am Tavis Seswavlis Semdeg Tqven SeZlebT: 1. ganmartoT kompaniis strategiuli gegmis Sedgenis procesi da misi oTxi safexuri; 2.

ganixiloT, Tu rogor xdeba biznesis portfelis Sedgena da zrdis strategiebis ganviTareba; 3. axsnaT marketingis roli strategiuli dagegmvis procesis dros da rogor muSaobs marketingi partniorebTan erTad, rom Seqmnas da miawodos faseuloba myidvels; 4. aRweroT myidvelze orientirebuli strategiis elementebi da masze zegavlenis saSualebebi; 5. CamoTvaloT marketingis marTvis funqciebi, maT Soris marketinguli gegmis elementebi.

kompania da marketinguli strategia:

partnioroba myidvelTan urTierTobis agebisTvis
gzamkvlevi | ideebis kvaldakval
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 gavigebT 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 funqcionalur erTeulTan erTad, adgenen iseT marketinguli strategiis gegmas, romelic frTxilad SerCeul miznobriv myidvels miawvdis umaRles faseulobas. dabolos, am strategiebis realurad amoqmedebisaTvis marketologebi qmnian e.w. `marketingul kompleqss~, romelic moicavs gadawyvetilebebs produqtis, fasis, distribuciisa da stimulirebis taqtikis Sesaxeb. wignis pirveli ori Tavi SegiqmniT srul warmodgenas marketingis safuZvlebis 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 sakiTxebi 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.

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marketingisa da marketinguli procesis gansazRvra

odesac 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 multi plikaciuri filmi gamovida, Disney gaxda saojaxo garTobis Seucvleli ostati. igi srulyofilad 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-m namdvili 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 damTvalierebelTa raodenobas), rac mas msoflios turistul sanaxaobaTa Soris pirvel adgilze ayenebs. riTi izidavs Disney World-is dasasvenebeli parki aseTi raodenobis xalxs? amas, nawilobriv, atraqcionebis raodenoba ganapirobebs. Disney World-is parki oTx ZiriTad Tematur parkad aris dayofili: Magic Kingdom, Epcot, Disney-MGM Studio da Disney Animal Kingdom. TiToeul parkSi muSaobs bevri, sxvadasxva ti pis atraqcioni: `konkias sasaxle~, `sxeulis omebi~, `kilimanjaros 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 unda muSaobdes. yvelaferi sufTaa da daculi, xarisxi da momsaxureba isev mniSvnelovania da momxmarebeli yovelTvis marTalia~. kompaniis akviatebuli misia aris `mianiWo xalxs bedniereba~ da `ocneba 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 orlandos 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 moemsaxuros 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: `es 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 moxibvlis 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 nawilia Disney-s bevrad ufro didi istoriisa. dRevandeli Walt Disney-s imperiis es

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sfero mxolod mis mcired nawils Tu warmoadgens. ukanasknel wlebSi Disneys 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 sadguri, 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 kinosadistribucio 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, videoTamaSebiTa 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 portfelis marTviT realur monstr korporaciad iqca. wlebis ganmavlobaSi Disney-s gasarTobi 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 izrdeboda. 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 didi da 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 kompaniis strategiuli gegmis konteqstSi xorcieldeba. imisaTvis, rom organizaciaSi marketingis roli ganisazRvros, pirvel rigSi, unda ganisazRvros mTeli kompaniis strategiuli dagegmvis procesi. Disney-s msgavsad, yvela kompaniam Sors unda gaixedos da Camoayalibos grZelvadiani strategia, romliTac upasuxebs industriaSi ganviTarebul cvalebad procesebs da organizaciis xangrZliv arsebobas uzrunvelyofs.

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marketingisa da marketinguli procesis gansazRvra

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 marketologebi miznobriv bazars, rogor axdenen marketinguli SeTavazebis pozicionirebas da rogor axorcieleben marketinguli kompleqsis programebs.

mTeli kompaniis strategiuli gegma: marketingis rolis gansazRvra

strategiuli dagegmva aris mTeli kompaniis strategiis SerCevis rTuli procesi. TiToeulma kompaniam unda gansazRvros TamaSis wesebi, romlebic mis specifikur mdgomareobas, miznebsa da resursebs saukeTesod Seesabameba. swored amazea fokusirebuli strategiuli dagegmva procesi, romelic gulisxmobs kompaniis miznebisa da resursebis strategiul Tanxvedras kompaniis cvalebad garemosTan. strategiuli dagegmva yovelwliuri da grZelvadiani gegmebis Sedgenas aZlevs dasabams. yovelwliuri da grZelvadiani gegma orientirebulia kompaniis 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 xorcieldeba. 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
bazarze orientirebuli misiis gansazRvreba 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 misiis ganacxads. misiis ganacxadi aris organizaciis arsis ganacxadi _ anu risi ganxorcieleba surs mas globalur garemoSi. naTlad gamokveTili misia `uxilavi 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.

strategiuli dagegmva (Strategic planning) procesi, romelic gulisxmobs kompaniis miznebisa da resursebis strategiul Tanxvedras kompaniis cvalebad garemosTan. es gulisxmobs kompaniis misiis, miznebis, biznesportfelis Seqmnasa da funqciuri strategiebis koordinirebas.

misiis ganacxadi (Mission statement) organizaciis arsis ganacxadi _ anu risi ganxorcieleba surs mas globalur garemoSi.

suraTi 2.1
strategiuli dagegmvis safexurebi

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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 Hills Pet Nutrition _ `Cveni misiaa, xalxisa 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 gamyidvels akavSirebs. misi misiis ganacxadSi weria, rom eBay qmnis unikalur vebsazogadoebas, sadac xalxs Sesyidvis, garTobisa da erTmaneTis gacnobis saSualeba eZlevaT. cxrili 2.1 gviCvenebs produqtsa da bazarze orientirebuli 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 urTierTobebisTvis aris gamiznuli, amitom moklebulia konkretikas. Zalian xSirad kompaniebis misia am sasacilo versiis msgavsia:

mzad varT, vemsaxuroT kulturisa da sazogadoebis cxovrebis gaumjobesebas yvelgan. Cven vemsaxurebiT yvelas sqesis, asakis, seqsualuri orientaciis, religiis an unarSezRudulobis miuxedavad, iqnebian eseni momxmareblebi, TanamSromlebi Tu aqcionerebi. umaRlesi eTikuri standartebis integrirebiT, gamWvirvale da axali ideebisadmi mzadyofnis politikis wyalobiT, Cven uzrunvelvyofT gansazRvrul Sedegebs msoflioSi. . .3

cxrili 2 . 1
kompania
Amazon.com

bazarze orientirebuli biznesis gansazRvrebebi

produqtze orientirebuli biznesis gansazRvreba Cven vyidiT wignebs, videos, kompaqtdiskebs, samomxmareblo eleqtronikas, aRWurvilobas, saojaxo nivTebs da sxva produqcias. CvenTan internetiT Sesyidva swrafi, advili da saxalisoa. es aris adgili, sadac internetis saSualebiT SegiZliaT Tqveni survilisamebr aRmoaCinoT nebismieri ram da SeiZinoT igi. bazarze orientirebuli biznesis gansazRvreba

America Online Disney eBay

uzrunvelvyofT internetiT momsaxurebas. Cven myidvelebs vakavSirebT erTmaneTTan da msofliosTan. vxelmZRvanelobT Tematur parkebs. vatarebT auqcionebs internetis saSualebiT. Cven vqmniT fantaziebs _ adgils, sadac amerika isev ise cxovrobs, rogorc unda cxovrobdes. Cven vakavSirebT individualur myidvelsa da gamyidvels msoflio internet-bazarze, unikaluri veb-sazogadoeba, sadac maT aqvT saSualeba, gaerTon, gaicnon erTmaneTi da SeiZinon sasurveli nivTebi. rCevebi da problemaTa gadaWra, romlebic ojaxis wevrebs xelmarjve ostatebad aqcevs. Cven vexmarebiT xalxs, ganicadon gamarjvebis, Sejibrebisa da konkurentTa daZlevis emocia. Cven vyidiT cxovrebis stilsa da STabeWdilebebs, warmatebasa da statuss; xsovnas, imedebsa da ocnebebs. Cven vqmniT Ritz-Carlton-is STabeWdilebebs rac axalisebs grZnobebs, uzrunvelyofs keTildReobas da Cveni stumrebisaTvis warmoudgenel ocnebebsa da saWiroebebsac ki realobad aqcevs. yovelTvis dabali fasebi.

Home Depot Nike Revlon Ritz-Carlton Hotels

vyidiT xelsawyoebs saxlis SekeTebisa da pirobebis gaumjobesebisaTvis. Cven vyidiT fexsacmels. vawarmoebT kosmetikas. vaqiravebT oTaxebs.

Wal-Mart

Cven vflobT Camofasebuli saqonlis maRaziebs

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amgvari misia momxibvlelia, magram naklebad realuri da konkretulia. misia unda iyos garemos Sesabamisi. `axalgazrda gogonebis momzadeba dedobisa da saojaxo movaleobebis Sesasruleblad~ _ Girl Scouts of America-s es Zveli 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, McDonalds-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, Walt Disney-s kompaniis misia aris `xalxs mianiWos bedniereba~. Celestrial Seasonings-is ki `sasargeblo da naturaluri produqtis Seqmna da realizacia, romelic kvebavs sxeuls da aRafrens suls~.4 kompaniis miznebisa da amocanebis dasaxva kompaniis misiidan gamomdinare, detaluri miznebis dasaxva unda moxdes menejmentis TiToeuli rgolisaTvis. menejers unda hqondes mizani, romlis ganxorcielebisTvis unda iRwvodes. magaliTad, kompania Monsanto mraval biznesSia CarTuli, maT Soris soflis meurneobis, farmaciisa da sakvebi produqtebis. kompaniis misiaa `uxvi mosavalisa da jansaRi garemos Seqmna~. sxva sityvebiT rom vTqvaT, igi msoflios mosaxleobis gamokvebasTan erTad, garemozec zrunavs. es misia miznebis mTel ierarqias moicavs, maT Soris aris rogorc mTlian biznesTan dakavSirebuli miznebi, aseve marketinguli miznebic. Monsanto-s mTavari mizania myidvelTan momgebiani urTierTobis Camoyalibeba, ekologiurad sufTa produqtis Seqmnisa da bazarze dabal fasad gatanis xarjze. kompaniis soflis meurneobis qveganayofis mizani ki aris sameurneo produqtiulobis gazrda da qimiuri dabinZurebis Semcireba. am miznis miRweva xorblis iseTi axali jiSis gamoyvaniT aris SesaZlebeli, romelic mwerebisa da avadmyofobebis Semotevas yovelgvari qimiuri damuSavebis gareSe gauZlebs. magram aseTi kvlevebis Catareba sakmaod did TanxebTan aris dakavSirebuli.

