am Tavis Seswavlis Semdeg Tqven SeZlebT:

1. ganmartoT, ratom iyeneben kompaniebi sadistribucio arxebs da ganixiloT maTi funqciebi; 2. ganixiloT, rogor urTierTqmedeben arxis wevrebi da rogor axorcieleben organizebas arxis muSaobis uzrunvelsayofad; 3. gansazRvroT arxis sxvadasxva alternativa; 4. ganmartoT, rogor irCevs, afasebs da uqmnis motivacias kompania arxis wevrebs; 5. ganixiloT marketinguli lojistikisa da integrirebuli momaragebis jaWvis marTvis mniSvneloba da raoba;

sadistribucio arxisa da momaragebis jaWvis marTva

10

gzamkvlevi |

ideebis kvaldakval

mivadeqiT marketinguli kompleqsis mesame iaraRs _ distribucias. momxmareblisaTvis faseulobis miwodebisa da xelsayreli samomxmareblo urTierTobebis agebis process firmebi iSviaTad marTaven damoukideblad. piriqiT, maTi umetesoba msxvili momaragebis jaWvisa da sadistribucio arxebis mxolod calkeul rgols warmoadgens. firmis individualuri warmateba damokidebulia ara marto imaze, Tu ramdenad kargad moqmedebs is, aramed imazec, Tu misi sruli sadistribucio arxi ramdenad kargad uwevs konkurencias konkurentebis sadistribucio arxebs. magaliTad, miuxedavad imisa, rom Ford-i msoflios saukeTeso manqanebs awarmoebs, misi saqmianoba warmatebuli ver iqneboda, Tu misi dilerebi Toyota-s, GM-s, Chrysler-is an Honda-s dilerebis sapirispirod dabalxarisxian momsaxurebasa da gayidvebs awarmoebdnen. Ford-ma Tavisi arxis partniorebi frTxilad unda SearCios da maTTan efeqturad iTanamSromlos. momxmarebelTan urTierTobis kargad samarTvad kompaniam aseve guldasmiT unda warmarTos partniorebTan urTierTobis marTva. am Tavis pirveli nawili emsaxureba sadistribucio arxebisa da marketologebis mier arxis dizainisa da marTvis gadawyvetilebebis rolis aRmoCenas. Semdeg Cven ganvixilavT fizikur distribucias _ anu lojistikas _ sferos, romlis mniSvneloba da sirTule dramatulad izrdeba. Semdeg TavSi ki ufro vrclad ganvixilavT arxis or mTavar Suamavals _ sacalo da sabiTumo movaWreebs. sanam Tqveni motori Tbeba, Cven Caterpillar-s SevavlebT Tvals. albaT, fiqrobT, rom Caterpillar-is warmatebisa da misi maRali fasebis mizezs mZime mrewvelobis is xarisxi da is samTo aRWurviloba warmoadgens, romelsac is awarmoebs. magram Caterpillar sul sxvagvarad aRiqvams yvelafers. kompania amtkicebs, rom misi bazarze dominirebis Sedegi aris ubadlo distribuciisa da momxmarebelTa mxardaWeris sistemis. Zlieri da daxvewili TanamSromloba, romelic Caterpillar-ma damoukidebel dilerebTan Camoayaliba did upiratesobas aZlevs kompanias. waikiTxeT da gaigebT, ratomac. kve 7 aTeuli welia Catterpillar-i (sityva-sityviT`muxluxos niSnavs) msoflios mZime mrewvelobisa da samTo aRWurvilobis bazarze dominirebs. misi cnobili yviTeli traqtorebi, mtvirTavebi, buldozerebi da satvirTo manqanebi nebismier samSeneblo obieqtze Cveulebrivi movlenaa. daaxloebiT 200 kompanias is 300-ze meti saxeobis produqcias awvdis da yovelwliurad 20 miliard dolarze meti odenobis gayidvebs awarmoebs. igi msoflioSi samSeneblo aRWurvilobis biznesis 27 procents flobs, orjer mets, vidre msoflios meore kompania Komatsu. CrdiloeT amerikis bazarze ki misi wili konkurentebis, Komatsu-sa da Deere-is, erTad aRebul wils orjer aRemateba.

402

nawili mesame

myidvelze orientirebuli marketinguli strategiisa da marketinguli kompleqsis Seqmna

Catterpillar-is xangrZliv warmatebas bevri faqtori ganapirobebs _ maRali xarisxis produqcia, moqnili da efeqturi warmoeba, inovaciuri, axali produqtebis mdgradi nakadi, mkafio organizebuloba, romelic myidvelis moTxovnilebebs pasuxobs. miuxedavad imisa, rom Catterpillar-is aRWurviloba Zviria, misi maRali xarisxi da eqspluataciuri saimedooba ufro xangrZliv faseulobas uzrunvelyofs. Tumca Catterpillar-is pirvelobis yvelaze mniSvnelovani mizezi es ar aris. Catterpillar-i ndobas ucxadebs mTel msoflioSi mimofantul 220 cnobil damoukidebel dilers, romlebic TiToeuli myidvelis moTxovnas saTuTad epyrobian. Catterpillar-is yofili mTavari aRmasrulebeli direqtori _ donald faiti acxadebs: mas Semdeg, rac produqcia Cvens kedlebs gascdeba, masze zrunvas dilerebi iwyeben. isini mowinave xazze dganan da produqtTan erTad cxovroben _ swored maT xedaven myidvelebi. miuxedavad imisa, rom dafinansebasa da dazRvevaze Cven vzrunavT, myidvelebTan isini TanamSromloben. maT unda daarwmunon myidvelebi, rom miwodebuli manqana swored iseT mdgomareobaSia, rogorSic unda iyos. isini wvrTnian myidvels. produqtis sicocxlis ganmavlobaSi isini xSirad emsaxurebian mas, frTxilad akvirdebian mis mdgomareobas da, Rirebulebis Semcirebis Tavidan asacileblad, misi SekeTebis ganrigs adgenen. myidvelma icis, rom arsebobs 20 miliard dolarze meti Semosavlis mqone kompania Catterpillar-i, magram dilerebi qmnian kompaniis imijs, romelic ara mxolod maTi produqtis ukan dgas, aramed msoflios nebismier wertilSi Tan axlavs produqts. Cveni dilerebis damsaxurebaa, rom Cveni devizi _ `iyideT rkina, miiReT kompania _ mxolod carieli sityvebi ar aris. Catterpillar-is dilerebi ageben Zlier samomxmareblo urTierTobebs. `Cvenma damoukidebelma dilerma noviSi, miCigansa Tu bankokSi (tailandi), bevrad meti ician am adgilebSi myofi momxmareblis moTxovnilebebis Sesaxeb, vidre iseTma uzarmazarma korporaciam, rogoric aris Catterpillar-i~, _ ambobs faiti. xSirad, konkurentebi TavianT dilerebs yuradRebas ar aqceven da xarjebis Semcirebis an meti sargeblis misaRebad, TavianT produqcias pirdapir msxvil myidvelze yidian. Tumca Catterpillar-i ar apirebs Tavisi dilerebis gverdis avlas. `adgilobrivi bazris Seswavla da Cveni dilerebis meSveobiT momxmarebelTan Camoyalibebuli mWidro urTierToba TiToeuli penis safasuria, _ amtkicebs igi, _ Cven marjvena mklavs ufro moviWriT, vidre produqcias pirdapir gavyidiT da dilerebs gverds avuvliT~. `iyideT rkina, miiReT kompania~ _ es aris Zlieri faseulobis SeTavazeba. anu, rodesac Cat-is aRWurvilobas yidulobT, Tqven Catterpillar-is ojaxis wevri xdebiT. momxmareblisaTvis faseulobis miwodebis ukeTesi gzebis aRmosaCenad Catterpillar-s da mis dilerebs erTmaneTTan mWidro harmoniuli urTierToba aqvT. mTliani sistema erTi msoflio kompiuteruli qseliT aris gaerTianebuli. magaliTad, kompiuterze muSaobisas Catterpillar-is menejerebs SeuZliaT naxon, Catterpillar-is ramdeni manqana aris nawilebis molodinSi. erTmaneTTan mWidrod dakavSirebuli dilerebi Catterpillar-is operaciebis TiTqmis yvela aspeqtSi mniSvnelovan rols asruleben, dawyebuli produqtis dizainiTa da misi miwodebiT, damTavrebuli momsaxurebiTa da mxardaWeriT, sabazro dazverviTa da momxmarebelTan ukukavSiriT. mZime manqanaTmSeneblobis produqtis eqsploataciisas, sadac aRWurvilobis ubralo gaCerebac ki didi danakargebis mizezi SeiZleba aRmoCndes, Catterpillar-is ganumeorebeli momsaxureba didi upiratesobiT sargeblobs momxmareblis mopovebisa da SenarCunebis procesSi. ganvixiloT Freeport-McMoRan-i _ Cat-is momxmarebeli _ romelic spilenZisa da oqros msoflioSi erT-erTi udidesi sabados eqspluatacias eweva dReSi 24 saaTis, weliwadSi 365 dRis ganmavobaSi. indoneziis maRal mTebSi maRarosTan misvla mxolod sabagiro gzebiT an vertmfreniT aris SesaZlebeli. Freeport-MeMoRan-i iyenebs Catterpillar-is ramdenime aseuli milioni dolaris Rirebulebis 5,000-ze met samTo da samSeneblo aRWurvilobas, maT Soris aris mtvirTavebi, traqtorebi da 240toniani mamonti, 2,000-cxenisZaliani satvirTo manqanebi. am manqanebis umetesobis sacalo Rirebuleba 1 milioni dolaria. aRWurvilobis gafuWebis SemTxvevaSi Freeport-McMoRan-i swrafad kargavs fuls. Freeport-McMoRan-i

Tavi 10

sadistribucio arxisa da momaragebis jaWvis marTva

403

siamovnebiT ixdis did Tanxas momsaxurebasa da meqanizmebSi, romelsac sruliad endoba. man icis, rom SeuZlia Catterpillar-isa da misi cnobili sadistribucio qselis saucxoo mxardaWeris imedi iqonios. Catterpillarsa da mis dilerebs Soris arsebuli mWidro urTierToba mxolod formalur kontaqtebsa da biznesSeTanxmebebs ar gulisxmobs. Zlieri partnioroba garkveul ZiriTad princi pebzea dafuZnebuli:

dileris momgebianoba _ `mogeba da tkivili erTnairad gaiziareT~. warmatebul periodSi, imis nacvlad, rom mTeli simdidre miiTvisos, Catterpillar-i mTel siuxves Tavis dilerebTan erTad inawilebs. xolo sirTuleebis Jams ki Catterpillar-i Tavis dilerebs icavs. 1980-iani wlebis SuaSi, saamSeneblo aRWurvilobis dasustebuli msoflio bazrisa da gaafTrebuli konkurenciis pirobebSi, Catterpillarma ekonomikuri danakargebi Tavis Tavze aiRo da TavSesafari misca dilerebs. man TiTqmis 3 weliwadSi 3 milioni dolari dakarga, magram ar daukargavs erTi dileric ki. am dros konkurentebma bevr dilerTan urTierToba Sewyvites. amis Sedegad Catterpillarma sadistribucio sistema xeluxleblad SeinarCuna, xolo misi konkurentunarianoba ki ise gaZlierda, rogorc arasdros. dilerebis eqstraordinaruli mxardaWera _ es mxardaWera arsad iseTi naTeli ar aris, rogorc kompaniis saTadarigo nawilebis miwodebis sistemaSi, romelic mrewvelobis am dargSi yvelaze swrafi da saimedoa. Catterpillar-i mTel msoflioSi 36 sadistribucio arxs da momsaxurebis 1,500 punqts flobs, romlebsac 320,000 sxvadasxva nawilis maragi gaaCnia da weliwadSi yoveldRe, dReSi 84,000 erTeuli nawilis gadazidvas axorcielebs. sanacvlod ki, dilerebma udidesi investicia ganaTavses inventarSi, sasawyobo meurneobaSi, satvirTo manqanebis parkebSi, teqnikuri momsaxurebis centrebSi, diagnostikur da momsaxurebis aRWurvilobaSi da sainformacio teqnologiebSi. Catterpillar-i Tavis dilerebTan erTad saTadarigo nawilebis miwodebas msoflios nebismier adgilas 48 saaTSi uzrunvelyofs. kompania SekveTili gadazidvebis 80 procents dauyovnebliv axorcielebs da 99 procents ki _ SekveTis miRebis dResve. amis sapirispirod, konkurentebis momxmareblebi SekveTil nawilebs oTxi an xuTi dRis ganmavlobaSi elodebian. komunikaciebi _ Catterpillar-s Tavis dilerebTan aqvs kavSiri sruli, xSiri da patiosani. rogorc faiti acxadebs, `Cvensa da dilerebs Soris ar arsebobs saidumlo. nebismieri dileris Sesaxeb Cven vflobT finansur angariSebsa da saqmianobis ZiriTad monacemebs. . . . amasTan erTad, Catterpillar-isa da dilerebis yvela TanamSromlisaTvis virtualur droSi xelmisawvdomia monacemTa mudmivad ganaxlebadi bazebi, romlebic moicavs momsaxurebis informacias, vaWrobis tendenciebsa da prognozebs, momxmareblebis kmayofilebis gamokiTxvebsa da sxva mniSvnelovan monacemebs . . . ufro metic, dRes yvela, dizainis umcrosi inJinridan dawyebuli, mTavari aRmasrulebeli direqtoriT damTavrebuli, pirdapir virtualur kavSirSia Cveni sadilero organizaciis romelime TanamSromelTan mainc. dilerebis mier Sesrulebuli samuSaos maCveneblebi _ Catterpillar-i maqsimalurad cdilobs, daarwmunos xalxi, rom misi dilerebi kargad muSaoben. igi mkacrad akontrolebs TiToeuli dileris gayidvebs, finansur mdgomareobasa da maCveneblebis sxva indikatorebs. is gulwrfelad aris dainteresebuli TiToeuli dileris warmatebiT da, rodesac problemas xedavs, daxmarebisTvis yovelTvis mzad aris. amis Sedegia, rom Catterpillar-is sadileroebi, romelTagan umetesi saojaxo bizness warmoadgens, stabilurobiTa da momgebianobiT gamoirCeva. saSualod, Catterpillar-is sadilero saagentos 50 wlis ganmavlobaSi erTi da igive ojaxebi marTavdnen. zogierTi aseT TariRad 1925 wels asaxelebs, swored am wels Seiqmna Catterpillar-i. piradi urTierTobebi _ formalur bizneskavSirebTan erTad. Cat-i Tavis dilerebTan ufro axlo, pirad kavSirebs ayalibebs, rac ojaxuri urTierTobis saxes iRebs. Catterpillar-is erT-erTi aRmasrulebeli aseT ambavs ixsenebs: `rodesac me vxedav yofil vice-prezident Caps golfis moedanze, igi yovelTvis mekiTxeba garkveuli dilerebis an maTi Svilebis Sesaxeb, romlebic SesaZloa axla am bizness marTaven, da yovelTvis, rodesac am dilerebs vxedav, isinic, Tavis mxriv, mekiTxebian: `rogor aris Capi?~ ai, aseTi urTierToba gvaqs . . . dilerebis umetesobas me Cems megobrad vTvli.~

404

nawili mesame

myidvelze orientirebuli marketinguli strategiisa da marketinguli kompleqsis Seqmna

amrigad, Catterpillar-is saucxoo sadistribucio sistema konkurentuli upiratesobis umTavresi wyaroa. sistema agebulia urTierTndobisa da saziaro ocnebis mtkice bazaze. Catterpillar-i da misi dilerebi saerTo monapovriT amayoben. rogorc faiti acxadebs, `mTel msoflioSi Cvens dilerebs Soris Camoyalibebulia megobruli urTierToba da amitom es ufro metia, vidre, ubralod, finansuri SeTanxmeba. isini grZnoben, rom, rasac akeTeben, msofliosTvis kargis momtania, radgan isini im organizaciis nawilebi arian, romelic amzadebs, yidis da emsaxureba meqanizms, romlis wyalobiT samyaro muSaobs.~1

firmebis umetesobas ar SeuZlia momxmarebels faseuloba damoukideblad miawodos. piriqiT, maT sxva firmebTan mWidrod unda iTanamSromlon meti faseulobis miwodebisaTvis.

momaragebis jaWvi da faseulobaTa miwodebis qseli

produqtis an momsaxurebis warmoeba da myidvelisaTvis misi xelmisawvdomobis uzrunvelyofa moiTxovs urTierTobebis Camoyalibebas ara mxolod momxmarebelTan, aramed kompaniis momaragebis jaWvis sakvanZo mimwodeblebTan da gadamyidvelebTan. es momaragebis jaWvi Sedgeba e.w. ,,zeda~ da ,,qveda~ dinebis partniorebisgan, romelTa Soris arian mimwodeblebi da Suamavlebi. mewarmis an serviss-provaiderisaTvis momaragebis ,,zeda dinebis~ jaWvs warmoadgens firmebi, romlebic maT momaragebas nedleuliT, komponentebiT, nawilebiT, informaciiT, finansebiTa da eqspertiziT axorcieleben, rac produqtis an momsaxurebis SeqmnisaTvis aris saWiro. tradiciulad, marketologebi fokusirebas momaragebis jaWvis e.w. ,,qveda dinebaze~ axdendnen, anu _ marketingul arxebze an sadistribucio arxebze, romlebic momxmareblisken aris mimarTuli. marketinguli arxis partniorebi, rogorebic arian biTumad da sacalod movaWreebi, kompaniasa da mis miznobriv momxmarebelTan mniSvnelovan, SeiZleba iTqvas, sasicocxlo kavSirebs amyareben. orive ti pis ,,zeda~ da ,,qveda~ dinebis partniorebi SeiZleba sxva firmebis momaragebis jaWvebSic iyvnen CarTuli. magram TavisTavad es aris TiToeuli kompaniisaTvis Seqmnili momaragebis jaWvis unikaluri proeqti, romlis saSualebiT mas SeuZlia myidvels umaRlesi faseuloba miawodos. TiToeuli firmis warmateba damokidebulia ara marto imaze, ramdenad kargad operirebs is, aramed imazec, ramdenad efeqtur konkurencias uwevs misi momaragebis mTliani jaWvi konkurentul momaragebis jaWvebs. termini `momaragebis jaWvi~ SesaZloa Zalian SezRuduli iyos is gulisxmobs _ ,,gaakeTegayide~ da gvTavazobs, rom nedleuli, materialuri saSualebebi da warmoebis SesaZloblebebi unda warmoadgendnen marketinguli dagegmvis sawyis wertils. ukeTesi termini iqneboda moTxovnis jaWvi, radgan is gvTavazobs bazris xedvas _ SegrZnebareagirebas. am SexedulebiT xelmZRvanelobisas dagegmva iwyeba miznobrivi momxmareblis moTxovnebiT, romelTa faseulobaTa miwodebis qseli: Palm-i marTavs mommaragebmimarT kompania reagirebs im resursebis lebis, gadamyidvelebis da saamwyobo sawarmoebis mTel komorganizebiT, romelTa mizania xelsayreli pleqs, romelmac Palm-is momxmareblisaTvis ufro advili cxovrebis uzrunvelsayofad erTianad da efeqturad unda samomxmareblo urTierTobebis ageba. imuSaos. biznesis moTxovnis jaWvis xedvac ki SeiZleba limitirebuli iyos, radgan is yidvawar-

Tavi 10

sadistribucio arxisa da momaragebis jaWvis marTva

405

moebamomxmarebis saqmianobas etapobrivi, sworxazovani SexedulebebiT ganixilavs. Tumca, internetisa da sxva teqnologiebis gamoCenasTan erTad, kompaniebi sxva firmebTan ufro mravalricxovan da kompleqsur urTierTobebs amyareben. magaliTad, Ford-i momaragebis uamrav arxs marTavs. moTxovnis warmoSobasTan erTad, is agreTve, axdens B2B veb-gvedebisa da eleqtronuli gayidvebis dafinansebasa da saqmis warmoebas. Ford-is msgavsad, dRes msxvili kompaniebis umetesoba dakavebulia mudmivad ganaxlebadi faseulobaTa-miwodebis qselis agebiTa da marTviT. dRes kompaniebi TavianT bizness sul ufro xSirad ganixilaven, rogorc sruli faseulobaTa miwodebis qsels. meore TavSi warmodgenili gansazR-vrebis mixedviT, faseulobaTa miwodebis qseli aris kompaniis, momwodeblebis, distributorebisa da uSualod momxmareblis mier Seqmnili sistema, romlebic `urTierTTanamSromloben~ mTliani sistemis gasaumjobeseblad. magaliTad, Palm-i, portatuli mowyobilebebs wamyvani mwarmoebeli, marTavs naxevargamtari komponentebis, plastikuri kolofebis, LCD disfleis da aqsesuarebis_mimwodeblebisa da saamwyobo sawarmoebis kompleqs. maTi qseli, agreTve, moicavs internetiT da tradiciul gadamyidvelebs, saTanado maragis Sevsebis 45,000 moxeles, romlebsac Palm-is saeqspluatacio sistemisaTvis 5,000-mde ganacxadi aqvT Seqmnili. yvela am sxvadasxvagvarma partniorma efeqturad unda imuSaos erToblivad, raTa Palm-is myidvelebi uzrunvelyos saukeTeso faseulobiT. am TavSi yuradRebas gavamaxvilebT marketingul arxebze _ faseulobaTamiwodebis qselis ,,qveda dinebaze~. Tumca mniSvnelovania imis damaxsovrebac, rom es aris faseulobis mTliani qselis mxolod nawili. myidvelisaTvis faseulobis uzrunvelyofis procesSi, kompaniebi saWiroeben ,,zeda dinebis~ momaragebis partniorebsac iseve rogorc ,,qveda dinebis~ arxis partniorebs. magaliTad, sabanko momsaxurebis uzrunvelsayofad Citibank-i iseT aRWurvilobasa da resursebs yidulobs, rogorebic aris bankomatebi, depozitis dabeWdili blankebi da kompiuterebi. Tavisi momsaxurebiT momxmareblebis uzrunvelsayofad da maTi sabanko operaciebis Sesaxeb informaciis mosapoveblad, banki flobs sadistribucio arxebs, romlebic aerTianebs kompaniis sabanko filialebsa da veb-gverdebs, agreTve, sxva bankebis aTasobiT bankomats (ATM). marketologebi sul ufro metad monawileoben da marTaven kompaniis ,,zeda dinebis~ saqmianobas, isev rogorc mis ,,qveda dinebis~. maTi saqmianoba marketinguli arxis menejeris Tanamdebobas scildeba, isini mTliani qselis menejerebi xdebian. es Tavi ganmartavs marketingul arxebTan dakavSirebul oTx mTavar SekiTxvas. raSi mdgomareobs marketinguli arxebis arsi da ratom aris is mniSvnelovani? rogor xdeba arxSi mofunqcionire kompaniebis urTierTqmedeba da organizeba, raTa amuSavdes arxebi? ra promlemebs awydebian kompaniebi arxebis dagegmvisa da marTvis dros? ra rols TamaSobs fizikuri distribucia da momaragebis jaWvis marTva momxmareblis mozidvisa da dakmayofilebis procesSi? me-11 TavSi ganvixilavT marketingul arxebs sacalo da sabiTumo movaWreebis gadmosaxedidan.

faseulobaTa miwodebis qseli (jaWvi) (Value delivery network) kompaniis, momwodeblebis, distributorebisa da uSualod momxmareblis mier Seqmnili sistema, romlebic `urTierTTanamSromlob en~ mTliani sistemis gasaumjobeseblad.

marketinguli arxebis arsi da mniSvneloba

bevri mwarmoebeli Tavisi saqonlis saboloo momxmarebelTan misatanad Suamavals iyenebs. isini cdiloben marketinguli arxis (an sadistribucio arxis) Camoyalibebas _ anu urTierTdamokidebuli organizaciebis erTobliobis Seqmnas, romelic produqtsa da momsaxurebas saboloo momxmareblisaTvis misawvdoms xdis.2 kompaniis gadawyvetileba sadistribucio arxTan mimarTebaSi, nebismier sxva marketingul gadawyvetilebaze pirdapir zegavlenas axdens. kompaniis faswarmoqmna damokidebulia imaze: muSaobs Tu ara igi erovnuli fasdaklebebis miwodebis jaWvebiT, iyenebs Tu ara maRali xarisxis mqone specializebul maRaziebs, an axorcielebs Tu ara pirdapir gayidvebs momxmarebelze vebgverdebis saSualebiT. firmis realizaciisa da komunikaciis sferos gadawyvetilebebi damokidebulia imaze, Tu ramdenad Zlieri damajerebloba, treningi, motivacia da mxardaWera sWirdebaT maTi arxis partniorebs. kompaniebis mier axali produqtebis ganviTareba da mopoveba SesaZloa imaze iyos damokidebuli, Tu ramdenad kargad Seesabameba es produqti Tavisi arxis wevrebis SesaZleblobebs.
marketinguli arxi (sadistribucio arxi) Marketing channel (distribution channel) kompaniis, momwodeblebis, distributorebisa da uSualod momxmareblis mier Seqmnili sistema, romlebic `urTierTTanamSromlob en~ mTliani sistemis gasaumjobeseblad.

