Ubume bombutho obusebenzayo, obunempembelelo ethe ngqo kulawulo lwabasebenzi kunye nokusebenza, yinto phantse zonke iinkampani, kungakhathaliseki ukuba zingakanani na, ezibeka phambili. Kwezo nkampani zineepotfoliyo zemveliso ezipheleleyo okanye iimarike ezininzi zamazwe ngamazwe, amacandelo emibutho abonakala esebenza ngokucacileyo. Ngaba yinyani leyo?
Ukuphendula lo mbuzo, akukho ndlela ibhetele kunokuya phambili kule ngcamango, ukufunda kwimizekelo eyimpumelelo, kunye novavanyo oluneenkcukacha Ubume becandelo lombutho kwiinjongo zexesha elide zenkampani. Jonga eli nqaku kwaye ufumanise ezona ndlela zilungileyo zokumisa okanye ukuhlengahlengisa umbutho wakho.
| Zeziphi iintlobo zemibutho yamacandelo? | Izahlulo zeMveliso, izahlulo zabaThengi, izahlulo zeNkqubo, kunye nezahlulo zeJografi. |
| Ngaba iMicrosoft ithatha ulwakhiwo lwecandelo lombutho? | Ewe, iMicrosoft inohlobo lwemveliso yolwakhiwo lombutho. |
| Ngaba i-Nike isakhiwo sokwahlulahlula? | Ewe, i-Nike inesakhiwo sombutho wecandelo lejografi. |
Isiqulatho:
Iingcebiso ezilungileyo ezivela kwi-AhaSlides
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Yintoni iCandelo loLwakhiwo loMbutho?
Ingqikelelo yolwakhiwo lombutho isukela kwimfuno yokwenziwa kwezigqibo ezinabileyo kunye nempumelelo egqwesileyo kwimibutho emikhulu nentsokothileyo.
Ukuvela kwesi sikhokelo sombutho kujolise ekukhuthazeni icandelo ngalinye ukuba lisebenze ngokuzimeleyo kwaye lithathe izigqibo ngokukhawuleza, ezinokukhokelela kwimveliso kunye nenzuzo. Icandelo ngalinye linokusebenza njengenkampani ezimele yodwa, lisebenze ngenjongo ethile, kwaye lihlala libandakanya uninzi lobuchule bokusebenza (ukuvelisa, ukuthengisa, ucwangciso-mali, imali, izibonelelo zabasebenzi) obufunekayo ukuhlangabezana neenjongo zalo.
Ukuba uyazibuza ukuba ngaba inkampani yakho kufuneka yakhe ulwakhiwo lombutho, kwamkelekile ukuhlangabezana nenye okanye ngaphezulu kwezi meko zilandelayo:
- Ukuthengisa ichibi elikhulu lemigca yemveliso ejongene nabathengi
- Sebenza kuwo omabini amashishini e-B2C ukuya kumthengi kunye neenkonzo ze-B2B zeshishini ukuya kwishishini
- Ijonge ukujolisa kwiindidi ezininzi zabantu
- Phuhlisa uphawu lwabo kwiindawo ezininzi zejografi
- Ukukhonza abathengi abakhulu abafuna ukuhoywa komntu ngamnye
Kubalulekile ukufunda ngengcinga yolwakhiwo lwamacandelo ngamacandelo ngokunjalo. Omabini la magama asetyenziswa ukuchaza a uhlobo lwesakhiwo sombutho apho inkampani yahlulwe yangamacandelo ahlukeneyo, ngalinye linoxanduva lwemveliso ethile, inkonzo, okanye ummandla wejografi. Ngokwenene, zibonisa ingcamango efanayo. Nangona kunjalo, umahluko kuphela ligama elithi "i-multi-divisional" lisetyenziswa ngokuqhelekileyo eUnited States, ngelixa igama elithi "icandelo" lisetyenziswa ngokuqhelekileyo eUnited Kingdom.
Related:
Zeziphi Iindidi ezi-4 zoLwakhiwo lweSebe kunye neMizekeliso?
