Indlela Yokwenza Ukuhlaziywa Kwezimboni

Kuyini ukuhlaziywa kwemboni?

Ukuhlaziywa kwemboni a ukuhlolwa kwemakethe ithuluzi elingakusiza ukuthi uqonde ukusebenza kwenkampani ngaphakathi komongo wabanye abafana nayo. Ngokuvamile, umgomo wokuhlaziya imboni ukuqonda ukuthi wena noma iklayenti lakho ningaqhudelana kanjani nabadlali abakhulu noma abaholi bemakethengaphakathi kwemboni. Nokho, imigomo ingahlukahluka. Ukuhlaziywa kwemboni kungakusiza futhi ukuthi ubheke amathuba okukhula, ubungozi bangaphandle noma izinguquko zobuchwepheshe ezenzeka embonini.

Yini ongayizuza ngokuhlaziya imboni?

Ezingeni eliphezulu, ingakusiza ukuthi uthuthukise futhi ucwenge inkampani yakho amasu ebhizinisi ngokwemibandela yemakethe, hhayi nje ukusebenza kwayo kwangaphakathi. Ukuhlaziywa kwemboni kuyisici esibalulekile semisebenzi eminingi yebhizinisi, kusukela ekuthengiseni kuye ekukhangiseni namasu, ukuthengwa kwempahla, iM&A kanye nokuthuthukiswa komkhiqizo. Ngaphakathi kokuthengisa, nokumaketha namasu, ukwenza ukuhlaziywa kwemboni konga isikhathi amathuba afanelekayo, kuyilapho isiza futhi ukubeka abathengisi njengochwepheshe futhi ikhulise ukwethembeka kwabo. Inika amandla ukucolisiswa kwamasu kwenkampani yakho izimakethe eziqondiwe, esiza ukukhiqiza imali ngokuphumelelayo. Kuphinde kusize ibhizinisi lakho ekuthuthukisweni komkhiqizo, ukuhlonza izimakethe ezikhulayo namathrendi asafufusa, okuvumela inkampani yakho ukuba yenze inzuzo ekushintsheni ukuziphatha kwemboni futhi ihlale ngaphambi kwejika.

Ngaphandle komongo owengeziwe wokuhlaziya imboni, uzibeka engcupheni yokubona ingxenye yesithombe kuphela kanye nemininingwane entulekayo entulekayo yethuba noma ubungozi. Njengoba izimboni zithuthuka ngokuqhubekayo, ukuhlaziywa kwezimboni ezedlule kungase kuphelelwe yisikhathi ngokushesha okukhulu, okusho ukuthi ukuhlola njalo kwendawo osebenza kuyo kubalulekile empumelelweni yakho.

Kungani kubalulekile ukuhlaziya imboni?

Amabhizinisi adinga ukuqonda ukusebenza kwawo ngaphakathi komongo wamabhizinisi afanayo nendawo yawo. Ngakho-ke, noma ngabe ubuyekeza ibhizinisi lakho noma eleklayenti lakho, khumbula ukuthi ayikho inkampani esebenza yodwa. Ukuze aphumelele, amabhizinisi adinga ukuqonda hhayi kuphela ukusebenza kwawo, kodwa nawamabhizinisi ancintisana nawo. Inani lokwazi imakethe yakho alinakubukelwa phansi.

Izinhlobo zokuhlaziya imboni

Izinhlobonhlobo zezinhlaka zokuhlaziya imboni zingasetshenziswa ukuze kulungiswe ukusebenza kwenkampani, okuhlanganisa:

• Ukuhlaziywa kokuncintisana (Amandla Amahlanu kaPorter)
• Ukuhlaziywa kwamasu (ukuhlaziywa kwe-SWOT)
• Ukuhlaziywa kwesici esibanzi (ukuhlaziywa kwe-PESTELE)

Ake sihlole ngayinye yalezi zinhlaka ngokuningiliziwe.

Amandla Amahlanu kaPorter

UMichael Porter imodeli yokuhlaziywa kwemboni iveza amandla amahlanu abalulekile asiza ukunikeza umbono onembile wemboni. Ithuthukiswe e-Harvard Business School ngo-1979, imodeli ihlala iphakathi kwedume kakhulu futhi ibhekwa kahle ekuhlaziyeni izimo zemboni.

