Indlela Yokukhetha Imakethe Eqondiwe
Ezweni lebhizinisi, ukuqonda ukuthi ungayikhetha kanjani imakethe eqondiwe efanele kungaba yinto enqumayo empumelelweni noma ekwehlulekeni komkhiqizo noma isevisi. Ukukhetha imakethe eqondiwe akukhona nje ukuhlonza ukuthi ubani ongase athenge, kodwa futhi nokuqonda izidingo, izifiso, kanye nezinkinga zengxenye ethile yemakethe ukuze kudalwe isu lokumaketha eliphumelelayo. Lesi sihloko sizoxoxa ngezinyathelo ezidingekayo ukuze kukhethwe ngempumelelo imakethe eqondiwe.
1. Qonda Umkhiqizo noma Isevisi Yakho
Isinyathelo sokuqala ekukhetheni imakethe okuqondiwe kuyo ukuqonda umkhiqizo noma isevisi oyinikezayo. Thola izici, izinzuzo, kanye nezici ezihlukile zomkhiqizo wakho. Imibuzo okufanele uyiphendule ifaka:
- Yini eyenza umkhiqizo/isevisi yakho ihluke kubancintisani?
- Yiziphi izinselele noma izidingo umkhiqizo/isevisi yakho ezingabhekana nazo?
– Ubani okungenzeka kakhulu ukuthi udinga ikhambi olinikezayo?
Ngokuqonda okujulile ngomkhiqizo/isevisi yakho, uzokwazi ukubona izingxenye zemakethe ezifanele kakhulu nezingaba khona.
2. Ingxenye Yemakethe
Ukuhlukaniswa kwemakethe inqubo yokuhlukanisa imakethe enkulu ibe ngamaqembu amancane ngokusekelwe ezicini ezihlukile, izidingo, noma ukuziphatha. Kunezindlela eziningana zokuhlukanisa imakethe, okuhlanganisa:
a. Izibalo zabantu
Ukuhlukaniswa kwenani labantu kuhilela ukuhlukanisa imakethe ngokusekelwe ezimeni eziguquguqukayo ezifana nobudala, ubulili, imali engenayo, imfundo, umsebenzi, kanye nesimo somshado. Isibonelo, imikhiqizo yokunakekela izingane ingaba wusizo kakhulu kubazali abasebasha.
b. IJografi
Ukuhlukaniswa kwezindawo kuhlukanisa izimakethe ngokusekelwe endaweni, njengamazwe, izifunda, amadolobha, noma izindawo ezithile. Izimo zezulu, isiko lendawo, noma amasiko esifunda kungathonya izinqumo zokuthenga.
c. I-Psychographics
Ukuhlukaniswa kwengqondo kuhilela ukuhlukanisa imakethe ngokusekelwe endleleni yokuphila, izindinganiso, izimo zengqondo, kanye nobuntu. Isibonelo, imikhiqizo enobungani nemvelo izokhanga kakhulu kubantu abakhathalela ukusimama kanye nemvelo.
d. Ukuziphatha
Ukuhlukaniswa kokuziphatha kuhlukanisa izimakethe ngokusekelwe kumaphethini okuziphatha kwabathengi, njengemikhuba yokuthenga, ukwethembeka komkhiqizo, kanye nezinzuzo ezifunwa kumkhiqizo/insizakalo. Umkhiqizo wezemidlalo, isibonelo, ungase uhlose abantu abavame ukuzivocavoca umzimba.
3. Ukuhlaziywa Kwemakethe
Uma izingxenye zemakethe ezingaba khona sezihlonziwe, isinyathelo esilandelayo ukwenza ukuhlaziywa kwemakethe okujulile. Ukuhlaziywa kwemakethe kuhilela:
a. Ucwaningo Lwemakethe
Ucwaningo lwemakethe luyinqubo yokuqoqa, ukuhlaziya, nokuhumusha idatha mayelana nezimakethe, abathengi, kanye nendawo yebhizinisi. Izindlela zocwaningo lwemakethe zifaka phakathi izinhlolovo, izingxoxo, amaqembu okugxila, kanye nokuhlaziywa kwedatha yesibili.
b. Ukuhlaziywa kwe-SWOT
Ukuhlaziywa kwe-SWOT kuyithuluzi elisetshenziselwa ukuhlonza Amandla, Ubuthakathaka, Amathuba, kanye Nezinsongo ezihlobene nengxenye yemakethe ekhethiwe. Amandla nobuthakathaka yizici zangaphakathi, kanti amathuba nezinsongo yizici zangaphandle.
c. Ukumapha Kwabancintisani
Ukuthola abancintisana nabo esigabeni semakethe oyikhethile kubalulekile. Funda amandla nobuthakathaka babo, isikhundla sabo emakethe, nokuthi baheha futhi bagcine kanjani amakhasimende.
d. Usayizi Wemakethe Nokukhula
Hlola ubukhulu kanye nokukhula kwengxenye yemakethe ekhethiwe. Ingxenye yemakethe enkulu nekhulayo inganikeza amathuba amaningi kunengxenye ewohlokayo.
