Chapter 15

■ am Tavis Seswavlis Semdeg Tqven SeZlebT:

11.. ganixiloT, ra gavlenas axdens saerTaSoriso savaWro sistema, ekonomikuri, politikur-samarTlebrivi da

kulturuli garemo kompaniis saerTaSoriso marketingul gadawyvetilebebze; 22.. aRweroT saerTaSoriso

bazarze Sesvlis sami ZiriTadi midgoma; 33.. ganmartoT, rogor axorcielebs kompania Tavisi marketinguli

kompleqsis saerTaSoriso bazrebze morgebas; 44.. gansazRvroT saerTaSoriso marketinguli organizaciis sami

ZiriTadi forma.

globaluri bazari 15ggzzaammkkvvlleevvii || ideebis kvaldakval

amjerad, globalur marketings gadavavlebT Tvals. TiToeul TavSi mocemuli

iyo calkeuli globaluri Tema – Znelia, ipovo marketingis iseTi sfero,

romelic ar moicavs Tundac ramdenime saerTaSoriso sakiTxs. Cven

ganvixilavT mxolod imaT, romelTa winaSec kompaniebi sakuTari brendisaTvis

globaluri marketingis ganxorcielebisas aRmoCndebian. axal aTaswleulSi,

komunikaciebis, transportisa da teqnologiebis ganviTarebam msoflio sivrce

Zalze Seamcira. dRes, TiTqmis yvela firma, didi Tu mcire, saerTaSoriso

marketinguli problemebis winaSe dgas. am TavSi msoflio asparezze

gasvlisaTvis saWiro eqvs ZiriTad gadawyvetilebas ganvixilavT.

aba, SevudgeT! Cveni pirveli gaCerebaa Coca-Cola – amerikuli ualkoholo

sasmeli. Tumca, aris Tu ara igi mxolod amerikuli brendi? waikiTxeT da

naxeT, rogor uzrunvelyo globalur standartebsa da adgilobriv

pirobebTan adaptacias Soris sworma balansma Coca-Cola msoflioSi nomer

pirveli brendis adgiliT.

ra SeiZleba iyos Coca-Cola–ze ufro amerikuli? asea, ara? es brendi

iseTive amerikulia, rogorc beisboli an vaSlis namcxvari. Coke-ipirvelad, 1893 wels, atlantis afTiaqebSi gamoCnda, sadac misi erTi

boTli 5 centad iyideboda. mas Semdeg, kompaniis pirvelma prezidentma,

sazrianma biznesmenma asa kandlerma yvelaferi gaakeTa, raTa amerika

daerwmunebina, rom Coca-Cola marTlac `gamagrilebeli Sesveneba~ iyo. man

dabeWda kuponebi Coca-Cola-s pirveli dagemovnebis SesaTavazeblad, xolo

brendis distribuciiT dakavebuli afTiaqebi moamaraga Coca-Cola–s axla ukve

kargad cnobili wiTeli da TeTri logos mqone saaTebiT, kalendrebiT,

sasworebiTa da langrebiT. sasmeli swrafad iqca sruliad amerikul

fenomenad. 1885 wlisaTvis, kompaniam fabrikebi gaxsna CikagoSi, dalassa da

los-anjelesSi.

magram, Canafiqris Tanaxmad, Coca-Cola mxolod amerikuli brendi unda

yofiliyo. 1900 wels, man amerikis farglebs gareTac scada bedi. am qveynebis

siaSi iyo kuba, Ppuerto-riko da safrangeTi. 1920 wlisaTvis, Coca-Cola-s logos

yvelgan naxavdiT: ZaRlis marxilebiT dawyebuli – kanadaSi da koridas

arenebis kedlebiT damTavrebuli _ espaneTSi. meore msoflio omis dros ki,

brZolis velze jariskacebis mosamarageblad,Coca-Cola-m Camosasxmeli qarxnebi

evropasa da aziaSic aago.

wlebis ganmavlobaSi, Coca-Cola-s damajerebelma da nayofierma

reklamirebam brendi mTlianad amerikul sasmelad aqcia. amavdroulad,

sazRvrebs gareT warmoebulma Zlierma marketingulma kampaniam mas mTel

msoflioSi moutana popularoba. 1971 wels, kompaniam Seqmna legendaruli

516 nnaawwiillii mmeeooTTxxee marketingis damatebiTi sakiTxebi

satelevizio reklama _ `minda msoflios Coke-i vuyido~, sadac italiis erT-

erT gorakze TavSeyrili bavSvebi mRerian. amjerad, Coca-Cola-m yuradReba axalbazrebze gadaitana _ CineTze, indoeTsa da indoneziaze (sadac 2.4 miliardi

adamiani cxovrobs, rac msoflios mosaxleobis TiTqmis naxevaria), riTac

brendis globalur warmatebas dauWira mxari. dRes, Coca-Cola,erTmniSvnelovnad, msoflios yvelaze cnobili da aRiarebuli brendia.

Coca-Cola-s msoflio warmateba Sedegia ostaturi balansisa globalur

standartizaciasa da adgilobriv pirobebTan adaptaciiT brendis agebas

Soris. wlebis ganmavlobaSi, kompania Semdegi devizis (mantris) erTguli iyo:

`ifiqre globalurad, imoqmede lokalurad.~ Coca-Cola Tanxebs globalur

reklamaze guluxvad xarjavs (weliwadSi, daaxloebiT, 900 milion dollars),

raTa brends Seuqmnas yovlismomcveli pozicionireba im 200 qveyanaSi,

romelTac igi emsaxureba. amasTan, mkacrad standartizebulia Coke-is gemo daSefuTva. Coca-Cola-s, romelsac Tqven niu-ourkSi an filadelfiaSi dalevT,

zustad iseTive Sesaxedaoba da gemo aqvs, rogoric parizSi, hon-kongSi,

moskovSi, sidneisa Tu abu-dabiSi. erT-erTi sareklamo saagentos

aRmasrulebeli amtkicebs, rom `arsebobs sul ramdenime produqti, romelTac

globalur marketingze morgeba SeZles da erT-erTi maT Soris aris Coca-Cola.~ miuxedavad imisa, rom, erTis mxriv, Coke-is gemo da pozicionireba

SeTavsebadia mTel msoflioSi, meores mxriv, Coca-Cola-s marketingi mkacradadgilobrivia. kompania axorcielebs Tavisi brendisa da aromatis kompleqsis,

stimulirebis, fasebisa da distribuciis TiToeuli bazris adgilobriv wes-

Cveulebebsa da upiratesobebze morgebas. magaliTad, Coca-Cola-s mTavari

brendis garda, kompania awarmoebs daaxloebiT 300 sxvadasxva sasmel brends,

romlebic, specialurad, adgilobrivi momxmareblis gemovnebiTaa Seqmnili.

TurqeTSi igi msxlis aromatis mqone sasmels yidis, germaniaSi – Fanta-skenkris aromatiT, CineTSi – mwvane Cais Taflis aromatiT, kanadaSi – pitnis

Sprite-s, xolo belgiasa da niderlandebSi _ sportul sasmels saxelwodebiT

Aquarius.adgilobrivi pirobebis gaTvaliswinebasTan erTad, ufro farTo,

globaluri pozicionirebis farglebSi, Coca-Cola konkretuli qveynebis

bazrebisaTvis specialur reklamirebas iyenebs. magaliTad, CineTSi misi

saaxalwlo reklama gviCvenebs, sadResaswaulo seirnobis dros, Tavidan

fexebamde Coke-is wiTel qilebSi Semosil drakons. daskvna: `saukuneebis

ganmavlobaSi, wiTeli feri iRblisa da keTildReobis feri iyo. vin varT Cven,

rom win aRvudgeT uZveles sibrZnes?~ aSS-is Green TV-ze gaSvebuli axla ukve

klasikad qceuli Coke-is reklama _ `gulubryvilo jo~ (sadac fexburTis

daqanculi varskvlavi Tavisi axalgazrda, moxibluli Tayvanismcemlisgan

wvens uxalisod iRebs, Semdeg ki, mokrZalebul bavSvs Tavis naqsov Jakets

esvris) imave formatiT ramdenime qveyanaSi gaimeores. icvlebodnen mxolod

adgilobrivi varskvlavebi: samxreT amerikis reklamaSi argentineli

fexburTeli maradona iRebda monawileobas, aziaSi ki _ fexburTis

tailandeli varskvlavi niati.

Coke-ma, sul axlaxan, 2002 wlis msoflio safexburTo Tasis gaTamaSebis

mxardasaWerad, adgilobrivi reklama SeimuSava. mimdinare movlenebis Sesaxeb

adgilobriv SefasebaTa kvlevebze dayrdnobiT, reklamebi TiToeuli qveynis

SejibrebebTan dakavSirebul niuansebs moarges. italiuri reklama romis

mofusfuse bazars asaxavs. emociuri Turquli satelevizio reklama ki

gviCvenebs or bavSvs, romlebic mTel ankaraSi wiTeli da TeTri naTurebis

asxmebs amagreben, raTa qalaqi gundis ferebSi gaanaTon. `niderlandebSic ki,

romelmac am turnirSi gasvla ver SeZlo, msoflio Tasis mxardasaWeri

specialuri satelevizio reklama arsebobs, _ aRniSnavs globaluri

sareklamo analitikosi, _ reklamis mixedviT, holandieli varskvlavi ruud van

nistelroi mSvidad kreWs gazons maSin, rodesac iaponiasa da samxreT koreaSi

msoflio Cempionati mimdinareobs.~

indoeTSi Coca-Cola stimulirebis adgilobriv saSualebebs iyenebs,

aqtiurad muSaobs ra adgilobrivi imijis gasaumjobeseblad. igi iyo kriketSi

(yvelaze sayvareli sportis saxeoba indoeTSi) msoflio Tasis gaTamaSebis

oficialuri sponsori da man, Coke-is produqciis stimulirebisaTvis,

msaxiobebis nacvlad, kriketis indoeli fanebi gamoiyena. Coca-Cola-s

TTaavvii 1155 globaluri bazari 517

marketinguli saqmianoba efeqturia rogorc sacalo movaWreebis, ise misi

momxmareblebisTvisac. Coke-is aqtivobaTa erT-erTi Semfaseblis dakvirvebis

Tanaxmad, `kompanias iyenebs daaxloebiT 15000 sacalo movaWres,raTa gamofinos

yvelaferi, dawyebuli ukanaskneli qulerebiTa da macivrebiT, damTavrebuli

sareklamo CvenebebiT. axali myidvelebis mosaZieblad misi realizatorebi

kardakar dadian. gasul wels, mxolod axal deliSi kompaniis TanamSromlebma

Coke-isa da Fanta-s 100 000-ze meti ufaso boTli daariges.~

araferi ise kargad ar gamoxatavs standartizebuli globaluri brendis

agebasa da adgilobriv pirobebTan adaptacias Soris arsebuli balansis

SesaZleblobebs, rogorc Sprite-is sayovelTao zrda. misi reklama msoflios

axalgazrdobas mizanSi iRebs Semdegi fraziT _ `imiji araferia, wyurvili _

yvelaferi. daemorCile wyurvils.~ kampania umiznebs Tineijerebis meamboxe

sulsa da maT moTxovnilebebs pirovnebad Camoyalibebis procesSi. rogorc

Sprite-is brend-marketingis direqtori ambobs, `Sprite-is mniSvneloba da Cveni

interesebi, orive erTnairad globaluria. Tineijerebi migvaniSneben, rom

TiTqmis yvela bazarze, romelzec ki Cven SevediT, igi uaRresad

relevanturia.~ Tumca,rogorc yovelTvis,Coca-Cola Tavis gzavnilebs TiToeul

momxmarebelze agebs. magaliTad, CineTSi sareklamo kampania ufro rbili

xasiaTisaa. `CineTSi ver iqnebi ararelevanturi, mkveTri, radgan am

sazogadoebaSi es miuRebelia. yvelaferi Sesatyvisi unda iyos~, _ aRniSnavs

marketologi. gonivrulad mizanmimarTuli da Zlieri pozicionirebis

Sedegad, Sprite-is msoflio gayidvebma, kampaniis dawyebidan sam weliwadSi, 35

procents miaRwia da igi msoflios meoTxe ualkoholo brendad aqcia.

Tavisi saerTaSoriso marketinguli Zalisxmevis Sedegad, Coca-Colamsoflios ualkoholo bazris dominantia. kompaniis gayidvebis 70 procentze

meti sazRvargareTze modis. amerikis SeerTebul StatebSi Coca-Cola STambeWdav

44-procentian sabazro wils flobs maSin, rodesac Pepsi-ze mxolod 32

procenti modis. qveynis farglebs gareT misi da Pepsi-s gayidvebis

Tanafardoba iseTivea, rogorc 2.5-is 1-Tan da igi msoflioSi ualkoholo

sasmelebis eqvsi wamyvani brendidan oTxs flobs: Coca-cola, Diet Coke, Sprite da

Fanta. amrigad, Coca-Cola, marTlac rom msoflio brendia. ara aqvs mniSvneloba,

msoflios romel kuTxeSi imyofebiT, `survilis SemTxvevaSi,Coke-s xelis erTi

gawvdiT~ miiRebT. da mainc, msoflios sxvadasxva kuTxeSi mcxovrebi

myidvelisaTvis Coca-Cola-s Zalian pirovnuli mniSvneloba aqvs. Coca-ColaiseTive amerikulia, rogorc beisboli da vaSlis namcxvari; magram, igi iseTive

inglisuria, rogorc Big-Ben da SuadRis Cai; iseTive germanuli _ rogorc

ludi; iseTive iaponuri _ rogorc sumo da suSi; iseTive Cinuri _ rogorc

ping-pongi da didi kedeli. msoflios 200-ze met qveyanaSi momxmarebeli Coke-ssakuTar sasmelad Tvlis. espaneTSi mas RvinoSi ureven, italiaSi, saWmelTan

erTad, Rvinis an kapuCinos nacvlad miirTmeven, CineTSi ki Coke-iT,

gansakuTrebul samTavrobo Sexvedrebze, stumrebs umaspinZldebian.

kompaniis veb-gverdze naTqvamia: `Cveni adgilobrivi strategia saSualebas

gvaZlevs, mTel msoflioSi movusminoT yvelas, visac sasmelis daleva surs,

rac gemovnebisa da SesaZleblobebis mTlian speqtrs moicavs. is, rasac xalxi

sasmelisgan moiTxovs, aris anarekli imisa, Tu vin arian isini, sad cxovroben,

rogor muSaoben, TamaSoben, isveneben Tu erTobian. ara aqvs mniSvneloba, Tu vin

xarT Tqven: studenti amerikis SeerTebul StatebSi, romelsac siamovnebas

gamagrilebeli Coca-Cola aniWebs Tu qalbatoni italiaSi, romelic svams Cais;

bavSvi peruSi, romelic iTxovs wvens, Tu wyvili koreaSi, romelic, erTad

sirbilis Semdeg, boTlis wyals yidulobs. Cven TqvenTvis varT,… es aris mTel

msoflioSi miliardobiT megobris gaCenis gansakuTrebuli saSualeba da Cven

amas arasdros daviviwyebT.~1

warsulSi, aSS-is kompaniebi saerTaSoriso vaWrobas nakleb yuradRebas

uTmobdnen. eqsportiorebisgan damatebiTi gayidvebis miReba ukve karg Sedegad

iTvleboda. maT bazris umetesi wili samSobloSi hqondaT, rac uamrav

xelsayrel pirobas gulisxmobda. saSinao bazari ufro usafrTxoc iyo.

menejerebs ar sWirdebodaT sxva enebis Seswavla, ucnaur da cvalebad

■ bevrma amerikulma kompaniam msoflio sakuTar bazrad aqcia.

valutasTan Segueba, politikur da samarTlebliv gaurkvevlobasTan dapiris-

pireba an TavianTi produqtis sxvadasxva momxmareblis moTxovnilebebsa da

molodinze morgeba. Tumca, dReisaTvis mdgomareoba bevrad gansxvavebulia.

■❚ gglloobbaalluurrii bbaazzaarrii XXXXII ssaauukkuunneeSSii

ufro swrafi da qmediTi komunikaciebis, satransporto saSualebebisa da

finansuri nakadebis gamoCenasTan erTad, msoflio, SeiZleba iTqvas, swrafad

ikumSeba drosa da sivrceSi. erT qveyanaSi warmoebuli produqcia _ Gucci-ssafuleebi, Sony-s eleqtronuli saqoneli, McDolad’s-is hamburgerebi, iaponurisuSi,gernmanuli BMW – sxva qveynebSic didi moTxovniT sargeblobs da iwvevs

arnaxul enTuziazms. sulac ar gagvikvirdeba, Tu italiur kostiumSi

gamowyobili germaneli biznesmeni inglisel megobars iaponur restoranSi

Sexvdeba, saxlSi dabrunebis Semdeg ki rusul arays miirTmevs da West Wing-istelevizoris yurebiT gaerToba.

saerTaSoriso vaWroba mkveTr aRmavlobas ganicdis. 1969 wlidan

moyolebuli, msoflios 14 umdidres qveyanaSi mravalerovnuli korporaciebis

raodenoba TiTqmis gasammagda da 7000-dan 24 000-s miaRwia. dRes, saqonlisa da

momsaxurebis importi, mTel msoflioSi, mTliani saSinao produqtis (GDP) 24procents iTvlis, rac 40 wlis win arsebul maCvenebels 2-jer aRemateba.

amJamad, saerTaSoriso vaWroba aSS-is GDP-is meoTxeds Seadgens; 1996-2006

wlebSi ki mosalodnelia aSS-is eqsportis 51 procentiT gazrda. dRes,

msoflio vaWroba msoflio GDP-is 29 procents iTvlis; amasTanave, 1990 wlis

Semdeg, aRiniSneba 10-procentiani zrda.2

aSS-s bevri kompania saerTaSoriso marketingSi xangrZlivi warmatebiT

sargeblobs: Coca-Cola, McDonald’s, IBM, Xerox, Gillette, Colgate, General Electric, Caterpillar,Ford, Kodak, 3M, Boeing, Motorola da aTobiT sxva firma, romlebmac msoflio

sakuTar bazrad aqcies. bevri iseTi saxeli ki, rogoric aris Sony, Toyota, Nestle,Norelco, Nokia, BMW, Panasonic da Prudential, amerikis SeerTebul StatebSi yofiT

sityvebad iqca. araerT produqciasa da momsaxurebas, romlebic TiTqos

amerikulia, sinamdvileSi, ucxouri kompaniebi floben da awarmoeben.

sakmarisia davasaxeloT sul ramdenime maTgani: Bantam-is wignebi, Baskin-Robins-is nayini, GE-isa da RCA-is televizorebi, Carnation-is rZe, Pillsbury-is kvebis

produqtebi, Universal Studios-i da Motel 66-i. `mTliani industriis ori mesamedi an



gglloobbaalluurrii ffiirrmmaa

(Global firm)firma, romelic, er-

Tze met qveyanaSi

muSaobis Sedegad,

iRebs kvlevisa da

ganviTarebis, warmoe-

bis, marketingul da

finansur upirateso-

bas, xarjebisa da re-

putaciis mxriv, rac

mxolod qveynis Sig-

niT moqmedi konku-

rentebisaTvis miuwv-

domelia.

ukve axorcielebs globalur saqmianobas, an am procesSia CarTuli,_ aRniSnavs

erT-erTi analitikosi, _ Michelin-i, qalebis qudebis frangi mwarmoebeli, dRes,

Tavisi Semosavlis 35 procents amerikis SeerTebuli Statebidan iRebs maSin,

rodesac Johnson & Johnson-is biznesis 43 procenti sazRvargareT xorcieldeba...

msoflio, es aris yvela menejeris Tvalsawieri~.3

sadReisod, sakmaod Zlierdeba globaluri konkurencia. ucxouri firmebi

agresiulad farTovdebian axal saerTaSoriso bazrebze da saSinao bazaric

ukve aRar gamoirCeva gansakuTrebulad mdidari SesaZlobebiT. dRes, ucxouri

konkurenciisgan mxolod ramdenime industria aris daculi. miuxedavad imisa,

rom, proteqcionizmis meSveobiT, zogierT kompanias aqvs ucxouri eqsportis

nakadebis SeCerebis survili, grZelvadian perspeqtivaSi, es mxolod cxovrebis

fass gazrdis da daicavs araefeqtur adgilobriv firmebs. konkurenciis

gawevis ukeTesi gza kompaniebisaTvis aris qveynis SigniT produqtis mudmiv

gaumjobesebasa da ucxour bazrebze maT gafarToebaze zrunva.

