Strategic-matrix Ansoff

Ukuhlela amasu lenkampani - omunye izigaba yentuthuko elichumayo. Leli qiniso baqala ukuyisa bobunjwa ekhatsi kwekhulu lama-20 leminyaka. Futhi umbono lakhula ngokushesha ngaphezu kweminyaka engu-100. Amayunithi lokuqala wahlanganyela eside nokuhlela esimaphakathi, cha kuyisinqumo neminyango unomphela noma ekwahlukaneni lolu hlobo lomsebenzi. I izilinganiso zezimali zonyaka - Lokhu uqeda ukwakhiwa zamasu.

umsunguli imibono

Igor Ansoff - livela Russia, uye wahlala kakhulu ekuphileni kwakhe e-United States, inikeza esinye definition elula kakhulu futhi okucacile ukuhlela amasu. Ngokusho lokhu uchwepheshe, kohlaziyo, inqubo okunengqondo ezihilela izibikezelo isikhundla ikusasa inkampani emakethe kufanele inake imvelo bangaphandle. Ansoff Matrix - ithuluzi kunazo owaziwa sezibalo American kanye sezomnotho. ukuqonda Elementary yisikwele umhlahlo inhlangano ukuthuthukiswa iwine alula endaweni oqinile the izinhlelo zamasu bazo zonke ibhizinisi lesimanje.

amasu umlando

Kuphela esigabeni bekuhlela ukuthuthukiswa wesibili, njengoba kwenzeka 50-60s kwekhulu lama-20, izimboni zaqala ukwakha neminyango ukuhlela bekwi unomphela amathemba ibhizinisi.

Ekugcineni, umqondo ukuthuthukiswa kwamabhizinisi isu egomela ngokwaso njengoba isidingo e esigabeni sesithathu - ngenkathi okwandisa ukuncintisana amafemu European futhi Japanese ezinkampanini US. Futhi lokho abameleli lokugcina ukwakha zinto ukhombise impilo nezomnotho-zezibalo.

ithebula elula

Ukubuka kokuqala ithuluzi kohlaziyo - isikwele, elibhekene nomse- izimbazo ezimbili: mpo futhi enezingqimba. Kodwa musa ibe lula silihlobanise njengoba itafula ngokufaka izakhi 4 ukuthi kukhona nangale kwemingcele, ukuze kwamanetha jikelele? Khona-ke matrix kuthatha ifomu elandelayo:

Kulesi ukumelwa kuba lula ukuqonda indlela empambana izici. Futhi ungakwazi ukubala ongakhetha ibhizinisi.

Ansoff Matrix ukukhula isu

Umqondo kusikisela buhlobene eduze esizayo futhi izimakethe ezikhona njengamanje bese futhi imikhiqizo yenkampani. Noma yimuphi umakhi kwezimpahla noma amasevisi angase abizwe ngokuthi Amathemba ukuthuthukiswa kwebhizinisi. Isu futhi ichaza indlela lapho inkampani idinga ukuhambisa, zikhona izingozi uma ukhetha. Akubalulekile nje kuphela ukunquma isiqondiso, kodwa futhi ukucacisa kakhulu ngokunembile implementations ekhona izimakethe, ingxenye zabathengi isidingo, inkampani ukusetha Vector zokukhula esekelwe isikhundla sangempela emakethe, ukukhomba amathuba ukuncintisana ekhiqizwa imikhiqizo isikhashana bese izipesheli esikhathini esizayo. Strategic-matrix Ansoff zingaba ithuluzi eliphumelelayo kuphela uma bonke mibandela engenhla.

Indlela elula

Ngokusho inani kanye nemigqa ethebuleni kulula ukunquma ukuthi ongakhetha ukukhula okunikelwe zonke sezibalo American 4. Uma uthi nhlá, okunye hhayi ngicebe kakhulu. Kodwa Ansoff matrix kanye iminyaka isipiliyoni sokusebenza kwawo ukufakazela, kwenzeka okuphambene.

