Hokohoko me te Whakawhanaketanga Hua
I tēnei ao pakihi tere o ēnei rā, he hononga tetahi ki tetahi, ā, e kore e taea te wehe i te hokohoko me te whakawhanaketanga hua. He maha ngā kamupene e hinga ana, ehara i te mea nā te kino o ā rātou whakaaro, engari nā te mea kāore ngā hua e hangaia ana e rātou e tino tutuki ana i ngā hiahia o te mākete, nā te mea rānei kāore ā rātou rautaki hokohoko e tino whakapuaki i te uara o te hua. I tetahi atu taha, ko ētahi hua he hua noa iho engari ka angitu ki te uru atu ki te mākete nā te māramatanga pakari ki ō rātou hunga whakarongo, ki te tūnga, me ngā hongere tohatoha. Ka matapakihia e tēnei tuhinga te huarahi e taea ai te whakakotahi i te hokohoko me te whakawhanaketanga hua kia taea ai e ngā kamupene te ora, te tipu, me te noho whai mana.
Te mārama ki te hokohoko me te whakawhanaketanga hua
Ko te hokohoko he raupapa mahi i hangaia hei mārama ki ngā hiahia o te kiritaki, hei waihanga uara, hei whakawhitiwhiti kōrero me te tuku i taua uara ki te mākete ūnga. Ehara i te pānuitanga anake te hokohoko; kei roto ko te rangahau mākete, te wehewehe, te rautaki utu, te whakatairanga, te tohatoha, me te hanga whanaungatanga kiritaki mō te wā roa.
I taua wā, ko te whakawhanaketanga hua ko te tukanga waihanga i tētahi hua hou, te whakapai ake rānei i tētahi hua o nāianei, mai i te whakaaro ki te hoahoa, te whakamātautau, me te whakarewatanga. Ko te whakawhanaketanga hua pai ka tīmata tonu me te mārama ki ngā āhuatanga o te kiritaki, ā, ka mutu ki tētahi otinga e ngāwari ana ki te whakamahi, ā, e whakarato ana i ngā painga tūturu.
He aha me haere tahi ai ngā mea e rua?
Mā te hokohoko ka whakaratohia he raraunga me ngā māramatanga mō te hunga kiritaki, ā rātou hiahia, ā rātou whanonga, me ngā mea e tukuna ana e ngā kaiwhakataetae. He mea nui ēnei mōhiohio hei ārai i ngā tīma whakawhanake hua kei mahi i runga i ngā whakaaro noa. Ko te whakawhanaketanga hua, i tētahi atu taha, ka whakaratohia te "rauemi" mō te hokohoko; ki te kore he hua e tika ana, ka hangaia e te hokohoko ngā tumanakohanga kāore i tutuki, ā, ka mutu ka memeha te whakawhirinaki.
He maha ngā painga o te mahi tahi a ngā mea e rua:
1. He whai kiko ake ngā hua, nā te mea kua hangaia ngā āhuatanga me ngā painga i runga i ngā āhuatanga o te mākete.
2. He kaha ake te karere hokohoko, nā te mea he mārama, he ahurei hoki tōna whakaaro uara.
3. He whai hua ake ngā whakarewatanga, nā te mea kua whakaritea ngā rautaki haere-ki-te-mākete mai i te tīmatanga, kaua i muri i te otinga o te hua.
4. He pai ake te utu me te wā, nā te mea ka whakaitihia ngā whakahounga kore e hiahiatia, ā, ka whakaitihia hoki te tūponotanga o te rahunga o te hua.
Ngā wāhanga whakawhanake hua e pā ana ki te hokohoko
Hei ārai i te whanaketanga hua e tū noa ana, anei ngā wāhanga whānui me ō rātou wāhi whakauru ki te hokohoko:
1. Ngā whakaaro me te tautuhi raruraru
He maha ngā wā ka tīmata te tukanga me tētahi whakaaro, engari ko ngā whakaaro pai rawa atu ka puta ake i ngā raruraru tūturu. Ka taea e te hokohoko te āwhina mā te:
– ngā rangahau a ngā kiritaki,
– ngā uiuinga a ngā kaiwhakamahi,
– te tātari i ngā amuamu me ngā arotake i te mākete,
– te aroturuki i ngā au rapu me ngā pāpāho pāpori.
Mai i konei, ka taea e ngā kamupene te tautuhi i ngā take e tino puta pinepine ana, ngā hiahia kāore anō kia tutuki, me ngā whai wāhitanga rerekē.
