Buss n26 Small

master klasi:

kulinariis alqimikosebi da blumentalis `msuqani ixvi~

transaqciuri analizi rogor davexmaroT adamianebs

sakuTari Tavis SecvlaSi

impulsis efeqti

korporacia Tu saojaxo biznesi: aSS

no 6

(2

6) seqtemberi 2

00

9

rekomendebuli sacalo fasi 10 lari

racionaluri

ekonomikis dasasruli

jek trauti, el raisi

marketinguli

omebi

Targmani:

aqtualuri Tema:

eqspansiidan

gadarCenisken

Tbilisi, 50 Rustaveli ave.Tel:+995 32 98 30 68; Fax:+ 995 32 92 08 50

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menejmenti

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Temur kuprava

adamianuri resursebis ganviTareba

lela giorgobiani

saredaqcio ganyofileba

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JurnalSi gamoqveynebuli masalebis nawilobrivi an mTliani gamoyeneba akrZalulia.UDC (uak) _ 338.22

10 biznesis siaxleebi

aqtualuri Tema 18

eqspansiidan gadarCenisken avtori: levan Jvania

master klasimaster klasi

lurji okeanis flagmanebi 30

kulinariis alqimikosebi da blumentalis `msuqani ixvi~avtori: amiran babunaSvili

adamianuri resursebis ganviTareba 42

transaqciuri analizi rogor davexmaroT adamianebs sakuTari Tavis SecvlaSi avtori: lela giorgobiani

marketingi 48

impulsis efeqti avtori: zurab liluaSvili

ekonomika 54

korporacia Tu saojaxo biznesi: amerikis SeerTebuli Statebi avtori: Temur kuprava

Harvard Business Review 60

racionaluri ekonomikis dasasruli avtori: den arieli

Targmani 68

marketinguli omebi avtorebi: jek trauti, el raisi

testebi 92

testebi sazrianobaze

8 biznesi: adamianebi, meTodebi, strategiebi seqtemberi 2009 N6 (26)

mTavari redaqtoris mimarTva

amiran babunaSvili

mTavari redaqtori

cisferi okeane im, yvelasaTvis ucnob, bazrebs gulisxmobs, sadac, wiTeli okeanisgan

gansxvavebiT, konkurentebi jer ar Cabmulan bazris wilisaTvis gaCaRebul uSeRavaTo omSi,

sadac jer kidev ar arsebobs TamaSis wesebi _ odesme cisferi okeanis strategiis mimdevari

kompaniebi maT Tavad daaweseben. cisferi okeane axlad Seqmnili bazaria, sadac jer mxolod

erTi, am bazris Semoqmedi, inovaciuri da riskis gamwevi kompania moRvaweobs.

cisferi okeanis strategiis gamoyeneba xSirad erTaderTi swori arCevania im kompaniebisTvis,

romlebic biznesis swrafad cvalebad, sastik da daundobel samyaroSi cdiloben gadarCenasa

da ganviTarebas.

cisferi okeanis strategiis gamoyenebiT qmni sakuTar niSas, axal bazars, marto `TamaSob~

da TamaSis wesebsac TviTon qmni. magram, SeuZlebelia mudmivad iyo is erTaderTi, romelic

Sen mierve Seqmnil bazarze yvelafers akontrolebs. aucileblad gamoCndebian isini, vinc

ukve arsebuli bazrebze muSaobas amjobinebs _ `kargi ideaa! mec Seval am bazarze, mec

SevTavazeb momxmarebels igives. oRond _ ukeTesi pirobebiT da Semosavalsac gavinawilebT~.

cisferi okeane yovelTvis arsebobda. `ra produqti iyo CvenTvis ucnobi am asiode wlis

winaT?~. Tu am kiTxvas vupasuxebT, miviRebT imis TiTqmis srul CamonaTvals, riTac dRes

vsargeblobT da ris gareSe cxovreba ver warmogvidgenia.

arsebobs aseulobiT saintereso istoria, Tu rogor iqmneba cisferi okeane, aqamde

ararsebuli niSa. Jurnalis axal rubrikaSi, romelsac `cisferi okeanis flagmanebi~

vuwodeT, SevecdebiT xSirad mogiTxroT im `jadoqrebis~ Sesaxeb, romlebic cisferi

okeanis Semqmnelebad gvevlinebodnen da gvevlinebian.

da romlebzec asea damokidebuli progresi.

iq wadi, sadac bazari momgebiani da mzardia, sadac

konkurencia ar arsebobs!

cisferi okeanis strategia

lurji da wiTeli okeaneebi yovelTvis arsebobda da kvlavac iarsebebs. amitomac

realoba moiTxovs, rom kompaniebma orive tipis okeanis strategiuli logika

gaiazron. dRes, miuxedavad imisa, rom sxvadasxva kompaniaTa mxridan mkveTrad

izrdeba lurji okeaneebis Seqmnis moTxovnileba, strategiis rogorc Teoriul,

aseve praqtikul sferoSi konkurentuli wiTeli okeanis modeli dominirebs.

droa, gavaTanabroT saswori strategiis sferoSi am or mimarTulebas Soris.

miuxedavad imisa, rom lurji okeaneebi yovelTvis arsebobda, maTi strategiebi,

umeteswilad, gaucnobierebeli darCa. magram, Tuki korporaciebi mixvdebian,

rom lurji okeaneebis Seqmnisa da xelSi Cagdebis strategiebs sarCulad wiTeli

okeanis strategiebisgan Zireulad gansxvavebuli logika udevT, isini momavalSi

bevrad ufro meti lurji okeanis Seqmnas SeZleben.

Can kimi da rene moborni. lurji okeanis strategia


Compaq-i brundeba. kompiuterul samyaroSi sakmaod

saintereso movlenebis mowmeni vxdebiT. cota xnis win

msoflios kompiuteruli teqnikis warmoebis dargis

erT-erTma liderma, kompania HP-m gadawyvetileba miiRo,

nouTbuqebis mimarTulebiT brendi Compaq-i daabrunos.

es, mzardi konkurenciis pirobebSi, saintereso marketin-

guli da strategiuli nabijia, romelmac kompaniis arse-

buli poziciebi kidev ufro unda gaamyaros.

2002 wels HP-isa da Compaq-is gaerTianebiT kompiute-

rul teqnologiebSi axali msoflio lideri gamoCnda. am

ori kompaniis miRwevebi, cnobadoba da potenciali kargad

SeeTavsa erTmaneTs da efeqtiani zrdis saSualeba warmo-

qmna. Tumca, produqciis TiTqmis mTeli xazi brend HP-is

qveS moeqca, Compaq-i ki paralelurad mxolod ramdenime

modelze figurirebda.

teqsas instrumentis yofilma TanamSromlebma rod konio-

nma, jim xarisomma da bil mertosma kompania Compaq-i 1982

wels daafuZnes. idea, romelic Compaq-is damfuZneblebma

Tavidanve SeimuSaves, bazarze portatiuli personaluri

kompiuterebis warmoeba iyo. kompaniisaTvis SerCeuli saxe-

li ori cnebis, COMPAtability-s da Quality-s, safuZvelze Sei-

qmna, rac Tavsebadobasa da xarisxze pirdapir miuTiTebs.

kompaniam IBM-Tavsebadi portatiuli kompiuterebis war-

moeba daiwyo. zogierTi maTgani warmadobiT IBM-is ori-

ginal kompiuterebs imTaviTve jobda kidec. xarisxma,

momxibvlelma dizainma da maRalma funqcionalurobam

Compaq-s sul male moutana warmateba. 1986 wlisaTvis

kompaniam 500 milion dolarian brunvas miaRwia, 1987 wels

1 milioni, xolo 1999 wlisaTvis _ 50 milionze meti kom-

piuteri gamouSva.

Compaq-i momxmarebelze orientaciiT yovelTvis gamoir-

Ceoda. man, 1990-ian wlebSi, erT-erTma pirvelma warad-

gina bazarze personaluri kompiuterebi seriiT Presario,

romlis fasi 1000-s dolarze naklebi iyo.

teqnologiebi

HP-is strategiuli gadawyvetileba - COMPAQ-i brundeba

evropaSi, da maT Soris _ saqarTveloSi, Compaq-is kom-

piuterebi da nouTbuqebi didi popularobiT sargeblob-

da. CvenSi Compaq-is portatiuli kompiuterebi da nouT-

buqebi xarisxTan da maRal warmadobasTan asocirdeboda.

Compaq-is plusebi kargadaa aRbeWdili momxmareblis mex-

sierebaSi. albaT, amis gaTvaliswinebiT, HP-ma warmoadgina

nouTbuqebis seria sabbrendiT "Compaq" xelsayreli fa-

sis farglebSi momxmareblis moTxovnebis dasakmayofile-

blad.

Sedegad, dabali fasis HP-is nouTbuqebis diapazonSi

momxmarebeli SeZlebs arCevanis gakeTebas mxolod Com-

paq-is sabbrendidan, xolo HP-is brendi datanili iqneba

saSualo da maRali klasis nouTbuqebze. aseTi midgoma

momxmarebels, TavianTi moTxovnebidan gamomdinare, por-

tatiuli kompiuteris SerCevisas orientacias gauadvile-

bs.

axali nouTbuqebi pasuxobs yvela Tanamedrove moTxovnas,

rac yoveldRiuri muSaobisTvisaa aucilebeli. isini ide-

aluria saxlisTvisa da mcire biznesisaTvis. yvela maTga-

ni aRWurvilia 15,6 duimiani ekraniT, farToformatiani

matriciT da HD garCevadobiT kuTxeebis TanafardobiT

16:9-ze.

nouTbuqebi aRWurvili iqneba rogorc Intel-is, aseve AMD-

is procesorebiT. jerjerobiT brendi ori modeliT _

Compaq 610 da Compaq 615 _ wardgeba bazarze da popula-

rul da xelmisawvdom models, НР 550-s Caanacvlebs.

kompania НР msoflio lideria sainformacio teqnologie-

bis mimarTulebiT. НР-is produqtebis da gadawyvetilebe-

bis sia personalur kompiuterebs, printerebs, programul

uzrunvelyofas, sainformacio-teqnologiur gadawyveti-

lebebsa da servisebs moicavs. yvela maTgani momxmareblebs

da kompaniebs exmareba, sainformacio teqnologiebis muSa-

oba maqsimalurad moqnili da efeqtiani gaxadon.

biznesis siaxleebi


biznesis siaxleebi

sul cota xnis win saqarTvelos msoflio ekonomi-

kurma forumma konkurentunarianobis globalur

mimoxilvaSi (Global Competitiveness Report) 2009-2010

wlebisTvis 90-e adgili SeunarCuna, Fitch Ratings-ma ki

`negatiuri~ sakredito reitingi “stabiluramde” gau-

zarda.

da ai, sruliad axali cnoba: biznesis simartivis mi-

xedviT saqarTvelom 183 qveyanas Soris meTerTmete

adgili daikava.

reitingi

kargi signalebi

biznesis warmoebis simartive (Ease of Doing Business) erT-

erTi is maCvenebelia, romliTac qveynis sainvesticio

mimzidveloba fasdeba. msoflio bankis jgufSi Semava-

li saerTaSoriso safinanso korporacia yovelwliurad

aqveynebs ramdenime parametriT gansazRvrul am reitings.

yovelgvari damatebiTi komentaris gareSe mogvyavs rei-

tingis mixedviT gansazRvruli pirveli aTeuli qveyana

da sabWoTa kavSiris yofili respublikebis reitingebi

(SedarebisTvis gTavazobT 2007-2009 wlis Sedegebsac).

adgili

reitingis

mixedviT

qveyana 2007 2008 2009 2010

adgilis cvlileba 2007-2010 ww-Si

`+~ _ gaumjobeseba

`-~ - gauareseba

1 singapuri 1 1 1 1 0

2 axali zelandia 2 2 2 2 0

3 honkongi 4 4 4 3 1

4 aSS 3 3 3 4 -1

5 didi britaneTi 6 6 6 5 1

6 dania 5 5 5 6 -1

7 irlandia 8 8 7 7 1

8 kanada 7 7 8 8 -1

9 avstralia 9 9 9 9 0

10 norvegia 10 11 10 10 0

11 saqarTvelo 35 18 15 11 24

24 estoneTi 18 17 22 24 -6

26 litva 24 26 28 26 -2

27 latvia 20 22 29 27 -7

38 azerbaijani 97 96 33 38 59

41 yirgizeTi 88 94 68 41 47

43 somxeTi 46 39 44 43 3

58 belarusi 123 110 85 58 65

63 yazaxeTi 71 71 70 63 8

94 moldova 90 92 103 94 -4

120 ruseTi 112 106 120 120 -8

142 ukraina 139 139 145 142 -3

150 uzbekeTi 145 138 138 150 -5

152 tajikeTi 153 153 159 152 1


biznesis siaxleebi

imis miuxedavad, rom bolo sami Tvis ganmavlobaSi

iuridiuli Tu fizikuri pirebis raodenobis da de-

pozitebis zrda sabanko seqtorSi stabiluria, bolo

dromde kreditebis gacemis TvalsazrisiT bankebis

aqtivoba dabali rCeba. (mizezad, cxadia, globaluri

krizisis da omis Sedegad gazrdili sakredito riskebi

saxeldeba).

depozitebis zrda, Sedegad, saqarTvelos erovnul

bankSi komerciuli bankebis sakorespondento angari-

Sebze rezervebis zrdas iwvevs, rac SeiZleba zedme-

ti likvidobis gaCenis winapiroba gaxdes. miuxedavad

imisa, rom bazari (riskebis TvalsazrisiT) jer kidev

problemuria, zedmeti likviduroba, Tavis mxriv,

mainc xels Seuwyobs sakredito saprocento ganakve-

Tebis Semcirebas da komerciuli bankebis sakredito

politikis met-naklebad gamococxlebas.

erT-erTma pirvelma sakredito politikis gaaqtiure-

baze ganacxadi `saqarTvelos bankma~ gaakeTa. rogorc

bankSi iuwyebian, depozitebi ivlisis TveSi 43 mln la-

riT, agvistoSi ki _ 72,6 mln lariT gaizarda (aqedan 50

mln lari fizikuri pirebis depozitebze modis).

sabanko sistema

sakredito aqtiuroba

da ai, cnoba _ `saqarTvelos banki~ ipoTekuri kre-

ditebis limitis samjer gazrdas gegmavs. amasTan,

bankis xelmZRvanelobis gancxadebiT, erT pirovnebas

150 aTasi amerikuli dolaris moculobis ipoTeku-

ri kreditis miReba SeeZleba (adre maqsimumi 50 aTas

amerikul dolars Seadgenda). yovelTviurad banki 4-5

milioni laris ipoTekuri kreditis gacemas da sapro-

cento ganakveTis 18-dan 16 procentamde Semcirebis

pirobas debs.

ramdenad SeZlebs ̀ saqarTvelos banki~ am sasiamovno da-

pirebis Sesrulebas? amas uaxloesi momavali gviCvenebs.

kidev erTi banki, romelmac biznes-kreditebze sapro-

cento ganakveTi saSualod 2%-iT Seamcira _ `prokre-

dit bankia~.

xelisufleba bankebis mxridan kreditebis gacemis

aqtiurobis ufro seriozul zrdas seqtembris bolos

elodeba da miiCnevs, rom es biznesis ganviTarebas Seu-

wyobs xels. ekonomikis ministris gancxadebiT, uaxlo-

es xanebSi saprocento ganakeTis Semcirebas `Tibisi

banki~ da `banki respublika~ apirebs.

www.adstation.ge

www.ogilvy.com

saerTaSoriso sareklamo saagentoebis umetesoba ar qmnis regionalur

ofisebs da upiratesobas lokalur saagentoebTan drodadro TanamSromlobas

aniWebs.

magram es Ogilvy-s modeli ar aris.

Cven gvjera, rom aseTi midgoma Cveni damkveTebis interesebs ar gamoxatavs.

Ogilvy-s msoflios 159 qveyanaSi 497 ofisi aqvs. arc erT sxva globalur jgufs

ar aqvs msgavsi masStabis qseli. ZiriTadi gansxvaveba imaSi mdgomareobs, rom

Cveni menejmenti, angariSebis da kreativis direqtorebi, namdvilad icnoben

erTmaneTs, regularulad xvdebian da uziareben gamocdilebas da resurss.

Ogilvy-s saqarTvelos ofisi centraluri da aRmosavleT evropis regions

miekuTvneba. am regionSi Ogilvy erT-erTi umsxvilesi moTamaSea, dsT-s masStabiT

ki pirveli.

Tqveni biznesi am erT-erT yvelaze swrafad mzard regionSia, sadac uamravi

SesaZlebloba arsebobs. Tumca, brendis Seqmnis Sansi mxolod erTxel

geZlevaT.

Cven gTavazobT mTeli regionis, mTeli msoflios gamocdilebas da eqspertizas

Tqveni brendis Seqmnis, ganviTarebisa da marTvis procesSi.

yvelaze lokaluri saerTaSoriso,

yvelaze saerTaSoriso lokaluri.


finansur kriziss ver gauZlo da amerikuli avtomSene-

blobis didi sameulis (General Motors (GM), Ford, Daimler

Chrysler) wevrma, GM-ma Tavi bankrotad aRiara. es GM-is

aqciebze mravalwliani fasis dacemis, sabazro niSebis

dakargvis da TanamSromelTa masiuri daTxovnebis sru-

liad logikuri Sedegi gaxda. zogierTi analitikosis

azriT, uaxloes aTwleuls verc darCenili ori gigan-

ti gadaurCeba.

amerikuli avtowarmoebis sruli kraxi am kompaniebSi

tradiciulad moqmedi principi gaxda _ miswrafeba

imisken, rom warmoebis yvela etapi erT xelSi moeqciaT

da totaluri kontroli ewarmoebinaT.

avtowarmoebis iaponuri modeli didi wili makomple-

qtebeli nawilebis Sesyidvas iTvaliswinebda da aTeu-

li wlebis ganmavlobaSi ukeT Seesabameboda drois

moTxovnebs. amerikuli sameulic cdilobda axali re-

aliebis gaTvaliswinebas, magram amas nela da mouqne-

lad akeTebda.

mainc, ra momavals winaswarmetyveleben eqspertebi?

zogierTi avtomSeneblobis dargSi warmoqmnil dRevan-

del mdgomareobas 1970-1980-ian wlebSi televizore-

bis dargSi arsebul situacias adarebs. maSinac aziuri

qveynebis mwarmoeblebTan gaCaRebuli mZafri konku-

renciis dros televizorebis mwarmoebeli amerikuli

kompaniebi RCA, Zenith da sxvebi, romlebic ar Cqarobd-

nen gardaqmnas, dRes an aRar arseboben, an igive aziuri

firmebis mieraa Sesyiduli.

yvelaze realistur scenarad eqspertebi arsebul

avtomobilebis konstruqciebSi cvlilebebis Setanas

miiCneven imisTvis, rom gaizardos warmadoba da maq-

avtowarmoeba

axali avtomobili?

simalurad iqnas gamoyenebuli avtowarmoebis ukve ar-

sebuli SesaZleblobebi. amisTvis ki `gigantebma~ uari

unda Tqvan srul teqnologiur ciklze da unda gada-

vidnen makompleqtebeli nawilebis Sesyidvaze im mcire

kompaniebidan, romlebic am saqmianobas ukeT arTmeven

Tavs.

aseTi kompaniebi ki, romlebic sxvadasxva mowyobilo-

bis gaumjobesebaze fiqroben, ukve mravlad arian. ma-

galiTad, Transonic Combustion-i muSaobs sawvavis inJe-

qtorebis Zalian viwro sferoSi da Sigawvis kameraSi

haerisa da sawvavis narevis Sefrqvevis sruliad axal

algoriTmebs qmnis. Fallbrook Technologies-s transmisiis

iseTi axali komponentebi gamoaqvs bazarze, romlebic

saSualebas iZleva 5%-mde Semcirdes sawvavis xarji

avtomobilis kondencioneris eleqtromoxmarebis op-

timizaciis gziT.

erT-erT mTavar mimarTulebad eqspertebi eleqtro-

mobilebs Tvlian. 2009 wlis aprilSi aSS-is energetikis

ministris, stiven Cus mier gakeTebuli gancxadebiT,

gardauvalia axal eleqtrul satransporto saSuale-

bebze gadasvla, romlebic energias sufTa, aRdgenadi

resursebidan miiReben (rogoricaa, magaliTad, mzisa

da qaris energia). ministris es gancxadeba axali ad-

ministraciis mxridan am mimarTulebis mxardaWeris

maCvenebelia da finansuradacaa gamyarebuli. magali-

Tad, axladSeqmnili mowinave energetikuli kvlevebis

federaluri saagentos (ARPA-E) mTavari sazrunavi Se-

sabamisi teqnologiuri cvlilebebis procesis inten-

sifikaciaa sakmarisi finansuri investiciebis ganxor-

cielebis gziT. es ki `akumulatorebis revoluciis~

dasawyisad SeiZleba miviCnioT.

biznesis siaxleebi

17seqtemberi 2009 N6 (26) biznesi: adamianebi, meTodebi, strategiebi

biznesis siaxleebi

Dekabank Deutsche Cirozentrale-is eqspertebma 31 yvelaze

msxvili ekonomikis kvleva Caatares. kvlevis Sedege-

biT Tu vimsjelebT, krizisma yvelaze metad TurqeTi,

ruseTi da singapuri daazarala. sxvebTan SedarebiT

seriozuli zarali iaponiam da germaniam ganicada.

TurqeTis mSp misi pikuri donidan 14,2%-iT, ruseTis _

11%-iT, singapuris ki 9,9%-iT daeca. aseTia `Cempion-

Ta~ Sedegebi. iaponiam ki mSp-s 8,3%-iani vardniT meo-

Txe adgili daimsaxura.

rogorc gairkva, krizisis dros yvelaze ukeT CineTis

mdgomareoba gamoiyureba _ man ekonomikis 10,1%-iani

zrda aCvena! indoeTis ekonomikac, mSp-is 7,6%-iani zr-

diT, SesaniSnavad gamoiyureba. evropaSi ki saukeTeso

Sedegi 2,2%-iani zrdiT poloneTs aqvs.

kvlevis Tanaxmad, krizisma yvelaze metad ganviTare-

badi qveynebi daazarala. Tumca, Sedegebis Tvalsazri-

siT, zarali ganviTarebul ekonomikebSic seriozuli

iyo.

magaliTad, mSp-is 6,9%-iani dacemiT (merve adgili)

germania evropaSi yvelaze metad dazaralda. italiam

ekonomika

Cempionebi

6,5%-iT meaTe adgili daikava. 3,9%-iT aSS meoce ad-

gilze moxvda.

sayuradReboa, rom, sabanko seqtorSi da uZravi qone-

bis bazarze arsebuli problemebis miuxedavad, aSS-is

da didi britaneTis danakargebi ufro naklebia, vidre

sxva qveynebis. aseTi paradoqsi imiT aixsneba, rom am

qveynebis ekonomika naklebadaa eqsportze damokide-

buli.

Dekabank Deutsche Cirozentrale-is eqspertebis azriT, mSp-

is vardna saxelmwifos biznes-modelis `sarkisebur

anarekls~ warmoadgens: rac metad iyo qveyana CarTu-

li globalur ekonomikaSi, miT metad dazaralda igi

krizisis Sedegad.

Tumca, rogorc Dekabank-is eqsperti, ulrix kateri

aRniSnavs, es sulac ar niSnavs, rom vinme, magaliTad

_ germania, uars ityvis eqsportze orientirebul

biznes-modelze. piriqiT, rogor elian, germania is

`lokomotivi~ gaxdeba, romelic regionis sxva eko-

nomikebs krizisidan gamosvlaSi daexmareba. marTlac,

ama wlis meore kvartlidan dawyebuli, germania da sa-

frangeTi ukve nela, magram mainc gamodian recesiidan.

eqspansiidan gadarCenisken

avtori: levan Jvania

ss `saqarTvelos bankis~ konsolidaciisa da

profesiuli praqtikis samsaxuris ufrosi


aqtualuri Tema

globaluri finansuri krizisi da

misi gamomwvevi mizezebi

erT-erTi umniSvnelovanesi da, SesaZloa, gada-

mwyveti faqtori, romelmac msoflios (globa-

luri) finansuri krizisi gamoiwvia, iafi fulis

waxalisebis gziT aSS-is mTavrobisa da federa-

luri sarezervo bankis (`fedi~ - Fed) mier ipo-

Tekuri sesxebis Warbi miwodebisa da moTxovnis

zrdis xelSewyobis politika gaxda.

2007 wlis seqtembridan 2008 wlis aprilis Ca-

TvliT `fed~-ma eqspansiuri monetaruli poli-

tika wamoiwyo: `fed~-is fondirebis ganakveTi

(Fed Fund Rate) 5.25%-dan 2%-mde, xolo sadiskon-

to ganakveTi _ 5.75%-dan 2.25%-mde Semcirda.

amave periodSi aSS-s sagadamxdelo balansis de-

ficitma mTliani Sida produqtis 6% Seadgina,

ramac, Tavis mxriv, xeli Seuwyo aziuri da na-

vTob eqsportiori qveynebis mxridan kapitalis

Semodinebas, aSS-Si Warbi likvidobis Camoyali-

bebas da ipoTekuri dakreditebisTvis saukeTeso

pirobebis Seqmnas.

kapitalis siWarbem da maRal amonagebze sul

ufro metma moTxovnam aSS-s bankebs agresiuli

dakreditebis politikisken da sesxebis gacemis

procedurebis gaiolebisken ubiZga. bankebma ga-

amartives dakreditebis standartebi da Seasus-

tes kontrolis sistema. damatebiT, mTavrobam

`provokaciuli~ dabali saprocenti ganakveTe-

biT waaxalisa arastandartuli ipoTekuri sesxe-

bis, e.w. ARM-ebis (Adjustable-Rate-Mortgage), gacema

dabal Semosavlian mosaxleobaze.

mcire da saSualo Semosavlebis mosaxleobaze ipoTeku-

ri sesxebis masiuri gacemis waxalisebis mizniT, iseT,

mTavrobis dafinansebaze myof, kompaniebze, rogore-

bicaa Fannie Mae da Freddie Mac, politikuri zewolac ki

ganxorcielda. mTavrobis Semdgomma mxardaWeram Fannie

Mae da Freddie Mac-i ipoTekuri sesxebis `anderraitin-

gis~ bazarze dominantebi gaxada.

amasTan, politikosebma, piradi gamorCenis miz-

niT, lobireba gauwies ipoTekuri dakreditebis

gigantebis Seqmnas, saidanac sargebels iRebdnen.

am yvelafers emateboda aqtivebis, maT Soris _

ipoTekuri sesxebis e.w. `seqiuriTizaciis~ anu

`fasian qaRaldebad SefuTvis~, totaluri zrda.

seqiuriTizaciis gaumWvirvalobam, riskebis ga-

dacemis praqtikam da maRalma `sabazro leve-

rijma~ e.w. `hausingis~ (binebis) bumi gamoiwvia.

swrafad gaizarda struqturuli da, maT Soris,

saxelmwifoebrivi Tu ekonomikuri ganviTarebis TvalsazrisiT saqarTvelosTvis 2008-2009 wlebi erT-erTi

yvelaze umZimesi gamodga. 2008 wlis saqarTvelo-ruseTis omma qveyanaSi mZime politikuri viTareba Seqmna. amas

globaluri finansuri krizisic daemata. cxadia, yovelive es investiciebis Semodinebasa da qveynis Semdgom

ekonomikur zrdaze mkafiod aisaxa.

miuxedavad Seqmnili mZime politikur-ekonomikuri viTarebisa, saqarTvelos sabanko sistemam sakmarisi mdgra-

doba da mzadyofna gamoavlina: misi kapitalizaciis (2008-2009 wlebis saSualo maCvenebeli - 20%) da likvidobis

(2008-2009 wlebis saSualo maCvenebeli - 22.5%) done, saqarTvelos erovnuli bankis mxridan maqsimalurad kon-

servatuli regulirebis Sedegad, sakmarisad maRali aRmoCnda.

komerciuli bankebisagan krizisis rTuli procesidan Rirseulad gamosvla da Semdgomi ganviTareba mkafio

rekomendaciebis SemuSavebasa da maT ganxorcielebas moiTxovs. amisaTvis ki, upirveles yovlisa, globaluri

ekonomikuri krizisis mizez-SedegTa gacnobiereba da, Semdeg, menejmentisTvis komerciuli bankebis saqmiano-

bis yvela mniSvnelovani strategiuli mimarTulebiT rekomendaciebis Camoyalibebaa saWiro. swored esaa Cveni

statiis mizani.


aqtualuri Tema

1996

0

9

9

10

22

24

31

32

68

10 20 30 40 50 60 70 80

1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008Q1

2008Q2

diagrama 1. sekiuriTizebuli ipoTekuri sesxebis wili ipoTekur

dakreditebaSi %

leveriji, ivnisi 2008

60%

70%

80%

Credit Unions

Saving institutions

Commercial Banks

Fannie Mae

Federal Home Loan Bank

Global Investment Banks

Brokers / Hedge Founds

Freddie Mae

50%

40%

30%

20%

10%

0%

gansakuTrebulad seqiuriTizebuli produqte-

bi. struqturuli produqtebi warmoiqmneboda

ipoTekuri sesxebis fuladi nakadebisgan. seqiu-

riTizaciam kidev ufro Seasusta sesxebis gace-

mis standartebi. ipoTekuri sesxebis brokerebi,

sainvesticio bankirebi da sxva CarTuli mxare-

ebi sakomisioebs iRebdnen da sjerodaT, rom

risks Tavidan icilebdnen. avtomaturma ander-

raitingma da sakredito dokumentaciis simwirem

gadaxdisunarianobis araadekvaturi kontroli

da 2007 wels seqiuriTizebuli arastandartu-

li ipoTekuri sesxebis 68%-mde zrda gamoiwvia

(diagrama #1).

seqiuriTizaciam sakredito defoltis riski

bankebis balansebs gareT da analitikosebis yu-

radRebis miRma datova. realurad bankebi, seqiu-

riTizaciis saSualebiT, investorebs gadasce-

mdnen im sakredito riskebs, romlebsac TviTon

warmoSobdnen (ix. `seqiuriTizaciis sqema~):

2001-2006 wlebSi seqiuriTizebuli arastan-

dartuli ipoTekuri sesxebis wili 54%-dan

75%-mde gaizarda. sainvesticio bankebi, sai-

poTeko sesxebis brokeruli kompaniebi da

sxva finansuri institutebi maRali leveri-

jis koeficientiT gamoirCeodnen. maT girao-

Ti uzrunvelyofili savalo valdebulebebis

(CDO) an sxva komerciuli fasiani qaRaldebis

didi raodenobiT gamoSvebis saSualeba hqon-

daT. magaliTad, sainvesticio bankebisTvis

aRniSnuli maCvenebeli (valdebulebebi/kapi-

talTan) 30-s udrida (diagrama #1). nasesxebi

saxsrebiT Sesyiduli aqtivebis Rirebulebis

Semcirebam maRali saprocento ganakveTebis

mqone moklevadiani refinansirebebi gamoiwvia,

ramac finansuri institutebis gakotrebis

riski mniSvnelovnad gazarda.

sesxebis SefuTvebis praqtikam defoltis riski

damala, rasac reitinguli saagentoebic uwyo-

bdnen xels. sesxebis meorad bazarze gayidviT

ipoTekuri sesxebis brokerebi sakomisioebs iRe-

bdnen da, radgan aseTi tranzaqcia araviTar

riskTan ar iyo dakavSirebuli, naklebi yura-

dReba eqceoda gadaxdisunarianobis analizs.

sazedamxedvelo organoebi, romlebic rTuli

biurokratiuli struqturebiT da ufleba-mo-

valeobaTa aramkafio gamijvniT gamoirCeodnen,

veRar uzrunvelyofdnen ipoTekuri sesxebis

sabrokero kompaniebis saqmianobaze efeqtian

zedamxedvelobasa da kontrols. garda amisa,

mzardi Crdilovani sabanko bazris (rogorebi-

caa `kerZo kapitalis saxlebi~ da `hej fondebi~)

zedamxedvelobis ararsebobam waaxalisa mokle-

vadiani moziduli saxsrebis aralikvidur gr-

Zelvadian aqtivebSi ganTavsebebis da sakredito

derivativebis gamoyenebis praqtika. aRniSnul

kompaniebs uaryofiTi gepebisa da vadianobebis

SeuTavseblobis problemebi SeeqmnaT. mniSvne-

lovan faqtors saerTaSoriso sabanko regula-

ciebis SeuTavseblobac warmoadgenda.

investorebi da sareitingo

saagentoebi

investorebis mxridan maRalriskian investicie-

bSi ganTavsebebma, romlebic riskis Sefasebis

SezRudul SesaZleblobebs Seicavda, finansuri

krizisi ganapiroba. Dot.com-is `sapnis buStis~

gaskdomam (2001-2003) momgebianobis koeficien-

tebi dabla dawia _ TiTqmis imave doneze, rac


fiqsirebul savalo fasian qaRaldebs aqvT. Se-

sabamisad, kapitalis organizebul bazrebze in-

vesticiebma mimzidveloba dakarga. biznesisa da

ekonomikuri garemos xelsayrelobam investore-

bs maRali amogebis normebis Ziebisken ubiZga.

rTuli struqturirebuli finansuri instrumen-

tebis (CDO, CDO2) riskis Sefasebis modeli sakma-

od arazust daSvebebs efuZneboda. isini meorad

safinanso bazarze ar ivaWreboda da institu-

cionalur investorebs potenciuri sakredito

riskebis Sefasebis SezRuduli SesaZleblobebi

gaaCndaT. investorebi, faqtiurad, brmad eyrd-

nobodnen iseTi sareitingo saagentoebis Sefa-

sebebs, rogorebicaa `S&P~, `Moody’s~, romelTa

mixedviT, `seqiuriTizebul~ sakredito produ-

qtebs iseTive Sefaseba gaaCndaT, rac maRali xa-

risxis sxva fasian qaRaldebs.

arsebobda interesTa konfliqtic _ aRniSnuli

saagentoebi finansdeboda da Semosavlebs iRe-

bda im firmebisgan, romlebic yiddnen savalo

instrumentebs investorebze, rac am ukanaskne-

lebs yuradRebis miRma rCebodaT.

uZravi qonebis bazris kolafsi

2006 wels uZrav qonebaze spekulaciurma opera-

ciebma rekordul maCveneblebs miaRwia. mTliani

garigebebidan uZravi qonebis sainvesticio miz-

nebisTvis 22%, xolo 14% _ saagarako saxlebis

SeZenebma Seadgina. Sesyidvebis 40%-mde ararezi-

dentebze modioda. sayovelTaod gavrcelebuli

iyo auSenebeli sacxovrebeli saxlebis didi mo-

culobebiT (e.w. `haeris~) Sesyidvebisa da mokle

droSi fasis zrdiT spekulaciuri mogebis miRe-

bis tendencia (diagrama #2).

wlebis ganmavlobaSi sesxebis gacemis standar-

tis Sesustebam, sesxebze SeRavaTebma da uZrav

qonebaze fasebis matebam msesxeblebi maRal

saprocento ganakveTiani ipoTekuri sesxebis

mozidvaze waaxalisa im rwmeniT, rom isini ma-

leve SeZlebdnen ufro xelsayrel saprocento

seqiuriTizaciis sqema:

pirveli etapi:

msesxebeli sesxulobs gamsesxeblisgan. es SeiZleba

moxdes saipoTeko brokeris daxmarebiT an mis gareSec.

rogorc wesi, gamsesxebels da brokers aRaranairi Sexeba

aRar aqvT msesxebelTan mas Semdeg rac sesxi gaicema.

meore etapi:

gamsesxebeli yidis sesxs emitentze da msesxebeli ki iwye-

bs periodul gadaxdebs momsaxurebis gamwevze.

mesame etapi:

emitenti yidis fasian qaRalds investorze. anderraiteri

exmareba emitents gayidvaSi, sareitingo saagento aniWebs

reitings am fasian qaRalds da aseve damatebiT kreditis

gadazRvevac (anu gamagreba) SeiZleba moxdes.

meoTxe etapi:

momsaxurebis gamwevi agrovebs msesxeblisgan periodul

gadaxdebs sesxze da gadascems am gadaxdebs emitents,

romelic Tavis mxriv uxdis investors. momsaxurebis

gamwevi da mindobili piri marTaven problemur sesxebs da

muSaoben maT amoRebaze.

saipoTeko

brokeri

sesxi

sesxi

gadaxdebi

fasiani

qaRaldi

fuli

fuli

sesxis Tanxagamsesxebeli

emitenti

(mag.:sainvesticio

banki)

investori

mindobili piri

anderraiteri

sareitingo saagento

kreditis gadamzRvevi

msesxebeli

gadaxdebi sesxze

gadaxdebi sesxze

momsaxurebis

gamwevi

aqtualuri Tema


1998

Q1 07

1999

Q2 07

2000

Q3 07

2001

Q4 07

2002

Q1 08

2003 2004 2005 2006 2007 2008

diagrama 2. gayiduli binebis raodenoba, mln.

binebze fasebis vardna

1.2

0%

1.4

1.8

1.6

2

1

-5%

0.8

-10%

0.6

-15%

0.4

-20%

0.2

-25%

0

-30%

ganakveTiT refinansirebas. ekonomikuri bumis

periodSi uZravi qonebis Warbma miwodebam da

mSeneblobebma uZravi qonebis Warbi maragebi Se-

qmna. `ioli kreditis~ politikam ki qonebis fa-

sebis zrdis molodinTan erTad gadaxdisuunaro

sesxebi waaxalisa.

2007 wlis dasawyisSi uZravi qonebis, kerZod _

sacxovrebeli saxlebis, Warbma miwodebam fase-

bze uaryofiTi tendenciebis gamovlena daiwyo

(diagrama #2). S&P Case Shiller Index-is mkveTrma Se-

mcirebam umal imoqmeda uZravi qonebis mepatro-

neTa keTildReobasa da gadaxdisunarianobaze _

mravalma maTganma aRmoaCina, rom maTi kapitali

ganulda an, sulac, uaryofiTi gaxda. Sedegad,

maTi qoneba sasesxo valdebulebaze naklebi Ri-

rebulebis aRmoCnda.

2006-2007 wlebSi saprocento ganakveTebma zrda

daiwyo, xolo uZravi qonebis fasebi daeca, ris

gamoc sasesxo valdebulebebis refinansireba

garTulda da, sabolood, mravali msesxebelis

mxridan defolti gamoiwvia (diagrama #3). uZra-

vi qonebis fasebis dacemam gazarda msesxebelTa

mxridan defoltebi da ipoTekaSi Cadebuli qo-

nebebis dakargvis SemTxvevebi.

vadagadacilebebis da defoltebis gansakuTre-

biT maRali done arastandartuli segmentisTvis

gaxda damaxasiaTebeli. aSS-Si 2006-2008 wlebis

bankebisa da investorebis mier ipoTekiT dasaku-

Trebuli qonebebis zrdis aCqarebulma tempma

globalur finansur kriziss misca biZgi. 2007

wels, kreditorebis mier aSS-Si daaxloebiT 1.3

milioni erTeuli uZravi qoneba ipoTekiT iqna

dasakuTrebuli. aseTi aqtivebis moculoba 2007

wels 2006 welTan SedarebiT 79%-iT gaizarda.

krizisis gavrceleba finansur

bazrebze

krizisi pirvelad sabinao da komerciuli far-

Tebis ipoTekur sesxebTan dakavSirebul fasian

qaRaldebs Seexo (RMBS, CMBS), Semdeg ki gadaedo

sxvadasxva aqtivebiT (ABS) uzrunvelyofil da,

bolos, korporatiul savalo fasian qaRaldebs.

finansur bazarze krizisis gavrceleba sam fa-

zad SeiZleba daiyos:

1. 2006 wlis Sua periodSi RMBS-dan CMBS-ze gavrceleba _

rodesac sabinao ipoTekur sesxebTan dakavSirebul fa-

sian qaRaldebze (RMBS) fasebi daeca, ramac komerciul

ipoTekur sesxebTan dakavSirebul fasian qaRaldebze

riskis premiis momateba gamoiwvia. CBMX-is spredis

gazrda masTan dakavSirebuli aqciebis fasis realur

cvlilebas ki ar efuZneboda, aramed imas, rom bankebi

da investorebi riskebis TvalsazrisiT RMBS-ebis ana-

logiurad afasebdnen CMBS-ebis segmentsac.

2. 2007 wlis dasawyisSi MBS-dan ABS-ebis mTel bazarze

gavrceleba _ ipoTekuri sesxebis seqtoris mimarT un-

doblobam sxva segmentebis, rogoricaa studenturi

sesxebi, avto-sesxebi da sakredito baraTebi, defol-

tis faruli riskebi warmoaCina. Sesabamisad, bazarze

aRniSnul segmentebTan dakavSirebul fasian qaRal-

debzec fasebis vardna daiwyo da ABS-ebis mTel bazars

moedo.

3. 2007 wlis meore naxevarSi korporatiuli savalo

instrumentebis bazarze gavrceleba _ ABS-ebis fasebis

aqtualuri Tema


vardnis procesi korporatiul savalo instrumenteb-

sac gadaedo, maT Soris ara mxolod moklevadian, ara-

med grZelvadian korporatiul bondebs. AAA reitingis

korporaciebic ki iZulebulebi gaxdnen bondebze maRa-

li risk premiebis gadaxda daewyoT.

