Kukhala ndi njira yamalonda yapadziko lonse lapansi yofikira misika yapadziko lonse lapansi kumapindulitsa kwambiri: kutumizirana mameseji kosasintha, zowoneka bwino, kuzindikirika bwino kwamtundu, komanso mwayi wopanga imodzi ndikuigwiritsa ntchito kulikonse. Komabe, njira iyi mwina siyingagwire bwino ntchito m'madera ena chifukwa cha kusiyana kwa chikhalidwe ndi zosowa. Kugwiritsa ntchito miyezo yapadziko lonse lapansi kapena kupanga "glocal" ndizomwe makampani ambiri akugwira ntchito. Nkhaniyi ingathandize kufotokoza mfundo ya malonda padziko lonse momveka bwino komanso mwanzeru.
M'ndandanda wazopezekamo
- Kodi Global Marketing Strategy ndi chiyani?
- International vs Global Marketing Strategy
- Zitsanzo Zopambana za Global Marketing Strategy
- Zitengera Zapadera
- Mafunso Ofunsidwa Kawirikawiri
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Kodi Global Marketing Strategy ndi chiyani?
Tanthauzo la Global Marketing Strategy
Cholinga cha njira yotsatsa malonda padziko lonse lapansi ndikupereka chinthu chokhazikika pamisika yonse yakunja monga momwe kampaniyo imaganizira msika wapadziko lonse lapansi. Ndi njira yapakati yomwe imaphatikizapo kukhazikitsa ndi kukhazikitsa njira imodzi yotsatsira misika yapadziko lonse lapansi. Njirayi nthawi zambiri imachokera ku lingaliro lakuti ogula padziko lonse lapansi ali ndi zosowa ndi zikhumbo zofanana. Otsatsa padziko lonse lapansi atha kugwiritsa ntchito zinthu zofananira, kuyika chizindikiro, ndi kutsatsa malonda m'misika yonse, kapena angasinthe pang'ono potengera kusiyana kwa chikhalidwe.
Ubwino wa Global Marketing Strategy
Kukhazikitsa njira yotsatsira padziko lonse lapansi kungapangitse phindu lalikulu.
- Kuchepetsa mtengo: Kuphatikiza ntchito zotsatsa zadziko kungapangitse kuti pakhale ndalama zambiri pantchito komanso zida. Pochotsa zochita zobwerezabwereza, ndalama zomwe munthu angawononge zitha kuchepetsedwa. Kuphatikiza apo, kupanga zotsatsa zapadziko lonse lapansi, zotsatsa, ndi zida zotsatsira zitha kukhala zotsika mtengo kuposa kupanga makampeni apadera pamsika uliwonse. Kuyika zinthu moyenera kumatha kubweretsanso ndalama, chifukwa kumachepetsa mtengo wazinthu. Popeza kuti mtengo wonyamula katundu ukhoza kuwerengera mpaka 20% yazogulitsa, ngakhale kuchepa pang'ono kwazinthu kumatha kukhudza kwambiri phindu.
- Kupititsa patsogolo Zogulitsa ndi Kuchita Bwino kwa Pulogalamu: Uwu nthawi zambiri ukhoza kukhala mwayi waukulu kwambiri pazamalonda padziko lonse lapansi. Ndalama zomwe zasungidwa zitha kugwiritsidwa ntchito kuti mapulogalamu ena okhazikika agwire bwino ntchito. M’zamalonda, malingaliro abwino si osavuta kupeza. Choncho, pamene ndondomeko yamalonda yapadziko lonse ikuthandizira kufalitsa malingaliro abwino ngakhale kuti pali zovuta za m'deralo, nthawi zambiri imakweza bwino pulogalamuyo ikayesedwa padziko lonse lapansi.
