“Ingozi enkulu wukungazibeki engcupheni. Ezweni elishintsha ngokushesha, iqhinga okuwukuphela kwalo okuqinisekisiwe ukuthi ngeke liphumelele ukungazibeki engcupheni,” kusho uMark Zuckerberg.
Isu liwumgogodla wokuchuma kwebhizinisi emakethe yokuncintisana. Wonke amasu akhethiwe omnyakazo olandelayo afana nokuzifaka engozini. Ubungozi bulingana namathuba, futhi isu elichazwe kahle lidlala indima enkulu ekuguquleni ingcuphe ibe yithuba.
Ngakho yiziphi ezingcono kakhulu izinhlobo zamasu ukuthi izinkampani kufanele zikunake? Ake sicwilise kulesi sihloko ukuze sithole ukuqonda okwengeziwe!
Okuqukethwe
Liyini Isu?
Isu wuhlelo olucatshangelwe kahle noma indlela eklanyelwe ukufeza izinjongo ezithile. Kuhilela ukubeka imigomo ecacile, ukuhlaziya isimo, ukwenza izinqumo, ukuhlela izenzo, nokulungisa lapho kudingekile.
Amasu, kusukela ebhizinisini kuya ekuthuthukisweni komuntu siqu, asetshenziswa ezimweni ezehlukene ukuqondisa ukuthathwa kwezinqumo kanye nokwabiwa kwezinsiza ngempumelelo ukuze kuzuzwe imiphumela efiselekayo.
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Kungani Inkampani Kufanele Icabangele Izinhlobo Ezihlukene Zamasu?
Ukuqonda izinhlobo zamasu kubaluleke njengokusebenzisa isu elilungile. Kunezizathu ezimbalwa zokuthi kungani inhlangano kufanele ibe nokuqonda kahle uhlobo ngalunye lwesu:
- Izimo ezihlukene zidinga izindlela ezahlukene, futhi ukuqonda ama-nuances ohlobo lwesu ngalinye kuqinisekisa ukuthi isu elikhethiwe lihambisana nombono kanye nomsebenzi wenhlangano.
- Izimo zemakethe zingashintsha ngokuhamba kwesikhathi. Uma isu elilodwa lingasebenzi, inkampani ingajikela kwelinye elizifanela kangcono izimo zamanje.
- Amasu ahlukene adinga ukwabiwa kwezinsiza ezahlukene.
- Uhlobo lwesu ngalunye luza nesethi yalo yezingozi nemivuzo engaba khona.
Yiziphi Izinhlobo Ezivamile Zamasu Ekuphathweni Kwamasu?
Nazi ezinye zezinhlobo ezijwayelekile zamasu angasetshenziswa ekuphatheni kwamasu. Kusobala ukuthi cishe zonke izinhlangano kulezi zinsuku zivame ukuhlanganisa futhi zivumelanise la masu ukuze ahambisane nemigomo yazo ethile kanye nezimo zemakethe.
"Inkampani ingakwazi ukudlula izimbangi kuphela uma ingakwazi ukuletha umehluko engakwazi ukuwugcina."
by UMichael E. Porter, HBR
Isu Lokubambisana
I-Corporate Strategy ingenye yezinhlobo zesu ezijwayeleke kakhulu amabhizinisi azisebenzisayo namuhla. Umdwebo wezinga eliphezulu ochaza inkombandlela nemigomo yenhlangano. Kuhlanganisa izinqumo ngobukhona bemakethe, ukwabiwa kwezinsiza, ukuma kwamasu, amathuba okubambisana, ukunciphisa ubungozi, ukusimama, kanye nezinjongo zokukhula. Leli su liqondisa yonke inhlangano ukuze iqinisekise ukuthi imisebenzi yayo ihambisana nombono nezimiso zayo zesikhathi eside, okuyenza ikwazi ukufeza izinhloso zayo eziphezulu.
Isu Lokuncintisana
Uhlelo oluklanywe ngokucophelela olusetshenziswa izinhlangano ukuze zithole isikhundla esiholayo emakethe noma embonini yazo. Kubandakanya ukukhomba imakethe eqondiwe, ukuletha inani elihlukile kumakhasimende, ukuhlonza izinzuzo zokuncintisana (njengobuholi bezindleko noma ukuhlukanisa), kanye nokwabiwa kwezinsiza okuphumelelayo. Amasu okuncintisana abalulekile ekuzuzeni impumelelo eqhubekayo kanye nokudlula izimbangi ngokunikeza inani eliphakeme kumakhasimende.