1. Market Ukungena imikhiqizo ekhona izimakethe lapho inkampani isebenza ngokuqiniseka ithatha ingxenye yalo futhi kunomoya wokuncintisana. Lolu khetho kuhilela ukuthuthukiswa ukwanda yokuthengisa. Lokho kungaba nomthelela kulokhu? Okungenzeka elandelayo izinyathelo:
   
   - inkampani kwandisa share emakethe walo;
   - ukuthuthukiswa uphinda yokuthengisa, ukuthi siqhamuka inethiwekhi amakhasimende abaqotho;
   - ukwandisa inani omkhiqizo kakade yanqoba zemakethe;
   - ukuveza izimfanelo ezinjalo kwezimpahla nezinsiza, ephakamisa ukusetshenziswa kwabo ezindaweni ezintsha.
   
   Ngoba noma yisiphi inkampani efanelekayo-matrix Ansoff. Umkhiqizo emakethe - isu ezisobala kakhulu. Izindleko kwezinsiza ezikhona ungahlala ukubala ingozi okungenani.
   
   
2. Endabeni yokukhetha isu ukuthuthukisa izimakethe ezintsha imikhiqizo ekhona izinkampani kudingeke zivumelane imikhiqizo namasevisi izingxenye ezintsha. Izinsimbi Zomculo Kulokhu yilezi:
   
   - izindawo ukunwetshwa ezindawo ukuqaliswa;
   - ukuthuthukiswa iziteshi ezintsha ukusatshalaliswa;
   - ukuthuthukiswa izingxenye entsha emakethe.
   
   Okunjalo umgudu wentuthuko ungakhetha inkampani isu lakhe ukumaketha athuthukiswe ezingeni ngempumelelo.
   
   
3. Inketho lwesithathu Ansoff-matrix kuhilela ukwethulwa umkhiqizo omusha ezimakethe babo abakhona. Njengomthetho, le ndlela esetshenziswa ngempumelelo ezinkampanini ezikhiqiza hardware. It okungukuthi yabo izici kufanele olusha ukuze ihlangabezane ephakeme okufunwa abathengi ekhona emakethe. isu yesithathu ekhethiwe kuhilela-matrix ukuthuthukiswa ukukhula Ansoff ngu:
   
   - umkhiqizo yokuthuthukisa izindawo, ekuthuthukiseni izinga layo, izinguquko isimo;
   - linikeza imikhiqizo entsha ngokuphelele kanye namasevisi;
   - ukunwetshwa line umkhiqizo;
   - sipho ukuze izimpahla umthengi ekhona kanye nezinsizakalo alandelayo.

Izingozi nokukhula

Kukhethwa riskiest yamasu iyona version yakamuva zezici ukuwela. New emakethe futhi umkhiqizo diversification ukuphakamisa. inkampani ukufinyelela ezingajwayelekile indawo kungaba kuyafaneleka kakhulu ezingavamile amacala. Njengoba kuboniswa matrix Ansoff, "lezimpahla emakethe", uma kungekhona yingcweti noma yisiphi sazo, njengoba uhlelo angabhekwa kuphela uma:

• ukungakwazi ukusebenzisa lezi zindlela osekukhulunywe ngazo ezintathu ukuthuthukiswa kanye nokukhula;
• uma ukuthuthukiswa imisebenzi ekhona, kusobala, engalethi le nzuzo oyifunayo;
• uma kukhona ulwazi enganele ukubikezela ukuzinza ibhizinisi ekuthuthukisweni yayo evamile;
• lusizo encane noma ephelele lekusisa amaphrojekthi amasha.

Ansoff Matrix futhi isicelo salo esiwusizo kwamabhange

Ukuthuthukiswa komnotho lenkampani kuncike umsebenzi abolekise kanye neminye imisebenzi yezezimali. Amabhange kule niche anesikhundla emaphakathi. Futhi isu kakhulu ngomsebenzi wayo zihlobane ngendlela uhlelo lokumaketha noma iyiphi inkampani.

