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شنبه, 15 فروردين 1394 ساعت 00:00

استراتژی های جذب کننده سهم بازار مطلب ویژه

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مشکل امروز شرکت ها این است که ماهیگیران بسیاری وجود دارند اما در بازار به اندازه کافی ماهی نیست. موضوع خوردن یا خورده شدن است یا آن طور که جورجی راولینز بیان می کند « اگر بخشی از جاده صاف کن نباشید، پس بخشی از جاده هستید» در اولین مرحله باید رقبایتان را شناسایی کنید . طبق گفته های سان تزو، فیلسوف باستانی، « زمان سپری شده برای شناسایی هرگز هدر نرفته است». مراقب رقبایی باشدی که با آمیخته بازاریابی کاملا یکسان به دنبال بازار شما می آیند. اگر بودجه بازاریابی آن ها خیلی بیشتر از شما باشد، بهتر است به دنبال بخش دیگری از بازار بروید. اگر بودجه بازاریابی آن ها خیلی کمتر از شما باشد، ممکن است به دنبال حذف آن ها بروید . لوازم آرایشی الیزابت آردن نتوانست با رقبایی مانند استی لودر و لورئال رقابت کند.

شرکت ها اغلب رقبایی را که برای مشتریانشان خوب کار نمی کنند شناسایی و اقدام به حذف آن ها می کنند. این امر ممکن است به دلیل بی کفایتی یا به دلیل این واقعیت باشد که رقبا در بخش دیگری از کسب و کار خود سرمایه گذاری بسیار بیشتری کرده اند که باعث می شود این بازار در جلب توجه اولیه و سمایه گذاری با شکست مواجه شود. باید دقیقا دنبال چنین رقبایی باشید، زیرا ممکن است شرکت مادر ، از آنجا که رقیب آسیب دیده و زخمی شده، تصمیم بگیرد از این بازار عقب نشینی کند. اگرچه هنگامی که تمام معاش رقیب از این فضای بازار به دست می آید، احتمال وقوع چنین شرایطی بسیار کم است. آرآی ام ، تولید کننده گوشی همراه بلک بری، به احتمال زیاد در آستانه شکست قرار دارد، زیرا گوشی هایشان مهم ترین محصول آن هاست.

این شرکت به احتمال زیاد چند رقیب خوب دارد که دائما سهم بازار را از آن خود می کنند. رقیب خوب موهبت است ، نباید از او پیروی کرد بلکه باید مطالعه اش کرد . باید دریابید چه چیزی باعث بروز رفتارهای آنها می شود؟ متخصصان بازاریابی آنها چه کسانی هستند؟ آیا می توانید برخی از این استعدادها را برای پیوستن به تیم خود اغوا کنید ؟

اغلب رقیبی وجود دارد که از شرکتی می آید که تمامی کسب و کارش را به گونه ای اداره میکند که در بازار شماره یک یا دو باشد.  به اظهار نظر جک ولش ، در زمان مدیریت جنرال الکتریک، توجه کنید :

«ما اعتقاد داشتیم که تنها مشاغلی که در بازار هایشان شماره یک یا دو بودند، می توانستند در میدان مسابقه رقابت جهانی تا حد زیادی برنده باشند. آن هایی که قرار نبود ثابت بمانند، بسته یا فروخته شوند.»

درسی که میگیریم این است: « دنبال آن رقیب نروید» او حتی تحمل نمی کند که یک امتیاز از سهمش را از دست بدهد . باید این موقعیت را بپذیرد که دنباله رو قدرتمندی باشید، مثل موقعیت تاریخی فورد مقابل جی ام که در آن فورد موقعیت مناسبی برای فروش وانت هایش به دست آورد، نه باری ماشین های سواری اش.

نکنته دیگری که باید به یاد داشت این است که، آن قدر به رقبای فعلی خود وسواس خرج ندهید که متوجه رقبالی نوظهور نشوید. برای مثال شرکت های خودروسازی باید مراقب هیوندای باشند: 

هیوندای سریع ترین رشد فروش خودرو را بین همه رقبا، هم در آمریکا و هم در بازار اروپا نشان می دهد. هنگامی که شکست فنی ناگهانی تویوتا و نیسان شروع شد هیوندای سهم بازار را از آن خود کرد. ماشین های با کیفیت ساخت، اما قیمت آن ها را پایین تر از رقبا در همان کلاس قرار داد.

هر شرکتی باید سخت کار کند تا با ارائه پیشنهاد بهتر بر رقبایش غلبه کند. توانایی یادگیری و تغییر سریع تر نسبت به رقبا ممکن است تنها مزیت رقابتی پایدار شما باشد.

در نهایت نه تنها ظهور تکنولوژی های جدید بلکه باید آنچه برای مشتریانتان اتفاق می افتد مد نظرتان باشد. مشتران همواره تغییر می کنند. بسیاری از فروشندگان همیشه نگران رقابت ، دشمن، هستند در حالی که باید روی مشتریان خود تمرکز داشته باشند. اگر می توانستید بین برنامه ریزی برای شکست رقبا یا تلاش برای انجام کاری فوق العاده برای مشتریانتان تنها یکی را انتخاب کنید، مورد دوم را برگزینید.

خواندن 223914 دفعه آخرین ویرایش در دوشنبه, 17 فروردين 1394 ساعت 13:05

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