Tātaritanga Mākete Whakaranu
I te ao pakihi hou, he onge te noho takitahi o ngā mākete, he ōrite hoki. He rerekē ngā hiahia o ngā kaihoko, he rerekē te mana hoko, he tere te huri o ngā manakohanga, ā, he awehia rātou e ngā au o te pāpori, te hangarau, me te ahurea. Nō reira, kāore e taea e ngā kamupene te whakawhirinaki ki tētahi huarahi hokohoko kotahi e pai ana mō te katoa. Koinei te wāhi e whai tikanga ai te ariā o te tātari ranunga mākete. Ko te mākete whakaranu e pā ana ki tētahi āhuatanga e mahi ana tētahi hua, waitohu, ahumahi rānei ki ngā wāhanga mākete maha i te wā kotahi—he maha ngā wā he rerekē ngā āhuatanga me ngā whanonga—ahakoa i roto i te rohe kotahi, i ngā rohe rerekē rānei.
Te Mārama ki ngā Mākete Whakaranu
Ko te mākete whakauru he hanganga mākete kei roto ko ētahi rōpū kaihoko (wāhanga) me ngā hiahia me ngā manakohanga rerekē, nō reira me urutau ngā rautaki hokohoko ki tēnei kanorau. I roto i te mākete whakauru, ka taea te kai i tētahi hua kotahi e ngā momo kaihoko rerekē: hei tauira, i runga i te tau, te moni whiwhi, te momo noho, te wāhi whenua, ngā tauira whakamahinga rānei. He tauira māmā ko te umanga inu kawhe: ka hoko ētahi kaihoko i te kawhe pēke iti nā te mea he whai hua, he utu hoki, ko ētahi e whiriwhiri ana i te kawhe motuhake nā te reka me te wheako, ā, kei reira anō hoki ngā kaihoko umanga e hiahia ana ki te tuku kawhe mō te tari.
Nō reira, ko te tātari ranunga mākete e hiahia ana kia mārama ngā kamupene ehara i te mea ko te "mākete whānui anake", engari me mahere hoki i ngā rerekētanga o ngā whanonga a ngā kaihoko me te aromatawai ko ēhea ngā wāhanga he nui ake te pūmanawa kia arohia.
He aha te hiranga o te tātaritanga mākete whakauru?
He mea nui te tātari mākete whakauru nā te mea ka āwhina i ngā kamupene ki te whakaiti i te mōrearea o ngā whakataunga hokohoko whānui rawa. Mēnā ka tirohia e ngā pakihi te mākete hei hinonga kotahi, ka hē pea tā rātou utu, ka hē rānei tā rātou whiriwhiri i te hongere tohatoha, ka kore rānei e whakawhanake i ngā karere whakatairanga e tika ana.
He maha ngā take matua e hiranga ai tēnei tātaritanga:
1. Kei te tere te huri o ngā whanonga a te kaihoko. Kei te tere te huri o ngā manakohanga a te kaihoko nā ngā au matihiko, ngā pāpāho pāpori, me te putanga mai o ngā hua whakakapi.
2. Kei te piki haere te wehewehenga o te whakataetae. Ka taea e ngā kaiwhakataetae te uru mai i tētahi āputa iti, kātahi ka tere te tipu mā te arotahi ki tētahi wāhanga motuhake.
3. Te whai huatanga o te tahua hokohoko. Mā te mahere mārama i ngā wāhanga, ka taea e ngā kamupene te tohatoha tika ake i ngā utu whakatairanga.
4. Te whakawhanaketanga hua kua arotahi ake. Ka taea te whakamahi i ngā raraunga wāhanga hei auaha i ngā āhuatanga hua, ngā momo hua, me ngā ratonga.
Ngā Wāhanga Matua i roto i te Tātaritanga Mākete Whakaranu
Hei tātari tika i tētahi mākete whakauru, ka whakamahia e ngā kamupene te huinga o ngā huarahi kounga me ngā huarahi tauanga. Ko ētahi o ngā wāhanga e whakamahia pinepinetia ana ko:
1. Te Wehewehenga Mākete
Ko te tikanga o te wehewehenga he wehewehe i te mākete ki ngā rōpū he ōrite i roto engari he rerekē i waenga i ngā rōpū. Ko ngā momo wehewehenga noa ko:
– Ngā āhuatanga o te taupori: tau, ira tangata, moni whiwhi, mahi, mātauranga.
