Matel afite imyandikire mishya yimyandikire, kandi yuzuyemo ibintu byihishe bikinisha

Impamvu Ibicuruzwa binini ku isi bishora imari mu myandikire yihariye - Kandi icyo bivuze kubucuruzi bwawe

Iyo isosiyete imaze imyaka isaga umunani ifata icyemezo ko ikeneye amaherezo yayo, yohereza ikimenyetso gisobanutse: guhuza ibicuruzwa ntibikiri ngombwa. Matel, umukinyi wumukinyi inyuma ya Barbie, Hot Wheels, hamwe nindi mirongo yibicuruzwa byibicuruzwa, aherutse gushyira ahagaragara imyandikire yambere yambere yisi yose - igikorwa cyagenewe guhuza portfolio yacyo yagutse munsi yumuntu umwe. Imyandikire yuzuyemo ibintu byihishe bikinisha, kuva muburyo bworoshye kugeza ibikinisho bya kera kugeza kumyandikire yerekana umurongo na geometrie yinyuguti zikunzwe. Nigishushanyo mbonera cyo gushyiramo ADN ikirango muri buri nyuguti imwe kurupapuro. Ariko iyi ntabwo ari inkuru yerekeye isosiyete ikinisha hamwe nimyandikire yayo. Ninkuru yerekana impamvu guhuza ibitekerezo byahindutse moteri ituje yo kwizerana, nimpamvu ubucuruzi bwingero zose - atari ibihangange 500 bya Fortune 500 - bigomba kubifata neza.

Igiciro Cyihishe cyo Kudahuza Kuboneka

Kumyaka, Matel yemereye imyandikire myinshi iriho mubikorwa byisi yose. Cyakoze, mubuhanga. Ariko amafaranga yimpushya yiyongereye, kandi cyane cyane, kutagira imiterere ihuriweho bisobanura ko buri gice, buri karere, numurongo wibicuruzwa byasaga nkaho bitandukanye kurwego rwibigo. Igisubizo cyabaye ikirango cyunvikana - kitari ku gikinisho gikinirwaho, aho Barbie na Hot Wheels buriwese afite indangamuntu zikomeye, ariko kurwego rwababyeyi aho abashoramari, abafatanyabikorwa, nabakiriya ba rwiyemezamirimo bakorana nizina rya Matel.

Iki nikibazo kirenze kure inganda zikinisha. Ubushakashatsi bwakozwe na Lucidpress bwerekanye ko kwerekana ibicuruzwa bihoraho ku mbuga zose bishobora kongera amafaranga agera kuri 23%. Nyamara ubucuruzi bwinshi - cyane cyane buto na buciriritse - bukorana nu mutungo ugaragara. Itsinda rimwe rikoresha imyandikire imwe mubyifuzo, irindi ritoranya ibintu bitandukanye kuri fagitire, kandi urubuga rukoresha irindi. Buri kintu kidahuye gikuraho imyumvire yubunyamwuga no kwizerwa.

Ingaruka zamafaranga nukuri nukuri. Isosiyete ikora imishinga ikoresha impuzandengo ya 100.000 kugeza 300.000 $ buri mwaka mugutanga imyandikire yonyine. Kubucuruzi bugenda butera imbere, ndetse igice cyingengo yimari gishobora kwerekezwa kubikoresho na sisitemu itera iterambere - niyo mpamvu rwose urubuga nka Mewayz ruteka ibicuruzwa byinjira muri OS yubucuruzi bwabo. Iyo inyemezabuguzi zawe, urupapuro rwabigenewe, itumanaho rya CRM, hamwe ninyandiko zireba abakiriya byose biva kumurongo umwe, guhora bihagarika kuba ikibazo cyibishushanyo kandi bigahinduka ibikorwa.

Ibyo Imyandikire ya Matel itwigisha kubyerekeye kwamamaza ibicuruzwa

Ubuhanga bwimyandikire mishya ya Matel ntabwo ari bumwe gusa - nibisobanuro. Imyandikire ngo irimo amagi ya pasika mumiterere yayo yose: igishushanyo mbonera cyerekana umurage wikigo, ibicuruzwa byacyo, nagaciro kayo. Umurongo mu nyuguti imwe ushobora gusubiramo silhouette y'agatsinsino ka Barbie. Inguni ya geometrike irashobora kwerekeza kuri Hot Wheels ikurikirana. Ntabwo ari impanuka. Nibigambiriye kuvuga inkuru byinjijwe murwego rwohejuru rwitumanaho.

Ubu buryo bugaragaza impinduka nini muburyo ibigo bitekereza kubirango. Imyandikire ntikiri gusa gusoma. Nuwitwaye indangamuntu. Netflix, Apple, Google, Airbnb, na Samsung byose byashizeho imiterere yimyandikire yabigenewe mumyaka yashize - ntabwo ari ukubera ko Helvetica yahagaritse gukora, ariko kubera ko gutunga ururimi rwawe rwamashusho biguha kugenzura uko abantu bumva mugihe bahuye nikirango cyawe, ndetse no mubwenge.

