Ekumaketheni, umjikelezo wempilo yomkhiqizo uyingxenye yamathuluzi noma izinto ezisekelayo, lapho kuvumela ukuhlolwa kwemikhiqizo noma izinto inkampani enazo emakethe, okungukuthi, leli thuluzi libhekisela lapho inkampani ihlaziya imikhiqizo yakho uma seyinayo yethulwe emakethe.
Ukwenza lokhu kuhlola kuyindlela ebalulekile ye- lawula ukumaketha kwenkampani, ngoba ngale ndlela kungenzeka ukuthi kutholakale izibalo ezifanele oncike kuzo lapho uhlaziya amasu asetshenziswe emikhankasweni ngaphambi nangemva kokwethulwa kwawo.
Leli gama laqanjwa nguTheodore Levitt (usomnotho waseMelika kanye noprofesa waseHarvard) ngo-1965, ebhekisa ekuxhashazweni kwalo ukuze kutholakale izinzuzo ezinkulu. Kodwa-ke, ngemuva kwemodeli yokuqala kaLevitt, kwavela ukuhluka okuhlukile okwakushicilelwa abanye ochwepheshe kulo mkhakha, njengoWasson.
Uhlukaniswa kanjani umjikelezo wokuphila komkhiqizo?
Imikhiqizo ihlala ihamba ngezigaba ezifanayo noma izigaba, kungakhathalekile ukuthi i-niche yemakethe inkampani ihlanganisa ini. Ngokuqondile, bahlukaniswe izigaba ezine, esokuqala kube yi- isingeniso, owesibili ubhekisa ku- ukukhula, ngidlula ukuvuthwa futhi kuphele ngokushesha emthambekeni.
Kodwa-ke, umkhiqizo ngamunye unokuhlangenwe nakho kwawo esigabeni ngasinye; okusho ukuthi isakhiwo sihlala (njengoba sishilo). Ngaphezu kwalokho, isikhathi futhi siyahluka ngokuya nge-athikili, lapho abanye bangahlala esigabeni isikhathi eside (noma ngaphansi), ngokwesibonelo, umkhiqizo ohlala iminyaka eminingi esigabeni sokuvuthwa, kepha lokhu kungenisa imali engenayo engaguquguquki noma engenziwanga lutho; ngenkathi enye ikhula ngokushesha futhi nokwehla kuyashesha kanjalo.
Isigaba sesingeniso
Isingeniso sisho ukuthi umkhiqizo wethulwa nini emakethe okokuqala ngqa, lapho uvame ukuthengisa kancane ngoba usesigabeni sokuqala (yize kukhona okuhlukile) kanye utshalomali emikhankasweni yokumaketha evumela umkhiqizo ukuthi wenziwe wenziwe izethameli eziqondiwe, kungakhathalekile ubukhulu be-niche.
Isingeniso esifanele senziwa lapho inkampani ngaphambilini yenza izifundo ezihambelana nayo zemakethe ukubona kusengaphambili ukusebenza kwayo. Ngale ndlela kuphela lapho uzokwazi ukubheka izici ezibalulekile ekusindeni komkhiqizo.
Kubalulekile futhi ukuqaphela ukuthi njengoba kungumkhiqizo omusha onentengo ephansi, izindleko zokumaketha zivame ukuba ngaphezulu kunezinzuzo. Ngaphandle kwalokhu, kufanele utshale imali ukuyikhangisa futhi uyikhangise. Kungale ndlela kuphela lapho ibhalansi ingatholakala lapho kamuva, uma kwenziwe ngendlela eyiyo, ezoqala ukukhombisa izinzuzo ezinkulu.
Ngokuya ngocwaningo, ngenxa yenzuzo yabo ephansi, iningi (cishe lama-70%) wemikhiqizo alisidluli isigaba sokuqala, okungukuthi, bayehluleka ukwethula. Ngakho-ke, ucwaningo lwangaphambilini lubalulekile ukunqoba lesi sigaba bese uqala ukubona izinzuzo.
