Ukuthatha okhiye
Ukuhlela amasu kungaguqula amabhizinisi ngokubhekana nezinselele ngokuqhubekayo, kodwa futhi kungamane kuthethelele izenzo zonyaka.
Uhlaka ngalunye lokuhlela lwamasu lunamandla nobuthakathaka. Ezinye zifaneleka kangcono izinselele zangaphakathi, kanti ezinye zigxile ekubumbeni isu elingaphandle.
Ucwaningo lwemboni ludlala indima ebalulekile ekuhleleni amasu. Isiza ukuhlinzeka ngemininingwane engenzeka, ihlonze amathrendi asafufusa futhi yazise izinqubo zokwenza izinqumo.
Kade sikhona sonke. Isiphetho sesethulo “ngamasu” ibhizinisi elihlela ukuwasebenzisa ukuze lifinyelele umgomo. Njengomlaleli, uyawazisa umsebenzi owenziwe esethulweni, kodwa ingqondo yakho iyazulazula. Kukuphi ukugxila? Ingabe lelo kwakuyisu noma ukucabanga okuhle nje okuningi? Ingabe siyichazile ukuthi iyini inselele eyinhloko? Ingabe lolo bekuwuhlu nje lwamaqhinga ethu okuthengisa?
Ukuhlela amasu kuvumela ibhizinisi ukuthi lisebenzise izinsiza zalo ukuze linqobe izinselele ezicindezelayo. Nokho, ezikhathini eziningi, lezi zinhlelo ziyindlela yokuphela—idokhumenti yokuthethelela izenzo zebhizinisi onyakeni ozayo.
Kwenye yezincwadi ezinhle kakhulu zesu, 'Isu Elihle, Isu Elibi,' uprofesa webhizinisi u-Richard Rumelt wenza lula igama elithi isu ngokuthi "ukuxilongwa, inqubomgomo eyisiqondiso kanye nesenzo esihambisanayo." Ngamanye amazwi, isu (kanye nokuhlela okulandelayo) kudinga kuqala ukukhomba inselele yomuntu ecindezela kakhulu.
Ngo-2024, izinselelo zebhizinisi zikhona yonke indawo: ubuchwepheshe obusafufusa, okulindelwe ukulandelwa okukhulisiwe, izinsongo ze-cybersecurity, izindleko ezikhuphukayo, izikhala zamakhono, ukungaqiniseki kwezomnotho - uhlu lude. Ngalezi zingcindezi, amabhizinisi kumele aqonde ngokujulile isimo samakhasimende awo, izimbangi kanye ne-supply chain. Ucwaningo lunganikeza umbono obanzi walezi zinselele njengoba ucija ukugxila kwakho kunselele yakho enkulu neseduze kakhulu.
Kuyini uHlelo Lwesu?
Kalula nje, izinhlelo zamasu ziveza ukuthi ibhizinisi lizokhula kanjani naphezu kwezinselelo. Izingxenye ezibalulekile zohlelo lwamasu yisitatimende senhloso yenkampani, ukuhlaziya imboni, iphrofayili yekhasimende efanelekile, ukuhlaziya izinselelo ezibalulekile, imigomo enqunyelwe isikhathi, izinkomba zokusebenza ezibalulekile, abasebenzi ababalulekile kanye nokuqagela kwezezimali.
Nakuba amabhizinisi amaningi ejwayele ukwenza ukuhlela kwamasu njalo eminyakeni emi-3 kuya kwemi-5, izinga eliphezulu loshintsho lwezobuchwepheshe nomnotho womhlaba liye labangela abaphathi abaningi ukuba babuyekeze izinhlelo ngokuqhubekayo. Le ndlela isiza ukulandisa lapho indawo yokusebenza ishintsha kakhulu, lapho uhlangabezana nokushayisana okukhulu ekuthengisweni kwakho ongakwazi ukukuchaza, noma, esimweni esihle kakhulu, lapho uhlangabezane nezinjongo zohlelo lwakho lokugcina.
Noma ngabe yisiphi isizathu, ukuqonda isimo sokuncintisana sebhizinisi lakho yingxenye ebalulekile yanoma yiluphi uhlelo olusha noma olubuyekeziwe. Ukufunda kabanzi mayelana nokusebenza kwalabo oqhudelana nabo, imigoqo yabasanda kungena, izitayela emakethe oyiqondisayo kanye nokusebenza kwemboni evamile kunganikeza umbono ophakamisa izimpumputhe ekucabangeni kwesu leqembu lakho.
