Ukuba nesu lokumaketha lomhlaba wonke lokufinyelela izimakethe zomhlaba wonke kunikeza izinzuzo ezinkulu: imiyalezo engashintshi, okubonwayo okujabulisayo, ukuqashelwa komkhiqizo okuthuthukisiwe, kanye nethuba lokuyakha nokuyisebenzisa yonke indawo. Kodwa-ke, le ndlela ingase ingasebenzi ngempumelelo kubantu abathile bendawo ngenxa yokuhluka kwamasiko nezidingo. Ukusebenzisa izindinganiso zomhlaba wonke noma ukulenza "i-glocal" yilokho izinkampani eziningi ezisebenzayo. Lesi sihloko singasiza ukuchaza umqondo wesu lokumaketha lomhlaba ngokucace futhi ube nokuqonda okwengeziwe.
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Liyini Isu Lokukhangisa Lomhlaba Wonke?
Incazelo Yesu Lokumaketha Lomhlaba
Inhloso yesu lokumaketha lomhlaba wonke ukuhlinzeka ngomkhiqizo osezingeni kuzo zonke izimakethe zangaphandle njengoba inkampani ibheka imakethe yomhlaba wonke. Kuyindlela emaphakathi ebandakanya ukuthuthukisa nokusebenzisa isu elilodwa lokumaketha kuzo zonke izimakethe zomhlaba. Leli su ngokuvamile lisekelwe ekucabangeni ukuthi abathengi emhlabeni wonke banezidingo nezifiso ezifanayo. Abakhangisi bomhlaba wonke bangase basebenzise imikhiqizo esezingeni, ukumaketha, nemikhankaso yokumaketha kuzo zonke izimakethe, noma bangase benze izinguquko ezincane ukuze balandise umehluko wamasiko.
Izinzuzo ze-Global Marketing Strategy
Ukusebenzisa isu lokumaketha lomhlaba wonke kungaholela ezinzuzweni eziningi.
- Ukwehliswa kwezindleko: Ukuhlanganisa imisebenzi yokumaketha kazwelonke kungaholela ekongeni okubalulekile kukho kokubili abasebenzi nezinto zokwakha. Ngokususa imisebenzi ephindaphindwayo, izindleko zomuntu siqu zingancishiswa. Ukwengeza, ukukhiqiza izikhangiso zomhlaba wonke, ezentengiso, nezinto zokukhangisa kungabiza kakhulu kunokudala imikhankaso ehlukene yemakethe ngayinye. Ukulinganisa amaphakheji nakho kungaholela ekongeni, njengoba kunciphisa izindleko zokusungula. Uma kubhekwa ukuthi izindleko zokuphatha uhlu lwempahla zingabala kufikela ku-20% wokuthengisa, ngisho nokwehliswa okuncane kwempahla kungaba nomthelela omkhulu enzuzweni.
- Imikhiqizo Ethuthukisiwe kanye Nempumelelo Yohlelo: Lokhu ngokuvamile kungase kube inzuzo enkulu yesu lokumaketha lomhlaba wonke. Imali elondoloziwe ingasetshenziswa ukwenza izinhlelo ezimbalwa ezigxilile zisebenze kangcono. Ezweni lezamabhizinisi, imibono emihle ayitholakali kalula. Ngakho-ke, lapho uhlelo lokumaketha lomhlaba wonke lusiza ukusabalalisa umbono omuhle ngaphandle kwezinselelo zasendaweni, ngokuvamile luphakamisa ukusebenza kahle kohlelo uma lulinganiswa emhlabeni wonke.
- Okuthandwayo Kwekhasimende Okuthuthukisiwe: Isu lebhizinisi lomhlaba wonke liya libaluleka kakhulu emhlabeni wanamuhla ngenxa yokwanda kokutholakala kolwazi oluvela emithonjeni ehlukahlukene emazweni ahlukene, kanye nokwanda kokuhamba unqamula imingcele kazwelonke. Isiza ukwakha ukuqashelwa komkhiqizo futhi ithuthukise izintandokazi zekhasimende ngokuqinisa. Ngokusebenzisa umlayezo wokumaketha ofanayo, kungakhathaliseki ukuthi ngegama lomkhiqizo, ukupakishwa, noma ukukhangisa, abantu baqaphela futhi babe nolwazi oluthe xaxa ngomkhiqizo noma isevisi, okungagcina kulolonge isimo sabo sengqondo ngawo.