UMichael Porter ubalule izinhlobo ezine zamasu okuncintisana angasetshenziswa kunoma iyiphi inhlangano yebhizinisi ngokunganaki usayizi nemvelo yemikhiqizo. Phakathi kwazo, isu Lokuhlukanisa lingelinye elisebenza kahle kakhulu. Emakethe, kunezinkulungwane zokuthengisa ezithengisa imikhiqizo namasevisi afanayo. Uma ikhekhe lidliwa yizo zonke izimbangi ezinamandla, ibhizinisi lakho lingawuvikela kanjani ucezu olukhulu? Impendulo ilele kuhlelo lokuhlukanisa elenziwe kahle. Ngokuvamile iza ne-Premium Pricing, lapho Amakhasimende ezimisele khona ukukhokha iprimiyamu lapho ebona inani elengeziwe emkhiqizweni noma kusevisi, okuholela enzuzweni eyengeziwe.
Isu Lokusebenza
Izinhlobo zamasu afana ne-Operational Strategy yindlela okumele icatshangelwe kuzo zombili izinhlangano ezincane nezinkulu. Isendlalelo sokuhlela ngaphakathi kwenhlangano egxile ekuthuthukiseni imisebenzi ehlukile nezinqubo eziqhutshwa ngaphakathi kwezizinda zokusebenza ezingazodwana, njengokumaketha, ezezimali, noma ukukhiqiza. Umgomo wayo oyinhloko uwukuqinisekisa ukuthi le misebenzi ivumelana futhi iqinise izinjongo zebhizinisi zenhlangano. Isu lokusebenza lihlanganisa izinqubo zokucwenga, ukwabiwa kwezinsiza ngobuhlakani, ukusungulwa kwezilinganiso zokusebenza, kanye nokwengamela izingxenye ezihlukahlukene zemisebenzi yansuku zonke ukuze kukhuliswe ukusebenza kahle, ikhwalithi, namandla okuncintisana.
Isu Lokukhula
I-Growth Strategy, phakathi kwezinhlobo eziphezulu zamasu, ichaza uhlelo lwamabomu izinhlangano ezilusebenzisayo ukuze zandise ibhizinisi lazo, zandise isabelo semakethe, futhi zizuze ukukhula okuzinzile. Kubandakanya imisebenzi efana nokungena ezimakethe ezintsha, ukuthuthukisa imikhiqizo emisha noma izinsizakalo, ukungena ezimakethe ezikhona ngokuqhubekayo, ukuhlukahluka ezindaweni ezingahlobene, ukwakha ubudlelwano, kanye nokusungula izinto ezintsha. Ukwenziwa ngempumelelo kwesu lokukhula kudinga ukuhlela ngokucophelela, ukwabiwa kwezinsiza, kanye nokuvumelana nezimo ezishintshashintshayo zemakethe.
Yiziphi Izibonelo Zamasu Ebhizinisi Lanamuhla?
I-Apple iyisibonelo esaziwayo sokusebenzisa isu elilungile ngesikhathi esifanele, kuyilapho kukhona ukuguquguquka emakethe kanye nokwehla komnotho.
- Isu le-Apple's Differentiation: Isu lokuncintisana le-Apple ligxile ekuhlukaniseni umkhiqizo. Inkampani ihlale iletha imikhiqizo emisha futhi ekhangayo, efana ne-iPhone, iPad, ne-Mac, eyala amanani entengo ephezulu. Ukwethembeka komkhiqizo we-Apple kanye nokuhlanganiswa kwe-ecosystem kuqhubekisela phambili ukuqinisa isu layo lokuhlukanisa.
I-Google yenze igama layo laba injini yokusesha esekelwe kuwebhu esetshenziswa kakhulu, ngenxa yokuguqulwa kwayo ngesikhathi kwe-Alphabet yakwaGoogle ngo-2015.
- I-Google's Alphabet Restructuring (2015): Inkampani engumzali ye-Google, i-Alphabet Inc., ibe noshintsho olukhulu lwesu lebhizinisi ngokuhlela kabusha amabhizinisi ayo ahlukahlukene abe izinkampani ezingaphansi ezihlukene ngaphansi kwesambulela se-Alphabet. Lokhu kuhlelwa kabusha kuvumele i-Google ukuthi igxile ekusesheni nasekukhangiseni kwayo okuyinhloko kuyilapho inika amandla ezinye izinkampani ezingaphansi kwe-Alphabet ukuthi ziphishekele amabhizinisi amasha.
I-Tesla futhi iza nesu elihle kakhulu lebhizinisi izinkampani eziningi ezithatha njengesifundo esibalulekile. Kunokuba bagxile ezinzuzweni ezisheshayo, badlala umdlalo omude, ngomgomo wokuba inkampani enkulu yezimoto emhlabeni.
- Tesla's Isu lokuhlinzeka nge-supply chain: Kungenye yokutshalwa kwezimali okuhle kakhulu abakwenzile. Balawule ngokugcwele uchungechunge lwabo lokuhlinzeka ngokufaka ukubheja kubakhiqizi bebhethri, okubavumela ukuthi basheshe futhi baphendule izinguquko ezidingekayo. Kusukela ngoJulayi 2023, uTesla usebenzisa inethiwekhi yeziteshi ezingama-5,265 Supercharger ezinezixhumi ezingaphezu kuka-48,000. Lokhu kuyinzuzo ebalulekile yokuncintisana yeTesla, futhi kungenzeka isize inkampani ukuthi iqhubeke nokukhula eminyakeni ezayo.