Tu kompaniebi daayovneben internacionalizaciisaken swrafvas, isini

riskis winaSe daayeneben dasavleT da aRmosavleT evropis, wynari okeanis

auzisa da sxva mniSvnelovan bazrebze SeRwevas. firmebma, romlebic,

usafrTxoebis mizniT, qveynis SigniT darCenas amjobineben, SesaZloa dakargon

ara marto sxva bazrebze Sesvlis Sansi, aramed TviT saSinao bazaric.

adgilobriv kompaniebs, romlebic arasodes fiqroben ucxour konkurentebze,

ukana planze gadanacvlebis saSiSroeba emuqrebaT.

samwuxarod, kompaniebis mxridan sazRvargareT gasvlis moTxovnilebis

zrdasTan erTad, izrdeba riskis faqtoric. kompaniebi, romlebic globalur

biznesze fiqroben, ramdenime mniSvnelovan problemas awydebian. bevr qveyanaSi

umuSevrobam da inflaciam valutisa da mTavrobis gansakuTrebuli

arastabiluroba gamoiwvia, rac, Tavis mxriv, zRudavs vaWrobas, xolo ucxour

firmebs riskis winaSe ayenebs. importiorebs adgilobrivi mTavroba garkveul

regulirebas uwevs: Tanamflobelebad adgilobrivi partniorebis yolis

moTxovna, adgilobrivi moqalaqeebis dasaqmebis piroba, qveynidan miRebuli

SesaZlo mogebis SezRudva. ufro metic, sakuTari industriis dasacavad

ucxour firmebs xSirad maRal tarifebsa da savaWro barierebs uweseben. da

bolos, sul ufro mwvavdeba korufciis problema –aris qveynebi, sadac

oficialuri pirebi ucxour kompaniebs prioritets aniWeben ara saukeTeso

SeTavazebebis, aramed saukeTeso qrTamis gamo.

da mainc, globalur industriaSi dasaqmebul kompaniebs sxva arCevani ar

gaaCniaT – maT TavianTi operaciebis internacionalizacia unda moaxdinon.

globaluri industriis SemTxvevaSi, anu mocemul adgilobriv da nacionalur

bazrebze, firmebis globalur poziciebs maTi konkurentuli poziciebi

ganapirobebs. gglloobbaalluurriiaa ffiirrmmaa,, romelic, erTze met qveyanaSi muSaobis

Sedegad, iRebs marketingul, warmoebis, kvlevis, ganviTarebisa da finansur

upiratesobas, rac mxolod qveynis SigniT moqmedi konkurentebisaTvis

miuwvdomelia.

globaluri kompaniis gadmosaxedidan msoflio erT bazrad aRiqmeba. igi

minimumamde amcirebs nacionaluri sazRvrebis mniSvnelobas da aviTarebs zena-

cionalur brendebs. igi zrdis kapitals, moipovebs masalebsa da komponentebs,

awarmoebs Tavis saqonelsa da marTavs marketings iq, sadac amis keTeba

saukeTesod SeiZleba. magaliTad, Ford-is `msoflio satvirTo manqanis~ kabinas

evropaSi amzadeben, Zaras ki _ CrdiloeT amerikaSi; igi braziliaSia awyobili,

gasayidad ki misi eqsporti aSS-Si xorcieldeba. Otis Elevator-i Tavisi liftebis

karebis sistemebs safrangeTidan iRebs, zogierTi meqanizmebis nawilebs _

espaneTidan, eleqtronikas _ germaniidan, xolo specialur eleqtroZravebs _

iaponiidan. SeerTebul StatebSi igi mxolod sistemebs awyobs. amrigad, glob-

aluri firmis upiratesoba msoflio bazarze misi saqmianobis dagegmvas, eqs-

pluataciasa da koordinacias emyareba.

es imas ar niSnavs, rom, warmatebis misaRwevad, patara da saSualo firmebma

aTeulobiT qveyanaSi unda imuSaon. aseT firmebs SeuZliaT globaluri

niSebis praqtikaSi gamoiyeneba. magram msoflio sul ufro pataravdeba da

globalur industriaSi momuSave yvela kompaniam, didi iqneba igi Tu mcire,

unda Camoayalibos da Seafasos msoflio bazarze sakuTari pozicia.

swrafi globalizaciis Tanaxmad, yvela kompaniam pasuxi unda gasces

ramodenime ZiriTad kiTxvas: rogori sabazro pozicia unda movsinjoT Cvens

qveyanaSi, Cvens ekonomikur regionsa da mTels msoflioSi? vin iqnebian Cveni

globaluri konkurentebi da ra strategiebi da resursebi gaaCniaT maT? sad

SegviZlia Cveni produqciis warmoeba an resursebis momaregeba? ra strate-

giuli aliansebi unda SevqmnaT sxva firmebTan msoflioSi?

rogorc naCvenebia suraTze 15.1, saerTaSoriso marketingis pirobebSi, kom-

pania eqvsi ZiriTadi gadawyvetilebis winaSe dgeba. am TavSi Cven detalurad

ganvixilavT TiToeul maTgans.

■❚ gglloobbaalluurrii mmaarrkkeettiinngguullii ggaarreemmooss mmiimmooxxiillvvaa

saerTaSoriso bazarze moqmedebebis dawyebis Sesaxeb gadawyvetilebis

miRebamde, kompaniam safuZvlianad unda Seiswavlos saerTaSoriso mar-

ketinguli garemo. ukanaskneli ori aTwleulis ganmavlobaSi, am garemom sak-

mao cvlilebebi ganicada rogorc axali SesaZleblobebis, ise axali proble-

mebis TvalsazrisiT. msoflio ekonomikaSi sul ufro aqtualuri xdeba

globalizaciis procesi. dasavleT da aRmosavleT evropaSi, CineTSi,

atlantikis okeanis qveynebSi, ruseTsa da sxva adgilebSi mimzidveli bazrebis

gaxsnasTan erTad, swrafad gaizarda msoflio vaWroba da investiciebi. mom-

ravlda globaluri brendebi _ saavtomobilo industriaSi, sakveb

produqtebSi, tansacmelSi, samomxmareblo eleqtronikaSi, kompiuterul

teqnikaSi, programebsa da bevr sxva kategoriaSi. mniSvnelovnad gaizarda

globaluri kompaniebis ricxvi.

ssaaeerrTTaaSSoorriissoo ssaavvaaWWrroo ssiisstteemmaa

aSS-s kompaniam, romelsac Tvali sazRvargareTze uWiravs, saqmianoba

saerTaSoriso savaWro sistemis aRqmiT unda daiwyos. gayidvebis sxva qveynebSi

ganxorcielebisas aSS-s firmebi sxvadasxva savaWro SezRudvas awydebian. yve-

laze xSirad, es aris ttaarriiffeebbii anu garkveul importirebul produqciaze

mTavrobis mier dawesebuli gadasaxadi. tarifis dawesebis mizezi SeiZleba

iyos Semosavlebis gazrda an adgilobrivi firmebis dacva. eqsportiori

SesaZloa waawydes qqvvoottaass, anu mimRebi qveynis mier gansazRvruli kategoriis

produqtis importze dawesebul raodenobriv SezRudvas. qvotis mizania

sagareo valutis SenarCuneba da adgilobrivi industriisa da dasaqmebis

dacva. rac Seexeba eemmbbaarrggooss an boikots, igi garkveuli produqciis imports

mTlianad krZalavs da qvotis yvelaze Zlieri formaa.

firmebi SesaZloa aRmoCndnen vvaalluuttiiss ggaaccvvlliiss kkoonnttrroolliiss winaSe,

rodesac saxelmwifo zRudavs sxva qveynebTan ucxouri valutis gacvlis

moculobasa da savaluto kurss. agreTve, maT winaSe SesaZloa Tavi iCinon

aarraassaattaarriiffoo ssaavvaaWWrroo bbaarriieerreebbmmaacc,, rogoricaa zegavlena ucxouri kompaniis

mier SeTavazebul fasebze an produqciaze iseTi standartebisa Tu sxva

normebis dawesebiT, romlebic ewinaaRmdegeba ucxouri kompaniis produqtebis

maxasiaTeblebs.

erT-erTi yvelaze gonivruli gza, romlis saSualebiT iaponiam

Tavis saSinao bazarze ar SeuSva ucxoeli mwarmoeblebi,

`uunniikkaalluurroobbiiss~~ SenarCuneba iyo. iaponelebs gansxvavebuli kani aqvT,

amtkicebs mTavroba, amitom ucxouri kosmetikis mwarmoebelma

kompaniebma, TavianTi produqciis iaponiaSi Setanamde, kargad unda


ssuurraaTTii 1155..11

ZiriTadi saerTaSo-

riso marketinguli

gadawyvetilebebi

ttaarriiffii (Tariff)garkveul importire-

bul produqciaze

mTavrobis mier dawe-

sebuli gadasaxadi.

tarifis dawesebis

mizezi SeiZleba

iyos Semosavlebis

gazrda an adgilob-

rivi firmebis dacva.

qqvvoottaa (Quota)mimRebi qveynis mier

gansazRvruli kate-

goriis saqonlis im-

portze dawesebuli

raodenobrivi Sez-

Rudva, sagareo valu-

tis SenarCunebisa da

adgilobrivi indus-

triisa da dasaqmebis

dacvis mizniT.

eemmbbaarrggoo (Embargo)garkveuli produq-

ciis importis

akrZalva.

vvaalluuttiiss ggaaccvvlliiss

kkoonnttrroollii (Exchangecontrols)saxelmwifos mier

sxva qveynebTan ucx-

ouri valutis gacv-

lis moculobasa da

mis gacvliT kursze

dawesebuli limitebi.

aarraassaattaarriiffoo

ssaavvaaWWrroo bbaarriieerreebbii

(Nontariff trade barriers)arasavaluto bari-

erebi ucxouri pro-

duqciisaTvis, rogo-

ricaa zegavlena uc-

xouri kompaniis mier

SeTavazebul faseb-

ze an produqciaze

iseTi standartebis

dawesebiT, romlebic

gansxvavdeba ucxou-

ri kompaniis produq-

tebis maxasiaTeble-

bisgan.


Seamowmon igi. iaponelebi acxadeben, rom maT patara kuWi aqvT da

mxolod mikanis (adgilobrivi mandarini) Wama SeuZliaT, amitom

amerikuli forToxlis importi SezRudulia. amjerad ki, iaponelebi

yvelaze originalur arguments gvTavazoben: maTTan sxvanairi

Tovlia, amitom sacigurao aRWurvilobac gansxvavebuli unda iyos.4

amavdroulad, qveynebs Soris vaWrobis ganviTarebas garkveuli Zalebi

uwyobs xels. amis magaliTebia tarifebisa da vaWrobis (GATT) Sesaxeb

arsebuli sayovelTao SeTanxmeba da Tavisufali regionaluri vaWrobis sxva

SeTanxmebebi.

mmssoofflliioo ssaavvaaWWrroo oorrggaanniizzaacciiaa ddaa GATT. tarifebisa da vaWrobis sayovelTao

SeTanxmeba ((GATT), romelic 56 wels iTvlis, miRebuli iyo tarifebisa da sxva

saerTaSoriso savaWro barierebis Sesamcireblad, msoflio vaWrobis

stimulirebisaTvis. daarsebidan, anu 1948 wlidan, GATT-is wevrma qveynebma(amJamad 148 qveyana) molaparakebebis rva raundi Caatares, raTa xelaxla

SeefasebinaT savaWro barierebi da daedginaT saerTaSoriso vaWrobis axali

wesebi. molaparakebaTa pirveli Svidi raundis Sedegad, warmoebuli saqonlis

saSualo tarifebi, msoflio masStabiT, 45 procentidan, sul raRac 5

procentamde Semcirda.5

aRsaniSnavia,rom urugvais raundis saxeliT cnobili GATT-is molaparakebaTa

cikli Svidi weli gaWianurda da 1993 wels dasrulda. SeTanxmebam globaluri

vaWrobis zrdis grZelvadiani stimulireba moaxdina, amdenad, urugvais raundis

mier motanili sargebeli didi xnis ganmavlobaSi iqneba aRsaniSnavi. am raundis

Sedegad, 30 procentiT Semcirda danarCeni msoflio sasaqonlo tarifebi, ramac

globaluri vaWroba 10 procentiT gazarda, anu, 2002 wlisaTvis, es maCvenebeli 270

miliard dolars gautolda. axalma SeTanxmebam gaafarTova GATT-is moqmedebisareali; man sasoflo-sameurneo produqcia da momsaxurebis farTo speqtri

moicva, agreTve, gaaZliera saavtoro uflebebis, patentebis, savaWro niSnebisa da

sxva inteleqtualuri sakuTrebis saerTaSoriso dacva.6

savaWro barierebis Semcirebisa da saerTaSoriso savaWro standartebis

dawesebasTan erTad, urugvais turma, GATT-is kanonebis gasaZliereblad,

msoflio savaWro organizacia (WTO) Seqmna. WTO-s erT-erTi upirvelesi

amocanaa molaparakebebis warmoeba

servisis sferoSi vaWrobis Sesaxeb

SeTanxmebis Taobaze, rac ukavSir-

deba msoflio vaWrobas sabanko,

sadazRvevo da fasiani qaRaldebiT

momsaxurebis segmentebze. zogadad,

WTO moqmedebs, rogorc organi-

zacia `qolga~, romelic Tvalyurs

adevnebs GATT-s _ sayovelTao

SeTanxmebas vaWrobasa da momsaxu-

rebebze, aseve xelSekrulebebs,

romlebic marTaven inteleqtualur

sakuTrebas. amasTan, WTO warmoad-gens mediators globalur deba-

tebSi da awesebs savaWro sanqciebs.

es upiratesobani adrindel GATT-sar gaaCnda. 2001 wlis dasasruls,

dohaSi (katari) GATT-is molapara-

kebebis axali raundi DOHA daiwyo,

romelic 2005 wlis ianvarSi das-

rulda.7

TTaavviissuuffaallii rreeggiioonnaalluurrii ssaavvaaWWrroo

zzoonneebbii.. garkveulma qveynebma Tavi-

sufali ssaavvaaWWrroo zzoonneebbii da eekkoonnoommii--

kkuurrii ggaaeerrTTiiaanneebbeebbii Camoayalibes,

■ WTO da GATT: tarifebisa da vaWrobis sayovelTao SeTanxmeba (GATT), tar-ifebisa da sxva saerTaSoriso savaWro barierebis SemcirebiT, msoflio vaW-

robas uwyobs xels. WTO-m, romelic zedamxedvelobs GATT-s, 2001 wlis dasa-

sruls, dohaSi (katari) molaparakebebis axali raundi daiwyo.

eekkoonnoommiikkuurrii ggaaeerr--

TTiiaanneebbeebbii (Economiccommunity)qveynebis gaerTiane-

ba, romlis mizania

saerTaSoriso vaW-

robis regulirebi-

saTvis erTiani wese-

bis Seqmna.

romelTa mizans, saerTaSoriso vaWrobis regulirebisaTvis, erTiani wesebis

Seqmna warmoadgens. erT-erTi aseTi gaerTianebaa `saerTo bazrad~ wodebuli

evrogaerTianeba (EU), romelic 1957 wels Camoyalibda. misi mizani iyo,

arsebuli barierebis Semcirebis gziT, wevr qveynebs Soris produqciis,

momsaxurebis, finansebisa da muSa xelis Tavisufali gadaadgilebis

uzrunvelyofa. agreTve, arawevr qveynebTan savaWro politikis ganviTarebiT,

erTiani evropuli bazris Seqmna. dRes, EU warmoadgens msoflios erT-erT

umsxviles ganuyofel bazars. 2004 wlamde, igi 15 wevr qveyanasa da 375 milionze

met momxmarebels aerTianebda da msoflio eqsportis 20 procents iTvlida.

2004 wlis Semdeg, mas aRmosavleT da samxreT evropis 10 axali wevri qveyana

daemata. momaval aTwleulSi, ufro meti evropuli qveyana miiRebs masSi

Sesvlis uflebas da EU-Si SesaZloa 28 qveyanam da 481 milionma adamianma

moiyaros Tavi.8

SeerTebul Statebsa da sxva

araevropul firmebs evrogaerTia-

neba uzarmazar savaWro SesaZleb-

lobebs sTavazobs. Tumca, igi gar-

kveul safrTxesac Seicavs.

gaerTianebis zrdasTan erTad,

izrdeba evropuli firmebis sidide

da konkurentunarianoba. Tumca, ev-

ropaSi arsebulma ufro dabalma

savaWro barierebma gareTa kedlebi

SesaZloa kidev ufro ganamtkicos.

zogierTi damkvirveblis warmodge-

niT, `evropis cixesimagre~ keTil-

ganwyobilia evrogaerTianebis qvey-

nebisadmi, magram igi gareSe

moTamaSeebs uqmnis iseT dabrko-

lebebs, rogoric aris xisti saim-

porto kvota, adgilobrivi speci-

fikuri moTxovnebi da sxva

arasatarifo barierebi.

evropis gaerTianebis procesi

sakmaod nela mimdinareobs – bevri

eWvobs, rom igi verasodes miaRwevs

srul unifikacias. Tumca, 1999 wlis

pirvel ianvars, eevvrrooss saerTo

valutad aRiarebiT, 15 wevri qvey-

nidan 11-ma gaerTianebisaken mniSvnelovani nabiji gadadga. 2001 wels,

saberZneTi gaxda me-12 qveyana, romelmac evro miiRo. 2002 wlis 1 ianvari aris

TariRi, rodesac qveynebis erovnuli valutebi, TandaTan, amoRebul iqna

xmarebidan da evro erTaderT valutad iqca. evros miReba evropaSi biznesis

warmoebisas valutasTan dakavSirebul risks bevrad amcirebs, rac susti

valutis mqone wevri qveynebis bazrebs ufro mimzidvels xdis. amasTan erTad,

evros zonis qveynebi imedovneben, rom, valutis gacvlasTan dakavSirebuli

dabrkolebebis moSliT, ganviTardeba sasazRvro vaWroba da wina planze

wamoiwevs qveynebs Soris faswarmoqmnisa da marketingis mixedviT arsebuli

sxvaoba.9

marketinguli TvalsazrisiT, evros standartul valutad miRebac ki, anu

ekonomikuri gaerTianebis Seqmna, ver uzrunvelyofs erTgvarovani bazris

Camoyalibebas. naklebad dasajerebelia, rom EU odesme oriaTaswlian

tradicias daarRvevs da `evropis gaerTianebuli Statebi~ gaxdeba. erT-erTi

damkvirvebeli aseT kiTxvas svams: `SeuZlia Tu ara evrogaerTianebas,romelic,

sul mcire, 12 enaze laparakobs, da romelsac 2 aTeuli sxvadasxva kultura

gaaCnia, efeqturad Serwyma da muSaoba, rogorc mTlian erTeuls?~ miuxedavad

imisa, rom SesaZlebelia politikuri da ekonomikuri sazRvrebis rRveva, mainc

SenarCundeba socialuri da ekonomikuri gansxvavebebi; evropaSi kompaniebis

marketingi ki adgilobrivi kanonebis saxifaTo erTobliobis winaSe

aRmoCndeba. da mainc, am nawilobrivi warmatebiT, evropuli gaerTianeba evropas


■ ekonomikuri gaerTianeba: evrogaerTianeba msoflios erT-erT udides ganu-

yofel bazars warmoadgens. 2004 wlisTvis, igi 15 wevr qveyanas da 375 milionze

met momxmarebels aerTianebda da msoflio eqsportis 20 procents iTvlida.


ufro efeqtur da konkurentul, globalur, saimedo Zalad aqcevs.10

CrdiloeT amerikaSi amerikis SeerTebulma Statebma da kanadam savaWro

barierebi 1989 wels gaauqmes. 1994 wlis ianvarSi, CrdiloeT amerikis

Tavisufali vaWrobis SeTanxmebis Tanaxmad (NAFTA), SeerTebul Statebs,

meqsikasa da kanadas Soris Tavisufali vaWrobis zona Camoyalibda.

SeTanxmebam Seqmna erTiani bazari 360 milionze meti adamianiT, romlebic

awarmoeben da iyeneben 6.7 trilioni dolaris Rirebulebis saqonelsa da

momsaxurebas. NAFTA, dasaxuli gegmebis sarealizacio 15-wlian periodSi,

gaauqmebs am sam qveyanas Soris arsebul yvela savaWro bariersa da

sainvesticio SezRudvas.

amrigad, SeTanxmebam qveynebs Soris vaWrobis ayvavebas Seuwyo xeli.

yoveldRe,SeerTebul Statebsa da mis udides savaWro partnior kanadas Soris

1 miliardi dolaris Rirebulebis momsaxurebisa da saqonlis urTierTgacvla

mimdinareobs. 1998 wels, meqsikam ukan Camoitova iaponia da amerikis meore

umsxvilesi partniori gaxda. 1993 wlidan, mas Semdeg, rac am SeTanxebas xeli

moewera, sasaqonlo vaWroba meqsikasa da aSS-s Soris gasammagda da dReisaTvis

232 miliard dolars gadaaWarba. NAFTA-s aseTma aSkara warmatebam amerikis

Tavisufali vaWrobis zonis Camoyalibebis sakiTxi daayena (FTAA). esuzarmazari savaWro zona 34 qveynisagan iqneba Semdgari, beringis srutidan

hornis koncxamde, 800 milioni mosaxliT, 13 trilion dolarze meti mTliani

Sida produqtiTa da 3.4 trilion dolarze meti wliuri msoflio vaWrobiT.11

Tavisufali vaWrobis zonebi, aseve, Camoyalibda centralur da samxreT

amerikaSi. magaliTad, MERCOSUR-i, dRes, 6 wevr qveyanas akavSirebs. maT Soris

sruluflebiani wevrebi arian argentina, brazilia, paragvai da urugvai;

asocirebuli wevrebi ki _ Cile da Bbolivia. 200 milionze meti mosaxliTa da

1 trilion dolarze meti mTliani wliuri SemosavliT,es qveynebi,NAFTA-sa daevrogaerTianebis Semdeg,udides savaWro gaerTianebas qmnian. saubaria EU-sa daMERCOSUR-s Soris Tavisufali savaWro SeTanxmebebis Seqmnaze, MERCOSUR-iswevri qveynebi ki saerTo valutis _ mmeekkrrooss _ miRebis sakiTs ganixilaven.12

miuxedvad imisa, rom Tavisufali savaWro zonebis Seqmnis ukanasknel

tendenciebs didi emociebi da axali sabazro SesaZleblobebi moyva, igi

garkveul dabrkolebebsac gulisxmobs. magaliTad, SeerTebul StatebSi

profesiuli gaerTianebebi SiSoben,rom,NAFTA-s gamoCeniT,samrewvelo samuSao

adgilebi, masobrivad, meqsikaSi gadainacvlebs, sadac anazRaureba bevrad

dabalia. garemos damcvelebi ki varaudoben, rom kompaniebi, romlebic cudad

arian ganwyobilni aSS-is garemos dacvis saagentos mkacri wesebis mimarT,

meqsikaSi gadaadgildebian, sadac kanonmdebloba, garemos dabinZurebis

TvalsazrisiT, ufro loialuria.

TiToeul qveyanas unikaluri SesaZleblobebi da maxasiaTeblebi gaaCnia

da saWiroa maTi gaTvaliswineba. qveynis mzadyofna sxvadasxva produqciis

warmoeba-moxmarebisa da momsaxurebisaTvis, agreTve, misi, rogorc ucxouri

bazris, mimzidveloba damokidebulia ekonomikur, politikur-samarTlebriv da

kulturul garemoze.

eekkoonnoommiikkuurrii ggaarreemmoo

saerTaSoriso marketologebma TiToeuli qveynis ekonomika unda Seiswavlon.

qveynis,rogorc bazris, mimzidvelobas ori ekonomikuri faqtori gansazRvravs:

qveynis industriuli struqtura da misi Semosavlis ganawileba.

qveynis industriuli struqtura gansazRvravs moTxovnilebebs mis

produqciasa da momsaxurebebze, Semosavalebisa da dasaqmebis doneebs.

arsebobs ekonomikuri struqturis oTxi tipi:

■ saarsebo ekonomika: saarsebo ekonomikis pirobebSi, xalxis didi umravle-

soba martivi soflis meurneobiTaa dakavebuli; isini sakuTari nawarmis ume-

tesobas moixmaren, darCenil produqcias ki martiv saqonelsa da momsaxure-

bebze cvlian. isini mcire sabazro SesaZleblobebs gvTavazoben.

■ nedleulis eqsportis ekonomika: es ekonomika mdidaria erTi an ramdenime

bunebrivi resursiT, magram mwiria sxva SesaZleblobebis mxriv. maTi

Semosavlis umetesoba am resursebis eqsportidan miiReba. amis magaliTebia

Cile (spilenZi da kala),zairi (spilenZi, kobalti da yava) da saudis arabeTi

(navTobi). es qveynebi kargi bazrebia didi danadgarebis, iaraRebis, sxvadasxva

resursebisa da mZime satransporto saSualebebisaTvis. agreTve, im Sem-

TxvevaSi, Tu qveyanaSi bevri ucxoeli mosaxlea da arsebobs SeZlebuli

maRali klasi, es qveynebi kargi bazrebia fufunebis sagnebisTvisac.

