Kwimeko yoshishino yanamhlanje, kuvela iparadigm entsha elungisa indlela iinkampani ezijongana ngayo nokukhula kunye nobukho bentengiso. Ingqikelelo yokwakha i-multi-brand empires ifumana ukuthambekela phakathi kwamashishini abo bonke ubukhulu, ukusuka ekuqaleni ukuya kumaqumrhu amiselweyo. Esi sicwangciso sibandakanya ukudala iimpawu ezininzi ezahlukeneyo phantsi kwesambrela yenkampani enye, nganye inobunikazi bayo obukhethekileyo kunye nabaphulaphuli ekujoliswe kubo. Njengoko siphengulula kule ndlela intsha, siza kuphonononga ukuba kutheni isiba sitshintsha-tshintsha kwihlabathi leshishini kwaye inokuthi ichaze njani indlela yakho eya empumelelweni.

Isiqulatho
● Ukuqonda iNdlela yee-Multi-Brand
● Amandla okuDiversification: Kutheni Uzakhela i-Empire ye-Multi-Brand?
● IiNzuzo eziPhambili zeQhinga lee-Multi-Brand
● Ukusebenzisa iSicwangciso-qhinga se-Multi-Brand: IiNdlela eziPhambili
● Imingeni neengqwalaselo

Ukuqonda iNdlela yee-Multi-Brand

Indlela yeempawu ezininzi yimodeli yobuchule yoshishino apho inkampani idala kwaye ilawule iibrendi ezininzi, ngalinye lisebenza njengequmrhu elizimeleyo elinesazisi salo esisodwa, abaphulaphuli ekujoliswe kubo, kunye nesicwangciso sokuthengisa. Lo mbono ugqitha ngaphaya kokubonelela ngemigca yemveliso eyahlukeneyo phantsi kwegama lohlobo olunye. Endaweni yoko, kubandakanya ukuphuhlisa iibrendi ezahlukeneyo ezinokubonakala zikhuphisana kwindawo yentengiso.

NgokukaSomashishini, esi sicwangciso samkelwe ngamashishini kuwo wonke umhlaba, ukusuka kumashishini amakhulu ukuya kumashishini amancinci, njengendlela yokwakha “ubukhosi obuncinci” babo. Undoqo ulele ekudaleni "amasebe" ahlukeneyo okanye iimpawu endaweni yokwandisa isazisi seshishini esinye, esimanyeneyo. Le ndlela ivumela iinkampani ukuba zingene kumacandelo ahlukeneyo emarike, ukunciphisa umngcipheko, kunye nokwandisa ubukho bazo bentengiso ngokubanzi.

Amandla oDiversification: Kutheni uYakha i-Emphaya yee-Multi-Brand?

● Ukungena kwiMarike kunye nokubonakala

Omnye wabaqhubi abaphambili emva kwesicwangciso se-multi-brand kukukwazi ukunyuka kokungena kwimarike kunye nokubonakala. Ngokusebenzisa iibrendi ezininzi, inkampani inokuthi ngokufanelekileyo ithathe indawo yeshelufu eyongezelelekileyo (eyomzimba neyedijithali) kwaye ibambe isabelo esikhulu sokuqwalaselwa kwabathengi. Le ndlela isebenza ngokukodwa kwindawo yentengiso yanamhlanje, ephenjelelwa kakhulu yimithombo yeendaba zentlalo kunye nentengiso yempembelelo.

● Ukunciphisa umngcipheko kunye nokuba bhetyebhetye

Ukwakha i-multi-brand empire inika inzuzo ekhethekileyo malunga nolawulo lomngcipheko. Ngokwahluka kwiimpawu ezininzi, iinkampani "zinokudlala kwiindlela ezahlukeneyo," njengoko kuphawulwe nguSomashishini. Esi sicwangciso sivumela amashishini ukuba azame ngeembono ezintsha okanye angene kwiimarike ezintsha ngaphandle kokubeka emngciphekweni isidima okanye uzinzo lwe-brand yabo engundoqo. Ukuba uphawu olunye lujongene nemingeni okanye utshintsho lwemarike, ezinye zinokunceda ukugcina uzinzo lweshishini ngokubanzi.

