"I-Economies of scope" ingabuye ibizwe ngokuthi "i-economies of range", ngakho-ke uma uke wezwa nganoma iyiphi yazo, ifika entweni efanayo. Lolu hlobo lokusebenza lulungile uma inkampani ikuthola kunenzuzo enkulu ukukhiqiza imikhiqizo eminingi ngaphandle kwasekuqaleni ebiyisebenzela. Kuwuhlobo lwe yonga ezindlekweni ngokuthengisa inani elengeziwe kunaleyo eyahlelwa yasungulwa.
Okulandelayo, uzobona ukuthi zimayelana nani ngempela umnotho wobubanzi ngezibonelo yazo. Uzokwazi futhi ukukhomba izinkampani ezimbalwa namuhla ezisebenzisa le filosofi yebhizinisi. Ngokulandelayo, kuye ngomkhakha okuwo, ngethemba ukuthi ngingakuqondisa noma ngikukhuthaze ngombono omusha ongazuza ngawo kule ndlela yokusebenza. Umbono lapha uwukuthola okwengeziwe ngemali encane. Ukukhiqiza kuvame ukuhlobana nomkhakha inkampani ezinikele kuwo.
Iyini iminotho yobubanzi?
Ithiyori eyamukelwa kakhulu ngesidingo sokudala umnotho wobubanzi yile elandelayo: «lapho inkampani izuza khiqiza imikhiqizo emi-2 noma ngaphezulu ehlobene, ngezindleko eziphansi zomnotho kanye nemikhawulo yesikhathi kunokuba izinkampani ezimbili zikhiqize ngokuzimela. Ngamanye amazwi, umqondo uwukusebenzisa ingqalasizinda esivele idaliwe ukuze kukhiqizwe impahla eyodwa noma ngaphezulu uma ingahlotshaniswa nomsebenzi wenkampani.
Lapho inkampani inenketho yokuhlukahluka futhi Nweba imigqa yakho yokukhiqiza ngaphandle kwalokhu okumelela izindleko ezengeziwe. Le ndlela yokusebenza ingaba khona ezindaweni eziningi nasezimbonini, kusukela embonini yezimoto, ukuya kwezokuthutha, izindwangu, ama-ejensi, njll. Lokhu akusho ukuthi noma iyiphi inkampani ingakwazi ukuwenza, ekugcineni kungase kube nemithethonqubo kuye ngokuthi umkhakha ubavimbela ukuba bazinikele kokunye. Futhi akufanele kudidaniswe nezomnotho zesikali, lapho isikhundla esiphezulu sivela kumthamo omkhulu wama-oda futhi ngaleyo ndlela amanani aphansi, kodwa ngaso sonke isikhathi sihlanganyela emsebenzini ofanayo.
Akufanele kudidaniswe neminotho yesikali
Umnotho wesilinganiso ungaba kalula badidwe izwi labo ngeminotho yobubanzi. Kulezo zilinganiso, sikhuluma ngezinkampani noma izinkampani ezinkulu kakhulu okuthi, ngenxa yobukhulu bazo, zithole inzuzo ngenxa yomthamo omkhulu wama-oda ezinawo. Lokhu kwehlisa izindleko zabo zempahla, futhi bayakwazi ukuhlala ebhizinisini ngenxa yamanani aphansi ekugcineni.
Isibonelo, inkampani ezinikele emnothweni wesilinganiso i-Walmart supermarket chain. Bathenga imikhiqizo eminingi ngangokunokwenzeka xoxisana nabahlinzeki bakho ngamanani aphansiyebo Ngenxa yalokho, bangazuza ukwethembeka kwamakhasimende abo ngokuba nemikhiqizo efanayo nokonga okwengeziwe.
Izibonelo zeminotho yobubanzi
Umnotho wobubanzi uvumela izinkampani ukuthi zandise ikhathalogi yazo yemikhiqizo. Lokhu kufinyelelwa uma inkampani iqasha ngempumelelo ukukhiqizwa kwayo, izinqubo kanye nezinqubo zokusabalalisa. Namuhla, singathola le ndlela ezinkampanini eziningi ezifana nalezi:
- I-Volkswagen Inkampani yezimoto ikwazile ukujwayela imakethe eshintshayo. Ngokutholwa kanye nomnotho oqinile wobubanzi, leli qembu likwazile ukukhula lafinyelela kwezinhlobo zezimoto eziyi-12 sezizonke. Phakathi kwezinto ezaziwa kakhulu esingazithola I-Audi, Isihlalo, iSkoda kanye nePorsche imbala.
- Google Yaziwa ngokuba enye yezinjini zokusesha ezisetshenziswa kakhulu, i-Google, noma kunalokho, inkampani engumzali wayo i-Alphabet, isebenza nezinkampani ezahlukene futhi umnotho wayo wobubanzi usebenza kahle kakhulu. Hhayi kuphela uhlelo, kodwa ngisho amarobhothi, ucwaningo, amawashi, ama-smartphone, ingeminye yemikhiqizo namasevisi abo.
- UKraft Heinz. Eyaziwa ngeKetchup yayo emnandi, i-Kraft Heinz yaziwa ngamasoso ayo amaningi. Eqinisweni, ukusetshenziswa kwalo lonke uchungechunge lokukhiqiza kuyenza inkampani enhle kakhulu ekwazi ukuhlanganisa ukukhiqiza kusuka kusoso ukusuka e-Orlando utamatisi, kuya kumasoseji e-Oscar Mayer. Nginesiqiniseko sokuthi lesi sakamuva sizobe sishiye abantu abangaphezu koyedwa bedidekile.
Izinzuzo kanye nokubi kwezomnotho we-scope
Phakathi kwezinzuzo eziyinhloko sithole okungcono Umnotho Nezezimali yenkampani. Ngokuzuza izinzuzo ezengeziwe kanye nevolumu eyengeziwe kubahlinzeki bakho, impilo yakho yezezimali iyathuthuka. Futhi ukusetshenziswa kakhulu kwemishini, izinsiza kanye nezinqubo kusiza umsebenzi wenkampani ukuthi unganciphi, kodwa wande. Lokhu kunciphisa ingozi yokuqothuka, njengoba izingxenye ezintsha sezifakwe ebhizinisini.
Nokho, phakathi kokubi okujwayelekile kakhulu ukuthi ukusebenza kahle kokuphatha kuyalahleka. Lapho sandisa imikhiqizo nemikhiqizo, akumele sikhohlwe ukuqinisa ingxenye ephethe ukuphathwa kwebhizinisi. Ngesikhathi esifanayo, kungenzeka ukulahlekelwa izimiso lapho inkampani yayisekelwe khona, kusukela ungakhohlwa ukuthi ubuningi abusho njalo izinga. Lokhu kwehliswa kwekhwalithi engaba khona yemikhiqizo kungase kuthinte isithunzi senkampani, okuholela ekulahlekelweni kwamakhasimende.