Chapter 2

� am Tavis Seswavlis Semdeg Tqven SeZlebT:

11.. ganmartoT kompaniis strategiuli gegmis Sedgenis procesi da misi oTxi safexuri; 22.. ganixiloT, Tu rogor

xdeba biznesis portfelis Sedgena da zrdis strategiebis ganviTareba; 33.. axsnaT marketingis roli strate-

giuli dagegmvis procesis dros da rogor muSaobs marketingi partniorebTan erTad, rom Seqmnas da miawodos

faseuloba myidvels; 44.. aRweroT myidvelze orientirebuli strategiis elementebi da masze zegavlenis

saSualebebi; 55.. CamoTvaloT marketingis marTvis funqciebi, maT Soris marketinguli gegmis elementebi.

kkoommppaanniiaa ddaammaarrkkeettiinngguulliissttrraatteeggiiaa::ppaarrttnniioorroobbaa mmyyiiddvveellTTaann

uurrTTiieerrTToobbiiss aaggeebbiissTTvviiss

mzad xarT mogzaurobisaTvis? pirvel TavSi Cven ganvixileT marketinguli

procesi, romlis saSualebiT kompaniebi myidvelebisTvis qmnian garkveul

faseulobebs. mogzaurobis am etapze Cven ufro CavuRrmavdebiT marketinguli

procesis me-2 da me-3 safexurebs – myidvelze orientirebuli marketinguli

strategiisa da marketinguli programebis Sedgenas. Tavdapirvelad, Cven gavi-

gebT marketingis rols did organizaciebSi. daviwyebT mTlianobaSi kompaniis

strategiis dagegmvis procesis ganxilviT,romlis erT-erT Semadgenel nawils

marketinguli strategia warmoadgens. marketingi yuradRebas aqcevs kompaniis

midgomas (ideologias), sadac centralur rols ikavebs myidveli. mTliani

kompaniis strategiuli gegmis Tanaxmad, marketologebi, kompaniis sxva funq-

cionalur erTeulTan erTad, adgenen iseT marketinguli strategiis gegmas,

romelic frTxilad SerCeul miznobriv myidvels miawvdis umaRles fa-

seulobas. dabolos, am strategiebis realurad amoqmedebisaTvis marketo-

logebi qmnian e.w. `marketingul kompleqss~, romelic moicavs gadawyveti-

lebebs produqtis, fasis, distribuciisa da stimulirebis taqtikis Sesaxeb.

wignis pirveli ori Tavi SegiqmniT srul warmodgenas marketingis safuZvle-

bis da im gadawyvetilebebis Sesaxeb, romlebsac marketingis menejerebi iReben.

amis Semdeg Tvals gadavavlebT im gare garemos, romelSic marketingi

funqcionirebs.

pirveli SeCereba: kompania Walt Disney. rodesac gesmiT saxeli Walt Disney,albaT, fiqrobT saojaxo garTobaze. ase bevri fiqrobs. Tavisi gasarTobi

parkebiTa da saojaxo filmebiT Disney didi xania, daeufla momxmarebelTan

urTierTobis agebisa da misi moxibvlis xelovnebas. pirvel TavSi es sakiT-

xebi ukve ganvixileT. `disneis jadosnurma samyarom~, romelsac Taobebi

ayalibebdnen, Seqmna da daakmayofila xalxis fantaziebi mTel msoflioSi.

magram Tqven SeiZleba arc ki icodeT, rom dRes Walt Disney-s kompania, ubralo

parkebisa da saojaxo filmebis garda, bevrad, bevrad ufro mets moicavs.

kiTxvis procesSi dafiqrdiT yvela im strategiul dagegmvis sirTuleebze,

romlebic Disney-s dRevandel jadosnur samefos gadaulaxavs.

2ggzzaammkkvvlleevvii || ideebis kvaldakval

50 nnaawwiillii ppiirrvveellii ONE marketingisa da marketinguli procesis gansazRvra

rodesac fiqrobT kompania Walt Disney-ze, albaT, pirvelad misi parkebi da

animaciuri filmebi gaxsendebaT. da es arc aris gasakviri. mas Semdeg,

rac 75 wlis winaT teleekranze miki mausis pirveli multiplikaciuri

filmi gamovida, Disney gaxda saojaxo garTobis Seucvleli ostati. igi sru-

lyofilad flobda animaciis xelovnebas. dawyebuli pioneri animaciuri

filmebiT, rogorebic iyo `fifqia da Svidi juja~, `fantazia~, `pinoqio~,

`samxreTis simRera~, damTavrebuli srulmetraJiani animaciuri filmebiT,

`mefe lomi~, `saTamaSoebis istoria~, `monstrebis korporacia~ da a.S., Disney-mnamdvili saswauli aCuqa mayureblebis gulebsa da gonebas mTel msoflioSi.

Disney-s jadosnuroba, albaT, arsad gamJRavnebula ise aSkarad, rogorc

kompaniis gasarTob parkebSi. Disney World-is parks yovelwliurad 40 milioni

adamiani awydeba (es 15-jer aRemateba Yellowstone National Park-is damTvaliere-

belTa raodenobas), rac mas msoflios turistul sanaxaobaTa Soris pirvel

adgilze ayenebs. riTi izidavs Disney World-is dasasvenebeli parki aseTi rao-

denobis xalxs? amas, nawilobriv, atraqcionebis raodenoba ganapirobebs. DisneyWorld-is parki oTx ZiriTad Tematur parkad aris dayofili: Magic Kingdom,Epcot, Disney-MGM Studio da Disney Animal Kingdom. TiToeul parkSi muSaobs bevri,

sxvadasxva tipis atraqcioni: `konkias sasaxle~, `sxeulis omebi~, `kiliman-

jaros Tavgadasavali~, `teroris koSki~ da sxva.

magram, atraqcionebi Disney World-is dasasvenebeli parkis faseulobas

mxolod nawilobriv xsnis. faqtobrivad, rogorc amboben, mnaxvelebs ufro

metad parkis TvalSisacemi sisufTave da TanamSromelTa guliTadoba

moswonT. gansakuTrebiT, uxeSi, usufTao da umarTavi realuri samyaros

pirobebSi, Disney gTavazobT siTbos, sisufTavesa da wesrigs. rogorc erTi

damkvirvebeli aRniSnavs, Magic Kingdom-Si amerika ise muSaobs, rogorc undamuSaobdes. yvelaferi sufTaa da daculi, xarisxi da momsaxureba isev

mniSvnelovania da momxmarebeli yovelTvis marTalia~.

kompaniis akviatebuli misia aris `mianiWo xalxs bedniereba~ da òcneba

realobad aqcio~. kompaniis yvela TanamSromeli, aRmasrulebeli menejeridan

dawyebuli, monorelsiani matareblis mZRolisa da gasasvlelTan mdgomi

bileTebis gamyidvelis CaTvliT, mowadinebulia dauviwyari STabeWdilebebi

Seuqmnas momxmarebels. Disney World-is dasasvenebeli parkis TanamSromlebi

muSaobis pirvel dReebSi gadian samdRian motivaciur kurss Disney-s orlan-

dos universitetSi, sadac isini euflebian fantaziebis realobad qcevis

rTul saqmes. swavloben, rom isini gasarTob biznesSi arian da monawileoben

Walt Disney-s parkis SouSi. TiToeul monawiles evaleba, enTuziazmiT moemsax-

uros parkis stumrebs.

`gasarTobi kostiumebis~ miRebisa da `scenaze~ gasvlamde TanamSromlebi

gadian kurss saxelwodebiT tradiciebi I da tradiciebi II, sadac Seiswavlian

Disney-s enas, istoriasa da kulturas. maT aswavlian, rom unda iyvnen

enTuziazmiT savse, sasargeblo da yovelTvis megobrulebi. swavloben swor

qcevas, magaliTad, gamoiCinon iniciativa da suraTi gadauRon stumrebs, Tanac

ise, rom suraTze ganaTavson mTeli ojaxi. Disney-Si darwmunebulebi arian, rom

personali ise moxiblavs stumrebs, rom aiZulebs maT kontaqtSi Semosvlas.

magaliTad, parkis saCuqrebis maRaziebSi bevri dasaxelebis saqonels ar

gaaCnia fasis aRmniSvneli iarliyi, rac aiZulebs myidvels, kiTxos fasi

momuSave personals.

monawileebi swavloben, rom maT arasdros ar unda Tqvan: ès ar aris Cemi

saqme~. rodesac stumari kiTxulobs, `sad aris uaxloesi dasasvenebeli

oTaxi?~ an `ra hqvia fifqias Svid jujas?~, maT unda icodnen pasuxi. Tu miwaze

nagvis narCens SeniSnaven, maT unda aiRon is. ukidures SeTxvevaSic ki, maT unda

gaamarTlon stumrebis molodini da aasrulon maTi ocnebebi. magaliTad,

imisTvis, rom Magic Kingdom-is Tematuri parki yovelTvis sufTad da axlad

gamoiyurebodes, weliwadSi xuTjer quCebs mRebavebi TiToeul SeRebil mesers

aclian saRebavis Zvel fenas da axliT faraven. Disney-s momxmarebelTa moxib-

vlis amocana da marketingi ukve legendarulia. gamorCeul momxmarebelTa

momsaxurebis gamo gasarTobi parkebi imdenad maRal Sefasebas imsaxurebs, rom

amerikis bevri wamyvani korporacia Disney-s universitetSi agzavnis TavianT

menejerebs, raTa daeuflon muSaobis stils.

miuxedavad amisa, aRmoCnda, rom gasarTobi parkebi mxolod mciredi nawi-

lia Disney-s bevrad ufro didi istoriisa. dRevandeli Walt Disney-s imperiis es

TTaavvii 22 kompania da marketinguli strategia: partnioroba myidvelTan urTierTobis agebisTvis 51

sfero mxolod mis mcired nawils Tu warmoadgens. ukanasknel wlebSi Disney-s strategiuli dagegmva realuri kvlevis sagani gaxda. 1990-ian wlebSi

ganviTarebis procesSi Disney-m Tavisi saqmianoba swrafad gaamravalferovna

da 25 miliardi dolaris Semosavlis mqone saerTaSoriso mediisa da gasarTob

konglomeratad gadaiqca. SeiZleba gaocdeT kidec, rodesac gaigebT, rom dRes

Walt Disney-s kompania, gasarTobi parkebis garda, ZiriTad wils flobs Semdeg

biznesebSi:

■ televiziisa da radios mTavari qseli - ABC. maT Soris 10 satelevizio sad-

guri, 29 radiosadguri da 13 saerTaSoriso radiomauwyeblobis arxi;

■ Teqvsmeti sakabelo qseli (maT Soris Disney Channel, Toon Disney, SoapNet, ESPN, A&E, the History Channel, Lifetime Television, E! Entertainment, da ABC-is saojaxo arxi);

■ oTxi satelevizio produqciis da rva kinoproduqciis da kinosadistribu-

cio kompaniebi (maT Soris Walt Dieney Pictures, Touchstone Pictures, Hollywood Pictures,Miramax Pictures da Buena Vista Production);

■ wignebisa da Jurnalebis gamomcemeli xuTi jgufi (maT Soris,Hyperion Books da

Miramax Books);

■ xuTi musikaluri studia (maT Soris Hollywood Records da Mammoth Records);

■ cxrameti internet-jgufi (maT Soris Disney Online, Disney Blast, ABC.com, ESPN.com, Family.Fun.com, NASCAR.com, NBA.com da NFL.com.);

■ Disney Interactive (romelic awarmoebs da vaWrobs kompiuteruli teqnikiT, vi-

deoTamaSebiTa da CD-ROM-ebiT);

■ Disney-s sacalo maRaziaTa qseli _ Disney-s saqonliT movaWre 660 sacalo maRazia;

■ Disney-s sakruizo kompania.

STambeWdavi CamonaTvalia! Disney-i am mravalferovani biznesebis portfe-

lis marTviT realur monstr korporaciad iqca. wlebis ganmavlobaSi Disney-sgasarTobi parkebisa da saojaxo filmebis saqmianoba gasaocari warmatebiT

sargeblobs, miuxedavad bolodroindeli mogzaurobebis intensivobis klebisa,

rac ekonomikis garkveulma daqveiTebam da terorizmis gaZlierebulma SiSma

gamoiwvia. 1980-iani wlebis meore naxevarSi Disney-s vaWroba da mogeba izrde-boda. yovelwliurad, misi wliuri Semosavali saSualod 23%-iT matulobda,

wminda mogeba _ 50%-iT. korporacia, axla, ufro kompleqsuri ganviTarebisa da

Semosavlebis zrdisaTvis ibrZvis. ukanaskneli xuTi wlis ganmavlobaSi

Disney-s vaWroba, wliurad, mxolod 3%-iT gaizarda, wminda mogeba weliwadSi ki

_ 23%-iT.

amrigad, Disney-s SemTxvevaSi, ufro didi da mravalferovani biznesi

ukeTesi namdvilad ar aRmoCnda. bevri kritikosis mtkicebiT,Disney metad didida mravalferovani gaxda da Zalian daSorda im mTavar Zalas, romlis

saSualebiT igi wlebis ganmavlobaSi warmatebas aRwevda. sxvebis azriT ki,

amgvari mravalferovneba Semosavlis xangrZlivi zrdis aucilebeli pirobaa.

erTi ram cxadia – axali `jadosnuri samefosaTvis~ biznesis zusti nazavis

Seqmna arcTu ise advilia. saxelganTqmuli `jadosnuri samefos~ TanxlebiT,

Tanamedrove Disney-s istoriis bednier gagrZelebas ostaturi strategiuli

dagegmva dasWirdeba.1

marketinguli strategia da marketinguli programebi ufro farTo, mTeli kom-

paniis strategiuli gegmis konteqstSi xorcieldeba. imisaTvis, rom

organizaciaSi marketingis roli ganisazRvros, pirvel rigSi, unda

ganisazRvros mTeli kompaniis strategiuli dagegmvis procesi. Disney-smsgavsad, yvela kompaniam Sors unda gaixedos da Camoayalibos grZelvadiani

strategia, romliTac upasuxebs industriaSi ganviTarebul cvalebad proce-

sebs da organizaciis xangrZliv arsebobas uzrunvelyofs.


am TavSi, pirvel rigSi, mimovixilavT mTeli organizaciis strategiuli

dagegmvis process. Semdeg ganvixilavT, Tu rogor muSaoben marketologebi

sxvebTan erTad rogorc kompaniis SigniT, aseve mis gareT. dabolos,

ganvixilavT marketingis strategiasa da dagegmvas – rogor irCeven marke-

tologebi miznobriv bazars, rogor axdenen marketinguli SeTavazebis pozi-

cionirebas da rogor axorcieleben marketinguli kompleqsis programebs.

■❚ mmTTeellii kkoommppaanniiiiss ssttrraatteeggiiuullii ggeeggmmaa::

mmaarrkkeettiinnggiiss rroolliiss ggaannssaazzRRvvrraa

strategiuli dagegmva aris mTeli kompaniis strategiis SerCevis rTuli pro-

cesi. TiToeulma kompaniam unda gansazRvros TamaSis wesebi, romlebic mis

specifikur mdgomareobas, miznebsa da resursebs saukeTesod Seesabameba.

swored amazea fokusirebuli ssttrraatteeggiiuullii ddaaggeeggmmvvaa – procesi, romelic

gulisxmobs kompaniis miznebisa da resursebis strategiul Tanxvedras kom-

paniis cvalebad garemosTan.

strategiuli dagegmva yovelwliuri da grZelvadiani gegmebis Sedgenas

aZlevs dasabams. yovelwliuri da grZelvadiani gegma orientirebulia kom-

paniis moqmed biznesebze da maT ganviTarebaze, xolo strategiuli gegma

cvalebad garemoSi arsebuli SesaZleblobebis gamoyenebaze.

korporaciul doneze, kompania strategiuli dagegmvis process saerTo

misiis gansazRvriT iwyebs. (ix. suraTi 2.1). Semdeg, misiidan gamomdinare

miznebis Camoyalibeba da maTi saSualebiT kompaniis muSaobis marTva xor-

cieldeba. Sesabamisad, xelmZRvaneloba arCevs, Tu rogori biznes-portfeli

Seesabameba kompaniis miznebis miRwevas. SemdgomSi, kompaniebi adgenen detalur

marketingis da sxva departamentebis gegmebs, romlebic xels uwyoben mTeli

kompaniis gegmis ganxorcielebas. amgvarad, marketinguli dagegmva xdeba

biznes-erTeulis, produqtisa da bazris doneze.2

bbaazzaarrzzee oorriieennttiirreebbuullii mmiissiiiiss ggaannssaazzRRvvrreebbaa

TiToeul organizacias raRacis miRweva unda. Tavidan mas mkafio misia

amoZravebs. magram droTa ganmavlobaSi organizaciis zrdam, produqtebis

matebam, axal bazrebze gasvlam an axal garemo pirobebTan dapirispirebam

SesaZloa misia CrdilSi moaqcios. rodesac xelmZRvaneloba amCnevs, rom

organizacia TandaTan anelebs muSaobis temps, man unda ganaaxlos misiis Zieba.

droa, daisvas kiTxva: ra aris Cveni biznesi? vin aris momxmarebeli? ras

afasebs momxmarebeli? rogori unda iyos Cveni biznesi? yvelaze metad

kompaniebs, am TiTqosda advil kiTxvebze, pasuxis gacema uWirT. warmatebuli

kompaniebi ganuwyvetliv svamen msgavs SekiTxvebs da maTze pasuxebic

amomwuravi aqvT.

am pasuxebis gasacemad bevri organizacia adgens formalur misias –

mmiissiiiiss ggaannaaccxxaaddss. misiis ganacxadi aris organizaciis arsis ganacxadi _ anu

risi ganxorcieleba surs mas globalur garemoSi. naTlad gamokveTili misia

ùxilavi xelis~ rols asrulebs, romlis saSualebiT mimarTuleba eZleva

organizaciis TanamSromelTa saqmianobas.

zogierTi kompania misias pirdapir ukavSirebs Tavis produqtsa Tu

teqnologias (`Cven vamzadebT da vyidiT avejs~ an `Cven varT qimiur-naerTTa

gadamamuSavebeli firma~). magram misia bazarze orientirebuli da myidvelTa

moTxovnilebis Sesabamisi unda iyos. SeiZleba produqti an teqnologia

sabolood moZveldes, magram ZiriTadi sabazro moTxovnilebebi ucvleli

rCeba.

ssttrraatteeggiiuullii

ddaaggeeggmmvvaa (Strategicplanning)procesi, romelic

gulisxmobs kom-

paniis miznebisa da

resursebis strate-

giul Tanxvedras

kompaniis cvalebad

garemosTan. es

gulisxmobs kom-

paniis misiis,

miznebis, biznes-

portfelis Seqmnasa

da funqciuri

strategiebis koor-

dinirebas.

ssuurraaTTii 22..11strategiuli

dagegmvis safexurebi

mmiissiiiiss ggaannaaccxxaaddii

(Mission statement)organizaciis arsis

ganacxadi _ anu risi

ganxorcieleba surs

mas globalur

garemoSi.

ccxxrriillii 22..11 bbaazzaarrzzee oorriieennttiirreebbuullii bbiizznneessiiss ggaannssaazzRRvvrreebbeebbii

kkoommppaanniiaa pprroodduuqqttzzee oorriieennttiirreebbuullii bbaazzaarrzzee oorriieennttiirreebbuullii bbiizznneessiiss ggaannssaazzRRvvrreebbaa

bbiizznneessiiss ggaannssaazzRRvvrreebbaa

Amazon.com Cven vyidiT wignebs, videos, kompaqt- CvenTan internetiT Sesyidva swrafi, advili da saxa-

diskebs, samomxmareblo eleqtronikas, lisoa. es aris adgili, sadac internetis saSuale-

aRWurvilobas, saojaxo nivTebs da biT SegiZliaT Tqveni survilisamebr aRmoaCinoT

sxva produqcias. nebismieri ram da SeiZinoT igi.

America Online uzrunvelvyofT internetiT momsaxurebas. Cven myidvelebs vakavSirebT erTmaneTTan da

msofliosTan.

Disney vxelmZRvanelobT Tematur parkebs. Cven vqmniT fantaziebs _ adgils, sadac amerika

isev ise cxovrobs, rogorc unda cxovrobdes.

eBay vatarebT auqcionebs internetis Cven vakavSirebT individualur myidvelsa da

saSualebiT. gamyidvels msoflio internet-bazarze, unikaluri

veb-sazogadoeba, sadac maT aqvT saSualeba,

gaerTon, gaicnon erTmaneTi da SeiZinon

sasurveli nivTebi.

Home Depot vyidiT xelsawyoebs saxlis SekeTebisa rCevebi da problemaTa gadaWra, romlebic ojaxis

da pirobebis gaumjobesebisaTvis. wevrebs xelmarjve ostatebad aqcevs.

Nike Cven vyidiT fexsacmels. Cven vexmarebiT xalxs, ganicadon gamarjvebis,

Sejibrebisa da konkurentTa daZlevis emocia.