406

nawili mesame

myidvelze orientirebuli marketinguli strategiisa da marketinguli kompleqsis Seqmna

SemoqmedebiTi da STambeWdavi sadistribucio sistemis saSualebiT FedEx-i mcire amanaTebis swrafi miwodebis in-dustriaSi lideri gaxda.

kompaniebi, xSirad, Zalian mcire yuradRebas uTmoben sakuTar sadistribucio arxebs. zogierT SemTxvevaSi es sakmaod cudi SedegebiT mTavrdeba. amis sapirispirod, konkurentuli upiratesobis mosapoveblad bevri kompania daxvewil sadistribucio sistemebs iyenebs. SemoqmedebiTi da STambeWdavi sadistribucio sistemis saSualebiT FedEx-i mcire amanaTis swrafi miwodebis industriaSi lideri gaxda. Dell Computer-i ki personalur kompiuterebs pirdapir momxmarebelze yidis da ara sacalo maRaziis meSveobiT, riTac man Tavis industriaSi gardatexa moaxdina. xolo Charles Schwab&Campany-m finansuri servisi internetis saSualebiT pirvelma miawoda momxmarebels. xSirad, sadistribucio arxis Sesaxeb gadawyvetilebis miRebiT kompaniebi sxva firmebis mimarT xangrZliv valdebulebebs iReben. magaliTad, iseT kompaniebs, rogorebic aris Ford-i, IBM-i da McDonalds, advilad SeuZliaT Secvalon sareklamo, fasebisa da stimulirebis programebi. bazris moTxovnebis Sesabamisad, maT SeuZliaT Zveli produqtebis moSoreba da axlebis wardgena. magram, rodesac isini frenCaizerebTan, damoukidebel dilerebTan da msxvil sacalo movaWreebTan erTad sadistribucio arxebs ayalibeben, maT ukve ar SeuZliaT Secvalon raime gadawyvetileba Tu amas arxis sxva wevrebTan ar SeaTanxmeben. amitom menejmentma Tavisi arxebi guldasmiT unda dagegmos, da, amasTan erTad, Tvalyuri adevnos rogorc dRevandel, aseve xvalindel savaWro garemos. rogor amateben faseulobas arxis wevrebi

bunebrivia gagiCndebaT SekiTxva, ratom andoben mwarmoeblebi TavianT beds ucxo pirebs yvelaze sapasuxismgeblo etapze? mas Semdeg, rac isini gaivlian produqciis Seqmnisa da ganviTarebis yvela safexurs, gana ar jobia Tavadve miitanon produqti saboloo momxmareblamde? bolos da bolos, maSin, rodesac kompania distribucias sxvas avalebs, is kontrols kargavs imaze, Tu rogor iyideba da vin yidulobs produqcias. saqme imaSia, rom Suamavlebs meti efeqturobis motana SeuZliaT TavianTi kavSirebis, gamocdilebis, specializaciisa da saqmianobis masStabebis gamoyenebiT. Suamavlebi xSirad kompaniebs bevrad ufro mets sTavazoben, vidre amis miRweva maT damoukideblad SeuZliaT. suraT 10.1-ze naCvenebia Suamavlebis gamoyenebis efeqturoba. suraT 10.1Aze warmodgenilia sami mewarme, romelTagan TiToeuli sam myidvelTan misaaxloeblad pirdapir marketings iyenebs. es sistema cxra gansxvavebul kavSirs moiTxovs. suraT 10.1B-ze naCvenebia sami mewarme, romlebic erT distributorTan (SuamavalTan) muSaoben, romelic, Tavis mxriv, sam myidvels ukavSirdeba. es sistema mxolod eqvs kavSirs moiTxovs. amrigad, Suamavlebi amcireben samuSaos moculobas, romelic rogorc mewarmem, aseve momxmarebelmac unda Seasrulos. ekonomikis princi pebidan gamomdinare, marketinguli Suamavlebis roli gulisxmobs mwarmoeblis mier Seqmnili produqtis asortimentis gardaqmnas momxmareblis survilebis Sesabamisad. mwarmoeblebi qmnian produqtis mcire asortiments didi raodenobiT, momxmarebels surs produqtis farTo asortimenti mcire raodenobiT. marketingul arxebSi Suamavlebi sxvadasxva mwarmoeblisgan produqcias yiduloben da, momxmareblis survilebis Sesabamisad, maT mcire raodenobis farTo asortimentad Slian. amrigad, Suamavlebi, produqtis efeqturi gadanawilebis gamo, moTxovna-miwodebis regulirebaSi did da mniSvnelovan rols asruleben. sadistribucio arxebs produqti mwarmoeblisagan momxmarebelTan miaqvT. rogorc ukve aRvniSneT, isini xels uwyoben momxmarebels swrafad da efeqtu-

Tavi 10

sadistribucio arxisa da momaragebis jaWvis marTva

407

s u r a T i 10.1
rogor amcirebs distributori (Suamavali) savaWro garigebebisraodenobas

rad moiZion maTTvis sasurveli produqti/momsaxureba. garda amisa, distribuciis arxis wevrebi bevr mniSvnelovan funqcias asruleben, romelTagan ramodenime garigebis dasrulebas uwyobs xels:

informacia _ dagegmvis, xelSewyobis mizniT marketinguli kvlevisa da marketingul garemoSi arsebuli Zalebis da monawileobis Sesaxeb, dazvervis informaciis Segroveba da gavrceleba. stimulireba _ SeTavazebis Sesaxeb damajerebeli Setyobinebis ganviTareba da gavrceleba. kontaqti yareba.
_ perspeqtiuli myidvelebis aRmoCena da maTTan kavSiris dam-

morgeba _ myidvelebis saWiroebebis Sesabamisi SeTavazebis formulireba da morgeba, maT Soris iseTi saqmianobebis ganxorcieleba, rogoric aris warmoeba, dayofa, daxarisxeba da SefuTva. molaparakebebi _ SeTanxmebis miRweva SeTavazebis fasebsa da sxva pirobebze, raTa mflobelobis an sakuTrebis uflebis gadacemis uzrunevelyofa moxdes.

danarCeni ki miRweuli savaWro garigebis (transaqciis) procesis dasrulebis uzrunvelyofs:

fizikuri distribucia _ saqonlis transportireba da sawyobSi ganTavseba. dafinanseba _ sadistribucio arxis samuSaoebis xarjebis dafarvisaTvis fondebis moZieba da gamoyeneba. riskis gaweva B_ arxis samuSaoebis ganxorcielebisaTvis sarisko faqtorebze pasuxismgeblobis sakuTar Tavze aReba.

es funqciebi aucileblad rom unda Sesruldes, udavoa. sakiTxavia Tu vin unda Seasrulos isini. rodesac mewarme zemoT CamoTvlil funqciebs Tavad asrulebs, misi xarjebi matulobs. Sedegad ki fasebic izrdeba. maSin, roca am funqciebis garkveuli raodenoba Suamavlebis xelSi gadadis, mewarmis mier gaweuli xarjebi da dawesebuli fasebi, savaraudoa, rom dabali iqneba. imisaTvis, rom produqtis/momsaxurebis saboloo momxmarebelTan mitana ar gaaZviros Suamavalma, saWiroa mewarmem funqciebis gadanawileba Sesabamisad moaxdinos.

408

nawili mesame

myidvelze orientirebuli marketinguli strategiisa da marketinguli kompleqsis Seqmna

arxis doneebis raodenoba

arxis done (Channel level) Suamavali organizaciebis erT-erTi fena, romlis mizania, produqti da misi mepatrone saboloo myidvelTan daakavSiros. pirdapiri marketinguli arxi (Direct marketing channel) marketinguli arxi, romelsac ar gaaCnia Suamavali done.

arapirdapiri marketinguli arxi (Indirect marketing channel) sadistribucio arxi, romelic erTi an meti Suamaval dones moicavs.

produqtis an momsaxurebis xelmisawvdomobis uzrunvelsayofad kompanias SeuZlia sxvadasxva gzis gamoyenebiT Tavisi sadistribucio arxis Seqmna. arxis done _ aris Suamavali organizaciebis erT-erTi done, romlis mizania produqtisa da misi mepatronis saboloo myidvelTan dakavSireba. imis gamo, rom orive, rogorc mewarme, aseve saboloo momxmarebeli, saqmis garkveul nawils asrulebs, isini TiToeuli arxis Semadgenel nawils warmoadgenen. distribuciis arxi Semadgeneli doneebis raodenobis mixedviTac SeiZleba daxasiaTdes. sxvagvarad, rom vTqvaT arxis sigrZeze Suamavali doneebis raodenoba metyvelebs. suraTi 10..2A gviCvenebs sxvadasxva sigrZis ramdenime samomxmareblo produqciis distribuciis arxs. 1 arxi - pirdapiri mar ketinguli arxi, mas ar gaaCnia Suamavali done: am dros mewarme Tavad awvdis momxmarebels Tavis produqcias. magaliTad, Avon da Amway Tavis produqcias realizatorebis saSualebiT saxlebSi an ofisebSi kardakar mitaniT an internetis saSualebiT yidian; L.L. Bean tansacmels pirdapir safosto katalogebis, telefonisa da internetis gamoyenebiT yidis; xolo universitetebi ki ganaTlebas sauniversiteto kolejebis teritoriaze an distanciuri swavlebis formiT yidian. suraTze 10..2A naCvenebi danarCeni arxebi ki arapirdapiri marketingul arxebia, romlebic warmoadgens iseT sadistribucio arxs, romelSic erT an met Suamavali monawileobs. suraTi 10.2B gviCvenebs biznes saqonlis SesaZlo sadistribucio arxebs. biznesmyidvelebze pirdapiri gayidvis gansaxorcieleblad kompanias SeuZlia sakuTari gayidvebis personali gamoiyenos an Tavisi produqcia sxvadasxva ti pis Suamavlebs miyidos, romlebic, am saqonels biznes myidvelze gayidian. mewarmis gadmosaxedidan, doneebis meti raodenoba naklebi kontrolisa da arxis meti kompleqsurobis gamomwvevia. arxis yvela monawile sxvadasxva ti pis nakadebis saSualebiT aris dakavSirebuli erTmaneTTan. produqtis

s u r a T i 10.2
samomxmareblo da biznes saqonlis marketinguli (sadistribucio) arxebi

Tavi 10

sadistribucio arxisa da momaragebis jaWvis marTva

409

fizikur nakadi, mflobelobis nakadi, gadaxdebis nakadi, informaciuli nakadi da stimulirebis nakadi. am nakadebis saSualebiT erTi an ramdenime donis mqone rTuli (kompleqsuri) arxis Seqmna SeiZleba.

arxis wevrebis qcevisa da organizebis sakiTxebi

sadistribucio arxebi warmoadgenen sxvadasxva saxis organizebuli nakadebiT dakavSirebuli firmebis arc Tu martiv erTobliobas. es aris rTuli qceviTi sistema, radganac pirovnebebi da kompaniebi urTierToben, raTa miaRwion individualur, kompaniisa da arxis miznebs. zogierTi arxis sistema moicavs mxolod araformalur urTierTobebs Tavisuflad organizebuli firmebis pirobebSi; sxvebi ki _ formalur urTierTobebs, romlebsac Zlieri organizaciuli struqtura xelmZRvanelobs. ufro metic, arxis sistemebi mudmivad icvleba xdeba axali ti pis Suamavlebis warmoSoba da mTlianad axali sistemis ganviTareba. Tavis am nawilSi Cven ganvixilavT arxis wevrebis qcevas da vnaxavT, rogor xdeba arxis muSaobis organizeba misi wevrebis saSualebiT.. arxis wevrebis qceva distribuciis arxi Sedgeba firmebisagan, romelTa partniorobis mizezi saerTo keTildReobis miRwevaa. TiTeuli arxis wevri erTmaneTze damokidebulia. magaliTad, momxmareblis moTxovnebze morgebuli manqanis Sesaqmnelad Ford-is dileri damokidebulia Ford-ze. Tavis mxriv, momxmareblis misazidad, maT dasarwmuneblad (SeiZinon Ford-is manqanebi) da gayidvis Semdeg momsaxurebis uzrunvelsayofad Ford-i damokidebulia Tavis dilerebze. kargi gayidvebisa da momsaxurebis uzrunvelsayofad, rac brendis reputacias daxmarebas gauwevs, Ford-is dilerebi, Tavis mxriv, sxva dilerebze arian damokidebulni. amgvarad, Ford-is dilerebis warmateba damokidebulia imaze, ramdenad efeqtur konkurencias uwevs Ford-is mTliani marketinguli (sadistribucio) arxi sxva avtomewarmeebis arxebs. TiToeuli arxis wevri sadistribucio arxSi gansakuTrebul rols asrulebs. magaliTad, Sony-s rolia momxmareblisaTvis mosawoni personaluri eleqtronuli saqonlis warmoeba da qveynis maStabiT reklamirebis saSualebiT masze moTxovnis Seqmna. Circuit City-is funqcias ki warmoadgens Sony-s am produqtebis maRaziaSi xelsayrel adgilze ganTavseba, myidvelebis SekiTxvebze pasuxebis gacema da gayidvebis dasruleba. arxis maRalefeqturobas ganapirobebs TiToeuli wevris im saqmianobiT dakaveba, romelsac igi saukeTesod gaarTmevs Tavs. imis gamo, rom arxis individualuri wevrebis warmateba damokidebulia saerTo warmatebaze, idealuri Sedegis misaRebad arxis yvela wevri erTad da Seuferxeblad unda muSaobdes. saerTo miznebis misaRwevad wevrebma unda gaigon da saTanadod Seasrulon TavianTi funqciebi, moaxdinon saqmianobebis koordinacia da erTmaneTTan iTanamSromlon. Tumca, arxis wevrebis urTierToba iSviaTad aris aseTi formis. zogjer arxis mTliani miznebis misaRwevad TanamSromloba sakuTari kompaniis individualuri miznebis nawilis daTmobas niSnavs. miuxedavad imisa, rom arxis wevrebi erTmaneTze arian damokidebulni, sakuTari piradi interesebis misaRwevad isini damoukideblad moqmedeben. xSirad, isini ver Tanxmdebian, vin ras da ra fasad gaakeTebs. aseTi uTanxmoeba miznebis, funqciebisa da gasamrjelos gamo iwvevs arxSi konfliqts. arsebobs ori saxis arxis konfliqti: 1. horizontaluri da 2. vertikaluri konfliqtebi. horizontaluri konfliqti xdeba arxis erT doneze arsebul firmebs Soris. magaliTad, CikagoSi Ford-is zogierTma dilerma SesaZloa ganacxados, rom qalaqis sxva dilerebi maT gayidvebis moculobas amcireben, radgan Zalian dabal fasebs aweseben da gayidvas maTTvis dadgenili teritoriebis gareT awarmoeben. an Holiday Inn -is franCaizeri SesaZloa Ciodes, rom sxva operatorebi ufro maRal fasebs aweseben an stumrebs mwiri momsaxurebiT uzrunvelyofen, rac, sabolood, Holiday Inn-is saerTo imijs zians ayenebs. vertikaluri konfliqti ki aris, erTi da imave arxis sxvadasxva doneebs Soris arsebuli konfliqti. magaliTad, H&R Block-is franCaizerebma ukmayofileba gamoTqves imis gamo, rom maTma mSobelma kompaniam momxmarebelTan pirdapir dasakavSireblad interneti gamoiyena. McDonalds-s konfliqti hqonda

arxis konfliqti (Channel conflict) SeuTanxmebloba marketinguli arxis wevrebs Soris miznebsa da rolebSi _ vin unda akeTos, ra akeTos da ra fasad.

410

nawili mesame

myidvelze orientirebuli marketinguli strategiisa da marketinguli kompleqsis Seqmna

arxis nerebis

Tavis kaliforniel frenCaizerebTan axali maRaziebis iseT adgilebSi ganTavsebis gamo, ramac sabolood arsebuli frenCaizerebis biznesi Seamcira. ofisis avejis mwarmoebel Herman Miller-sa da mis dilerebs Soris uTanxmoeba warmoiSva, rodesac man internet maRazia www.hmstore.com _ gaxsna da produqciis pirdapir momxmarebelze gayidva daiwyo. miuxedavad imisa, rom Herman Miller-i Tvlida, rom veb-gverdi mxolod mcire raodenoba momxareblisaTvis iyo Seqmnili, romlebsac arsebuli arxebi ar emsaxureboda, dilerebma ukmayofileba xmamaRla gamoTqves. amis Sedegad kompaniam Tavisi onlain savaWro operaciebi Sewyvita. rodesac Tupperware-ma gadawyvita Tavisi konfliqti: Tuppeware-ma gadawyvita, Tavisi kargad cnobili konteikargad cnobili konteinerebis Target-is maRaziebis saSualebiT sacalod gayidva. Target-is maRaziebis saSualebiT sacalod gayidva, igi msgavsi konfliqtis winaSe aRmoCnda. mas vaWrobis konsultantebi daupirispirdnen, romlebic misi vaWrobis 90 procentze mets warmoadgendnen. 3 arxebSi arsebuli zogierTi konfliqti jansaRi konkurenciis formas iRebs. aseTi konkurencia sasargebloa mis gareSe arxi SesaZloa pasiuri da arainovaciuri gaxdes. meores mxriv, daZabuli da gaWianurebuli konfliqti arxis efeqturobisaTvis SesaZloa damangreveli aRmoCndes da arxis urTierTobas seriozuli ziani miayenos. kompaniebma arxis konfliqtis marTva unda SeZlon. ai, amis erTi magaliTic: axlaxans P&G-s hqonda konfliqti, kompaniam cota xnis win Iams-is Sinauri cxovelebis sakvebi produqtebisaTvis mravalarxiani distribuciis sistema danerga. tradiciulad, Iams-is distribucia Sinauri cxovelebis specialuri maRaziebisa da veterinaruli ofisebis saSualebiT xorcieldeba. mas Semdeg, rac kvlevam aCvena, rom Sinauri cxovelebis sakvebis myidvelebis 70 procenti am maRaziebSi saerTod ar Sedioda, P&G-ma gadawyvita, Tavisi arxebisaTvis 25,000 sasursaTo maRazia da uamravi sacalod movaWre daematebina. tradiciul arxebTan konfliqtis Tavidan acilebis mizniT P&G-is prezidentma am profilis maRaziebsa da veterinarul ofisebs werilobiT mimarTa. igi ganmartavda, rom es siaxle brendis cnobadobis gazrdas emsaxureboda da brendis miukerZoeblobas zians ar miayenebda. miuxedavad imisa, rom Sinauri cxovelebis zogierTma maRaziam Iams-is produqciis gayidva Sewyvita, maTi umetesoba P&G-Tan TanamSromlobas agrZelebda da maT yvela dilers Iams-is vaWrobisa da sabazro wilis amaRlebaSi exmareboda.4 vertikaluri marketinguli sistema (vms) arxis, rogorc mTliani sistemis, kargad funqcionirebisaTvis saWiroa TiToeuli wevris funqciisaTvis gansakuTrebuli adgilis miniWeba da arxis konfliqtis marTva. arxis ukeTes muSaobas ganapirobebs is firma, saagento an marTvis meqanizmi, romelsac funqciebis ganawilebisa da konfliqtis marTvis Zala gaaCnia. istoriulad, tradiciuli distribuciis arxs aseTi xelmZRvaneloba da Zalaufleba ar gaaCnda. Sedegad, konfliqti da Semosavlebis susti maCveneblebi mohyveboda. sadistribucio arxis erT-erT udides ganviTarebas vertikaluri marketinguli sistemis warmoqmna warmoadgens, romelic arxis xelmZRvanelobas uzrunvelyofs. suraTze 10.3 warmodgenilia arxis mowesrigebis ori sapirispiro gza.

Tavi 10

sadistribucio arxisa da momaragebis jaWvis marTva

411

s u r a T i 10.3
tradiciuli distribuciis arxis Sedareba vertikalur marketingul sistemasTan

tradiciuli marketinguli arxi Sedgeba erTi an meti damoukidebeli mwarmoeblisagan, sabiTumo an sacalo movaWrisagan. TiToeuli cdilobs kuTvnili mogeba maqsimalurad gazardos maSinac ki, roca es mTliani sistemis xarjze xdeba. arxis arc erTi wevri sxva wevrze met kontrols ar flobs da funqciebis ganawilebisa da arxis problemebis gadasaWrelad raime formaluri mizezi ar asebobs. amis sapirispirod ki, vertikaluri marketinguli sistema ( vms ) aris ganawilebis arxis struqtura, rodesac mwarmoeblebi, biTumad da sacalod movaWreebi erTiani sistemiT moqmedeben. arxis erTi wevri flobs ra zegavlenas sxva wevrebze, maTTan saTanado xelSekrulebis gaformebiTa da TanamSromlobis princi pebis danergviT axdens arxis koordinirebul funqcionirebas. vertikalur marketingul sistemaze gavlenis moxdena SeuZlia mwarmoebels, sacalod an biTumad movaWres. arsebobs vertikaluri marketinguli sistemis sami ZiriTadi ti pi: korporaciuli, xelSekrulebiTi da administrirebis. arxSi xelmZRvanelobisa da Zalauflebis mopovebisaTvis TiToeuli maTgani sxvadasxva saSualebas iyenebs. modiT ganvixiloT isini: korporaciuli vms. korporaciuli vms warmoadgens warmoebisa da distribuciis Tanmimdevruli etapebis erTobliobas erTi mmarTveli organizaciis qudis qveS. regularuli organizaciuli arxebis saSualebiT SesaZlebeli xdeba koordinaciisa da konfliqtis marTvis miRweva. magaliTad, Sears-i Tavisi saqonlis 50 procentze mets moi povebs im kompaniebis saSualebiT, romlebsac is nawilobriv an mTlianad flobs. Giant Food Stores-i saqmianobs nayinis damzadebis, momsaxurebisa da ualkoholo sasmelebis boTlebis Camosxmis sferoSi, flobs nayinis fabrikebsa da sacxobebs, romlebic Giant-is maRaziebs yvelafriT amaragebs, dawyebuli funTuSeuliT, damTavrebuli dabadebis dRis namcxvrebiT. Tvalis sacxis mwarmoebeli naklebad cnobili italiuri Luxottica awarmoebs bevr cnobil Tvalis sacxis brends, maT Soris arian RayBan, Vogue, Anne Klein, Ferragamo da Armani. am brendebs is yidis msoflios ori optikuri qselis _ LencCrafters-is da Sunglass Hut-is saSualebiT, romlebsac agreTve Tavad flobs. 5 igive SeiZleba iTqvas Zara-ze. mTliani sadistribucio jaWvis gakontrolebiT tansacmlis espanuri qseli Zara msoflioSi modis yvelaze swrafad mzard sacalo movaWred iqca. Zara-s warmatebis saidumlo aris momaragebis jaWvis TiTqmis yvela aspeqtis kontrolSi, dawyebuli dizainiTa da warmoebiT, damTavrebuli msoflioSi saxelganTqmuli misi sadistribucio qseliT. imis nacvlad, rom zozina mimwodeblebis imedad darCes, Zara qsovilis 40 procents qmnis da sakuTari tansacmlis naxevarze mets awarmoebs. axali stili Zara-s sakuTar dizainis centrebSi iRebs iseT

tradiciul distribuciis arxi (Conventional distribution channel) Sedgeba erTi an meti damoukidebeli mwarmoeblisagan, sabiTumo an sacalo movaWrisagan. TiToeuli cdilobs, kuTvnili mogeba maqsimalurad gazardos, maSinac ki, roca es mTliani sistemis mogebis xarjze xdeba. vertikaluri marketinguli sistema (vms) (Vertical marketing system (VMS)) ganawilebis arxis struqtura, rodesac mwarmoeblebi, biTumad da sacalod movaWreebi moqmedeben erTiani sistemiT. arxis erTi wevri flobs ra zegavlenas sxva struqturebze, SeuZlia maTTan xelSekrulebis gaformeba da TanamSromlobis SenarCuneba. korporaciuli vms (Corporate VMS) erTiani mmarTvelobis qveS gaerTianebuli vertikaluri marketinguli sistema, romelic warmoebisa da distribuciis etapebs moicavs.

