chapter 11

■ am Tavis Seswavlis Semdeg Tqven SeZlebT:

11.. ganmartoT sacalo da sabiTumo movaWreebis roli sadistribucio arxSi; 22.. daaxasiaToT sacalo movaWreebis

ZiriTadi tipebi da moiyvanoT TiToeulis magaliTi; 33.. gansazRvroT sabiTumo movaWreebis ZiriTadi tipebi da

moiyvanoT TiToeulis magaliTi; 44.. ganmartoT sacalo da sabiTumo movaWreebis winaSe arsebuli marketinguli

gadawyvetilebebi.

sacalo da sabiTumo

vaWroba

wina TavSi Tqven SeiswavleT distribuciis arxis dizainisa da marTvis

safuZvlebi. axla, ki ufro Rrmad ganvixilavT Suamavali organizaciebis or

ZiriTad funqcias _ sacalo da sabiTumo vaWrobas. sacalo vaWrobaze

garkveuli warmodgena Tqven ukve gaqvT, vinaidan yoveldRe urTierToba gaqvT

sxvadasxva formisa da zomis sacalo movaWreebTan. Tumca Tqven, albaT, bevrad

naklebi iciT im sabiTumo movaWreebis Sesaxeb, romlebic scenis miRma

muSaoben. am TavSi ganvixilavT sacalo da sabiTumo vaWrobis damaxasiaTebel

sxvadasxva Tvisebas. Tqven dainaxavT, rom bazrebisa da teqnologiis feTqebad

cvlilebebze mosargebad sacalo da sabiTumo vaWrobis landSafti swrafad

icvleba.

Tavdapirvelad, Cven SevixedavT Wal-Mart-Si, sacalo vaWrobis udides

centrSi. am sacalo megamovaWris fenomenaluri warmatebis sawindari aris

myidvelis faseulobaze mudmivi fokusireba. Wal-Mart-i Tavisi piro-bebis

Sesasruleblad yoveldRiurad iRwvis deviziT: ,,yyoovveellTTvviiss ddaabbaallii ffaasseebbii,,

yyoovveellTTvviiss!’’ momxmareblis faseulobaze fokusirebam igi ara marto msoflios

umsxviles sacalo movaWred, aramed msoflios udides kompaniadac aqcia.

1962 wels sem voltonma da misma Zmam, arkanzasis patara qalaq rojersSi,

fasdaklebebis maRazia Wal-Mart-is pirveli maRazia gaxsnes. igi

warmoadgenda brtyel, did sacavis msgavs maRazias, sadac iyideboda

yvelaferi tansacmliT dawyebuli, avtomanqanebis nawilebiTa da patara

xelsawyoebiT damTavrebuli. eqspertebma axalbeda sacalo movaWres

warmatebis mcire Sansi uwinaswarmetyveles, vinaidan, gamocdilebis Tanaxmad,

fasdaklebebis maRazias mxolod did qalaqebSi Tu SeeZlo gadarCena.

Tumca, am mokrZalebuli dasawyisidan, kompaniis maRaziebis qseli SeiWra

sacalo vaWrobis nacionalur asparezze. warmoudgenelia, magram dReisaTvis

Wal-Mart-is wliuri vaWroba 27 miliard dolars aRwevs, rac erT-naxevarjer

metia Target-is, Sears-is, Kmart-isa da JCPenney-is jamur savaWro maCvenebelze. amis

wyalobiT, Wal-Mart-i msoflios umsxviles kompaniad iqca. gasul wels misi

vaWroba gaizarda da gaxda erTi Microsoft-is, ori Coca-Cola-s an sami Nike-iswliuri vaWrobis ekvivalenturi. gasul Semodgomas Wal-Mart-is erTi dRis

navaWri, daaxloebiT 42 miliardi dolari, 36 qveynis saerTo Sida produqts

aRemateba. Wal-Mart SeerTebul StatebSi yovel wels yidis motoris zeTebis

yovel meoTxe kvartas (1 quart = 1.2 litrs), yovel mexuTe deodorantsa da uni-

tazis yovel meoTxe gamosacvlel dasajdoms. yovel 7.4 wuTSi igi yidis Timex-is saaTs, xolo yovel 2 wamSi ki _ barbis Tojinas. SeerTebul StatebSi

11ggzzaammkkvvlleevvii || ideebis kvaldakval

442 nnaawwiillii mmeessaammee myidvelze orientirebuli marketinguli strategiisa da marketinguli kompleqsis Seqmna

yoveli 220 adamianidan erTi Wal-Mart-is momxmarebelia.

Wal-Mart-is fenomenalur zrdaSi Senelebis niSnebi naklebad SeimCneva. kom-

pania, dRes msxvil qalaqebSic kargad damkvidrda da Tavis SesaZleblobebs

saerTaSoriso bazarzec swrafad avrcelebs. igi Sevida sasursaTo sacalo

vaWrobis biznesSi Tavisi supercentrebisa da samezoblo mcire maRaziebis

gaxsniT. da Sesabamisad iqca qveynis umsxviles sasursaTo sacalo movaWrd.

Wal-Mart-is Semosavlis maCvenebeli am kategoriaSi warmoadgens, rigiT meore

sasursaTo movaWris, Kroger-is maCvenebelze orjer mets. industriis bevr

eqsperts swams,rom erT dRes Wal-Mart internetis bazarzec iseTive pirvelobas

moipovebs, rogoric mas aqvs fizikur bazarze. `momavali oTxi wlis

dasasrulisaTvis, _ acxadebs sacalo industriis erT-erTi eqsperti, _ Wal-Martpirveli iqneba rogorc dedamiwaze, aseve eleqtronul sivrceSi.~

raSi mdgomareobs am STambeWdavi warmatebis saidumloeba? pirveli da

umTavresi,Wal-Mart sakuTari faseulobis SeTavazebis erTgulia _ `yovelTvis

dabali fasebi, yovelTvis!~ misi misia aris Semdegi: `cxovrebisTvis

gankuTvnili xarjebis Semcireba.~ am pirobis Sesasruleblad igi usmens da

zrunavs Tavis momxmarebelze,aqvs TanamSromlebTan partnioruli urTierToba

da mkacri disciplina fasebze.

Wal-Mart-i Tavis myidvels kargad icnobs da zrunavs masze. rogorc erTi

analitikosi ambobs, `kompaniis mrwamsi . . . SedarebiT martivia: iyavi myid-

velis agenti,gaarkvie,ra produqti surs mas,da,SeZlebisdagvarad,dabal fasSi

miyide igi.~ kompania axlos aris myidvelTan. magaliTad, Wal-Mart-is yoveli

mTavari aRmasrulebeli kviraSi, sul mcire, or dRes maRaziebis stumrobas

uTmobs, pirdapir myidvels esaubreba da operaciebTan uSualo Sexeba aqvs.

Sedegad, Wal-Mart-i myidvelis survilis Sesabamisad miawvdis _ guldasmiT

SerCeuli saqonlis farTo asortiments Zalian dabal fasad. Wal-Mart-isaxlandeli prezidenti da mTavari aRmasrulebeli ambobs: `Cven

myidvelisaTvis faseulobis miwodebiT varT Sepyrobilni.~

magram swori vaWroba misaReb fasad Wal-Mart-is warmatebis erTaderTi

piroba ar aris. sxva fasdaklebis maRaziebTan SedarebiT, Wal-Mart-i uzrunvel-

yofs iseTi saxis momsaxurebasac, romelic myidvelis kmayofilebas iwvevs.

warwera `kmayofileba garantirebulia~ TiToeuli maRaziis SesasvlelSi,

TvalsaCino adgilas kidia. maRaziaSi ganTavsebuli meore firniSi ki gvaty-

obinebs: `Wal-Mart-Si Cveni mizania: rigSi Tqven yovelTvis Semdegi xarT!~

xSirad myidvels e.w. `xalxis Semxvedri~ esalmeba, romelsac daxmarebis gaweva

an, ubralod, megobrulad dalaparakeba surs. da, ra Tqma unda, rigebis

Semcirebis mizniT, maRaziaSi angariSsworebis damatebiTi sakaso aparatebi

moqmedebs.

myidvelis mosmenisa da maTze zrunvis garda, Wal-Mart-i Tavis Tanam-

Sromlebzec kargad zrunavs. mas swams, rom, saboloo jamSi, kompaniis person-

ali misi miRwevebis realur mizezs warmoadgens. Wal-Mart-ma Tavis

TanamSromlebs pirvelma uwoda `Associates-kolegebi~, praqtika, romelsac

konkurentebi dRes farTod iyeneben. kolegebi, partniorebis msgavsad, muSaoben,

operaciebSi aqtiurad arian CarTulni da kargi maCveneblisaTvis premiebsac

iReben.