Revlon vawarmoebT kosmetikas. Cven vyidiT cxovrebis stilsa da STabeWdilebebs,

warmatebasa da statuss; xsovnas,imedebsa da ocnebebs.

Ritz-Carlton Hotels vaqiravebT oTaxebs. Cven vqmniT Ritz-Carlton-is STabeWdilebebs -

rac axalisebs grZnobebs, uzrunvelyofs keTil-

dReobas da Cveni stumrebisaTvis warmoudgenel

ocnebebsa da saWiroebebsac ki realobad aqcevs.

Wal-Mart Cven vflobT Camofasebuli saqonlis yovelTvis dabali fasebi.

maRaziebs


bazarze orientirebuli misiis ganacxadi gansazRvravs bizness imis

mixedviT, Tu romel myidvelTa ZiriTad moTxovnilebebs akmayofilebs igi.

magaliTad, Charles Schwab mxolod brokeruli firma ki ara, `momxmareblis

finansuri fantaziebis damcvelic~ aris. At Hill’s Pet Nutrition _ `Cveni misiaa, xalx-

isa da maTi Sinauri cxovelebis gansakuTrebuli urTierTobis gamdidreba da

gaRrmaveba~. aseve, eBay-s misia ubralod onlain auqcionebis warmoeba rodia.

piriqiT, igi `msoflios onlain bazarze~ individualur myidvelsa da gamyid-

vels akavSirebs. misi misiis ganacxadSi weria, rom eBay qmnis unikalur veb-

sazogadoebas, sadac xalxs Sesyidvis, garTobisa da erTmaneTis gacnobis

saSualeba eZlevaT. cxrili 2.1 gviCvenebs produqtsa da bazarze orientire-

buli misiis ganacxadebis ramdenime magaliTs.

kompaniis menejmentma Tavi unda aaridos rogorc Zalian vrceli, aseve

Zalian mokle misiis Sedgenas. vrceli misiis magaliTia fanqris mewarme,

romelic acxadebs, rom sakomunikacio aRWurvilobis biznesSia. misia unda

iyos realuri. singapuris aviaxazebi isev sakuTar Tavs Seiyvans SecdomaSi, Tu

misiad msoflios udidesi aviaxazis titulis mopovebas daisaxavs. misia

agreTve unda iyos konkretuli. bevri misia sazogadoebrivi urTierTo-

bebisTvis aris gamiznuli, amitom moklebulia konkretikas. Zalian xSirad kom-

paniebis misia am sasacilo versiis msgavsia:

mzad varT, vemsaxuroT kulturisa da sazogadoebis cxovrebis

gaumjobesebas yvelgan. Cven vemsaxurebiT yvelas sqesis, asakis, seqsu-

aluri orientaciis, religiis an unarSezRudulobis miuxedavad,

iqnebian eseni momxmareblebi, TanamSromlebi Tu aqcionerebi. umaRle-

si eTikuri standartebis integrirebiT, gamWvirvale da axali idee-

bisadmi mzadyofnis politikis wyalobiT, Cven uzrunvelvyofT

gansazRvrul Sedegebs msoflioSi. . .3

■ misiis ganacxadi: gogona skautebis misiaa: `sadac gogonebi Zlier pirovnebebad yalibdebian~.


amgvari misia momxibvlelia, magram naklebad realuri da konkretulia.

misia unda iyos garemos Sesabamisi. àxalgazrda gogonebis momzadeba

dedobisa da saojaxo movaleobebis Sesasruleblad~ _ Girl Scouts of America-s esZveli misia dRevandel garemoSi namdvilad ar iqneba warmatebis momtani. dRes

Semdegi misiaa saWiro: `sadac gogonebi Zlier pirovnebebad yalibdebian~.

organizaciam misia gansakuTrebul kompetenturobaze unda daafuZnos. ra Tqma

unda, McDonald’s-s SeeZlo mzis energiis biznesi wamoewyo, magram igi ver

gamoiyenebda Tavis Zlier mxares – ZiriTad kompetencias, rac mdgomareobs

SemdegSi: momxmarebelTa farTo masebisTvis dabalfasiani sakvebisa da swrafi

momsaxurebis uzrunvelyofa.

dabolos,misiis ganacxadi unda iyos motivaciis Semqmneli. kompaniis misia

vaWrobisa da mogebis gazrdas ar unda efuZnebodes, mogeba _ es aris jildo

sasargeblo saqmianobisTvis. kompaniis TanamSromeli unda grZnobdes, rom misi

saqme mniSvnelovania da is xalxis keTildReobas emsaxureba. magaliTad, WaltDisney-s kompaniis misia aris `xalxs mianiWos bedniereba~. Celestrial Seasonings-iski `sasargeblo da naturaluri produqtis Seqmna da realizacia, romelic

kvebavs sxeuls da aRafrens suls~.4

kkoommppaanniiiiss mmiizznneebbiissaa ddaa aammooccaanneebbiiss ddaassaaxxvvaa

kompaniis misiidan gamomdinare, detaluri miznebis dasaxva unda moxdes menej-

mentis TiToeuli rgolisaTvis. menejers unda hqondes mizani, romlis

ganxorcielebisTvis unda iRwvodes. magaliTad, kompania Monsanto mraval

biznesSia CarTuli, maT Soris soflis meurneobis, farmaciisa da sakvebi pro-

duqtebis. kompaniis misiaa ùxvi mosavalisa da jansaRi garemos Seqmna~. sxva

sityvebiT rom vTqvaT, igi msoflios mosaxleobis gamokvebasTan erTad, gare-

mozec zrunavs.

es misia miznebis mTel ierarqias moicavs, maT Soris aris rogorc mTlian

biznesTan dakavSirebuli miznebi, aseve marketinguli miznebic. Monsanto-smTavari mizania myidvelTan momgebiani urTierTobis Camoyalibeba, ekologiu-

rad sufTa produqtis Seqmnisa da bazarze dabal fasad gatanis xarjze. kom-

paniis soflis meurneobis qveganayofis mizani ki aris sameurneo produqtiu-

lobis gazrda da qimiuri dabinZurebis Semcireba. am miznis miRweva xorblis

iseTi axali jiSis gamoyvaniT aris SesaZlebeli, romelic mwerebisa da avad-

myofobebis Semotevas yovelgvari qimiuri damuSavebis gareSe gauZlebs. magram

aseTi kvlevebis Catareba sakmaod did TanxebTan aris dakavSirebuli.

bbiizznneess--ppoorrttffeellii

(Business portfolio)biznesebisa da pro-

duqtebis erTob-

lioba, romelic kom-

panias warmoadgens.


Sesabamisad, Monsanto miznad isaxavs mogebis gazrdas, raTa uzrunvelyos

kvleviTi samuSaoebi. arsebobs mogebis gazrdis ori gza: gayidvebis moculo-

bis gafarToeba an xarjebis Semcireba. gayidvebi SeiZleba gaizardos im

SemTxvevaSi, Tu kompania aSS-s bazarze moipovebs ufro did bazris wils an

produqcias sazRvargareTis bazarze gaitans, an orives erTad gaakeTebs.

zemoT CamoTvlilma miznebma kompaniis mimdinare marketinguli miznebis saxe

unda miiRon.

Monsanto-s, aSS-s bazarze, Tavisi wilis gazrda SeuZlia produqtis xelmi-

sawvdomobisa da stimulirebis gazrdiT. xolo axal bazarze gasvlisaTvis ki

kompanias SeuZlia fasebis Semcireba da sazRvargareTis did fermebTan

urTierTobis Camoyalibeba. ase SeiZleba gamoiyurebodes zogadi marketinguli

strategia, romelic, mogvianebiT, detalurad unda ganisazRvros. magaliTad,

produqtis stimulirebisaTvis ufro meti gamyidvelia saWiro da sareklamo

kampaniaa Casatarebeli. saboloo safexuri aris am ori qmedebis ganmarteba.

daaxloebiT ase xdeba kompaniis misiidan samoqmedo miznebis Camoyalibeba.

bbiizznneess--ppoorrttffeelliiss SSeeddggeennaa

kompaniis misiisa da miznebis gansazRvris Semdeg menejmentma unda Seadginos

kompaniis bbiizznneess--ppoorrttffeellii _ biznesebisa da produqtebis erToblioba,

romelic kompanias warmoadgens. saukeTeso biznes-portfeli kompaniis sust

da Zlier mxareebs idealurad usadagebs garemo pirobebs. Bbiznes-portfelis

dagegmva or safexurs moicavs. pirveli _ kompaniam Tavisi mimdinare biznes-

portfelis analizi unda gaakeTos da gadawyvitos, Tu romel biznesSi ram-

deni da rogori investicia ganaxorcielos; meore _ zrdisa da gamoxSirvis

strategiebis ganviTarebiT momavali biznes-portfeli Seadginos.

mmiimmddiinnaarree bbiizznneess--ppoorrttffeelliiss aannaalliizzii.. strategiuli dagegmvis procesis

ZiriTadi qmedeba aris bbiizznneess--ppoorrttffeelliiss aannaalliizzii, sadac xelmZRvaneloba kom-

paniis arsebul biznesebsa da produqtebs afasebs. amis Sedegad kompania

sakuTar Zlier resursebs ganaTavsebs ufro momgebian biznesebSi, xolo

darCenil resursebs gadaanawilebs mizanSewonilobis mixedviT sxva saqmi-

anobebze.

pirvel rigSi, xelmZRvanelobam kompaniis Semadgeneli ZiriTadi biznesebi

unda gansazRvros. aseT biznesebs SeiZleba ewodos strategiuli biznes-

erTeuli. ssttrraatteeggiiuullii bbiizznneess--eerrTTeeuullii ((ssbbee)) aris kompaniis danayofi, romel-

sac aqvs sakuTari misia da miznebi, romlis saqmianobac SesaZloa kompaniis

sxva biznesisgan damoukideblad daigegmos. sbe SesaZloa iyos calke kompania,

produqciis seria an, zogierT SemTxvevaSi, calke produqti an brendi.

biznes-portfelis analizis Semdgomi safexuri gulisxmobs sxvadasxva

sbe-is produqtiulobis gansazRvras da TiToeulisaTvis Sesaferisi

mxardaWeris uzrunvelyofas. ZiriTadad, produqciisa da biznesis im

mimarTulebiT gafarToebaa mizanSewonili, romelic firmis kompetenciasa da

ZiriTad miznebs Seesabameba.

strategiuli dagegmvis mizani aris im xelsayreli garemo pirobebis

aRmoCena, sadac kompania SeZlebs Tavisi Zlieri mxareebis idealur gamoyenebas.

amgvarad, portfelis analizis yvelaze standartuli meTodi warmoadgens sbe-s

Sefasebas ori maxasiaTebliT _ ramdenad momxibvlelia sbe-s bazari an indus-

tria da ramdenad myaria misi pozicia am bazarze an industriaSi. biznes-port-

felis dagegmvis yvelaze cnobili meTodi ekuTvnis bostonis sakonsultacio

jgufs, romelic aris erT-erTi wamyvani sakonsultacio firma.

bboossttoonniiss ssaakkoonnssuullttaacciioo jjgguuffiiss mmiiddggoommaa.. bostonis sakonsultacio jgu-

fis meTodis gamoyenebiT kompania Tavis sbe-s axarisxebs bbaazzrriiss zzrrddiissaa ddaa

bbaazzrriiss wwiilliiss mmaattrriicciiss mixedviT,romelic mocemulia 2.2 suraTze. vertikalur

RerZze gadazomilia bazris zrdis koeficienti,romelic gansazRvravs bazris

mimzidvelobas. xolo horizontaluri RerZze fardobiTi sabazro wili,

romelic gansazRvravs kompaniis siZlieres mocemul bazarze. bazris zrdisa

da bazris wilis matrica gansazRvravs oTxi tipis sbe-s.

vvaarrsskkvvllaavveebbii.. varskvlavebi warmoadgenen bazris maRali zrdis temp-

isa da maRali fardobiTi bazris wilis mqone biznesebs an produqtebs.

ppoorrttffeelliiss aannaalliizzii

(Portfolio analysis)saSualeba, romli-

Tac menejmenti kom-

paniis sxvadasxva

biznes-saqmianobas

sazRvravs da

afasebs.

ssttrraatteeggiiuullii bbiizznneess--

eerrTTeeuullii (StrategicBusiness Unit)kompaniis danayofi,

romelsac aqvs

sakuTari misia da

miznebi, romlis

saqmianobac

SesaZloa kompaniis

sxva biznesisgan

damoukideblad

daigegmos.

bbaazzrriiss zzrrddiissaa ddaa

bbaazzrriiss wwiilliiss

mmaattrriiccaa

(Growth–share matrix)portfelis dageg-

mvis meTodi, romlis

drosac kompaniis

strategiuli biznes-

erTeulebi bazris

zrdis tempisa da

fardobiTi sabazro

wilis mixedviT fas-

debian. sbe-is klasi-

fikacia xdeba oTxi

tipis mixedviT,

romelTa pirobiTi

saxelebia: vars-

kvlavebi, mewveli

Zroxebi, kiTxvis

niSnebi da ZaRlebi.


maT, xSirad, Zlieri investicia sWirdebaT, raTa dafinansdes swrafi

zrdis tempi. sabolood,zrda Cerdeba da isini mewvel Zroxebad iqcevian.

mmeewwvveellii ZZrrooxxeebbii.. mewveli Zroxebi arian dabali zrdis tempisa da

maRali wilis mqone biznesebi an produqtebi. am damkvidrebuli da war-

matebuli sbe-is bazris wilis SenarCuneba nakleb investicias moiTxovs.

amdenad, maTi saSualebiT kompania sakmaod did Semosavals iRebs,

romelic gadasaxadebis gadaxdasa da sxva sbe-is saqmianobaSi investire-

bas xmardeba.

kkiiTTxxvviiss nniiSSnneebbii.. kiTxvis niSnebi arian dabalwilobrivi maCveneblis

biznes-erTeulebi swrafad mzard bazarze. maTi bazris wilis SenarCu-

neba sakmaod did Tanxas moiTxovs. xelmZRvaneloba kargad unda dafiq-

rdes, romeli kiTxvis niSani unda gardaqmnas varskvlavad da romeli

daxuros.

ZZaaRRlleebbii.. ZaRlebi arian bazris dabali zrdis tempisa da bazris

dabali fardobiTi wilis mqone biznesebi an produqtebi. SesaZlebelia,

am biznesebidan Semovides sakmarisi Semosavali, raTa gadaifaros xar-

jebi, Tumca ar aris didi fuladi saxsrebis momtani.

2.2 suraTze gamosaxul bazris zrdisa da bazris wilis matricaSi

naCvenebi 10 wre, kompaniis 10 mimdinare sbe-s warmoadgens. kompanias gaaCnia ori

varskvlavi, ori mewveli Zroxa, sami kiTxvis niSani da sami ZaRli. wreebis

farTobi sbe-is gayidvebis moculobis proporciulia. am kompanias nor-

maluri mdgomareoba aqvs. mas surs, rom investicia Cados imedis momcem

kiTxvis niSnebSi, rom mogvianebiT isini varskvlavebad aqcios da

varskvlavebSi,rom mogvianebiT isini mewvel Zroxebad gadaiqcnen. sabednierod,

kompanias aqvs ori kargi zomis mewveli Zroxa. am mewveli Zroxebidan

miRebuli SemosavliT kompaniis kiTxvis niSnebis, varskvlavebisa da ZaRlebis

dafinanseba moxdeba. rac Seexeba ZaRlebsa da kiTxvis niSnebs, am SemTxvevaSi

kompanias gabeduli nabijebis gadadgma mouwevs. suraTi bevrad mZime iqneba im

SemTxvevaSi, Tu kompaniis SemadgenlobaSi saerTod ar iqneba varskvlavebi,

iqneba Zalian bevri ZaRli da mxolod erTi, mcire zomis mewveli Zroxa.

mas Semdeg, rac kompania sbe-is klasifikacias moaxdens, man TiToeulis

samomavlo roli unda gadawyvitos. kompanias, TiToeuli sbe-saTvis, oTxi

strategiidan erT-erTis gamoyeneba SeuZlia. kompanias SeuZlia didi investi-

cia Cados biznes-erTeulSi im mizniT,rom man bazris wili moixveWos. zomieri

investiciiT kompania sbe-s bazris wils unarCunebs. kompanias SeuZlia

gamoiyenos akrebis strategia, rodesac cdilobs maqsimaluri fulis nakadi

miiRos sbe-dan, imisda miuxedavad,Tu ra grZelvadiani efeqti eqneba am strate-

gias. dabolos, kompanias SeuZlia ganadgurebis strategiis gamoyeneba anu sbe

gayidos an xmarebidan amoiRos.

droTa ganmavlobaSi,sbe-ebi bazris zrdisa da wilis matricaze pozicias

icvlian. TiToeul sbe-s sasicocxlo cikli gaaCnia. bevri kiTxvis niSniT

iwyebs da,warmatebis SemTxvevaSi, varskvlavis kategoriaSi gadadis. mogvinebiT,

ssuurraaTTii 22..22bostonis sakonsultacio

jgufis bazris zrdisa da

wilis matrica


bazris zrdis tempis SemcirebasTan erTad, isini mewveli Zroxis kategoriaSi

gadadian, Semdeg ki saerTod wyveten arsebobas an, sasicocxlo ciklis dasas-

rulamde, ZaRlis kategoriaSi ikaveben adgils. kompaniam ganuwyvetliv unda

waradginos bazarze axali produqtebi da xsenebuli sbe-ebi, raTa zogierTi

maTgani moxvdes `varskvlavis~ niSnis kategoriaSi da sabolood romelime

maTgani gaxdes `mewveli Zroxa~, isini ki Tavis mxriv ukve SeZleben axali sbe-

ebis dafinansebaSi daxmarebis gawevas.

mmaattrriiccuull mmiiddggoommaassTTaann ddaakkaavvSSiirreebbuullii pprroobblleemmeebbii.. bostonis sakonsultacio

jgufisa da sxva formalurma meTodebma gadamwyveti roli iTamaSa strate-

giul dagegmvaSi, Tumca arc es ukanasknelni arian unaklo. maTi danergva did

drosa da xarjebs saWiroebs da gansaxorcieleblad arcTu ise advilia.

xelmZRvanelobisaTvis SesaZloa sakmaod rTuli aRmoCndes sbe-is gansazRvra

da fardobiTi bazris wilisa da bazris zrdis tempis Sefaseba. amas garda, es

midgoma mimdinare biznesis klasifikacias gulisxmobs, magram samomavlo

dagegmvisaTvis ki naklebi mniSvnelobis matarebelia.

formaluri dagegmvis midgomam SesaZloa bazris wilis zrdas an axal

bazrebze gasvlas zedmetad didi mniSvneloba mianiWos. msgavsi midgomis gamo,

bevrma kompaniam axali biznesi wamoiwyo da Semdeg ki, ucodinrobis gamo, ver

SeZlo misi marTva, rac sakmaod savalalo SedegiT damTavrda. am kompaniebma

sakmaod swrafad gayides, `mowveles~ an gaanadgures jansaRi biznesebi. amis

Sedegad, bevri kompania, romlebmac warsulSi TavianTi samoqmedo areali

Zalian gaafarToves, axla interesebis sferos TandaTan amcirebs da im erT an

ramdenime samewarmeo saqmianobas ubrundeba,romelsac yvelaze kargad marTavs.

msgavsi problemebis gamo, bevrma kompaniam uari Tqva matricis formalur

meTodze da ufro morgebuli saxeSecvlili midgomis gamoyeneba daiwyo. adre

strategiuli dagegmvis procesi, umeteswilad, mxolod menejmentis umaRlesi

rgolis xelSi iyo, axla ki es procesi decentralizebulia. dResdReisobiT,

kompaniebi strategiul dagegmvaze pasuxismgeblobas ufro metad kompaniis

funqciaTaSoris gundebs akisreben. zogierTi aseTi gundis SemadgenlobaSi

Sedian momxmareblebi da mommarageblebis warmomadgenlebic ki.5

zzrrddiissaa ddaa ggaammooxxSSiirrvviiss ssttrraatteeggiieebbii.. kompania arsebuli biznesebisa da pro-

duqtebis Sefasebis garda, gegmavs momavali biznesebis portfels. `zrda _ es

aris sufTa Jangbadi~, _ ganacxada erT-erTma aRmasrulebelma direqtorma, _

ìgi qmnis sicocxlisunarian, enTuziazmiT savse korporacias, sadac xalxi

WeSmarit momavals xedavs~. Tumca, firma frTxilad unda iyos, rom ubralo

zrda miznad ar eqces _ kompaniam miznad `momgebiani zrda unda daisaxos~.

marketingi pasuxismgebelia kompaniis momgebian zrdaze. misi meSveobiT

xdeba sabazro SesaZleblobebis identificireba, Sefaseba da SerCeva da maT

misaRwevad strategiebis dagegmva. zrdis SesaZleblobebis aRmoCenis erT-erTi

saSualeba aris pprroodduuqqtt//bbaazzrriiss eeqqssppaannssiiiiss mmaattrriicciiss gamoyeneba (ixileT

suraTi 2.3).6

pirvel rigSi, Starbucks-is xelmZRvaneloba albaT gansazRvravda, SeZlebda

Tu ara, produqtis Seucvlelad, arsebul myidvelze meti produqtis miyidvas.

am strategias ewodeba bbaazzaarrzzee SSeeRRwweevvaa.. arsebul bazarze, meti myidvelisaTvis

produqtis xelmisawvdomobis gazrda SesaZlebelia axali maRaziebis gaxsniT.

faqtobrivad, Starbucks-i kviraSi saSualod 23 maRazias xsnis, weliwadSi ki 52

kviraa. gaumjobesebuli sareklamo kampania, fasebi, momsaxureba, meniu an

maRaziis dizaini myidvels aiZulebs xSirad estumros maRazias, TiToeuli

vizitis dros didxans darCes da/an meti SeiZinos. magaliTad,Starbucks-ma Tavisi

pprroodduuqqtt//bbaazzrriiss

eeqqssppaannssiiiiss mmaattrriiccaa

(Product/marketexpansion grid)portfelis dageg-

mvis saSualeba, rome-

lic exmareba kompa-

nias amoicnos

kompaniis zrdis

SesaZleblobebi

bazarze SeRwevis,

bazris ganviTare-

bis, produqtis ganvi-

Tarebisa da diversi-

fikaciis strategiebis

saSualebiT.

ssuurraaTTii 22..33produqt/bazris

eqspansiis matrica

bbaazzaarrzzee SSeeRRwweevvaa

(Market penetration)kompaniis zrdis

strategiidan erT-

erTi, romelic

gulisxmobs arsebul

bazarze gayidvis

maCveneblis zrdas

produqtebis

Secvlis gareSe.