Ulwahlulo lwemibutho alukho malunga neemveliso kuphela. Eli gama libanzi linokucuthwa libe ziindidi ezine ekugxilwe kuzo ezibandakanya imveliso, umthengi, inkqubo, kunye nolwahlulo lwejografi. Uhlobo ngalunye lolwakhiwo lwecandelo lusebenza kwiinjongo ezithile zombutho kwaye kubalulekile ukuba inkampani isebenzise eyona ilungileyo.
Izahlulo zemveliso
Ulwahlulo lwemveliso lolona luhlu luxhaphakileyo lolwakhiwo lombutho kule mihla, olubhekisa kwindlela imigca yemveliso echaza ngayo ubume benkampani.
I-General Motors, umzekelo, iphuhlise amacandelo amane asekelwe kwimveliso: Buick, Cadillac, Chevrolet, kunye ne-GMC. Icandelo ngalinye lixhaswa ngokupheleleyo liqela lalo lophando kunye nophuhliso, imisebenzi yalo yokuvelisa, kunye neqela lalo lokuthengisa. Kukholelwa ukuba ulwakhiwo lombutho lwaqala ukuphuhliswa ekuqaleni kweminyaka yoo-1900 nguAlfred P. Sloan, owayengumongameli weGeneral Motors ngoko.
Izahlulo zabaThengi
Kwiinkampani ezinepotifoliyo yabathengi epheleleyo, icandelo labathengi, okanye icandelo elijolise kwimarike lifanelekile ngakumbi kuba libenza bakwazi ukukhonza ngcono iindidi zabo zabathengi.
Umzekelo odumileyo kaJohnson & Johnson's 200. Inkampani inguvulindlela ekuhlanganiseni amacandelo oshishino ngokusekelwe kubathengi. Kwesi sakhiwo, inkampani ihlela ishishini libe ngamacandelo amathathu asisiseko: ishishini labathengi (ukhathalelo lomntu kunye neemveliso zococeko ezithengiswa kuluntu ngokubanzi), amayeza (amayeza kagqirha athengiswa kwiikhemesti), kunye neshishini lobuchwephesha (izixhobo zonyango kunye neemveliso zoxilongo ezisetyenziswa ngoogqirha. , oogqirha bamehlo, izibhedlele, iilebhu, neekliniki).
Izahlulo zenkqubo
Ulwahlulo lwenkqubo luyilelwe ukwandisa ukuhamba komsebenzi kunye nolwazi, kunokwandisa ukusebenza kakuhle kwesebe ngalinye.
Esi sikhokelo sisebenza ukwandisa ukuhamba-ukuya ekupheleni kweenkqubo ezahlukeneyo, umzekelo, ukugqitywa kophando kunye nophuhliso lwemveliso kuyimfuneko ngaphambi kokuya kwinkqubo ukufunyanwa kwabathengi. Ngokufanayo, inkqubo yokuzalisekisa i-odolo ayikwazi ukuqalisa de kube abathengi bajoliswe kuyo kwaye kukho ii-odolo zemveliso zokuzalisa.
Izahlulo zejografi
Xa iinkampani zisebenza kwiindawo ezininzi, i-geographic divisional structure yeyona ndlela yokunceda inkampani iphendule ngokukhawuleza kubathengi kwinqanaba lendawo.
Thatha umzekelo kaNestle. Le nkampani inkulu ilola ingqwalasela yayo ngokusekwe kulwakhiwo lwecandelo lejografi kunye nemisebenzi eyahlulahlulwe yangakwimimandla emihlanu engundoqo, eyaziwa ngokuba ziiNdawo ezintsha zejografi, ukusukela ngo-2022. ), uMmandla we-Asia, i-Oceania kunye ne-Afrika (i-AOA), kunye ne-Zone Greater China (GC). Zonke ezi zahlulo zifezekisa intengiso yonyaka ethembisayo.