Ungazikhetha Kanjani Izinhlobo Ezilungile Zesu Lenhlangano?
Kule ngxenye, siphakamisa amathiphu amahlanu angasiza inhlangano ibe nesisekelo esiqinile sokwenza izinqumo ezinolwazi namasu lapho ikhetha isu.
- Ukuqonda Izinjongo Zenhlangano:
Lokhu kubalulekile ngoba ukuvumelanisa isu elikhethiwe nomsebenzi omkhulu wenhlangano kanye nombono kuqinisekisa ukuthi isu lisekela inhloso eyinhloko yenhlangano.
- Ukuhlaziywa Kwemboni Nokuncintisana:
Ukuqhuba ukuhlaziya okuphelele kwemboni kanye nesimo sokuncintisana kubalulekile njengoba kunikeza isisekelo sokuthatha izinqumo ezinolwazi futhi kusiza izinhlangano ziqonde isikhundla sazo sokuncintisana. Xoxa ngesidingo sokuhlaziya okuphelele usebenzisa amathuluzi afana ne-SWOT, PESTEL, kanye ne-Porter's Five Forces ukuze uqonde izimo zemakethe, izinsongo, namathuba.
- Ukuhlola Amakhono Angaphakathi:
Ukuqonda amandla angaphakathi enhlangano kanye nobuthakathaka kubalulekile. Ngaphandle kwalokhu kuhlola, kuyinselele ukunquma ukuthi inhlangano inazo yini izinsiza ezidingekayo namandla okusebenzisa isu elikhethiwe ngempumelelo. Lokhu kubandakanya ukuhlola izinsiza zezezimali, izinsiza zabantu, amakhono ezobuchwepheshe, nokusebenza kahle.
- Ukwabiwa Kwensiza:
Ukuqinisekisa ukuthi ukutholakala kwensiza kuhambisana nezidingo zesu elikhethiwe kubalulekile. Ngaphandle kokwabiwa kwezinsiza ngendlela efanele, ngisho nesu elingcono kakhulu lingantenga.
- Ukuqapha Nokuhlola
Ukusungula amamethrikhi okusebenza kanye nama-KPI okulandelela ukuqhubeka nokwenza izinguquko kubalulekile empumelelweni eqhubekayo. Ngaphandle kokuqapha nokuhlola ngempumelelo, izinhlangano azikwazi ukuqinisekisa ukuthi isu lihamba ngendlela futhi iletha imiphumela efiselekayo.
Izitoreji Eziyinhloko
Kubalulekile ukuqaphela ukuthi ukuphumelela kohlobo ngalunye lwesu kuthonywa izici ezihlukahlukene. Isu elilungele leyo nkampani lingase lingasebenzi enkampanini yakho. Esimeni sebhizinisi esishintsha njalo, ukuhlala unolwazi lwakamuva nokuthambekela kwakamuva futhi uvulekele ukuhlola izindlela ezahlukahlukene kubalulekile empumelelweni yesikhathi eside.
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imibuzo ejwayelekile ukubuzwa
Yiziphi izinhlobo ezi-4 zamasu ngaphansi kokuhlaziywa kwamasu?
Mayelana nokuhlaziywa kwamasu, kunamazinga amane esu: (1) Isu lezinga lebhizinisi, (2) Isu lezinga lebhizinisi, (3) Isu lezinga lokusebenza, kanye (4) nesu lezinga lokusebenza.
Yiziphi izinhlobo ezi-11 zamasu?
Kunezinhlobo zesu ezingu-11 ezivame ukusetshenziswa ebhizinisini lanamuhla, okuhlanganisa i-Structuralist, Differentiation, Price-skimming, Acquisition, Focus, Cross-selling, Sustainability, Diversification, Retention, Portfolio-constrained, kanye ne-Growth Strategy.
Yiziphi izinhlobo ezine zesu lokuncintisana?
NgokukaMichael Porter, Isu Lokuncintisana liyindlela ebanzi engahlukaniswa ngezigaba ezine ezincane:
Ubuholi bezindleko isu ligxile ekukhiqizeni imikhiqizo noma amasevisi ngenani eliphansi kunomncintiswano.
Ukwehluka isu lihlanganisa ukudala imikhiqizo noma amasevisi ahlukile futhi ahlinzeka ngokuthile okubaluleke kakhulu amakhasimende.
Focus isu liqondise ingxenye yemakethe ethile futhi lisebenzela izidingo zaleyo ngxenye kangcono kunomncintiswano.
Ubuholi bezindleko ezididiyelwe/umehluko Isu liyinhlanganisela yobuholi bezindleko kanye nokwehlukanisa.