■ industrializaciis procesSi myofi ekonomika: am tipis ekonomikis

SemTxvevaSi, warmoebis sfero qveynis ekonomikis 10-20 procents Seadgens.

amis magaliTebia egvipte, filipinebi, indoeTi, brazilia da a.S. warmoebis

zrdasTan erTad, qveyana saWiroebs safeiqro nedleulis, liTonisa da mZime

manqana-danadgarebis sul ufro met imports; Sesabamisad, mza qsovilebis,

saqaRalde produqciisa da avtomobilebis nakleb imports. rogorc wesi,

industrializacia qmnis axal mdidar klass da patara, magram mzard,

saSualo klass, romelTac gaaCniaT moTxovna axali tipis importirebul

saqonelze.

■ industriuli ekonomika: industriuli ekonomika aris warmoebuli saqon-

lisa da sainvesticio fondebis mTvari eqsportiori. aseTi qveynebi

erTmaneTSi yidian saqonels, agreTve, axorcieleben maT eqsports sxva tipis

ekonomikis qveynebSi, nedleulis an saqonlis naxevarfabrikatebis misaRebad.

industriul qveynebs sxvadasxva samewarmeo saqmianoba da udidesi saSualo

klasi mdidar bazrebad aqcevs nebismieri saxis saqonlisaTvis.

meore ekonomikuri faqtori aris qveynis Semosavlis ganawileba

(distribucia). saarsebo ekonomikis mqone qveynebSi, ZiriTadad, Zalian dabali

Semosavlis mqone ojaxebi cxovroben. amis sapirispirod, industrializebuli

qveynebi Sedgebian dabali, saSualo da maRali Semosavlis mqone ojaxebisgan.

sxva qveynebSi SesaZloa arsebobdnen Zalian dabali an Zalian maRali

Semosavlis mqone ojaxebi. Tumca, xSir SemTxvevaSi,ufro Raribi qveynebisaTvis

damaxasiaTebelia patara, magram maRali Semosavlis mqone, samomxmareblo

segmenti. dabali Semosavlisa da ganviTarebadi ekonomikis pirobebSic ki,

xalxma SesaZloa moiZios im produqciis yidvis gzebi, romelic maTTvis

mniSvnelovania.

magaliTad, filosofiis profesori nina gladziuki bevrs

fiqrobs, sanam Tavis Znelad mopovebul zlotebs brwyinvale

polonur tansacmelSi daxarjavs. magram, igi mainc xarjavs.

miuxedavad imisa, rom 41 wlis

gladziuki, or akademiur

samsaxurSi, TveSi mxolod 500

dolars gamoimuSavebs, mas

sayidlebze siaruli uyvars:

es cvlis misi cxovrebis

stils,romelic,wlebis win, mas

komunizmma CamoarTva. gasul

wlebSi, man, varSavis kabaTis

tyis maxloblad, popularul

raionSi, axali bina avejiT

moiwyo; SeiZina sazRvargareT

warmoebuli silamazis pro-

duqcia da, universitetis mier

dafinansebul seminarze das-

wrebamde, dasvenebis dReebi

parizSi gaatara... aseTia cen-

traluri evropis momxmareb-

lebis swrafad mzardi klasi,

dawyebuli gladziukis ,,TeT-

rsayeloiani~ muSakebiT da

damTavrebuli budapeStis fab-

rikis muSebiTa Tu praRis

axalgazrda hipi profesio-

nalebiT. ekonomikuri zrdis

Sedegad, izrdeba Semosavlebi


■ ganviTarebadi ekonomika: centralur evropaSi kompaniebi emsaxurebian myidve-

lebis axal klass,romelic karg cxovrebaze ocnebobs da yidvaze morgebul

Cvevebs eufleba; romelsac itacebs yvelaferi,dawyebuli dasavluri samomxma-

reblo saqonliT da damTavrebuli modis ukanaskneli tendenciebiTa da

ukanaskneli fiWuri telefonebiT.


da yalibdeba TviTdajerebuloba. wamyvani ekonomikis mqone

regionebSi – Cexiis respublika, ungreTi da poloneTi _ ara marto

raodenobrivad izrdebian myidvelebi, aramed ixveweba maTi

moTxovnilebebic. sareklamo saagento Young&Rubicam-is mixedviT,

ungreTSi qveynis mosaxleobis 11 procents `miswrafebis mqoneTa~

kategorias akuTvneben, romlebic karg cxovrebaze ocneboben da

floben yidvis Cvevebs. 30 wlamde asakis yvela Cex, polonel da

ungrel moqalaqeTa daaxloebiT erT mesameds (1.7 milioni adamiani)

itacebs yvelaferi, dawyebuli modis ukanaskneli tendenciebiTa da

kompaqtdiskebiT damTavrebuli.13

amrigad, saerTaSoriso marketologebs mouwevT araerTi gamowvevis

gadalaxva imis dasadgenad, Tu ra zemoqmedebas iqoniebs ekonomikuri garemo

maT gadawyvetilebebze globaluri bazris SerCevisa da masze Sesvlis gzebis

Sesaxeb.

ppoolliittiikkuurr--ssaammaarrTTlleebbrriivvii ggaarreemmoo

qveynebi erTmaneTisgan TavianTi politikur-samarTlebrivi garemos mixedviTac

gansxvavdebian. rodesac konkretul qveyanaSi biznesis warmoebis

gadawyvetilebas iRebT, gasaTvaliswinebelia, sul mcire, oTxi politikur-

samarTlebrivi sakiTxi: saerTaSoriso Sesyidvebisadmi damokidebuleba,

samTavrobo biurokratia, politikuri stabiluroba da fuladi (monetaruli)

regulirebis sakiTxebi.

saerTaSoriso Sesyidvebisadmi damokidebulebis TvalsazrisiT, zogierTi

qveyana sazRvargareTis firmebisadmi sakmaod lmobieria, zogierTi ki, piriqiT,

sakmaod mtrulad aris ganwyobili. magaliTad, indoeTi ucxour bizness

awuxebs saimporto kvotebiT, savaluto SezRudvebiTa da kompaniis menejmentSi

araindoeli specialistebis procentuli maCveneblis SezRudviT, ris gamoc

aSS-is bevrma kompaniam indoeTi datova. sapirispirod, mezobeli aziis qveynebi

_ singapuri, tailandi, malaizia da filipinebi _ izidaven investorebs da

waxalisebebiTa da xelsayreli saeqspluatacio pirobebiT uzrunvelyofen

maT.14

meore faqtori aris samTavrobo biurokratia – sivrce, sadac maspinZel

mTavrobas, ucxouri kompaniebis dasaxmareblad, efeqturi sistemebi gaaCnia:

sando sabazro informacia, momxmareblis efeqturi marTva da sxva, rac bizne-

sis warmoebas uwyobs xels. rig qveynebSi, zogierTi oficialuri pirisTvis

saTanado gasamrjelos (qrTamis) sanacvlod, savaWro barierebi sakmaod

swrafad qreba, rac amerikelebs SokSi agdebs.

calke sakiTxia politikuri stabiluroba. icvleba mTavrobebi, xandaxan,

Zalismieri formiTac ki. cvlilebebis gareSec, mTavrobam SesaZloa gadawyvi-

tos axal, populistur moTxovnebze reagireba. SesaZloa ganxorcieldes ucx-

ouri kompaniis qonebis gankargvis sxvadasxva formiT cvlileba, misi fuladi

sakuTrebis dablokva an saimporto kvotisa Tu axali valdebulebebis dawe-

seba. arastabilur qveyanaSi biznesis warmarTva saerTaSoriso

marketologTaTvis SesaZloa xelsayrelic aRmoCndes, magram, sabolood,

arastabiluri mdgomareoba gavlenas moaxdens maTi biznesis marTvasa da

finansur sakiTxebze.

da bolos, kompaniebma unda gaiTvaliswinon qveynis fuladi (monetaruli)

regulirebis sakiTxebi. gamyidvelisaTvis mogeba fulad faseulobaSi gamoix-

ateba. idealur SemTxvevaSi, myidveli ixdis fuls gamyidvelis an msoflios

sxva kuTxis valutaSi. sapirispirod, gamyidvelma SeiZleba miiRos e.w.

blokirebuli valuta, romlis qveynidan gatanasac mkacrad krZalavs myid-

velis mTavroba. kargia, Tu gamyidvelebs am qveyanaSi maTTvis saWiro sxva

saqonlis SeZena SeuZlaiT an miRebuli TanxebiT saWiro valutas sxvagan yidu-

loben. savaluto SezRudvebis garda, gamyidvelisaTvis maRal risks qmnis

cvalebadi savaluto kursic.

saerTaSoriso vaWroba, umetes SemTxvevaSi, naRd fulad operaciebs (tran-

zaqciebs) gulisxmobs, magram, bevr qveyanas ar gaaCnia sakmarisi raodenobis

myari valiuta,sxva qveynebidan Semotanili saqonlis Sesasyidad. maT SesaZloa

angariSsworeba sxva saxiT surdeT, rac, sabolood, egreT wodebuli ggaaccvvlliiTTii

vvaaWWrroobbiiss zrdas iwvevs. gacvliTi vaWroba mTliani msoflio vaWrobis 20 pro-

cents Seadgens. igi gulisxmobs ramdenime formas: barteri – momsaxurebis an

saqonlis pirdapiri gadacvla. magaliTad, avstralieli xorcis mwarmoebeli

Tavis produqcias indoneziur saqonelSi, maT Soris ludSi,cementsa da zeTSi

cvlis. meore forma aris kompensacia (an gamosyidva), rodesac gamyidveli sxva

qveyanaSi yidis mcenareulobas, aRWurvilobas an teqnologias da Tanaxmaa,

gadasaxadi saboloo produqtis saxiT miiRos. magaliTad, Goodyear CineTs

saWiro masaliT amaragebs da trenings utarebs, sanacvlod ki, dasrulebul

produqts iRebs. kidev erTi forma aris gacvliTi Sesyidva, rodesac gamyid-

veli iRebs srul naRd angariSsworebas, magram Tanaxmaa, am Tanxis garkveuli

nawili, garkveuli periodis ganmavlobaSi, saxelmwifos moaxmaros. magaliTad,

ruseTSi Pepsi sirofs rublebSi yidis da Tanaxmaa, amerikis SeerTebul

StatebSi gasayidad, rusuli warmoebis arayi Stolichnaya Seisyidos.gacvliTi vaWrobis garigeba SeiZleba Zalian kompleqsuri iyos.

magaliTad, ramdenime wlis win, Daimler-Chryisler-i daTanxmda, rumineTisaTvis 30

satvirTo manqana mieyida ruminuli warmoebis 150 jipis sanacvlod, romlebic,

Semdeg, ekvadorSi, bananebze gayida, romlebic miyida germanuli supermarkete-

bis qsels germanul valutaSi. am SemovliTi procesis meSveobiT, sabolood,

Daimler Chrysler-ma Tanxa germanul valutaSi miiRo.16

kkuullttuurruullii ggaarreemmoo

TiToeul qveyanas sakuTari normebi da erovnuli wes-Cveulebebi aqvs. glob-

aluri marketinguli strategiebis dagegmvisas, kompaniam unda gaacnobieros,

Tu rogor gavlenas axdens momxmarebelze kultura msoflios sxvadasxva

bazris SemTxvevaSi. agreTve, maT unda esmodeT, Tu ra gavlenas axdens maTi

strategiebi adgilobriv kulturaze.

kkuullttuurriiss ggaavvlleennaa mmaarrkkeettiinngguull ssttrraatteeggiiaazzee.. marketinguli programis dagegm-

vamde gamyidvelma unda ganixilos sxvadasxva qveynis momxmareblis

Sexedulebebi da midgoma garkveuli produqciisadmi. arniSnul sakiTxTan

dakavSirebiT, xSiria siurprizebi. magaliTad, frangi mamakaci, Tavis

meuRlesTan SedarebiT, saSualod, 2-jer met kosmetikur da silamazis

saSualebebs xmarobs. italielebTan SedarebiT, germanelebi da frangebi met

SefuTul da brendirebul spagetis moixmaren. italieli bavSvebi sauzmeze

Sokoladis filas puris naWrebs Soris aTavseben. Tmis gacvenisa da impo-

tenciis SiSiT, tanzanieli qalebi bavSvebs kvercxs ar aWmeven.

kompaniebi, romlebic am gansxvavebebs ugulebelyofen, SesaZloa Zalian

ZviradRirebuli da samarcxvino Secdomebis winaSe aRmoCndnen. ai, magaliTic:

McDonald’s-ma da Coca-Cola-m, TavianT SefuTvaze arabuli droSis

ganTavsebiT, mTeli mahmadianuri samyaro gaanawyenes _ droSaze

warwerilma pasaJma yuranidan gamoiwvia mZafri gancda imisa, rom maTi

saRmrTo werili, sakvebis miRebis Semdeg, nagavSi aRmoCndeboda.

arabul qveynebSi, analogiur viTarebaSi aRmoCnda Nike-i, rodesacmuslimanebma gaaprotestes fexsacmelze ganTavsebuli eleganturi

logo ~Air~, romelic arabuli damwerlobiT ikiTxeba, rogorc `alahi~.

Nike-ma, daSvebuli SecdomisaTvis, bodiSi moixada da fexsacmeli

distribuciidan amoiRo.17

qveynebis mixedviT gansxvavdeba maTi biznesnormebi da saqcielic. ucxo

qveyanaSi biznesis warmoebamde, biznesmenebma udaod unda gaamaxvilon am

faqtorebze yuradReba. aq moyvanilia magaliTebi sxvadasxva globaluri

biznesqcevis Sesaxeb:18

■ saqmiani saubrisas samxreTamerikelebi erTmaneTTan Zalian axlos sxedan an

dganan – faqtobrivad, cxvirebi erTmaneTze aqvT midebuli. amerikeli biz-

nesmenebi ki saubrisas ukan iweven maSin, rodesac samxreTamerikeli axlos

misvlas cdilobs. ASesaZloa maTi Sexvedra orive mxaris ganawyenebiT

damTavrdes.


ggaaccvvlliiTTii vvaaWWrroobbaa

(Countertrade)saerTaSoriso vaW-

roba, romelic moi-

cavs saqonlis pir-

dapir da arapirda-

pir urTierTgacvlas

naRdi fulis sanac-

vlod.

■ swrafi da mtkice vaWroba, romelic msoflios

araerT qveyanaSi kargad muSaobs, SesaZlebelia

Seuferebeli aRmoCndes iaponiaSi an aziis sxva

qveynebSi. ufro metic, pirispir urTierTobisas,

iaponeli biznesmenebi iSviaTad amboben `aras~.

amrigad, amerikelebisaTvis, xSirad, autanelia,

saqmiani saubris dawyebamde, drois daxarjva

zrdilobian dialogze, amindze an sxva Temebze.

rodesac amerikelebi swrafad gadadian saqmeze,

es iaponeli biznesaRmasruleblebisaTvis

SesaZloa Seuracxmyofeli aRmoCndes.

■ safrangeTSi biTumad movaWreebs ar aqvT pro-

duqtis stimulirebis survili. isini miwodebas

sacalo movaWreebis survilis gaTvaliswinebiT

axorcieleben. Tu amerikuli kompania Tavis

strategias frangi biTumad movaWre korpo-

raciis stimulirebis irgvliv aagebs, igi marcxs

unda elodos.

■ rodesac amerikeli biznesmenebi erTmaneTSi sav-

izito baraTebs cvlian, TiToeuli maTgani,

rogorc wesi, mas zereled uyurebs da Semdgomi

gamoyenebisaTvis jibeSi idebs. magram, iaponiaSi

biznesmenebi, Sexvedrisas, erTmaneTis savizito

baraTebs gulmodgined swavloben _ ukvirdebian

am baraTis mflobelis kompaniaSi poziciasa da

rangs. isini savizito baraTs iseTive

pativiscemiT ekidebian, rogorc TviTon mis

mflobels. agreTve, isini TavianT baraTs, pirvel

rigSi, gadascemen im pirovnebas, romelsac yve-

laze did mniSvnelobas aniWeben.

produqtis saerTaSoriso arenaze ganTavse-

bisas, kompaniebs, romlebsac kulturuli niuansebi

esmiT, SeuZliaT imave simboloebis upiratesobaTa

gamoyeneba. ganvixiloT magaliTebi:

amJamad, indoeTSi aseTi satelevizio

reklama gadis: deda sizmarSi xedavs fifqias kabaSi gamowyobil

axalgazrda qaliSvils, romelic silamazis konkursze cekvavs. misi

mSvenieri kaba TovliviT TeTria, sxva metoqeebi ki ufro ruxi feris

tansacmelSi arian gamowyobilebi. gasakviri ar aris, rom cisfer

bafTas fifqia igebs. sakuTari ojaxiT aRtacebuli deda gaRimebli

saxiT iRviZebs da siamayiT uyurebs sarecx manqanas Whirpool White Magic.es satelevizio reklama Whirpool-is mier Catarebuli indoeli

momxmareblis 14-Tviani kvlevis Sedegia. bevr sxva ramesTan erTad,Whirpool-ma aRmoaCina, rom indoeli diasaxlisebi afaseben higienasa da

sisufTaves da mas TeTr fers ukavSireben. magram, adgilobrivi wyliT

xSiri recxvis gamo, TeTri tansacmeli xSirad fers icvlis. am

reklamiT, Whirpool-ma momxmarebels, sisufTavis siyvarulisken

mowodebis garda, iseTi sarecxi manqanebi SesTavaza, romlebic TeTr

qsovils gansakuTrebiT kargad recxaven. Whirpool-i amaze ar

SeCerebula. misi nayofieri waxalisebebis wyalobiT, aTasobiT

sacalo movaWre yidis mis saqonels. qveynis TiToeul kunWulTan

dasakavSireblad, igi iyenebs indoeTis 18 enis mcodne kontraqtorebs,

romlebic gadasaxads naRdi angariSsworebiT agroveben da

mowyobilobis miwodebas satvirTo manqanebiT, velosipedebiTa da

urmebiTac ki axorcieleben. 1996 wlis Semdeg, Whirpool-is gayidvebiindoeTSi naxtomiseburad gaizarda da 80 procents gautolda,

mosalodnelia, rom es maCvenebeli 200 milion dolars miaRwevs. dRes,

avtomaturi sarecxi manqanebis indoeTis swrafad mzard bazarze

Whirpool-i wamyvani brendia.19

■ kulturuli niuansebis ugulebelyofam SesaZloa samar-

cxvino Secdoma dagvaSvebinos. rodesac Nike-ma Seityo,rommis fexsacmelze ganTavsebuli eleganturi logo ~Air~, ara-buli damwerlobiT, ikiTxeba,rogorc `alahi~, man daSvebu-

li SecdomisaTvis bodiSi moixada da fexsacmeli distri-

buciidan amoiRo.



amrigad, kulturuli tradiciebis, upiratesobebisa da qcevebis Seswavla

kompaniebs ara marto samarcxvino Secdomebis Tavidan acilebaSi exmareba,

aramed maT kulturaTaSorisi SesaZleblobebis upiratesobiT sargeblobis

saSualebas aZlevs.

mmaarrkkeettiinngguullii ssttrraatteeggiiiiss ggaavvlleennaa kkuullttuurraazzee.. maSin, rodesac zogierTi

marketologi Tavis globalur marketingul strategiebze kulturis

zegavlenas ufrTxis, sxvebi SesaZloa globalur kulturaze marketinguli

strategiebis zegavleniT iyvnen SeSfoTebulni. magaliTad, zogierTi

kritikosi amtkicebs,rom `globalizacia~, realurad, `amerikanizacias~ niSnavs.

isini SiSoben, rom rac ufro meti adamiani miiwevs msoflioSi amerikuli

kulturisa da maTi cxovrebis stilisaken (ikvebebian msgavsi sakvebiT,

sargebloben analogiuri maRaziebiT da uyureben imave satelevizio filmebs)

miT ufro meti maTgani kargavs kulturul individualizms. igive kritikosebi

amtkiceben,rom amerikuli faseulobebisa da produqciis zegavlena iwvevs sxva

kulturebis gamofitvas. es procesi msoflios dasavlur iers aniWebs (ix.

marketingi muSaobis procesSi 15.1).

■❚ ssaaeerrTTaaSSoorriissoo aassppaarreezzzzee ggaassvvlliiss ggaaddaawwyyvveettiilleebbaa

kompaniis gadarCenisaTvis yovelTvis ar aris saWiro iseTi riskis gaweva,

rogoric saerTaSoriso bazarze gasvlaa. magaliTad, adgilobrivi biznesebis

umravlesoba sabazro saqmianobas warmatebiT mxolod adgilobriv bazarze

awarmoebs. samSobloSi muSaoba ufro advili da usafrTxoa. menejerebs ar

sWirdebaT sxva qveynebis enebisa da kanonebis Seswavla, ar aqvT Sexeba

cvalebad valutasTan, isini ar upirispirdebian sxva qveynebis politikur da

samarTlebriv sirTuleebs da ar saWiroeben TavianTi produqciis sxvadasxva

qveynis momxmareblis moTxovnilebebsa da molodinze morgebas. Tumca,

globalur industriebSi momuSave kompaniebma, sadac maT strategiul

poziciebs konkretul bazrebze mniSvnelovnad gansazRvravs maTi saerTo

globaluri poziciebi, warmatebis misaRwevad, mTeli msoflios masStabiT unda

gawion konkurencia.

kompaniebi saerTaSoriso arenaze ramdenime faqtoris gamo gadian.

■ globaluri kulturuli garemo: kulturuli niuansebis SeswavliT Whirpool avtoma-

turi sarecxi manqanebis indoeTis swrafad mzardi bazris wamyvan brendad iqca. man

gamouSva manqanebi, romlebic TeTr tansacmels siTeTres matebs.


dRes, bevri kritikosisaTvis davis

sagani xdeba is, rom udidesi ameri-

kuli kompaniebi, rogorebic arian

McDonald’s, Coca-Cola, Nike, Microsoft,Disney da MTV, ara marto TavianTi

brendebis globalizacias, aramed

msoflio kulturis amerikanizacia-

sac axorcieleben. tomas fridmani

Tavis wignSi `leqsusi da zeTisxi-

lis xe~ acxadebs, rom: `globaliza-

cias, dRes, Mickey Mouse-is yurebiaqvs, Pepsi-sa da Coke-s svams, Big Macs-s miirTmevs, IBM PC-ze angari-Sobs daWindows-s iyenebs.~

kritikosebs aRelvebT is faqti,

rom am tendencias qveynebis kultu-

ruli individualobis dakargva moy-

veba. indoeli Tineijerebi televi-

zors uyureben da mSoblebisgan

dasavluri modis tansacmelsa da

amerikuli popkulturisa Tu sxva

Rirebulebebis simboloebs iTxoven.

