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Suuq-gaynta (Marketing)

 

(Londan,  May 13,  2011 Ceegaag Online)

Maanta adduunkan aan ku nool nahay waxaa shirkaddi shirkadd kale kaga horumartaa ma aha maamulka  oo la hagaajiyo keliya laakiin waxaan oran karaa waa sida loo maamulo waaxda suuq-gaynta (marketing). Nidaamka suuq-gayntu (marketing) waxaa uu leeyahay qeexido kala duwan laakiin hal ujeedo leh. Marketing waa nidaam qorshaysan ujeedadiisuna tahay sidii loo hir-gelin lahaa dhaqdhaqaaq ganacsi si la isugu keeno iibiyaha (seller) iyo iibsadaha (buyer) si ay isu waydaarsadaan wax labadoodaba dani ugu jirto oo ah adeeg ama badeeco. Waxaa kale oo lagu qeexaa waa habka shirkadduhu u abuuraan macaamiil raba badeeco ama adeeg. Waxa kale oo lagu qeexaa waa nidaam maamul oo ujeedadiisu tahay sidii loo aqoon san lahaa, loona daraasayn lahaa loona raali gelin lahaa macaamiisha si faaiido loo helo. Waxaa kale oo lagu qeexaa keenida badeeco xiliga saxda ah ( right product), goobta saxda ah (the right place), waqtiga saxda ah (right time) iyo qiimaha saxda ah (right price).

Ujeedada dhabta ah ee marketing waa sidii ay shirkaddi u ogaan lahayd macaamiisheda. Mar haddii aad fahamto macaamiishada waxa ay jecel yihiin iyo sida ay u fekerayaan waxaad keeni kartaa waxa ay u baahan yihiin waqtiga saxda ah iyada oo loo maraayo dariiqa saxda ah.

Marka aynu soo koobno ujeedada ugu weyn ee marketing waa in badeeco ama adeeg la iibiyo. Fikradda guud ee suuq-gayntu (marketing concept) waa in aad ogaato baahida macaamisha si fiicana aad u gaarsiin karto badeeco ama adeeg adoo ka hormaraaya dhamaan shirkadaha kale si faaiido aad u hesho. Haddii aan la samayn marketing waxaa cad in ay adag tahay xataa haddiiba aad hayso badeeco ama adeeg fiican in lagu guulaysto. Shirkaddaha badanaa guuldaraysta waxaa aanay si fiican u daraasayn suuqa iyo waxa ka socda iyo baahida macaamiisha. Dadbadan ayaa si qaldan u fahmay haddiiba ay sameeyaan xayaysiin fiican in ay heli doonaan macaamiil fiican laakiin marketing sidaa waa uu ka duwan yahay.

Badanaa waxaa la isku qaldaa macnaha labada kelmadood ee iibgeynta (selling) iyo suuq-gaynta (marketing). Iibgayntu waa qayb ka mid ah suuq-gaynta waana nidaamka badeecada ama adeega loogu bedelo lacag naqad ah (cash). Suuq-gayntuna waa sidii aad u heli lahayd macaamiishii iibsan lahayd badeecadda ama adeega aad hayso ee aad ka heli lahayd cash.

Dadka aan khibrada fiican u lahayn ganacsiga waxaa ay inta badan go’aan ku qaataan waxa ay rabaan ee ay jecelyihiin ayagoo is dhinac marinaaya baahida macaamiisha ee dhabta ah. Hadaba ololaha suuq-gaynta (marketing orientation) ee saxda ahi waxaa uu xooga saaraa macaamiisha ayadoon la fiirinaynin jecelka shakhsiga ah ee mulkiilaha (owner) ganacsigu waxa uu rabo.

Marketing waxaa uu ka kooban yahay go’aaminta afar “Ps” kuwaas oo ah product, place, promotion and pricing. Casharaddii hore ayaynu ku soo qeexnay macnaha kelmadaha qaarkood markaa hadda uma baahna in aynu macnayno kelmad walba. Hadaba si aynu u hirgelino afartaa kelmadood waxaynu u baahan nahy in aynu samayno qorshe suuq-gayneed (marketing plan) kaas oo ka koobnaan doona marketing startegy, marketing objectives, overall company objectives iyo competetive strategy. (waxan rajaynayaa in kelmadahaa la garan karo macnahooda maadama aan casharaddii hore kusoo sharaxnay).

Ujeeddooyinka suuq-gaynta (marketing objectives):

Ujeedooyinka suuq-gaynta waa in la gaaro hadafkii laga lahaa iibinta badeeco ama adeeg. Badanaa ujeeddoyinka suuq-gaynta iyo ujeedooyinka iib-gayntu waxaa ay wada maraan hal dariiqo. Ujeedada guud ee suu-gayntuna waa uun sidii loo abuuri lahaa macaamiil cusub kuwii horana loo ilaalin lahaa.

Tusaale ku saabsan marketing objectives:

·        In ay shirkaddu noqoto shirkadda ugu horaysa ee gada badeecadda ama adeega ee kajirta waddankan

·        In ay kobciso ilaalinta iyo soo jiidashada macaamiisha

·        Soo kordhin badeeco ama adeeg cusub

·        Kobcinta xajmiga suuqa.

Xeeladaha suuq-gaynta (marketing strategy):

Xeeladaha suuq-gaynta waa sidii loogu guulaysan lahaa ujeedooyinka dhinaca suuq-gaynta. Tusaale ahaan haddii ujeedooyinka suuq-gaynta ay tahay in la kordhiyo baaxada suuqa (market share), waxaa xeelada suuq-gayntu cadaysaa sida saxda ah ee loo kordhin lahaa.