Amandla amahlanu ahlanganiswe yimodeli yilezi:

1. Usongo lwabasanda kungena

Inkampani ukuncintisana ingathinteka ngokuthi ibhizinisi elisha lingangena kalula kanjani embonini efanayo. Imboni lapho abadlali abakhulu ababambe iqhaza babambe iqhaza elikhulu amandla emakethe ngokuvamile kusho ukuthi kunzima ukuthi amabhizinisi amasha angene. Ngokuphambene, lapho imboni ihlakazeke kakhulu ngaphandle kwezinkampani eziphethe isabelo semakethe esikhulu, ngokuvamile kulula ukuthi amabhizinisi amasha angene embonini. Abangenele abaningi basho abantu abaningi abangase bancintisane nabo ebhizinisini lakho.

Imibuzo okufanele icatshangelwe:

- Ziyini izithiyo zokungena yemboni yakho?
- Uzilungiselele kanjani abasha abasha?

2. Usongo lokushintshwa kwezimpahla/izinkonzo

Lokhu kusongela kusho ukuthi amakhasimende akho angathola kalula kanjani enye umkhiqizo/isevisi lokho bekuyohlangabezana nezidingo zabo ngokulinganayo. Uma umkhiqizo noma isevisi yakho ikhethekile kakhulu noma ihlukanisiwe, kufanele uvikeleke ekusongelweni kokushintshwa. Kodwa-ke, uma uthengisa into eshintshwa kalula, njengokudla, kungaba nzima kakhulu ukugcina amakhasimende.

Imibuzo okufanele icatshangelwe:

– Imikhiqizo kanye/noma izinsiza zakho zingashintshwa kalula kanjani?
- Ungalivikela kanjani ibhizinisi lakho ezinsongweni ezithatha indawo?

3. Ukuncintisana phakathi kwezimbangi ezikhona

Izimbangi ezikhona zivame ukunikeza umthombo omkhulu wokuncintisana, ohlinzeka ngesisekelo sokuncintisana kwangaphakathi. Ukuthi ukuncintisana kukalwa kanjani embonini kuncike ekutheni ukuvuthwa komjikelezo wempilo wemboni. Izimboni zingakhula, zivuthwe noma zinciphe. Izimboni ezikhulayo zizovame ukubonisa ukuthuthukiswa komkhiqizo omusha ngokushesha ukuze ziqhudelane, kuyilapho izimboni ezivuthiwe zizobonisa amasu okuthengisa aqinile nama-marketing. Izimboni ezehlayo zincintisana kakhulu ngentengo, namafemu ehlisa amanani njenge-a inzuzo yokuncintisana.

Imibuzo okufanele icatshangelwe:

– Bangaki oqhudelana nabo?
– Ziqine kangakanani izimbangi zakho?
– Yiziphi izinhlobo zokuncintisana abazibonakalisayo?

4. Amandla okuxoxisana abahlinzeki

Lokhu kubhekisela emandleni abahlinzeki benkampani, futhi kukalwa ngokuyinhloko ngekhono labo lokunyusa amanani. Uma umphakeli ethengisa okunikezwayo okuyingqayizivele okungenakutholakala kalula kwenye indawo noma ukushintshwa, khona-ke unamandla engeziwe okuthonya inani. Ngakolunye uhlangothi, abahlinzeki abangakwazi ukwenza kanjalo bahlukanise umnikelo wabo abanawo la mandla ngoba angashintshwa kalula.

Imibuzo okufanele icatshangelwe: 

– Unabahlinzeki abangaki?
- Okubaluleke nakakhulu, zihluke kangakanani izimpahla/izinsizakalo ezikunikeza zona?

5. Amandla ezingxoxo zabathengi

Ekugcineni, i amandla okuxoxisana yabathengi bakho noma amakhasimende akhonyaniswa inamba ehlobene yabathengi kubahlinzeki embonini. Uma uthengisa izimpahla zakho noma amasevisi enanini elincane lamakhasimende amakhulu, amandla awo okuthonya inani elikhokhiwe likhulu. Nokho, ukuthengisela inani elikhulu lamakhasimende, ikakhulukazi uma emancane, kunciphisa amandla awo okuxoxisana futhi kusho ukuthi awakwazi ukushintsha kalula abahlinzeki.

Imibuzo okufanele icatshangelwe:

- Ingabe imakethe yakho inamandla omthengi?
- Ungazivikela kanjani kumakhasimende ashintsha abahlinzeki? 

Ngezansi kunesibonelo sendlela i-Porter's Five Forces engasetshenziswa ngayo embonini ethile.

Isibonelo Sokuhlaziywa Kwemboni:

Izithwali Zezokuxhumana Ezingenantambo e-Australia

1. Usongo lwabasanda kungena

Ukugxila kwesabelo semakethe phakathi kwe-Telstra, Optus ne-TPG ivamise ukuba ngaphezu kwama-90%. Ngakho-ke, amandla abo emakethe abalulekile adala imigoqo ephezulu yokungena embonini, ekhawulela usongo lwabangena abasha. Kukhona ithuba lokuthi izimbangi ziqhamuke ngokunikezwa amalayisensi kanye nokusetshenziswa kwengqalasizinda yenethiwekhi ekhona.