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

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Sesabamisad, Monsanto miznad isaxavs mogebis gazrdas, raTa uzrunvelyos kvleviTi samuSaoebi. arsebobs mogebis gazrdis ori gza: gayidvebis moculobis gafarToeba an xarjebis Semcireba. gayidvebi SeiZleba gaizardos im SemTxvevaSi, Tu kompania aSS-s bazarze moi povebs 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 xelmisawvdomobisa 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. biznes-portfelis Sedgena kompaniis misiisa da miznebis gansazRvris Semdeg menejmentma unda Seadginos kompaniis biznes-portfeli _ 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 biznesportfelis analizi unda gaakeTos da gadawyvitos, Tu romel biznesSi ramdeni da rogori investicia ganaxorcielos; meore _ zrdisa da gamoxSirvis strategiebis ganviTarebiT momavali biznes-portfeli Seadginos. mimdinare biznes-portfelis analizi. strategiuli dagegmvis procesis ZiriTadi qmedeba aris biznes-portfelis analizi, sadac xelmZRvaneloba kompaniis arsebul biznesebsa da produqtebs afasebs. amis Sedegad kompania sakuTar Zlier resursebs ganaTavsebs ufro momgebian biznesebSi, xolo darCenil resursebs gadaanawilebs mizanSewonilobis mixedviT sxva saqmianobebze. pirvel rigSi, xelmZRvanelobam kompaniis Semadgeneli ZiriTadi biznesebi unda gansazRvros. aseT biznesebs SeiZleba ewodos strategiuli bizneserTeuli. strategiuli biznes-erTeuli (sbe) aris kompaniis danayofi, romelsac 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 industria da ramdenad myaria misi pozicia am bazarze an industriaSi. biznes-portfelis dagegmvis yvelaze cnobili meTodi ekuTvnis bostonis sakonsultacio jgufs, romelic aris erT-erTi wamyvani sakonsultacio firma. bostonis sakonsultacio jgufis midgoma. bostonis sakonsultacio jgufis meTodis gamoyenebiT kompania Tavis sbe-s axarisxebs bazris zrdisa da bazris wilis matricis 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 ti pis sbe-s. varskvlavebi. varskvlavebi warmoadgenen bazris maRali zrdis tempisa da maRali fardobiTi bazris wilis mqone biznesebs an produqtebs.

biznes-portfeli (Business portfolio) biznesebisa da produqtebis erToblioba, romelic kompanias warmoadgens.

portfelis analizi (Portfolio analysis) saSualeba, romliTac menejmenti kompaniis sxvadasxva biznes-saqmianobas sazRvravs da afasebs.

strategiuli bizneserTeuli (Strategic Business Unit) kompaniis danayofi, romelsac aqvs sakuTari misia da miznebi, romlis saqmianobac SesaZloa kompaniis sxva biznesisgan damoukideblad daigegmos.

bazris zrdisa da bazris wilis matrica (Growthshare matrix) portfelis dagegmvis meTodi, romlis drosac kompaniis strategiuli bizneserTeulebi bazris zrdis tempisa da fardobiTi sabazro wilis mixedviT fasdebian. sbe-is klasifikacia xdeba oTxi ti pis mixedviT, romelTa pirobiTi saxelebia: varskvlavebi, mewveli Zroxebi, kiTxvis niSnebi da ZaRlebi.

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maT, xSirad, Zlieri investicia sWirdebaT, raTa dafinansdes swrafi zrdis tempi. sabolood, zrda Cerdeba da isini mewvel Zroxebad iqcevian. mewveli Zroxebi. mewveli Zroxebi arian dabali zrdis tempisa da maRali wilis mqone biznesebi an produqtebi. am damkvidrebuli da warmatebuli sbe-is bazris wilis SenarCuneba nakleb investicias moiTxovs. amdenad, maTi saSualebiT kompania sakmaod did Semosavals iRebs, romelic gadasaxadebis gadaxdasa da sxva sbe-is saqmianobaSi investirebas xmardeba. kiTxvis niSnebi. kiTxvis niSnebi arian dabalwilobrivi maCveneblis biznes-erTeulebi swrafad mzard bazarze. maTi bazris wilis SenarCuneba sakmaod did Tanxas moiTxovs. xelmZRvaneloba kargad unda dafiqrdes, romeli kiTxvis niSani unda gardaqmnas varskvlavad da romeli daxuros. ZaRlebi. ZaRlebi arian bazris dabali zrdis tempisa da bazris dabali fardobiTi wilis mqone biznesebi an produqtebi. SesaZlebelia, am biznesebidan Semovides sakmarisi Semosavali, raTa gadaifaros xarjebi, 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 normaluri 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 investicia 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 strategias. 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,

s u r a T i 2.2
bostonis sakonsultacio jgufis bazris zrdisa da wilis matrica

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bazris zrdis tempis SemcirebasTan erTad, isini mewveli Zroxis kategoriaSi gadadian, Semdeg ki saerTod wyveten arsebobas an, sasicocxlo ciklis dasasrulamde, 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 sbeebis dafinansebaSi daxmarebis gawevas. matricul midgomasTan dakavSirebuli problemebi. bostonis sakonsultacio jgufisa da sxva formalurma meTodebma gadamwyveti roli iTamaSa strategiul 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 zrdisa da gamoxSirvis strategiebi. kompania arsebuli biznesebisa da produqtebis Sefasebis garda, gegmavs momavali biznesebis portfels. `zrda _ es aris sufTa Jangbadi~, _ ganacxada erT-erTma aRmasrulebelma direqtorma, _ `igi 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 produqt/bazris eqspansiis matricis 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 bazarze SeRweva. 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

produqt/bazris eqspansiis matrica (Product/market expansion grid) portfelis dagegmvis saSualeba, romelic exmareba kompanias amoicnos kompaniis zrdis SesaZleblobebi bazarze SeRwevis, bazris ganviTarebis, produqtis ganviTarebisa da diversifikaciis strategiebis saSualebiT.

bazarze SeRweva (Market penetration) kompaniis zrdis strategiidan erTerTi, romelic gulisxmobs arsebul bazarze gayidvis maCveneblis zrdas produqtebis Secvlis gareSe.

suraTi 2.3
produqt/bazris eqspansiis matrica

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2.1
Starbucks-is yava: adgili, sadac marTlac rom yvelaferi cocxldeba
davubrundeT 1983 wels, rodesac hovard Sulcma amerikaSi evropuli stilis yavaxanis praqtika danerga. misi azriT, xalxs SedarebiT ufro wynari cxovrebiseuli ritmi sWirdeboda `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 avsebis da ara kuWis avsebis biznesia~. xolo meore ki ambobs: `Cven SevcvaleT xalxis cxovrebis stili.~ Starbucks-i dRes ukve Zlieri, prestiJuli brendia im produqtis kategoriaSi, romelic erT dros iaffasian, farTo moxmarebis saqonlad iTvleboda. brendis gamococxlebasTan erTad, Starbucks-is vaWrobisa da Semosavlis donec orTqliseburad avarda. mTels msoflioSi yovel kviras kompaniis 5900-ze met savaWro adgils 20 milioni momxmarebeli stumrobs. ukanaskneli 5 wlis ganmavlobaSi Starbucks-is gayidvebi da mogeba sammagdeba. bolo aTwleulSi misi aqciis fasi 2200 procentiT gaizarda, rac iseTi cnobili firmebis, rogorebicaa Wal-Mart-i, General Electrcs-i, Coca-Cola, Microsoft-i da IBM, maCveneblebs mniSvnelovnad aWarbebs. Starbucks-is sawyisi warmateba dafuZnebuli iyo mibaZvelobaze pirdapiri 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. imisaTvis, rom SeenarCunebina Tavisi warmateba, Starbucks-ma ambiciuri, mravlismomcveli zrdis strategia SeimuSava. modiT, ganvixiloT am strategiis ZiriTadi Semadgeneli elementebi:

ufro meti yavis saxlebi: Starbucks-is Semosavlis 85% misi yavis saxlebidan Semodis. gasakviri arc aris, rom Starbucks-i axal wertilebs aseTi siswrafiT xsnis. Svidi wlis win Starbucks-s mxolod 1015 yavis saxli hqonda, rac mxolod gasul wels gaxsnilze 200iT naklebia. misi strategia yvelgan Starbucks-is yavaxanis gaxsnaa. sietlSi yovel 9400 adamianze modis erTi Starbucks-is saxli, manhetenze ki yovel 12000-ze. CikagoSi mxolod sam kvartalSi Starbucks-is eqvsi yavis saxlia ganTavsebuli.

aqtiurad, erTmaneTTan ase mWidrod ganlagebul savaWro centrebs erTi satiruli gamonaTqvami mieZRvna: `Starbucks-is vestibiulSi kidev erTi, axali Starbucks-i ixsneba.~ Starbucks-is maRaziebi TiTqos yvelganaa, magram jer kidev bevri adgilia, sadac is jer ar gaxsnila. 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 mimofantuli, xolo sabolood ki maTi ricxvi 25000-mde unda gaizardos. axali maRaziebis gaxsnasTan erTad, Starbucks axal produqtebs amatebs, ris gamoc momxmarebeli

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

bazris ganviTareba (Market development) kompaniis zrdis oTxi strategiidan erT-erTi, romlis drosac kompania arsebuli produqtiT axal bazrebze gadis.

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 surs arsebul momxmarebelze gavlenis gazrda da konkurenti firmebis myidvelebis mizidva. Starbucks-is xelmZRvanelobam SeiZleba gamoiyenos bazris ganviTarebis strategia arsebuli produqtiT axal bazrebze gasvla. magaliTad, menejerebs SeuZliaT axali demografiuli bazris _ axali eTnikuri jgufis mizidva. dRes Starbucks-i swrafad vrceldeba aSS-Si, gansakuTrebiT ki samxreT-