CrdiloeT italiaSi bebiebi ukve

aRar dadian adgilobriv marketebSi

xorcis, purisa Tu sxva produqtis

sayidlad. amis nacvlad, isini Wal-Mart-is supermarketebSi vaWroben.saudis arabeTSi qalebi amerikul

filmebs uyureben da sazogadoebriv

funqciebs moiTxoven. CineTis bazarze,

Starbucks-is gamoCenamde, yavas aravin

svamda; axla ki Cineli momxmarebeli

Starbucks-is maRaziisken miiCqaris,radgan igi cxovrebis axali stilis

simbolod iqca. pekinSi, sadac

McDonald’s-is 80 restorani funqcioni-rebs, bavSvebis TiTqmis naxevari am

qsels erovnul brendad miiCnevs.

amerikeli reportiori iaponiidan

iwereba:

sul male, aziuri ojaxi ameri-

kuli bankidan fuls gamoitans da

Wal-Mart-is savaWro centrisken gae-marTeba, sadac misTvis sasurveli

yvela produqtiT (rogorebicaa,magaliTad, Fritos-isa da Snickers-isproduqcia) Ford-is firmis manqanasdatvirTavs da, iqidan wamosuli,

amerikul kinoTeatrTan Disney-isukanaskneli filmis sanaxavad Se-

Cerdeba. saxlSi dabrunebuli ki,

IBM-is kompiuterze, Microsott-isprogramebis gamoyenebiT, internet-

Si Seamowmebs aSS-Si ganTavsebul

saziaro safondo angariSs. amas

azielebi uyureben, rogorc ameri-

kelebis `survils, daasamaron azi-

uri Rirebulebebi~ da amiT ukmayo-

filoni arian.

axlaxan, analogiurma sakiTxebma

warmoqmna mwvave reaqcia amerikuli

globalizaciis winaaRmdeg. bevr

saerTaSoriso bazarze aSS-is kar-

gad cnobili brendebi boikotisa da

protestis samizned iqca. maSin, ro-

desac anti-amerikuli sentimenta-

loba piks aRwves, antiglobalistebi

msoflios sadao Temad aqceven iseT

kompaniebs, rogorebic arian

McDonald’s, Coca-Cola da KFC, rogorcamerikuli kapitalizmis simboloebs.

magaliTad, 2001 wels 11 seqtembris

teraqtis Semdeg, rodesac amerikam

avRaneTze miitana ieriSi, pakistanSi,

indoeTsa Tu msoflios sxva adgi-

lebSi gaxsnili McDonald’s-isa daKFC-is restornebi daangries. pakis-tanSi, karaCiSi, aTasobiT protestan-

ti amerikis sakonsulosTan Seikriba

simReriT `sikvdili amerikas.~ rode-

sac policiam maT winaSe barikadebi

aRmarTa da cremlsadeni gazic ki

gamoiyena `maT ieriSis saukeTeso

gza airCies~. polkovnikma sanderma

SemTxvevis adgilidan aseTi komen-

tari gaakeTa: `sulac ar hqonia mniS-

vneloba imas, rom KFC-is 18 maRazii-

dan 1 pakistanelebis sakuTreba iyo.

KFC-is wiTeli, TeTri da lurji

logo amis sakmarisi damamtkicebeli

faqtia.~ vidre policia maT gabru-

nebas SeZlebda, protestantebma maRa-

ziebs cecxli waukides.

gglloobbaalliizzaacciiaa aammeerriikkaanniizzaacciiiiss wwiinnaaaaRRmmddeegg __ aaqqvvss

TTuu aarraa gglloobbaalliizzaacciiaass Mickey Mouse--iiss yyuurreebbii??

15.1

(gagrZeleba ix. gv. 530)

globaluri marketingis gavlena kulturaze: zogjer, imis gancda, rom ,,globalizacia~, realurad, ,,amerikaniza-

cias~ niSnavs, iwvevs negatiur reaqcias da amerikuli kompaniebis globaluri politikis winaaRmdeg gamosvlebs.

mmaarrkkeettiinnggii mmuuSSaaoobbiiss pprroocceessSSii

globalur konkurentebs, saSinao bazarze, SeuZliaT kompanias dartyma

miayenon, ukeTesi produqciis an dabali fasebis SeTavazebiT. aRniSnul

bazarze kompanias SesaZloa mouxdes am konkurentebis kontrSeteva, raTa

SezRudos maTi resursebi; agreTve, kompaniam SesaZloa aRmoaCinos ucxouri

bazrebi, romlebic, saSinao bazrebTan SedarebiT, ufro sargebliani iqneba.

aseve, SesaZloa saSinao bazari stagnaciasa da Seviwroebas ganicdides;

amasTan, masStaburi ekonomiis misaRwevad, ufro farTo momxmarebelTa bazis

mocva iyos saWiro. da bolos, SesaZlebelia kompaniis momxmarebeli qveynis

sazRvrebs gareT imyofebodes da saerTaSoriso momsaxurebas saWiroebdes.

sazRvargareT gasvlamde, kompaniam ramdenime sarisko faqtori unda

Seafasos da, globaluri saqmianobis SesaZleblobebis Sesamowmeblad, bevr

kiTxvas gasces pasuxi. SeuZlia Tu ara kompanias Seiswavlos sxva qveynis

myidvelebis prioritebebi da maTi qcevis principebi? SeuZlia Tu ara mas

SedarebiT mimzidveli produqciis SeTavazeba? SeZlebs sxva qveynis

bizneskulturebTan Seguebas da ucxoel partniorebTan efeqturi garigebebis

warmoebas? aucilebelia Tu ara kompaniis menejerebisaTvis saerTaSoriso

gamocdileba? unda gaiTvaliswinos Tu ara menejerma sxva qveynebis

kanonmdeblobisa da politikuri garemos zegavlena?

saerTaSoriso bazarze Sesvlis sirTuleebisa da sarisko faqtorebis


aseTi imijis miuxedavad, globa-

lizaciis momxreebi amtkiceben, rom

`amerikanizacia~ ukve dromoWmuli

koncefciaa. gamokvlevebiT dastur-

deba, rom globalizaciam SeiZleba

gansxvavebuli kulturebi daakav-

Siros, magram igi maT ar gaauqmebs,

piriqiT, kulturaTa gaziareba

ormxrivi procesia:

afrikis momxmarebels Hindi-smiuziklebisken ufro aqvs midre-

kileba, vidre MTV-sken. TviT ame-

rikeli bavSvebic ki mieCvivnen

aziur kulturul nawarms. bevri

mSobeli ukve icnobs Power Rangers-s,Tamagotchi-sa da Pokemon-s, Seya-sa daNintendon-s; dReisaTvis, inglisuri

kibersivrcis dominant enad rCeba

da internetmomsaxurebis SesaZ-

lebloba e.w. mesame msoflios

axalgazrdebs amerikul kultu-

rasTan ziarebis did SesaZleb-

lobas aZlevs. amave teqnologiiT,

balkaneTis qveynebis studentebs

SeuZliaT distanciurad iswavlon

aSS-Si, gaecnon Webcast-is axalambebs, mousminon musikas bosniidan

da serbiidan. farTozoliani

komunikaciis wyalobiT, ucxouri

mediaprodiuserebi satelevizio

programebsa Tu filmebs, sasaz-

Rvro barierebis gadalaxvis ga-

reSe, pirdapir amerikel momxma-

rebels awvdian.

amgvarad, amerikulma kompaniebma

gaacnobieres, rom, sazRvargareT war-

matebis misaRwevad, isini ufro unda

moergon adgilobriv kulturul Ri-

rebulebebsa da tradiciebs, vidre

sakuTari moaxvion Tavs. McDonald’s-isgeneraluri direqtori jek grin-

bergi aRniSnavs, rom McDonald’s-iaris `decentralizebuli, ... adgi-

lobrivi sakuTrebis maRaziebis qse-

li, romelic kargad egueba da, aseve,

kargad ergeba adgilobriv piro-

bebs.~ kompania cdilobs, waaxalisos

franCaizebi, raTa maT meniuSi adgi-

lobrivi gemovnebis Sesatyvisi ker-

Zebi Seitanon. aseTebia: Maharaja MacindoeTSi (romelic mzaddeba cxvris

xorciT), Tatsuta Burger _ iaponiaSi,McPork Burger _ tailandSi, McTempehMurger _ indoneziaSi (damzadebuli

moduRebuli soiosagan). bombeisa da

deliSi McDonald’s-is menius 75 pro-

centi adgilobrivad aris SemuSave-

buli

analogiurad, pervel etapze, pari-

zis Disneyland-ma warmatebas vermiaRwia, radganac man adgilobrivi

Rirebulebebi ar gaiTvaliswina. EuroDisney-is xelmZRvaneli jei rasulo

ambobs: `Tavdapirvelad, vfiqrobdiT,

rom yovelive es Disney-saTvis sak-

marisi iyo. axla ki vaanalizebT, rom

Cvens stumrebs adgilobrivi kul-

turisa da Rirebulebebis CarCoSi

unda movemsaxuroT~. amis gaanali-

zebam da, SemdegSi, gamoyenebam pari-

zis Disneyland-i evropaSi sanaxao-baTa

upirveles centrad aqcia. igi Tavad

eifelis koSkze metad popu-laruli

gaxda. sanaxaobaTa parki, axla, yovel

weliwads, 13 milionze met stumars

izidavs. axlaxan, Disney-m warmoad-gina axali kinoTematikis parki,

romelic parizis Disneyland-Tan

SeTanxmebulad imoqmedebs. axali

parki Disney-s gasarTobebsa da

atraqcionebs evropuli filmis is-

toriasTan azavebs. animaciis isto-

riis aRsaniSnavad, SouSi Disney-sanimaciuri gmirebi eqvs enaze saub-

roben. animaciuri filmebs mSob-

liur enebze ucxoeli varskvlavebi

axmovaneben, maT Soris jeremi airon-

si, izabela roselini da nastasia

kinski.

amgvarad, aqvs Tu ara globali-

zacias Mickey Mouse-is yurebi? ro-gorc aRmoCnda, amerikul kulturas

ufro meti tvirTis zidva SeuZlia,

vidre sxva qveynebs _ amerika kul-

turis msoflio eqsportioria. mag-

ram globalizacia ormxrivi quCaa.

rogorc erTi eqsperti xsnis _ `Tu

globalizacias Mickey Mouse-is yu-rebi aqvs, mas franguli beretic axu-

ravs, Nokia-s firmis telefonzec

saubrobs da Sony-s pleiersac

usmens.~

wwyyaarrooeebbii:: Quotes and other information fromThomas L. Friedman, The Lexus and the Olive Tree:Understanding Globalization (New York: AnchorBooks, 2000); Karl Moore and Alan Rugman, “DoesGlobalization Wear Mickey Mouse Ears?” Across theBoard, January–February 2003, pp. 11–12; WalterLaFeber, Michael Jordan and the New GlobalCapitalism (New York: Norton, 1999), p. 23; MoisesNaim, “McAtlas Shrugged,” Foreign Policy, May–June2001, pp. 26–37; Suh-Kyung Yoon, “Look Who’sGoing Native,” Far Eastern Economic Review,February 1, 2001, pp. 68–69; Elisabeth Rosenthal,“Buicks, Starbucks and Fried Chicken. Still China?”New York Times, February 25, 2002, p. A4; BrianO’Keefe, “Global Brands,” Fortune, November 26,2001, pp. 102–110; Susan Postlewaite, “U.S. MarketersTry to Head Off Boycotts,” Advertising Age, March 31,2003, pp. 3, 90; Henry Jenkins, “Culture Goes Global,”Technology Review, July–August 2001, p. 89; PauloPrada and Bruce Orwall, “A Certain ‘Je Ne Sais Quoi’at Disney’s New Park—Movie-Themed Site Near ParisIs Multilingual, Serves Wine, and Better SausageVariety,” Wall Street Journal, March 12, 2002, p. B1;and “Euro Disney S. C. A.,” Hoover’s CompanyCapsules, Austin, July 2003, p. 90721.

gamo, sanam raime ZaldatanebiTi situacia an RonisZieba ar iCens Tavs,

kompaniebi Tavs arideben globalur asparezze gasvlas. gayidvebis

sazRvargareT warmoeba kompanias SeiZleba mosTxovos saSinao eqsportiorma,

ucxoelma importiorma an ucxoeTis mTavrobam. SesaZlebelia kompania

gadaitvirTos Warbi warmoebiT da misi saqonlisaTvis damatebiTi bazrebis

moZieba gaxdes saWiro.

■❚ ggaaddaawwyyvveettiilleebbaa mmiiRReebbaa

rroommeell bbaazzaarrzzee SSeevviiddeeTT

sazRvargareT gasvlamde, kompaniisaTvis umjobesi iqneba, Tu igi Tavisi

saerTaSoriso marketinguli miznebisa da politikis gansazRvras Seecdeba.

man unda gadawvitos, ra moculobis ucxouri gayidvebis warmoeba surs.

ucxoeTSi gasvlas bevri kompania patara nabijebiT iwyebs. zogierTi maTgani

mcire masStabebis SenarCunebas gegmavs, radgan, maTi gadmosaxedidan,

saerTaSoriso gayidvebi maTi biznesis mcire nawilia. zogierT kompanias ki

ufro didi gegmebi aqvs, radgan igi saerTaSoriso bazars Tavisi saSinao

bazris Tanasworad an ufro mniSvnelovnadac aRiqvams.

agreTve, kompaniam unda gansazRvros im qveynebis raodenoba, sadac igi

sabazro saqmianobas ganaxorcielebs. xSir SemTxvevaSi, qveyanaSi swrafad

Sesvlisas maT sifrTxile marTebT, raTa ar moxdes Zalebis gafantva an maTi

SesaZleblobebis gadameteba. magaliTad, miuxedavad imisa, rom yoveldRiuri

moxmarebis saqonlis kompania Amway axal bazrebze saocari siswrafiT Sedis,

es aris Sedegi sazRvargareT misi xangrZlivi qmedebebisa.

samezobloebze agebuli pirdapiri gayidvebis qseliT cnobilma

kompania Amway-m, 1971 wels, Tavisi SesaZleblobebi avstraliaSi

gaafarTova _ qveyanaSi, romelic amerikis SeerTebuli Statebidan

yvelaze daSorebulia, magram, amavdroulad, masTan yvelaze meti

msgavseba aqvs. 1980-ian wlebSi, Amway 10-ze met qveyanaSi Sevida da, mas

Semdeg, swrafi tempiT daiwyo zrda. 1994 wels,Amway mtkiced dafuZnda60 qveyanaSi, maT Soris ungreTSi, poloneTisa da Cexiis respublikebSi.

amas moyva mniSvnelovani warmatebebi iaponiaSi, CineTsa da aziis sxva

qveynebSi. indoeTSi kompania 1998 wels Sevida. dRes, Amway Tavis

produqcias 80 qveyanaSi yidis da kompaniis mTliani mogebis 70

procenti misi saerTaSoriso saqmianobis Sedegia.20

Semdeg, kompaniam unda SearCios im qveynebis tipebi, sadac apirebs Sesvlas.

qveynis mimzid-veloba damokidebulia produqciaze, geografiul faqtorebze,

Semosavalze, mosaxleobaze, politikur klimatsa

da sxva faqtorebze. gamyidvelma SesaZ-loa

garkveuli qveynebis jgufebs an msoflios

nawilebs mianiWos upiratesoba. ukanasknel wleb-

Si, bevri axali bazari warmoiSva, mniSvnelovani

SesaZleblobebiTa da gamowvevebiT.

saerTaSoriso bazrebis SerCevis Semdeg,

kompaniam unda moaxdinos TiToeulis klasifi-

kacia da ranJireba. ganvixiloT Semdegi magaliTi:

masobriv realizaciaze orientirebuli

bevri marketologi ocnebobs CineTSi (1.3

miliardze meti adamiani) gayidvebis warmoe-

baze. magaliTad, kbilis pastis udides msof-

lio bazarze kontrolis mopovebis ZiebaSi,

Colgate-i gadamwyvet brZolas CineTSi awar-

moebs. jagrisis iSviaTad momxmarebeli es

qveyana did potencials gvTavazobs. CineTis

soflis macxovreblebis mxolod 20 procenti

ixexavs yoveldRe kbilebs, amitom, Colgate-i damisi konkurentebi maT, gegmiuri stimulirebisa


■ Colgate-is gadawyvetileba, Sesuliyo CineTis uzarmazar

bazarze, sakmaod pirdapiria. stimulirebisa da ganaTle-

bis agresiuli programebis gamoyenebiT, Colgate-ma, sulraRac 10 welze mcire periodSi, Tavisi sabazro wili 7-

dan 35 procentamde gazarda.


da ganmanaTlebluri programebis saSualebiT, agresiulad uteven;

amisaTvis ki iyeneben sareklamo kampaniebs, dadian adgilobriv

skolebSi da afinanseben piris Rruze zrunvis kvleviT samuSaoebs.

aseTi aqtivobebis meSveobiT, am 350 milion dolarian bazarze,

miuxedavad Unilever-isa da P&G Crest-is aRiarebul brendebTan

konkurenciisa, Colgate-ma Tavisi sabazro wili (romelic 1995 wels 7

procents utoldeboda), dReisaTvis, 35 procentamde gazarda.21

Colgate-is gadawyvetileba, Sesuliyo CineTis bazarze, marTlac rom, martivi

da pirdapiria: CineTi aris uzarmazari bazari mZlavrad fexmokidebuli

konkurentebis gareSe. jagrisis momxmareblebis dabali maCveneblis pirobebSi,

es uzarmazari bazari SeiZleba kidev ufro gaizardos. Tumca, Cven mainc

SegviZlia vikiTxoT, CineTis SerCevisTvis sakmarisi mizezia Tu ara mxolod

bazris zoma? Colgate-ma sxva faqtorebic unda gaiTvaliswinos: SeinarCunebs Tu

ara CineTis mTavroba stabilurobas da mxardaWeris survils? uzrunvelyofs

Tu ara CineTi Colgate-is produqciis momgebiani warmoebisa da gayidvisaTvis

saWiro sawarmoo da sadistribucio teqnologiebs? SeZlebs Tu ara Colgate-ikulturuli barierebis daZlevas da Cineli mosaxleobis darwmunebas, rom maT

kbilebi regularulad unda gaixexon? SeZlebs Tu ara Colgate-i sxva aTobiT

adgilobriv konkurentTan Semdgom efeqtur konkurencias? Colgate-is warmatebaCineTSi gvarwmunebs, rom mas yvela am kiTxvaze dadebiTi pasuxis gacema

SeuZlia. da mainc, kompaniis momavali CineTSi gaurkvevlobiTaa aRsavse.

SesaZlo globaluri bazrebis klasifikacia ramdenime faqtoris

gaTvaliswinebiT unda moxdes, maT Soris aris bazris zoma, bazris zrda,

biznesis warmoebis xarjebi, konkurentuli upiratesoba da riskis done.

TiToeuli bazris potenciali im maCveneblebis gamoyenebiT unda

ganisazRvros, romlebic 15.1 cxrilSia mocemuli. mxolod amis Semdeg unda

gadawyvitos marketologma, Tu romeli bazari sTavazobs yvelaze did,

xangrZliv ukugebas gaweul investiciaze.

■❚ ggaaddaawwyyvveettiilleebbiiss mmiiRReebbaa

rrooggoorr SSeevviiddeeTT bbaazzaarrzzee

rodesac kompania gayidvebis ucxour qveynebSi ganxorcielebas gadawyvets, man

ccxxrriillii 1155..11 sabazro potencialis indikatorebi

ddeemmooggrraaffiiuullii mmaaxxaassiiaaTTeebblleebbii ssoocciiaalluurr--kkuullttuurruullii ffaaqqttoorreebbii

ganaTleba momxmarebelTa cxovrebis stili, rwmena

da faseulobebi

mosaxleobis sidide da zrda biznesis normebi da midgomaebi

mosaxleobis asaki socialuri normebi

ggeeooggrraaffiiuullii mmaaxxaassiiaaTTeebblleebbii enebi

klimati ppoolliittiikkuurrii ddaa ssaammaarrTTlleebbrriivvii ffaaqqttoorreebbii

qveynis sidide erovnuli prioritetebi

mosaxleobis simWidrove _ qalaqis, soflis politikuri stabiluroba

satransporto struqtura da bazris mTavrobis damokidebuleba globaluri

misawvdomoba vaWrobisadmi

eekkoonnoommiikkuurrii ffaaqqttoorreebbii mTavrobis biurokratia

GDP_ mSp-is sidide da zrda savaluto da savaWro regulireba

Semosavlis distribucia

industriuli infrastruqtura

bunebrivi resursebi

finansuri da adamianuri resursebi


unda gansazRvros SeRwevis saukeTeso meTodi _ arCevani unda gaakeTos

eqsportirebas, erTobliv warmoebasa da pirdapir investicias Soris. suraTi

15.2 bazarze Sesvlis sam strategias gviCvenebs. rogorc suraTidan Cans,

TiToeuli warmatebuli strategia, met valdebulebasa da riskTan erTad, met

kontrolsa da potenciur sargebels gulisxmobs.

eeqqssppoorrttiirreebbaa

ucxour bazarze Sesvlis umartivesi gza eeqqssppoorrttiirreebbaaaa.. kompanias, drodadro,

SeuZlia Tavisi Warbi produqciis pasiurad eqsportireba. aseve, garkveul

bazarze Tavisi eqsportis gasafarToeblad, man SeiZleba aqtiuri valdebuleba

aiRos. nebismier SemTxvevaSi, kompania Tavis produqcias mTlianad Tavis

samSobloSi awarmoebs. mas es saqoneli saeqsporto bazarze SeuZlia gaitanos

an ar gaitanos; amasTan, saeqsporto produqciis modernizeba moaxdinos an ar

moaxdinos. eqsporti gulisxmobs mcireoden cvlilebas kompaniis produqciis

seriaSi, warmoebis organizaciaSi, investiciaSi an misiaSi.

rogorc wesi, kompaniebi arapirdapiri eqsportirebiT iwyeben – muSaoba

damoukidebeli saerTaSoriso marketinguli Suamavlebis meSveobiT.

arapirdapiri eqsportireba nakleb investicias saWiroebs, radgan firmebi

sazRvrebs iqiTa realizatorebsa da kontaqtebs ar saWiroeben. igi nakleb

risksac gulisxmobs. saerTaSoriso marketingul Suamavlebs – saSinao

saeqsporto vaWrebsa an agentebs, korporaciul organizaciebs da eqsportis

marTvis kompaniebs – urTierTobebSi nou-hau (know-how) da momsaxureba

SemoaqvT, amitom, rogorc wesi, gamyidveli nakleb Secdomas uSvebs.

gamyidvelebs SeuZliaT pirdapiri eqsportirebisken gadanacvleba, iqedan

gamomdinare, Tu ramdenad marTavs kompania sakuTar eqsports. garkveulwilad,

am strategiaSi investiciisa da riskis meti albaToba arsebobs, magram aseTive

maCvenebelia potenciur mogebasTan dakavSirebiTac. pirdapiri eqsportirebis

marTva kompanias ramdenime meTodis saSualebiT SeuZlia: saSinao eqsportis

departamentis daarsebiT, romelic ganaxorcielebs saeqsporto saqmianobas;

gayidvebis ucxouri filialis CamoyalibebiT, romelic uxelmZRvanelebs

gayidvebs, distribuciasa da SesaZlo stimulirebasac ki. gayidvebis filiali

ukeTesad warmoadgens gamyidvels da ucxour bazarze programis meti

kontrolis saSualebas aniWebs mas; igi, xSirad, saCvenebeli centris an

momxmareblis momsaxurebis centris kontrols axorcielebs. biznesis

moZiebis mizniT kompanias, greTve, SeuZlia sakuTari realizatorebis

sazRvargareT gagzavna. da bolos, kompanias eqsportirebis ganxorcieleba

SeuZlia ucxoeli distributorebis saSualebiT, romlebic yiduloben da

floben saqonels, an ucxoeli agentebis meSveobiT, romlebic saqonels

kompaniis sasargeblod yidian.

eerrTToobblliivvii wwaammoowwyyeebbaa

ucxour bazarze Sesvlis meore meTodi aris eerrTToobblliivvii wwaammoowwyyeebbaa – momsax-

urebis, produqciis warmoebisa da misi bazarze gatanis mizniT, ucxour

kompaniebTan gaerTianeba. erToblivi wamowyeba eqsportisagan imiT gansx-

vavdeba,rom, am SemTxvevaSi, kompania maspinZeli qveynis partniorTan erTiandeba,

dasaxuli gayidvebis an sabazro saqmianobis sazRvargareT gansaxorciele-

blad. pirdapiri investiciisgan ki gansxvavdeba imiT, rom ayalibebs

eeqqssppoorrttiirreebbaa

(Exporting)ucxo qveynis bazar-

ze kompaniis mier

adgilobrivi warmoe-

bis produqciis

realizacia.


bazarze Sesvlis

strategiebi

eerrTToobblliivvii wwaammoowwyyeebbaa

(Joint venturing)ucxour bazrebze

gasvla ucxour kom-

paniebTan dakav-

Sirebis saSualebiT,

produqtis warmoe-

bis an servisis da

ukve warmoebuli

produqciis bazarze

gatanis mizniT.


gaerTianebas ucxouri qveynis romelime kompaniasTan. arsebobs erToblivi

wamowyebis oTxi tipi: licenzireba, xelSekruleba warmoebaze, xelSekruleba

marTvaze da erToblivi sakuTreba.

lliicceennzziirreebbaa.. mewarmisTvis saerTaSoriso bazarze Sesvlis martivi gzaa. kom-

pania ucxour bazarze licenziantTan aformebs xelSekrulebas. specialuri

salicenzio gadasaxadis safuZvelze, licenzianti yidulobs kompaniis same-

warmeo process, savaWro niSnebs, patents, warmoebis saidumlos an sxva

faseulobaTa flobis uflebas. samagierod, kompania bazarze naklebi riskiT

Sedis; licenzianti ki, sawyisi Zalis-xmevis gareSe, sargeblobs warmoebis

eqspertiziT, cnobili saxeliT an produqtis warmoebis saSualebiT.