2. Usongo lokushintshwa kwezimpahla/izinkonzo

Lo mkhakha awunazo ezinye eziqondile noma eziphelele ezithatha indawo yezimpahla namasevisi awo. Nokho, ezinye izici zemisebenzi eyenziwa ngomakhalekhukhwini zingenziwa kwenye indawo. Isibonelo, ukuxhumana nge-inthanethi, njenge-Zoom noma i-Microsoft Teams, kungafeza kancane indima yomakhalekhukhwini. Noma kunjalo, omakhalekhukhwini bahlala beyingxenye ebalulekile kwezokuxhumana zesimanje.

3. Ukuncintisana phakathi kwezimbangi ezikhona

Le mboni isivuthiwe. Ukuncintisana phakathi kwabadlali abakhulu abakhona kuhlobene kakhulu nemisebenzi eqinile yokumaketha nokukhuthaza, njengoba ngamunye elwela ukukhulisa ukuqwashisa ngomkhiqizo. Izinkampani nazo zincintisana ngokusekelwe enanini, njengoba abathengi abaningi befuna intengo ephansi kakhulu ngenxa yemvelo ephindaphindayo yezindleko zamaselula.

4. Amandla okuxoxisana abahlinzeki

Izimboni eziphakela i-Wireless Telecommunications Carriers ikakhulukazi zibonisa ukugxila kwesabelo semakethe esiphansi noma ukulawulwa kwamanani entengo ngenxa yemvelo ebalulekile yezokuxhumana. Ngenxa yalokho, amandla okuxoxisana abahlinzeki bempahla aphansi uma kuqhathaniswa – okuzuzisa isimo sokuthenga semboni.

5. Amandla ezingxoxo zabathengi

Abathengi bomkhakha abasezingeni eliphansi ngabathengi. Ngokuvamile, izimakethe ezinkulu nezihlukene njengabathengi abavamile azinawo amandla omthengi, njengoba ukulahlekelwa yikhasimende elilodwa akuthinti kakhulu imali engenayo yebhizinisi lezokuxhumana ngocingo. Kodwa-ke, ukuncintisana kwamanani okushubile phakathi kwabadlali abakhulu kubangela ngokungaqondile amandla okuthenga eqoqo labathengi abaqaphela intengo ukuthi abe nomthelela emananini atholwe yimboni.

Ukuhlaziywa kwe-SWOT

Ukuhlaziywa kwe-SWOT ibheka Amandla, Ubuthakathaka, Amathuba kanye Nezinsongo, futhi mhlawumbe uhlaka olusetshenziswa kakhulu ekuhlaziyeni imboni. Kuwusizo kakhulu ukufingqa izimo zemboni kanye nemithelela yazo ebhizinisini lakho noma leklayenti lakho. Kungasiza futhi ukunikeza umongo ohlobene nezimo ze-SWOT zezinye izimboni.

Njengoba kuveziwe emdwebeni ongenhla, ukuhlaziywa kwe-SWOT kuhlanganisa izindawo ezine:

1. Amandla

Bheka ukuthi imboni yakho isivele yenzani kahle. Lokhu kungabandakanya ukuqonda izici ezihlukanisa imboni yakho kweminye, noma ukufunda ukuthi ungafinyelela kanjani kuzinsiza ezihlukile ngomkhakha wakho.

Imibuzo okufanele icatshangelwe:

- Yiziphi izici ezinhle zemboni yakho ibhizinisi lakho noma ibhizinisi leklayenti lakho elingazuza kuzo?
- Ungawasebenzisa kanjani amandla akho ukuze uphumelele izimbangi zakho embonini?

2. Ukubuthakathaka

Cabanga lapho imboni yakho intula khona izinsiza. Noma yiziphi izici ezingokwemvelo lapho kukhona khona ukushiyeka zingancishiswa noma zilawulwe. Kuyasiza futhi ukucabanga ngokuthi inhlangano yakho ingabonwa kanjani izimbangi zakho, nanoma yibuphi ubuthakathaka abangazama ukubusebenzisa.

Imibuzo okufanele icatshangelwe:

- Ingabe kukhona ukushiyeka embonini yakho okungathuthukiswa?
- Uma ubuthakathaka obubonile bungenakuthuthukiswa, ungakwenza kanjani ukunciphisa noma yiziphi izingozi ukuze bethule?