- Zokonda za Makasitomala Zokwezedwa: Ndondomeko yamalonda yapadziko lonse ikukhala yofunika kwambiri masiku ano chifukwa cha kukwera kwa chidziwitso kuchokera kumadera osiyanasiyana m'mayiko osiyanasiyana, komanso kuwonjezeka kwa maulendo kudutsa malire a mayiko. Zimathandizira kupanga kuzindikirika kwamtundu komanso kumawonjezera zokonda zamakasitomala mwa kulimbikitsa. Pogwiritsa ntchito uthenga wamalonda wamtundu umodzi, kaya kudzera mu dzina lachizindikiro, zoyikapo, kapena zotsatsa, anthu amazindikira komanso kudziwa zambiri za malonda kapena ntchito, zomwe zimatha kusintha momwe amaonera zinthuzo.
- Kuchulukitsa Ubwino Wampikisano: Makampani ang'onoang'ono ambiri sangathe kupikisana ndi mitundu yapadziko lonse lapansi chifukwa cha malire azinthu. Chifukwa chake, njira imodzi yothandiza ndiyo kukhala ndi njira yokhazikika yotsatsira padziko lonse lapansi yomwe ingabweretse maubwino ampikisano kuti kampani yaying'ono ipikisane ndi opikisana nawo wamkulu mogwira mtima.
Zochepera pa Global Marketing Strategy
N’zachidziŵikire kuti ngakhale kuti pali chiwonjezeko cha chikhalidwe cha padziko lonse, zokonda ndi zokonda zikadali zosiyana m’maiko onse. Mwachitsanzo, malonda a E-commerce sangathe kukulitsidwa popanda kufunikira kosinthira kwanuko komanso madera. Kuti athe kulunjika bwino ndikufikira ogula padziko lonse lapansi pa intaneti, makampani ambiri akuyenerabe kuthana ndi zolepheretsa kulumikizana powakulitsa m'zilankhulo zawo ndikugwirizanitsa machitidwe awo azikhalidwe. Osanenapo ngakhale m'zikhalidwe zomwe zimadziwika kuti ndi zofanana, pangakhale kusiyana kwakukulu pazomwe zili zotsatsa zotsatsa, monga kampeni yotsatsa yabwino ya The Body Shop ku Britain sikuyenda bwino ku United States.
International vs Global Marketing Strategy
Kodi pali kusiyana kotani pakati pa Global Marketing strategy ndi International Marketing strategy?
Zosatheka kutsatsa padziko lonse lapansi, Kutsatsa kwapadziko lonse lapansi ndi njira yosinthira zinthu ndi ntchito zamakampani kuti zigwirizane ndi zosowa zamisika yakunja. Izi nthawi zambiri zimaphatikizapo kuchita kafukufuku wambiri wamsika kuti amvetsetse zachikhalidwe, zamalamulo, ndi zachuma zomwe zimakhudza machitidwe a ogula pamsika uliwonse womwe akufuna. Otsatsa malonda akunja angafunikirenso kusintha malonda ndi ntchito zawo kuti zigwirizane ndi zomwe amakonda kwanuko, monga kumasulira zopangira ndi zotsatsa m'zilankhulo za komweko.
| khalidwe | Kutsatsa kwapadziko lonse lapansi | Kugulitsa Kwambiri |
| Focus | Kusintha zinthu ndi ntchito kuti zigwirizane ndi misika yapadera yakunja | Kupanga njira imodzi yotsatsira misika yonse yapadziko lonse lapansi |
| njira | Decentralized | Pakati |
| Mankhwala njira | Itha kusintha zinthu kuti zigwirizane ndi zokonda zakomweko | Atha kugwiritsa ntchito zinthu zokhazikika m'misika yonse |
| Branding strategy | Itha kusintha mtundu kuti uwonetse chikhalidwe cha komweko | Atha kugwiritsa ntchito chizindikiro chokhazikika m'misika yonse |
| Njira yotsatsa | Titha kusintha zotsatsa kuti zigwirizane ndi chikhalidwe cha komweko | Atha kugwiritsa ntchito makampeni okhazikika pamisika yonse |
Zitsanzo Zopambana za Global Marketing Strategy
Makampani ambiri amitundu yosiyanasiyana apeza bwino chifukwa chogwiritsa ntchito kwambiri malonda padziko lonse lapansi. Mwachitsanzo, Unilever, P&G, ndi Nestlé yokhala ndi dzina lawo lodziwika bwino lomwe limagwiritsidwa ntchito pazinthu zambiri pafupifupi mayiko ndi zigawo zonse. Pepsi ali ndi uthenga wosasinthasintha m'njira zake zotsatsira padziko lonse lapansi - zaunyamata komanso zosangalatsa monga gawo lakumwa kwa Pepsi kulikonse padziko lapansi. Air BnB, Google, ndi Microsoft ndi makampani akuluakulu omwe amagulitsa malonda awo ndi ntchito zawo padziko lonse lapansi.