- Inzuzo Ekhulayo Yokuncintisana: Amafemu amaningi amancane awakwazi ukuncintisana nemikhiqizo yomhlaba wonke ngenxa yemikhawulo yezinsiza. Ngakho-ke, isixazululo esisodwa esisebenzayo ukuba nesu lokumaketha lomhlaba wonke eligxilile elingaletha izinzuzo ezincintisanayo ukuze inkampani encane iqhudelane nesimbangi esikhulu ngempumelelo.
Imikhawulo ye-Global Marketing Strategy
Kusobala ukuthi nakuba kukhona ukwanda kwesiko lomhlaba wonke, okuthandwayo nokuthandwayo kusahlukile kuzo zonke izizwe. Isibonelo, i-E-commerce ayikwazi ukunwetshwa ngaphandle kwesidingo sokujwayela kwasendaweni nesifunda. Ukuze ziqondise ngempumelelo futhi zifinyelele kubathengi bomhlaba wonke ku-inthanethi, izinkampani eziningi zisadinga ukubhekana nezithiyo zokuxhumana ngokuzithuthukisa ngezilimi zazo futhi zixhumanise izinhlelo zazo zenani lamasiko. Ingasaphathwa ngisho emasikweni okuthiwa afanayo, kungase kube khona umehluko omkhulu kulokho okuyimikhankaso ephumelelayo yokumaketha, njengomkhankaso wesikhangiso oyimpumelelo we-The Body Shop eBrithani awusebenzi kahle e-United States.
I-International vs Global Marketing Strategy
Imuphi umehluko obalulekile phakathi kwesu lokumaketha lomhlaba wonke kanye nesu lokumaketha lamazwe ngamazwe?
Ukumaketha okungenakwenzeka emhlabeni jikelele, Ukukhangisa kwamanye amazwe wuhlelo lokujwayela imikhiqizo namasevisi enkampani ukuthi ahambisane nezidingo zezimakethe ezithile zangaphandle. Lokhu kuvame ukubandakanya ukwenza ucwaningo olubanzi lwemakethe ukuze kuqondwe izici zamasiko, ezomthetho, nezomnotho ezithonya ukuziphatha kwabathengi kumakethe ngayinye eqondiwe. Abadayisi bamazwe ngamazwe kungase kudingeke balungise imikhiqizo namasevisi abo ukuze ahlangabezane nezintandokazi zendawo, njengokuhumusha izinto zokupakisha nezokumaketha ezilimini zendawo.
| isici | Ukukhangisa kwamanye amazwe | Ukukhangisa Komhlaba |
| Focus | Ukujwayela imikhiqizo namasevisi ezimakethe ezithile zangaphandle | Ukwakha isu elilodwa lokumaketha lazo zonke izimakethe zomhlaba |
| Indlela | endlalekile | Iphakathi nendawo |
| Isu lomkhiqizo | Ingashintsha imikhiqizo ukuthi ihlangabezane nezintandokazi zendawo | Ingasebenzisa imikhiqizo esezingeni kuzo zonke izimakethe |
| Isu lokumaketha | Ingajwayela ukwenza uphawu ukuze kubonise isiko lendawo | Ingasebenzisa ukumaketha okujwayelekile kuzo zonke izimakethe |
| Isu lokukhangisa | Ingaguqula imikhankaso yokumaketha ikhombise isiko lendawo | Ingasebenzisa imikhankaso yokumaketha esezingeni kuzo zonke izimakethe |
Izibonelo Eziyimpumelelo Zesu Lokumaketha Lomhlaba
Izinkampani eziningi zamazwe ngamazwe zithole impumelelo ngokusebenzisa ukukhangisa emhlabeni jikelele. Isibonelo, i-Unilever, I-P & G., kanye ne-Nestlé negama labo elivamile elisetshenziswa emikhiqizweni eminingi cishe kuzo zonke izizwe nezifunda. I-Pepsi inomlayezo ongaguquki eziteshini zayo zokumaketha emhlabeni wonke—wobusha nobumnandi njengengxenye yokuhlangenwe nakho kokuphuza i-Pepsi noma yikuphi emhlabeni. I-Air BnB, i-Google, ne-Microsoft yizinkampani ezinkulu ezithengisa imikhiqizo namasevisi azo amisiwe emhlabeni jikelele.