Seiqmna iseTi viTareba, roca bazris monawilee-

bis sul ufro mzard raodenobas aRar Seswevda

unari daefinansebina rogorc sakredito, ise sa-

valo operaciebi.

finansuri institutebis, maT Soris _ komerciu-

li bankebis, mier sesxebisa da sxva finansuri

instrumentebis masiurma Camowerebma kapitalis

normis adekvaturobisa da likvidobis proble-

mebi Seqmna, ramac isini aiZula kapitalis mo-

zidvaze daewyoT zrunva (danarTi #3). aqtive-

bis Camoweram, sakredito resursebis deficitma

da likvidobis moklevadianobam bankebisadmi

ndobis dakargvis sindromi gamoiwvia rogorc

klientebis, ise kreditori bankebis mxridan.

Tavad bankebmac daiwyes dakreditebis procesis

Seneleba, saprocento ganakveTebis aweva, bankTa-

Soris kreditebze da sesxebis gacemis standar-

tebis gamkacreba.

fizikur Tu iuridiul pirebSi bankebis likvi-

dobaSi eWvis gaCenam da undoblobam panika war-

moSva. depozitarebma bankebidan Tanxebis gatana

da angariSebis daxurva daiwyes.

banki Northen Rock-i, rogorc gadaxdisuunaro, krizisis

pirveli msxverpli gaxda. 2008 wlis 2 Tebervals igi Her

Majesty’s Government- ma Seisyida. Semdeg ki bankebma katas-

2001 2002 2003 2004 2005 2006 2007

1 YEAR ARM RATE

globaluri Camowerebi regionebis

mixedviT (USD mlrd)

US Banks; 241.7 Japanese Banks; 12.5

Middle Eastern Banks; 2.7 Asian Banks; 26.3

Canadian Banks; 10.7 European Banks; 193.2

6.0%

7.0%

5.0%

4.0%

3.0%

2.0%

1.0%

0.0%

kompania

aqtivebis

Camowerebi

(mlrd USD)

moziduli

kapitali

(mlrd USD)

CitiGroup 55.1 49.1

Merrill Lynch 52.1 29.9

UBS 44.2 28.3

HSBC 27.4 5.1

Wachovia 22.5 11

Bank of America 21.2 20.7

Morgan Stanley 15.7 5.6

IKB Deutsche 15.3 12.3

Washington Mutual 14.8 12.1

Royal Bank of Scotland 14.9 23.5

JP Morgan Chase 14.3 7.9

Deutsche Bank 10.8 3.2

Credit Suisse 10.5 2.7

Wells Fargo 10 4.1

Barclays 9.1 18.6

Lehman Brothers 8.2 13.9

Credit Agricole 8.0 8.8

Fortis 7.4 7.2

HBOS 7.1 7.6

Societe Generale 6.8 9.8

Other European Banks 67.1 30.5

Other US Banks 40.2 22.8

Other Asian 20.1 18.4

Other 19.1 26.1

Total 521.9 379.2

diagrama 3.

aqtualuri Tema


trofuli siswrafiT daiwyes gakotreba. depozitebis

dazRvevis federaluri korporacia (Federal Deposit Insu-

rance Corporation- FDIC) iZulebuli gaxda maTi daxurva da-

ewyo. mravali komerciuli banki da finansuri institu-

ti gaiyida an ufro myar finansur mdgomareobaSi myof

finansur instituts Seerwya (diagrama #4). sakredito

kavSirebis erovnul administracias (National Credit Union

Administration - NCUA) mravali sakredito kavSiris daxurva,

likvidacia an gayidva mouwia aSS-Si da did britaneTSi.

sabolood, msoflio bazarze warmoiSva kapitalis de-

ficiti, ramac fulis gaZvireba gamoiwvia. amis erT-erT

TvalsaCino maCvenebels TED Spread-i warmoadgens, rome-

lic aSS-s saxazino (T-Bills) da evrodolarul (Eurodollar

Bills) valdebulebebis saprocento ganakveTebs Soris

gansxvavebas warmoadgens. aRniSnuli spredi 2005-2006

wlebis ganmavlobaSi 0.5%-s ar cdeboda, maSin roca 2007

wlis agvistodan man sagrZnobi mateba daiwyo da 2.3%-dan

(2008 wlis oqtombrisTvis) 4.5%-s miaRwia (diagrama #5).

centraluri bankebis intervenciebi

2004-2006 wlebis sapirispirod, roca FED-i maR-

la wevda saprocenti ganakveTs inflaciis tem-

pis Sesaneleblad, 2007 wlis bolos, recesiis

prevenciisa da ipoTekuri sesxebis bazris ga-

mococxlebisaTvis man saprocento ganakveTebis

dabla daweva daiwyo. igive strategias mimarTa

evropis centralurma bankma.

garda amisa, centralurma bankebma bankTaSoris

sesxebze da fasiani qaRaldebiT vaWrobaze ga-

rantorebad gamosvla da mTavrobebTan erTad

krizisidan gamosvlis RonisZiebaTa paketebis

erToblivi SemuSaveba daiwyes. FED-ma Wall Street-is 20 umsxvilesi firmis bolo instanciis kredi-

toroba gamoacxada, rac manamde mxolod komer-

ciuli bankebisTvis iyo SesaZlebeli. amis garda,

FED-ma dilerebs SesaZlebloba misca pirdapir

fulze hqonodaT wvdoma im aqtivebis safasurad,

romlebic ukve aqtiur bazarze aRar ivaWreboda

da ufasurdeboda.

krizisis gavrceleba realur

ekonomikaze:

sabolood safinanso krizisma realuri ekonomi-

kis TiTqmis yvela dargi moicva da Seexo uamrav

kompanias mTel msoflioSi. sasaqonlo fiuCer-

sebis spekulaciebiT gamowveulma krizisma 2007-

2008 wlebSi sakvebze fasebis kolafsi gamoiwvia.

kerZod, finansurma spekulantebma, romlebic

did mogebas elodnen uZravi qonebis biznesidan

(maT Soris _ ipoTekur sesxebTan dakavSirebu-

li fasiani qaRaldebidan), TavianTi resursebis

sakvebisa da nedleulis bazrebze reinvestireba

moaxdines. trilionobiT aSS dolaris kapitalis

kvebis industriaSi mozRvavebam fasebis masiuri

zrda gamoiwvia iseTi pirveladi moxmarebis pro-

duqtze, rogoricaa xorbali.

gaizarda umuSevrobis done ara mxolod safi-

nanso, aramed sxva industriebSic, ris gamoc

Semcirda moTxovna turistul momsaxurebebze,

garTobis biznesebze, fufunebis sagnebze (maT

Soris _ maRali klasis avtomobilebze). krizisma

aseve seriozuli dartyma miayena sahaero trans-

portis, sastumros, dasvenebis, garTobis servi-

gayiduli kompania myidveli Sesyidvis gamocxadeba

Northen Rock Her Majesty's Government 22.02.08

Bear Steams JP Morgan Chase 01.04.08

Catholic Building Society Chelsea Building Society 07.06.08

Countrywide Financial Bank of America 01.07.08

Aliance & Leicester Banco Santander SA 14.07.08

Roskilde Bank Danmarks Nationalbank (Danish Central Bank) 26.08.08

Derbyshire Building Society Nathionwide Building Society 08.09.08

Cheshire Building Society Nathionwide Building Society 08.09.08 -pre

Merrill Lynch Bank of America 14.09.08 -pre

American International Group United States federal government 16.09.08 -pre

Lehman Brothers (partly) Barclays plc 17.09.08

HBOS Lloyds TSB 18.09.08 - pre

Washington Mutual JP Morgan Chase 26.09.08

Lehman Brothers (partly) Nomura Holdings 26.09.08

Bradford & Bingley Her Majesty's Government (Mortgage Assets), Banco Santander SA (Savings Liabilities) 26.09.08

Fortis Government of Netherlands (Dutch assets) BNP Paribas (Belgian and Luxembourg assets) 30.09.08

Dexia The belgian, French and Luxembourg gov. 30.09.08

Wachovia Wells Fargo 03.10.08

Landsbanki Icelandic Financial Supervisory Authority 07.10.08

Glitnir Icelandic Financial Supervisory Authority 08.10.08

Kaupthing Bank Icelandic Financial Supervisory Authority 09.10.08

BankWest (subs. Of HBOS) Commonwealth Bank of Australia 09.10.08

Royal Bank of Scotland (63% bought) Her Majesty's Government 13.10.08

HBOS (43.5% bought) Her Majesty's Government 13.10.08

Lloyds TSB (43.5% bought) Her Majesty's Government 13.10.08

Sovereign Bank Banco Santander SA 13.10.08

diagrama 4. Northen Rock- iT dawyebuli Serwymebi da Sesyidvebi safinanso industriaSi

aqtualuri Tema


sebsa da saavtomobilo warmoebebs. dou-jonsis

saSualo industriuli (DJIA) indeqsi 2008 wlis 9

oqtombris pikidan 14,164-dan imave wlis 20 noem-

bers 7,507-mde daeca (diagrama #6).

recesiis fskeri da ekonomikis

gamococxlebis prognozi

World Economic Outlook-i (saerTaSoriso savaluti

fondis analitikuri gamocema) 2009 wlis 8 ivli-

sis angariSSi iuwyeba, rom 2009-2010 wels mso-

flio ekonomikis 2.5%-iani zrdaa mosalodneli.

2010 wels msoflios realuri mTliani Sida pro-

duqtis 2.9%-iani zrdaa dagegmili (diagrama #7).

monacemebi sakmaod imedis momcemia da msoflios

qveynebis centraluri bankebisa da mTavrobebis

antikrizisuli Zalisxmevis aSkara Sedegia.

Tumca, igive mTavrobebsa da centralur bankebs

safinanso bazrebze seriozuli maregulirebeli

muSaoba mouwevT, raTa momavalSi acilebul iqnas

an Serbildes msgavsi krizisebis realur ekonomi-

kaze zemoqmedeba. Tu msoflio qveynebis mTavrobe-

bma ar gaamkacres kontrolis meqanizmebi safinan-

so bazrebze da yvela sistemuri riskis matarebel

industriebze, msoflio ekonomikis integrirebis

maRali tempi momavalSi kidev ufro meti globa-

luri ekonomikuri krizisis mizezi SeiZleba gaxdes.

realurad ki saxezea amJamindeli msoflio safinan-

so bazris sistemuri krizisi, romelic unificire-

buli standartebis, regulaciebisa da sabolood

gaerTianebis, anu safinanso bazris ̀ axali msoflio

wesrigis~ Camoyalibebas Seuwyobs xels.

2008 wlis agvistos saqarTvelo-ruseTis omisa

da globaluri finansuri krizisis gavlena

saqarTvelos ekonomikasa da saqarTvelos

sabanko sistemaze

qarTulma bankebma sakmaod didi zarali naxes,

2008 wels zrdis tempi sagrZnoblad Seumcir-

11.05 01.06 03.06 05.06 07.06 09.06 11.06 01.07 03.07 05.07 07.07 09.07 11.07 01.08 03.08 05.08 07.08 09.08 11.08

diagrama 5. TED SPREAD, 3 YEARS, (NOV. 05 - NOV. 08)

3.0%

3.5%

4.5%

4.0%

5.0%

2.5%

2.0%

1.5%

1.0%

0.5%

0.0%

2006 2007 2008

diagrama 6. DOW JONES INDUSTRIAL AVERAGEJAN 2006 - NOV 2008

10000

13000

10500

13500

11000

14000

11500

14500

9500

12500

9000

12000

8500

8000

7500

7000

aqtualuri Tema


daT, xolo 2009 wels kleba SeiniSneba. umuSe-

varTa armias bankis TanamSromelTa nawilic Seu-

erTda.

yvelaze didi raodenobiT TanamSromlebis da-

Txovna im bankebs mouwiaT, romlebic 2006-2007

wlebSi eqspansiur politikas axorcielebdnen

(saqarTvelos banki, Tibisi banki) da, axali pro-

duqtebisa Tu gayidvis arxebis gafarToebas-

Tan erTad, personalis intensiuri zrdiT iyv-

nen dakavebulebi. TanamSromlebis Semcirebebis

gareSe da SedarebiT iolad gamovidnen iseTi

bankebi, romlebic eqspansiisgan Tavs ikavebdnen

da niSur strategias misdevdnen.

qveyanaSi investiciebis Semodinebis Semcirebam,

umuSevrobis zrdam da, Sesabamisad, mosaxleobis

Semosavlebis klebam mkveTrad Seamcira moTxo-

vna iseT sacalo-sabanko produqtebze, rogo-

rebicaa samomxmareblo sesxebi, ganvadebebi da

ipoTekuri sesxebi. aseve seriozulad Semcirda

korporatiuli sabanko gayidvebi. globalurma

safinanso krizisma TiTqmis yvela dargis kom-

paniebis gayidvebze imoqmeda, sagrZnoblad Sem-

cirda maTi Semosavlebi da gauaresda kreditu-

narianoba.

sabanko biznesi, romelic sistemuri riskis matarebe-

lia, yvelaze naTlad asaxavs qveynis ekonomikis mdgo-

mareobas da im Sedegebs, rac ZiriTadad omma da globa-

lurma finansurma krizisma gamoiwvia. mTliani sabanko

aqtivebi 2006 wlis dekembridan 2007 wlis dekembramde

4,2 mlrd-dan 7.2 mlrd laramde (71%-iT) gaizarda (dia-

grama #8). es ekonomikuri zrdis piki iyo. 2007 wlis

dekembridan 2008 wlis dekembramde gamoikveTa zrdis

tempis Seneleba. kerZod, mTliani sabanko aqtivebis zr-

dam 7.2-dan 8.8 mlrd laramde (22%) Seadgina. 2009 aqtive-

bma kleba daiwyo da, Sesabamisad, wlis dasawyisidan mi-

mdinare wlis pirveli kvartlisTvis 8,8 mlrd laridan

8,2 mlrd laramde 6%-iT Semcirda.

mTliani arasabanko iuridiuli da fizikuri pirebis

depozitebi 2006 wlis bolodan 2007 wlis bolomde 2

mlrd-dan 3.2 mlrd laramde (60%-iT) gaizarda. maT So-

ris fizikuri pirebis vadiani depozitebi, romlebic

qveynaSi dovlaTis dagrovebis, mosaxleobis keTil-

dReobis da Crdilovani ekonomikidan fulis sabanko

seqtorSi Semodinebis erT-erTi mniSvnelovani maCvene-

belia, 0.8 mlrd-dan 1.1 mlrd laramde (37.5%-iT) gaizar-

da. 2007 wlis bolodan 2008 wlis bolomde arasabanko

depozitarebis zrdis tempi sagrZnoblad Semcirda da

3.2 mlrd-dan 3.5 mlrd laramde (mxolod 9%-iT) gaizar-

da, rasac 2008 wlis agvistos ruseT-saqarTvelos ommac

Seuwyo xeli.

2008 wlis ivlisis bolosTvis arasabanko depozitebi

3.5 mlrd lars, xolo imave wlis agvistos bolos - 3.06

mlrd lars Seadgenda. maTgan fizikuri pirebis vadiani

Q1.

05

Q2.

05

Q3.

05

Q4.

05

Q1.

06

Q2.

06

Q3.

06

Q4.

06

Q1.

07

Q2.

07

Q3.

07

Q4.

07

Q1.

08

Q2.

08

Q3.

08

Q4.

08

Q1.

09

Q2.

09

Q3.

09

Q4.

09

Q1.

10

Q2.

10

Q3.

10

Q4.

10

diagrama 7. msoflio mTliani Sida produqtis dinamika kvartlebis mixedviT (%, wliuri)

2.0%

4.0%

8.0%

6.0%

10.0%

12.0%

0.0%

-2.0%

-4.0%

-6.0%

-8.0%

-10.0%

ganviTarebadi ekonomikis qveynebi msoflio ganviTarebuli ekonomikis qveynebi

aqtualuri Tema


depozitebi 1.3 mlrd lars gautolda, xolo imave wlis

agvistos bolos depozitebis odenobam 1.1 mlrd lari

Seadgina. anu, sabanko sistemis arasabanko depozitebi-

dan 440 mln lari gaedina, saidanac 200 mln lari fizi-

kuri pirebis vadiani depozitebi iyo.

2009 wels sistemaSi arasabanko vadiani depozitebis Se-

mcireba SeiniSneba. kerZod, wlis dasawyisidan martis

bolomde arasabanko depozitebis odenoba 3.5 mlrd

laridan 3.1 mlrd laramde, anu 11%-Taa Semcirebuli.

sakredito dabandeba 2006 wlis bolodan 2007 wlis bo-

lomde 2.7 mlrd-dan 4.5 mlrd laramde 67%-iT gaizar-

da, xolo sesxebze danakargebis rezervis Sefardeba

mTlian sakredito dabandebasTan erovnuli bankis

rezervirebis meTodologiiT stabilurad 3.6%-s Se-

adgenda. 2008 wlis bolosTvis es maCvenebeli 9%-mde

gaizarda, xolo ama wlis martis bolosTvis 10.5% Sead-

gina, rac sesxebis riskis zrdasa da portfelis xaris-

xis gauaresebaze metyvelebs (diagrama #9). 2008 wlis

bolosTvis sakredito dabandeba 6 mlrd lars Seadgen-

da, anu zrdam mxolod 33% Seadgina da Senelda, xolo

2009 wlis martis bolosTvis man 5.7 mlrd lari Seadgina

da 5%-iT Semcirda.

2006 da 2007 wels sabanko sistemis mogebam Sesabamisad

84 mln da 94 mln lari Seadgina (diagrama #9), xolo 2008

wels 255 mln laris zarali dafiqsirda, saidanac 314

mln laris zarali agvisto-dekembris periodze modis,

manamde ki (ianvar-ivlisis CaTvliT) mogeba 59 mln lars

Seadgenda. 2009 wlis pirvel kvartalSi sistemam 22 mln

laris zarali miiRo.

2008 wlis agvistos omamde wlebis ganmavlobaSi Tvis

saSualo likvidobis koeficienti (Tvis saSualo li-

kviduri aqtivebi / Tvis saSualo valdebulebebi) 30%-s

Seadgenda, xolo imave wlis seqtembridan seb-ma maCve-

nebeli 20%-mde dawia. globaluri krizisis gamZafrebi-

sa da agvistos omis fonze es seb-is mxridan iZulebiT

gadadgmuli nabiji ufro iyo, radgan bankebis umete-

sobas 2007 wlis bolosTvis aRniSnuli koeficientebi

an mudmivad darRveuli hqondaT, an darRvevis zRvarze

imyofebodnen. 20%-mde koeficientis Camoweva `status

quo~-s aRiareba da, aseve, garkveuli RonisZieba iyo,

raTa mosaxleobaSi panika ar gaCeniliyo bankebis mier

likvidobis moTxovnebis totaluri darRvevebis gamo.

amasTan, isic unda aRiniSnos, rom 20%-iani maCvenebeli

mainc sakmaod konservatulad SeiZleba CaiTvalos.

realurad, globaluri krizisisa da omis gamo,

sabanko sistemas likvidobis problemebi mainc

2006 2007 2008 2009 Q1

diagrama 8. saqarTvelos sabanko sistema

(jamuri monacemebi mln larebSi)

7000

8000

9000

10000

6000

5000

4000

3000

2000

1000

mTliani aqtivebi mTliani arasabanko depozitebi

mTliani sesxebi mTliani fizikuri pirebis depozitebi

2006 2007 2008 2009 Q1

saqarTvelos sabanko sistemis jamuri wminda mogeba/

zaralis dinamika seb-is standartiT (aTas larebSi)

300000

250000

200000

150000

100000

50000

50000

100000

150000

0

2006 2007 2008 2009 Q1

diagrama 9. sesxebze SesaZlo danakargebis rezervis dinamika

saqarTvelos erovnuli bankis (seb) standartis mixedviT (%):

12.0%

10.0%

8.0%

6.0%

3.6%

84.331 94.397

254.579

22.161

3.6%

9.0%

10.5%

4.0%

2.0%

0.0%

Seeqmna. saqarTvelos 6 umsxviles banks, rom-

lebsac mTliani sabanko sistemis 84% ukaviaT,

likvidoba 2009 wlis 1-el kvartalSi 26.3%-dan

aqtualuri Tema


22.1%-mde SeumcirdaT (diagrama #10). am maCvene-

blis Semcirebas ki depozitebis gadineba iwvevs

da ara dakreditebis aqtiuri politika. likvi-

dobis Semcirebis tendencia aSkarad SeiniSneba

2009 wlis pirvel kvartalSi, romlis mixedvi-

Tac, depozitebi sistemaSi 13%-iT Semcirda.

gasagebia, rom bankebis menejmentma yvela Rones

unda mimarTon da moiZion depozitebis mozid-

vis wyaroebi. es miT ufro aucilebelia, roca,

qveyanaSi gazrdili politikuri da ekonomikuri

riskebis gamo, saqarTvelos bankebs uWirT sa-

erTaSoriso kapitalis bazrebidan resursebis

mozidva, romelic isedac deficituri da ga-

Zvirebulia (saqarTvelos bankebis kreditore-

bad jerjerobiT mxolod EBRD, IFC da O PIC gamo-

dian).

rekomendaciebi

Seqmnili situacia krizisidan gamosvlis da Se-

mdgomi ganviTarebis efeqtiani gzebis Ziebas

moiTxovs. SevecdebiT CamovayaliboT is reko-

mendaciebi, romlebic, Cveni azriT, komerciuli

bankebis menejments waadgeba am rTuli amocanis

gadawyvetisas.

biznesis ganviTarebisa da marketinguli strate-

giis mimarTulebiT:

bankis menejmenti unda daubrundes mTavar kompe-

tencias (anu e.w. Core Banking-s) da uari Tqvas sxva indus-

triebSi eqspansiaze;

bankis menejmenti unda Seecados minimaluri da-

nakargebiT daxuros is biznes mimarTulebebi, romle-

bic krizisis pirobebSi zaraliania. Tu maTi gayidva

investorze ver moxerxda, saWiroa biznesidan gamosvla

aqtivebis mokle droSi realizaciis gziT. im SemTxve-

vaSi, Tu biznesidan gamosvlis danaxarjebi didia, maSin

unda daiwyos biznesebis optimizacia xarjebis maqsima-

luri Semcirebis mimarTulebiT;

bankis menejmentma sareklamo Tu PR_aqciebis saSua-

lebiT unda ganaxorcielos is marketinguli RonisZie-

bebi, romlebic mimarTuli iqneba depozitarebisa da

investorebis bankisadmi ndobis amaRlebisken;

bankis menejmentma unda srulyos saoperacio da

saangariSgebo programuli uzrunvelyofa an saerTod

moaxdinos misi Secvla _ biznes-procesebis optimiza-

ciis TvalsazrisiT krizisi da biznes aqtivobis Semci-

reba saukeTeso droa.

struqturuli mowyobisa da sakadro politikis

mimarTulebiT:

bankis menejmenti unda ecados CamoiSoros bankis

Tu sabanko jgufis doneze iseTi biznesebi, romlebic

krizisis gamo zaralianebi xdebian. unda Seiqmnas biz-

nesebisa da aqtivebis realizaciis, restruqturiza-

ciisa da optimizaciis samsaxuri, romelic Seva COO-s

(Chief Operations Offi cer) daqvemdebarebaSi. samsaxurma

unda moaxerxos aseTi aqtivebis gayidva, restruqtu-

rizacia, optimizacia an momgebian biznesze gadawyoba;

menejments, SesaZloa, mouwios wamgebiani biznese-

bis kadrebis Semcireba da Sesabamisi kompensaciebis

gacema. amasTan, bankis menejmentma unda moaxdinos imis

demonstrireba, rom krizisis dros igi gverdSi udgas

TanamSromlebs. magaliTad, ar unda gasces bonusebi

TanamSromlebis nawilze da ecados korporatiuli er-

Tgulebis ganmtkicebas samarTlianobis demonstrire-

bis principiT.

safinanso politikis mimarTulebiT:

unda moxdes aramomgebiani aqtivebis Held for Sale end

Discontinued Operations-ebad SesaZlo reklasifikaciis

ganxilva da aqtivebis RirebulebiT dafiqsireba moge-

ba/zaralSi gadafasebiT gamowveuli ryevebis Semcire-

bis mizniT;

unda gaaqtiurdes xarjebis minimizaciis (Cost Cutting)

da optimizaciis politika;

riskebis marTvis mimarTulebiT:

diagrama 10. likvidobis koeficientis dinamika

2006 2007 2008 2009 Q1

30.0%

35.0%

25.0%

20.0%

15.0%

10.0%

5.0%

0.0%

6 umsxvilesi banki

saqarTveloSi

seb-is minimaluri

moTxovna

aqtualuri Tema


sakredito riskebis TvalsazrisiT unda moxdes

sesxebis gacemis moTxovnebis gamkacreba, maT Soris

- sesxis momsaxurebisa da giraos Rirebulebis minima-

luri koeficientis gazrda; unda moxdes sesxebis re-

zervirebis Secvla, riskebis gadaxedva ufro konser-

vatuli midgomebis dawesebis kuTxiT da problemuri

sesxebis Camowera da/an restruqturizacia;

saoperacio riskebis TvalsazrisiT unda daixvewos

an Seicvalos saoperacio programuli uzrunvelyo-

fa da `modulebi~, moxdes Sida kontrolis sistemebis

avtomatizaciis daxvewa;

likvidobis riskebis TvalsazrisiT menejmentma

unda gaaaqtiuros qmedebebi grZelvadiani sesxebisa da

depozitebis mozidvis kuTxiT. agreTve, izrunos kapi-

talis mozidvaze, bankis kapitalizaciis gazrdaze da

grZelvadiani likvidobis Seqmnaze;

saprocento ganakveTebis riskis TvalsazrisiT, Tu

banks cvalebadi saprocenti ganakveTis valdebulebe-

bi an aqtivebi gaaCnia, menejmentma unda moaxdinos maTi

hejireba da saprocento Semosavlebisa da xarjebis

fiqsireba warmoebuli finansuri instrumentebis ga-

moyenebiT;

savaluto riskis TvalsazrisiT bankma unda moa-

xdinos Tavisi poziciebis diversifikacia valutebis

mixedviT da mokle poziciisTvis ZiriTadad airCios

is valuta, romeli qveynis maregulireblebic (aSS-s,

evrokavSiris, britaneTis) ufro zemoqmedeben sxva

qveynebis valutebis kursze da axdenen gavlenas mso-

flio krizisis daZlevaze. anu, ar iqonios msxvili po-

ziciebi krizisis zemoqmedebis qveS myofi im qveynebis

valutaSi, romelTac ar ZaluZT msoflio ekonomikaze

zemoqmedeba.

momavalSi bankebma unda SeZlon krizisis dawye-

biT stadiaze identificireba, gamoricxon mou-

lodnelobis efeqtebi da naklebi danakargebiT

gamovidnen krizisidan.

bankis menejmenti ufro metad informirebuli

unda gaxdes mosalodneli finansuri Tu ekonomikuri

krizisis Sesaxeb, rac mas saSualebas miscems drou-

lad moaxdinos reagireba da momzadebuli Sexvdes

garemo ekonomikur mocemulobas krizisis periodSi.

amisTvis saWiroa riskebis marTva umaRlesi menej-

mentis pasuxismgeblobis doneze iqnas ayvanili. es

centraluri bankis moTxovnac unda gaxdes bankebis

mimarT;

bankebis umaRlesi menejmenti valdebuli unda iyos

aRweros da zustad Camoayalibos riskebis marTvis po-

litika da procedurebi, rac sameTvalyureo sabWos

doneze unda damtkicdes. am kuTxiT unda moxdes same-

Tvalyureo sabWosadmi regularuli angariSgeba;

bankis CEO-s uSualo daqvemdebarebaSi unda arse-

bobdes specialuri, sabazro riskebis analitikuri

ganyofileba, romelic msoflio finansur bazrebs da

makroekonomikur tendenciebs daakvirdeba da perio-

dul analitikur angariSgebebs warudgens bankis umaR-

les menejments;

unda gaZlierdes kontrolingis, Sida auditisa da

auditis komitetebis funqciebi. maT unda mieceT Se-

saZlebloba obieqturad Seafason sameTvalyureo sa-

bWos mier dadgenili riskebis marTvis politikisa da

procedurebis Sesruleba. isini unda gaxdnen bankis

menejmentisgan maqsimalurad damoukideblebi, unda

hqondeT damoukidebeli dafinanseba da maT biujets

sameTvalyureo sabWo unda amtkicebdes;

finansuri departamenti riskebis marTvis depar-

tamentidan miRebuli informaciis safuZvelze Sida

menejerul angariSgebaSi unda asaxavdes finansuri

aqtivebisa da valdebulebebis riskis Sefasebebis re-

gularul angariSgebas rogorc sabalanso, ise gareba-

lansuri kategoriebis doneze;

unda gaZlierdes aqtivebisa da valdebulebebis

komitetis (ALCO) funqcia, romelic bankis yvela fi-

nansur garigebebze operatiuli marTvis limitebs da

normebs daawesebs im farglebSi, rac gansazRvruli

iqneba bankis riskebis marTvis politikiT. am komite-

tis wevri unda iyos sabazro riskebis analitikuri

ganyofilebis ufrosi, romelic aqtiur monawileobas

miiRebs aqtivebisa da valdebulebebis komitetis ga-

dawyvetilebebSi;

centraluri bankis moTxovniT banki ufro gamWvir-

vale unda gaxdes depozitarebTan, investorebTan da

TanamSromlebTan mimarTebaSi. msoflio safinanso

bazrebze da realur ekonomikaSi arsebuli mimdinare

tendenciebis mimoxilvis fonze bankis menejmenti ele-

qtronuli veb-gverdebis saSualebiT regularulad

(yovelTviurad, yovelkvireulad an Tundac _ yovel-

dRiurad) unda axdendes bankis kapitalis adekvaturo-

bis, likvidobisa da momgebianobis Sesaxeb sazogadoe-

bis informirebas.

Tbilisi, 2009 wlis 15 agvisto

aqtualuri Tema

kulinariis alqimikosebi da

blumentalis `msuqani ixvi~

avtori: amiran babunaSvili


master klasilurji okeanis flagmanebi

gurmanTa saocnebo adgili

istoria ase daiwyo: 15 wlis iyo, roca safran-

geTSi mogzaurobisas heston blumentali mSo-

blebTan erTad provansis erT patara sofelSi

restoran "L’oustau de Baumariere"-s estumra. ma-

Sin es erTi yvelaze saxelganTqmuli restora-

ni gaxldaT araCveulebrivi xedebiT, gemrieli

kerZebiTa da miSlenis restoranTa cnobarSi

(romlis Sesaxebac hestonma jer araferi ico-

da) 3 varskvlavi hqonda miniWebuli. restornis

araCveulebrivma samzareulom ymawvils kuli-

nariis zRapruli samyaro daanaxa. da am samya-

rom mTlianad daipyro misi goneba. STabeWdile-

ba iseTi Zlieri aRmoCnda, rom Tavisi momavali

profesia man aqve, uyoymanod airCia.

inglisSi dabrunebis Semdeg hestoni londonis

restornebSi muSaobas Seecada, raTa mzareu-

lisTvis saWiro codna mieRo, magram uSede-

god _ Teqvsmeti wlis axalgazrdisTvis aseTi

ram SeuZlebeli aRmoCnda. maSin hestonma pir-

velad gamoavlina Tavisi Seupovari xasiaTi.

Semdegi aTi wlis ganmavlobaSi igi frangul

samzareulos wignebiT ecnoboda, Tanac sxva-

dasxva adgilas muSaobda, fuls agrovebda da

safrangeTSi mogzaurobda. aq restornebis

muSaobas ecnoboda, meRvineebs stumrobda,

franguli yvelis damzadebis teqnologias

swavlobda. momavalSi es gamocdileba misTvis

fasdaudebeli gaxda.

1995 wels hestonma ocneba aisrula da Tavi-

si patara restorani gaxsna. saxelic SeurCia _

`msuqani ixvi~! Tavidan restorani mxolod Sef-

mzareulis, anu TviTon hestonis ostatobiT Tu

gamoirCeoda. samzareulo maRali klasis, magram

mainc tradiciuli gaxldaT.

obieqti _ restorani.

saxeli _ msuqani ixvi (The Fat Duck).

adgilmdebareoba: inglisi, londonidan saaT-naxevris savalze mdebare patara qalaqi brei (Bray), berkSiris sagrafo.

aRweriloba: patara Senoba, arcTu ise myudro, aranairi romantikuli garemo; gegonebaT, viRac

Seecada Zveli `pabis~ SenobaSi ZaliT Caedga Tanamedrove restorani. ramdenime magida im kibis qveS

daudgamT, romelsac tualetamde mivyavarT. magidasTan msxdomni waramara krTebian sxva stumrebis

fexis xmaurze...

ai, ase.

da, ar daijerebT _ es msoflioSi erT-erTi yvelaze popularuli restornis aRweraa!

Tanac _ miSlenis 3 varskvlavis mflobelis!!

The Fat Duck-is mepatrone da Sef-mzareuli heston blumentalia (Heston Blumenthal). dRes igi brita-

neTSi kulinariisadmi mecnieruli midgomis adeptad iTvleba. ucnauri adamiania. varjiSobs kik-

boqsingSi, aqtiurad iyenebs neiro-lingvistur programirebas (NLP), Discovery-ze gadacemaTa mTeli

seria mihyavs, wignebis gamocemac moaswro. imiTac gamoirCeva, rom TviTnaswavlia da klasikuri

ganaTleba ar miuRia.


master klasi lurji okeanis flagmanebi

swored am dros Cauvarda hestons xelSi harold

makgis (Harold McGee) `sakvebisa da kulinariis

Sesaxeb: mecniereba da samzareulos profesio-

naluri codna~. wigni eWvis qveS ayenebda tra-

diciuli samzareulos fundamentalur wesebs,

mTlianad angrevda saWmlis momzadebis im meTo-

debs, romelsac am dros hestonic iyenebda. man

mTeli arsebiT igrZno, rom imas miagno, rac misi

iyo, risTvisac cxovreba Rirda. maSin hestonis

kidev erTi Tviseba _ siaxlisken swrafva _ gamo-

vlinda.

hestonma TiToeuli kerZis molekulur doneze

`daSla~ gadawyvita. da daiwyo is, rasac hesto-

nis mkvlevarad da inovatorad gadaqceva mohyva.

`msuqani ixvi~ TandaTan gamoirCa saWmlis keTebi-

sadmi mecnieruli da eqsperimentuli midgomiT.

blumentalisTvis Wama rTuli procesia, ro-

melSic yvela grZnobaa CarTuli: gemo, Sexeba,

xedva da ynosva (warsulis gaxsenebis yvelaze

mZlavri wyaro). da kidev _ maxsovroba da saku-

Tari Tavis aRqma. Wamis procesis fiziologiisa

da fsiqologiis kvlevam hestoni im meTodeba-

mde miiyvana, romliTac dRes misi saxelganTq-

muli, araCveulebrivi Sedevrebi iqmneba. yvela

maTgani saWmlis momzadebis dros mimdinare fi-

zikuri da qimiuri procesis Rrma da gaazre-

buli codniTac gamoirCeva. Sedegi klasikuri

kulinaruli xerxebis sruliad Tanamedrove te-

qnologiebTan Serwymaa. Tu hestonis restorani

ubralo, simpaTiur kafes hgavs, samzareulo sa-

mecniero laboratoriis STabeWdilebas tovebs

_ saidanRac raRac wveTavs, orTqldeba, Sreba,

eqstragirdeba da yvelafer amas kmayofili Ri-

miliT Tvalyurs adevnebs adamiani, romelmac

uzarmazari dro da energia daxarja warmatebis

miRwevis gzaze.

restornis garda, blumentals calke Senoba

aqvs mowyobilobebiT, patara eqsperimentuli sa-

mzareuloTi da laboratoriiT. aq Seiqmna misi

saxelganTqmuli kerZebis umetesoba. TiToeuli

kerZis Seqmnas weliwad-naxevramde dro dasWir-

da, Tumca receptebi dasrulebulad ar iTvleba

da mudmivad ixveweba. ZiriTadi idea, romelic

restornis yvela kerZis safuZvels warmoadgens,

aqamde `SeuTavsebeli~ ingredientebisa da gemos

SeTavsebaa. magaliTad, xizilalas TeTr Sokola-

dTan, tradiciul inglisur Sebolil bekons ki _

nayinTan erTad mogarTmeven. garda amisa, Tqvens

gancvifrebas vizualur-logikuri `iluziis~ sa-

SualebiTac Seecdebian. magaliTad, mogarTmeven

kerZs, romelic wiTeli da narinjisferi Jeles-

gan Sedgeba. imasac getyvian, rom Tu RvTiuri

gemos aRqma gsurT, jer Warxlis Jele unda miir-

TvaT, Semdeg ki _ forToxlis. mimdobi stumari

pirvelad, rogorc urCies, wiTel Jeles agemov-

nebs da xvdeba, rom keTilad gaaTamaSes _ swored

rom wiTeli Jelea forToxlis, narinjisferi ki

_ Warxlis.

_ CemTvis yvelaze saintereso axali kerZebis ke-

Tebaa, _ ambobs hestoni, _ da minda es grZnoba

gadavce yvelas, vinc restorans stumrobs. Segi-

ZliaT amas molekuluri gastronomia uwodoT,

magram saqme mainc kerZis momzadebis xelovne-

baSia.

1999 wels heston blumentalma pirveli miSlenis

varskvlavi daimsaxura, Semdegi sami wlis ganma-

vlobaSi ki _ kidev ori (es miSlenis varskvla-

vebis miRebis siswrafis TvalsazrisiT fantas-

tikuri Sedegia!). aqamde ki britaneTSi sul ori

Sefi, gordon ramzei (Gordon Ramsay) da marko-

piera uaiti (Marco-Pierre White) gaxldaT miSlenis

sami varskvlavis mflobeli. 2005 wels `msuqani

ixvi~ msoflios saukeTeso restoranic gaxda.


dRes heston blumentals kulinariis alqimi-

koss uwodeben. mis Sromas uSedegod ar Cauvlia

_ saerTaSoriso aRiareba moipova da msoflios

saukeTeso fiziologebTan da bioqimikosebTan

muSaobis saSualeba gauCnda. 2006 wlis ianvarSi

igi kulinariaSi Setanili wvlilisTvis inglisis

dedofalma OBE-Ti (Order of the British Empire) daa-

jildova. imave wels man mecnierebaTa doqtoris

wodeba miiRo im samuSaoebisTvis, romelic Jur-

nalistikis universitetTan TanamSromlobisas

daiwera. satelevizio programam "Heston Blumen-thal - In Search of Perfection" (`srulyofilebis Zieba-

Si~) maRali jildo _ GQ Glenfi ddich _ daimsaxura.

hestonma notingemis universitetis magistratu-

raSi SemoqmedebiTi kulinariis 3-wliani kursi

daaarsa, romlis mizani axali aromatebis, gemosi

da teqsturis Seswavlaa.

blumentalis publikaciebs Soris gamorCeulia

kulinariis moyvarulTaTvis Seqmnili `qimia sa-

mzareuloSi~ da `kulinariis mecniereba an mo-

lekuluri gastronomia~. ai, fragmentebi am uka-

nasknelidan.