412

nawili mesame

myidvelze orientirebuli marketinguli strategiisa da marketinguli kompleqsis Seqmna

xelSekrulebiTi vms (Contractual VMS) sistema, romelic sxvadasxva warmoebisa da distribuciis doneze myof damoukidebel firmebs kontraqtebis saSualebiT aerTianebs, raTa miRweul iqnas warmoebis masStabiT gamowveuli ekonomiis meti gavlena, vidre isini amas calcalke miaRwevdnen. franCaizuli organizacia (Franchise organization) xelSekrulebiT vms, romlis arxis wevric, e.w. fraiCaizeri, warmoebisa da distribuciis procesis ramdenime etaps erTmaneTTan akavSirebs.

formas, rac Tanamedrove modis gamowvevebs pasuxobs. axali stilis modelebiT maragdeba Zara-s samewarmeo centrebi, Semdeg ki dasrulebuli produqcia pirdapir miemarTeba 30 qveyanaSi ganlagebul Zara-s 600 maRaziaSi. Sedegad izogeba dro, qreba didi sawyobebis da msxvili maragis Seqmnis saWiroeba, rac mTlianobaSi amcirebs xarjebs. efeqturi vertikaluri marketinguli sistema Zara-s saSualebas aZlevs iyos ufro swrafi da moqnili, vidre iseTi saerTaSoriso konkurentebi, rogorebic aris Gap, Benetton da Sveduri H&M. Tavisi gamarTuli sadistribucio sistemiT Zara ufro Dell Computer-is an WalMart-is msgavsia, vidre Gucci-is an Louis Vuitton-isa. Zara-s SeuZlia axali produqtis seriis dasruleba sul raRac sam kviraSi. ase rom modis axali tendenciebis xilva Zara-s maRaziebSi ukve erT TveSi SegiZliaT maSin, rodesac am industriis sxva warmomadgenlebs igive procedurisaTvis saSualod cxra Tve sWirdebaT. Zara-s dabali fasebi mosaxleobas silamazes iafad awvdis. kompaniis eleganturi, magram xelmisawvdomi SeTavazebebi ukve kultad iqca da gasuli xuTi wlis ganmavlobaSi kompaniis gayidvebi 2.3 miliard dolaramde gaizarda.6 xelSekrulebiTi vms Sedgeba warmoebisa da distribuciis sxvadasxva doneze arsebuli damoukidebeli firmebisgan, romlebic kontraqtebis saSualebiT erTiandebian, raTa erTad miaRwion imaze met ekonomiasa da savaWro zemoqmedebas, vidre amas TiToeuli maTgani damoukideblad SeZlebda. arxis wevrebs Soris koordinaciisa da konfliqtis marTvis ganxorcieleba SesaZlebelia xelSekrulebiTi SeTanxmebis meSveobiT. franCaizuli organizacia _ xelSekrulebiTi urTierTobis yvelaze miRebuli ti pi _ arxis wevri, saxelwodebiT franCaizeri, aerTianebs warmoebadistribuciis procesis ramdenime etaps. aSS-is daaxloebiT 1,600 franCaizeri, 320,000-mde savaWro wertilebiT 1 trilion dolars iTvlis weliwadSi. mrewvelobis analitikosebis SefasebiT, aSS-Si yovel rva wuTSi erTxel axali franCaizuli savaWro wertili ixsneba, xolo sacalo vaWrobis biznesis 12 savaWro wertilidan daaxloebiT erTi franCaizuli biznesia. biznesis TiTqmis yvela ti pi franCaizulia, dawyebuli motelebiTa da swrafi kvebis restornebiT, damTavrebuli stomatologiuri centrebiTa da sainformacio momsaxurebiT.7 agreTve, saqorwino konsultaciiTa da SinamosamsaxureTa servisiT, fitnesis centrebiTa da damkrZalavi biuroebiT. arsebobs franCaizis sami ti pi. pirveli ti pi aris mewarme-sponsoris sacalo franCaizeris sistema _ magaliTad, Ford-i da misi damoukidebeli franCaizuli dilerebis qseli. meore ti ps warmoadgens mewarme-sponsoris sabiTumo franCaizeris sistema _ misi magaliTia Coca-Cola. igi sxvadasva bazarze Camom-sxmelebis (boTlerebis) licenzirebas axdens, romlebic yiduloben Coca-Cola-s sirofis koncentrats, Semdeg asxamen da dasrulebul produqts

xelSekrulebiTi vms: aSS-is daaxloebiT 1,600 franCaizeris 320,000-mde savaWro wertilebis wliuri gayidvebi 1 trilion dolars iTvlis.

Tavi 10

sadistribucio arxisa da momaragebis jaWvis marTva

413

sacalo movaWreebis meSveobiT adgilobriv bazarze yidian. mesame ti pi aris momsaxurebis firma-sponsoris sacalo franCaizeris sistema _ misi magaliTebia: avtoijaris biznesi (Hertz, Avis), swrafi kvebiT momsaxurebis biznesi (McDonalds, Burger King) da samotelo biznesi (Holiday Inn, Ramada Inn) . is faqti, rom momxmareblis umetesoba ver getyviT ra gansxvavebaa xelSekrulebiTsa da korporaciul vertikalur marketingul sistemebs Soris, metyvelebs imaze, rom xelSekrulebiTi organizacia karg konkurencias uwevs korporaciul jaWvebs. administrirebadi vms. administrirebad vms-Si, xelmZRvaneloba ara Cveulebrivi sakuTrebis an xelSekrulebiTi kavSirebis saSualebiT xorcieldeba, aramed ganisazRvreba arxis erTi an ramdenime dominanti wevris sididisa da Zalauflebis mixedviT. saukeTeso brendis mewarmes SeuZlia moi povos Zlieri pozicia arxis sxva wevrebTan mimarTebaSi. magaliTad, General Electric-s, Procter&Gamble-s da Kraft-s SeuZliaT uxelmZRvanelon gadamyidvelebs kooperirebis iseTi mxridan, rogoric aris safaso politika, gayidvebis stimulireba, sademonstracio sivrcis mowyoba da a.S. iseT msxvil sacalo movaWreebs ki, rogorebic arian Wal-Mart, Home Depot da Barnes & Noble SeuZliaT Zlieri zegavlenis moxdena mewarmeebze, romlebic maT im produqtebiT uzrunvelyofen, romlebsac isini yidian. horizontaluri marketinguli sistema

administrirebadi vms (Administered VMS) vertikaluri marketinguli sistema, romelic koordinirebas uwevs warmoebisa da distribuciis Tanmimdevrul etapebs ara erToblivi mflobelobiT an xelSekrulebiT, aramed erT-erTi monawile partnioris sididiTa da siZlieriT. horizontaluri marketinguli sistema (Horizontal marketing system) marketinguli ganawilebis arxi, rodesac erT doneze myofi ori an meti kompania erTiandeba bazris axali SesaZleblobebis gamoyenebis mizniT.

arxis kidev erT ganviTarebas warmoadgens horizontaluri marketinguli sis tema, sadac xdeba erT doneze myofi ori an ramdenime kompaniis gaerTianeba axali marketinguli SesaZleblobebis mosapoveblad. erTad muSaobis xarjze kompaniebs bevrad ukeTesad SeuZliaT gaaerTianon finansuri, warmoebis an marketinguli resursebi, vidre amas nebismieri kompania damoukidebeli muSaobiT SeZlebda. kompaniebs SeuZliaT Zalebis gaerTianeba, rogorc konkurent, ise arakonkurent kompaniebTan. maT, EdroebiT an mudmivad, SeuZliaT erTmaneTTan muSaoba an damoukidebeli, erToblivi kompaniis Seqmna. magaliTad, texasSi Lamar Saving Bank-ma Tavisi danazogebis ofisebi da avtomaturi salaro-aparatebi Safeway-is maRaziebSi ganaTavsa. Lamar-i bazarze dabali danaxarjiT ufro swrafad Sevida, xolo Safeway-s ki SesaZlebloba mieca, momxmareblisTvis maRaziis SigniT mosaxerxebeli sabanko momsaxureba SeeTavazebina. analogiurad, dReisaTvis McDonadls-i Tavisi restornebis `eqspres~-versias Wal-Mart-is maRa-ziebSi ganaTavsebs. McDonalads-si sargebels Wal-Mart-is myidvelebisgan iRebs, maSin rodesac Wal-Mart-i Tavis mSier myidvels anayrebs, romelTac sxvagan wasvla aRar uxdebaT. arxis aseTi dagegmva kargad muSaobs globaluri masStabiT. magaliTad, saerTaSoriso bazris saukeTeso dafarvis meSveobiT Nestle, General Mills-Tan erTad, Tavisi burRuleul brends CrdiloeT amerikis farglebs gareT 80 qveyanaSi yidis. Coca-Cola-m da Nestle-m Camoayalibes sacdeli kavSiri, raTa msoflios masStabiT mza civi yava da Cai gaeyidaT. Coke uzrunvelyofs sasmelis marketingsa da distribucias msoflioSi, xolo Nestle-s wvlils warmoadgens ori damkvidrebuli brendis saxelebi Nescafe da Nestea. miuxedavad Gillette-is globaluri dominanturi poziciisa, Schick-is saparsi samarTeblebis gayidvebi horizontaluri marketinguli sistema: Nestle da General iaponiaSi pirvel adgilzea Schick-is sadistribu- Mill-i burRulis brends erToblivad yidis CrdiloeT amerikis farglebs gareT. cio partnioris K. Hattor-is xarjze.8

414

nawili mesame

myidvelze orientirebuli marketinguli strategiisa da marketinguli kompleqsis Seqmna

mravalarxiani sadistribucio sistema warsulSi calkeul bazarze an sabazro segmentze vaWrobis gansaxorcieleblad bevri kompania calkeul arxs iyenebda. dRes, momxmareblis segmentebis gamravlebisa da arxis SesaZleblobebis gafarToebis pirobebSi, sul ufro metma kompaniam danerga mravalarxiani sadistribucio sistema romelsac xSirad hibridul marketingul arxebs uwodeben. aseTi mravalarxiani marketingi moqmedebs, maSin, rodesac erTi an meti momxmareblis segmentTan misaRwevad firma or an met marketingul arxs iyenebs. bolo wlebSi mravalarxian sistemas sul ufro intensiurad iyeneben. suraTze 10.4 mocemulia hibriduli arxi. suraTis Tanaxmad, mewarme pirdapir gayidvas axorcielebs momxmareblis pirvel segmentze safosto katalogebis, telegayidvebisa da internetis saSualebiT, xolo momxmareblis meore segments sacalo movaWreebis meSveobiT ukavSirdeba. distributorebisa da dilerebis meSveobiT is arapirdapir gayidvas axorcielebs pirvel biznes segmentze, xolo meore biznes segments sakuTari gayidvebis personalis saSualebiT ukavSirdeba. dRes TiTqmis yvela msxvili da bevri patara kompaniac distribucias mravali arxis saSualebiT axorcielebs. Charles Schwab-i Tavis momxmarebels telefonisa da internetis, da agreTve pirispiri kavSiriT ukavSirdeba. is Tavis momxmarebels sTavazobs `darekeT, Rilaks TiTi daaWireT, an estumreT Schwab-s.~ Staples Tavis marketingul saqmianobas awarmoebs tradiciuli sacalo gasaRebis maRaziebis, internet-gverdebis, virtualuri daxlebisa da 30,000 filialis meSveobiT. aTobiT segmentisa da niSis momsaxurebisaTvis IBM mravalricxovan arxs iyenebs, dawyebuli msxvili korporaciuli myidvelebiT da damTavrebuli mcire biznesebiTa da saTavo ofisebis myidvelebiT. Tavisi saamayo realizatorebis meSveobiT, vaWrobis warmoebis garda, IBM agreTve axorcielebs gayidvas distributorebisa da aqtiuri Suamavlebis saSualebiT, romlebic IBM-is kompiuterebis, sistemebisa da momsaxurebis gayidvas uamrav specialur biznessegmentze axorcieleben. saboloo momxmarebels IBM-is personaluri kompiuteris Sesyidva specializebuli kompiuteruli maRaziebisa da nebismieri msxvili sacalo movaWris saSualebiT SeuZlia. mcire da saSualo biznesebis moTxovnilebis momsaxurebisaTvis IBM tele-marketings iyenebs. orives _ biznesis warmomadgenelsa da saboloo momxmarebels, Sesyidvis ganxorcieleba internetis saSualebiT, kompaniis veb_gverdzec SeuZlia (www.ibm.com). msxvili da kompleqsuri bazrebis pirispir myof kompaniebs mravalarxiani sadistribucio sistema bevr upiratesobas sTavazobs. axali arxis damatebiT, kompania afarToebs vaWrobasa da bazris dafarvas. mas saSualeba eZleva mravalferovani momxmareblis segmentebis gansakuTrebul moTxovnebze Sesabamisi miwodebis arxi moargos. magram aseTi mravalarxiani sadistribucio sistemis gakontroleba rTulia. momxmareblis mozidvisaTvis da gayidvebisaTvis konkurenciis zrdasTan erTad, izrdeba konfliqtis albaTobac.

mravalarxiani sadistribucio sistema (Multichannel distribution system) distribuciis sistema, romelSic erTi kompania iyenebs distribuciis erT an ramdenime arxs, raTa momxmareblis erT an ramdenime segmentze gavides.

s u r a T i 10.4
hibriduli marketinguli arxi

Tavi 10

sadistribucio arxisa da momaragebis jaWvis marTva

415

magaliTad, rodesac IBM-ma pirdapiri gayidva telegayidvebisa da sakuTari veb_gverdis saSualebiT daiwyo, misi bevri sacalo dileri acxadebda, rom es `usamarTlo konkurencia~ iyo, da IBM-is seriis mitovebiT, an misTvis naklebi yuradRebis daTmobiT imuqreboda. zogierTi gare movaWre ki fiqrobda, rom axalma `Sida arxebma~ maTi fasebi Seamcira. arxis organizaciis cvlileba teqnologiurma cvlilebam, kerZod ki pirdapiri da eleqtronuli marketingis swrafma zrdam didi gavlena iqonia marketinguli arxebis dizainsa da raobaze. erTi mTavari tendencia aris Suamavlebis Canacvleba. Suamavlebis Canacvleba niSnavs, rom sul ufro meti produqtisa da momsaxurebis mwarmoebeli gverds uvlis Suamavlebs da pirdapir saboloo myidvels ukavSirdeba an asparezze gamodis radikalurad axali ti pis arxis Suamavlebi, romlebic tradiciul arxebs enacvleba. amrigad, bevr industriaSi tradiciuli Suamavlebi samuSaos gareSe rCebian. magaliTad, Dell Computer da American Airlines axorcieleben pirdapir gayidvebs saboloo myidvelebze TavianTi marketinguli arxebidan sacalo movaWreebis gamoricxviT. el-komercia swrafad izrdeba tradiciul (brick-andmortar) sacalo movaWreebis biznesis xarjze. momxmarebels SeuZlia yvavilebis SeZena 1_800_flowers.com_is veb-gverdis saSualebiT, wignebis, videokasetebis, CDis, saTamaSoebis, eleqtronikisa da sxva saqonlis _ Amazon.com-is meSveobiT da yvelaferi es _ maRaziebSi Sesvlis gareSe. SuamavliT Canacvleba problemebisa da SesaZleblobebis momtania rogorc mwarmoeblobisaTvis, aseve SuamavlebisaTvis (ixileT marketingi muSaobis procesSi 10.1). imisaTvis, rom Suamavlebi SeumCnevlebi ar darCnen da mudmivad iyvnen yuradRebis centrSi, aucilebelia momaragebis jaWvSi axali faseuloba Seitanon. konkurentunarianobis SenarCunebisaTvis produqtis, an momsaxurebis mwarmoebelma unda ganaviTaros arxis axali SesaZleblobebi, rogoric aris interneti da sxva pirdapiri arxebi. Tumca maTi ganviTarebiT isini pirdapir konkurencias uweven maT mierve dafuZnebul arxebs, rac, sabolood, konfliqtiT mTavrdeba. am problemis gasamartiveblad kompaniebi xSirad eZeben gzebs, raTa pirdapiri gayidva xelsayreli gaxadon rogorc kompaniisaTvis, aseve misi arxis partniorebisaTvis. magaliTad, biznesis gasafarToeblad da xarjebis mosawesrigeblad HewlettPackard_ma gaxsna pirdapiri gayidvis sami veb-gverdi e.w. ,,maRaziebis sofeli~ _ (momxmareblebisaTvis), HP-is ,,komerciuli centri~ (avtorizebuli biznesmyidvelebisaTvis) da ,,sakiTxebis swrafi eleqtronuli gadaWra~_ (arsebuli xelSekrulebiTi myidvelebisaTvis). Tumca Tavisi gadamyidvelebis mudmiv arxebTan konfliqtis Tavidan asacileblad HP yvela eleqtronul SekveTas gadamyidvelebs ugzavnis, romlebic, Tavis mxriv, asruleben SekveTebs, produqtis gadazidvas uzrunvelyofen da sxva momsaxurebebsac sTavazoben. ase rom HP upiratesobas pirdapiri vaWrobidan iRebs, magram bizness gadamyidvelebisTvisac afarToebs.

Suamavlebis Canacvleba (Disintermediation) marketingis sarealizacio arxebis tradiciuli gadamyidvelebis Secvla radikalurad gansxvavebuli axali ti pis SuamavlebiT.

siCqaris
koncefciebis

Serwyma
SemzRudavi

cota xniT SeCerdiT da gamoiyeneT Cvens mier ganxiluli sadistribucio arxis koncefciebi.

SeadareT Caterpillar-isa da IBM-is arxebi. SeadgineT diagrama, romelzec TiToeuli arxis Suamavlis ti pebi iqneba naCvenebi. ra saxis sistemas iyenebs TiToeuli kompania? ra funqciebi da pasuxismgeblobebi akisriaT arxis wevrebs? ramdenad kargad muSaoben am arxebis wevrebi erTad, arxis mTliani warmatebisaTvis?

416

nawili mesame

myidvelze orientirebuli marketinguli strategiisa da marketinguli kompleqsis Seqmna

marketingi muSaobis procesSi

10.1

Suamavlebis Canacvleba: bundovani sityva, magram naTeli gzavnili

kanzasis Wichita-Si Sunflower Travel-is bizness safrTxes uqmnis axlad gamoCenili marketinguli arxebi, gansakuTrebiT ki mozRvavebuli internetgayidvebi. sxva tradiciuli turistuli saagentoebis msgavsad, Sunflower-i saxifaTo, axali Taobis konkurentebis pirispir dgas. ukanasknel wlebSi gasaocari siswrafiT momravldnen eleqtronuli konkurentebi, dawyebuli iseTi goliaTi turistuli firmebiT, rogorebic arian Expedia, Travelocity, Priceline, Hotels.com da Orbitz, damTavrebuli Semdegi axalbeda kompaniebiT Trip.com da Hotwire.com. amas emateba is faqtic, rom aviaxazebi bileTebis naxevarze mets internetis saSualebiT TviTon yidian da turistul saagentoebs bileTebis gayidvebis sakomisios aRar uxdian. es axali arxebi momxmarebels met arCevans sTavazobs, magram is, imavdroulad, safrTxes uqmnis Sunflower-isa da sxva tradiciuli turistuli saagentoebis arsebobas. 1990 wlis Semdeg aSS-is turistuli saagentoebis raodenoba 25 procentiT Semcirda. zogierTi kvlevis Sedegebis mixedviT, ramdenime weliwadSi darCenili 25 procentic datovebs am bizness. axali arxebis warmoSobasTan erTad aTobiT industriis gadamyidvelebic analogiur mdgomareobaSi arian Cavardnilni. am fenomenis gansasazRvrad ucnauri 17 asoiani sityvac arsebobs _ desintermediation, anu Suamavlebis Canacvleba. zusti ganmartebiT, SuamavlebiT Canacvleba aris marketinguli arxebi-dan Suamavlebis doneebis gauqmeba. magaliTad, wlebis ganmavlobaSi personaluri kompiuterebis Semqmnelebi varaudobdnen, rom momxmarebels yidvis praqtikuli gamocdileba sWirdeba, sacalo movaWreebis mxridan saTanado saxeldaxelo savaWro daxmarebiT. Semdeg gamoCnda pirdapiri modelis mqone Dell Computer-i. sacalo movaWreebis rgolis gauqmebiT Dell Computer-ma bolo mouRo bevr xarjsa da uSedego qmedebas, romlebsac kompiuterebiT momaragebis tradiciuli jaWvi warmoSobda. ufro vrclad, Suamavlebis Canacvleba gulisxmobs ara marto arxis wevrebis Canacvlebas pirdapiri marketingiT, aramed radikalurad axali ti pis SuamavlebiT tradiciuli gadamyidvelebis Secvlasac. magaliTad, sagamomcemlo industriaSi wlebis ganmavlobaSi varaudobdnen, rom wignis myidvelebs wignebis yidva patara, intimur, mezoblad arsebul maRaziebSi erCiaT. Semdeg gamoCnda wignebis saukeTesi maRaziebi Barnes & Noble da Borders dabali fasebiTa da didi maragebiT. Suamavlebis Canacvleba moxda, rodesac axalma Suamavlebma swrafad Secvales wignebis tradiciuli, damoukidebeli gamyidvelebi. Semdeg am kategorias Amazon.com-ma safrTxe Seuqmna. is ar auqmebs sacalo arxebs _ es aris axali ti pis sacalo movaWre, romelic momxmareblis arxis arCevans ufro zrdis, vidre amcirebs. da mainc, SuamavliT Canacvleba moxda maSin, rodesac Amazon.com-is da sxva saukeTesi maRaziebis veb-gverdebma tradiciuli sacalo movaWreebis adgili daikaves. SuamavliT Canacvleba xSirad eleqtronuli vaWrobis mozRvavebasTan asocirdeba. realurad, interneti Canacvlebis ZiriTadi Zalaa. myidvelsa da gamyidvelebs Soris pirdapiri kontaqtis win wamoweviT interneti axdens industriaSi arxebis Canacvlebas, dawyebuli wignebiT, tansacmliTa da sayofacxovrebo eleqtronikis sagnebiT, damTavrebuli mogzaurobiT, aqciebis brokirebiTa da uZravi qonebiT momsaxurebiT. Tumca SuamavliT Canacvlebam SesaZloa distribuciis arxis konkurenciis TiTqmis yvela axali forma moicvas.

Suamavlebis Canacvleba: samogzauro supersaitebi, rogoricaa Expedia, Traveloeity, Priceline, Holelicom da Orbiitz-I xifaTs uqmnian tradiciul turistul kompaniebs.

