Lixda qodob ee ugu waaweyn ee saameynta ku leh dhaqdhaqaaqa ganacsiga.

 What are the environmental factors of a business

 Here are four key reasons as to why understanding the business environment is essential:

sababaha muhiimka u ah fahamka business environment (jawiga ganacsiga) si kooban oo fudud waa:

• Waxay kor u qaaddaa waxqabadka (improves performance), maadaama shirkaddu si firfircoon u qorsheyn karto oo isugu diyaarin karto isbeddelka.
• Waxay caawisaa qorsheynta istaraatiijiyada (strategic planning), taas oo u sahlaysa ururka inuu u diyaar garoobo horumar iyo ballaarin mustaqbalka.
• Waxay muujisaa fursado ganacsi (business opportunities), sida abuurista alaabooyin ama adeegyo cusub oo buuxiya baahida suuqa.
• Waxay ka digtaa hanjabaadaha (business threats), sida soo gelitaanka tartamayaal cusub ama hoos u dhaca faa’iidada, si ganacsigu u sii ahaado mid tartan leh.

Business environment.

Business environment, waa dhammaan arrimaha gudaha iyo dibadda ee saameeya sida ganacsi u shaqeeyo. Arrimahan mar walba way is beddelaan, waxayna ganacsiga u horseedi karaan inuu guuleysto ama uu dumo.

Ganacsiyadu ma awoodaan inay kontaroolaan arrimaha dibadda, balse waa inay ka jawaabaan oo ay la qabsadaan. Arrimahaan dibadda waxaa ka mid ah siyaasadeed (Political), dhaqaale (Economic), bulsho (Social), tignoolajiyadeed (Technological), deegaan (Environmental) iyo tartan (Competitive). Waxaas oo dhami waxaa lagu soo gaabiyaa PESTEC.

1. Arrimaha Siyaasadda (Political factors)

POLITICAL FACTORS, waxay ka hadlayaan go’aannada iyo shuruucda ay dowladuhu sameeyaan. Qodobada muhiimka ah waxaa ka mid ah: 

• TAX 
• LAWS 
• POLITICAL STABILITY

Dowladuhu waxay kordhin karaan ama hoos u dhigi karaan [CORPORATION TAX], taasoo saameyn ku yeelan karta faa’iidada shirkadaha ([PROFITS]). Waxay sidoo kale saameyn ku yeelan karaan ganacsiyada iyagoo kordhinaya [VALUE-ADDED TAX] ee alaabooyinka ama [BUSINESS RATES].

Dowladuhu waxay soo rogi karaan shuruuc cusub sida [NATIONAL MINIMUM WAGE] iyo [NATIONAL LIVING WAGE], taasoo saameyn ku leh faa’iidada ([PROFITS]) iyo xuquuqda shaqaalaha [EMPLOYMENT RIGHTS]. Sidoo kale, dowladuhu waxay soo rogi karaan sharciyo cusub oo caafimaad iyo badbaado [HEALTH AND SAFETY LEGISLATION], taasoo ka dhigan in ganacsi uu beddelo habka uu u shaqeeyo, tusaale ahaan isagoo tababaro siinaya shaqaalaha.

Note.CORPORATION TAX

CORPORATION TAX, waa canshuur ay dowladdu ku soo rogeyso faa’iidada shirkadaha. Si kooban: shirkad kasta oo faa’iido samaysa waa inay qeyb ka mid ah faa’iidadeeda bixisaa canshuur ahaan.

Tusaale ahaan, haddii shirkad ay samayso $100,000 oo faa’iido ah oo [CORPORATION TAX]-ku yahay 20%, shirkaddu waxay bixisaa $20,000 canshuur.

Arrimaha Deegaanka (Environmental factors)

Arrimaha deegaanka waxay daboolaan laba qodob oo waaweyn:

1.  Physical conditions – xaaladaha dabiiciga ah ee ganacsigu la kulmo (climate change, weather).
2. Green credentials – sida ganacsigu u dhowro deegaanka (recycling, pollution).