U-Rumelt uyabhala, “Isu elibi lingaphezu nje kokungabikho kwesu elihle. […] Amasu amabi angase agweme ukuhlaziya izithiyo ngoba umholi ukholelwa ukuthi imicabango engemihle iyamphazamisa. Abaholi bangase bakhe isu elibi ngokuphatha ngephutha umsebenzi wamasu njengomsebenzi wokuzibekela imigomo esikhundleni sokuxazulula izinkinga.”
Ngokuhlola hhayi kuphela izinselele zangaphakathi, ezifana nezikhala zamakhono, ukushiyeka kwezinqubo noma amakhono okukala angafani kuwo wonke amaqembu, kodwa nesimo sangaphandle, amabhizinisi angakwazi ukuhlonza inkinga eyodwa noma ngaphezulu eyinhloko okufanele ibe yisisekelo kuhlelo lwawo.
Izinhlaka Ezibalulekile Zokuhlela Zamasu
Ngaphambi kokudala uhlelo ngokwalo, amabhizinisi amaningi athembele ezinhlelweni zokuhlela zamasu ukuze ahlole izinselelo namathuba awo. Izinhlaka ezine ezivamile zihlanganisa Ukuhlaziywa kwe-SWOT & PESTLE, Ukuhlela Kwesidingo, Amabutho Ama-5 E-Porter kanye Nokuhlelwa Kwesu Elisekelwe Enjongweni. Lezi zinhlobo zokuhlela ziyanconywa ngoba zihlanganisa imibono yangaphakathi neyangaphandle.
Ukuhlaziywa kwe-SWOT & PESTLE
Ukuhlaziywa kwe-SWOT + PESTLE kuhlanganisa izinhlaka ezimbili: Uhlaka oluyisisekelo noluvame ukusetshenziswa kakhulu yi-SWOT, lapho abaholi bebuyekeza amandla, ubuthakathaka, amathuba nezinsongo ezibhekene nazo. Ukuhlaziywa kwe-SWOT kuyithuluzi lokuhlela lamasu elisetshenziselwa ukuhlonza nokuhlola lezi zinto ezine ezibalulekile zenhlangano noma iphrojekthi. Amandla nobuthakathaka ngokuvamile yizici zangaphakathi, njengezisetshenziswa namandla, kuyilapho amathuba nezinsongo kuyizici zangaphandle, njengamathrendi emakethe nokuncintisana.
Izinkampani ezinkulu ezingaphansi komthelela wemicimbi emikhulu zivame ukubandakanya ukuhlaziywa kwe-PESTLE (ezombangazwe, ezomnotho, ezenhlalakahle, ezobuchwepheshe, ezomthetho, ezemvelo). Ukuhlaziywa kwe-PESTLE kuwuhlaka olusetshenziselwa ukuhlaziya nokuqapha izici zangaphandle zemvelo ezingase zibe nomthelela enhlanganweni. Leli thuluzi lisiza izinkampani ukuthi ziqonde ukuthi izinto ezahlukahlukene zangaphandle zinethonya kanjani ibhizinisi labo futhi zenze izinqumo zamasu ezinolwazi.
Ngokusho kwe-Harvard Business Review, ukugxila emandleni kanye nobuthakathaka kuqala kungase kucheme inhlangano endaweni yayo yangaphakathi. Ngenxa yemvelo yethu ukugxumela ezisombululweni, ukuqala ngamandla angaphakathi kanye nobuthakathaka kuholela abanye abahleli bamasu ukuthi bagwebe amathuba nezinsongo zabo. Ababhali baphikisa ngokuthi amabhizinisi kufanele aqonde ngokujulile indawo yawo futhi embe amandla awo angaphakathi ukuxazulula lezo zinkinga.
Ngokuhlanganisa i-SWOT ne-PESTLE, izinkampani zingathuthukisa ukuhlela kwazo ngaphambi kokuthatha izinqumo zamasu. Ukuhlaziywa kwemboni, okuhlanganisa ukuvunguza kwemimoya emikhulu yomnotho kanye nezivunguvungu, kuyisinyathelo esibalulekile ekuhlonzeni inselelo enkulu yebhizinisi lakho. Lolu hlaka lunenzuzo phakathi nezinguquko eziphawulekayo ezimakethe noma lapho kungena ezimakethe ezintsha, njengoba lunikeza umbono obanzi wezici zangaphakathi nezangaphandle.
Ukucatshangelwa Okubalulekile Lapho Usebenzisa Ukuhlaziywa kwe-SWOT & PESTLE
- Hlanganisa i-SWOT kanye ne-PESTLE ukuze uhlole kokubili izici zangaphakathi nezici zangaphandle.