Wal-Mart-Si yvela kolegaa – [mTavari aRmasrulebliT] dawyebuli

. . . floridaSi, 50-meaTe gzatkecilze gaxsnili Wal-Mart-is molare

janetiT damTavrebuli. `samoqmedo sityvebia `Cven~, ,,CvenTvis~ da

`Cveni~. Wal-Mart-is departamentis ufrosebi, saaTobiT muSaoben 30-ze

met departamentSi da xedaven iseT monacemebs, romlebsac bevri kom-

pania Tavis generalur menejerebs arasdros aCvenebs: xarjebi, frax-

tis gadasaxadebi, mogebis marJa. TiToeuli maRaziisaTvis kompania

mogebis marJas awesebs da, Tu maRazia am maCvenebels aWarbebs,

damatebiT mogebis nawils saaTobriv anazRaurebis reJimSi momuSave

kompanionebi inawileben.

Wal-Mart-is korporaciul kulturaSi partniorobis koncefcias fesvebi

Rrmad aqvs gadgmuli. misi damokidebuleba TanamSromlebisadmi ganimarteba,

rogorc TanamSromlebis saukeTesod dakmayofileba, rac, Tavis mxriv, momxmare-

blis met kmayofilebas niSnavs.

TTaavvii 1111 sacalo da sabiTumo vaWroba 443

dabolos, fasebze Tvalyuris devnebiT Wal-Mart-i realur faseulobas

uzrunvelyofs. Wal-Mart-i aris mwiri, mokrZalebuli sadistribucio meqanizmi –

mas industriaSi yvelaze dabali fasebis struqtura aqvs. misi dabali fasebi

met myidvels izidavs, met vaWrobas uzrunvelyofs, kompanias ufro efeqturs

xdis da yvelaze dabali fasebis dawesebis saSualebas iZleva.

Wal-Mart-is dabali fasebis mizezi nawilobriv misi saukeTeso menejmenti

da ufro daxvewili teqnologiaa. bentonvilSi, arkanzasi, kompaniis Stab-bina

flobs kompiuteruli komunikaciis sistemas, romelic SesaSuria Tavdacvis

departamentisTvisac ki. es sistema menejerebs uzrunvelyofs mTeli qveynis

masStabiT momentalur daSvebiT gayidvebisa da operirebis Sesaxeb

informaciasTan. maRaziebis efeqturad momaragebisaTvis misi uzarmazari,

mTlianad avtomatizebuli sadistribucio centrebi ukanaskneli teqnologiiT

aris aRWurvili. konkurentebTan SedarebiT,Wal-Mart-i reklamazec naklebs xar-

javs. imis gamo, rom igi myidvelisaTvis sasurvel saqonels maTTvis xelmi-

sawvdom fasad flobs, misi reputacia sityvieri marketingiT Woris

gavrcelebis siswrafiT vrceldeba. mas meti reklama arc sWirdeboda.

dabolos, Wal-Mart-i dabal fasebs kargad aprobirebeli `mkacri yidvis~

xarjze inarCunebs. maSin rodesac kompania myidvelTan Tbili urTierTobiT

aris cnobili. igi aseve kargad aris cnobili civi, mizanmimarTuli

urTierTobiT mimwodeblebTan, romelTa dabal fasebze dayoliebas cdilobs.

Semdegi pasaJi asaxavs Wal-Mart-is yidvis ofisSi vizits;

nu elodebiT Sexvedras da nu elodebiT megobrobas . . . rodesac

Segiyvanen Wal-Mart-is Sesyidvis menejerTan. erT-erT patara, spar-

tanul oTaxSi, magidasTan foladis mzeras elodeT da moemzadeT

fasebis daklebisaTvis. `es aris Zalian, Zalian fokusirebuli xalxi

da isini TavianT yidvis Zalas bevrad ufro Zlierad iyeneben, vidre

nebismieri sxva amerikaSi, _ acxadebs ZiriTadi sabiTumo firmis mar-

ketingis ganyofilebis vice-prezidenti, _ akrZalulia yvelanairi

normaluri amxanaguri rituali. maTi umaRlesi prioritetia, rom

yovelTvis da nebismier SemTxvevaSi yvelam icodes, vin aris pasuxis-

mgebeli _ es aris Wal-Mart-i. isini nazad saubroben, magram maT tira-

nis gulebi aqvT da,Tu momzadebuli ar xarT, amas Tavs namdvilad ver

gaarTmevT~.

Wal-Mart-is erT-erTi yofili Sesyidvis menejeri hyveba Tavisi erT mil-

iard dolariani biujetis Sesaxeb: `amerikis SeerTebul StatebSi me yvelaze

didi fanqari mqonda da,Tu vinme iseT rames gaakeTebda,rac Cvens programas ar

Seesabameboda, me SemeZlo Cemi fanqari gametexa, magidaze damegdo da ukan aRar

davbrunebuliyavi.~ amis sapasuxod, bevrma mommaragebelma bentonvilSi Wal-Mart-is pativsacemad Camoayaliba mTeli rigi Tavisi gundebi da ofisebi. NewellRubbermaid-is bentovilis ofisi Wal-Mart-is Stab-binidan zustad 60 wamis

savalzea da pirvel sarTulze gaxsnili misi maRaziis zusti aslia.

damkvirvebeli gancvifrebulia, nuTu SeiZleba Wal-Mart aseTi uzarmazari

iyos da Tavisi miznebis fokusireba da pozicionireba mainc SeinarCunos. isini

gancvifrebuli arian, SeZlebs ki kidev ufro didi Wal-Mart momxmarebelTan da

TanamSromlebTan kvlav axlos yofnas. kompaniis menejerebi amaSi darwmuneb-

ulebi arian. ar aqvs miSvneloba,Tu sad muSaobs igi,Wal-Mart-is gamocxadebuli

politika myidvelebze zrunvaa _ `yvelaferi erT maRaziaSi~. erT-erTi ufrosi

aRmasrulebeli acxadebs: `sanam momxmarebelze reagirebis unars ar

davkargavT, Cven yovelTvis kargad viqnebiT.~1

Wal-Mart-is istoria, im kompaniis saqmianobaSi CaRrmavebis saSualebas iZleva,

romelic sadReisod erT-erT yvelaze warmatebul sacalo movaWres warmoad-

gens. es Tavi ganixilavs sacalo da sabiTumo vaWrobas. pirvel nawilSi Cven

gadavxedavT sacalo vaWrobis arssa da mniSvnelobas, maRaziebSi da maRaziebs

gareT momuSave sacalo movaWreebis tipebs, sacalo movaWreebis mier miRebul

gadawyvetilebebsa da sacalo vaWrobis momavals. meore nawilSi ki imave

Temebs sabiTumo vaWrobasTan mimarTebaSi ganvixilavT.