● Amava oMthengi alungiselelweyo

Mhlawumbi esinye sezona zizathu zinyanzelisayo zokwamkela isicwangciso sohlobo oluninzi kukukwazi ukwenza amava alungelelaniswe kakhulu abathengi. Uphawu ngalunye lunokuyilwa ukujongana namacandelo athile abathengi, ukuhlangabezana neemfuno zabo ezizodwa, izinto abazithandayo, kunye namanqaku entlungu. Eli nqanaba lokwenziwa ngokwezifiso linokukhokelela ekuthembekeni okunamandla kwabathengi kunye namazinga aphezulu okwaneliseka kumaqela ahlukeneyo abathengi.

Izinto eziNzuzo eziPhambili zeQhinga lee-Multi-Brand

● Ukuzikhuphisana kunye noLawulo lweMarike

Enye yezona zinto zinomdla kakhulu kwindlela ye-multi-brand yingcamango yokukhuphisana ngokwakho. Ngokwenza iibrendi ezininzi ezibonakala zikhuphisana enye kwenye, iinkampani zinokuthoba ngokufanelekileyo ukhuphiswano lwangaphandle. NgokukaSorhwebi, esi sicwangciso sivumela amashishini ukuba athathe indawo yentengiso eninzi, enokuthi axinzelele ngaphandle abo bakhuphisana nabo kunye nokuphumeza uhlobo lolawulo lwemarike.

● UKwandiswa kweMidiya eYongezelelweyo kunye nokuNakana kweBrand

Iimpawu ezininzi ziguqulela kumathuba amaninzi okuvezwa kwimidiya. Uphawu ngalunye lunokuba namaphulo alo okuthengisa, ubukho bemidiya yoluntu, kunye neenzame zobudlelwane boluntu. Oku kubonakaliswa okuphindaphindwayo kunokunyusa kakhulu ukuqondwa kwebrendi ngokubanzi kunye nobukho bentengiso. Njengoko uSomashishini esitsho, esi sicwangciso sisebenza ngakumbi kwindawo yentengiso yanamhlanje eqhutywa yimpembelelo, apho ukubonakala kungundoqo kwimpumelelo.

● Izinto eziluncedo zokuSebenza kunye noBudlelwane boMboneleli

Ubukhosi beempawu ezininzi bunakho ukunika izibonelelo zokusebenza. Iibrendi ezahlukeneyo zinokufuna iiseti zezakhono ezahlukeneyo, ezikhokelela kubasebenzi abahlukeneyo nabanetalente. Ukongeza, ukusebenza nababoneleli abaninzi kwiimpawu ezahlukeneyo kunokukhokelela kubudlelwane obuluqilima beshishini kunye namagama anokuba ngcono. Oku kwantlukwano kubasebenzi kunye nababoneleli kunokuba negalelo kulwakhiwo lweshishini olomeleleyo noluguquguqukayo.

● Iingqwalasela zoMthetho nezeMali

Ngokwembono yezomthetho neyemali, ukusebenzisa iibrendi ezininzi kunokubonelela ngeenzuzo ezininzi. Uphawu ngalunye lunokwakhiwa njengequmrhu elisemthethweni elahlukileyo, elinokubonelela ngokhuseleko loxanduva kunye neenzuzo zerhafu. Esi sakhiwo sikwavumela ukuguquguquka ngakumbi kulawulo lwemali kwaye lunokwenza ishishini libe nomtsalane ngakumbi kubatyali-mali okanye abathengi.

Ukusebenzisa iSicwangciso-qhinga se-Multi-Brand: IiNdlela zokuSebenza eziNgcono

● Ukuchonga Amathuba Okwandiswa kweBrand

Inyathelo lokuqala ekwakheni i-multi-brand empire kukuchonga amathuba okwandisa. Oku kunokubandakanya ukujoliswa kwabantu abahlukeneyo, ukuhlola iindidi zemveliso entsha, okanye ukungena kwiimarike zejografi entsha. Into ephambili kukufumana iindawo apho uphawu olutsha lunokuphumelela ngaphandle kokutya iibrendi ezikhoyo.

● Ukudala iimpawu zeempawu ezicacileyo

Uphawu ngalunye phakathi kobukumkani bakho kufuneka lube nesazisi salo esisodwa. Oku kubandakanya ukuphuhlisa amagama ebhrendi ahlukeneyo, iilogo, izitayile ezibonwayo, kunye namagama ebhrendi. Injongo kukwenza iibrendi ezinokuzimela ngelixa zixhamla kwizixhobo zokusebenza kunye nobuchule benkampani.

