Ansoff furta Strategic

Qorshaynta istiraatijiyadeed ee shirkadda - mid ka mid ah heerarka kala duwan ee horumarka ganacsiga guulaystay. Xaq wuxuu bilaabay inuu qaab qaataan qarnigii 20aad. Iyo fikradda ah si degdeg ah la horumariyo ka badan 100 sannadood. Unugyada ugu horeysay ku hawlan muddo-dheer iyo qorshaynta muddada-dhexe, ma aha a waaxyaha joogtada ah ama kala qaybsanaanta noocan oo kale ah hawlaha. Qiyaasta dhaqaale ee sanadlaha ah - Tani dhameystiray dhismaha istiraatiiji ah.

fikradaha Founder

Igor Ansoff - waxay ka timaaddaa Russia, ayaa ku noolaa inta badan naftiisa in Maraykanka, waxay siinaysaa mid ka mid ah qeexidda ugu fudud oo cad ee qorshaynta istiraatijiyadeed. Sida laga soo xigtay khabiir this, gorfaynta, habka macquul ah oo ku lug leh saadaasha ay booska mustaqbalka ee shirkadda suuqa waa in ay tixgeliyaan deegaanka dibadda. Ansoff Matrix - aalad ugu fiican u yaqaan ee xisaab Maraykanka oo ah dhaqaaleyahan. fahamka Elementary afar gees ururka horumarinta saadaasha ku guuleystay in ay xog meel adag oo uu ku qorshayaasha istaraatiijiyadeed ee shiidaa ganacsi kasta oo casri ah.

xeelado taariikhda

Kaliya ee marxaladda labaad ee qorshaynta horumarinta, sida ay u dhacday ee 50-60s ee qarnigii 20aad, warshadaha ayaa bilaabay in ay sameeyaan waaxda qorshaynta waxaa si joogto ah ku hawlan rajada ganacsi.

Ugu dambeyntii, fikradda ah istiraatijiyadda horumarinta ganacsiga of laftiisa uu tilmaamayaa sida lagama maarmaan ah in wareega saddexaad - halka laga kordhinayo tartan ee shirkadaha Yurub iyo Japan oo ku saabsan shirkadaha Maraykanka. Iyo in wakiilada ee la soo dhaafay ee soo koraya a raa'yiyo dhaqaale-xisaabeed firfircoon.

miiska fudud

view hore ee muusikada gorfaynta - square ah, kuna waari dhexdeeda labada faasas waxaa loo tixgeliyaa: siman oo toosan. Laakiin ha noqon fudud si aad uga fiirsada sida miis by galaya 4 xubno kuwa ka baxsan xuduudaha, in mesh guud? Markaas furta oo qaadataa foomka soo socda:

In wakiilnimo this waa fududdahay in la fahmo jidka isgoyska arrimood. Oo waa inaad tirin karaa fursadaha ganacsi.

istiraatijiyadda kobcitaanka Matrix Ansoff

Fikradda aad u soo jeedisay xiriir dhow ee ka dhexeeya mustaqbalka iyo suuqyada jira iyo wax soo saarka shirkadda. saaraha kasta oo alaabta ama adeegyada waxaa loo yeedhi karaa rajada horumarka ganacsiga. Istiraatiijiyadda ayaa sidoo kale qeexaya sida ay shirkaddu u baahan tahay inay u guurto, waxaa jira khataro marka aad doorato. Waxaa muhiim ah ma aha oo kaliya si loo ogaado jihada, laakiin sidoo kale ugu sax ah loo ogaado ku fulintii jira ee suuqa, qeybta baahida macaamiisha, shirkadda dhigay dulinka ah ee koritaanka ku saleysan meel suuqa dhabta ah, la aqoonsado faa'iidooyinka tartanka soo saaray ee wax soo saarka la joogo iyo dalabyo mustaqbalka. Ansoff furta Strategic noqon qalab wax ku ool ah oo keliya haddii dhammaan shuruudaha kor ku xusan.