3. Amathuba

Cabanga ukuthi zikhona yini izindawo ezingasetshenzisiwe ukuze ibhizinisi lakho likhule. Ukuhlonza izindawo lapho ithuba likhona lenhlangano yakho yokushayela imali engenayo noma thuthukisa amashaneli amasha noma izimakethe ziwumkhuba obalulekile wokukhula.

Imibuzo okufanele icatshangelwe:

- Ingabe akhona amathrendi embonini ongawasebenzisa ngokunenzuzo?
– Lamathuba angalinganiswa kanjani?

4. Izinsongo

Hlola ukuthi yiziphi izinsongo ezingase zibe khona. Lokhu kungaba yinoma yiziphi izici zangaphandle ezikhona noma ezivelayo ezingase zilethe ubungozi ebhizinisini lakho, njenge izingqinamba zokuthengwa kwempahla, ukushintsha okuthandwa ngabathengi, noma intuthuko yezobuchwepheshe. Ukulindela nokubona izinsongo kusenesikhathi kubalulekile ukuze ugcine umkhawulo wokuncintisana.

Imibuzo okufanele icatshangelwe:

- Yiziphi izinsongo zangaphandle ezikhona embonini yakho (PESTELUkuhlaziya kungasiza ekuhlonzeni nasekuvezeni lezi zinsongo)?
– Lezi zinsongo zingalawulwa kanjani?

PESTELE ukuhlaziywa

I-PESTELE imele Kwezepolitiki, Economic, Social, Ubuchwepheshe,Environmental, Legal futhi Ukuziphatha. Ukubheka lezi zici kungasiza ukunikeza umongo mayelana nemvelo yangaphandle yemboni. Ukuhlaziywa kwe-PESTELE kungahambisana nokuhlaziywa kwe-SWOT kahle, njengoba ndawonye lezi zinhlaka zihlinzeka kokubili ukuhlaziywa kwemboni yangaphakathi neyangaphandle. Ukuhlaziywa kwe-PESTELE kungasiza futhi ekuboneni izingozi zangaphandle namathuba okungenzeka ukuthi acatshangelwe kusetshenziswa ukuhlaziywa kwe-SWOT kuphela.

Nansi indlela yokubhekana nesici ngasinye.

1. Kwezepolitiki

Cabanga nganoma yiluphi ukhetho oluzayo lwesifunda noma lukazwelonke. Lokhu kungathinta kanjani ikhono lakho lokusebenza, futhi yini ehlobene izinguquko zokulawula lokho kungenzeka? Kufanele futhi ucabangele noma yiziphi izinguquko ezingaba khona zezohwebo noma zentela njengengxenye yokuhlaziya kwakho lesi sici. Mayelana nokuhlola ubungozi, cabanga ukuthi zikhona yini izinqubomgomo ibhizinisi lakho elithembele kuzo.

2. Economic

Bheka ukuzinza komnotho wakuleli nowomhlaba okhona njengamanje. Izinto ezifana nokuntuleka kwemisebenzi, ukwehla kwamandla emali noma ukukhula kwe-GDP zingathinta kanjani isidingo semikhiqizo/izinsizakalo zakho? Imicimbi yomhlaba nayo inamandla okudala isidingo noma ukushaqeka, ikhawulela ukutholakala kwezimpahla namasevisi futhi ibangele ukushintsha kwezintengo. Ukuqinisekisa ukusebenza kahle ukunikezela ngamaketanga ngezivumelwano zamanani esikhathi eside zinganciphisa ukuntengantenga okuvela ezingozini zomnotho.

3. Social

Thola futhi uqonde i- ukubalwa kwabantu emakethe yakho. Ingabe ziyashintsha? Lokhu kusebenza ikakhulukazi uma usebenzisa indawo yasendaweni kuphela. Nokho, ngobubanzi, ukushintsha kokuthandwa ngabathengi kuzo zonke izindawo ezibanzi kufanele kuhlale kuhambisana nakho. Ukwehluleka ukuqonda izinguquko ezidingweni, izifiso kanye nezindlela zokuphila zabathengi/izimakethe kungabangela inhlangano ukuba ilahlekelwe umkhawulo wayo wokuncintisana.

4. Ubuchwepheshe

Bheka kunoma yikuphi ukuthuthukiswa kwezobuchwepheshe embonini yakho. Lesi sici singamela kokubili ithuba elinamandla noma ingozi. Ukwamukela ubuchwepheshe kusenesikhathi kunganikeza inzuzo enkulu kunalabo esiqhudelana nabo. Nokho, ukwehluleka ukusebenzisa ubuchwepheshe, noma ukubhekana nezinsongo ezivela kubuchwepheshe ezimbonini eziqhudelanayo kungabangela ibhizinisi lisalele emuva. Yibuphi ubuchwepheshe obukhona obungase busetshenziswe?