... gemoc da aromatic

gamonaTqvami `gemos inkapsulireba~ mecnieruli fantas-

tikis msgavsad JRers, Tumca, arsebiTad, es sakvebi produ-

qtebis samrewvelo warmoebis mniSvnelovani Semadgeneli

nawilia. mec viyeneb am teqnologias, roca Cem restoranSi

kerZebs vamzadeb. mainc, ra imaleba am sityvebis miRma? me

movigone `yavis marcvlis Teoria~, romelic, Cemi azriT,

karg warmodgenas iZleva am procesze. maS ase, SeecadeT

dafqvaT yavis erTi marcvali da finjani yava moamzadoT _

cxadia, raRac saZaglobas miiRebT. axla ki ase moiqeciT _

aiReT yavis marcvali da daReWeT igi. Tanac finjniT cxe-

li wyali miayoleT. yavis gemo da aramoti Zalian Zlieri

iqneba da gemos SegrZneba didxans dagrCebaT. es martivi

eqsperimenti imas gviCvenebs, rom yavis erTi marcvali,

calke daReWili, ufro Zlier efeqts iZleva, vidre da-

fqvili da Cveulebrivi wesiT momzadebuli. sxva sityvebiT

rom vTqvaT, yavis marcvali inkapsulacias axdens (koncen-

tracias ukeTebs, `garsSi axvevs~) yavis gemosa da aromats,

wyali ki am gemos dispergirebas ukeTebs (xsnis, fantavs).

kvebis mrewvelobaSi am process farTod iyeneben. da,

rac sainteresoa, xSirad _ gauazreblad. aviRoT, maga-

liTad, rZiani Sokoladi TxiliTa da qiSmiSiT. Txilisa

da qiSmiSis gemo inkapsulirebulia SokoladSi. Txili

da qiSmiSi rom davfqvaT da ise davumatoT Sokoladis

masas, maSin gemos aRqmis Zala mTlianad daikargeba...

me am meTods xSirad viyeneb Cems kerZebSi, radgan es

teqnologia gvexmareba Tavidan aviciloT e.w. `gemos

aRqmis gadaRla~ (`ynosvis gadaRlis~ analogiurad

parfiumeriis warmoebaSi _ sxva sityvebiT, gemos SegrZ-

nebis mobezrebis, moyirWebis efeqti).

mainc sadaa gemo?

yvelasTvis cnobilia, rom saReWi rezinis gemo aTiode

wuTSi qreba, ase ar aris? sulac ara! saReWi rezina ge-

mos ar kargavs, es Cven vkargavT gemos aRqmas. daReWili

rezina rom erTi saaTiT daviviwyoT, aRmoCndeba, rom

misi gemo ar gamqrala. saqme isaa, rom adamianis tvini

wyvets SeCveuli gemos registrirebas. sinamdvileSi ge-

mos cvlilebis da ara Tavad gemos registracia xdeba.

amitomac, Tu erT TefS erTgvarovan kerZs mivirTmevT,

gemos, rogorc aseTs, ver vgrZnobT.

albaT, cxad rames vityvi, magram sakvebis miRebis pro-

cesSi tvini iseve aqtiurd monawileobs, rogorc sxeu-

lis sxva nawilebi. aba, dafiqrdiT, rogor moqmedebs

imaze, rasac vWamT, Cven maxsovrobaSi `Cawerili~ gemo.

bavSvobaSi gancdili gemos SegrZnebebi SeiZleba iyos

dadebiTi an uaryofiTi imis mixedviTac, Tu ra ukavSir-

deba am gancdebs. mamaCemi, magaliTad, SeWams yvelafers

moTuSuli lobios garda. da es imitom, rom skolaSi



lobios yoveldRe aWmevdnen. hoda, sasiamovno mogone-

bebi arc skolaze da arc lobioze darCenia.

an aviRoT, magaliTad, feri. arc ise didi xnis winaT

mwvane feris ketCupis warmoeba daiwyes. Cven yvelam

viciT, Tu ra produqtia es, Tumca misdami damokidebu-

leba sul sxvagvaria, vidre Cveuli wiTeli feris ket-

Cupisadmi.

zustad aseve mniSvnelovania konsistencia. xSirad

sakvebis konsistencia ganuyofelia imisgan, rasac pro-

duqtTan vakavSirebT... magaliTad, Tu orcxobilas Cak-

beCT, elodebiT, rom igi magari da xraSuna unda iyos...

konsistencia xSirad produqtis siaxlis erT-erTi

pirveli maCvenebelia.

* * *

- dro erTi saaTi gvaqvs, - mokled moWra blu-

mentalma, - dasawyisisTvis jer es gasinjeT.

man niks lambaqiT cxeli Cai miawoda. nikma un-

doblad aiRo, daynosa da erTi ylupi mosva _

es Cveulebrivi Savi Cai iyo. Zlieri, cxeli da

tkbili.

- dalieT, dalieT, - gaamxneva igi blumentalma.

nikma Cai isev mosva da Tvalebi gaufarTovda:

Cai civi gaxda.

- es Cveni safirmo cxeli yinulovani Caia, - Se-

atyobina blumentalma, - xom saintereso efe-

qtia?

- magram, es xom SeuZlebelia, - Tqva dabneulma

nikma. skolaSi naswavli fizika cudad axsovda,

magram imas ki xvdeboda, rom lambaqSi cxeli

da civi siTxis gayofa SeuZlebelia _ difuziis

kanonis Tanaxmad isini erTmaneTs Seerevian.

Tu, ra Tqma unda, cxel fenas civisgan raRac

uxilavi membrana ar yofs. Tumca, igi mzad iyo

daefica, rom lambaqSi msgavsi araferi yofila.

- marTalia, - uTxra kmayofilma blumental-

ma gakvirvebul korespondents, - imas fiqro-

bT, rogor SeiZleba ori siTxis SeTavseba?

arc aranairad. ubralod, es siTxe araa. es

ori Jelesmagvari substanciaa, romelTa si-

mkvrive Cais simkvrivemdea dayvanili. plus

Cais foTlebis eqstraqti. da Sedegad _

fokusi....

* * *

- axla ki Cveni mTavari `nomeri~.

hestonma vercxlis patara vedroSi aluminis

sifonidan raRac Txevadi kvamlis msgavsi Ca-

asxa.

- Txevadi azotia, - ganmarta man, - celsiusiT

minus 189 gradusi. ufro civia, vidre antar-

qtida.

mere iseTive aluminis sifonidan kovzze Ria-

mwvane qafi mozoma, vedroSi Caagdo da iqidan

wamierad idealuri burTula amoiRo, raRac

mwvane fxvnili moayara da niks miawoda.

- swrafad miirTviT, amis Wama momzadebisTana-

vea saWiro, - daaCqara niki.

nikma SeTavazeba cota undoblad miiRo. Tavi-

dan moeCvena, TiTqos raRac namcxvris msgavss

Wamda, magram civi, gamagrilebeli burTula

enaze ki ar gadna, aramed, ubralod, gaqra da

laimisa da mwvane Cais gemo dautova.

sinamdvileSi, gemo piriT ki ara, im `bolqvis~ msgavsi

organoTi aRiqmeba, romelic cxviris Rrus sul zemoT,

TiTqmis Tvalebis ukan mdebareobs. ra Tqma unda, Cven

gemos ganvasxvavebT enaze ganTavsebuli receptorebiT

da enis ukana nawiliT, sadac sitkbos, simJaves da sxva

gemoTa amocnoba xdeba. magram, TviTon `gemos moleku-

lebi~ ynosvis organoTi gamoicnoba maSin, roca saW-

mels vReWavT.

Tu ar gjeraT, SegiZliaT aseTi martivi cda CaataroT _

cxvirze xeli kargad moiWireT da rame SeWameT (ukeTe-

sia, Tu es puri ar iqneba, radgan mas gamokveTili gemo

ar gaaCnia). ReWva ar SewyvitoT, mere cxvirs mkveTrad

gauSviT xeli da Rrmad CaisunTqeT. gansxvaveba Tqvens

gancvifrebas gamoiwvevs.

nik kertisis, BBC-is korespondentis, STabeWdilebebi



- amiT Cveni nebismieri sadili Tu vaxSami iwye-

ba, - Seatyobina kmayofilma hestonma, - wmends

receptorebs, nayins hgavs, magram sruliad uc-

ximoa _ aq erTi wveTi cximic ki araa! xom war-

mogidgeniaT baloni saparsi qafiT? an aTqvefi-

li naRebiT? Cveni sifonic msgavsad muSaobs _

mxolod laimis wveniT da cedriTaa savse. Txe-

vadi azoti qafs yinavs, mere zemodan iaponuri

mwvane Cais fxvnils movayriT da... esec Seni ga-

saocari preludia.

sanam teleoperatorebi samzareulos, interie-

ris da azotiT savse balonebis gadaRebiT iyv-

nen gatacebuli, niki frTxilad SeekiTxa blu-

mentals:

- xom sworad mesmis _ esaa molekuluri samza-

reulo, xom? yvela es fokusi.

Sef-mzareuli SeiWmuxna.

- ar miyvars es termini, - Tqva ukmayofilod,

- imitom moigones, rom raRac unda daerqmiaT.

Cven maniakebi ki ar varT, romlebic gauTave-

blad raRacas igoneben. ara. Cven gemriel sa-

Wmels vamzadebT _ ubralod, Tanamedrove te-

qnologiebs viyenebT. Cveulebrivi mzadebaa _

produqti mTavaria.

- ra, - Tavi ver Seikava nikma, - ai es _ Cveule-

brivi mzadebaa? Tqven samzareulo ki ara, qi-

miuri laboratoria gaqvT!

- ras ambobT! _ ufro gaRizianda blumentali,

- ra, Tqveni ojaxis samzareulo qimiuri labo-

ratoria araa? es araferia, rom saWmelSi yo-

velTvis natriumis qlorids da disaxarids, anu

marils da Saqars amatebT? an roca salaTs ace-

tilis hidromJaviT, anu - Cveulebrivi ZmriT,

kmazavT? Tqven, ubralod, ar iciT, rom maT ase

hqviaT. unda icodeT, rom saWmlis momzadeba ne-

bismier SemTxvevaSi fizika da qimiaa. roca di-

liT erbo-kvercxs amzadebT, siTbos saSualebiT

proteinebis denaturacias axdenT. roca sala-

TisTvis zeTisxilis zeTs da Zmars erTmaneTSi

urevT, amiT e.w. stabilur koloids amzadebT

aqtiuri surfaqtantis saSualebiT. ra mniSvne-

loba aqvs, amas ras dauZaxebT? Tqven xom mainc

erbo-kvercxs da salaTs miiRebT. CvenTanac igive

xdeba. Tumca, ukeTesia, ai es gasinjoT. gasinjeT

da miTxariT, rom es ugemuri an arabunebrivia.

nikma didi TeTri TefSidan CangliT oragulis

naWeri aiRo da, roca daagemovna, patiosnad

aRiara:

- arasdros miWamia ase gemrielad Semwvari Te-

vzi.

- aha! _ wamoiZaxa hestonma, - axla Tu getyviT,

rom Cven am kerZs 12 saaTis ganmavlobaSi vakuu-

mSi, qimikosebisTvis Cveul specialur wylis

abazanaSi vamzadebdiT, Semdeg ki gazis aliT

SevrujeT qerqis misaRebad _ ra, es kerZi nak-

lebad gemrielad mogeCvenebaT?

- Tumca, - daamata man, - roca viwyebdi, arc ki

vfiqrobdi aseT rameebze. amis aravis sjeroda.

Cem colsac ki...

* * *

- Cven sadegustacio meniuSi Semdeg kerZs `zR-

vis xmebi~ hqvia. Tu SeiZleba, sayurisebi gai-

keTeT.

is, rac magidaze ido, zRvis sanapiros patara

monakveTs hgavda. xis langarze TiTqmis bune-

brivi qviSa moebniaT. zRvis qafSi niJarqvebi

da xamanwkebi moCandnen. yvelaferi es Soreu-

li qveynebis zRvis mZafr surnels afrqvevda.

yovel langarTan niJara ido, romelSic pata-

ra sayurisebi CaedoT. sanam trapezas Seudge-



bodiT, saWiro iyo maTi Camocma _ imav wams

Toliebisa da zRvis talRebis xmauri avseb-

da garemos. `qviSa~ enaze dneboda _ igi po-

pularuli tropikuli maniokis burRuliT

moemzadebinaT, zemodan gamxmari gvelTevzas

mariliani da aromatuli pawawina naWrebi moe-

bniaT. `qafi~ Sardones, sakes, fenxels, kombus

wyalmcenareebsa da kidev aTiode ingredients

Seicavda. `niJarqvebi~ sakvebad gamosadegi ia-

ponuri SroSanisgan iyo damzadebuli. masSi ki

ganTavsebuliyo misosTan Sereuli virTevzas

RviZli, zRvis zRarbis surnelovani xizila-

la, midiebi da cocxali xamanwka, ramdenime

saxeobis cocxali da gamxmari wyalmcenare...

magram stumrebs, mgoni, es aRar aintereseb-

daT. isini, siamovnebisgan TvalmoWutulni,

erTmaneTs laparaks aRar aclidnen: ès sana-

piro iseTia, rogorc sardiniaSi!~, àra, ras

ambob, es belizes sanapiroa...~, `qviSa venesue-

ladanaa...~, `TiTqos laJvardovan sanapiroze

vimyofebi...~.

hestoni stumrebis reaqcias adevnebda Tval-

yurs da Tavs am qveynad yvelaze bednier ada-

mianad grZnobda. swored amaze ocnebobda:

ubralo saWmeli ki ara, iseTi atraqcioni Se-

eqmna, rom grZnobis xuTive organo aqtiuri

gamxdariyo...

nebismieri avtomoyvaruli icnobs miSlenis Se-

saniSnav saburavebs da mis cnobil simbolos

_ saburavebisgan Seqmnil mxiarul kacuna bi-

bendums (Bibendum - laTinuri gamonaTqvamisgan "Nunc bibendum" - àxla ki davlioT~). Tumca,

maTi umravlesoba mxrebs aiCeCavs, Tu hkiTxavT

- raa `miSlenis wiTeli wigni~.

Zmebi andre da eduard miSlenebi 1891 wels

imiT gaxdnen cnobili, rom maT mier Seqmnili

velosipedis revoluciuri saburaviT (SiniT)

aqamde sruliad ucnob velomrbolers, Sarl

terons gamarjveba moutanes. 10 wlis Semdeg

Michelin_is qarxana udavo lideri gaxda ara

marto velosipedebis, aramed axlaxan gamo-

gonebuli avtomobilebis Sinebis warmoebis

dargSi.

1900 wels andrem, avtomobiliT mogzaurobis

moyvarulTaTvis teqnikuri momsaxurebis gar-

da, rCevis micemac gadawyvita _ mogzaurobisas

sad SeiZleboda kargad daesvenaT da kargadac

danayrebuliyvnen. amave wels safrangeTis gze-

bisTvis miSlenis gzamkvlevis pirveli, sapilo-

to varianti gamovida. am 400-gverdian wiTel

wignSi maSin sastumroebis, avtomobilis sadgo-

mebis, sasauzmeebis, saremonto saamqroebis sia

ganTavsda. anu, im adgilebis, romelic SeiZleba

avtomogzaurs gamosdgomoda. megzuri Tavidan

ufasod vrceldeboda da arc moTxovna iyo

didi.

ai, ase daiwyo miSlenis megzuris istoria.

mcire, magram mainc raRac fasi megzurs mxo-

lod 1920 wels daedo. am momentidan mas res-

tornebis sakmaod martivi, fasiT Sefasebuli,

reitingic daemata. maSin gamoCnda pirvelad

yvavilis msgavsi varskvlavi, romliTac maRal-

fasiani restornebi iyo moniSnuli.

1926 wels restoranTa reitingis politika Zi-

reulad Seicvala _ restornis saxelTan ganTa-

vsebuli varskvlavi gamorCeuli samzareulos

niSani gaxda. 30-iani wlebis dasawyisSi ki, mas Sem-

deg, rac reitings kidev ori varskvlavi daemata,

man saboloo, dRemde SenarCunebuli saxe miiRo.

varskvlavTa Sinaarsi Zalian martivia:

* - Tavis kategoriaSi Zalian kargi restorania.

Tu gzaze SegxvdaT, Rirs SeCereba.

** - gamoirCeva gansakuTrebuli samzareuloTi.

Rirs cota marSrutic gaimrudoT da restor-

nis kerZebi daagemovnoT.

*** - gamoirCeva Sef-mzareulis SesaniSnavi mu-

SaobiT. aseT restoranSi specialuri mogzau-

roba SeiZleba dagegmoT.

maSasadame, restornis Sefaseba, sinamdvileSi,

samzareulos klasis Sefasebas niSnavs. sxvaTa

miSlenis megzuri / MICHELIN, LE GUIDE ROUGE



Soris, Tu Sef-mzareuli restornidan midis,

miSlenis varskvlavi Tan miaqvs!

dRes miSlenis megzuris reputacia unakloa.

SeuZlebelia miiRoT maRali Sefaseba nacnob-

megobrobiT an fuliT. rogorc amboben, res-

toranTa Sefasebisas 14 kriteriumi gamoiyene-

ba, Tumca isini saidumlos warmoadgens, raTa

restornebma `varskvlavmflobelTa~ imitacia

ar daiwyon. cnobili mxolod yvelaze cxa-

di kriteriumebia _ restornis sazogadoebis

mxridan aRiareba, servisis done da, gansaku-

TrebiT, samzareulos xarisxi.

isic vTqvaT, rom megzuri arasdros uTiTebs

fasebs. mxolod praqtikuli gamocdileba Tu

gvkarnaxobs, rom erTvarskvlavian restoran-

Si meniu kacze 25-75 evro dagijdebaT, or-

varskvlavianSi _ 55-240, samvarskvlavianSi _

85-350 evro. rogorc xedavT, fasebSi sakmao

didi gadaxraa _ varskvlavs xom fasebis gau-

Tvaliswineblad aniWeben.

kidev erTi ram _ restorans ufleba ara aqvs

miuTiTos, rom miSlenis varskvlavis mflobe-

lia! amis Taobaze klientma mxolod megzuri-

dan unda Seityos. es wesi imdenad mkacria, rom

misi darRvevis SemTxvevaSi restorani SeiZle-

ba sareitingo siidan saerTod amoiRon.

miSlenis gzamkvlevi mudmivad ixveweboda da

nel-nela kulinariis sferoSi etalonad iqca.

dRes wiTeli wignis moculoba 2000 gverds

aRemateba da 8500-mde restornis aRweras moi-

cavs!

miSlenis megzuris reputacia imdenad gaizar-

da, rom mis mier gamoqveynebul reitingebSi

moxvedra bevris ocnebaa. miSlenis varskvlavis

miReba restornis popularobis fantastur zr-

das moaswavebs, xolo misi dakargva _ tragediis

tolfasia. ai, magaliTic. 2003 wels, cnobilma

frangma mzareulma bernard loizeom sicocx-

le TviTmkvlelobiT daasrula mas Semdeg, rac

Seityo, rom qalaq Saulieu-Si (burgundia) mdeba-

re misi restornis Coete d’Or reitingi momavali

wlidan samidan or varskvlavamde Semcirdeboda.

amJamad miSlenis megzuri sxvadasxva qveyne-

bisTvis gamoicema. maT Sorisaa: safrangeTi,

avstria, italia, germania, espaneTi da por-

tugalia (erTad). Sveicaria, didi britaneTi

da irlandia (erTad), beniluqsis qveynebi (er-

Tad). ukve arsebobs calke megzurebi: niu-io-

rki, los-anJelesi, las-vegasi, san-francisko,

tokio da parizi.

sainteresoa, rom tokios megzuri 2008 wels

gamovida, `imav wams~ qalaq-gurmanebs saTave-

Si moeqca da pirveloba parizs CamoarTva 93

jamuri varskvlaviT (8 samvarskvlavini, 25 or-

varskvlaviani da 117 erTvarskvlaviani resto-

rani!).

ra Tqma unda, msoflioSi sxva mravali cnobari

da megzuri arsebobs. Tumca miSleni miuRwe-

velia, sargeblobs upirobo avtoritetiT da

konkurentebs arnaxulad uswrebs.



britanuli Jurnali Restaurant yovelwliurad aqveynebs msoflios saukeTeso restornebis rei-

tings. SefasebaSi 600 Sef-mzareuli da gastronomiuli kritikosi iRebs monawileobas. pirvel

poziciebs is restornebi ikaveben, romelTa Sef-mzareulebi molekuluri samzareulos mimde-

vrebi arian da Tavisi inovaciurobiT gamoirCevian.

saukeTesoni

1.El Bulli, rozesi, espaneTi.

kataloniaSi, kosta bravas sanapiroze patara restornis El Bulli-is Sef-mzareuli feran adria miSlenis 3 varskvlavis

mflobelia. muSaobs molekuluri gastronomiis dargSi da

maRali samzareulos kerZebis erT-erT ubadlo avtorad

iTvleba.

5. El Celler de Can Roca, Jirona, espaneTi.

restorani 1986 wels daaarses Zmebma rokebma. saxelganTq-

mulia imiT, rom tradiciul espanur samzareuloSi uaxle-

si teqnologiebi da gastronomiis Tanamedrove tendencie-

bi virtuozulad gamoiyeneba. aseTma midgomam restorans

ukve miSlenis ori varskvlavic moutana.

3. Noma, kopenhageni, dania.

am restornis mflobelebmac moduri amplua airCies da

gurmanebs nordiul samzareulos `molekuluri interpre-

taciiT~ sTavazoben. mdebareobs kopenhagenis centrSi, sa-

napirosTan axlos erT Zvelebur saxlSi, sadac 2004 wlamde

sawyobi iyo ganTavsebuli. axla iq Crdilo atlantikis xe-

lovnebisa da kulturis centri da es restorania ganlage-

buli.

2.The Fat Duck, Bray-on-Thames, didi britaneTi.

meore adgili Jurnalis reitingiT CvenTvis ukve nacnob

restorans ergo. ase Sefasda heston blumentalis eqsperi-

mentebi, romlebic Sors gascda tradiciul samzareulos

da qimiis, fizikis, fsiqologiis codnas efuZneba.

4. Mugaritz, san-sebastiani, espaneTi.

qalaqis samxreTiT, erT patara sofelSi mdebare es restora-

ni molekuluri samzareulos SesaniSnavi nimuSia. mis SeqmnaSi

msoflios saukeTeso restornis, El Bulli-is Sefi feran adria

monawileobda. amitom arcaa gasakviri, rom aq gansacvifre-

beli kerZebi geliT, romelTa uCveulo gemo adre SeuTav-

sebeli produqtebis SeTavsebiT miiRweva. Tumca, yvelaferi

es mainc espanuri samzareulos tradiciebis gaTvaliswinebiT

xdeba.



molekuluri samzareulo

cota xnis win ifiqrebda vinme, rom kulinaria-

Si revoluciuri, sruliad axali mimarTulebe-

bi ganviTardeboda?

sanam franguli samzareulo Tvalsa da xels

Sua sustdeboda, gamoCndnen mzareulebi,

romlebic frang kolegebs mZlavr konkuren-

tebad datydnen Tavs da swrafadac daikaves

pirveli adgilebi msoflio sxvadasxva rei-

tingebSi. saxelganTqmuli frangi mzareule-

bi ki saukeTesoTa Soris sul ufro Znelad

xvdebian.

aba, naxeT: msoflios 50 saukeTeso restorans

(The World’s 50 Best Restaurants) Soris, romelsac

avtoritetuli inglisuri Jurnali Restaurant Magazine aqveynebs, saxelganTqmuli Hotel de Paris_is (monako) samvarskvlavianma restoranma

Louis XV, romelsac msoflios ubrwyinvalesi

varskvlavi alen diukasi (Alain Ducasse) udgas

saTaveSi, mxolod merve adgili daikava. legen-

daruli pol bokuzes restoranma Bocuse saer-

Tod 49 adgilze gadainacvla! pirveli adgi-

lebi ki im espanurma, inglisurma, amerikulma,

frangulma, Svedurma da daniurma restornebma

daikaves, romlebmac tradiciebze xeli aiRes

da sazogadoebas raRac sruliad axali, mou-

lodneli da damaxsovrebadi SesTavazes. swo-

red am `raRacas~ uwodes molekuluri samza-

reulo.

kulinaria modasaviTaa. arastandartuli da

avangardistuli, xelqmnili tansacmeli jer

podiums ipyrobs, Semdeg _ warmoudgenlad ma-

Ral fasad iyideba, bolos ki masiuri produq-

ciis stils gansazRvravs.

zustad aseve, axali kulinaruli Sedevrebi

gamorCeul restornebSi iqmneba da Tavidan

gurmanTa yuradRebis centrSia moqceuli.

Sef-mzareulebi dauzareblad xvewen origi-

naluri kerZis yovel detals, eZeben produ-

qtTa da gemos araCveulebriv SeTanxmebebs da

kombinaciebs, ar eridebian axali teqnolo-

giebis gamocdas da eqsperimentebis Catare-

bas. aseTi kerZebi imdenad individualuria,

rom misi gameoreba praqtikulad SeuZlebe-

lia.

mere, TandaTan, axali ideebi, teqnologiebi da

meTodebi kulinarul wignebSi ̀ SeaRweven~ xol-

me. receptebi adaptacias ganicdian da kvebis

mrewvelobis arsenalSi ikaveben adgils. da,

bolos, sasursaTo maRaziis Taroebzec gamoCn-

debian.

molekuluri kulinariis mimdevrebi Cveule-

brivi adamianisaTvis warmoudgenlad rTul

mowyobilobebsa da teqnologiebs iyeneben.

maTi samzareulo ufro samecniero laborato-

rias hgavs _ centrifugebiT, lazeruli dane-

biT, vakuumuri pompebiT, rTuli gamosaxdeli

aparatebiT, SemaSfoTebeli warwerebiT _ `fr-

Txilad! Txevadi azotia!~.

pirvelad am mimarTulebis Sesaxeb 1990-ian

wlebSi alaparakdnen, roca fizikis dargSi

oqsfordis universitetis profesorma, niko-

las kurtim (Nicolas Kurti) da frangma qimikosma,

koleje-de-franses molekuluri urTierTq-

medebis qimiis laboratoriis TanamSromelma

hervi tisma (Herves This) erToblivi seminari da-

aarses. kurti samzareuloSi mimdinare proce-

sebis fizikur mxares ikvlevda. tisi ki dainte-

resebuli iyo xalxuri samzareulos zogierTi,

erTi SexedviT _ gaugebari da auxsneli, wese-

biT. man yvela franguli sousis molekuluri

formulis doneze gaSifvra moaxerxa, Semdeg _

maTi recepturisa da momzadebis Taviseburebe-

bi mecnierulad daasabuTa.

swored tisisa da kurtis kvlevebi daedo sa-

fuZvlad pier gagnieris (Pierre Gagnaire) da

misi kolegebis kulinarul eqsperimentebs.

2001 wlidan erve tisi yovelTviurad sTa-

vazobda gagniers raime originalur da Ta-

vsatex Temas. pieri ki, Tavis mxriv, am Te-

maze Seqmnili axali receptiT pasuxobda da,

amgvarad, Temas praqtikul, samzareulos do-

neze amuSavebda.

hervi tisi mzareulebs mouwodebda, gamoeye-

nebinaT sxvadasxva produqtebs Soris moleku-

luri kavSirebi moulodneli Sedegebis misa-

Rebad: sufi-sufle, xorcis musi, parmezanis

spageti, yavis myari kubikebi, qaSayis nayini...

tisi seminarebze gastronomiis gansacvifre-

nikolas kurti

hervi tisi

pier gagnieri



bel perspeqtivebze saubrobda, magram Tavi-

dan mas seriozulad arc aravin aRiqvamda.

roca igi kulinarebs laimis musiTa da Txe-

vadi azotiT nayinis momzadebas sTavazobda,

Sokirebuli mzareulebi yvirilzec ki gada-

diodnen _ aseTi nayini, maTi azriT, sawamla-

vis tolfasi iqneboda. pasuxad tisi mxolod

iRimoda da ambobda, rom male diasaxlisebic

ki daiwyeben qimiis gamoyenebas TavianT samza-

reuloSi.

aqcentebis sakvebi ingredientebidan teqnika-

ze gadataniT tisma kulinaruli samyaro Ta-

vdayira daayena. mTavari isaa, rogoraa damu-

Savebuli produqti. magaliTad, Tu stafilo

Txevadi azotiTaa damuSavebuli, maSin masSi

yvela sasargeblo nivTiereba xeluxleblad

rCeba, maT Soris _ adamianisTvis saWiro yve-

la vitamini. Tanac, specialuri damuSavebis

Semdeg, produqti moulodnelad exameba sxva,

TiTqos SeuTavsebel, produqts da saocar

harmonias qmnis. magaliTad, gasaocrad ge-

mrielia virTevza SokoladiT an bekoni zRvis

zRarbiT. fiuJenis (fusion) samzareulosgan

gansxvavebiT, romelic, ubralod, erT Te-

fSze araTavsebadi ingredientebis specialu-

rad gaerTianebas gulisxmobs, molekulur

samzareuloSi ingredientebi idealuradaa

gaTvlili da ase miiReba gemoTa fantastiu-

ri harmonia.

hervi tisis ideebi pirvelebma, cxadia, yvelaze

riskianma mzareulebma aitaces. maTgan erTs,

blumentals, ukve vicnobT. ramdenime sxva pio-

neri aqve davasaxeloT.

tisis erT-erTi pirveli mimdevari feran

adria (Ferran Adrià) gaxldaT (katalonuri

restorani El Bulli). man uamravi Zala da dro

moaxmara Tavisi sakvlevi laboratoriis,

elBullitaller-isa da kulinarul-SemoqmedebiTi

gundis Seqmnas. sxvaTa Soris, am gundSi marto

mzareulebi ki ara, qimikosebi da mikrobio-

logebic Sediodnen. axla, Tu El Bulli-Si vaxSmo-

bas moisurvebT, magida erTi wliT adre mainc

unda SeukveToT!

axal mimarTulebas frangebic SeuerTdnen.

ukve moxseniebuli pier gagnieri, parizis sa-

xelganTqmuli restornis Pierre Gagnaire-is mflobeli da Sef-mzareuli, ambobs: `CemTvis

molekuluri gastronomia, ubralod, sainte-

reso TamaSia~. dRes igi msoflioSi haute cuisi-

ne-s (maRali samzareulo) erTi yvelaze Tval-

saCino warmomadgenelia.

dinebas arc amerika CamorCa da devid kinCis

(David Kinch) saxiT am mimarTulebis SesaniSnavi

warmomadgeneli mogvca. misi restorani Manre-sa kaliforniaSi mdebareobs da kaliforniuli

samzareulos Tanamedrove interpretaciiT

gamoirCeva. mas ukve miSlenis ori varskvlavi

aqvs da msoflios 50 saukeTeso restoranTa

siaSic Sedis.

saqmeSi evropuli organizaciebic CaerTvnen.

safrangeTis erovnuli samecniero-sakvlevi

agronomiuli instituti (INRA) am mimarTule-

biT kvlevebs awarmoebs.

komerciuli kulinariis modernizaciis mizniT

da evrokavSiris xelSewyobiT ganxorcielda

proeqti Inicon-i. aq swavloben sakvebis senso-

rul Tvisebebs, aromatebis `gamocalkevebis~

xerxebs, mikroinkapsulaciasa da funqciona-

lur sakvebs. proeqtSi blumentalic monawi-

leobda.

italiaSi gastronomiul mecnierebaTa univer-

siteti daarsda, romelic qveyanaSi arsebul

moZraobasTan `neli saWmeli~ (Slow Food) erTad

sxvadasxva mimarTulebiT muSaobas apirebs _

saWmlis sensoruli Sefasebis principebidan

dawyebuli swori kvebiT damTavrebuli.

kopenhagenis universitetSi gastronomiis pir-

veli kaTedra Seiqmna.

da aseTi `gemrieli~ axali ambebi sul ufro

xSirad gvesmis.

da, mainc, raa molekuluri samzareulo? fe-

ran adrias Semdegi mosazreba vikmaroT: es araa

Sokis momgvreli uazro kerZebis Seqmnis mcde-

loba. es saWmlis momzadebis procesia Taname-

drove inovaciuri teqnologiebisa da im cod-

nis gamoyenebiT, romelsac fundamentaluri

mecniereba iZleva gastronomiuli xelovnebis

mTeli istoriis manZilze dagrovili kulina-

ruli fenomenebis analizisa da ganzogadebis

safuZvelze.

feran adria

devid kinCi


transaqciuri analizi rogor davexmaroT adamianebs sakuTari Tavis SecvlaSi

avtori: lela giorgobiani

PARTNERS-GEORGIA Ltd _ partniori, mTavari trener-konsultanti

Tavisufali universitetis ESM biznes skolis

bihevioristikis programis xelmZRvaneli

prestonis universitetis MBA (HRM)

43

master klasi

seqtemberi 2009 N6 (26) biznesi: adamianebi, meTodebi, strategiebi

master klasi

sakuTari Tavis Secvlis saqmeSi sxva adamia-

nisaTvis daxmarebis gaweva arc ise martivia.

ganvixiloT es sakiTxi transaqciuli analizis

kuTxidan.

imisaTvis, rom SevZloT sxvebis daxmareba, jer

saWiroa maT mimarT Cveni molodinebi minimumam-

de daviyvanoT. ra Tqma unda, ara im azriT, rom

aRarafers velodoT adamianebisagan; aramed, ar

unda gavRiziandeT, rodesac isini Cveni molo-

dinis Sesabamisad ar moiqcevian da, Tundac une-

blieT, ar unda wavuyenoT maT raime saxis mo-

lodinebi. unda daviviwyoT adamianebis Sesaxeb

stereotipuli da gamyarebuli Sexedulebebi.

magaliTad, unda daviviwyoT yvela adre gago-

nili Tvalsazrisi da suleluri mosazreba imis

Sesaxeb, Tu rogor unda adamianebTan sworad

mopyroba (TanamSromlebi ar unda gaanebivro,

zarmaci adamianebi unda Seafucxuno, an uniWo

uniWod darCeba). aqtiurad unda vecadoT Sevi-

muSavoT `me kargi var, Sen kargi xar~ sistema.

anu, sistema, romelSic sxvebs SeuZliaT mSvi-

dad gvendon. Tu adamianma icis, rom SeuZlia

gvendos, rom aravin isargeblebs borotad misi

sisustiT da aravin moisurvebs sakuTari mo-

lodinebi Tavze moaxvios, maSin igi mzad iqneba

sakuTari pirovnebis Secvlaze dasafiqreblad.

vinc dainteresebulia sxvebis daxmarebiT, man

unda iswavlos imis gacnobiereba, Tu rodis

SeuZlia sakuTari Tavis gakontroleba, rodis

aris mzad daakvirdes realobis monacemebs da

auxsnas isini sxvas. mas unda SeeZlos sakuTari

Tavis sworad Sefaseba. manam faqtobriv monace-

mebze dakvirvebis Sedegebs sxvas gauziarebdes,

man unda icodes, Tu rodis da rogor SeiZle-

ba damaxinjdes dakvirvebis monacemebi araswori

aRqmis da varaudebis gavleniT. man unda icodes,

Tu rodis aris misi monacemebi didi albaTobiT

zusti da rodis _ arazusti. ramdenadac SesaZ-

lebeli iqneba, man ar unda gadasces arazusti

monacemebi.

daxmarebis procesi

ganvixiloT magaliTi.

zurabma, mosaxleobis socialuri momsaxurebis or-

ganizaciis erT-erTi ganyofilebis xelmZRvanelma,

didi Zalisxmevis Sedegad moaxerxa da Tavis xelqveiTs,

iraklis, ukukavSiris saxiT miawoda naTeli suraTi misi

problemuri qcevis Sesaxeb. amis Semdeg, igi daZabuli

eloda, rom irakli Seicvleboda. magram, rodesac ram-

denime kvira gavida da araferi moxda, zurabi daibna ki-

dec. bolos veRar SeZlo moTmena da SekiTxviT mimarTa

iraklis:

- batono irakli, axla xom gaqvT naTeli suraTi saku-

Tari qcevis Sesaxeb, ratom ar moimoqmedeT raime mis

Sesacvlelad?

irakli gaocda:

- ki magram, es rogor warmogidgeniaT? amis sawinaaR-

mdegod me arafris gakeTeba SemiZlia. aseTi var da

ra vqna!

adamianTa umetesoba mTeli cxovrebis manZil-

ze ver acnobierebs, rom sakuTar cxovrebaze

gavlenis moxdena SeuZlia. isini ar icvlebian,

radganac ar sjeraT, rom amas SeZleben. piro-

vnuli gamocdileba maT karnaxobs, rom ada-

mianebi arasdros icvlebian. amgvari damoki-

debuleba niSnavs, rom isini umetes wilad e.w.

kritikuli `mSoblis poziciaSi~ imyofebian. es

ki maTi cxovrebiseuli scenaris sisustes ga-

adamianuri resursebis ganviTareba

adamianuri resursebis ganviTarebamaster klasi


napirobebs. amgvar adamianebs miaCniaT: `me ar

SemiZlia Sevicvalo, radgan midrekileba ar ma-

qvs amisken~,~(memkvidreobiTobis Teoria), `Cemi

qvecnobieria pasuxismgebeli Cems grZnobebze~

(ar SemiZlia Cemi sulis marTva), `iseTi var, ro-

goric var da rom Sevicvalo, me aRar viqnebi~

(Teoria `vin var me~).

sakuTari Tavis Secvlis saqmeSi sirTuleebi im

adamianebsac aqvT, romlebic ar arian daTrgunu-

li kritikuli `mSoblis poziciidan~ gamomdina-

re amgvari uimedo mosazrebebiT. maT, ubralod,

ar ician ra unda Secvalon. xolo rodesac Se-

cvlas gadawyveten, maT ar ician ra unda moimoq-

medon. da, Zalian xSirad, maT ar surT sakuTari

Tavis Secvla. isini Tavad waaxaliseben sakuTar

Tavs im qcevebisaTvis, romlebsac axorcieleben,

sulerTia, es qcevebi pozitiuria Tu negatiuri.

rodesac adamianebs eubnebian risi unda sje-

rodeT maT, ra unda Secvalon da rogor unda

Secvalon, es iSviaTad aris xolme dadebiTi Se-

degis momtani. amgvari strategiiT maSin iqneba

SesaZlebeli warmatebis miRweva, rodesac ada-

miani mzad aris daeqvemdebaros sxva pirovnebis

`mSoblis pozicias~, an rodesac, SemTxveviT,

maTi mosazrebebi erTmaneTs daemTxveva. rode-

sac sxva adamians avaldebuleben, rom Seicva-

los, am zewolisagan gaTavisuflebisaTvis igi

iZulebulia is Tqvas, ris mosmenasac misgan

isurvebdnen.

rodesac romelime adamians saerTod negatiu-

rad afaseben, mas ver davarwmunebT, rom kargia,

radgan bevri sawinaaRmdego informacia aqvs Ta-

visi cxovrebis manZilze Segrovili. magram, Tu

mxars davuWerT da gulwrfelad viurTierTebT

masTan, SesaZlebelia man kiTxvis niSnis qveS da-

ayenos Tavisi Sexedulebebi. rodesac faqtebs

obieqturad aRviqvamT da ar vaiZulebT adamians

daicvas Tavisi pozicia (romlis qonis uflebac

mas, bolos da bolos, namdvilad aqvs), SesaZle-

belia moxerxdes misi im mdgomareobamde miyvana,

rom gadaxedos sakuTar Sexedulebebs da gadaa-

mowmos isini. Tu viRac Tavis uunarobas dasti-

ris, SesaZleblia vuTxraT: `mismine, Cems TvalSi

Sen kargi da niWieri adamiani xar. me vici, Sen,

SesaZlebelia, sakuTar Tavs sxvagvarad aRiqvam-

de~. es maSinve ar Secvlis misi azrovnebis mane-

ras. magram SesaZlebelia eWvi gauCinos, gansaku-

TrebiT, Tu Cvens Soris ndobisa da gagebis myari

safuZveli arsebobs. SesaZloa man ifiqros: `aq

aris viRac, romelsac Cemi esmis da romelic fi-

qrobs, rom me kargi var~.

Zalze mniSvnelovania adamians davexmaroT imis

aRiarebaSi, rom problema aqvs da rom mzad aris

mis gadaWraze imuSaos. adamians SecvlisTvis mi-

zezi sWirdeba da, amasTan erTad, unda icodes,

rom amis unari Seswevs.

manam sxva adamianze zewola Cveni `mSoblis po-

ziciidan~ xorcieldeba da gamoxatavs mxolod

Cvens Sinagan survils sxva adamianis Secvlis Se-

saxeb, es zewola cvlilebas ar gamoiwvevs. Cven

`zrdasrulis poziciidan~ regularulad unda

vafiqsirebdeT mosazrebas, rom sxva adamians

marTlac Seswevs Secvlis unari (`me mjera, Sen

SegiZlia Seicvalo, Tu isurveb. me vici, Sen sxva-

gvarad fiqrob~). `zrdasruli poziciis~ amgvari

zewola pozitiur da negatiur msoflmxedve-

lobas Soris dapirispirebas gamoxatavs. regu-

larulad ganxorcielebuli `zrdasruli pozi-

cia~ seriozul Zalas warmoadgens. is mimarTuli

unda iyos iqiTken, rom sxva adamians Seaxsenos

_ sakuTari Tavis Sesaxeb misi informacia Sesa-

Zloa arazusti da mcdari iyos.

samsaxurebriv sinamdvileSi adamianis sakuTar

Tavze muSaobisaTvis mzaobis sakiTxi xandaxan

master klasiadamianuri resursebis ganviTareba


jgufis mxridan zewolis meSveobiT iWreba. ma-

galiTad, rodesac adamiani SeamCnevs, rom igi

erTaderTia, romelic ar Secvlila. an rodesac

adamiani xedavs, rom isini, vinc Seicvalen, war-

matebuli arian da Tavs ukeT grZnoben. an rode-

sac igi realobis Sesaxeb monacemebs iRebs Tavisi

menejerisa da TanamSromlebisagan, rac exmareba

mas gadaamowmos sakuTari Sexedulebebi da cxo-

vrebiseuli scenari. amis Sedegad warmoCindeba

yvela is problemuri qceva, romelsac adamiani

adre axorcielebda da romelTa ganxorciele-

bac aRar surs.

rogor ganvsazRvroT problemis

mizezi SekiTxvebis meSveobiT

rodesac adamiani gadawyvets, rom sakuTar Ta-

vze muSaoba surs, mniSvnelovania mas problemis

gaazrebaSi davexmaroT. Cven unda davexmaroT

mas Tavisi cxovrebiseuli scenaris im specifi-

kuri aspeqtebis gacnobierebaSi, romlebic sir-

Tuleebs iwvevs da xels uSlis gaakeTos is, rac

surs. problemaze muSaobis dros jer sakuTriv

problemis aRmoCena da misi calkeul aspeqtebad

danawevreba unda moxdes da Semdgom imis gansa-

zRvra, Tu ra aris gasakeTebeli. yovelive amis

ukeT gakeTeba SekiTxvebis meSveobiT aris Sesa-

Zlebeli. SekiTxvis dasmis teqnikis gonivruli

gamoyeneba uzrunvelyofs Sesatyvisi informa-

ciis mopovebas.

ganvixiloT magaliTi.

giorgi eqvsi Tvis win dainiSna sakredito sazogadoe-

bis uZravi qonebis ganyofilebis xelmZRvanelad. maSin

es saukeTeso arCevani Canda. giorgi bevrs muSaobda,

mSvenivrad gamoiyureboda da Tavisi sferos kargi

profesionalic iyo. magram daniSvnis Semdeg simpa-

Tiuri axalgazrda mamakaci tiranad Camoyalibda. misi

ganyofileba mRelvarebis kerad iqca. TanamdebobasTan

giorgis Sesatyvisoba seriozulad dadga kiTxvis niS-

nis qveS.

erT dRes giorgim or TanamSromelTan ise cxared ika-

maTa, rom bolos, ganrisxebulma, orive TanamSromels

`jandabaSic wasulxarTo~ - uTxra. sandrom, giorgis

ufrosma, Seityo kamaTis Sesaxeb da igi kabinetSi dai-

bara. giorgi daZabuli ijda savarZelSi. saxe daWimuli

hqonda. man icoda, rom rTul situaciaSi imyofeboda.

sandrom, romelic pirvel rigSi iyo pasuxismgebeli

giorgis dawinaurebaze, ar icoda ra moemoqmeda.