■❚ ssaaccaalloo vvaaWWrroobbaa

ra aris sacalo vaWroba? Cven yvelam viciT,rom Wal-Mart-i,Home Depot-i da Target -i

sacalo movaWreebi arian, magram aseTive tipis sacalo movaWrea Avon,Amazon.com-i, adgilobrivi Holiday Inn da eqimi, romelic pacients sinjavs.

ssaaccaalloo vvaaWWrroobbaa gulisxmobs vaWrobas, romlis mizania, saboloo momxmarebels

pirdapir mihyidos produqti an momsaxureba maTi personaluri, arasaqmiani

(arabizness) moxmarebisaTvis. bevri dawesebuleba – sawarmoebi, sacalo da

sabiTumo movaWreebi – ewevian sacalo vaWrobas. magram sacalo vaWrobis

umetes nawils ssaaccaalloo mmoovvaaWWrreeeebbii asruleben _ anu im biznesis mimdevrebi,

romelTa gayidvebi dasabams sacalo vaWrobidan iRebs.

miuxedavad imisa,rom sacalo vaWroba ZiriTadadMmaRaziebSi xorcieldeba,

am bolo dros maRaziisgare sacalo vaWroba ufro swrafad viTardeba, vidre

maRaziisSida sacalo vaWroba. maRaziisgare sacalo vaWroba aris saboloo

myidvelisaTvis saqonlis miyidva pirdapir fostis, katalogebis, telefonis,

internetis, satelevizio programebis Cvenebebis, saojaxo da saofise miRebebis,

saqonlis saxlSi mitanis, savaWro avtomatebisa da sxva pirdapiri gayidvebis

gamoyenebiT. pirdapiri gayidvis amgvar midgomebs detalurad me-13 TavSi

ganvixilavT. am TavSi ki maRaziaSi ganxorcielebul sacalo vaWrobaze

gavamaxvilebT yuradRebas.

ssaaccaalloo mmoovvaaWWrreeeebbiiss ttiippeebbii

arsebobs yvela formisa da zomis sacalo maRazia da TandaTan sacalo

vaWrobis axali tipebic ikveTeba. sacalo vaWrobis yvelaze mniSvnelovani

tipebi mocemulia cxrilSi 11.1. maTi klasifikacia SesaZlebelia ramdenime

maxasiaTeblis mixedviT. am TavSi yuradReba gamaxvilebulia maT mier

SemoTavazebuli momsaxurebis moculobaze, produqtis seriebis raodenobaze,

dawesebul SefardebiT fasebze da organizaciul struqturaze.


ssaaccaalloo vvaaWWrroobbaa

((Retailing)vaWroba, romlis mi-

zania, saboloo momx-

marebels pirdapir

mihyidos produqti

an momsaxureba, maTi

personaluri, arasaq-

miani (arabizness)

moxmarebisaTvis.

ssaaccaalloo mmoovvaaWWrree

((Retailer)Suamavali organiza-

cia, romelic upirve-

les yovlisa calo-

biT vaWrobs.

ccxxrriillii 1111..11 sacalo maRaziebis ZiriTadi tipebi

ssppeecciiaalliizzeebbuullii mmaaRRaazziieebbii ((Specialty Stores)):: yidian mcire produqtis seriebs farTo asortimentiT. aseTebia tan-

sacmlis, sportuli saqonlis, avejis, yvavilebis, wignebis maRaziebi da a.S. tansacmliT movaWre maRazia iqneboda

erTi seriis mqone maRazia, mamakacis tansacmliT movaWre _ SezRuduli seriis mqone da mamakacis Cveulebrivi

perangebiT movaWre ki _ superspecializebuli maRazia. magaliTad, The Body Shop, Gap, The Athlete's Foot.

uunniivveerrmmaaRReebbii ((Departament Stores)):: momxmarebels sTavazobs saqonlis farTo asortimentis bevr serias. magaliTad,

tansacmels, saojaxo avejs da saojaxo saqonels. TiToeul serias marTavs calkeuli ganyofileba profesiona-

li savaWro personalis saSualebiT. magaliTad, Sears, Macy's.

ssuuppeerrmmaarrkkeetteebbii ((Supermarkets)):: SedarebiT didi zomisa da moculobis, dabali marJisa da fasebis, TviTmomsaxurebis

maRazia, romelic gansazRvrulia myidvelis sakvebisa da saojaxo produqciaze moTxovnilebebis dasakmayofileb-

lad. magaliTad, Kroger, Vons, A&P, Food Lion.

mmoossaaxxeerrxxeebbeellii mmaaRRaazziieebbii ((Convenience Stores)):: SedarebiT mcire zomis maRazia sacxovrebel adgilTan axlos, rome-

lic mTeli kviris ganmavlobaSi gvianobamde muSaobs da momxmarebels sTavazobs mxolod garkveuli saxis,

magram maRali brunvis mqone saqonels umniSvnelod momatebul fasebSi. magaliTad, 7-Eleven, Stop-N-Go, Circle.K

ffaassddaakklleebbeebbiiss mmaaRRaazziiaa ((Discount Stores)):: vaWroben dabal fasebSi, mcire marJiT da didi moculobis standartuli

saqoneliT. magaliTad: General-Wal-Mart, Target, Kmart.

CCaammooffaasseebbuullii ssaaqqoonnlliiTT mmoovvaaWWrree mmaaRRaazziieebbii ((Off-price Retailers)):: saSualoze dabal sabiTumo fasebSi Sesyidul saqo-

nels yidian sacalo saSualoze dabal fasebSi. saqoneli, xSirad SemorCenili an Warbad nawarmoebi saqonelia,

romelsac mewarmeebidan an sxva sacalo movaWreebidan yidulobs. es moicavs mewarmeebis mflobelobaSi an maTi

eqspluatiaciis qveS arsebuli sawarmoebis savaWro wertilebs (Mikasa); Camofasebuli saqonlis damoukidebel sa-

calo movaWreebs, romlebsac floben da ganageben mewarmeebi, an ufro msxvili sacalo vaWrobis korporaciis ga-

nayofebi (TJ Maxx); da klub-sawyobebs (an sabiTumo sacalod movaWreebs), romlebic didi fasdaklebiT yidian

brendis saxelis mqone sursaTs, mowyobilobebs, tansacmelsa da sxva saqonels (Costo, Sam's, BJ's Wholesale Club).

ssuuppeerrmmaaRRaazziieebbii ((Superstores)):: Zalian didi maRaziebi, romelTa mizania momxmareblis sasursaTo da arasasursaTo

produqtebisadmi zogadi moTxovnilebebis dakmayofileba. maT Soris igulisxmeba e.w. kategoriis amomwuri

(Category Killers anu erTi nawarmis mTlianad momcveli) erTi nawarmis momcveli specialuri supermaRaziebi, romle-

bic garkveul kategoriaSi didi asortimentiT vaWroben da kargad informirebuli momsaxure personali hyavT

(magaliTad,Wal-Mart-is supercentrebi, SuperTarget, Super Kmart Center); da hipermarketebi _ daaxloebiT 220,000 kvadratu-

li futis farTobis sivrce, romelic aerTianebs supermarketebs, fasdaklebisa da sasawyobo sacalo movaWreebs

(magaliTad, Carrefour [safrangeTi], Pyrca [espaneTi])


mmoommssaaxxuurreebbiiss mmooccuulloobbaa.. sxvadasxva produqti sxvadasxva moculobis momsax-

urebas saWiroebs. sacalo movaWres momsaxurebis sami donidan erT-erTis

SeTavazeba SeuZlia: TviTmomsaxureba, SezRuduli momsaxureba da sruli mom-

saxureba.

TviTmomsaxurebis sacalo movaWreebi emsaxurebian iseT momxmarebels,

romelic fulis dasazogad sakuTari surviliT asrulebs `̀ggaannaaTTaavvssee--SSeeaaddaarree--

SSeeaarrCCiiee~~ process. TviTmomsaxurebis dawesebiT, sacalo movaWres SeuZlia

SesTavazos dabali fasebi. Cvelebriv, aseT midgomas iyeneben yoveldRiuri

moxmarebis saqonlis (supermarketebi) da nacionaluri brendis, swrafad

moZravi ZiriTadi saqonlis (rogoric aris Best Buy) gamyidvelebi.

SezRuduli momsaxurebis sacalo movaWreebi, rogorebic arian Sears an

JCPenny, ufro met daxmarebas uzrunvelyofen momxmareblisTvis, radgan isini

ufro farTo asortimentis saqonels floben, romlis Sesaxebac momxmarebeli

informacias saWiroebs. maTi gazrdili saoperacio xarjebis pirobebSi, fase-

bic SedarebiT maRalia. sruli momsaxurebis sacalo movaWreebi, rogorebic

arian specializebuli maRaziebi da pirveli klasis univermaRebi, momx-

marebels daxmarebas sTavazobs yidvis procesis nebismier fazaSi. sruli mom-

saxurebis maRaziebi xSirad ufro met specializebul saqonels floben,

romelsac momxmarebeli `elis xolme.~ isini ufro met momsaxurebas uzrunve-

lyofen, romelic, sabolood, met saoperacio xarjebs saWiroebs, rac

momxmareblisaTvis dawesebul maRal fasebSi aisaxeba.

