Luyini ucwaningo lwemakethe?
Ucwaningo lwemakethe (noma ucwaningo lokumaketha) luyinqubo yokuqoqa ulwazi mayelana nenhlangano yakho Imakethe ehlosiwe. Lolu lwazi lunikeza ukuqonda ngezidingo zamakhasimende akho nokuncamelayo, ongagcina ukusebenzisele:
- ngcono imiklamo yemikhiqizo
- ukwandisa ukuzibandakanya kwamakhasimende kanye nobudlelwano
- ngcono ukuthengisa izinga lokuguqulwa
- dala noma ubuyekeze amasu marketing
Ucwaningo lwemakethe lungaphinda luveze amathuba nezinsongo ezizungeze indawo yebhizinisi lakho, mayelana nokuncintisana kwakho kanye nemakethe ebanzi.
Kungani kwenziwa ucwaningo lwemakethe?
Amakhasimende abalulekile ekukhuleni nasekuphumeleleni kwebhizinisi lakho. Ukuziqonda ngempumelelo kanye nobudlelwano babo nemikhiqizo namasevisi akho kubalulekile. Ngokwesibonelo, abathengisi baye babhekana ukushintsha izintandokazi zabathengi ukuthenga ku-inthanethi esikhundleni sesitolo. Yize lezi zintandokazi zizuze kakhulu ekuthengisweni kwe-inthanethi, zize ngezindleko zokuthengisa esitolo. Lo mkhuba ungomunye weminingi ekhombisa ukuthi izimo zokusebenza zishintsha kanjani, nokuthi kubaluleke kangakanani ukuthi amabhizinisi azi kahle ngezimakethe asebenza kuzo, futhi okubaluleke kakhulu, amakhasimende abawadayiselayo.
Lapha yilapho ucwaningo lwemakethe luqala khona ukusebenza. Kuyindlela yokuthi inkampani ihlunge wonke umsindo, bese idonsa olwazini olubalulekile ukuze yenze izinqumo zebhizinisi zamasu futhi ihlale inake izidingo zamakhasimende.
Izizathu zokuthi kungani ucwaningo lubalulekile zifaka:
- inikeza imikhiqizo namasevisi amasha noma akhona kakade ngokusebenza okukhulu
- ikhanyisa indlela ibhizinisi lakho elibonwa ngayo emakethe yakho oyiqondisayo
- inquma ukuthi ibhizinisi lingakhula libe imakethe entsha
- kuveza imboni noma amathonya ezomnotho ebhizinisini
- ivumela ibhizinisi lakho ukuthi lihlale ngaphambi komncintiswano
Buyela ku ukuthengwa kwe-inthanethi: abathengisi abaningi bezitini nodaka bajoyine ukunyakaza kwedijithali futhi bamukela amasu ebhizinisi omnichannel, okuhlanganisa ukuthengisa izimpahla esitolo naku-inthanethi. Isibonelo esiphawulekayo umthengisi we-electronics I-JB Hi-Fi, eye yanqoba eminyakeni edlule online futhi esitolo. Le mpumelelo ingagunyazwa ekusebenziseni kwayo okuqhubekayo kwamathuluzi ocwaningo lwemakethe njenge -Google Analytics, okuvumela abasebenzisi ukuthi baqonde ukuthi yiziphi izici ezithonya ukuthengwa nokuguqulwa phakathi kwabathengi babo.
I-JB Hi-Fi, ngokwesibonelo, ithole ukuthi izincomo zomkhiqizo womuntu siqu ziholela enanini eliphezulu le-transaction value (ATV) - ukutholwa manje osekuholele kuqhinga lebhizinisi eliqhutshwa amakhasimende. Vakashela noma yisiphi isitolo se-JB Hi-Fi noma iwebhusayithi yaso eku-inthanethi, futhi maduze nje uzohlangatshezwa nabasebenzi abamagange ukukusiza kanye nezingxoxo ezizivelelayo. Lesi isibonelo esisodwa nje socwaningo lwemakethe olubumba inhlangano.
Ulwenza nini ucwaningo lwemakethe?
Ucwaningo lwemakethe luyithuluzi eliyigugu elingazuzisa wena amasu ibhizinisi. Asikho isikhathi esibekiwe lapho ucwaningo lwemakethe kufanele lwenziwe. Isikhathi siyahlukahluka kuye ngezidingo nesimo sebhizinisi lakho. Uber, ngokwesibonelo, iyisevisi esakhula, kodwa iphayona ngokushesha nge-e-hailing transport market. Impumelelo ye-Uber ingabangwa ukuhlaziya kwayo okuqhubekayo kwabathengi bayo namanethiwekhi ezokuthutha.