- Qala ngamathuba angaphandle nezinsongo ukuze ugweme ukuchema kwangaphakathi futhi wenze izinqumo zamasu ezihluzekile, ezinolwazi.
- Yenza ukuhlaziya imboni ukuze uqonde imithelela yezomnotho omkhulu futhi uhlonze izinselelo ezibalulekile.
- Qhubeka uqaphe futhi ubuyekeze ukuhlaziya kwakho ukuze uqinisekise ukuthi kubonisa indawo yamanje yangaphakathi nengaphandle.
Ukuhlela Kwesidingo
I-Need-Gap Planning iwuhlaka lwesu oluklanyelwe ukuhlonza nokuvala ukungezwani phakathi kwesimo samanje senhlangano nesimo esizayo esifiselekayo. Lolu hlelo lubandakanya ukuhlolwa okuphelele kwezimo ezikhona, ukubeka izinjongo ezicacile zesikhathi esizayo, ukukhomba izikhala ezithiya inqubekelaphambili kanye nokuthuthukisa amasu angenziwa ukubhekana nalezi zikhala.
Ngokuvamile, inqubo iqala ngokuhlaziywa kwe-SWOT (Amandla, Ubuthakathaka, Amathuba, Izinsongo), okusiza ukuqonda kokubili izici zangaphakathi nezangaphandle ezithinta inhlangano. Umphumela oyinhloko WokuHlelwa Kwesidingo ukuhlonza izinselele kanye nokwenza izinhlelo ezinemininingwane yokuzinqoba, ukuqinisekisa ukuthi inhlangano iqhubekela phambili ngempumelelo ekufezeni izinhloso zayo.
I-Need-Gap Planning iwusizo ikakhulukazi ekuguquleni ibhizinisi, ekuthuthukisweni kokusebenza, ekwandiseni izimakethe kanye nezimo zokuthuthukiswa kwemikhiqizo. Ngesikhathi sezinguquko zebhizinisi, kusiza izinkampani ukuthi zivumelanise izinsiza nemizamo nezinkombandlela zamasu amasha. Ngokuthuthukiswa kokusebenza, izinhlangano zingasebenzisa lolu hlaka ukuze zihlonze izingqinamba zokusebenza futhi zenze amasu okuthuthukisa ukukhiqiza. Uma zihlose ukukhuliswa kwemakethe, izinkampani zingasebenzisa i-Need-Gap Planning ukuze ziqonde izidingo zemakethe kanye nezindawo ezincintisanayo, ziqinisekise indlela yamasu yokukhula. Ekuthuthukisweni komkhiqizo, uhlaka lusiza ekuhlonzeni izidingo zamakhasimende kanye namagebe ezimakethe, okuholela ekwakhiweni kwemikhiqizo ebhekana nalezi zidingo ezingafezeki.
Ucwaningo lwemboni mayelana ngendawo yokusebenza kwebhizinisi kanye nochungechunge lokuhlinzeka lubalulekile ekuqondeni ukuthi iziphi izikhala ezinkulu kakhulu nokuthi ikuphi inzuzo enkulu yokutshalwa kwezimali ekubhekaneni nazo.
Ukucatshangelwa Okubalulekile Lapho Usebenzisa Izinhlaka Zokuhlela Ezidinga Igebe
- Qala ngokuhlaziya okubanzi kwe-SWOT ukuze uqinisekise umbono ophelele wesimo samanje senhlangano yakho.
- Chaza izinhloso eziqondile, ezilinganisekayo zesimo esizayo esifiselekayo ukuze unikeze isiqondiso esicacile kanye nokugxila ezinhlelweni zamasu.
- Khomba izikhala phakathi kwezifunda zamanje nezifiswayo futhi uthuthukise amasu angenziwa ukuze kuvalwe lezi zikhala.
- Sebenzisa i-Need-Gap Planning ngezimo ezahlukahlukene ezinjengokuguqulwa kwebhizinisi, ukuthuthukiswa kokusebenza, ukunwetshwa kwemakethe, nokuthuthukiswa komkhiqizo.
I-Porter's 5 Forces
Njengokuhlaziywa kwe-SWOT, i-Porter's 5 Forces iwuhlaka oluvame ukusetshenziswa olusiza amabhizinisi aqonde isimo sokuncintisana semboni yawo. Lolu hlaka luhlola izici ezinhlanu: izimbangi eziqhudelanayo, amathuba okuba abasanda kungena, amandla abahlinzeki, amandla omthengi kanye nosongo lwababambe iqhaza.
