“Owona mngcipheko mkhulu kukungathathi umngcipheko. Kwihlabathi elitshintsha ngokukhawuleza, ekuphela kwesicwangciso esiqinisekisiweyo sokungaphumeleli kukungathathi umngcipheko, utshilo uMark Zuckerberg.
Ubuchule ngundoqo wokuchuma kweshishini kwimarike ekhuphisanayo. Sonke isicwangciso esikhethiweyo sokuhamba okulandelayo kufana nokuthatha ingozi. Umngcipheko ulingana namathuba, kwaye isicwangciso esichazwe kakuhle sidlala indima ebalulekileyo ekuguquleni umngcipheko ube yithuba.
Ngoko ke zeziphi ezona zilungileyo iintlobo zeqhinga ukuba iinkampani kufuneka zinikele ingqalelo kuyo? Masingene kweli nqaku ukuze sifumane ukuqonda ngakumbi!
Isiqulatho
- Yintoni iQhinga?
- Kutheni le nto iNkampani kufuneka ithathele ingqalelo iintlobo ezahlukeneyo zeQhinga?
- Zeziphi iindidi eziqhelekileyo zeQhinga kuLawulo lweQhinga?
- Yeyiphi imizekelo yeQhinga kwiShishini lanamhlanje?
- Ungazikhetha njani Iindidi eziLungileyo zeQhinga loMbutho?
- IItrakthi ezibalulekileyo
- Imibuzo ebuzwa qho
Yintoni iQhinga?
Isicwangciso sisicwangciso esicingisiswe kakuhle okanye indlela eyenzelwe ukufezekisa iinjongo ezithile. Kubandakanya ukubeka usukelo olucacileyo, ukuhlalutya imeko, ukwenza izigqibo, ukucwangcisa amanyathelo, kunye nokulungelelanisa xa kuyimfuneko.
Amaqhinga, ukusuka kwishishini ukuya kuphuhliso lomntu, asetyenziswa kwiimeko ezahlukeneyo ukukhokela ukuthathwa kwezigqibo kunye nolwabiwo olusebenzayo lwezibonelelo ukuphumeza iziphumo ezinqwenelekayo.
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Kutheni le nto iNkampani kufuneka ithathele ingqalelo iintlobo ezahlukeneyo zeQhinga?
Ukuqonda iintlobo zeqhinga kubaluleke njengokusebenzisa isicwangciso esifanelekileyo. Kukho izizathu ezininzi zokuba kutheni umbutho kufuneka uqonde kakuhle uhlobo ngalunye lwesicwangciso:
- Iimeko ezahlukeneyo zibiza iindlela ezahlukeneyo, kwaye ukuqonda ama-nuances ohlobo ngalunye lwesicwangciso kuqinisekisa ukuba isicwangciso esikhethiweyo sihambelana nombono kunye nomsebenzi wombutho.
- Iimeko zentengiso zinokutshintsha amaxesha ngamaxesha. Ukuba iqhinga elinye alisebenzi, inkampani inokujikela kwelinye elilungele iimeko zangoku.
- Iindlela ezahlukeneyo zobuchule zifuna ukwabiwa kwezibonelelo ezahlukeneyo.
- Uhlobo ngalunye lwesicwangciso luza neeseti zalo zomngcipheko kunye nemivuzo enokubakho.
Zeziphi iindidi eziqhelekileyo zeQhinga kuLawulo lweQhinga?
Nazi ezinye zeentlobo eziqhelekileyo zezicwangciso ezinokuthi zisetyenziswe kulawulo lobuchule. Kucacile ukuba phantse yonke imibutho namhlanje ihlala idibanisa kwaye ilungelelanise ezi zicwangciso ukuze zihambelane neenjongo zabo ezithile kunye neemeko zemarike.