Sekushiwo lokho, amabhizinisi ngokuvamile enza ucwaningo lwemakethe phakathi nesinye salezi zigaba ezine ezibalulekile empilweni yenkampani:
I-1. Ukuqaliswa
Idatha ehlanganiswe ngenkathi wenza ibhizinisi lakho izonquma ukuthi yimiphi imikhiqizo namasevisi owadingayo ukuze umakethe, nokuthi kufanele imakethwe kanjani. Le datha izophinde inikeze uhlu lwemikhiqizo eqhudelanayo, ikakhulukazi mayelana nentengo nekhwalithi, okukuvumela ukuthi usebenzise idatha ukuze uthuthukise imikhiqizo noma amasevisi kanye hlukanisa umkhiqizo wakho. Kungenjalo, lolu cwaningo lungaphinde lukusize wenze umkhiqizo noma isevisi ukuze ungene emakethe engasetshenzisiwe.
Iphayona elizinze e-US i-Uber Technologies, ngokwesibonelo, libone igebe ku- inethiwekhi yezokuthutha ukuze uthole inketho engabizi kakhudlwana, ye-tech-savvy futhi elula. Lezi zici ziholele ekwakhiweni kohlelo lokusebenza lweselula lwe-UberCab, oluxhuma kalula abathengi nabashayeli ngentengo ethengekayo.
2. Landelela
Idatha eqoqwe ngemva kwesigaba 'sokuqala' ihlola impumelelo yemikhiqizo noma amasevisi aqalisiwe enkampani yakho okungukuthi, ukuduma kwayo phakathi kwemakethe yakho oyiqondisayo. Ngokufanelekile, lolu lwazi lukuvumela ukuthi uguqule noma uthuthukise okunikezwayo kwakho. Ukwethulwa kokuqala kwe-Uber bekukhawulelwe e-San Francisco, okwenza ukuchaphazeka okuncane kulokho okwakuyinqwaba yamakhasimende. Impumelelo enkulu, u-Uber wabe esenweba kulo lonke elase-United States, ngaphambi kokuhambela umhlaba wonke.
3. Ukwethulwa komkhiqizo
Njengoba ibhizinisi lakho likhula, kanjalo nemigqa yalo yomkhiqizo. Ucwaningo olufana nesigaba 'sokuthwasa' luzodingeka. Le datha ingagqamisa izinguquko emakethe yakho eqondiwe ukuze kuthuthukiswe inani leminikelo yakho. Kwa-Uber, okuqale njengensizakalo yokuthuthwa kwezimoto ezincane, sekungene ezinhlinzekweni eziningi zesevisi, okuhlanganisa ama-SUV, izimoto zikanokusho, ukudla namabhayisikili okulethwa kwezithunywa.
4. Ucwaningo oluqhubekayo
Ingabe uzuza izinzuzo zocwaningo lwemakethe? Uma kunjalo, ungakhetha ukucwaninga okuqhubekayo. Idatha eqoqwe ingahlotshaniswa nokuthengisa kwakho, ukushiyeka komkhiqizo kanye nesevisi, isabelo semakethe futhi nokuningi. Ithimba labacwaningi bangaphakathi le-Uber lihlala lihlaziya idatha yokuhlinzeka nesidingo etholwe kubashayeli bayo be-Uber.
Indlela yokwenza ucwaningo lwemakethe
Uhlobo lolwazi ofuna ukuluthola ngamakhasimende akho, izimbangi zakho noma imakethe izonquma ukuthi ulubheka kanjani ucwaningo lwemakethe.
Kudingeka futhi uqinisekise ukuthi idatha oyiqoqayo incane futhi inembile. Ungadonsa idatha ezinhlotsheni ezimbili ezihlukene zemithombo: okuyisisekelo kanye nesesibili.
Ucwaningo oluyisisekelo (lomkhakha).
Ucwaningo oluyisisekelo luzenzela lona. Lolu cwaningo lubandakanya ukuya ngqo emthonjeni (isb, amakhasimende noma amakhasimende angaba khona - ngamanye amazwi, 'inkambu') kanye nokuhlanganisa idatha yakho yangempela. Izibonelo zocwaningo oluyisisekelo zingabandakanya izinhlolovo, ukubhekwa okuqondile, uhlu lwemibuzo, amaqembu okugxilwe kuwo kanye nezingxoxo.
