Ukuba nesicwangciso-qhinga sentengiso yehlabathi ukufikelela kwiimarike zehlabathi kubonelela ngeenzuzo ezinkulu: imiyalezo engaguqukiyo, imiboniso enomdla, ukuphuculwa kokuqondwa kophawu, kunye nethuba lokwakha enye kwaye uyisebenzise kuyo yonke indawo. Nangona kunjalo, le ndlela isenokungasebenzi ngokufanelekileyo kubantu abathile basekuhlaleni ngenxa yeyantlukwano ngokwenkcubeko neemfuno. Ukusebenzisa imigangatho yehlabathi okanye ukuyenza "ihlabathi jikelele" yinto iinkampani ezininzi ezisebenza ngayo. Eli nqaku linokunceda ukucacisa ingcamango yesicwangciso sentengiso yehlabathi ngokucace ngakumbi nangaphezulu.
Isiqulatho
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Yintoni iQhinga leNtengiso yeHlabathi?
Inkcazo yeQhinga leNtengiso yeHlabathi
Injongo yeqhinga lentengiso yeHlabathi kukubonelela ngemveliso esemgangathweni kuzo zonke iimarike zangaphandle njengoko inkampani ithathela ingqalelo imakethi yehlabathi ngokubanzi. Yindlela esembindini ebandakanya ukuphuhlisa nokuphumeza isicwangciso sokuthengisa esinye kuzo zonke iimarike zehlabathi. Esi sicwangciso ngokuqhelekileyo sisekelwe kwingcinga yokuba abathengi emhlabeni jikelele banezidingo ezifanayo kunye neminqweno. Abathengisi behlabathi banokusebenzisa iimveliso ezisemgangathweni, iintengiso, kunye namaphulo okuthengisa kuzo zonke iimarike, okanye banokwenza uhlengahlengiso oluncinci kwiakhawunti yeeyantlukwano zenkcubeko.
Iinzuzo zeSicwangciso seNtengiso yeHlabathi
Ukuphumeza isicwangciso sokuthengisa sehlabathi kunokukhokelela kwiinzuzo ezininzi.
- Ukunciphisa iindleko: Ukudibanisa imisebenzi yentengiso yelizwe kunokukhokelela kulondolozo olubalulekileyo kubasebenzi kunye nezixhobo. Ngokuphelisa imisebenzi ephindaphindwayo, izinto ezikhutshwayo zomntu zinokuncitshiswa. Ukongeza, ukuvelisa iintengiso zehlabathi, iintengiso, kunye nezixhobo zokuthengisa zinokubiza kakhulu kunokudala imikhankaso eyahlukileyo kwimarike nganye. Ukulungelelanisa ukupakishwa kunokubangela ukonga, njengoko kunciphisa iindleko ze-inventory. Ngenxa yokuba iindleko ezithwala uluhlu lwempahla zinokuphendula ukuya kuthi ga kwi-20% yokuthengisa, nokuncitshiswa okuncinci kuluhlu kunokuba nempembelelo enkulu kwinzuzo.
- IiMveliso eziPhuculweyo kunye neNkqubo eFanelekileyo: Oku kunokuba yeyona nto iluncedo kakhulu kwisicwangciso sentengiso yehlabathi. Imali egciniweyo ingasetyenziselwa ukwenza iinkqubo ezimbalwa ezigxininisiweyo zisebenze ngcono. Kwihlabathi lezoshishino, iingcamango ezilungileyo akulula ukufumana. Ke, xa isicwangciso sentengiso yehlabathi sinceda ekusasazeni umbono olungileyo ngaphandle kwemiceli mngeni yasekhaya, ihlala iphakamisa ukusebenza kwenkqubo xa ilinganiswa kwihlabathi liphela.
- Ukhetho loMthengi olomeleziweyo: Isicwangciso soshishino lwehlabathi siya sibaluleka ngakumbi kwihlabathi lanamhlanje ngenxa yokunyuka kokufumaneka kolwazi oluvela kwimithombo eyahlukeneyo kumazwe ahlukeneyo, kunye nokwanda kokuhamba kwimida yelizwe. Inceda ukwakha ukuqondwa kwebrendi kwaye iphucula ukhetho lwabathengi ngokubethelela. Ngokusebenzisa umyalezo ofanayo wokuthengisa, nokuba kungegama lebhrendi, ukupakishwa, okanye isibhengezo, abantu baye baqonde ngakumbi kwaye babe nolwazi malunga nemveliso okanye inkonzo, nto leyo ekugqibeleni inokubumba isimo sabo sengqondo ngayo.