Tavi 10

sadistribucio arxisa da momaragebis jaWvis marTva

417

magaliTad, Dell-ma internetiT momsaxurebis dawyebamde bevrad adre satelefono da safos-to SekveTebis gamoyenebiT sacalo vaWrobas auara gverdi. SuamavliT Canacvleba mxolod maSin muSaobs, rodesac axali arxis forma momxmareblisaTvis warmatebiT uzrunvelyofs met faseulobas. amrigad, Tu Amazon.com ver uzrunvelyofda myidvels udidesi moxerxebulobiT, SerCeviTa da faseulobiT, is ver SeZlebda momxmareblis tradiciuli sacalo movaWreebisgan gadabirebas. Dell-is pirdapiri arxi ufro efeqturi da kvalificiuri rom ar yofiliyo kompiuteris myidvelebis moTxovnebis dakmayofilebis sakiTxSi, tradiciuli sacalo movaWreebi naklebi safrTxis winaSe iqnebodnen. Tumca am axali arxebis warmateba miuTiTebs imaze, rom isini myidvelis mniSvnelovan segments udidesi faseulobiT uzrunvelyofen. mewarmis gadmosaxedidan, miuxedavad imisa, rom zedmeti Suamavlebis gamoricxva dadebiTi Sedegis momtania, SuamavliT Canacvleba SesaZloa rTulic iyos. erT-erTi analitikosi Semdegnair daskvnas akeTebs:

riskis arsebobis miuxedavad, kompaniebis umetesoba wveulebaze dagvianebas ufro ufrTxis, vidre TavianTi arxis partniorebis gaRizianebas. xSirad, mTavari kiTxva aris ara is, gadavidnen Tu ara axal, swrafad mzard arxze, aramed is, Tu ramdenad swrafad unda gakeTdes es da rogor unda moeqcnen arsebul arxs. pasuxia erTia _ orive mxarisaTvis axali arxis SesaZleblobebidan sargeblis misaRebad axal partniorebTan Zalebis gaerTianeba. magaliTisaTvis ganvixiloT Maytag-i:

Tqven fiqrobT, rom el-komercia mxolod dadebiTi Sedegis momtania. es aris momxmareblis raodenobis matebis, sabazro wilis zrdisa da savaWro xarjebis Semcirebis gza. yvela mewarmem eleqtronuli kavSiri unda daamyaros Tavis momxmarebelTan da intensiuri gayidvebis arxTan. arsebobs mxolod erTi, mciredi dabrkoleba. swored es aSinebs sacalo movaWreebs, distributorebsa da gadamyidvelebs, romlebic mewarmeebis Semosavlis daaxloebiT 90 procents moicaven. es aris SiSi imisa, rom virtualuri bazris gamo maTi roli kompaniasa da myidvelebs Soris moZvelebulad CaiTvleba. swored am mdgomareobas Sehyavs mewarmeebi CixSi. arsebobs ori varianti: pirveli _ isini ver uZleben el-komerciis cdunebas da faseuli partniorebis ukmayofilebis (,,amboxis) riskis qveS dgebian, da meore _ isini arafers akeTeben da warmatebuli el-komerciis konkurentebis mxridan seriozuli safrTxis winaSe dganan.
amrigad, miuxedavad imisa, rom distribuciis arxis Suamavlebis gverdis avla kompanias konkurenciis gawevaSi uwyobs xels, mas agreTve SeuZlia konfliqti gamoiwvios kompaniis ukve Camoya-libebul arxis partniorebTan, romlebic kompaniis vaWrobis ZiriTadi Semadgeneli nawilia. da mainc, mewarmeebis umetesobam icis, rom, rodesac asparezze ufro efeqturi arxebi gamodis, maT, Secvlis garda, sxva arCevani ar gaaCniaT.

internet-gaydvebis saSualebiT xelsawyoebis mwarmoebel goliaTs _ Maytag-s _ surda Tavisi Zlieri brendis saxelisa da SesaniSnavi xarisxis mqonis reputaciis gaZliereba. momxmareblis sxva brendebis cdunebisgan dasacavad Maytag-is mizani gayidvebis dilerebis gareSe ganxorcieleba iyo. Tumca Maytag-s qveyanaSi arsebul aTasobiT dilerTan, romlebic mis uamrav mowyobilobas yiddnen, urTierTobis gafuWeba ar surda. sakiTxi gadaiWra imiT rom dilerebs eleqtronuli gayidvebis warmoebis pirobebi Seuqmnes. kompaniam Tavis mTavar veb-gverdze axali detali Seqmna _ My Maytag, romlis meSveobiT myidvels SeeZlo Maytag-is produqtis Sesaxeb informaciis moZieba da am produqtis Sesyidva. magram,, SekveTebis pirdapir dakmayofilebis nacvlad, kompaniam es saqme dilerebs dauTmo. dRes My Maytag-is saSualebiT yvela gamarjvebulia: momxmarebeli internetiT iRebs yidvis momgebian da unaklo gamocdilebas, dilerebi vaWrobas ganageben da Maytag-i ki Tavidan icilebs konfliqts da afarToebs bizness.
rac Seexeba tradiciul gadamyidvelebs. rogor SeiZleba Dell-isa da Amazon-is gavlenis Tavidan acileba? pasuxi aseTia: realuri momxmareblisaTvis faseulobis Sesaqmnalad axali gzebis mudmivi Ziebaa saWiro. magaliTad, Sunflower Travel-i iseTi faseulobis danamats uzrunvelyofs, romelsac internet-konkurentebi ver uzrunvelyofen momxmareblis gacnoba da sabazro niSebSi specializacia. man interneti gamoiyena, rogorc axali myidvelis moZiebisa da maTi ukeTesi momsaxurebis gza.

veb-gverTan erTad, man axali saitic gaxsna: ANZtours.com. is darwmunda, rom niu-iorkSi arsebul axali zelandiis turistul firmas mis saitTan hqonda kavSiri. turistuli gjufebis Sesagroveblad henseni Rvinis maRaziebis veb-gverdebs stumrobda da maT ugzavnida informacias avstraliaSi sakvebisa da Rvinis turebis (marSutebis) Sesaxeb. mas kavSiri aqvs mebaReebis klubebTan da meyvavileebTan. is sagzurebs yidis kanberis, avstraliis Floriad-is, mebaReobis Souze. is icnobs adgilobrivi kameruli orkestris musikalur direqtors, romelic warmoSobiT avstralielia da romelic am turis musikalur warmodgenaSi monawileobs. `interneti imdenad moxerxebulia, rom Sen SegiZlia moZebno es jgufebi da maT Seni saqmianobis Sesaxeb Seatyobino~, _ ambobs is. daskvna: axalma teqnologiebma SesaZloa bizness mTliani industria gamoacalos xelidan, magram igive teqnologiebi gambedavi mewarmeebisaTvis sargebels uzrunvelyofs.
fasdaklebis makleri Carlz Svabic adasturebs faseulobis mniSvnelobas. Semcirebuli fasebis mqone el-komerciis es mflobeli, auracxeli konkurentis pirispir, romlebmac es saqmianoba masze adre daiwyes _ maT Soris arian E*Trade da Ameritrade _ mTlianad el-komerciaze gadavida. Tumca, nacvlad imisa, rom kidev erTi iaffasiani internet-movaWre gamxdariyo, Svabma es konkurentebze ukeTesad ganaxorciela. igi myidvels umaspinZldeba maTi angariSis marTvisaTvis saWiro uamravi saSualebiTa da informaciiT, anu Tavis Tavze sainvesticio mrCevelis funqcias iRebs. CanCalis an nel-nela cvlilebebTan brZolis nacvlad, Svabma axali arxi gamoiyena, rogorc konkurentuli SesaZleblobebis saSualeba. amrigad, SuamavlebiT Canacvleba mniSvnelovani terminia. is mkafio datvirTvis matarebelia. isini, vinc momxmareblisaTvis realuri faseulobis damatebis ganuwyvetel ZiebaSi arian, naklebi saSiSroebis winaSe dganan. magram isini, vinc am process CamorCnen, TavianTi momxmareblis, an arxis partniorebis dakargvis safrTxis winaSe aRmoCndnen.
wyaroebi: Extracts adapted from Rochelle Garner, Mad as Hell, Sales & Marketing Management, June 1999, pp. 5561; Maricris G. Briones, What Technology Wrought: Distribution Channel in Flux, Marketing News, February 1, 1999, pp. 3, 15; Barb Gomolski, No Channel Conflict, InfoWorld, July 9, 2001, p. 10; and Paulette Thomas, Case Study: Travel Agency Meets Technologys Threats, Wall Street Journal, May 21, 2002, p. B4. Additional information from Ted Kemp, Beware the Pitfalls of Bypassing the Channel, B to B, February 11, 2002, pp. 1, 28; Barry Estabrook, Agents Survival Strategy, The New York Times, November 24, 2003, p. 5.6; and www.anztours.com, July 2003.

internetis mier Seqmnili safrTxis sapasuxod Sunflower-ma yuradReba gaamaxvila samxreT atlantikis qveynebis sagzurebze, firmis mflobel Bbarbara hansenis sayvarel adgilze, sadac is xSirad mogzaurobda. man axal zelandiasa da avstraliaSi momuSave biTumad movaWreebTan Zlieri biznesurTierToba daamyara da Seudga sagzurebis stimulirebas. Sunflower-is

418

nawili mesame

myidvelze orientirebuli marketinguli strategiisa da marketinguli kompleqsis Seqmna

arxis dagegmvis gadawyvetilebebi

axla gadavxedoT arxis ramdenime gadawyvetilebas, romelTa winaSe mewarmeebi dganan. marketinguli arxebis dadegmvis dros mewarmeebi yovelTvis kamaToben imaze, Tu ra aris idealuri da ra praqtikuli. SezRuduli kapitalis mqone axali firma saqmianobas xSirad SezRudul bazarze vaWrobiT iwyebs. saukeTeso arxis gansazRvra sulac ar warmoadgens problemas. problemas SesaZloa warmoadgendes, ubralod, erTi an ramdenime Suamavlis dayolieba am produqciis seriis marTvaze. warmatebis SemTxvevaSi, axalma firmam axal bazarze arsebuli Suamavlebis daxmarebiT unda gaxsnas filialebi. ufro patara bazrebze man gayidva pirdapir sacalo movaWreebze unda ganaxorcielos, SedarebiT msxvil bazrebze ki _ distributorebis saSualebiT. qveynis erT nawilSi man gamorCeuli frainCaizeri unda daiyolios, sxvagan ki yvela xelmisawvdomi savaWro wertilebis saSualebiT ganaxorcielos gayidva. Semdeg man unda daamatos eleqtronuli maRazia, romelic pirdapir gayidvas Znelad misawvdom myidvelebze ganaxorcielebs. amgvarad, xSirad, arxis sistemis ganviTareba sabazro SesaZleblobisa da pirobebze mosargebad xdeba. Tumca, maqsimaluri efeqturobisaTvis arxis analizi da gadawyvetilebebis miRebis procesi ufro mizandasaxuli unda iyos. arxis sistemis SemuSaveba moiTxovs momxmareblis saWiroebis analizs, arxis miznebis dasaxvasa da maT Sefasebas. momxmareblis moTxovnilebebis analizi rogorc adre aRvniSneT, marketinguli arxebi aris saerTo momxmareblis faseulobaTa miwodebis qselis nawili. arxis TiToeuli wevri momxmareblisaTvis faseulobis damatebas axdens. amrigad, marketinguli arxis dagegmva imis dadgeniT iwyeba, Tu ra surs miznobriv momxmarebels misgan: surs Tu ara, iyidos axlomdebare maRaziaSi, an surs Tu ara, wavides ufro Sors, centralur maRaziebSi? ra urCevnia, SeZena personalurad, telefonis, fostisa Tu internetis saSualebiT? ras ufro afasebs, farTo asortiments Tu viwro specializaciis sagnebs? surs Tu ara momxmarebels damatebiTi momsaxurebebi (miwodeba, krediti, SekeTeba da montaJi)? ufro swrafi miwodeba, meti asortimentiT uzrunvelyofa da damatebiTi momsaxurebebi arxis ufro maRal doneze mianiSnebs. uswrafesi miwodebiT, udidesi asortimentiTa da saukeTeso momsaxurebiT uzrunvelyofa arc Tu ise advilia da praqtikulad, SesaZlebelia miuRwevelic iyos. yvela sasurveli momsaxurebiT uzrunvelsayofad kompaniasa da misi arxis wevrebs SesaZloa saWiro resursebi da kvalifikacia ar aRmoaCndeT. agreTve, momsaxurebis ufro maRali doniT uzrunvlyofam SesaZloa gamoiwvios arxisaTvis meti xarji, xolo momxmareblisaTvis _ ufro maRali fasi. kompaniam unda daabalansos momxmareblebis saWiroebebi ara marto maTi ganxorcielebis da xarjebis mixedviT, aramed momxmareblisTvisa sasurveli fasebis mixedviTac. arxis miznebis gansazRvra myidvelTa momsaxurebis doneebis gaTvaliswinebiT, kompaniam unda Camoa-yalibos Tavisi marketinguli arxis miznebi. xSirad, kompanias SeuZlia, momsaxurebis sxvadasxva donis survilis mixedviT, momxmareblis ramdenime segmenti gansazRvros. kompaniam unda gadawyvitos, romel segments moemsaxuros. TviTeul segmentSi, kompaniis survilia, minimumade Seamciros mTliani arxis xarjebi. kompaniis arxis miznebze, agreTve, gavlenas axdens kompaniis raoba, misi produqtebi, marketinguli Suamavlebi, konkurentebi da garemo. magaliTad, kompaniis sididisa da finansuri mdgomareobis mixedviT SeiZleba ganisazRvros, romeli marketinguli funqciis marTvas SeZlebs is damoukideblad da romeli unda gadaeces Suamavlebs. kompania, romelic malfuWebad produqts yidis, dadgenili drois gadacdenisa da zedmeti transportirebis Tavidan asacileblad, ufro pirdapiri marketingis gamoyenebas saWiroebs. zogjer, kompania specialurad iyenebs igive Suamaval organizaciebs, rom-

Tavi 10

sadistribucio arxisa da momaragebis jaWvis marTva

419

arxis miznebi: GEICO-s sabazro sivrces warmoadgens avto dazRveva telefoniT an internetis saSualebiT maTTvis, vinc fulis dazogviT arian dainteresebuli da pirdapir kompaniasTan awarmoeben biznessaqmianobas _ `darekeT axlave, _ gveubneba reklama, _ an ewvieT geico.com-s.~

lebsac iyeneben konkurentebi. sxva SemTxvevaSi ki, mewarmem SesaZloa konkurentis mier gamoyenebul arxebs Tavi aaridos. magaliTad, sacalo maRaziebSi, adgilis deficitis pirobebSi, kosmetikuri nawarmis ganTavsebisa da sxva kosmetikis mwarmoeblebTan konkurenciis pirispir gawevis nacvlad, Avon-i da Mary Kay Cosmetics-i TavianTi produqcias kardakar yidian. GEICO avtomanqanebis dazRvevas ufro internetisa da telefonis saSualebiT awarmoebs, vidre agentebis meSveobiT. dabolos, iseTma garemo faqtorebma, rogorebicaa ekonomikuri mdgomareoba da sakanonmdeblo zewola, SesaZloa arxis miznebsa da mis dagegmvaze gavlena iqonios. magaliTad, ekonomiuri krizisis periodSi mewarmeebi Tavisi saqonlis distribucias maqsimalurad ekonomiurad axdenen, risTvisac ufro mokle arxebs iyeneben, toveben ra iseT arasaWiro momsaxurebas, romelic saboolo produqcias fass umatebs. ZiriTadi gadawyvetilebebi arxis miznebis Camoyalibebis Semdeg kompaniam unda gansazRvros, romeli Suamavlis tipi gamoiyenos, maT raodenoba da ra pasuxismgeblobebi mianiWos TiToeuls. Suamavlebis tipebi. firmam unda gansazRvros arxis wevrebis ti pebi, romlebic arxis samuSaoebis ganxorcielebas SeZleben. magaliTad, sacdeli aRWurvilobis mwarmoebelma Seqmna ultrabgeriTi xelsawyo, romelsac SeuZlia aRmoaCinos meqanizmebis moZravi nawilebis dabalxarisxiani meqanikuri SeerTebebi. kompaniis aRmasruleblebi varaudoben, rom am produqtis gayidva SeiZleba nebismier industriaSi, sadac mzaddeba an gamoiyeneba eleqtro, Sigawvis Zraviani an orTqlis manqanebi. kompanias sakmarisi raodenobis realizatorebi ar gaaCnia da is sxvadasxva industriasTan misawvdomad saukeTeso gzebis gamonaxvis problemis winaSe dgas. xelmZRvanelobam unda ganixilos arxis Semdegi SesaZlo alternativebi: kompaniis gayidvebis personali _ unda gaizardos kompaniis realizatorebis raodenoba. daiqiraon realizatorebi, romlebsac kontaqti eqneba potenciuri industriebis yvela arsebul organizaciasTan. agreTve SesaZlebelia satelefono gayidvebis operaciebis damateba, rodesac gamyidvelebi satelefono SetyobinebebiT patara an saSualo zomis kompaniebs mimarTaven. mwarmoeblis saagento _ daiqiraos kerZo saagento kompania, romelTa realizatorebi uzrunvelyofen mwarmoeblis produqciis gayidvas.

420

nawili mesame

myidvelze orientirebuli marketinguli strategiisa da marketinguli kompleqsis Seqmna

marketinguli Suamavlebis raodenoba. arxis TiToeul doneze kompaniebma, unda gansazRvron arxis wevrebis raodenoba. SesaZlebelia sami strategiis gansazRvra: intensiuri distribucia, eqskluziuri distribucia da SerCeviTi distribucia. yoveldRiuri moxmarebis produqtebis mwarmoeblebi intensiuri distribuciiT arian dainteresebulni. strategia, romlis saSualebiT kompania Tavis produqcias SeZlebisdagvarad bevr savaWro wertilSi ganaTavsebs. es saqoneli momxmareblisaTvis xelmisawvdomi unda iyos sasurvel drosa da adgilze. magaliTad, brendis maqsimaluri gamofenisa da momxmareblisaTvis xelsayreli pirobebis uzrunvelsayofad kbilis pastebi, kamfetebi da sxva msgavsi produqti uamrav savaWro wertilSi iyideba. Kraft-i, Coca-Cola, KimberlyClark-i da samomxmareblo saqonlis mwarmoebeli sxva kompaniebi aseTi gzebis gamoyenebiT TavianTi produqciis distribucias axdenen. zogierTi mewarme Suamavlebis ricxvs ganzrax amcirebs. am praqtikis yvelaze gavrcelebuli forma aris eqskluziuri distribucia _ SemTxveva rodesac mewarme dilerebis mxolod SezRudul raodenobas aniWebs eqskluziuri distribuciis uflebas maT teritoriaze. eqskluziuri distribuciis magaliTebi xSirad gvxvdeba avtomo eqskluziuri distribucia: mdidruli manqanebis mwarmoeblebi manbilebisa da qalis prestiJuli tansacmqanebs yidian eqskluziurad, ramodenime dileris meSveobiT. aseTi lilis distribuciis dros. magaliTad, mitirebuli distribucia aZlierebs manqanis imijs da dilerebis ufro Zlier mxardaWeras. amis magaliTia Bentley. Bentley-is Zalian cota sacalo maRazia arsebobs. did qalaqebSic ki am firmis mxolod erTi sacalo maRazia SeiZleba eqskluziuri distiyos. eqskluziuri distribuciis uflebis miniWebiT Bentley distributoris ribucia (Exclusive mxridan ufro Zlier mxardaWeras iRebs da fasebs, stimulirebas, kreditis distribution) pirobebsa da momsaxurebas metad akontrolebs. eqskluziuri distribucia, calkeuli, mcire agreTve, zrdis manqanis imijs da ufro maRali mogebis marJis dadebis raodenobis movaWsaSualebasac iZleva. reebisaTvis garkintensiur da eqskluziur distribuciebs Soris ganTavsebulia SerCeviTi veul teritoriaze kompaniis produqdistribucia kompaniis produqtebis distribuciis msurvelTagan ramdenime ciis sarealizaciod Suamavlis gamoyeneba. avejis, televizorebis da patara mowyobilobebis brenuflebis micema. debis umetesobis distribucia amgvarad xorcieldeba. magaliTad, KitchenAid, Maytag-i, Whirlpool-i da General Electric-i TavianT ZiriTad saqonels qselis dilerebisa da SerCeuli msxvili sacalo movaWreebis meSveobiT yidian. SerCeviTi distribuciis gamoyenebis Sedegad maT ar sWirdebaT TavianTi saqmianobis bevr SerCeviTi distribusavaWro wertilSi gavrceleba. maT SeuZliaT kargi samuSao urTierTobebis cia (Selective Camoyalibeba arxis SerCeul wevrebTan da amgvarad saSualoze ukeTes gayiddistribution) kompaniis produqtevebs moelian. intensiur distribuciasTan SedarebiT, SerCeviTi distribucia bis distribuciis mewarmeebs uzrunvelyofs sakmaod Zlieri kontroliT, kargi sabazro msurvel SuamavaldafarviTa da naklebi danaxarjiT.
Tagan ramdenimes gamoyeneba.

intensiuri distribucia (Intensive distribution) produqtis gatana maqsimalurad bevr savaWro wertilSi.

industriuli distributorebi _ aRmoaCinos sxvadasxva regionsa Tu industriaSi distributorebi, romlebic Seisyidian da gaavrceleben axal produqts. misces maT eqskluziuri distribuciis uflebebi, produqtTan dakavSirebuli treningebis Catarebisa da stimulirebis uflebebi.

arxis wevrebis pasuxismgeblobebi. mewarmeebsa da Suamavlebs arxis wevrebis pasuxismgeblobebsa da pirobebze SeTanxmeba sWirdebaT. isini unda SeTanxmdnen TiToeuli kompaniis mier warmodgenili fasebis politikaze, savaWro pirobebze, teritoriul uflebebsa da gansakuTrebul momsaxurebebze. mewarmem unda Camoayalibos fasebis sia da fasdaklebebis mkafio SesaZleblobebi SuamavlebisaTvis; unda gansazRvros arxis TiToeuli wevris teritoria da

Tavi 10

sadistribucio arxisa da momaragebis jaWvis marTva

421

frTxilad gadawyvitos axali gadamyidvelebis ganTavsebis adgili. saWiroa ormxrivi momsaxurebebisa da movaleobebis guldasmiT gansazRvra, gansakuTrebiT franCaizisa da eqskluziuri distribuciis arxebis pirobebSi. magaliTad, McDonalds-i franCaizerebs uzrunvelyofs stimulirebis mxardaWeriT da aRricxvis saTanado sistemiT, Hamburger-is universitetSi treningiTa da zogadi menejmentis marTvaSi daxmarebiT. Tavis mxriv, franCaizerebma kompaniis standartebi unda uzrunvelyon saTanado teqnikuri aRWurvilobiT, stimulirebis axal programebTan TanamSromlobiT, moTxovnili infomaciis uzrunvelyofiT da saWiro sakvebi produqtebis SesyidviT. ZiriTadi alternativebis Sefaseba vTqvaT, kompaniam gansazRvra arxis ramdenime alternativa da misi grZelvadiani miznebis dasakmayofileblad surs erTi, saukeTesos SerCeva. TiToeuli alternativa unda Sefasdes ekonomikuri, kontrolisa da adaptaciuri (Seguebis, morgebis) kriteriumebis mixedviT. ekonomikuri kriteriumebis gamoyenebiT kompania axdens sxvadasxva alternatiuli arxebis SesaZlo gayidvebis, xarjebisa da momgebianobis Sedarebas. ra investiciebs moiTxovs arxis TiToeuli alternativa da Sedegad ra mogebas uzrunvelyofs TiToeuli maTgani? kompaniam, agreTve, unda gaiTvaliswinos kontrolTan dakavSirebuli sakiTxebi. xSirad, Suamavlebis gamoyeneba produqciis marketingis sakiTxSi maTTvis garkveuli kontrolis uflebis miniWebas niSnavs da zogierTi Suamavali ki, sxvebTan SedarebiT, kontrolis meti uflebiT sargeblobs. sxva sakiTxebis Tanafardobis pirobebSi, kompania maqsimaluri kontrolis SenarCunebas cdilobs. dabolos, kompaniam adaptaciis kriteriumic unda ganixilos. xSirad, arxebi grZelvadian valdebulebebs gulisxmobs, Tumca kompanias arxis moqnilobis SenarCuneba surs, raTa garemo pirobebis cvlilebebis Sesabamisi adaptacia moxdes. saerTaSoriso distribuciis arxebis SemuSaveba damatebiT sirTuleebs moicavs saerTaSoriso arxebis SemuSaveba. TiToeuli qveyana unikaluri sadistribucio sistemis mflobelia, romelic droTa ganmavlobaSi yalibdeba da Zalian nela icvleba. qveynebis mixedviT, arxis es sistemebi erTmaneTisgan sagrZnoblad gansxvavdeba. amrigad, saerTaSoriso marketologebma TavianTi arxis strategiebi xSirad unda Seusabamon qveynis farglebSi arsebul struqturebs. zogierTi bazari imdenad bevr donesa da didi raodenobis Suamavlebs moicavs, rom sadistribucio sistema Zalian kompleqsuria da Sesabamisad, iq SeRweva sakmaod rTulia. aseTia magaliTad iaponia: iaponuri sadistribucio sistema me-17 saukunis dasawyisidan momdinareobs. iaponiis ekonomikuri miRwevebis miuxedavad, misi sadistribucio sistema uZvelesi tradiciebis erTguli darCa. . . is moicavs uamrav sabiTumo movaWresa da sxva agentebs, brokerebsa da sacalo movaWreebs, romlebic TavianTi amerikeli kolegebisagan raodenobrivad ufro gansxvavdebian, vidre funqciurad. arsebobs uamravi patara sacalo maRazia. maT saqonliT amaragebs imaze ufro meti, erTmaneTTan jaWvurad dakavSirebuli sabiTumo movaWre. magaliTad,

iaponiis sadistribucio sistema gasaocrad tradiciuli darCa. momravlebul patara sacalo maRaziebs kidev ufro meti mcire biTumad movaWre amaragebs.