pprroodduuqqttiiss sseerriiaa.. sacalo movaWreebis klasifikacia SesaZelebelia maTi pro-

duqtis asortimentis moculobisa da raodenobis mixedviTac. zogierTi

sacalo maRazia, rogoric aris ssppeecciiaalliizzeebbuullii mmaaRRaazziiaa,, produqtis mcire

serias yidian da am seriaSi produqtis farTo asortimenti gaaCniaT. dRes spe-

cializebuli maRaziebi ayvavebis stadiaSia. marketinguli segmentaciis, mizno-

brivi marketingisa da produqtis specializaciis tendenciis zrdam

moTxovnileba iseT maRaziebze gazarda, romlebic specifikur produqtebsa da

segmentebze arian fokusirebulni.

uunniivveerrmmaaRRii sxvadasxva produqciis seriis (profilis) farTo asortiments

yidis. ukanasknel wlebSi univermaRebi moeqcnen, erTi mxriv, ufro fokusire-

buli da moqnili specializebuli maRaziebisa da, meore mxriv, ufro efeqtiani

da dabalfasiani fasdaklebebis

mqone maRaziebis wnexis qveS. fas-

daklebebiT gamowveuli saSiSroe-

bis Tavidan asacileblad, bevrma

univermaRma mastimulirebel fas-

warmoqmnas mimarTa. sxvebma, spe-

cializebuli maRaziebisaTvis kon-

kurenciis gawevis mizniT,brendebis

maRaziebisa da `dizainerTa maRa-

ziebis~ centrebi gaxsnes. zogmac

ki bedi safosto, satelefono da

eleqtronul vaWrobaSi scada. mom-

saxurebis done diferencirebis

umTavres faqtorad darCa. Nordstrom,Saks, Neiman Marcus da sxva maRali

klasis univermaRebi warmatebas

maRalxarisxian momsaxurebaze yu-

radRebis gamaxvilebiT aRweven.

ssuuppeerrmmaarrkkeetteebbii arian sacalo

vaWrobis maRaziebi, sadac momxmare-

beli sayidlebisaTvis yvelaze

xSirad Sedis. Tumca, dRes maTi

gayidvebis moculoba mcirediT

izrdeba, rac dakavSirebulia mo-

saxleobis raodenobis Senelebul

zrdasa da mosaxerxebeli maRa-

ziebis, sakvebiT movaWre fasdak-

uunniivveerrmmaaRRii

((Department store)calobiT movaWre

maRazia, romelic

momxmarebels saqon-

lis produqciis

mraval serias sTa-

vazobs. TiToeul

jgufs, gankargavs

calke ganyofileba,

romelsac profe-

sionali personali

marTavs.

ssuuppeerrmmaarrkkeettii

((Supermarket)didi zomisa da mo-

culobis, dabali

marJisa da fasis

TviTmomsaxurebis ma-

Razia, romelic sak-

vebiT, sarecxi saSua-

lebebiTa da saoja-

xo produqtebis

farTo asortimentiT

vaWrobs.

ssppeecciiaalliizzeebbuullii

mmaaRRaazziiaa ((Specialtystore)sacalo movaWre, ro-

melic produqciis

mcire serias yidis

da am seriebSi

farTo asortimentis

produqti gaaCnia.

■ `kuWis wilisaTvis~ brZolaSi bevrma msxvilma supermarketma damatebiT

eleqtronuli gayidvebs miyo xeli. dRes univermaRebis erTi meoTxedi sa-

qonels internetis saSualebiT yidis.

lebis maRaziebisa da supermaRaziebis mxridan konkurenciis zrdaze. super-

marketebs didi ziani miayena, agreTve, swrafi kvebis obieqtebis zrdis tempma.

amrigad, supermarketebis umetesoba meti myidvelis misazidad pirobebs

aumjobesebs. `kuWis wilisaTvis~ brZolaSi bevrma msxvilma supermarketma mom-

saxurebis xarisxi aamaRla, xeli mihyo gastronomiuli delikatesebisa da

zRvis axalTaxali produqtebiT vaWrobasac. sxvebi sakvebis fasdaklebis

maRaziebisTvis ufro efeqturi konkurenciis gasawevad fasebs amcireben da

ufro efeqtian operaciebs uzrunvelyofen. dabolos, zogierTma maTganma ele-

qtronuli vaWrobac mosinja. dRes, yvela sasursaTo maRaziis erTi meoTxedi

Tavis saqonels internetis saSualebiT yidis. kompania Forrester Research-isSefasebis Tanaxmad, uaxloes periodSi aSS-is ojaxebis 18 procenti sasursaTo

produqtebs eleqtronuli vaWrobis gamoyenebiT SeiZens. igive gamokvleva it-

yobineba, rom aseTi ojaxebis raodenoba, romelic gasul wels 4.5 milions

aRwevda, 2006 wlisaTvis 14 milions gadaaWarbebs.2

mmoossaaxxeerrxxeebbeellii mmaaRRaazziieebbii arian mcire zomis maRaziebi, romlebic

momxmareblebs mxolod garkveuli saxis, magram maRali brunvis mqone,saqonels

sTavazoben. SeerTebuli Statebis 132000 mosaxerxebeli maRaziis monacemebis

Tanaxmad, gasul wels, aseTi maRaziebis gayidvebis moculobam 290 miliardi

dolari Seadgina. mosaxerxebeli maRaziebis Semosavlis 60 procentze meti

benzinis gayidvebze modis, maRaziebis SigniT navaWris Semosavlebis 50

procentze meti ki sigaretebze da sasmelebze.3

ukanasknel wlebSi mosaxerxebeli maRaziebis industria Seecada

mdedrobiTi sqesis myidvelebis mizidvas. isini uars amboben `satvirTo

manqanebis gasaCerebeli adgilis~ imijze, sadac mamakacebi ludis, sigaretisa

da Jurnalebis sayidlad midian. amis nacvlad, axlad momzadebul sakvebsa da

ufro sufTa da usafrTxo garemos sTavazoben myidvels. bevri maTgani

mikromarketingsac mimarTavs – anu TiToeuli maRaziis saqonlis morgeba

samezoblo raionis gansakuTrebul moTxovnilebebze. magaliTad, Stop-N-Gomdidar raionSi yidis axlad momzadebul, xorcis specialur wvnians

gurmanebisaTvis, Evian-is civ wyalsa da ZviradRirebul Rvinoebs. igive

maRaziebi espanur raionSi espanurenovan Jurnalebsa da espaneli

momxmareblis gansakuTrebuli moTxovnilebebis Sesabamis saqonels yidian.

ssuuppeerrmmaaRRaazziieebbii arian supermarketebze bevrad didi maRaziebi, romlebic

sTavazoben rutinulad Sesasyidi sasursaTo da arasasursaTo produqciis

did asortiments. Wal-Mart-i, Kmart-i, Target-i da sxva sacalo maRaziebi

sTavazoben supercentrebs, sadac yuradReba jvaredini gasaRebis xelovnebazea

gamaxvilebli. magaliTad, tosterebi, axlad gamomcxvari puris siaxloves

awyvia, samzareulos mowyobiloba sakvebis daxlebis siaxloves aris

moTavsebuli, xolo sabavSvo centrebi yidian yvelafers, dawyebuli bavSvebis

sakvebiT, damTavrebuli tansacmliT. SeerTebul StatebSi, supermarketebis

industriasTan SedarebiT, romlis wliuri namati mxolod 1 procents

Seadgens, supercentrebis gayidvebi 25 procentiT izrdeba. Wal-Mart-i, romelmac

Tavisi pirveli supercentri 1998 wels gaxsna, dRes 1,250 supercentrze mets

flobs, rac mTeli supercentrebis 70 procents Seadgens. 4

ukanasknel wlebSi gaizarda im supermaRaziebis raodenoba, romlebic,

gigantur specializebul e.w. ,,kategoriis amomwuri~ anu erTi nawarmis

mTlianad momcvel maRaziebs warmoadgenen. TviTmfrinavebis angaris zomis

maRazia, romelic gansazRvruli kategoriis produqtis Zalian farTo asorti-

ments flobs da maRalkvalificiuri TanamSromlebi hyavs. kategoriis

amomwurebi arian iseT produqtebis kategoriebSi, rogorebicaa wignebi, bavSvis

tansacmeli, saTamaSoebi, eleqtrosaqoneli, saojaxo pirobebis gaumjobesebis

produqtebi, wveulebisaTvis saWiro saqoneli,sportuli produqcia da Sinauri

cxovelebisaTvis saWiro saqonelic ki. supermaRaziis kidev erTi varianti

aris hipermarketi _ uzarmazari supermaRazia, SesaZloa fexburTis eqvsi moed-

nis farTobze ganTavsebuli. miuxedavad imisa, rom hipermarketebma evropisa da

msoflios sxva bazrebze Zalian did warmatebas miaRwies, SeerTebuli

Statebis bazarze maT naklebi warmateba moipoves.