Coca-Cola saerTaSoriso vaWrobas, mTel msoflioSi, Tavisi Camomsxmelebis

licenzirebiTa da produqtis warmoebi-saTvis saWiro sirofiT momaragebis

safuZvelze axorcielebs. iaponiaSi

Budweiser-is ludi Kirin-is ludis qar-

xnidan modis, Lady Borden-is nayinis war-moeba Meiji Milk Product-is sarZeve fermaSimimdinareobs, Marlboro-s sigaretebis sa-warmoo seriis Sexveva ki Japan Tobacco-Sixdeba. kanadaSi, avstraliaSi, axal

zelandiasa da safrangeTSi eleqtro-

nulma brokerulma firma E*TRADE-ma,licenziis TanxlebiT, Seqmna E*TRADE-is brendis mqone veb-gverdi. tokios

Disneyland-i ki, Walt Disney Company-slicenziiT, Oriental Land Company-issakuTrebaa, romlis eqspluataciasac

TviTon es ukanaskneli awarmoebs. 45-

wliani licenziis Tanaxmad, DisneyiRebs salicenzio gadasaxadebs, mnax-

velTa Sesvlis safasuris 10 da parkSi

sakvebis gayidvis 5 procents.

licenzireba, potenciurad, araxel-

sayrel pirobebsac gulisxmobs. firmas

naklebi kontroli gaaCnia licen-

ziantze, vidre sakuTar saeqspluatacio

obieqtze. ufro metic, Tu licenzianti

Zalian warmatebuli aRmoCnda, firma

uars ambobs mogebebze, radganac, kon-

traqtis damTavrebis Semdeg, man SesaZloa aRmoaCinos,rom sakuTari konkurenti

Seqmna.

ssaakkoonnttrraaqqttoo wwaarrmmooeebbaa warmoadgens SesaZlo alternativas, rodesac kompania

ucxo bazris mwarmoebelTan debs kontraqts produqtis warmoebis an momsax-

urebis mizniT. Sears-ma es meTodi gamoiyena univermaRebis gaxsnisas meqsikasa

da espaneTSi, sadac aRmoaCina kvalificiuri adgilobrivi mewarmeebi,romlebic

misi gasayidi produqciis bevr saxeobas awarmoebdnen. sakontraqto warmoebis

SesaZlo dabrkolebebia: warmoebis procesze Semcirebuli kontroli da war-

moebis potenciuri mogebis dakargva. sargebelia: ufro swrafi wamowyebis

Sansi, naklebi riski da adgilobriv mewarmesTan partniorobis an misi aqciebis

Sesyidvis Semdgomi SesaZlebloba.

xxeellSSeekkrruulleebbaa mmaarrTTvviiss ssppeecciiffiikkaazzee – adgilobrivi firma kompaniis marTvis

teqnologias (know-how-s) acnobs ucxour mxares, romelic kapitals abandebs

kompaniaSi da xdeba marTvis momsaxurebis da ara produqciis eqsportiori.

marTvis am saSualebebs Hilton-i mTel msoflioSi ganlagebuli sastumroebis

menejmentisaTvis iyenebs.

xelSekruleba marTvis specifikaze aris ucxour bazarze Sesvlis dabal-

riskiani meTodi,romelsac Semosavali dasawyisidanve moaqvs. es garigeba kidev

ufro efeqturia, Tu kontraqtor firmas gaaCnia ufleba, mogvianebiT, mis mier

lliicceennzziirreebbaa (Licensing)ucxour bazarze Ses-

vlis meTodi,risTvi-

sac kompania ukavSir-

deba ucxour bazarze

arsebul licenziants

da sTavazobs, moipo-

vos ufleba, isargeb-

los sawarmoo proce-

sebiT, savaWro markiT,

patentiT, sawarmoo sai-

dumloebiTa Tu sxva

faseulobebiT, specia-

luri salicenzio ga-

dasaxadis safuZvelze.

■ licenzireba: tokios Disneyland-i, Walt Disney Company-is licenziiT,

Oriental Land Company-is (iaponuri ganviTarebis kompania) sakuTrebaa, rom-

lis eqspluataciasac TviTon es ukanaskneli awarmoebs.

ssaakkoonnttrraaqqttoo wwaarrmmooeebbaa

(Contract manufacturing)organizaciaTa gaer-

Tianeba, romlis dro-

sac kompania kont-

raqts debs ucxo baz-

ris mwarmoeblebTan

produqtis warmoebis

an momsaxurebisaTvis.

xxeellSSeekkrruulleebbaa

mmaarrTTvviiss ssppeecciiffiikkaazzee

(Management contracting)erToblivi sawarmo,

romelSic adgilo-

brivi kompania kapi-

talis Camdeb ucxour

mxares kompaniis

marTvis teqnologias

(know-how-s) acnobs.

amgvarad, adgilo-

brivi sawarmo xdeba

marTvis momsaxurebis

da ara produqciis

eqsportiori.


■ erToblivi sakuTreba: KFC iaponiaSi iaponur konglomerat Mitsubishi-Tan erToblivi sakuTrebis wamowyebiT Sevida.

marTuli kompaniis garkveuli wili Seisyidos. Tumca, garigeba ar aris

gonivruli, Tu kompanias SeuZlia marTvis SesaZleblobebis ukeTesi gamoyeneba

an, mTliani riskis sakuTar Tavze aRebiT, ufro didi mogebis miReba. mas es

forma, garkveuli drois ganmavlobaSi, sakuTari operaciebis ganxorcie-

lebaSic SeuSlis xels.

eerrTToobblliivvii ssaakkuuTTrreebbaa.. aris ama Tu im kompaniis Zalebis gaerTianeba ucxoel

investorebTan adgilobrivi biznesis Sesaqmnelad, sadac isini erTobliv

mflobelobas ewevian da kontrolis uflebas inawileben. kompanias SeuZlia

adgilobrivi firmis procentis Sesyidva. aseve, orive mxares SeuZlia axali

biznesis dawyeba. erToblivi sakuTreba SeiZleba saWiro iyos ekonomikuri an

politikuri miznebisaTvis. riskis mxolod sakuTar Tavze asaRebad, firmas

SesaZloa ar aRmoaCndes sakmarisi finansuri, fizikuri an marTvis resursebi.

amasTan, ucxoeTis mTavrobam qveyanaSi Sesvlis pirobad SesaZloa erToblivi

sakuTreba moiTxovos.

KFC iaponiaSi Sevida iaponur konglomerat Mitsubishi-sTan erToblivi

sakuTebis wamowyebis winadadebiT. iaponiis swrafi kvebis msxvil, magram metad

rTul bazarze Sesasvlelad, KFC-ma saukeTeso gza gamonaxa. samagierod,

Mitsubishi-s, iaponiaSi frinvelis xorcis erT-erT umsxviles mwarmoebels,

esmoda iaponuri kultura da hqonda sainvesticio fuli. orive faqtoris

wyalobiT, KFC-ma iaponiis naxevrad daxurul bazarze warmatebas miaRwia.

gasaocaria, magram KFC-im, Mitsubishi-is xelmZRvanelobiT, Tavisi iaponuri

restornebisaTvis aSkarad araiaponuri pozicionireba ganaviTara.

Tavdapirvelad, KFC-s iaponiaSi kargad Sexvdnen, magram mas jer kidev

bevri dabrkoleba hqonda dasaZlevi. iaponelebs ar moswondaT swrafi kvebisa

da frenCaizingis arsi. maTi warmodgeniT, swrafi sakvebi iyo xelovnuri,

meqanikuri da arajansaRi saSulebebiT damzadebuli. iaponurma KFC-ma icoda,rom mas KFC-is brendisadmi ndobis mopoveba sWirdeboda da amisaTvis

kentukiSi gaemgzavra. iq gadaiRo Colonel Sander’s-is Tavdapirveli versia. KFC-ismsoflmxedvelobis saCveneblad (samxreTuli stumarTmoyvareoba, Zveli

amerikuli tradiciebi da WeSmariti saojaxo samzareulo), saagentom Seqmna

tipiuri samxreTeli deda, romlis prototipad gamoiyenes Stefan fosteris

TamaSi warmodgenaSi `Cemi Zveli saxli kentukiSi~. reklamaSi naCvenebia ColonelSanders-is deda, romelic Tavis SviliSvilebs 11 saidumlo sanelebliT

momzadebuli KFC-is wiwilebiT kvebavs. yuradReba gamaxvilda amerikis

samxreTis karg saojaxo samzareulo scenebze; KFC ki wardga, rogorc

sasargeblo, aristokratiuli sakvebi. Sedegad, iaponel momxmarebels aseTi

gansakuTebuli amerikuli wiwilebi, praqtikulad, aRar hyofnida. kampania

Zalze warmatebuli aRmoCnda da, sul raRac 8 weliwadSi, KFC-m Tavisi 400

savaWro adgili 1 000-mde gazarda. iaponelebis umetesobam zepirad icis `Cemi

Zveli saxli kentukiSi~.

erToblivi sakuTreba garkveul dabrkolebebsac gulisxmobs. part-

eerrTToobblliivvii mmfflloobbee--

lloobbaa (Joint ownership)erToblivi sawarmo,

sadac kompania ucx-

our bazarze ukav-

Sirdeba investorebs

lokaluri biznesis

Sesaqmnelad da ro-

melic funqcioni-

rebs erToblivi sa-

kuTrebis saxiT da

erTiani kontrolis

qveS.


niorebs SesaZloa uTanxmoeba mouvideT investirebis, marketingisa da sxva

strategiebis Taobaze. maSin,rodesac aSS-is firmebi, Semosavlis gasazrdelad,

xelaxal investicias arCeven, adgilobrivi firmebi, xSirad, am Semosavlis

miRebas aniWeben upiratesobas; an maSin, rodesac aSS-is firmebi yuradRebas

marketingze amaxvileben, adgilobrivi investorebi gayidvebs eyrdnobian.

ppiirrddaappiirrii iinnvveessttiicciiaa

ucxour bazarze dafuZneba saukeTesod xorcieldeba ppiirrddaappiirrii iinnvveessttiicciiiiss

saSualebiT _ es aris kapitaldabandebebis ucxour bazarze ganTavseba

Sesabamisi sawarmoo saSualebebis SeZenisa da ganviTarebis gziT. Tu kompanias

eqsportirebis gamocdileba gaaCnia da Tu bazari sakmarisad didia, ucxouri

warmoebis saSualebebi bevr upiratesobas gvTavazobs. firma SesaZloa

dabalxarjiani iyos, iafi muSaxelis an nedleulis gamo, agreTve, ucxoeTis

mTavrobis mier investiciebis waxalisebiTa da fraxtis dazogviT. samuSao

adgilebis Seqmnis sababiT, firmas SeuZlia maspinZel qveyanaSi imijis gaumjo-

beseba. zogadad, firma ufro Rrma urTierTobebs ayalibebs mTavrobasTan,

momxmarebelTan, adgilobriv mimwodeblebTan da distributorebTan, rac misi

produqtis adgilobriv bazarze ukeTesi damkvidrebis saSualebas iZleva. da

bolos, firma srul kontrols inarCunebs investiciaze da, aqedan gamomdinare,

Tavisi xangrZlivi saerTaSoriso miznebis realizaciisaTvis, SeuZlia saWiro

warmoebisa da marketinguli politikis ganviTareba.

pirdapiri investiciis mTavari nakli aris is, rom firma dgas iseTi riskebis

winaSe, rogoricaa SezRuduli da gaufasurebuli valuta, daRmavali bazrebi

an samTavrobo cvlilebebi. zogierT SemTxvevaSi, Tu firmas samuSaoebis war-

moeba sxva qveyanaSi surs, igi iZulebelia, am saxis riski gawios.

■❚ ggaaddaawwyyvveettiilleebbiiss mmiiRReebbaa gglloobbaalluurrii mmaarrkkeettiinngguullii

pprrooggrraammiiss SSeessaaxxeebb

kompaniebma, romlebic erT an ramdenime qveyanaSi saqmianoben, unda gadawyviton,

apireben Tu ara (an rogor apireben) TavianTi marketinguli kompleqsis adg-

ilobriv pirobebze morgebas. erTi ukiduresobaa globaluri kompaniebi, rom-

lebic iyeneben ssttaannddaarrttuull mmaarrkkeettiinngguull kkoommpplleeqqssss – mTel msoflioSi

msgavsi produqciis gayidva da msgavsi marketinguli midgomis gamoyeneba.

meore ukiduresobaa aaddaappttiirreebbuullii mmaarrkkeettiinngguullii kkoommpplleeqqssii. am SemTxvevaSi,

mwarmoebeli marketinguli kompleqsis elementebs TiToeul miznobriv bazars

usadagebs, rac did xarjebTan aris dakavSirebuli; Tumca, amiT SesaZlebelia

bazris ufro didi wilis mopoveba.

ukanasknel wlebSi, bevrs kamaToben arCevanze adaptirebul da standar-

tul marketingul kompleqsebs Soris. marketinguli koncefciis Tanaxmad, mar-

ketinguli programa ufro efeqturia maSin, rodesac igi momxmareblis

TiToeuli miznobrivi jgufis gansakuTrebul moTxovnilebebzea morgebuli.

Tu es koncefcia qveynis farglebSi gamoiyeneba, man saerTaSoriso bazrebzec

unda gaamarTlos. sxvadasxva qveyanaSi momxmarebels Zalze gansxvavebuli

kulturuli baza, moTxovnilebebi da survilebi, xarjvis SesaZlebloba, pro-

duqciisadmi prioritetebi da yidvis modelebi gaaCnia. imis gamo, rom am gansx-

vavebebis Secvla rTulia, marketologebis umetesoba Tavis produqtebs,fasebs,

arxebsa da stimulirebis saSualebebs TiToeuli qveynis momxmareblis

survilebs usadagebs.

Tumca, globaluri standartizacia ar aris SeTavazeba – yvelaferi an

araferi _ es ufro xarisxis sakiTxia. kompaniebma unda moiZion standartize-

bis gzebi, raTa xeli Seuwyon dabali fasebisa da xarjebis SenarCunebasa da

ufro Zlieri globaluri brendis Seqmnas. magram grZelvadiani marketinguli

azrovneba ar unda Caanacvlon moklevadiani finansuri azrovnebiT. miuxedavad

imisa, rom standartizaciis meSveobiT SesaZlebelia fulis dazogva, marke-

tologebi darwmunebulni unda iyvnen,rom maTi SeTavazebebi TiToeuli qveynis

momxmareblis survilebs Seesabameba.

standartizebisa da sruli adaptaciis ukiduresobebs Soris bevri

SesaZlebloba arsebobs. magaliTad, miuxedavad imisa, rom Whirpool-is Rumelebs,

ppiirrddaappiirrii iinnvveessttiicciiaa

(Direct investment)ucxour bazarze kap-

italdabandebebis

ganTavseba ucxouri

aqtivebisa da sawar-

moo saSualebebis

SeZeniT.

ssttaannddaarrttuullii mmaarrkkee--

ttiinngguullii kkoommpplleeqqssii

(Standardized marketingmix)saerTaSoriso mar-

ketinguli strate-

gia, rodesac kompania

yvela saerTaSoriso

bazrisaTvis iyenebs

produqtis,

reklamirebis, sadis-

tribucio arxebisa

da marketinguli

kompleqsis sxva naw-

ilebis TiTqmis

identur elementebs.

aaddaappttiirreebbuullii ((mmoorr--

ggeebbuullii)) mmaarrkkeettiinn--

gguullii kkoommpplleeqqssii

(Adapted marketing mix)saerTaSoriso mar-

ketinguli strate-

gia, rodesac kompania

axdens marketinguli

kompleqsis elemen-

tebis misadagebas

TiToeuli saerTa-

Soriso miznobrivi

bazrisaTvis, rac sak-

maod did xarjebTan

aris dakavSirebuli,

Tumca, iZleva bazris

ufro didi wilis

mopovebis

saSualebas.


macivrebs, sarecx manqanebsa da sxva ZiriTad danadgarebs, mTel msoflioSi,

erTi da igive Siga mowyobiloba aqvT, maTi garegnuli saxe sxvadasxva qveynis

momxmareblebis prioritetebis Sesabamisad mzaddeba. KFC-is restornebi,

TiTqmis yvelgan, Colonel Sander-is erTnair imijs iyenebs, magram iaponias

sTavazobs tempuras fxvier Cxirebs, tailands _ umarilo brinjsa da tkbil

civ souss, holandias _ kartofilisa da xaxvis kroketebs, xolo safrangeTs _

wiwilas, sakonditro nawarmTan erTad.

analogiurad, McDonald’s-i, mTels msoflioSi, Tavisi restornebisTvis

erTsa da imave ZiriTad samzareulo recepturas iyenebs, magram Tavis menius

adgilobriv gemovnebas argebs: meqsikaSi hamburgerisTvis, ketCupis nacvlad,

cxare souss iyenebs; venaSi misi restornebi moicavs McCafes-s, rome-lic adg-

ilobrivi gemovnebis Sesa-bamis yavas gvTavazobs; koreaSi yidis Semwvar Roris

xorcs qiSmiSian funTuSaSi, nivriani soi-oTi; indoeTSi, sadac Zroxa wminda

cxovelad iTvleba, McDonald’s-i momxmarebels sTavazobs wiwilis, Tevzisa da

bostneulis burgerebs da Maharaja Mac-s _ sezamismarcvlebiani funTuSa

cxvris xorciT, specialuri

sousiT, salaTebiT, yveliT,

mwniliTa da xaxviT.

saerTaSoriso marketologe-

bis umravlesoba gvTavazobs: `ifiq-

reT globalurad, magram imoqme-

deT lokalurad~, – anu kompaniebma

unda moZebnon balansi standarti-

zaciasa da adaptacias Soris. es

marketologebi emxrobian e.w.

