Counterintuitive Retail Strategies Batsirwa Costco Munyika Yose
Costco's International Expansion, neNhamba
Pakazosvika June 2017, Costco Wholesale yakave nemari 729 munyika yose ine zvivako zvinopfuura mazana maviri zvekuchengetedza mabhuku kunze kweU.S. Izvi zvaisanganisira nzvimbo 94 muCanada (mune mapfumbamwe mapfumbamwe), Mexico 37, United Kingdom 28, Japan 25, Taiwan 13, South Korea 13, Australia 8, Spain 2, Iceland 1, uye France
Nekudyidzana kwepasi pose kwehupfumi hwezvekutengesa, zviri nyore kune chero ipi zvayo makambani makuru eUnited States ane zvekuda uye mari yekutsigira kuzarura dhipatimendi mumisika dzemarudzi ose. Nekudaro, kuvhara dambudziko rezvepfumi-guru rinoshandiswa munyika yose, pakanga pasina mubvunzo kuti Costco yaizozadzisa zvinetso zvayo zvekuwedzera kwenyika dzepasi rose.
Will Costco's Counterintuitive Kuwedzera Mazano Anoshanda Munyika Yose?
Pakanga pane, kunyange zvakadaro, mubvunzo mukuru pamusoro pekuti ingano inoshandiswa yeCotcoco yekugadzirisa nzira yaizogadzira rudzi rumwe rwetsvina ye Costco Craze kunze kwemiganhu yeUnited States.
Target yakabuda kubva kuCanada muna 2015, Tesco yakagadziriswa zvachose neketani yayo yeU.S. Fresh uye Easy, uye kuvigwa kweWallart muBrazil muna 2016 inoshandiswa semashoko ekuchenesa kune vatengesi vese.
Nepo chero chikwata chekutengeserana chinogona kuvhiringidza nzira yaro mumisika yekutengesa pasi rose, hapana chivimbo chekukwikwidza kuchaputsika pasi pehukuru hwekukura kwe megachain uye mari yegore rose.
Muzera rekupiwa simba (uye mutsika wakavimbika), hapana chinhu chakadai se "chikuru kwazvo kuti chikundikane."
Zvisinei, Costco inoratidzika yakabudirira nenzira iyo Target, Walmart, uye Tesco dzakakundikana. Maererano neshumo yeForbes, Costco kugoverwa kwemajeri mumavhiki ekutanga 8 kusvika ku12 echitoro chitsva chinotanga kune dzimwe nyika kunowanzova kakapetwa katatu, zvichienzaniswa nekutengeswa kweCostco. Uyezve, chiyero chekuchengetedza kwehutano hwegore negore munyika dzenyika dzakawanda dzakanyanya kwazvo, kazhinji kupfuura 80%.
Innovations Inotyisa Costco Craze
Chii Costco ichiita zvakanaka pavanopinda mundima yekunze kune vamwe vatengesi venyika yose? Mhinduro yacho inowanikwa, mune chikamu, mumabhuku eCBCBC "The Costco Craze." Izvi zvakaratidza ruzivo rwakanyanya rusingazivikanwi nevatengi sekuti Costco's markup inofananidzwa sei kune vamwe vatengesi, kuti vanotengesa Costco vanosarudza sei matoyi, uye kuti kukosha kweCotcoco kwakashandura sei kudengesa waini munyika yose,
Zvimwe zveChococo zvinopedza mazano ekutengeserana mazano
- Minimal in-in-sign signage, kumanikidzira vatengi kuti vadzungaira kuti vawane zvinhu
- Nhamba shoma yezvigadzirwa (10 000 inofananidzwa ne40 000 mune zvipfeko zvizhinji kwazvo uye 100 000 muWal-Mart)
- Kusarudzwa kwemazana mashoma (supersize ndiro chete chiyero)
- Mitsara iyo inopetwa kaviri kusvika katatu kupfuura inowanikwa mutengesi
- Kupa inshuwarano yehutano kunobatsira 90% yevashandi vayo
- Zvinhu zvinokurumbira zviri mukutengesa zvinhu zvinosanganiswa
- Panzvimbo pokutevera nzira yeApple, Costco inoshandisa nzira dzepamusoro-tech / high-touch makambani ekubatana
- Panzvimbo pokubvunza, "Tingaita sei kuti mutengi atore zvakawanda pamusoro peizvi?" Costco inobvunza "Izvi zvingave zvisingabhadhari here kune mutengi?"
Aya maitiro asina kukodzera anogadzira migumisiro miviri yokuti chero ipi zvayo yakakura kuderedza vatengesi munyika inoda kuva nayo. Kutanga, mavhareji evhareji yevashandi veCostco akakwirira nokuti vatengi vanofunga zvakasimba kuti vari kuchengetedza mari yakawanda nekushandisa mari yakawanda. Chechipiri, kamwe chete muhuwandu-huri nani-kunaka, vatengi vanowanzoda kutenga zvinhu zvisingatengi pavanoona michina yavasina kutarisira kuti iwanikwe pane zvisingatori zvekuchengetera mabhuku . Uyezve, Costco vanotengesa havangotengi bhodhi yegamu pamusana pekufungidzira, vanotenga 80 "3D TV.
The Costco Craze Haisi YevaAmerica chete
The Costco Craze haisi kungoguma kweAmerica mukuru-is-better psyche. Iyo Costco inowanikwa munyika dzine gumi yakaratidza kuti mari yeCotcoco inoshanda pamwe chete nevatengi vari kunze kweU.S. Uye, kusiyana nemamwe maketani eUnited States anozarura nzvimbo dzenyika yose senzira yekudzivirira, kuwedzera kwenyika yeCotcoco hakusi kubhadhara kushaya simba kwepamba nekuti iye zvino, haina.
Zviri pachena kuti kuziva Costco ndekuda Costco, zvisinei kuti munyika Costco chii. Uye vatengi vemarudzi ose vari kukurumidza kuva chikamu cheChococo Craze zvichida havatarisi kuti ndeivo vanobvumirwa neboka rezvematongerwo enyika vanoita (kana kuti kwete) vanotenga ipapo. Vanongoda kutengesa kwepamusoro, kutengesa kwakanaka, uye unyanzvi hwepasi-hune hukama hwakanaka.