Ucwaningo lwesibili (ideski).
Ucwaningo lwesibili lukhona ngaphambili futhi lubandakanya ukudweba idatha eshicilelwe ngabanye (isb, imibiko kanye nezifundo ezikhishwe abacwaningi, izikhungo zikahulumeni, izikhungo zokunakekelwa kwezempilo, izinkampani njll.). Lolu hlobo locwaningo empeleni lungenziwa kusuka edeskini lakho.
Lapho ukhetha ukusebenzisa enye yalezi zinhlobo zemithombo, noma inhlanganisela, qinisekisa ukuthi ucabangela ubunjalo bayo kanye nemikhawulo yakho bese unquma ngokufanele.
Ucwaningo oluyisisekelo nolwesibili ludonsa kukho kokubili ulwazi lobuningi kanye nekhwalithi.
Ulwazi oluningi
Ucwaningo oluningi iyinombolo ngemvelo. Ihlobene nedatha elinganisekayo, efana neminyaka yekhasimende nobulili, engakusiza ukuthi uhlole ngokwezibalo amathrendi omthengi noma emakethe. Lolu cwaningo luwusizo ukuhlaziya indawo yonke yemakethe yebhizinisi lakho. Lolu lwazi ngokuvamile lutholwa nge Ukuhlola, imibuzo futhi izingxoxo ezinemininingwane.
Ucwaningo oluningi, nokho, lunganciphisa okutholile, okungase kukwenze uphuthelwe yisithombe esikhulu. Isibonelo, imicimbi emikhulu yezomnotho efana ne-GFC noma ubhubhane lwe-COVID-19 ngokuvamile inyusa izingcindezi zezimali kubathengi. Lezi zingcindezi zingase zibe nomthelela wangaphandle ukuthi imakethe yakho oyihlosile ithanda kangakanani ukutshala imali emikhiqizweni yakho, okungahlanekezela idatha yakho.
Ucwaningo lwekhwalithi
Ucwaningo lwekhwalithi akuyona inombolo ngokwemvelo - ayikwazi ukulinganiswa. Esikhundleni salokho, lolu cwaningo lukala ukuqashelwa kwengqondo kwemakethe okuhlosiwe, okungukuthi imicabango yabo, imizwa kanye nesimo sengqondo. Ungakwazi ukuqoqa idatha qualitative ngokwenza amaqembu okugxila nokuqopha kokuma.
Ulwazi lwekhwalithi luyavumelana nezimo, lukunikeza ukunethezeka ukuze wenze ucwaningo oluzungeze ibhizinisi lakho, futhi ufinyelele ku-nitty-gritty yokuthi imakethe yakho oyiqondisayo iyibona kanjani imikhiqizo namasevisi akho. Okubaluleke nakakhulu, ulwazi lwekhwalithi luhlinzeka ngemininingwane eyengeziwe mayelana nemakethe yakho eqondiwe, okukuvumela ukuthi ubeke ubuso kudatha eluhlaza. Kodwa-ke, ukuhlaziya idatha yekhwalithi kungaba nzima futhi kudle isikhathi, futhi kuvulekele ukuchema nokuhumusha.
Ucwaningo oluningi kanye nekhwalithi luhlinzeka ngemiphumela ehlukene, ngakho-ke kufanele lusetshenziswe ngokuhambisana. Ukwenza kanjalo kuzoqinisekisa ukuthi uthola isithombe esigcwele sedatha oyiqoqayo. Isibonelo, uma idatha iqoqwa ekusetshenzisweni kwemali kwabathengi ngesikhathi somcimbi omkhulu wezomnotho njenge-GFC, ungase futhi uhlaziye imizwa yomthengi noma idatha yemali engenayo yonyaka ukuze uqonde kangcono ukuziphatha komthengi.
Izinhlobo zezindlela zocwaningo lwemakethe
Ibhizinisi lakho lingaqhuba ucwaningo lwalo lwemakethe ngezindlela eziningi ezahlukene, kusukela ezingxoxweni ezingakahleleki namakhasimende akho kuya kumathuluzi edatha yezibalo, njenge-JB Hi-Fi isebenzisa i-Google Analytics.