- ra xdeba Tqvens Tavs, batono giorgi? _ ikiTxa man.

giorgim ar icoda da aseve upasuxa:

- ar vici.

sandro sruliad daibna.

- ver vxvdebi ra dagemarTaT. ratom iqceviT amgvarad?

- gaagrZela man.

giorgim kvlav araferi icoda da Sesabamisad upasuxa:

- ubralod - ar vici!

es saubari naTlad aCvenebs SekiTxvis dasmis

teqnikis aragonivrulad gamoyenebas. am saxiT

Zalze iSviaTad movipovebT saWiro informacias.

ritorikuli SekiTxvebi, rogoricaa `ra dage-

marTa?~ an `ratom iqcevi amgvarad?~, ubiZgeben

pasuxisken: `ar vici~. amiT dialogi sul ufro

met imedgacruebas iwvevs. adamianTa umetesobam

marTlac ar icis, ratom iqceva ase da ara sxva-

gvarad.

saubari ukeT warimarTeboda, sandros rom gior-

gisTvis Tavidan ekiTxa, dainteresebulia Tu ara

igi gamoarkvios, Tu ra xdeba arasworad. Semdeg

SeeZlo daesva SekiTxvebi, raTa gamoerkvia, ac-

nobierebs Tu ara giorgi imas, Tu ra xdeba. aseT

SemTxvevaSi, saubari SesaZlebelia Semdegnairad

warmarTuliyo:

sandro: batono giorgi, rogorc Cans, Tqvens ganyofi-

lebaSi raRac kargad ar midis saqme. xom ar gvecada ga-

gverkvia, Tu ra xdeba sinamdvileSi?

giorgi (frTxilad): ra Tqma unda.

sandro: kargi. amCnevT, rom daZabuli zixarT? (SeeZlo

agreTve eTqva - `rodesac TqviT `ra Tqma unda~, SeamC-

nieT, Tu rogor daZabulad JRerda Tqveni xma?~)

giorgi: ar SemimCnevia, magram axla, rodesac miTxariT,

mec SevamCnie.

sandro: SegiZliaT TqvaT, Tu ras grZnobT axla?

giorgi: diax, me Tavdacvis poziciaSi vgrZnob Tavs.

ritorikuli SekiTxvebisgan gansxvavebiT, am

SekiTxvebze yovelTvis aris SesaZlebeli `zr-

dasrulis poziciidan~ pasuxis gacema, Tundac

es mxolod `diax~ an `ara~ iyos. es SekiTxvebi

arc faqtebis xangrZliv gadmocemas moiTxovs

da arc movlenebis filosofiur ganmartebebs.

isini ZiriTadad Semdegnairad JRers _ `gaqvT

informacia? da Tu gaqvT, mzad xarT macno-

boT?~ aseTi SekiTxvebi naTlad aCvenebs, rom

isini mimarTulia partnioris `zrdasrulis

poziciisaken~ da arsebobs mzaoba Temis Rrmad

ganxilvisaTvis. Tu saubari am momentamde war-


matebiT miaRwevda, sandros SeeZleboda sxva

SekiTxvebis CarTvac.

sandro: ratom grZnobT Tavs Tavdacvis poziciaSi?

giorgi: sirTuleebi maqvs ganyofilebaSi, amitom gan-

cda maqvs, rom Tavs unda vicavde.

sandro: ramdenad gexmarebaT, rodesac Tavs icavT?

giorgi: es aCvenebs, rom Cemi mosazrebebi safuZvliani

da gamarTlebulia.

sandro: ratom unda imarTlebdeT Tavs?

giorgi: raTa maT icodnen, rom me swori var!

sandro: ras niSnavs aq `swori~ da àraswori~?

Tu mcire xniT aq SevCerdebiT, vnaxavT, rom san-

dro svams iseT SekiTxvebs, rogoricaa `ratom?~,

`ras exmareba es?~, `ratom unda ... ?~. isini met

gaazrebas moiTxovs, vidre wina SekiTxvebi,

ufro mets, vidre mxolod `ki~ an àra~. garkveu-

lwilad, maTze SeuzRudavi pasuxebis gacemaa Se-

saZlebeli. SekiTxvebi miyveba im mimarTulebas,

romelic partniors Semoaqvs saubarSi (Cvens

SemTxvevaSi _ giorgis) da exmareba mas `zrdas-

rulis poziciidan~ gaaanalizos sakuTari qcevis

realuri motivebi.

SekiTxvis aseTi formebi Zalian sasargeblo Se-

saZlebelia iyos, rodesac adamians Tavisi sir-

Tuleebis gaanalizeba surs, surs gamoricxos

bavSvis, an mSoblis poziciidan ganxorciele-

buli qcevebi. bavSvisa da mSoblis poziciebi-

dan ganxorcielebul qcevebs ki is Tavisebureba

axasiaTebs, rom isini avtomaturad xorciel-

deba. swori SekiTxvebi SesaZlebelia daexmaros

adamians gaarkvios, Tu ra xdeba masSi. mxolod

amis Semdeg SeZlebs igi gaaanalizos, Tu ratom

axorcielebs ama Tu im qcevas; mxolod Semdeg

SeZlebs Seafasos, Sesatyvisia Tu ara es qceva

da gadawyvitos, surs Tu ara amis sapirispirod

raime moimoqmedos.

giorgis SemTxvevaSi gamoirkva, rom misi sirTu-

leebis mizezi mSoblis poziciisaTvis tipurad

damaxasiaTebeli polarulobaa, anu movlenebi

ganxiluli unda iyos rogorc ̀ swori~ an ̀ araswo-

ri~. es da sxva msgavsi polarulobebi (kargi _

cudi, Zlieri _ susti, TeTri _ Savi da sxva), ro-

gorc wesi, Zalze xelisSemSleli faqtoria. maT-

Si SeiZleba avibneT da Cveni yuradReba mxolod

imaze mivmarToT, rom ̀ swori~ mxare daviWiroT _

nacvlad imisa, rom gamovarkvioT, riTi vuwyobT

xels problemuri situaciis ganviTarebas.

sandros SeeZlo saubris gagrZeleba (rasakvirve-

lia _ giorgis TanxmobiT), raTa gaeanalizebina

mSoblis poziciisaTvis damaxasiaTebeli pola-

rulobis warmoSobis safuZvlebi; an daxmareboda

movlenebis sxva kuTxidan danaxvaSi, raTa Semdeg

giorgis SeZleboda am movlenebis zrdasrulis

poziciidan gadamowmeba. sandros SeeZlo eTqva

_ ìciT, batono giorgi, me situacias cota sxva-

gvarad vxedav. me ar ganvixilav adamianebs Soris

urTierTqmedebebs swori _ araswori Tvalsazri-

siT. movlenebi viTardeba kargad an cudad. da

Tu isini cudad viTardeba, maSin saWiroa gai-

rkves ra moxda. sul es aris...~

es meTodi gansakuTrebiT kargad muSaobs, rode-

sac problemuri qcevebi uaRresad avtomaturad

da impulsurad xorcieldeba. xSirad adamianebs

dro sWirdebaT, raTa amgvari qcevebi xelaxla

gaaanalizon da gadaamowmon. es ar xdeba uecrad,

erT RameSi. magram amgvarma saubarma SesaZloa,

maT dafiqrebis impulsi misces.

sandros rom aranairi gansakuTrebuli mizezi

ar daenaxa giorgisa da mis TanamSromlebs Soris

konfliqturi situaciis asaxsnelad, SesaZlebe-

li iyo saubris dasruleba. sandrom ki gaarkvia,

rom giorgis sirTuleebis mizezia polaruli

damokidebuleba (swori-araswori), romelic

mis TavdacviT pozicias gansazRvravs; Sesa-

Zloa es iwvevdes misi im qcevebis provocirebas,

romlebsac igi Tavisi TanamSromlebis mimarT

axorcielebs (agresiuli qceva, radganac isini

àraswori~ arian). amitomac, sandro nebismier

xelsayrel moments iyenebda, raTa giorgis da-

xmareboda sakuTar problemaSi garkvevaSi. san-

drosa da giorgis Soris dialogi qvemoT moyva-

nili nimuSis mixedviT rom ganviTarebuliyo,

sandro ueWvelad gaxdeboda ufro kompetentu-

ri menejeri.

saubris gagrZelebisaTvis, ra Tqma unda, san-

dro am Temis ganxilvisTvis Tanaxma unda iyos.

sandro: batono giorgi, ris Taobaze ikamaTeT TanamS-

romlebTan?

giorgi: maT ar Seasrules is samuSao, romelic unda Se-

esrulebinaT.

sandro: Semdeg?

giorgi: amitomac gaviyvane isini gverdze da es vuTxari.

sandro: da Semdeg?

giorgi: da Semdeg orives eyo Tavxedoba CemTvis eTqvaT,

adamianuri resursebis ganviTarebamaster klasi


rom arc ki vici, Tu raze vlaparakob.

sandro: (pauza) mere icodiT?

giorgi: jandaba! bolo dReebSi me isini ramdenjerme si-

zarmaceSi gamoviWire!

sandro: rogor asruleben isini samuSaos raodenobri-

vad da xarisxobrivad?

giorgi: (pauza) zustad arc vici. bolo dros aravis

uTqvams maTze sayveduri. rogorc Cans, isini sakmaod

mowesrigebulni arian.

sandro: kargi, batono giorgi. Cemi azriT, Tqven TqviT,

rom Tavs maSin grZnobT kargad, rodesac yvela TanamS-

romeli Tqvens garSemo bejiT STabeWdilebas tovebs. es

ki niSnavs, rom Tqven `mSoblis poziciidan~ movlenebs

Semdegnairad afasebT _ adamianebi, romlebic bejiTad

ar gamoiyurebian, zarmacebi arian da sizarmace cudia.

rodesac Tqven vinmes sizarmaceze gamoiWerT, gaqvT

gancda, rom is unda gamolanZRoT.

daTanxmeba sakuTari Tavis

cvlilebaze

sxva adamianis dasaxmareblad ar aris sakmari-

si mxolod imis unari, rom gamoarkvio, Tu ra

qceviT uwyobs xels igi problemuri situacie-

bis Seqmnas. saWiroa, rom adamiani mzad iyos

daTanxmdes (anu, e.w. kontraqti dados), rom

am qcevebis ganxorcieleba aRar surs. amgvari

kontraqtis dadeba bevr adamians uWirs, rad-

ganac es, rogorc wesi, niSnavs, rom raRacaze

uaria saTqmeli. es, umetes SemTxvevaSi, kar-

gad nacnobi grZnobebi da Cvevebia. nacnobi gr-

Znobebi da Cvevebi ki xSirad sasiamovnod da

saxalisod ganicdeba, ufro sasiamovnod da

saxalisod, vidre cvlilebis SemTxvevaSi mosa-

lodneli gancdebi. amitomac is, vinc sakuTari

Tavis Secvlis Sesaxeb kontraqts debs, xSirad

sakmaod usiamovno amocanis winaSe dgeba _ man

unda miiRos gadawyvetileba sakuTari intere-

sebis sawinaaRmdegod, sakuTari siamovnebis sa-

pirispirod.

vinc amgvari arCevanis winaSe dgas, Zlier safu-

Zvels saWiroebs sakuTari Tavis Sesacvlelad.

mas marTlac unda undodes cvlileba. is mzad

unda iyos Tavisi warsulis Zalze mniSvnelovan

momentebze uaris saTqmelad.

amis ilustraciisaTvis gamodgeba Semdegi maga-

liTi. erT pirovnebas surs gadaeCvios bevr Wa-

mas, radganac Tavs duned da moSvebulad grZ-

nobs. magram imisaTvis, rom man es SeZlos, jer

mzad unda iyos uari Tqvas im sasiamovno grZ-

nobebze, romelsac yovelTvis ganicdis kargad

danayrebisas.

rodesac gvsurs vinmes davexmaroT sakuTari Ta-

vis Secvlis `kontraqtis dadebaSi~, sasargebloa

gamovarkvioT, Tu risi daTmoba uwevs mas da

marTlac aris Tu ara mzad amisTvis. adamianebi,

rogorc wesi, ufro advilad amboben uars ima-

ze, rac maTTvis mniSvnelovani aRar aris, vidre

imaze, rasac maTTvis jer kidev ar daukargavs

mniSvneloba. kargad gamyarebul, CvevaSi gada-

sul qcevebze da sasimovno grZnobebze uaris

Tqma rTulia.

rodesac adamians surs Seicvalos, igi amisa-

Tvis mzad unda iyos. visac surs am saqmeSi da-

exmaros mas, unda Seecados daexmaros misTvis

misaRebi gadawyvetilebis moZiebaSi (misaRebi

kontraqti). amgvari kontraqtis gansazRvrisa

da miRebis Semdeg unda moxdes misi dacva. es,

umjobesia, Semdegi SekiTxvis meSveobiT gan-

xorcieldes: `rogor SevewinaaRmdegebi saku-

Tar Tavs imaSi, rom...~ am SekiTxvaze pasuxi

winaswar unda iyos ganxiluli da gaanalize-

buli. amgvarad adamiani Tavisi avtonomiis ga-

Zlierebas da sakuTari gadawyvetilebis Tavad-

ve gakontrolebas SeZlebs.

master klasiadamianuri resursebis ganviTareba

impulsis efeqti

avtori: zurab liluaSvili


marketingis programis xelmZRvaneli


master klasi

biznesis momgebianad ganviTareba biznes li-

derebis umniSvnelovanesi amocanaa. mravali

kompania iswrafvis amisken. zogierTi warmatebas

biznesis dasawyisSive aRwevs, magram Semdgom-

Si mis SenarCunebas veRar axerxebs. statistika

gviCvenebs _ mudmivad warmatebulni cotani rCe-

bian. swored maTi gamocdilebaa saintereso _

rogor aRweven isini amas?

pasuxi impulsis efeqtSi unda veZeboT.

impulsis efeqti gansakuTrebiT Zlieri fenome-

nia, romelic Zalas damatebiT misive saSualebiT

miRweuli warmatebidan ikrebs. impulsuri zrda

ori mizezis gamoa unikaluri. pirvel rigSi, igi

xasiaTdeba gansakuTrebuli zrdis tempiT. misi

prognozireba SeuZlebelia bazris zrdis ten-

denciebis an konkurentebis kvlevis Sedegebze

dayrdnobiT. meore, mas gaaCnia zrdis gansaku-

Trebuli xarisxi - moaqvs didi mogeba da saWi-

roebs nakleb resursebs.

kompaniebma Microsoft-ma, Wall-Mart-ma da Dell-ma Ta-

vis droze swored sakuTari grandiozuli war-

marketingi

matebidan aiRes impulsi, Tumca bolo dros igi

dakarges da mis aRsadgenad ibrZvian. dRes msgav-

si ucilobeli impulsi gaaCniaT Apple-s, Toyota-s, Virgin-s, First Direct-s da Nintendo-s. magram, Tu es

kompaniebic ver SeZleben impulsis SenarCunebas,

maSin isinic Microsoft-is, Wall-Mart-isa da Dell-is mdgomareobaSi aRmoCndebian. es mware simarTlea

impulsis Sesaxeb _ igi droebiTia da mudmiv ga-

naxlebas saWiroebs.

impulsi dinamiuria. biznesSi warmateba droe-

biTi iqneba, Tu Tavs davanebebT axali warmate-

bebisken swrafvas. kompaniebma dakarges impulsi

imis gamo, rom maTma xelmZRvanelebma saTanadod

ver Seafases ZiriTadi mamoZravebeli Zalis mniS-

vneloba.

impulsis strategia sakmaod martivia. igi emya-

reba SemoqmedobiTobas, fxianobas, fsiqologias

da saR azrs. Tqven warmatebisTvis gamWriaxo-

ba gWirdebaT da ara filosofiis doqtoroba

(Ph.D.). mraval enterpreniors (mewarmes), romle-

bmac impulsi misces TavianT bizness da aTeuli

wlebis manZilze SeinarCunes warmateba, ar miu-

gasuli wlis aprilSi gamomcemloba Wharton Schooll Publishing-ma msoflioSi cnobili biznes skolis, INSEAD-is ma-

rketingis profesoris Jan-klod laroSis wigni `impulsis efeqti~ gamosca. am wignma rogorc akademiuri wree-

bis warmomadgenelTa, aseve biznesmenTa maRali Sefaseba daimsaxura. winamdebare statiaSi ganvixilavT avtoris

im ZiriTad mignebebs, romelTa gaazreba sxva kuTxiT dagvanaxebs biznesSi warmatebis miRwevis SesaZleblobebs.

axali biznesis dawyebisas, konkurentebs fulis xarjviT ki ara,

gamWriaxobiT unda ajoboT. momxmarebels ukeTesi faseuloba unda

SesTavazoT. Tu warmatebas miaRwevT, maSin impulsi unda misceT

bizness Semdgomi winsvlisTvis. impulsis efeqti giCvenebT, Tu rogor

gaakeToT es sistematurad, miuxedavad Tqveni biznesis sididisa.

ser riCard bransoni

Virgin jgufis damfuZnebeli da xelmZRvaneli


master klasi marketingi

RiaT sauniversiteto ganaTleba im martivi mize-

zis gamo, rom guli biznesisken miuwevdaT. tomas

edisoni, henri fordi, stiv jobsi, luCiano bene-

toni, riCard bransoni, miSel deli da bil geit-

si _ ai, im adamianebis mokle CamonaTvali, vinc

biznesis istoriaSi Rirseuli adgili umaRlesi

ganaTlebis gareSe daimkvidra.

kompaniebis warmatebaSi impulsis efeqtis da-

sadgenad msoflios udides kompaniebSi Catarda

empiriuli kvleva da Seswavlili iqna is, Tu ram

ganapiroba maTi Semosavlebis, mogebisa da aq-

cionerTa kapitalis Rirebulebis zrda bolo 50

wlis ganmavlobaSi. gadawyda, rom Tu kompaniam

bolo 10 wlis ganmavlobaSi uwyvetad SeinarCuna

zrda, Rirda im Zalebis dadgena, romlebmac ase-

Ti warmateba ganapirobes.

marketinguli saqmianobidan gamomdinare, kom-

paniebi sam jgufad _ mimwolebad, muyaiTebad

da pionerebad _ iqna dayofili. imis gamo, rom

saintereso iyo am kompaniebis marketinguli

saqmianobis eqstremaluri efeqtis danaxva, es

jgufebi Semdegi principiT dakompleqtda: 25%

_ mimwolebi, 50% _ muyaiTebi da 25% _ pione-

rebi. kvlevis Sedegebi samomxmareblo saqonlis

da servisis mwarmoebeli kompaniebis magaliTzea

ilustrirebuli.

mimwolebad CaiTvala is kompaniebi, romlebic

magrad `awvebodnen~ TavianT bizness tradiciu-

li meTodebiT, anu gayidvebis zrdas agresiuli

marketingiT axdendnen. es ki did finansur xar-

jebTan iyo dakavSirebuli. am kompaniebSi bolo

20 wlis ganmavlobaSi gayidvebSi marketinguli

xarjebis wili yvelaze maRali iyo da igi yove-

lwliurad 3%-iT izrdeboda.

muyaiTebis mier marketingze gaweuli xarje-

bis wili gayidvebSi drois igive periodSi met-

naklebad ucvleli iyo. isini usafrTxo zonaSi

darCenas aniWebdnen upiratesobas da radikalur

qmedebebs arc erTi mimarTulebiT ar anxorcie-

lebdnen.

pionerebad miCneuli iqna is kompaniebi, romle-

bic gabedulad miemarTebodnen mimwolebis mi-

marTulebis sawinaaRmdegod da mniSvnelovnad

amcirebdnen SefardebiT marketingul xarjebs.

am kompaniebSi marketingze gaweuli xarjebis

wili gayidvebSi igive periodSi saSualod 4%-iT

Semcirda.

Tanac 4%-iani Semcireba mimwolebTan konkuren-

ciis pirobebSi xdeboda, romelTa mier marke-

tingze gaweuli xarjebis wili gayidvebSi 3%-iT

gaizarda. sxva sityvebiT, pionerebma konkuren-

tebTan SedarebiT 7%-iT Seamcires TavianTi

SefardebiTi marketinguli xarjebi. Tu gavi-

TvaliswinebT imas, rom kompaniebis umetesoba

gayidvebis zrdas maRal biujetiani marketin-

guli ZalisxmeviT axdenda, maSin es seriozuli

gamowveva iyo. mainc ra moxda? nuTu pionerebma

gamoZebnes zrdis sxva SesaZleblobebi Tu, ubra-

lod, avantiurul qmedebebs mimarTes?

mosalodneli iyo, rom es sami strategia gav-

lenas moaxdenda aqcionerTa kapitalis Rirebu-

lebaze, magram Zneli dasadgeni iyo, Tu rogori

iqneboda es gavlena.

Tu SevadarebT bolo oci wlis ganmavlobaSi

am sam jgufSi Semavali kompaniebis aqcionerTa

kapitalis Rirebulebis procentul cvlilebas

Dow Jones-is indeqsTan mimarTebaSi, aRmovaCenT,

rom usafrTxoebis zonaSi darCena da stabilu-

rad erTi da igive Tanxis xarjva marketingze ar

iyo kargi arCevani. magaliTad, muyaiTebma Dow Jones-is indeqsis saSualo zrdis tempis mxolod

72 procents miaRwies. (ix.diagrama 1)

analitikosebis umetesoba miiCnevda, rom gayid-

vebSi marketingze gaweuli xarjebis wilis zr-

das mniSvnelovani gavlena SeeZlo moexdina aq-

cionerTa kapitalis Rirebulebaze. mimwolebis

diagrama 1. sabazro kapitalizaciis cvlileba DOW JONES INDEX-Tan mimarTebaSi

100100

72

100

180

Dow Jones Index muyaiTebi mimwolebi pionerebi


magaliTma aCvena, rom am kompaniebis aqcionerTa

kapitalis Rirebulebis zrdis tempi toli iyo

Dow Jones-is indeqsis zrdis tempis saSualo ma-

Cveneblis, ramac kidev ufro ganamtkica anali-

tikosebis debulebis siswore.

risi daSvebac namdvilad rTuli iyo, is gamodga,

rom pionerebs, romlebmac Seamcires marketin-

guli xarjebis wili gayidvebSi, aqcionerTa ka-

pitalis Rirebulebis zrdis tempi 80 procentiT

maRali aRmoaCndaT Dow Jones-is indeqsis zrdis

tempis saSualo maCvenebelze. mTeli 80 procen-

tiT!

Tavi davaneboT muyaiTebs maTi inertulobis

gamo da vnaxoT, Tu riTi gansxvavdebian mimwo-

lebi da pionerebi aqcionerTa kapitalis Rire-

bulebis zrdis mixedviT.

am gansxvavebis pirveli faqtori maTi strate-

giuli qmedebebia. bolo oci wlis ganmavloba-

Si, pionerebi mimwolebis saqmianobis Sedegebs

aTvlis wertilad ganixilavdnen. pionerebis Se-

mosavlis zrdis tempi mimwolebze 93%-iT maRa-

li, xolo marketinguli xarjebis wili gayidve-

bSi gacilebiT dabali iyo. Tu SevadarebT maT

mogebis zrdis maCveneblis mixedviT, upirate-

soba (58%-iT meti) aqac pionerebs gaaCniaT. (ix.

diagrama 2)

mogebis zrdis mixedviT aseTi upiratesoba mar-

Tlac STambeWdavia. Tumca, igi gacilebiT nak-

lebia im upiratesobasTan SedarebiT, romelic

pionerebma gayidvebis zrdis mixedviT moipoves

(93%). gansxvaveba mogebisa da gayidvebis tempis

mixedviT SeiZleba imiT aixsnas, rom mimwolebi

yovelwliurad zrdidnen SefardebiT marketin-

gul xarjebs da, amavdroulad, amcirebdnen sxva

xarjebs _ gansakuTrebiT, warmoebisa da kvle-

vis da ganviTarebis xarjebs. es SeumCnevi ar ga-

xda im investorebisTvis, vinc adarebda am ori

tipis kompaniebs investiciebis Cadebis mizniT.

Sedegad aqciebis bazarmac moaxdina reagireba _

pioneri kompaniebis aqciebis fasi 80%-iT maRali

iyo, vidre mimwolebis.

pionerebis strategia uCvenebs, rom ukeTesi Se-

degebis misaRwevad ufro SemoqmedebiTi, Wkvia-

nuri alternativebi arsebobs. aSkaraa, rom ga-

dawyvetilebis miReba gayidvebSi marketinguli

xarjebis wilis Semcirebis Sesaxeb arcTu ise

diagrama 2. mimwolebi VS pionerebi

100 100

193

158

Semosavlis

SefardebiTi zrda

mogebis

SefardebiTi zrda

mu

yaiT

eb

i

mu

yaiT

eb

i

pio

ner

eb

i

pio

ner

eb

i

BMW da iPod-i

avtomobilebis mwarmoebel kompania BMW-s yo-

velTvis hqonda raRac iseTi, rac momxmareblebis

gansakuTrebul yuradRebas iqcevda. 2004 wlis

ivnisSi BMW-m Tavis avtomobilebSi MP3 fleieri

axlad gamosuli iPod-iT Secvala. mZRolebs saSu-

aleba hqondaT iPod-is, rogorc saWeze fiqsire-

buli panelis, aseve stereo sistemis saSualebiT

manipulireba.

avtomobilebis sxva mwarmoeblebma, Volvo-m, Ferrari-

m da Honda-m mxolod 2005 wels mibaZes BMW-s. Ford-

ma da GM-ma ki 2006 wlis agvistomde ver gaiTavi-

ses, rom maT potenciur momxmarebelsac SeiZleba

moswoneboda avtomobilis marTvisas iPod-is Sesa-

Zleblobebis gamoyeneba. mTeli ori weli!

siaxlis danergvis aseTi sxvaoba droSi, upirve-

les yovlisa, imiTaa ganpirobebuli, rom impulsis

armqone kompaniebi yovelive axlis danergvisas

seriozul marketingul kvlevas atareben. am Se-

mTxvevaSi isini Semdeg kiTxvas dausvamdnen momx-

marebels: `gTxovT SeafasoT avtomobilSi iPod-is

gamoyenebis sargeblianoba 5-baliani Skalis saSu-

alebiT~. gadawyvetilebis miReba gacilebiT male

da martivad moxdeboda, Tu isini daakvirdebod-

nen momxmareblebis qcevas, romlebic yursasmens

mxolod avtomobilSi Cajdomisas Tu ixsnidnen.

master klasimarketingi


martivia. aman SeiZleba gayidvebis mniSvnelovani

Semcireba gamoiwvios. kvlevam aCvena, rom pione-

rebma realurad gazardes TavianTi marketingu-

li xarjebi, magram maTi efeqtiani marketinguli

saqmianobis Sedegad gayidvebi imdenad gaizarda,

rom marketinguli xarjebis wili gayidvebSi Se-

samCnevad Semcirda.

dRevandel konkurenciul samyaroSi sul ufro

meti marketinguli resursi ixarjeba. magram

imisaTvis, rom miRweuli iqnas mniSvnelovani da

momgebiani zrda, es resursebi efeqtianad unda

iqnas investirebuli. mimwolebisgan gansxva-

vebiT, pionerebma marketinguli investicie-

bi ufro efeqtianad gamoiyenes. maT Seqmnes is

gansakuTrebuli pirobebi, romelmac ganapiroba

araCveulebrivi bunebrivi zrda _ impulsuri

zrda.

mTavari, rac hqondaT saerTo pionerebs da ra-

mac maT Zala SesZina warmatebis miRwevis gzaze,

iyo maTi tvini da ara fuli. isini impulsis mqo-

ne kompaniebad Camoyalibdnen.

N1 cxrilSi CamoTvlilia is kompaniebi, romle-

bsac impulsis efeqtma wlebis ganmavlobaSi sak-

maod didi warmateba moutana.

impulsis miReba TavisTavad ar xdeba. im kompa-

niebmac ki, romlebmac Seqmnes `sakuTari talRa~

da warmoudgeneli warmatebiT `srialebdnen~

masze, axali impulsis Seqmnis ugulebelyofis

gamo marcxi ganicades. sabednierod, impulsis

ganaxleba vardnis Semdegac SeiZleba. magali-

Tad, IBM-is saqmianobaSi SeiZleba gamovyoT im-

pulsis ori periodi: warmatebis xangrZlivi pe-

riodi, rodesac mas xelmZRvanelobdnen ufrosi

da umcrosi tom uotsoni da aRdgenis periodi

lu gerStneris xelmZRvanelobisas.

cxrilSi CamoTvlili kompaniebidan bevri kargad

cnobili globaluri kompaniebia. zogierTi ki,

magaliTad, Rentokil-i da First Direct-i ki _ naklebad

cnobili. miuxedavad amisa, maT erTi ram aerTia-

nebT: wlebis ganmavlobaSi maTi warmateba impul-

sis efeqtze iyo agebuli.

iseve, rogorc sporti, dRevandeli biznes ga-

remoc globalizebulia. hiperkonkurenciuli

samyaro dayofilia ligebad. umaRles ligaSi

`TamaSoben~ is kompaniebi, romlebic impulsis

xarjze aRweven biznesis gansakuTrebul zrdas.

danarCenebi ki cdiloben misdion maT.

impulsis mqone kompaniebis liderebi iRblia-

nebi ki ara, gamWriaxni arian. isini, upirveles

yovlisa, aRmoaCenen xolme impulsis wyaros da

amis saSualebiT adgebian gansakuTrebuli wins-

vlis Wkvianur gzas. menejerebi xSirad saubro-

ben `talRaze srialis~ Sesaxeb. impulsis mqone

kompaniebis liderebi ar arian pasiurebi. isini

Semdegi kredoTi cxovroben: `jer Seqmeni talRa

da Semdeg isriale masze~.

kompania wlebi kompania wlebi

Apple 10 Nike 10

BMW 30 Rentokil 20

Dell 30 Sony 10

Enterprise Rent-A-Car 30 Starbucks 10

FedEx 30 SWA 10

First Direct 15 Swatch 10

IBM 50 + 10 Tetra Pak 20

IKEA 20 Toyota 10

Johnson & Johnson 30 Virgin Atlantic 20

Microsoft 20 Wall-Mart 30

cxrili 1

Nintendo-s Wii

Nintendo kompaniaa, romelmac impulsi momxmarebel-

Ta aRfrTovanebiT miiRo. kompiuteruli TamaSe-

bi, romlebsac es kompania awarmoebda, ZiriTadad

axalgazrdebze iyo gaTvlili. imis gamo, rom es

TamaSebi xmaurs iwvevda, mSoblebi bavSvebs mis yid-

vaze uars xSirad eubnebodnen. isini Tvlidnen, rom

es TamaSebi antisocialuri iyo da maTsa da Svilebs

Soris zRvars zrdida. kompiuteruli TamaSi Wii ki,

romelic emyareboda sxeuliT moZraobas da erTad

yofnas, gaTvlili iyo mTels ojaxze. am TamaSiT sia-

movnebas iRebdnen ara marto bavSvebi, aramed maTi

mSoblebi, bebiebi da babuebi. am mignebiT, Nintendo-

m mniSvnelovnad gaafarTova bazari da 2007 wels

gayidvebiT eqvsjer gauswro uaxloes konkurents.

master klasi marketingi

108, Paliashvili St., 0105 Tbilisi, Georgia

Phone: (995 32) 915 105, (995 90) 915 105

E-mail: [email protected]; [email protected]

54

ekonomikuri azrovneba da finansebimaster klasi

biznesi: adamianebi, meTodebi, strategiebi seqtemberi 2009 N6 (26)

avtori: Temur kuprava


ekonomikis da finansebis programis xelmZRvaneli

prestonis universitetis MBA

korporacia Tu saojaxo biznesi:

amerikis SeerTebuli Statebi


master klasiekonomika

amerikis SeerTebuli StatebisaTvis damaxasiaTebelia

gazrdili interesi `multikulturizmis~ mimarT. mo-

cva masStaburia: saskolo pedsabWoebidan (romlebic

cdiloben skolaSi aradasavluri enebis, rogorc pro-

gramuli sagnebis, danergvas) msxvil korporaciebamde,

romlebic treningebs atareben TanamSromlebSi kul-

turuli gansxvavebulobebis mimarT mgrZnobelobis Ca-

mosayalibeblad. am fonze multikulturuli kvleve-

bis momxreebi acxadeben, rom amerikuli sazogadoebis

mravalmxrivi mowyoba misi wevrebisagan sazogadoebis

maformirebeli kulturebis, gansakuTrebiT _ arae-

vropulis, ufro Rrma gaazrebas moiTxovs.

liberalur sazogadoebaSi, ubralod, aucilebe-

lia iyo momTmeni Sengan gansxvavebuli adamiane-

bis mimarT. magram sxva saqmea amtkico, rom aSS-s

arasdros hqonda Tavisi kulturuli dominanti,

an is, rom mas arc ki unda hqondes sazogadoe-

bis sxvadasxva jgufebis asimilaciuri mozidvis

centri. nebismieri eris unari gamoiyenos yve-

lasaTvis saerTo `sikeTisa da borotebis ena~,

aucilebeli pirobaa ndobisa da socialuri kapi-

talis Sesaqmnelad, rac, Tavis mxriv, pozitiuri

ekonomikuri Sedegebis winapirobaa. kulturul

gansxvavebulobebs marTlac SeuZliaT ekonomi-

kuri sargeblis motana. magram, Tu isini gasc-

debian garkveul CarCoebs, maT axali barierebis

Seqmnac SeuZliaT (komunikaciis, TanamSromlo-

bis da potenciuri politikuri Tu ekonomikuri

riskebis warmoqmnis Sedegad).

amerikuli individualizmi

amerikaSi, arsebuli universaluri politikur-

samarTleblivi sistemis garda, yovelTvis arse-

bobda centraluri kulturuli tradicia, ro-

melic aerTianebda sazogadoebriv institutebs

da, sabolood, uzrunvelyofda mis ekonomikur

batonobas msoflioSi.

amerikelebi, rogorc wesi, Tavis Tavs individu-

alistebad miiCneven. magram, Tu amerikuli tra-

dicia marTlac ase individualisturia, maSin

rogorRa avxsnaT korporacia-gigantebis swrafi

zrda XX saukunis aSS-Si? adamiani, romelsac be-

vri ram smenia amerikuli individualizmis Tao-

baze, magram araferi icis qveynis ekonomikuri

struqturis Sesaxeb, albaT, ifiqrebs, rom ame-

rikelebi ukiduresad Tavisuflebi arian da ar

gaaCniaT urTierTTanamSromlobis unari im do-

niT, rom msxvili sameurneo organizaciis Sinaga-

nawess daeqvemdebaron. firmebi unda iqmnebodes

da qrebodes ise, rogorc taivanze, an hong kon-

gSi. gare damkvirvebeli gadawyvetda, rom ame-

rikuli kultura unda ewinaaRmdegebodes ger-

manul da iaponur kulturas maTi aqcentebiT

avtoritetze, ierarqiasa da disciplinaze.

sinamdvileSi ufro sawinaaRmdegos vawydebiT:

pirvelad swored aSS-Si gaformda Tanamedrove

ierarqiuli korporaciis modeli _ XIX saukunis


master klasi ekonomika

bolos mis teritoriaze gaCnda msoflioSi umsxvi-

lesi organizaciebi. am dros iqmneboda axali sa-

warmoebi da, rogorc Cans, amerikelebi sulac ar

Tvlidnen damamcireblad giganturi biurokra-

tiuli ierarqiebis pirobebSi emuSavaT. rogorc

ar unda iyos, amerikelTa organizebis unari ar

Semoifargleba mxolod msxvili korporaciebis

SeqmniT. dRes, rodesac gaCnda biznesis danawevre-

bis tendencia, gamoikveTa moTxovnebi axal, ufro

moqnil kompaniebze (magaliTad, virtualur kom-

paniebze), amerikelebi aqac pirvelni aRmoCndnen.