ULwakhiwo loMbutho weCandelo – Iinzuzo kunye neeNgesi
Ukubaluleka kolwakhiwo lombutho akunakuphikiswa, nangona kunjalo, qaphela ukuba kuzisa imingeni emininzi. Nantsi isishwankathelo sezinto ezilungileyo kunye nezibi kwesi sakhiwo omele ujonge ngononophelo.
| eziluncedo | nezingeloncedo |
| Khuthaza uxanduva olucacileyo, ukungafihli, kunye noxanduva kumacandelo. | Iinkonzo kufuneka ziphindaphindwe kuzo zonke iiyunithi, nto leyo ekhokelela kwiindleko zokusebenza eziphezulu |
| Ikunika inzuzo yokukhuphisana kwiimarike zendawo, kunye nokuphendula ngokukhawuleza kwiinguqu zasekhaya okanye iimfuno zabathengi. | Ukuzimela kunokukhokelela ekuphindaphindweni kwemithombo. |
| Ukuphucula inkcubeko yenkampani ngokuvumela iimbono ezizodwa kumanqanaba ahlukeneyo. | Kunokuba nzima ukudlulisa izakhono okanye ezona zenzo zilungileyo kumbutho wonke. |
| Indawo ekhuphisanayo inokuba nempilo ekuqaliseni izinto ezintsha kunye nokuphuculwa kwecandelo ngalinye. | Uqhawulo lonxibelelwano lunokwenzeka kunye nokunyuka kokhuphiswano. |
| Iququzelela ukukhula kwenkampani ngokwaphula iisilos zesebe ukuze zikwazi ukukhula. | Ilahleko enokubakho yomanyano inokuthintelwa ngokukhuthaza ingqiqo eyomeleleyo yentsebenziswano. |
Ubunkokeli kunye nolawulo kumacandelo esebe
Yintoni abaqeshi kunye iinkokheli inokwenza ukunceda iiyantlukwano zoyise imingeni yamacandelo ombutho. Nazi ezinye zeengcebiso ezilungileyo ezivela kwiingcali:
- Ukuhlakulela iNtsebenziswano kunye noMsebenzi weQela: Kubalulekile ukuba iinkampani zigcine ingqiqo enamandla yentsebenziswano kunye qela phakathi kwezahlulo. Ukufezekisa oku, abaqeshi banokukhuthaza iingxoxo ezivulekileyo phakathi kwezahlulo kunye nokudala umbono owabelwana ngawo wenkampani, ukulungelelanisa zonke izahlulo kunye neenjongo ezifanayo.
- Ukukhuthaza ukuyila kunye nokusungula izinto ezintsha: Ukuveliswa kwezinto ezintsha, ukuphuculwa kobuchwephesha, kunye nokuphuculwa kwenkonzo yabathengi zizinto ezimbalwa apho ulwakhiwo lwecandelo lenza umzamo omkhulu. Ukunceda abasebenzi bavelise ukucinga ngobuchule, iinkokeli kufuneka zigxininise ukuxhotyiswa kunye nenkuthazo.
- Ukuququzelela amaqela agxininisiweyo kunye nobuchule besizinda: Ubunkokeli obusebenzayo kumbutho wamacandelo bunoxanduva lokuchonga nokukhulisa iitalente ezikhethekileyo kwicandelo ngalinye. Iinkokeli kufuneka ziququzelele uqeqesho oluqhubekayo kunye nophuhliso lwezakhono ukuqinisekisa ukuba amaqela ahlala ephambili kulwazi lweshishini.
- Ukukhuthaza ingxelo ye-360-degree: Iinkokeli kufuneka zikhuthaze inkcubeko Ingxelo ye-360-degree, apho abasebenzi kuwo onke amanqanaba banethuba lokunika igalelo koogxa babo nakwiinkokeli. Le ngxelo yempendulo inceda ekuchongeni iindawo zokuphucula, ukukhuthaza ukukhula komntu, kunye nokuphucula amandla eqela ngokubanzi.
Indlela yokuqulunqa ubume bombutho ngempumelelo? Xa kuziwa ekuyileni ubume bombutho, kukho izinto ezine zokuqhuba ekufuneka ziqwalaselwe:
- Izicwangciso zentengiso yemveliso: Indlela ishishini eliceba ngayo ukwalathisa icandelo lentengiso-mveliso nganye eliza kukhuphisana kuyo.