Ungazizwa uphoqelekile ukuba usebenzise indlela eyodwa kuphela. Kunalokho, sebenzisa noma yiziphi izindlela ezingasiza ekudwebeni idatha oyidingayo. Njengoba isisho sisho, ungawabeki wonke amaqanda akho (okungukuthi, ukwethemba) kubhasikidi ofanayo (okungukuthi, indlela eyodwa yocwaningo).
Izibonelo ezintathu zocwaningo lwemakethe ezivame ukusetshenziswa:
1. Ucwaningo
Ngohlu lwemibuzo olubekwe ngokucacile kanye neqembu eliqondiwe labantu ngabanye, ibhizinisi lakho lingaqoqa ngempumelelo ulwazi mayelana (a) nemikhiqizo noma amasevisi akho; noma (b) imibono, ukuziphatha noma ulwazi lwabathengi bakho. Izinhlolovo zilungele abantu abaningi abaphendulayo, futhi zombili azibizi futhi kulula ukuzilawula. Zingasakazwa mathupha, ku-inthanethi noma ngeposi.
I-Global tech giant Apple Inc. isibonelo esibalulekile sedatha yenhlolovo yenkampani esebenzisa inzuzo. Cishe uyayazi i-imeyili elandela ukuthengwa kobuchwepheshe okwenza uzizwe njengekhasimende le-VIP, kodwa ephetha ngokuthi uthathe inhlolovo yemizuzu engama-20 - lena indlela esebenzayo ye-Apple yokuqoqa imininingwane emakethe yayo eqondiwe. Ithimba labacwaningi bangaphakathi le-Apple, i-Apple Customer Pulse, linomthwalo wemfanelo wokuhlanganisa nokuhlaziya imiphumela yocwaningo. Ukwazisa kwe-Apple ngocwaningo lwemakethe kube nomthelela ekubuseni kwabo njengabahamba phambili kwezobuchwepheshe babathengi kanye nokusungula izinto ezintsha.
Nakuba ungakwazi ukuhumusha futhi uhlaziye izimpendulo zakho zocwaningo ngezindlela eziningi, ithebula lesiphambano (i-crosstab) iyithuluzi lokuya kulo futhi iyisisekelo sokwenza ucwaningo lwakho. I-Crosstab inikeza ukuqhathanisa okuhlangene kwezinhlangothi kwezimpendulo zabaphenduli bakho. Isibonelo, i-Apple ingase isebenzise i-crosstab ukuqhathanisa izimpendulo zabanikazi bayo be-MacBook nabanikazi bayo bedeskithophu ye-iMac.
I-Crosstab ibonisa ubudlelwano phakathi kweziguquguquki ezimbili, noma ngaphezulu. I-Apple, isibonelo, ingase ihlonze ubudlelwano phakathi kwentengo nenjongo yokuthenga, ngakho-ke ihlanganise imibuzo mayelana kokubili okuguquguqukayo kuhlolo lwayo. I-crosstab ingavumela i-Apple ukuthi ihlunge imiphumela ukuze ibonise ukuthi abathengi bazimisele kangakanani ukuthenga imikhiqizo ngamanani aphezulu uma kuqhathaniswa namanani aphansi, ekugcineni ibonise ukuthi abathengi bayo baqaphela kangakanani amanani.
Ukuze udale umbiko we-crosstab, yiya kwesinye salezi zixhumanisi ezilandelayo:
Udinga usizo ngohlu lwakho lwemibuzo? Landela izixhumanisi eziwusizo ezingezansi:
2. Izingxoxo
Njengonhlolovo, izingxoxo zibandakanya ukusabalalisa iqoqo lemibuzo kuzithameli ozihlosile, okungaba abantu ngabanye noma amaqembu. Umehluko phakathi kwakho kokubili ukuthi uzodinga ukukhuluma ngqo nabaphendulayo futhi uqophe izimpendulo zabo ngokwakho. Izingxoxo zingaba ezijulile futhi ezisemthethweni, noma zibe zimfushane futhi zibe yisimo nje. Ingqikithi oyifunayo iyona enquma ukuthi inhlolokhono yenziwa kanjani, okungukuthi, ngocingo noma mathupha.