Starbucks--iiss yyaavvaa:: aaddggiillii,, ssaaddaacc mmaarrTTllaacc rroomm yyvveellaaffeerrii ccooccxxllddeebbaa

imisaTvis, rom SeenarCunebina Tavisi warmateba Starbucks-ma ambiciuri,mravlismomcveli zrdis strategia SeimuSava.

2.1

davubrundeT 1983 wels, rodesac

hovard Sulcma amerikaSi evropuli

stilis yavaxanis praqtika danerga.

misi azriT, xalxs SedarebiT ufro

wynari cxovrebiseuli ritmi sWir-

deboda – `SeigrZnon yavis surneli

da cxovrebiT odnav ufro metad

datkbnen~. amas, Sedegad, mohyva

Starbucks-is yavaxanebis mTeli qselis

ganviTareba, ramac dasabami misca

yavaxanebis modas amerikaSi.

Starbucks-i mxolod yavas ki ara,

Starbucks-is STabeWdilebebsac yidis.

Starbucks-is erT-erTi aRmasruleblis

TqmiT, `Cveni biznesi _ es sulis av-

sebis da ara kuWis avsebis biznesia~.

xolo meore ki ambobs: `Cven Sev-

cvaleT xalxis cxovrebis stili.~

Starbucks-i dRes ukve Zlieri, pres-

tiJuli brendia im produqtis kate-

goriaSi, romelic erT dros iaffa-

sian, farTo moxmarebis saqonlad

iTvleboda. brendis gamococxle-

basTan erTad, Starbucks-is vaWrobisada Semosavlis donec orTqlisebu-

rad avarda. mTels msoflioSi yo-

vel kviras kompaniis 5900-ze met sa-

vaWro adgils 20 milioni momxmare-

beli stumrobs. ukanaskneli 5 wlis

ganmavlobaSi Starbucks-is gayidvebida mogeba sammagdeba. bolo aTw-

leulSi misi aqciis fasi 2200 pro-

centiT gaizarda, rac iseTi cnobili

firmebis, rogorebicaa Wal-Mart-i,General Electrcs-i, Coca-Cola, Microsoft-i daIBM, maCveneblebs mniSvnelovnad

aWarbebs.

Starbucks-is sawyisi warmateba da-fuZnebuli iyo mibaZvelobaze pir-

dapiri konkurentebis (magaliTad,

Caribou-s yavaxana) da swrafi kvebis

movaWreebis. 1990 wlis dasawyisSi

amerikis SeerTebul StatebSi yavis

mxolod 200 saxli iyo. dRes ki maTi

raodenoba ukve 14000 aWarbebs. imi-

saTvis, rom SeenarCunebina Tavisi

warmateba, Starbucks-ma ambiciuri, mrav-lismomcveli zrdis strategia Sei-

muSava. modiT, ganvixiloT am strate-

giis ZiriTadi Semadgeneli ele-

mentebi:

ufro meti yavis saxlebi:

Starbucks-is Semosavlis 85% misi

yavis saxlebidan Semodis. gasak-

viri arc aris, rom Starbucks-i axal

wertilebs aseTi siswrafiT xsnis.

Svidi wlis win Starbucks-s mxolod

1015 yavis saxli hqonda, rac mxo-

lod gasul wels gaxsnilze 200-

iT naklebia. misi strategia yvel-

gan Starbucks-is yavaxanis gaxsnaa.sietlSi yovel 9400 adamianze mo-

dis erTi Starbucks-is saxli, manhe-

tenze ki yovel 12000-ze. CikagoSi

mxolod sam kvartalSi Starbucks-iseqvsi yavis saxlia ganTavsebuli.

aqtiurad, erTmaneTTan ase mWid-

rod ganlagebul savaWro cent-

rebs erTi satiruli gamonaTqvami

mieZRvna: `Starbucks-is vestibiulSi

kidev erTi, axali Starbucks-i ixs-

neba.~ Starbucks-is maRaziebi TiTqos

yvelganaa, magram jer kidev bevri

adgilia, sadac is jer ar gaxs-

nila. rac ar unda gasakviri iyos,

SeerTebuli Statebis 8 StatSi

ar aris arc erTi misi filiali.

Starbucks-is strategiis mixedviT,

2005 wlisaTvis msoflioSi, sul

mcire, 10000 filiali iqneba mimo-

fantuli, xolo sabolood ki maTi

ricxvi 25000-mde unda gaizardos.

axali maRaziebis gaxsnasTan

erTad, Starbucks axal produqtebs

amatebs, ris gamoc momxmarebeli

yavis saxlebis umetes nawilSi swrafi, ukabelo internet-momsaxureba danerga;

axlaxan ki kompaniam sadebito baraTi SemoiRo, romliTac momxmarebels

SeuZlia winaswar gadaixados yavisa da sauzmis safasuri an daasaCuqros

Starbucks-is nawarmiT ojaxis wevrebi da axloblebi.7 ZiriTadad, Starbucks-s sursarsebul momxmarebelze gavlenis gazrda da konkurenti firmebis myidvelebis

mizidva.

Starbucks-is xelmZRvanelobam SeiZleba gamoiyenos bbaazzrriiss ggaannvviiTTaarreebbiiss

strategia – arsebuli produqtiT axal bazrebze gasvla. magaliTad, mene-

jerebs SeuZliaT axali demografiuli bazris _ axali eTnikuri jgufis

mizidva. dRes Starbucks-i swrafad vrceldeba aSS-Si, gansakuTrebiT ki samxreT-

bbaazzrriiss ggaannvviiTTaarreebbaa

(Market development)kompaniis zrdis

oTxi strategiidan

erT-erTi, romlis

drosac kompania

arsebuli

produqtiT axal

bazrebze gadis.


ufro xSirad Sedis mis maRazieb-

Si, ufro didi xniT rCeba iq da

ufro met SenaZensac akeTebs. misi

savse meniu dRes ukve cxel sauz-

misa da sadilis sendviCebs moi-

cavs, es ki momxmarebelTa raode-

nobaze mniSvnelovnad moqmedebs.

kompaniam yvelaferi scada, dawye-

buli Kripsy Kreme-is funTuSebiT da

Fresh Fields-is umaRlesi xarisxis

sendviCebiT, berZnuli pastis sa-

laTiTa da CifsebiT damTavrebu-

li. momxmarebelTa mizidvis miz-

niT, axla Starbucks-is bevr maRazia-Si ukve swrafi, ukabelo internet-

momsaxureba aris. aRar gaqvT fu-

li? mere ra! Starbucks-is plasti-

kuri baraTiT es ukve aRar aris

problema. `Starbucks-is maRaziebiTqvens safuleSi~, _ gatyobinebT

kompaniis veb-gverdi. da sanam am

gverds stumrobT, saxlSi gamoi-

yoleT Starbucks-is musikaluri dis-

kebi, TamaSebi da Starbucks-is yavistolCebi.

axali sacalo vaWrobis arxebi:

amerikaSi yavas, ZiriTadad, saca-

lo vaWrobis arxebSi yiduloben

da saxlSi amzadeben. am moTxovnis

xelSi CagdebisaTvis, Starbucks-icdilobs, adgili amerikis super-

marketebSic daimkvidros. axal ar-

xSi samoqmedod kompaniam erTob-

livi brendingis xelSekruleba

gaaforma Kraft-Tan. garigebis Ta-

naxmad, Starbucks-i kvlav yavis moxal-

vasa da dafasoebas gaagrZelebs,

xolo Kraft-i mis distribucias mo-kidebs xels. Kraft-is 3500 realiza-

toris wyalobiT Starbucks 18000

supermarketSi iyideba.

Starbucks-ma, supermarketebis gar-da, sxva mimzidveli saSualebebiT

waradgina Tavisi brendebi bazar-

ze. magaliTad: amerikis aeropor-

tebSi Starbucks-is kioskebs marTavsMarriott-i da zogierTi aviaxazimgzavrebs Starbucks-is yaviT umaspin-

Zldeba. Westin-isa da Sheraton-is sas-tumroebis oTaxebSi Starbucks-isCais nayens sTavazoben. axlaxan

kompaniam xeli moawera SeTanxme-

bas, romlis mixedviTac yvela

Borders-is wignebis saxlSi da Target-isunivermaRSi Starbucks-is yavis saxli

ganlagdeba. katalogebis saSuale-

biT Starbucks-i agreTve yidis gur-

manul yavas, Cais, saCuqrebsa da

maTTan dakavSirebul saqonels. mi-

si vebgverdi _ Starbucks.com, es aris`cxovrebiseuli stilis karibWe~,

romlis saSualebiTac igi yidis

Cais, yavas, yavis dasamzadebel

aRWurvilobas, kompaqt-diskebs,

saCuqrebs da sxva nivTebs.

axali produqtebi da yavis sax-

lis koncefciebi: brendis axali

kategoriebis danergvisaTvis

Starbucks-i TanamSromlobs sxvadas-

xva kompaniasTan. magaliTad, imi-

saTvis, rom boTlebSi Camoesxa da

gaeyida Tavisi Frappuccino-sa daDouble Shot Esspresso-s sasmelebi, igi

mourigda PepsiCo-s kompanias.Starbucks-ma nayini bazarze Dreyer-TanerTad gaitana da dRes yavis nayi-

nebSi wamyvani brendia. san-fran-

ciskoSi gaxsna sacdeli yavis sax-

lis koncefcia Circadia _ bohemuriyavis saxli, Zveleburi xaliCebiT,

swrafi internet-momsaxurebiT,

cocxali musikiTa da yavis teqno-

logiis specialistebiT.

saerTaSoriso zrda: sabolood,

Starbucks-ma Tavisi amerikuli yavis

nayeni msoflios gaacno. 1996 wels

kompania CrdiloeT amerikis gareT

mxolod 11 yavaxanas flobda. 2003

wlisaTvis 30 saerTaSoriso ba-

zarze misi yavis saxlebis ricxvma

1300 miaRwia, maT Soris 440-ze meti

_ iaponiaSi, 300 _ gaerTianebul

samefoSi, 102 _ taivanSi da 90 _

CineTSi. gasul wels ki avstrii-

dan, espaneTidan da saberZneTidan

dawyebuli, indoneziisa da omanis

CaTvliT, Starbucks-ma 400-mde ma-Razia gaxsna. axla, igi laTinur

da samxreT amerikis bazrebze

gadis, sadac 2005 wlisaTvis 900

maRaziis gaxsnas gegmavs.

miuxedavad imisa, rom Starbucks-iszrdis strategiam sakmao warmateba

pova, analitikosebi SeSfoTebas

gamoxataven. ra aris cudi Starbucks-isaseT swraf eqspansiaSi? zogierTi

kritikosi Tvlis, rom kompaniam Se-

saZloa Starbucks-is saxeli zedmetad

mravlismomcveli gaxados. `xalxi

yidulobs yava `lates~ (ix-dis 5.00

dolaramde), radgan igi saukeTeso

produqtad iTvleba~,_ amtkicebs

erT-erTi kritikosi. `gancvifrebuli

rCebi TviTmfrinavSi mgzavrobisas,

rodesac Starbucks-is brendiT gemsax-

urebian~. zogierTi ki SiSobs, rom

aseTi farTo zrdis strategia kom-

paniis resursebs amowuravs an mis

mizans Crdils miayenebs.

magram xalxs swams am kompaniis.

zogierTi Starbucks-sa da McDonald’s-sSoris saerTo Strixebsac xedavs.

McDonald’s-ma ubralo hamburgeris

wyalobiT warmoudgenel warmatebas

miaRwia. `yuradRebis gamaxvileba

erT produqtze, saerTaSoriso war-

mateba, axal niSaSi mTavar figurad

swrafi damkvidreba. yovelive es

Starbucks-is misamarTiTac SeiZleba

iTqvas~, – ambobs Goldman Sach-is anali-

tikosi stiv kenti. drom SeiZleba

gvaCvenos, aRmoCndeba Tu ara

Starbucks-i morigi McDonald’s-i. yove-live ki imazea damokidebuli, ramde-

nad kargad SeZlebs kompania am

zrdis marTvas. dRes ki, yvelaferi

marTlac gamococxlebulia, magram,

amasTanave, aucilebelia windaxedu-

lobac.

wwyyaarrooeebbii:: Quotes and other information from CoraDaniels, “Mr. Coffee,” Fortune, April 14, 2003, pp.139–140; Nelson D. Schwartz, “Still Perking after AllThese Years,” Fortune, May 24, 1999, pp. 203–210;Stephane Fitch, “Latte Grande, Extra Froth,” Forbes,March 19, 2001, p. 58; Jacqueline Doherty, “Make ItDecaf,” Barrons, May 20, 2002, pp. 20–21; StanleyHolmes, “Planet Starbucks: To Keep Up the Growth, ItMust Go Global Quickly,” Business Week, September9, 2002, pp. 100–110; “Starbucks Corporation,”Hoover’s Company Profiles, Austin, May 1, 2003; andinformation accessed online at www.starbucks.com,July 2003.

dasavleTisa da samxreT-aRmosavleTis axal bazrebze. mas Tavisi maRaziebi

swrafad Seaqvs aziis, evropis, avstraliis, laTinuri da samxreT amerikis

saerTaSoriso bazrebze.

meore, Starbucks-is menejments SeuZlia pprroodduuqqttiiss ggaannvviiTTaarreebbiiss SesaZ-

lebloba ganixilos, anu arsebul bazris segments saxeSecvlili an axali

produqti SesTavazos. magaliTad, imisaTvis rom McDonald’s-isa da Burger King-isdilis momxmarebelTa yuradReba mieqcia, Starbucks-ma, Tavis menius, sauzmes

cxeli sendviCi daamata, xolo `lanCisa~ (meore sauzme) da sadilis saaTebSi

momxmarebelTa misazidad ki Sesabamisi kerZebi. dabolos, Starbucks-ma sxvafirmebTan partnioruli urTierToba daiwyo,raTa Tavisi yava supermarketebSi

pprroodduuqqttiiss ggaannvviiTTaarreebbaa

(Product development)kompaniis zrdis

oTxi strategiidan

erT-erTi, romlis

drosac xdeba arse-

buli bazris segmen-

tze saxeSecvlili

an axali produqtis

SeTavazeba.


an sxva marketignul arxSi gaeyida, risi magaliTicaa yavis nayini (Dreyers-Tan

erTad) da boTlis yava (PepsiCo-Tan erTad).

Starbucks-s SeuZlia misdios ddiivveerrssiiffiikkaacciiiiss strategias –– wamoiwyos an

Seisyidos biznes-saqmianoba, romelic gansxvavdeba arsebulisagan da SesTava-

zos igi axal bazars. magaliTad, 1999 wels Starbucks-ma kompania Hear Music-iSeisyida da sakuTar maRaziebSi musikaluri kompaqt-diskebis gayidva daiwyo.

man agreTve bedi scada restornebis biznesSi (Circadia san-franciskoSi), raTa

bazrisaTvis axali formatis SeTavazeba miewodebina. metad ukiduresi diver-

sifikaciis pirobebSi, Starbucks-s Tavisi brendis saxelis simtkicis SenarCu-

nebisaTvis SeuZlia awarmoos da gayidos tansacmeli warweriT `Starbucks-isgamocdileba~, Tumca SesaZloa es arc ise kargad gaTvlili nabiji aRmoCndes.

kompaniebi, romlebic maTTvis ucnobi produqtebisa da industriebis

saSualebiT saqmianobis Zalian farTo diversifikacias axdenen, SesaZloa

sabazro fokusis dakargvis safrTxis winaSe aRmoCndnen. es ki swored is aris,

rac Starbucks-s zogierTma kritikosma ukve uwinaswarmetyvela.

kompaniebma rogorc biznes-portfelis zrdis, aseve bbiizznneess--ggaammooxxSSiirrvviiss

strategiebi erT doneze unda ganixilon. produqtis an bazris mitovebis

mravali mizezi arsebobs. gare garemos cvlilebam SeiZleba kompaniis

zogierTi produqti an bazari aramomgebiani gaxados. amis mizezi ki ekono-

mikuri recesia an mezoblad Zlieri konkurentis gamoCena iyos. firmam

SesaZloa Zalian swrafi zrda ganicados an naklebad Seswavlil adgilas

gaxsnas biznesi. es moxdeba, Tu kompania saTanado kvlevis Catarebis gareSe

Zalian bevr ucxour bazarze gava an rodesac igi axal produqts gamouSvebs,

romelsac samomxmareblo faseuloba ar gaaCnia. dabolos, zogierTi biznes-

erTeuli an produqti ubralod Zveldeba da kvdeba.

rodesac kompania acnobierebs, rom produqti an biznesi mis strategiul

miznebs aRar Seesabameba, man frTxilad unda Sewyvitos es saqmianoba. imis

nacvlad, rom menejerebma arasaimedo biznesis gadarCenas dauTmon dro, maT

koncentracia perspeqtiuli zrdis mqone erTeulebze unda moaxdinon.

ssttrraatteeggiiuullii ddaaggeeggmmvvaa ddaa mmcciirree bbiizznneessii

strategiuli dagegmva xSirad gulisxmobs koncentrirebas did korporacieb-

ze, romlebic, Tavis mxriv, bevr ganyofilebasa da produqts aerTianebs. Tumca

mcire biznesisTvisac kargi strategiuli dagegmva sargeblis momtani

SeiZleba iyos. maSin, rodesac mcire biznesis saqmianoba iwyeba vrceli biznes

da marketinguli gegmebis CamoyalibebiT, warmatebis miRwevis SemTxvevaSi

dagegmvis procesi CrdilSi eqceva.

ZiriTadad, mcire kompaniebis xelmZRvanelebi dros `xanZris~ Caqrobas

andomeben, imis nacvlad, rom es dro dagegmvisaTvis gamoiyenon. magram ra unda

gaakeTos patara firmam, rodesac aRmoaCens, rom misi valebi sakmaod gaizarda

an mis produqtze moTxovnam warmoebis simZlavreebs gadaaWarba an, rodesac

misi bazris wili mcirdeba, amasobaSi ki konkurents ufro dabali fasebi aqvs?

strategiuli dagegmva mcire bizness exmareba, ganWvritos, marTos an Tavidan

aicilos aseTi situacia.

ohaios Statis qalaq hadsonSi arsebuli King Medical-i, samedicino momsa-

xurebis kompania, warmoadgens magaliTs, Tu rogor SeiZleba gamoiyenos patara

firmam umartivesi strategiuli dagegmvis meTodi samwliani samoqmedo gegmis

SesamuSaveblad. King Medical-i flobs magnitur-rezonansul-gamosaxulebis

(MRI) aRWurvilobas _ miliondolarian danadgars, romelic iZleva rentgenis

tipis suraTebs. ramdenime wlis winaT viliam patonma, im dros konsultantma

da kompaniis `dagegmarebis eqspertma~, daasaxela strategiuli dagegmva,

rogorc mcire kompaniis swrafi zrdisa da maRali sargeblis miRebis

ZiridaTi piroba. patoni amtkicebda, ùamravi literatura arsebobs, romlis

mixedviTac patara kompaniis arsebobas ganapirobebs sami kritikuli sakiTxi:

fulis nakadi, fulis nakadi, fulis nakadi. me veTanxmebi im azrs, rom es

sakiTxebi, marTlac, kritikulia, magram arsebobs kidev sami sakiTxi: dagegmva,

dagegmva, dagegmva~.