Buri kintu cyose gikoraho ni akanya ko kuranga. Imyandikire kuri fagitire yawe ivugana kimwe nubucuruzi bwawe nkikirangantego kurupapuro rwawe. Iyo izo ngingo zerekana inkuru zihamye, abakiriya ntibamenya gusa ikirango cyawe - barabyizeye.

Kuzamuka kwa sisitemu yubucuruzi hejuru yumutungo wibicuruzwa

Umushinga wimyandikire ya Matel ntabwo wakozwe wenyine. Byari bimwe mubikorwa binini byo kubaka sisitemu yo guhuriza hamwe - urutonde rwamategeko ahuza amashusho hamwe namagambo agenga uko indangamuntu ya sosiyete ya Matel igaragara ahantu hose, kuva raporo yumwaka kugeza kuri post ya LinkedIn kugeza gupakira. Ikigo cyihishe inyuma yuwo mushinga cyasobanuye ko ari "gushyira lasso" hafi y’irangamuntu, ikaba ari ikigereranyo cyiza kubyo buri bucuruzi bugenda bwiyongera amaherezo bukenera gukora.

Itandukaniro riri hagati yumutungo wikirango na sisitemu yikimenyetso ni itandukaniro riri hagati yo gutunga inyundo no kubaka inzu. Ikirangantego, ibara palette, imyandikire - ibi ni umutungo. Sisitemu yikimenyetso nubwubatsi bugena uburyo iyo mitungo ikorera hamwe kuri buri muyoboro, inyandiko zose, hamwe nubufatanye. Ibigo nka Mattel bishora miriyoni muri sisitemu kuko bumva ko mubipimo, kudahuza ari entropy. Hatariho sisitemu, buri mukoresha mushya, isoko rishya, na buri murongo mushya wibicuruzwa bitangiza amashusho.

Kubucuruzi budafite ingengo yimari ya Matel, ihame riracyakurikizwa - ukeneye ibikorwa remezo bikwiye. Aha niho urubuga ruhuriweho ruba ntangere. Hamwe na Mewayz , ubucuruzi bukora mumasomo 207 - kuva CRM no gutanga inyemezabuguzi kugeza kuri HR, umushahara, kubitsa, hamwe nu mbuga zabakiriya - birashobora gusobanura igenamiterere rimwe kandi bikagira kasike kuri buri nyandiko ireba abakiriya ninyandiko zimbere. Nibitekerezo-sisitemu yo gutekereza, ikora idafite ishusho yimibare itandatu igumana ikigo.

Amasomo atanu yo muri Strategy yimyandikire ya Matel Ubucuruzi ubwo aribwo bwose bushobora gusaba

Ntugomba gushyiraho imiterere yihariye kugirango ukoreshe amahame akurikira inzira ya Matel. Hano haribintu bitanu byakorwa bikora murwego urwo arirwo rwose:

1. Kugenzura aho ukoraho. Andika ahantu hose ikirango cyawe kigaragara - imeri, inyemezabuguzi, ibyifuzo, imbuga nkoranyambaga, ibyemezo byanditse, amasezerano. Ni bangahe inyuguti zitandukanye, amabara, n'imiterere biri gukina? Ubucuruzi bwinshi butungurwa no kudahuza basanga.
2. Hitamo imyandikire mike, ntabwo irenze. Matel yavuye mu gutanga uruhushya rwimyandikire myinshi mumuryango umwe wimyandikire. Urashobora kugera ku ngaruka imwe muguhuza imyandikire imwe cyangwa ibiri kuritumanaho ryose. Toranya imyandikire yibanze kumitwe na kabiri yinyandiko yumubiri, hanyuma uyishyire mubikorwa hose.
3. Shyiramo ibisobanuro mubyo wahisemo. Imyandikire ya Matel ikubiyemo ibintu byihishe kubicuruzwa n'umurage. Guhitamo imyandikire yawe bigomba kwerekana imiterere yawe. Urugaga rw'amategeko hamwe nishuri rya surf ntibigomba gukoresha imyandikire imwe. Ba nkana.
4. Itondekanya, ntugahame gusa. Kwandika umurongo ngenderwaho ni intambwe ya mbere. Kububaka mubikoresho byawe bikora - software yawe yo gutanga inyemezabuguzi, inyandikorugero ya CRM, impapuro zawe - ni intambwe ya kabiri. Ikinyuranyo hagati yabyo niho guhuzagurika bijya gupfa.
5. Kugabanya impushya zo hejuru. Niba uriha impushya nyinshi zimyandikire mumakipe, komatanya. Gufungura-amasoko yimyandikire yimiryango nka Inter, Plus Jakarta Sans, cyangwa IBM Plex itanga imyandikire yumwuga-mwuga ku giciro cya zeru. Ohereza ayo kuzigama mu mikurire.