`glokalur~ strategias, sadac

firma axdens gansazRvruli mTava-

ri marketinguli elementebis stan-

dartizebasa da sxvebis lokali-

zebas. korporaciuli done iZleva

globalur, strategiul mimarTu-

lebas. adgilobrivi ganayofi kon-

centrirebas axdens momxmareblis

individualurobaze mTel msof-

lioSi. ase muSaobs kosmetikuri

produqciis warmatebuli saerTa-

Soriso kompania L’Oneal-i. igi yidismarTlac globalur brendebs,

magram maT TiToeuli adgilobrivi

bazris kulturuli niuansebis

Sesabamisad awarmoebs (ix. marketingi muSaobis procesSi 15.2). rogorc say-

ofacxovrebo saqonlis umZlavresi msoflio kompania Unilever-is marketingisxelmZRvaneli saimon klipti ambobs: `Cven vcdilobT, davicvaT balansi

uazrod globalursa da uimedod adgilobrivs Soris~.

pprroodduuqqttii

globalur bazarze produqciis morgeba da misi stimulireba xuTi strate-

giis saSualebiT xorcieldeba (ix. suraTi 15.3). pirvelad Cven ganvixilavT

produqciis sam strategias, Semdeg ki mivubrundebiT danarCen ors.

pprroodduuqqttiiss ppiirrddaappiirrii ggaaffaarrTTooeebbaa gulisxmobs ucxour bazarze produqtis

ucvlelad Setanas. umaRlesi menejmenti Tavis marketingul personals eub-

neba: `aiReT produqti iseTi, rogoric aris da moZebneT misi myidveli.~ magram,

pirvel rigSi, unda gairkves, sWirdeba Tu ara momxmarebels es produqti da ra

formas arCevs igi.

arsebobs pirdapiri gafarToebis ramdenime rogorc warmatebuli, aseve

warumatebeli SemTxveva. Kellogg-is burRuleuli, Gillett-is samarTeblebi, IBM-is

kompiuteruli servisi, Heineken-is ludi da Black & Decker-is samuSao iaraRebi,erTi da imave saxiT, TiTqmis mTel msoflioSi warmatebiT iyideba. magram

General Foods-ma Tavisi standartuli Saqris fxvniliT damzadebuli tkbileuli

■ marketinguli kompleqsis adaptacia: indoeTSi McDonald's-i momxmarebels

sTavazobs wiwilis, Tevzisa da bostneulis burgerebsa da Maharaja Mac-s _sezamismarcvlebiani funTuSa cxvris xorciT, specialuri sousiT, salaTe-

biT, yveliT, mwniliTa da nivriT.

pprroodduuqqttiiss ppiirrddaa--

ppiirrii ggaaffaarrTTooeebbaa

(Straight productextension)ucxour bazarze

produqtis ucvle-

lad Setana.


rogor axerxebs franguli kompania,

britaneli mTavari aRmasrulebeli

direqtoris saSualebiT, ruseTSi

ganaxorcielos amerikuli tuCis

sacxis iaponuri versiis warmate-

buli marketingi? _ hkiTxeT sakmaod

warmatebul saerTaSoriso kompania

L’Oreal–s. franguli kompania, romlis

mTavari ofisi safrangeTSia ganTav-

sebuli, msoflios 150 qveyanaSi 14 mi-

liardi dolaris Rirebulebis kos-

metikuri produqciisa da sunamoebis

realizacias axdens. es aris 85 pro-

duqti, romelTa realizaciac yovel

wuTSi xdeba da maTi wilic msof-

lios kosmetikur produqciaSi 13

procents Seadgens. L’Oreal-is glob-

alur produqciaSi Sedis: Garnier,Maybelline, Redkin, Lancome, MelenaRubinstein, Kiehl’s, Biotherm, Softsheen-Carson, Vichy, Rolp Lauren-isa da GiorgioArmani-is sunamoebi. mravlismetyve-

lia is, rom, 17 wlis ganmavlobaSi,

L’Oreal-ma miaRwia saerTaSoriso

zrdas orcifriani (anu 10 procen-

tze meti) mogebiT.

mainc ra aris L’Oreal-is saocariwarmatebis saidumlo? kompania Tavi-

si produqciis realizacias mTel

msoflioSi axdens, adgilobrivi baz-

ris specifikuri kulturuli niuan-

sebis gaTvaliswinebiT. erT-erTi

damkvirvebeli aRniSnavs: `L’Oreal-imxolod maSin aris franguli, rode-

sac mas es Tavad surs. sxva dros

igi siamovnebiT warmogvidgeba afri-

kulad, aziurad da sxva qveynebis

warmomadgenlad, rodesac maTi

produqciis realizacias axdens.~

kosmetikuri produqciis giganti sa-

calo movaWre yidulobs adgilob-

riv produqts, aumjobesebs, alamazebs

mas da, msoflioSi TiToeuli momxma-

reblisaTvis gansxvavebuli saxiT,

globaluri masStabiT axdens mis

eqsportirebas.

magaliTad, 1996 wels, kompaniam

iyida makiaJis arc Tu ise warmate-

buli amerikuli mwarmoebeli

Maybelline. produqciis gamococ-xlebisa da globalizaciisaTvis,

kompaniam misi mTavari ofisi tenesi-

dan niu-iorkSi gadaitana da iarliy-

ze datanil saxelwodebas ~New York”-imiamata. Big Apple-is (didi vaSlis)

imijma yoveldRiuri makiaJis pro-

duqciis saSualo fasebze dadebiTad

imoqmeda. imijis gaumjobesebam

Maybelline-s, dasavleT evropaSi, Tavisi

kategoriis produqtebSi 20%-iani

sabazro wili daumkvidra. axalma

daxvewilma poziciam warmatebas

aziaSic miaRwia. erT-erTi analiti-

kosi ixsenebs:

gareT mziani SuadRea, SanxaiSi

mdebare Parkson-is univermaRSi, Ci-

L’Oréal __ gglloobbaalluurrii bbrreennddeebbiiss aaddggiilloobbrriivv

kkuullttuurreebbzzee mmoorrggeebbaa

15.2

mainc ra aris L'Oreal-is saocari saerTaSoriso warma-

tebis saidumlo? kompania Tavisi produqciis realiza-

cias msoflioSi axdens adgilobrivi bazrebis speci-

fikuri kulturuli niuansebis gaTvaliswinebiT. igi

`silamazis gaerTianebul erebad~ iqca.


`Uell-O~ britanul bazarze mxolod imisTvis gaitana, raTa gaerkvia, ras arCevda

britaneli momxmarebeli _ mkvrivi vaflisa Tu namcxvris formas. iaponiaSi ki

Philips-ma warmatebas mxolod mas Semdeg miaRwia, rac Seamcira Tavisi yavis

maduRarebis zoma, romlebic iaponelebis patara samzareuloebisaTvis ufro


neli qalebis yuradRebis misaqce-

vad, gaafTrebuli marketinguli

brZola mimdinareobs. Ria yavisfer

kabebsa da gamWvirvale maisurebSi

gamowyobili maRali, tuCebdaberi-

li modelebi Revlon-is axali sazaf-

xulo katalogebis realizacias

ewevian. magram, maTi mcdeloba ma-

leve marcxdeba Maybelline-is Tva-

lismomWreli produqciis CvenebiT.

mbzinavi likris tansacmelSi ga-

mowyobili ori modeli pulsire-

bul ritmSi cekvavs podiumze niu-

iorkis caTambjenebis gamosaxule-

biani tilos win. musika wydeba da,

sanam gamyidveli Cineli qalebi

produqcias efeqturi frazebiT

waradgenen, stilistebi modelebs

makiaJs ucvlian. frazebi ki aseTi

Sinaarsisaa: `es produqcia ameriku-

lia da is Zalian moduria~, `Tu

gsurT, iyoT moduri, ubralod,

airCieT Maybelline~. iq myofi qalba-

tonebidan cota Tu mixvdeba, rom

Maybelline-is moduri produqcia~New York” -i gigantur kosmetikur

kompania L’Oreal-is kuTvnilebaa.

miuxedavad imisa, rom Maybelline-isproduqciis warmatebas mniSvnelov-

nad ganapirobebs amerikuli energia,

L’Oreal-i ubralod `vesternuli~ ide-

alebis miwodebaze bevrad mets ake-

Tebs. igi cdilobs silamazis Sesa-

xeb gansxvavebuli kulturuli per-

speqtivebis gamocnobas mTeli msof-

lios masStabiT da, SeZlebisdag-

varad, ganWvrets silamazis sferoSi

samomavlo gamowvevebs. magaliTad,

misi yovelwliuri gamocemis gare-

kanze gamosaxulia iaponeli modeli

wiTeli TmiTa da alisferi tuCis

sacxiT. rac Seexeba Garnier-is Tmis

saRebavs, mas, Jurnal Moscow-s gver-

debze, afrikeli da azieli qeraT-

miani modelebi warmoadgenen.

L’Oreal-is mTavari aRmasrulebeli

direqtoris lindsi Oouens-jonsis

gancxadebiT, produqciis kargi mene-

jmentis saidumlo konkretuli momx-

mareblisTvis saTanado produqtis

miwodebaSia. `TiToeuli produqcia

Zalian zust segmentzea pozicioni-

rebuli~, – acxadebs igi. L’Oreal-saTvises niSnavs adgilobrivi produqciis

aRmoCenas, maTTvis eleganturi saxis

micemas, gansakuTrebuli miznobrivi

bazrisaTvis pozicionirebas da, Sem-

deg, msoflio bazarze maT eqsporti-

rebas. aseTi mcdelobis mxardasa-

Werad, kompania, yovelwliurad, 4 mi-

liard dolars xarjavs, raTa, msof-

lios sxvadasxva kuTxeSi, globa-

luri marketinguli Setyobinebebi

adgilobriv kulturul gansxvave-

bebs moargos.

magaliTisTvis, aviRoT L’Oreal-isaxali SenaZeni, kerZod ki, Soft Sheen-isa da Carson-is brendebis Serwymisfaqti. Soft Sheen-Carson-is produqcia,Tavdapirvelad, aSS-Si iyideboda,

dRes ki, igi Semosavlis 30 procents

sazRvargareTidan iRebs. samxreT

afrikaSi (sadac aRniSnuli produq-

cia sabazro wilis 41 procents

flobs) L’Oreal-ma maqsimalurad Seuw-

yo xeli misi axali produqciis adg-

ilobriv doneze popularizacias.

senegalSi kompaniis marketologebi

silamazis salonebis saqmianobis

Semswavlel kursebs awyoben.

gamiznuli informaciuli Setyo-

binebebisa da reklamirebis garda,

L’Oreal-is produqciam unda daakmay-ofilos erTmaneTisagan Zalze gan-

sxvavebuli xalxis kulturuli da

klimaturi moTxovnebi. da bolos,

rac Seexeba Semosavlis ganawilebas,

L’Oreal-i produqciis gamokvlevasa da

gaumjobesebaze, saSualod, 50 procen-

tiT mets xarjavs, vidre am sferoSi

moqmedi sxva firmebi. marto gasul

wels, man 490 patenti Seqmna. maga-

liTad, kvleviTi centrebi iaponiaSi

gansakuTrebul yuradRebas aziuri

Tmisa da kanis tips uTmoben; L’Oreal-is Tmisa da kanis eTnikuri kvleviTi

institutebi ki afrikuli warmo-

mavlobis momxmareblis saWiroebebs

swavloben. safrangeTSi qaris gvira-

bi klimat-kontroliT xels uwyobs

kosmetikaze amindis zemoqmedebis

Seswavlas. kvlevebi da ganviTareba

(R&D) L’Oreal-s exmareba, raTa Seqmnas

produqcia iseTi maRali tempera-

turisa da tenianobis garemosaTvis,

rogoricaa indoeTi. agreTve, R&Dqmnis baziss L’Oreal-is swrafadmzardi segmentisaTvis, ro-melsac e.w.

`aqtiur kosmetikad~ moixsenieben. es

segmenti Seqmnilia kompaniis mec-

nierebisa da dermatologebis mier,

bio-samedicino sainJinro kvlevebis

safuZvelze.

L’Oreal-is brendebis aRsaweradkontrastuli mniSvnelobis sityvebi

SeiZleba gamoviyenoT. esenia: mecnie-

ruli da sulieri, masobrivi bazari

da Wori (informaciis sityvieri gav-

rceleba), franguli daxvewiloba da

niu-iorkis gamocdileba, SeTanxme-

buloba da unikaluroba, fufuneba

da dasaSvebi fasebi. rogor SeZlo

kompaniam, moecva moTxovnebis aseTi

gansxvavebuli ganzomilebebis spe-

qtri? L’Oreal-isaTvis gansxvavebuli

produqcia niSnavs `produqciis

saxiT sxvadasxva kulturis momxib-

vlelobis gadmocemas~, – acxadebs

analitikosi. meore damkvirvebeli ki

aRniSnavs:

,,dasavluri brendebisgan gansxva-

vebiT, rogorebicaa Coca-Cola da

McDonald’s, romlebic mxolod erT

kulturul simbolos gvTavazoben,

L’Oreal-s SeuZlia, magaliTad, aziis

momxmarebeli moxiblos franguli

SarmiT, niu-iorkuli damokidebu-

lebiTa da italiuri eleganturo-

biT. gindaT gjerodeT amerikuli

ocnebebis _ Maybelline New York swo-

red amisTvisaa. gsurT cxovrebis

laTinuri stili _ amisaTvis

Giorgio Armani arsebobs’’.

L’Oreal-is produqciis naxva SesaZ-lebelia elegantur maRaziebSi, sil-

amazis salonebSi, afTiaqebSi, univer-

maRebsa da sursaTis maRaziebSic ki.

kompania midis iq, sadac klientia da

miaqvs is, razec momxmareblis moT-

xovna arsebobs. kerZod: Giorgio Armani– maRali klasis maRaziebSi da

Maybelline-is produqcia – Wal-Mart-issavaWro centrebSi. rodesac aRmas-

rulebelma direqtorma ouens-jon-

sma, axlaxan, UNESCO-s konferencias

mimarTa, Tvalic aravis dauxamxame-

bia, rodesac man L’Oreal-i `silamazis

gaerTianebul erebad~ moixsenia.

wwyyaarrooeebbii:: Quotes and other information from GailEdmondson, “The Beauty of Global Branding,”Business Week, June 28, 1999, pp.70–75; RichardTomlinson, “L’Oréal’s Global Makeover,” Fortune,September 30, 2002, p. 141. See also “EuroFileBackgrounder: L’Oréal,” September 11, 2001, accessedonline at www.hemscott.co.uk; “Top Global Brands,”Global Cosmetic Industry, February 2003, pp. 28–34;Jeremy Josephs, “O-J’s Powers of Seduction ProveHard to Resist,” March 25, 2003, accessed online atwww.jeremyjosephs.com; “History: Making Sure theHair Creams Taste OK,” accessed online atwww.iwon.com, July 2003; and information accessedat www.loreal.com, September 2003.

mosaxerxebeli iyo. man, aseve, Seamcira Tavisi saparsebis zomac da isini

iaponelebis patara xelebs moargo. pirdapiri gafarToeba mimzidvelia, radgan

igi ar saWiroebs damatebiTi produqtis ganviTarebis xarjebs, samewarmeo

cvlilebebsa da axal stimulirebas. magram, xangrZlivi gamoyenebisas, igi did


xarjebTan iqneba dakavSirebuli, Tu produqti ucxoeli momxmareblis

dakmayofilebas ver SeZlebs.

pprroodduuqqttiiss aaddaappttaacciiaa – produqciis morgeba adgilobriv pirobebsa da

survilebze. magaliTad, Procter & Gamble-is Sampuni Vidal Sasoon mTel msoflioSi

erTnair surnels afrqvevs, magram misi koncentracia qveynebis mixedviT

gansxvavebulia – naklebia iaponiaSi, sadac upiratesobas naz surnels aniWeben

da metia evropaSi; General Foods-i yavis gansxvavebul nazavs gvTavazobs

britaneTSi (sadac yavas rZiT miirTmeven), safrangeTSi (sadac Sav yavas svamen)

da laTinur amerikaSi (sadac natexi Saqris gemos arCeven); Gerber-is sabavSvosakvebi iaponiaSi, romelic bevr dasavlel momxmarebelsac mSvenivrad

daanayrebda, Sedgeba kambalasa da ispanaxis, virTevzis xizilaliani spagetis,

orcxobilasa da TeTr-mowiTalo sousSi amovlebuli sardinebisagan; da

bolos, mobiluri telefonis mwarmoebelma firma Nokia-m, romelmac Tavisi 6100

seria TiToeul mniSvnelovan bazars moargo, Seqmna xmis elementaruli

amomcnobi aziisaTvis, sadac momxmarebels klaviaturasTan dakavSirebuli

problemebi aqvs da gazarda zaris xma, raTa igi sakmarisad maRali yofiliyo

aziis gadaWedili quCebis pirobebSi.

zogierT SemTxvevaSi, produqti adgilobriv adaT-wesebsa da sulier

rwmenaze unda iyos morgebuli. gayidvebi aziaSi, xSirad, sulier samyarosTanaa

pirdapir kavSirSi. amis kargi magaliTia Hyatt Hotel-is gamocdileba fen-Suis

koncefciasTan dakavSirebiT.

CineTSi, hong-kongsa da singapurSi misdeven `fen-Suis~ praqtikas

(romelic gavrcelda iaponiaSi, koreasa da vietnamSi), rac niSnavs _

`qari da wyali~. fen-Suis mimdevrebi, igive geomanebi, nebismieri

sarisko wamowyebisaTvis yvelaze misaReb pirobebsa da principebs

gvTavazoben, gansakuTrebiT saofise Senobebis ganlagebisa da masSi

avejisa da sxva sagnebis ganTavsebis mxriv. kargi fen-SuisaTvis

saWiroa, rom Senoba gadahyurebdes wyals da esazRvrebodes mTebs,

magram man ar unda dafaros mTis xedi. singapurSi Hyatt Hotel-isdizaini fen-Suis gaTvaliswinebis gareSe Seiqmna, amdenad, biznesis

ganviTarebisaTvis, misi xelaxali dagegmva gaxda saWiro.

Tavdapirvelad, konsierJis magida karis da gzis paralelurad idga

da iTvleboda,rom igi simdidres moitanda. ufro metic, kari Crdilo-

dasavleTs uyurebda, rasac SeeZlo advilad gamoewvia arasasurveli

ganwyobileba. geomanebis rCeviT, cvlilebebi unda ganxor-

cielebuliyo ise, rom SenarCunebuliyo simdidre da gamqraliyo ara-

sasurveli ganwyoba. dRes,dasavluri biznesi,dawyebuli sastumroebis

qselebiT, restornebiTa Tu gastronomebiT da damTavrebuli las-

vegasis kazinoebiT, romlebic bevr aziel stumars emsaxurebian,

dizainTan erTad, fen-Suis principebsac iTvaliswineben.

pprroodduuqqttiiss ggaammooggoonneebbaa gulisxmobs axali produqtebis an momsaxurebis Seqmnas

konkretuli qveynis bazrisaTvis. arsebobs am strategiis ori forma. pirvelia

produqtis formis xelaxali wardgena, romelic mocemuli qveynis

moTxovnilebebs kargad Seesabameba. sakaso aparatebis nacionalurma kompaniam

gaTanamedrovebuli Zveleburi, meqanikuri sakaso aparatebi, naxevar fasSi,

xelaxla waradgina aziaSi, espaneTsa da laTinur amerikaSi da didi

raodenobiTac gayida. meorea, mocemuli qveynis moTxovnilebaze morgebisaTvis,


produqtisa da stim-

ulirebis xuTi glob-

aluri strategia

pprroodduuqqttiiss

aaddaappttaacciiaa (Productadaptation)produqciis morgeba

ucxoeTis bazrisaT-

vis damaxasiaTebel

pirobebTan da

survilebTan.

pprroodduuqqttiiss ggaammooggoo--

nneebbaa (Product invention)axali produqtebis

an momsaxurebis

Seqmna ucxouri

bazrisTvis.


sruliad axali produqtis Seqmna. magaliTad,naklebad ganviTarebul qveynebSi

arsebobs udidesi moTxovnileba dabalfasiani, proteinis maRali Semcvelobis

sakvebze. iseTi kompaniebi, rogorebic arian Quaber Oats, Switt, Monsanto da ArcherDaniels Midland, ikvleven sakvebisadmi am qveynebis moTxovnilebebs, qmnian axal

saWmelebs da, axali produqciis gavrcelebis uzrunvelsayofad, awarmoeben

saTanado sareklamo kampaniebs.

kidev erTi magaliTi: iaponeli momxmareblis gansakuTrebuli

moTxovnilebebis Sesabamisad, Sony-m Tavisi personaluri kompiuterebis seria

VAIO-s daamata ~U~ modeli, miuxedavad imisa, rom man aSS-isa da msoflios sxva

bazrebze arc ise didi mowoneba daimsaxura.

“U” ultra Sony-is VAIO seriis, albaT, yvelaze `iaponuri~ mod-

elia. igi yvelaze patara leptopia msoflioSi, misi sigane 7 diumze

naklebia, ekranis diagonali ki _ 6 diumi. Sony-m SeniSna, rom, pikissaaTebSi, tokios matareblebi Zalze gadaWedili iyo imisaTvis, rom

bevr mgzavrs, erTdroulad, sakuTari leptopis gamoyeneba SeZleboda.

`tokioSi adamianebi, romlebic leptopebis fufunebiT sargebloben,

matareblebSi pirvelebi Sedian,~ _ ambobs Sony-is vice-prezidentimark hensoni. ~U~-s fuZe giWiravs ori xeliT,_ ganmartavs igi, _ maSin,

rodesac cera TiTi klaviaturaze gidevs. me mas fexze mdgom kompi-

uters vuwodebdi~. rogor SeiZleba es gadaiTargmnos amerikuli

bazrisaTvis? kulturuli sxvaobebi SemaSfoTebelia. iaponelebisgan

gansxvavebiT, amerikelebi brmad beWdvaSi arian daxelovnebulni da,

rogorc Cans, brmad beWdvam winaaRmdegoba gauwia cera TiTebiT

beWdvis praqtikas. Sesabamisad, Zalian cota amerikels Tu aRmoaCenT,

pikis saaTebSi, tokioseburi beWdvis moyvarulTa adgilze.

ssttiimmuulliirreebbaa

kompaniebs SeuZliaT stimulirebis igive strategia miiRon, romelsac saSinao

bazarze iyeneben, an Secvalon igi TiToeuli adgilobrivi bazrisaTvis.

ganvixiloT sareklamo Setyobinebebi. zogierTi globaluri kompania mTel

msoflioSi standartul sareklamo Temas iyenebs. magaliTad, globaluri

komunikaciis xelSewyobis mizniT,

IBM-is servisis centrebi msoflios

aTeulobiT qveyanaSi identur rek-

lamebs iyeneben: `xalxi, romelic

fiqrobs. xalxi, romelic moqmedebs.

xalxi, romelsac es aqvs.~ ra Tqma

unda, Zalian maRali donis standar-

tizebuli stimulirebis kampaniis

SemTxvevaSic ki, enasa da umniSvnelo

kulturul sxvaobaze mosargebad,

mciredi cvlilebebis Setanaa sa-

Wiro. magaliTad, Guy Laroche-i Tavisi

sunamosTvis Drakkar Noir, faqtobri-

vad, erTnair reklamas iyenebs

rogorc evropaSi, aseve arabul

qveynebSi. magram arabul versiaSi

igi ostaturad arbilebs tons, raTa

kulturul gansxvavebas moergos.

sxva qveynebis tabus Tavidan

asacileblad, zogierT SemTxvevaSi,

icvleba ferebic. laTinuri amerikis

umetes qveyanaSi mewamuli feri

sikvdilTan asocirdeba, iaponiaSi

TeTri samgloviaro feria, xolo

malaiziaSi mwvane avadmyofobas

niSnavs. xandaxan, aucilebelia sax-

elwodebis Secvlac. SvedeTSi Helene

■ zogierTi kompania Tavisi produqciis reklamirebas mTeli msoflioSi

standartulad axorcielebs da saTanadod mxolod kulturul gansxvave-

bebs ergeba. Guy Laroche-i Tavisi sunamosTvis Drakkar Noir, faqtobrivad, erT-

nair reklamas iyenebs rogorc evropaSi (suraTze marcxniv), aseve arabul

qveynebSi (marjvniv). magram, arabul versiaSi igi ostaturad arbilebs

tons, raTa moergos kulturul gansxvavebas - mamakaci Semosilia, qali ki

mxolod exeba mas.