– Āhua whenua: tāone/kāinga, rohe, āhuarangi, kiato taupori.
– Ngā whakaahua hinengaro: te āhua noho, ngā uara, ngā hiahia, te akomanga pāpori.
– Ngā whanonga: te auau o te hoko, te pono ki te waitohu, ngā painga e rapua ana, te aro ki ngā utu.
I roto i te mākete whakauru, ehara te wehewehenga i te mea he tikanga noa iho, engari koia te pūtake matua mō te whakawhanake i tētahi rautaki hokohoko maha-wāhanga.
2. Te Whakatakoto Whāinga (Te Whakatau Whāinga)
Kia whakatūria ngā wāhanga, ka whiriwhiria e te kamupene ko ēhea wāhanga e hiahia ana kia mahi. I roto i te mākete whakauru, ko ngā rautaki arotahi ka taka ki roto i tētahi o ngā tauira e whai ake nei:
– Hokohoko kore-rōpū: kotahi te rautaki mō te mākete katoa (kāore i te tino whai hua mō ngā mākete whakauru).
– Hokohoko rerekē: he maha ngā rautaki mō ngā wāhanga maha i te wā kotahi.
– Hokohoko arotahi: arotahi ki tētahi wāhanga motuhake hei hanga i te hiranga.
– Te hokohoko iti/te whakawhaiaro: he huarahi tino motuhake, e whakamahi ana i ngā raraunga matihiko.
3. Te Tūnga (Te Tūnga Waitohu)
Ko te tūnga o te kamupene te huarahi e waihanga ai i te ahua o tana hua ki roto i ngā hinengaro o ngā kaihoko. I roto i te mākete whakauru, me rite tonu te tūnga o te kamupene, engari me ngāwari hoki kia taea ai te whakamahi ki ngā wāhanga rerekē. Hei tauira, ka tū pea tētahi waitohu waea atamai hei "pono me te auaha," engari ka tukuna he tauira taumata-whakauru mō ngā kaiwhakamahi tahua iti, me te tauira matua mō ngā kaiwhakamahi utu nui.
4. Tātaritanga Whakataetae
Ko ngā mākete whakauru he maha ngā kaitākaro me ngā momo arotahi wāhanga. Ko ētahi waitohu e aro ana ki te mākete utu nui, ko ētahi ki te mākete papatipu, ā, ko ētahi e aro ana ki ngā hapori motuhake. Kei roto i te tātari whakataetae:
– ko wai ngā kaitākaro matua,
– te uara o te tono e tukuna ana,
– rautaki utu,
– ngā hongere tohatoha,
– ngā kaha me ngā ngoikoretanga.
Mā te mārama ki te whenua whakataetae, ka taea e ngā kamupene te kimi i ngā whai wāhitanga ki te whakatuwhera i ngā āputa mākete, ki te kimi rānei i ngā rerekētanga kaha.
5. Tātaritanga o te Tono me te Mana Hoko
Kāore e tino whai hua te wāhanga e ahua nui ana. Me aromatawai ngā kamupene i:
– te rahi o te wāhanga,
- te tipu o te wāhanga,
– te āheinga ki te utu,
– ngā utu hei whakatutuki i te wāhanga,
– te tawhē hua pea.
I ngā mākete whakauru, he maha ngā wā ka puta he taupatupatu: he nui te wāhanga mākete papatipu engari he angiangi ngā tawhē, he iti ia te wāhanga utu nui engari he nui ngā tawhē.
Tikanga kohikohi raraunga
Me tika ngā raraunga mō te tātari mākete whakauru. Ka taea te tiki raraunga mai i:
– Rangahau tuatahi: ngā rangahau kaihoko, ngā uiuinga hōhonu, ngā kōrerorero a te rōpū arotahi (FGD), ngā mātakitakitanga mara, ngā whakamātautau utu.
– Rangahau tuarua: ngā pūrongo ahumahi, ngā raraunga kāwanatanga, ngā whakaputanga a ngā rōpū, ngā rangahau mākete tuatoru, ngā raraunga tūāpapa hokohoko īpurangi.
