BCG matrix. Nceda ekukhetheni icandelo okanye manuelle emarikeni.

niche Market uhlobo ezizodwa kakhulu lweshishini, eyenzelwe inani elincinane abathengi. Oku azakubalulwa encinane, kodwa rhoqo umthamo emarikeni kunye nokwehla kakhulu kukhuphiswano. market niche inokuba sisiphumo lorhwebo ekujoliswe - swi oluzinzileyo, kodwa kakhulu inxalenye encinane yemarike, apho iinkokeli ishishini akakwazi okanye awufuni ukuba ukunikela ingqalelo, kwaye apho eendaba ndawo ukhuphiswano ephantsi. BCG Matrix (Boston Consulting Group) ubeka phambili Cingela ukuba umnini nshila sikhulu unalo eludinini likhulu xa kuthelekiswa nabanye abathathi-nxaxheba kwezorhwebo, yaye, ngokunjalo, ingeniso enkulu.

• Ukuvela lalisiba ezintsha kurhwebo ukuze kwakheke ngenxa yale meko ngokukhethekileyo emarikeni - iseti ethile iimeko kunye neemeko ezibangela kukuvela iimfuno ezithile kunye neemfuno ezizodwa umboleki, ukuba ayikwazi kuhlangatyezwane usebenzisa kufumaneka sele kwimarike kwempahla okanye iinkonzo. Njengoko ukuchuma kumaqela amane market enkulu, ngokutsho BCG isizalo, akusoloko, ukuvela crespo entsha inokuba ngenxa ezincamathelayo yabathengi asakhasayo.
• Imarike niche omtsha inokuba ngenxa lokupapasha nkqo, leyo ijolise ngqo kwi khangela ishishini elitsha, njengokukhetha iindlela ukuphumeza imveliso ongaqhelekanga imveliso efanayo ngexesha elinye amacandelo eziliqela kwimarike.
• A niche entsha inokuba ezisisiphumo sentengiso tyaba, eyenzelwe ukuba ukukhangela niche kwimarike tye. imali enjalo, ngokuqhelekileyo ibandakanya iinkonzo zokwandisa rhoqo kunye neemveliso, ngaleyo ndlela ukuba ingxenye eyodwa target.
• beam yecandelo okanye ukuthengiswa nga kunceda ekuchongeni kwimarike niche entsha ngokwenza isangqa yabaxumi ezizinzileyo, kwatsala full package of iinkonzo okanye impahla.  

Namhlanje, kuphela iimpawu zakho ze-ngusomashishini zinganefuthe ukukhetha kwicandelo emarikeni okanye niche wakho, ubuchule, ulwazi, izakhono. amashishini abaninzi yimpumelelo ukuba ziyathandwa imarike niche, ubukhulu becala ngenxa ukhokelo yakhe ngenxa yokuba wayefuna ukwenza i ngokupheleleyo imveliso entsha, kodwa ngenxa yokuba uzama ukukhuthaza imveliso eqhelekileyo ngendlela eyahlukileyo ngokupheleleyo. Ukuza kuthi ga ngoku, kukho izifundo ezikhethiweyo anzongonzongo kufuneka hayi kuphela kuphuhliso zobuchwepheshe obutsha, kodwa ukusebenza kunye nomthengi. Yiloo nto kumazwe amaninzi aphuhlileyo kakhulu ukusebenzisa ukuba ukujonga imarike niche i nokuqhubekayo kumiliselo lweenkonzo kunye nempahla. Inkqubo yokufumanisa kwimalike yalo niche lakhe, ngelishwa, ngokufuthi ufana ukhangelo Sivula ezingenanto ekufuneka ngokukhawuleza kuhluthiswa. Ngokusisiseko imarike niche - ibhayisekili gingxi phakathi imfuneko abazi ngokupheleleyo kwaye ngokukhawulezileyo iindlela non-zemveli, iintlobo neendlela nokuzanelisa. Eyona njongo yentengiso kukuba ukumisela iindlela zokusombulula iingxaki ezikhoyo lomthengi, kuba namhlanje kukho yayigcinwa onke amacandelo ezoqoqosho, nkqu kwiimarike yahlulelene-elide.

Iimveliso ezisemgangathweni ophezulu iinkonzo yenye yeemeko ezininzi ezibalulekileyo ukuphunyezwa ngempumelelo kunye nokuqinisekiswa kwimarike niche. Kubalulekile ukuphawula ukuba nayiphi na inkampani uqinisekileyo ikhulu ekhulwini ukuba iinkonzo kunye neemveliso imele umgangatho uphezulu. Noko ke, ukuba bagxininise kwi niche kwimarike kufuneka ukwazi ukuba aphendule ukuba nkqu utshintsho incinane ukuveliswa nemfuneko, ukuba sizilindele utshintsho elizayo kubume beshishini baze basebenzise ulwazi lwabo ekhethekileyo ukusombulula imiba eyahlukeneyo. Umzekelo, ukuba segmentation yemarike lweenkonzo lemfundo namhlanje ingqalelo kakhulu ethembisayo ngenxa izinga eliphantsi lemfundo free.

BCG Matrix namhlanje ukhulule uguqulelo ukuba ukunyuka encinane emarike ayifuni kufuna inkxaso-mali eyongezelelweyo. Loo hypothesis kunjalo, kodwa kwezinye iimeko ayisebenzi. Oku akusoloko kusenzeka ukuba ukubala ngokongeza ishishini ngempumelelo kwimarike niche. Abaninzi oosomashishini ezaziwayo-kakuhle bakholelwa ukuba kubhetele ukuthenga umva ishishini kontanga, kunokuba ukuqala ekuqaleni. Ukuqhelaniswa market niche i kuxhomekeke kubuchule yemveliso, kuyanceda ukunciphisa iindleko zokuhamba emphakathini olungeyomfuneko. Noko ke, ukufumana imarike niche akuxhomekekanga nje kuphela uhlalutyo yemarike, ehambelana umbutho lweshishini kunye neengcali ezinamava ikwazi ukulungiselela ukuveliswa kwicandelo emxinwa, kuba oku yinto yokuqala efunekayo. Ngokuqhelekileyo, iinkampani ezinkulu na umsebenzi omkhulu: zonke iinzame ikheswa ukusuka kwindawo yazo, iifem ezincinane olukungquzulwano nezenzo emibutho zeshishini enkulu. Ngenxa yoko, encinane emxinwa-profile, inkampani bhetyebhetye, ukuhlanganisa ulwazi kunye neenkampani ezinkulu aqalile ukuphulukana ubuso bakhe bokwenyaniso aze aphulukane sabo.

BCG Matrix - umncedisi egqwesileyo ukhangela ezamahala niche okanye market ceke, ingakumbi ukwamkelwa kwizikhundla izisombululo kwi kwimarike ekujoliswe kuzo. elula nokufikeleleka likuvumela ukuba wenze ukhetho olufanelekileyo kwindlela eya nempumelelo ishishini labo.