Brand Brand and Reality
Maererano nemishumo uye zviyero kubva kune vanoongorora, vatengi, vashandi, nyanzvi, uye mahwendefa mumakore achangobva kupfuura, Sears yaiva imwe yenyika dzakaipisisa kushanda uye dzaive nedzimwe remashoko akaipa pane imwe kambani munyika. Sears haisi iyo yakachengeteka yekutengesa zvekutsvaga, kwete iyo inoremekedzwa zvikuru nevatariri vemari, kwete yepamusoro-soro vagari vemunyika, uye kwete yekambani inonyanya kushingaira munyika.
Sears.com haisi iyo mudiwa webhusaiti yehupu yezvokupfeka uye chaizvoizvo kwete mudiwa wekambani kune chero chinhu chekutengesa kwetengesi. Izwi reSears harisi iro rakanyanya kufarira nyika, harisi iro rakasvibirira, uye maruva eSears haisi iyo iyo inonyanya kukosha mutengesi muAmerica.
Saka zvakadini Sears? Kuenzaniswa kune rimwe guru guru rezvitoro reUnited States tinogona kungotaura kuti Sears zvinhu zviviri-zvakakura uye zvekare. Uye ini ndinotengesa kana mumwe wevatsvakurudzo vakawanda vanotsvaga makambani anoda kuongorora uye kuenzanisira mhizha yekutengesa kubva kumativi ose angaita sangano rekutsvaga kweshoko, zvigaro zvaizova zvakafanana.
Apo vanhu vanofunga kuti "Sears," vanofunga "vakuru uye vakwegura."
Saka kana nheyo Richard Sears akaberekwazve chii chaaizoita pane izvi zvose? Zvechokwadi, iyo iyo paradigm isina musimboti uye naizvozvo mubvunzo usina mhinduro.
Mikana mu Real Estate
Asi chimwe chinhu chatinonyatsoziva ndechekuti Richard Sears akanga ari mukana wekutanga asati ari mutengesi.
Zvinonzi Sears yakatanga kugadziriswa munzvimbo yekutanga apo yaishanda semagareti esiteshi chezvitima uye kuendesa kweCOD maziso kubva kumugadziri kwakarambwa nemutengesi. Sezvo nhau yacho inofamba, pane kutumira iyo purasi kumutumiri, Richard Sears akafuridzirwa kutora mukana wekubhadhara pechere rake pachake uye kuona kana aigona kutengesa maziso. Pasati papera makore makumi maviri gare gare, Richard Sears akaudzwa kuti akakosha madhora makumi maviri nemadhora kubva pakurinda kwake kwekurinda kuti akakurira kuva guru guru rezvematongerwo enyika.
Kubva pane zvakaitika kare, ndinofunga kuti Richard Sears anofarira kuti Sears Holdings ari kuchinja sei zvishoma nezvishoma kuva kambani inotengesa zvinhu mune imwe kambani inotora nzvimbo iyo vamwe vanhu vanogona kutengesa zvinhu. Kubva kare muna 1906, kambani yeSears Roebuck yakagadzirisa mamiriyoni matatu emakiromita emakona ezvitoro zvemahombekombe iyo yakanzi yakaiita ibhizimisi guru munyika yose maererano neimba.
Saka hazvishamisi kuti makore 228 mushure mekugadzwa kwehurumende, Sears Holdings (SHC Realty) ine purasi yepamusoro yemapurisa iyo ikozvino yeimwe yakakura munyika yese yehurumende. Sears Holdings ine dzimwe dzimba zvokuti inogona kubhadhara kunze kweSimon Property Group, muimba wegaga mall uye kambani yakakura yemuzinda wepasi.
"Imari yekuita mari" inoratidzika seyiyo yakakosha yeSears mazuva ano, uye vashandi veSears vakaratidza kugamuchirwa kwavo kweSears kutamira kune zvivako zvekutengesa zvivako nekuvhota nedhora ravo rekutsvaga mari nguva dzose Sears inofamba iyo inotengesa iyo pfuma yepamusoro yeimba yehupfumi ichienderera mberi mari kana mari.