Curtis-ma Tavisi Sampunis saxeli _ `yoveli Ramis Sampuni~ _ Secvala

,,yoveldRiuri SampuniT~, radgan Svedebi Tavs, xSirad, dilaobiT ibanen.

SvedeTSi Kollog-ma saxeli Seucvala Tavis burRuls Bran Bud, radgan Svedurades `damwvar fermers~ niSnavs (saerTaSoriso marketingSi daSvebuli uxeSi

Secdomebis Sesaxeb, ix. marketingi muSaobis procesSi 15.3).

sxva kompaniebi kkoommuunniikkaacciiiiss aaddaappttaacciiiiss strategias misdeven anu TavianTi

sareklamo Setyobinebebis srul adaptirebas adgilobrivi bazrebisaTvis.

amerikis SeerTebul StatebSi, Kellog-is reklamebi misi burRulis gemosa da

sakvebi Tvisebebis stimulirebas konkurenti brendebis sapirispirod axor-

cielebs. safrangeTSi, sadac momxmarebeli sauzmeze cotas miirTmevs, Kellog-igvarwmunebs, rom misi burRuli sauzmed metad gemrieli da sasargebloa.

indoeTSi ki, sadac bevri momxmarebeli SeCveulia mZime, Semwvar sauzmes, Kellog-is reklama ufro msubuqi sauzmisaken mogviwodebs.

amis msgavsad, Coca-Cola Tavis dabalkaloriul sasmels CrdiloeT

amerikaSi, gaeTianebul samefoSi, Sua da Soreul aRmosavleTSi dietur wvenad

yidis, danarCen qveynebSi ki _ msubuq sasmelad. dieturi wvenis globaluri

brendis menejeris TqmiT, espanurenovani qveynebisaTvis gansazRvrul Coke Light-is reklamebSi `ufro efeqturia Coke-is pozicionireba, rogorc ualkoholo

sasmelis, vidre sakuTari Tavis ukeTesad Secnobis saSualebisa, rogorc es

amerikis SeerTebul StatebSia gakeTebuli~. kvlevebma aCvena, rom `survilis

pozicionirebis wyalobiT~, msoflios sxva qveynebSi, Coca-Cola Light aRiqves,rogorc `seqsualuri Tavdajerebulobis mimcemi brendi~.

saerTaSoriso masStabSi, saWiroa mediaze misadagebac, radgan qveynebis

mixedviT misi xelmisawvdomoba gansxvavebulia. magaliTad, evropaSi satele-

vizio reklamis dro Zalian SezRudulia, dawyebuli safrangeTiT, sadac igi,

dReSi, 4 saaTs utoldeba da damTavrebuli skandinaviis qveynebiT, sadac igi

saerTod ar arsebobs. reklamis ganmcxadeblebma dro TveebiT adre unda

Seisyidon. amasTan, isini naklebad akontroleben saeTero dros. gansxvavebu-

lia Jurnalebis efeqturobac. magaliTad, italiaSi Jurnalebi mediis ZiriTad

saSualebas warmoadgens, xolo avstriaSi _ umniSvnelos; gaerTianebul

samefoSi arsebobs nacionaluri gazeTebi, xolo espaneTSi _ mxolod adgilo-

brivi.

ffaasseebbii

kompaniebi saeTaSoriso fasebis dawesebis drosac bevr problemebs awydebian.

magaliTad, rogori globaluri fasebi unda daawesos Black & Decker-ma Tavis

samuSao iaraRebze? mas mTel msoflioSi erTnairi fasebis daweseba SeuZlia,

magram es fasebi Raribi qveynebisaTvis Zalian maRali iqneba, mdidari

qveynebisaTvis ki _ arasakmarisad maRali. mas SeuZlia TiToeuli qveynis

momxmareblisaTvis Sesaferisi fasis daweseba, magram es strategia ugulebe-

lyofs mimdinare fasebSi qveynebs Soris arsebul gansxvavebebs. da bolos,kom-

panias Tavis fasebze, yvelgan, standartuli fasnamatis gamoyeneba SeuZlia,

magram, am midgomis gamo,Black & Decker-ma SesaZloa ver gawios saWiro konkuren-

cia da dakargos zogierTi qveynis bazari, sadac fasebi maRalia.

miuxedavad imisa, Tu rogor afaseben kompaniebi TavianT produqcias, maTi

sazRvargareTuli fasebi Sida fasebze maRali iqneba. Gucci-m Tavisi kos-

metikuri nakrebi italiaSi SesaZloa 60 dolarad gayidos, amerikis SeerTebul

StatebSi ki _ 240 dolarad. ratom? Gucci fasebis eskalaciis problemis winaSe

dgas. man qarxnis fass unda daumatos importioris, biTumad movaWrisa da

sacalo movaWris marJebi, transportirebis xarjebi da tarifebi. am zedmeti

xarjebidan gamomdinare, imave mogebis misaRebad, produqti SeiZleba 2-jer an 5-

jer maRal fasSi gaiyidos. magaliTad, Levi’s-is jinsebi, romlebic amerikis

SeerTebul StatebSi 30 dolari Rirs, tokioSi _ 63, parizSi ki 80 dolarad

iyideba; kompiuteris fasi, romelic niu-iorkSi 1000 dolari Rirs,

gaerTianebul samefoSi SesaZloa 1000 girvanqa sterlingi gaxdes. DaimlerChrysler-is avtomobili, romelic amerikis SeerTebul StatebSi 20 000 dolarad

aris Sefasebuli, samxreT koreaSi 80 000 dolaria.

problemas warmoadgens im saqonlis fasis dawesebac, romlis gadazid-

vasac kompania Tavisi ucxoeli filialebisTvis axorcielebs. Tu kompania


kkoommuunniikkaacciiiiss aaddaappttaa--

cciiaa (Communicationadaptation)srulad adaptirebu-

li sareklamo Set-

yobinebis globalu-

ri komunikaciis

strategia adgilo-

brivi bazrebisaTvis.

ucxour filials Zalian maRal fasebs uwesebs, am qveyanaSi arsebuli dabali

saSemosavlo gadasaxadebis miuxedavad, mas SesaZloa maRali tarifebis

gadaxda mouxdes. Tu kompania filialebs mcire fasebs uwesebs, igi SesaZloa

dempingis winaSe aRmoCndes. es maSin, rodesac kompania mis realur

Rirebulebaze an mis saSinao sabazro fasze dabal fasebs awesebs. amrigad,

Harley-Davidson-ma Honda da Kawasaki aSS-Si motocikletebis dempingSi

daadanaSaula. aSS-is saeTaSoriso savaWro komisia daTanxmda da iaponur mZime

motocikletebs 5-wliani tarifi dauwesa, rac, 1983 wels, 45 procentiT daiwyo

da, TandaTan, 1988 wlisaTvis, 10 procentamde Semcirda. mTavrobebi yovelTvis

dempingis molodinSi arian da, xSirad, maTi miTiTebiT, kompania iZulebulia,

igive an msgavs produqtebze konkurentebis fasebi daawesos.

globalur faswarmoqmnaze ukanasknelma ekonomikurma da teqnologiurma

Zalebmac iqonies gavlena. magaliTad, evrokavSirSi evros Semosvla amcirebs

fasebs Soris arsebul gansxvavebas. mas Semdeg, rac momxmarebeli acnobierebs

qveynebs Soris arsebul sxvaobebs fasebTan mimarTebaSi, kompaniebi

iZulebulebi arian, harmonizebuli fasebi daaweson im qveynebSi, sadac

miRebulia erTiani valuta. `fasebis aseTi gamWirvaloba~ yvelaze nakleb

gavlenas moaxdens im kompaniebsa da marketologebze, romlebic yvelaze

unikalur da aucilebel produqcias an momsaxurebas uzrunvelyofen.

72 wlis belgieli pensionerisTvis, safosto muSak mari-klaud

lengisaTvis, mineraluri wyalisa da franguli sosisis SesaZenad,

evro saukeTeso saSualebaa. wlebis ganmavlobaSi, yovel meore kviras,

yovelTvis dabali fasebis maZiebeli q-ni langi safrangeTSi dadis,

raTa moimaragos mineraluri wyali, rZe da iogurti. magram, evros

Semosvlis Semdeg, igi bevrad met produqts aqcevs yuradRebas,

romelTa fasi sazRvris aqeT bevrad dabalia. man SeamCnia, rom, dRes,

~saucisse de campange”, daaxloebiT, 5 centiT iafia. esaa danazogi, romel-

sac igi ver amCnevda, rodesac belgiur da frangul frankebs Soris

angariSobda gansxvavebas. ra Tqma unda, fasebisadmi mgrZnobiare evro-

pelebi,didi xnis ganmavlobaSi,gadadiodnen ucxour teritoriaze uf-

ro iafi televizoris an iaffasiani Coca-Cola-s mosaZebnad. magram,dRevandeli gamWvirva-loba yovelive amas bevrad amartivebs.

globalur fasebs Soris

sxvaoba kidev ufro aSkara gaxdeba

internetis saSualebiT. rodesac

firma Tavis saqonels internetiT

yidis, myidvels SeuZlia naxos

sxvadasxva qveyanaSi am produqciis

fasebs Soris sxvaoba. agreTve, maT

eqnebaT saSualeba, produqti pir-

dapir kompanias an yvelaze dabali

fasebis mqone dilers SeukveTon.

yovelive es kompaniebs ufro

stnadartizebuli saerTaSoriso

faswarmoqmnisaken ubiZgebs.

ssaaddiissttrriibbuucciioo aarrxxeebbii

produqciis saboloo momxmare-

blamde distribuciis SemTxvevaSi,

saerTaSoriso kompaniam problema

mmTTeellii aarrxxiiss ggaaTTvvaalliisswwiinneebbiiTT unda

ganixilos. suraTi 15.4 gviCvenebs

gamyidvelsa da saboloo myidvels

Soris kavSiris sam umTavres

saSualebas. kavSiris pirveli

saSualeba aris gamyidvelis saTao


■ saerTaSoriso faswarmoqmna: evropis gaerTianebis qveynebma saerTo valu-

tad evro miiRes, raTa SeeqmnaT `faswarmoqmnis gamWirvaloba~ da aeZule-

binaT kompaniebi, moexdinaT TavianTi fasebis harmonizeba mTel evropaSi.

mmTTeellii aarrxxiiss

ggaaTTvvaalliisswwiinneebbaa

(Whole-channel view)saerTaSoriso arxe-

bis dagegmva, rode-

sac, gamyidvelis

produqciis sabo-

loo myidvelamde mi-

satanad, yvela saWi-

ro makavSirebelia

gaTvaliswinebuli.

igi moicavs gamyid-

velis organizaciis

saTao ofiss, sadis-

tribucio arxebs

qveynebs Soris da

qveynis SigniT.


`̀yyuurraaddRReebbiiTT mmooeeppyyaarriiTT TTaarrggmmaannss!!~~

15.3

naSuadRevs.~ tokioSi, avtomobilis

gaqiravebis erT-erTi firmis broSu-

raSi metad gonivrul SemoTavazebas

waawydebiT: `rodesac fexiT mosia-

rule mgzavri gamoCndeba, aawrialeT

sayviri. Tavdapirvelad, melodiurad

SeexmianeT, xolo, Tu gzaze mainc da-

gabrkoles, maSin energiulad dahka-

riT mas.~

xSirad, sareklamo Temebi Targ-

manSi axal niuanss iZens an raimes

kargavs. magaliTad, firma Coors-isludis slogani _ `daikargeT Coors-TanerTad~ _ espaneTSi ase gamoCnda:

`gaiqeciT Coors-Tan erTad~. Coca-Cola-s`Coke sicocxles axangrZlivebs~ ki

CineTSi ase iTargmna: `Coke gar-

dacvlil winaprebs dagibrunebT~.

rZis mwarmoebelma kompaniam gvian

Seityo, rom misi amerikuli sarekla-

mo SekiTxva _ `gaqvT rZe?~ _ meqsika-

Si ufro provokaciulad iTargmna:

ìwvelebiT?~ KFC-is slogani ki _

`TiTis wova kargia~ _ CineTSi Sem-

degnairad iTargmna: `SeiWameT TiTe-

bi.~ Frank Derdue-s klasikur frazas _

ìgi uxeS mamakacs Tvinier wiwilad

aqcevs~ _ espaneTSi gagrZeleba dae-

mata: ìgi aqtiur mamakacs qaTmis

moyvaruls gaxdis.~ maSinac ki, roca

ena erTia, misi gamoyenebis stili,

qalaqebis mixedviT, gansxvavebulia.

amgvarad, britanuli firma Electrolux-is mtversasrutebisaTvis gamoyeneb-

uli fraza _ àraferi isrutavs ise,

rogorc Electrolux~ _ cota amerikeli

momxmareblis yuradRebas Tu

miiqcevs.

wwyyaarrooeebbii:: See David A. Ricks, “Perspectives: Trans-lation Blunders in International Business,” Journal ofLanguage for International Business, July 2, 1996, pp.50–55; David W. Helin, “When Slogans Go Wrong,”American Demographics, February 1992, p. 14; “ButWill It Sell in Tulsa?” Newsweek, March 17, 1997, p. 8;“What You Didn’t Learn in Marketing 101,” Sales &Marketing Management, May 1997, p. 20; KenFriedenreich, “The Lingua Too Franca,” World Trade,April 1998, p. 98; Richard P. Carpenter, “What TheyMeant to Say Was . . . ,” Boston Globe, August 2, 1998,p. M6; Thomas T. Sermon, “Cutting Corners inLanguage Risky Business,” Marketing News, April 23,2001, p. 9; and Lara L. Sowinski, “Ubersetzung,Traduzione, or Traduccion,” World Trade, February2002, pp. 48–49.

bevr kompanias hqonia enis barierTan

dakavSirebuli problemebi, dawyebu-

li msubuqi dabrkolebebidan, damTav-

rebuli sruli kraxiT. erTi Sexed-

viT sruliad uvnebelma dasaxelebam

an sareklamo frazam, sxva enaze Tar-

gmnisas, SeiZleba uneblie an faruli

mniSvneloba miiRos. uyuradRebo

Targmanma ki SeiZleba ucxoel momx-

marebels cudi STabeWdileba Seuq-

mnas marketingze.

Cven yvelani momswreni varT ase-

Ti SemTxvevebisa, ucxo qveynis pro-

duqciis yidvisas. amis magaliTia

taivanis erT-erTi firmis mcdeloba,

bavSvebisaTvis eswavlebina, Tu ro-

gor daemontaJebinaT avtofarexSi

urikebiani kibe saTamaSo manqanebi-

saTvis. instruqcia aseTi iyo: `Tama-

Sis dawyebamde, mosacdeli tablo,

sqemis mixedviT, miamagreT da ase ga-

nagrZeT TamaSi; misi xelaxla moxsna

saWiro ar aris~. aseT SemTxvevebSi

bevri sazRvargareT moRvawe ameriku-

li firmaa damnaSave, rac veraviTar

kritikas ver uZlebs.

TargmanTan dakavSirebuli klasi-

kuri Secdomebis umetesoba produq-

ciis dasaxelebebze modis, romlebic

ar iTargmneba saTanadod. rodesac,

1920 wels, CineTis bazarze Coca-Colapirvelad gamoCnda, Cinurma ierogli-

febma bgerebis iseTi jgufi Seqmna,

rom am enaze warmoTqmulma Coca-Cola-mgansxvavebuli produqtis saxel-

wodeba miiRo. samwuxarod, igi, Cinuri

ieroglifebis saSualebiT, Semdeg-

nairad iTargmna: `CakbiCeT cvilis

gombeSo~. xolo, dRes, Coca-Cola-sboTlebze arsebuli Cinuri warwera

iTargmneba, rogorc `kmayofileba

Tqvens pirSi~.

aseTive problemebs waawyda manqa-

nis mwarmoebeli ramdenime ameriku-

li firma, rodesac maTi prouqciis

saxelwodebebi enobriv bariers ga-

daawyda. magaliTad, Chevy’s Nova, rome-lic espanurad iTargmna, rogorc ,,nova~ anu àr gamodgeba~. mas Semdeg,rac GM-ma Secvala saxeli Caribe, mi-si gayidvebi gaizarda. Ford-ma, Tavisi

Fiera-s modelis satvirTo avtomanqa-

nebis sazRvargareT realizaciisas,

aRmoaCena, rom es saxelwodeba espa-

nurad ùSno moxuc qals~ niSnavda.

Rolls-Royce-ma, germanul bazarze, uari

Tqva saxelze Silver Mist, radganac igiiTargmna, rogorc `nexvi~. rodesac

imave germanul bazarze gamoCnda

Mist strick-is Tmis saxvevi uToebi, ro-

gorc mosalodneli iyo, germaneleb-

ma naklebad gamoiyenes `nexvis jo-

xi~. aseTive marcxi ganicada

Colgate-ma, roca man frangul bazarze

Cue-is saxelwodebis kbilis pastebi

awarmoa, rac cnobili pornoJurna-

lis saxelwodebac iyo.

erTma firmam braziliis bazarze

sarealizaciod Sampuni Evitol-i gai-tana. maT maleve gaaanalizes, rom

isini `qertlis kontraceptivis~ rea-

lizacias iTxovdnen. amerikul kom-

panias ki Pet-is rZis marketingTan

dakavSirebiT Seeqmna problemebi,

vinaidan, rogorc aRmoCnda, sityva Petfrangulad `qaris amovardnas~ niS-

navs. Hunt-Wesson-ma kvebekSi awarmoaBig Joho-s produqcia saxelwodebiT

Gros Jos, vidre Seityobda, rom igifrangulad iTargmneba, rogorc `di-

di mkerdi~. am Secdomas produqciis

realizaciaze SesamCnevi efeqti ar

mouxdenia. Prozac da Acura-s Semqmnel-

ma firma Interbrand of London-ma axali

dasaxelebis produqciis sia Camoaya-

liba saxelwodebiT `sircxvilis

oTaxi~, romelSic Tavmoyrilia ucx-

ouri produqciis saxelwodebebi.

esenia: daniuri firma Krapp-sa dagermanuli firma Happy-End-is tua-letis qaRaldebi; franguli firma

Grapsy Fruit-is burRuli, italiuri

iogurti Mukk, argentinuli saweblis

fxvnili Poo, germanuli Zit-isa dafranguli Pschitt-is limonaTebi da

a.S.

mogzaurebi xSirad xvdebian pro-

duqcias, romelTa saxelwodebebic

gauTvaliswinebladaa naTargmni. mag-

ali-Tad, erT-erTi Sveicariuli res-

tornis meniuSi vkiTxulobT: `Cveni

Rvinoebi ar gitovebT imedis naper-

wkals~. iaponuri sastumroebis niS-

nebi ki ase iTargmna: `Tqven sastum-

ros moaxlis mosatyueblad giwve-

ven~. romSi samrecxaosTan Semdegi

saxis warwera iyo gamokruli: `qal-

batonebo, Tqveni tansacmeli gareT

datoveT da kargad gaatareT dro



organizacia, romelic meTvalyureobas uwevs arxs da TviT am arxis nawilia.

kavSiris meore saSualeba aris qveynebs Soris arsebuli arxebi, romelTac

produqcia ucxouri qveynis sazRvrisken gadaaqvT. mesame saSualeba ki aris

qveynis farglebSi arsebuli arxebi, romlebic axorcieleben produqtis

gadatanas sazRvridan saboloo momxmareblamde. zogierTi amerikeli mewarme,

SesaZloa, Tvlis, rom maTi saqme mTavrdeba maSin, rodesac produqti maT

Senobas tovebs, magram maTTvis ukeTesi iqneba, Tu isini met yuradRebas

dauTmoben produqtis sxva qveynebSi gatanis process.

qveynebis mixedviT gansxvavebulia sadistribucio arxebic. pirveli _

arsebobs Zalian didi sxvaoba TiToeuli bazris momsaxure Suamavlebis

tipebsa da raodenobebs Soris. magaliTad, aSS-is kompaniebis marketingi

CineTSi saxelmwifo kontrolis qveS myofi uamravi sacalo da sabiTumo

movaWreebis saSualebiT xorcieldeba. xSirad, Cineli distributorebi

konkurentebis produqcias yidian da mimwodeblebTan ZiriTadi gayidvebisa da

marketinguli informaciis gaziarebazec ki uars acxadeben. Cineli

distributorebisaTvis, romlebic SeCveulni arian gayidon is, risi mopovebac

SeuZliaT, ucxoa gayidvebisaTvis swrafi moqmedeba. es sistema, zogjer,

mniSvnelovan drosa da investicias moiTxovs.

magaliTad, rodesac Coke CineTSi pirvelad Sevida, myidvelebi, ualkoholo

sasmelis SesaZenad, qarxanaSi velosipediT midiodnen. Zalian bevr maRazias

jer kidev ara aqvs eleqtrogayvaniloba ualkoholo sasmelebis gasagrile-

blad. axla Coca-Cola-m ganaviTara pirdapiri distribuciis arxebi, romlebic

macivrebiTa da satvirTo manqane-biTaa aRWurvili. eleqtromomaragebis sis-

temis modernizebis Sedegad, bevr

sacalo movaWres qulerebis

damontaJebis saSualeba mieca. kom-

pania aseve flobs realizatorebis

mTel armias (10000-ze met realiza-

tors), romlebic, mara-gisa da

gayidvebis Canawerebis

Sesamowmeblad, fexiT an velosi-

pediT regularulad dadian gadam-

yidvelebTan. `Coke-ma da misma

Camomsxmelebma TiTqmis yvela

supermarketi, restorani da bazris

daxli dagegmes, sadac gamagrile-

beli sasmelis moxmareba aris

SesaZlebeli, _ aRniSnavs damkvirve-

beli, _ am monacemebis wyalobiT,

advilia sasmelis mitana, ara aqvs

mniSvneloba, didi hipermarketi

iqneba es Tu skola.~ ufro metic,

Coke, yovelTvis, sadistribucio

midgomebis inovaciis sadarajoze

dgas.

gaiareT CineTis nebismier dasaxlebul raionSi da, adre Tu gvian, Tqven

SexvdebiT moxucebul moqalaqes wiTeli samklauriT, romelic eWviT

aTvalierebs gamvlelebs. es pensionerebi arian _ raionis komitetis person-

ali, romlebic mmarTveli komunisturi partiis quCis modarajeebis funqcias

asruleben. Tumca, SanxaiSi zogierTi aseTi socialisturi daraji amerikuli

kapitalizmis simbolos Coca-Cola-s SeuerTda, rogorc misi produqtis momx-

mareblamde mimtani. swored am formiT, Coke-ma warmatebiT moicva qalaqis 14

raioni. kompaniis Sanxais filialis ufrosi garigebas ase warmogvidgens: `Cven


mTeli arxis koncef-

cia saerTaSoriso

marketingisaTvis

■ `raionis komitetis~ wevri, romelic Coke-s SanxaiSi yidis.


maT vuTxariT, Tqven gyavT moxucebuli adamianebi, romlebic didad ar arian

saqmiT dakavebulni. ratom ar SeiZleba, rom Cveni produqciis maragi Tqvens

ofisSi ganaTavsoT? Tqven SegiZliaT maTi gayidva, sakomisioebis gamomuSaveba

da cotaodeni fulis dagrovebac. Cven es SevZeliT~. gayidvebi STambeWdaobiT

ar gamoirCeva, magram im mizeziT, rom komitetebi orasamde ojaxis momcvel

proeqtebs meTvalyureobs, isini brendis cnobadobis agebisaTvis sasargeblo

saSualebaa.

kidev erTi sxvaobaa ucxouri sacalo vaWrobis erTeulis zoma da

xasiaTi. maSin, rodesac aSS-Si sacalo vaWrobis msxvili qselebi Warbobs, sxva

qveynebSi sacalo vaWrobas, ZiriTadad, Zalian patara, damoukidebeli sacalo

movaWreebi axorcieleben. indoeTSi milionobiT sacalo movaWre muSaobs

pawawina maRaziebsa da Ria bazrebze. maT maRali fasnamati aqvT, magram

realuri fasi, vaWrobis Semdeg, mcirdeba. supermarketebis saSualebiT

SesaZlebelia ufro dabali fasebis SeTavazeba, magram, bevri ekonomikuri da

kulturuli barieris gamo, rTulia supermarketebis aSeneba da gaxsna.

mosaxleobas dabali Semosavali aqvs, amitom, mTeli kviris maragis nacvlad,

xalxi upiratesobas yoveldRiur mcire sayidlebs aniWebs. cudad aris

ganviTarebuli SefuTvac, radgan igi produqcias zedmet xarjebs matebs. am

faqtorebis gaTvaliswinebiT, ganviTarebad qveynebSi msxvili sacalo vaWrobis

ganviTareba jerjerobiT izRudeba.