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ufro xSirad Sedis mis maRaziebSi, ufro didi xniT rCeba iq da ufro met SenaZensac akeTebs. misi savse meniu dRes ukve cxel sauzmisa da sadilis sendviCebs moicavs, es ki momxmarebelTa raodenobaze mniSvnelovnad moqmedebs. kompaniam yvelaferi scada, dawyebuli Kripsy Kreme-is funTuSebiT da Fresh Fields-is umaRlesi xarisxis sendviCebiT, berZnuli pastis salaTiTa da CifsebiT damTavrebuli. momxmarebelTa mizidvis mizniT, axla Starbucks-is bevr maRaziaSi ukve swrafi, ukabelo internetmomsaxureba aris. aRar gaqvT fuli? mere ra! Starbucks-is plastikuri baraTiT es ukve aRar aris problema. `Starbucks-is maRaziebi Tqvens safuleSi~, _ gatyobinebT kompaniis veb-gverdi. da sanam am gverds stumrobT, saxlSi gamoiyoleT Starbucks-is musikaluri diskebi, TamaSebi da Starbucks-is yavis tolCebi. axali sacalo vaWrobis arxebi: amerikaSi yavas, ZiriTadad, sacalo vaWrobis arxebSi yiduloben da saxlSi amzadeben. am moTxovnis xelSi CagdebisaTvis, Starbucks-i cdilobs, adgili amerikis supermarketebSic daimkvidros. axal arxSi samoqmedod kompaniam erToblivi brendingis xelSekruleba gaaforma Kraft-Tan. garigebis Tanaxmad, Starbucks-i kvlav yavis moxalvasa da dafasoebas gaagrZelebs, xolo Kraft-i mis distribucias mokidebs xels. Kraft-is 3500 realizatoris wyalobiT Starbucks 18000 supermarketSi iyideba. Starbucks-ma, supermarketebis garda, sxva mimzidveli saSualebebiT waradgina Tavisi brendebi bazarze. magaliTad: amerikis aeroportebSi Starbucks-is kioskebs marTavs Marriott-i da zogierTi aviaxazi mgzavrebs Starbucks-is yaviT umaspinZldeba. Westin-isa da Sheraton-is sastumroebis oTaxebSi Starbucks-is Cais nayens sTavazoben. axlaxan kompaniam xeli moawera SeTanxme-

bas, romlis mixedviTac yvela Borders-is wignebis saxlSi da Target-is univermaRSi Starbucks-is yavis saxli ganlagdeba. katalogebis saSualebiT Starbucks-i agreTve yidis gurmanul yavas, Cais, saCuqrebsa da maTTan dakavSirebul saqonels. misi 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 saxlis koncefciebi: brendis axali kategoriebis danergvisaTvis Starbucks-i TanamSromlobs sxvadasxva kompaniasTan. magaliTad, imisaTvis, rom boTlebSi Camoesxa da gaeyida Tavisi Frappuccino-sa da Double Shot Esspresso-s sasmelebi, igi mourigda PepsiCo-s kompanias. Starbucks-ma nayini bazarze Dreyer-Tan erTad gaitana da dRes yavis nayinebSi wamyvani brendia. san-franciskoSi gaxsna sacdeli yavis saxlis koncefcia Circadia _ bohemuri yavis saxli, Zveleburi xaliCebiT, swrafi internet-momsaxurebiT, cocxali musikiTa da yavis teqnologiis 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 bazarze misi yavis saxlebis ricxvma 1300 miaRwia, maT Soris 440-ze meti _ iaponiaSi, 300 _ gaerTianebul samefoSi, 102 _ taivanSi da 90 _ CineTSi. gasul wels ki avstriidan, espaneTidan da saberZneTidan dawyebuli, indoneziisa da omanis CaTvliT, Starbucks-ma 400-mde maRazia gaxsna. axla, igi laTinur da samxreT amerikis bazrebze gadis, sadac 2005 wlisaTvis 900 maRaziis gaxsnas gegmavs.
miuxedavad imisa, rom Starbucks-is zrdis strategiam sakmao warmateba

pova, analitikosebi SeSfoTebas gamoxataven. ra aris cudi Starbucks-is aseT swraf eqspansiaSi? zogierTi kritikosi Tvlis, rom kompaniam SesaZloa 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 gemsaxurebian~. zogierTi ki SiSobs, rom aseTi farTo zrdis strategia kompaniis resursebs amowuravs an mis mizans Crdils miayenebs. magram xalxs swams am kompaniis. zogierTi Starbucks-sa da McDonalds-s Soris saerTo Strixebsac xedavs. McDonalds-ma ubralo hamburgeris wyalobiT warmoudgenel warmatebas miaRwia. `yuradRebis gamaxvileba erT produqtze, saerTaSoriso warmateba, axal niSaSi mTavar figurad swrafi damkvidreba. yovelive es Starbucks-is misamarTiTac SeiZleba iTqvas~, ambobs Goldman Sach-is analitikosi stiv kenti. drom SeiZleba gvaCvenos, aRmoCndeba Tu ara Starbucks-i morigi McDonalds-i. yovelive ki imazea damokidebuli, ramdenad kargad SeZlebs kompania am zrdis marTvas. dRes ki, yvelaferi marTlac gamococxlebulia, magram, amasTanave, aucilebelia windaxedulobac.
wyaroebi : Quotes and other information from Cora Daniels, Mr. Coffee, Fortune, April 14, 2003, pp. 139140; Nelson D. Schwartz, Still Perking after All These Years, Fortune, May 24, 1999, pp. 203210; Stephane Fitch, Latte Grande, Extra Froth, Forbes, March 19, 2001, p. 58; Jacqueline Doherty, Make It Decaf, Barrons, May 20, 2002, pp. 2021; Stanley Holmes, Planet Starbucks: To Keep Up the Growth, It Must Go Global Quickly, Business Week, September 9, 2002, pp. 100110; Starbucks Corporation, Hoovers Company Profiles, Austin, May 1, 2003; and information 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 produqtis ganviTarebis SesaZlebloba ganixilos, anu arsebul bazris segments saxeSecvlili an axali produqti SesTavazos. magaliTad, imisaTvis rom McDonalds-isa da Burger King-is dilis 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 sxva firmebTan partnioruli urTierToba daiwyo, raTa Tavisi yava supermarketebSi

produqtis ganviTareba (Product development) kompaniis zrdis oTxi strategiidan erT-erTi, romlis drosac xdeba arsebuli bazris segmentze saxeSecvlili an axali produqtis SeTavazeba.

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diversifikacia (Diversification) kompaniis zrdis oTxi strategiidan erT-erTi, romelic axal bazarze axali produqtiT Sesvlas gulisxmobs. axali produqti kompaniis arsebul bazrebze gatanili produqtisagan sagrZnoblad gansxvavdeba.

biznes-gamoxSirva (Downsizing) biznesis portfelis Semcireba aramomgebiani da kompaniis strategiisaTvis Seuferebeli biznes erTeulebis saqmianobidan amoRebiT.

an sxva marketignul arxSi gaeyida, risi magaliTicaa yavis nayini (Dreyers-Tan erTad) da boTlis yava (PepsiCo-Tan erTad). Starbucks-s SeuZlia misdios diversifikaciis strategias wamoiwyos an Seisyidos biznes-saqmianoba, romelic gansxvavdeba arsebulisagan da SesTavazos igi axal bazars. magaliTad, 1999 wels Starbucks-ma kompania Hear Music-i Seisyida 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 diversifikaciis pirobebSi, Starbucks-s Tavisi brendis saxelis simtkicis SenarCunebisaTvis SeuZlia awarmoos da gayidos tansacmeli warweriT `Starbucks-is gamocdileba~, 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 biznes-gamoxSirvis 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 ekonomikuri 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 bizneserTeuli 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. strategiuli dagegmva da mcire biznesi strategiuli dagegmva xSirad gulisxmobs koncentrirebas did korporaciebze, 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 momsaxurebis 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 ti pis 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, `uamravi 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

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1. 2. 3. 4. 5. 6.

ganisazRvros im biznes-garemos ZiriTadi elementebi, romelSic ukanaskneli wlebis ganmavlobaSi organizacia funqcionirebs. organizaciis raobisa da funqciebis gaTvaliswinebiT, misi misiis aRwera momavali ori wlisaTvis. im Sida da gareSe Zalebis aRwera, romlebic organizaciis misiaze gavlenas moaxdens. organizaciis ZiriTadi mamoZravebeli Zalis gansazRvra. grZelvadiani miznebis Camoyalibeba, rac momavalSi organizaciis raobas gansazRvravs. 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 velingtonis TqmiT, `strategiuli dagegmva mniSvnelovania ofisidan moSorebul adgilas Catardes. arasaofise garemo aris neitraluri niadagi, sadac xelmZRvaneloba bevrad ufro gulwrfelia, es ki mewarmeebs im xanZrisagan daicavs, romlis Caqrobasac aseT did dros uTmoben~.9

marketingis dagegmva: partnioroba myidvelTan urTierTobis agebis mizniT

kompaniis saqmianobis raobasa da mis miznebs strategiuli gegma gansazRvravs. Semdeg ki yoveli biznes-erTeulis farglebSi ufro detaluri dagegmva mimdinareobs. strategiuli miznebis miRwevisaTvis TiToeuli biznes-erTeulis funqcionalurma ganyofilebebma (marketingis, finansebis, aRricxvis, Sesyidvebis, warmoebis, sainformacio teqnologiebis, kadrebis da sxva) SeTanxmebulad, erTdroulad unda imoqmedon. kompaniis strategiul dagegmvaSi marketingi mTavar rols asrulebs. es ganpirobebulia SemdegiT: pirveli _ marketingis ideologia moicavs marketingis 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. miuxedavad 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 moemsaxureba 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. kompaniis sxva departamentebTan partnioroba kompaniis TiToeuli departamenti misi faseulobaTa jaWvis Semadgeneli rgolia.10 es imas niSnavs, rom TiToeulma departamentma firmis produqtis dizainis, warmoebis, gayidvis, miwodebisa da mxardaWeris procesSi Sesabamisi faseulobis SeqmnaSi Tavisi konkretuli wvlili unda Seitanos. firmis warmateba damokidebulia ara mxolod imaze, ramdenad kargad muSaobs TiToeuli departamenti, aramed imaze, Tu ramdenad SeTanxmebulad muSaobs sxvadasxva departamenti. magaliTad, Wal-Mart-is mizania myidvelis faseulobisa da kmayofilebis SegrZnebis Seqmna maTTvis sasurveli produqtebis maqsimalurad dabal fasad
faseulobaTa jaWvi (Value chain) departamentebi, romlebic uzrunvelyofen faseulobis ganmapirobebel saqmianobas: produqtis dizains, warmoebas, bazarze ganTavsebas, miwodebasa da produqtis mxardaWeras.

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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 gzavnilebs, am reklamebis saSualebiT realizebas ukeTeben produqcias da myidvels uzrunvelyofen momsaxurebiT. am da sxva saqmianobebis saSualebiT, WalMart-is marketologebi myidvelTaTvis faseulobis miwodebis procesSi monawileoben. marketingis departaments kompaniis sxva departamentebis daxmarebac 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 moi povos 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 azrovnebisaken~ 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 departamentebis menejerebis mWidro TanamSromloba funqcionaluri gegmebis sistemis Camoyalibebas uzrunvelyofs, rac, Tavis mxriv, kompaniis mTliani strategiuli miznebisaTvis sxvadasxva departamentis SeTanxmebul muSaobas gulisxmobs.

faseulobaTa jaWvi: Wal-Mart-is unari SesTavazos kargi produqti dabal fasebSi ganpirobebulia kompaniis yvela departamentis - marketingis, Sesyidvebis, sainformacio sistemebis da warmoebis - TanamSromelTa wvliliT.