422

nawili mesame

myidvelze orientirebuli marketinguli strategiisa da marketinguli kompleqsis Seqmna

saponma SesaZloa sami sabiTumo movaWris xelSi gaiaros sanam is sacalo gasaRebis bazarze moxvdeba. amas emateba is savaWro kompania, sadac produqti sawarmodan gamosvlis Semdeg xvdeba. sanam xorcis patara naWeri ranCodan momxmareblamde miaRwevs, man unda gaiaros procesi, romelic aTobiT Suamavals moicavs. sadistribucio qseli tradiciulad mWidrod dakavSirebul bevr iaponur kompanias izidavs. isini ufro did yuradRebas amaxvileben myidvelTan piradi urTierTobis Camoyalibebaze. . . miuxedavad imisa, rom es arxebi araefeqturi da samarTavad rTulia, is rogorc Cans, iaponel momxmarebels kargad emsaxureba. im mizeziT, rom maT patara saxlebSi produqtis momarageba rTulia, iaponeli diasaxlisebis umetesoba sayidlebze kviraSi ramdenjerme dadis da mosaxerxebel da ufro pirovnul samezoblo maRaziebs arCevs. 9 dasavleTis bevri firmisaTvis iaponiis mWidrod SekavSirebul, tradiciul bazarze Sesvla Zalian rTulia. meore mxriv, sadistribucio sistemebi ganviTarebad qveynebSi SesaZloa mimofantuli da araefeqturi, an saerTod arasakmarisi iyos. magaliTad, erT miliard mosaxleobiani CineTi da indoeTi SesaZloa uzarmazari bazris mflobelad gamoiyurebodes. Tumca, realurad es bazrebi mosaxleobis raodenobasTan SedarebiT bevrad pataraa. orive qveyanaSi, arsebuli araadeqvaturi sadistribucio sistemis gamo, kompaniebis umetesobisTvis xelsayrelad xelmisawvdomia qveynis yvelaze mdidar qalaqebSi mcxovrebi mosaxleobis mxolod patar-patara jgufebi. CineTis sadistribucio sistema imdenad danawevrebulia, rom qveynis mTliani Sida produqtis 15 procents lojistikis xarjebi moicavs, rac sakmaod maRali maCvenebelia sxva bevr qveyanasTan SedarebiT. 10 amrigad, saerTaSoriso marketologebi arxis farTo speqtris alternativebis winaSe dganan. sxvadasxva qveynis bazrebs Soris da maT farglebSi efeqturi da qmediTi arxis sistemis Camoyalibeba rTul gamowvevebs gulisxmobs. me-15 TavSi Cven ufro dawvrilebiT ganvixilavT saerTaSoriso sadistribucio sakiTxebs.

arxis marTvis gadawyvetilebebi

mas Semdeg, rac kompania ganixilavs Tavisi arxis alternativebs da gansazRvravs saukeTeso arxis gegmas, man SerCeuli arxi unda danergos da marTos. arxis marTva gulisxmobs individualuri arxis wevrebis SerCevas, marTvasa da waxalisebas, agreTve, drodadro maTi maCveneblis Sefasebas. arxis wevrebis SerCeva mewarmeebi kvalificiur marketingul Suamavlebs sxvadasxvagvarad izidaven. zogierTi maTgani kontraqtebs arxis wevrebTan erToblivad aformebs. magaliTad, rodesac Toyota-m Lexus-is seria aSS-Si pirvelad waradgina, mas axali dilerebis mozidvisas problemebi ar hqonia. piriqiT, mas bevri fsevdogadamyidvelis bazridan gaZeveba mouxda. zogierT SemTxvevaSi, sasurveli produqtisaTvis eqskluziuri an SerCeviTi distribuciis piroba bevri kandidatis yuradRebas miiqcevs. meore ukiduresobis warmomadgenlebi arian mewarmeebi, romlebmac sakmarisi kvalifikaciis Suamavlebis SesarCevad sakmaod kargad unda imuSaon. magaliTad, rodesac Polaroid-ma Tavisi saqmianoba daiwyo, axali fotoaparatebis gasayidad mas ar hqonda fotoaparatebis specializebuli maRaziebi, amitom masobrivi saqonlis gasaRebis bazrebs mimarTa. amis msgavsad, aSS-is Time Company-m Tavisi iaffasiani Timex-is saaTebis gayidva pirvelad Cveulebrivi Zvirfaseulobis maRaziebis meSveobiT scada. maRaziebis umetesobam gayidvaze uari ganacxada. amis Semdeg kompaniam saaTebi masobrivi saqonlis gasaRebis bazarze gaitana. es gadawyvetileba brZnuli aRmoCnda Suamavlebis SerCevisas kompaniam unda gansazRvros is maxasiaTeblebi, romliTac gamoarCevs saukeTesos. man TiToeuli arxis wevri biznesSi gatarebuli wlebis raodenobis mixedviT unda Seafasos. agreTve Sexedos iseT faqtorebs, rogoricaa Tu ra saxis sxva produqtis seriebs yidis Suamavali,

Tavi 10

sadistribucio arxisa da momaragebis jaWvis marTva

423

zrdisa da mogebis Canawerebis, kooperaciulobisa da reputaciis maCveneblebi. Tu Suamavali organizacia warmoadgens gayidvebis saagentos. kompaniam SeiZleba Sexedos iseT maxasiaTeblebs, rogoricaa gayidvebis personalis sidide da realizatorebis codnis done. Tu Suamavali organizacia sacalo maRaziaa, kompaniam SeiZleba is Seafasos maRaziebis myidvelebis, adgilmdebareobisa da zrdis potencialis mxriv. arxis wevrebis marTva da motivireba SerCevis Semdeg, arxis wevrebisgan maqsimaluri sargeblis miRebis mizniT, ganuwyvetliv unda mimdinareobdes maTi marTva da motivireba. kompaniam gayidvebi ara mxolod Suamavlebis saSualebiT unda awarmoos, aramed maTTvis da maTTan erTad. kompaniebis umetesoba Tavis Suamavlebs upirveles momxmareblebad da partniorebad aRiqvams. arxis wevrebTan grZelvadiani partniorourTierTobis marTvas (PRM) bis Camosayalibeblad isini partniorebis iyeneben. es ki qmnis marketingul sistemas, romelic Seesabameba rogorc kompaniis, aseve partniorebis moTxovnebs (ixileT marketingi muSaobis procesSi 10.2). arxis marTvis procesSi kompaniam distributorebi unda daarwmunos, rom faseulobaTa mimwodebel SemakavSirebel sistemaSi erTiani muSaobiT met warmatebas miaRweven.11 amrigad, Procter&Gamble-i da Wal-Mart-i, saboloo momxmareblisaTvis saukeTeso faseulobis Sesaqmnelad, erToblivad muSaoben. isini erTad saxaven miznebsa da strategiebs, gegmaven inventaris doneebs, reklamirebisa da stimulirebis proeqtebs. amis msgavsad dilerebTan koordinaciis, mxardaWerisa da maTi motivaciis mizniT General Electric (GE) Appliances-ma Seqmna alternatiuli sadistribucio sistema saxelwodebiT Customer Net (,,momxmarebelTa qseli~) GE Customer Net-i dilerebs uzrunvelyofs GE Appliance-is sadistribucio da SekveTa-damuSavebis sistemis mudmivi eleqtronuli daSvebiT dReSi 24 saaTis, kviraSi 7 dRis ganmavloaSi. GE Customer Net-is veb-gverdze daregistrirebiT dilerebs SesaZlebloba aqvT, moi povon produqtis specifikaciebis fotoebi, damaxasiaTebeli Tvisebebis CamonaTvali da GE-is mowyobilobebis asobiT modelis aRwera. maT SeuZliaT produqtis vargisianobisa da fasebis Semowmeba, SekveTis ganTavseba da misi statusis dadgena. agreTve, maT SeuZliaT Seqmnan momxmareblisTvis broSurebi, SeukveTon gasayidi masalebi an gadmoiweron `sareklamo rgolebi~ _ GE-is mowyobilobebis profesionalur doneze SemuSavebuli reklamebi, momzadebuli adgilobriv mediaSi ganTavsebisTvis. GE Tavisi produqciis miwodebas meore dResve pirdeba, ase rom aseT SemTxvevaSi dilerebs maRaziaSi mxolod klientis mier internetiT SekveTili modelis Semotana sWirdebaT. es sagrZnoblad amcirebs saqonlis xarjebs, rac mcire SesaZleblobebis dilerebsac ki saSualebas aZlevs, dilerebis kmayofilebisa da momgebianobis Seqmna: produqtis xelmifasebis meSveobiT konkurencia gaw- sawvdomobisa da fasebis, SekveTis ganTavsebisa da SekveTis statusis ion. GE Customers Net-i dilerebs sanaxavad General Electnic-is momxmarebelTa eleqtronuli qseluri sistema uzrunvelyofs dilerebs am kompaniis sadistribucio sistemaSi mudmiv, aseve exmareba GE-is mowyobilobe- onlain SeRwevadobas kviaraSi 7 dRis, dReSi 24 saaTis ganmavlobaSi. bis advilad da efeqturad ga- `ubralod, isargebleT am sistemiT da darwmundebiT, rom es aris eleyidvaSi. dilers SeuZlia sademon- qtronuli, erTiani sayidlebis teqnikuri miRweva, romelic Tqven stracio oTaxSi kompiuteruli gayidvaSi dagexmarebaT.~

424

nawili mesame

myidvelze orientirebuli marketinguli strategiisa da marketinguli kompleqsis Seqmna

terminalis ganTavseba, romlis saSualebiT gamyidvelebic da myidvelebic SeZleben produqtis maxasiaTeblebis moZebnasa da GE-is xelsawyoebis mTliani seriebis SekveTis SesaZleb-lobis dadgenas. Tumca GE Appliances-Tvis udides sargebels warmoadgens is, rom es sistema kompaniasa da mis dilerebs Soris Zlier jaWvs agebs da amiT dilerebs saTanado motivacias uqmnis kompaniis produqciis warmatebiT realizaciisaTvis. 12 dRes mTliani sadistribucio arxis marketinguli Zalisxmevis koordinirebisaTvis, bevri kompania integrirebuli_maRal-teqnologiuri partnioruli urTierTobis marTvis sistemebs nergavs. maSin rodesac mniSvnelovan klientebTan isini myidvelTan urTierTobis marTvis (CRM) kompiuteruli programebis sistemebs iyeneben, dRes, arxis partniorebTan urTierTobis gasaZ-liereblad, treiningisaTvis, marTvisaTvis, stimulirebisa da SefasebisTvis kompaniebs SeuZliaT partniorebTan urTierTobis menejmentis (PRM) kompiuteruli programebis sistemebi gamoiyenon.13 arxis wevrebis Sefaseba mewarme regularulad unda amowmebdes arxis wevrebis maCvenebels iseTi parametrebis mixedviT, rogorebic aris savaWro wili, maragis saSualo done, momxmareblisTvis miwodebis dro, dazianebuli an dakarguli saqonlis gankargva, stimulirebis an treiningis programebSi TanamSromloba da momxmareblis momsaxureba. kompaniam unda aRiaros da daajildoos is Suamavlebi, romlebic samuSaos Tavs kargad arTmeven da momxmarebels damatebiT faseulobiT uzrunvelyofen. xolo cudi maCveneblis mqone Suamavlebs ki daxmareba unda gauwios an, ukidures SemTxvevaSi, isini unda Secvalos. kompanias SeuZlia Tavis Suamavlebs perioduli `kvalifikaciis amaRleba~ mouwyos. dabolos, mewarme yuradRebiT unda iyos Tavisi dilerebis mimarT. isini, vinc dilerebs cudad epyrobian, ara marto maTi mxardaWeris dakargvis riskis winaSe dganan, aramed garkeuli samarTlebrivi problemebis warmoSobis saSiSroebac eliT. Semdegi nawili mewarmes da maTi arxis wevrebTan dakavSirebul sxvadasxva uflebasa da movaleobebs aRwers.

siCqaris
koncefciebis

Serwyma

SemzRudavi
kidev erTi Sesvenebis droa. amjerad, SeadareT Caterpillar-isa da GE Appliances-is arxebis sistemebi.

SeadgineT Caterpillar-is da GE Appliances-is sistemebis diagramebi. SeadareT isini arxis doneebis, Suamavlebis ti pebis, arxis wevrebis funqciebisa da pasuxismgeblobis mixedviT. ramdenad kargad aris awyobili TiToeuli sistema? SeafaseT, ramdenad karg mxardaWerasa da mmarTvelobas uweven Caterpiller-i da GE Appliance TavianT arxebs. ra SedegebiT?

sazogadoebrivi politika da sadistribucio gadawyvetilebebi

ZiriTadad, kompaniebi kanonis mixedviT Tavisuflebi arian maTTvis Sesabamisi nebismieri arxis mowesrigebaSi. faqtobrivad, arxis qmedebis ganmsazRvreli kanonebi gulisxmobs zogierTi kompaniis eqskluziuri taqtikis SezRudvas, rac sxva kompaniebs sasurveli arxis gamoyenebaSi uSlis xels. sadistribucio arxis kanonebis umetesoba, urTierTobis Camoyalibebis Semdeg, ormxriv uflebebsa da movaleobebs gansazRvravs.

Tavi 10

sadistribucio arxisa da momaragebis jaWvis marTva

425

marketingi muSaobis procesSi

10.2

partniorebTan urTierTobis menejmenti: Hewlett-Packard-is ,,afrenisaTvis akrZaluli zona~'

Hewlett-Packard-s ufro sadistribucio arxis wevrebTan muSaobis xangrZlivi istoria gaaCnia, vidre maTi saSualebiT an maT winaaRmdeg muSaobisa. igi acnobierebs im udides faseulobas, romelsac es partniorebi orive mxaris, rogorc HP-is, aseve momxmareblis, sasargeblod amateben. `partniorebi HP-is biznesbazrisken mimavali strategiis ZiriTad birTvs warmoadgenen, _ acxadebs veb mekinei, HP-is biznesmomxmareblis organizaciis prezidenti, _ Cveni arxis partniorebTan mxolod mWidro TanamSromlobiT SegviZlia Cveni momxmareblis mravalferovan moTxovnilebebze morgeba~. arxis partniorebma HP-is miRwevadoba mis SesaZleblobebze bevrad metad gaafarToves. maT kargad esmiT momxmareblis moTxovnilebebi da maTTan urTierTobis agebisa da praqtikuli mxardaWeris uzrunvelyofisaTvis saWiro resursebs floben. HP-is erT-erTi yvelaze mniSvnelovani saqmianoba aris sadistribucio arxTan urTierTobis marTva. `ubralod, warmoidgineT, rom es aris partnioruli samyaro~, _ acxadebs Kkevin gilori, HP-is arxis programis mTavari menejeri. Tumca ramdenime wlis win HP rTuli gadawyvetilebis miRebis aucileblobis winaSe dadga. mis konkurent Dell-is mier momxmarebelze pirdapiri gayidvis wyalobiT miRweulma warmoudgenelma warmatebam HP-i analogiuri nabijis gadadgmaze daafiqra. pirdapiri gayidva ara marto amcirebs xarjebs da zrdis mogebas, aramed zogierTi momxmarebeli pirdapir HP-Tan urTierTobas arCevs. `realurad, arsebobs momxmarebeli, romelic amjobinebs, SekveTa pirdapiri distribuciis meSveobiT ganaxorcielos (rogorc amas Dell-i akeTebs) da Cven maTi dakmayofileba gviwevs~, _ acxadebs HP-is mTavari aRmasrulebeli karli fiorina. ase rom HP-s namdvilad ar hqonda sxva arCevani _ mas pirdapir unda evlo. ra iyo problema? pirdapiri gayidvebis ganxorcielebiT HP Tavisi tradiciuli distribuciis arxis wevrebs pirdapir konkurencias gauwevda. es, Tavis mxriv, HP-s Tavis distributorebTan arsebul warmatebul da momgebian urTierTobas Seuqmnida safrTxes. `Cveni biznesis ori mesamedi Cvens partniorebTan da Cvens sadistribucio arxTan TanamSromlobis pirdapiri Sedegia~, _ acxadebs fiorina. amrigad, HP-s orive sakiTxis gadaWra mouxda: _ganexorcielebina pirdapiri gayidvebi momxmarebelze da Tavisi tradiciuli partniorebis ndoba da mxardaWera Camoeyalibebina. problemis gadasaWrelad kompaniam ganaviTara pirdapiri gayidvebis programa, romelic partnioris gavlenis sferos darRvevisagan icavs. rodesac HP-is konkurentebma umcires momxmarebelzec ki ganxorcielebuli pirdapiri gayidviT biznesi TavianTi distributorebis gareSe ganaxorcieles, HP-ma ki garkveuli zRude daawesa, anu SeiZleba iTqvas, `qviSaSi xazi gaavlo~, _ ambobs xatovnad gilori. misi pirdapiri gayidvebis programa, romelic zogjer moixsenieba,

partniorebTan urTierTobis menejmenti: Tavisi sadistribucio arxis partniorebis mxardasaWerad da konfliqtis Tavidan acilebis mizniT HP-is e.w. ,,xisti gembanis~ programa mkafiod gamoyofs ,,romeli SekveTas (angariSs) awarmoebs uSualod kompania (HP) da romels ki _ sadistribucio arxi.

gagrZeleba ix. gv. 356

426

nawili mesame

myidvelze orientirebuli marketinguli strategiisa da marketinguli kompleqsis Seqmna

rogorc e.w. ,,xisti gembanis~ programa, aSkarad zRudavs im process, romlis mixedviT kompaniam unda gamizznos, romeli angariSswo-reba ganaxorcielos pirdapiri ga-yidvebisas. `xisti gembani~ aris saaviacio termini, romelic adgens aviomzidze `afrenisaTvis akrZaluli zonis~ sazRvars. HP-Tvis es aris naSani imisa, rom kompania pirdapir gayidvebs mxolod im potenciur myidvelze ganaxorcielebs, romelic dadgenil maxasiaTeblebs aWarbebs. aseTi monacemebi daaxloebiT 1000 msxvil angariSs aerTianebs. myidvelebs, romlebic am maxasiaTeblebis miRma `afrenisaTvis akrZalul~ zonaSi arian, HP-is pirdapir gayidvaSi monawileoba ekrZalebaT. aseTi gankarguleba HP-s xels uwyobs, Tavisi pirdapiri gayidvebis personalis koncentrireba moaxdinos msxvil nacionalur da saerTaSoriso kompaniebze, romlebic erTguli momaragebis momsaxurebis molodinSi arian. imavdroulad, ,,asafren zonis miRma~ arxis partniorebisaTvis igi qmnis bazars, romelic pirdapiri gayidvis konkurenciisagan Tavisufalia. `xsenebuli zonis~ danergvasTan erTad, HP-i Tavis partniorebs kompaniis produqtisa da momsaxurebis gayidvaSi maqsimalurad exmareba. amasTan erTad, HP-i Tavisi arxis wevrebs momxmareblisaTvis saukeTeso gadawyvetilebis miRebaSic exareba da maT gayidvebsa da teqnikur resursebs uTmobs. sadistribucio arxis 20 000 partniorTan, romlebic yidian yvelafers, dawyebuli kompiuteruli qseliT, damTavrebuli jibis kalkulatorebiT, urTierTobis yoveldRiuri marTva uzarmazar gamowvevas warmoadgens. iseTi martivi ram, rogoric aris HP-is sxvadasxva marketinguli

kampaniebis saSualebiT Segrovebuli gayidvebis direqtivebis distribucia yvelaferi, dawyebuli savaWro Souze sakredito baraTebis CagdebiT, damTavrebuli HP-is internet-saitze produqtis Sesaxeb informaciis moTxovniT SesaZloa rTuli amocana da iqces. am sakiTxis gadasaWrelad HP-ma SeimuSava integrirebuli partnioruli urTierTobis menejementis sistema (PRM), romelic HP-s Tavisi arxis partniorebTan pirdapir akavSirebs da mas mTlianad arxSi marketinguli Zalisxmevis koordinaciaSi exmareba. daculi veb-gverdis gamoyenebiT arxis partniorebs nebismier dros SeuZliaT maTTvis Seqmnili direqtivebis mopoveba. imavdroulad am gverdis saSualebiT maT SeuZliaT vaWrobisaTvis saWiro literaturis SekveTa produqtis specifikaciebis Semowmeba da fasebTan dakavSirebuli informaciis mopoveba. amasTan erTad, HP arxis wevrebs regularulad ukavSirdeba da gayidvebis mxardasaWerad treiningis seminarebsa da stimulirebis masalebs sTavazobs. faqtobrivad, bevri partniori internetis saSualebiT dReSi iRebs erT an or werils informaciis, resurebisa da mxardaWeris SeTavazebiT. PRM-is sistema arxis wevrebisaTvis uzrunvelyofs Zlier mxardaWeras, HP-is sapasuxo reaqcias da maT efeqturobas amaRlebs. `Zveli sistemis saSualebiT Cven masobriv safosto kampanias vawarmoebdiT, vin icis, sad ar vagzavnidiT da mis muSaobaze imeds vamyarebdiT. axla Cven SegviZlia miznobrivi kampania gavwioT, vnaxoT, rodis gvibrundeba ukan xelsayreli SemTxveva da . . . arxis partniorebi gveubnebian, Tu ra moxda. . . es cvlis Cveni kampaniis saqmis warmoebis gzebs~. _ ambobs HP-s menejeri.

HP-is partniorebis urTierTobis marketinguli Zalisxmevis Sedegebi Tavad metyvelebs amaze. HP-ma arxis wevrebis mxardaWerisa da maTTan urTierTobisaTvis uamravi jildo moi pova. gasul wels Crn-is _ teqnologiaze orientirebuli vaWrobis Jurnalis sponsorobiT Catarebul sadistribucio arxis Cempionatis dajildoebaze HP-ma Tavis Sesaferis TiTqmis yvela kategoriaSi jildo aiRo. gamarjvebulis gamosavlenad Catarebul gamokiTxvebisas arxis erT-erTma wevrma winadadeba Semotana: `mxardaWeris ukeTes qsels ver i poviT. saerTod, HP-i yvela danarCenze erTi safexuriT maRla dgas.~ HP-is warmomadgenlebis mier arxis partniorebisaTvis gaweuli mxardaWeris Sesaxeb erT-erTma distributorma Semdegi komentari gaakeTa: `HP-is warmomadgenlebi CvenTvis gayidvebis menejerebi arian. HP-s maRali xarisxis erTianoba gaaCnia.~ `Cveni warmateba ganisazRvreba imiT, Tu risi miRweva SegviZlia Cvens partniorebTan erTad~, _ axcadebs mTavari aRmasrulebeli direqtori fiorina.
wyaroebi: Pat Curry, Channel Changes, Industry Week, April 2, 2001, pp. 4548; Reinventing Partnership: Kevin Gilroy Answers Questions from the Channel, accessed online at http://partner. americas.HP.com/partner/harddeck.pdf, July 2003; Craig Zarley, Making the Call, Crn, February 11, 2002, p. 1417; Joseph F. Kovar, Channel Champions 2002: HP Software Decisive, Crn, March 18, 2002, p. 52; Jennifer Hagendorf Follett, Channel Champions 2002: HPs Hard Deck Is Aces, Crn, March 18, 2002, p. 66; Mike Cruz, Channel Champions 2002: HP Takes All in Printers, Crn, March 18, 2002, p. 84; Jeff OHeir, HPs Fiorina: Know the Value You Add, CRN, April 14, 2003, pp. 6, 16; John Longwell, Solution Provider Poll Looks at All the Variables in the Partner Satisfaction Equation, accessed at www.crn.com, July 2003; and information gathered from the Hewlett-Packard Web site at http://partner.americas.HP.com/partner/harddeck. pdf, July 2003.

eqskluziuri urTierToba bevri mewarme da biTumad movaWre Tavisi produqtisaTvis eqskluziuri sadistribucio arxebis ganviTarebas arCevs. rodesac gamyidveli mxolod garkveul Suamavlebs aniWebs Tavisi produqtis gatanis uflebas, am strategias eqskluziuri distribucia ewodeba. xolo rodesac gamyidveli dilerisgan mxolod da mxolod Tavisi produqciiT vaWrobas moiTxovs, amas eqskluziuri urTierToba ewodeba. eqskluziuri SeTanxmebebi xelsayrelia orive mxarisaTvis: gamyidveli ufro erTguli da saimedo bazriTaa uzrunvelyofili da dileri ki momaragebis stabilur wyarosa da gamyidvelis ufro Zlier mxardaWeras flobs. magram eqskluziuri urTierToba aseve gamoricxavs sxva mewarmeebisa da am dilerebs Soris savaWro urTierTobis arsebobas. amgvari eqskluziuri urTierTobebi aSS-Si eqceva 1914 wlis e.w. klaitonis aqtis sazRvrebSi da es urTierTobebi samarTlebrivia manam, sanam orive mxare nebayoflobiT rCeba xelSekrulebis farglebSi. eqskluziuri urTierToba xSirad eqskluziur teritoriul SeTanxmebas gulisxmobs. mewarme SeiZleba daTanxmdes da mocemul teritoriaze sxva dilerebze produqtis gayidva ar ganaxorcielos; an SesaZlebelia gadamyidveli daTanxmdes da produqti mxolod sakuTar teritoriaze gayidos. enTuziazmisa da valdebulebis gasazrdelad pirvelad moxseniebuli praqtika sakmaod normaluria franCaizeris sistemis pirobebSi. igi aseve sruliad legaluria _