- Isicwangciso seshishini: Yintoni injongo yenkampani ukufezekisa inzuzo yokhuphiswano ngaphezu kweentshaba zayo kwinqanaba lentengiso yemveliso?
- Ezengqesho: Izakhono nezimo zengqondo zabasebenzi kunye namanqanaba olawulo ngaphakathi kumbutho.
- Izithintelo: Izinto ze-PESTLE, ezibandakanya inkcubeko, indalo, umthetho, kunye nemiba yangaphakathi inokunyanzelisa ukhetho lwenkqubo.
IItrakthi ezibalulekileyo
💡Ukuba ujonge ubunkokeli obuphuculweyo kunye nolawulo apho abasebenzi banokuphucula ukusebenza kwabo kunye nokuzibandakanya nenkampani, zive ukhululekile ukuqhagamshelana IAhaSlides. Sisixhobo sokubonisa esimangalisayo esivumela unxibelelwano kunye nentsebenziswano phakathi kwabathathi-nxaxheba kwiseto ebonakalayo kunye neyomntu.
Imibuzo ebuzwa qho
Yintoni ulwakhiwo lwecandelo lombutho, umzekelo?
Kumacandelwana emibutho, amacandelo enkampani anokulawula izixhobo zawo, ngokusisiseko asebenze njengeenkampani ezimele zodwa kwiqumrhu elikhulu, ezinengxelo eyahlukileyo yenzuzo-nelahleko (P&L). Kukwathetha ukuba ezinye iindawo zeshishini aziyi kuchaphazeleka ukuba icandelo liyasilela.
I-Tesla, umzekelo, inezahlulo ezahlukeneyo zezithuthi zombane, amandla (ilanga kunye neebhetri), kunye nokuqhuba ngokuzimeleyo. Le modeli ivumela ukuba ijongane namashishini ahlukeneyo kwaye ikhuthaze icandelo ngalinye ukuba libeke izinto eziphambili ngokubaluleka kwizinto ezintsha kunye nokuqhubela phambili.
Ngawaphi amaqumrhu ama-4?
Iindidi ezine zezakhiwo zombutho zisebenza, zinolwahlulo oluninzi, olusicaba, kunye nolwakhiwo lwematrix.
- Isakhiwo esisebenzayo sidibanisa abasebenzi ngokusekelwe kwiingcali, ngamanye amagama, uhlobo lomsebenzi abawenzayo, njengokuthengisa, imali, imisebenzi kunye nezibonelelo zabasebenzi.
- Isakhiwo esinamacandelo amaninzi (okanye iCandelo) luhlobo lolwahlulo oluzimeleyo olunolwakhiwo lwalo olusebenzayo. Icandelo ngalinye linoxanduva lwemveliso ethile, imarike, okanye ummandla wejografi.
- Kwisakhiwo esisicaba, zimbalwa okanye azikho iileya zolawulo oluphakathi phakathi kwabasebenzi nabaphathi abaphezulu.
- Isakhiwo sematriki sidibanisa izinto zombini ezisebenzayo kunye nezahlulo, apho abasebenzi banika ingxelo kubaphathi abaninzi:
Kutheni ulwakhiwo lombutho?
Kuxelwa ukuba ulwakhiwo lwecandelo lombutho lunokusombulula iingxaki zombutho wolawulo oluphezulu. Isizathu kukuba ivumela ukuhanjiswa kwamagunya phakathi kombutho ongumzali (umz., ikomkhulu) kunye namasebe awo.
Ngaba iCoca-Cola icandelo lombutho wecandelo?
Ewe, ngokufana neenkampani ezininzi zamazwe ngamazwe, i-Coca-Cola isebenzisa isakhiwo sokwahlula umsebenzi ngendawo. Ezi zahlulo, ezithathwa yinkampani njengamacandelo ekujoliswe kuwo, yi-Europe, Middle East & Africa (EMEA). Ilatin America. UMntla Merika, kunye neAsia Pacific.
Ref: Kanjalo | Iincwadi zokushicilela