4. Hlola bese ukhetha izigaba eziqondiwe
Ngemva kokuhlaziya imakethe, isinyathelo esilandelayo ukuhlola nokukhetha izingxenye eziqondiwe ezifanele kakhulu. Ezinye izindlela okufanele uzicabangele lapho ukhetha izingxenye eziqondiwe zifaka:
a. Amandla Emakethe
Izingxenye ezinethuba lokuthengisa eliphezulu zizoba zinhle kakhulu kunezo ezinethuba eliphansi. Cabanga ngezigaba ezinethuba lokukhiqiza inzuzo ephezulu esikhathini eside.
b. Ukuthobela Izinsizakusebenza
Qinisekisa ukuthi ingxenye okuqondiwe oyikhethayo ihambisana nezinsizakusebenza zakho ezitholakalayo, okuhlanganisa amakhono ezezimali, abantu, kanye nokukhiqiza. Ukukhetha ingxenye ongeke ukwazi ukuyiphatha kahle kuzoholela emiphumeleni engemihle.
c. Ukuncintisana
Cabanga ngezinga lokuncintisana esigabeni esiqondiwe. Izigaba ezincintisana kakhulu zingase zibe nzima ukuzifinyelela kunalezo ezinokuncintisana okuncane. Kodwa-ke, izigaba ezinokuncintisana okuphezulu nazo zibonisa isidingo esikhulu.
d. Ukuhambisana nomkhiqizo
Ingxenye ekhethiwe kufanele ihambisane nokuma komkhiqizo wakho kanye namanani ebhizinisi. Isibonelo, umkhiqizo wobukhazikhazi ungase ungafaneleki engxenyeni yemakethe ebheka kakhulu intengo.
5. Ukuthuthukiswa Kwesu Lokumaketha
Ngemva kokukhetha ingxenye eqondiwe, isinyathelo esilandelayo ukuthuthukisa isu lokumaketha eliqondene naleyo ngxenye. Ezinye izinto ezibalulekile zesu lokumaketha yilezi:
a. Ukuma Kwemakethe
Ukubeka imakethe kuyinqubo yokunquma ukuthi umkhiqizo wakho ubonwa futhi ukhunjulwa kanjani ngabathengi. Qinisekisa ukuthi ukuma kwakho kuhambisana nezidingo nezifiso zesigaba sakho osiqondisile.
b. Ingxube Yokumaketha
Sebenzisa ingxube yokumaketha (4Ps) – Umkhiqizo, Intengo, Ukukhushulwa, kanye Nendawo ukuze udale isu lokumaketha eliphelele:
– Umkhiqizo: Lungisa izici, ikhwalithi, kanye nezici ezahlukahlukene zomkhiqizo/isevisi yakho ukuze zivumelane nezidingo kanye nezintandokazi zesigaba esiqondiwe.
– Intengo: Nquma isu lokubeka amanani elifanela amandla okuthenga kanye nombono wenani lengxenye eqondiwe.
– Ukukhushulwa: Khetha imidiya nemiyalezo yokukhushulwa ephumelela kakhulu ukuze ufinyelele ingxenye eqondiwe.
– Indawo: Qiniseka ukuthi umkhiqizo/isevisi yakho itholakala endaweni efinyeleleka kalula esigabeni esiqondiwe.
c. Ukuxhumana Okuphumelelayo
Yakha ukuxhumana okuphumelelayo nesigaba sakho osiqondisayo ngokusebenzisa iziteshi ezahlukene zokuxhumana ezifana nezinkundla zokuxhumana, ukumaketha nge-imeyili, ukumaketha kokuqukethwe, nokuningi. Kubalulekile ukuletha imiyalezo ehehayo futhi ehambisana nezidingo nezifiso zesigaba sakho osiqondisayo.
6. Ukuhlola Nokulungisa
Okokugcina, hlola ukusebenza kahle kwesu lakho lokumaketha njalo. Sebenzisa izilinganiso ezifanele ezifana namazinga okuguqulwa, ukuthengisa, ukwaneliseka kwamakhasimende, kanye nokugcinwa ukuze ukale impumelelo. Ngokusekelwe emiphumeleni yokuhlola, yenza noma yiziphi izinguquko ezidingekayo ukuqinisekisa ukuthi isu lakho lihlala lifanelekile futhi lisebenza kahle lapho ubhekene nezinguquko zemakethe.
Isiphetho
Ukukhetha imakethe okuqondiwe kuyo akuwona umsebenzi olula, kodwa ngendlela ehlelekile nehlelekile, ungabona izingxenye zemakethe ezinenzuzo kakhulu nezifanele ibhizinisi lakho. Qonda umkhiqizo/isevisi yakho, wenze ukuhlukaniswa kwemakethe okujulile kanye nokuhlaziywa, uhlole izingxenye ezingaba khona okuqondiwe, uthuthukise isu lokumaketha eliphumelelayo, futhi uhlole futhi ulungise isu lakho ngezikhathi ezithile ukuze ufinyelele impumelelo yebhizinisi esimeme.
