Kungani ukuhlaziywa ukuncintisana ibhizinisi?

Ukuhlaziya ukuncintisana iyiphi inkampani kuhlanganisa ukutadisha inzuzo yokuncintisana bangaphakathi nabangaphandle, okungase akuthuthukisi nje isikhundla yenkampani emkhakheni zamanje, kodwa futhi ukuba sandise zibe entsha izimakethe, ukunikela abathengi a imikhiqizo emisha kanye yesimanje.

Emaphethelweni elingaphandle kusekelwe ikhono inkampani ukunikeza amakhasimende umkhiqizo izinga, inzuzo kabani main ezidingwa ephakeme zokuziphatha futhi ngenxa yobuhle sabantu, kuyilapho ekunciphiseni izindleko nokwenza ngcono ukusebenza kahle kwe-umthelela ekwenzeni lokho okuhleliwe. I inzuzo yokuncintisana yalolu hlobo uqinisa isikhundla yenkampani emakethe, futhi isebenzisa umehluko (kwamangqamuzana) lube esibalulekile izinzuzo zayo.

Njengoba for izinzuzo zangaphakathi, kukhona ukuhlaziywa sokukwazi ukuncintisana ezingeni lamazwe kusekelwe ubukhulu inkampani izindleko nokusebenzisa imali ukuthi uchitha ukudalwa noma ukulethwa izimpahla. Ngamanye amazwi, kukhona isu marketing ibhizinisi kuhloswe ukunciphisa izindleko, futhi ngenxa yalokho, amanani yokugcina izimpahla, futhi ngokwenza kanjalo walenza ungakwazi ukuthwebula ukwanda yokuthengisa ingxenye sabantu ngemali encane zezimali. azihlole ivumela inkampani ukuba oholela kangcono futhi amelana okwengeziwe kwamanani entengo phezu ingxenye izimbangi ezingaba kwenzeka ukuthi ezinye izinkampani uyophinde ukunciphisa amanani kwezimpahla noma amasevisi afanayo.

Ngakho, ukuhlaziywa kwezinga lokukwazi ukuncintisana yenkampani uzibekele umgomo oyinhloko - ukuthola ukuthi izinzuzo ezithile ukuncintisana inkampani ingafinyelela, nokuthi singazithola kanjani ukuvikela kakhulu ngempumelelo izithakazelo zabo zezimali. Iqiniso yokugcina kuxhomeke ekutheni inkampani ongaphumelela singamelana nokucindezela bebutho yokuncintisana main emakethe, kanye nokuhlaziywa abanekhono sokukwazi ukuncintisana ezingeni lamazwe nje ikuvumela ukuthola.

Zonke abaphathi imodeli kwesimo esinokuncintisana owaziwa uMichael Porter, okuhlanganisa ukuhlaziya amabutho ezinhlanu yokuncintisana ezibhekene iyiphi inkampani eqhuba emakethe:

- ukuncika abahlinzeki ezinkulu;

- ukuncika amakhasimende ezinkulu;

- iphaliswano umkhakha;

- usongo esikhundleni kwezimpahla eziyisisekelo kanye namasevisi;

- usongo entry encintisana entsha.

ukuhlaziywa Kuncono izinzuzo main ukuncintisana inkampani nakho kubalulekile ngoba kusivumela ukuthi ngomqondo ovulekile ukuhlola hhayi kuphela isimo samanje inkampani kanye niche ke ithatha, kodwa futhi ukuze abone amathuba okwandisa kanye nokuqinisa isikhundla emakethe ngezithukuthuku abanalezi zici ukuthi ukuhlaziywa azonikezwa njengoba eziyisisekelo. Njengoba isibonelo, idayagramu plan yokuncintisana Assay amabhizinisi wahlanganyela amajezi.

Ngo esigabeni sokuqala kuyaphenywa nemingcele ezifana ukukhula ukukhiqizwa, isabelo emakethe futhi ukuhlaziya ukhiye izimpahla-analogue. Okulandelayo ihlanganiswe okuyinhloko uhlu encintisana, ngemva kwalokho uhlelo iwukuba zihlanganisa izimbangi ezinkulu ngokuya ithonya labo emakethe. Le mikhakha elandelayo ungabahlukanisa phakathi ezicini eziningana:

Ukuphathwa yenhlangano kanye nokuphathwa kwe-ibhizinisi:

- isu;

- imigomo Tactical kanye nezinhloso;

- nefilosofi ebhizinisi kanye namasiko;

ukukhiqizwa:

- imishini futhi liyokwazi ukusimama;

- inani imikhiqizo;

- ukuncika abahlinzeki;

- nezimo of emigqeni ekukhiqizeni.

Marketing Strategy:

- ububanzi kwezimpahla ;

- wholesale kanye ukuhweba iimfesi;

- idumela yenkampani;

- ukukhangisa;

- intengo;

- ijubane yokusabela kanye nezinguquko fashion.

Ngakho, ukuncintisana ukuhlaziywa enkampani isibonelo umdwebo uhlelo libonisa ngokucacile kulokho izinto okufanele uzicabangele uma lolo cwaningo efanele. Ukubaluleka kwale nqubo kuzibonakalisa hhayi kuphela e nokuqonda okucacile isimo emakethe futhi ukuzimisela kwesikhundla yayo emakethe, kodwa kusho nethuba lokuthola ukuhlola amandla aphelele inkampani, kuhlanganise ezifihliwe. Kule ndaba, ukuhlaziywa kwezinga lokukwazi ukuncintisana kubaluleke kakhulu futhi kuyimfuneko nganoma iyiphi inkampani yesimanje.