Kuve nehurongwa hwekushambadzira hwepasirese hwekusvika pamisika yepasirese kunopa mabhenefiti akakura: kutumira mameseji, zvinofadza zvinoonekwa, yakavandudzwa kuzivikanwa kwemhando, uye mukana wekuvaka imwe nekuishandisa kwese kwese. Nekudaro, nzira iyi inogona kusashanda nemazvo kune vamwe vagari nekuda kwekusiyana kwetsika nezvinodiwa. Kushandisa zviyero zvepasi rose kana kuzviita "glocal" ndizvo zviri kuitwa nemakambani mazhinji. Ichi chinyorwa chinogona kubatsira kutsanangura iyo pfungwa yepasi rose yekushambadzira nzira zvakajeka uye zvakanyanya kunzwisisa.
Zviri Mukati
- Chii chinonzi Global Marketing Strategy?
- International vs Global Marketing Strategy
- Mienzaniso Yakabudirira yeGlobal Marketing Strategy
- Zvitsva Zvitsva
- Mibvunzo Inonyanya Kubvunzwa
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Chii chinonzi Global Marketing Strategy?
Tsanangudzo yeGlobal Marketing Strategy
Chinangwa cheGlobal marketing strategy ndechekupa chigadzirwa chakajairwa kumisika yese yekunze sezvo kambani inoona musika wepasi rose zvakazara. Iyo inzira yepakati inosanganisira kugadzira nekushandisa imwe nzira yekushambadzira yemisika yese yepasirese. Iri zano rinowanzoenderana nefungidziro yekuti vatengi pasi rese vane zvinodiwa uye zvishuwo zvakafanana. Vatengesi vepasi rose vanogona kushandisa zvigadzirwa zvakamisikidzwa, kushambadzira, uye mishandirapamwe yekushambadzira pamisika yese, kana vanogona kugadzirisa zvidiki kuti vazvidavirire nekuda kwekusiyana kwetsika.
Mabhenefiti eGlobal Marketing Strategy
Kuita hurongwa hwekutengesa pasi rose kunogona kutungamirira kune zvakawanda zvinobatsira.
- Kuderedzwa kwemutengo: Kubatanidza mabasa ekushambadzira enyika kunogona kutungamira kune yakakosha kuchengetedza mune zvese vashandi uye zvinhu. Nekubvisa zviitiko zvekudzokorora, mari yemunhu inogona kuderedzwa. Pamusoro pezvo, kugadzira kushambadzira kwepasirese, kushambadzira, uye zvigadzirwa zvekusimudzira zvinogona kudhura zvakanyanya pane kugadzira mishandirapamwe yakasiyana yemusika wega wega. Kurongedza kurongedza kunogonawo kukonzera kuchengetedza, sezvo kunoderedza mutengo wezvinhu. Tichifunga kuti mutengo wekutakura zvinhu unogona kuverengera kusvika ku20% yekutengesa, kunyangwe kudzikiswa kudiki kwechinyorwa kunogona kuve nekukanganisa kukuru pakubudirira.
- Zvigadzirwa zvakavandudzwa uye Kubudirira kweChirongwa: Izvi zvinogona kazhinji kuve mukana mukuru wehurongwa hwekushambadzira kwepasirese. Mari yakachengetwa inogona kushandiswa kuita mashoma anotarisisa zvirongwa kushanda zvirinani. Munyika yebhizimisi, pfungwa dzakanaka hadzisi nyore kuwana. Saka, kana chirongwa chekushambadzira chepasi rose chichibatsira kuparadzira zano rakanaka kunyangwe matambudziko emuno, rinowanzo simudza kushanda kwechirongwa kana kuyerwa pasirese.
- Yakawedzerwa Mutengi Sarudzo: Chirongwa chebhizinesi chepasi rose chiri kuwedzera kukosha munyika yanhasi nekuda kwekukwira kwekuwanikwa kweruzivo kubva kunzvimbo dzakasiyana siyana munyika dzakasiyana, uye kuwedzera kwekufamba kuyambuka miganhu yenyika. Inobatsira kuvaka kucherechedzwa kwemhando uye inosimudzira zvinodiwa nevatengi kuburikidza nekusimbisa. Nekushandisa meseji yekushambadza yakafanana, kungave kuburikidza nezita rechiratidzo, kurongedza, kana kushambadza, vanhu vanova neruzivo nekuziva nezvechigadzirwa kana sevhisi, izvo zvinozokwanisa kugadzirisa maitiro avo pazviri.
- Kuwedzera Kukwikwidza Kunobatsira: Mafemu madiki mazhinji haakwanise kukwikwidza nemhando dzepasi rose nekuda kwemiganhu muzviwanikwa. Nekudaro, imwe mhinduro inoshanda kuve neyakamisikidzwa yekushambadzira yepasi rose nzira iyo inogona kuunza mamwe emakwikwi mabhenefiti kune diki femu kukwikwidza nemukwikwidzi mukuru zvakanyanya.
Kuganhurirwa kweGlobal Marketing Strategy
Zviripachena kuti kunyangwe paine kuwedzera kwetsika dzepasirese, zvinonaka nezvaanofarira zvichiri zvakasiyana munyika dzese. Semuyenzaniso, E-commerce haigone kukwidziridzwa pasina kudiwa kwenzvimbo nedunhu kuchinjika. Kunyatso kunanga uye kusvika kune vatengi vepasirese pamhepo, makambani mazhinji achiri kuda kugadzirisa zvipingamupinyi mukutaurirana nekuvagadzira mumitauro yavo uye kuronga maitiro avo etsika. Tisingataurwi kunyangwe mutsika dzinofungidzirwa kuti dzakafanana, panogona kuve nemusiyano wakakura mune izvo zvinobudirira kushambadzira, senge yakabudirira ad danidziro yeThe Body Shop muBritain haishande zvakanaka muUnited States.