Tavi 10

sadistribucio arxisa da momaragebis jaWvis marTva

427

gamyidvels aranairi kanonieri valdebuleba ar gaaCnia gayidva imaze met savaWro wertilebSi awarmoos, vidre amis survili Tavad aqvs. meore praqtika, romlis mixedviT mewarme cdilobs dilers produqtis gayidva aukrZalos Tavisi teritoriis gareT, mTavar samarTlebliv sakiTxad iqca. Zlieri brendis mewarme zogjer mxolod im SemTxvevaSi axorcielebs dilerebze gayidvas, Tu isini daTanxmdebian mTliani seriis an misi nawilis aRebas. amas ewodeba sruli seriis (xazis) forsireba. aseTi iZulebiTi xelSekrulebebis forma sulac ar aris aralegaluri, magram, Tu igi konkurencias mniSvnelovnad amcirebs, es ukve e.w. klaitonis aqts arRvevs. am praqtikiT momxmareblis Tavisufali arCevani SezRudulia. dabolos, mewarmes Tavisuflad SeuZlia dileris SerCeva, magram dilerebTan urTierTobis gawyveta garkveulwilad SezRudulia. zogadad, gamyidvels `raRac mizezis~ gamo SeuZlia dilerebTan urTierTobis Sewyveta, Tumca isini amas ver gaakeTeben Tu, magaliTad, dileri uars ganacxadebs iseT saeWvo legalur SeTanxmebaSi monawileobaze, rogoric aris eqskluziuri urTierToba an iZulebiTi xelSekruleba.14

marketinguli lojistika da momaragebis jaWvis marTva

dRevandel globalur bazarze zogjer produqtis gayidva ufro advilia, vidre misi mitana momxmarebelTan. kompaniebma unda gadawyviton, rogor SeiZleba maTi produqciisa da momsaxurebis saukeTesod marTva da saWiro asortimentis saWiro drosa da adgilas mitanis uzrunvelyofa. fizikuri distribucia da lojistikis efeqturoba mniSvnelovan zemoqmedebas axdens rogorc momxmareblis dakmayofilebaze, aseve kompaniis xarjebze. axla Cven ganvixilavT lojistikis menejmentis raobasa da mniSvnelobas momaragebis jaWvis, lojistikis sistemis miznebis, lojistikis ZiriTadi funqciebisa da integrirebuli momaragebis arxis marTvis moTxovnilebis sakiTxebSi. marketinguli lojistikis raoba da mniSvneloba zogierTi menejerisaTvis marketinguli lojistika mxolod sawyobebisa da satvirTo manqanebis mniSvnelobas atarebs. magram Tanamedrove lojistika bevrad mets niSnavs. marketinguli lojistika romelsac agreTve fizikuri distribucias eZaxian moicavs masalebis, saboloo produqciisa da Sesabamisi informaciis _ warmoebis adgilidan moxmarebis adgilisken fizikurad gadatanis dagegmvas, ganxorcielebas da kontrols. mokled, es gulisxmobs saWiro produqtis saWiro momxmarebelTan zust drosa da zust adgilas mitanas. warsulSi fizikuri distribucia, rogorc wesi, iwyeboda produqtis mwarmoebel sawarmoSi, saidanac am produqcias dabalxarjiani saSualebiT momxmareblamde mitanas cdilobdnen. dRevandeli marketologebi amjobineben momxmarebelze koncentrirebul lojistikur azrovnebas, romelic iwyeba bazridan da moqmedebs (Tu mivadevnebT Tvals ukan) produqciis mwarmoebel fabrikamde da SesaZloa nedleulis momwodeblebamdec ki. marketinguli lojistebi ara marto gamaval (eqsportul) distribucias mimarTaven (anu produqtisa da masalebis gatanas qarxnidan gadamyidvelebsa da, sabolood, momxmareblebamde), aramed Semomaval distribuciasac (anu produqtisa da masalebis gadatanas mimwodeblisagan qarxanaSi) da reversul distribucias (anu momxmareblis an gadamyidvelebis mier dabrunebuli damtvreuli, arasasurveli an zedmeti produqtis gadatanas). amas mTlianobaSi ewodeba momaragebis jaWvis marTva aRmavali da daRmavali mimarTulebiT. moZravi Rirebulebis mqone masalebis, saboloo produqtisa da maTTan dakavSirebuli informaciis marTva _ mimwodeblebs, kompanias, gadamyidvelebsa da saboloo momxmareblebs Soris naCvenebia suraTze 10.5. amrigad, lojistis amocanas warmoadgens mimwodeblis, Sesyidvis agentis, marketologebis, ganawilebis arxis wevrebisa da myidvelis saqmianobebis koordinacia. es saqmianobebi gulisxmobs prognozirebas, saTanado sainformacio sistemis arsebobas, Sesyidvas, warmoebis dagegmvas, SekveTis process, saTanado maragebis kontrols, dasawyobebis da transportirebis dagegmvas. dRes kompaniebi lojistikaze ramdenime mizezis gamo amaxvileben did yuradRebas. pirveli _ momxmareblisaTvis ukeTesi momsaxurebis gawevisa da dabali fasebis SeTavazebiT gaumjobesebuli lojistikis gamoyenebam
marketinguli lojistika (fizikuri distribucia) Marketing logistics (physical distribution) amocana, romelic iTvaliswinebs masalebis, saboloo produqciisa da Sesabamisi informaciis warmoebis adgilidan moxmarebis adgilisken fizikurad gadatanis dagegmvas, ganxorcielebasa da kontrols momxmareblis moTxovnebis dasakmayofileblad.

momaragebis jaWvis marTva (Supply chain management) aRmaval da daRmavali mimarTulebiT moZravi, faseulobis mqone masalebis, saboloo produqtisa da maTTan dakavSirebuli informaciis marTva nedleulis mimwodeblebs, mwarmoebel kompanias, gadamyidvelebsa da saboloo momxmareblebs Soris.

428

nawili mesame

myidvelze orientirebuli marketinguli strategiisa da marketinguli kompleqsis Seqmna

s u r a T i 10.5
momaragebis jaWvis marTva

kompaniebi SesaZloa Zlieri konkurentuli upiratesobiT uzrunvelyos. meore _ gaumjobesebul lojistikas xarjebis uzarmazari danazogi moaqvs rogorc kompaniis, aseve misi momxmareblisTvisac. mxolod transportirebasa da gadazidvebze produqtis saSualo fasis 20 procenti ixarjeba. gasul wels amerikulma kompaniebma 900 miliard dolarze meti daxarjes saqonlis SefuTvaSi, datvirTvaSi, gadmotvirTvaSi, daxarisxebaSi, xelaxla gadatvirTvasa da transportirebaSi rac mTliani saSinao produqtis daaxloebiT 10 procentia. marto Ford-i awarmoebs 500 milion tonaze meti dasrulebuli avtomobilebis, saTadarigo nawilebisa da gayidvebidan darCenili nawilebis tranzits. nebismier dros misi lojistikis xarjebi wliurad daaxloebiT 4 miliard dolars aRwevs. 15 am xarjebis Tundac umciresi nawilic ki SesamCnev danazogs warmoadgens. mesame _ produqciis mravalferovnebis swrafma zrdam gaumjobesebuli lojistikis menejmentis aucilebloba warmoSva. magaliTad, 1911 wels A&P-is ti pur gastronomiur maRazias mxolod 270 saxeobis produqti gaaCnda. sawyobis menejers am maragis Canaweris warmoeba 10-gverdian rveulSi SeeZlo, romelic perangis jibeSic ki moTavsdeboda. dRes ki saSualo A&P 16,700-ze meti saxeobis marags flobs. Wal-Mart-is supercentri 100,000 saxeobis produqtis marags moicavs, romelTagan 30,000 sasursaToa.16 aseTi mravalferovani produqtis SekveTa, gadazidva, maragis gakeTeba da kontroli mniSvnelovani lojistikuri gamowvevis tolfasia. dabolos, sainformacio teqnologiis gaumjobesebis wyalobiT, warmoiqmna distribuciis efeqturobis zrdis SesaZlebloba. dRes kompaniebi iyeneben momaragebis jaWvis menejmentis kvalificiur kompiuterul programebs, eleqtronul bazaze agebul lojistikis sistemas, sakaso terminalis skanerebs, produqtebis Strix-kodebs, satelituri arxebiT miRebul Canawerebs, SekveTebisa da angariSsworebis monacemebis eleqtronul gadacemas. msgavsi teqnologiis meSveobiT maT saSualeba eZlevaT, momaragebis arxis gamoyenebiT swrafad da efeqturad marTon saqonlis nakadi, informacia da finansebi. lojistikis sistemis miznebi zogierTi kompania Tavisi lojistikis miznad asaxelebs umciresi danaxarjiT momxmareblis maqsimalur momsaxurebas. saubedurod, lojistikis verc erTi sistema ver uzrunvelyofs orives - momxmareblis momsaxurebis maqsimalur gaumjobesebasa da distribuciis xarjebis minimalizacias. momxmareblis maqsimaluri momsaxurebiT uzrunvelyofa gulisxmobs swraf miwodebas, did maragebs, asortiments, SerCevis moqnil sistemas, mogebis liberalur politikas da sxvas. yovelive CamoTvlili ki sadistribucio xarjebs zrdis. amis sapirispirod ki, minimaluri sadistribucio xarjebi gulisxmobs ufro nel miwodebas, ufro mcire marags, gadazidvis dros saqonlis did raodenobas rac momxmareblis saerTo momsaxurebis ufro dabal dones warmoadgens. marketinguli lojistikis mizani unda iyos momxmareblis momsaxurebis miznobrivi donis uzrunvelyofa umciresi danaxarjiT. pirvel rigSi, kompaniam unda gamoikvlios, ra mniSvnelobas aniWebs sxvadasxva sadistribucio momsaxurebas momxmarebeli da Semdeg TiToeuli segmentisTvis sasurveli momsaxurebis done unda gansazRvros. mizani ki SemdegSia: mogebis, da ara gayidvebis maqsimaluri zrda, ase rom kompaniam ufro maRali donis momsaxurebis uzrunvelyofis sargebeli da xarjebi erTmaneTs unda Seadaros. zogierTi kompania, Tavis konkurentebTan SedarebiT, nakleb momsaxurebas sTavazobs da ufro dabal fasebsac awesebs, sxva ki meti momsaxurebis sanacvlod met fasebs awesebs raTa, Sesabamisad, meti xarjis dafarva SeZlos.

Tavi 10

sadistribucio arxisa da momaragebis jaWvis marTva

429

lojistikis ZiriTadi funqciebi lojistikis miznebis Camoyalibebis Semdeg kompania mzad aris lojistikis iseTi sistema SeimuSaos, romelic am miznebis miRwevas minimaluri danaxarjiT uzrunvelyofs. lojistikis ZiriTadi funqciebi gulisxmobs produqciis dasawyobebas, maragebis marTvas, transportirebasa da lojistikuri informaciis marTvas. dasawyobeba (sawyobSi ganTavseba). warmoebisa da produqciis moxmarebis cikli iSviaTad ewyoba erTmaneTs. amdenad, Tu kompanias Tavisi saqonlis gayidva surs, amisaTvis mas maragebic unda gaaCndes. magaliTad, Snapper-i, Toro da gazonis saTibi manqanebis sxva mewarmeebi fabrikebs mTeli wlis ganmavlobaSi amuSaveben da produqtis marags asawyobeben zafxulisa da gazafxulis sezonisaTvis. rac produqtis xelmisawvdomobas uzrunvelyofs maSin, rodesac myidveli mis SesaZenad mzad aris. amgvarad, momaragebis erT-erTi mTavari funqciaa, im gansxvavebis (deficitis) daZleva, romelic warmoiqmneba xolme garkveul periodSi miwodebul da moTxovnil produqcias Soris. kompaniam unda gadawyvitos, ra raodenobisa da ra saxis sawyobebi sWirdeba da sad unda ganaTavsos isini. man an xangrZlivi ganTavsebis sawyobebi, an sadistribucio centrebi unda gamoiyenos. xangrZlivi ganTavsebis sawyobebi saqonels xangrZlivi periodiT inaxavs. sadistribucio centrebi Seqmnilia ufro saqonlis moZraobisTvis, vidre misi dasawyobebisTvis. es aris didi sacavi, romelSic saqoneli Semodis sxvadasxva qarxnisa da mimwodeblisgan, iRebs SekveTebs, maT efeqtianad asrulebs da momxmarebels saqonels SeZlebisdagvarad swrafad awvdis. magaliTad, Wal-Mart-i aSS-Si eqspluatacias uwevs 78, xolo msoflios masStabiT _ 37 uzarmazar sadistribucio centrs. Wal-Mart-is maRaziebSi gadaziduli saqonlis TiTqmis 84 procenti misi sakuTari sadistribucio centrebis meSveobiT igzavneba, rac Wal-Mart-s maragis marTvaze uzarmazari kontrolis SesaZleblobas aZlevs. erT centrs, romelic dReSi Wal-Mart-is saSualod 165 maRazias emsaxureba, erTi milioni kvadratuli futis farTobi ukavia (daaxloebiT 24 safexburTo moedani). lazeruli skanerebi yoveldRe saqonlis saSualod 190,000 yuTs afiqsireben 11 milis sigrZis moZravi konveeris Rvedis gaswvriv da dReSi centris 1000 muSa 500 satvirTo manqanas tvirTavs. Wal-Mart Monroe, jorjiis StatSi, sadistribucio centri gaxlavT da misi 127000 kvadratuli futis farTobis macivari 10000 e.w. ,,palets~ (anu gadasatan platformas) itevs, romelzec 58 milioni cali xilis nayini Tavsdeba.17 iseve rogorc yvelaferma ukanasknel wlebSi, sawyobSi ganTavsebis teqnologiamac aSkara cvlilebebi ganicada. mudmivad xdeba moZvelebuli meTodebiT agebuli Zveli, mravalsarTuliani sacavebis Secvla ufro axali, erTsarTuliani avtomaturi sacavebiT, aRWurvili Tanamedrove kompiuteruli sakontrolo sistemebiT, romelic nakleb TanamSromlebs saWiroebs. saqonlis Sesagroveblad, dasatvirT platformaze maT gadasatanad da invoisebis Sesadgenad, kompiuterebi da skanerebi kiTxuloben SekveTebs da avtomtvirTavebs an robotebs marTaven. maragebis marTva. momxmareblis kmayofilebaze maragis marTvac axdens gavlenas. amjerad, menejerebma unda SesZlon SeinarCunon SeZlebisdagvarad zusti balansi Zalian bevr da Zalian cota maragis Senaxvas Soris. Zalian mcire maragiT firma produqciis uqonlobis riskis qveS dgas, maSin rodesac myidvels misi SeZenis survili aqvs. Zalian didi maragis Senaxvas SesaZloa Sedegad saWiroze meti maragebis Senaxvis xarjebi da maragebis daZveleba mohyves. amrigad, maragis marTvis procesSi firmebma unda daicvan balansi ufro meti maragis Senaxvis xarjebsa da gayidvebisa da mogebis Sedegebs Soris. e,w. zustad_drouli (Just-in-time) lojistikis sistemis wyalobiT bevrma kompaniam sagrZnoblad Seamcira maragi da masTan dakavSirebuli xarjebi. am sistemis saSualebiT, mewarmeebi da sacalo movaWreebi saqonlis, an nawilebis mxolod mcire marags inaxaven, zogierT SemTxvevaSi es maragi mxolod ramdenime dRis operaciebisTvis aris gaTvaliswinebuli. magaliTad, Dell Computer-i zustad-drouli lojistikis warmoebis ostati _ mxolod 3 dRis marags

sadistribucio centri (Distribution center) didi sacavi, romelSic saqoneli Semodis sxvadasxva qarxnisa da mimwodeblisgan, iRebs SekveTebs, maT efeqtianad asrulebs da saqonels momxmarebels SeZlebisdagvarad swrafad awvdis.

430

nawili mesame

myidvelze orientirebuli marketinguli strategiisa da marketinguli kompleqsis Seqmna

lojistikuri teqnologia: arcTu ise Soreul momavalSi avto ID-is (identifikatoris), anu `gonieri iarliyis~ teqnologiis saSualebiT SesaZlebelia momaragebis mTeli arxi gonieri da avtomaturi gaxdes, ara da masze xarjebi produqciis TviTRirebulebis daaxloebiT 75%-s Seadgens.

flobs, maSin rodesac misi konkurentebi saqonels 40 da 60 dRiT adrec ki imarageben.18 imis nacvlad, rom gamoyenebamde igi sacavSi iyos ganTav-sebuli, saWiroebis SemTxvevaSi, axali maragi maSinve Camodis. zustad_drouli sistema moiT-xovs, swraf, xSir da moqnil miwodebasTan erTad, akuratul prognozirebas, raTa, saWiroe-bis SemTxvevaSi, axali maragis xelmisawvdomoba uzrunvelyofili iyos. Tumca am sistemebs Senaxvisa da xarjebis marTvis sakiTxebSi arsebiTi danazogebi moaqvT. maragis marTvis efeqturobis asamaRleblad marketologebi yovelTvis axal gzebs eZeben. arc Tu ise Soreul momavalSi maragis marTva SesaZloa mTlianad avtomatizirebuli gaxdes. magaliTad, me-3 TavSi Cven ganvixileT avto ID, anu `gonieri iarliyis~ teqnologia, rodesac patara radiogadamcemi Ci pebi (mikrosqemebi) Camagrebulia SefuTvebSi an produqtSi. `gonieri~ produqtis saSualebiT, SesaZlebelia momaragebis mTeli arxi gonieri da avtomaturi gaxdes, ara da masze xarjebi produqciis TviTRirebulebis daaxloebiT 75% Seadgens. nebismier dros, momaragebis arxis farglebSi, kompaniebs ecodinebaT TavianTi produqtis zusti adgilmdebareoba, miuxedavad misi zomisa. `gonieri Taroebi~ ara marto misi xelaxali SekveTis dros Seatyobinebs, aramed mimwodeblebTan erTad avtomaturad ganaTavsebs SekveTas. aseTi amaRelvebeli axali sainformacio teqnologiebi distribuciis sistemaSi gardatexas moaxdens. 19

transportireba. SerCeuli satransporto saSualeba gavlenas axdens produqtis fasze, miwodebis maCvenebelsa da mitanisas saqonlis mdgomareobaze. es yovelive ki _ momxmareblis kmayofilebaze. produqtis dilerebTan da momxmarebleTan misatanad kompanias SeuZlia arCevani gaakeTos transportirebis xuT ZiriTad saxeobas Soris: satvirTo manqana, rkinigza, wylis transporti, milsadeni da sahaero gadazidva. amasTanave, arsebobs alternativa e.w. cifruli produqtisaTvis _ es aris interneti. avtogadazidvebis wili stabilurad gaizarda da dReisaTvis mTliani tvirTbrunvis 39 procents Seadgens (realuri tonaJis 69 procentze meti).20 maTze transportirebis yvelaze maRali wilobrivi maCvenebeli modis rogorc TviTon qalaqebSi, aseve qalaqebs Sorisac. yovel wels SeerTebul StatebSi satvirTo manqanebi 600 miliard milze met manZils gadian rac mTvarisken daaxloebiT 1.3 milioni wriuli mgzavrobis tolfasia da 7.7 miliardi tona tvirTi gadaaqvT. isini efeqturia maRali faseulobis mqone saqonlis mokle manZilze gadazidvisas. ukanasknel wlebSi satvirTo manqanebis firmebma uamravi momsaxureba daamates. magaliTad, Roadway Express-i da sxva ZiriTadi gadamzidi firmebis umetesoba axla gadazidvebze Tvalyurs Tanamgzavruli sistemebis saSualebiT axorcielebs. rkinigzaze mTliani tvirTbrunvis 38 procenti modis. es aris erT-erTi yvelaze efeqturi saSualeba Sor manZilze didi raodenobis iseTi didi moculobis mqone produqciis gadazidvisa, rogorebicaa qvanaxSiri, qviSa, madneuli, sasoflo-sameurneo da xe-tyis produqcia. ukanasknel wlebSi axali aRWurvilobis danergviT rkinigzam gazarda da gaaumjobesa Tavisi momxmareblis momsaxureba gansakuTrebuli kategoriis saqonlis gadazidvisas. misabmeliani satvirTo manqanebis (trailerebis) rkinigziT gadasazidad igi uzrunvelyofs saTanado vagon-platformebiT. agreTve, uzrunvelyofs Sidasatranzito momsaxurebebs, rogoric aris saqonlis sxva daniSnulebis adgilze gadatana da misi gzadagza damuSaveba.

Tavi 10

sadistribucio arxisa da momaragebis jaWvis marTva

431

wylis transportiT gadazidvebi tvirTbrunvis 10 procents Seadgens. gemebiT da barJebiT gadaaqvT didi raodenobis saqoneli, kerZod, aSS-s sanapiro da qveynis Sida wyalsaval gzebze. didi moculobis, dabali faseulobis mqone, aramalfuWebadi produqtebi, rogorebicaa qviSa, qvanaxSiri, marcvleuli, navTobi da liTonis madneuli, wylis saSualebiT gadazidvisas xarjebi sakmaod dabalia. amavdroulad es aris gadazidvis yvelaze neli da amindze damokidebuli saSualeba. milsadenebi _ mopovebis adgilidan bazrebze navTobis, bunebrivi airisa da qimiuri saSualebebis gadazidvas axorcieleben. milsadenis umetesobas maTi mflobelebi sakuTari produqciis gadasazidad iyeneben. miuxedavad imisa, rom sahaero gadamzidebi qveynis saqonlis gadazidvebis 1 procentze naklebs axorcielebs, igi transportirebis mniSvnelovani saSualebaa. sahaero tvirTis gadazidvis tarifebi bevrad maRalia, vidre rkinigzis an avtotransportis, magram sahaero gadazidva idealuria swrafi gadazidvisa da Sors ganTavsebul bazrebamde misaRwevad. yvelaze xSirad sahaero transportirebas iyeneben malfuWebadi produqtebisaTvis (axali Tevzi, moWrili cocxali yvavilebi) da maRali faseulobis, mcire moculobis saqonlis SemTxvevaSi, rogoricaa _ zogierTi teqnikuri aRWurviloba, Zvirfaseuloba da a.S. kompaniebma aRmoaCines, rom sahaero gadazidvebi amcirebs maragis dones, SefuTvis xarjebsa da saWiro sacavebis raodenobas. internetis gamoyenebiT mewarme e.w. cifrul produqts momxmarebels Tanamgzavruli sistemebiT, sakabelo modemisa da satelefono sadenebis saSualebiT ukanasknel wlebSi rkinigzam da satvirTo manawvdis. kompiuteruli programebis firmebi, media, qanebis firmebma uamravi servisi daamates, iseTi, musikaluri kompaniebi da ganaTlebis sistema _ rogoric aris gadazidvebze satelitis saSualeTiToeuli maTgani cifruli produqtis transportire- biT Tvalyuris devneba. dedamiwis garSemo, maT bisaTvis internets iyenebs. rodesac es firmebi CD-is, Soris am manqanebis gemebiT da rkinigzis platgazeTebisa da sxva amgvari saqonlis distribuciisaTvis formebiT gadaadgilebisas. ZiriTadad transportirebis tradiciul meTodebs iyeneben, maTi danaxarjebi sagrZnoblad metia, vidre am produqciis internetis saSualebiT distribuciisas. amdenad, Tu TviTmfrinavebi, satvirTo manqanebi da matareblebi tvirTisa da amanaTebis mravalsaxeobiani transportireba gadazidvebs axorcieleben, cifrul teqnologias informaciis bitebi gadaaqvs. (Intermodal gadamzidavebi agreTve iyeneben mravalsaxeobian transportirebas trans- transportation) portirebis ori an meti saxeobis kombinacias. magaliTad e.w. figibeqi transportirebis (Piggyback: sityva-sityviT ,,zurgmokidebuli~)P saSualebebis gadazidva gulisx- ori an meti saxeobis mobs sarkinigzo trasportis da satvirTo manqanebis gamoyenebas. wylis trans- kombinacia. portisa da satvirTo manqanebis gamoyenebas (fishyback); wylis transportisa da rkinigzis; sahaero transportisa da satvirTo manqanebis. kombinirebuli lojistikis integsaSualebebi im upiratesobas uzrunvelyofs, romelic arc erT calkeul rirebuli marTva saSualebas ar gaaCnia. TiToeuli kombinacia garkveul upiratesobas aZlevs (Integrated logistics gadamzidvels. magaliTad, figibeqis gadazidva marto satvirTo manqanebis management) moxmarebasTan SedarebiT ara marto iafia, aramed ufro xelsayreli da mox- lojistikis koncefcia, romelic mTeli erxebulic. sadistribucio sisproduqtisaTvis transportirebis saSualebis SerCevisas mimwodeblebma temis qmedunarianobevri faqtori unda gaiTvaliswinon: siCqare, saimedooba, xelmisawvdomoba, xar- bis gasaumjobesebjebi da sxva. amrigad, Tu mimwodeblis interesis sagani siswrafea, saukeTeso lad did mniSvnelogadawyvetileba aris sahaero transporti da satvirTo manqanebi. Tu dabali bas aniWebs gundur fasebiT arian dainteresebulni, maSin maTTvis saukeTeso gadawyvetileba muSaobas kompaniis wylis transporti, an milsadeni iqneba. SigniT da yvela im
lojistikis integrirebuli marTva dReisaTvis sul ufro bevrma kompaniam gaiTavisa lojistikis integrirebuli marTvis koncefcia. is aRiarebs, rom momxmareblis ukeTesad momsaxureba da
organizaciaSi, romelsac marketinguli arxis funqcia aqvs.

