Kutheni uhlahlelo ukhuphiswano lweshishini?

Uhlalutyo kokhuphiswano nayiphi na inkampani ibandakanya isifundo inzuzo ukukhuphisana lwangaphakathi nolwangaphandle, nto leyo akakwazi ukwandisa kuphela indawo yenkampani kule kwicandelo yokusebenza, kodwa ukwandisa zibe ezintsha iimarike, linika abathengi a iimveliso ezintsha mihla.

Edge engaphandle isekelwe phezu ukukwazi nkampani ukunika abathengi imveliso esemgangathweni, iadvanteji ogama main a iimfuno ephakamileyo yokuziphatha kunye nobugcisa abantu, ngoxa kuncitshiswa iindleko kunye nokuphucula ukusebenza nempembelelo zokuphunyezwa kwayo. loncedo lokhuphiswano yale hlobo uqinisa isikhundla yenkampani kwimarike, kwaye isebenzisa isicwangciso umahluko (differentiation) njengento ebalulekileyo yeenzuzo.

Njengoko isicelo sezibonelelo yangaphakathi, kukho uhlalutyo okhuphiswano isekelwe phezu ubukhulu nobunganga boMgaqo nkampani kwi iindleko nenkcitho ukuba okuchitha indalo okanye nokuziswa iimpahla. Ngamanye amazwi, kukho isicwangciso sentengiso lweshishini ijolise ekunciphiseni iindleko kwaye, ngenxa yoko, ixabiso lokugqibela iimpahla, ngaloo ndlela eyenza kube lula ukufezekisa ukwanda ethengisela icandelo labantu ngengeniso encinane zemali. Olu hlahlelo eyenza ukuba inkampani ibe nenzuzo nto ukumelana entengo ngakumbi ngakwicala sikhuphisana ezinokwenzeka kwimeko ezinye iinkampani nazo ukwehlisa amaxabiso iimpahla okanye iinkonzo ezifanayo.

Ngoko ke, uhlalutyo okukhuphisana nkampani iye ubeke ngokwayo injongo ephambili - bafumane yintoni iingenelo ezithile lokhuphiswano inkampani bazifikelele, yaye sinokuwuxelisa njani kakuhle ukukhusela umdla zabo zemali. Into yokugqibela kuxhomekeka ukuba inkampani ukumelana ngempumelelo yengcinezelo amandla ephambili kukhuphiswano kwi emarikeni, kunye nocazululo abanolwazi okhuphiswano nje likuvumela ukuba ufumanise.

Bonke abaphathi kakuhle eyaziwa imodeli ngenelo ukukhuphisana Michael Porter, nto leyo ibandakanya uhlalutyo imikhosi ezintlanu wokhuphiswano ejongene nayiphi na inkampani esebenza kwimarike:

- ukuxhomekeka zabathengisi ezinkulu;

- ukuxhomekeka abathengi ezinkulu;

- ukhuphiswano kolu shishino;

- isisongelo ezinye iimpahla kunye neenkonzo ezisisiseko;

- isisongelo yokungena okhuphisana ezintsha.

Uhlalutyo bolu iingenelo ephambili kukhuphiswano le nkampani kubalulekile kuba kuvumela ukuba cala ukuhlola kuphela imeko yangoku yale nkampani kunye niche singene, kodwa kananjalo ukuchonga amathuba ukwandisa nokomeleza isikhundla ngokuncama ezo zinto ukuba uhlalutyo ziya kukhutshwa abaluleke. Ngokomzekelo, isicwangciso kumzobo we amashishini kulingwa kukhuphiswano ezibandakanya iijezi.

Inxaxheba kwinqanaba lokuqala kusaphandwa iparameters ezifana ukukhula imveliso, isabelo emarikeni kunye nocazululo yeqhosha ngoontanga impahla. Okulandelayo liqulunqe uluhlu inkosi sikhuphisana, emva koko isicwangciso ziquka okhuphisana ezinkulu ngokwemiqathango ngempembelelo yazo ezivenkileni. Ezi ndidi zilandelayo zingahlukaniswa phakathi eziliqela:

Ulawulo lombutho kunye nolawulo lweshishini:

- qhinga;

- iinjongo yamacebo neenjongo;

- ifilosofi nezihombisi nenkcubeko;

imveliso:

- izixhobo ukuvuselelwa yayo;

- inani imveliso;

- ukuxhomekeka kubanikezeli;

- nezimo lwelayini yemveliso.

Iqhinga Marketing:

- uluhlu kwempahla ;

- Ihowuliseyili urhwebo;

- igama lenkampani;

- iintengiso;

- ixabiso;

- isantya yendlela kunye notshintsho fashion.

Ngoko ke, uhlalutyo ukhuphiswano yenkampani kulo mzekelo isicwangciso mzobo ubonisa ngokucacileyo ukuba imiba efanele ukuqwalaselwa xa ekuqhubeni uphando efanelekileyo. Ukubaluleka kwale nkqubo kubonakala nje kuphela sokuqondwa ngokucacileyo imeko emarikeni kunye nokuzimisela yesikhundla salo ezivenkileni, kodwa ithuba ukuvavanya amandla ngokupheleleyo inkampani, kuquka ezifihlakeleyo. Kulo mba, uhlalutyo okhuphiswano kubaluleke kakhulu kwaye yimfuneko kuyo nayiphi na inkampani mihla.