Izimbangi eziqhudelanayo ziyinani labaqhudelana nabo embonini, okuhlanganisa ukushuba kokuncintisana kanye nezithiyo zokuphuma. Ukuncintisana okuphezulu kunganciphisa inzuzo yonke njengoba amafemu engase ahlanganyele ezimpini zamanani noma imizamo yokuthengisa eyengeziwe. Lawa maqhinga okuncintisana, ahlanganiswe nezithiyo ezinkulu zokuphuma, njengezinkontileka zesikhathi eside kanye nokutshalwa kwezimali okubalulekile kwengqalasizinda, kunganciphisa kakhulu inzuzo iyonke. Izimbangi ezintsha zingangena emakethe uma lezi zinkampani zicabangela izithiyo zokungena, njengezidingo zemali ephezulu, umnotho wesilinganiso kanye nokwethembeka okuqinile komkhiqizo phakathi kwamakhasimende akhona. Izithiyo eziphakeme zokungena zivame ukwehlisa usongo lwabasanda kungena.
Amandla omphakeli ahlola inani labahlinzeki embonini, ukuhluka kwemikhiqizo yabo noma iminikelo kanye nekhono labo lokuthonya amanani. Bambalwa abahlinzeki noma imikhiqizo ehlukile enganikeza abahlinzeki amandla amakhulu phezu kwemboni. Ngakolunye uhlangothi, amandla omthengi ahlola ukuthi lingakanani ithonya amakhasimende analo kumanani nekhwalithi. Ukukhuphuka kwamandla omthengi kwenzeka lapho amakhasimende enezinketho eziningi nezindleko eziphansi zokushintsha, okubenza bakwazi ukufuna imigomo engcono nezintengo eziphansi.
Usongo lokushintshwa lubalwa neminye imikhiqizo noma amasevisi angangena esikhundleni sokunikezwa yimboni. Usongo olukhulu lokushintshwa ngaphakathi kwemboni lungakhawulela inzuzo njengoba amakhasimende engase ashintshele kwezinye izindlela, ikakhulukazi uma lezi zinketho zinikeza izindleko ezingcono noma ukusebenza komkhiqizo.
Ngale ndlela, ulwazi lwemboni lubalulekile ekuhloleni ngokugcwele Amabutho ama-5 kaPorter. Abahlinzeki bocwaningo lwemboni abaqonda ngokujulile ukuthi izimboni zisebenza kanjani, izici zezomnotho ezinkulu eziqhuba noma ezibekela inselele inselelo kanye nokusebenzelana phakathi kwemisebenzi ekhuphuka nomfula kanye nezansi nomfula babekwe kangcono kakhulu ukuze banikeze umongo ophusile ekuhlaziyeni kwe-Porter's 5 Forces yebhizinisi.
Ukucatshangelwa Okubalulekile Lapho Usebenzisa Ukuhlaziya Amandla Ama-5 we-Porter
- Linganisa inombolo nokuqina kwezimbangi kanye nezithiyo ukuze uphume ukuze ulinganise umthelela wenzuzo.
- Hlaziya ubulula bokungena emakethe kwabancintisana nabo abasha, ucabangele izici ezifana nezidingo zemali kanye nokwethembeka komkhiqizo.
- Nquma umthelela wabahlinzeki nabathengi emananini nemigomo ngokuhlola inombolo yabo nezinketho.
- Cabangela usongo lokushintshwa ngokuhlonza eminye imikhiqizo engangena esikhundleni sokunikezwayo kwakho.
- Yenza lokhu kuhlaziya lapho ungena emakethe entsha, uhlola ukukhanga komkhakha, noma ulungisa amasu.
Indaba- (noma Umgomo-) Ukuhlelwa Kwamasu Okususelwe
Izinhlaka Zokuhlela Ezisekelwe Endabeni Nezisekelwe Ezinjongweni ziyafana, zisebenza ngokuphambana. Ukuhlela okusekelwe endabeni kudinga ukuhlonza izinkinga eziwumongo kanye nokuveza izinhlelo zokuzixazulula. Lolu hlaka lunenzuzo lapho inhlangano ibhekene nezinkinga ngokushesha noma izinselele okufanele kubhekwane nazo ukuze kuqinisekiswe uzinzo nokukhula. Ivumela abaholi ukuthi bagxile ezindabeni ezibucayi, bazibeke eqhulwini futhi bakhe amasu asebenzayo okunqoba lezi zithiyo.
Ngakolunye uhlangothi, Ukuhlela Okusekelwe Kumgomo kuwuhlaka oluwusizo lapho ibhizinisi noma umholi ebone isimo sokuphela esinesifiso. Esikhundleni sokuqhubekela phambili ezinkingeni nasezinseleleni, Uhlelo Olusekelwe Kumgomo lusebenza emuva lusuka kumphumela ofisayo.