Saameynta arrimaha deegaanka ee ganacsiga:

1. Qeybta Physical (Deegaanka Dabiiciga ah)

Alaabooyinka iyo adeegyada qaar waxay leeyihiin iib xilliyeed. Tusaale ahaan, cabitaanada qabow ayaa iibkoodu kordha xilliga xagaaga marka ay cimiladu fiican tahay.

Cimilada xun waxay keeni kartaa dib u dhac gaadiid iyo keenis, taasoo saamayn karta in ganacsigu uusan gaarsiin dalabaadka macaamiisha waqtigooda.

2. Qeybta Green (Shirkadaha deegaanka dhowra)

Shirkadaha ilaaliya deegaanka waxay soo jiitaan macaamiisha qiimeeya shirkadaha “green” ah.

Shirkadaha wasakhaysta deegaanka waxay dhaawici karaan sumcaddooda, taasoo keeni karta in ay lumiyaan kalsoonida iyo taageerada bulshada.

social factors / arrimaha bulshada.

Qodobkaan waxa uu ka hadlayaa sida arrimaha bulshada (social factors) u saameeyaan ganacsiga. Waxa uu sharaxayaa in bulsho kasta leedahay dhaqankeeda iyo xeerarkeeda gaarka ah (culture and social norms), taas oo ganacsigu u baahan yahay inuu fahmo, si uu si fiican ula jaanqaado deegaanka uu ka shaqeeyo.

Arrimaha bulshada waxay saameeyaan:

Sida ganacsigu u soo bandhigo sumaddiisa (brand) iyo sida uu ula macaamilo macaamiisha gobollada kala duwan (regional / global customers).

Waxaa loo kala saari karaa saddex qaybood:

1. Dhaqan iyo caadooyin (culture and traditions)
2. Isbeddellada bulshada (social trends)
3.  Qiyamka bulshada (values)

Arrimaha bulshada (social factors) waa waxyaabaha saameeya caadooyinka (habits) iyo sida dadka u kharash gareeyaan (spending) macaamiisha. Waxay ka koobanyihiin:

1.  Demographics,
2. Lifestyles,
3. Tastes, and trends, 
4. Ethical.

Qodobkaan waxa uu sharaxayaa Demographics iyo sida isbeddelada tirada iyo qaabka bulshada u saameeyaan ganacsiga:

Demographics waa xogta ku saabsan bulshada, sida:

• Heerka dhalashada (birth rate)
• Muddada cimriga (life expectancy)
• Heerarka soo-galootiga (levels of immigration)

Tusaale ahaan, xogaha tirakoobka waxay muujinayaan in dadka UK ay sii waynayaan (ageing population).

Macluumaadkaan demografiga ah, waa u muhiim ganacsiyada bixiya alaabo iyo adeegyo loogu talagalay dadka waaweyn, waxaana uu tilmaamayaa awoodda dhaqaale ee dadka da’doodu wayn tahay, oo loo yaqaan “grey pound”.

Ganacsiyada waa inay beddelaan istaraatiijiyadooda si ay alaabooyinkooda iyo adeegyadooda ugu habboonaadaan dadka da’da weyn ama isbeddelada kale ee demografiga ah ee waqtigaas jira.

Lifestyles (Qaabka nolosha)

Bulshada ayaa noqotay mid xanaanada caafimaadka (health-conscious) ka taxadarta, sidaa darteed cuntooyinka caafimaadka leh iyo caadooyinka caafimaadka ayaa macaamiisha muhiim u noqday.

Tusaalooyin:

• Baakadaha cuntada ayaa hadda muujinaya macluumaadka nafaqada (nutritional information).

• Alaabooyin koronto, sida pedometers iyo fitness trackers ayaa si ballaaran loo isticmaalayaa.

Ganacsiyada waa inay beddelaan alaabooyinkooda (product portfolios) iyo istaraatiijiyadda suuq-geynta (marketing strategies) si ay ula jaanqaadaan isbeddellada nolosha, haddii kale waxay bilaabi doonaan inay lumiyaan macaamiisha.

Tastes and trends (Dhadhanka iyo isbeddellada)

Dhadhanka iyo isbeddellada dadka waa kuwo si joogto ah isu beddelaya.