dabolos, zogierTi sacalo movaWrisaTvis produqtis seria momsaxurebas

warmoadgens. sacalo momsaxureba gulisxmobs sastumroebsa da motelebs,

bankebs, aviaxazebs, kolejebs, saavadmyofoebs, kinoTeatrebs, tenisisa da


mmoossaaxxeerrxxeebbeellii mmaaRRaa--

zziiaa ((Convenience store)mcire zomis maRazia

sacxovrebel adgil-

Tan axlos, romelic

mTeli kviris ganma-

vlobaSi gvianobamde

muSaobs da momxmare-

blebs mxolod gar-

kveuli saxis, magram

maRali brunvis mqo-

ne,saqonels sTavazobs.

ssuuppeerrmmaaRRaazziiaa

((Superstore)Cveulebriv super-

marketebze bevrad

didi maRazia, rome-

lic garkveuli Sab-

loniT SeZenili sak-

vebisa da arasakvebi

produqtebis didi

asortimentiT vaW-

robs, aseve sTava-

zobs qimwmendis, da

safosto momsaxure-

bas, fotoatelies

serviss, qviTrebis

ganaRdebas,sxvadasxva

angariSebis gadax-

das, lanCis daxlebs,

manqanebsa da Sinaur

cxovelebze zrunvis

momsaxurebas.

kkaatteeggoorriiiiss aammoommwwuurrii

((Category killer)erTi nawarmis mTlia-

nad momcveli. gigan-

turi specializebu-

li maRazia,romelsac

gansazRvruli kate-

goriis produqtis

Zalian farTo asor-

timents flobs da

maRalkvalificiuri

TanamSromlebi yavs.


boulingis klubebs, restornebs, profilaqtikebs, Tmis movlis maRaziebsa da

qimwmendas. SeerTebul StatebSi sacalo momsaxurebis kompaniebis raodenoba

ufro swrafad izrdeba, vidre produqtiT movaWre sacalo movaWreebis ricxvi.

SSeeddaarreebbiiTTii ffaasseebbii.. sacalo movaWreebis dayofa aseve SesaZlebelia maT mier

dawesebuli fasebis mixedviT (ixileT cxrili 11.1). sacalo movaWreebis umete-

soba saSualo fasebsa da saSualo xarisxis saqonlisa da momsaxurebis

sTavazobs, sxvebi ki maRali xarisxis saqonelsa da momsaxurebas maRal fasebs

sTavazoben. dabali fasebiT movaWre sacalo movaWreebi arian fasdaklebebis

maRazia da Camofasebuli saqonliT movaWre.

ffaassddaakklleebbeebbiiss mmaaRRaazziiaa standartuli warmoebis saqonels iafad yidis da,

Sesabamisad, aqvs mcire mogebis marJa, magram maRali saqonelbrunva. adre arse-

buli fasdaklebebis maRaziebi, fasebs momsaxurebis donis Semcirebis xarjze

uzrunvelyofdnen. amasTan erTad, dabal saijaro gadasaxadis gamo, moSore-

bul, rTulad misadgom raionebSi ganTavsebuli sacavis msgavs SenobebSi

muSaobdnen. ukanasknel wlebSi,fasdaklebis sxva maRaziebisa da univermaRebis

intensiuri konkurenciis pirobebSi, fasdaklebebis maRaziebma `fasebi

gazardes~. maT gaaumjobeses maRaziebis gaformeba, daamates axali produqciis

seriebi da momsaxureba, rac SedarebiT ufro maRal fasebs iwvevs.

CCaammooffaasseebbuullii ssaaqqoonneelliiTT mmoovvaaWWrree.. rodesac fasdaklebebis maRaziebma fasebi

gazardes, dabali fasebis sferoSi warmoSobili mniSvnelovani vakuumis

amosavsebad gamoCnda Camofasebuli

saqonlis movaWreebis axali talRa.

fasdaklebebis maRaziebi saqonels,

Cveulebriv, sabiTumo fasebSi yidu-

loben da ufro dabal marJas awe-

seben. Camofasebuli saqoneliT

movaWreebi ki, saqonels sabiTumo

fasaze dabal fasSi yiduloben da

yvela tipis sacalo movaWreebze

nakleb gasayid fasebsac aweseben.

Camofasebuli saqoneliT movaWreebs

yvela sferoSi SexvdebiT, dawye-

buli sakvebiT, tansacmliTa da

eleqtrosaqonliT, damTavrebuli

dabali momsaxurebis mqone bankebi-

Ta da brokeruli firmebiT.

arsebobs Camofasebuli saqo-

neliT movaWreebis sami tipi. ese-

nia: sawarmoebis savaWro wertilebi,

Camofasebuli saqonlis damouki-

debel sacalo movaWreebi da klub-

sawyobebi. CCaammooffaasseebbuullii ssaaqqoonnlliiss

ddaammoouukkiiddeebbeellii ssaaccaalloo mmoovvaaWWrreeeebbii

kerZo biznesebs an didi korpo-

raciis ganayofs warmoadgenen. amis

magaliTebia iseTi sacalo

maRaziebi, rogorebic arian T.J. Maxx da Marshall’s, romlebsac flobs TJXCompany-ia da onlain movaWreebi RetailExchange.com, Redtag.com da CloseOutNow.com.

ssaawwaarrmmooss ssaavvaaWWrroo wweerrttiilleebbii – rogorebic arian manhetenis brendebis

Fashion Outlet-i da Liz Claiborne-is, Carters-is, Levi Strauss-isa da sxva mewarmeebissavaWro wertilebi. zogierT SemTxvevaSi, sxvadasxva mewarmis savaWro wer-

tilebi erTad ganTavsdebian da warmoqmnian sawarmos savaWro wertilebis

molebs. iq aTobiT sawarmos savaWro wertili myidvels saqonels sacalo

fasis 50 procentze dabal fasad sTavazobs. sawarmos savaWro wertilebis

molebi (malls) sacalo vaWrobis erT-erT yvelaze swrafad mzard dargad iqca.

dRes isini ufro zeda, prestiJul segmentebzec gadian da sityva ,,sawar-

mos~ aRarc ki xmaroben. Sesabamisad, sawarmos savaWro wertilebsa da sacalo

ffaassddaakklleebbeebbiiss mmaaRRaa--

zziiaa ((Discount store)sacalo movaWre, ro-

melic standartuli

warmoebis saqonels

iafad yidis da, Sesa-

bamisad, aqvs mcire

mogebis marJa, magram

maRali saqonelb-

runva.

CCaammooffaasseebbuullii ssaaqqoo--

nneelliiTT mmoovvaaWWrree ((Off-price retailer)saSualoze dabal

sabiTumo fasebSi

Sesyiduli saqonlis

saSualoze dabal

sacalo fasebSi ga-

yidva. amis magali-

Tebia: qarxnis sa-

vaWro wertilebi,

Camofasebuli saqon-

lis damoukidebeli

sacalo movaWreebi

da klub-sawyobebi.

