Akumangalisi ukuba iindawo ezinkulu zokuthengisa iimpahla kunye nezemidlalo zenkampani ezenza ishishini e-US njenge-Nike, iLL Bean, kunye neLululemon Athletica yonke inomsebenzi wemibono, umbono, kunye nemilinganiselo yexabiso. Into enokumangalisa kukuba akukho ncwadana yeentetho zeentengiso ezinkulu kwii-Sporting Goods I-niche ebizwa ngokuba yi-Sporting Goods igxile ekuthengiseni iinjongo zezemidlalo njengoko kunokwenzeka kubathengi, ngaphandle kokubaluleka kokuthengisa.
Ekubeni i-niche ye-Sporting Goods I-niche ebonakalayo ibonakala inokuzibophezela ngokuqinisekileyo kwiimveliso zayo kunye nenkonzo eyinyani kubathengi bayo, umbuzo obuzwa rhoqo "Nguwuphi umgaqo-mcimbi okanye umbono wezona zixhobo ezinkulu zokuthengisa ezemidlalo?" Iinjongo, umbono, kunye nemilinganiselo yexabiso lemidlalo yeentengiso kunye neemidlalo zecandelo lokugcina impahla, ngaphezu kweyiphi enye indawo yokuthengisa, ihambelane nexabiso, inzondelelo kunye nenjongo yabathengi babo.
Ukusebenzisa iMbono efanayo, uMsebenzi, kunye nemilinganiselo ye-Athletics kwi-Business
Ukukhangela kwiingxelo zemisebenzi yeeMidlalo eziThengisa iimpahla, kulula ukubona ukuba kutheni ukuguqulela uhlobo olufanayo lombono, umsebenzi, kunye neempawu ezenza ukuba umdlali uphumelele kwimeko yokuthengisa ibhankini yinto enengqiqo kwaye ivelise.
Ngaphezu kweyiphi na enye into ekhethekileyo yokuthengisa i-niche, izitatimende zentsebenzo zenkampani, inkcubeko, kunye namava kumakhasimende eMpumelelo yeZempahla zeZithengiso zeMidlalo e-United States zivuma ngokupheleleyo ingqondo, ukulindela kunye neemfuno zabathengi babo kunye nabathengi abanakho.
Ngamanye amazwi, i-Sporting Goods Retailers ayinayo nje inkcazo yemishini, bahlala kwimishini abavunyelwe kwaye bayakhuthazwa ukuba bavakalise ngokugcwele kwindawo yabo yokuthengisa.
I-Academy Sports + I-Statement Mission Statement
Injongo emithathu yecandelo le-Academy Sports + I-Outdoors yokuthengisa i-chain chain igxininise ekuthenjeni abathengi, inhlonipho yabasebenzi, kunye nokudala i-experience yezinto ezithengileyo, izinto ezintathu zokubaluleka kwezoshishino ezikhokelela kwinkampani ukuba iphile kwizinto ezikhuselekile zezemidlalo. niche.
I-Statement Mission Mission Statement yeDick
Ukwamkela ingqalelo yabathengi bezemidlalo, i-Dick's Sporting Goods iqhosha liphethe isitatimende se-mission malunga nokuba ngu-1 ngokusebenzisa ifilosofi yezemidlalo "yokuphucula ngokungapheliyo" ekuthengiseni. Zomabini zengqiqo kwaye ngokuqinisekileyo oku kuyisitatimende esisemgangathweni sentsebenzo esivumelekileyo iDick's Sporting Goods ukuba iphumelele ngelixa izikhuphiswano zalo zidibana nokupheliswa kwazo.
I-Statement ye-LL yeBhanish Mission
Isitatimende semishini ye-LL Bean izitolo kunye neenkcukacha zoluhlu ludibanisa ne-LLBean Golden Rule, inkcazo egciniweyo yomthengi ukwaneliseka komthengi opheleleyo, kunye nencazelo yenkxaso-nxaxheba ebandakanya abaxumi, abasebenzi, uluntu kunye nendalo. I-LL Bean ayiqhubekanga ukuba ibe yenye yezona zikhulu zentengiso ze-US, kodwa kwiindawo zokuthengisa apho i-LL Bean isebenza khona, abathengi bayo kunye nabathengi abanokuthi bangabamemezeli abathembekileyo abanomdla, into enokuthi yonke into entle yekomiti ye-mission ifanele ukuyidala.
I-Lululemon Athletica Mission Statement
Umthengisi waseCanada ogxininise i-yoga kunye neengubo zezemidlalo wazihlasela waza waphazamisa i-niche ye-Sporting Goods ye-US yevenkile yokuthengisa kunye nentsebenziswano yayo yoluntu, indawo yokufikelela kuyo, umphathi ophethe amandla okubuyisela umzekelo.
Ukuphazamiseka okufana ne-Lululemon mission statement, ebonakalayo "imbonakalo" yeengcamango kunye nefilosofi zengqondo ezijolise ekudaleni umsebenzi oyingqayizivele kunye neentengiso xa ufumene ngokupheleleyo.
Isitatimende seNike Mission
Nangona iingubo zezemidlalo zikaNike kunye neemveliso zembatho ziye zalawula ama-shelf athengisa abathengisi ngamashumi eminyaka, kungekudala nje uNike usebenze ngokukhawuleza ukuba aqhubeke nokulawula kwi-Niche Sporting Goods niche kunye ne-chain chain yokuthengisa. Isitatimende esiyimpumelelo ye-Nike ye-mission mission esekelwe kwiimbaleki ezisebenzayo kunye nokuphefumlelwa kunye neendlela ezintsha zokunikezela ngee-Nike ziye zaguqulela ngokuphumelelayo kwendawo yokuthengisa izitena kunye ne-mortar.
Ngo-2016 ukunyuka kweMidlalo yokuThengiswa kweeMidlalo kwabonakala ngokucacileyo kunye neSigqeba esinguGunyaziwe seMidlalo yeSahluko 11.
Olu phazamiso lunokubakho ubuncinci inxalenye ekuqhubekeni kokukhula kwabathengisi ngaphandle kweMidlalo yeNdawo yokuThuthukiswa kweeMidlalo ezibandakanya iimpahla zezemidlalo njengengxenye ebalulekileyo yokuxuba kwabo.