432

nawili mesame

myidvelze orientirebuli marketinguli strategiisa da marketinguli kompleqsis Seqmna

distribuciis xarjebis mowesrigeba gundur muSaobas moiTxovs rogorc kompaniis SigniT, aseve yvela marketinguli arxis organizaciebs Soris. SigniT _ sakuTari lojistikis maCveneblis maqsimalurad gasazrdelad kompaniis sxvadasxva departamentma erTad da mWidrod unda iTanamSromlon. gareT _ mTliani sadistribucio sistemis maCveneblis maqsimalurad gasazrdelad kompaniam Tavisi lojistikis sistemis mimwodeblebisa da momxmareblis sistemebTan integrireba unda moaxdinos. funqciaTaSorisi gunduri muSaoba kompaniis SigniT. umravles kompaniaSi sxvadasxva lojistikur saqmianobaze pasuxismgebloba bevr sxvadasxva funqciur qvedanayofs eniWeba marketingis, vaWrobis, finansebis, warmoebis da Sesyidvis. Zalian xSirad, TiToeuli funqciuri qvedanayofi sakuTari lojistikis maCveneblis optimizacias sxva qvedanayofebis saqmianobebis ugulebelyofiT cdilobs. Tumca transportireba, maragis Seqmna, sacavSi ganTavseba da SekveTis damuSaveba, xSirad, sapirispiro urTierTqmedebebs iwvevs. ase magaliTad, maragis dabali done misi Senaxvis xarjebs amcirebs. magram, amave dros, SesaZloa daaqveiTos momxmareblis momsaxureba da gamoiwvios maragis uqonloba, SekveTis Seusrulebloba da ZviradRirebuli tvirTis swrafi gadazidvebis aucilebloba, rac Tavis mxriv xarjs gazrdis. imis gamo, rom sadistribucio saqmianobebi mniSvnelovan kompromisebs gulisxmobs, lojistikis saukeTeso saerTo maCveneblis misaRwevad sxvadasxva funqciis mier miRebuli gadawyvetilebebis koordinacia unda moxdes. momaragebis integrirebuli jaWvis marTvis mizania kompaniis lojistebis mier miRebuli yvela gadawyvetilebis SeTanxmeba. funqciebs Soris mWidro urTierTobis miRweva ramdenime saSualebis gamoyenebiT aris SesaZlebeli. zogierTma kompaniam sxvadasxva fizikuri distribuciis saqmianobebze pasuxismgebeli menejerebisagan Semdgari lojistikis mudmivi komisia Seqmna. MmaT, agreTve, Seqmnes marTvis sistemaSi iseTi poziciebi, romlebic funqciuri qveganyofilebis lojistikur saqmianobebs aerTianebs. magaliTad, Procter & Gamble-Si aseTebi arian momaragebis menejerebi, romlebic maTi TiToeuli produqtis kategoriis momaragebis jaWvis yvela saqmianobas marTaven. bevr kompaniaSi arsebobs lojistikis vice-prezidentis Tanamdeboba funqciaTaSorisi uflebamosilebiT. da bolos, Oracle-is da sxva kompiuteruli programebis provaiderebis saSualebiT, dRes kompaniebs SeuZliaT Seqmnan momaregebis marTvis daxvewili kompiuteruli sistemebi, mTliani momaregebis jaWvis optimaluri marTvis mizniT. 21 mniSvnelovania is faqtori, rom gonivrul fasad _ momxmareblebSi maRali donis sabazro dakmayofilebis SegrZnebis uzrunvelsayofad _ kompaniam Tavisi lojistikisa da marketinguli saqmianobebis koordinacia unda moaxdinos. lojistikuri partniorobis ageba. kompaniebma TavianTi lojistikis gaumjobesebaze bevrad meti unda gaakeTon. mTliani arxis distribuciis gasaumjobeseblad maT, agreTve, sxva arxebis partniorebTan unda imuSaon. momxmareblisaTvis kmayofilebis SegrZnebis Sesaqmnelad, maTTvis Sesabamisi faseulobis miwodebisas da saTanado urTierTobis agebis procesSi, sadistribucio arxis wevrebi erTmaneTTan mWidrod arian dakavSirebulni. erTi kompaniis sadistribucio arxi meore kompaniis momaragebis sistemas warmoadgens. TiToeuli arxis wevris warmateba mTlianad momaragebis arxis maCvenebelzea damokidebuli. magaliTad, Wal-Mart-s mxolod im SemTxvevaSi

momaragebis jaWvis marTva: bevri kompania iyenebs daxvewil, momaragebis jaWvis mTliani sistemis kompiuterul programebs, romlebic Oracle-is da sxva kompiuteruli programebis provaiderebis saSualebiTaa xelmisawvdomi.

Tavi 10

sadistribucio arxisa da momaragebis jaWvis marTva

433

SeuZlia yvelaze dabali fasebis daweseba, Tu misi momaragebis mTliani sistema romelic Sedgeba aTasobiT mimwodeblisagan, satransporto kompaniebisgan, sacavebisa da momsaxurebis provaiderebisagan maqsimaluri efeqturobiT muSaobs. momxmareblis momsaxurebis gasaumjobeseblad da arxis xarjebis Sesamcireblad gonieri kompaniebi TavianTi lojistikuri strategiebis koordinacias axdenen da Zlier partniorobas ayalibeben. bevrma kompaniam funqciaTaSorisi, kompaniaTaSorisi gundebi Seqmna. magaliTad, Procter & Gamble-s bentovilSi, arkanzasi, Wal-Mart-is samSobloSi, 100 adamianisgan Semdgari gundi hyavs. maTi sadistribico sistemis xarjebis Sesamcireblad saWiro gzebis mosaZebnad P&G-i Wal-Mart-Tan erTad muSaobs. erToblivi muSaoba sargeblis momtania ara marto P&G-isa da Wal-Mart-Tvis, aramed maTi saboloo momxmareblisTvisac. sxva kompaniebi wilobrivi proeqtebis saSualebiT partnioroben. magaliTad, bevri msxvili sacalo movaWre Tavis mimwodeblebTan maRaziis SigniT ganxorcielebul programebSi mWidrod TanamSromlobs. saqonlis axali programebisaTvis Home Depot Tavis ZiriTad mimwodebels yovelTvis aZlevs sakuTari maRaziebis sacdel poligonad gamoyenebis uflebas. Home Depot-is maRaziebSi mimwodebeli produqtis gayidvis processa da momxmareblis masTan dakavSirebul reaqcias akvirdeba. amis Semdeg ki isini specialurad Home Depot-sa da mis momxmarebelze morgebul programebs qmnian. cxadia, aseT partniorobas sargebeli moaqvs rogorc mimwodeblisaTvis, aseve momxmareblisaTvis. saboloo momxmareblis momsaxurebis mizniT momaragebis arxebi erTad unda muSaobdnen. `funqciebi, romlebsac momxmarebeli afasebs, momaragebis jaWvis yvela monawilisgan did SemoqmedebiT yuradRebas imsaxurebs, _ ambobs erT-erTi eqsperti, _ nedleulis momwodeblebma, mewarmeebma, biTumad da sacalo mavaWeebma erTad . . . . unda moaxdinon im gzebis diferencireba, romelTa saSualebiT isini amarageben da fuTaven am faseulobas saboloo myidvelisaTvis.~ 22 mesame mxaris lojistika. biznesebis umetesoba sakuTari lojistikis funqciebs TviTon asrulebs. Tumca, dRes kompaniebis sul ufro didi raodenoba iynebes damoukidebeli lojistikis provaiderebs , rogorebic arian Ryder Systems, UPS Worldwide Logistics, FedEx Logistics, Roadway Services an Emory Global Logistics (ixileT marketingi muSaobis procesSi 10.3). aseTi integrirebuli lojistikis kompaniebi TavianTi klientis produqtis bazarze miwodebisaTvis saWiro nebismier, an yvela funqcias asruleben. magaliTad, Emorys Global Logistics-i klientebs uzrunvelyofs koordinirebuli, erTpirovnuli lojistikis momsaxurebiT, romelic moicavs momaragebis arxis marTvas, momxmarebelze morgebul sainformacio teqnologias, maragis kontrols, sacavSi ganTavsebas, transportirebis marTvas, myidvelis momsaxurebas, tvirTis auditsa da kontrols. `dawyebuli nedleulis wyaroebis moZiebiT, dasrulebuli produqtis maRaziebSi ganTavsebiT, Cveni eqspertebi TqvenTan erTad muSaoben Tqveni momaragebis mTliani jaWvis marTvisa da racionalizebisaTvis da Tqveni kontrolisaTvis~, _ acxadebs Emory-is vebgverdi. ukanaskneli gamokiTxvebis Tanaxmad, 3PL momsaxurebebi daaxloebiT 500 iRbliani mewarmis ori mesamedis lojistikuri strategiebis ganuyreli nawilia. 23 kompaniebi damoukidebeli lojistikis provaiderebis realizatorebs ramdenime mizezis gamo iyeneben. pirveli _ radgan produqtis bazarze gatana maTi mTavari mizania, am mewarmeebs, xSirad, SeuZliaT amis ufro efeqturad da dabali danaxarjebiT uzrunvelyofa. erT-erTi gamokvlevis Tanaxmad, gareSe pirebis daqiravebas xSirad xarjebis 15-dan 30 procentamde danazogi moaqvs. 24 meore _ lojistebis daqiravebiT, kompania sakuTar ZiriTad biznesze axdens intensiur koncentrirebas. dabolos _ integrirebuli lojistikis kompaniebi gansakuTrebiT kargad icnoben kompleqsuri lojistikis garemos. es mniSvnelovan daxmarebas uwevs kompaniebs, romlebic cdiloben sakuTari globaluri sabazro dafarvis gafarToebas. magaliTad, kompaniebi, romlebic
damoukidebeli lojistikis provaiderebi (Third-party logistics (3PL) provider) damoukidebeli lojistikis mwarmoebeli, romelic asrulebs nebismier an yvela im funqcias, romlebic moeTxoveba, raTa Tavisi klientis produqti bazars miawodos.

434

nawili mesame

myidvelze orientirebuli marketinguli strategiisa da marketinguli kompleqsis Seqmna

marketingi muSaobis procesSi

10.3
miRebis zusti dro. rodesac, Cisco TviTon warmarTavda lojistikas, produqtis adgilze mitanas saWiroebda daaxloebiT 3 kvira. axla, kompania Tavis kompleqsur distribucias andobs UPS Worldwide-s. miznis misaRwevad saerTaSoriso sahaero, rkinigzis transportis da

iareT Ryder-iT, ganawileba ki Cven mogvandeT

didi kompaniebis umravlesobas uyvars sakuTari produqtebis damzadeba da gayidva. magram bevrs ezizReba masTan asocirebuli lojistika - `sabuzRuno samuSao.~ maT ejavrebaT SefuTva, datvirTva, xelaxali CamotvirTva, daxarisxeba, xelaxali datvirTva, transportireba da Tvalyuris devna, rasac moiTxovs maTi fabrika-qarxnebis momarageba da myidvelisaTvis produqtis miwodeba. maT es ise sZulT, rom qveynis udidesi mwarmoebeli kompaniebis TiTqmis 2/3 sxvas andobs (anu, autsorsings eweva) ramodenime an yvela am funqciis ganxorcielebas. aseTi kompaniebis ricxvi aTi wlis win maTi mTliani raodenobis 38%-s Seadgenda. sul ufro metad, TavianTi lojistebis gasakeTebel saqmes andoben e.w. damoukidebeli lojistikis provaiderebs. isini kompaniebs exmarebian zozina, gadaWedili momaragebis qselebis gamarTvaSi, maragSi darCenili saqonlis gasaRebasa da myidvelisaTvis produqtis ufro swrafad mowodebaSi. qvemoT moyvanilia ramdenime magaliTi: Ford: fordi iyenebs saerTaSoriso lojistikis partniors, raTa Ford-is produqciam imoZraos kontinentebs Soris. CrdiloeT amerikaSi, is iyenebs damoukidebeli lojistikis provaiders UPS Autogistics, raTa koordinireba gauwios produqciis gadaadgilebas 21 ZiriTadi qarxnidan, 4 centridan da 55 daniSnulebis adgilidan 6,000-ze met CrdiloeT amerikis dilerTa qselSi. aman, mxolod pirvel wels, Ford-is maragebi Seamcira 1 miliardi dolariT, moawesriga maragebis xarjebi 125 milioni dolaris farglebSi da Seamcira adgilze mitanisaTvis saWiro dro 4 dRiT, rac procentulad 26%-iT gamoisaxeba. Sedegi ki aseTia: SedarebiT dabali fasebi da myidvelTaA ukeTesi momsaxureba. Cisco Systems: kompiuteruli qselebis mowyobilobebisa da qselis menejmentis am vendors (movaWres) yoveldRiurad gadaaqvs tonobiT marSrutizatori evropaSi. man unda icodes Tu sad imyofeboda da romel saaTze TiToeuli mowyobilobis yuTi da SesaZloa dasWirdes xelaxali marSutis gakeTeba myidvelis saswrafo SekveTaze reagirebisaTvis. ufro metic, Cisco-s myidvelebma unda icodnen SekveTis

damoukidebeli lojistikis provaiderebi: sadReisod bevri kompania eweva autsorsinngs, anu gadascems lojistikis funqciebs, iseT saqmeSi gawaful specializirebul firmebs, rogoricaa magaliTad Ryder Integrated Logistics-i. suraTze mocemulia am firmis mier SemoTavazebuli satvirTo manqana-macivrebis moxerxebulgarantirebuli gadazidvebis mokle aRwera.

TavianTi produqtis distribucias evropis masStabiT axorcieleben, garemos dabinZurebis mkacr SezRudvebs awydebian, rac lojistikaze gavlenas axdens _ maT Soris SefuTvis standartebze, satvirTo manqanebis zomisa da wonis SezRudvebze, aseve, xmaurisa da garemos dabinZurebis kontrolze. Tavisi

Tavi 10

sadistribucio arxisa da momaragebis jaWvis marTva

435

avtogadazidvebis sqemebis codniT, UPS Worldwide-s SeuZlia daaCqaros gadazidvis siswrafe evropel myidvelisaTvis da daiyvanos igi maqsimum 4 dRemde. msgavsi super siswrafiT adgilze mitana zogavs Cisco-s dros. amavdroulad, Cisco sargeblobs sxva upiratesobiTac Tavisi lojisti-partniorisgan. magaliTad, UPS Worldwide-i kargadaa garkveuli adgilobrivi sabaJo kanonebsa da importis saqmeebSi. axlaxans is SeuTanxmda holandielebis sabaJos gaaerTianos Cisco-s importis baJi Tviur gadasaxadSi, rac gulisxmobs im mebaJeebisaTvis erTxel gadaxdas, romlebic iReben produqcias, imis nacvlad rom yoveli marSrytis dros gadaixadon. Sedegad miviReT: ufro meti danazogi drosa da qaRaldSi. National Semiconductor: 1990-iani wlebis dasawyisSi, National Semiconductor-i, romlis mikrosqemebi CamontaJebuli iyo yvelaferSi dawyebuliu manqanebiTa da kompiuterebiT da damTavrebuli satelekomunikacio danadgarebiT erTgvari koSmari iyo lojistikisaTvis. National-i awarmoebda Ci pebs 13 qarxanaSi aSS-Si, britaneTSi, israelsa da samxreT aRmosavleT aziaSi. dasrulebuli saxis mqone produqtebi Semdeg gadaecemoda mTel rig msxvil myidvelebs IBM, Toshiba, Ford, Siemens romelTagan TiToeuls gaaCnda fabrika-qarxnebi mTels msoflioSi. National-is lojistikis maCvenebeli arc Tu sasurveli iyo: misi produqtebis 95% adgilze mihqondaT SekveTidan 45 dReSi. darCenili 5%-saTvis ki saWiro iyo daaxloebiT 90 dRe. imis gamo, rom myidvelebma arasdros icodnen, romeli 5% daigvianebda, moiTxovdnen 90 dRis marags yvelaferSi. `Cven daxlebi gavmarTeT mTel sigrZeze. mTeli sistema maragad iyo gadaqceuli,~ ambobs National-is aRmasrulebeli. National-is menejmentma gadawyvita gulmodgined daeTvalierebina sakuTari globaluri lojistikis qseli. miuxedavad amisa, maSin rodesac National-ma Zalian bevri icoda Ci pebis damzadebis Sesaxeb, naklebad erkveoda UPS-Si, romelsac

daevala misi globaluri distribuciis marTva. axla UPS-i xelmZRvanelobs National-is sadistribucio centrs singapurSi, awarmoebs yvela saxis momaragebis, daxarisxebisa da gadazidvis saqmeebs. Sedegebi saocari iyo. distribuciis autsorsgingis xarjze National-i 20%-s zogavs. amavdroulad, myidvel-Ta momsaxureba da adgilze mitanis maCvenebeli dramatulad gaumjobesda. National-s axla SeuZlia produqti fabrika-qarxnidan miawodos globalur myidvelebs saSualod 48 saaTSi. Sony: Sony-i erkveva lojistikaSi. sinamdvileSi, kompania lojistikas miiCnevs, rogorc Tavis erTerT konkurentunarian upiratesobas. ase rom, Tqven SesaZloa gagikvirdeT Tu ratom gadascems industriis lideri Tavisi distribuciis naxevars damoukidebeli lojistikis provaider Redwood Systems-s meqsikidan, romelTa saTao ofisi atlantaSia. rogorc Cans lojistikis lidersac ki sWirdeba zogjer daxmareba. amis gamomwvevi mizezi ki zrda da siswrafea bazarze. `meqsikaSi lojistika pretenziulia infrastruqturis simwiris gamo. am SezRudvebidan gamomdinare, Cven ar SegveZlo mzard bazarze upiratesobis mopoveba, damoukidebeli lojistikis provaideris gareSe, romelsac SeeZlo swrafad ganeviTarebina Cveni operaciebi. Cven SevZeliT yuradReba gagvemaxvilebina marketingsa da gayidvaze lojistikis nacvlad da es yvelaferi gavakeTeT zedmeti Tavis tkivilis gareSe,~ _ ambobs meqsikaSi, Sony Electronic-is lojistikis ganyofilebis menejeri, karlos roxasi. dRes, Redwood-i marTavs 500-ze meti sxvadasxva saxis produqtsa da 15,000 sxvadasxva nawils. produqti moZraobs mTels msoflioSi, raodenoba ki yvelanairia, dawyebuli amanaTis gadazidviT damTavrebuli mTeli konteinerebiT. dReSi xdeba 200 SekveTis mitana daniSnulebis adgilamde, SekveTaze ki modis saSualod produqtebi 10 sxvadasxva seriidan. Saturn: Saturn-i cnobilia SekveTebis drouli mitaniT. is eyrdnoba msoflio klasis lojistikis sis-

temas. is iseTi ubadloa sakuTari momaragebis jaWvis marTvaSi, rom 4 wlis ganmavlobaSi mas mxolod erTxel mouwia warmoebis SeCereba sul raRac 18 wuTiT da isic imitom rom saWiro produqti daniSnul dros ar iqna adgilze mitanili. miuxedavad amisa, kreditis ZiriTadi nawili midis Ryder-Tan integrirebul lojistikaze. Ryder-i saqveynod aRiarebuli lojistikuri kompaniaa, romelic cnobilia avtotralerebis gaqiravebiT. Saturn-is saamwyobo xazebis Seuferxebeli muSaobis SenarCunebis mizniT, Ryder-s gadaaqvs aTasobiT winaswar Semowmebuli da daxarisxebuli nawili yovel dRe 2.200-ze meti specialuri dasatvirTi platformiT maTi adgilze mitanas dro sul raRac 5 wuTis farglebSi meryeobs. Ryder-i Tavis aRWurvilobas, manqanebsa da adamianebs TiTqmis mudmiv, maRal teqnologiur doneze inarCunebs. magaliTad, erT-erTi proeqtis mixedviT, momsaxurebis nawilebis Saturnis dilerebamde mitanisas, Ryder-is mZRoli `plastmasis gasaRebs arWobs CamontaJebul kompiuterSi. ekrani maT eubneba saiT unda wavides zustad, romel gzas daadges da ramdeni droa saWiro iq misasvlelad.~ Ryder-is efeqturi momaragebis jaWvi Sedegad gvaZlevs ufro dabal fasebs, gaumjobesebul operirebas, ufro nayofierad, momuSave dilerebsa da bolos ufro kmayofil myidvelebs.
wyaroebi: Quotes and other information from Chipmaker Expands Its Relationship with 3PL into New Markets, Purchasing, March 20, 2003, pp. S11S12; Ronald Henkoff, Delivering the Goods, Fortune, November 28, 1994, pp. 6477; Lisa H. Harrington, Special Report on Contract Logistics, Transportation & Distribution, September 1996, pp. AN; Scott Woolley, Replacing Inventory with Information, Forbes, March 24, 1997, pp. 5458; Martha Celestino, Choosing a Third-Party Logistics Provider, World Trade, July 1999, pp. 5456; 3PLs on the Rise, Modern Materials Handling, December 2001, p. 15; Mike Verespej, Logistics New Look? Now Its Service, Frontline Solutions, June 2002, pp. 2433; and Robert E. Lieb, 3PLs Eye Further Supply Chain Integration, Purchasing, March 20, 2003, pp. S4S8.

lojistikis autsorsingiT (gadacemiT) kompanias SeuZlia sruli panevropuli sadistribucio sistema moi povos, sakuTari lojistikuri sistemis CamoyalibebasTan dakavSirebuli xarjebis gawevisa da riskis zemoqmedebis gareSe.

436

nawili mesame

myidvelze orientirebuli marketinguli strategiisa da marketinguli kompleqsis Seqmna

koncefciebis kvaldakval
aba, ra SeiswavleT sadistribucio arxebisa da integrirebuli momaragebis arxis marTvis Sesaxeb? marketinguli arxis organizebis Sesaxeb gadawyvetilebebi, aris marTvis erTerTi yvelaze mniSvnelovani gadawyvetilebebi. kompaniis sadistribucio arxis Sesaxeb gadawyvetileba yvela sxva marketingul gadawyvetilebaze pirdapir gavlenas axdens. TiToeuli sistema mogebisa da xarjebis sxvadasxva dones qmnis da miznobrivi myidvelis sxvadasxva segments ukavSirdeba. dRevandeli moTxovnilebebis xvalindel savaraudo savaWro garemosTan gaerTianebiT menejmenti sadistribucio arxis Taobaze gadawyvetilebebs sifrTxiliT unda moekidos. zogierTi kompania Tavis sadistribucio sistemas Zalian mcire yuradRebas uTmobs, magram sxvebi konkurentuli upiratesobis mosapoveblad daxvewil sadistribucio sistemebs iyeneben. ganmarteT, ratom iyeneben kompaniebi sadis tribucio arxebs da ganixileT am arxebis mier Sesrulebuli funqciebi. Tavisi produqtis bazarze gatanas kompaniebis umetesoba Suamavlebis saSualebiT axorcielebs. isini cdiloben sadistribucio arxis Camoyalibebas anu, rigi urTierTdamokidebuli organizaciebis gaerTianebas, romlebic, CarTulni arian procesSi, romelic gulisxmobs produqtebis, an momsaxurebis xelmisawvdomobis uzrunvelyofas, maTi moxmarebis an gamoyenebis mizniT, momxmareblis an biznesmomxmareblis mier. TavianTi kontaqtebis, gamocdilebis, specializaciisa da operirebis maStabebidan gamomdinare, Suamavlebi firmebs xSirad bevrad ufro mets sTavazoben, vidre maT sakuTari ZalebiT SeuZliaT miaRwion. sadistribucio arxebi bevr sakvanZo funqcias asruleben. zogierTi garigebis (transaqciis) dasrulebas uwevs daxmarebas saqonlis gacvlis dagegmvisa da xelSewyobisaTvis saWiro informaciis SegrovebiT da distribuciiT; SeTavazebis Sesaxeb damajerebeli komunikaciebis SemuSavebiTa da gavrcelebiT; xelSekrulebiTi samuSaoebis SesrulebiT (perspeqtiuli myidvelebis aRmoCeniT da maTTan kavSiris SenarCuneba); morgebiT (myidvelis moTxovnilebebze SeTavazebis morgebiT); molaparakebebis warmoebiT SeTavazebis fasebsa da sxva pirobebze SesaTanxmeblad. sxva funqciebi emsaxureba dasrulebuli transaqciis ganxorcielebas fizikuri distribuciis SeTavazebiT, saqonlis transportirebiT da sawyobSi ganTavsebiT: dafinansebiT _ arxis samuSaoebis xarjebis dafarvisaTvis fondebis moZiebiT da gamoyenebiT da riskis gaweviT _ arxis samuSaoebis SesrulebasTan dakavSirebuli sarisko faqtorebis pasuximgeblobis sakuTar Tavze aRebiT.

SeisveneT:

1.