Wacyi-gelinta suuq-gayntu waxaa ay keentaa macaamiisha iyo sawirka saxda ah. Si loo gaaro ujeedooyinka suuq-gaynta oo ah in la helo faaido, lacag naqad ah (cash) amaba loo siyaadiyo baaxada suuqa laga heli karo waa in la kordhiyo tirada macaamiisha lana abuuraa macaamiil cusub lana ilaaliyaa macaamiishii hore.

Maaraynta hababka suuq-gayntu waxaa loo mari karaa dhawr waddo oo ah:

·        Qeexid (analyses): oo ah in aad qeexdo ama aad ogaato hadda halka ay shirkaddu joogto ama meesha hadda halka ay marayso.

·        Ujeedadu maxay tahay (objectives): heer intee leeg ayay nu rabnaa in aynu gaarsiino shirkadda.

·        Xeeladaha la maraayo (strategies): wadadee ama dariiqee ugu fiican si aan u gaarno ujeedadeena.

·        Hirgelin (implementation): dariiqii aynu qaadnay ma ku taaganahay mise waa ka leexanay.

·        Xukumid (control): ma gaaray ujeedadii ay shirkaddu lahayd. Waa in aad isa saarto xukun sax ah si aad u ogaato in aad gaartay ujeedaddii iyo in kale.

Waxaa jira laba nooc oo loo sameeyo daraasadaha xog uruurinta suuqa (market research):

Daraasada koowaad (Primary research): macnaheedu waa in si toos ah warbixinta loo soo uruursho, ayadoo lala kulmaayo dadka, shirkadaha sameeya ganacsigan oo kale, la eegaayo goobaha ku haboon, laakiin waxa suurto gal ah in uu kharash badan ku baxo daraasadan.

Daraasadda labaad (Secondary research): macnaheedu waa in la fiirsho daabacadaha wararka laga helo sida majaladaha ay leeyihiin shirkaduha ama warshaduhu, joornaalada, wargaysyada. Waxaana wararkan inta badan laga heli karaa maktabadaha lagu kaydiyo buugaagta, rugta ganacsiga iyo meelaha dawladaha. Waxaa kale oo jira warbixino ku jira shabakadaha internet ka (websites).

Nidaaminta xeeladaha suuq-gaynta (marketing strategy process):

Marka laga hadlaayo suuq-gaynta waa ay kala duwan yihiin labada kelmadood ee marketing strategy iyo marketing objectives. Tusaale ahaan haddii ujeedada suuq-gayntu (marketing objectives) ay tahay sidii loo heli lahaa macaamiil hadana xeeladaha suuq-gaynta (marketing strategy) waa wadadii loo mari lahaa sidii loo heli lahaa macaamiishaa. Markaa waa in nidaaminta xeelada suuq-gaynta si fiican loogu qeexaa macaamiishada, suuqa iyo cida kale ee kula tartami karta, talaabadani waxaa ay kaa caawin kartaa in aad ogaato macaamisha aad higsanayso in aad wax ka iibiso, waxaa kale oo aad fahmaysaa suuqa aad geli rabto, iyo in aad si fiican uga baaraan degto shirkaddaha kale ee kula loolami kara. Taas oo aynu kusoo koobi karo in aad samayso daraasad suuqeed (market research).

Sidee loo horumariyo xeeladaha suuq-gayneed (developing marketing strategy):

·        Baaritaan kusamee cida noqonaysa macaamiishada (targeted customers).

·        Si fiican u baar cidda kula loolamaysa (prime competitors).

·        Qeex suuqa aad higsanayso (target market).

·        Sharax ka bixi waxaad kaga duwanaan karto shirkadaha kale gaar ahaan maxay badeecadaadu ama adeegaagu gaar la yahay (unique selling proposition).

·        Qeex ujeedooyinkaaga suuq-gayneed (marketing goals).

·        Qor qorshahaaga suuq-gayneed (marketing plan).

Xeeladaha loollanka (Competitive strategy):

Xeeladaha loolanka (competitive strategy) waxaa looga jeedaa in la siiyo ama loo diyaariyo shirkadda qorshe faaiido leh oo ay ku isticmaali karto wixii ay haysato kulana tartami karto shirkaddaha kale ee la tartamaaya (competitors). Marka ay shirkaddu go’aamiso ujeedooyinkeeda xeeladaha loollanka waa la horumarin kara. Marka xeeladaha loollanka la horumariyo shirkaddu waxay abuuri kartaa faaiidooyin.

Isku darka suuq-gaynta (marketing mix):

Horumarinta xeeladaha suuq-gayneed waxaa aasaas u ah qodobadan soo socda oo loo yaqaan (4 Ps):

Product (badeeco): waa shay la taaban karo (products) ama aan la taaban karin sida aadeega (service) oo la soo saaro.

Qiimaha sixirka (price): oo ah qimaha uu macaamishu bixinaayo badeecadda ama adeega uu iibsanaayo

Place (goobta): waa goobta lagu gadaayo ama lagu iibinaayo alaabta

Promotion (abaabulid): waa nidaamka aad ula xiriirayso ama u galayso suuqa si loo iibsado badeecada ama adeega sida xayaysiinta, la xirirtanka dadweynaha iwm.

Lasaco casharka dambe iyo wiiga dambe haddii ALLAAH yiraahdo.

Mustafe Ibraahim

mustaf1970@hotmail.co.uk

 

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