2. Rangahau mākete me te whakamana
I mua i te whakangao moni nui, me whakamana ngā whakaaro. He mahi tā te hokohoko ki te ine i:
– te rahi o te mākete,
– ngā wāhanga pea,
– te mana hoko me te aro ki ngā utu,
– te mahere a te hunga whakataetae me ō rātou painga.
Ka taea hoki te whakamana mā te waihanga i tētahi whārangi taunga māmā, te whakamātautau i te hiahia ki ngā pānuitanga iti (pānui whakamātautau), te hanga rānei i tētahi rārangi tatari. Mā tēnei tikanga ka āwhina i te aromatawai mēnā he nui te tono.
3. Te hoahoa hua me te whakatau uara
I tēnei wāhanga, ka hoahoahia e te tīma whakawhanake hua te otinga: ngā āhuatanga, te hoahoa, te takai, me te wheako kaiwhakamahi. He mea nui te whakauru hokohoko mō:
– whakawhanake i te tūnga (mā wai tēnei hua, ā, he aha i rerekē ai),
– te whakatau i ngā painga matua e tino kukume ana i ngā kiritaki,
– te whakarerekē i te hoahoa me te whakawhitiwhiti kōrero kia rite ki ngā manakohanga o te wāhanga.
Hei tauira, i roto i ngā hua kai me ngā inu, ka taea e te hoahoa tākai te awe i ngā tirohanga mō te kounga, te hauora, te hiranga rānei. I roto i ngā tono matihiko, ko te rere whakauru me te reo e whakamahia ana ka taea te whakatau i te reiti tahuritanga o ngā kaiwhakamahi hou.
4. Tauira me te whakamātautau
Mā ngā tauira ka taea te whakamātautau i ngā hua ki ngā kaiwhakamahi tūturu. Ka taea e te hokohoko te āwhina i te kimi kaiwhakautu, te whiriwhiri i ngā wāhanga tika, me te tukatuka urupare. Ko ngā whakamātautau te tikanga e ine ana i:
– te ngāwari o te whakamahi,
– ngā painga e kitea ana,
– ko ēhea ngā āhuatanga he mea nui, he mea whakapoauau rānei,
– te hiahia hoko me te utu e pai ana ki a koe.
5. Te whakarewatanga me te tohatoha
Ehara i te mea ko te "whakarite me te hoko noa i te hua" te kaupapa whakarewatanga, engari he wā e tika ana kia whakamaheretia. Mā te hokohoko e whakatau:
– ngā hongere tohatoha (mākete, toa tūturu, paetukutuku, kaihokohoko),
– ngā rautaki whakatairanga (pānui, kaiwhakatairanga, huihuinga, PR),
– ngā karere matua me ngā rauemi whakawhitiwhiti kōrero,
– ngā whāinga hokohoko tuatahi me ngā tohu mahi (KPI).
Me whakarite te whakawhanaketanga hua i te rite o ngā taonga, te kounga pumau, te ratonga whai muri i te hoko, me te kaha o te tīma ki te whakatutuki i te tono.
6. Aromatawai me te whakahounga
Kia hokohokohia tētahi hua, ka whakaratohia he urunga mō ngā whakapainga mā ngā raraunga hoko me ngā whanonga a ngā kaiwhakamahi. Ka aroturukihia e te hokohoko:
– te tere tahuritanga,
– te hoko anō,
– churn (mō ngā ratonga ohaurunga),
– ngā arotake me ngā whakatauranga,
– te whai huatanga o te kaupapa whakatairanga.
Ka whakamahia e ngā tīma hua ēnei raraunga hei whakarei ake i ngā āhuatanga, hei whakapai ake i te kounga, hei tāpiri i ngā momo hua, hei huri rānei i ngā rautaki utu.
Ngā rautaki hokohoko e tautoko ana i te whakawhanaketanga hua
Kia tino akiakihia ai te auahatanga e te hokohoko, ka taea e ngā kamupene te whakamahi i ngā huarahi e whai ake nei:
Te wehewehe, te arotahi, me te tūnga (STP)
Mā te STP ka āwhina ngā kamupene ki te arotahi. Ka wehea te mākete kia maha ngā rōpū me ngā āhuatanga motuhake. Mā te arotahi ka tīpakohia ngā wāhanga tino kaha. Mā te tūnga ka whakatūria te ahua o te hua me te uara o te whakaaro ki roto i ngā hinengaro o ngā kiritaki. Ka arotahi ake te whanaketanga hua nā te mea e mōhio ana ko wai hei mahi mā rātou.