Isigaba sokukhula nesiyaluyalu
Kunemikhiqizo edlula esikhathini sesiyaluyalu, lapho ivele iwele kusuka osukwini olulodwa kuye kolandelayo, kepha lokhu akusho ukuthi imodeli yebhizinisi noma i-niche ayisasebenzi (futhi ngaphandle kokuningi), kodwa isikhashana kuphela .
Uma lokhu kungenjalo, kungaba okujwayelekile ngefayela le- umjikelezo wokuphila komkhiqizo uzodlula esikhathini sokukhula, efinyelelwa kanye lapho isigaba esisodwa esinzima kakhulu (isingeniso) sesinqotshiwe, esivumela ukuthuthukiswa komkhiqizo kancane kancane futhi ngawo, kwandise ukuthengisa ngejubane eliphakeme.
Kulesi sigaba, esinye sezici ezivame kakhulu ukwaziswa ukwanda kokuthengisa, ukufika kwabancintisana nabo abasha, imikhiqizo efanayo enezinzuzo eziningi, ukukhuthazwa kugxile ekuheheni umkhiqizo ngophawu, phakathi kokunye; okunikeza amandla okuvula indlela yokuvuthwa komkhiqizo emakethe.
Isigaba sokuvuthwa
Kulesi sigaba, umkhiqizo udlula esikhathini esivamile ukukhula kokuthengisa kuqala ukwehla. Kodwa-ke, yisigaba noma iyiphi inkampani efuna ukufinyelela kuso ngokujwayelekile. Ngaphezu kwalokho, lesi sigaba sihlala isikhathi eside kunezinye futhi kulapho izindlela zokumaketha nezokukhangisa zingasetshenziswa, ngoba kwethulwa izinselelo ezinzima.
Kulesi sigaba, izinkampani eziningi zifinyelela "umkhawulo" wokukhiqiza, lapho futhi zenziwe zaba ngcono futhi zifuna ukwehlisa izindleko kwezinye izici ukuze kugcinwe inzuzo ilinganisiwe.
Ngakho-ke ngokuyisisekelo umkhiqizo unenzuzo yize kungenziwanga ngendlela eyihaba njengokukhula, kepha izinzuzo zisabonakala futhi, utshalomali aluqinile kangako, oluvumela ukwaba izinzuzo ezinhle.
Esinye isici sesigaba sokuvuthwa komjikelezo wempilo yomkhiqizo iqiniso lokuthi inani labancintisana liyakhuphuka, amanani entengo angancipha ngenxa yokuncintisana futhi kufanele kwenziwe umzamo omkhulu ukukhombisa kulabo ababhekiswe ukuthi umkhiqizo wenkampani ungcono kune abanye.
Nciphisa isigaba
Ekugcineni, isigaba okungekho nkampani efuna ukusifinyelela yi- emthambekeni, lapho ukuthengiswa komkhiqizo kuqala ukwehla kakhulu futhi kubhekwa njengokuphuma emakethe, imvamisa ngenxa yokuphelelwa yisikhathi noma inzuzo ephansi ngenxa yokugcwala kwemakethe.
Kulesi sigaba amasu asebenzise ukugxila ekunikezeni izaphulelo, ukunikezwa, ukwakhiwa kabusha kwemikhiqizo, phakathi kokunye; okuzokwenza kube lula ukuqeda umkhiqizo, ngoba amakhasimende ngokuvamile alahlekelwa inzalo eyayikhona ekuqaleni.
Yize izinkampani eziningi zingafuni ukufinyelela kulesi sigaba, akunakugwenywa ngezizathu eziningi, okusho ngokukaWalker, uStaton no-Etzel okulandelayo:
- Asikho isidingo somkhiqizo.
- Izithameli ezihlosiwe ziyakhathala ngomkhiqizo.
- Umkhiqizo ongcono noma onentengo ephansi uya emakethe.
Lezi yizigaba noma izigaba zomjikelezo wempilo yomkhiqizo, esinethemba lokuthi zichazwe ngokwanele ukuqonda kwabo bonke abafundi bethu. Kodwa-ke, sizimisele ukuphendula konke ukuphawula nganoma yimiphi imibuzo noma ukukhathazeka ngale ndaba.