Amaqembu okugxilwa kuwo awuhlobo lwengxoxo yeqembu olukhuthaza ukusebenzisana phakathi kwabahlanganyeli. Le ndlela ingasiza ekuvuseni ingxoxo eqinile, engahle ibe nemiphumela emihle noma engeyinhle emizamweni yakho yocwaningo. Ngokuvamile, kuthatha okungenani izikhathi ezintathu zeqembu ukuze uthole imiphumela evamile.
Ngakolunye uhlangothi, izingxoxo zingezabantu, futhi zingathola izimpendulo ezijulile. Kodwa-ke, izingxoxo zingafika ngesikhathi futhi zibize, zizenze zifanele amaqembu amancane abaphendulile. Izingxoxo zingaphinde ziveze imiphumela echemile uma imibuzo ingahlelwanga ngendlela efanele.
3. Okubhekwayo
Thatha igxathu ubheke. Ucwaningo lokuqapha lwenziwa endaweni ecwiliswa ngokuphelele futhi esebenzisanayo, lapho ubona khona ukuthi imakethe yakho oqondiswe kuyo isebenzisa noma ithenga kanjani imikhiqizo yakho, okuhlanganisa ukuthi ifinyelela ziphi izithiyo. Nakuba le ndlela ingase intule ukulawulwa futhi idle isikhathi, uma yenziwe kahle, ikhipha idatha enembile nephilayo ukuze ucije imikhiqizo yakho.
Ukubuka ngokuvamile kwenzeka kuzilungiselelo zemvelo njengezitolo, izindawo zokusebenza noma amakhaya, ukuze kuphindaphindeke kangcono indlela amakhasimende akho ajwayele ukusebenzisa ngayo imikhiqizo namasevisi akho. Ucwaningo lokubheka ngokuvamile luyindlela yokugcina lapho zonke ezinye izindlela zehluleka. Le ndlela futhi ilungele ukubhala ngokuziphatha okuqhubekayo, izimo noma izehlakalo. Isibonelo, umthengisi angase afune ukubuka ukusabela kwabathengi bakhe kusibonisi esisha esitolo sabo.
Uyihlaziya kanjani imiphumela yocwaningo lwakho lwekhwalithi:
Ukuhlaziya idatha evela ezingxoxweni zakho kanye nokuqaphela kungaba inselele, kodwa kunezindlela ezimbili ezidumile zokukusiza ukucacisa izimpendulo: ukuhlaziywa kwetimu nokulandisa.
- Ukuhlaziywa kwetimu kubandakanya ukuhlonza izingqikithi ezifanayo phakathi kwabaphendulile. Ungakwenza lokhu nge izimpendulo zamakhodi, eza namalebula e-shorthand ('amakhodi') emishwaneni noma emishweni yabaphenduli bakho. Ikakhulukazi uma uhlaziya izinhlolokhono, ungasebenzisa isofthiwe yokubhala ezenzakalelayo, enembile futhi esebenza isikhathi.
- Ukuhlaziya okulandisayo kubandakanya ukwenza umqondo ngezindaba zempilo yomuntu ngamunye kanye nolwazi lwabanye abantu - ukukhomba ukuthi kungani abaphendulayo benza noma besabela ngendlela abenza ngayo. Isibonelo, i-Apple ithengisa imikhiqizo ngezigaba ezimbili: B2C futhi B2B (njengemikhakha yezemfundo nohulumeni). Ngesikhathi sobhubhane lwe-COVID-19, ukuthengiswa kweMacBook phakathi kwezigaba zombili kukhuphuke, ngenxa yezizathu ezahlukahlukene. Izizathu zokuthenga ama-MacBooks zahluka phakathi kwabathengi, abanye bathenga ama-laptops ukuze bathole ukuzijabulisa kwasekhaya, kuyilapho amabhizinisi ethenga ama-laptops ngezidingo zokusebenza ekhaya. Njengokuhlaziywa kwetimu, amasu okubhala amakhodi alungele ukuqonda nokuhumusha idatha yakho.
Amathuluzi
Kunamathuluzi amaningi atholakalayo ukukusiza wenze imephu yocwaningo lwakho lwemakethe. Okuvame ukusetshenziswa kakhulu kufaka imodeli ye-SWOT kanye nezifanekiso zokuhlaziya ze-Five Forces.