- Ukwandiswa kweNzuzo yoKhuphiswano: Iifemu ezininzi ezincinci azikwazi ukukhuphisana neempawu zehlabathi ngenxa yemida kwizixhobo. Ke ngoko, isisombululo esinye esisebenzayo kukuba nesicwangciso sokuthengisa esigxininisiweyo sehlabathi esinokuzisa iingenelo ezikhuphisanayo ngakumbi kwifemu encinci ukukhuphisana nokhuphisana olukhulu ngokusebenzayo ngakumbi.
Unyino lweSicwangciso seNtengiso yeHlabathi
Kucacile ukuba ngelixa kukho ukwanda kwenkcubeko yehlabathi, izinto ezithandwayo kunye nezinto ezikhethwayo zisahluka kwisizwe ngasinye. Ngokomzekelo, i-E-commerce ayinakwandiswa ngaphandle kwesidingo sokulungiswa kwendawo kunye nengingqi. Ukujolisa ngempumelelo kunye nokufikelela kubathengi behlabathi kwi-intanethi, iinkampani ezininzi zisafuna ukujongana nemiqobo kunxibelelwano ngokuyiphuhlisa ngeelwimi zabo kunye nokulungelelanisa iinkqubo zabo zexabiso lenkcubeko. Singasathethi ke nakwiinkcubeko ekucingelwa ukuba ziyafana, kunokubakho umahluko omkhulu kwizinto ezingamaphulo okuthengisa asebenzayo, anje ngephulo lentengiso eliyimpumelelo le The Body Shop eBritani ayisebenzi kakuhle eUnited States.
IQhinga leNtengiso leHlabathi vs
Ngowuphi umahluko ophambili phakathi kwesicwangciso sentengiso yeHlabathi kunye nesicwangciso sokuthengisa samazwe ngamazwe?
Ukuthengiswa kwehlabathi akunakwenzeka, Intengiso yamanye amazwe yinkqubo yokulungelelanisa iimveliso kunye neenkonzo zenkampani kwiimfuno zeemarike ezithile zangaphandle. Oku kudla ngokubandakanya ukwenza uphando olubanzi lwemalike ukuze kuqondwe izinto zenkcubeko, zomthetho, kunye nezoqoqosho eziphembelela ukuziphatha kwabathengi kwimarike nganye ekujoliswe kuyo. Abarhwebi bamazwe ngamazwe basenokufuna ukulungisa iimveliso kunye neenkonzo zabo ukuze zihambelane nezinto ezikhethwa ekuhlaleni, ezinjengokuguqula ukupakishwa kunye nemathiriyeli yokuthengisa kwiilwimi zasekuhlaleni.
| uphawu | Intengiso yamanye amazwe | Intengiso yeHlabathi |
| Gxi ninisa | Ukulungelelanisa iimveliso kunye neenkonzo kwiimarike ezithile zangaphandle | Ukuphuhlisa isicwangciso sokuthengisa esinye kuzo zonke iimarike zehlabathi |
| Indlela | akwiindawo | Ephakathi |
| Isicwangciso semveliso | Isenokulungelelanisa iimveliso ukuhlangabezana nezinto ezikhethwayo ekuhlaleni | Ingasebenzisa iimveliso ezisemgangathweni kuzo zonke iimarike |
| Isicwangciso sophawu | Ngamana ukulungelelanisa uphawu lokuthengisa ukubonisa inkcubeko yendawo | Inokusebenzisa uphawu olusemgangathweni kuzo zonke iimarike |
| Icebo lokuthengisa | Bangawaqhelanisa amaphulo okuthengisa ukuze abonise inkcubeko yasekhaya | Inokusebenzisa amaphulo okuthengisa asemgangathweni kuzo zonke iimarike |
Imizekelo eyimpumelelo yeQhinga leNtengiso yeHlabathi
Iinkampani ezininzi zamazwe ngamazwe ziye zazuza impumelelo ngokunyuka zisebenzisa intengiso yehlabathi. Umzekelo, unilever, I-P & G., kunye noNestlé kunye negama labo eliqhelekileyo elisetyenziswa kwiimveliso ezininzi phantse kuzo zonke izizwe nemimandla. I-Pepsi inomyalezo ongaguqukiyo kumajelo ayo okuthengisa kwihlabathi-lobutsha kunye nolonwabo njengenxalenye yamava okusela iPepsi naphi na emhlabeni. I-Air BnB, uGoogle, kunye noMicrosoft ziinkampani ezinkulu ezithengisa iimveliso kunye neenkonzo zazo ezisemgangathweni kwihlabathi jikelele.