King Medical-is dagegmvis procesi, romelic moicavs kompaniis, bazarze misi

adgilisa da misi miznebis Sefasebas, Sedgeba Semdegi safexurebisgan.8

bbiizznneess--ggaammooxxSSiirrvvaa

(Downsizing)biznesis portfelis

Semcireba aramomge-

biani da kompaniis

strategiisaTvis

Seuferebeli biznes

erTeulebis saqmi-

anobidan amoRebiT.

ddiivveerrssiiffiikkaacciiaa

(Diversification)kompaniis zrdis

oTxi strategiidan

erT-erTi, romelic

axal bazarze axali

produqtiT Sesvlas

gulisxmobs. axali

produqti kompaniis

arsebul bazrebze

gatanili produqti-

sagan sagrZnoblad

gansxvavdeba.


11.. ganisazRvros im biznes-garemos ZiriTadi elementebi, romelSic

ukanaskneli wlebis ganmavlobaSi organizacia funqcionirebs.

22.. organizaciis raobisa da funqciebis gaTvaliswinebiT, misi misiis

aRwera momavali ori wlisaTvis.

33.. im Sida da gareSe Zalebis aRwera, romlebic organizaciis misiaze

gavlenas moaxdens.

44.. organizaciis ZiriTadi mamoZravebeli Zalis gansazRvra.

55.. grZelvadiani miznebis Camoyalibeba, rac momavalSi organizaciis

raobas gansazRvravs.

66.. organizaciaSi grZelvadiani miznebis integrirebisaTvis ZiriTadi samo--

qmedo gegmis monaxazis gakeTeba, rac lojistikur, finansur da kompaniis

personalis faqtorebs moicavs.

aSkaraa, rom patara kompaniis momavlisaTvis strategiuli dagegmva

gadamwyvetia. Environmental Consulting and Construction Inc-is prezident tom veling-

tonis TqmiT, `strategiuli dagegmva mniSvnelovania ofisidan moSorebul adg-

ilas Catardes. arasaofise garemo aris neitraluri niadagi, sadac

xelmZRvaneloba bevrad ufro gulwrfelia, es ki mewarmeebs im xanZrisagan

daicavs, romlis Caqrobasac aseT did dros uTmoben~.9

■❚ mmaarrkkeettiinnggiiss ddaaggeeggmmvvaa:: ppaarrttnniioorroobbaa mmyyiiddvveellTTaannuurrTTiieerrTToobbiiss aaggeebbiiss mmiizznniiTT

kompaniis saqmianobis raobasa da mis miznebs strategiuli gegma gansazRvravs.

Semdeg ki yoveli biznes-erTeulis farglebSi ufro detaluri dagegmva mimd-

inareobs. strategiuli miznebis miRwevisaTvis TiToeuli biznes-erTeulis

funqcionalurma ganyofilebebma (marketingis, finansebis, aRricxvis, Sesyid-

vebis, warmoebis, sainformacio teqnologiebis, kadrebis da sxva) SeTanxme-

bulad, erTdroulad unda imoqmedon.

kompaniis strategiul dagegmvaSi marketingi mTavar rols asrulebs. es

ganpirobebulia SemdegiT: pirveli _ marketingis ideologia moicavs marketin-

gis koncefcias,romlis Tanaxmadac kompaniis strategia unda SemuSavdes. es ki

gulisxmobs mniSvnelovan myidvelebTan momgebiani urTierTobis

Camoyalibebas. meore _ marketingi sTavazobs saSualebebs, romelTa

gamoyenebiT SesaZlebelia garemoSi arsebuli SesaZleblobebis gansazRvra da

firmis potencialis Sefaseba. dabolos _ TiToeuli biznes-erTeulis

miznebis misaRwevad marketingi SeimuSavebs samoqmedo gegmebs.

myidvelTa faseuloba da kmayofileba marketingis warmatebis formulis

mniSvnelovani Semadgeneli nawilebia. Tumca, rogorc pirvel TavSi avRniSneT,

marto marketologebi ver SeZleben myidveli faseulobiT uzrunvelyon. miuxe-

davad wamyvani rolisa, marketings myidvelTa mizidvis, SenarCunebisa da zrdis

procesSi erT-erTi partnioris funqcia akisria. myidvelTan urTierTobis

marTvasTan erTad, marketologebma praqtikaSi unda gamoiyenon partniorebTan

urTierTobis marTva. kompaniebis sxva departamentebTan mWidro partniorobiT

maT unda Seqmnan saukeTeso faseulobaTa miwodebis qseli, romelic moemsax-

ureba myidvels. ufro metic, konkurentunariani faseulobaTa miwodebis

qselis SeqmnisaTvis, maT partnioruli urTierToba sxva kompaniebTanac unda

Camoayalibon. axla ki ufro axlos gavecnoT kompaniis faseulobaTa jaWvis

da faseulobaTa miwodebis qsels.

kkoommppaanniiiiss ssxxvvaa ddeeppaarrttaammeenntteebbTTaann ppaarrttnniioorroobbaa

kompaniis TiToeuli departamenti misi ffaasseeuulloobbaaTTaa jjaaWWvviiss Semadgeneli rgo-

lia.10 es imas niSnavs, rom TiToeulma departamentma firmis produqtis dizai-

nis, warmoebis, gayidvis, miwodebisa da mxardaWeris procesSi Sesabamisi faseu-

lobis SeqmnaSi Tavisi konkretuli wvlili unda Seitanos. firmis warmateba

damokidebulia ara mxolod imaze, ramdenad kargad muSaobs TiToeuli depar-

tamenti, aramed imaze, Tu ramdenad SeTanxmebulad muSaobs sxvadasxva departa-

menti.

magaliTad, Wal-Mart-is mizania myidvelis faseulobisa da kmayofilebis

SegrZnebis Seqmna maTTvis sasurveli produqtebis maqsimalurad dabal fasad

ffaasseeuulloobbaaTTaa jjaaWWvvii

(Value chain)departamentebi, rom-

lebic uzrunvelyo-

fen faseulobis gan-

mapirobebel saqmia-

nobas: produqtis

dizains, warmoebas,

bazarze ganTavsebas,

miwodebasa da pro-

duqtis mxardaWeras.


miwodebiT. Wal-Mart-is biznesSi marketologebs mniSvnelovani adgili uWiravT.

isini Seiswavlian myidvelis moTxovnilebebsa da survilebs da amis mixedviT

gansazRvraven, Taroebi ra produqciiT unda gaavson. amasTan erTad, fasebi

maqsimalurad dabali unda iyos. marketologebi amzadeben sareklamo gza-

vnilebs, am reklamebis saSualebiT realizebas ukeTeben produqcias da myid-

vels uzrunvelyofen momsaxurebiT. am da sxva saqmianobebis saSualebiT, Wal-Mart-is marketologebi myidvelTaTvis faseulobis miwodebis procesSi

monawileoben. marketingis departaments kompaniis sxva departamentebis dax-

marebac sWirdeba. imisaTvis rom Wal-Mart-ma saWiro produqciis dabal fasSi

SeTavazeba SeZlos, Sesyidvis departamentma sasurveli mommaragebeli unda

monaxos da misgan es produqti dabal fasSi SeiZinos. sainformacio

teqnologiis departamentma unda moipovos swrafi da zusti informacia imis

Sesaxeb, Tu romel maRaziaSi ra produqti aris saWiro da ase Semdeg.

kompaniis warmateba damokidebulia imaze, Tu ramdenad kargad axerxebs

TiToeuli departamenti myidvelisaTvis faseulobebis Sematebas da ramdenad

koordinirebulia sxvadasxva departamentis saqmianoba. Wal-Mart-is SemTxvevaSi,

Tu Sesyidvis departamenti ver SeZlebs maqsimalurad dabali fasebis mqone

mommarageblebis monaxvas, maqsimalurad dabali fasebis uzrunvelyofa

SeuZlebeli iqneba. rogorc xedavT, marto marketingis departaments ar

SeuZlia umaRlesi faseulobis miwodeba.

myidvelisaTvis faseulobebis idealuri uzrunvelyofa niSnavs kompaniis

sxvadasxva funqciis Hharmoniul Serwymas. magram praqtika gviCvenebs, rom

departamentebs Soris urTierToba savsea konfliqtebiTa da gaugebrobebiT.

marketingis departamenti myidvelis Sexedulebebs iTvaliswinebs. magram,

rodesac myidvelTa moTxovnebis dakmayofilebas Seecdeba, SesaZloa sxva

departaments mis standartebTan Seuferebeli samsaxuris gaweva daekisros.

magaliTad, marketingis departamentis qmedebam SesaZloa gazardos Sesasyidi

saqonelis safasuri, gazardos maragebi da biujetidan didi Tanxa moiTxovos.

amgvarad, SesaZloa sxva departamentebma winaaRmdegoba gauwion marketingul

qmedebebs.

magram marketologebis valia yvela departamentis `myidvelis azrovne-

bisaken~ mimarTva da faseulobaTa jaWvisaTvis Sesabamisi funqcionirebis

uzrunvelyofa. Tu marketingis menejmenti kompaniis sxva departamentebTan

SeTanxmebul urTierTobas gaiTavisebs, maSin igi bevrad ufro advilad

miaRwevs Tavis mizans _ daakmayofilos myidveli.Mmarketingis da sxva depar-

tamentebis menejerebis mWidro TanamSromloba funqcionaluri gegmebis sis-

temis Camoyalibebas uzrunvelyofs,rac,Tavis mxriv, kompaniis mTliani strate-

giuli miznebisaTvis sxvadasxva departamentis SeTanxmebul muSaobas

gulisxmobs.

■ faseulobaTa jaWvi:

Wal-Mart-is unariSesTavazos kargi pro-

duqti dabal fasebSi

ganpirobebulia kom-

paniis yvela departa-

mentis - marketingis,

Sesyidvebis, sainforma-

cio sistemebis da war-

moebis - TanamSromel-

Ta wvliliT.


rogorc jek volSi, General Electric-is Rrmad pativcemuli, aw ukve yofili

mTavari aRmasrulebeli direqtori, Tavis TanamSromlebs ucxadebda, `kompania

ver mogcemT muSaobis garantias, amis garantias mxolod myidveli iZleva~. igi

moiTxovda, rom General Electric-is yvela TanamSromels, miuxedavad maTi profesi-

isa, myidvelis kmayofilebis miniWebis gzebze unda gaemaxvilebina yuradReba.

misi gzavnilia: `Tu Sen ar azrovneb myidvelis gonebiT, e.i. saerTod ar

azrovneb.~11

ssxxvvaa kkoommppaanniieebbTTaann ppaarrttnniioorroobbaa mmaarrkkeettiinngguull ssiisstteemmaaSSii

myidvelis faseulobis Seqmnis gzaze, kompaniam sakuTari faseulobaTa jaWvis

ganxilvis garda,unda gamoikvlios misi mommarageblebis,distributorebisa da

myidvelebis faseulobaTa jaWvebi. ganvixiloT McDonald’s-i. mTel msoflioSi

McDonald’s-i 30000 restorans flobs, romlebic dReSi saSualod 46 milion

myidvels maspinZlobs da swrafi kvebis bazarze 43% Semosavals iReben.12

McDonald’s-is garSemo amdeni xalxis trialis mizezi mxolod hamburgeris siy-

varuli ar aris. faqtia, rom Burger King-is da Wendy-sTan SedarebiT, momxmare-

beli McDonald’s-is hamburgers aniWebs upiratesobas. aseTi raodenobis myid-

velis arsebobis mizezi ara marto McDonald’s-is produqciaa. msoflios

masStabiT kompaniam SeZlo maRali standartebis mqone miwodebis sistemis

Camoyalibeba. am standartebs kompania QSCV-iT (quality, service, cleanliness da value)afasebs – xarisxi, momsaxureba, sisufTave da faseuloba. McDonald’s-is sistemisefeqturobis mizezi aris warmatebuli partnioroba franCaizis mflobe-

lebTan (franchisee), mimwodeblebTan da sxva

erTeulebTan, raTa gamorCeulad maRali xaris-

xis faseuloba erToblivad miawodon.

ffaasseeuulloobbaaTTaa mmiiwwooddeebbiiss qqsseelliiss gaumjobese-

bisaTvis dRes sul ufro meti kompania Tanam-

Sromlobs momaragebis jaWvis sxva wevrebTan.

magaliTad, Honda-m SeimuSava specialuri pro-

grama, romlis daxmarebiT Tavis mommarageblebT

an mWidro urTierTobas ayalibebs da maT xar-

jebis Semcirebasa da xarisxis gaumjobesebaSi

exmareba. rodesac Honda-m arCevani DonnellyCorporation-ze (kompania, romelic mis aSS-Si damza-

debul manqanebs sarkeebiT amaragebs) SeaCera, man

am korporacias inJinerTa jgufi gaugzavna,

romelic Donnelly-is danadgarebs Tavs dastri-

alebda, maTi produqciisa da eqspluataciis

gaumjobesebis mizniT. pirvelive wels Donnelly-mTavisi xarjebi 2%-iT Seamcira. sul raRac 10-

wlian periodSi ki, Honda-s meSveobiT, Donnelly-mSemosavlebis wliuri maCvenebeli 5 milionidan

60 milionamde gaaumjobesa. Tavis mxriv, Honda-mkvalificiuri,dabalfasiani mommaragebeli SeiZi-

na, xolo Honda-s myidvelebi ufro meti faseulo-

bis mflobelni gaxdnen – maRali xarisxis man-

qanebi dabal fasad.13

dRevandeli sabazro sivrcis pirobebSi

individualur konkurentebs Soris konkurencia

nel-nela Tavis mniSvnelobas kargavs da gadadis

faseulobaTa miwodebis qselebs Soris konkuren-

ciaSi. amrigad, Tu Honda-sa da Toyota-s maCve-

neblebs SevadarebT, am SemTxvevaSi gadamwyveti

Honda-s faseulobaTa miwodebis mTliani qselis

xarisxi aRmoCndeba Toyota-sTan SedarebiT. miuxe-

davad imisa, rom Honda saukeTeso manqanebs awar-

moebs, SesaZloa man bazarze adgili ver

daimkvidros, Tu Toyota-s dilerTa qseli myid-

velisaTvis ufro damakmayofilebel momsaxure-

bas uzrunvelyofs.

■ faseulobaTa miwodebis qseli: Toyota-m da misma dil-

erebma unda imuSaon erTad manqanebis gayidvaze. ToyotauSvebs karg manqanebs da qmnis brends; xolo dilerebs,

Modern Toyota-s msgavsad, miaqvT es faseuloba myidvelamde

da sazogadoebamde.

ffaasseeuulloobbaaTTaa

mmiiwwooddeebbiiss qqsseellii

(Value-delivery network)qseli, romelic

Sedgeba kompaniis,

mommarageblebis, dis-

tributorebisa da

saboloo momxmare-

blebisagan, rom-

lebic partniorobas

uweven erTmaneTs

sistemis funq-

cionirebis

gaumjobesebisaTvis.


■❚ mmaarrkkeettiinngguullii ssttrraatteeggiiaa ddaa mmaarrkkeettiinngguullii kkoommpplleeqqssii

strategiuli gegma kompaniis misiasa da miznebs gansazRvravs. marketingis

roli da saqmianoba naCvenebia 2.4 suraTze. es aris marketinguli strategiisa

da marketinguli kompleqsis mTavari saqmianobebis Semajamebeli suraTi.

myidveli moTavsebulia centrSi. mizania _ Zlieri da momgebiani urTier-

Tobebis ageba myidvelebTan. Semdeg modis mmaarrkkeettiinngguullii ssttrraatteeggiiaa – mar-

ketinguli logika, romlis saSualebiT kompania am momgebiani urTierTobebis

Camoyalibebas imedovnebs. bazris segmentaciis, miznobrivi bazris SerCevisa da

pozicionirebis saSualebiT kompania wyvets, romel myidvels rogor moemsax-

ureba. igi mTliani bazris identificirebas axdens, Semdeg mas segmentebad

yofs, maT Soris yvelaze perspeqtiuls irCevs da mis momsaxurebasa da dakmay-

ofilebaze amaxvilebs yuradRebas.

marketinguli strategiis xelmZRvanelobiT igi qmnis marketingul kom-

pleqss, romelic Sedgeba kompaniis mier kontrolirebadi faqtorebisgan _

produqti, fasi, adgili da stimulireba. saukeTeso marketinguli strategiisa

da kompleqsis misaRwevad kompania Cabmulia marketinguli analizis, dagegmvis,

ganxorcielebisa da kontrolis saqmianobebSi. es ki kompanias saSualebas

aZlevs, Tvalyuri adevnos da Seegus sabazro garemosa da mis monawileebs.

axla mokled mimovixilavT TiToeul zemoT CamoTvlil qmedebas. Semdeg,

momdevno TavebSi, TiToeul maTgans ufro Rrmad ganvixilavT.

mmaarrkkeettiinngguullii

ssttrraatteeggiiaa (Marketingstrategy)marketinguli logi-

ka, romlis saSuale-

biT kompania momge-

biani urTierTobebis

Camoyalibebas imedo-

vnebs. am procesis

saSualebiT igi

iRebs gadawyvetile-

bas, romel myidvels

moemsaxuros (segmen-

tacia da miznobrivi

bazris SerCeva) da ra

faseuloba SesTava-

zos (diferenciacia

da pozicionireba).

droa, SevCerdeT da ganvixiloT is, rac Tavis pirvel nawilSi waikiTxeT.

■ ratom vsaubrobT mTeli kompaniis strategiul gegmaze marketingis

saxelmZRvaneloSi? ra saerTo aqvs strategiul dagegmvas

marketingTan?

■ raSi mdgomareobs Starbucks-is misia da strategia? rogor exmarebamarketingi Starbucks-s am misiisa da strategiis aRsrulebaSi?

■ ra rols TamaSoben sxva funqcionaluri departamentebi? Starbucks-ismarketologebs rogor SeuZliaT iTanamSromlon sxvebTan faseulo-

bis maqsimaluri gazrdisaTvis?

SSeerrwwyymmaakkoonncceeffcciieebbiiss

ssiiCCqqaarriiss

SSeemmzzRRuuddaavvii

ssuurraaTTii 22..44marketinguli

strategiisa da

marketinguli

kompleqsis marTva


mmyyiiddvveellzzee oorriieennttiirreebbuullii mmaarrkkeettiinngguullii ssttrraatteeggiiaa

rogorc pirvel TavSi aRvniSneT,dRevandeli konkurentunariani sabazro sivr-

cis pirobebSi warmatebis aucilebeli piroba myidvelze orientirebuli

saqmianobaa. kompaniam, ufro maRali faseulobebis miwodebis xarjze, unda

SeZlos konkurenti firmis myidvelebis mizidva, SenarCuneba da maTi raodeno-

bis zrda. magram momxmareblis dakmayofilebamde kompaniam, pirvel rigSi, unda

gaigos, Tu ra surs da sWirdeba am momxmarebels.

kompaniebSi ician, rom mocemul bazarze yvela momxmareblis momgebianad

dakmayofilebas ver SeZleben – anu yvela myidvelisaTvis erTi da imave saxis

momsaxureba damakmayofilebeli ar aris. arsebobs uamravi sxvadasxva tipis

momxmarebeli uamravi sxvadasxva saxis moTxovnilebiT. TiToeulma kompaniam

mTliani bazari segmentebad unda dayos, maTgan saukeTeso amoarCios da

SerCeuli segmentis momgebiani momsaxurebisaTvis strategia SeimuSaos. es

procesi sam safexurs moicavs: bazris segmentacia, miznobrivi bazris SerCeva

da bazarze pozicionireba.

bbaazzrriiss sseeggmmeennttaacciiaa.. bazari Sedgeba bevri saxis myidvelis, produqtisa da saWi-

roebisagan. marketologma unda gadawyvitos, kompaniis miznebis misaRwevad yve-

laze xelsayreli romeli segmentia. geografiuli, demografiuli, fsiqografi-

uli da qceviTi faqtorebi – es is faqtorebia,romelTa mixedviT momxmareblis

dajgufeba da maTi momsaxureba xdeba. bbaazzrriiss sseeggmmeennttaacciiiissaass xdeba myidve-

lebis jgufebad dayofa sxvadasxva ganmasxvavebeli niSnis mixedviT. TiToeul

segments SesaZloa dasWirdes gansxvavebuli marketinguli programa.

nebismieri bazari Sedgeba segmentebisgan. Tumca bazris segmentacia

yovelTvis sasargeblo rodia. magaliTad, Tylenol-ma gadawyvita, rom

tkivilgamayuCebeli produqtis bazari daeyo sqesis mixedviT – qalebisa da

kacebis jgufebad. aseTi segmentacia Tylenol-s mcire sargebels moutans, Tu

orive segmenti erTnairad reagirebs marketingul qmedebebze. bbaazzrriiss sseeggmmeennttii

aris momxmarebelTa jgufi, romelic marketingul qmedebebze erTnairad rea-

girebs. magaliTad manqanebis bazarze myidvelebi, romlebic yvelaze did da

komfortul manqanebs irCeven da mis fass yuradRebas ar aqceven, erT bazris

segments Seadgenen. meore segmentis warmomadgenlebi arian myidvelebi, rom-

lebic ZiriTadad manqanis fassa da mis ekonomiur eqspluatacias aniWeben upi-

ratesobas. Znelia manqanis iseTi modelis Seqmna, romelic orive segmentis

myidvelisaTvis misaRebi iqneba. TiToeuli bazris segmentis moTxovnilebebis

dakmayofilebaze koncentrireba aris kompaniis yvelaze brZnuli

gadawyvetileba.

mmiizznnoobbrriivvii bbaazzrriiss SSeerrCCeevvaa.. bazris segmentebis gansazRvris Semdeg kompanias

SeuZlia erT an ramdenime segmentze Sesvla.. mmiizznnoobbrriivvii bbaazzrriiss SSeerrCCeevvaa gu-

lisxmobs TiToeuli miznobrivi segmentis mimzidvelobis Sefasebasa da

maTgan erTis an ramdenimes SerCevas. kompaniam is segmenti unda SearCios,sadac

igi xelsayreli samomxmareblo faseulobis Camoyalibebas da droTa gan-

mavlobaSi mis SenarCunebas SeZlebs.

