiso lube yinxalenye edibeneyo yemizamo yabo yokuthengisa.

Umthombo ovela Ibisworld

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