|
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
webmaster@ceegaag.com
|