Te ranunga hokohoko (4P/7P)
Mā te ariā 4P (Hua, Utu, Wāhi, Whakatairanga) ka āwhina i te pupuri i te ōritetanga rautaki. Mō ngā pakihi ratonga, ka whakawhānuihia tēnei ki te 7P (Tāngata, Tukanga, me te Taunakitanga ā-Tino). Ko te whanaketanga hua te mea nui mō te hua, engari me hangai anō hoki ki tōna utu me tōna kaha ki te whakaputa me te tohatoha (Wāhi).
Te whakamahinga o ngā raraunga me te rangahau pumau
Ka whakamahia e ngā kamupene o ēnei rā ngā tātaritanga hei mārama ki ngā whanonga a ngā kaihoko: mai i ngā raraunga tauwhitinga, ngā rapunga, ngā pāwhiritanga pānuitanga, tae atu ki ngā kōrero a ngā kaihoko. Ehara i te mea mō ngā hoko anake ēnei raraunga, engari mō te whakatau hoki i te whanaketanga o ngā āhuatanga me ngā momo hua ā muri ake nei.
Te hanga i tētahi waitohu (waitohu) hei rawa
Mā te waitohu kaha ka āwhina i te whakarewatanga o ngā hua hou. Mēnā he kounga teitei te wheako o tētahi kamupene, ka nui ake te whakawhirinaki o ngā kaihoko ki a rātou ina tukuna ngā hua hou. Nō reira, me mau tonu te whanaketanga o ngā hua ki ngā uara o te waitohu, pērā i te hoahoa taiao, te kounga teitei, te māmā, te utu iti rānei.
Ngā tauira o ngā mahi tahi a te hokohoko me te whakawhanaketanga hua
Hei tauira, e hiahia ana tētahi kamupene inu SME ki te whakarewa i tētahi momo tī otaota. E whakaatu ana ngā rangahau hokohoko ko ngā kaihoko e whai ake nei ko ngā kaimahi taitamariki e hiahia ana ki tētahi inu hauora, watea, ā, kāore i te tino reka. Kātahi ka:
– whiriwhiria ngā kai e whakaatu ana i ngā painga (hei tauira, te kanekane me te rēmana),
– te hanga i ngā momo huka iti,
– te hoahoa i ngā takai iti noa iho, kia āhua hou,
– he rahi pounamu e ngāwari ana ki te kawe.
Mai i te tirohanga hokohoko, i waihangahia e te kamupene tētahi karere matua o "te hauora me te kore he raruraru," i whakatairanga i ngā ihirangi mātauranga ki runga pāpāho pāpori, ā, i mahi tahi me ngā kaiwhakatairanga iti e aro ana ki te oranga hauora. Whai muri i te whakarewatanga, i whakaatuhia e ngā arotake a ngā kiritaki he nui te tono mō te putanga mahana, te putanga pēke rānei. Kātahi ka whakawhanakehia e te tīma hua he whakatakotoranga hou hei whakawhānui ake i te mākete.
Ngā wero noa me pēhea te wikitoria i aua wero
Ko ētahi o ngā wero e puta pinepine ana ko:
1. Ka hangaia ngā hua i runga i ngā hiahia o roto, ehara i te mea ko ngā hiahia o te mākete. Ko te otinga: me rangahau me whakamātautau mai i te tīmatanga.
2. Te hokohoko i ngā kupu whakaari nui rawa, te whakapōrearea i ngā kiritaki. Ko te otinga: he whakawhitiwhiti kōrero pono e hangai ana ki ngā āheinga o te hua.
3. Ka mahi takitahi ngā tīma. Ko te otinga: ngā hui a ngā tīma, ngā whāinga tahi, me te whakamahinga raraunga mārama.
4. He roa rawa te wā e pau ana ki te whakapai ake i te hua (whakairoiro rawa). Ko te otinga: tuku i tētahi putanga hanga iti rawa (MVP) ka mahi anō i runga i ngā urupare.
Te Katinga
Ehara i te mea he mahi motuhake te hokohoko me te whakawhanaketanga hua, engari he wāhanga e rua o te waihanga uara. Mā te hokohoko ka mārama ngā kamupene ki ngā tāngata kei muri i ngā tatauranga hoko: ō rātou hiahia, ō rātou tikanga, me ngā hihiri. Mā te whakawhanaketanga hua ka hurihia taua māramatanga hei otinga e kitea ana, e ngāwari ana ki te whakamahi, ā, e whai hua ana. Ina mahi tahi ēnei e rua—me te rangahau tonu, ngā raraunga, me te whakawhitiwhiti kōrero—ka nui ake te tūponotanga o ngā kamupene ki te waihanga hua e pārekareka ana ki te mākete, e hanga tipu mō te wā roa.