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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 profesiisa, myidvelis kmayofilebis miniWebis gzebze unda gaemaxvilebina yuradReba. misi gzavnilia: `Tu Sen ar azrovneb myidvelis gonebiT, e.i. saerTod ar azrovneb.~11 sxva kompaniebTan partnioroba marketingul sistemaSi
faseulobaTa miwodebis qseli (Value-delivery network) qseli, romelic Sedgeba kompaniis, mommarageblebis, distributorebisa da saboloo momxmareblebisagan, romlebic partniorobas uweven erTmaneTs sistemis funqcionirebis gaumjobesebisaTvis.

myidvelis faseulobis Seqmnis gzaze, kompaniam sakuTari faseulobaTa jaWvis ganxilvis garda, unda gamoikvlios misi mommarageblebis, distributorebisa da myidvelebis faseulobaTa jaWvebi. ganvixiloT McDonalds-i. mTel msoflioSi McDonalds-i 30000 restorans flobs, romlebic dReSi saSualod 46 milion myidvels maspinZlobs da swrafi kvebis bazarze 43% Semosavals iReben.12 McDonalds-is garSemo amdeni xalxis trialis mizezi mxolod hamburgeris siyvaruli ar aris. faqtia, rom Burger King-is da Wendy-sTan SedarebiT, momxmarebeli McDonalds-is hamburgers aniWebs upiratesobas. aseTi raodenobis myidvelis arsebobis mizezi ara marto McDonalds-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. McDonalds-is sistemis efeqturobis mizezi aris warmatebuli partnioroba franCaizis mflobelebTan (franchisee), mimwodeblebTan da sxva erTeulebTan, raTa gamorCeulad maRali xarisxis faseuloba erToblivad miawodon. faseulobaTa miwodebis qselis gaumjobesebisaTvis dRes sul ufro meti kompania TanamSromlobs momaragebis jaWvis sxva wevrebTan. magaliTad, Honda-m SeimuSava specialuri programa, romlis daxmarebiT Tavis mommarageblebT an mWidro urTierTobas ayalibebs da maT xarjebis Semcirebasa da xarisxis gaumjobesebaSi exmareba. rodesac Honda-m arCevani Donnelly Corporation-ze (kompania, romelic mis aSS-Si damzadebul manqanebs sarkeebiT amaragebs) SeaCera, man am korporacias inJinerTa jgufi gaugzavna, romelic Donnelly-is danadgarebs Tavs dastrialebda, maTi produqciisa da eqspluataciis gaumjobesebis mizniT. pirvelive wels Donnelly-m Tavisi xarjebi 2%-iT Seamcira. sul raRac 10wlian periodSi ki, Honda-s meSveobiT, Donnelly-m Semosavlebis wliuri maCvenebeli 5 milionidan 60 milionamde gaaumjobesa. Tavis mxriv, Honda-m kvalificiuri, dabalfasiani mommaragebeli SeiZina, xolo Honda-s myidvelebi ufro meti faseulobis mflobelni gaxdnen maRali xarisxis manqanebi dabal fasad.13 dRevandeli sabazro sivrcis pirobebSi individualur konkurentebs Soris konkurencia nel-nela Tavis mniSvnelobas kargavs da gadadis faseulobaTa miwodebis qselebs Soris konkurenciaSi. amrigad, Tu Honda-sa da Toyota-s maCveneblebs SevadarebT, am SemTxvevaSi gadamwyveti Honda-s faseulobaTa miwodebis mTliani qselis xarisxi aRmoCndeba Toyota-sTan SedarebiT. miuxedavad imisa, rom Honda saukeTeso manqanebs awar- faseulobaTa miwodebis qseli: Toyota-m da misma dilmoebs, SesaZloa man bazarze adgili ver erebma unda imuSaon erTad manqanebis gayidvaze. Toyota daimkvidros, Tu Toyota-s dilerTa qseli myid- uSvebs karg manqanebs da qmnis brends; xolo dilerebs, velisaTvis ufro damakmayofilebel momsaxure- Modern Toyota-s msgavsad, miaqvT es faseuloba myidvelamde da sazogadoebamde. bas uzrunvelyofs.

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siCqaris
koncefciebis

Serwyma

SemzRudavi
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 exmareba marketingi Starbucks-s am misiisa da strategiis aRsrulebaSi? ra rols TamaSoben sxva funqcionaluri departamentebi? Starbucks-is marketologebs rogor SeuZliaT iTanamSromlon sxvebTan faseulobis maqsimaluri gazrdisaTvis?

marketinguli strategia da marketinguli kompleqsi

marketinguli strategia (Marketing strategy) marketinguli logika, romlis saSualebiT kompania momgebiani urTierTobebis Camoyalibebas imedovnebs. am procesis saSualebiT igi iRebs gadawyvetilebas, romel myidvels moemsaxuros (segmentacia da miznobrivi bazris SerCeva) da ra faseuloba SesTavazos (diferenciacia da pozicionireba).

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 urTierTobebis ageba myidvelebTan. Semdeg modis marketinguli strategia marketinguli logika, romlis saSualebiT kompania am momgebiani urTierTobebis Camoyalibebas imedovnebs. bazris segmentaciis, miznobrivi bazris SerCevisa da pozicionirebis saSualebiT kompania wyvets, romel myidvels rogor moemsaxureba. igi mTliani bazris identificirebas axdens, Semdeg mas segmentebad yofs, maT Soris yvelaze perspeqtiuls irCevs da mis momsaxurebasa da dakmayofilebaze amaxvilebs yuradRebas. marketinguli strategiis xelmZRvanelobiT igi qmnis marketingul kompleqss, 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.

s u r a T i 2.4
marketinguli strategiisa da marketinguli kompleqsis marTva

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myidvelze orientirebuli marketinguli strategia rogorc pirvel TavSi aRvniSneT, dRevandeli konkurentunariani sabazro sivrcis pirobebSi warmatebis aucilebeli piroba myidvelze orientirebuli saqmianobaa. kompaniam, ufro maRali faseulobebis miwodebis xarjze, unda SeZlos konkurenti firmis myidvelebis mizidva, SenarCuneba da maTi raodenobis 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 ti pis 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. bazris segmentacia. bazari Sedgeba bevri saxis myidvelis, produqtisa da saWiroebisagan. marketologma unda gadawyvitos, kompaniis miznebis misaRwevad yvelaze xelsayreli romeli segmentia. geografiuli, demografiuli, fsiqografiuli da qceviTi faqtorebi es is faqtorebia, romelTa mixedviT momxmareblis dajgufeba da maTi momsaxureba xdeba. bazris segmentaciisas xdeba myidvelebis 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. bazris segmenti aris momxmarebelTa jgufi, romelic marketingul qmedebebze erTnairad reagirebs. 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, romlebic ZiriTadad manqanis fassa da mis ekonomiur eqspluatacias aniWeben upiratesobas. Znelia manqanis iseTi modelis Seqmna, romelic orive segmentis myidvelisaTvis misaRebi iqneba. TiToeuli bazris segmentis moTxovnilebebis dakmayofilebaze koncentrireba aris kompaniis yvelaze brZnuli gadawyvetileba. miznobrivi bazris SerCeva. bazris segmentebis gansazRvris Semdeg kompanias SeuZlia erT an ramdenime segmentze Sesvla.. miznobrivi bazris SerCeva gulisxmobs TiToeuli miznobrivi segmentis mimzidvelobis Sefasebasa da maTgan erTis an ramdenimes SerCevas. kompaniam is segmenti unda SearCios, sadac igi xelsayreli samomxmareblo faseulobis Camoyalibebas da droTa ganmavlobaSi 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 i pova, rogorc mwarmoebelma aeroportSi momuSave satvirTo manqanebisa da betonis mosarevi manqanebis. kompania Veterinary Pet Insurance 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 segmentebia 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-

bazris segmentacia (Market segmentation) bazris dayofa myidvelebis jgufebad, romlebic gansxvavdebian saWiroebebiT, sxvadasxva maxasiaTebliT an qceviT da romlebsac unda SesTavazon gansxvavebuli marketinguli kompleqsi.

bazris segmenti (Market segment) momxmarebelTa jgufi, romelic erTnairad reagirebs marketingul qmedebebze.

miznobrivi bazris SerCeva (Target marketing) TiToeuli miznobrivi segmentis mimzidvelobis Sefasebisa da maTgan erTis an ramdenimes SerCevis procesi maTTvis Sesabamisi produqciis miyidvis mizniT.

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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. bazarze pozicionireba. bazris segmentis SerCevis Semdeg kompaniam unda gadawyvitos, am segmentze ra pozicias daikavebs. bazarze pozicionireba 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. bazarze pozicionireba moicavs qmedebebs, romlebic mimarTulia miznobrivi 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 upiratesobas aniWebs. magaliTad: Saturn-i aris `gansxvavebuli ti pis manqana~, Chevy Blazer-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 _ `utifari fufunebis 18 xelnakeTi 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 miznobriv momxmarebels meti faseuloba unda SesTavazos. arsebobs amis miRwevis

bazarze pozicionireba (Market positioning) qmedebani, romlebic mimarTulia miznobrivi myidvelis gonebaSi produqtis gansazRvruli, gansxvavebuli da sasurveli poziciis Seqmnisaken konkurent produqtebTan mimarTebaSi.

pozicionireba: Toyota-s hibridul sawvavze momuSave Prius-i `brwyinavi aRmoCenaa SeniRbul manqanaSi~. Hummer ki - `misi msgavsi araferia~.

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2.2
niSis Seqmna: Cveni bewviani da frTosani megobrebis janmrTelobis dazRveva
janmrTelobis dazRveva Sinauri cxovelebisaTvis? Metlife, Prudential-i, Northwestern Mutua-i da sxva msxvili sadazRvevo kompaniebi amas did yuradRebas ar uTmobdnen. magram is xelsayrelia ufro orientirebuli niSisTvis momuSaveTaTvis (nicher), visTvisac Sinauri cxovelebis janmrTeloba momgebian biznesad iqca. am mcire konkurentebis fonze yvelaze gamorCeuli cxovelebis veterinaruli dazRveva kompania Veterinary Pet Insurance (VPI) aqvs. misi misia ase gamoiyureba: `veterinaruli medicinis saswaulebi xelmisawvdomi gaxdes Sinauri cxovelebis yvela mepatronisaTvis~. VPI, 1980 wels, veterinarma jek stefansma daaarsa. igi sulac ar gegmavda profesiuli praqtikis mitovebas. magram misi cxovreba dramatulad Seicvala, rodesac erT dRes adgilobriv sasursaTo maRaziaSi erT-erTi klientis qaliSvilma mas `bafis mkvleli~ uwoda. ori kviriT adre stefansma am ojaxis ZaRls evTanazia Cautara. igi saswrafod Seudga Sinauri cxovelebisaTvis samedicino dazRvevis SesaZlo gzebis kvlevas. veterinarisaTvis araferia imaze uaresi, rodesac ici, rom SegiZlia umkurnalo avadmyofs, magram patroni mas sasikvdilod 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 industria uzarmazari potencialis mqonea. amJamad aSS-Si 60 milion ZaRlze da 68 milion kataze metia registrirebuli, xolo amerikeli diasaxlisebis 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 wevrad Tvlis. faqtobrivad, dRes amerikelebi Sinaur cxovelebs weliwadSi 28.5 miliard dolars axarjaven. SvedeTsa da did britaneTSi Sinauri cxovelebis mepatroneebis naxevarze meti cxovelTa janmrTelobas azRvevs, xolo amerikis SeerTebul StatebSi es maCvenebeli ki 1%-s

niSisTvis momuSave: bazris niSaze orientirebuli kompania VPI axalSobil lekvze ufro swrafad izrdeba. misi misiaa `veterinaruli medicinis saswaulebi xelmisawvdomi gaxdes Sinauri cxovelebis yvela mepatronisaTvis~.