Chaizvoizvo, Sears Holdings ari kunyarara achiita basa rakashata Chitsauko 11zve kugadziriswa kwebhizimisi rayo pasina kupindira kwevatongi vakagadzwa nematare kana kukanganisa kwezvimwe zviito zvakarongedzwa nematare. Kuisa mamiriro ose ekutengeserana kunze kwenyika, vatungamiri veSears vanoita zvisingabviri kuita izvo zvinoda kuitwa kuti kuchengeta Sears Holdings ibhizimisi rinokurudzira.
Zvitarisiro zvakanaka kune Sears zvekutengesa zvivako zvemaimba munguva ino uye munguva yemberi. Nzvimbo yekutsvaga mari inotora mari inotengesa yakaenda uye mabhizimisi ekutsvaga mari yezvikwata ari kumatongerwo enyika asati aita zvekutengesera munzvimbo dzakawanda.
Nguva yakanaka yeSears yekuita imwe nzvimbo yekutengesa nzvimbo inowanikwa kune vatengesi vanoita zvekutengesa zvakakosha uye vachiri kuwedzera kuburikidza nekuvhura zvitsva zvitsva. Kugovera uye kuda kunofanira kutora Sears mamwe maitiro akanaka ekubhadhara mabhizimisi ezvokutengeserana mabheji ayo munzvimbo dzakakwirira muNorth America yose.
Kuvandudza Kunoda Kuitwa
Chero kubudirira uko Sears Holdings inogadzira seimba yekutengesa haisi kuzoita kuti uve mutengesi ari nani, zvakadaro. Chero bedzi ichi chichiri nemasuo emashambadzi akazaruka, Sears inofanira kuonekwa kuti ingave sei mutengesi akanaka, kana kuti angave "akanaka" mutengesi kuti awane nzira yekudzokera kumashe. Tine mazano mashomanana pamusoro pekuti vatungamiri veSears vachaita sei izvozvo, izvo zvingangodaro kuratidzira kwechimwe chinhu chisina maturo chave chivanze shure kweSears boardroom mikova kwemakore.
Asi akavigwa mune imwe nyika yemishumo isina kunaka ndezvikamu zviviri zvekufambira mberi kwakanaka kweSears zvakare. Vatungamiriri veSears vave vachitarisa kuvandudza ruzivo rweInternational End End webusaiti yekutsvaga uye kuwedzera kwairi panguva imwe chete. Uye vatungamiri veSears vanokurudzirwawo ne 65% yekutengesa iri kuuya kuburikidza ne "Shop Your Way" purogiramu yekuvimbika kwekodzero yevabereki. Tenga Nzira Yako Kuita kuve kushandurirwa sekufambira mberi kunobatsira kuchinja Sears mukambani inhengo-centric.
Nhengo yebhizimisi yebhizimusi inogona kushanda yeSears munguva pfupi kana kutengeserana kune utsinye uye "mibayiro" yakanaka. Asi pane imwe nguva, Sears ichafanira kupindura mubvunzo unokosha weSears "nhengo" zvokuti haikwanisi kupindura zvakakwana Sears vatengi kwemakore. Apo iwe "unobatana" Sears, iwe unonyatsoshanda chii? Chaizvoizvo chii chiri Sears ichidzorera zvose pamusoro?
Kana vatungamiri veSears vasingakwanisi kuuya nemhinduro yakanaka pane "vakuru nevakuru" iyo vatengi vanoitenga, ipapo ichazopedzisira ichinge yarega nzvimbo yepamusoro yekutengesa kuti vatengesi vatengesi avo vakakodzera. Kubva pakuratidzirwa kwemaonero, pane imwe nguva, Sears ichazofanirwa kururamisa hupenyu hwezvokutengesa kune avo vanochengeta mahwendefa. Pasina kudzokorora kunoshamisa uye humwe hutsva hwekutengesa, hahukwanise.