■ Camofasebuli saqoneliT sacalo vaWroba: fabrika-qarxnebis savaWro wer-

tilebi da savaWro centrebi ,,molebi~ ukanasknel wlebSi Zalian ayvavdnen

da Seqmnes sacalo vaWrobis erT-erTi yvelaze swrafad mzardi sfero

CCaammooffaasseebbuullii ssaaqqoo--

nneelliiss ddaammoouukkiiddeebbee--

llii ssaaccaalloo mmoovvaaWWrree

((Independent off-priceretailer)Semcirebuli fasebiT

movaWre sacalo or-

ganizacia, romelic

an kerZo biznes, an

didi korporaciis

ganayofs warmoad-

gens.

vaWrobis tradiciul formebs Soris arsebul naprals avseben. am gansxvavebis

SemcirebasTan erTad, aseTi savaWro centrebisagan (,,molebisagan~.) SemoTavaze-

buli fasdaklebebic ufro mcirdeba. dRes, sul ufro meti amgvari maRazia

iseT brendebs sTavazobs, rogorebic aris Coach, Polo Ralph Lauren, Dolce & Gabbana,Giorgio Armani, Gucci da Versace, rac am brendebis mimarT univermaRebis protests

iwvevs. univermaRebi ufro maRali xarjebis gamo, iZulebulni arian maRali

fasebi daaweson. am protestebze mewarmeebi pasuxoben, rom sawarmos savaWro

wertilebs isini ugzavnian gasuli wlis saqonels, univermaRebs ki axali

saqonliT amarageben. aseTi savaWro centrebi dasaxlebuli adgilebidan

moSorebiT arian ganlagebuli, rac maTTan misvlas arTulebas. da mainc,

univermaRebs aSinebs myidvelebis raodenobis zrda, romlebic dasvenebis

dReebSi aseT adgilebSi miemgzavrebian, raTa mniSvnelovani danazogis fasad

brendebis saqoneli moimaragon.5

kklluubbii--ssaawwyyoobbii (an sabiTumo klubebi, an sawevro sawyobebi), iseTebi

rogorebic aris Sam’s Club, Costco da BJ’s, Tavis saqmianobas uzarmazar, sacavis

msgavs SenobebSi axorcieleben da momsaxurebis SedarebiT dabal xarisxs

uzrunvelyofen. myidvelebma TviTon unda miitanon aveji, mZime xelsawyoebi da

sxva didi sagnebi gasasvlelebamde,sadac angariSsworeba xdeba. aseTi klubebi

saqonlis saxlSi mitanas ar uzrunvelyofen da xSirad sakredito baraTebs

ar iReben. Tumca SerCeuli brendis saqonels isini ukiduresad dabal fasSi

da saCuqrebis TanxlebiT sTavazoben. am bolo dros, rodesac ekonomikis

Sesustebam bevri tradiciuli sacalo movaWris zrda Seanela,klub-sawyobebis

biznesma aRmasvla daiwyo. dRes `momxmarebeli saukeTeso faseulobazea kon-

centrirebuli, _ acxadebs industriis analitikosi, _ da saukeTeso faseuloba

ki ganTavsebulia klubSi~.6

oorrggaanniizzaacciiuullii ssttrruuqqttuurriiss mmiiddggoommaa.. miuxedavad imisa, rom sacalo movaWre

bevri maRazia damoukidebel mflobelobaSia, sul ufro bevri movaWre iRebs

garkveuli tipis korporaciuli da xelSekrulebiTi organizaciis formas.

sacalo movaWre organizaciebis ZiriTadi tipebia: korporaciuli qseli,

nebayoflobiTi qselebi, sacalo movaWreebis kooperativebi, frenCaizuri

organizaciebi da sacalo vaWrobis konglomeratebi (merchandising conglomerates),romlebic aRwerilia cxrilSi 11.2.

ssaavvaaWWrroo qqsseellii ori an meti savaWro wertili, romlebic erToblivad kon-

troldeba. maTi maStabi uzrunvelyofs didi raodenobis saqonlis dabal

fasSi SeZenas da stimulirebaze ekonomias. maT SeuZliaT specialistebis daqi-

raveba iseT sakiTxebTan dakavSirebiT, rogorebic aris faswarmoqmna, stim-

ulireba, sacalo vaWroba, saqonlis maragis kontroli da gayidvebis prog-

nozireba.

korporaciuli qselis warmatebam biZgi misca damoukidebel sacalo

movaWreebs nebayoflobiT gaerTianebuliyvnen xelSekrulebiTi asociaciis

ori formidan erT-erTSi. aqedan erTi aris nebayoflobiTi qseli – sabiTumo

movaWris mier dasponsorebul damoukidebeli sacalo movaWreebis jgufi,

romelic jgufuri Sesyidvisa da saerTo sacalo vaWrobis procesSi monaw-

ileobs, rac Cven me-10 TavSi ganvixileT. amis magaliTebia Western Auto-sa da Doit Best-is teqnikuri aRWurvilobis maRaziebi. xelSekrulebiTi asociaciis

meore forma aris individualuri sacalo movaWreTa kooperativi _ damoukide-

beli sacalo movaWreebis jgufi, romlebic erTiandebian, raTa erToblivad

ganaxorcielon sabiTumo operaciebi da gaataron savaWro da mastimulire-

buli qmedebebi. amis magaliTebia Associated Grocers da Ace Hardware. aseTi forma

damoukidebel sacalo movaWreebs aZlevs saSualebas ekonomia gaakeTon

Sesyidvebze da stimulirebaze.

xelSekrulebiTi sacalo vaWrobis organizaciis kidev erTi forma aris

ffrraannCCaaiizzii.. franCaiz organizaciebsa da sxva xelSekrulebiT sistemebs

(nebayoflobiTi jaWvebi da individualuri sacalo movaWreebi) Soris

ZiriTadi gansxvaveba aris is, rom franCaizi, rogorc wesi, dafuZnebulia

unikalur momsaxurebaze an produqtze, biznesis warmoebis meTodze,

franCaizeris mier ganviTarebul savaWro saxelze, keTil nebaze an patentze.

franCaizi cnobilia iseT sferoebSi, rogorebic aris swrafi kveba,

videomaRaziebi, janmrTelobisa da fitnesis klubebi, silamazis salonebi, av-


ssaawwaarrmmooss ssaavvaaWWrroo

wweerrttiillii ((Factoryoutlet)dabali fasebiT sa-

calo vaWroba, ro-

melsac eweva fabri-

ka-qarxnebTan gaxsni-

li savaWro werti-

lebi, romlebic Zi-

riTadad vaWroben am

warmoebebis Warbi

produqciiT an wina

sezonidan Semor-

Cenili saqoneliT.

kklluubbii--ssaawwyyoobbii

((Warehouse club)dabali fasebiT sa-

calo movaWre, rome-

lic sagrZnobi fas-

daklebiT yidis Sez-

Ruduli arCevnis

brendirebul sasur-

saTo produqcias, aR-

Wurvilobas, tanisa-

mossa da sxva saqo-

nels Tavis wevrebze,

romlebic wliur

sawevro gadasaxads

ixdian.

ssaavvaaWWrroo qqsseellii ((Chainstores)ori an meti savaWro

wertili, romlebic

erToblivad kon-

troldeba, aqvT er-

Tiani Sesyidvebisa

da gayidvebis sis-

tema da yvela maRa-

ziaSi erTi da imave

produqciis seriebs

yidian.

ffrraannCCaaiizzii ((Franchise)mwarmoebels, biTumad

movaWres an momsaxu-

rebis sferos firma-

sa (franCaizeri) da

damoukidebel sawar-

mos an pirovnebas

Soris saxelSekru-

lebo urTierToba,

romlis drosac

franCaizis mimRebi

yidulobs uflebas

flobdes da ganageb-

des franCaizeris

erT an ramodenime

komerciul erTeuls

(obieqts) franCai-

zeris sistemaSi.


toijara, motelebi, turistuli saagen-

toebi, uZravi qoneba da aTobiT sxva

produqti Tu momsaxureba.

dRes franCaizis sistema SeerTebu-

li Statebis mTliani gayidvebis 35 pro-

cents marTavs. ukve TiTqmis SeuZlebe-

lia qalaqis centralur Tu gareubnis

quCebSi xetialisas ar SexvdeT McDonald’s-s,Subway-s, Jiffy Luby-s an Holliday Inn-s.dReisaTvis erT-erTi yvelaze cnobili

da warmatebuli franCaizeri McDonald’smsoflios 118 qveyanaSi 30,000 obieqtze

mets flobs. igi dReSi 46 milionze

met myidvels emsaxureba da mTeli sis-

temis masStabiT 41 miliard dolarze

meti moculobis gayidvebs axor-

cielebs. mTel msoflioSi McDonald-isrestornebis 70 procentze meti fran-

Caizis mflobelobaSi Sedis da maT

mier kontrolirdeba. SubWay-s sendviCe-bi da salaTebi aris erT-erTi yvelaze

swrafad mzardi franCaizi, 74 qveyanaSi

daaxloebiT 20,000 maRaziis mflobeli,

romelTagan 16,000 SeerTebul StatebSi

aris ganlagebuli. franCaizi iseT axal

sferoebSi gadadis, rogoric aris

ganaTleba. magaliTad, LearnRightCorporation Tavis meTodebs azrovnebis

ccxxrriillii 1111..22 sacalo movaWre organizaciuli struqturis ZiriTadi tipebi

ttiippii ggaannmmaarrtteebbaa mmaaggaalliiTTii

korporaciuli qselis erTianad kontrolirebadi ori an meti savaWro wertili. Tower Records, Fayva (fexsacmelebi),