SeCerdi da kidev erTxel awon-dawone McDonald’s-is globaluri mar-

ketingis sakiTxebi.

■ ra farglebSi SeuZlia McDonald’s-s Cinuri bazrisaTvis standar-

tizeba? SeerTebuli Statebisa da sxva dasavluri qveynebis marke-

tinguli strategiebisa da programebis romeli elementebi SeiZleba

gamoviyenoT ucvlelad? romlebs sWirdeba adaptireba? iyavi konkre-

tuli.

■ ra farglebSi SeuZlia McDonald’s-s kanadis bazrisaTvis Tavisi pro-

duqtisa da programebis standartizeba? romeli elementebis stan-

dartizeba unda moxdes? romeli maTgani unda moergos?

■ ra farglebSi axorcielebs McDonald’s-i `globalizacias~ msoflios

qveynebsa da kulturebSi, `amerikanizaciis~ xelSewyobis mizniT? ra

dadebiTi da uaryofiTi mxareebi gaaCnia aseT kulturul ganvi-

Tarebas?

SSeerrwwyymmaakkoonncceeffcciieebbiiss

ssiiCCqqaarriiss

SSeemmzzRRuuddaavvii

■❚ ggaaddaawwyyvveettiilleebbiiss mmiiRReebbaa gglloobbaalluurrii mmaarrkkeettiinngguullii

oorrggaanniizzaacciiiiss SSeessaaxxeebb

kompaniebi TavianT saerTaSoriso marketingul saqmianobas, sul mcire, sami

sxvadasxva gziT axorcieleben: kompaniebis umetesoba jer axdens saeqsporto

departamentis organizebas, Semdeg qmnis saerTaSoriso filials da bolos _

globalur organizacias.

rogorc wesi, firma saerTaSoriso marketinguli saqmianobis ganxor-

cielebas, ubralod, saqonlis gataniT iwyebs. misi saerTaSoriso gayidvebis

gafarToebis SemTxvevaSi, kompania, gayidvebis menejerTan da ramdenime

asistentTan erTad, ayalibebs saeqsporto departaments. gayidvebis zrdasTan

erTad, saeqsporto departamentma Tavisi sazRvrebi SeiZleba sxvadasxva mar-

ketingul momsaxurebamde gaafarToos,Semdeg ki, aqtiurad gauZRves bizness. Tu

firma erToblivi wamowyebisken an pirdapiri investiciisken aiRebs gezs, saeqs-

porto departamenti ukve araadeqvaturi iqneba.


bevri kompania ramdenime bazarsa da erTobliv wamowyebaSi aris Cabmuli.

kompaniam SesaZloa erT qveyanaSi ganaxorcielos eqsportireba, meoreSi _

licenzireba, mesameSi wamoiwyos erToblivi mflobeloba da meoTxeSi daar-

sos sakuTari filiali. mTliani saerTaSoriso saqmianobis xelmZRvanelobis

mizniT, adre Tu gvian, igi saerTaSoriso ganayofebs an filialebs Seqmnis.

saerTaSoriso ganayofebis organizeba sxvadasxva saSualebiT xorcield-

eba. saerTaSoriso ganayofis korporaciuli personali Sedgeba marketinguli,

sawarmoo, kvlevis, finansebis, dagegmvisa da kadrebis SerCevis specialistebis-

agan. igi axorcielebs dagegmvas da sxvadasxva saeqspluatacio ganayofs

uzrunvelyofs momsaxurebiT, romelTa organizeba sami gziT SeiZleba. es

SesaZloa iyos geografiuli organizacia _ dakompleqtebuli qveynebis

menejerebiT, romlebic am qveynebSi pasuxismgebelni arian realizatorebze,

gayidvis filialebze, distributorebsa da licenziatebze. saeqspluatacio

ganayofs SesaZloa, aseve, hqondes msoflio produqciis jgufis forma, sadac

TiToeuli pasuxismgebelia sxvadasxva produqtis jgufis msoflio gayidvebze.

da bolos, saeqspluatacio ganayofebi SesaZloa iyos saerTaSoriso fil-

ialebi, romelTagan TiToeuli sakuTar mogebasa da gayidvebzea pasuxismge-

beli.

bevri firma gascda saeTaSoriso ganayofis etaps da WeSmaritad glob-

alur organizaciad iqca. isini sakuTar Tavs aRar aRiqvamen erovnul marke-

tologebad, romlebic produqcias sazRvargareT yidian; isini sakuTar Tavs

globalur marketologebad ganixilaven. msoflios maStabiT samewarmeo

saqmianobebisaTvis saWiro mowyobilobebis gankargvas, marketingul politikas,

finansur nakadebsa da logistikuri sistemebis dagegmvas umaRlesi korpo-

raciuli menejmenti da personali axorcielebs. globaluri saeqspluatacio

ganayofi angariSvaldebulia organizaciis mTavari aRmasruleblis an

aRmasrulebeli komitetis (da ara saerTaSoriso ganayofis) xelmZRvanelis

winaSe. aRmasruleblebis swavleba xorcieldeba ara mxolod saSinao an

saerTaSoriso, aramed msoflio operaciebis saSualebiT. kompania menejments

sxvadasxva qveynebidan izidavs, warmoebisaTvis saWiro komponentebsa da marags

umciresi danaxarjebiT yidulobs da investicias axorcielebs iq, sadac

udidesi mogebebi aris mosalodneli.

XXI saukuneSi gadasvlasTan erTad, kompania, romelic imeds konkurenci-

aze amyarebs, ufro globaluri unda gaxdes. maSin, rodesac ucxouri firmebi

warmatebulad ipyroben saSinao bazrebs, kompaniebi ufro agresiulad unda

gavidnen ucxour bazarze. kompaniebi, romlebic TavianT saerTaSoriso opera-

ciebs meorexarisxovan funqciad miiCneven, unda Seicvalon da Camoyalibdnen

kompaniebad, romlebic mTel msoflios erTian usazRvro bazrad xedaven.


droa, SeisvenoT da Tvali gadaavloT

am TavSi Seswavlil globaluri mar-

ketingis koncefciebs. warsulSi, aSS-

is kompaniebi saerTaSoriso vaWrobas

nakleb yuradRebas uTmobdnen. Tu

SeZlebdnen da cotaoden damatebiT saeqsporto

gayidvebs moipovebdnen, es ukve kargi Sedegi iyo.

magram didi da uxvi SesaZleblobebis bazari

maT saxlSi hqondaT. dRes, maTi sididis miuxe-

davad, kompaniebi sakuTar Tavs ver miscemen

uflebas, yuradReba mxolod saSinao bazrebs

dauTmon. bevri industria globalur indus-

triad iqca da firmebi, romlebic globalurad

muSaoben, saWiroeben dabalxarjiani brendis

maRal cnobadobas. amavdroulad, savaluto kur-

sis, arastabiluri mTavrobis, savaWro bariere-

bisa da ramdenime sxva faqtoris gamo, glob-

aluri marketingi garkveul risksac Seicavs.

potenciuri zrdisa da saerTaSoriso mar-

ketingis riskis mqone kompaniebi, globaluri

marketinguli gadawyvetilebebis misaRebad, sis-

tematurad axali gzebis Ziebis saWiroebis

winaSe dganan.

11.. ggaanniixxiilleeTT,, rraa ggaavvlleennaass aaxxddeennss ssaaeerrTTaaSSoorriissoo

ssaavvaaWWrroo ssiisstteemmaa,, eekkoonnoommiikkuurrii,, kkuullttuurruullii

ddaa ppoolliittiikkuurr--ssaammaarrTTlleebbrriivvii ggaarreemmoo kkoomm--

ppaanniiiiss ssaaeerrTTaaSSoorriissoo mmaarrkkeettiinngguull ggaaddaawwyyvvee--

ttiilleebbeebbzzee..

kompania unda icnobdes globalur marketingul

garemos, gansakuTrebiT ki saerTaSoriso

savaWro sistemas. man unda Seafasos TiToeuli

ucxouri bazris ekonomikuri, politikur-

samarTlebrivi da kulturuli maxasiaTeblebi.

amis Semdeg, kompaniam unda gadawyvitos, surs Tu

ara sazRvargareT gasvla da ganixilos poten-

ciuri riski da sargebeli. man unda gadawyvitos

sasurveli gayidvebis moculoba, ramden

qveyanaSi surs sabazro saqmianobis ganxor-

cieleba da romel konkretul bazrebze surs

Sesvla. es gadawyvetileba, riskfaqtorebis do-

nis gaTvaliswinebiT, ukugebis miRebis prob-

lemis Sefasebas saWiroebs.

22.. aaRRwweerreeTT ssaaeerrTTaaSSoorriissoo bbaazzaarrzzee ggaassvvlliiss

mmTTaavvaarrii mmiiddggoommeebbii..

kompaniam unda miiRos gadawyvetileba, rogor

Sevides TiToeul bazarze – eqsportirebis,

erToblivi wamowyebisa Tu pirdapiri inves-

ticiis saSualebiT. bevri kompania saqmianobas

eqsportirebiT iwyebs, Semdeg, erToblivi

wamowyebiT agrZelebs da, bolos, ucxour

bazarze pirdapir investicias axorcielebs. eqs-

portireba aris ucxour bazarze produqciis

gayidva da gagzavna saerTaSoriso marketinguli

Suamavlebis (arapirdapiri eqsportireba) an kom-

paniis sakuTari departamentis, filialis Tu

gayidvebis warmomadgenlisa Tu agentis saSua-

lebiT (pirdapiri eqsportireba). erToblivi

wamowyebis dros, kompania ucxour bazarze

Sedis ucxour kompaniebTan gaerTia-nebis

saSualebiT, raTa awarmoos an ganaxorcielos

produqtis Tu momsaxurebis marketinguli saqmi-

anoba. licenzireba aris ucxour bazarze

Sesvlis meTodi, romlis drosac kompania

ukavSirdeba ucxour bazarze arsebul licen-

ziats da sTavazobs mas, specialuri salicenzio

gadasaxadis safuZvelze, moipovos warmoebis,

savaWro markis, patentis, warmoebis saidumloe-

bis an sxva faseulobaTa flobis ufleba.

33.. ggaanniixxiilleeTT,, rrooggoorr aaxxoorrcciieelleebbss kkoommppaanniiaa

TTaavviissii mmaarrkkeettiinngguullii kkoommpplleeqqssiiss ssaaeerrTTaa--

SSoorriissoo bbaazzrreebbzzee mmoorrggeebbaass..

kompaniebma, aseve, unda gadawyviton, Tu ramdenad

moargon TavianTi produqcia, stimulireba,

fasebi da sadistribucio arxebi TiToeul ucx-

our bazars. erTis mxriv, kompaniebi mTel

msoflioSi iyeneben standartizebul mar-

ketingul kompleqss, sxvebi – adaptirebul mar-

ketingul kompleqss, romlis drosac kompania,

meti danaxarjebiT, magram ufro didi sabazro

wilisa da mogebis imediT, marketingul komple-

qss TiToeul bazars usadagebs.

44.. ggaannssaazzRRvvrreeTT ssaaeerrTTaaSSoorriissoo mmaarrkkeettiinngguullii

oorrggaanniizzaacciiiiss ssaammii ZZiirriiTTaaddii ffoorrmmaa..

saerTaSoriso marketingisaTvis kompaniam unda

Camoayalibos efeqturi organizacia. firmebis

umravlesoba iwyebs saeqsporto departamentiT

da amTavrebs saerTaSoriso filialiT. kom-

paniis umaRlesi moxeleebis (oficrebis) mier

dagegmili da marTuli msoflioSi gavrcele-

buli marketingis saSualebebiT, mcire maTgani

yalibdeba globalur organizaciad. glob-

aluri organizaciis gadmosaxedidan mTeli

msoflio erT usazRvro bazars warmoadgens.

SSeeiissvveenneeTT::kkoonncceeffcciieebbiiss kkvvaallddaakkvvaall


TTaavvSSii ggaammooyyeenneebbuullii tteerrmmiinneebbii

ggaannssaaxxiillvveellii ssaakkiiTTxxeebbii

11.. ganixileT, rogor SeiZleba tar-

ifebma, kvotebma da arasatarifo

savaWro barierebma SezRudos saerTa-

Soriso vaWroba. ratom SeiZleba mTavrobam

miiRos gadawyvetileba ucxouri produqciis

importis SezRudvaze? rogor exmareba

Tavisufali regionaluri vaWrobis SeTanxmeba

qveynebs Soris vaWrobis stimulirebas?

22.. ra dadebiTi da uaryofiTi mxareebi gaaCniaT

erToblivi wamowyebis Semdeg tipebs: licen-

zireba, sakontraqto warmoeba, xelSekruleba

marTvis specifikaze, erToblivi mflobeloba.

33.. gansazRvreT produqti, romlis SemTxvevaSi

gamoiyeneba standartizebuli marketinguli kom-

pleqsi, an romlis SemTxvevaSic mizanSewonilia

adaptirebuli marketinguli kompleqsiT sargeb-

loba. SeafaseT am strategiis am produqtebTan

Sesabamisoba.

44.. warmoidgineT, rom Tqven pasuxismgebeli xarT

pakistanSi Ford Explorer-is wardgenaze. ganmarteT,

produqtis an stimulirebis strategiis rogori

cvlileba aris saWiro,raTa igi 15.3 suraTze naC-

veneb TiToeul grafas moergos.

55.. ganmarteT, ra gansxvavebebi arsebobs saerTa-

Soriso marketinguli funqciis organizebisas

saeqsporto departaments, saerTaSoriso fil-

ialsa da globalur organizacias Soris. ra

iwvevs erTi organizaciuli formidan meoreze

gadasvlas?

ggaammooyyeenneebbiiTTii SSeekkiiTTxxvveebbii

11.. SeiswavleT 15.1 cxrilSi CamoTvlili sabazro

potencialis indikatorebi. ewvieT Tqveni sko-

lis biblioTekas da am eqvsi ZiriTadi kategori-

idan moiZieT monacemTa, sul mcire, ori eleq-

tronuli an beWdviTi wyaro. Tqven mier

moZiebuli sainformacio wyarodan, romelia yve-

laze metad da romeli yvelaze naklebad

saimedo? yvelaze naklebad saimedo monacemTa

gamoyenebiT sabazro potencialis Sefasebisas

,Tqven, rogorc marketingul menejers, ra

mosazreba geqnebodaT?

22.. Tqvenma xelmZRvanelma gTxovaT rCeva kom-

paniis axali brendis _ uSaqro nayinis italiur

bazarze saukeTeso gziT Setanis Taobaze. rome-

li xerxiT urCevdiT Sesvlas da ratom? am ga-

dawyvetilebis misaRebad, ra saxis informacia

sWirdeba kompanias, raTa igi rekomendirebul

arCe-vanad iqces? ra cvlilebebi unda ganicados

Sesvlis im meTodma, romelic ar amoirCieT?

33.. studentebi ganawildiT sam gjufad. warmoi-

dgineT, rom Tqvens jgufs evaleba meqsikis

bazarze Tqveni firmis leptopebis axali seriis

Setanis mimzidvelobis Sefaseba. SeafaseT lep-

topebis meqsikis bazarze Sesvlis xelsayreloba

ekonomikuri, politikur-samarTlebrivi da kul-

turuli garemos pirobebSi. warmoudgineT

Tqveni mosazrebebi klass.

iimmooggzzaauurreeTT

aaddaappttiirreebbuullii ((mmoorrggeebbuullii)) Adapted marketing mixmmaarrkkeettiinngguullii kkoommpplleeqqssii

aarraassaattaarriiffoo ssaavvaaWWrroo bbaarriieerreebbii Nantariff Trade barriersggaaccvvlliiTTii vvaaWWrroobbaa Countertradegglloobbaalluurrii ffiirrmmaa Global firmeekkoonnoommiikkuurrii ssaazzooggaaddooeebbaa Economic communityeemmbbaarrggoo Embargovvaalluuttiiss ggaaccvvlliiss kkoonnttrroollii Exchange controlseerrTToobblliivvii wwaammoowwyyeebbaa Joint venturingeeqqssppoorrttiirreebbaa ExportingeerrTToobblliivvii mmfflloobbeelloobbaa Joint ownershipkkoommuunniikkaacciiiiss aaddaappttaacciiaa Communication adapta-

tion lliicceennzziirreebbaa Licensing

mmTTeellii aarrxxiiss ggaaTTvvaalliisswwiinneebbaa Whole-channel viewppiirrddaappiirrii iinnvveessttiicciiaa Direct Investmentpprroodduuqqttiiss ppiirrddaappiirrii Straight product extensionggaaffaarrTTooeebbaa

pprroodduuqqttiiss aaddaappttaacciiaa Product adaptationpprroodduuqqttiiss ggaammooggoonneebbaa Product inventionssaakkoonnttrraaqqttoo wwaarrmmooeebbaa Contract manufacturingssttaannddaarrttuullii mmaarrkkeettiinngguullii Standardized marketing mixkkoommpplleeqqssii

xxeellSSeekkrruulleebbaa mmaarrTTvviiss Management Contractingssppeecciiffiikkaazzee

qqvvoottaa Quotattaarriiffii Tariff


tteeqqnnoollooggiiuurr ssaammyyaarrooSSii

daxmarebiT sargebloba yvelas

SeuZlia. magram sad SeiZleba wax-

vide, Tu flob bizness, romelic dax-

marebas operaciebis saerTaSoriso

asparezze gasafarToeblad saWiroebs? 1988

wels, aSS-is kongresma, mas Semdeg, rac gaacno-

biera amerikuli biznesis ufro konkurentul

globalur bazrebad Camoyalibebis aucile-

bloba, miiRo kanoni saerTaSoriso biznesis

saganmanaTleblo mxardaWerisa da kvleviTi

centrebis (CIBER) Seqmnis Taobaze. amJamad,

qveyanaSi arsebobs fondebiT uzrunvelyofili

30 universiteti, romelTa mizania programebis

ganviTareba, kvlevis marTva, enis Seswavla da

sxva resursebis xelmisawvdomobis uzrunvely-

ofa, rac daexmareba biznesmenebis, maswavle-

blebisa da studentebis saerTaSoriso SesaZ-

leblobebs. ewvieT CIBER-is veb-gverds

(http://ciber.centers.purdue.edul). ganixileT saerTaSo-

riso biznesis Camoyalibebis msurveli kompa-

niebisaTvis xelmisawvdomi informacia da

upasuxeT Semdeg kiTxvebs:

11.. saerTaSoriso marketinguli interesebis

gasagebad, biznesmenebisa da studentebisaTvis

ra resursebi aris xelmisawvdomi?

22.. rogor SeuZlia CBIER-is resursebis

gamoyeneba mcire biznesis mflobels, romelic

dainteresebulia laTinur amerikaSi saqmi-

anobis gafarToebiT?

33.. ra saxis resursebia xelmisawvdomi biznessko-

lis studentebisaTvis, romelnic dainterese-

bulni arian TavianTi saswavlo programis

saerTaSoriso komponentis gaumjobesebiT?


kompaniis saerTaSoriso arenaze

gasvlasTan erTad, globaluri baza-

ri marketingul menejerebs myidve-

lebisa da tradiciebis farTo spe-

qtris winaSe ayenebs. am dros

biznespraqtika, romelic erTma

qveyanam SesaZloa dagmos (magaliTad, biznes-

garigebebis misaRwevad saCuqrebis SeTavazeba),

msoflios sxva kuTxeSi SeiZleba biznesis war-

moebis Cveuli da miRebuli gza iyos. es

SesaZlebelia sainteresoa menejerebisaTvis,

romlebmac zustad ar ician, rogori reagireba

moaxdinon kulturul sxvaobebze. `kulturuli

relativizmis~ midgoma adgilobrivi kultu-

ruli adaT-wesebis miRebas gvTavazobs. meores

mxriv, `eTikuri imperializmis~ midgoma niSnavs,

rom pirovnebis mSobliuri qveynis wesebi aris

swori da unda moxdes maTi universalurad

gamoyeneba.

11.. romeli midgomis gamoyeneba aris marTebuli _

kulturuli relativizmis, eTikuri imperial-

izmisa Tu raime Sualeduri poziciis? ganmar-

teT Tqveni arCevani.

22.. arsebobs Tu ara raime gakvaluli gza, ro-

melsac yvela kompaniam unda misdios, miuxedavad

imisa, Tu sad muSaobs igi? (magaliTad, adamia-

nuri Rirsebis pativiscema)

33.. rogor gamoxatavT Tqvens diskomforts im

biznespraqtikis mimarT, romelic Tqvens

kulturaSi araeTikurad miiCneva, magram miRe-

bulia im adgilobrivi kulturisaTvis, romel-

Sic Tqven axorcielebT saqmianobas?

eeTTiikkiiss ssaammyyaarrooSSii

Starbucks-is biznesituacia moTavsebu-

lia wignis bolos, danarT 1-Si.

uuccxxoouurrii bbiizznneessssiittuuaacciiaa

Chapter 15

Documents

Transcript of Chapter 15