"Inkampani inokuboyisa abo bakhuphisana nabo kuphela ukuba inokuseka umahluko enokuthi iwugcine."
by UMichael E. Porter, HBR
Isicwangciso soBuchule
IQhinga loShishino lolunye lolona hlobo luqhelekileyo lwesicwangciso esisetyenziswa ngamashishini kule mihla. Uyilo olukwinqanaba eliphezulu oluchaza umkhombandlela ogqwesileyo wombutho kunye neenjongo. Ibandakanya izigqibo malunga nobukho bemarike, ulwabiwo lwezibonelelo, indawo ecwangcisiweyo, amathuba entsebenziswano, ukuncitshiswa komngcipheko, ukuzinza, kunye neenjongo zokukhula. Esi sicwangciso-qhinga sikhokela umbutho uphela ukuqinisekisa ukuba imisebenzi yawo ihambelana nombono wayo wexesha elide kunye neenqobo ezisemgangathweni, okuwenza ukuba afikelele kwiinjongo zawo zokugqibela.
Isicwangciso soKhuphiswano
Isicwangciso esicwangciswe ngononophelo esiqeshwe yimibutho ukugcina isikhundla esiphambili kwimarike okanye kwishishini labo. Ibandakanya ukukhomba imarike ekujoliswe kuyo, ukunikezela ngexabiso elahlukileyo kubathengi, ukuchonga iingenelo ezinokhuphiswano (njengobunkokeli beendleko okanye ulwahlulo), kunye nokwenza ulwabiwo lwezibonelelo olusebenzayo. Izicwangciso zokukhuphisana zibalulekile ekuzuzeni impumelelo ezinzileyo kunye nokugqithisa abo bakhuphisana nabo ngokubonelela ngexabiso eliphezulu kubathengi.
UMichael Porter uchaze iintlobo ezine zezicwangciso zokukhuphisana ezinokuthi zisetyenziswe kuwo nawuphi na umbutho wezoshishino kungakhathaliseki ubungakanani kunye nohlobo lweemveliso. Phakathi kwazo, isicwangciso soMahluko sesinye sezona zisebenzayo. Kwimarike, kukho amawaka eentengiso ezithengisa iimveliso kunye neenkonzo ezifanayo. Xa ikeyiki ityiwe ngabo bonke okhuphisana nabo abomeleleyo, ishishini lakho lingasikhusela njani isilayi esikhulu? Impendulo ilele kubuchule bokwahlula owenziwe kakuhle. Ngokuqhelekileyo kuza kunye nexabiso lePrimiyamu, apho abaThengi bazimisele ukuhlawula i-premium xa bebona ixabiso elongezelelweyo kwimveliso okanye inkonzo, ekhokelela ekunyuseni inzuzo.
IQhinga lokuSebenza
Iindidi zesicwangciso esifana neSicwangciso sokuSebenza yindlela ekufuneka iqwalaselwe kuyo yomibini imibutho emincinci nemikhulu. Umaleko wokucwangcisa ngaphakathi kumbutho ogxile ekwandiseni imisebenzi eyahlukeneyo kunye neenkqubo eziqhutywa ngaphakathi kwemimandla esebenzayo yomntu ngamnye, efana nokuthengisa, imali, okanye imveliso. Eyona njongo yayo iphambili kukuqinisekisa ukuba le misebenzi iyahambelana kunye nokuxhasa iinjongo zeshishini ezingundoqo zombutho. Isicwangciso sokusebenza sibandakanya iinkqubo zokusulungekiswa, ulwabiwo olunengqiqo lwezibonelelo, ukusekwa kwemilinganiselo yokusebenza, nokongamela iinkalo ezahlukeneyo zemisebenzi yemihla ngemihla ukwandisa ukusebenza kakuhle, umgangatho, kunye namandla okukhuphisana.
Isicwangciso sokukhula
ISicwangciso sokuKhula, phakathi kweentlobo eziphezulu zesicwangciso, sichaza isicwangciso sangabom esisetyenziswa yimibutho ukwandisa ishishini labo, ukwandisa isabelo semarike, kunye nokufezekisa ukukhula okuzinzileyo. Ibandakanya imisebenzi efana nokungena kwiimarike ezintsha, ukuphuhlisa iimveliso okanye iinkonzo ezintsha, ukungena kwiimarike esele zikho ngokungaphaya, ukwahluka kwiindawo ezinganxulumananga, ukwenza intsebenziswano, kunye nokukhuthaza ukusungula izinto ezintsha. Ukuphunyezwa ngempumelelo kwesicwangciso sokukhula kufuna ukucwangciswa ngononophelo, ulwabiwo lwezibonelelo, kunye nokuziqhelanisa nokutshintsha kokutshintsha kweemarike.