maRaziebi am dros gamoiyeneba centralizebuli Sesyidvisa da kom- Pottery Barn (WurWeli da saojaxo

erciuli dagegmvis procesebi. es savaWro wertilebi yidian aveji)

msgavs saqonels. korporaciuli qseli gvxvdeba sacalo

vaWrobis yvela tipSi, magram gansakuTrebuli siZlieriT

gamoirCeva univermaRebSi, sxvadasxva wvrilmaniT movaWre

maRaziebSi, gastronomebSi, afTiaqebSi, fexsacmlis maRa-

ziebsa da qalTa tansacmlis maRaziebSi

nebayoflobiTi qseli biTumad movaWreebis sponsorobiT arsebuli damoukide- Independent Grocery Alliance (IGA), beli sacalo movaWreebis jgufi, romlebic erTianad Sentry Hardware, Western Auto, True Value.yiduloben saqonels

sacalo movaWreebis damoukidebeli sacalo movaWreebis jgufi, romelic Associated Grocers (sursaTi), Ace kooperativebi centralizebuli Sesyidvis organizacias axdens da (teqnikuri aRWurviloba)

stimulirebis erTobliv RonisZiebebs axorcileleben.

franCaizuli xelSekrulebiTi asociacia franCaizersa (mewarme, McDonald's, Subway, Pizza Hut, Jiffy organizaciebi biTumad movaWre an momsaxure organizacia) da Lube, Meineke Muffles, 7-Eleven

franCaizs Soris (damoukidebeli biznesmenebi, romle-

bic franCaizuli sistemis erT an met punqtebs floben

da maTi eqspluataciis uflebas yiduloben). rogorc

wesi, franCaizi organizaciebi ZiriTadad dafuZnebulia

unikalur produqtze, momsaxurebaze, biznesis marTvis

meTodze, savaWro saxelsa an patentze, aseve,franCaizeris

mier gamovlenil keTil nebaze.

sacalo vaWrobis Tavisufali formis korporacia, romelic aerTianebs Target Corporationkonglomerati sacalo vaWrobis ramdenime sxvadasxvagvar formas da

produqciis serias. maTi distribuciisa da menejmentis

funqciebis integraciasTan erTad, yalibdeba centraluri

mflobeloba.

■ franCaizingi: dRes franCaizis sistema marTavs SeerTebuli Statebis

mTliani gayidvebis 35 procents. Subway aris erT-erTi yvelaze swra-

fad mzardi franCaizi, romelic 74 qveyanaSi daaxloebiT 20000 maRa-

ziis mflobelia.

dasaufleblad franCaizis saxiT studentebisaTvis iyenebs. 7

dabolos, sacalo vaWrobis konglomerati (merchandising conglomerate) – kor-

poracia, romelic centraluri mflobelobis qveS sacalo vaWrobis ramdenime

formas aerTianebs. amis magaliTia Target Corporation-i, romelic axorcielebs _

Marshall Field-is (umaRlesi xarisxis univermaRi), Target-is (umaRlesi xarisxis

fasdaklebebis sacalo movaWre),Mervyn’s-isa (Sualeduri bazris tansacmeli da

saojaxo rbili aveji) da Target.direct-is (eleqtronuli sacalo vaWroba da pir-

dapiri marketingi) _ saqmianobas. diversificirebuli sacalo vaWroba, mraval-

brendirebuli strategiis msgavsad, uzrunvelyofs ekonomias, rac sasargebloa

yvela calkeuli sacalo operaciisaTvis.

ssaaccaalloo mmoovvaaWWrriiss mmaarrkkeettiinngguullii ggaaddaawwyyvveettiilleebbeebbii

myidvelebis misazidad da SesanarCuneblad sacalo movaWreebi yovelTvis

axali marketinguli strategiebis ZiebaSi arian. adre isini myidvelebs izi-

davdnen unikaluri produqtebiT, konkurentebTan SedarebiT meti an ukeTesi

momsaxurebis SeTavazebiT, an sakredito baraTebis gamoyenebis SesaZleblo-

bebiT. dRes nacionaluri brendis mwarmoeblebma, gayidvebis moculobis

gazrdis mizniT, TavianTi brendebi yvelgan ganaTavses. nacionaluri brendi

gvxvdeba ara marto univermaRebSi, aramed Camofasebuli saqonliT movaWreTa

maRaziebSi, fasdaklebebis maRaziebsa da internetSi. amis Sedegad ki, sacalo

vaWrobaSi arsebuli produqciis asortimenti sul ufro metad erTgvarovani

xdeba.

agreTve, sacalo movaWreebs Soris Semcirda momsaxurebis diferencireba.

momxmarebeli ufro sazriani da fasebisadmi metad mgrZnobiare gaxda. maT

aranairi mizezi ar gaaCniaT, identur brendSi meti gadaixadon, gansakuTrebiT

momsaxurebebs Soris umciresi sxvaobis pirobebSi. yvela am mizezis gamo,dRes

bevri sacalo movaWre Tavis marketingul strategias xelaxla adgens.

suraTis 11.1 mixedviT, sacalo movaWreebi Semdegi umTavresi marketinguli

gadawyvetilebebis winaSe dganan: miznobrivi bazari da maRaziis pozi-

cionireba, produqtisa da momsaxurebis asortimenti, fasi, stimulireba da

adgili.

ssuurraaTTii 1111..11

sacalo movaWris

marketinguli

gadawyvetilebebi

SeisveneT da dafiqrdiT yvela im gansxvavebuli tipis sacalo movaWreze,

romlebsac regularulad xvdebiT.

■ SearCieT erTmaneTTan axlos mdgomi produqtebi: fotokamera, mikro-

talRovani Rumeli, xelsawyo_iaraRebi, an raime sxva. naxeT es pro-

duqtebi or, erTmaneTisgan sagrZnoblad gansxvavebul, maRaziaSi. Sea-

dareT erTmaneTs es maRaziebi asortimentis, momsaxurebisa da

fasebis mixedviT. Tqven rom yidulobdeT am produqts,romel maTgans

SearCevdiT da ratom?

■ Tqveni azriT, ra momavali elis Tqvens mier SerCeul konkurent

maRaziebs?

SSeerrwwyymmaakkoonncceeffcciieebbiiss

ssiiCCqqaarriiss

SSeemmzzRRuuddaavvii


mmiizznnoobbrriivvii bbaazzaarrii ddaa ppoozziicciioonniirreebbiiss ggaaddaawwyyvveettiilleebbeebbii.. sacalo movaWrem,

pirvel rigSi,Tavisi sabazro mizani unda gansazRvros da Semdeg gadawyvitos,

am bazrebze rogor ganTavsdeba. unda iyos Tu ara maRazia maRali,saSualo Tu

dabali donis myidvelze fokusirebuli? ra surs miznobriv myidvels _

farTo da mravalferovani asortimenti, xelsayreli pirobebi Tu dabali

fasebi? sanam igi bazars ar gansazRvravs da profils ar SearCevs, sacalo

movaWre ver miiRebs mtkice gadawyvetilebas produqtis asortimentis, momsax-

urebis, faswarmoqmnis, reklamirebis, maRaziis dizainis an sxva nebismieri

sakiTxis Sesaxeb, ramac maTi pozicionirebis mxardaWera unda uzrunvelyos.

Zalian bevr sacalo movaWres Tavisi miznobrivi bazrisa da pozicionire-

bis zusti gansazRvra ar SeuZlia. isini cdiloben nebismieri myidvelis

survilis dakmayofilebas da, sabolood, verc erT bazars kargad ver akmay-

ofileben. amis sapirispirod, warmatebuli sacalo movaWreebi TavianT mizno-

briv bazars kargad gansazRvraven da Zlier pozicionirebasac uzrunvely-

ofen. efeqturi marketinguli strategiebis dagegmvisaTvis miznobrivi bazris

gansazRvras sasursaTo maRaziebic saWiroeben. magaliTad, Zlieri gamizvnisa

da pozicionirebis wyalobiT, maRalxarisxovani sasursaTo maRazia Whole FoodsaSS-Si sursaTis erT-erT yvelaze warmatebul sacalo movaWred iqca. (ixileT

marketingi muSaobis procesSi 11.1).

am Tavis dasawyisSi Cven vnaxeT, rogor iqca Wal-Mart-i erT-erT umsxviles

kompaniad sakuTar dapirebaze pozicionirebiT: `yovelTvis dabali fasebi.

yovelTvis!~. rogor SeuZlia fasdaklebis nebismier maRazias konkurencia

gauwios aseT uzarmazar da dominanat Wal-Mart-s? da kidev erTxel, amis

pasuxia kargi miznobrivi marketingi da pozicionireba. magaliTad, Wal-Mart-Tvis pirdapiri konkurenciis gawevis nacvlad, Target-ma miznad daisaxa,

urTierTsawinaaRmdego niSis dakaveba –

`umaRlesi xarisxi fasdaklebis fonze~.