Le ndlela izuzisa uma inhlangano inezinjongo zesikhathi eside futhi ihlose ukuzuza ingqopha-mlando ethile. Ngokubeka imigomo ecacile, inhlangano ingaqondanisa izinsiza zayo kanye nemizamo yokusebenza ngokuhlelekile ukuze ifinyelele lezi zinhloso. Le ndlela ikhuthaza ukucabanga kwamasu kanye nokuhlela okumatasa ukuze kufinyelelwe esimweni sesikhathi esizayo esibhekiwe.
Kunoma yiliphi izinhlaka zokuhlela ezisuselwe ezindabeni noma ezisekelwe ezinjongweni, kubalulekile ukuqonda isimo sezwe osebenza kuso. Ngokubuyekeza ukusebenza kwamanje kwemboni yakho ebanzi nendlela obheka ngayo izinto, ungaqonda ukuthi izimbangi zakho zenzani futhi abahlaziyi abakhulu bokuhlola bakholelwa ukuthi imboni yakho izobhekana nayo esikhathini esizayo. Ukwenza ukuhlaziya kwemboni okuphelele kusiza ukukhomba izici zangaphandle ezingaba nomthelela ezinhlelweni zakho zamasu. Lezi zinto zifaka phakathi izitayela zemakethe, ukuthuthuka kwezobuchwepheshe, izinguquko zokulawula kanye nezimo zomnotho. Lolu lwazi lunikeza abaholi amandla okwenza izinqumo ezinolwazi futhi baguqule amasu futhi bahlale bencintisana.
Ukucatshangelwa Okubalulekile Lapho Usebenzisa Udaba- (Noma Umgomo-) Olusekelwe Ukuhlelwa Kwesu
- Khomba ngokusobala ukuthi ingabe ubhekana nezinkinga ezisheshayo noma uphishekela imigomo yesikhathi eside yokusetha inkombandlela yohlaka.
- Hlaziya amathrendi embonini, izimbangi, namandla emakethe ukuze uqonde izici zangaphandle ezithonya izinqumo zakho zamasu.
- Gxila ezinhlelweni ezihambisana namandla enhlangano yakho namathuba emakethe ukuze kwandiswe umthelela nokuqondanisa kwamasu.
- Hlanganisa ukuhlelwa okusekelwe ezindabeni nokusekelwe ezinjongweni ukuze ulinganise ukuxazulula izinkinga zesikhashana kanye nombono wamasu wesikhathi eside wokuthuthukiswa kwamasu okuphelele.
Imicabango yokugcina
Kwa-IBISWorld, sivame ukukhuluma ngama-horizons amathathu okuhlelwa kwebhizinisi. Umkhathizwe wokuqala ukusebenza kahle, egxile kulokho esikwenzayo kulo nyaka ukuze sanelise amakhasimende ethu, sikhulise esikulethe emakethe futhi sikhulule izinsiza ezengeziwe ukuze siqhubeke nokwakha amaphupho ethu. Emkhathizwe wesibili, sibheka ukugcina ukukhula okuzayo, sibuza ukuthi sakha ini ukuze siqhubeke nokuxazulula izinkinga zebhizinisi zamakhasimende ethu futhi sihlangabezane nemigomo yethu yokukhula. Ekugcineni, emkhathizwe wethu wesithathu, ukwakhiwa kwemakethe, sibuza ukuthi yiziphi izinkinga ezintsha esingazixazulula kumakhasimende ethu nokuthi singazikhulisa kanjani izimakethe zethu. Ngale ndlela, sihlala sihlela, senza, siphindaphinda, sihlola futhi siqala kabusha.
Isici esibalulekile ekuzulazuleni kulezi zimo ukubheka ngaphandle kwezindonga zethu ezine ukwazisa ukuhlela kwethu kwamasu. Ngokusebenzisa imininingwane yezimboni, izinkampani zingaqonda kangcono ukuthambekela kwemakethe, zilindele amashifu futhi zihlonze amathuba avelayo. Ucwaningo lusinika amandla okwenza izinqumo ezinolwazi, senze izindlela zethu zifanele ukuhlangabezana nezidingo zamaklayenti eziguqukayo futhi sihlale ngaphambi komncintiswano. Ngokuhlola okuqhubekayo nokuzivumelanisa nezimo, okusekelwe ocwaningweni olunzulu oluye lwahlolwa ukwahlulela komuntu, amabhizinisi akuhlomela kangcono ukuzuza impumelelo eqhubekayo futhi aqhubekisele phambili emisha.
Umthombo ovela I-IBISWorld
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