Chitsanzo china chabwino ndi Disney ndi zoyesayesa zambiri pakusintha njira zake zotsatsira ndi njira zina. Tsopano kampaniyo ikuyambitsa masewera a pa intaneti omwe ali ndi anthu ambiri-Virtual Magic Kingdom-yofuna kukopa ana ambiri kumalo osungiramo Disney.
Procter & Gamble satsatira R&D yapakati ku likulu, m'malo mwake, imakhazikitsa zida zazikulu za R&D m'misika yake yayikulu ku Triad-North America, Japan, ndi Western Europe- ndikuphatikiza zomwe zapezedwa ma laboratories. P & G adatha kuyambitsa mankhwala abwino kwambiri kuposa momwe akanakhalira ndikuwonjezera mwayi wake wopambana.
Zitengera Zapadera
Kuyang'ana zikhalidwe zosiyanasiyana ndikungomvetsetsa momwe zimakhalira komanso chifukwa chake pali kusiyana. Dongosolo la malonda padziko lonse lapansi silimangokhudza kukhazikika, likufunika njira yokhazikika kuti mutsimikizire kuti msika wake ukuyenda bwino. Kuphunzira kuchokera ku zitsanzo zopambana za njira zapadziko lonse lapansi kungakhale chiyambi chabwino kwa makampani atsopano omwe akufunafuna njira yowonjezeretsa kupezeka kwawo m'misika yakunja.
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Mafunso Ofunsidwa Kawirikawiri
Kodi mitundu itatu ya njira zotsatsa padziko lonse lapansi ndi ziti?
Pali mitundu itatu ya kutsatsa kwapadziko lonse lapansi, kuphatikiza kukhazikika, njira zapadziko lonse lapansi, komanso njira zamayiko osiyanasiyana. Mu njira yokhazikika, zinthu zomwezo zimagulitsidwa pamalo aliwonse. Njira yapadziko lonse lapansi ikukhudza kutumiza ndi kutumiza zinthu kunja. Mukamagwiritsa ntchito njira zamayiko osiyanasiyana, mutha kubweretsa katundu ndi ntchito zanu kumsika uliwonse.
Kodi njira yotsatsa ya Nike padziko lonse lapansi ndi yotani?
Nike yalimbitsa kupezeka kwake padziko lonse lapansi posankha mosamala zothandizira mayiko. Ngakhale akufuna kulimbikitsa kukhazikika pamapangidwe azinthu, ndi mitundu m'misika yambiri yapadziko lonse lapansi, amagwiritsa ntchito makampeni osiyanasiyana m'maiko ena.
Njira zinayi zoyambira zapadziko lonse lapansi ndi ziti?
Mabungwe amitundumitundu nthawi zambiri amasankha pakati pa njira zinayi zofunika zapadziko lonse: (1) zapadziko lonse lapansi (2) zapadziko lonse lapansi, (3) zapadziko lonse lapansi, ndi (4) zapadziko lonse lapansi. Izi cholinga chake ndikupereka mtundu wabwino wapadziko lonse lapansi pazosowa zakomweko komanso kusiyana kwachikhalidwe ndikusunga zotsika mtengo komanso zogwira mtima.
Ref: nscpolteksby ebook | Forbes