Impamvu Imyandikire ifite akamaro cyane mugihe cya AI

Hariho igitangaza muri Matel gushora imari cyane mumyandikire mugihe ibintu byakozwe na AI byuzuyemo umuyoboro wose. Ariko igitangaje ni urwego-rwonyine. Mwisi yisi aho umuntu wese ashobora kubyara blog, ibisobanuro byibicuruzwa, cyangwa imbuga nkoranyambaga yanditse mumasegonda, kwerekana ibyo bikubiyemo bihinduka itandukaniro. Imyandikire, imiterere, hamwe nindangamuntu nibintu AI idashobora kugurisha - ni urutoki rwabantu kurirango rwawe.

Tekereza kuri ibi: ubushakashatsi bwakozwe na 2024 bwakozwe na MIT Media Lab bwerekanye ko abasomyi baca imanza zijyanye no kwizerwa kubirimo muri milisegonda 50 zo kubona page - mbere yuko basoma ijambo rimwe. Izo manza zafashwe ziyobowe hafi ya zose nigishushanyo mbonera, hamwe nimyandikire ifite uruhare runini. Urupapuro rwashizweho neza muburyo butandukanye, buhoraho bwerekana ibimenyetso byubuyobozi. Urupapuro rwashizwe mumyandikire ya sisitemu idahuye yerekana uburangare.

Ibi ni ingenzi cyane kubucuruzi bushingiye ku itumanaho ryikora - kwemeza gahunda, kwibutsa inyemezabuguzi, imeri kuri imeri, kumenyesha umushahara. Ibi bikoresho byikora akenshi ni byinshi imikoranire ikunze kugaragara umukiriya cyangwa umukozi agirana nikirango cyawe, nyamara nabo birengagijwe cyane uhereye kubishushanyo mbonera. Amahuriro nka Mewayz akemura iki kibazo yemerera ubucuruzi guhitamo isura no kumva itumanaho ryikora mumasomo yose uko ari 207, byemeza ko na sisitemu yakozwe na sisitemu yo kwemeza itwara uburemere buke nkibikorwa byo kwamamaza byakozwe n'intoki.

Ibisobanuro Byubaka Ingoma

Matel ntabwo yari akeneye imyandikire mishya. Bamaze imyaka 80 bakora neza nta numwe. Ariko basobanukiwe ikintu gitandukanya ibirango bihoraho nibibagirana: ibisobanuro birambuye. Imyandikire ihamye mubikorwa byisi yose ntabwo isa neza - igabanya umutwaro wubwenge kuri buri muntu uhuye nikirango. Yubaka ikimenyane. Irema subliminal kumva ko iyi ari sosiyete ifite ibikorwa byayo hamwe.

Amagi yihishe ya pasika mumyandikire ya Matel ni cheri hejuru - amakuru ashimishije ahembera hafi kandi agatera ibihe byo kuvumbura. Ariko inkuru nyayo ni sisitemu munsi: ururimi ruhuriweho rukora rukora ibicuruzwa byinshi, amasoko amagana, hamwe nibihumbi. Nubwoko bwibitekerezo bihindura isosiyete mubigo.

Kubucuruzi 138.000+ bumaze gukoresha Mewayz kugirango bakore ibikorwa byabo, isomo rirasobanutse. Kwamamaza ibicuruzwa ntabwo ari igishushanyo cyiza - ni ingamba zikorwa. Inyemezabuguzi zose zihuye nurubuga rwawe, buri rupapuro rwerekana ibicuruzwa byerekana amabara yawe, imeri yose yikora yumva ko yabigambiriye - aya makuru arambuye mubintu bitamenyekana bishobora kugura: kwizera.

Tangira hamwe nibyo ushobora kugenzura

Birashoboka ko utazajya utanga komisiyo yimyandikire ejo. Nibyiza. Ariko urashobora gutangira ubaza ikibazo cyoroshye: Ese inyandiko zose ubucuruzi bwanjye bwohereje kwisi busa nkaho bwaturutse muri sosiyete imwe? Niba igisubizo ari oya - kandi kubucuruzi bwinshi, ni - ufite imbuto zimanitse nke zishobora kugira ingaruka kuburyo abakiriya bakubona.

Tangira hamwe nabakiriya bawe bakunze gukoraho. Hindura imyandikire, amabara, n'imiterere kuri fagitire zawe, ibyifuzo, hamwe n'itumanaho rya imeri. Niba ucunga ibyo bikoresho bitandukanye, tekereza guhuriza hamwe kumurongo ushimangira ibirango byubusa. Intego ntabwo ari ugutungana - ni coherence. Matel yamaze imyaka 80 adafite imyandikire yabugenewe kandi aracyubaka ingoma. Ariko igihe amaherezo bahuzaga umwirondoro wabo, ntibabonye gusa ikirango cyiza. Babonye uburyo bunoze, bunini, kandi bwizewe. Nicyo gitabo gikinirwaho gikwiye kwiba.