TavianT qveyanas TviTon amerikelebic individu-

alistur sazogadoebad miiCneven. individualiz-

mi maTTvis upirobod dadebiT rols TamaSobs

da, upirveles yovlisa, SemoqmedebasTan, ini-

ciativasTan, mewarmeobasTan, avtoritetis mi-

marT TavdauxrelobasTan asocirdeba. mokled,

individualizmi amerikelebisTvis nacionaluri

siamayis wyaroa, rac yvelaze damaxasiaTebeli da

mimzidvelia amerikul civilizaciaSi. araa ga-

sakviri, rom 1980-iani wlebis bolos komunistu-

ri Tu sxva avtoritaruli reJimebis kraxis mize-

zebis sajaro ganxilvebisas, yvela Tanxmdeboda,

rom diqtatura uZluri aRmoCnda amerikuli

pop-kulturisa da individualuri Tavisufle-

bis qadagebis winaSe. amis erT-erTi TvalsaCino

magaliTia saprezidento kandidatis, ros peros,

popularoba, romelic Tavisi saarCevno kampaniis

dros xSirad imeorebda: `arwivebi ar jgufde-

bian, isini ganmartoebulad dafrinaven~.

amerikuli socialuri kapitali

sinamdvileSi, amerikelebis kulturuli memkvi-

dreoba orgvari bunebisaa. individualisturi

tendenciebi xels ar uSlida sxvadasxva aso-

ciaciebSi da erToblivi saqmianobis sxvadasxva

formebSi monawileobas: individualisti-ameri-

kelebi, amavdroulad, daucxromeli koleqti-

vistebic iyvnen _ qmnidnen grZelvadian da myar

nebayoflobiT organizaciebs _ sxvadasxva saba-

vSvo sportuli organizaciebiTa da sasoflo-

sameurneo sabavSvo klubebiT dawyebuli, iseTi

gigantebiT damTavrebuli, rogorebicaa sasro-

li iaraRis nacionaluri asociacia, feradi mo-

saxleobis ganviTarebis xelSemwyobi nacionalu-

ri asociacia, amomrCevel qalTa liga.

aSS-Si arsebuli komunaluri solidarobis maRa-

li done gancvifrebas imitom iwvevs, rom iseT

sazogadoebaSi gaCnda, romelic eTnikuri da

rasobrivi mravalferovnebiT gamoirCeva. miu-

xedavad imisa, rom spontanuri socializaciis

maRali done marTlac araa yovelTvis dakavSi-

rebuli mosaxleobis erTferovnebasTan, eTni-

kuri mravalferovnebis arseboba potenciuri

winaRobaa saerTo kulturis formirebis gzaze.

amis magaliTebia aRmosavleT evropis, Sua aRmo-

savleTis da samxreT aziis polieTnikuri jgu-

febis gamocdileba. amerikaSi, piriqiT, eTnikuri

faqtori, romelic mcire zomis saTvistomoebis

Sekrulobas ganapirobebs, arc socialuri sta-

tusis gazrdas da arc asimilacias uSlis xels.

is Sefaseba, romelic individualizms aleksis

de tokvilma misca, ufro gare aziur Sefasebas

waagavs, vidre Sida amerikuls: misTvis indivi-

dualizmi is borotebaa, romelic gansakuTre-

biT demokratiuli mowyobis sazogadoebisTvisaa

damaxasiaTebeli. igi amtkicebs, rom individu-

alizmi warmoadgens egoizmis `msubuq formas~

da `aqezebs sazogadoebis yovel wevrs gamoeyos

misnairebs, datovos ojaxi da megobrebi~. ami-

tom, rogorc ki Seiqmneba individis sakuTari

wre, igi mzadaa daiviwyos mTeli sazogadoeba.

tokvili dainteresebuli iyo ara ekonomikuri,

aramed politikuri problemebiT. amerikuli

spontanuri socializaciis ekonomikuri mniSvne-

loba cxadad XIX saukuneSi, korporaciebis war-

moqmnis epoqaSi gamovlinda. ise, rogorc sxva

qveynebSi, amerikaSic biznesis sawyisi forma mci-

re zomis sawarmo iyo, romelsac, rogorc wesi,

erTi ojaxi flobda da marTavda. 1790 wlisTvis

amerikelebis 90% dasaqmebuli iyo met-naklebad

avtonomiur saojaxo meurneobebSi. 1830 wlamde

yvelaze msxvili kompaniebi dRevandeli sazome-

biT sakmaod mokrZalebuli zomis iyvnen. magali-

Tad, yvelaze did safeiqro fabrikaSi 300-mde

adamiani iyo dasaqmebuli, xolo maSindel yve-

laze msxvil foladgadamamuSavebel warmoebaSi

(springfildis saxelmwifo samxedro qarxana)

mxolod 250 kaci iyo dasaqmebuli.

amerikis rkinigza - korporaciebis

dasawyisi

yvelaferi 1830 wels, rkinigzis gaCenasTan er-

Tad Seicvala. rkinigzis realuri zegavlena aSS-

is mTlian produqtze ekonomikis istorikosebs

Soris dRemde kamaTis sagania. miuxedavad amisa,


aravin davobs imis Taobaze, rom im organizacie-

bs, romlebmac xeli mokides am saqmes, marTvis

radikalurad gansxvavebuli stilis Seqmna mou-

xdaT. geografiuli Taviseburebebis, upirvele-

sad _ sivrceSi didi ganSladobis gamo, rkinigza

ekonomikuri sawarmos erT-erTi pirveli nairsa-

xeoba iyo, romelic mxolod erTi ojaxis Zale-

biT mis marTvas SeuZlebels xdida. da swored

amitom gaxda pirveli mmarTvelobiTi ierarqie-

bis warmoqmnis impulsi. saojaxo biznesisagan

gansxvavebiT, rkinigzas sWirdeboda saSualo

rgolis menejerebi, romlebsac didi ufleba-mo-

valeobebi mieniWaT. rkinigzebma arnaxul zomebs

miaRwies: 1891 wels pensilvaniis rkinigzaSi 110

aTasi kaci iyo dasaqmebuli, rac mniSvnelovnad

aRemateboda amerikuli armiis maSindel zomas.

rkinigzis dafinanseba finansuri dawesebule-

bebis gamsxvilebasac moiTxovda. gadazidvebis

moculobis zrdam teritoriulad sul ufro

daSorebuli bazrebi gaaerTiana. bazrebis zrda

axal perspeqtivebs aCenda masStabze ekonomiis-

gan sargeblis miRebis TvalsazrisiT (warmoebis

dargSi da gasaRebis sferoSi Sromis ufro me-

tad danawilebis gamo).

evropuli rkinigzisgan amerikul rkinigzas

is ganasxvavebda, rom misi dafinanseba, marTva

da mflobeloba Tavis xelSi kerZo pirebma ai-

Res. evropaSic es dargi sameurneo saqmianobis

msxvilmasStabiani organizebis mamoZravebeli

faqtori gaxda, magram mis ganviTarebaze pasu-

xismgebloba Tavis Tavze mTavrobebma aiRes da

organizaciuli da administraciuli marTvis

sakuTari biurokratiis mdidar gamocdilebas

daefuZnen. amerika ki 1840-ian wlebSi korufcia-

Si da politikur intrigebSi iyo Cafluli da,

Sedegad, gacilebiT ufro susti da naklebad

kompetenturi iyo, vidre nebismieri evropuli

saxelmwifo.

samoqalaqo omis Semdeg, jer ganawilebis sfero-

Si, Semdeg ki warmoebaSi, swrafad gaCndnen msxvili

kompaniebi, romlebmac rkinigzisgan racionaluri

marTvis gamocdileba gadmoiRes. am periodSi ise-

Ti msxvili korporaciebi warmoiqmna, rogorebi-

caa Standard Oil da U.S Steel. es ukanaskneli pirveli

kompania gaxda, romlis kapitalizaciam 1 miliard

dolars gadaaWarba. korporaciebi sicocxlisu-

narianebi aRmoCndnen. dReisaTvis iseTi popula-

ruli savaWro saxelebi, rogorebicaa General Elec-tric, Westinhouse, Pitney-Bowes, Sears, National Cash Register, Eastman Kodak, swored am periodSi ga-

moCndnen. zogadad, XIX saukunis meore naxevarSi

masiuri moxmarebis saqonlis savaWro saxeli ame-

rikuli biznesis erT-erTi mTavari siaxle gaxda.

mwarmoeblebma isic aRmoaCines, rom maTi produ-

qciis xarisxis da miwodebis sandoobis uzrunve-

lyofa maSin iqneboda SesaZlebeli, Tu gasaRebis

arxebis kontroli maT xelSi moeqceoda. Tavis

mxriv, aseTi integracia SeuZlebeli iqneboda,

Tu mcire zomis da moklevadiani arsebobis gamo

kompaniebi ver SeZlebdnen xarisxiani saqonlis da

momsaxurebis mwarmoeblis reputaciis mopovebas.

Tu dRes Cinuri biznesi am mdgomareobas didi

sirTuleebis daZleviT axerxebs, amerikulma bi-

znesma XIX saukuneSi amas Zalian swrafad miaRwia.

cxadia, amerikuli kompaniebis aseTi tempebiT

gamsxvilebis procesi ar SeiZleba mxolod kul-

turuli faqtorebiT aixsnas. teqnologiuri re-

voluciis Sedegad masStabze efeqtidan ekono-

mikuri mogebis miRebis SesaZlebloba bunebrivi

ekonomikuri stimuli iyo maSindeli biznesis-

Tvis, gansakuTrebiT _ amerikuli Sida bazris

masStabebisa da bunebrivi resursebis simdidris

gamo. rac Seexeba sakuTrebis uflebas da ko-

merciul kanonmdeblobas, es yvelaferi aSS-Si

samrewvelo ganviTarebis adreul etapzec arse-

bobda.

aSS-is Sedareba iseT qveynebTan, rogoricaa sa-

frangeTi an CineTi, cxadyofs, rom amerikuli

kultura saerTod ar ewinaaRmdegeboda sxva-

dasxva saxis msxvili organizaciebis formirebas

_ ise, rogorc es SeiZleba mosalodneli yofi-

liyo individualizmze damyarebul kulturaSi.

amerikelebi ar iyvnen profesiuli menejerebis



winaaRmdegi, Tu isini ar iyvnen maTi naTesave-

bi: isini ar cdilobdnen SeenarCunebinaT bi-

znesi sakuTari kontrolis qveS, Tu xedavdnen

gafarToebisa da momgebianobis zrdis SesaZle-

blobas. da, bolos, isini ar iyvnen winaaRmdegi

emuSavaT gigantur fabrikebSi an ofisebSi gabe-

rili avtoritarul-biurokratiuli struqtu-

ris meTvalyureobis qveS. bunebrivia, SromiTi

urTierTobebi amerikaSi XIX saukunis bolos da

XX saukunis dasawyisSi ver acda konfliqtebs.

magram, rogorc ki profkavSiruli moZraobebi

TavianTi poziciebis dacvas axerxebdnen, isini

umal sistemis nawili xdebodnen. evropisgan,

gansakuTrebiT _ samxreT evropisagan, gansxva-

vebiT amerikaSi profkavSirebi arasdros mimar-

Tavdnen marqsistul, anarqo-sindikalistur da

sxva romelime radikalur ideologiebs.

saxelmwifos Careva da biznes elita

amerikelebi, erTi mxriv, ar iyvnen didi korpo-

raciebis winaaRmdegni, magram, meore mxriv, isini

politikul doneze yovelTvis undoblobiT iyv-

nen ganwyobilni ekonomikuri Zalauflebis erT

xelSi koncentrirebis mimarT. kerZod, Standard OIl-is da sxva msxvili korporaciebis mxridan

mcire zomis kompaniebis STanTqmebis (acquisition)

da bazris monopolizirebis mcdelobebis Sede-

gad gaCnda Serman-kleitonis antimonopoliuri

kanoni. gaerTianebebis talRa saxelmwifos Care-

vam SeaCera. franklin ruzveltis `axali kursis~

dawyebas warmoebis struqturaSi is cvlilebebi

mohyva, romlebic kidev didi xnis ganmavlobaSi,

reiganis oTxmocianebamde iyo gabatonebuli, ro-

desac masiuri STanTqmebis axali talRa wamovida.

aRsaniSnavia, rom iseT qveynebSi, rogorebicaa sa-

frangeTi, italia da taivani, sadac susti iyo sa-

Sualo zomis organizaciebi, saxelmwifos Careva

msxvili korporaciebis xelSewyobisken iyo mimar-

Tuli, aSS-Si ki, piriqiT _ Carevis ZiriTadi miza-

ni aseTi gaerTianebebis Sekaveba iyo. amerikuli

kompaniebis stiqiuri tendencia iyo ara daSla da

danawerveba (institucionalizaciis uunarobis

gamo), aramed zomebis gazrda im donemde, romlis

drosac bazris monopolizacia an masStabis efe-

qti seriozul problemas ar warmoadgenda.

amerikuli biznes elita (iaponuri da germanu-

li elitis msgavsad), romelic sabolood XX

saukunis Sua wlebSi Camoyalibda, erTgvarovani

warmonaqmni iyo: eTnikuri, religiuri, rasobri-

vi da, ra Tqma unda, sqesobrivi TvalsazrisiT.

praqtikulad yvela msxvili amerikuli korpora-

ciis mmarTveli da direqtori iyo anglosaqsuri

warmoSobis TeTrkaniani mamakaci _ kaTolikebis

umniSvnelo nazaviT. protestantuli SromiTi

eTikis da disciplinis garda, isini nergavdnen

uaryofiT damokidebulebas iseTi movlenebis

mimarT, rogorebicaa: gayra, col-qmruli Rala-

ti, fsiqikuri daavadebebi, alkoholizmi, homo-

seqsualizmi.

dRes, rodesac amerikelTa umetesoba acxadebs,

rom amerikuli sazogadoeba mkveTrad individu-

alisturi da mravalferovania imisaTvis, rom

iyos sazogadoeba am sityvis WeSmariti gagebiT,

aravis axsovs, rom saukunis Sua wlebSi kriti-

kosebis ZiriTadi masa mas axasiaTebda rogorc

mkveTrad konformistul sazogadoebas. maSin-

deli avtorebi aRniSnavdnen, rom amerikelebi,

romlebmac XIX saukunis amerika aaSenes, orien-

tirebulebi iyvnen Sida religiur an sulier

principebze. da amitomac iyvnen WeSmaritad in-

dividualistebi; xolo 1950-iani wlebis amerike-

lebma upiratesoba masiuri sazogadoebis saerTo

mniSvnels mianiWes. 1960-ian wlebSi dawyebuli

socialuri moZraobebi _ samoqalaqo uflebe-

master klasi ekonomika


bis dacva, seqsualuri liberalizacia, iseTi

moZraobebis gafurCqvna, rogoricaa femibizmi,

hipi, dRes ki _ moZraoba homoseqsualebis ufle-

bebis dasacavad, yvelferi es SeiZleba gavigoT

mxolod rogorc XX saukunis pirvel naxevarSi

amerikis saSualo fenisaTvis damaxasiaTebel da-

mTrgunvel erTferovnebaze bunebrivi reaqcia.

ndoba amerikul ekonomikaSi

am fonze SedarebiTi konkurentunarianobisadmi

miZRvnil literaturaSi aSS-is daxatva, rogorc

hiperindividualisturi sazogadoebisa, uneblie

karikaturad gamoiyureba _ iqmneba STabeWdileba,

rom yvela amerikuli kompania antipaternalizmis

momxred rCeba, rodesac xelmZRvaneloba mzadaa

mcire mizezis gamo samsaxuridan daiTxovos vete-

rani TanamSromlebi da, Tavis mxriv, TanamSrom-

lebi toveben samsaxurs ukeTesi anazRaurebis

SeTavazebis gamo. magram WeSmariteba isaa, rom

ara yvela `iaponuri~ SromiTi tradiciaa damaxa-

siaTebeli mxolod iaponiisTvis _ mraval maTgans

paralelebi sxva sazogadoebebSic aqvs, maT Soris

_ amerikulSic. am ukanasknelisTvis, magaliTad,

arc araformaluri SeTanxmebebia iSviaToba. sa-

erTod, situacia, rodesac urTierTndoba amci-

rebs saoperacio danaxarjebs, damaxasiaTebelia

ekonomikis mravali seqtorisTvis. vTqvaT, safon-

do an sasaqonlo birJebis brokerebis umetesoba

garigebebs winaswargadaxdis gareSe, mxolod si-

tyvieri SeTanxmebis safuZvelze axdens.

Tu aSS-Si arsebobs koleqtivizmis xangrZli-

vi tradicia, maSin ratom arian amerikelebi

ase myarad darwmunebulebi sakuTar individu-

alizmSi? sinamdvileSi, problema nawilobriv

semantikuria. amerikuli politikuri diskusiis-

Tvis damaxasiTebelia problemis formulireba

urTierTdapirispirebis terminebSi pirovnebis

uflebebsa da saxelmwifos avtoritets Soris.

magram, am SemTxvevaSi, ignorirebulia im jguf-

Ta mravalferovneba, romlebic saSualedo po-

zicias ikaveben pirovnebasa da saxelmwifos

Soris da, amave dros, garkveuli avtoritetis

matareblebi arian. amerikelebs gaZlierebuli

undobloba aqvT saxelmwifos mimarT, Tumca

igive antisaxelmwifoebrivad ganwyobili ame-

rikelebi iolad eqcevian sxvadasxva saxis so-

cialuri jgufebis avtoritetis gavlenis qveS:

ojaxi, eklesia, SromiTi koleqtivi, profesiuli

an sxva saxis kavSirebi. rodesac konservatorebi

gamodian imis winaaRmdeg, rom saxelmwifom Tavis

Tavze aiRos garkveuli socialuri funqciebi,

isini, rogorc wesi, TavianT pozicias individua-

lizmis rwmeniT xsnian. magram, amave dros, am po-

ziciasTan erTad isini icaven iseTi socialuri

institutebis avtoritetis gamyarebas, rogori-

caa ojaxi an eklesia da amiT aCveneben, rom Ta-

visi rwmeniT sulac ar arian individualistebi

_ maTi rwmenis sagani ufro arasaxelmwifoebrivi

komunitarizmia.

miuxedavad imisa, rom amerikelebis umetesoba

Tavisi fesvebiT myaradaa dakavSirebuli ojax-

Tan, familisturi tendenciebi amerikul sazo-

gadoebaSi yovelTvis ufro susti iyo, vidre

italiurSi an CinurSi. rac unda Tqvan familis-

turi moZraobis momxreebma, aSS-Si patriarqa-

lur ojaxs ar gaaCnia iseTi ideologiuri fun-

damenti, rogoric CineTSi an laTinuri amerikis

kaTolikur qveynebSi. naTesauri kavSirebi ufro

msxvili sazogadoebrivi jgufebis interesebs

emorCileba da, arsebiTad (garkveuli eTnikuri

erTobebis garda), meorexarisxovan rols Tama-

Sobs socializaciis procesSi. es imitom, rom

arsebobs adamianTa sazogadoebriv cxovrebaSi

CarTvis uamravi sxva saSualeba. amerikaSi bavS-

vebi mudam gamohyavT ojaxidan da ufro farTo

konteqstSi aTavseben. es SesaZlebelia iyos se-

qta an saeklesio mrevli, skola an universiteti,

armia an biznesi. Cinur tradiciebTan SedarebiT,

sadac ojaxi sociumis sabazo avtonomiuri er-

Teulia, aSS-Si ojaxgare urTierTobebi TiTqmis

mTeli misi istoriis manZilze gacilebiT ufro

meti avtoritetiT sargeblobda.

pirvel msoflio omamde aSS maRali donis spon-

tanuri socializaciis mqone sazogadoeba iyo.

socialur kapitalze dayrdnobiT mas SeeZlo Se-

eqmna msxvili ekonomikuri struqturebi, sadac

aranaTesaur kavSirebSi myofi adamianebi saer-

To ekonomikuri miznebis miRwevis gzaze Tana-

mSromlobdnen. isic gavixsenoT, rom, germaniisa

da iaponiisgan gansxvavebiT, aSS-s ar aqvs feo-

daluri warsuli da is kulturuli tradiciebi,

romlebic SeZlebdnen axal industriul epoqaSi

muSaobas. magram aSS-s iseTi gansakuTrebuli re-

ligiuri tradicia aqvs, romelsac analogi ar

gaaCnia arcerT evropul sazogadoebaSi. Tumca,

es sakiTxi ufro istoriisa da kulturologiis

sferos ganekuTvneba da scdeba am statiis Te-

matikas.


licenzirebuli Targmani

© (2009) Harvard Business Review / Distributed by The New York Times Syndicate

THE END OF RATIONAL ECONOMICSgamoqveynebulia `harvard biznes revius~ 2009 wlis ivlisi-agvistos nomerSi

racionaluri ekonomikis dasasruli

avtori: den arieli

BY DAN ARIELY


racionaluri

ekonomikis

dasasruli

The End of Rational Economics

avtori: den arieli

droa, kompaniebma uari Tqvan im mosazrebaze, rom maTi

klientebi, TanamSromlebi da menejerebi yovelTvis

logikur gadawyvetilebebs iReben

2008 wels Zlierma miwisZvram nacartutad aqcia fi-

nansuri samyaro. am nangrevebis buRsa da kvamlSi,

federaluri sarezervo sistemis yofilma Tavmjdomarem, alan

grinspenma (romelsac manamde `yvela drois saukeTeso banki-

radac~ ki miiCnevdnen) kongresis komisiis winaSe aRiara _ ar

velodi, rom bazari Cemi gamocdilebidan momdinare varaude-

bis sapirispirod imuSavebdao. igi `cdeboda, roca egona, rom

bankebisa da sxva organizaciebis mxridan piradi interesebis

dacva maTi aqcionerebis dacvaSi aisaxeboda~.

axla Zalian Zviri gvijdeba ekonomikis maregulirebeli `uxi-

lavi xelisadmi~ es uryevi rwmena da gulistkiviliT viazrebT,

rom mcdari yofila sayovelTaod miRebuli ekonomikuri Te-

oria _ TiTqos adamianebi yovelTvis racionalur gadawyveti-

lebebs iRebdnen da TiTqos bazrebic da organizaciebic jan-

saRi, TviTregulirebadi institutebi iyos. Tuki ekonomikis

meqanizmis damaxinjebulma xedvam uol-stritis msgavsi hiper-

racionaluri samyaroc ki kraxamde miiyvana, warmogidgeniaT,

ra zians moutanda igi sxva institutebsa da organizaciebs,

romlebSic Secdomebisadmi metad midrekili, metad alogiku-

ri adamianebi Warboben? anda ras izamen momavalSi racionalur

debulebebze aRzrdili, TumcaRa amoraluri da araprognozi-

rebadi meTodebiT momuSave korporaciuli menejerebi?



axla, rogorc iqna, vacnobierebT, rom adamia-

nis gadawyvetilebebis warmmarTveli WeSmariti

ùxilavi xeli~ swored Cveni iracionaluri bu-

nebaa. es msofliosTvis sakmaod mware gakveTi-

lia, Tumca misi erTi dadebiTi aspeqti SeiZleba

is iyos, rom axla kompaniebi kargad isigrZegane-

ben, raoden mniSvnelovania araswori mosazrebe-

bis sawinaaRmdego meqanizmebis SemuSaveba. Tuki

kompaniaTa mesveurebi Seigneben, rom adamianTa

motivaciis ZiriTadi impulsebi metwilad qvec-

nobieri kognitiuri akviatebebidan momdinareo-

bs (swored esaa WeSmariti ùxilavi xeli~, Tuki

aseTi ram marTlac arsebobs), isini ufro advi-

lad daicaven Tavs ugunurobisa da gamflangve-

lobisgan.

qceviTi ekonomikis (Behavioral Economics) jer ki-

dev ganviTarebis stadiaSi myofi dargi adamian-

Ta da organizaciaTa moqmedebis radikalurad

gansxvavebul xedvas gvTavazobs. am statiaSi

Cven biznes-saqmianobis ramdenime aspeqts qce-

viTi ekonomikis prizmaSi ganvixilavT da, imedi

gvaqvs, TvalnaTliv giCvenebT, rom amgvari xed-

viT kompaniebs ara mxolod ufro efeqtiani pro-

duqtebisa Tu servisebis Seqmna, klientTa ukeT

dakmayofileba da TanamSromelTa muSaobis pro-

duqtiulobis gazrda, aramed katastrofuli Se-

cdomebis Tavidan acilebac SeuZliaT.

qceviTi ekonomika

qceviTi ekonomikis mTavari samuSao koncef-

cia fsiqologiuri Tu ekonomikuri aspeqtebis

gaTvaliswinebiT gulisxmobs, rom kognitiuri

akviatebebi adamianebs xSirad racionaluri ga-

dawyvetilebebis miRebaSi uSlis xels (komiqsebis

personaJebidan isini homer simpsons ufro hgvanan,

vidre _ supermens). qceviTi ekonomika Tavs ari-

debs Cveulebrivi ekonomikisTvis damaxasiaTebel

farTo doqtrinebs, romlebic biznesis skoleb-

Si saxelmZRvanelo principebis saxiT iswavleba.

igi ikvlevs realur adamianTa gadawyvetilebebs

_ ramdeni daxarjon finjan yavaze; daagrovon Tu

ara fuli sapensio asakisTvis; iTaRliTon Tu ara

da ra Tanxis gulisTvis; daicvan Tu ara dieta da

a.S. magaliTad, roca erT eqsperimentSi adamia-

nebs SesTavazes arCevani gaekeTebinaT 15 centad

Sefasebul Lindt-is trufelsa da Hershey’s-is 1

centad Sefasebul bezes Soris, kvlevis obieqtTa

umetesobam (73%) bezes mainc trufeli amjobina.

magram roca igive tkbileuloba 1 centiT iafad

anu trufeli 14 centad, xolo beze ufasod Se-

vTavazeT, trufeli mxolod 31%-ma airCia. ro-

gorc aRmoCnda, sityva ùfaso~ sakmaod Zlieri

satyuaraa, romelsac advilad SeuZlia ukeTes

garigebazec ki gvaTqmevinos uari.

ukanaskneli aTwleulebis ganmavlobaSi qceviTi

ekonomika, umTavresad, Cveulebrivi ekonomikis

damatebiT disciplinad _ mis erTgvar Rarib na-

Tesavad _ iTvleboda. marTalia, tradiciuli eko-

nomikis praqtikosebi uxalisod aRiarebdnen, rom

adamianebi drodadro araracionalurad iqcevian,

magram isini mainc TavianT Teoriul iaraRebs

ebRauWebodnen. es adamianebi amtkicebdnen, rom

qceviTi ekonomikis specialistebisa da fsiqo-

logebis mier Catarebuli eqsperimentebi sakmaod

sainteresoa, magram Crdils ver ayenebs ekonomi-

kis racionalur models, radgan xelovnur gare-

moSi tardeba da ar imarTeba racionaluri qcevis

umniSvnelovanesi regulatoris _ bazris konku-

rentuli garemos _ mier. Semdeg ki, 2008 wlis

oqtomberSi grinspeni Tavisi aRiarebiTi gancxade-

biT gamovida. adamianebis, organizaciebisa Tu ba-

zrebis racionaluri bunebisadmi rwmena ukvalod

gaqra da TvalnaTliv gamoCnda saqmiani Tu sazo-

gadoebrivi sistemebis winaSe arsebuli safrTxe-

msoflio finansurma krizisma mTlianad uaryo sayovel-

Taod miRebuli ekonomikuri Teoriis ori punqti _ rom

adamianebi, Cveulebriv, racionalur gadawyvetilebebs

iReben da rom bazris ùxilavi xeli~ nebismieri disba-

lansis maregulirebeli saimedo meqanizmis rols TamaSo-

bs. droa, uari vTqvaT amgvar mosazrebebze da axleburad

mivudgeT sakiTxs.

» qceviTi ekonomika efuZneba varauds, rom adamianebi, Zi-

riTadad, araracionaluri da kognitiuri akviatebebiT

motivirebuli arsebebi arian. es, jer kidev ganviTarebis

stadiaSi myofi, disciplina sruliad gansxvavebuli ku-

TxiT gviCvenebs, ra faqtorebi amoZravebs adamianebsa da

organizaciebs.

» eqsperimentuli midgomis danergva saSualebas miscems

kompaniebs, dainaxon is simarTle, romelic safuZvlad

udevs maTs warmodgenebs klientebis, TanamSromlebisa da

korporaciuli politikis Sesaxeb.

ideis arsi



ebi. ar arsebobs aranairi organizacia, romelic,

vTqvaT, kvebis produqtebisa da wamlebis kontro-

lis sammarTvelos (Food and Drug Administration _

igi samkurnalo preparatebis bazarze gatanamde

eqimebsa da farmacevtul kompaniebs maTs guldas-

miT gadamowmebas avaldebulebs) msgavsad biznes-

Tu sazogadoebriv seqtorebSi simarTles CaeZieba.

Sesabamisad, Tavad kompaniebma unda daiwyon saku-

Tari klientebis, TanamSromlebis, saqmianobisa da

politikis Sesaxeb damkvidrebuli rwmena-warmod-

genebis kvleva. Tuki organizaciebi gaiazreben da

winaswar ganWvreten adamianTa iracionalur qce-

vas, isini advilad iswavlian misi mavne Sedegebis

dabalansebasa da Tavidan acilebas. modi, ganvixi-

loT ramdenime magaliTi.

gunduri muSaobis bneli mxare

ramdenime wlis win me da Cemma kolegebma aRmova-

CineT, rom adamianTa umetesoba _ Tuki sakuTar

nebaze miuSveb da xelsayrel pirobebsac Seuqmni

_ cotas TaRliTobs da sindisis dasamSvideblad

am saqcielisTvis racionalur axsnasac poulo-

bs. garda amisa, Cven TvalnaTliv davinaxeT, rom

upatiosno qcevaTa intensivoba mkveTrad kle-

bulobda, roca TaRliTobis SesaZleblobis mi-

cemamde kvlevis obieqtebs eTikur principebze

(vTqvaT, aT mcnebaze) an pirad moralur kode-

qsze dafiqrebas vTxovdiT.

magram ra xdeba, roca adamianebi urTierTTa-

namSromloben? Cven gadavwyviteT dagvedgina

iReben Tu ara calkeuli jgufebi ufro ukeTes

da ufro eTikur gadawyvetilebebs. sami eqspe-

rimentisgan Semdgar seriaSi cdis monawileebs

oc-oci maTematikuri amocanis amoxsna davava-

leT. davalebis Sesasruleblad yvelas xuTi

wuTi miveciT da TiToeul amoxsnil amocanaSi

50 cents SevpirdiT. cdis pirvel variantSi (e.w.

kontrolis pirobebSi) eqsperimentis TiToeul

monawiles vTxoveT sworad amoxsnili amocane-

bi sagamocdo blankebze gadaeweraT da gadaecaT

gamomcdelisTvis, romelic maT mis xelT arse-

bul swori pasuxebis nusxas Seudarebda. eqspe-

rimentis meore variantSi monawileebi pasuxebis

furclebs Semowmebis gareSe xevdnen da sagamo-

cdo blankebze mxolod swori pasuxebis raode-

nobas werdnen. albaT ar gagikvirdebaT, Tuki

vityviT, rom meore eqsperimentSi CarTuli ada-

mianebi, xSir SemTxvevaSi, ityuebodnen da, kon-

trolis pirobebSi Catarebuli cdis monawilee-

bisgan gansxvavebiT, saSualod, or zedmet swor

pasuxs miiwerdnen.

viTareba kidev ufro saintereso gaxda eqspe-

rimentis mesame etapze, sadac monawileebi wyvi-

lebad muSaobdnen da nadavls erTmaneTSi iyo-

fdnen. Sedegebma uCvena, rom upatiosno TamaSis

faqtebi 25%-iT izrdeboda, roca adamianebi

igebdnen, rom Tu iTaRliTebdnen, maTi mewyvile

ixeirebda da, Sesabamisad, saerTo Semosavalic

gaezrdebodaT.

am cdis meore versiaSi Cven gadavwyviteT da-

gvedgina, SeuSlida Tu ara gundur TaRliTobas

xels monitoringisa da zedamxedvelobis dawe-

seba. rogoc aRmoCnda, ver SeuSala _ upatios-

no saqcielis faqtebma iklo, magram srulad ar

gamqrala. metic, eqsperimentuli jgufis wevrTa

informirebulobis zrdasTan erTad, TaRliTo-

bis tendenciamac imata. sxva cdebma cxadyo, rom

erTi pirovnebis aSkara eSmakoba gundis sxva we-

vrebsac aTqmevinebs uars moralur principebze

_ gansakuTrebiT maT, vinc am arapatiosan moTa-

maSesTan uSualo kavSirSi grZnobs Tavs. rogorc

Cans, matyuaroba gadamdebia.

kvlevaTa am Sedegebs uaRresad didi mniSvnelo-

ba aqvs organizaciebSi danergili arakontro-

lirebadi gunduri muSaobis praqtikisaTvis.

marTalia, samuSao jgufebs uamravi socialuri

Tu funqciuri upiratesoba aqvs, magram, amasTan

erTad, isini metad daucvelia araeTikuri qce-

visgan.

SurisZiebis motivi: roca klienti

ukmayofiloa

ganvixiloT gansakuTrebiT Seuswavleli da ira-

cionaluri movlena _ momxmarebelTa qceva. mra-

vali kompania cdilobs Tavisi klienturis dak-

mayofilebas, magram cota maTgani Tu axerxebs

amas Tanmimdevrulad. es ki Zalian cudia _ fir-

maTa umetesobas arc ki aqvs gacnobierebuli, ra

Zviri jdeba momxmareblis guliswyroma, radgan,

Sesaferis viTarebaSi, adamianTa umravlesoba

uars ar ambobs Surisgebaze.

san diegos universitetis profesorma aialet

gnizim da me gadavwyviteT dagvedgina, gauCenda

Tu ara adamianebs mciredi gaRizianeba SurisZie-

bis survils. Tuki gauCenda, SegveZlo Tamamad

adamianTa umetesoba _ Tuki

sakuTar nebaze miuSveb da

xelsayrel pirobebsac Seuqmni _

cotas TaRliTobs.



dagveskvna, rom dRevandel pirobebSi, roca ase

xSirad gvigdeben yurmils, gviuqmeben aviareisebs

da jarimebs gviweseben sakredito baraTebze, ada-

mianTa Soris kompaniebisTvis samagieros gadaxdis

survili momavalSi kidev ufro gaizrdeboda.

Cven mier daqiravebuli àgenti~, msaxiobi denie-

li, eqsperimentis monawileebs kafeSi ramdenime

nabeWd gverds urigebda da Txovda Tanmimdevro-

biT daelagebinaT isini. am saqmeSi igi TiToeul

monawiles 5 dolars Sehpirda. samuSaos Sesru-

lebis Semdeg yvelam xuTi erTdolariani kupiu-

ra miiRo, magram zogierTs denielma `SecdomiT~

ori, sami da oTxi dolari gadaayola.

eqsperimentis pirvel, àrgamaRizianebel~ va-

riantSi denielma mokled auxsna monawileebs,

ra unda gaekeTebinaT da ucbad daasaqma isini.

meore, `gamaRizianebel~ versiaSi mas Sua ins-

truqtaJis dros mobilur telefonze daurekes.

denielma zustad 15 wami isaubra `megobarTan~

picaze da saRamos vaxSamze, gaTiSa yurmili da

mobodiSebis gareSe ganagrZo damswreTa dakva-

lianeba. Cven gvindoda gagverkvia, iZiebdnen Tu

ara Surs denielze eqsperimentis gaRizianebuli

monawileebi da daitovebdnen Tu ara mis mier mi-

cemul zedmet kupiurebs.

eqsperimentis pirvel, àrgamaRizianebel~ ver-

siaSi CarTul pirTagan 45% keTilsindisierad

moiqca. denielis ̀ uxeSi~ mopyrobis ̀ msxverplTa-

gan~ ki mxolod 14%-ma daabruna zedmeti fuli.

is faqti, rom normalur viTarebaSi adamianTa

mxolod 45% moiqca patiosnad, TavisTavad, da-

mTrgunvelia, magram gamaognebeli is iyo, rom

15-wamianma satelefono saubarma mkveTrad Sea-

mcira arkuTvnili Tanxis dabrunebis albaToba.

eqsperimentis mesame versiaSi Cven vcadeT, meti

ram gagvego dasjis impulsis Sesaxeb. saintereso

iyo _ Seicvleboda Tu ara rame, Tuki denieli

ganacxadebda, rom viRacis mier iyo daqiravebu-

li; dasjidnen Tu ara eqsperimentis monawile-

ebi agentis saqcielis gulisTvis xelmZRvanels

(anu kvlevis organizator mecnierebs). Sedegma

uCvena, rom Tuki adamianebs SerisZiebis survili

amoZravebT, maTTvis didi mniSvneloba ar aqvs,

xelmZRvanelze gadatexen joxs Tu _ xelqveiTze.

es ki sakmaod cudi axali ambavia damqiraveble-

bisTvis. Tuki Tqveni xelqveiTi klients gaabra-

zebs (Tugind konfliqtis mizezi aranair kavSirSi

ar iyos firmis saqmianobasTan), advili SesaZle-

belia, Tqven moimkaT amis Sedegebi. kompaniis Ta-

namSromlis umniSvnelo darRvevamac ki SeiZleba

damsaqmeblis winaaRmdeg aamxedros momxmarebeli

da mniSvneloba aRar eqneba _ vin iyo damnaSave.

ra SeiZleba kompaniebma an kerZo pirebma moimo-

qmedon biznessa Tu pirad garigebebSi arsebuli

Surisgebis am instinqtis CasayuCeblad? mobodi-

Seba Wris _ droebiT mainc. zemoxsenebuli eqspe-

rimentis kidev erT versiaSi denieli telefonze

saubris dasrulebis Semdeg bodiSs ixdis. gaoce-

buli davrCiT, ramdenad Zlieri efeqti SeiZle-

ba hqondes ubralo Tavazianobas. eqsperimentis

`bodiSian~ variantSi fuli procentulad imde-

nive adamianma daabruna, ramdenmac pirvel, àr-

gamaRizianebel~ versiaSi. rogorc Cans, sityva

ùkacravad~ sruliad aneitralebs gaRizianebas

(Tumca, savaraudod, bodiSis moxdis efeqti ga-

Rizianebis sixSiresTan erTad Semcirdeba).

SurismaZiebloba da TaRliToba mxolod oria im

iracionalur qcevaTagan, romlebic kompaniaTa

TanamSromlebisa da klientebis gadawyvetilebe-

bsa Tu qmedebebs ganapirobebs. vnaxoT, ra sarge-

blis naxva SeiZleba am codnis safuZvelze.

qcevasTan dakavSirebuli

eqsperimentebi

qceviTi ekonomikis specialistTa eqsperimen-

tebi, romlebic adamianTa gadawyvetilebebisa

da qcevebis safuZvlebs Seiswavlis, Zireulad

gansxvavdeba kompaniaTa mier axali ideebis, ma-

rketinguli koncefciebisa Tu xelsayreli Se-

saZleblobebis testirebis tradiciuli meTo-

debisgan. Tumca, mTavari gansxvaveba uSualod

kvlevis meTodologiaSi ki ara, gamosacdeli

ideebis SerCevis procesSia.

eqsperimentirebis mimarT kompaniaTa standar-

tuli midgoma teqnikur proeqts hgavs. igi qm-

nis uryev warmodgenebs biznesis yvela moTamaSis

qcevis warmmarTveli kanonebis Sesaxeb da mTa-

var problemad mxolod am standartul qcevaTa

konkretuli biznes-saWiroebisTvis kombinire-

bas moiazrebs (am TvalsazrisiT, gansakuTrebiT

didi upiratesoba aqvT im kompaniebs, romlebic

ufro met operaciul monacemebs floben. maga-

liTad, saTamaSo biznesis giganti Harrahs-i cnobi-

SurismaZiebloba da TaRliToba

mxolod oria im iracionalur

qcevaTagan, romlebic

kompaniaTa TanamSromlebisa Tu

klientebis gadawyvetilebebs

ganapirobebs.



lia imiT, rom axali servisebisa Tu SeTavazebebis

Sesaqmnelad klientTa monacemebze dayrdnobiT

awarmoebs sxvadasxva saxis eqsperiments). amisgan

gansxvavebiT, qceviTi ekonomikis midgoma samec-

niero proeqts waagavs: Cven vikvlevT rogorc

qcevaTa warmmarTvel kanonebs, aseve maTi daner-

gvis gzebs. ganvixiloT ramdenime magaliTi:

faswarmoqmna. ver getyviT qceviTi ekonomikis sfe-

roSi eqsperimentirebdnen Tu ara Apple-is mesveu-

rebi, roca axlad warmodgenili iPhone-is gayidva

Tavidan 600 dolarad daiwyes da maleve 400 do-

laramde Camoafases igi, magram faqtia, rom am

svlam adamianuri qcevis erTi Zalian mniSvnelo-

vani niuansi gamoavlina. xalxis tvinSi Tavdapir-

veli maRali fasis CabeWdviT, Apple-ma momxmare-

bels afiqrebina, rom mis produqtSi 400 dolaris

gadaxda xelsayreli garigeba iqneboda. Apple-is praising-jgufma, sawyis etapze SesaZloa, standar-

tuli meTodebiT imuSava Tavis fokus jgufebTan

iPhone-is savaraudo standartuli fasis gansazR-

vraze da yvela monawile mxaris azris gaTvaliswi-

nebiT maqsimalurad momgebiani safasuric ($ 400) SearCia. magram mas rom Tavisi telefonebi Tavi-

danve 400 dolarad gaeyida, myidvelebs Sedare-

bisTvis aranairi bazisi ar eqnebodaT, radgan maT

uwin arasodes unaxavT msgavsi produqti.

qceviTi ekonomikisTvis damaxasiaTebeli xedvis

danergvam, SesaZloa, Apple-s eWvis qveS daayene-

bina mosazreba imis Taobaze, rom momxmareble-

bs mowinave teqnologiebis saTanadod Sefaseba

SeuZliaT da fasebis dasaweseblad ramdenime

eqsperimenti Caatarebina. am tipis testebis mi-

zani mxolod optimaluri fasis SerCeva ki ara,

imis dadgenaa, rogor iReben adamianebi ama Tu im

fasad yidvis gadawyvetilebas. garda amisa, kom-

paniebma unda gaiazron, rogor SeiZleba zemoq-

medebdes grZelvadian perspeqtivaSi sawyisi fasi

Rirebulebis aRqmaze.

axali produqtis gamoSveba. qceviTi ekonomikis

specialistebs SeuZliaT agreTve daakvirdnen,

rogor ganapirobebs Cvevebi da ndobis faqtore-

bi momxmarebelTa arCevans. aviRoT, magaliTad,

mewarme, romelic garemos dacvisTvis Tavgamo-

debul momxmareblebze gaTvliT sammagad koncen-

trirebuli (da, Sesabamisad, naklebi mavne narCe-

nebis mqone) sarecxi saSualebis gayidvas gegmavs.

rogor unda moiqces mwarmoebeli, Tu gaviTva-

liswinebT myidvelTa TiTqmis instinqtur ltol-

Sveicarielma mecnierebma, ernst feris xelmZRvanelobiT, Caatares

`ndobis TamaSis~ saxeliT cnobili eqsperimenti, romlis wyalobiTac

bevri axali ram SevityveT SurisZiebis motivaciis Sesaxeb. TamaSis pi-

robebi daaxloebiT aseTia: Tqven da Tqvens anonim partniors geZlevaT

aT-aTi dolari. pirveli svla Tqvenia. unda gadawyvitoT, daitovoT

fuli Tu partniors gaugzavnoT. Tuki Tanxas daitovebT, TiToeul

Tqvengans aTi dolari darCeba da TamaSic damTavrdeba. xolo Tu gau-

gzavniT, eqsperimentatorebi fuls gaaoTxmageben da Tqvens mewyviles

40 dolars miscemen. amgvarad, mis bankSi 50 dolari Segrovdeba.

ibadeba bunebrivi kiTxva: ratom unda misceT fuli pirvelma? pasuxi

martivia: imedi gaqvT, rom partnioric namusianad moiqceva Tavis svla-

ze. mas ki ori arCevani aqvs _ an mTeli Tanxa unda daitovos, an gagiyoT

da 25 dolari gamogigzavnoT.