5. Environmental

Qaphela ukuthi ibhizinisi lakho linomthelela oqondile kanjani endaweni ezungezile. Noma, uma kungewona umphumela oqondile, ingabe ibhizinisi lakho linendlela engaqondile? Emhlabeni webhizinisi nezenhlalo ohlale eqaphela imvelo, lesi sici siya ngokuya siyisisekelo sesu lenhlangano. Ukuthuthukisa Imithwalo yemfanelo yomphakathi imisebenzi kanye nezinhlelo zokuvumelanisa nengqikithi eyiziro okuhloswe ngayo noma Izinhloso Zokuthuthukiswa Eziqhubekayo kungasiza ukwazisa amakhasimende ukuthi uhlelela ukusimama.

6. Legal

Qaphela noma yiziphi izinguquko endaweni yezomthetho. Izidingo zokuhambisana ingahamba ngokushesha ezimbonini ezithile. Kodwa-ke, udinga futhi ukuqaphela okusemthethweni okukhona kwendawo yakho yokusebenza. Ingabe zikhona izici zebhizinisi lakho ezincike ezimfuneko zokuthobela imithetho ezikhona? Ingabe kungaba nezingozi noma amathuba kunoma yiziphi izinguquko ezizayo zemithetho?

Manje njengoba sesihlole izinhlobo ezahlukene zamathuluzi okuhlaziya atholakalayo, ake siphethe umhlahlandlela wesinyathelo nesinyathelo sokwenza ukuhlaziya imboni.

Indlela Yokwenza Ukuhlaziywa Kwemboni

Nazi izinyathelo ezinhlanu ezibalulekile zokuhlaziya imboni. Ekwenzeni olwakho ucwaningo lwemboni, ungasebenzisa olunye lwezinhlaka zokuhlaziya ezichazwe ngenhla, uma kungeyona inhlanganisela yalokhu kokuthathu.

1. Yenza ucwaningo lwangemuva

Ukuze uqale, yenza ucwaningo lwakho lwangemuva. Thola ukuthi yiziphi izinsiza ezitholakalayo, lapho ulwazi lushoda khona, nokuthi imboni yenkampani yakho ibukeka kanjani. Nquma ukuthi ungathanda ukubukeka usezingeni eliphezulu noma wehlele phansi ngokuqondile. Qinisekisa ukuthi usho ngokucacile inhloso yocwaningo lwakho nokuthi yimiphi imibuzo ofuna iphendulwe.

2. Sondela embonini efanele

Qiniseka ukuthi ubheka imboni efanele. Lesi sinyathelo sibalulekile ukuze ulunge. Ukusebenzisa izici ezifana nokuhlaziywa kwe-supply chain kanye Ukuhlaziywa komncintiswano kuzosiza ukuqinisekisa ukuthi unquma imboni efanele.

3. Qoqa futhi uqoqe idatha yakho

Ngemva kokuphothula ucwaningo lwangemuva, ukuqoqa idatha yakho kuzokusiza ukuhlonza izimo zemakethe ezibalulekile njengokulinganisa kanye namathemba okukhula. Qoqa idatha evela ngaphakathi kwenkampani yakho, evela kubacwaningi bangaphandle kanye nolunye ulwazi lwenkampani yomphakathi ukuze unikeze isithombe esijulile somkhakha wakho.

4. Hlaziya okutholile

Hlola ukuthi idatha oyiqoqile ikutshela ini. Ingabe ihambisana nalokho okulindele? Yimiphi imininingwane emisha oyitholile? Ukuphendula le mibuzo kuzokusiza ukuthi uqonde imininingwane ebaluleke kakhulu futhi engenziwa ocwaningweni lwakho kuze kube manje.

5. Bhala ukuhlaziya kwakho

Okokugcina, fingqa lokho okutholile. Zama ukuhlinzeka ngesakhiwo esithile embikweni wakho obhaliwe ukuze uqinisekise ukuthi kunemiphumela ecacile evela ocwaningweni nasekuhlaziyeni kwakho. Isibonelo, ingabe unikeze umbono ocacile wemboni? Ingabe usuyishilo inhloso yocwaningo lwakho futhi waphendula leyo mibuzo ekuhlaziyeni kwakho? Lokhu kuzosiza ukuhlinzeka ngohlaka lokuqonda ukuhlaziya kwakho. Okokugcina, qiniseka ukuthi uveza imininingwane engenzeka ukuze uyisuse ekuhlaziyeni.

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