Habka ugu fudud ee

Sida laga soo xigtay tirada tiirar iyo saf ee horyaalka waa ay fududahay in la ogaado fursadaha koritaanka u bixiyeen oo dhan xisaab American 4. Ugu jaleecada hore, kale oo aan aad u qani ah. Laakiin furta oo sano oo waayo aragnimo ah ee ay codsiga Ansoff cadeeyo lid ku ah.

1. lays Market la waxyaabaha hadda jira iyo suuqyada taas oo shirkadda ka shaqeeya si kalsooni leh u degan ay qayb u gaar ah oo tartan rasmi ah. Doorashadan waxa ku lug leh horumarinta kordhiyo iibka. In gacan ka gaysan karaan in this? set laga yaabo in ay soo socda tallaabooyinka:
   
   - shirkadda kordhiyaa share suuqa ay,
   - horumarinta iibka ku celiyaan, oo la soo koraya network ah macaamiisha daacad;
   - kordhiyo xaddiga soo saarka ee qaybaha suuqa horay u guulaystay;
   - sheegidda ee sifaha badeecadaha iyo adeegyada, kaas oo soo jeedin ay u isticmaalaan goobaha cusub.
   
   Waayo, wax kasta oo shirkadda Ansoff furta ku haboon. suuqa Product - istaraatijiyad ugu cad. Kharashka khayraadka jira oo aad had iyo jeer tirin karaa halista ugu yaraan.
   
   
2. In the case of doorashada ah istaraatijiyad si ay u horumariyaan suuqyada cusub waxyaabaha hadda jira shirkadaha u baahan tahay si ay ula qabsadaan alaabta iyo adeegyada si ay qaybaha cusub. Alaabtii ay dhacdo in this waa:
   
   - ballaarinta juquraafi of zones xaqiijinta;
   - horumarinta channels cusub qaybinta;
   - horumarinta qaybaha suuqa cusub.
   
   Noocan oo kale ah waddada horumarka dooran kartaa shirkad kuwaas oo istaraatijiyad suuq horumarsan heer wax ku ool ah.
   
   
3. ikhtiyaarka saddexaad Ansoff furta ku lug hordhaca ah ee wax soo saarka cusub oo suuqyada ay hadda jira. Sida caadiga ah, sidaas si guul leh loo isticmaalo by shirkadaha soo saara qalabka. Waa astaamaha ay la simay waa in aad fuliso dalabaadka sare ee macaamiisha ee suuqa ee hadda jira. istaraatijiyad saddexaad soo xulay oo ku lug leh furta horumarka koritaanka Ansoff by:
   
   - guryaha hagaajinta wax soo saarka, kor loogu qaado tayada, isbeddel ah ee xaaladda;
   - waxay bixiyaan alaabta iyo adeegyada cusub,
   - ballaarinta line alaabta;
   - dalab in badeecadda jira iyo adeegyada-galinaya jiilka xiga.

Halista iyo koritaanka

Doorashada riskiest istiraatiijiyadda waa nooca ugu dambeeya ee arrimaha isgoyska. suuqa New iyo alaabta kala duwan ayaa soo jeedinaya. si ay dhulka la aqoon helaan shirkad laga dhigi karta in xaaladaha aad u dhif ah. Sida uu furta oo Ansoff muujiyeen, "suuqa badeecadaha", haddii aan guuleysto kasta oo iyaga ka mid ah, sida qorshaha loo tixgelin karaa oo kaliya haddii:

• awood la'aanta in ay isticmaalaan ee kor ku xusan saddex siyaabood oo ka mid ah horumarka iyo koritaanka,
• haddii horumarinta hawlaha jira, cad, ma keeni faa'iido la doonayo;
• haddii uu jiro macluumaad ku filnayn in la saadaaliyo xasiloonida ee ganacsi ee ay horumarka caadiga ah;
• matare yar ama dhamaystiran oo maalgashiga mashaariic cusub.