Seadgens. Sinauri cxovelebis mepatroneebSi Catarebuli bolodroindeli kvlevebi gviCvenebs, rom daaxloebiT 75% mzad aris, Tundac valis safasurad, Tavis bewvian Tu frTosan kompanionebs veterinaruli daxmareba gauwios. Tu ZaRls diagnozs droulad ar dausvamen, yuris umniSvnelo infeqciis mkurnalobac ki SeiZleba 1000 dolari dajdes. SedarebiT rTuli ki, katis Tirkmlis transplantacia, 6500 dolari Rirdes. simsivnis mkurnaloba, maT Soris

radiodasxiveba da qimioTerapia, mepatronisagan 10000 dolaramde danaxarjs moiTxovs. VPI-is sadazRveo gegma cxovelTa 6400 samedicino problemas moicavs. dazRveva faravs eqimTan saofise zarebis, receptebis, mkurnalobis, laboratoriuli momsaxurebis, rentgenis gadaRebis, qirurgiuli Carevisa da hospitalizebis xarjebs. uamravi konkurentis msgavsad, VPI gamoscems janmrTelobis dazRvevis polisebs katebisa da ZaRlebisaTvis. misi kongagrZeleba ix. gv. 57

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kurentebisagan gansxvavebiT, VPIm bolo dros Tavisi momsaxureba egzotikuri cxovelebis dazRvevamde gaafarTova. Avian-is and Exotic Pet-is sadazRvevo gegmebi, sxva arsebebTan erTad, moicavs Citebs, kurdRlebs, qrcvinebs, virTxebs, zRvis goWebs, gvelebs (Zalian didi gvelebis garda) da sxva reptiliebs, iguanebs, oposumebs, kuebs, zRarbebsa da Rorebs. `uamravi Sinauri cxoveli arsebobs. xalxs uyvars isini. `Cven movaleni varT, maT pativi vceT~, ambobs VPI-is aRmasrulebeli. rogor marTavs VPI Tavis niSas? igi axalSobili lekviviT izrdeba. Sinauri cxovelebis sadazRvevo kompaniebidan VPI yvelaze msxvil bizness flobs da SeerTebuli Statebis 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 izrdeboda gayidvis maCvenebeli, gasul wels ki Semosavalma 72 milion dolars miaRwia. es SesaZloa arc ise didi maCvenebeli iyos Prudential-is an Northwestern Mutual-is sadazRvevo kompaniebisaTvis, romelTa wliuri Semosavali aTobiT miliard dolars iTvlis. magram es momgebiani biznesia iseTi niSis mimdevrisaTvis, rogoric VPI aris. `iseT samyaroSi, sadac katebis akupunqtura, usaxlkaro ZaRlebis specialur TavSesafarebSi ganTavseba da qrcvinebisTvis antidepresantebis daniSvna Cveuli ambavia, cxovelebis dazRveva sulac ar aris saocreba~. aseTi dazRveva, marTlac rom RvTis saCuqaria VPI-is dazRveulTaTvis. amaSi dasarwmuneblad sakmarisia jo da paula senasTan gasaubreba, romelTa kokerspanieli

elvisi simsivnis sawinaaRmdego mkurnalobas itarebs. `is Cven SviliviT ar gvyavs. is Cveni Svilia, _ ambobs misis sena, _ is ZaRlSi gacocxlebuli bav-Svia~. elvisis mkurnalobis xarjebis lomis wilis gaReba VPI-s mouxda. `xarjebi xSirad mepatro-nisaTvis gadamwyveti faqtoria, _ ambobs VPI-is damaarsebeli, _ Cven cdas ar daviSurebT imisaTvis, rom Tanamedrove medicina yvelasaTvis saswaulebis momtani iyos~.
wyaroebi: AD: As advertised in Time, Inc. MAGAZINE; Michelle Desai, VPITwenty Years and Still Going Strong, VPI press release, January 13, 2002; Michelle Leder, How Much Is That $100 Deductible in the Window? New York Times, Jul 22, 2001, p. 3.10; Jane Bennett Clark, Cover Your Tail, Kiplingers Personal Finance, Jan 2002, pp. 108112; Yilu Zhao, Break a Leg, Fluffy, If You Have Insurance, New York Times, June 30, 2002, p. 9.11; and information from the Veterinary Health Insurance Web site at www.petinsurance.com, June 2003.

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 pozicionireba 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. marketinguli kompleqsis ganviTareba
marketinguli kompleqsi (Marketing mix) kontrolirebadi, taqtikuri marketinguli saSualebebis erToblioba (produqti, fasi, adgili da stimulireba) romelsac kompania miznobriv bazarze sasurveli reagirebis gamomuSavebisaTvis iyenebs.

marketinguli strategiis gansazRvris Semdeg kompania marketinguli kompleqsis detaluri dagegmvisaTvis mzad aris, rac Tanamedrove marketingis umTavres koncefcias warmoadgens. marketinguli kompleqsi aris kontrolirebadi, taqtikuri marketinguli saSualebebis erToblioba, romelsac kompania miznobriv bazarze sasurveli reagirebis gamomuSavebisaTvis iyenebs. marketinguli kompleqsi aris firmis mier misi produqtis moTxovnaze SesaZlo zegavlenis aRmoCenis sruli kompleqti. es saSualebebi erTiandeba oTx jgufad, e.w. `oTxi 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-is produqti 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 uzrunvelyofilia 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.

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s u r a T i 2.5
marketinguli kompleqsis `oTxi P~

stimulireba aris moqmedeba, romlis saSualebiT sazogadoebisaTvis produqtis 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 misma dilerebma specialuri wamaxalisebeli RonisZiebebi SeimuSaves _ fasdaklebebi, 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. marketinguli kompleqsi gulisxmobs kompaniis taqtikuri saSualebebis nazavs, romelic mimarTulia miznobriv bazarze Zlieri pozicionirebisken. zogierTi kritikosi Tvlis, rom garkveuli mniSvnelovani qmedebebi ar aris gaTvaliswinebuli `oTx P~-Si. magaliTad: `sad aris momsaxureba?~ _ kiTxuloben isini. igi P asoze ar iwyeba, magram es sulac ar aris misi ugulvebelyofis mizezi. pasuxi ki Semdegia: momsaxureba, rogoric aris sabanko, saaviacio da sacalo vaWroba, TviTon produqtis nawilia. SegviZlia amas momsaxurebis produqti vuwodoT. `sad aris SefuTva?~ SesaZloa esec ikiTxon kritikosebma. marketologebi ki upasuxeben, rom SefuTva produqtis ganuyofeli nawilia. yvela aRiarebs, rom, suraTi 2.5-is mixedviT, SesaZloa bevri marketinguli saqmianoba ar Candes, magram igi aucileblad moiazreba erT-erTi P-s saxelis qveS. marketinguli programis CamoyalibebaSi mTavari is ar aris, Tu ramdeni P iqneba gansazRvruli, aramed is, Tu ramdenad sasargeblo iqneba marketinguli programa. arsebobs kidev erTi mniSvnelovani sakiTxic. aRmoCnda, rom `oTxi P~-s koncefcia aris gamyidvelis da ara myidvelis TvaliT danaxuli bazari. myidvelis mier danaxuli bazris ukeT Camoyalibeba SesaZlebelia `oTxi C-s saTauris qveS.15
oTxi P produqti - Product fasi - Price adgili - Place stimulireba - Promotion oTxi C myidvelis (sakiTxis) gadaWra - Customer solution myidvelis danaxarji - Customer cost xelsayreloba - Convenience komunikacia - Communication

amgvarad, rodesac marketologebi produqtis gayidvaze zrunaven, momxmareblebi faseulobisa an TavianTi problemis gadaWris saSualebebis Sesyidvas cdiloben. maT mxolod fasi ar ainteresebT. isini produqtis miRebis,

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gamoyenebisa da gankargvis mTliani xarjebiT interesdebian. maTTvis aucilebelia, rom produqti xelmisawvdomi iyos komfortul pirobebSi. dabolos, maT ormxrivi komunikacia sWirdebaT. marketologebma, pirvel rigSi, kargad unda ganixilon `oTxi C, raTa Semdeg mis fonze Camoayalibon `oTxi P.
marketinguli gegma (Marketing plan) detaluri gegma produqtis an brendisaTvis, romelic afasebs mimdinare marketingul mdgomareobas da gansazRvravs marketingul miznebs, marketingul strategiebs, samoqmedo programas, biujetsa da kontrolis meqanizmebs.

marketinguli mcdelobebis gankargva

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. marketinguli analizi marketinguli funqciebis marTva kompaniis mdgomareobis sruli analiziT iwyeba. momxibvleli, xelsayreli SesaZleblobebis aRmoCenisa da garemo dabrkolebebis Tavidan acilebis mizniT kompania Tavis bazarsa da marketinguli garemos kargad unda icnobdes. kompaniis susti da Zlieri mxareebisa da arsebuli da SesaZlo marketinguli qmedebebis Sefasebis safuZvelze wydeba, Tu romeli SesaZleblobis miRweva iqneba kompaniisTvis yvelaze metad xelsayreli. marketingul analizs ufro vrclad me-4 TavSi ganvixilavT. marketinguli dagegmva

marketologebma mudmivad unda dagegmon TavianTi analizis, ganxorcielielebisa da kontrolis qmedebebi.

strategiuli dagegmvis saSualebiT kompania TiToeuli biznes-erTeulis funqcias gansazRvravs. marketinguli dagegmva aris marketinguli strategiis SemuSaveba, romelic kompanias yvela strategiuli miznebis ganxorcielebaSi exmareba. TiToeul saqmianobas, produqtsa Tu brends detaluri marketinguli gegma esaWiroeba. rogoria marketinguli gegma? aq yuradRebas gavamaxvilebT produqtis an brendis dagegmvaze.