● Ukulawula iibrendi ezininzi ngokufanelekileyo

Ulawulo olusebenzayo lweempawu ezininzi lufuna ibhalansi ethambileyo. Ngelixa ibhrendi nganye kufuneka isebenze ngokuzimeleyo ukuya kwinqanaba elithile, kufuneka kubekho isicwangciso esibanzi esilungelelanisa zonke iimpawu kunye neenjongo zenkampani ngokubanzi. Oku kunokubandakanya ukuyilwa kweqela lolawulo lophawu okanye ukuphumeza izixhobo kunye neenkqubo zokulungelelaniswa kweebrendi kuzo zonke.

Imingeni kunye neNgqwalasela

Ngelixa isicwangciso seempawu ezininzi sibonelela ngeenzuzo ezininzi, akukho ngaphandle kwemiceli mngeni. Amashishini aqwalasela le ndlela kufuneka ayazi imigibe enokubakho kwaye acwangcise ngokufanelekileyo.

● Ulwabiwo lweZibonelelo

Ukulawula iibrendi ezininzi kufuna izibonelelo ezibalulekileyo, zombini ngokwemali kunye nenkunzi yabantu. Uphawu ngalunye ludinga uhlahlo lwabiwo-mali lwalo lokuthengisa, abasebenzi abazinikeleyo, kunye nenkxaso yokusebenza. NgokukaSomashishini, amashishini kufuneka aqwalasele ngononophelo amandla awo okuxhasa iimveliso ezininzi ngaphandle kokwelula izixhobo ezibhityileyo kakhulu. Kubalulekile ukuqinisekisa ukuba uhlobo ngalunye lufumana ingqalelo eyaneleyo kunye notyalo-mali ukuze luqhubele phambili.

● Ukugcina ukuNxibelelana kweBrand

Ngelixa uphawu ngalunye kufuneka lube nesazisi salo esisodwa, kufuneka kubekho inqanaba lokungaguquguquki kumgangatho kunye namaxabiso kuzo zonke iimpawu ngaphakathi kobukumkani. Oku kunokuba ngumngeni, ngakumbi njengoko inani leempawu likhula. Iinkampani kufuneka ziphuhlise izikhokelo zophawu oluqinileyo kunye nemilinganiselo yokulawula umgangatho ukuze kugcinwe ukungaguquguquki ngaphandle kokuthintela uphawu lomntu ngamnye.

● Ukunqanda ukutyiwa kweBrand

Omnye wemingcipheko yokusebenzisa iibrendi ezininzi kwiindawo ezifanayo kukukwazi ukwenza i-brand cannibalization. Oku kwenzeka xa impumelelo yolunye uhlobo iza ngeendleko zolunye uphawu kwinkampani enye. Ukunciphisa lo mngcipheko, amashishini kufuneka abeke ngononophelo uphawu ngalunye ukujolisa kumacandelo emarike awohlukileyo okanye azalisekise iimfuno ezahlukeneyo zabathengi. Njengoko uSomashishini ecebisa, injongo kukuba neempawu ezihambelanayo kunokuba zikhuphisane.

Isiphelo: Ikamva loBukhosi boShishino

Isicwangciso se-multi-brand empire simele umda omtsha ekukhuleni kweshishini kunye nolawulo lwemarike. Ngokwenza ipotfoliyo yeebrendi ezahlukeneyo, iinkampani zinokunyusa ubukho bazo kwintengiso, zinciphise umngcipheko, kwaye zibonelele uluhlu olubanzi lweemfuno zabathengi. Ngelixa le ndlela iza nemingeni yayo, imbuyekezo enokubakho ngokwezabelo zentengiso, ukuqondwa kophawu, kunye nokuguquguquka kweshishini kubalulekile.

Njengoko siqhubela phambili kwindawo yentengiso yedijithali eyandayo kunye necandekileyo, ukukwazi ukusebenzisa iibrendi ezininzi ezahlukeneyo kunokuba ngumahluli ophambili kumashishini aphumeleleyo. Nokuba ungumqali omncinci ojonge ukwandisa okanye ushishino olusekiweyo olufuna iindlela ezintsha zokukhula, indlela yohlobo oluninzi ibonelela ngendlela entsha yokwakha i-emphaya yeshishini lakho.

Khumbula, njengoko uSomashishini egxininisa, esi sicwangciso simalunga nokwandisa ukubonakala kunye nokubamba isabelo semarike kuqoqosho lwanamhlanje oluqhutywa yimpembelelo.

Ngokwamkela le ndlela, amashishini anokuzimisa phambili kwiindlela zemarike kunye nezinto ezikhethwa ngabathengi, evula indlela yokukhula okuzinzileyo kunye nempumelelo kushishino oluhlala luvela.