SezRuduli resursebis mqone kompania mxolod erT an ramdenime

gansakuTrebul segments, an `sabazro niSas~ unda moemsaxuros. aseT `niSebs~

msxvili konkurentebi an yuradRebas ar aqceven an raRac mizezebis gamo maTi

interesis miRma rCebian. magaliTad, Arm&Hammer-i awarmoebs sodis Semcveli

samomxmareblo saqonels, maT Soris kbilis pastebs, dezodorantebs da sxva.

Oshkosh Truck-ma Tavisi niSa ipova, rogorc mwarmoebelma aeroportSi momuSave

satvirTo manqanebisa da betonis mosarevi manqanebis. kompania Veterinary PetInsurance Cveni bewviani da frTosani megobrebis janmrTelobis dazRvevis

polisebis 82%-s uzrunvelyofs. (ix. marketingi muSaobis procesSi 2.2)

zogi kompania erTmaneTTan dakavSirebul ramdenime segments emsaxureba. am

dros, SesaZlebelia kompania gadiodes sxvadasxva saxis, magram msgavsi

survilebis mqone momxmarebelze. magaliTad, Pottery Barn-is miznobrivi segmente-bia bavSvebi, Tineijerebi da mozardebi, romlebsac sTavazobs erTi cxovrebis

stilis tansacmels. msxvili kompania SesaZloa yvela bazris segmentze

Sevides produqciis sruli kompleqtis SeTavazebiT. kompaniebis umetesoba

axal bazarze erTi segmentis momsaxurebiT iwyebs da, warmatebis SemTxvevaSi,

sxva segmentebzec gadadis. sabolood, didi kompaniebi bazris sruli dafar-

mmiizznnoobbrriivvii bbaazzrriiss

SSeerrCCeevvaa (Targetmarketing)TiToeuli mizno-

brivi segmentis

mimzidvelobis

Sefasebisa da maTgan

erTis an ramdenimes

SerCevis procesi

maTTvis Sesabamisi

produqciis miyidvis

mizniT.

bbaazzrriiss sseeggmmeennttii

(Market segment)momxmarebelTa

jgufi, romelic erT-

nairad reagirebs

marketingul qmedebe-

bze.

bbaazzrriiss sseeggmmeennttaacciiaa

(Market segmentation)bazris dayofa myid-

velebis jgufebad,

romlebic gansxvavde-

bian saWiroebebiT,

sxvadasxva maxasia-

TebliT an qceviT da

romlebsac unda

SesTavazon gansxvave-

buli marketinguli

kompleqsi.


visaken iltvian. maT surT, rom TavianTi industriis `General Motors-ebi” iyvnen.GM-is TqmiT, isini `qmnian manqanebs yvela adamianis, safulisa Tu

pirovnebisaTvis~. rogorc wesi, aseT wamyvan kompanias TiToeuli segmentis

gansakuTrebuli saWiroebis Sesabamisi sxvadasxva produqti gaaCnia.

bbaazzaarrzzee ppoozziicciioonniirreebbaa.. bazris segmentis SerCevis Semdeg kompaniam unda

gadawyvitos, am segmentze ra pozicias daikavebs. bbaazzaarrzzee ppoozziicciioonniirreebbaa

gulisxmobs momxmareblis gonebaSi TiToeuli produqtisaTvis, konkurentul

produqtebTan SedarebiT, gansazRvruli, gansxvavebuli da sasurveli adgilis

miniWebas. marketologebis survilia TavianTi produqciisaTvis unikaluri

poziciis miniWeba. Tu produqti bazarze arsebuli sxva produqtebisagan raime

niSniT ar gamoirCeva, maSin myidvels misi SeZenis mizezi ar eqneba.

bbaazzaarrzzee ppoozziicciioonniirreebbaa moicavs qmedebebs, romlebic mimarTulia mizno-

brivi momxmareblis gonebaSi produqtisaTvis, konkurentul produqtebTan

SedarebiT, swori, gansxvavebuli da sasurveli poziciis Seqmnisaken. amgvarad,

marketologebi gegmaven pozicias, rac maT produqts konkurenti firmebis

brendisagan gamoarCevs da miznobriv bazarze udides strategiul upirate-

sobas aniWebs. magaliTad: Saturn-i aris `gansxvavebuli tipis manqana~, ChevyBlazer-i _ `mTis msgavsia~, Hummer-i _ `misi msgavsi araferia~, Toyota-s hibridul

sawvavze momuSave Prius-i _ `mbrwyinavi aRmoCena SeniRbul manqanaSi~, Lexus-i _

`srulyofilebis kvaldakval~, Mercedes-i _ `srulyofil samyaroSi yvela

Mersedes-is manqanas marTavs~, brwyinvale Bentley _ ùtifari fufunebis 18xelnakeTi safexuri”. msgavsi ubralo, macdunebeli gancxadebebi produqtis

marketinguli strategiis safuZvelia.

produqtis pozicionirebisaTvis kompania, pirvel rigSi, gansazRvravs

SesaZlo konkurentul upiratesobebs, romelTa safuZvelze misi pozicia

Camoyalibdeba. konkurentuli upiratesobis mopovebisaTvis kompaniam mizno-

briv momxmarebels meti faseuloba unda SesTavazos. arsebobs amis miRwevis

bbaazzaarrzzee

ppoozziicciioonniirreebbaa

(Market positioning)qmedebani, romlebic

mimarTulia mizno-

brivi myidvelis

gonebaSi produqtis

gansazRvruli, gansx-

vavebuli da sasur-

veli poziciis Seq-

mnisaken konkurent

produqtebTan

mimarTebaSi.

■ pozicionireba: Toyota-s hibridul sawvavze momuSave Prius-i `brwyinavi aRmoCenaa SeniRbul manqanaSi~.

Hummer ki - `misi msgavsi araferia~.

2.2


janmrTelobis dazRveva Sinauri

cxovelebisaTvis? Metlife, Prudential-i,Northwestern Mutua-i da sxva msxvili sa-

dazRvevo kompaniebi amas did yurad-

Rebas ar uTmobdnen. magram is xel-

sayrelia ufro orientirebuli ni-

SisTvis momuSaveTaTvis (nicher), vis-Tvisac Sinauri cxovelebis janm-

rTeloba momgebian biznesad iqca. am

mcire konkurentebis fonze yvelaze

gamorCeuli cxovelebis veterinaru-

li dazRveva kompania Veterinary PetInsurance (VPI) aqvs. misi misia ase ga-moiyureba: `veterinaruli medicinis

saswaulebi xelmisawvdomi gaxdes

Sinauri cxovelebis yvela mepatro-

nisaTvis~.

VPI, 1980 wels, veterinarma jek

stefansma daaarsa. igi sulac ar

gegmavda profesiuli praqtikis mi-

tovebas. magram misi cxovreba dra-

matulad Seicvala, rodesac erT

dRes adgilobriv sasursaTo maRa-

ziaSi erT-erTi klientis qaliSvil-

ma mas `bafis mkvleli~ uwoda. ori

kviriT adre stefansma am ojaxis

ZaRls evTanazia Cautara. igi sas-

wrafod Seudga Sinauri cxovele-

bisaTvis samedicino dazRvevis Se-

saZlo gzebis kvlevas. veterinari-

saTvis araferia imaze uaresi, rode-

sac ici, rom SegiZlia umkurnalo

avadmyofs, magram patroni mas sa-

sikvdilod imetebs imis gamo, rom ar

gaaCnia misi mkurnalobis finansuri

saSualeba, _ ambobs stefensi, _ me

amis Secvla mindoda~.

cxovelebis dazRveva, sadazRvevo

biznesSi, jer kidev patara, magram

swrafad mzardi segmentia. biznesis

specialistebi Tvlian, rom es indus-

tria uzarmazari potencialis mqo-

nea. amJamad aSS-Si 60 milion ZaRlze

da 68 milion kataze metia registri-

rebuli, xolo amerikeli diasaxli-

sebis 60%-ze meti erT-erTs an orive

cxovels erTad uvlis. darCenili 4.6

milioni diasaxlisi Citebis 300-ze

met saxeobas patronobs, 2 milionze

meti ki _ Sinaur kurdRlebs. Zalian

bevri, Sinaur cxovels, ojaxis wev-

rad Tvlis. faqtobrivad, dRes ameri-

kelebi Sinaur cxovelebs weliwadSi

28.5 miliard dolars axarjaven.

SvedeTsa da did britaneTSi Si-

nauri cxovelebis mepatroneebis nax-

evarze meti cxovelTa janmrTelo-

bas azRvevs, xolo amerikis SeerTe-

bul StatebSi es maCvenebeli ki 1%-s

Seadgens. Sinauri cxovelebis mepat-

roneebSi Catarebuli bolodroinde-

li kvlevebi gviCvenebs, rom daaxloe-

biT 75% mzad aris, Tundac valis

safasurad, Tavis bewvian Tu frTo-

san kompanionebs veterinaruli dax-

mareba gauwios. Tu ZaRls diagnozs

droulad ar dausvamen, yuris umniS-

vnelo infeqciis mkurnalobac ki

SeiZleba 1000 dolari dajdes. Seda-

rebiT rTuli ki, katis Tirkmlis

transplantacia, 6500 dolari Rir-

des. simsivnis mkurnaloba, maT Soris

radiodasxiveba da qimioTerapia, mepa-

tronisagan 10000 dolaramde dana-

xarjs moiTxovs.

VPI-is sadazRveo gegma cxovelTa

6400 samedicino problemas moicavs.

dazRveva faravs eqimTan saofise za-

rebis, receptebis, mkurnalobis, lab-

oratoriuli momsaxurebis, rentgenis

gadaRebis, qirurgiuli Carevisa da

hospitalizebis xarjebs. uamravi

konkurentis msgavsad, VPI gamoscemsjanmrTelobis dazRvevis polisebs

katebisa da ZaRlebisaTvis. misi kon-

nniiSSiiss SSeeqqmmnnaa:: CCvveennii bbeewwvviiaannii ddaa ffrrTToossaannii mmeeggoobbrreebbiiss

jjaannmmrrTTeelloobbiiss ddaazzRRvveevvaa

niSisTvis momuSave: bazris niSaze orientirebuli kompania VPIaxalSobil lekvze ufro swrafad izrdeba. misi misiaa `veteri-

naruli medicinis saswaulebi xelmisawvdomi gaxdes Sinauri

cxovelebis yvela mepatronisaTvis~.

gagrZeleba ix. gv. 57


ori gza: pirveli, konkurentTan SedarebiT dabal fasSi momsaxureba, meore,

maRali fasebi _ meti sargebeli. magram, Tu kompania myidvels met faseulobas

hpirdeba, maSin man misi uzrunvelyofac unda SeZlos. ase rom, efeqturi pozi-

cionireba kompaniis marketinguli SeTavazebis diferencirebiT iwyeba.

sasurveli poziciis SerCevis Semdeg kompaniam swori nabijebi unda gadadgas

am danapirebis SesrulebisaTvis. arCeuli pozicionirebis strategia kompaniis

mTliani marketinguli programis safuZvelia.

mmaarrkkeettiinngguullii kkoommpplleeqqssiiss ggaannvviiTTaarreebbaa

marketinguli strategiis gansazRvris Semdeg kompania marketinguli kompleq-

sis detaluri dagegmvisaTvis mzad aris, rac Tanamedrove marketingis

umTavres koncefcias warmoadgens. mmaarrkkeettiinngguullii kkoommpplleeqqssii aris kontrolire-

badi, taqtikuri marketinguli saSualebebis erToblioba, romelsac kompania

miznobriv bazarze sasurveli reagirebis gamomuSavebisaTvis iyenebs. mar-

ketinguli kompleqsi aris firmis mier misi produqtis moTxovnaze SesaZlo

zegavlenis aRmoCenis sruli kompleqti. es saSualebebi erTiandeba oTx jgu-

fad, e.w. òTxi P~-Si: produqti, fasi, adgili da stimulireba. suraTi 2.5

gviCvenebs TiToeul P-Si gaerTianebul marketingul saSualebebs.

produqtis qveS igulisxmeba miznobrivi bazrisTvis kompaniis mier

SeTavazebuli saqonlisa da momsaxurebis kombinacia. magaliTad, Ford Taurus-isproduqti Sedgeba qanCebis, WanWikebis, CamrTvelebis, dguSebis, avtomobilis

farebisa da sxva aTasi nawilisgan. Ford-i ramdenime Taurus-is modelsa da

aTobiT sxva damatebiT aqsesuars sTavazobs. manqana mTlianad uzrunvely-

ofilia servisiT da sruli garantia arsebobs imisa, rom misi TiToeuli

detali, Tundac tumbos mili, kompaniis produqtis nawilia.

fasi warmoadgens fulis im raodenobas, romelsac myidveli produqtis

mopovebisaTvis ixdis. Ford-i adgens fass Tavisi dilerebisaTvis anu im fass,

romelic dilers SeuZlia SesTavazos klients. magram Ford-is dilerebis

praqtikaSi fiqsirebuli fasebi iSviaTia. piriqiT, isini fass TiToeul

momxmarebelTan aTanxmeben, sTavazoben maT fasdaklebas, savaWro daTmobas da

garkveuli periodis ganmavlobaSi kreditzec hyidian.

adgili moicavs kompaniis saqmianobas, romlis saSualebiT produqti

miznobrivi momxmareblisaTvis xelmisawvdomi xdeba. Ford-i partniorobs

damoukidebeli dilerebis farTo wresTan, romlebic yidian kompaniis bevr

sxvadasxva models. Ford-i maT frTxilad arCevs da Zlieri mxardaWeriT

uzrunvelyofs. dilerebs aqvT Ford-is avtomobilebis saTanado maragi, acnoben

manqanebis specifikaciebs potenciur myidvels, aTanxmeben maTTan fass, yidian

da gayidvis Semdeg manqanebs servisiT uzrunvelyofen.


kkoommpplleeqqssii (Marketingmix)kontrolirebadi,

taqtikuri marketin-

guli saSualebebis

erToblioba (pro-

duqti, fasi, adgili

da stimulireba)

romelsac kompania

miznobriv bazarze

sasurveli reagire-

bis gamomuSavebisaT-

vis iyenebs.

kurentebisagan gansxvavebiT, VPI–mbolo dros Tavisi momsaxureba eg-

zotikuri cxovelebis dazRvevamde

gaafarTova. Avian-is and Exotic Pet-issadazRvevo gegmebi, sxva arsebebTan

erTad, moicavs Citebs, kurdRlebs,

qrcvinebs, virTxebs, zRvis goWebs, gve-

lebs (Zalian didi gvelebis garda)

da sxva reptiliebs, iguanebs, oposu-

mebs, kuebs, zRarbebsa da Rorebs.

ùamravi Sinauri cxoveli arsebobs.

xalxs uyvars isini. `Cven movaleni

varT, maT pativi vceT~, – ambobs VPI-isaRmasrulebeli.

rogor marTavs VPI Tavis niSas?

igi axalSobili lekviviT izrdeba.

Sinauri cxovelebis sadazRvevo kom-

paniebidan VPI yvelaze msxvil biz-

ness flobs da SeerTebuli State-

bis Sinauri cxovelebis 80%-ze mets

sadazRvevo polisiT uzrunvelyofs.

daarsebidan VPI-m 1 milion polisze

meti gasca, dRes ki igi 350000 momx-

marebels iTvlis. gasuli 7 wlis

ganmavlobaSi weliwadSi 40%-iT iz-

rdeboda gayidvis maCvenebeli, gasul

wels ki Semosavalma 72 milion do-

lars miaRwia. es SesaZloa arc ise

didi maCvenebeli iyos Prudential-is an

Northwestern Mutual-is sadazRvevo kompa-niebisaTvis, romelTa wliuri Semo-

savali aTobiT miliard dolars iT-

vlis. magram es momgebiani biznesia

iseTi niSis mimdevrisaTvis, rogoric

VPI aris.ìseT samyaroSi, sadac katebis

akupunqtura, usaxlkaro ZaRlebis

specialur TavSesafarebSi ganTav-

seba da qrcvinebisTvis antidepresan-

tebis daniSvna Cveuli ambavia, cxove-

lebis dazRveva sulac ar aris

saocreba~. aseTi dazRveva, marTlac

rom RvTis saCuqaria VPI-is dazRve-ulTaTvis. amaSi dasarwmuneblad

sakmarisia jo da paula senasTan

gasaubreba, romelTa kokerspanieli

elvisi simsivnis sawinaaRmdego

mkurnalobas itarebs. ìs Cven Svi-

liviT ar gvyavs. is Cveni Svilia, _

ambobs misis sena, _ is ZaRlSi ga-

cocxlebuli bav-Svia~. elvisis mkur-

nalobis xarjebis lomis wilis ga-

Reba VPI-s mouxda. `xarjebi xSirad

mepatro-nisaTvis gadamwyveti faqto-

ria, _ ambobs VPI-is damaarsebeli, _

Cven cdas ar daviSurebT imisaTvis,

rom Tanamedrove medicina yvelasaT-

vis saswaulebis momtani iyos~.

wwyyaarrooeebbii:: AD: As advertised in Time, Inc. MAGA-ZINE; Michelle Desai, “VPI—Twenty Years and StillGoing Strong,” VPI press release, January 13, 2002;Michelle Leder, “How Much Is That $100 Deductible inthe Window?” New York Times, Jul 22, 2001, p. 3.10;Jane Bennett Clark, “Cover Your Tail,” Kiplinger’sPersonal Finance, Jan 2002, pp. 108–112; Yilu Zhao,“Break a Leg, Fluffy, If You Have Insurance,” New YorkTimes, June 30, 2002, p. 9.11; and information from theVeterinary Health Insurance Web site atwww.petinsurance.com, June 2003.


stimulireba aris moqmedeba, romlis saSualebiT sazogadoebisaTvis pro-

duqtis xarisxis gacnoba da misi SeZenaSi miznobrivi myidvelis darwmuneba

xdeba. yovel wels Ford-i reklamaSi 4 miliard dolarze mets xarjavs, raTa

momxmarebels kompaniisa da misi produqciis Sesaxeb informacia miawodos.14

realizatorebis funqciaa potenciuri myidvelis daxmareba da darwmuneba, rom

Ford-i maTTvis saukeTeso manqanaa. myidvelis waxalisebisaTvis Ford-ma da mismadilerebma specialuri wamaxalisebeli RonisZiebebi SeimuSaves _ fasdakle-

bebi, dabali nixrebi, fasdaTmobebi (Tanxis nawilis dabruneba garkveul

pirobebSi).

efeqturi marketinguli programa Seajerebs marketinguli kompleqsis

yvela elements koordinirebul programaSi, romlis mizania, myidvelisaTvis

faseulobaTa miwodebis gziT, kompaniis marketinguli miznebis miRweva. mar-

ketinguli kompleqsi gulisxmobs kompaniis taqtikuri saSualebebis nazavs,

romelic mimarTulia miznobriv bazarze Zlieri pozicionirebisken.

zogierTi kritikosi Tvlis, rom garkveuli mniSvnelovani qmedebebi ar

aris gaTvaliswinebuli òTx P~-Si. magaliTad: `sad aris momsaxureba?~ _

kiTxuloben isini. igi P asoze ar iwyeba, magram es sulac ar aris misi ugul-

vebelyofis mizezi. pasuxi ki Semdegia: momsaxureba, rogoric aris sabanko,

saaviacio da sacalo vaWroba, TviTon produqtis nawilia. SegviZlia amas mom-

saxurebis produqti vuwodoT. `sad aris SefuTva?~ SesaZloa esec ikiTxon

kritikosebma. marketologebi ki upasuxeben, rom SefuTva produqtis ganuyo-

feli nawilia. yvela aRiarebs, rom, suraTi 2.5-is mixedviT, SesaZloa bevri mar-

ketinguli saqmianoba ar Candes, magram igi aucileblad moiazreba erT-erTi P-ssaxelis qveS. marketinguli programis CamoyalibebaSi mTavari is ar aris, Tu

ramdeni P iqneba gansazRvruli, aramed is, Tu ramdenad sasargeblo iqneba mar-

ketinguli programa.

arsebobs kidev erTi mniSvnelovani sakiTxic. aRmoCnda,rom òTxi P~-s kon-cefcia aris gamyidvelis da ara myidvelis TvaliT danaxuli bazari. myid-

velis mier danaxuli bazris ukeT Camoyalibeba SesaZlebelia òTxi C”-ssaTauris qveS.15

ooTTxxii P ooTTxxii C

produqti - Product myidvelis (sakiTxis) gadaWra - Customer solutionfasi - Price myidvelis danaxarji - Customer costadgili - Place xelsayreloba - Conveniencestimulireba - Promotion komunikacia - Communication

amgvarad,rodesac marketologebi produqtis gayidvaze zrunaven, momxmare-

blebi faseulobisa an TavianTi problemis gadaWris saSualebebis Sesyidvas

cdiloben. maT mxolod fasi ar ainteresebT. isini produqtis miRebis,

ssuurraaTTii 22..55marketinguli

kompleqsis òTxi P~


gamoyenebisa da gankargvis mTliani xarjebiT interesdebian. maTTvis aucile-

belia, rom produqti xelmisawvdomi iyos komfortul pirobebSi. dabolos, maT

ormxrivi komunikacia sWirdebaT. marketologebma, pirvel rigSi, kargad unda

ganixilon òTxi C”, raTa Semdeg mis fonze Camoayalibon òTxi P”.