Tuki Tqveni mewyvile racionalurad da piradi interesebis sasarge-

blod moqmedebs, igi fuls ar gaginawilebT. Tu es iciT da aseve racio-

nalurad moazrovne xarT, arc Tqven gaugzavniT kuTvnil 10 dolars.

kargi ambavi isaa, rom adamianebi metad mimndobebi arian da ufro xSi-

rad pasuxoben sikeTiT sikeTes, vidre amas standartuli ekonomiku-

ri Teoria gvaswavlis. eqsperimentis msvlelobisas mravalma adamianma

gasca Tavisi 10 dolari da, umetes SemTxvevaSi, kuTvnili 25 dolaric

miiRo.

magram Sveicariuli TamaSi aq ar mTavrdeba. Tu Tqveni partniori

mTels Tanxas Caijibavs, SegiZliaT TamaSis momdevno fazaSi, garkveuli

safasuris sanacvlod, dasajoT igi. Tqven mier gadaxdili TiToeuli

dolari Tqvens xarb mewyviles 2 dolars waarTmevs. amgvarad, Tuki 25

dolars ar dainanebT, Tqveni partniori mTels Tanxas dakargavs. SeiZ-

leba ifiqroT, rom kaci, romelmac erTi wuTis win 10 dolari dakarga,

uazro angariSsworebisTvis kidev ufro met fuls wyalSi ar gadayris,

magram faqtia, rom ganawyenebul moTamaSeTa umravlesobas arakeTil-

sindisieri partniorebisTvis samagieros gadaxdis SesaZlebloba xeli-

dan ar gauSvia.

Tumca, cdis yvelaze saintereso aRmoCena es ar yofila. gadawyvetile-

bis miRebis momentSi testis organizatorebi eqsperimentis monawileTa

gonebas pozitronul-emisiuri tomografis (positron emission tomography

- PET) saSualebiT ukeTebdnen skanirebas. maT mniSvnelovani aRgzneba

daafiqsires striatumSi (striatum) _ tvinis im monakveTSi, romlis gaa-

qtiurebac, Cveulebriv, jildos miRebis siamovnebas ukavSirdeba. anu,

sxva sityvebiT rom vTqvaT, umaduri partnioris dasjis gadawyveti-

leba, rogorc Cans, siamovnebas aniWebs adamianebs. metic, rac ufro

didi iyo upatiosno mewyvilisTvis gankuTvnili sasjeli, miT ufro

intensiuri iyo striatumis aqtivoba. es ki imas niSnavs, rom sazRauris

migebis wyurvils _ ragind ZviradRirebuli da iracionaluric (radgan

arc icnobT da arc arasodes SexvdebiT Tqveni Surisgebis obieqts)

iyos igi _ biologiuri safuZvlebi aqvs.

ndobis TamaSi



vas garegnulad msgavsi sarecxi saSualebisadmi

_ ra jobia, SefuTos koncentrati standartuli

zomis boTlebSi da Zvirad gayidos igi Tu momxma-

rebelTa Cvevebs daupirispirdes da samjer patara

boTlebiT warmoadginos Tavisi produqti? anda,

ra vuyoT ndobis problemas? Tuki myidvelma ar

daijera, rom misTvis SeTavazebuli sarecxi si-

Txe sammagadaa koncentrirebuli (miT umetes, rom

igi suniT da SesaxedaobiT arafriT gansxvavdeba

Cveulebrivi gamwmendi saSualebebisgan), gana moi-

survebs igi masSi fulis gadaxdas? rogor unda

daZlios mewarmem amgvari dabrkoleba?

klientebi. momxmarebelTa da TanamSromelTa

ufro safuZvlianad Sesaswavlad amJamad ukve

mravali kompania iyenebs qceviTi ekonomikisa-

Tvis damaxasiaTebel midgomas. magaliTad, erT-

ma sadazRvevo kompaniam SeamCnia, rom adamianTa

umravlesoba manqanis dazRvevisTvis gankuTv-

nili formis Sevsebisas avtomobilis wliuri

garbenis grafaSi realurze mcire cifrs werda.

kompaniam moiSvelia im kvlevis Sedegebi, romlis

mixedviTac, eTikuri normebis Sexsenebis Se-

mTxvevaSi adamiani naklebad ityueba da xelmo-

weris grafa anketis bolodan TavSi gadaitana.

aRmoCnda, rom formis TavSi xelmomweri ganmcxa-

deblebi boloSi xelmomwerebze, saSualod, 2700

miliT met garbens miuTiTebdnen.

sainteresoa, agreTve, amerikis umsxvilesi saka-

belo operatoris Comcast-is magaliTi, romel-

mac momxmarebelTa mxridan SurisZiebis proble-

maze drouli reagirebisTvis vebgverd Twitter-is gamoyeneba daiwyo. kompaniis cifruli usafr-

Txoebis samsaxuris direqtorma frenk eliason-

ma SeamCnia, rom internetSi sityva `Comcast~-is (an, zogjer _ `Comcrap~-is) Ziebisas advilad

SeiZleba kompaniis muSaobiT ukmayofilo momx-

marebelTa mosazrebebisa Tu mimoweris gamovle-

na da maTs problemebze reagireba manam, sanam

es problemebi formalur saCivrebad gadaiqce-

va (amJamad internetSi ganTavsebul komentare-

bs Tvalyurs adevneben sxva iseTi kompaniebic,

rogorebicaa _ JetBlue-i, General Motors-i, Kodak-i, Dell-i da Whole Foods Market-i).

qceviTi ekonomikis potencialis

gamoyeneba

qceviT ekonomikaSi ganxorcielebul kvlevaTa

Sedegebi SeiZleba damTrgunvelad moqmedebdes

den arieli ([email protected]) _ diukis universi-

tetis (Duke University) qceviTi ekonomikis profe-

sori. igi avtoria wignisa `Predictably Irrational: The Hidden Forces That Shape Our Decisions~ (HarperCollins, 2008).

_ yvelafers rom Tavi davaneboT, Cveni eqsperi-

mentebis umetesoba imas uCvenebs, rom adamiane-

bs ar aqvT gonivrul gadawyvetilebaTa miRebis

unari. uamravi testi cxadyofs, rom Cven emo-

ciurad aRgznebuli, beci da advilad dasabnevi

arsebebi varT. miuxedavad amisa, is kompaniebi,

romlebic qceviT eqsperimentirebaSi Cadeben

investiciebs, sagrZnoblad gaaumjobeseben ga-

dawyvetilebebis miRebis process da Seamcire-

ben riskis faqtorebs.

qceviTi ekonomikis sferoSi eqsperimentirebiT

dainteresebulma organizaciebma kargad unda

gaiazron, rom es procesi did drosa da saTuT

midgomas moiTxovs. mravali kompania xSirad mxo-

lod imitom Seiswavlis momxmareblis Cvevebs,

rom Tavis mier ganxorcielebuli marketinguli

kvlevebis uvargisobasa da gamotanili daskvne-

bis arasworobaSi darwmundes. moqnili kompa-

niebi qceviTi ekonomikis potencialis gasavi-

Tareblad kvalificirebul eqsperimentatorebs

daiqiraveben da Caatareben patar-patara, erTi-

meoreze dafuZnebul cdebs.

Tuki organizacia gaiazrebs sayovelTao ira-

cionalurobas, advilad SeZlebs qceviTi ekono-

mikis midgomis gamoyenebas biznesis faqtobrivad

yvela samoqmedo sferoSi _ dawyebuli marTviTa

Tu TanamSromlebTan urTierTobiT da marketin-

giTa Tu klientTa momsaxurebiT damTavrebuli.

es gansakuTrebiT sasargebloa iseT naklebad

Seswavlil arealebSi, rogorebicaa, magaliTad,

saqmianobasa da anazRaurebas, risksa da jildos,

loialurobasa da samomxmareblo Cvevebs, anda

fasebis dawesebasa da myidvelTa qcevebs Soris

arsebuli urTierTkavSirebi. erTi sityviT, ra-

mdenadac kompaniebi bolo dros ufro advilad

ayeneben eWvqveS sakuTar mosazrebebs, ufro

yuradRebiT swavloben dainteresebul mxareTa

midrekilebebs da erTmaneTs uziareben sakuTar

codnas, isini momavalSi udavod bevrad ufro

brZnulad warmarTaven TavianT saqmes.

jek trauti, el raisi

marketinguli omebimarketinguli omebi


marketinguli omebi Targmani

Tavi mecxre

flanguri omis principebi

mowinaaRmdegis devna gamarjvebis meore aqtia. umetes

SemTxvevaSi igi pirvel aqtze ufro mniSvnelovania.

karl fon klauzevici

marketingis specialistTa umetesobisTvis Ta-

vdacva da Seteva Cveulebrivi, gasagebi stra-

tegiebia. lideri Tavs icavs, sxvebi ki mas Tavs

esxmian. ra aris amaSi axali? ra da _ flanguri

ieriSi. mravali xelmZRvaneli flangur oms ma-

rketingis praqtikaSi gamouyenebel cnebad miiC-

nevs. es mcdari Sexedulebaa. flanguri ieriSi

marketinguli omis warmoebis yvelaze ufro ino-

vaciuri saSualebaa.

aseTi Setevebis SemuSavebas samxedroebi Tavian-

Ti saStabo saqmianobis udides nawils uTmoben.

amerikis ukanaskneli saxmeleTo gamarjvebac

swored flangurma dartymebma moitana: esaa 1950

wels general makarturis gadasxdoma inCxonis

portSi. Tumca, aseTi Setevebi yovelTvis war-

matebiT ar mTavrdeboda, risi TvalsaCino maga-

liTicaa 6 wlis Semdeg port anzioSi gancdili

marcxi.

marketinguli da samxedro TvalsazrisiT flan-

guri dartyma _ Tamami operaciaa.

esaa didi TamaSi, romelSic fsonebi sakmaod ma-

Ralia. am TamaSs TiToeuli moqmedebis sagul-

dagulo saaTobrivi dagegmva sWirdeba. SeiZleba

iTqvas, rom generlisTvis Tavdacva da Seteva

yoveldRiuri saqmianobaa, magram igi gamudme-

biT imis molodinSia, rom odesme gaumarTlebs

da flanguri ieriSis ganxorcielebis saSualeba

miecema. es msxvili, efeqtiani gamarjvebis miRwe-

vis saukeTeso saSualebaa.

flanguri omis sawarmoeblad, saomari moqmedebe-

bis sxva meTodebze metad, ZiriTadi strategiuli

principebis codna da Setevis dawyebis Semdeg br-

Zolis momdevno ganviTarebis warmodgenis unaria

saWiro. es ki, ufro moWadrakis unarebs hgavs.

flanguri omis #1 principi

kargi flanguri manevri jer kidev arasakamaTo

teritoriisken unda iyos mimarTuli. Tqvens

razms pirdapir mowinaaRmdegis tyviamfrqveve-

bze xom ar miuSvebT? swored aseve ar CaugdebT

axal markas bazarze ukve mtkiced damkvidrebul

saqonels sajijgnad.

gagrZeleba. dasawyisi Jurnali

`biznesi: adamianebi, meTodebi, strategiebi~ N5 (25)


Targmani marketinguli omebi

flanguri operacia bazarze jer arnaxuli axali

saqonlis monawileobas ar gulisxmobs. magram,

miuxedavad amisa, masSi siaxlisa da eqskluziu-

robis garkveuli elementi unda arsebobdes. au-

cilebelia, rom myidvelma igi axal sasaqonlo

kategoriad miiCnios.

kompania Digital Equipment-ma IBM-is meinfreimebs

Seutia Tavisi `mini-kompiuterebiT~, romlebic

kompiuterTa axal kategoriad gamoacxada.

es SeiZleba ucnaurad mogeCvenoT, magram flan-

guri ieriSis warmateba xSirad damokidebulia

calkeuli sasaqonlo kategoriis Seqmnisa da

mxardaWeris Tqveneul unarze. es ki yovelTvis

advili araa, gansakuTrebiT, Tuki TavdacvaSi

myofi mowinaaRmdege axali kategoriis arsebo-

bis uaryofiT dartymis Serbilebas cdilobs.

marketingis tradiciuli Teoria am midgomas

segmentirebas, anu axali segmentebisa Tu niSebis

Ziebas uwodebs. amas uaRresad didi mniSvneloba

aqvs. namdvili flanguri ieriSis gansaxorciele-

blad, Tqven es segmenti pirvelma unda daikavoT.

winaaRmdeg SemTxvevaSi operacia gamagrebul po-

ziciebze Tavdasxmad gadaiqceva.

Setevis es ori tipi Zireulad gansxvavdeba

erTmaneTisgan. daucveli borcvis (anu bazris

segmentis) dakaveba mcire razmiTac SeiZleba.

magram Tuki am gorakze mowinaaRmdegea gamagre-

buli, gamarjvebisTvis mTeli diviziis Zalisxme-

vis gamoyeneba mogiwevT.

flanguri Setevis xelovneba gansakuTrebul

windaxedulobas moiTxovs. misi ganxorcielebis

dros unda gvaxsovdes, rom Cven mier warmod-

genili axali saqonlisa Tu servisebisTvis Ca-

moyalibebuli bazari jer ar arsebobs. amitomac

aq araferi esaqmebaT maT, visac mxolod kompiu-

terze SeuZliaT TavianTi saqmianobis Sedegebis

gamoTvla. Miller-ma ludis mrewvelobis dargs

Tavisi Lite-iT Seutia. riT iyo warmodgenili

msubuqi ludis dargi? arafriT _ amgvari bazari

faqtobrivad ar arsebobda. dRes ki amerikelebi

weliwadSi 35 milion barel luds svamen, romlis

udides nawilsac swored Miller-i xarSavs.

Cveulebriv, gamyidvelebs uWirT iseTi saqon-

liT vaWroba, romelsac sakuTari bazari ar aqvs.

magram swored es unda gaakeToT, Tuki warmate-

buli flanguri Setevis ganxorcieleba gsurT.

riT unda daiwyos kompaniam, romelsac sastarto

bazari ar aqvs? konkurentebiT, visi mimarTule-

biTac unda warimarTos misi ieriSi. warmatebuli

flanguri manevris dedaazri mowinaaRmdegis Za-

lis amocnobaa. aman SeiZleba Seqmnas uzarmazari

impulsi, romlis CaxSobac Tqvens konkurentebs

Zalian gauWirdebaT.

roca Mercedes-Benz-ma saavtomobilo bazris pir-

vel poziciebze Cadillac-s Seutia, germanul avto-

mobilebze pirvel rigSi swored Cadillac-is yo-

fili myidvelebi gadaerTnen. bolos da bolos,

Cadillac-is klientura xom `saukeTeso saqonels~

iyo Cveuli. kompaniam danakargis nawilobriv

anazRaureba mxolod ufro ZviradRirebuli mo-

delis, Cadillac Seville-is gamoSvebiT SeZlo.


taqtikuri siurprizi gegmis mniSvnelovani ele-

menti unda iyos.

flanguri ieriSi mowinaaRmdegisTvis TavisTa-

vad moulodnelobaa. am mxriv igi mniSvnelov-

nad gansxvavdeba im TavdasxmiTi da TavdacviTi

moqmedebebisgan, romelTa arsisa da mimarTu-

lebis gamocnoba Zneli araa (Tuki Ford-i Gene-ral Motors-s Seutevs, brZola, savaraudod, `Se-

vrolesa~ da `kadilaks~ Soris gaimarTeba). sul

sxvanairia flanguri Setevebi. yvelaze ufro

warmatebuli aseTi manevrebi, rogorc wesi, ab-

soluturad araprognozirebadi iyo. rac ufro

moulodnelia ieriSi, miT meti dro dasWirdeba

liders gons mosasvlelad da sapasuxo nabije-

bis gadasadgmelad.

garda amisa, moulodneloba mademoralizebla-

dac moqmedebs konkurentebze. maTs savaWro

personals droebiT metyvelebis unari erTmeva.

adamianebma, ubralod, ar ician ra Tqvan, sanam

xelmZRvanelobisgan direqtivebs ar miiReben.

samwuxarod, farTomasStabiani flanguri ma-

nevrebi xSirad Sua gzaze wydeba sacdeli ma-

rketingisa Tu zedmetad mravalricxovani kv-

levebis Catarebis gamo, rac konkurentTaTvis

aSkaras xdis kompaniis strategiasa da zraxvebs.

amis klasikur nimuSad gamodgeba Datril-i. mas Ta-

vidan warmatebis aranairi Sansi ar hqonda, rad-

gan bazris testirebam Tavidanve daanaxa Johnson & Johnson-s am saqonlis potenciuri safrTxe.


mosalodneli flanguri Setevis sacdeli ma-

rketingi sigiJea. Tavidanve unda vicodeT, rom

flanguri ieriSi an gaamarTlebs, an _ ara. Se-

tevis warmatebulad dagvirgvineba liders im

safrTxeebis Sesaxeb Seatyobinebs, romlebic au-

cileblad iCens Tavs sacdeli marketingis re-

gionuli an erovnuli masStabebiT gafarToebis

SemTxvevaSi. magram ra unda vqnaT, Tuki lideri

imdenad briyvia, rom Tqven mier bazris pirobe-

bSi Catarebuli cdebis warmatebulobas ugule-

belyofs? maSin Tqven scenaze qveynis masStabiT

gamosvla da didi mogebis povnis saSualeba mo-

gecemaT. anu, sxva sityvebiT rom vTqvaT, mSvidad

da uxmaurod akeTeT Tqveni saqme da iloceT,

rom konkurentebma veraferi SeamCnion. SeiZle-

ba gagimarTloT kidec. meore mxriv, es arRvevs

saomari dagegmarebis umTavres princips: stra-

tegia mowinaaRmdegis realur SesaZleblobebze

unda daafuZnoT da ara mxolod imis varaudebze

_ Tu ra SeiZleba man moimoqmedos.


mtris kvaldakval devna Tavad SetevasaviT mniS-

vnelovania.

`mis gareSe yvelanairi gamarjveba uSedego iqne-

ba~. _ wers klauzevici.

miuxedavad amisa, win gaWris Semdeg brZolis gagr-

Zelebas mravali kompania aridebs Tavs. isini Ta-

vianTi marketinguli miznebis miRwevis Semdeg re-

sursebs sxva problemaTa gadaWrisken mimarTaven.

es ki, gansakuTrebiT flanguri manevrebis dros,

uzarmazari Secdomaa. ganamtkice warmateba da ga-

emijne marcxs _ gvaswavlis omis Zveli aqsioma.

davuSvaT, rom kompanias xuTi saxis saqoneli

aqvs. sami maTgani warmatebulia, ori ki _ ara.

rogor fiqrobT, romlebze ufro izruneben am

kompaniis xelmZRvanelebi?

sworia _ warumateblebze.

am dros, piriqiT unda iyos. xelmocarulebs

unda dahkra da gaaTavo, xolo maTi `wili benzi-

ni~ im tankebs gadausxa, romlebic marTla uwyo-

ben xels progress.

es wesi Zalian hgavs safondo birJaze fulis ke-

Tebis klasikur princips: Tavidan moiSore is,

rasac mxolod zarali moaqvs, da aamuSave is,

rac momgebiania. magram mravali kompania, albaT,

ufro emociuri da ara ekonomikuri mizezebis

gamo, warmatebas veraferSi iyenebs. isini ar fi-

qroben momavalze da mTels Tavis marketingul

saxsrebs warsuli strategiuli Secdomebis ga-

mosworebaSi xarjaven.

Tu Tqveni flanguri Setevis Casatareblad ga-

moyenebulma saqonelma myidvelTa Soris popu-

laroba moipova, Tqven srulad unda gamoiyenoT

misi SesaZleblobebi da mTeli Zalebi gamarjve-

bisken (Tanac, didi gamarjvebisken) mimarToT.

Zalian xSirad, mravali kompania Zveli produ-

qtebisa Tu bazrebis dacvaze akeTebs ZiriTad

aqcents da amaSi Zalian bevr Zalasa da dros

xarjavs. warmatebis ganmtkicebas ki cota yura-

dReba eTmoba. maT marcxis eSiniaT. jobia, Zlie-

ri pozicia Tavidanve SeviqmnaT, roca saqoneli

jer kidev axalia, xolo konkurentebi sustebi

da SeSinebulebi arian. magram am upiratesobiT

tkboba did xans ar mogiwevT.

bolo wlebis yvelaze ufro warmatebul flan-

gur Setevebs (gamwmendi saSualeba Fantastik-i, kbilis pasta Close-Up-i, ludi Lite-i da sxv.) Ziri-

Tadi danaxarjebi swored triumfamde sdevda da

ara triumfis Semdeg.

warmateba warmatebas Sobs. axali saqonlis ga-

saZliereblad marketinguli wona manam unda ga-

moviyenoT, sanam lideri sapasuxo zomebs miiRe-

bdes da bazars msgavsi produqtebiT aavsebdes.

magram ra vqnaT, Tuki saxsrebi ar gvyofnis efe-

qtiani flanguri Setevis Sedegebis gasamtkice-

blad? aseTi ram advili SesaZlebelia iseT dar-

gebSi, rogoricaa, magaliTad _ saavtomobilo,

ludis da kompiuteruli industriebi (es sami

dargi gons sxvebze ufro swrafad modis). am Se-

mTxvevaSi, flanguri ieriSis mitanaze ukeTesi,

albaT, partizanuli omis dawyeba iqneboda.

marketingis istoria uxvad aRgviwers iseT flan-

gur Setevebs, romlebic Tavidan kargad wari-

marTa, magram, saboloo jamSi, swored saxsrebis

ukmarisobis gamo Cafarcxula. gaxsovT, pirveli

personaluri kompiuteri Altair-i, romelic 1975

wels MITS-ma gamouSva? magram mas Tavisi siaxlis

gasamyareblad saxsrebi ar eyo. amitomac 1977



wels kompania mieyida erT mravalprofilian

korporacias, romelSic igi maleve CamoWkna da

2 weliwadSi arsebobac Sewyvita. sul raRac 4

weliwadSi firma dargis pioneridan saZovrad

gadaiqca (MITS-is damaarsebelma ed robertsma

Altair-isgan miRebuli mogeba jorjiaSi fermis

SeZenas moaxmara). Tamamad SeiZleba iTqvas, rom

Altair-i sakuTari warmatebis msxverpli gaxda.

mis mier Seqmnilma uzarmazarma bazarma bevrad

ufro didi resursebis mqone msxvili moTamaSe-

ebi miizida.

kompaniaTa umravlesobas arasodes eqneba bazar-

ze sakuTari personaluri kompiuteriT gasvlis

SesaZlebloba. maT ufro ubralo produqtebTan

uwevT saqmis daWera. rogor unda ganvsazRvroT

sakuTar sasaqonlo kategoriaSi flanguri ieri-

Sis SesaZleblobebi? modi, ganvixiloT ramdeni-

me tipuri manevri.

flanguri Seteva dabali fasiT

flanguri Setevis yvelaze ufro gavrcelebu-

li forma dabali fasis dawesebaa. am midgomis

upiratesoba bazris arsebobaSi mdgomareobs.

bolos da bolos, fulis dazogvaze vin ityvis

uars? miuxedavad amisa, fasebis daweviT fulis

keTeba sakmaod Znelia. mTavaria fasebi iq Sevam-

ciroT, sadac amas myidveli ver SeamCnevs an ar

moisurvebs SemCnevas.

TxuTmeti wlis win Days Inn-ma kompania Holiday Inn-s motelebis bazris usustes seqtorSi Seu-

tia. dResdReobiT Days Inn-i sididiT merve da

dargis erTi yvelaze ufro momgebiani otelebi-

sa da motelebis qselia amerikaSi.

kompania Budget-ma Hertz-sa da Avis-s iafiani avto-

mobilebis gaqiravebis bazris seqtorSi Seutia.

dRes igi bazarze mesame adgilis mosapoveblad

National-s ebrZvis. gaxsovT #3 principi? Budget-i pirveli iyo da swrafad farTovdeboda. dRes igi

msoflios 37 qveyanaSi 1200 filials flobs. es

faqtori saSualebas aZlevs kompanias mudam erTi

nabijiT win uswrebdes Tavis iseT iafian konku-

rent-imitatorebs, rogorebicaa _ Dollar-i, Thrifty da Econo-Car-i.

1975 wels kompania Savin-ma bazarze iaponuri

firma Ricoh-is mier damzadebuli mcire zomis

iafiani aslis gadamRebi manqanebis gamoSvebiT

moulodnelad Xerox-s Seutia. male Savin-ma Tavis

sareklamo rgolebSi daiwyo trabaxi, rom ameri-

kaSi gayida ufro meti aparati, vidre Xerox-ma da

IBM-ma erTad.

sahaero gadazidvebis dargSi PEOPLExpress-i (ro-

melic, Tavisi strategiidan gamomdinare, uars

ambobs yvelanair zedmet fufunebaze) `maRla

dafrinavs~ da misi momsaxurebis safasuri kla-

sikurad dabalia.

flanguri Seteva maRali fasiT

fsiqologi robert saldini gviambobs erTi

saiuveliro maRaziis Sesaxeb, sadac firuzis

samkaulebi ar eyidebodaT. erT dRes mepatro-

nem Cawolili saqonlis swrafad gasasaReblad

(Tundac sazaralod) ufros gamyidvels wasvli-

sas aseTi werili dautova: `am ujraSi moTavse-

buli nakeTobebis fasi gaamravle 1/2-ze~. roca

dabrunda, mas yvelaferi gayiduli daxvda. amis

mizezi is iyo, rom gamyidvelma arasworad gaigo

maRaziis patronis danabarebi da, Rirebulebis

ganaxevrebis nacvlad, fasi gaaormaga.

zogierT saqonels maRali fasi upiratesobas aZ-

levs. igi mas prestiJs sZens. magaliTad, Joy-s reklamaSi naTqvamia, rom misi `parfiumeria mso-

fioSi yvelaze ufro ZviradRirebulia~. am suna-

moebs fasi did upiratesobas aZlevs.

maRali fasiT flanguri Setevis mravalnairi

varianti arsebobs. magaliTisTvis aviRoT po-

pkorni. 1975 wels kompania Hunt-Wesson-ma po-

pkorn Orville Redenbacher’s Gourmet Popping Corn-is

reklamaze $6 mln. daxarja (popkornis mTels ka-

tegoriaSi gayidvebidan miRebulma Semosavalma

im wels mxolod $ 85 mln. dolari Seadgina).

popkorni Orville Redenbacher’s-i sxva wamyvani fir-

mebis produqciaze 2,5-jer ufro Zviri iyo. amis

wyalobiT kompanias kargad wauvida saqme. oTxi

wlis Semdeg markam qveyanaSi pirveli adgili

daikava miuxedavad imisa, rom mis safuTavze ewe-

ra: `msoflioSi uZviresi popkorni~.

am tendencias dabali fasebis bastionebi _ su-

permarketebic ki ahyvnen. Cndeba gurmanebisTvis

gankuTvnili universaluri maRaziebi, sadac

Cveulebrivi asortimentis gverdiT naxavT iseT

produqtebs, rogoricaa, magaliTad, Tirkmela



soko da xizilala. amerikis aRmosavleT sanapi-

roze kompania Grand Union-ma 34 amgvari superma-

rketi gaxsna. mineapolisSi ki Byerly’s-s gaxsnili

aqvs xaliCebiTa da brolis WaRebiT morTuli

eqvsi sacalo maRaziisgan Semdgari miniqseli.

esaa dizaineruli supermarketebis pirveli qse-

li amerikaSi.

maRali fasiT flanguri Setevis meore klasiku-

ri magaliTia Haagen-Dazs-is Zalian ZviradRire-

buli nayini. dResdReobiT misi gayidvebis mo-

culoba erTad aRebuli yvela danarCeni markis

gayidvebis moculobas aRemateba.

Znelia iseTi kategoriis povna, warmatebuli

Zviriani flangi rom ar hqondes. avtomobilebiT

(Mercedes) dawyebuli da ludiT (Michelob), sa-

banko sferoTi (Morgan Guaranty) an TviTmfrina-

vebiT (Concorde) damTavrebuli, bazris umaRles

seqtorSi brZolis SesaZleblobas saqonlisa Tu

momsaxurebebis yvela kategoria gvTavazobs.

maRali fasi, dabalTan SedarebiT, met marke-

tingul SesaZleblobas iZleva ori ZiriTadi mi-

zezis gamo. jer erTi, myidveli maRal xarisxsa

da maRal fass xSirad erTmaneTTan aigivebs. da,

meore _ maRali fasi ufro didi Semosavlis mi-

Rebis SesaZleblobas warmoSobs. didi Semosava-

li ki saSualebas iZleva flanguri Setevis iseTi

umniSvnelovanesi stadia davafinansoT, rogori-

caa `dadevneba~.

flanguri Seteva mcire kalibriT

mcire kalibriT flanguri Setevis tipur nimuSs

gvTavazobs firma Sony. kompaniam integraluri

mikrosqemebis gamoyenebiT mravali saxis minia-

turuli saqoneli (Tummy Television-i, Walkman-i, Watchman-i da a.S) Seqmna.

magram amgvari ieriSis yvela drois saukeTeso

magaliTad isev `xoWo-folksvageni~ iTvleba.

mas Semdeg, rac Volkswagen-ma General Motors-s ga-dauswro, saavtomobilo industria Zireulad

Seicvala.

General Motors-i did manqanebs qmnida, Volkswagen-i ki _ patarebs.

General Motors-i manqanebs Zravs win udgamda,

Volkswagen-i ki _ ukan.

General Motors-is avtomobilebi lamazi iyo,

Volkswagen-isa ki _ uSno.

`ifiqreT mcireze~ _ gamoacxada Volkswagen-ma,

roca detroitis saxeliT cnobil miudgomel

cixesimagreze klasikuri flanguri ieriSi gana-

xorciela.

samwuxarod, man xelidan ar gauSva pirvelive xel-

sayreli SemTxveva da umal masStaburad daiwyo

azrovneba. male kompaniam bazarze 8-adgiliani

avtomobili Wagon-i, 411-sa da 412-is seriis ori

4-kariani sedani, sportuli _ Dasher-i da erTic

jipis msgavsi avtomanqana Thing-i gamoiyvana.

“Diff erent Volks for diff erent folks” _ acxadebda kompa-

nia Tavis reklamaSi.

magram ras ambobs aseT strategiaze klauzevici?

sxvebs Tu ara, Volkswagen-is Tavkacebs mainc unda

gamoetanaT azri misi brZnuli sityvebidan _ bo-

los da bolos, germanuli mainc xom esmiT. Cven ki

isev Targmans moviSveliebT: `Zalebi damangrevel

masad unda iyos koncentrirebuli. am mosazrebas

fundamenturi mniSvneloba aqvs. yovelTvis yvela-

frisTvis droulad unda iyoT mzad~. msoflios

samxedro akademiebSi yvelaze xSirad albaT klau-

zevicis swored am koncefciis citireba xdeba.

marketinguli TvalsazrisiT Volkswagen-ma dau-

fiqreblad daanawevra Tavisi Zalebi da uaRre-

sad saxifaTod gadaanawila resursebi. amas ra

mohyva, Zneli misaxvedri ar unda iyos: Toyota-m, Datsun-ma da Honda-m advilad gaarRvies Volkswa-gen-is Tavdacvis xazi. adre Volkswagen-s impor-

tuli avtomobilebis amerikuli bazris 67%

ekava da manqanebis #2 importiorze 19-jer met

avtomobils hyidda. amJamad ki koncerns bazris

7%-ze naklebi ukavia.

kompaniam sruli cikli gaiara _ mcireze fiqr-

ma gazarda igi, grandiozulisken ltolvam ki _

daaknina.

flanguri Seteva msxvili kalibriT

flanguri Setevebis meore ostatia Head Ski Com-pany-s damaarsebeli hovard hedi. Tavisi kompa-

niis gayidvis Semdeg, b-ma hedma yuradReba Cog-

burTze gaamaxvila. 1976 wels misma axalma firma



Prince Manufacturing-ma bazarze didi zomis Cognebi

gaitana. miuxedavad imisa, rom avma enebma am pro-

duqts `matyuarebis Cogani~ uwodes, man bazarze

mowinave adgili daikava. 1984 wels am produqts

bazris 30% ekuTvnoda _ ufro did wils imxanad

aravin flobda. magram es ar eyo Prince-s (anu Che-sebrough-Pond’s-s, romelmac im droisTvis Prince Manufacturing-i iyida) da gamouSva saSualo zomis

Cognebic, romlebic didebze 25%-iT patara iyo.

amgvarad, rogorc vxedavT, istoria ganmeorda.

Prince-i didi zomebis wyalobiT gaizarda. axla ki

igi ufro momcro saqonels uSvebs da, Sesabami-

sad, Tavadac pataravdeba.

flanguri Seteva ganawilebiT

meore Zlieri strategiaa Tqveni konkurentebis

sadistribucio sistemaze ieriSis mitana. zogjer

ganawilebis axali arxebis SeqmniT kargad gama-

grebuli mowinaaRmdegis damarcxeba SeiZleba.

saaTebi yovelTvis mxolod saiuveliro da uni-

versalur maRaziebSi iyideboda manam, sanam Ti-mex-ma afTiaqebSi ar daiwyo maTiT vaWroba.

Avon-i iyo pirveli kompania, romlis kosmeti-

kis gayidvac komivoiaJerebma kardakar daiwyes.

amgvari manevri saqonlis ganawilebis erTdrou-

lad ramdenime damkvidrebuli formisken iyo

mimarTuli (Tumca, unda iTqvas, rom es biliki

arcTu gaukvalavi iyo. am gziT svla adre ukve

scades Fuller Brush-ma da sxva firmebma).

magram yvelaze ufro gasaocari flanguri ma-

nevri Hanes Corporation-ma ganaxorciela. 70-iani

wlebis dasawyisSi man did warmatebas miaRwia

L’eggs-is iaffasiani kolgotebis wyalobiT,

romlebsac sasursaTo maRaziebsa da afTiaqeb-

Si ganTavsebul, calke mdgom stendebze yidda.

inovaciurma SefuTvam da mZlavrma sareklamo

kampaniam saSualeba misca L’eggs-s 5 weliwadSi

kolgotebis mTeli bazris 13% Caegdo xelSi.

flanguri Seteva saqonlis formiT

mas Semdeg, rac kompania Procter & Gamble-is pro-

duqtma Crest-ma amerikis stomatologiuri aso-

ciaciis mowoneba daimsaxura da reitingiT pir-

vel adgilze moeqca, kbilis pastebis kategoriam

mniSvnelovani saxecvlileba ganicada.

zogma kompaniam warmatebas miaRwia flanguri Se-

tevebis wyalobiT, romelTa safuZvelSic saqon-

lis forma ido.

pirveli manevri 70-ian wlebSi Lever-ma ganaxor-

ciela. maSin kbilis pasta marTlac pastas hga-

vda. xsenebulma kompaniam CaTvala, rom namdvili

kbilis pasta, pirSi gamosavlebi saSualebebis

msgavsad, gamWvirvale unda yofiliyo. garda

amisa, mis SemadgenlobaSi kbilebis gasaTeTre-

blad abraziuli nivTierebebic unda Sesuliyo.

Lever-is orma swavlulma aRmoaCina silikonis

abrazivebi, romlebic adre kbilis pastebSi ar

gamoiyeneboda. am abrazivebma kompanias naxevrad

gamWvirvale Jeles Seqmnis saSualeba misca. Se-

degad Seiqmna Close-Up-i, wiTeli feris Jele, ro-

melmac gayidvebis moculobis mixedviT kbilis

pastebis bazarze swrafad daikava mesame adgili.

SeiZleba ifiqroT, rom Jeles miRebuli formula,

ubralod, laboratoriaSi gakeTebuli iRbliani

aRmoCena iyo. es mcdari Tvalsazrisi iqneba. pir-

Si gamosavlebi da kbilis maTeTrebeli saSuale-

bis erT wiTel gelSi _ Close-Up-Si _ kombinireba

marketinguli strategia iyo. mecnierebi mxolod

im ingredientebs eZebdnen, romlebic xorcs Se-

asxamda am koncefcias. swored es qmnis moqnili

strategiuli azrovnebis taqtikur upiratesobas.

Tuki iciT, risi povna gsurT, mignebisTanave ad-

vilad amoicnobT sasurvel rames. kidev ufro

STambeWdavi iyo Lever-is momdevno manevri. man

Close-Up-is SemadgenlobaSi ftori daamata. kom-

paniis samiznes warmoadgendnen 6-12 wlis bavS-

vebi _ anu isini, visac yvelaze metad emuqreba

kariesis safrTxe. magram Lever-s Volkswagen-is-Tvis ar miubaZavs da asortimentis gafarToeba

ar dauwyia. man, ftoriani Close-Up-is gamoSvebis

nacvlad, bazarze kbilis Jeles axali marka Aim-i warmoadgina. kbilis pastebis udidesi omebi

adamianTa piris RruebSi mimdinareobs. bavSvebis

arCevans umetes SemTxvevaSi is gansazRvravs, Tu

romel pastas iyeneben ufrosebi. Tanac, bavSvebs

tkbili pasta uyvarT. Aim-i ki ftoris Semcve-

li tkbili Jele iyo. Close-Up-is msgavsad, manac

didi popularoba moipova momxmarebelTa Soris.

am orma markam erTad bazris 20% daipyro.

magram kompania Beecham-ma daamtkica, rom kbilis

pastiT manipulirebis sxva saSualebebic arsebo-



bs. Aim-is Jeles STambeWdavi warmatebidan ramde-

nime wlis Semdeg, Beecham-ma bazarze ormagi moq-

medebis mqone pasta Aqua-fresh-i gamouSva. sxvaoba

aSkara iyo. misi Semadgeneli TeTri feris pasta

kariesisgan icavda, xolo lurji _ usiamovno

suns aqrobda piris RruSi. sxva pastebisgan Tval-

Sisacemi gansxvavebulobisa da ormagi dacvis kon-

cefciis wyalobiT Aqua-fresh-ma mesame adgilze

gadainacvla da Aim-sa da Close-Up-s gadauswro.

saqonlis gansxvavebuli formebis saSualebiT

flanguri Setevis koncefcia ara mxolod kbi-

lis pastebis SemTxvevaSia sasargeblo. es teq-

nika nebismieri produqtis mimarTebaSi SeiZleba

gamoviyenoT. magaliTisTvis aviRoT tualetis

saponi. marketingSi erT-erTma uZvelesma am

sasaqonlo kategoriam mTeli rigi danamatebi

SeiTvisa _ haeriT dawyebuli (rac Ivory-s markis

sapons wyalze tivtivis saSualebas aZlevs) da

uamravi sxva ingredientiT damTavrebuli (dro-

Ta ganmavlobaSi masSi sunamos (Camay), deodo-

rantebis (Dial) Tu damatenianebeli kremebis

(Dove) damateba daiwyes). sapnis uaxlesi formaa

axali Txevadi saponi Softsoap-i.

Softsoap-i TvalnaTliv gviCvenebs, ramdenad mniS-

vnelovania dargSi pirveloba. erT dros bazar-

ze Txevadi sapnis 50 marka arsebobda. dResdRe-

obiT, am imitatori markebis umetesoba gaqra,

Softsoap-i ki #1 markad iqca.

flanguri Seteva mcire kaloriebiT

Cvens droSi, roca adamianTa umravlesoba jan-

saRi cxovrebisken miiltvis, kompania Stouff er-ma bazarze gamouSva erTi personisTvis gankuTv-

nili gayinuli kerZi Lean Cuisine-i, romelic 300

kaloriaze naklebs Seicavs.

adamianebi dilaobiT darbian. gamajansaRebel

klubebs ayvavebis xana udgas. araferia gasakviri

imaSi, rom Lean Cuisine-ma maleve moipova popula-

roba myidvelTa Soris. erT weliwadze nakleb

droSi man gayinuli produqtebis bazris 10%

daikava.

Stouff er-ma Tavisi saqoneli klasikur samxedro

stilSi _ erTi dartymiT _ gamoitana. mas ar

ucdia bazarze fexakrefiT Separva da aranairi

gafarToebuli sacdeli marketingi ar uwarmo-

ebia. Lean Cuisine-is sareklamo kampaniac masSta-

buri da Tamami iyo. pirvel wels man gayinuli

produqtebis mTeli reklamis 1/3 Seadgina.

dadevnebis klasikuri stilis gamoyenebiT kom-

pania kvlavac ganagrZobs Lean Cuisine-is brendis

gaZlierebas. ganviTarebasTan erTad, marka ba-

zarze wamyvan pozicias ikavebs da, Sesabamisad,

blokavs konkurentebs.

warmatebuli flanguri ieriSis

faqtorebi

flanguri Seteva frTxili da gaubedavi adamiane-

bis saqme araa. es TamaSia, romelSic an moigeb, anda

did wagebas naxav. garda amisa, flangur Setevas

xedvisa da winaswar ganWvretis unaric esaWiroe-

ba. rogoria didi zomis Cognebis bazari? kompa-

nia Prince-is manevramde amgvari bazari saerTod ar

arsebobda. kvlevebze orientirebuli marketolo-

gebi flanguri Setevis koncefcias xSirad rTu-

lad da Znelad gansaxorcieleblad miiCneven da

winaswar Wvretas kvlevebs amjobineben.

veravis hkiTxav: `iyidiT Tu ara didi zomis Co-

gans?~. potenciurma myidvelma arasodes icis,

ras amjobinebs momavalSi, Tuki misi arCevnis

mkveTrad Secvlas gegmavT. mis arCevanze swored

kargi flanguri manevri zemoqmedebs.