suraTi 2.6
marketinguli analizi, dagegmva, ganxorcieleba da kontroli

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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 marketinguli strategia ganisazRvreba. marketinguli strategia miznobrivi bazrebis, pozicionirebis, marketinguli 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, marketingis biujetis detalebTan erTad, marketinguli gegmis damatebiTi nawili gansazRvravs. xolo ukanaskneli nawili im kontrolis meqanizmebis monaxazs adgens, romelic gamoiyeneba miRweuli progresis monitoringisaTvis. kontrolis safuZvelze SemuSavdeba adekvaturi makoreqtirebeli qmedebebi. marketinguli gegmis ganxorcieleba kargi strategiis ganxorcieleba aris warmatebuli marketingisaken gadadgmuli pirveli nabiji. rac unda kargi iyos marketinguli strategia, igi naklebefeqturi iqneba, Tu kompania ver SeZlebs mis swor Sesrulebas. marketinguli gegmis ganxorcieleba aris procesi, romelic strategiuli marketinguli miznebis misaRwevad marketingul strategiebsa da gegmebs marketingul qmedebebad aqcevs. ganxorcieleba aris yoveldRiuri da yovelTviuri moqmedebebi, romlebic marketingul gegmebs efeqturad gadaaqcevs marketingul qmedebebad. amgvarad, Tu marketinguli gegma wyvets, ra da ratom unda moxdes, marketinguli gegmis ganxorcieleba gansazRvravs vin, sad, rodis da rogor gaakeTebs saqmes. bevri marketologi Tvlis, rom `saqmeebis sworad gakeTeba~ (ganxorcieleba) 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, moi povos konkurentunariani upiratesoba.16 SesaZloa or kompanias arsebiTad msgavsi strategia hqondes, magram upiratesobas strategiis swrafi da ukeTesi ganxorcielebis 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 strategiebisa da gegmebis danergva marketinguli sistemis yvela donis SeTanxmebul saqmianobas moiTxovs. magaliTad, kompania Black & Decker-is marketinguli gegmis ganxorcielebis yoveldRiur saqmianobas aTasobiT adamiani inawilebs rogorc organizaciis SigniT, aseve mis farglebs gareT. marketingis menejerebi iReben gadawyvetilebebs miznobriv segmentebis, brendis, SefuTvis, Sefasebis, gayidvis stimulirebisa da distribuciis Sesaxeb. isini kompaniis farglebs SigniT arsebul sxvadasxva departamentebTan amyareben urTierTobas, 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 adgilebs. warmatebuli marketinguli gegmis ganxorcieleba damokidebulia kompaniis unarze sakuTari personali, organizaciuli struqtura, gadawyvetilebebi, waxalisebis sistema da kompaniis kultura erTian samoqmedo programaSi warmatebiT gaaerTianos. personalis saWiro kvalifikacia, motivacia da pirovnuli maxasiaTeblebi nebismier safexurze aucilebeli pirobaa. marketinguli strategiis danergvaSi mniSvnelovan rols TamaSobs rogorc kompaniis organizaciuli struqtura, aseve gadawyvetilebis miRebisa da waxalisebis sistemebi. magaliTad, Tu kompaniis kompensaciis sistema menejerebs

marketinguli gegmis ganxorcieleba (Marketing implementation) procesi, romelic strategiuli marketinguli miznebis misaRwevad marketingul strategiebsa da gegmebs marketingul qmedebebad aqcevs.

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cxrili 2 . 2
nawili

marketinguli gegmis Sinaarsi

mizani

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 mdgomareobis analizi aRwers miznobriv bazars da bazarze kompaniis pozicias, maT Soris informdmmacias 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 SesaZleblobebis analizi im ZiriTadi safrTxeebisa da xelsayreli SesaZleblobebis Sefaseba, romlebsac SesaZloa kompania waawydes. es exmareba xelmZRvanelobas, gaiTvaliswinos kompaniis zrdis iseTi Tanmdevi, mniSvnelovani dadebiTi da uaryofiTi faqtorebi, romlebmac SesaZloa kompaniasa da mis strategiaze gavlena iqonios. gegmis Tanaxmad, kompaniis miznebis Camoyalibeba da maTi miRwevisaTvis saWiro ZiriTadi sakiTxebis ganxilva. magaliTad Tu kompaniam miznad daisaxa, miaRwios 15%-ian sabazro wils, gegmis es nawili ganixilavs, Tu rogor unda miaRwios am mizans. 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 reagirebis xerxebs ganmartavs. 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? 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 marketinguli operaciebis Catarebis bazisi. sakontrolo sistemis SemuSaveba, romlis saSualebiT miRweuli Sedegebis monitoringi warimarTeba. igi xelmZRvanelobas daexmareba, mimoixilos dasaxuli gegmebis ganxorcielebis Sedegebi da aRmoaCinos maTi miznebisaTvis Seuferebeli produqtebi.

miznebi da amocanebi

marketinguli strategia

samoqmedo programa

biujeti

kontroli

moklevadiani SedegebisTvis premiebs urigebs, maSin maT naklebi stimuli eqnebaT grZelvadiani miznebis miRwevisaTvis. dabolos, warmatebuli ganxorcielebisaTvis firmis marketinguli strategia srulad unda Seesabamebodes kompaniis kulturas, faseulobaTa sistemasa 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

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marketinguli departamentis struqtura marketinguli strategiebisa da gegmebis gansaxorcieleblad kompaniam marketinguli `organizacia~ 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. amgvarad, General Electric-s hyavs produqtis ganviTarebis, bazris kvlevebis da gayidvis menejerebi, realizatorebi, sareklamo eqspertebi da sxva specialistebi. marketinguli departamentis Camoyalibebis ramdenime gza arsebobs. marketingis departamentis yvelaze miRebuli formaa organizeba funqciebis mixedviT. aseT struqturaSi sxvadasxva marketingul saqmianobas xelmZRvanelobs funqciuri specialisti _ gayidvis menejeri, reklamis menejeri, 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 personali 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 moitana saTanado mogeba, amitom P&G-ma daniSna produqtis mmarTveli, romelsac daevala, am produqtis ganviTarebisa da gayidvis stimulirebisaTvis gansakuTrebuli 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 produqcias sxvadasxva ti pis 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. marketinguli saqmianobis kontroli imis gamo, rom marketinguli gegmis ganxorcielebisas bevri moulodneloba

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marketinguli saqmianobis kontroli (Marketing control) marketinguli strategiebisa da gegmebis SesrulebiT miRebuli Sedegebis gazomvis, Sefasebisa da makoreqtirebeli nabijebis gadadgmis procesi.

marketinguli auditi (Marketing audit) kompaniis garemos, miznebis, strategiebisa da saqmianobis sruli, sistemuri da perioduli Semowmeba problemuri sakiTxebisa da SesaZleblobebis gansazRvrisaTvis. am dros xdeba samoqmedo gegmis SemuSaveba, romelic daexmareba kompanias marketinguli maCveneblis gaumjobesebaSi.

xdeba, marketingis departamentma praqtikaSi marketinguli saqmianobis kontroli unda danergos. marketinguli saqmianobis kontroli aris marketinguli 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 makoreqtirebel nabijebs dgams, raTa miznebsa da miRebul maCveneblebs Soris arsebuli 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 maCveneblebis Sesabamoba wliuri gegmis maCveneblebTan. agreTve, gamoiyeneba sxvadasxva 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 kompania midgomis periodul gadaxalisebas saWiroebs. msgavsi strategiuli kontrolis mTavar instruments marketinguli auditi 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, marketinguli kompleqsi, marketingis produqtiuloba da momgebianoba (rentabeloba). rogorc wesi, audits axorcielebs gareSe specialisti. xelmZRvanelobisaTvis ki Sedegebi moicavs moulodnelobebs, rogorc dadebiTs, aseve uaryofiTs. amis Semdeg xelmZRvaneloba wyvets, Tu ra moqmedebebia saWiro, rodis da rogor unda danergos isini.

marketinguli garemo
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 (kompaniebis sxva departamentebi, ganawilebis arxis wevrebi, mommarageblebi, myidvelebi da sxva). is aseve moicavs ufro farTo demografiul, ekonomikur, politikur, samarTlebriv, socialur da kulturul Zalebs. marketolo-gebisaTvis yvela es faqtori gasaTvaliswinebelia, raTa myidvelebTan da partniorebTan xelsayreli urTierTobis Camoyalibebisa da SenarCunebis procesSi warmatebas miaRwion. marketingul garemos ufro vrclad me-3 TavSi ganvixilavT.

suraTi 2.7
marketinguli kontrolis procesi

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2.3
biznesi saqarTveloSi

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 dasaqmebulia 500-ze meti adamiani. is Tavis momxmareblebs 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 saqarTvelos 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 yvelaze sando da dinamiurad ganviTarebad bankad saerTaSoriso finansur institutebs Soris, romelic yovelTvis cdilobs gaaerTianos 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 EBRDma SeiZina. Socit Gnrale-i erT-erTi umsxvilesi finansuri institutia evrozonaSi. jgufSi dasaqmebulia 103 000-mde adamiani sami ZiriTadi biznesmimarTulebiT:

bazrebze, derivativebSi da struqturirebul finansebSi. Socit Gnrale-i Sedis socialurad pasuxismgebeli investiciis indeqsebis mTavar xuTeulSi.

sacalo da finansuri momsaxureba:L Socit

Gnrale-i emsaxureba 20 milionze met momxmarebels msoflios masStabiT.

globaluri sainvesticio menejmenti da

momsaxureba: Socit Gnrale-i aris erT-erTi umsxvi-lesi banki evrozonaSi meruveobasa da marTvaSi arsebuli aqtivebis mixedviT.

korporaciuli

da sainvestiicio banki: Socit Gnrale-i dasaxelebulia msoflios wamyvan bankebs Soris evropis finansur

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marketingisa da marketinguli procesis gansazRvra

koncefciebis kvaldakval
ra SeiswavleT marketingis Sesaxeb? pirvel TavSi Cven ganvsazRvreT marketingi da marketinguli procesebi. am TavSi ganvixileT mTeli kompaniis strategiis dagegmva da misi roli organizaciaSi. Semdeg, ufro vrclad, ganvixileT marketinguli strategia, marketinguli kompleqsi da marketingis marTvis ZiriTadi funqciebi. amdenad, Tqven ukve sakmao warmodgena gaqvT Tanamedrove marketingis safuZvlebze. Semdeg TavebSi Cven ufro safuZvlianad gavecnobiT am koncefciebs. biznesSi ramdeni da rogori investicia Cados; meore _ zrdisa da gamoxSirvis strategiebis ganviTarebiT momavali biznes-portfeli Seadginos. kompaniam portfelis dagegmvis formaluri 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.

SeisveneT:

3. SeafaseT marketingis roli strategiul 1. axseniT mTeli kompaniis strategiuli dagegmva da misi oTxi safexuri. strategiuli dagegmva aris mTeli kompaniis strategiis SerCevis rTuli procesi. marketinguli strategia da marketinguli programebi ufro farTo, mTeli kompaniis strategiuli gegmis konteqstSi xorcieldeba. miuxedavad imisa, rom formaluri dagegmva kompanias araerT sargebels sTavazobs, yvela kompania ar an kargad ver iyenebs mas. miuxedavad imisa, rom strategiuli dagegmva ZiriTadad did korporaciebzea 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 gansazRvra formaluri misiis ganacxadis CamoyalibebiT iwyeba, romelic unda iyos bazarze orientirebuli, realuri, specifikuri, motivaciis Semqmneli da garemos Sesabamisi. kompaniis misiidan gamomdinare detaluri miznebis dasaxva unda moxdes menejmentis TiToeuli rgolisaTvis. kompaniis misiisa da miznebis gansazRvris Semdeg menejmentma unda Seadginos kompaniis biznes-portfeli _ biznesebisa da produqtebis erToblioba, romelic kompanias warmoadgens. Tavis mxriv, TiToeuli biznesisa da produqtis erTeuli movalea, kompaniis strategiuli gegmis Sesabamisad, detaluri marketinguli gegmebi Camoayalibos. dagegmvaSi da ganmarteT, rogor xdeba firmis Sida da gare partniorebTan xelsayreli urTierTobebis Camoyalibeba. strategiuli miznebis miRwevisaTvis TiToeuli biznes-erTeulis funqcionalurma ganyofilebebma (marketingis, finansebis, aRricxvis, Sesyidvebis, warmoebis, sainformacio teqnologiebis, kadrebis da sxva) SeTanxmebulad, erTdroulad unda imoqmedon. mimzidveli sabazro SesaZleblobebis gaTvaliswinebiT, sabazro koncefciis filosofiisa da saTanado Senatanebis daxmarebiT, marketingi kompaniis strategiuli dagegmvis procesSi mTavar rols TamaSobs. calkeul biznes-erTeulebTan erTad, marketingi erTeulis miznis misaRwevad strategias ayalibebs da maTi momgebianad (rentabelurad) ganxorcielebis procesSi monawileobs. martooden marketologebs myidvelisaTvis saukeTeso faseulobis warmoeba ar ZaluZT. myidvelis mizidvis, SenarCunebisa da zrdis procesSi maT mxolod partnioris funqcia gaaCniaT. 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 faseulobaTa miwodebis qselis Camosayalibeblad ki sxva kompaniebTan efeqturi partnioruli urTierToba unda iqonion.