■❚ mmaarrkkeettiinngguullii mmccddeelloobbeebbiiss ggaannkkaarrggvvaa

warmatebuli marketingis menejmenti gulisxmobs rogorc marketingis, aseve

menejmentis sakiTxebis yuradRebian marTvas. marketinguli procesebis marTva

marketingis menejmentis oTxi funqciis saSualebiT sruldeba (suraTi 2.6) –

analizi, dagegmva, ganxorcieleba da kontroli. pirvel rigSi, mTeli kompaniis

strategiul gegma yalibdeba, saidanac gamomdinareobs produqtisa Tu brendis

marketinguli da sxva gegmebi. ganxorcieleba gulisxmobs kompaniis gegmis

Sesabamisad moqmedebas. kontroli marketinguli saqmianobis Sedegebis

Sefasebasa da makoreqtirebeli samuSaoebis Catarebas moicavs. marketinguli

analizi ki marketinguli saqmianobis ganviTarebisaTvis saWiro informaciisa

da SesaZleblobebis uzrunvelyofas emsaxureba.

mmaarrkkeettiinngguullii aannaalliizzii

marketinguli funqciebis marTva kom-

paniis mdgomareobis sruli analiziT

iwyeba. momxibvleli, xelsayreli SesaZ-

leblobebis aRmoCenisa da garemo

dabrkolebebis Tavidan acilebis miz-

niT kompania Tavis bazarsa da mar-

ketinguli garemos kargad unda icnob-

des. kompaniis susti da Zlieri

mxareebisa da arsebuli da SesaZlo

marketinguli qmedebebis Sefasebis sa-

fuZvelze wydeba, Tu romeli SesaZleb-

lobis miRweva iqneba kompaniisTvis yve-

laze metad xelsayreli. marketingul

analizs ufro vrclad me-4 TavSi

ganvixilavT.

mmaarrkkeettiinngguullii ddaaggeeggmmvvaa

strategiuli dagegmvis saSualebiT

kompania TiToeuli biznes-erTeulis

funqcias gansazRvravs. marketinguli

dagegmva aris marketinguli strategiis SemuSaveba, romelic kompanias yvela

strategiuli miznebis ganxorcielebaSi exmareba. TiToeul saqmianobas, pro-

duqtsa Tu brends detaluri mmaarrkkeettiinngguullii ggeeggmmaa esaWiroeba. rogoria mar-

ketinguli gegma? aq yuradRebas gavamaxvilebT produqtis an brendis dagegm-

vaze.

mmaarrkkeettiinngguullii ggeeggmmaa

(Marketing plan)detaluri gegma pro-

duqtis an

brendisaTvis,

romelic afasebs

mimdinare mar-

ketingul mdgomare-

obas da gansaz-

Rvravs marketingul

miznebs, marketingul

strategiebs, samo-

qmedo programas, biu-

jetsa da kontro-

lis meqanizmebs.

ssuurraaTTii 22..66

marketinguli anali-

zi, dagegmva, ganxor-

cieleba da kontro-

li

■ marketologebma mudmivad unda dagegmon TavianTi analizis, ganxorci-

elielebisa da kontrolis qmedebebi.


cxrili 2.2 produqtis an brendis marketinguli gegmis ZiriTad nawilebs

asaxavs. gegma iwyeba Semajamebeli winasityvaobiT, romelic mTavari miznebis,

rekomendaciebisa da Sefasebebis swrafi mimoxilvaa. gegmis ZiriTad nawils

warmoadgens arsebuli marketinguli mdgomareobis, agreTve potenciuri

safrTxeebisa da xelsayreli SesaZleblobebis detaluri analizi. Semdeg

yalibdeba brendis ZiriTadi miznebi da maTi miRwevisaTvis saWiro mar-

ketinguli strategia ganisazRvreba.

marketinguli strategia miznobrivi bazrebis, pozicionirebis, mar-

ketinguli kompleqsisa da marketinguli xarjebis specifikur strategiebs

moicavs. am nawilSi naCvenebia, Tu rogor reagirebs TiToeuli strategia im

dabrkolebebze, SesaZleblobebsa Tu kritikul sakiTxebze, romlebic gegmaSia

aRniSnuli. marketinguli strategiis danergvis samoqmedo programas, mar-

ketingis biujetis detalebTan erTad, marketinguli gegmis damatebiTi nawili

gansazRvravs. xolo ukanaskneli nawili im kontrolis meqanizmebis monaxazs

adgens, romelic gamoiyeneba miRweuli progresis monitoringisaTvis. kontro-

lis safuZvelze SemuSavdeba adekvaturi makoreqtirebeli qmedebebi.

mmaarrkkeettiinngguullii ggeeggmmiiss ggaannxxoorrcciieelleebbaa

kargi strategiis ganxorcieleba aris warmatebuli marketingisaken gadadg-

muli pirveli nabiji. rac unda kargi iyos marketinguli strategia, igi nakle-

befeqturi iqneba, Tu kompania ver SeZlebs mis swor Sesrulebas. mmaarrkkeettiinngguullii

ggeeggmmiiss ggaannxxoorrcciieelleebbaa aris procesi, romelic strategiuli marketinguli

miznebis misaRwevad marketingul strategiebsa da gegmebs marketingul qmede-

bebad aqcevs. ganxorcieleba aris yoveldRiuri da yovelTviuri moqmedebebi,

romlebic marketingul gegmebs efeqturad gadaaqcevs marketingul qmedebebad.

amgvarad, Tu marketinguli gegma wyvets, ra da ratom unda moxdes, mar-

ketinguli gegmis ganxorcieleba gansazRvravs vin, sad, rodis da rogor gaa-

keTebs saqmes.

bevri marketologi Tvlis, rom `saqmeebis sworad gakeTeba~ (ganxorciele-

ba) mniSvnelovania, an ufro mniSvnelovanic ki, vidre `swori saqmeebis gakeTeba~

(strategia). faqtia, rom warmatebisaTvis orives kritikuli mniSvneloba aqvs

da orives efeqturi danergvis saSualebiT kompanias Sansi eZleva, moipovos

konkurentunariani upiratesoba.16 SesaZloa or kompanias arsebiTad msgavsi

strategia hqondes, magram upiratesobas strategiis swrafi da ukeTesi ganxor-

cielebis saSualebiT miaRwevs erT-erTi. es rTuli procesia – xSirad bevrad

ufro advilia kargi marketinguli strategiis dasaxva, vidre misi aRsruleba.

sul ufro mWidro msoflio urTierTobis pirobebSi, marketinguli stra-

tegiebisa da gegmebis danergva marketinguli sistemis yvela donis SeTanxme-

bul saqmianobas moiTxovs. magaliTad, kompania Black & Decker-is marketinguli

gegmis ganxorcielebis yoveldRiur saqmianobas aTasobiT adamiani inawilebs

rogorc organizaciis SigniT, aseve mis farglebs gareT. marketingis mene-

jerebi iReben gadawyvetilebebs miznobriv segmentebis, brendis, SefuTvis,

Sefasebis, gayidvis stimulirebisa da distribuciis Sesaxeb. isini kompaniis

farglebs SigniT arsebul sxvadasxva departamentebTan amyareben urTierTo-

bas, raTa produqtebisa da programebisaTvis saWiro mxardaWera uzrunvelyon.

produqtis dizains inJinrebTan ganixilaven, produqtis maragis sakiTxebs _

warmoebis departamentTan, xolo fondebsa da dafinansebis sakiTxebs _

finansistebTan. isini ukavSirdebian agreTve `gareSe xalxs~, magaliTad,

sareklamo saagentoebs, medias, romlebic ugegmaven axal sareklamo kampaniebs.

Home Depot-i, Wal-Mart-i da sxva sacalo movaWre firmebi, gayidvis stimulirebas

uweven Black & Decker-is produqcias da uyofen saTanado sademonstracio adg-

ilebs.

warmatebuli marketinguli gegmis ganxorcieleba damokidebulia kom-

paniis unarze sakuTari personali, organizaciuli struqtura, gadawyvetile-

bebi, waxalisebis sistema da kompaniis kultura erTian samoqmedo programaSi

warmatebiT gaaerTianos. personalis saWiro kvalifikacia, motivacia da

pirovnuli maxasiaTeblebi nebismier safexurze aucilebeli pirobaa. mar-

ketinguli strategiis danergvaSi mniSvnelovan rols TamaSobs rogorc kom-

paniis organizaciuli struqtura, aseve gadawyvetilebis miRebisa da waxa-

lisebis sistemebi. magaliTad, Tu kompaniis kompensaciis sistema menejerebs

mmaarrkkeettiinngguullii ggeeggmmiiss

ggaannxxoorrcciieelleebbaa

(Marketingimplementation)procesi, romelic

strategiuli mar-

ketinguli miznebis

misaRwevad mar-

ketingul strate-

giebsa da gegmebs

marketingul qmedebe-

bad aqcevs.


ccxxrriillii 22..22 mmaarrkkeettiinngguullii ggeeggmmiiss SSiinnaaaarrssii

nnaawwiillii mmiizzaannii

Semajamebeli winasityvaoba warmoadgens gegmis mTavari miznebisa da rekomendaciebis mokle Sejamebas

menejmentis mimoxilvisaTvis, rac gegmis ZiriTadi sakiTxebis swraf

mokvlevaSi exmareba. Semajamebeli winasityvaobis Semdeg modis Sinaarsi.

arsebuli marketinguli D aRwers miznobriv bazars da bazarze kompaniis pozicias, maT Soris informdm-

mdgomareobis analizi macias bazris, produqtebis maCveneblebis, konkurenciisa da distribuciis

Sesaxeb. es nawili moicavs:

● bazris aRweras, romelic gansazRvravs bazars da mis ZiriTad segmentebs,

Semdeg mimoixilavs myidvelis im saWiroebebsa da faqtorebs, romlebmac

SesaZloa Sesyidvis procesze imoqmedos.

● produqtis mimoxilvas, rac aCvenebs produqciis seriaSi mTavari produqtebis

gayidvas, fasebsa da mTlian mogebas.

● konkurenciis mimoxilvas, romelic gansazRvravs ZiriTad konkurentebs,

afasebs maT bazarze pozicionirebas, produqtis xarisxs, distribuciasa da

gayidvis stimulirebas.

● distribuciis mimoxilvas, romelic afasebs gayidvis ukanasknel tendenciebs

da zrdis sxva maCveneblebs sadistribucio arxSi.

safrTxeebisa da im ZiriTadi safrTxeebisa da xelsayreli SesaZleblobebis Sefaseba, romleb-

SesaZleblobebis analizi sac SesaZloa kompania waawydes. es exmareba xelmZRvanelobas, gaiTvaliswinos

kompaniis zrdis iseTi Tanmdevi, mniSvnelovani dadebiTi da uaryofiTi faq-

torebi, romlebmac SesaZloa kompaniasa da mis strategiaze gavlena iqonios.

miznebi da amocanebi gegmis Tanaxmad, kompaniis miznebis Camoyalibeba da maTi miRwevisaTvis saWiro

ZiriTadi sakiTxebis ganxilva. magaliTad Tu kompaniam miznad daisaxa, miaR-

wios 15%-ian sabazro wils, gegmis es nawili ganixilavs, Tu rogor unda

miaRwios am mizans.

marketinguli strategia farTo marketinguli logikis gansazRvra, romlis saSualebiT biznes-erTeuli

imedovnebs miznebis miRwevas, axdens miznobriv bazarze pozicionirebas da

adgens saTanado marketinguli xarjebis doneebs. marketinguli kompleqsis

TiToeuli elementisaTvis specifikur strategias gansazRvravs da adrindel

gegmaSi aRniSnul safrTxeebze, SesaZleblobebze da kritikul sakiTxebze rea-

girebis xerxebs ganmartavs.

samoqmedo programa ganmartavs, rogor SeiZleba marketinguli strategiis specialur samoqmedo

programad Camoyalibeba, romelic, Tavis mxriv, Semdeg kiTxvebze gvaZlevs

pasuxs: ra gakeTdeba? rodis gakeTdeba? vin aris pasuxismgebeli Sesrulebaze?

ra Rirebuleba eqneba mas?

biujeti marketinguli biujetis detaluri mimoxilva, rac ZiriTadad dagegmili

mogeba-zaralis uwyiss moicavs. igi gviCvenebs savaraudo wliur Semosavals

(gayiduli erTeulebis mosalodnel raodenobas da maT saSualo fass) da

savaraudo xarjebs (warmoebis, distribuciisa da marketingis). maTi sxvaoba

aris dagegmili mogeba. xelmZRvaneli pirebis damtkicebis Semdeg biujeti

xdeba masalebis Sesyidvis, warmoebis dagegmvis, personalis SerCevisa da mar-

ketinguli operaciebis Catarebis bazisi.

kontroli sakontrolo sistemis SemuSaveba, romlis saSualebiT miRweuli Sedegebis mon-

itoringi warimarTeba. igi xelmZRvanelobas daexmareba, mimoixilos dasaxuli

gegmebis ganxorcielebis Sedegebi da aRmoaCinos maTi miznebisaTvis

Seuferebeli produqtebi.

moklevadiani SedegebisTvis premiebs urigebs, maSin maT naklebi stimuli

eqnebaT grZelvadiani miznebis miRwevisaTvis.

dabolos, warmatebuli ganxorcielebisaTvis firmis marketinguli

strategia srulad unda Seesabamebodes kompaniis kulturas,faseulobaTa sis-

temasa da organizaciis personalis mrwamss. amerikis yvelaze warmatebuli

kompaniebis Seswavlisas aRmoCnda, rom Zlieri, bazarze orientirebuli misiis

garSemo am kompaniebma TiTqmis yvelasTvis sanimuSo kultura Seqmnes. iseTi

kompaniebis, rogorebic aris Wal-Mart-i, Dell, Microsoft-i, Nordstorm-i, Citicorp-i, Procter& Gamble da Walt Disney, `TanamSromlebs imdenad Zlieri xedva aqvT, rom maT

uTqmelad ician, ra sWirdeba maT kompanias~.17


mmaarrkkeettiinngguullii ddeeppaarrttaammeennttiiss ssttrruuqqttuurraa

marketinguli strategiebisa da gegmebis gansaxorcieleblad kompaniam mar-

ketinguli òrganizacia~ unda Seqmnas. patara kompaniebSi yovelive amas –

kvlevebs, gayidvas, reklamirebas, myidvelis momsaxurebasa da sxva marketingul

RonisZiebebs _ erTi adamiani ganagebs. kompaniis zrdasTan erTad marketingis

departamentic izrdeba. did kompaniebSi is bevr specialists iTvlis. amg-

varad,General Electric-s hyavs produqtis ganviTarebis, bazris kvlevebis da gayid-

vis menejerebi, realizatorebi, sareklamo eqspertebi da sxva specialistebi.

marketinguli departamentis Camoyalibebis ramdenime gza arsebobs. mar-

ketingis departamentis yvelaze miRebuli formaa organizeba funqciebis

mixedviT. aseT struqturaSi sxvadasxva marketingul saqmianobas

xelmZRvanelobs funqciuri specialisti _ gayidvis menejeri, reklamis mene-

jeri, marketinguli kvlevis menejeri, myidvelTa momsaxurebis menejeri an

axali produqciis ganviTarebis menejeri. saerTaSoriso arenaze moaspareze

kompania xSirad iyenebs marketingis departamentis geografiul organizebas.

kompania Tavis savaWro personalsa da marketologebs konkretuli qveynebis,

regionebisa Tu ubnebis mixedviT yofs. geografiuli struqturis dros per-

sonali muSaobs garkveul teritoriaze, ecnoba iqaur garemosa da iq myof

myidvelebTan muSaobs.

produqtisa da brendis Mmravali saxeobis mflobeli kompania xSirad

marketingis departamentis produqtis marTvis mixedviT organizebas irCevs. am

struqturis mixedviT produqtis menejeri pasuxismgebelia Tavis produqtze.

mas evaleba, am produqtisTvis strategiisa da marketinguli programis Seqmna

da ganxorcieleba. produqtis marTvis struqtura pirvelad 1929 wels kompania

Procter & Gamble-ma ganaxorciela. kompaniis axalma saponma Camay-m ver moitanasaTanado mogeba, amitom P&G-ma daniSna produqtis mmarTveli, romelsac dae-

vala, am produqtis ganviTarebisa da gayidvis stimulirebisaTvis gansakuTre-

buli yuradReba mieqcia. yovelive aman kargi Sedegi gamoiRo da male kompaniam

sxva produqtis menejerebic daniSna.18 mas Semdeg Zalian bevrma firmam,

gansakuTrebiT samomxmareblo produqciis mwarmoeblebma, praqtikaSi danerga

aseTi midgoma.

marketingis departamentis bazris an momxmareblis marTvis mixedviT

organizeba saukeTesoa kompaniebisaTvis, romlebic yidian erTi saxis produq-

cias sxvadasxva tipis bazarsa da myidvelze, romelTac gansxvavebuli

saWiroebebi da survilebi gaaCniaT. am sistemis mTavari upiratesobaa is, rom

kompania organizebulia konkretuli myidvelTa segmentebis saWiroebebis

garSemo.

didi kompaniebi, romlebic mravali saxis sxvadasxva produqts awarmoeben

da sxvadasxva geografiul da samomxmareblo bazrebs moicaven, ZiriTadad

iyeneben marketingis departamentis funqciur, geografiul, produqtis marTvisa

da bazris marTvis organizebis kombinacias. es aris imis garanti, rom

TiToeuli funqcia, produqti da bazari sakmaris yuradRebas miiRebs. Tumca

amis Sedegad SesaZloa gaizardos maRali anazRaurebis mqone menejerebis Sre,

xolo organizaciis moqniloba ki Semcirdes. magram, rogorc wesi, miuxedavad

arsebuli dabrkolebebisa, organizaciuli specializacia sakmaod momgebiania.

ukanasknel wlebSi marketinguli organizacia sul ufro met

mniSvnelobas iZens. rogorc pirvel TavSi ganvixileT, bevri kompania mivida im

daskvnamde, rom ufro meti yuradReba dauTmos myidvelebsa da myidvelebTan

urTierTobas. kompaniebis umravlesoba brendis menejmentis nacvlad, TandaTan

yuradRebas amaxvilebs myidvelebTan urTierTobebis marTvaze – anu nel-nela

myidvelis kapitalis marTvaze gadadian.19 bevri kompania ki Tavis marketingul

operaciebs mniSvnelovani myidvelis garSemo axorcielebs. magaliTad, iseT

kompaniebs, rogorebic arian Procter & Gamble, Black & Decker-i, Newell Rubbermaid-i,hyavT didi gundebi da mTliani danayofebic ki,romlebic iseT did myidvelebs

emsaxurebian, rogorebicaa Wal-Mart-i, Target-i da Home Depot-i.

mmaarrkkeettiinngguullii ssaaqqmmiiaannoobbiiss kkoonnttrroollii

imis gamo, rom marketinguli gegmis ganxorcielebisas bevri moulodneloba


xdeba, marketingis departamentma praqtikaSi marketinguli saqmianobis kon-

troli unda danergos. mmaarrkkeettiinngguullii ssaaqqmmiiaannoobbiiss kkoonnttrroollii aris mar-

ketinguli strategiebisa da gegmebis SesrulebiT miRebuli Sedegebis

gazomvis, Sefasebisa da makoreqtirebeli nabijebis gadadgmis procesi. suraTi

2.7 gviCvenebs, rom marketinguli saqmianobis kontroli oTx safexurs moicavs.

pirvelad, xdeba miznebis Camoyalibeba. amis Semdeg, sabazro sivrceSi

Sesrulebuli samuSaos gazomva da Sefaseba xdeba, rodesac xdeba Sedareba

dagegmili da realurad miRebuli maCveneblebis. dabolos, menejmenti makore-

qtirebel nabijebs dgams, raTa miznebsa da miRebul maCveneblebs Soris arse-

buli garRveva gamoasworos. aman SesaZloa samoqmedo programisa da TviT

miznebis cvlilebebic gamoiwvios.

saeqspluatacio kontroli gulisxmobs mimdinare maCveneblebis Sedarebas

wliur gegmasTan da, saWiroebis SemTxvevaSi, koreqtuli nabijebis gadadgmas.

am kontrolis mizania, rom uzrunvelyos gayidvebis, mogebisa da sxva maCve-

neblebis Sesabamoba wliuri gegmis maCveneblebTan. agreTve, gamoiyeneba sxva-

dasxva produqtis, teritoriis, bazrisa da ganawilebis arxis momgebianobis

gansazRvraSi.

strategiuli kontroli gviCvenebs, ramdenad Seesabameba kompaniis

ZiriTadi strategiebi garemoSi arsebul SesaZleblobebs. marketinguli

strategiebi da programebi SesaZloa male moZveldes, amitom TiToeuli kompa-

nia midgomis periodul gadaxalisebas saWiroebs. msgavsi strategiuli kon-

trolis mTavar instruments mmaarrkkeettiinngguullii aauuddiittii warmoadgens. marketinguli

auditi aris kompaniis garemos, miznebis, strategiebisa da saqmianobebis sruli,

sistemuri,damoukidebeli da perioduli Semowmeba problemuri sakiTxebisa da

SesaZleblobebis gansazRvrisaTvis. auditi kargi pirobaa kompaniis

maCveneblis gaumjobesebisaTvis.20

marketinguli auditi moicavs marketingis yvela funqciur sferos. misi

saSualebiT fasdeba marketinguli garemo, marketinguli strategia, mar-

ketinguli kompleqsi, marketingis produqtiuloba da momgebianoba (rentabe-

loba). rogorc wesi, audits axorcielebs gareSe specialisti. xelmZRvanelo-

bisaTvis ki Sedegebi moicavs moulodnelobebs, rogorc dadebiTs, aseve

uaryofiTs. amis Semdeg xelmZRvaneloba wyvets, Tu ra moqmedebebia saWiro,

rodis da rogor unda danergos isini.