`gana iyidiT 2 000-dolarian personalur kom-

piuters?~ _ aTi wlis win am kiTxvaze umetesoba

uaryofiTad gipasuxebdaT. dRes ki igive ada-

mianebi siamovnebiT yiduloben ComputerLand-Si Apple-sa Tu IBM-s.

moieriSes warmatebis misaRwevad xSirad dargis

lideris monawileoba esaWiroeba. Apple-is gan-

viTarebas albaT personaluri kompiuterebis

bazris potencialis IBM-iseulma xedvam Seuwyo



xeli. IBM-ma mas 4-wliani upiratesoba aCuqa. war-

moidgineT, rom flangur Setevas gegmavT. rogor

ggoniaT, ramden dros mogcemen konkurentebi?

Tu gsurT, warmodgena SegeqmnaT viTarebaze,

dargobrivi presa SeiswavleT. liderebi xSirad

zedmetad gulaxdilad uziareben mkiTxvels sa-

momavlo gegmebs. Tuki isini raime tendenciis

winaaRmdeg gamodian, esec damatebiT dros ga-

ZlevT, radgan maT sakuTari Tavmoyvareobis

gadalaxva mouwevT manam, sanam Tqveni saqonlis

kopirebas Seudgebian. amas ki dro esaWiroeba.

meore faqtoria axali produqciis SemuSave-

bisTvis saWiro dro. Volkswagen-s mravalwliani

fora SeeZlo hqonoda, sanam General Motors-i ba-zarze mcire zomis avtomobilebs gamouSvebda.

saavtomobilo industriaSi yovelwliur modi-

ficirebasac ki, sul mcire, 3 weli esaWiroeba.

sruliad axali avtomobilis Seqmna ki bevrad

ufro met dros moiTxovs.

Volkswagen-ma amerikis sanapiroze desantireba

1949 wels ganaxorciela. General Motors-ma ki Ta-

visi axali avtomobili Corvair-i bazarze mxolod

1959 wels warmoadgina. am droisTvis Volkswagen-s

iaponelebic SeuerTdnen da mcire zomis impor-

tuli avtomobilebis amerikaSi eqspansiac daiwyo.

TavdacvaSi myofma generlebma ician, rom Semo-

Wras sanapiro zolze unda gauwio winaaaRmde-

goba da mteri zRvisken unda Seaviwrovo. marke-

tingSic igive mdgomareobaa. magram roca General Motors-i da SeerTebuli Statebis sxva saavtomo-

bilo kompaniebi mcirelitraJian avtomobilebze

kontrSetevisTvis moemzadnen, importi amerikis

sanapiros ukve Sors iyo gacdenili.

Tavi meaTe

partizanuli omis

principebi

roca mteri gvitevs _ ukan vixevT. roca mteri banak-

deba _ vRelavT. roca mteri iRleba _ Cven vutevT.

roca garbis _ ukan mivdevT.

mao Zeduni

CineTic, kubaca da vietnamic partizanuli mo-

Zraobis efeqtianobis TvalsaCino nimuSebs war-

moadgens. partizans biznesSic aqvs taqtikuri

upiratesobis maragi, romelic mcire kompaniebs

gigantebiT dasaxlebul miwebze arsebobis saSu-

alebas aZlevs.

Tumca, zoma, ra Tqma unda, fardobiTi cnebaa. Se-

erTebuli Statebis yvelaze patara saavtomobilo

kompania (American Motors-i) saparsebis umsxviles

mwarmoebelze (Gillette-ze) bevrad didia. magram

American Motors-ma partizanuli omi unda awarmoos,

Gillette-ma ki _ TavdacviTi. amgvarad, mniSvnelo-

ba Tqveni kompaniis zomas ki ara _ konkurentTa

masStabebs aqvs. marketingul omSi gamarjvebis sa-

windari taqtikis sakuTari kompaniisadmi ki ara,

konkurentTa taqtikisadmi misadagebaa.

partizanuli omis #1 principi

ipoveT bazris imdenad mcire segmenti, rom misi

dacva SeZloT. is SeiZleba patara iyos teri-

toriulad, gasaRebis moculobisa Tu nebismie-

ri sxva TvalsazrisiT _ mTavaria, ufro msxvil

kompanias masze ieriSis mitana gauWirdes.

partizanuli biznes-organizacia marketinguli

omis maTematikas ar cvlis (didi kompania kvla-

vindeburad amarcxebs pataras). amitomac parti-

zani upiratesobis mosapoveblad brZolis velis

Semcirebas cdilobs.

anu, sxva sityvebiT rom vTqvaT, cdilobs erT

bewo tborSi did Tevzad iqces.

Cveulebriv, es teritoriulad miiRweva. nebis-

mier qalaqsa Tu dasaxlebaSi waawydebiT Sears-ze

ufro msxvil maRazias, McDonald’s-ze ufro mozr-

dil bistrosa Tu Holiday Inn-ze ufro did sastu-

mros. adgilobrivi sacalo movaWreebi TavianT

asortiments, meniusa Tu servisebis CamonaTvals

adgilobriv gemovnebas usadageben. amaSi axali

araferia; es TiTqmis avtomaturad xdeba.

arsi ki isaa, rom warmatebis miRwevis msurvelma

partizanma aseve unda iazrovnos sxva situacie-

bSic, sadac segmentebi SeiZleba arcTu ise mka-

fiod iyos gamokveTili.

magaliTad, saavtomobilo biznesSi, Rolls-Royce-i maRali fasebis mqone partizania. firma $100 aTasiani da ufro Zvirfasi avtomobilebis ba-

zarze dominirebs. kacma rom Tqvas, es bazari mas



ekuTvnis. masTan metoqeoba TavSi azrad aravis

mosdis, radgan (1) es bazari arc ise didia da

(2) Tavidan Rolls-Royce-s uzarmazari upiratesoba

eqneba.

maTematika am inglisuri firmis mxaresaa.

rodesme gsmeniaT kompiuteruli kompania Com-putervision-is Sesaxeb? am dros igi IBM-ze msxvi-

li kompaniaa avtomaturi proeqtirebis (CAD-is) sferoSi. swored esaa partizanuli strategiis

klasikuri nimuSi: bazris im segmentze an niSa-

ze koncentrireba, romlis dacvac SesaZlebelia

dargis liderisgan. CAD-is kompiuterebis sfe-

roSi Соmрutervision-s IBM-is pirispir upirate-

soba aqvs. igi bazris 19-21%-s flobs. swored

es upiratesoba unda iyos firmis menejmentis

mTavari sazrunavi. igi nebismier fasad unda Se-

narCundes. Tuki partizani Tavis `sakuTar teri-

toriaze~ brZolis wagebas daiwyebs, igi maleve

daRupvis gzas daadgeba. yvelaze Zlier mas ba-

zarze (Tugind uaRresad mcire bazarze) lide-

robis mimniWebeli ndobis mandati esaWiroeba.

partizanuli ieriSi garkveulwilad, flangur

ieriSs hgavs. magaliTad, Rolls-Royce-s SeiZleba

maRali fasebis flanguri omis mawarmoebeli

kompaniac vuwodoT. magram maT Soris mainc ar-

sebobs erTi gansxvaveba. flanguri Seteva li-

deris poziciis siaxloves unda ganxorcieldes.

misi mizani lideris dazianeba da misTvis bazris

nawilis warTmevaa.

Mercedes-Веnz-i maRali fasebis flangur Setevas

axorcielebs Cadillac-ze. man General Motors-Tan

brZolaSi imdenad did warmatebas miaRwia, rom

ukanasknels sakuTari miwebis dasacavad Seville-is modelis gamoSveba mouxda.

ai, namdvili partizani ki Rolls-Royce-ia. misi di-

leri erTnairi warmatebiT waarTmevs bizness

rogorc sxva avtodilerebs, aseve municipalu-

ri sesxis obligaciebis an saiuveliro saqonlis

gamyidvelebs.

ramdenad patara unda iyos partizani kompaniis

bazari? am kiTxvaze calsaxa pasuxi ar arsebobs.

scadeT iseTi segmentis povna, romelic sakmaod

mcirea saimisod, rom masSi lideroba SeZloT.

magram tendencia sawinaaRmdego mxaresaa mimar-

Tuli: umetesoba SeZlebisdagvarad didi bazris

xelSi Cagdebas cdilobs. es ki, SesaZloa, mcdari

nabiji aRmoCndes. xSirad gsmeniaT iseTi kompa-

niebis Sesaxeb, romlebic mxolod imitom gako-

trdnen, rom maTi bazari Zalian patara iyo?

piriqiT, uamravi firma gacamtverda imis gamo,

rom zedmetad gafarTovda da Zalian didi ra-

odenobiT gamouSva mravali bazrisTvis Tu re-

gionisTvis gankuTvnili produqtebi. zogjer

partizanebs partizanuli strategiis flangu-

riT Secvlis cduneba uCndebaT. anu yovelTvis

arsebobs sabazro wilis gazrdisa da lideris

poziciebis xelyofis cduneba. magaliTad, ra-

tomac ar SeiZleba Rolls-Royce-ma gamouSvas nakle-

bad ZviradRirebuli manqana, romelic Cadillac-s, Mercedes-Benz-sa da BMW-s gauwevs konkurencias?

am SemTxvevaSi mTavari saxsrebia. aqvs Tu ara

partizans sakmarisi resursebi (fuladi Tu or-

ganizaciuli) saimisod, rom gaZlierebul konku-

renciaSi miiRos monawileoba? zogjer aseTi sa-

xsrebis gamonaxva xerxdeba. magram, rogorc wesi,

isini arasodesaa sakmarisi. ufro msxvili orga-

nizaciis daZlevis mcdelobisas partizanebs xSi-

rad aviwydebaT, rom aseT SemTxvevaSi maT safre-

bidan gamosvla da Ria velze brZola mouwevT.

magram gana Znelia, erTic vakeToT da meorec? _

partizanuli poziciebic SevinarCunoT da flan-

guri ieriSebic vaxorcieloT? ratomac ar Seu-

Zlia Rolls-Royce-s 150-aTasiani manqanebic yidos

da 50-aTasianebic da amgvarad uamravi myidve-

li waarTvas Mercedes-s? amgvar azrovnebas Cven

`brendis gafarToebis xafangs~ vuwodebT. ori

sxvadasxvagvari koncefcia erTi saxeliT ver

iarsebebs. iafiani `rols-roisebi~ cud gavlenas

moaxdens Zvirianebze da male aRarc isini gaiyi-

deba, radgan iaffasiani `rols-roisi~ aravis

sWirdeba.

es ubralo Teoria araa. 30-ian wlebSi Packard-ma Tavisi ZviradRirebuli avtomobilis ufro xel-

misawvdomi versia _ Packard Clipper-i warmoadgina.

iafiani manqanebi maleve gaiyida, Zvirianebi ki _

aRar. swored Clipper- ma gamoiwvia Packard-is saa-vtomobilo horizontidan erTxel da samudamod

gaqroba. kidev erTxel SegaxsenebT, rom mTava-

ri _ koncefciaa. partizani, Tavisi bunebidan

gamomdinare, mcireTi iwyebs. gadasarCenad man

mTeli nebisyofa unda moikribos, rom ar ayves

Zalebis danawevrebis cdunebas, radgan es mas ka-

tastrofamde miiyvans.




ra warmatebasac ginda miaRwioT, Tavs lide-

riviT nurasodes daiWerT. partizani kom-

paniis daRmasvla im dRes daiwyeba, roca igi

Tavisi direqtorisTvis limuzins SeukveTavs.

vietkongis oficrebisTvis ganaTleba uest-

pointSi rom migveca, vietnamis oms usaTuod

movigebdiT.

darwmunebuli var, partizan firmaTa xelmZRva-

nelebis umetesobas harvardis biznes-skola ar

daumTavrebia da arasodes uswavlia ise muSaoba,

rogorc General Motors-Si, General Electric-sa Tu Ge-neral Dynamics-Si muSaoben.

biznesis skolebSi namdvil liderebs ar amzade-

ben. da Tu amzadeben, mxolod didi kompaniebis-

Tvis. Tanac swavlebis safuZvelSi amave firmebis

istoriis kursia Cadebuli. partizanulad moq-

medi kompaniebis strategia da taqtika Fortune 500-Si Semavali iRbliani kompaniebis strategii-

sa da taqtikis sapirispiro unda iyos.

warmatebuli partizanebi sruliad gansxvavebul

organizaciasa da muSaobis tempebs iyeneben. vie-

tnamSi mimavalebma, Cven Tan aTasobiT mzareuli,

mcxobeli, klerki, mZRoli, kapelani da sain-

formacio samsaxuris TanamSromeli waviyoleT.

mters amis msgavsi araferi hqonia. samagierod,

mowinaaRmdegis jariskacs hqonda Tofi. Cveni

jariskacebis udidesi nawili ki, brZolaSi uSu-

alod CarTuli umciresobis menejmentiT, moma-

ragebiTa da momsaxurebiT iyo dakavebuli (1968

wels vietnamSi amerikuli jarebis raodenoba

543 aTass Seadgenda da aqedan mxolod 80 aTasi

omobda).

SexedeT, rogoraa organizebuli tipuri didi

kompania. TanamSromelTa naxevarze metis samu-

Sao sxva TanamSromelTa momsaxurebaa. `sagareo

frontze~ korporaciuli armiis mxolod mcire

nawili moqmedebs. swored mas aqvs Sexeba namdvil

mterTan _ konkurentebTan.

aseTi kompaniis zogierTma muSakma SeiZleba

wlebis manZilze TvaliTac ver naxos Tavisi

myidveli, anda konkurenti movaWreebi. swored

isini arian korporaciuli amerikis `mzareule-

bi da xabazebi~. partizanebma aucileblad unda

gamoiyenon es sisuste: maTi TanamSromlebis

rac SeiZleba didi nawili unda idges `cecxlis

xazze~. maT unda daZlion cduneba da ar Seqm-

nan formaluri orgstruqtura, Tanamdebobrivi

instruqciebi, samsaxurebrivi winsvlis gegmebi

da `saStato~ kompaniis sxva atributebi. Tuki

es SesaZlebelia, maT sulac ar unda hqondeT

Stati da mxolod xazze mdgom muSakebs unda

dasjerdnen.

brZolaSi, SeZlebisdagvarad, meti TanamSromlis

CarTva ubralod taqtika araa. yvelaferTan er-

Tad, es partizani firmis sabazro cvlilebebze

reagirebis siswrafis mkveTrad gazrdis saSua-

lebacaa.

garda amisa, mcire zomebis wyalobiT, parti-

zans swrafad SeuZlia gadawyvetilebebis miRe-

ba. es Zalian Rirebuli niSan-Tvisebaa nacio-

naluri masStabis kompaniebTan metoqeobisas,

romlebic `swraf gadawyvetilebas~ ukeTes Se-

mTxvevaSi 6 kviraSi, Cveulebriv ki _ 6 TveSi

iReben.


mzad iyaviT nebismier momentSi SewyvitoT saq-

mianoba. is kompania, romelsac droulad Seu-

Zlia gaqceva, sxva qalaqSi aRorZinebas advi-

lad SeZlebs.

es rCeva uSualod Ce gevarasgan gvaqvs nasesxebi.

Tuki atyobT, rom brZola wagebulia, didxans nu

ifiqrebT, swrafad miatoveT poziciebi (produ-

qti). partizanebs wamgebian gegmaSi Casayreli ze-

dmeti resursebi ar aqvT. partizans ganzraxvaze

xelis aReba da sxva adgilze gadasvla swrafad

unda SeeZlos.

swored aq iCens Tavs xisti struqturis arqonisa

da moqnilobis upiratesoba. partizani, rogorc

wesi, msxvili kompaniebisTvis damaxasiaTebeli

Sinagani tkivilisa da stresis gareSe axerxebs

axali poziciis dakavebas. Tanamdebobebisa da

saStato Semadgenlobis naklebobac didi upi-

ratesobaa. Tuki kompania `laTinuri amerikis~

pirveli vice-prezidenti xarT da Tqvens firmas

samxreTamerikuli bazridan wasvla uwevs, yvela-

fers gaakeTebT Tanamdebobis SesanarCuneblad.

uamravi Sida brZola da dapirispireba moxdeba

manam, sanam did kompaniaSi raime realurad Sei-

cvlebodes.



mcire zomis organizacias ki 180 gradusiT Semo-

bruneba Sida daZabulobis gareSe SeuZlia.

aseve mniSvnelovania axali saqmis swrafad wamo-

wyebis unaric. partizans unda SeeZlos Tavisi

moqnilobis gamoyeneba da swrafad gadaxtoma

im bazarze, sadac mimzidveli SesaZleblobebi

gamoCndeba. mcire kompaniaSi axali produqtis

gamosaSvebad erTi kacis mondomebac sakmarisia.

didSi ki, analogiuri miswrafebebi didi xniT

dasamardeba komitetebSi.

tansacmlis importiori robert gami erTi

problemis winaSe idga. is did xans imtvrevda

Tavs, sad waeRo gasaRebi da xurda fuli yo-

veldRiuri krosis dros. Sedegad, gamma Seqm-

na elva-Sesakraviani jibeebis mqone sportuli

fexsacmeli _ KangaRoos-i. gayidvebi umal mkve-

Trad gaizarda da weliwadSi TiTqmis $75 mln.

Seadgina.

zogjer partizani axerxebs droulad orienti-

rebas da ikavebs iseT teritorias, romelsac,

ama Tu im mizezis gamo, nacionaluri masStabis

marka tovebs. amgvarad, sanam bazari srulad

gaqreba, partizans SeeZleba warmoqmnili xar-

vezis Sevseba.

roca Nalley’s Foods-ma SeniSna, rom Draft-i xelo-

vnur maionezze uaris Tqmas apirebda, man sul

raRac 9 dReSi adgilobriv bazarze analogiuri

produqti gamouSva.

patara luisviluri (kentukis Stati) firma Inter-national Rubber-i (romelic dResdReobiT yvelaze

ufro ZviradRirebul radialur saburavebs hyi-

dis) kompania Michelin-is bazridan wasvlis Semdeg

darCenili dilerebis qseliT sargeblobs.

geografiuli partizanuli omi

gansazRvruli geografiuli adgilmdebareobis

farglebSi nacionaluri masStabiT cnobil da

gavrcelebul nebismier saqonelsa Tu servisze

SeiZleba ieriSis mitana. swored amas gulisxmobs

klasikuri partizanuli taqtika.

Business Week-i, Forbes-i da Fortune-i Zlieri sa-

erTonacionaluri biznes-gamocemebia. imave

Tematikisa da masStabis msgavsi periodikis ga-

moSveba uaRresad rTuli da ZviradRirebuli

saqmea. es aTobiT milioni dajdeba, magram war-

matebis Sansi mizeruli iqneba. amaze wamsvleli

ki aravinaa.

miuxedavad amisa, saqmiani presis bazari ayva-

vebas ganicdis. roca 1979 wels teritoriuli

biznes-gamocemebis asociacia Camoyalibda, mas-

Si mxolod 19 wevri iyo. axla maTi raodenoba

88-s aRwevs.

American City Business Journals, Inc.-is direqtorTa

sabWos Tavmjdomare, rva gazeTis mepatrone,

maikl raseli ambobs, rom axali yovelkvireuli

Jurnalis gamosaSvebad mxolod 750 aTasi dola-

ric sakmarisia.

aseTi partizanuli periodikis tipuri nimu-

Sia Crain’s Chicago Business-i. es yovelkvireu-

li gamocema 1978 wels daaarsa kompania Crain Communications-ma da sul raRac sam weliwadSi

sasurveli nayofic moimka. dResdReobiT mas

40 aTasi xelmomweri hyavs (romelTa 75%-c ga-

mocemis erTgulia) da misi ukugeba gadasaxade-

bis gadaxdamde, zogierTi SefasebiT, 25-30%-s

Seadgens.

erTi SexedviT, 40 aTasi egzemplari Business We-ek-is 800-aTasian tiraJTan SedarebiT araferia.

magram am ukanasknels CikagoSi mxolod 36 aTasi

xelmomweri hyavs. ase rom, mas Crain’s-i minimum

erT qalaqSi mainc uswrebs.

kidev erTxel SegaxsenebT _ partizani ar

cvlis marketingul maTematikas. igi ubralod

brZolis vels amcirebs da am patara monakveT-

ze cdilobs upiratesobis mopovebas. am kon-

cefciis sisworis damadasturebeli nimuSis

moZieba TiTqmis nebismier dargSi SeiZleba.

magaliTisTvis aviRoT sabanko saqme. nebismier

qalaqsa Tu Stats aqvs Tavisi patara banke-

bi, romlebic warmatebiT metoqeoben msxvil

konkurentebTan.

niu-iorkSi finansur bazarze dominirebs iseTi

msxvili adgilobrivi bankebi, rogoricaa Chase Manhattan-i da Citibank-i. magram zogierT raion-

Si partizanuli taqtikiT moqmedi ufro mcire

bankebi aRweven warmatebas. amis ZiriTadi mize-

zi lokaluri midgomaa. es midgoma Cans Tavad am

bankebis dasaxelebidanac. magaliTad: United New Jersey, Long Island Trust-i da a.S.



partizanebi aviakompaniaTa Sorisac arian. maTi

nawili warmatebiT muSaobs, Tumca umetesoba

umalve kotrdeba, rawams frenaTa geografiis

gazrdaze iwyebs fiqrs. magaliTisTvis SegviZlia

Air Florida da Midway moviyvanoT.

aviakompania PEOPLExpress-ma saqmianoba parti-

zan-autsaideris rangSi daiwyo. Semdeg uamravi

TviTmfrinavi iyida da mravalricxovani axali

marSruti gaxsna. amgvarad, igi partizanuli omi-

dan flangurze gadavida, ramac dauyovnebliv

daakargvina is moqniloba, ris xarjzec igi ase

swrafad `afrinda~. xolo ramdenadac es kompa-

nia ar flobs sakmaris resursebs American-Tan,

United-Tan da Delta-sTan sabrZolvelad, misi mo-

mavali sakmaod gaurkvevelia.

demografiuli partizanuli omi

partizanuli taqtikis meore klasikuri maga-

liTia fokusireba mosaxleobis garkveul fe-

nebze, anu segmentebze, romlebic erTmaneTis-

gan asakiT, SemosavliT, saqmianobiTa da a.S.

gansxvavdeba.

aseTi partizania gamocema Inc.-i. es iyo mcire

sawarmoebis mflobelTaTvis gankuTvnili pirve-

li saerTonacionaluri Jurnali. igi gamosvlis

dRidan (1979 w.) uzarmazari popularobiT sar-

geblobs. gamocemis pirvel wels Inc.-is nomrebis 648 gverdze $6 mln-is Rirebulebis reklama gan-

Tavsda. es Jurnalebis istoriaSi yvelaze warma-

tebuli `pirveli welia~.

aseT Sedegs Inc.-i Tavisi damaarseblis, bernard

goldriSis Sexedulebebs unda umadlodes. igi

mixvda, rom biznesis Tematikaze momuSave nacio-

naluri Jurnalebi ver asruleben im funqcias,

risi Sesrulebac maT, wesiT, evalebaT. magali-

Tad, Business Week-s saxelwodebad ufro Big Bu-siness Week-i Seefereba. igi TiTqmis milioniani

tiraJiT gamodis da amerikuli korporaciebis

mxolod 5%-s moicavs. Inc.-i ki imxanad pirveli

gamocema iyo, romelic mcire sawarmoebis saqmia-

nobas ganixilavda.

zogierTi partizani geografiul da demogra-

fiul midgomebs erTmaneTTan ajerebs. warmate-

buli marketingis meore nimuSi, Jurnali Avenue, mxolod manhetenis maRali Semosavlis mqone mo-

saxleobisTvisaa gankuTvnili.

dargobrivi partizanuli omi

Semdegi partizanuli strategia raime calkeul

dargze koncentrirebas gulisxmobs. magaliTad,

kompiuterul biznesSi amgvari strategia verti-

kaluri marketingis saxeliTaa cnobili.

zogierTi kompaniebi irCeven dargs (vTqvaT,

reklamas, komerciul poligrafias an bankebs) da

uqmnian mas konkretulad misi saqmianobisTvis

damaxasiaTebeli unikaluri problemebis gada-

saWrelad gankuTvnil kompiuterul sistemebs.

aseT sistemebSi, programuli uzrunvelyofis

garda, SeiZleba specialuri fizikuri mowyobi-

lobebic Sediodes.

kompania Triod Systems-ma (saniveili, kaliforniis

Stati) saTadarigo avtonawilebiT biTumad mova-

WreTaTvis SeimuSava maragebis marTvasTan daka-

vSirebuli problemebis gadasaWrelad gankuTv-

nili kompiuteruli sistema (saSualo mebiTumes

sawyobSi 20 aTasi dasaxelebis saTadarigo nawi-

li aqvs Senaxuli. maragebis dafinanseba mimwode-

bel firmaTa kreditebis xarjze xorcieldeba).

dResdReobiT, Ria saaqcio sazogadoebad qceu-

li Triad Systems-i weliwadSi $100 mln-ze mets

Soulobs. mgoni, partizanisTvis cudi Sedegi ar

unda iyos!

dargobriv partizanul omSi warmatebis sawinda-

ri farTo da wvrili ki ara, viwro da Rrma asor-

timentia. Tuki aseTi strategiiT moqmedi kom-

pania sxva dargebisadmi morgebas daiwyebs, mas

dauyovnebliv seriozuli problemebi Seeqmneba.

partizanuli omi produqtebiT

mravali partizani fuls mcire bazrebze koncen-

trirebisa da unikaluri produqtebis xarjze

Soulobs. maTi gayidvebi imdenad didi araa, rom

dargis ufro msxvili moTamaSeebis yuradReba

miiqcios.

magaliTad, bolo aTwleulis ganmavlobaSi Ame-rican Motors-i 100 aTasze cota met Jeep-is markis

avtomobils yidda weliwadSi. drois aseTive in-

tervalSi General Motors-s 18-jer ufro meti Che-vrolet eyideboda. maS raRaSi unda dasWirveboda

General Motors-s Jeep-is msgavsi produqtis gamoS-

veba? mxolod imisaTvis, rom weliwadSi, maqsi-

mum, 30-40 aTasiT meti manqana gaeyida?



samwuxarod, American Motors-i GM-iviT gonivru-

lad ar iqceva. misi Semosavlis didi nawili

ixarjeba Alliance-ze, Encore-sa da sxva markebze,

romlebmac, Canafiqris mixedviT, Chevrolet-s unda

gauwion konkurencia. АМС-s yvelaze ufro war-

matebuli avtomobilia Eagle-i _ Zlieri srula-

mZraviani sedani _ anu produqti, romelsac ima-

ve Jeep-is upiratesobebi axasiaTebs.

unikaluri produqtis mqone kidev erTi parti-

zania Tandem Computers-i, romelic saqmiani ope-

raciebis interaqtiulad warmoebisTvis ganku-

Tvnil teqnologiebs uSvebs. sistemas NonStop-i hqvia. igi ori procesoriTaa aRWurvili. ase rom,

Tuki erTi maTgani mwyobridan gamova, muSaobas

meore gaagrZelebs.

partizanuli omi bazris umaRles

seqtorebSi

amJamad sazogadoeba mdidaria. amitomac momra-

vlda `umaRlesi klasis~ saqonlis mwarmoebeli

partizani firmebi _ iqneba es Steinway (forte-

pianoebi), Concord-i (saaTebi), Cuisinart-i (samza-

reulos kombainebi) Tu sxva.

250 dolarad Rirebuli Cuisinart-is samzareu-

los kombainebi sakmaod Zvirfasi saqonelia

saimisod, rom gayidvebis didi moculoba Sei-

narCunos. igi oTxjer ufro Zviria iseTi cno-

bili markebis produqciaze, rogoricaa, maga-

liTad General Electric-i, Sunbeam-i da Waring-i. samagierod, mas aqvs damatebiTi funqciebi da

mowyobilobebi, romlebic savsebiT amarTle-

bs fasis am sxvaobas. potenciuri partizane-

bis umetesoba aseTi saqonliT bazarze gasvlas

ver bedavs. isini SiSoben, rom maTi markebi ar

floben sakmaris SesaZleblobebs, rom aseTi

eqstravagantuli fasebi gaamarTlon. amito-

mac kompromisul variants irCeven da TavianT

saqonels ufro dabal fasebs adeben. Sesaba-

misad, maTi produqti veRar qmnis im idumal

auras da gayidvebis im moculobas, romelzec

misi Semqmnelebi ocnebobdnen.

aseT firmebs erTmaneTSi erevaT mizezi da Sedegi.

idumaleba araa mizezi, romelic Sedegs, anu mo-

Txovnasa da gayidvaTa did moculobas gamoiwvevs.

moTxovnis warmomqmnel idumalebis efeqts maRa-

li xarisxi da maRali fasebi qmnis. maRali fase-

bi saqonels `TvalSisacems~ xdis. `naxeT, ra Zviri

Rirs~ _ ambobs momxmarebeli da uCndeba kiTxva _

ratom? es ki, bunebrivia, iZleva SesaZleblobas

meti ram vacnoboT Cveni produqtis Sesaxeb po-

tenciur myidvels da avuxsnaT amgvari siZviris

mizezi. Tu ganusazRvrel resursebs ar flobT

(partizanebi ki, Cveulebriv, saxsrebis naklebobas

ganicdian), unda ecadoT, sxvebze adre daikavoT

sasurveli mwvervali. Cuisinart-amde samzareulos

kombainebi 250 dolarad aravis gauyidia. bazris

umaRles seqtorebSi `partizanobisTvis~ rwmena da

siTamamea saWiro _ sakuTari gamogonebis rwmena

da produqtis sruliad ucnobi saxeliT gamoSve-

bis siTamame.

sxvaTa Soris, bevri saxelis xarjzec cdilobs

fulis dazogvas. zogierT kompanias miaCnia, rom

Tuki igi Tavisi saqonlis Zvirad Sefasebas api-

rebs, amaSi mas usafrTxo, yvelasaTvis cnobili

saxelis gamoyeneba waadgeba. es, bunebrivia, sxva

araferia, Tu ara `brendis gafarToebis xafan-

gis~ sxvagvari varianti, rac kompanias mudmiv

safrTxes uqmnis. erTi saxeliT ori, sruliad

gansxvavebuli strategia ver iarsebebs. umaRle-

si seqtorebi uzarmazar SesaZleblobebs iZleva,

magram ara $ 100 000-ad Sefasebuli sportuli

avtomobilebisTvis da arc 10 000 dolariani sa-

aTebisTvis. realuri perspeqtivebi farTo mox-

marebis saqonlis umaRles seqtorebSi imaleba.

ramdeni adamiani iyidis `feraris~? cota. magram

girvanqa marilSi 5 dolars (rac Cveulebriv

fass 20-jer aRemateba) praqtikulad nebismieri

gadaixdis. magram xuTdolariani mariliT va-

Wrobas didi Wkua ar sWirdeba. Zneli imis mo-

fiqrebaa, iseTi ra danamati gavurioT marilSi,

rom igi aseT fasad gaiyidos (swored amgvari

midgomiT miaRwia bazarze warmatebas Оrville Re-denbacher-ma).

mokavSireTa Seqmna

mokavSireTa Seqmnis strategia gamoiyeneba mra-

val dargSi _ gansakuTrebiT iq, sadac konkuren-

tebis ZiriTad masas adgilobrivi partizanebis

urdoebi Seadgenen. amis tipuri magaliTia fran-

Caizingi _ roca iqmneba erTiani saxelwodebiT

momuSave saerTonacionaluri qseli, romlis

TiToeuli ganyofileba adgilobriv mflobels

ekuTvnis da mis mierve imarTeba. es strategia

ornairad SeiZleba ganxorcieldes: zemodan qve-

moT, an, piriqiT, qvemodan zemoT.



pirvel SemTxvevaSi organizacia amuSavebs mom-

saxurebaTa mTels pakets da sTavazobs maT ad-

gilobriv biznesmenebs. magaliTisTvis gamodge-

ba McDonald’s-i, Pizza Hut-i, Holiday Inn-i, Coca-Cola da a.S. anu, sxva sityvebiT rom vTqvaT, kompania

igonebs koncefcias da mis sisruleSi mosayvanad

partizanTa armias qiraobs.

meore midgoma ufro SemoqmedebiTia. zog Se-

mTxvevaSi mas ufro STambeWdavi Sedegic moaqvs,

radgan saqmianobis dasawyebad ufro naklebi

resursebia saWiro. amis tipuri magaliTia Cen-tury 21. am kompaniam ukve arsebuli rieltiorebi

daiqirava; isini saerTonacionalur jgufs Seu-

erTdnen da daiwyes lotebisa da informaciis

gacvla. Century 21-is koncefcia gansakuTrebiT

kargi gamodga, radgan amerikaSi saxlebis yidva-

gayidva xSirad ukavSirdeba gadasvlas erTi ad-

gilidan meoreze, sadac uZravi qonebis lokalu-

ri saagentoebi muSaoben.

`zemodan qvemoT~ principze dafuZnebuli sxva

warmatebuli organizaciaa Leading Hotels of the World-i, romelSic 195 feSenebeluri sastumroa

gaerTianebuli. asevea Quality Inns-ic, romelSic

mTels CrdiloeT amerikaSi mimofantuli 582

gzispira moteli Sedis.

mokavSireebis SeZenis dros Tavs erTi umTavre-

si kiTxva unda dausvaT _ aucileblad dainte-

resdiT, vin arian Tqveni konkurentebi. zogjer

konkurenti Tqveni mezobelia, zogjerac sxva

vinme. gzis or mopirdapire mxares mdebare ori

moteli SeiZleba erTimeoris mosisxle iyos _

rac sakmarisi mizezia saimisod, rom erT-erTi

maTgani Quality Inns-Si gaerTiandes. meore mxriv,

es ori moteli SesaZloa mdebareobdes karibis

erT-erT kunZulze, sadac realuri safrTxe asi

miliT moSorebuli mezobeli kunZulidan mo-

dis. amitomac erTmaneTTan metoqeobis nacvlad

maT SeuZliaT gaaerTianon TavianTi Zalebi da

sakuTari kunZulis mimzidvelobas gauwion pro-

paganda _ anu SeebrZolon `gadamTiel~ konku-

rentebs.

imitom Cndeba sul ufro meti erToblivi ma-

rketinguli aqcia, rom kompaniebi axleburad

aRiqvamen realuri konkurentis cnebas. marke-

tinguli omebis warmoebis principebis codna

meti mtris SeZenas sulac ar gulisxmobs. zo-

gjer mas sruliad sapirispiro Sedegamde mivya-

varT. Cveni azriT, samomavlod Seiqmneba kidev

ufro meti aliansi _ saproduqto, regionuli,

demografiuli da sxva. Zalis principi parti-

zanebs sicocxlis gadasarCenad gaerTianebas

aiZulebs.

partizanebi yvelgan arseboben

5 milioni amerikuli kompaniidan umetesobam par-

tizanuli omi unda awarmoos. msxvil kompaniebs

simaRleebis dakaveba SeuZliaT, magram mcireebma

mTeli danarCeni teritoria unda moicvan.

magaliTisTvis aviRoT kvebis mrewveloba. masSi

mxolod ramdenime msxvili kompania arsebobs.

esenia: Kraft-i, H. J. Helm-i da Hershey’s-i. magram

Kraft-i mxolod erTia im 660 firmidan, romlebic

yvels awarmoeben; Heim-i erTia mJave kitriT mo-

vaWre 380 kompaniidan; xolo Hershey’s-is garda

kanfetebis mwarmoebeli kidev 864 kompania ar-

sebobs.

amitomac uwevs firmaTa umetesobas partiza-

nuli brZola. 100 kompaniidan erTi TavdacvaSi

unda iyos, ori unda utevdes, sami flangur ie-

riSebs awarmoebdes da danarCeni 94 ki _ parti-

zanobdes.

Tavi meTerTmete

`kolas~ sasmelebis omi

empiriul mecnierebebSi saukeTeso damamtkicebeli

sabuTi istoriuli magaliTebia. omis mecnierebaSi es

ormagad asea.

karl fon klauzevici

omis sworad Seswavla istoriis Seswavlas niS-

navs. klauzevici da sxva avtorebi amas dauRa-

lavad gvimeoreben. marketologebi ki sakuTari

marketinguli istoriis swavlas dros iSviaTad

uTmoben. rogorc wesi, isini mimdinare saqmeebiT

arian xolme dakavebulni. isini TavianT rols

sakuTari produqtis modis ukanaskneli tenden-

ciebis Sesabamisad SenarCunebaSi xedaven.

metic, marketingul istoriaSi ZiriTadi yura-

dReba, rogorc wesi, movlenebs eTmoba da ara am

movlenebis gamomwvev mizezebs. Tumca, marketin-

gis yovlismomcveli Teoriis ararsebobis piro-

bebSi es varianti albaT saukeTesocaa.



marketinguli omebis principebis dasabuTebulo-

bis Semowmebis erT-erTi saSualebaa dargis isto-

riis gadaxedva da Semdeg konkurentTa ZiriTadi

nabijebis am principebis Sesabamisad gaanalizeba.

am TavSi Cven ganvixilavT `kolas~ sasmelebis oms,

romelic ukve ramdenime aTwleulia mZvinvarebs

Coca-Cola-sa da Pepsi-Cola-s armiebs Soris.

kokaini da kofeini

`koka-kola~ (qvemoT ubralod `kola~) ukve

aswliani istoriis mqone gamagrilebeli sasme-

lia. am sasmels Tavdapirvelad `gamagrilebels~

Znelad Tu uwodebdiT. igi gamoigona farmace-

vtma da yofilma konfederatma oficerma jon

stis pembertonma. `kola~ egzotikuri dapaten-

tebuli wamali iyo: igi Seicavda kokas foTlebis

SemcvelobaSi arsebul kokainsa da kolas kakle-

bSi arsebul kofeins.

kokas foTlebi boliviis indielTa sayvareli na-

rkotiki iyo. isini maT muSaobis dros ReWavdnen.

kokainis safuZvelze Seiqmna `kolas~ adreuli

konkurentic _ doqtor mitCelis Coca-Bola.

daaxloebiT imave efeqts axdenda dasavleT

afrikis aborigenebze kolas kaklebi. mas sruli

TavSekavebis mqadagebeli zogierTi seqta `jo-

joxeTis Teslsac~ uwodebda.

maS ase, `koka-kola~ Tavidan, ubralod, wamali

iyo. `aRmgznebi, gamagrilebeli da momaRoniere-

beli sasmeli, romelic gangkurnavT nervuli aS-

lilobisgan, Tavis tkivilisgan, nevralgiisgan,

isteriisa da melanqoliisgan~, _ naTqvami iyo

adreul reklamaSi.

saukuneTa mijnaze Coca-Cola-s qoneba sagrZno-

blad gaizarda. 1902 wlis bolosTvis kompaniis

biujetma $120 aTasi Seadgina da igi amerikis

yvelaze ufro cnobil sasmelad iqca. momde-

vno wels firmam Tavisi sasmelis Semadgenlo-

bidan kokaini amoiRo da kokas `gamoyenebuli~

foTlebidan damzadebul eqstraqtze gadavida

(ukofeino `kola~ mxolod 70 wlis Semdeg gaCn-

deba).

reklamisa da fxizeli cxovrebisTvis mebrZolTa

mxardaWeriT Coca-Cola swrafad izrdeboda. 1907

wlisTvis eqs-konfederaciis 994 olqidan 825

`mSrali~ gaxda. `erovnuli TavSekavebis diadi

sasmeli~ _ acxadebda reklama; zogi mas `samxre-

Tis nakurTx wyalsac~ ki uwodebda.

1915 wels erTma dizainerma teri otidan (indianas

Stati) Seqmna axali, 6,5-unciiani boTli, romel-

mac `koka-kolas~ unikalurobas kidev metad gausva

xazi. mTeli momdevno wlebis ganmavlobaSi kompa-

niam 6 miliardi boTli gamouSva. boTlis axali di-

zaini sworedac rom saWiro dros Seiqmna. mxolod

1916 wels 153 sasamarTlo procesi Catarda iseTi

imitatori kompaniebis winaaRmdeg, rogorebicaa Fig Cola, Candy Cola, Cold Cola, Cay-Ola da Коса Nola.

20-ian wlebSi Coca-Cola-s realuri konkurenti

ar hyolia. misi erTaderTi problema iyo gama-

grilebeli sasmelebis moxmarebis zrda, romel-

mac erT sul mosaxleze 2,4-idan (1919 w.) 3,3-ga-

lonamde (1929 w.) moimata (SedarebisTvis: dRes

saSualo adamiani 40 galonze mets moixmars).

reklamac swored moTxovnis stimulirebisken

iyo mimarTuli. aseTi reklamebis TvalsaCino

nimuSebia: `wyurvilma weliwadis dro ar icis~

(1922 w.) da `gamagrilebeli pauza~ (1929).

orjer meti imave fasad

Coca-Cola-s konkurentebs 30-iani wlebis depresia

daexmara. am periodSi Pepsi-Cola-m da Royal Crown-

ma warmatebuli starti gaakeTes.