1. Imodeli ye-SWOT
Ngaphambi kwakho konke okunye, qiniseka ukuthi uveza amandla angaphakathi enkampani yakho (S) kanye nobuthakathaka (W), kanye namathuba angaphandle (O) nezinsongo (T) emakethe yakho. Le nqubo yaziwa ngokuthi Ukuhlaziywa kwe-SWOT - ikuvumela ukuthi ubone ukuthi inhlangano yakho isebenza kanjani ukusekela ukuthathwa kwezinqumo. Isibonelo, umholi we-ecommerce Amazonisebenzisa i-SWOT njengephayiphi ekusungulweni komkhiqizo nokusha imiyalezo yomkhiqizo.
Izinto ezine zokuhlaziywa kwe-SWOT:
Amandla yizindawo lapho ibhizinisi lakho lenza kahle futhi lizehlukanisa nezimbangi zakho. Ingxube ebanzi yomkhiqizo we-Amazon, amanani ancintisanayo nezizinda ezibonakalayo (okungukuthi, iwebhusayithi nezinhlelo zokusebenza zamaselula) kukhulisa ukufinyelela kwayo kwamakhasimende futhi kuyihlukanise nezitolo ezivamile zezitini nodaka. Lezi zici zimelela amandla e-Amazon.
Ukubuthakathaka yizindawo lapho ibhizinisi lakho lintula khona. Isibonelo, i-Amazon inobukhona obunomkhawulo wezitini nodaka, okungavimbela amakhasimende ayo ekuthengeni imikhiqizo engafanele ukuthunyelwa.
Amathuba yizindawo ezingasetshenzisiwe ezizothuthukisa isikhundla sakho sokuncintisana. Amathuba atholakala emandleni akho akhona kanye nobuthakathaka bakho. Isibonelo, ithuba le-Amazon ukukhulisa inethiwekhi yayo yesitolo somzimba.
Izinsongo amandla angalawuleki angaphandle kwebhizinisi lakho anemiphumela emibi. Njengamathuba, izinsongo zivela ezicini zakho zangaphakathi. Isibonelo, ukubusa kwe-Amazon ku-inthanethi, ngenkathi iveza amandla enkathini yokuthenga ku-inthanethi, kuveza usongo lobugebengu bamakhompuyutha.
2. Ukuhlaziywa kwe-Five Forces:
Ukwazi ukungena nokuphuma kwemakethe osebenza kuyo kubalulekile ukuze unqume isu lebhizinisi lakho. Isibonelo, ungasebenza ku-a imakethe egcwele, enabadlali abaningi abathengisa izinto ezifanayo. Kodwa-ke, ungathola indawo yokuqopha imakethe engaphansi ye-niche futhi wenze imali ngokufunwa okungakasetshenziswa. Kufanele wazi ukuncintisana kwakho kanye nomthelela wawo emakethe ukuze uzuze lokhu futhi ube nenzuzo.
Yilokhu kanye okwenziwa yi-subway sandwich chain. I imakethe yokudla okusheshayo inokuncintisana kakhulu futhi igcwele, lapho amakhasimende amaningi ethembekile kuma-giants afana McDonald futhi Dominos. Kodwa-ke, i-Subway yabona ithuba lokumaketha imikhiqizo yayo kubathengi abakhathalela impilo futhi yaba yimpumelelo yomhlaba wonke. Lokhu kugqamisa ukubaluleka kokuqonda okwenziwa izimbangi zakho (noma cha, endabeni ye-Subway) emakethe yakho, okukunikeza ithuba lokuphumelela.
Imodeli kaMichael Porter, Amandla Amahlanu kaPorter, ikusiza ukuthi ubone futhi uhlaziye amandla alolonga imakethe yakho. Leli thuluzi libonisa ukukhanga kwemboni yakho, mayelana nokwenza inzuzo, kanye nendlela yokuthola a inzuzo yokuncintisana.
Amandla Amahlanu kaPorter:
- Usongo lwabasanda kungena – khomba emakethe yakho izithiyo zokungena, nezinye izici ezingakhawulela ukubamba iqhaza, njengemithetho nemithethonqubo, izindleko zokuqalisa, kanye nokufinyelela kubahlinzeki nabasabalalisi. Isibonelo, imboni yokudla okusheshayo yase-Australia inezithiyo ezimaphakathi zokungena. Abadlali abasha bangangena kalula, njengoba izindleko zokuqalisa ngokuvamile ziphansi. Kodwa-ke, ukuba khona kwezinkampani ezikhona kanye nobunzima obengeziwe bokuthola indawo ephambili yesitolo kungavimba abasanda kungena.