Tusaalooyin:

• Loom bands waxay noqdeen alaabta ugu iibka badan sannadka 2014, laakiin sannadkii xigtay caanimadoodu hoos ayey u dhacday.

• Fidget spinners waxay caan noqdeen muddo bilo gudaheed ah sanadkii 2017.

Ganacsigu waa inuu si firfircoon ula socdaa dhadhanka iyo isbeddellada (trends) si uu u ilaaliyo macaamiishiisa.

Ethical (Anshaxa iyo qiyamka ganacsiga)

Ganacsiyada waxaa saaran cadaadis sii kordhaya (increased pressure) si ay u shaqeeyaan si anshaax leh (ethically):

• Yaraynta qashinka (reducing waste)

• Bixinta mushahar cadaalad ah (paying fair wages)

• Bixinta alaabo iyo adeegyo si anshaax leh loo soo saaray loona suuqgeeyay (providing goods and services that are ethically produced and marketed)

In kasta oo ay ganacsiyada ku kici karto kharash dheeraad ah, haddana waxay kor u qaadaysaa sumcadda (image) shirkadda, taas oo keeni karta iib sare (greater sales).

Arrimaha Tiknoolajiyada (Technological factors)

Arrimaha tiknoolajiyada waxay tilmaamayaan sida hababka cusub iyo qalabka cusub ay u saameyn karaan ganacsiyada. Qodobbada muhiimka ah waxaa ka mid ah: 

• ICT, 
• research and development, 
• automation, iyo 
• e-commerce.

ICT

ICT, waxay ka dhigtaa hababka iyo isgaarsiinta gudaha ganacsiga mid dhaqso badan oo hufan. Ganacsiyaduna waa inay had iyo jeer cusboonaysiiyaan software iyo hardware-kooda. Haddii aysan sidaas samayn, macaamiishu waxay u arki karaan kuwo duugoobay (old fashioned) waxayna halis ugu jiraan inay ka baxaan suuqa (becoming obsolete).

Research and development (R&D)

R&D waxay ka dhigan tahay tallaabooyinka ay ganacsiyadu qaadaan, si ay u hal-abuuraan alaabooyin, nidaamyo, iyo adeegyo cusub. Sanadihii ugu dambeeyay, R&D waxay keentay soo saarista:

• 3D printers
• smart phones
• tablets
•  iyo tiro badan oo apps ah

Hal-abuurnimadani waxay saameyn weyn ku yeelan kartaa shirkadaha, mararka qaarna waxay burburin kartaa ganacsiyada dhaqameed. Tusaale ahaan, shirkadda Kodak waxay hore u soo saari jirtay 80% filimada kamaradaha adduunka, balse hal-abuurnimada kamaradaha dijitaalka ah ayaa si weyn u yaraysay suuqa filimada kamaradaha.

AUTOMATION

AUTOMATION,waxay ka dhigan tahay soo bandhigida mashiinno qabta shaqooyinkii hore dadka ay samayn jireen.

Tusaale ahaan, soo bandhigida [SELF-SCAN CHECKOUTS] ee SUPERMARKETS waxay ka dhigan tahay in shaqaale yar loo baahdo [TILLS]-ka.

Iyadoo la filayo [DRIVERLESS CARS] iyo keenista alaabooyinka [BY DRONE], ganacsiyadu waa inay ka fikiraan:

inta qof ee ay shaqaaleysiinayaan ([HOW MANY PEOPLE THEY EMPLOY])

shaqooyinka cusub ee loo baahan doono, si loo taageero horumarka tiknoolajiyada ([WHICH NEW JOBS WILL BE NEEDED TO SUPPORT ADVANCES IN TECHNOLOGY])

Tusaale kale, goobta koritaanka mustaqbalka waxaa la filayaa inay noqoto [NANOTECHNOLOGY], taasoo keeni doonta in qalab sida [ELECTRONIC CIRCUITS] laga dhiso [SINGLE ATOMS AND MOLECULES].

E-COMMERCE]

Ganacsiyo badan ayaa hadda ku jira internetka.

