I-Memo eyaziwayo yakwaNeil McElroy iguqule isicwangciso seBrak
Ulawulo lweBrithani luqaliswe kunye neGosa eliPhezulu kunye neSiphuli ezimbini
Imveliso emibili yokuqala ye-Procter neGamble yayiyi-sopiya yase-Ivory kunye neCrisco. Enyanisweni, kunokuthiwa isepha ye-Ivory yayiyintlambo ephosayo apho ulawulo lwe-brand lwaluqala khona. Ukuphathwa kweMpawu kwakuyingqondo yomntwana kaNeil McElroy, umqeshwa we-Procter & Gamble osebenze kwiikampu ze-savay sampu.
Ngomnyaka we-1925, uNeil McElroy waphumelela kwiKholeji yaseHarvard waza wabeka isikhundla kwi-Procter & Gamble. Isoyile yeCayay yaba ngqalelo yakhe kwaye iqela lokukhangisa laba ngumdlalo wakhe. Imveliso ye-Procter neGamble, i-sopho ye-Ivory, yayenza kakuhle kakhulu kwiisepha ezikhuphisanayo ukusuka kwi-Palmolive neLever Brothers. Ngokuqinisekileyo, eqinisweni, uMcElroy wafumanisa ukuba i-Camay yakhe iphambili ngokukhuphisana ngqo ne-Ivory kwindawo yokuthengisa.
Ngaphantsi komzekelo owawunikwa nguMongameli we-Procter & Gamble, uDaily Deupree, inkampani inomgaqo oncomekayo kunye neengqiqo wokuba neememorandamu kwikhasi elinye okanye ngaphantsi.
Imemo yephepha elilodwa ibanjwe njengomzekelo woqhagamshelwano lwangaphakathi kwimibutho yolawulo lweenkampani. Ekubeni esenexesha elithile lokucinga ngolu hlobo, uMcElroy wabhala imemori yephepha eli-3 uchaza iingcamango zakhe malunga nendlela iimveliso zeMatter & Gamble zingakhuthazwa ngayo ngokufanelekileyo. Wayexela inkqubo eya kujolisa ezinye izixhobo kunye neengqalelo kwiCamay kunye nezinye iimveliso zeMatter & Gamble, ngokunjalo.
Isicwangciso esibalulekileyo sikaMcElroy siwukuthi umntu omnye kufuneka abe ngumphathi wekhredithi nganye. Ngaphezu koko, uMcElroy wacebisa ukuba iqela elikhulu kwaye lizinikezele ukuba libandakanye kuzo zonke iinkalo zokukhuthaza nganye yeemveliso kwaye ukuba amaqela afanele agxilwe kuphela kwiimpawu zazo ezithile. Le ngcamango yayigqibeleleyo kwingqondo kaMclelroy kangangokuthi wacetyiswa ukuba iqela limele libandakanye umphathi we-brand, umncedisi wezandla, abantu ababethelela uphawu, kunye nezinye izikhundla zijolise kwimisebenzi ethile nemisebenzi.
Iimbono kwiimemo zalandelwa umgca wenkqubela phambili efana ne-pin-ball trajectory up kunye nolawulo lwabasebenzi kuze kube yilapho bevunywa ngentshiseko nguMongameli Deupree, ukuba izimvo zikaMc. Ukusebenzisa izimvo zikaMclelroy njengeqonga, kwaye kushushu kwizithende zempumelelo ye-sopho yase-Ivory kunye noCrisco, uMaster kunye neGamble bavelise indlela entsha yokulawula iimveliso. Inkqubo entsha yezoshishino yayisisiseko somkhiqizo kwaye asigxininise kumsebenzi wezoshishino.
Iimvavanyo zeP & G: I-Market Sector Segmentation & Product Differentiation Roots
Isakhiwo esenziwe ngolu hlobo lugxininiso lubangele ukwenziwa kwesigqibo esenziwe ngokusemthethweni, phantse kwinqanaba lokuba uphawu lulawulwa njengebhizinisi elichanekileyo.
Ukuthengiswa okwehlukeneyo kwenze ukuba ubuntu bebhenki bube buhluke ngokuthe ngqo kwezinye iirhwebo kwipotifoliyo yenkampani yenkampani. Le nkqubo (ngoku ngokuqhelekileyo ekubhekiswa kuyo njengengxenye yeemarike ) inikwe amandla ekujoliseni ukuhlukanisa amaqela angabonakaliyo. Ukususela kumbono we-Procter kunye neGamble, oku kuthetha ukuba isepha ye-Ivory kunye ne-Camay soap bekungeke kukhuphisane kakhulu kwiimarike kuba iimarike ezahlukeneyo zajoliswe kwi-brand nganye. Abathengi babona isepha ye-Ivory kunye ne-Camay isepha ngokuhlukileyo, ukhetha omnye phezu kwesinye esekelwe kwiimpawu zeemveliso okanye uthathe uxhumano kwiindlela zokuphila ezifunwayo. Ukwahlukahlukana komkhiqizo waba yindlela ebalulekileyo yokuthengiswa ngempumelelo kunye nentengiso. Ngokuqhelekileyo, kuthathe uphando lweemarike ukufumanisa ukuba zeziphi iimpawu ezithandwayo kwiimarike.
Isicwangciso sikaMcElroy sokulawulwa kweebhendi sasikopishwa ngokubanzi kwaye iinguqu zayo zifumaneka kwiimveliso zamashishini jikelele emhlabeni.
U-Neil McElroy waya phambili kwi-Procter & Gamble xa uDeupree ehlala umhlala-phantsi ngo-1948, kamva waba nguNobhala wezoKhuseleko u-Eisenhower.
Njengoko ukuthengiswa kweMelika kuphuhliswe ngekhulu lama-20, ukuphathwa kweentengiso kubonisa ukuveliswa kwezinto ezivelayo kwi-post-war business boom. Uninzi lwale mveliso ludale ukungaboni ngaso linye phakathi kwamagunya amakhulu kunye nokuthatha izigqibo ezenziwe ngokusemthethweni. Ngokuqhelekileyo, ibhalansi yayixhomekeke kwisiseko sendlela yokwazisa ngokucacileyo isigqibo, kungekudala kumagunya asekuhlaleni. Esi sakhiwo esisemthethweni safumana indlela yaso kwiinkampani ezininzi eMelika. Omnye umzekelo ophawulekayo isakhiwo kwi-General Motors esakhiwe nguAlfred Sloan. Iinqununu ezininzi zeeMoto zibonise ulawulo olufanayo lokuthatha izigqibo ezibalulekileyo.
Imithombo
Amashishini aseMelika, 1920-2000: Indlela eSebenzayo ngayo - P & G: Ukutshintsha Ubuso beNtengiso yabathengi (2000, ngoMeyi 2) Ulwazi loLwazi ngezoNkokheli zoShishino. I-Cambridge, MA: Ukuhlaziywa kweBusiness Harvard.
Grey, Paula (ngo-2010, ngo-Agasti 8). I-Anthropology yezoShishino kunye neNkcubeko yoMphathi weMveliso [iphepha elimhlophe loMbutho weNtengiso kunye nokuPhathwa kweMveliso ye-International (AIPMM)]
McCraw, Thoms K. (2000). I-Amashishini aseMelika, 1920-2000: Indlela Esebenza Ngayo Ukuguqula , IL: Harlan Davidson. I-ISBN: 0-88295-985-9 (Le ncwadi inxalenye ye-Harlan Davidson yase-American History Series).