Porter matrix isibonelo inhlangano

Umncintiswano ekukhangiseni ensimini kunqunywa emakethe ukuncintisana phakathi abantu zomthetho ezahlukahlukene futhi zemvelo, izinkampani ie, abakhiqizi, abathengi. Eqinisweni, umncintiswano zisakazeke - phakathi kwamazwe, imikhakha, impahla, ama-ejenti. Ukuze sihlaziye amabutho yokuncintisana zisebenzisa izindlela ezihlukahlukene. Iningi ngokuvamile ukuhlaziya umsebenzi wamabhizinisi zisebenzisa isu yokuncintisana uMichael Porter.

Umncintiswano - okubi noma okuhle?

Umncintiswano kudala abakhiqizi kwezimpahla ezihlukahlukene namasevisi isimo esinzima emakethe, futhi edonsa izimo engaholela esimweni esiyingozi. Lokhu kungaba lezimanga ngesimo iconsi elibukhali ngokufunwa, futhi ukubonakala kwalo mncintiswano imikhiqizo ezintsha ne izinzuzo obungenakuphikwa.

Ukuzama ukwehlisa ubungozi, inkampani esebenzisa inqubo ekhethekile. Ayavumelana ngaleli gama elithi "ukuhlaziywa yokuncintisana", okuyinto Ukutadisha isimo ukuncintisana kanye nokuhlolwa izinzuzo esivela enkampanini kanye izimbangi ezisebenza emakethe efanayo. Ngesikhathi womraro - ukusungulwa izinzuzo ezivezwa inkampani noma imikhiqizo yalo nokuhlola amathuba ukulondoloza izinzuzo ezimweni ezithile. Njengoba indlela yokufinyelela ingasetshenziswa Porter-matrix.

Ekhuluma inzuzo yokuncintisana, kuba umbuzo bokuphakama phezu izimbangi. Ukutholakala izinzuzo phezu izimbangi zayo ngenxa ukudalwa amaqembu izinyathelo bebheke izimpahla, ukusatshalaliswa, ukukhuthazwa, intengo. Ngo ukumaketha, isu yokuncintisana okuhloswe ngaso ugcina share emakethe ibhizinisi noma izithelo zalo.

Ukwenyuka kwezinga lokukwazi ukuncintisana nge Porter

Ekhuluma amasu ayisisekelo, kubalulekile ukuqonda futhi ukwazi ukusebenzisa isu yokuncintisana uMichael Porter. Kunezinhlobo ezintathu zazo:

1. Oholela zokunciphisa izindleko. Ukukhetha okunjalo isu, inhlangano uzothumela zonke izimpi zawo ukudala ephansi okunokwenzeka izindleko. Lokhu kwenza kube nokwenzeka ukumaketha umkhiqizo nge izindleko aphansi, ebe egcina izinga elifanele.
2. Gxila. Kulesi simo, inkampani sokunakana zabo ku emakethe a ingxenye ethile.
3. Ukwehlukanisa. Uma ukhetha lelisu, inhlangano uzothumela wonke amabutho ukwakha umkhiqizo esiyingqayizivele, ngakho ubizwa umahluko kusuka izinkampani esikhiqiza izimpahla ezifanayo.

Porter-matrix - indlela empumelelweni yenkampani

Ukuze impumelelo ehambisana inkampani lonke imisebenzi yayo, kubalulekile ukugxila mncintiswano. Nokumisa futhi ukucacisa ukusebenza isu Sway, sincoma-matrix Porter. Lokho kuyasiza ukuthola ubuthakathaka futhi ukuhlasela amasu marketing yabo.

Porter Matrix - model ukuthi ibonisa isimo sangempela wokuncintisana ezizungezile isikhathi esithile. izingxenye zalo kukhona amandla phezu ingxenye abahlinzeki kanye namakhasimende, ukuvela izimbangi entsha, okukhiphayo imikhiqizo esikhundleni nokuhlobana yokuncintisana phakathi amafemu elilodwa umkhakha.

Ukuze uqonde ukuthi i-matrix ilungele ukuhlaziywa emakethe Porter sika Isibonelo "Bryanskpivo" ungabona yonke imininingwane lasungulwa.

abakhiqizi analogue

Izimbangi eyinhloko "Bryanskpivo" kukhona JSC "Cheboksary inkampani lapho kudayiswa khona utshwala" Buket ka Chuvashia "futhi LLC" Malthouse ". Imakethe ukusatshalaliswa rye lwemithombo phakathi izimbangi emakethe simiswe ngalendlela lelandzelako: JSC "Bryanskpivo" - 37% "Malt" - 25% JSC "Cheboksary lapho kudayiswa khona utshwala inkampani" Buket ka Chuvashia "- 12%" Novoaltaisk Bakery "- 8% "Iskitim Bakery" - 5%, Ltd. "Sursky lwemithombo" - 5% "ukugxilisa ingqondo" - 5% "inyama umkhiqizo" - 2%, abanye abathengisi - 1%.