Setevis mTavari idea iyo 12-unciiani boTlebis

gamoyeneba, romelTa fasi 6,5-unciiani `koka-ko-

las~ msgavsad 5 centi unda yofiliyo. Pepsi-Cola-m (mis sasmels qvemoT ̀ pepsis~ vuwodebT) am ideis

sisruleSi moyvana 1934 wels daiwyo, magram misi

sasmeli mxolod 1939 wels iSva (roca kompaniis

saTaveSi uolter maki movida).

tradiciuli inglisuri monadiruli simReris

motivze Seqmnili radioreklama daaxloebiT ase

JRerda: `pepsi-kola~ sanadirod wavida! Tormeti

uncia cota araa. ixdi Zveleburad da iReb or-

jer mets. es Cveni sasmelia, `pepsi~, SenTan varT~.

es sanaxaobrivad ganxorcielebuli brwyinvale

strategia iyo. marka uaRresad popularuli ga-

xda _ gansakuTrebiT mozard TaobaSi. roca saqme

tkbileulobasa da limonaTs Seexeba, bavSvebi xa-

risxs yovelTvis raodenobas amjobineben.

yovelive es minimaluri sareklamo biujetiT

Sesrulda. 1939 wels Coca-Cola-m reklamaze $15



mln. daxarja, Pepsi-Cola-m ki mxolod $600 aTasi.

Coca-Cola CixSi moeqca _ safuTavis moculobis

gazrda kompanias ar SeeZlo, radgan mas miliar-

damde patara boTlis gadayra mouwevda. arc fa-

sis daweva iyo SesaZlebeli, radgan gamagrile-

beli sasmelebis gasayidi asobiT aTasi avtomati

swored 5-centianebs iRebda.

Pepsi-Cola-m ganaxorciela klasikuri flangu-

ri Seteva bazris umdables seqtorSi. magram es

ubralo Setevaze bevrad ufro meti iyo. Pepsi-m flanguri manevri Coca-Cola-s uSualo centrze

damiznebul SeteviT manevrad aqcia.

Tavdasxmis #2 principi gvamcnobs: ipoveT lide-

ris Zlier mxareSi susti wertili da mas daumiz-

neT. udavoa, rom Coca-Cola-s mesveurebi TavianT

ZiriTad kozirad swored boTls miiCnevdnen. igi

yvela reklamaSi figurirebda da savaWro niS-

nadac ki iyo registrirebuli. raimond louim

igi `yvelaze ufro srulyofil safuTavadac~ ki

daasaxela.

`pepsis~ wasaxaliseblad ganxorcielebulma

RonisZiebebma es Zlieri mxare sisusted aqcia.

`srulyofil~ SefuTvas, romelic ase moxerxe-

bulad jdeboda xelSi, 12 unciis tevadobamde

verafriT gazrdidi, radgan mas xelSi mxolod

7-futiani giganti Tu daiWerda.

meore msoflio omis dros `pepsi-kolam~ Royal Crown-sa da Dr. Pepper-s gauswro da `koka-kolas~

Semdeg #2 sasmelad gadaiqca.

ra SeeZlo moemoqmeda COCA-COLA-s?

Tavdacvis #2 principi gvaswavlis: Tavdacvis

saukeTeso strategia _ sakuTar Tavze ieriSis

mitanaa. Coca-Cola-s sakuTari TavisTvis sxva

brendiT manam unda Seetia, sanam amas Pepsi-Cola izamda. bazarze `pepsis~ tipis iafiani markis ga-

mosaSvebad saukeTeso dro iqneboda 30-iani wle-

bis dasawyisi, roca depresia jer kidev sawyis

stadiaSi iyo (Double Cola _ òrmagi kola~ cudi

dasaxeleba ar iqneboda. sxvaTa Soris, dResdRe-

obiT aseTi marka arsebobs kidec).

amgvari TavdacviTi manevri Gillette-is mier Тгас II-is gamoSvebis analogiuri iqneboda da, Sesa-

Zloa, aseTive efeqtianic gamomdgariyo (amJamad Gillette-i teniani parsvis mowyobilobaTa bazarze

ufro did wils flobs, vidre `kola~ sasmelebis

bazarze). omis Semdeg cota xans yvelas eCvenebo-

da, rom ekonomikam zurgi aqcia Pepsi-s. Saqarsa

da muSaxelze fasebi izrdeboda da maTTan er-

Tad `pepsis~ fasic matulobda. igi jer 6 centa-

mde gaizarda, Semdeg ki _ 7-mde.

sareklamo devizi òrjer meti imave fasad~ Se-

cvala devizma _ ̀ orjer meti da ukeTesi~. Semdeg

Pepsi-m Zalisxmeva avtomatebisa da gazirebuli

wylis kioskebis saSualebiT masobrivi gayidve-

bidan saSinao moxmarebaze gadaitana da aqcents

kvlavindeburad Tavis did boTlebze akeTebda.

ìyaviT kontaqturebi~ _ ase JRerda `pepsis~ axa-

li sareklamo devizi, roca man supermarkete-

bisken mimarTa Tavisi Zalisxmeva. am Zalisxmevam

gaamarTla _ 50-iani wlebis dasawyisSi `kola~

5-jer uswrebda `pepsis~. aTwleulis bolosTvis

ki `pepsim~ es sxvaoba orjer Seamcira.

ramden xans SeZlebda Coca-Cola ufro tevadi Se-

fuTvis mqone konkurentTan gamklavebas? gada-

mwyveti momenti 1954 wels dadga. `koka-kolas~

gayidvebis moculobam 3%-iT daiklo, xolo

`pepsis~ gayidvaTa moculobam 12%-iT moimata.

momdevno wels Coca-Cola-m safuTavebis `bli-

ckrigi~ ganaxorciela _ gamouSva 10, 12 da 26

unciiani boTlebi. Zveli taris maragi mTavrde-

boda da 6,5-unciiani savaWro niSanic nel-nela

istorias Cabarda.

Coca-Cola-s sareklamo Tema yovelwliurad icv-

leboda imisda mixedviT, Tu ra axal gzebs pou-

lobda igi Pepsi-sTan gasamklaveblad.

1956 weli: `Coca-Cola karg gemos aumjobesebs~.

1957 weli: `kargi gemos niSani~.

1958 weli: `kolas gamagrilebeli gemo~.

1959 weli: `kargad gagrildiT~.

es cvlilebebi atlantaSi gamefebuli erTgvari

dabneulobis aSkara niSani iyo.

`pepsis~ Taoba~

ufro didi zomis boTli da `pepsis~ Taoba~,

ai, aseTi dartymebis seria ganaxorciela Pepsi-



Cola-m. lideris Zlier mxareSi sisustis povna

TavdasxmiTi marketinguli omis umTavresi prin-

cipia. riTaa Zlieri Coca-Cola? man pirvelma ga-

mouSva am tipis sasmeli. igi bazarze `pepsize~

bevrad ufro adre gamoCnda.

swored es iyo `kolas~ aSkara Zlieri mxare, ma-

gram siZlierem sxva, ufro naklebad TvalsaCino

Sedegamde migviyvana.

ufrosi Taobis adamianebi `kolas~ amjobinebd-

nen. axalgazrdoba ki ufro `pepsis~ etaneboda.

metic, didi zomis boTlebi ZiriTadad axalga-

zrdebisTvis iyo gankuTvnili. TineijerTa msga-

vsad, romeli zrdasruli adamiani dalevs 12-un-

ciian boTls?

1961 wels es koncefcia pirvelad gamoixata de-

vizSi `pepsi~ maTTvis, vinc Tavs axalgazrdad

grZnobs~. 1964 wels ki Tavisi klasikuri ieri

SeiZina: `Tqven xarT `pepsis~ Taoba~.

Pepsi-s strategia ̀ droisa da modis miRma~ darCe-

nil konkurentTa poziciebis cvlaze iyo orien-

tirebuli. garda amisa, Pepsi-m sxva, aranakleb

Rirebuli fsiqologiuri upiratesobac moipova.

kompaniam Tavis sasikeTod gamoiyena miznobriv

auditoriaSi arsebuli asakobrivi metoqeoba.

ramdenadac adamianTa umetesoba `pepsis~ ki ara

_ `kolas~ svamda, logikuri iqneboda gvevarau-

da, rom `kolas~ ufro xandazmuli adamianebi

etanebian. Sesabamisad, axalgazrdobas SeeZlo

`pepsis~ moxmarebiT Tavisi tradiciuli pro-

testis gamoxatva. strategia TaobaTa sxvaobaze

iyo dafuZnebuli. maSin, roca `koka-kola~ Tavis

momxmarebels asaflavebs, ibadebian `pepsis~ axa-

li myidvelebi.

garda amisa, Pepsi moxerxebulad iyenebda axal-

gazrduli protestis tradiciul formas _ mu-

sikas. es misi strategiis ZiriTadi elementi iyo.

`pepsis~ sareklamo rgolebSi maikl jeksoni da

laionel riCi monawileoben. am varskvlavebis

danaxvas mozardebi aRtacebaSi mohyavs. ufrosi

Taobis adamianebi ki kiTxuloben: ̀ vinaa laionel

riCi?~.

devizi àxali Taoba irCevs `pepsis~ kompaniis

axalgazrduli strategiis kidev erTi gamoxatu-

lebaa. swored am strategias efuZneba Coca-Cola-s `xandazmul~ produqtze misi Seteva. magram

kompaniaTa umravlesobis msgavsad, Pepsi kargavs

Tavis strategiul mimarTulebas. bolo 20 wlis

ganmavlobaSi man `Taobis~ ideas saerTo drois

mxolod 1/3 dauTmo. danarCen or mesameds igi

sxva kampaniebs uTmobda.

1967 weli: `gemo, romelic sxva sasmelebs amar-

cxebs _ `pepsis~ gemo~.

1969 weli: `Tqven did xans icocxlebT, `pepsi~ ki

bevr rames mogcemT~.

da 1983 wlis yvelaze ufro mSvidi devizi: `pep-

si~ saswrafod!~

farTo moxmarebis saqonlisTvis reklama umniSv-

nelovanesi strategiuli iaraRia. strategiuli

mimarTulebis yovelwliurad cvla Secdomaa.

araferi ar unda SecvaloT manam, sanam marke-

tinguli omis erTi saxeobidan meoreze ar ga-

daxvalT.

ra Tqma unda, taqtikuri TvalsazrisiT xatebis,

sityvebis, gamosaxulebebisa da musikis Secvla

bevrjer SeiZleba. magram strategiisa _ ara.

miuxedavad amisa, Pepsi-s ZalisxmeviT miRebuli

saerTo efeqti Coca-Cola-s lideris pozicias

arTmevs. 1960 wels `kolas~ `pepsize~ 2,5-jer

mets svamdnen, 1985-Si ki mxolod 1,15-jer.

COCA-COLA dabrunebas cdilobs

did boTlebSi moTavsebuli sxva markis gamoS-

vebiT `pepsis~ blokireba Coca-Cola-s wlebis man-

Zilze ar ucdia. devizi òrje meti imave fasad~

misTvisac iseve efeqtiani iqneboda, rogorc es

Pepsi-s SemTxvevaSi moxda.

Tumca Coca-Cola kvlavac ganagrZobda ualkoho-

lo sasmelis gayidvas maSin, roca Pepsi swored

rom `pepsi-kolaTi~ vaWrobda. amis TvalsaCino

magaliTebia devizebi _ `gamagrilebeli pauza~

da `kolasTan~ erTad saqme ukeT wagivaT~.

1970 wels Coca-Cola-m, rogorc iqna, miagno li-

derisTvis xelsayrel TavdacviT strategias.

es strategia Tavad mis liderobas efuZneboda.

"It’s the real thing" (èsaa saukeTeso sasmeli~). igu-

lisxmeba, rom yvelaferi danarCeni, ubralod,

`koka-kolas~ imitaciaa. `saukeTeso sasmelis~



strategiam `produqt 7X~-is _ `koka-kolas~ e.w.

saidumlo formulis _ irgvliv atexili xmau-

riTac moigo. cali xelis TiTebic gveyofa maT

CamosaTvlelad, vinc es formula icoda. amgva-

ri propaganda fasdaudebelia, radgan mTlianad

iqcevs `kolas~ momxmarebelTa yuradRebas. ma-

gram `saukeTeso sasmelis~ strategiam did xans

ver iarseba.

1975 weli: `gaumjobesdi, amerikav~.

1976 weli: `kola~ sicocxles axangrZlivebs~.

1979 weli: `miirTviT `kola~ da gaiRimeT~.

1982 wels Coca-Cola-m ugemovnebobis mwvervals

miaRwia sloganiT `esaa, racaa~.

magram, miuxedavad imisa, rom Coca-Cola-m `sauke-

Teso sasmelis~ strategia didi xnis win daasa-

mara, Tavad idea darCa. TqviT saubrisas fraza

`saukeTeso sasmeli~ da adamianTa umravlesoba

mixvdeba, rom `koka-kolas~ gulisxmobT. hkiTxeT

maT: `ra aris es?~ da gipasuxeben: `esaa, racaa~.

ROYAL CROWN-i Zalian cota da Zalian

gvian

#3-ma `kolam~ _ Royal Crown-ma TamaSSi xelmeo-

red CarTva 1969 wels scada. man am saqmeSi dax-

marebisTvis im drois yvelaze ufro popularul

sareklamo saagento Wells, Rich, Greene-s mimarTa

da masiuri sareklamo kampania gaaCaRa.

`davbrundiT, rom bolo movuRoT `kolasa~ da

`pepsis~. _ ganacxada meri uelsma. _ imedi maqvs

momitevebT aseT mkveTr gamonaTqvams, magram Cven

marTla gadawyvetili gvaqvs maTi ganadgureba~.

Tavi davaneboT Royal Crown-is reklamas. mTavari

es araa. SeuZlebelia fexdafex misdio da, miT

ufro, gadauswro iseT msxvil markebs, rogo-

rebicaa `pepsi~ da `koka-kola~ (imxanad mxolod

`pepsi~ Royal Crown-ze 4-jer meti iyideboda.

dRes ki 10-jer meti iyideba). Royal Crown-i dide-

bis zenitSi mxolod 30-ian wlebSi imyofeboda,

roca gayidvebis moculobiT `pepsis~ uswrebda.

ai, swored maSin unda emoqmeda. 1969 wlisTvis ki

es yvelaferi kargad nacnob istoriad gadaiqca

_ kompania Zalian mcire iyo, mis mier gadadg-

muli nabijebi ki _ Zalian dagvianebuli. Royal

Crown-is sabazro wili wlidan wlamde klebulo-

bda. maS, raRa SeeZlo moemoqmeda liderebisgan

Zlier CamorCenil #3 markas?

amis pasuxi, ra Tqma unda, brZolis xasiaTisa da,

Sesabamisad, marketinguli strategiis Secvlaa.

Royal Crown-isTvis logikuri gamosavali partiza-

noba iqneboda. mas sisruleSi unda moeyvana par-

tizanuli omis pirveli principi: moeZebna bazris

imdenad mcire segmenti, rom misi dacva SeZle-

boda. SesaZloa, mas qveynis teritoriaze geogra-

fiuli poziciebis gamagreba moexerxebina. amas

Royal Crown-i albaT sadRac samxreTSi SeZlebda,

sadac mas SedarebiT Zlieri poziciebi aqvs. Tuki

igi SezRuduli resursebiT mTeli qveynis teri-

toriaze masStabur omSi Caebmeba, Sedegi advilad

prognozirebadi iqneba: `kola~ da `pepsi~ ubra-

lod CaZiraven mas. ramdenadac am ori sasmelis

mdinareebi sul ufro metad diddeba, #3 marki-

saTvis daxlebze adgili ubralod aRar rCeba.

upiratesobaTa brZola

60-ian wlebSi Royal Crown-ma Diet Rite Cola-s saxiT

Zlieri flanguri manevri ganaxorciela. konku-

rentebisTvis es sruliad moulodneli iyo. Coca-Cola-m mxolod 3 wlis Semdeg moaxerxa reagireba

_ es iyo gamagrilebeli sasmeli Tab-i. Pepsi-Cola-m ki pasuxad Diet Pepsi gamouSva. aTwleulis bo-

losTvis Diet Rite-i `dietur~ sasmelebs Soris

yvelaze ufro gayidvadi produqti iyo. masze

Royal Crown-is Semosavlis naxevari modioda.

flanguri Setevis #3 principi gvaswavlis: mowi-

naaRmdegis kvaldakval devna TviT SetevasaviT

mniSvnelovania. Tamamma manevrma Diet Rite-s war-

mateba moutana. Coca-Cola-m da Pepsi-Cola-m ki sa-mwliani umoqmedobiT mSvenieri saCuqari gauke-

Tes mas. dadga mniSvnelovani gadawyvetilebis

miRebis dro. unda SeenarCunebina Royal Crown-s

gamagrilebeli sasmelebis sruli sawarmoo xazi,

Tu mTeli resursebi gamarjvebuli produ-

qtisken miemarTa?

Diet Rite-i Tu Royal Crown-i? Jeep-i Tu msubuqi

avtomobilebi? iseTi STabeWdileba iqmneboda,

rom aseTi mniSvnelobis strategiul kiTxvebze

swor pasuxs verasodes miagnebdnen.

menejmentis amerikuli skola gadawyvetile-

bis miRebas bazars andobs. amitom, am SemTxve-



vaSic, kompaniam orive frontze gadawyvita

brZola.

da Sedegmac ar daayovna.

male Diet Rite Cola miviwyebas mieca. marka, ro-

melic odesRac Tavis seqtorSi dominirebda,

dResdReobiT sabazro wilis 4%-ze naklebs

flobs. mxolod Diet Coke-i masze 14-jer ukeT

iyideba. brZola, ra Tqma unda, uTanasworo iyo.

`didma oreulma~ Tavisi sasmelebidan miRebuli

mTeli Semosavali `dieturi~ markebis dasafinan-

seblad gamoiyena. Royal Crown-i ki Diet Rite-isgan miRebul Semosavals Coca-Cola-sa da Pepsi-Cola-ze

ieriSebs axmarda.

`Zalebi erT wertilSi unda iyos koncentrire-

buli~ _ ambobs klauzevici. ùpiratesobaTa br-

Zola~ am aforizmis mniSvnelovnebas kidev er-

Txel adasturebs.

UNCOLA-s flanguri Setevebi

male bazarze kidev erTi moTamaSe _ Seven-Up-i _ gamoCnda. 1968 wels am kompaniam warmoadgina Uncola _ limonis gemos mqone ualkoholo sasme-

li. mizani martivi iyo: 7-Up-i `koka-kolasa~ da

`pepsis~ alternativad unda qceuliyo. pirvel

wels misi gayidvebi 15%-iT gaizarda.

amgvarad, ieriSis mitana nebismier Zlier pozi-

ciaze SeiZleba.

saerTod, rac ufro mtkicea pozicia da rac

ufro didia sabazro wili, miT metad martivia

misi alternativis Seqmna. ase Secvala Caim yava.

BMW-m _ Mercedes-Benz-i. 7-Up-ma ki _ `kola~ da

`pepsi~.

Uncola-s bazarze warmodgenidan 10 wlis Semdeg,

7-Up-i kompania Philip Morris-ma iyida. am SenaZenSi

man uprecedento safasuri _ $520 mln. _ gadai-

xada. anu, $74 mln. TiToeul Up-Si.

Marlboro-sa da Miller Lite-is brendebis cota xnis

winandeli marketinguli triumfiT gulmoce-

mulma Philip Morris-ma 7-Up-iTac diadi gamarjve-

bebis mopoveba gadawyvita. kompaniam gaaormaga

markis biujeti (man $40 mln-s miaRwia) da daiwyo

aqcia, romelsac Cven `sakuTari ocnebebis

reklama~ vuwodeT.

àmerika 7-Up-ze gadadis~ _ naTqvami iyo reklama-

Si. Tumca realoba aseTi optimizmis safuZvels

ar iZleoda. im wels 7-Up-i gamagrilebeli sasme-

lebis erTaderTi marka iyo, romelic wamgebiani

produqtebis aTeulSi Sevida. misi sabazro wili

10%-mde Semcirda. imxanad 7-Up-is strategia

(garda Setyobinebisa, rom àmerika 7-Up-ze gada-

dis~) simRerebisa da cekvebis aqtiur gamoyene-

bas gulisxmobda. es gasarTobi RonisZiebebi sxva

araferi iyo, Tu ara `kolas~ danarCeni sasmele-

bis uZlieres mxareze Seteva: `koka-kolasa~ da

`pepsize~ ukeT veravin cekvavs da mReris.

Tuki markas samxedro Tvalsawieridan SevxedavT,

umal cxadi xdeba, ratom ar gaizarda 7-Up-is gayid-

vebi da ratom ar gadavida amerika am sasmelze.

ra gaakeTa 7-Up-ma? ra da _ gankerZoebuli, al-

ternatiuli pozicia Seqmna. amiT man biznesis na-

wili waarTva janjafilisa Tu Zirxvenas ludebs,

forToxlis wvenebs da `kolebis~ sxva alterna-

tivebs.

Semdeg dadga SeteviT moqmedebebze gadasvlis

dro. saWiro iyo momxmareblisTvis miecaT `ko-

lebisgan~ gansxvavebul sasmelebze gadasvlis

mizezi. Tavdasxmis #1 principi gvaswavlis: mTa-

varia, lideris poziciis Zlier mxareze gavama-

xviloT yuradReba.

ra aris `kolas~ tipis sasmelebis Zlieri mxare?

albaT _ gemo. Tavdacvis #2 principis mixed-

viT, aucilebelia lideris Zlier mxareSi susti

wertilis naxva. ra susti wertili aqvs `kolas~

sasmelebs? Tuki `koka-kolas~ qilaze arsebul

warweras waikiTxavT, naxavT, rom mis Semadgen-

lobaSi Sedis gazirebuli wyali, Saqari, karme-

lis pigmenti, fosformJava, naturaluri aroma-

tizatorebi da kofeini.

diax, kofeini! kofeins yvela `kola~ Seicavs,

radgan igi Warbad aris kolas kaklebSi. federa-

luri kanonmdeblobis Tanaxmad, `kokas~ ar Sei-

Zleba `kola~ daerqvas, Tuki masSi kofeini ar

aris. magram umTavresad vin svams gamagrilebel

sasmelebs? vin da _ bavSvebi.

paradoqsi isaa, rom amerikis kvebis produqte-

bisa da wamlebis kontrolis sammarTvelom ar

akrZala `kolas~ sasmelebSi kofeinis CarTva

(radgan es nivTiereba, damuSavebis procesSi,



kaklebidan mTlianad qreba). amitomac Coca-Cola kofeins mesame mxarisgan (magaliTad, General Foo-ds-isgan) yidulobs.

ase iWyipebian bavSvebi mSoblebis sayvareli yava

Sanka-dan amoRebuli kofeiniT. ai, ra weria am

nivTierebis Sesaxeb ganmartebiT leqsikonSi: `ya-

vis, Caisa da kolas kaklebis SemadgenlobaSi Se-

mavali mware kristaluri alkaloidi; gulisa da

centraluri nervuli sistemis stimulatori~.

mSoblebs ki sulac ar undaT bavSvebis stimuli-

reba. isini, piriqiT, maTs dawynarebaze ocnebo-

ben. bavSvebi isedac sakmaod energiulebi arian

(sabavSvo `valiumi~ wamlebs Soris hitad iqce-

va, Tuki Hoff mann-LaRoche-i mis warmoebas gada-

wyvets).

80-iani wlebis dasawyisSi Cven Seven-Up-s ukofei-

no sasmelis gamoSveba SevTavazeT. sacdel sate-

levizio reklamaSi naTqvami iyo: `gana dausxamT

yavas Tqvens bavSvebs? maS, ratomRa asmevT `ko-

las~, romelSic aranaklebi kofeinia? Svilebs

`kola~ ki ara, ukofeino gamagrilebeli sasmeli

7-Up-i daalevineT~.

magram am SeTavazebaze kompaniis vice-prezi-

dentma marketingis dargSi kategoriuli uari

ganacxada. `Cven amgvarad arasodes wavaxalisebT

produqts~, _ Tqva man.

Tumca àrasodes~ arc iseTi xangrZlivi vadaa,

Tuki biznesi Tavze gengreva. amitomac 1982

wels Seven-Up-ma mainc ganaxorciela ùkofeino~

strategia. `Cvens produqtSi arasodes yofila

da arc arasodes iqneba es nivTiereba~, _ ewe-

ra Seven-Up-is axal qilebze. magram SemdgomSi

kompaniam ori strategiuli Secdoma dauSva. jer

erTi, man paralelurad ukofeino `kola~ Like-i gamouSva. anu daanawevra Zalebi da daabnia momx-

marebeli. da, meore, man sruliad miiviwya Uncola.

imis Tqma, rom Seven-Up-i `koka-kolasa~ da `pep-

sisgan~ gansxvavebiT kofeins ar Seicavs, sakmari-

si ar iyo. garda amisa, aucilebeli iyo momxmare-

blisTvis imis Sexseneba, rom Uncola ori grandis

alternativaa.

miuxedavad amisa, ùkofeino~ strategiam Seven-Up-is gayidvebs seriozuli biZgi misca. male

markam meoTxe adgilidan mesameze gadainacvla.

Tumca kompaniam amgvar kursze koncentrireba

did xans ver SeZlo da ùkofeino~ strategia

male Secvala strategiam _ `xelovnuri saRebre-

bis gareSe~.

xelovnuri saRebrebis gareSe? maS, raRa vTqvaT

Jello-s Jeleebis madis aRmZvrel (da mkveTr) fe-

rebze? am ingredientebs uamravi produqti Sei-

cavs _ tortebiT dawyebuli da wamlebiT damTa-

vrebuli.

Semdeg Seven-Up-i isev Uncola-ze gadaerTo da ra-

mdenime weliwadSi sami didi programa moicvala.

marketinguli omis mizania, areuloba mtris ba-

nakSi Seitano da ara _ sakuTar rigebSi. gonze

mosasvlelad Seven-Up-s kidev didi dro dasWir-

deba.

qaosi `kolas~ sasmelebis rigebSi

principSi, ùkofeino~ kampaniam is gaakeTa, rac

karg SeteviT operacias unda gaekeTebina. man

Coca-Cola-sa da Pepsi-Cola-s rigebSi didi qaosi

da areuloba gamoiwvia. `Seven-Up-is ukofei-

no reklama mTels dargs Tavdayira ayenebs~, _

werda The Wall Street Journal-i. Tavis gancxadebaSi

PepsiCo-m am sareklamo kampanias `sazogadoebis-

Tvis mavne~ uwoda, radgan ìgi efuZneba dausa-

buTebel faqtebs janmrTelobaze zemoqmedebis

Sesaxeb da adamianTa daSinebas isaxavs miznad~.

`pepsis~ mwarmoebelma ganacxada, rom `misi Rrma

rwmeniT~, kofeini janmrTelobisTvis safrTxes

ar warmoadgens.

Cveni azriT, perCesidan Zalian bevri saprotes-

to gamoxmaureba movida. amis Semdeg PepsiCo-m sul raRac 6 TveSi gamouSva Pepsi Free-s Cveule-

brivi da `dieturi~ versiebi. mis magaliTs mi-

baZes: Coca-Cola-m, Royal Crown-ma da Dr. Pepper-ma. male maT Sunkist-ic ki SeuerTda (Tumca gaugeba-

ria, ra kavSiri aqvs kofeins forToxlis limo-

naTTan). kofeinma yvela kompania SeaSfoTa. ma-

rkebi, romlebSic kofeini mniSvnelovan rols ar

TamaSobda (Sprite, janjafilis ludi Canada Dry da sxvebi), uecrad am sakiTxis mniSvnelovnebaze

alaparakdnen.

ar SeiZleba, ar vaxsenoT RC-100. `kolas~ sas-

melebis omis mTeli istoriis manZilze igi iS-

viaTad Tu uxsenebia vinmes. am dros, pirveli



ukofeino kola swored RC-100 iyo. Royal Crown-is

mier 1980 wels gamoSvebulma am produqtma po-

pularoba swrafad moipova, magram Diet Rite Cola-s msgavsad maleve iqna `neitralizebuli~ kofei-

niani `koka-kolasa~ da `pepsis~ mier.

sakmarisi araa pirvelma gaakeTo rame. warmate-

bisTvis pirvelic unda iyo da uZlieresic.

upiratesobaTa brZola: meore raundi

momdevno zalpma 1982 wels niu-iorkSi daiquxa,

roca Coca-Cola-m Tavisi axali Diet Coke-i warmo-

adgina. es, 1886 wels originaluri `kolas~ ga-

mosvlis Semdeg, Coke-is saxeliT gamosuli pir-

veli sasmeli iyo.

manamde bazari ase swrafad jer arc erT pro-

duqts ar daupyria. `warmatebuli marketingis

TvalsazrisiT Diet Coke-ma yvelas ajoba~ _ wer-

da The New York Times-i. The Wall Street Journal-i wi-naswarmetyvelebda: `Diet Coke-is gaTvla zusti

aRmoCnda. igi kompaniis istoriaSi meore yvelaze

ufro popularuli sasmeli iqneba~. `es sasmeli

uprecedentod mokle droSi erT-erTi yvelaze

ufro popularuli sasmeli gaxda~ _ ganacxada

Jurnal Jesse Myers’ beverage Digest-is redaqtorma.

pirmSos mimarT arc mSoblebs dauSuriaT saqebi

sityvebi. ` Diet Coke-i Cveni kompaniis 96-wliani

istoriis manZilze yvelaze ufro mniSvnelova-

ni produqti da yvelaze ufro eqstravagantuli

movlenaa gamagrilebeli sasmelebis industria-

Si~ _ ambobda Coca-Cola USA-s prezidenti braian

daisoni.

am diTirambebis fonze vaJkacobas movikrebT da

vityviT, rom samomavlo perspeqtivaSi Diet Coke-iT Coca-Cola-m mniSvnelovani zarali moutana saku-

Tar jibes. ki batono, moklevadian perspeqtivaSi

am siaxles didi warmateba hqonda (iseve, rogorc,

Tavis droze, Diet Rite-Cola-sa da RC-100-s). rogorc

Cans, igi mtkiced damkvidrda `koka-kolasa~ da

`pepsis~ gverdiT. magram ris fasad?

jer erTi, Coca-Cola-m sruliad aiRo xeli Tab-

ze. Diet Coke-is bazarze gamosvlis droisTvis

es produqti bazris 4,3%-s flobda da qveynis

samxreTSi sakmao popularobiTac sargeblobda.

magram Diet Coke-is gamosvlis Semdeg misi wili

1,8%-mde Semcirda.

amgvarad, Coca-Cola-m gaakeTa is, rasac xelmoca-

ruli damkveTebi akeTeben xolme. man uari Tqva

Tab-is reklamiT dakavebul saagentosTan TanamS-

romlobaze da Secvala reklama. nuTu SeuZlebe-

li iyo Tab-is aRorZineba? diax, SeuZlebeli iyo.

yovel SemTxvevaSi, manam, sanam Coca-Cola Tavis

`dietas~ ar Sewyvetda.

da, meore _ izarala Tavad `koka-kolamac~. Diet Coke-is dabadebis Semdeg misi sabazro wili

23,9%-idan 21.7%-mde Semcirda. amgvarad, Diet Coke-is dapyrobiTi omebi Tab-isa da `koka-ko-

las~ teritoriebis xarjze mimdinareobda.

PEPSI-s gamowveva

sayuradReboa Pepsi-s mier 70-ian wlebSi gadadg-

muli kidev erTi nabiji. am kampanias `Pepsi-s gamo-

wveva~ erqva da igi ori sasmelis `brmad~ Sefase-

bis testebs Seicavda. am testebis dros `pepsim~

`koka-kola~ angariSiT 3:2 daamarcxa da es Sedegi

satelevizio reklamebis saSualebiT gaxmaurda.

kargi strategiaa? SesaZloa, radgan sust wer-

tilSi urtyams konkurent produqts, vinaidan

`pepsi~ 9%-iT ufro tkbilia, vidre `kola~ da

mas, erTi SexedviT, ufro sasiamovno gemo aqvs

(misi es Tviseba `pepsis Taobis~ strategiasac

exmaureba, radgan 12 wlis mozardisTvis `zedme-

tad tkbilis~ cneba ar arsebobs).

magram meore frontis gaxsna kompaniisTvis saukeTe-

so strategia ar iyo. #2 produqts Zalebis gafan-

tvis fufuneba ar aqvs. Tavdacvis mesame principi

gvaswavlis, rom ieriSi frontis, SeZlebisdagvarad,

viwro monakveTze unda ganxorcieldes.

magram Semdeg Coca-Cola-m gaakeTa is, rac liderma

arasodes ar unda gaakeTos. `Pepsi-s gamowvevas-

Tan~ ramdenimewliani brZolis Semdeg man Secva-

la Tavisi sasmelis formula, `pepsi-kolasaviT~

tkbili gaxada igi da sajarod ganacxada amis Se-

saxeb. am dRidan `saukeTeso sasmeli~ saukeTeso

aRar iyo. mokled, Coca-Cola-m kinaRam erTi dar-

tymiT moSala sakuTari poziciebi.

problema formulis Secvla-arSecvla ki ara,

am cvlilebis gaxmaureba iyo. sakuTari pro-

duqtis Semadgenlobis umniSvnelo cvlilebebs

drodadro mravali kompania axorcielebs. amis

erT-erTi uTvalsaCinoesi magaliTia fruqto-



ziT mdidari simindis sirofis saxaroziT Cana-

cvleba.

mravali kompaniisTvis `siaxlisa da gaumjobese-

bis~ Setana marketinguli cxovrebis stilia. Co-ca-Cola-s situacia amisgan imiT gansxvavdeba, rom

mas `saukeTeso~ pozicia ekava. warmoudgeneli

siswrafiT cvlad samyaroSi `Coca-Cola~ warmoad-

genda mudmivobas, romelic wamdauwum ar axsene-

bda momxmareblebs, rom isini berdebian.

klasikur boTlze uaris Tqma kompaniisTvis

didi danakargi iyo. axla ki mas formulis Se-

cvlac mouwia.

`saukeTeso sasmelis~ dabruneba

àxali kolas~ gamoCenidan sul raRac sami Tvis

Semdeg Coca-Cola-s armiam TeTri droSa aRmarTa.

kompaniis mesveurebma ganacxades, rom `saukeTe-

so sasmeli~ axali _ Classic Coke-is _ saxelwode-

biT dabrundeba. es New Coke-is sikvdilis moa-

xloebas niSnavs. Cveni varaudiT, igi bazridan

male gaqreba.

aRqma realobaze Zlieria. testebis Tanaxmad,

New Coke-i Zvel `kolaze~ ukeTesi gamodga, ma-

gram momxmareblebi ase ar fiqrobdnen. bolos da

bolos, originaluri kola xom `saukeTeso~ iyo.

rogor SeiZleba rame saukeTesoze ukeTesi iyos?

aRqma iseve zemoqmedebs gemovnebaze, rogorc _

azrovnebaze. brZolebi xalxis tvinSi imarTeba.

adamianis cnobierebaSi faqtebi ki ara, mxolod

SegrZnebebi ileqeba. swored grZnobaa WeSmariti

realoba.

usaTuod waagebT, Tuki ise ar moiqceviT, rogoc

momxmarebeli aRgiqvamT. Xerox-i xalxis cnobie-

rebaSi aslis gadamReb manqanebTan asocirdeba.

SeuZlebelia Xerox-is markis kompiuterebiT ba-

zarze warmatebis naxva.

Volkswagen-i patara, saimedo da xangamZle avto-

mobilebTan asocirdeba. amitomac igi ver yidda

did da ZviradRirebul manqanebs manam, sanam sa-

xeli ar Seucvala da Audi ar daarqva maT.

`koka-kolas~ formulis Secvlam misi `saukeTe-

so sasmelad~ aRqmis winaaRmdeg imoqmeda. kvlav

Zvel formulaze gadasvla imis sajaro aRiareba

iyo, rom kompaniam Secdoma dauSva. Coca-Cola-s SeeZlo, adamianTa gonebaSi sakuTari poziciebi

Seesustebina.

kompaniis lideroba istoriis manZilze pirve-

lad aRmoCnda safrTxis qveS. Pepsi-s ki yvela

Sansi hqonda, gamagrilebel sasmelebSi #1 marka

gamxdariyo.

kofeinis problema

Coca-Cola-m `Pepsi-s gamowveva~ meore frontis Se-

qmniT moigeria. 7-Up-is ùkofeino~ Semotevebis-

gan Tavis dasacavad ki man sami Tavisi sasmelis

Sesabamisi versiebi gamouSva. ase rom, dResdRe-

obiT mas 8 produqti da didi Sinaareuloba aqvs

(Classic Coke-i, New Coke-i, Cherry Coke-i, Diet Coke-i, Tab-i, Caff eine-Free New Coke-i, Caff eine-Free Diet Coke-i da Caff eine-Free Tab-i).

rogorc Cans, kompania ver acnobierebs, ramxela

safrTxe imaleba am ùkofeino kolebSi~. Sexe-

deT, ra emarTeba yavas. ukofeino yavebis gayid-

vaTa zrdasTan erTad yavis saerTo moxmareba

klebulobs.

cota xanSi adamianebi saerTod aRar daleven

`koka-kolas~, radgan igi kofeins Seicavs, magram

aRarc ùkofeino kolas~ mieZalebian, radgan igi

`saukeTeso sasmeli~ araa.

formulis Secvla axali `kolebis~ gamoSvebas-

Tan erTad kompaniis mesveurebs usiamovnebebs

uqadis. is momxmarebelic ki, romelmac ̀ saSualo

asakis krizisi~ gadalaxa da `koka-kolas~ smis-

Tvis Tavi ar daunebebia, ver SeZlebs am sasmelis

uproblemod yidvas. warmoidgineT ra saubari

SeiZleba gaimarTos masa da gamyidvels Soris:

_ `kola~ momeciT.

_ romeli gnebavT, Classic Coke-i, New Coke-i, Cher-ry Coke-i Tu Diet Coke-i?

_ Diet Coke-i.

_ Cveulebrivi Tu ukofeino Diet Coke-i?

_ jandabas, modi, 7-Up-s aviReb.

gagrZeleba Semdeg nomerSi



pasuxebi wina nomerSi gamoqveynebul amocanebze

testebi sazrianobaze

1

nebismieri gaxerxvis Semdeg ficrebis raodenoba

erTiT izrdeba. sul 53 gaxerxva Seasrules da, sab-

olood, 72 ficari miiRes. maSasadame, Tavidan sul

cxrameti (72-53) ficari hqondaT.

testebi

2 Tu yuTSi 49 TeTris Rirebulebis 10 monetaa,

maSin arsebobs am monetaTa mxolod erTi

kombinacia: 4 erTTeTriani, 3 aTTeTriani da 3

xuTTeTriani. maSasadame, aTTeTriani monetis

amoRebis Sansi 3/10 (an 30%-is) tolia.

3

vanom gaweuli Sromis safasurad Tanxis mesame-

di, daTom ki _ ori mesamedi unda miiRos.

vTqvaT, daTo ormos amoTxras 2 saaTs, xolo

amoTxrili miwis gatanas _ 4 saaTs undeba. maSin

vano ormos amoTxras 4 saaTs, miwis gatanas ki _

8 saaTi moundeba. maSasadame, maTi Zalebi ormos

amoTxrisas erTmaneTs ise Seefardeba, rogorc

2/4-s, xolo miwis gatanisas _ rogorc 4/8-s. anu,

nebismier SemTxvevaSi daTo orjer meti mocu-

lobis saqmes akeTebs. amitom, fulis samarTlia-

nad ganawilebis SemTxvevaSi man vanoze orjer

meti Tanxa unda miiRos.

testebi


testebi

testebi sazrianobazeaxali amocanebi

2. Tqven win 4 banqos qaRaldi gaSales _

ori ydis mxridan, oric Siga mxridan. Ta-

nac Segatyobines, rom wiTeli ydis mqone

banqos qaRaldis Siga mxareze wrea daxa-

tuli. minimaluri odenobis ramdeni da

romeli banqos qaRaldi unda gadaabru-

noT, raTa darwmundeT, sworia Tu ara

is, rac Tavidan giTxres.

1. gadaaadgileT mxolod erTi asanTis Reri ise, rom kvadra-

ti miiRoT. cxadia, asanTis gatexva ar SeiZleba.

3. Tqven organizaciaSi arsebul vakansiaze gamocxa-

debul konkursSi 3 pretendenti _ levani (L), mamuka (M)

da zurabi (Z) _ iRebs monawileobas. konkursi momavali

samuSaosTvis saWiro sami unaris Sesafaseblad sami da-

valebis Sesrulebas iTvaliswinebs. dadginda:

pirveli davalebis mixedviT:

L 5 erTeulis keTebas aswrebs, sanam M 2 erTeuls

akeTebs.

Z 4 erTeulis keTebas aswrebs, sanam L 3 erTeuls

akeTebs.

meore davalebis mixedviT:

Z 5 erTeulis keTebas aswrebs, sanam L 1 erTeuls

akeTebs.

M 5 erTeulis keTebas aswrebs, sanam Z 3 erTeuls

akeTebs.

mesame davalebis mixedviT:

M 4 erTeulis keTebas aswrebs, sanam Z 1 erTeuls

akeTebs.

L 3 erTeulis keTebas aswrebs, sanam M 1 erTeuls

akeTebs.

romels pretendents miiRebT samsaxurSi, Tu momavali

samuSaosTvis samive unari Tanabrad mniSvnelovania?

saerTaSoriso sareklamo saagento Ogilvy & Mather

warmomadgenlobiTi ofisi saqarTvelosa da somxeTSi

www.adstation.ge

www.ogilvy.com

Buss n26 Small

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