Yeyiphi imizekelo yeQhinga kwiShishini lanamhlanje?
I-Apple ngumzekelo owaziwayo wokusebenzisa isicwangciso esifanelekileyo ngexesha elifanelekileyo, ngelixa kukho ukuguquguquka kweemarike kunye nokuhla koqoqosho.
- Isicwangciso soMahluko se-Apple: Isicwangciso sokukhuphisana se-Apple sigxile ekwahlulweni kwemveliso. Inkampani ihlala ihambisa iimveliso ezintsha nezinomtsalane, ezinje nge-iPhone, i-iPad, kunye neMac, eziyalela amaxabiso eprimiyamu. Ukunyaniseka kophawu lwe-Apple kunye nokudityaniswa kwe-ecosystem kugxininisa ngakumbi isicwangciso sayo sokwahlula.
UGoogle wenze igama lakhe libe yeyona njini yokukhangela isetyenziswa kakhulu kwiwebhu, ngenxa yotshintsho lwayo lwangexesha lweAlfabhethi kaGoogle ngo-2015.
- Uhlengahlengiso lweAlfabhethi kaGoogle (2015): Inkampani engumzali kaGoogle, iAlphabet Inc., iye yanotshintsho olukhulu lweshishini ngokuhlengahlengisa amashishini ayo awohlukeneyo abe ngamacandelo ahlukeneyo phantsi kwesambrela yeAlfabhethi. Olu hlengahlengiso luvumele uGoogle ukuba agxile kuphando lwayo kunye neshishini lentengiso ngelixa ivumela ezinye ii-Alphabet subsidiaries ukuba ziqhubele phambili amashishini amatsha.
UTesla uza nesicwangciso soshishino esisemagqabini ezithathwa ziinkampani ezininzi njengesifundo esibalulekileyo. Kunokuba bagxile kwiinzuzo zangoku, badlala umdlalo omde, ngenjongo yokuba yeyona nkampani inkulu yeemoto ehlabathini.
- Tesla's isicwangciso sekhonkco lokubonelela: Lolunye lolona tyalo-mali luqaqambileyo abalwenzileyo. Bathathe ulawulo olupheleleyo lwekhonkco labo lokubonelela ngokubeka ukubheja kubenzi bebhetri, okubavumela ukuba basebenze ngakumbi kwaye baphendule kwiinguqu kwimfuno. Ukususela ngoJulayi 2023, uTesla usebenzisa inethiwekhi ye-5,265 yezikhululo ze-Supercharger ezineziqhagamshelo ezingaphezu kwe-48,000. Le yeyona nto iphambili yokhuphiswano kuTesla, kwaye kunokwenzeka ukuba incede inkampani iqhubeke nokukhula kwiminyaka ezayo.
Ungazikhetha njani Iindidi eziLungileyo zeQhinga loMbutho?
Kule nxalenye, sicebisa iingcebiso ezintlanu ezinokunceda umbutho ube nesiseko esomeleleyo sokwenza izigqibo ezinolwazi kunye nezicwangcisiweyo xa ukhetha isicwangciso.
- Ukuqonda iiNjongo zoMbutho:
Oku kusisiseko kuba ukulungelelaniswa kwesicwangciso esikhethiweyo kunye nenjongo ephambili yombutho kunye nombono kuqinisekisa ukuba isicwangciso siyayixhasa eyona njongo yombutho.