International vs Global Marketing Strategy
Ndeupi musiyano mukuru pakati peGlobal marketing strategy uye International marketing strategy?
Kushambadzira kusingaite kwepasirese, International marketing inzira yekugadzirisa zvigadzirwa nesevhisi zvekambani kune zvinodiwa zvemisika yekunze. Izvi zvinowanzo sanganisira kuita tsvakiridzo yemusika yakadzama kuti unzwisise tsika, zvemutemo, uye zvehupfumi zvinhu zvinopesvedzera maitiro evatengi mumusika wega wega unonangwa. Vatengesi vekune dzimwe nyika vangadawo kugadzirisa zvigadzirwa nemasevhisi avo kuti zvienderane nezvido zvemuno, zvakaita sekuturikira zvekurongedza uye zvekutengesa mumitauro yemuno.
| mamirire | International marketing | Global Kushambadzira |
| Focus | Kuchinjira zvigadzirwa nemasevhisi kune chaiwo misika yekunze | Kugadzira imwe nzira yekutengesa yemisika yese yepasirese |
| kusvika | Zvakatemerwa | Pakati |
| Product strategy | Inogona kugadzirisa zvigadzirwa kuti zvienderane nezvinodiwa munharaunda | Inogona kushandisa zvigadzirwa zvakamira pamisika yese |
| Branding strategy | Ngachigadzirise mabhii kuratidza tsika dzemuno | Inogona kushandisa yakamisikidzwa branding pamisika yese |
| Isu rekushambadzira | Ngachigadzirise mishandirapamwe yekushambadzira kuti iratidze tsika dzemuno | Inogona kushandisa mishandirapamwe yekushambadzira yakamisikidzwa pamisika yese |
Mienzaniso Yakabudirira yeGlobal Marketing Strategy
Makambani mazhinji emarudzi akawanda akawana budiriro nekuwedzera kushandisa kushambadzira kwepasirese. Somuenzaniso, Unilever, P&G, uye Nestlé vane zita ravo rechiratidzo rinoshandiswa kune zvakawanda zvigadzirwa munharaunda dzese nematunhu. Pepsi ine meseji inowirirana mumakwara ayo ekushambadzira pasi rose-iyo yehudiki uye kunakidzwa sechikamu chechiitiko chekunwa Pepsi chero kupi zvako pasirese. Air BnB, Google, uye Microsoft makambani makuru anotengesa zvigadzirwa nemasevhisi akajairwa pasi rose.
Mumwe muenzaniso wakanaka ndeweDisney nekuedza kwakawanda pakushandura nzira dzekushambadzira dzechinyakare neimwe midhiya. Ikozvino kambani iri kuvhura mutambo wevatambi vakawanda wepamhepo-Virtual Magic Kingdom-unotarisirwa kukwezva vana vakawanda kunzvimbo dzekutandarira dzeDisney.
Procter & Gamble haitevedzere zvechinyakare R&D mudzimbahwe, asi, inomisa zvivakwa zvikuru zveR&D mune imwe neimwe yemisika yayo mikuru muTriad-North America, Japan, neWestern Europe- uye nekuisa pamwechete zvakawanikwa zvakawanikwa kubva kune imwe neimwe marabhoritari. P & G yakakwanisa kuunza chigadzirwa chiri nani pane chaizogoneka uye kuwedzera mikana yayo yekubudirira.
Zvitsva Zvitsva
Kutarisa tsika dzakasiyana ndezvekunzwisisa kuti sei uye nei paine misiyano. Chirongwa chekushambadzira chepasirese hachingori chekumira chete, chinoda nzira yenzvimbo kuti ive nechokwadi chekuita zvakanyanya pamusika wayo. Kudzidza kubva kumienzaniso yakabudirira yehurongwa hwepasirese kunogona kuve kutanga kwakanaka kumakambani matsva achitsvaga nzira yekuwedzera kuvepo kwavo kwemhando mumisika yekunze.
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Mibvunzo Inonyanya Kubvunzwa
Ndeapi marudzi matatu ehurongwa hwekushambadzira kwepasi rose?
Kune marudzi matatu ekushambadzira kwepasirese, anosanganisira kumira, nyika, uye hurongwa hwemarudzi akawanda. Muchirongwa chekumisikidza, zvigadzirwa zvakafanana zvinotengeswa munzvimbo dzese. Urongwa hwepasi rose hunosanganisira kupinza uye kutumira zvigadzirwa kunze kwenyika. Paunoshandisa nzira yepasi rose, unogona kuendesa zvigadzirwa zvako nemasevhisi kumusika wega wega.
Chii chinonzi Nike's global marketing strategy?
Nike yakasimbisa kuvepo kwayo kwepasirese nekunyatsosarudza vatsigiri vepasi rese. Kunyange vachivavarira kusimudzira kugadzirwa kwechigadzirwa, uye mavara mumisika zhinji yepasirese, vanoshandisa mishandirapamwe yakasiyana yekushambadzira mune dzimwe nyika.
Ndedzipi nzira 4 dzakakosha dzepasirese?
Makambani emarudzi akawanda anowanzo sarudza kubva pakati pemazano mana epasi rose: (1) epasi rose (2) emunyika dzakawanda, (3) pasi rose, uye (4) pasi rose. Izvi zvinovavarira kuendesa mhando yepasirese iri nani mune zvinodiwa munharaunda uye mutsauko wetsika uku uchichengetedza mutengo wakaderera uye kushanda nesimba.
Ref: nscpolteksby ebook | Forbes