2. imsjeleT, rogor unda Camoyalibdes

biznes-portfeli da ganviTardes biznesis zrdisa da gamoxSirvis strategia. 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

4. daaxasiaTeT momxmarebelze gaTvlili marketinguli strategia da marketinguli kompleqsi. marketinguli strategiisa da programebis SuagulSi moqceulia myidvelTan urTierTobebi. bazris segmentaciis, miznobrivi bazris SerCevisa da bazarze pozicionirebis saSualebiT kompania mTlian bazars patar-patara segmentebad yofs, irCevs TavisTvis saukeTesos da

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wyvets, rogor miawodos miznobriv myidvels faseuloba. miznobriv bazarze sasurveli Sedegis misaRwevad igi marketingul kompleqss ayalibebs, romelic moicavs produqts, fass, distribuciasa da stimulirebas.

5. CamoTvaleT marketingis menejmentis funqciebi, maT Soris marketinguli gegmis elementebic. marketinguli procesebis marTva marketingis menejmentis oTxi funqciis saSualebiT sruldeba analizi, dagegmva, ganxorcieleba da kontroli. pirvel rigSi, mTeli kompaniis strategiul gegma yalibdeba, saidanac gamomdinareobs produqtisa Tu brendis marketinguli

da sxva gegmebi. marketinguli gegmis ZiriTadi komponentebia: Semajamebeli winasityvaoba, arsebuli 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. warmatebisaTvis aucilebelia marketinguli strategiis efeqturi ganxorcieleba. amaze ZiriTadi pasuxismgebloba kompaniis marketingul departaments ekisreba. Tanamedrove marketinguli departamentis organizeba SesaZloa: funqciebis, geografiuli, produqtis marTvisa da bazris marTvis mixedviT.

TavSi gamoyenebuli terminebi

bazarze pozicionireba bazarze SeRweva bazris ganviTareba bazris segmentacia gayidvis koncefcia bazris segmenti bazris zrdisa da bazris wilis matrica biznes-gamoxSirva biznes-portfeli diversifikacia faseulobaTa jaWvi faseulobaTa miwodebis qseli marketinguli auditi marketinguli gegma Market positioning Market penetration Market development Market Segmentation Selling concept Market segment Growth-share matrix Downsizing Business portfolio Diversification Value chain Value-delivery network Marketing audit Marketing plan marketinguli gegmebis ganxorcieleba marketinguli kompleqsi marketinguli saqmianobis kontroli marketinguli strategia misiis ganacxadi miznobrivi bazris SerCeva portfelis analizi produqt/bazris eqspansiis matrica produqtis ganviTareba strategiuli biznes-erTeuli (sbe) strategiuli dagegmva Marketing implementation Marketing mix Marketing control Marketing strategy Mission statement Target marketing Portfolio analysis Product/market expansion grid Product development Strategic Business Unit (SBU) Strategic planning

imogzaureT
gansaxilveli sakiTxebi 1. arsebobs strategiuli dagegmvis procesis oTxi safexuri. ra aris maTi aseTi Tanmimdevrobis mizezi? ra Sedegebs gamoiwvevs am oTxi safexuridan erT-erTis amoReba? ra rols TamaSobs marketingi strategiuli dagegmvis procesSi? 2. rogor SeiZleba bostonis sakonsultacio jgufis bazris zrdisa da wilis matricis gamoyeneba, mimdinare biznes-portfelisa da momavali gegmebis SefasebaSi? ra SezRudvebi gaaCnia portfelis analizis matricul midgomebs? ganixileT, ra funqcia akisria produqt/bazris eqspansiis matricas xelsayreli zrdis SesaZleblobis gansazRvraSi. 3. 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 maCveneblebis gaZliereba? 4. ganixileT gansxvaveba am terminebs Soris: bazris segmentacia, miznobrivi bazris SerCeva da bazarze pozicionireba. 5. ganixileT TiToeul P-sTan dakavSirebuli sxvadasxva qmedeba. ra dadebiTi mxare gaaCnia oTxi P-s nacvlad oTxi C-s danergvas? 6. marketingis marTvis procesSi ra roli akisria analizs, dagegmvas, ganxorcielebasa da kontrols? rogor xdeba TiToeuli marketinguli funqciis erTmaneTTan dakavSireba? gamoyenebiTi SekiTxvebi 1. kompaniis zrdis SesaZleblobebis gansazRvrisaTvis produqt/bazris eqspansiis matrica gamoiyeneba. ganixileT swrafi kvebis kompania Subway, romelic yidis sendviCebs, Ci psebsa da

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gamagrilebel sasmelebs. dafiqrdiT da gansazRvreT Subway-sTvis zrdis oTxi strategia, romlebic produqt/bazris eqspansiis matricis TiToeul ujras Seesabameba. 2. Propel aris kompania Gatorade-is axali, msubuqi aromatis mqone, vitaminebiT gajerebuli gamagrilebeli sasmeli kenkris, mayvlisa da kivialublis gemoTi. gansazRvreT am sasmelebis miznobrivi bazari. rogor SeiZleba maTi pozicionireba konkurentul produqtebTan mimarTe-

baSi (sportuli sasmelebi, boTlis wylebi, forToxlis wvenebi da rZe)? 3. bolo dros Nike golfis bazarze Sevida da golfis joxebis, burTebis, CanTebis, fexsacmlisa da tansacmlis gamoSveba daiwyo. Tiger Woods-is (golfSi mravalgzis msoflio Cempioni) meSveobiT Nike-ma moaxdina Tavisi produqciis stimulireba. ganixileT Nike-is marketinguli saqmianobis kontrolis oTxi safexuri, rogorc Tiger Woods-is swrafi warmatebis Sefasebis kriteriumebi.

teqnologiur samyaroSi
911 saswrafo momsaxurebis gasaumjobeseblad aSS-s federalurma sakomunikacio komisiam (FCC) ganaxorciela gegma, romlis mixedviT 2005 wlis bolosaTvis mobiluri telefonis abonentis adgilsamyoflis gansazRvra SesaZlebeli iqneba 100 metris radiusis sizustiT. arsebobs usadeno mobilurebis adgilsamyofelis dadgenis ori gza: erTi Sida GPS-Ci pis mqone telefoni, meore ki _ sami an meti mobiluri momsaxurebis gadamcem koSks Soris triangulaciis (xazebis gavlebiT) saSualebiT abonentis adgilsamyoflis 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. 1. mcire jgufebSi ganixileT am teqnologiis potenciuri marketinguli gamoyeneba (garda imisa, rac ukve ganxilulia). 2. warmoidgineT, rom xarT mobiluri momsaxurebis mimwodebeli kompaniis marketinguli jgufis wevri. Tqvens kompanias surs, rom es teqnologia sacalo movaWreebs miyidos. am kompaniisaTvis SeimuSaveT orive, rogorc produqtze, aseve bazarze orientirebuli, misiis ganacxadi. 3. ra upiratesobebs flobs bazarze orientirebuli ganacxadi produqtze orientirebuli misiis ganacxadTan SedarebiT?

eTikis samyaroSi
kompaniebis _ Enron-isa da WorldCom-is _ gaxmaurebulma skandalma ganaaxla interesi imis mimarT, Tu rogor SeiZleba msgavsi fiaskos Tavidan acileba. dainteresebul investorebsa da politikosebs axali gansaxilvevi Tema gamouCndaT korporaciis pasuxismgebloba. bevri iziarebs azrs, rom organizaciis kultura gavlenas axdens sakuTari TanamSromlebis moralur da sazogadoebrivad pasuxismgebel qcevaze. 1. ganixileT kompaniis misiis ganacxadis roli eTikuri korporaciuli qcevis waxalisebaSi. 2. maSin rodesac faseulobaTa-miwodebis qselis gaumjobesebisaTvis sul ufro meti firma TanamSromlobs mommarageblebTan, distributorebTan da myidvelebTan, ra sirTuleebi arsebobs pasuxismgebliani gadawyvetilebebis miRebis monitoringisa da waxalisebisaTvis? risi gakeTeba SeiZleba am sirTuleebis gadasalaxad? 3. ra funqciuri datvirTva aqvs marketingul audits skandalebis Tavidan acilebis saqmeSi?

ucxouri biznessituacia
Dunkin Donuts-is biznessituacia ganTavsebulia wignis bolos, danarTSi 1.

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qarTuli biznessituacia
saqarTvelos telekomi _ ganviTarebis axali etapi
kompaniis damfuZneblebi iyvnen: saxelmwifo _ 51% (saqarTvelos kavSirgabmulobisa da fostis saministro 40% da `saqalaqTaSoriso kavSiris 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 uzrunvelyofa 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~ warmoadgenda erTaderT nacionalur operators, romelic srulad flobda serTaSoriso darekvebis bazars. es mdgomareoba Seicvala 1999-2000 ww, saqarTvelos satelekomunikacio bazris liberalizaciis da konkurentuli garemos Camoya-

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 privatizaciis 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.