Omnye umzekelo obalaseleyo yiDisney enemizamo emininzi yokuguqula iindlela zayo zokuthengisa zemveli kunye neendaba ezizezinye. Ngoku inkampani isungula umdlalo wabadlali abaninzi kwi-intanethi-i-Virtual Magic Kingdom-enenjongo yokutsala abantwana abaninzi kwiindawo zokungcebeleka zeDisney.
I-Procter & Gamble ayilandeli ngokwesiko i-R&D kwikomkhulu, endaweni yoko, iseka amaziko amakhulu e-R&D kwindawo nganye yeemakethi zayo ezinkulu e-Triad—eMntla Melika, eJapan, nakwiNtshona Yurophu- kwaye ngokuhlanganisa izinto ezifunyanisiweyo ezisuka kwindawo nganye. iilabhoratri. I-P & G iye yakwazi ukwazisa imveliso engcono kakhulu kunokuba inokwenzeka kwaye yandise amathuba ayo okuphumelela.
IItrakthi ezibalulekileyo
Ukujolisa kwiinkcubeko ezahlukeneyo kumalunga nokuqonda ukuba kutheni kukho iiyantlukwano. Isicwangciso sentengiso yehlabathi asikho malunga nokubekwa emgangathweni kuphela, sidinga indlela yokwenziwa kwalapha ekhaya ukuze siqinisekise ukwenza uninzi lwemarike yalo. Ukufunda kwimizekelo eyimpumelelo yesicwangciso-qhinga sehlabathi kunokuba sisiqalo esihle kwiinkampani ezintsha ezijonga indlela yokwandisa ubukho bophawu lwazo kwiimarike zangaphandle.
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Imibuzo ebuzwa qho
Ziziphi ezi ntlobo zintathu zezicwangciso zentengiso yehlabathi?
Kukho iintlobo ezintathu zentengiso yehlabathi, kubandakanya ukumiswa, amazwe ngamazwe, kunye neqhinga lezizwe ngezizwe. Kwisicwangciso somgangatho, iimveliso ezifanayo zithengiswa kuyo yonke indawo. Iqhinga lamazwe ngamazwe libandakanya ukungenisa kunye nokuthunyelwa kwemveliso kumazwe angaphandle. Xa usebenzisa isicwangciso samazwe ngamazwe, unokuhambisa iimveliso kunye neenkonzo zakho kwimarike nganye.
Yintoni isicwangciso sentengiso sikaNike sehlabathi?
I-Nike iqinise ubukho bayo behlabathi ngokukhetha ngononophelo inkxaso-mali yamazwe ngamazwe. Ngelixa zijolise ekukhuthazeni ukulinganisa kuyilo lwemveliso, kunye nemibala kwiimarike ezininzi zamazwe ngamazwe, basebenzisa amaphulo okuthengisa ahlukeneyo kumazwe athile.
Zeziphi izicwangciso ezi-4 ezisisiseko zamazwe ngamazwe?
Iinkampani zamazwe ngamazwe zidla ngokukhetha phakathi kwezicwangciso ezine ezisisiseko zamazwe ngamazwe: (1) amazwe ngamazwe (2) aphuma kumazwe amaninzi, (3) ehlabathi jikelele, kunye (4) namazwe ngamazwe. Oku kujolise ekunikezeni uphawu lwehlabathi olungcono kwiimfuno zasekhaya kunye nomahluko wenkcubeko ngelixa kugcinwa ixabiso eliphantsi kunye nokusebenza kakuhle.
Ref: nscpolteksby ebook | Forbes