[E-COMMERCE] waxay:

• kordhisaa tirada macaamiisha ([WIDENS THE NUMBER OF CUSTOMERS])
• yareysaa kharashyada wax soo saarka ([LOWERS THE COSTS OF PRODUCTION])
•  waa mid tartan badan ([IS HIGHLY COMPETITIVE])

Economic factors (Arrimaha dhaqaale)

Xaaladda dhaqaalaha, waxay door muhiim ah ka ciyaartaa dhammaan dhinacyada ganacsiga, laga bilaabo wanaagga shaqaalaha (staff well-being) ilaa awoodda shirkadda ee hawlgalinta (ability to operate).

Arrimaha dhaqaale waxay quseeyaan waxa loo yaqaan ‘levers’ of the economy, kuwaas oo saameeya ganacsiga. Waxaa ka mid ah

Economic growth (Kororka dhaqaalaha)

Haddii dhaqaaluhu kordhaayo:

•  Shaqooyin badan ayaa la abuuri doonaa
•  Canshuur badan ayaa la bixin doonaa
•  Heerarka shaqo helidda ayaa sarreeya
•  Dadku waxay haystaan lacag la isticmaali karo (disposable income) si ay ugu kharash gareeyaan alaabo iyo adeegyo

Tani waxaa loo yaqaan boom

Haddii dhaqaaluhu hoos u dhacaayo:

• Heerarka shaqo la’aanta ayaa sareeya
• Dadku waxay haystaan lacag yar oo ay ku kharash gareeyaan alaabo iyo adeegyo

 Tani waxaa loo yaqaan recession

Unemployment rate (Heerka shaqo la’aanta)

Haddii heerka shaqo la’aantu sarreeyso:

• Shirkaduhu waxay helayaan shaqaale badan oo ay ka dooran karaan
• Tartanka shaqooyinka ayaa ka dhigaya mid sahlan in shirkaduhu mushaharka hoos u dhigaan

Haddii heerka shaqo la’aantu hooseeyo:

• Shirkaduhu waa inay bixiyaan mushahar sare oo tartan leh si ay shaqaale cusub u helaan

Interest rates (Heerarka dulsaarka)

Haddii interest rates ay sarreeyaan:

• Shirkaduhu waxay yaraynayaan amaahda iyo maalgashiga (borrow and invest less)
• Shirkaduhu waxay helayaan dulsaar badan (more interest) lacagta kaydsan ee bangiga
• Macaamiishu waxay keydsanayaan lacag badan (save more money) oo kharash gareynayaan alaabo iyo adeegyo yar

Haddii interest rates ay hooseeyaan:

• Shirkaduhu waxay amaahsan karaan oo maalgashi badan ayey sameyn karaan (borrow and invest more)
• Dulsaar yar ayaa laga helayaa lacagta bangiga ku jirta
• Macaamiishu waxay yaraynayaan keydka (less likely to save) waxayna diyaar u yihiin inay lacag ku kharash gareeyaan alaabo iyo adeegyo

Arrimaha Tartanka (Competitive factors)

COMPETITIVE FACTORS, waxay ka hadlayaan sida ganacsiyada bixiya alaabooyin ama adeegyo isku dhow ay isu saameeyaan. Qodobada muhiimka ah waxaa ka mid ah:

1.  IMITATORS
2. PRICE WARS]
3. PRODUCT DIFFERENTIATION

IMITATORS

Marka alaabo guulaysata la soo bandhigo, shirkadaha kale ee tartamaya badanaa waxay isku dayaan inay soo saaraan noocyo kale oo jaban, si ay u tartamaan, taasoo saameyn ku yeelan karta iibka shirkadda hore.

PRICE WARS

Shirkaduhu waxay bilaabi karaan [PRICE WAR] si ay u:

• helaan macaamiil [GAIN CUSTOMERS]
• kordhiyaan saamiga suuqa [INCREASE MARKET]

PRICE WAR, waxay dhacdaa marka shirkaduhu ku tartamaan macaamiisha iyagoo hoos u dhigaya qiimaha badeecadahooda ka hooseeya kan tartamayaasha. Tani waxay keeni kartaa:

• macaamiishu helaan alaabo iyo adeegyo ay rabaan qiimo hoose [CUSTOMERS GET THE GOODS AND SERVICES THEY WANT AT LOWER PRICES])
• qiimuhu hoos ayuu u dhaca ilaa heer aan shirkadaha tartamaya wax faa’iido badan ka samayn karin ([PRICES DROP SO LOW THAT NONE OF THE COMPETING COMPANIES CAN MAKE MUCH OF A PROFIT ON THE GOODS])
•  Cabbirka tartamaha ayaa sidoo kale saameyn ku yeelan kara ganacsiga. 