2. ganixileT, rogor urTierTqmedeben arxis wevrebi da rogor uweven organizebas arxis samuSaoebis Sesrulebas. arxi ufro efeqturia maSin, rodesac TiToeul wevrs akisria is funqcia, romelsac saukeTesod Seasrulebs. sruli idiliisaTvis, gamomdinare iqidan, rom individualuri arxis wevris warmateba damokidebulia arxis saerTo wamrmatebaze, arxis yvela Semadgeneli rgoli (firma) erTad da Seuferxeblad unda muSaobdes. maT unda Seignon da miiRon TavianTi funqciebi, moaxdinon maTi miznebisa da saqmianobebis koordinacia da arxis saerTo miznebis misaRwevad iTanamSromlon. TanamSromlobis safuZvelze isini ufro efeqturad SeZleben miznobrivi bazris aRqmas, momsaxurebasa da dakmayofilebas. msxvil kompaniaSi formaluri calke organizaciuli struqtura axdens distribuciis funqciebis ganawilebas da uzrunvelyofs saWiro xemlZRvanelobas. magram damoukidebeli firmebisagan Semdgar sadistribucio arxSi xelmZRvanelobisa da Zalauflebis formalurad ganawileba ar xdeba. tradiciulad, sadistribucio arxebi ganicdian rolebis ganawilebisa da konfliqtis marTvisaTvis saWiro xelmZRvanelobis naklebobas. ukanasknel wlebSi gaCnda arxis organizebis axali ti pebi, romlebic ufro Zlier xelmZRvanelobasa da gaumjobesebul maCveneblebs uzrunvelyofs.
kompaniis winaSe arsebuli arxis ZiriTadi alternativebis identificireba. bazarze gasasvlelad TiToeuli firma gansazRvravs alternatiul gzebs. amisaTvis sxvadasxva saSualebebi arsebobs dawyebuli pirdapiri vaWrobisagan da erTi, ori, sami an meti saSuamavlo arxis doneebis gamoyenebiT damTavrebuli.. marketologebi ganuwyveteli da zogjer dramatuli cvlilebebis pirispir dganan. am sferoSi sami yvelaze mniSvnelovani tendenciaa: vertikaluri, horizontaluri da hibriduli marketinguli sistemebis zrda. es tendenciebi gavlenas axdens arxis TanamSromlobaze, konfliqtebsa da konkurenciaze. arxis SemuSaveba iwyeba momxmareblis arxis momsaxurebis saWiroebebis, kompaniis arxis miznebisa da zemoqmedebis SefasebiT. Semdeg kompania ZiriTadi arxis alternativebs gansazRvravs Suamavlebis tipebis, Suamavlebis raodenobisa da TiToeuli arxis pasuxismgeblobebis gaTvaliswinebiT. TiToeuli arxis alternativa Semdgom unda Sefasdes ekonomikuri, kontrolisa da adaptiurobis kriteriumiT. arxis marTva kvali-

3.

Tavi 10

sadistribucio arxisa da momaragebis jaWvis marTva

437

ficiuri Suamavlebis SerCevasa da maT motivirebas gulisxmobs. individualuri arxis wevrebis Sefaseba regularulad unda moxdes.

4. ganmarteT, rogor axdens kompania arxis wevrebis Sefasebas, motivirebasa da SerCevas. mewarmeebi kvalificiur marketingul Suamavlebs sxvadasxvagvarad izidaven. zogierTi mewarmesaTvis arxis wevrebis daqiraveba problemas ar warmoadgens. sxvebs ki saWiro kvalifikaciis Suamavlebis mosaZieblad sakmao samuSaos Catareba sWirdebaT. Suamavlebis SerCevisas kompaniam arxis TiToeuli wevris kvalifikacia unda Seafasos da maTgan sakuTari arxis miznebisaTvis Sesaferisi saukeTeso kandidati unda SearCios. SerCevis Semdeg ganuwyvetliv unda xdebodes arxis wevrebis motivireba, radgan TiToeulma maTganma Tavisi SesaZleblobebis maqsimumi gamoiyenos. kompaniam saqoneli ara marto Suamavlebis meSveobiT unda gayidos, aramed igi maTac unda miyidos. iseTi marketinguli sistemis Sesaqmnelad, romelic morgebulia rogorc mewarmis, aseve partniorebis moTxovnilebebze, man Tavisi arxis wevrebTan grZelvadiani partniorobis Camoyalibebaze unda izrunos. agreTve, kompaniam regularulad unda Seamowmos arxis wevrebis maCveneblebi Camoyalibebul standartebTan mimarTebaSi da kargad momuSave wevrebi daajildoos, xolo sustebs ki an daexmaros, an isini Caanacvlos. 5. ganixileT marketinguli lojistikisa da integrirebuli momaragebis arxis marTvis raoba da mniSvneloba. firmebis mier marketinguli koncefciis mzard aRiarebasTan erTad, sul ufro xSirad isini yuradRebas amaxvileben marketingul lojistikaze (fizikur distribuciaze). lojistika,

aris sfero, romelic dakavebulia potenciurad maRali xarjebis dazogvisa da momxmareblis ukeT dakmayofilebis sakiTxebiT. marketinguli lojistikas saqme aqvs ara marto gamaval distribuciasTan, aramed Semomaval da reversul distribuciebTan. swored es gulisxmobs mTliani momaragebis arxis marTvas _ anu faseulobis nakadis marTvas mimwodeblebs, kompanias, gadamyidvelebsa da saboloo momxmareblebs Soris. lojistikis arc erT sistemas ar SeuZlia erTdroulad rogorc momxmareblis momsaxurebis gaumjobeseba, aseve sadistribucio xarjebis Semcireba. piriqiT, lojistikis marTvis mizans momsaxurebis miznobrivi donis umciresi xarjebiT uzrunvelyofa warmoadgens. lojistikis ZiriTadi funqciebi moicavs SekveTis damuSavebas, sacavSi ganTavsebas, maragis marTvasa da transportirebas. integrirebuli momaragebis arxis marTvis koncefcia aRiarebs, rom gaumjobesebuli logistika moiTxovs gundur muSaobas mWidro TanamSromlobis formiT kompaniis SigniT funqcionalur sferoebSi da sxvadasxva organizaciebs Soris momaragebis arxis SigniT. funqciebs Soris lojistikuri harmoniis miRweva kompaniebs SeuZliaT _ funqciaTaSorisi lojistikis gundis, momaragebis menejerebis integrirebadi poziciebisa da funqciaTaSorisi uflebamosilebis mqone maRali donis lojistikis aRmasruleblebis SeqmniT. sadistribucio arxis partniorobam SesaZloa miiRos kompaniaTaSorisi gundis, saerTo proeqtebisa da informaciis gavrcelebis forma. dRes xarjebis dazogvis, efeqturobis gazrdisa da globalur bazarze ufro swrafi da efeqtiani SeRwevadobis uzrunvelsayofad zogierTi kompania sakuTar lojistikur funqciebs damoukidebel lojistikis provaiderebs gadascems.

TavSi gamoyenebuli terminebi

administrirebadi vms arxis konfliqti arxis done arapirdapiri marketinguli arxi damoukidebeli lojistikis provaiderebi eqskluziuri distribucia vertikaluri marketinguli sistema (vms) intensiuri distribucia korporaciuli vms lojistikis integrirebuli marTva marketinguli arxi (sadistribucio arxi) marketinguli lojistika (fizikuri distribucia) Administered VMS Channel conflict Channel level Indirect marketing chanenel Third-party logistics (3PL) provider Exclusive distribution Vertical marketing system (VMS) Intensive distribution Corporate VMS Integrated logistics management Marketing channel (distribution channel) Marketing logistics (physical distribution) mravalarxiani sadistribucio arxi momaragebis arxis marTva mravalsaxeobiani transportireba pirdapiri marketinguli arxi sadistribucio centri tradiciuli (konservatiuli) distribuciis arxi faseulobaTa miwodebis qseli franCaizuli organizacia SerCeviTi distribucia Suamavlebis Canacvleba xelSekrulebiTi vms horizontaluri marketinguli sistema Multichannel distribution system Supply chain management Intermodal transportation Direct marketing channel Distribution center Conventional distribution channel Value delivery network Franchise organization Selective distribution Disintermediation Contractual VMS Horizontal marketing system

438

nawili mesame

myidvelze orientirebuli marketinguli strategiisa da marketinguli kompleqsis Seqmna

imogzaureT
gansaxilveli sakiTxebi 1. ganixileT gansxvaveba tradiciul (konservatiuli) distribuciis arxs, korporatiul vertikalur marketingul sistemasa (VMS) da administrirebad VMS-s Soris. moiyvaneTYTiToeulis magaliTi. 2. ganixileT pirobebi, rodesac mewarmes uCndeba survili, rom misi sadistribucio qmedebebi iyos eqkluziuri, SerCeviTi da intensiuri. romeli sadistribucio donis gamoyenebas aqvs azri Semdegi produqtebisaTvis: Mountain-Dew _ ualkoholo sasmelebi, Rolex _ saaTebi da Ford _ avtomobilebi. ganmarteT Tqveni pasuxebi. 3. maSin, rodesac arxis wevris Suamavlebis Canacvleba xdeba, arxma funqcionireba mainc unda gaagrZelos. magaliTad ganixileT turistuli industria da axseniT, rogor axorcieleben aviaxazebi da sastumroebi im ZiriTad funqciebs (magaliTad, informireba, stimulireba, kontaqtebi, morgeba da molaparakebebi), romlebic, istoriulad, turistul agentebs ekuTvnodaT. 4. romeli mTavari funqciebi daekisreba kompaniis lojistikis sferos menejers? moiyvaneT magaliTebi gadawyvetilebebisa, romlebsac es menejeri TiToeuli ZiriTadi funqciisaTvis miiRebs. 5. romeli terminia ukeTesi _ `moTxovnis jaWvi~ Tu `momaragebis jaWvi?~ ganixileT da moiyvaneT logikuri argumentebi. eTanxmebiT Tu ar eTanxmebiT? ramdenad Seesabameba faseulobis miwodebis qselis koncefcia am or koncefcias? gamoyenebiTi SekiTxvebi 1. Tqvenma kompaniam axlaxan organuli sakvebis axali seria ganaviTara. ganixileT is faqtorebi, romlebic unda gaiTvaliswinoT arxis wevrebis SerCevisas. ra meTodebs gamoiyenebT arxis wevrebis motivirebisaTvis, raTa maT TqvenTan maqsimalurad kargad imuSaon? dabolos, rogor SeafasebT arxis wevrebis maCvenebels? 2. teqnologiis ganviTarebam da internetis sul ufro farTo gamoyenebam bevri firma aiZula, SeeqmnaT internetze dafuZnebuli sadistribucio arxebi, romelTa saSualebiT kompaniebi Suamavlebs gverds uvlian da pirdapir momxmarebelTan midian. moiyvaneT konkretuli kompaniis magaliTi, romelmac es midgoma gamoiyena. ra sargebels poulobs kompania, romelic pirdapir momxmarebelze gaTvlil internet _ strategiebs iyenebs? ra uaryofiTi mxare aqvs mewarmisa da momxmareblisaTvis am strategiebis gamoyenebas? 3. internetis sadistribucio arxebis momxmarebeli kompaniebisaTvis erTi-erTi gamowveva aris klientis droulad momsaxureba. am sakiTxis gadaWris erT-erTi gza aris _ momxmareblis momsaxurebis `cocxali~ warmomadgeneli, romelic kiTxvebze pasuxebs gascems. SexedeT Landsed.comis momxmareblis eleqtronuli momsaxurebis `cocxal CaTs_Worikanas (www.landsend.com/) _ daawkapuneT gverdis dasawyisSi `momxmareblis momsaxurebis~ tabulaciis klaviSze da Semdeg gamosaxulebaze `Lands End Live~. ras fiqrobT momxmareblis aseT momsaxurebaze? fiqrobT Tu ara, rom am gamosaxulebis gareSe Lands End-i gansxvavdeba sxva sacalo eleqtronuli movaWreebisgan? Tqveni azriT, rogori iqneba momxmareblis eleqtronuli momsaxureba 5 weliwadSi?

Tavi 10

sadistribucio arxisa da momaragebis jaWvis marTva

439

teqnologiur samyaroSi
1990 wlis bolosaTvis internetiT sursaTis mimwodeblebma piroba dades, rom rZisa da wiwilis Sesyidvis forma Seicvleboda. wamoidgineT, rom aRar mogiwevT sursaTis maRaziebSi wasvla. kompiuteris Tagvze ramdenjerme dawkapunebiT Tqveni sayidlebis sia gaigzavneba sursaTis maRaziebSi da ramdenime dReSi sursaTi Tqvens karTan gaCnde-ba. samwuxarod, aseTi internetiT sursaTis servisis mwarmoeblebis umetesoba gakotrda. magram dRes internetze dafuZnebuli sasur-saTo vaWroba izrdeba da Zlierdeba. marTlac, dRes ufro meti, vidre odesme, sursaTi iyideba internetiT. 2003 wels eleqtronuli sursaTis industriaSi wliuri vaWrobis maCvenebelma mosalodnel 1.6 miliard dolars miaRwia. kvebis marketingis institutis Tanaxmad, sasursaTo sacalo yvela movaWris meoTxedi dRes eleqtronuli gayidvebis garkveul formas gvTava-zobs. bazris es segmenti namdvilad mimzidvelia, radgan saSualod erTi eleqtronuli momxmarebeli 125 dolars xarjavs, xolo tradiciuli supermarketis momxmarebeli ki _ mxo-lod 25 dolars. ewvieT netgrocer.com-s (www.netgrocer.com/) da SeixedeT mis veb-gverdze. pasuxi gaeciT Semdeg kiTxvebs: 1. iyenebT am momsaxurebas? ratom gamoiyenebT da ratom ara? aRwereT sabazro segmenti, romelic, Tqveni azriT, el-sursaTis momsaxurebas yvelaze metad gamoiyenebs. 2. ramdenad mosalodnelia, rom moxdeba tradiciuli sasursaTo maRaziebis am arxiT Canacvleba? ratom unda daamatos sursaTis tradiciulma maRaziam Tavis tradiciul (bricks-and-mortar) SeTavazebas internetze dafuZnebuli komponenti? 3. warmatebis misaRwevad romeli gamowvevis gadalaxva mouwevs onlain reJimSi sursaTis miwodebas? risi gakeTeba SeuZliaT am dabrkolebis minimumamde dasayvanad?

eTikis samyaroSi
musikaluri industria aris erTerTi sxva industriebs Soris, romlebmac internetis siswrafisa da moxerxebulobis upiratesobebiT sargebloba daiwyo da TavianT repertuars kidev erTi sadistribucio arxi daumata (magaliTad, www.apple.com/music/store). magram am industriisTvisve samwuxarod, es arxi Tavis momxmarebels uflebas aZlevs, musika erTmaneTSi yovelgvari safasuris gareSe gaavrcelon. amerikis Camweri industriis monacemebis Tanaxmad, gasuli 2 wlis ganmavlobaSi musikaluri CD-is gayidva 15 procentiT daeca. imas, rasac zogierTi momxmarebeli eleqtronul `gavrcelebas~ uwodebs, industriis aRmasruleblebi eleqtronul mekobreobas Zarcvasa da kontrabandiT vaWrobas uwodeben da CD-is gayidvebis Semcirebis mizezad internetidan muskaluri failebis aralegalur gadmotvirTvas asaxeleben. musikaluri veb-gverdebis monacemebis Tanaxmad, TveSi 2.6 miliardi failis aralegaluri gadmotvirTva xorcieldeba da es yvelaze metad universitetis kolejis studentebis mier xdeba. musikaluri industriis SefasebiT, simRerebis aralegaluri gadaweriTa da distribuciiT igi weliwadSi 300 milion dolars kargavs. iutas Statis senatorma orin haCim ganacxada, rom igi iseTi teqnologiis aRmoCeniT aris dainteresebuli, romelic kompiuteridan musikis aralegalurad gadmoweris saSualebas aRmofxvris. 1. ras fiqrobT am sakiTxTan dakavSirebiT? Tqveni azriT, momxmarebels unda hqondes Tu ara SesaZlebloba, sacalo movaWrisgan kanonierad SeZenili musika gaavrcelos ufasod? 2. warmoidgineT, rom muSaobT musikaluri Canawerebis kompaniaSi, ras SesTavazebT Camwer kompanias am sakiTxTan dakavSirebiT? 3. gaiyaviT or jgufad da am sakiTxTan dakavSirebiT klasSi debatebi gamarTeT. erTi gundi unda iyos musikaluri industriis mxares, maSin rodesac meore gundma unda daiWiros momxmareblis mxare, romelic musikas cifruli saSualebebiT avrcelebs.

ucxouri biznessituacia
Snapple-s biznessituacia, romelic am Tavs Tan axlavs, moTavsebulia wignis bolos, danarT 1-Si.

440

nawili mesame

myidvelze orientirebuli marketinguli strategiisa da marketinguli kompleqsis Seqmna

qarTuli biznessituacia

ARTI Group - ganviTarebis mesame etapze

ARTI Group (,, arti jgufi) _ msxvili qarTuli sadistribucio kompaniaa, romlis saqmianobis areali samxreT kavkasiis regions moicavs, igi daregistrirda am saxelwodebiT 1996 wlis 12 seqtembers _ rogorc sadistribucia kompania, 10 wlis Semdeg kompaniis gayidvebma daaxloebiT 130 milioni dolari Seadgina. AamasTan gayidvebis wliurma matebam 30%-s miaRwia. sasawyobe meurneobis saerTo farTobi 13 000 kv.metria. kompaniaSi 2006 wlis ivnisis monacemebiT dasaqmebulia iyo 800 TanamSromeli, aqedan 560 realizatori. AaseT Sedegebamde kompania etapobrivad midioda. pirveli etapi _ Camoyalibebis periodi iyo. 1992 wlidan TandaTanobiT yalibdeboda urTierTobebi msoflioSi sayovelTaod cnobil kompania Procter &Gamble-Tan (P&G). 1996 wels P&Gi darwmunda fizikuri pirebis mier Seq-mnili, kompaniis _ ,,arti jgufis seriozu-lobaSi da SesTavaza mas eqskliuziuri distri-biutoris statusi saqarTveloSi. Aaqedan iwyeba kompaniis ganviTarebis meore etapi. mniS-vnelovani Zalisxmevis Sedegad mis mimarT ndobis faqtori Zalian amaRlda da P&G-is mxridan daisva sakiTxi, rom ,,arti-jgufs kavkasiis sxva respublikaSic (azerbajansa da somxeTSi) ganeviTarebina biznesi. 2000 wels Camoyalibda ,,arti-jgufis Svilobili sadistribucio kompania ENGIN-i azerbaijanSi, xolo 2003 wels aseTive kompania ARGE somxeTSi, amgvarad daiwyo Tanamedrove lojistikuri da sadistribucio centrebis Seqmna kavkasiaSi. garda amisa ukanasknel periodSi ,,artijgufi qmnis da anviTarebs axal biznesebs saqarTveloSi, kerZod 2005 wels Seiqmna sareklamo kompania Mr.Adman-i da dacvis samsaxuri Securita (2007 wels). amJamad kompania imyofeba ganviTarebis mesame etapze, rac gulisxmobs Tanamedrove teqnologiebis danergvas da ganviTarebis, momsaxurebis xarisxis kidev ufro amaRlebas da a.S. ,,arti-jgufis amJamindeli struqturuli saxe moyvanilia diagramaze. Aaqvea mocemuli misi ofisebis sadReiso dislokacia amierkavkasiis regionSi. ,,arti-jgufis sadistribucio biznesi amierkavkasiis regionSi moicavs sxvadasxva mimarTulebebs. igi eqskliuziuri distributoria qvemoT moyvanili kompaniebis Semdegi produqciis:

Procter&Gamble warmodgenilia amierkavkasiis samive respublikaSi, Tavdapirvelad ki saqarTve-loSi dawyebuli 1996 wlidan. Mmoicavs saqonlis am umsxvilesi saerTaSoriso kompaniis far-To moxmarebis produqciis praqtikulad srul asortiments; Selpak (Eczacibasi), TurqeTi, 2002 wlis agvistodan. warmodgenilia ZiriTadad qaRaldis sayofacxovrebo nawarmiT (xelsaxocebi, tualetis qaRaldi, pirsaxocebi da a.S); Ferrero (italia) 2003 wlis noembridan azerbaijanSi. warmodgenilia tkbileuliT Sokoladi, kamfetebi da sxva amgvari nawarmiT; Gillette (P&G-is Svilobili kompania), 2004 wlis ianvridan. warmodgenilia wveris saparsi mowyobilobebiT da saSualebebiT; Wella (germania), 2005 wlis Tebervlidan. warmodgenilia Tmis saRebavebiT, SampunebiT, laqebiT, Tmis musebiT da sxva produqciiT araprofesionali momxmareblebisaTvis ; Uni (TurqeTi), warmodgenilia qaRaldis higienuri saSualebebis da saabazane aqsesuarebis; Chivas azerbaijanSi warmodgenilia cnobili Sotlandiuri viskis brendiT; Dilmah(Sri-lanka), warmodgenilia cnobili ceilonuri Cais nawarmiT saqarTveloSi;

Kiwi, 2007 wlidan es Aamerikuli kompania, warmodgenilia ZiriTadad fexsacmlis kosmetikur saSualebebiT; TbilRvino da Teliani veli warmodgenilia qarTuli Rvinos nawarmiT azerbaijanSi. ,,arti jgufi amJamad muSaobs bazarze axali produqciis gatanis strategiaze. kerZod, nagulisxmevia swrafad gasayidi (didi brunvis mqone samomxmareblo saqonlis (e.w. Fast move consumer goods), ZiriTadad sxvadasxva sakvebi produqtebis distribucia. sadReisod farTo moxmarebis sayofacxovrebo produqciis distribuciis bazarze liderobs ,,arti-jgufi, romelsac am bazris daaxloebiT 45-50% wili aqvs. Mmisi ZiriTadi konkurentebia pirvel rigSi ,,Sarm treitingi, romelic axdens cnobili kompaniebis _ Svarckofis, henkelis da uni liveris produqciis distribucias. Semdeg modian kompaniebi ,,sami

Tavi 10

sadistribucio arxisa da momaragebis jaWvis marTva

441

Ppasuxismgeblobis aRebis mimarT mzaoba, Ppativiscemis grZnoba momxmareblebisa da mTlianobaSi TanamoqalaqeTa mimarT yovelgvari religiuri, rasobrivi da a.S gansxvavebebis miuxedavad, jgufuri muSaobis princi pebi, misaRwev Sedegebze fokusireba. kompania cdilobs danergos Tanamedrove, eTikur princi pebze dafuZnebuli biznesis princi pebi. Aam mxriv kompaniis menejmenti cdilobs gamoiCinos princi puloba CinovnikebTan urTierTobaSi, romlebic zogjer jer kidev qmnian problemebs eTikuri normebis dacvis kuTxiT. amgvarad SeiZleba iTqvas rom ,,arti-jgufis operirebis ZiriTad princi pebs warmoadgens: gunduri saqmianoba, gayidvebis da misi intensiobis (brunvis) upirvelesi strategiuli mniSvneloba, inovaciebis danergvis stimulireba, codna Tu ra aris sworad saqmianoba da brZola amisaTvis, fokusireba garkveuli garRvevis miRwevaze da ara mdore gaumjobesebebze orientireba, ara marto promlemebis danaxva, aramed ufro gadawyvetilebebis Zieba. Dda bolos, rogorc kompaniis xelmZRvaneloba acxadebs _ ,,Cven viRwviT status-qvos misaRwevad da amisaTvis viviwyebT warsul warmatebebs. SekiTxvebi (davalebebi): 1. rogor gesaxebaT ,,arti-jgufis konkurentuli upiratesoba farTe moxmarebis sayofacxovrebo produqciis distribuciis bazarze moqmed sxva kompaniebTan mimarTebaSi saqarTveloSi amierkavkasiis regionSi? 2. ra sirTuleebs SeiZleba waawydes kompania, an ra SesaZleblobebi isaxeba mis winaSe rodesac misi operirebis diapazoni cdeba qveynis farglebs da regionalur maStabebs iZens, rogorc ,,arti-jgufis SemTxvevaSi?

angelozi (bingos, alfas da sxva firmebis produqcia) da ,,ponto stari (nanisis da dai persis bavSvis safenebs produqcia). Uunda iTqvas, rom srulfasovan konkurencias isini jerjerobiT ver uweven ,,arti-jgufs, rac sasurvelia TviT am ukanasknelis ganviTarebisaTvis.
,,arti-jgufs dasaxuli aqvs ambiciuri mizani gaxdes saukeTeso kompania samxreT kavkasiis regionSi farTo moxmarebis sayofacxovrebo saqonlis distribucias sferoSi. am miznis misaRwevad saWiroa saqmianobis mudmiv gaumjobesobaze zrunva da profesionalebiT dakompleqtebuli motivirebuli TanamSromelTa gundis arseboba, romlebic uzrunvelyofen maRali donis kmayofilebis SegrZnebis Seqmnas rogorc TviT organizaciis SigniT, agreTve pirvel rigSi momxmareblebSi da mTlianad sazogadoebaSi. Kkompania yuradRebiT epyroba sazogadoebaSi socialuri pasuxismgeblobis sakiTxebs da am mxriv aqtivobis gafarToebas apirebs. rogorc kompaniis xelmZRvaneloba acxadebs ,,arti-jgufis ZiriTad faseulobebs miekuTvneba: Pprofesional TanamSromelT gundi _ kompaniis umniSvnelovanesi aqtivi,

442

nawili mesame

myidvelze orientirebuli marketinguli strategiisa da marketinguli kompleqsis Seqmna