Ansoff Matrix iyo codsiga wax ku ool ah ee baananka

Horumarka dhaqaale ee shirkadda ay ku xidhan tahay waxqabad ee amaahda iyo adeegyo kale oo maaliyadeed. Banks in Misbaax this mashquulin meel dhexe. Iyo istaraatijiyad ay shaqada waa sida ku haboon qorshe suuq-geynta shirkadda kasta ah.

awoodaha Matrix Ansoff - waa aalad waxtar u leh hirgelinta wax soo saarka dhaqaale oo la soo jeediyey, labada cusub oo la xaqiijiyay in horumartay suuqyada. Waxaan ka hadleynaa oo kaliya iyaga oo ku saabsan ay sabab u tahay xaqiiqada ah in bangiyada isticmaalaan adeegyada ee qayb weyn oo ka mid ah dadweynaha, iyo raadinta qaybaha underserved suuqa ayaa guul ka yar.

Hagaajinta waxa hadda la qabtay

istaraatijiyad cad, ama sida waxa loo yaqaan istiraatiijiyad ah "farsamada yar", "badbaado kharashka", waxay ku lug leedahay tallaabooyinka soo socda ee horumarka ah ee:

• aqoonsiga ka dhimman adeegyada la midka ah si ay tartanka,
• Hababka wax soo saarka qanciyo macaamiisha in ugu danbeyn lahaa in la siiyo doorashada si wax soo saarka ee Bangiga (ku cadaadiyo si cad laga saaray, sida ay natiijo lagu gartaa karaa oo keliya saamayn ku meel gaar ah);
• Bixiyaan adeegyada la xiriira on shuruudaha wanaagsan.

Jira waxyaabaha dhaqaale u baahan in la hagaajiyo, balaariyay iyo dib u habaynta. Hawshan ku salaysan tahay shaqada cilmi degdeg ah, natiijada taas oo ah boos ee alaabta, taas oo ah, baahida loo qabo in la ogaado dabeecadihiisa, diraasad kala ah facooda adeegyada, badalaa adeegyada.

On ku salaysan laba weji oo shaqo loogu talagalay siyaasad Kumaan ee bangiga. Waxa ay tilmaamaysaa formation of a set oo ah adeegyada, kaas oo ay go'aamiso guusha qeybta suuqa this, siin kharash-ool ah, oo dhigaya dulinka ah horumarinta.

Wajigii ugu danbeeyay ee shaqada - ay tahay istaraatijiyad Kumaan ah. Waayo, in laisla waxaa lagama maarmaan ah in la tixgeliyo siyaabaha soo socda ee horumarinta:

• Ku kaladuwan yihiin adeegyada. Waxay ku lug leedahay qoondaynta of fulinta a Misbaax gooni ah waxyaabaha hadda jira, ka duwan waxyaabaha tartamaya '.
• takhasuska cidhiidhi ah. Sida istaraatijiyad horumarka la doortay si ay u bixiyaan waxyaabaha xaddido hawlaha muuqaalada qaar ka mid ah macaamiisha.
• Kala duwan ee adeegyada. Expansion ee kala duwan iyo tirada qaybaha suuqa iibka alaabta, sida caadiga ah xuquuqdeeda leh oo ka mid ah bangiyada caalamiga ah.
• isdhexgalka taagan. Strategy - muuqashadii iskudhafka.

ratio boqolkiiba

Ansoff Matrix iyo sanado badan oo waayo aragnimo ah ee ay la isticmaalo ee dhaqanka ayaa u ogolaaday in ay ka baxaan astaamo gaar ah oo codsi guul of istaraatijiyad, iyo sidoo kale qiimaha badan tahay ee kharashka. War qoraal ah oo cad boqolleyda halista in kharashka awood go'aamada marketing la faham cad oo jaaniska khasaaraha.

Strategy on hordhaca ah ee hadda jira suuqa alaabta cusub si weyn u lumiya in guusha iyo xaddiga kharashka marka aad dooranayso ikhtiyaarka "alaabta jir horumarinta qeybta." Tiradani waxay noo oggolaanaysaa in aan si kalsooni leh u odhan in kasta oo horumar kale waxaa xadiday dhawr arrimood, deegaanka dibadda, fursado dhaqaale, iyo arrimo kale oo badan. Ansoff Matrix waa aalad si ay u caawiyaan in aad dooranayso istaraatijiyad in ma burineyso falanqaynta qoto dheer ah awoodaha ganacsi.