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libebis Semdeg. 2000 wels Camoyalibda satelekomunikacio sferos maregulirebeli organo saqarTvelos komunikaciebis erovnuli komisia (SemdgomSi komisia). man satelekomunikacio bazris liberalizaciisa da srulfasovani konkurentuli garemos Camoyalibebis mizniT SeimuSava mniSvnelovani maregulirebeli kanonebi da debulebebi, gasca Sesabamisi licenziebi, ramac ganapiroba bazarze sxvadasxva profilis satelekomunikacio kompaniebis gamoCena. amJamad satelekomunikacio bazarze operireben oTxi ZiriTadi profilis kompaniebi (operatorebi): mobiluri (Mob), adgilobrivi (fiqsirebuli) satelefono qselis (LEC), saerTaSoriso/ saqalaqTaSoriso kavSiris (IGO) operatorebi da internet servisis mimwodeblebi (ISP). satelekomunikacio bazris aRniSnul segmentebs Soris gansakuTrebuli konkurentulobiT gamoirCeva saerTaSoriso kavSirgabmulobis segmenti, sadac gacemulia or aTeulze meti licenzia da moRvaweobs 20mde saerTaSoriso operatori, maT Soris ZiriTadad eqvsi kompania mniSvnelovan sabazro wilebs flobs. diagramaze mocemulia saqarTvelos satelekomunikacio bazris infrastruqtura mTlianobaSi, zemoTxsenebuli da sxva misi Semadgeneli segmentebis CvenebiT, maTi procentuli wilis asaxviT dargis saerTo Semosavlebis struqturaSi (2005 wlis komisiis oficialuri monacemebis mixedviT). aqve moyvanilia calkeul segmentebSi moqmedi ZiriTadi operatorebi, maTi miaxloebiTi sabazro wilebis CvenebiT Sesabamisi momsaxurebis sferoebSi da segmentebis urTierTkavSirebi. saerTaSoriso kavSirgabmulobis bazarze konkurenciis zrdas xeli Seuwyo 2005 wels bazris regulirebis mizniT momxdarma cvlilebebma. komisiis 2005 wlis 15 martis gadawyvetilebiT, saerTaSoriso gamoZaxebebze arsebuli tarifebis sruli liberalizaciisaTvis, gauqmda manamde 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 Sexedulebisamebr, danaxarjebis struqturis gaTvaliswinebiT aweseben tarifebs. tarifebis srulma liberalizaciam bazarze xeli Seuwyo saerTaSoriso gamoZaxebebze fasebis swraf vardnas. konkurenti operatorebi erTmaneTis mimdevrobiT akeTebdnen sareklamo gancxadebebs saerTaSoriso saubrebze tarifebis Semcirebis Sesaxeb. faqtobrivad bazarze daiwyo e.w. satarifo omi~. bazris moTxovnis analizis Sedegad gamoirkva, rom tarifebis mniSvnelovani Semcirebis Semdeg Semcirda operatorebis Semosavlebic, vinaidan ar dafiqsirda moTxovnis Sesabamisi zrda. Semosavlebis klebam ki Tavis mxriv daayena danaxarjebis Semcirebis sakiTxi, rac mZime tvirTad daawva yvela operators.

saerTaSoriso satelekomunikacio momsaxurebis gansaxorcieleblad operatorebs SeuZliaT airCion sxvadasxva alternatiuli gza, maT Soris: kavSiris ganxorcieleba tradiciuli telefoniis an IP- telefoniis saSualebiT. tradiciuli telefoniis gamoyenebis SemTxvevaSi operatori pirdapir kavSirs amyarebs sxva qveynis analogiur operatorTan Tanamgzavruli an optikur-boWkovani SemaerTebeli saSualebebiT. kavSiris es forma SedarebiT Zviria, operatorebs Soris arsebuli kavSiris saSualebebis maRali saijaro gadasaxadis gamo. sanacvlod kavSiris amgvari forma iZleva kavSiris mdgrad, erTmniSvnelovnad maRal xarisxs. IP-telefoniis gamoyenebis SemTxvevaSi monacemTa gadacema xdeba internetis qselis saSualebiT. rogoc wesi, amgvari kavSiris danaxarji dabalia tradiciuli telefoniis danaxarjebTan SedarebiT, Tumca, am SemTxvevaSi uaresdeba kavSiris xarisxi, rasac momxmarebeli smenadobis gauaresebis saxiT grZnobs. kompaniis ZiriTadi produqtebia: 8-10 _ saerTaSoriso daSvebis kodi. am kodis gamoyenebiT momxmarebels SeuZlia darekos sazRvargareTis nebismier qveyanaSi da gadaixados saubris davalianeba gansazRvruli periodis ganmavlobaSi. sakredito sistema momxmareblisaTvis gansakuTrebiT mosaxerxebeli formatia. Tumca, kompania zogierT SemTxvevaSi ver axerxebs davalianebis srulad amoRebas da, Sesabamisad, garkveul finansur resursebs xarjavs debitoruli davalianebis regulirebisaTvis (abonentebTan urTierTobis ganyofilebisa da saoperacio ganyofilebis funqcionirebis saxiT). sakredito sistemis garda kompanias gaaCnia saavanso sistema `telekombaraTi~. misi SeZenisas moxmarebeli winaswar ixdis saubrebis Rirebulebas da SemdgomSi, survilisamebr, gankargavs sakuTar avanss. `telekombaraTiT~ sargebloba SedarebiT arakomfortulia baraTze aRniSnuli Svidcifra kodis akrefis saWiroebis gamo. am produqtis Zlier mxared SeiZleba CaiTvalos momxmareblis mier avansis gakontrolebisa da nebismieri telefonidan (sakuTari xarjebiT) saerTaSoriso da adgilobrivi zarebis ganxorcielebis SesaZlebloba. `telekombaraTiT~ sargeblobis SemTxvevaSi kompania momentalurad iRebs gaweuli momsaxurebis safasurs da icilebs sakredito sistemis SemTxvevaSi gardauval danaxarjebs. 8-10-iT da `telekombaraTiT~ saregoblobis SemTxvevaSi saerTaSoriso saubrebze kompaniis mier dawese-buli tarifebi identuria. 8-100 saqalaqTaSoriso da mobilur operatorebTan daSvebis kodi. aRniSnuli kodis gamoyenebiT momxmarebeli ukavSirdeba, rogorc qveynis regionebs, aseve mobilur operatorebs ,,magTisa~ da ,,jeosels~. aRniSnuli kodi tradiciuli, momxmareblisaTvis kargad nacnobi da moxmarebadi kavSiris formis (akrefis wesi: 899, 898,

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855, 877, 855) iafi, alternatiuli produqtia. klienti dadebiTad iRebs axal produqts satelekomunikacio danaxarjebis Semcirebis mizniT. Tumca, kodis cnobadoba SedarebiT dabalia misi siaxlis gamo. kodis cnobadobis gazrdis SemTxvevaSi mosalodnelia am segmentze `saqarTvelos telekomis~ wilis gazrda. 810001 Dial Up interneti. aRniSnuli produqti nawilobriv ukve Canacvlda da droTa ganmavlobaSi mTlianad Canacvldeba DSL teqnologiebiT. Tumca, produqts jer kidev hyavs gansazRvruli momxmarebeli misi xelmisawvdomobis gamo. kompaniis samomxmareblo segmentebia: fizikuri pirebi xarisxze orientirebuli momxmarebeli, romelic miiCnevs, rom kavSiris cudi xarisxi zrdis saubris xangrZlivobas da Sesabamisad zrdis satelekomunikacio danaxarjebs. es momxmrebeli mzad aris gadaixados SedarebiT meti Tanxa maRali xarisxis satelekomunikacio momsaxurebis sanacvlod. aRniSnuli segmenti operatorebis mimarT maRali loialurobiT gamoirCeva. tarifze orientirebuli momxmarebeli, romelic yovelTvis cdilobs dazogos satelekomunikacio biujeti. es momxmarebeli satelekomunikacio momsaxurebis tarifebs, motivaciur faqtorebs Soris, pirvel adgilze ayenebs da yovelTvis eZebs iaf satelekomunikacio operators an sargeblobs fasdaklebebiT. igi gamoirCeva operatorebis mimarT dabali loialurobiT da icvlis operators konkurenti operatoris mier dabali tarifis SeTavazebis SemTxvevaSi.

rebuli marketinguli kvlevis Sedegad dadginda, rom kompaniis kods cnobs mosaxleobis 75%-i. kompanias aqvs dadebiTi imiji da reputacia, aRiqmeba, rogorc maRali xarisxis satelekomunikacio momsaxurebis mimwodebeli. kompaniis menejmenti gansakuTrebul yuradRebas uTmobs momsaxurebis xarisxsa da momxmareblebze zrunvas. ukanaskneli periodis ganmavlobaSi reorganizacia ganicada saoperacio ganyofilebam, romelmac miiRo ufro funqciuri saxe. gadamzadda yvela TanamSromeli, romelic pirdapir an iribad urTierTobs momxmarebelTan. modernizacia ganicada kompaniis servis centrma. ganxorcielda cvlilebebi momxmareblis moTxovnebis gaTvaliswinebiT: Seiqmna davalianebis dafarvis alternatiuli formebi, gaizarda sakredito periodi, gaCnda davalainebis etapobrivad dafarvis SesaZlebloba. `saqarTvelos telekomSi~ Camoyalibda gayidvebis ganyofileba, romlis mizansac warmoadgens personaluri gayidvebis ganxorcieleba msxvil korporatiul klientebTan. gayidvebis ganyofileba valdebuli da uflebamosilia korporatiul klientebs SesTavazos kompaniis produqtebi, gaaformos maTTan xelSek-rulebebi, aseve gaiTvaliswinos msxvili organi-zaciebis specifiuri interesebi da uzrunvel-yos maTi Seuferxebeli satelekomunikacio momsaxureba. kompaniis winaSe arsebuli dilema: 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). amgvari strategiis arCevis SemTxvevaSi, kompania saerTaSoriso gamoZaxebebze daawesebs SedarebiT maRal tarifs da ganaxorcielebs maRali xarisxi maRali fasi~-s strategias. magram daikargeba momxmarebelTa is segmenti, romelic mxolod faszea oreintirebuli da eZebs mxolod iafad darekvis SesaZleblobas. meore strategia fasebis Semcirebasa da yovelTvis dabali tarifis~ SeTavazebas gulisxmobs. am SemTxvevaSi mosalodnelia kompaniis Semosavlebis Semcireba (moTxovnis mrudis araelastiurobis gamo), rac saerTaSoriso operatorebTan pirdapiri damakavSirebeli arxebis SenarCunebas gaarTulebs. SekiTxvebi (davalebebi):

korporatiuli klientebi. isini, saqmianobidan gamomdinare, gansakuTrebul mniSvnelobas aniWeben satelekomunikacio momsaxurebis xarisxs, vinaidan kavSiris xarisxi gansakuTrebiT mniSvnelovania saqmiani urTierTobebis warmarTvisas. Tumca, unda aRiniSnos, rom korporatiuli klientebi, maRali satelekomunikacio danaxarjebis gamo, kodiT sargeblobis Sesaxeb gadawyvetilebis miRebis procesSi tarifs aranakleb mniSvnelobas aniWeben. am klientebs axasiaTebT operatorebis mimarT saSualo loialuroba. xSirad organizaciasa da operators Soris urTierTobebi regulirdeba momsaxurebis Sesaxeb xelSekrulebis saSualebiT.
kompaniis Zlieri mxareebia: saqarTvelos telekomi~ saerTaSoriso satele-komunikacio bazarze moqmed operatorebs Soris erT-erTi lideria. kompaniis sabazro wili am segmentze ganisazRvreba, daaxloebiT, 30%-is odenobiT. privatizaciis Semdeg, kompaniis mier ganxorcielebuli marketinguli proeqtebis Sedegad, mniSvnelovnad gaizarda kompaniis saerTaSoriso daSvebis kodis 8-10-is cnobadoba. kompaniis mier Cata-

1. rogori strategiis arCevas urCevdiT saqarTvelos telekoms~ situaciur magaliTSi aRwerili garemoebebis gaTvaliswinebiT? 2. SeavseT, aRniSnuli magaliTis safuZvelze, am TavSi moyvanili BCG matrica.

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nawili pirveli ONE

marketingisa da marketinguli procesis gansazRvra

Tavi 2

kompania da marketinguli strategia: partnioroba myidvelTan urTierTobis agebisTvis

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