- Uhlahlelo lweShishini kunye noKhuphiswano:
Ukuqhuba uhlalutyo olucokisekileyo lweshishini kunye nokhuphiswano lomhlaba lubalulekile njengoko lubonelela ngesiseko sokwenziwa kwezigqibo ezinolwazi kwaye lunceda imibutho iqonde isikhundla sayo sokukhuphisana. Xoxa ngesidingo sohlalutyo olucokisekileyo usebenzisa izixhobo ezifana ne-SWOT, PESTEL, kunye ne-Porter's Five Forces ukuqonda iimeko zemarike, izoyikiso, kunye namathuba.
- Uvavanyo lweZakhono zangaphakathi:
Ukuqonda amandla angaphakathi kunye nobuthathaka bombutho kubalulekile. Ngaphandle kolu vavanyo, kulucelomngeni ukumisela ukuba ngaba umbutho unazo na izibonelelo eziyimfuneko kunye nesakhono sokuphumeza isicwangciso esikhethiweyo ngokufanelekileyo. Oku kubandakanya ukuvavanywa kwemithombo yemali, amandla oluntu, amandla obuchwepheshe, kunye nokusebenza kakuhle.
- Ukwabiwa kwezixhobo:
Ukuqinisekisa ukuba ubukho bezibonelelo bungqinelana neemfuno zesicwangciso esikhethiweyo kubalulekile. Ngaphandle kolwabiwo olululo lwezibonelelo, nesona sicwangciso silungileyo sinokudodobala.
- Ukubeka iliso kunye noVavanyo
Ukuseka imilinganiselo yokusebenza kunye nee-KPIs zokulandelela inkqubela kunye nokwenza uhlengahlengiso kubalulekile kwimpumelelo eqhubekayo. Ngaphandle kohlolo novavanyo olusebenzayo, imibutho ayinakuqinisekisa ukuba isicwangciso sisendleleni kwaye sinikezela ngeziphumo ezinqwenelekayo.
IItrakthi ezibalulekileyo
Kubalulekile ukuqaphela ukuba ukusebenza kohlobo ngalunye lwesicwangciso kuphenjelelwa zizinto ezahlukeneyo. Isicwangciso esilungele loo nkampani sisenokungasebenzi kwinkampani yakho. Kushishino oluhlala luguquka, ukuhlala usexesheni kunye neendlela zamva nje kunye nokuvuleleka ekuphononongeni iindlela ezahlukeneyo kubalulekile kwimpumelelo yexesha elide.
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Imibuzo ebuzwa qho
Ziziphi iintlobo ezi-4 zezicwangciso eziphantsi kohlalutyo lobuchule?
Ngokumalunga nohlalutyo lobuchule, kukho amanqanaba amane esicwangciso: (1) Isicwangciso senqanaba loShishino, (2) Isicwangciso somgangatho woshishino, (3) Isicwangciso somgangatho wokuSebenza, kunye (4) neSicwangciso somgangatho wokuSebenza.
Zeziphi iintlobo ezili-11 zeqhinga?
Kukho iintlobo ze-11 zesicwangciso esisetyenziswa ngokuqhelekileyo kwishishini lanamhlanje, kubandakanywa i-Structuralist, i-Differentiation, i-Price-skimming, i-Acquisition, i-Focus, i-Cross-selling, i-Sustainability, i-Diversification, i-Retention, i-Portfolio-constrained, kunye ne-Growth Strategy.
Zeziphi iintlobo ezine zeqhinga lokukhuphisana?
NgokukaMichael Porter, Isicwangciso soKhuphiswano yindlela ebanzi enokwahlulwa ibe ziindidi ezine ezincinci:
Ubunkokeli kwiindleko isicwangciso sigxile ekuveliseni iimveliso okanye iinkonzo ngexabiso eliphantsi kunokhuphiswano.
Umahluko isicwangciso sibandakanya ukudala iimveliso okanye iinkonzo ezizodwa kwaye zibonelela ngento exabisa abathengi.
Gxi ninisa isicwangciso sijolise kwicandelo lemarike ethile kwaye sisebenzela iimfuno zelo candelo ngcono kunokhuphiswano.
Ubunkokeli beendleko ezidibeneyo/umahluko Isicwangciso yindibaniselwano yobunkokeli beendleko kunye nokwahlulahlula.