– Ngā raraunga matihiko: ngā tātaritanga paetukutuku, ngā māramatanga pāpāho pāpori, ngā raraunga pānuitanga, ngā au rapu, me ngā raraunga whanonga tono.
Ko ngā kamupene e kaha ana ki te whakakotahi i ngā raraunga tuimotu me te ipurangi he pai ake rātou ki te pānui i ngā hanganga mākete whakauru.
Rautaki Hokohoko i roto i te Mākete Whakaranu
Ko te angitu i roto i ngā mākete whakauru me whai ngāwari rautaki. Ko ētahi huarahi e whakamahia whānuitia ana:
1. Te rerekētanga o te hua me ngā momo. Hei tauira, ngā rahi mōkihi rerekē (he iti mō ngā utu e taea ana te utu, he nui mō te uara), ngā momo reka rānei mō ngā wāhanga motuhake.
2. Rautaki utu taumata-papa. Te tuku hua taumata-mutunga, taumata-waenga, me ngā hua kounga teitei me te uara mārama.
3. Te tohatoha maha-hongere. Te whakakotahi i ngā toa tūturu, ngā mākete, ngā kaihoko, me te hokohoko tika-ki-te-kaihoko (D2C).
4. Ngā whakawhitiwhitinga kōrero kua whakaritea. He rerekē ngā karere whakatairanga mō ia wāhanga, engari kei raro tonu i te maru tuakiri waitohu kotahi.
5. Ngā kaupapa whakakotahi me te pono. Maukatihia ngā kiritaki ki ngā wāhanga motuhake me te whakatenatena i ngā hoko anō.
Tauira Tauira Māmā: Ngā Hua Tiaki Kiri
He tino kanorau te mākete tiaki kiri. Kei reira te wāhanga taiohi e aro ana ki te hakihaki, te wāhanga pakeke e aro ana ki te ārai i te koroheketanga, te wāhanga tairongo e hiahia ana ki ngā hanganga motuhake, me te wāhanga utu nui e whai ana i te mana o te waitohu. Mā ngā waitohu atamai ēnei e:
– te waihanga i ngā momo hua maha,
– te whakarerekē i ngā utu me ngā takai,
– te whakamahi i ngā kaiwhakatairanga rerekē mō ngā whāinga rerekē,
– whakamahia te mākete kia whānui ai te urunga atu, me tō ake paetukutuku hei hanga hapori.
Mā te tātari mākete whakauru ka āwhina i ngā waitohu tiaki kiri kia mārama ai kāore e whai hua tētahi momo karere whakatairanga mō ngā kaihoko katoa.
Ngā Wero Tātari Mākete Whakaranu
Ahakoa he pai ngā hua, he maha ngā wero kei te mākete whakauru, tae atu ki:
– Te uaua o te rautaki. Ka nui ake ngā wāhanga, ka uaua ake te pupuri i te pumau o te waitohu.
– Ka piki ake ngā utu whakahaere. Nā te maha o ngā momo hua me ngā hongere tohatoha, ka piki ake ngā utu whakahaere me ngā utu hokohoko.
– Te tūponotanga o te kai tangata. Ka taea e ngā hua o ngā wāhanga iti te "kai" i ngā hoko o ngā hua o ngā wāhanga teitei mena kāore i te mārama te tūnga.
– Te pānui hē i ngā raraunga. Kāore te raraunga nui e tohu i te kounga; ka taea e te whakamārama hē te arahi ki ngā rautaki hē.
Nō reira, me aro nui ngā kamupene ki te whakamātautau mākete me te aromatawai i ia wā.
Whakamutunga
He huarahi nui te tātari mākete ranu ki te mārama ki te āhua o ngā mākete kanorau. Mā te wehewehe tika, te whiriwhiri rautaki i ngā whāinga, te hanga tūnga pakari, me te whakamahi i ngā raraunga mai i ngā puna maha, ka taea e ngā kamupene te hanga rautaki hokohoko whai hua ake, e tika ana hoki. He nui ngā whai wāhitanga tipu e tukuna ana e ngā mākete ranu, engari me tika, me ngāwari, me urutau hoki. Mō ngā pakihi ka taea te whakahaere i ō rātou uauatanga, ehara ngā mākete ranu i te mea he wero noa iho—he wāhi whakataetae e kī ana i ngā whai wāhitanga.