■❚ mmaarrkkeettiinngguullii ggaarreemmoo

marketinguli funqciebis marTva arc ise rTuli iqneboda, Tu marketologebs

saqme mxolod kontrolirebad marketinguli kompleqsis cvladebTan

eqnebodaT. magram kompania moqmedebs kompleqsur marketingul garemoSi,

romelic arakontrolirebad Zalebs moicavs da igi movalea, Seeguos maT. am

garemoSi aris rogorc safrTxeebi, aseve SesaZleblobebi. kompaniam garemo

dakvirvebulad unda gaaanalizos, raTa SeZlos safrTxeebis Tavidan acileba,

xolo SesaZleblobebis Tavis sasargeblod gamoyeneba.

kompaniis marketinguli garemo aris kompaniasTan axlos arsebuli

Zalebi, romlebic gavlenas axdenen mis unarze, moemsaxuros momxmarebels (kom-

paniebis sxva departamentebi, ganawilebis arxis wevrebi, mommarageblebi, myid-

velebi da sxva). is aseve moicavs ufro farTo demografiul, ekonomikur, poli-

tikur, samarTlebriv, socialur da kulturul Zalebs. marketolo-gebisaTvis

yvela es faqtori gasaTvaliswinebelia, raTa myidvelebTan da partniorebTan

xelsayreli urTierTobis Camoyalibebisa da SenarCunebis procesSi warmate-

bas miaRwion. marketingul garemos ufro vrclad me-3 TavSi ganvixilavT.


aauuddiittii (Marketingaudit)kompaniis garemos,

miznebis, strate-

giebisa da saqmi-

anobis sruli, siste-

muri da perioduli

Semowmeba proble-

muri sakiTxebisa da

SesaZleblobebis

gansazRvrisaTvis. am

dros xdeba samo-

qmedo gegmis

SemuSaveba, romelic

daexmareba kompanias

marketinguli

maCveneblis

gaumjobesebaSi.

ssuurraaTTii 22..77

marketinguli kon-

trolis procesi


ssaaqqmmiiaannoobbiiss

kkoonnttrroollii (Marketingcontrol)marketinguli

strategiebisa da

gegmebis SesrulebiT

miRebuli Sedegebis

gazomvis, Sefasebisa

da makoreqtirebeli

nabijebis gadadgmis

procesi.


2.3

bb iizz nn ee ss ii ss aa qq aarrTTvv eellooSSii

banki `respublika~, yvelaze xangrZlivi istoriis

mqone banki saqarTveloSi, daarsda 1991 wels.

banki `respublika~ wamyvani komerciuli bankia

saqarTveloSi sacalo da finansur momsaxurebaSi

mudmivad zrdadi operaciebis mxriv. bankSi dasaqme-

bulia 500-ze meti adamiani. is Tavis momxmare-

blebs 23 filialisa da serviscentris

meSveobiT emsaxureba.

bankis wili mTlian sabanko depozitebSi

11%-s Seadgens, xolo mTlian sabanko sesxebSi

– 7%-s. amavdroulad, Tavisi mTliani

aqtivebiT banks ukavia mexuTe adgili saqar-

Tvelos sabanko sistemaSi da aseve meoTxe

adgili mTliani sadepozito porTfelis

mixedviT. banki flobs plastikuri baraTebis

bazris 13%-s. 2006 wels bankma `respublikam~

gazarda Ta-visi aqtivebi 65%-iT.

`respublika~ aRiarebulia erT-erT yve-

laze sando da dinamiurad ganviTarebad

bankad saerTaSoriso finansur institutebs

Soris, romelic yovelTvis cdilobs gaaer-

Tianos saqarTvelos bazris specifikis Rrma

codna da muSaobis dasavluri standartebi.

2006 wlis 30 seqtembers bank `respublikis~

aqciaTa paketis 60%-is mflobeli gaxda jgufi

`sosiete jenerali~, xolo aqciaTa 10% evropis

rekonstruqciisa da ganviTarebis bankma EBRD-

ma SeiZina.

Société Générale-i erT-erTi umsxvilesi

finansuri institutia evrozonaSi. jgufSi

dasaqmebulia 103 000-mde adamiani sami

ZiriTadi biznesmimarTulebiT:

◆ sacalo da finansuri momsaxureba:L SociétéGénérale-i emsaxureba 20 milionze met momx-

marebels msoflios masStabiT.

◆ globaluri sainvesticio menejmenti da

momsaxureba: Société Générale-i aris erT-erTi

umsxvi-lesi banki evrozonaSi meruveobasa

da marTvaSi arsebuli aqtivebis mixedviT.

◆ korporaciuli da sainvestiicio banki:

Société Générale-i dasaxelebulia msoflios

wamyvan bankebs Soris evropis finansur

bazrebze, derivativebSi da struqturirebul fi-

nansebSi.

Société Générale-i Sedis socialurad pasuxismge-

beli investiciis indeqsebis mTavar xuTeulSi.


biznesSi ramdeni da rogori investicia Cados;

meore _ zrdisa da gamoxSirvis strategiebis

ganviTarebiT momavali biznes-portfeli Sead-

ginos. kompaniam portfelis dagegmvis formalu-

ri meTodi unda gamoiyenos, magram dRes bevri

kompania Tavisi mdgomareobisaTvis Sesabamisi

portfelis dagegmvis ufro moqnil saSualebebs

iyenebs. produqt/bazris eqspansiis matrica

gvTavazobs oTx SesaZlo strategias: bazarze

SeRwevas, bazris ganviTarebas, produqtis

ganviTarebasa da diversifikacias.

33.. SSeeaaffaasseeTT mmaarrkkeettiinnggiiss rroollii ssttrraatteeggiiuull

ddaaggeeggmmvvaaSSii ddaa ggaannmmaarrtteeTT,, rrooggoorr xxddeebbaa ffiirr--

mmiiss SSiiddaa ddaa ggaarree ppaarrttnniioorreebbTTaann xxeellssaayyrreellii

uurrTTiieerrTToobbeebbiiss CCaammooyyaalliibbeebbaa..

strategiuli miznebis miRwevisaTvis TiToeuli

biznes-erTeulis funqcionalurma ganyofile-

bebma (marketingis, finansebis, aRricxvis,

Sesyidvebis, warmoebis, sainformacio teqnolo-

giebis, kadrebis da sxva) SeTanxmebulad,

erTdroulad unda imoqmedon. mimzidveli sabaz-

ro SesaZleblobebis gaTvaliswinebiT, sabazro

koncefciis filosofiisa da saTanado Senata-

nebis daxmarebiT, marketingi kompaniis strate-

giuli dagegmvis procesSi mTavar rols Tama-

Sobs. calkeul biznes-erTeulebTan erTad,

marketingi erTeulis miznis misaRwevad strate-

gias ayalibebs da maTi momgebianad (rentabelu-

rad) ganxorcielebis procesSi monawileobs.

martooden marketologebs myidvelisaTvis

saukeTeso faseulobis warmoeba ar ZaluZT.

myidvelis mizidvis, SenarCunebisa da zrdis

procesSi maT mxolod partnioris funqcia gaaC-

niaT. is, Tu ramdenad kargad uZRveba TiToeuli

departamenti myidvelis faseulobaTa damatebis

process, gansazRvravs, ramdenad Sedegiania am

departamentebis erToblivi muSaoba. amgvarad,

marketologebma partniorebTan urTierTobebis

marTva praqtikaSi unda danergon. efeqtur

faseulobaTa jaWvis formirebisaTvis, romelic

myidvels emsaxureba, marketologebma kompaniis

sxva departamentebTan mWidro urTierToba unda

daamyaron. saukeTeso, konkurentunarian faseu-

lobaTa miwodebis qselis Camosayalibeblad ki

sxva kompaniebTan efeqturi partnioruli ur-

TierToba unda iqonion.

44.. ddaaaaxxaassiiaaTTeeTT mmoommxxmmaarreebbeellzzee ggaaTTvvlliillii mmaarr--

kkeettiinngguullii ssttrraatteeggiiaa ddaa mmaarrkkeettiinngguullii kkoomm--

pplleeqqssii..

marketinguli strategiisa da programebis

SuagulSi moqceulia myidvelTan urTierTobebi.

bazris segmentaciis, miznobrivi bazris Ser-

Cevisa da bazarze pozicionirebis saSualebiT

kompania mTlian bazars patar-patara segmente-

bad yofs, irCevs TavisTvis saukeTesos da

ra SeiswavleT marketingis Sesaxeb?

pirvel TavSi Cven ganvsazRvreT mar-

ketingi da marketinguli procesebi.

am TavSi ganvixileT mTeli kompaniis

strategiis dagegmva da misi roli

organizaciaSi. Semdeg, ufro vrclad, ganvixi-

leT marketinguli strategia, marketinguli kom-

pleqsi da marketingis marTvis ZiriTadi funq-

ciebi. amdenad, Tqven ukve sakmao warmodgena

gaqvT Tanamedrove marketingis safuZvlebze.

Semdeg TavebSi Cven ufro safuZvlianad gavec-

nobiT am koncefciebs.

11.. aaxxsseenniiTT mmTTeellii kkoommppaanniiiiss ssttrraatteeggiiuullii ddaaggeegg--

mmvvaa ddaa mmiissii ooTTxxii ssaaffeexxuurrii..

strategiuli dagegmva aris mTeli kompaniis

strategiis SerCevis rTuli procesi. marketin-

guli strategia da marketinguli programebi

ufro farTo, mTeli kompaniis strategiuli geg-

mis konteqstSi xorcieldeba. miuxedavad imisa,

rom formaluri dagegmva kompanias araerT

sargebels sTavazobs, yvela kompania ar an kar-

gad ver iyenebs mas. miuxedavad imisa, rom

strategiuli dagegmva ZiriTadad did korpora-

ciebzea gaTvlili, igi mcire biznesisTvisac

xelsayrelia.

strategiuli dagegmva oTx safexurs moicavs:

kompaniis misiis gansazRvra, miznebis dasaxva,

biznes-portfelis Seqmna da funqciuri gegmebis

ganviTareba. kompaniis mkafio strategiis gan-

sazRvra formaluri misiis ganacxadis Camoya-

libebiT iwyeba, romelic unda iyos bazarze

orientirebuli, realuri, specifikuri, moti-

vaciis Semqmneli da garemos Sesabamisi. kom-

paniis misiidan gamomdinare detaluri miznebis

dasaxva unda moxdes menejmentis TiToeuli

rgolisaTvis. kompaniis misiisa da miznebis

gansazRvris Semdeg menejmentma unda Seadginos

kompaniis bbiizznneess--ppoorrttffeellii _ biznesebisa da

produqtebis erToblioba, romelic kompanias

warmoadgens. Tavis mxriv, TiToeuli biznesisa

da produqtis erTeuli movalea, kompaniis

strategiuli gegmis Sesabamisad, detaluri mar-

ketinguli gegmebi Camoayalibos.

22.. iimmssjjeelleeTT,, rrooggoorr uunnddaa CCaammooyyaalliibbddeess

bbiizznneess--ppoorrttffeellii ddaa ggaannvviiTTaarrddeess bbiizznneessiiss

zzrrddiissaa ddaa ggaammooxxSSiirrvviiss ssttrraatteeggiiaa..

kompaniis misiis ganacxadisa da miznebis

saSualebiT kompania biznes-portfels qmnis, anu

es aris kompaniis Semadgeneli saqmianobebisa da

produqtebis erToblioba. firmas surs, hqondes

biznes-portfeli, romelic garemo pirobebis

Sesabamisad, saukeTesod moergeba mis sust da

Zlier mxareebs. amisaTvis, pirveli _ kompaniam

Tavisi mimdinare biznes-portfelis analizi

unda gaakeTos da gadawyvitos, Tu romel

SSeeiissvveenneeTT::kkoonncceeffcciieebbiiss kkvvaallddaakkvvaall


wyvets, rogor miawodos miznobriv myidvels

faseuloba. miznobriv bazarze sasurveli Sede-

gis misaRwevad igi marketingul kompleqss

ayalibebs, romelic moicavs produqts, fass, dis-

tribuciasa da stimulirebas.

55.. CCaammooTTvvaalleeTT mmaarrkkeettiinnggiiss mmeenneejjmmeennttiiss ffuunnqq--

cciieebbii,, mmaaTT SSoorriiss mmaarrkkeettiinngguullii ggeeggmmiiss eellee--

mmeenntteebbiicc..

marketinguli procesebis marTva marketingis

menejmentis oTxi funqciis saSualebiT

sruldeba – analizi, dagegmva, ganxorcieleba

da kontroli. pirvel rigSi, mTeli kompaniis

strategiul gegma yalibdeba, saidanac gamomdi-

nareobs produqtisa Tu brendis marketinguli

da sxva gegmebi. marketinguli gegmis ZiriTadi

komponentebia: Semajamebeli winasityvaoba, arse-

buli marketinguli mdgomareobis analizi,

safrTxeebisa da SesaZleblobebis analizi,

miznebi da amocanebi, marketinguli strategia,

samoqmedo programebi, biujeti da kontrolis

meqanizmebi. xSirad kargi strategiis dagegmva

mis aRsrulebaze bevrad advilia. warmatebi-

saTvis aucilebelia marketinguli strategiis

efeqturi ganxorcieleba. amaze ZiriTadi pasux-

ismgebloba kompaniis marketingul departaments

ekisreba. Tanamedrove marketinguli departamen-

tis organizeba SesaZloa: funqciebis, geografi-

uli, produqtis marTvisa da bazris marTvis

mixedviT.

TTaavvSSii ggaammooyyeenneebbuullii tteerrmmiinneebbii

bbaazzaarrzzee ppoozziicciioonniirreebbaa Market positioningbbaazzaarrzzee SSeeRRwweevvaa Market penetrationbbaazzrriiss ggaannvviiTTaarreebbaa Market developmentbbaazzrriiss sseeggmmeennttaacciiaa Market Segmentationggaayyiiddvviiss kkoonncceeffcciiaa Selling conceptbbaazzrriiss sseeggmmeennttii Market segmentbbaazzrriiss zzrrddiissaa ddaa Growth-share matrixbbaazzrriiss wwiilliiss mmaattrriiccaa

bbiizznneess--ggaammooxxSSiirrvvaa Downsizingbbiizznneess--ppoorrttffeellii Business portfolioddiivveerrssiiffiikkaacciiaa DiversificationffaasseeuulloobbaaTTaa jjaaWWvvii Value chainffaasseeuulloobbaaTTaa mmiiwwooddeebbiiss Value-delivery networkqqsseellii

mmaarrkkeettiinngguullii aauuddiittii Marketing auditmmaarrkkeettiinngguullii ggeeggmmaa Marketing plan

mmaarrkkeettiinngguullii ggeeggmmeebbiiss Marketing implementationggaannxxoorrcciieelleebbaa

mmaarrkkeettiinngguullii kkoommpplleeqqssii Marketing mixmmaarrkkeettiinngguullii ssaaqqmmiiaannoobbiiss Marketing controlkkoonnttrroollii

mmaarrkkeettiinngguullii ssttrraatteeggiiaa Marketing strategymmiissiiiiss ggaannaaccxxaaddii Mission statementmmiizznnoobbrriivvii bbaazzrriiss Target marketingSSeerrCCeevvaa

ppoorrttffeelliiss aannaalliizzii Portfolio analysispprroodduuqqtt//bbaazzrriiss Product/market expansion grideeqqssppaannssiiiiss mmaattrriiccaa

pprroodduuqqttiiss ggaannvviiTTaarreebbaa Product developmentssttrraatteeggiiuullii Strategic Business Unit (SBU)bbiizznneess--eerrTTeeuullii ((ssbbee))

ssttrraatteeggiiuullii ddaaggeeggmmvvaa Strategic planning

ggaannssaaxxiillvveellii ssaakkiiTTxxeebbii11.. arsebobs strategiuli dagegmvis

procesis oTxi safexuri. ra aris ma-

Ti aseTi Tanmimdevrobis mizezi? ra

Sedegebs gamoiwvevs am oTxi safexu-

ridan erT-erTis amoReba? ra rols TamaSobs

marketingi strategiuli dagegmvis procesSi?

22.. rogor SeiZleba bostonis sakonsultacio

jgufis bazris zrdisa da wilis matricis

gamoyeneba, mimdinare biznes-portfelisa da

momavali gegmebis SefasebaSi? ra SezRudvebi

gaaCnia portfelis analizis matricul midgo-

mebs? ganixileT, ra funqcia akisria pro-

duqt/bazris eqspansiis matricas xelsayreli

zrdis SesaZleblobis gansazRvraSi.

33.. ganixileT faseulobaTa jaWvis koncefcia.

marTalia Tu ara mosazreba, rom faseulobaTa

jaWvis siZliere misi yvelaze susti rgolis

tolfasia? daasabuTeT Tqveni pasuxi. rogor

SeiZleba sxva organizaciebTan partniorobis

safuZvelze faseulobaTa-miwodebis qselis

Camoyalibeba da SemdgomSi kompaniis maCveneb-

lebis gaZliereba?

44.. ganixileT gansxvaveba am terminebs Soris:

bazris segmentacia, miznobrivi bazris SerCeva

da bazarze pozicionireba.

55.. ganixileT TiToeul P-sTan dakavSirebuli

sxvadasxva qmedeba. ra dadebiTi mxare gaaCnia

oTxi P-s nacvlad oTxi C-s danergvas?

66.. marketingis marTvis procesSi ra roli

akisria analizs, dagegmvas, ganxorcielebasa da

kontrols? rogor xdeba TiToeuli mar-

ketinguli funqciis erTmaneTTan dakavSireba?

ggaammooyyeenneebbiiTTii SSeekkiiTTxxvveebbii

11.. kompaniis zrdis SesaZleblobebis gansaz-

RvrisaTvis produqt/bazris eqspansiis matrica

gamoiyeneba. ganixileT swrafi kvebis kompania

Subway, romelic yidis sendviCebs, Cipsebsa da

iimmooggzzaauurreeTT


gamagrilebel sasmelebs. dafiqrdiT da gansaz-

RvreT Subway-sTvis zrdis oTxi strategia, rom-

lebic produqt/bazris eqspansiis matricis Ti-

Toeul ujras Seesabameba.

22.. Propel aris kompania Gatorade-is axali, msubuqi

aromatis mqone, vitaminebiT gajerebuli gama-

grilebeli sasmeli kenkris, mayvlisa da kivi-

alublis gemoTi. gansazRvreT am sasmelebis

miznobrivi bazari. rogor SeiZleba maTi pozi-

cionireba konkurentul produqtebTan mimarTe-

baSi (sportuli sasmelebi, boTlis wylebi,

forToxlis wvenebi da rZe)?