Ansoff amakhono Matrix - buyindlela ephumelelayo for ukuqaliswa ohlongozwayo imikhiqizo zezimali, kokubili entsha futhi kungase kutholakale ku athuthukile izimakethe zokudayisa. Sikhuluma nje ngazo ngenxa yokuthi ibhange isebenzisa izinkonzo ingxenye enkulu yomphakathi, futhi ucinge izingxenye enganakiwe wemakethe uyaphumelela kancane.

Thuthukisa lokho yenziwa kakade

Isu sobala, noma njengoba ibizwa isu "izikebhe ezincane", "izindleko ukonga" kuhilela izinyathelo ezilandelayo sokuthuthukiswa:

• ukuhlonza izikhala kumasevisi afana izimbangi zayo;
• ukukhiqizwa izindlela ukukholisa ezingaba amakhasimende Lokho kwakuzoshintsha ngokuhamba kwesikhathi kufanele ukunikeza bakhethe imikhiqizo eBhange (i-ukucindezela sebekubeke isikhishiwe, njengoba layo yi ikani lungachazwa kuphela yesikhashana umphumela);
• Ukunikeza namasevisi ahlobene ku ngaphansi kwezimo ezimvunayo.

Ekhona imikhiqizo zezimali okudingeka ukuba ngcono, lanwetshwa futhi ilungiswe. Lo msebenzi kusekelwe umsebenzi olunzulu ucwaningo, umphumela okuyinto ukuma umkhiqizo, okungukuthi, isidingo ukukhomba izici zayo, izici yokwehlukanisa amasevisi ontanga, esikhundleni amasevisi.

Ngesisekelo amabili izigaba umsebenzi yakhelwe okunezinhlobonhlobo Inqubomgomo ebhange. Kucondza kumiswa iqoqo amasevisi, ebheka impumelelo kule ingxenye wemakethe, ukunikeza engabizi, ubekela Vector yentuthuko.

Isigaba lokugcina emsebenzini - kuba isu okunezinhlobonhlobo. Ukuze lasungulwa kubalulekile uhlole izindlela ezilandelayo zentuthuko:

• Ukwehlukanisa amasevisi. Luhilela ukwabiwa ehlukile niche ukuqaliswa imikhiqizo ekhona, sihluke imikhiqizo izimbangi '.
• lunye Esincane. Njengoba isu lokuthuthukisa ikhethwa ukunikeza imikhiqizo ukhawule imisebenzi ethile izici phakathi amakhasimende.
• Diversification amasevisi. Ukunwetshwa senhlobo futhi inani imikhakha emakethe ukudayiswa kwezimpahla, ngokuvamile akubona lamabhange jikelele.
• ukuhlanganiswa okumile. Strategy - samuntu ukusebenzisana.

iphesenti isilinganiso

Ansoff Matrix kanye eminyakeni eminingi isipiliyoni ukusetshenziswa yayo umkhuba ukuvumele ukuhoxisa amaphethini athile isicelo ngempumelelo kwesu, kanye nenani cishe izindleko. Isitatimende ecacile iphesenti ingozi ukuze imali kwenza izinqumo ukumaketha kanye nokuqonda okucacile ematfuba ukulahlekelwa.

Isu emakethe isingeniso ekhona kwemikhiqizo emisha kakhulu ilahlekelwa e impumelelo kanye nenani izindleko lapho ukhetha okukhethwa kukho okuthi "izimpahla ubudala ekuthuthukiseni ingxenye." Lezi zinombolo usivumele ukuthi kugcwale umlomo ukuthi i-ukuthuthukiswa ngamunye ehlukile ibhizinisi ukhawulelwe ezicini eziningana, imvelo bangaphandle, ezomnotho nezinye izinto eziningi. Ansoff Matrix iyithuluzi ukusiza ekukhetheni isu okungahambisani negate ukuhlaziya okujulile ebhizinisini amakhono.