Esinye isibonelo esihle i-Disney enemizamo eminingi yokuguqula izindlela zayo zokumaketha zendabuko ngenye imidiya. Manje inkampani yethula umdlalo we-inthanethi wabadlali abaningi—i-Virtual Magic Kingdom—okuhloswe ngayo ukuheha izingane eziningi ezindaweni zokungcebeleka ze-Disney.
I-Procter & Gamble ayilandeli i-R&D engokwesiko emaphakathi endlunkulu, kunalokho, imisa izindawo ezinkulu ze-R&D ezimakethe zayo ezinkulu ngayinye e-Triad—eNyakatho Melika, eJapan, naseNtshonalanga Yurophu— nangokuhlanganisa okutholwe okubalulekile okuvela endaweni ngayinye. amalabhorethri. I-P & G ikwazile ukwethula umkhiqizo ongcono kakhulu kunalokho obekungenzeka futhi kwandise amathuba awo empumelelo.
Izitoreji Eziyinhloko
Ukukhomba amasiko ahlukene kumayelana nokuqonda ukuthi kungani kukhona umehluko. Uhlelo lokumaketha lomhlaba wonke alugcini nje ngokuphathelene nokumiswa, ludinga indlela yokwenziwa kwasendaweni ukuze kuqinisekiswe ukuthi imakethe yalo isetshenziswa ngokugcwele. Ukufunda ezibonelweni eziyimpumelelo zamasu omhlaba kungaba yisiqalo esihle ezinkampanini ezintsha ezifuna indlela yokwandisa ubukhona bemikhiqizo yazo ezimakethe zangaphandle.
💡Ingabe ufuna ukufunda ngokwenza isethulo esihehayo emkhakheni wokumaketha, lapho ongaheha khona ukutshalwa kwezimali okwengeziwe? Hlola I-AhaSlides manje ukuze uthole izifanekiso zamahhala ezibuyekeziwe!
imibuzo ejwayelekile ukubuzwa
Yiziphi izinhlobo ezintathu zamasu okuthengisa emhlabeni jikelele?
Kunezinhlobo ezintathu zokumaketha komhlaba wonke, okuhlanganisa ukumisa, isu lamazwe ngamazwe, kanye namazwe ngamazwe. Kusu lokumisa, imikhiqizo efanayo ithengiswa kuyo yonke indawo. Isu lamazwe ngamazwe libandakanya ukungenisa nokuthumela imikhiqizo ngaphandle. Uma usebenzisa isu lamazwe ngamazwe, ungaletha imikhiqizo yakho namasevisi emakethe ngayinye.
Liyini isu le-Nike lokumaketha lomhlaba wonke?
I-Nike iqinise ubukhona bayo bomhlaba wonke ngokukhetha ngokucophelela uxhaso lwamazwe ngamazwe. Nakuba zihlose ukukhuthaza ukumisa ekwakhiweni komkhiqizo, kanye nemibala ezimakethe eziningi zamazwe ngamazwe, zisebenzisa imikhankaso ehlukene yokumaketha emazweni athile.
Yiziphi izindlela ezi-4 eziyisisekelo zamasu omhlaba?
Izinkampani zamazwe ngamazwe zivame ukukhetha phakathi kwamasu amane ayisisekelo amazwe ngamazwe: (1) amazwe ngamazwe (2) amabhizinisi amaningi asekhaya, (3) asemhlabeni wonke, kanye (4) namazwe ngamazwe. Lokhu kuhloswe ngakho ukuletha uhlobo olungcono lomhlaba jikelele ezidingweni zendawo kanye nokwehluka kwamasiko kuyilapho kugcinwa izindleko eziphansi nokusebenza kahle.
Ref: nscpolteksby ebook | Forbes