33.. bolo dros Nike golfis bazarze Sevida da

golfis joxebis, burTebis, CanTebis,fexsacmlisa

da tansacmlis gamoSveba daiwyo. Tiger Woods-is(golfSi mravalgzis msoflio Cempioni) meS-

veobiT Nike-ma moaxdina Tavisi produqciis stim-

ulireba. ganixileT Nike-is marketinguli saqmi-

anobis kontrolis oTxi safexuri, rogorc TigerWoods-is swrafi warmatebis Sefasebis kriteriumebi.

tteeqqnnoollooggiiuurr ssaammyyaarrooSSii

911 saswrafo momsaxurebis gasaum-

jobeseblad aSS-s federalurma

sakomunikacio komisiam (FCC) ganax-

orciela gegma, romlis mixedviT 2005

wlis bolosaTvis mobiluri telefonis abonen-

tis adgilsamyoflis gansazRvra SesaZlebeli

iqneba 100 metris radiusis sizustiT. arsebobs

usadeno mobilurebis adgilsamyofelis dadge-

nis ori gza: erTi – Sida GPS-Cipis mqone tele-

foni, meore ki _ sami an meti mobiluri momsax-

urebis gadamcem koSks Soris triangulaciis

(xazebis gavlebiT) saSualebiT abonentis adg-

ilsamyoflis dadgena. es teqnologia ukve

gamoiyeneba honkongSi, tokiosa da helsinkSi.

aman im marketologTa yuradReba miiqcia,

romelTac surdaT, myidvelis garkveul ubanSi

yofnisas, misTvis garkveuli maRaziebis

sareklamo masalis gagzavna. Tavdapirvelad, am

teqnologias iyenebdnen imisaTvis,rom abonentis

yuradReba garkveuli maRaziebisaken miemarTaT.

11.. mcire jgufebSi ganixileT am teqnologiis

potenciuri marketinguli gamoyeneba (garda

imisa, rac ukve ganxilulia).

22.. warmoidgineT, rom xarT mobiluri momsaxure-

bis mimwodebeli kompaniis marketinguli jgu-

fis wevri. Tqvens kompanias surs, rom es

teqnologia sacalo movaWreebs miyidos. am

kompaniisaTvis SeimuSaveT orive, rogorc pro-

duqtze, aseve bazarze orientirebuli, misiis

ganacxadi.

33.. ra upiratesobebs flobs bazarze orientire-

buli ganacxadi produqtze orientirebuli

misiis ganacxadTan SedarebiT?

kompaniebis _ Enron-isa da WorldCom-is_ gaxmaurebulma skandalma ganaaxla

interesi imis mimarT, Tu rogor SeiZ-

leba msgavsi fiaskos Tavidan acile-

ba. dainteresebul investorebsa da

politikosebs axali gansaxilvevi Tema gamouC-

ndaT – korporaciis pasuxismgebloba. bevri

iziarebs azrs, rom organizaciis kultura gav-

lenas axdens sakuTari TanamSromlebis mora-

lur da sazogadoebrivad pasuxismgebel qce-

vaze.

11.. ganixileT kompaniis misiis ganacxadis roli

eTikuri korporaciuli qcevis waxalisebaSi.

22.. maSin rodesac faseulobaTa-miwodebis qselis

gaumjobesebisaTvis sul ufro meti firma

TanamSromlobs mommarageblebTan, distribu-

torebTan da myidvelebTan, ra sirTuleebi arse-

bobs pasuxismgebliani gadawyvetilebebis miRe-

bis monitoringisa da waxalisebisaTvis? risi

gakeTeba SeiZleba am sirTuleebis gadasalaxad?

33.. ra funqciuri datvirTva aqvs marketingul

audits skandalebis Tavidan acilebis saqmeSi?

eeTTiikkiiss ssaammyyaarrooSSii

Dunkin’ Donuts-is biznessituacia

ganTavsebulia wignis bolos,

danarTSi 1.

uuccxxoouurrii bbiizznneessssiittuuaacciiaa


2005 wlis dasawyisSi `saqarTvelos telekomis~

istoriaSi etapobrivi mniSvnelobis movlena moxda.

misi sakontrolo paketi – 51% _ saxelmwifom

gaasxvisa da kompaniis 81%-iani wilis mflobeli

gaxda amerikuli korporacia – `metromedia~,

romelic satelekomunikacio aqtivebs flobs

rogorc saqarTveloSi, aseve sxva qveynebSi. 2006

wels ki manve SeiZina darCenili mowiles _

kompania ,,bulkomis’’ 19% da amgvarad ,,saqarTvelos

telekomis’’ 100%-iani mflobeli gaxda privati-

zaciis Semdeg „saqarTvelos telekomis~ axalma

menejmentma Tvisobivad Secvala kompaniis marTvis

sistema, samoqmedo strategia; kompaniaSi Catarda

restruqturizacia, moxda finansuri da adamianuri

resursebis optimizacia. mniSvnelovani saxsrebi

daixarja marketinguli da saimijo proeqtebis

ganxorcielebaze. `saqarTvelos telekomi~ iqca

moqnil, moxmarebelze orientirebul kompaniad.

S.p.s. „saqarTvelos telekomi~ dafuZnda da

komerciuli saqmianoba daiwyo 1994 wels.

kompaniis damfuZneblebi iyvnen: saxelmwifo _

51% (saqarTvelos kavSirgabmulobisa da fostis

saministro – 40% da `saqalaqTaSoriso kav-

Siris centri~ – 11%), `telsel inkorporeiSeni~ –

30% (amerikuli korporaciis `metromediis~

Svilobili kompania) da kerZo pirebis kompania

`bulkomi~ – 19%. kompaniis ZiriTadi misia iyo da

dResac rCeba saqarTvelos mosaxleobis uzrun-

velyofa saerTaSoriso da saqalaqTaSoriso

satelekomunikacio momsaxurebiT. saqmianobis

profilidan gamomdinare kompaniis partniorebi

gaxdnen msoflioSi sayovelTaod cnobili aSS-s,

germaniis, saberZneTis, ruseTis, didi britaneTisa

da sxva qveynebis satelekomunikacio kompaniebi.

im periodisaTvis `saqarTvelos telekomi~ war-

moadgenda erTaderT nacionalur operators,

romelic srulad flobda serTaSoriso darek-

vebis bazars. es mdgomareoba Seicvala 1999-2000

ww, saqarTvelos satelekomunikacio bazris li-

beralizaciis da konkurentuli garemos Camoya-

qqaarrTTuullii bbiizznneessssiittuuaacciiaa

ssaaqqaarrTTvveellooss tteelleekkoommii __ ggaannvviiTTaarreebbiiss aaxxaallii

eettaappii


libebis Semdeg.

2000 wels Camoyalibda satelekomunikacio

sferos maregulirebeli organo – saqarTvelos

komunikaciebis erovnuli komisia (SemdgomSi

komisia). man satelekomunikacio bazris libe-

ralizaciisa da srulfasovani konkurentuli

garemos Camoyalibebis mizniT SeimuSava mniSvne-

lovani maregulirebeli kanonebi da debulebe-

bi, gasca Sesabamisi licenziebi,ramac ganapiroba

bazarze sxvadasxva profilis satelekomunika-

cio kompaniebis gamoCena. amJamad satelekomuni-

kacio bazarze operireben oTxi ZiriTadi

profilis kompaniebi (operatorebi): mobiluri

(Mob), adgilobrivi (fiqsirebuli) satelefono

qselis (LEC), saerTaSoriso/ saqalaqTaSoriso

kavSiris (IGO) operatorebi da internet ser-

visis mimwodeblebi (ISP). satelekomunikacio

bazris aRniSnul segmentebs Soris gansakuTre-

buli konkurentulobiT gamoirCeva saerTaSori-

so kavSirgabmulobis segmenti, sadac gacemulia

or aTeulze meti licenzia da moRvaweobs 20-

mde saerTaSoriso operatori, maT Soris Ziri-

Tadad eqvsi kompania mniSvnelovan sabazro

wilebs flobs.

diagramaze mocemulia saqarTvelos satele-

komunikacio bazris infrastruqtura mTliano-

baSi, zemoTxsenebuli da sxva misi Semadgeneli

segmentebis CvenebiT, maTi procentuli wilis

asaxviT dargis saerTo Semosavlebis struqtu-

raSi (2005 wlis komisiis oficialuri mona-

cemebis mixedviT). aqve moyvanilia calkeul

segmentebSi moqmedi ZiriTadi operatorebi, maTi

miaxloebiTi sabazro wilebis CvenebiT Sesaba-

misi momsaxurebis sferoebSi da segmentebis

urTierTkavSirebi.

saerTaSoriso kavSirgabmulobis bazarze kon-

kurenciis zrdas xeli Seuwyo 2005 wels bazris

regulirebis mizniT momxdarma cvlilebebma.

komisiis 2005 wlis 15 martis gadawyvetilebiT,

saerTaSoriso gamoZaxebebze arsebuli tarife-

bis sruli liberalizaciisaTvis, gauqmda manam-

de moqmedi satarifo zRvrebi. satarifo zRvrebis

arsebobis pirobebSi saerTaSoriso operatorebs

akrZaluli hqondaT saerTaSoriso saubrebze

dadgenil zRvrul tarifebze dabali nixrebis

daweseba. tarifebis sruli liberalizaciis

Semdeg ki operatorebi sakuTari Sexedulebisa-

mebr, danaxarjebis struqturis gaTvaliswinebiT

aweseben tarifebs.

tarifebis srulma liberalizaciam bazarze

xeli Seuwyo saerTaSoriso gamoZaxebebze fa-

sebis swraf vardnas. konkurenti operatorebi

erTmaneTis mimdevrobiT akeTebdnen sareklamo

gancxadebebs saerTaSoriso saubrebze tarife-

bis Semcirebis Sesaxeb. faqtobrivad bazarze

daiwyo e.w. „satarifo omi~. bazris moTxovnis

analizis Sedegad gamoirkva, rom tarifebis mni-

Svnelovani Semcirebis Semdeg Semcirda opera-

torebis Semosavlebic, vinaidan ar dafiqsirda

moTxovnis Sesabamisi zrda. Semosavlebis kle-

bam ki Tavis mxriv daayena danaxarjebis Semci-

rebis sakiTxi, rac mZime tvirTad daawva yvela

operators.

saerTaSoriso satelekomunikacio momsaxure-

bis gansaxorcieleblad operatorebs SeuZliaT

airCion sxvadasxva alternatiuli gza, maT

Soris: kavSiris ganxorcieleba tradiciuli

telefoniis an IP- telefoniis saSualebiT. tra-

diciuli telefoniis gamoyenebis SemTxvevaSi

operatori pirdapir kavSirs amyarebs sxva qvey-

nis analogiur operatorTan Tanamgzavruli an

optikur-boWkovani SemaerTebeli saSualebebiT.

kavSiris es forma SedarebiT Zviria, opera-

torebs Soris arsebuli kavSiris saSualebebis

maRali saijaro gadasaxadis gamo. sanacvlod

kavSiris amgvari forma iZleva kavSiris mdgrad,

erTmniSvnelovnad maRal xarisxs. IP-telefo-

niis gamoyenebis SemTxvevaSi monacemTa gadacema

xdeba internetis qselis saSualebiT. rogoc

wesi, amgvari kavSiris danaxarji dabalia

tradiciuli telefoniis danaxarjebTan Sedare-

biT, Tumca, am SemTxvevaSi uaresdeba kavSiris

xarisxi, rasac momxmarebeli smenadobis gaua-

resebis saxiT grZnobs.

kkoommppaanniiiiss ZZiirriiTTaaddii pprroodduuqqtteebbiiaa::88--1100 __ ssaaeerrTTaaSSoorriissoo ddaaSSvveebbiiss kkooddii.. am kodis ga-

moyenebiT momxmarebels SeuZlia darekos saz-

RvargareTis nebismier qveyanaSi da gadaixados

saubris davalianeba gansazRvruli periodis

ganmavlobaSi. sakredito sistema momxmareb-

lisaTvis gansakuTrebiT mosaxerxebeli for-

matia. Tumca, kompania zogierT SemTxvevaSi ver

axerxebs davalianebis srulad amoRebas da,

Sesabamisad, garkveul finansur resursebs

xarjavs debitoruli davalianebis regulirebi-

saTvis (abonentebTan urTierTobis ganyofi-

lebisa da saoperacio ganyofilebis funqcioni-

rebis saxiT).

sakredito sistemis garda kompanias gaaCnia

saavanso sistema – `̀tteelleekkoommbbaarraaTTii~~.. misi SeZe-

nisas moxmarebeli winaswar ixdis saubrebis

Rirebulebas da SemdgomSi, survilisamebr, gan-

kargavs sakuTar avanss. `telekombaraTiT~ sar-

gebloba SedarebiT arakomfortulia baraTze

aRniSnuli Svidcifra kodis akrefis saWiroebis

gamo. am produqtis Zlier mxared SeiZleba CaiT-

valos momxmareblis mier avansis gakontro-

lebisa da nebismieri telefonidan (sakuTari

xarjebiT) saerTaSoriso da adgilobrivi zare-

bis ganxorcielebis SesaZlebloba. `telekomba-

raTiT~ sargeblobis SemTxvevaSi kompania momen-

talurad iRebs gaweuli momsaxurebis safasurs

da icilebs sakredito sistemis SemTxvevaSi

gardauval danaxarjebs. 8-10-iT da `telekom-

baraTiT~ saregoblobis SemTxvevaSi saerTaSo-

riso saubrebze kompaniis mier dawese-buli

tarifebi identuria.

88--110000 ssaaqqaallaaqqTTaaSSoorriissoo ddaa mmoobbiilluurr ooppeerraattoo--

rreebbTTaann ddaaSSvveebbiiss kkooddii.. aRniSnuli kodis gamoye-

nebiT momxmarebeli ukavSirdeba, rogorc qveynis

regionebs, aseve mobilur operatorebs – ,,mag-

Tisa~ da ,,jeosels~. aRniSnuli kodi tradiciu-

li, momxmareblisaTvis kargad nacnobi da mox-

marebadi kavSiris formis (akrefis wesi: 899, 898,


855, 877, 855) iafi, alternatiuli produqtia.

klienti dadebiTad iRebs axal produqts sate-

lekomunikacio danaxarjebis Semcirebis mizniT.

Tumca, kodis cnobadoba SedarebiT dabalia misi

siaxlis gamo. kodis cnobadobis gazrdis SemTx-

vevaSi mosalodnelia am segmentze `saqarTvelos

telekomis~ wilis gazrda.

881100000011 Dial Up iinntteerrnneettii.. aRniSnuli produqti na-

wilobriv ukve Canacvlda da droTa ganmavlo-

baSi mTlianad Canacvldeba DSL teqnologiebiT.

Tumca, produqts jer kidev hyavs gansazRvruli

momxmarebeli misi xelmisawvdomobis gamo.

kkoommppaanniiiiss ssaammoommxxmmaarreebblloo sseeggmmeenntteebbiiaa::ffiizziikkuurrii ppiirreebbii

■ xxaarriissxxzzee oorriieennttiirreebbuullii mmoommxxmmaarreebbeellii,, ro-

melic miiCnevs, rom kavSiris cudi xarisxi

zrdis saubris xangrZlivobas da Sesabamisad

zrdis satelekomunikacio danaxarjebs. es

momxmrebeli mzad aris gadaixados SedarebiT

meti Tanxa maRali xarisxis satelekomunika-

cio momsaxurebis sanacvlod. aRniSnuli seg-

menti operatorebis mimarT maRali loia-

lurobiT gamoirCeva.

■ ttaarriiffzzee oorriieennttiirreebbuullii mmoommxxmmaarreebbeellii,,

romelic yovelTvis cdilobs dazogos

satelekomunikacio biujeti. es momxmarebeli

satelekomunikacio momsaxurebis tarifebs,

motivaciur faqtorebs Soris, pirvel adgilze

ayenebs da yovelTvis eZebs iaf satelekomu-

nikacio operators an sargeblobs fasdakle-

bebiT. igi gamoirCeva operatorebis mimarT

dabali loialurobiT da icvlis operators

konkurenti operatoris mier dabali tarifis

SeTavazebis SemTxvevaSi.

kkoorrppoorraattiiuullii kklliieenntteebbii.. isini, saqmianobidan

gamomdinare, gansakuTrebul mniSvnelobas aniWe-

ben satelekomunikacio momsaxurebis xarisxs, vi-

naidan kavSiris xarisxi gansakuTrebiT mniSvne-

lovania saqmiani urTierTobebis warmarTvisas.

Tumca, unda aRiniSnos, rom korporatiuli klie-

ntebi, maRali satelekomunikacio danaxarjebis

gamo, kodiT sargeblobis Sesaxeb gadawyve-

tilebis miRebis procesSi tarifs aranakleb

mniSvnelobas aniWeben. am klientebs axasiaTebT

operatorebis mimarT saSualo loialuroba.

xSirad organizaciasa da operators Soris

urTierTobebi regulirdeba momsaxurebis Sesa-

xeb xelSekrulebis saSualebiT.

kkoommppaanniiiiss ZZlliieerrii mmxxaarreeeebbiiaa::

■ „saqarTvelos telekomi~ saerTaSoriso

satele-komunikacio bazarze moqmed opera-

torebs Soris erT-erTi lideria. kompaniis

sabazro wili am segmentze ganisazRvreba,

daaxloebiT, 30%-is odenobiT. privatizaciis

Semdeg, kompaniis mier ganxorcielebuli mar-

ketinguli proeqtebis Sedegad, mniSvnelovnad

gaizarda kompaniis saerTaSoriso daSvebis

kodis 8-10-is cnobadoba. kompaniis mier Cata-

rebuli marketinguli kvlevis Sedegad dad-

ginda, rom kompaniis kods cnobs mosaxleobis

75%-i. kompanias aqvs dadebiTi imiji da rep-

utacia, aRiqmeba, rogorc maRali xarisxis

satelekomunikacio momsaxurebis mimwodebeli.

■ kompaniis menejmenti gansakuTrebul yurad-

Rebas uTmobs momsaxurebis xarisxsa da momx-

mareblebze zrunvas. ukanaskneli periodis

ganmavlobaSi reorganizacia ganicada saope-

racio ganyofilebam, romelmac miiRo ufro

funqciuri saxe. gadamzadda yvela TanamSrome-

li, romelic pirdapir an iribad urTierTobs

momxmarebelTan. modernizacia ganicada kom-

paniis servis centrma. ganxorcielda cvlile-

bebi momxmareblis moTxovnebis gaTvaliswine-

biT: Seiqmna davalianebis dafarvis alternatiuli

formebi, gaizarda sakredito periodi, gaCnda

davalainebis etapobrivad dafarvis SesaZleb-

loba.

■ `saqarTvelos telekomSi~ Camoyalibda gayidve-

bis ganyofileba,romlis mizansac warmoadgens

personaluri gayidvebis ganxorcieleba msxvil

korporatiul klientebTan. gayidvebis ganyo-

fileba valdebuli da uflebamosilia korpo-

ratiul klientebs SesTavazos kompaniis pro-

duqtebi, gaaformos maTTan xelSek-rulebebi,

aseve gaiTvaliswinos msxvili organi-zaciebis

specifiuri interesebi da uzrunvel-yos maTi

Seuferxebeli satelekomunikacio momsaxureba.

kkoommppaanniiiiss wwiinnaaSSee aarrsseebbuullii ddiilleemmaa::bazarze arsebuli mZafri konkurenciis fonze,

„saqarTvelos telekomi~ dgas saintereso da

mniSvnelovani dilemis winaSe. kompanias SeuZlia

dapozicionirdes, rogorc maRali xarisxis

satelekomunikacio momsaxurebis mimwodebeli

kompania. amgvar imijs xels uwyobs kompaniis

teqnikuri saSualebebi („simensis~ warmoebis

saerTaSoriso sadguri da kavSirebi msoflios

wamyvan satelekomunikacio operatorebTan). am-

gvari strategiis arCevis SemTxvevaSi, kompania

saerTaSoriso gamoZaxebebze daawesebs SedarebiT

maRal tarifs da ganaxorcielebs „„mmaaRRaallii xxaarriiss--

xxii –– mmaaRRaallii ffaassii~~-s strategias. magram daikargeba

momxmarebelTa is segmenti, romelic mxolod

faszea oreintirebuli da eZebs mxolod iafad

darekvis SesaZleblobas. meore strategia fasebis

Semcirebasa da „„yyoovveellTTvviiss ddaabbaallii ttaarriiffiiss~~

SeTavazebas gulisxmobs. am SemTxvevaSi mosalod-

nelia kompaniis Semosavlebis Semcireba (moTxov-

nis mrudis araelastiurobis gamo), rac saerTaSo-

riso operatorebTan pirdapiri damakavSirebeli

arxebis SenarCunebas gaarTulebs.

SSeekkiiTTxxvveebbii ((ddaavvaalleebbeebbii))::

11.. rogori strategiis arCevas urCevdiT „saqar-

Tvelos telekoms~ situaciur magaliTSi

aRwerili garemoebebis gaTvaliswinebiT?

22.. SeavseT, aRniSnuli magaliTis safuZvelze, am

TavSi moyvanili BCG matrica.



Chapter 2

Documents

atraqcionebi disney

disneys jadosnuroba

disney animal kingdom

disney gtavazobt sitbos

disneymgm studio

riti izidavs disney

kompaniis yvela tanamsromeli

cven gavigebt marketingis