- Usongo lokushintshwa kwezimpahla/izinkonzo - khomba ukuthi yimiphi eminye imikhiqizo etholakalayo emakethe yakho, kanye nezici zayo (okungukuthi, ikhwalithi, intengo, ukufinyeleleka). Lesi sigaba siqinisekisa ukuthi imikhiqizo noma amasevisi akho awafani nabanye, sinciphisa ukuncintisana kwakho. Imikhiqizo yokudla okusheshayo, isibonelo, ingashintshwa kalula. Abathengi bangashintsha izinketho ezingenampilo, njenge-McDonald's burger, benze isemishi elinempilo elivela ku-Subway. Izimbangi zangaphandle like izitolo ezinkulu kanye nezitolo zokudla baphinde banikele ngemikhiqizo ethatha indawo yokudla okuvamile kwendabuko, njengokudla osekuphekiwe.
- Ukuncintisana phakathi kwezimbangi ezikhona - bona inani labancintisana nabo emakethe yakho, kanye nokuthi ukusebenza kwabo kukuthinta kanjani (okungukuthi, bakunikeza amanani ancintisanayo akhawulela amanani akho?). I isigaba somjikelezo wempilo yemboni yakho futhi inganquma izinga lokungena noma ukuphuma kwebhizinisi. Isibonelo, imboni yokudla okusheshayo ivuthiwe, njengoba izinkampani ezinkulu ezifana ne-Subway ziye zanda kakhulu emakethe. Lokhu kwehlise ukukhanga kwemakethe kubadlali abasha abathengisa imikhiqizo efanayo, kwehlisa izinombolo zokungena kwebhizinisi.
- Amandla okuxoxisana abahlinzeki - khomba inani labangaba abahlinzeki emakethe yakho, futhi uhlole ukuthi bangakwazi yini ukukunikeza izinto zokusetshenziswa noma bashintshe amanani abo. Isibonelo, i-Australia iyikhaya labahlinzeki bemikhiqizo emisha nabathembekile abafanayo, okunciphisa amandla abo okuxoxisana futhi kuvumela abathengisi bokudla okusheshayo ukuthi baxoxisane ngemibandela yokuhlinzekwa okungcono nezintengo. Ukuhlonza noma yibuphi ubungozi bomhlinzeki noma ukuchayeka emakethe nakho kungazisa ukuqina emakethe yakho. ukunikezela ngamaketanga. Isibonelo, i-Subway inabahlinzeki abaningi, okusiza ukuvikela izinga layo lempahla esimweni sezinhlekelele zemvelo, njengezikhukhula noma imililo yehlathi, ephazamisa ukutholakala komkhiqizo.
- Amandla ezingxoxo zabathengi - khomba inani labathengi emakethe yakho, nokuthi bachitha kanjani (okungukuthi, usayizi wama-oda, ukuzwela kwentengo). Isibonelo, abathengi bavame ukushintshwa yintengo yokudla okuvamile okujwayelekile njenge-McDonald's ne-Dominos. Kodwa-ke, ngeprimiyamu noma okunye okusha njenge-Subway, kuvame ukuzwela kancane ngentengo.
Izitoreji Eziyinhloko
- Zibekele umgomo wemizamo yakho yocwaningo lwemakethe okungukuthi, yini ofuna ukuyithola kudatha?
- Cabangela isabelomali sakho nolwazi oludingayo ukuze uthole ukwabiwa kocwaningo lwemakethe olufanele
- Qinisekisa ukuthi okutholile kubhalwe ngokucacile futhi kuhambisana nezinjongo zakho
- Bhala imininingwane ephathekayo ehambisana nocwaningo okungukuthi, kungani imininingwane eqoqwe ibalulekile enhlanganweni yakho?
Awunasiqiniseko sokuthi ucwaningo lwemakethe lungolwakho yini? Khumbula ukubheka ukuthi ihlonishwa kangakanani emhlabeni jikelele, nokuthi ingaba nomthelela ongakanani empumelelweni nasekuqhudelaneni kwenhlangano yakho. Kusukela ezinkampanini ezindala nezizinzile njenge-Apple ne-Subway kuya kubaphazamisi abancane abanjengo-Uber, izinhlangano emhlabeni wonke ziyazuza ngokwenza ucwaningo lwemakethe lube yingxenye ehlanganisiwe yemizamo yazo yokumaketha.
Umthombo ovela Ibisworld
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