Umncintiswano emakethe rye lwemithombo kuyinto ehluke kakhulu. Esincintisana esiyinhloko inkampani LLC "Malthouse", okuyinto oluthatha 22% wemakethe. JSC "Bryanskpivo" has a isipiliyoni sasivumela olunzulu, ine ukusebenza dolobha elikhulu. Le nkampani futhi mikhulu futhi, wenza ngezigaba ezehlukene emakethe, usesikhundleni okuholela.

Ukuze ukuhlola ukuncintisana "Bryanskpivo" ku umkhiqizo kanye nenqubomgomo zamanani, kanye nenqubomgomo ukusatshalaliswa umkhiqizo, usebenzisa okuhlangene ukuhlolwa indlela. Ngesisekelo indlela - Ukuqhathanisa kanye nokuhlola criteria ukubaluleka. Ayanda score, ngcono inhlangano isimo ukuncintisana emkhakheni wezolimo.

JSC "Bryanskpivo" kuthatha ingxenye enkulu emakethe. Porter-matrix ebonisa ukuthi uJehova akayikhohlwa ukuthi ukuba namuhla inzuzo enkulu phezu izimbangi zayo, inkampani olwakusasa ukucabanga ukwehluleka. Ngokwesibonelo, inzuzo ukwehla, ukunciphisa share emakethe, ngisho ezikweletini. Ngakho-ke, ukuphathwa kumele njalo bafeze imisebenzi isitshalo ukuze uqinise amandla nokubogaboga kwazo ukunciphisa ubuthakathaka. Kufanele kuqashelwe ukuthi isikhundla sitshalo sizinze kakhulu, kodwa namanje kufanele ucabangele izenzo izimbangi.

abathengi

Lapho ukudayiswa imikhiqizo yayo, inkampani ngokuyinhloko sigxile kumakhasimende asekhaya, kuvela ukuthi uma matrix Porter wafunda. izinzuzo ukuncintisana ibhizinisi kusekelwe ukwanda ikhasimende phansi "Bryanskpivo" amakhasimende kude naseduze phesheya. Ziyakwazi inkampani wholesale, abakhiqizi lwesinkwa, chips, KKS, enhancers nezinye izinkampani, okuyinto ebaluleke for ezingeni izinga rye lwemithombo.

abanikezeli

Ukuze acacise zibheke ngokubambisana neNhlangano abahlinzeki njalo kudingeka uhlaziye intengo zabo izinto zokusetshenziswa enikeziwe nezisetshenziswa. "Investsnab" LLC - umphakeli okunokwethenjelwa rye ku Bryansk esifundeni. Futhi JSC "Bryanskpivo" ngokuphindaphindiwe akuthola rye "Roseksport" LLC (Samara) futhi OOO "RusAgroTorg" (eKursk). Lezi abahlinzeki kukhona esikhulu kunazo zonke eRussia futhi adayise kuphela eliphezulu eluhlaza izinto ezikhiqizwa ngokuhambisana namazinga aphakeme. Lapho OJSC "Bryanskpivo" kudala rye lwemithombo premium, okuyinto lwaziswa kokubili eRussia nakwamanye amazwe.

abakhiqizi Abazama analogue

Izinga entry izithiyo emakethe rye lwemithombo siphakeme ngokwanele. Okokuqala, lokhu kungenxa yokuthi cishe 80% wemakethe elalihlala amabhizinisi 3 ezinkulu. iminotho abalulekile isikali ayikuvumeli abakhiqizi ezincane ukuncintisana abaholi emakethe. Begodu kuqakathekile aspect ukuthi uma bezama okukhipha a wenani eliphansi, abadlali ekhona usike amanani.

imikhiqizo obambele

Endaweni yokuqala "Bryanskpivo" Kufanele uqaphele ukuqhudelana abakhiqizi lwemithombo ukugxilisa ingqondo. Ahlanganisa ingxenye enkulu emakethe, kuhlanganise amabhikawozi mini kanye nabasebenzisi ekupheleni.

Lapho ehlaziya emakethe rye lwemithombo amabutho asetshenziswa-matrix Porter abahlanu ukuncintisana. Izibalo zikhombe ukuthi izinhlelo JSC "Bryanskpivo" oluthatha emakethe ehamba phambili isikhundla. Ngokuyinhloko, lokhu kungenxa yokuthi kuphela "Bryanskpivo" isebenzisa ekukhiqizeni rye lwemithombo sigubhu ubuchwepheshe olukhombisa matrix Porter. Isibonelo wokwakha imodeli wasivumela ukuba abone ukuthi akusiyo inkomba kancane ebalulekile impumelelo inkampani zikuphi ebanzi ukudiliva, isethulo kolwazi ewusizo kwi website esemthethweni futhi ibe nedumela elihle.