Tusaale ahaan, dukaan yar oo iibiyo dawooyinka (small pharmacy) oo ku yaalla Muqdisho ayaa wajihi kara dhibaato haddii shirkad weyn oo dawooyin keenta (large pharmaceutical importer) ay furato xarun cusub agtiisa.

Shirkadda weyn waxay awood u leedahay inay dawooyinka tiro badan u soo dhoofiso (bulk importing) taas oo hoos u dhigta kharashaadkooda.

Markaas ayay awoodi karaan inay qiimo jaban ku iibiso (lower prices) si ay macaamiil badan u soo jiitaan.

Dukaanka yaryarana wuu ku adkaan karaa inuu la tartamo qiimahan hoose, taasoo dhalin karta dagaal qiimo (price war) oo uu khasaaro ka gali karo.

[LOSS LEADERS]

Supermarkets, waxay ka faa’iidaystaan tartanka iyagoo bixiya [LOSS LEADERS] si ay u soo jiitaan macaamiisha. Tani waa marka alaabo ama adeeg lagu xayaysiiyo laguna iibiyo qiimo ka hooseeya kharashka. Ujeedadu waa in macaamiisha soo gala supermarket-ka ay sii iibsadaan alaabo kale oo qiimo buuxa leh.

Supermarkets waaweyn waxay la tacaali karaan khasaarahan, sababtoo ah waa qayb yar marka loo eego guud ahaan faa’iidada shirkadda. Dukaamada yar yar waxay ku dhibtoon karaan iney maareeyaan kharashkan dheeraadka ah.

PRODUCT DIFFERENTIATION
What is (Product Differentiation)?

Product differentiation, waa marka ganacsi uu alaabtiisa siiyo astaamo u gaar ah, cusub ama ka duwan kuwa tartamayaasha, si ay u yeelato (USP – Unique Selling Proposition) oo cad.

Kala duwanaanshahan, wuxuu shirkadda siinayaa fursad tartan oo ka fiican kuwa kale ee bixiya alaabo la mid ah (substitutes).

Waa hab suuq-geyn ah oo aad muhiim ugu ah ganacsiga maxaa yeelay wuxuu ka caawiyaa:

• in alaabta si fudud loo aqoonsado
• in macaamiisha la qanciyo
• in shirkaddu ka guulaysato tartamayaasha

Methods of creating product differentiation include:

Hababka lagu sameeyo kala duwanaanshaha alaabta waxaa ka mid ah:

• Abuurista sawir summad oo xooggan (brand image) oo siiya badeecadda ama adeegga shakhsiyad gaar ah.
• In si cad loo muujiyo qodobka gaar ahaaneed ee alaabta (unique selling point), tusaale ahaan furista dukaamo qiimo jaban oo leh hal-ku-dheg u sheegayaa waxa ay ka duwan yihiin.
• Ka faa’iidaysiga qodobbada tartanka (competitive factors) sida in alaabtu ka fiican tahay rakibidda, naqshadda, muuqaalka, ama xitaa qiimaha marka loo eego kuwa kale ee suuqa ku jira.

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Qoraalkaan waxaa diyaariyey Agaasimaha mareegta Kaydiye5.com, mudane Axmed Carab. Maqaalkan “What are the environmental factors of a business?” waxaa ku baxay dadaal iyo waqti badan, waxaana ugu talagalnay ardayda dhigata waaxda dhaqaalaha iyo dhammaan kuwa daneynaya ganacsiga si ay uga faa’iideystaan.

Inkasta oo maqaalka baaxaddiisu kooban tahay, haddana waxaan rajeynaynaa inaad ka heli doontaan faa’iido badan, idam Alle.