Target-ma, igive Targe-zhay-m, rogorc mas

bevri moyvaruli-fani uwodebs Tavisi pozi-

cionireba ganaviTara. `Target aris civi go-

nebiT miRebuli gamocdileba da fulis da-

zogvas yvela civi gonebiT arCevs, _ ambobs

sacalo vaWrobis erT-erTi konsultanti, _

meore mxriv, SeZleben ki fulis aseve

uSfoTvelad dazogvas Kmart-Si an Wal-Mart-Si?me ase ar mgonia.~ Target-i ar aris Wal-Mart-ismagvari, goliaTi, romelmac Tavisi

saSualebiTa da misakravi daTuniebiT gareub-

nebi daipyro. da, ra Tqma unda, is ar aris

Kmart-i, romelic, miuxedavad Tavisi MarthaStewart-is Cais tiloebis sakidebisa, mainc

dabali xarisxis maRaziad rCeba. Target-s ufromkafio miznebi aqvs: ra Tqma unda, dabali

fasebi, magram maRalxarisxiani stilisa da

dizainis meSveobiT fasdaklebisaTvis kin-

klaobis Tavidan acileba. Target-is unari,

ganaTavsos sakuTari Tavi, rogorc

maRalxarisxiani alternativa, mas masobrivi

saqonliT Tanamed-rove movaWreebisgan

marTlac gamoarCevs. `Cven Zalian mkafio

strategia da brendi gvaqvs, _ acxadebs Target-is vice-prezidenti jeri stroCi, _ da es yve-

laferi dafuZnebulia mkafiod gamiznul

myidvelze. Target-is pozicionireba _ `elodeT

mets, gadaixadeT nakle-bi~ _ ufro SeZlebul

momxmarebels mouxmobs. isini, Cveulebriv, 40

wlamde asakis kolejis ganaTlebis mqone

qalebi arian, romelTa saojaxo Semosavali

50,000 dolars aRwevs. Target-is momxmarebeli

erTi vizitis dros saSualod 40 dolars

■ Target-ma - igive Tar-zhay-m, rogorc mas bevri moyvaruli

uwodebs - Tavisi mkafio pozicionireba ganaviTara, ro-

gorc ,,maRali faseulobis fasdamklebi~.



Wal-Mart-i TiTqmis yvelafers yidis,

rac niSnavs imas, rom igi ulmobel

konkurencias uwevs TiTqmis yvela

sxva sacalo movaWres, msxvilsa Tu

wvrils. Wal-Mart-i saTamaSoebis ba-

zarze Toys “R” Us-is umsxvilesi kon-

kurentia da igi yidis erT-naxevar-

jer met sasursaTo produqcias,

vidre sursaTis wamyvani sacalo mo-

vaWre Kroger-i. igi did Tavsatkivars

uCens Blockbuster-s DVD-isa gayidvasa

da gaqiravebis Semosavlebis mixed-

viT, xolo Circuit City-sa da Best Buy’s-is sayofacxovrebo teqnikis biznes-

Si. TiTqmis yvela sacalo movaWres

Wal-Mart-Tvis konkurenciis gasawevad

da gadasarCenad mTeli rigi strate-

giebi aqvT mofiqrebuli. Wal-Mart-sTviskonkurenciis gaweva mcire sacalo

movaWreebisaTvis kidev ufro rTulia.

rodesac qalaqSi axali Wal-Mart-iSedis, saojaxo sacalo movaWreebi,

xSir SemTxvevaSi, mocelili

balaxiviT ecemian.

aba, rogor uwevT konkurencias

iseT behemoTs, rogoric aris Wal-Mart? saukeTeso pasuxia: ar uwevT

konkurencias, pirdapir mainc ara. Se-

saZloa, Wal-Mart-Tan urTierTobis

yvelaze cudi strategia Wal-Mart-Tan

pirdapiri kokurencia iyos. pirdapi-

ri konkurenciis gawevis nacvlad,

gonieri konkurentebi sakuTari moq-

medebis ares frTxilad arCeven.

magaliTisTvis aviRoT WholeFoods-is bazari, patara, maRalxaris-

xiani sasursaTo qseli. igi Wal-Mart-is 2,700 maRaziis sapirispirod mxo-

lod 143 maRazias flobs da misi

wliuri Semosavlebi 3 miliard do-

larze naklebs Seadgens, maSin rode-

sac Wal-Mart-is Semosavali daaxloe-

biT 300 miliard dolars aRwevs.

miuxedavad imisa, rom yovelive es sa-

marTlian brZolas sulac ar hgavs,

Whole Foods ayvavebis gzas adgas. igi

warmatebas frTxili pozicionirebis

xarjze aRwevs. gansakuTrebiT, Wal-Mart-gan moSorebuli pozicionire-

biT. Mmasobriv bazarze gayidvebis

moculobis gazrdisa da viwro mar-

Jebis mopovebis nacvlad, Whole Foodsmiznobriv jgufad maRalSemosavlian

momxmarebels irCevs da mas `jansaR,

naturalur da delikatur sakvebs

sTavazobs, yovelive es ki ddedamiwis

dRis politikis safarSia gaxveuli~

(anu gamWirvaled miewodeba momxma-

rebels).

Whole Foods-is Zlieri pozicioni-

reba mis devizSia Sejamebuli: `janm-

rTeli sakvebi, janmrTeli xalxi,

janmrTeli planeta~. SeiareT WholeFoods-is adgilobriv maRaziaSi da na-

xavT, rom es sulac ar aris tipiuri

maRazia. masobrivi bazris tkbili

`kolas~ nacvlad, romliTac savsea

tradiciuli sasursaTo maRaziis

daxlebi, Whole Foods ekologiurad

sufTa gazian wyalsa da Odwalla-swvens sTavazobs. bostneulis ganyo-

filebaSi Tqven aRmoaCenT lurj

kartofils, sadilis TefSebis zomis

portabelas sokos, taros fesvebsa

da edamems (iaponuri mwvane soia).

tradiciuli nacionaluri brendis

adgili bunebrivma saponma da tua-

letis qaRaldma daikava. sauzmisaT-

vis gankuTvnil rigebSi Tqven aR-

moaCenT sacdel Tass, naturaluri

molurjo feris simindisagan da

selis marcvlebis Cifsebs. an medi-

taciis Semdgom wasaxemseblad sax-

lSi gaiyolebT uxorco ,,miusakas~

balaxeul Cais. kompaniis pozicioni-

rebis SesanarCuneblad maRaziis sa-

qonlis umetesobas Semdegi Sinaar-

sis iarliyebi akravs: `ekologiurad

Whole Foods:: ppoozziicciioonniirreebbaa Wal-Mart--iissaaggaann SSoorrss

11.1

Whole Foods, patara maRalxarisxiani sasursaTo qseli, romelic hyavs sag-

uldagulod SerCeuli momxmarebeli, romelTa gamocdileba da gemovneba

gansxvavdeba Wal-Mart-is momxmareblebisagan. amitom Whole Foods maT sTava-

zobs ,,organul, naturalur da gurmanebisaTvis gankuTvni sakvebs~.

mmaarrkkeettiinnggii mmuuSSaaoobbiiss pprroocceessSSii


sufTa~, `100%-iT naturaluri~ da àr

Secavs damatebebs~.

dedamiwis tonebSi gadawyvetili

Whole Foods-is veb-gverdi kompaniispozicionirebas aZlierebs. is sTava-

zobs jansaRi kvebis receptebs, ro-

goric aris `tkbili kartofilis

aladiebi kamis kremian sousTan er-

Tad~, `gamomcxvari ,,basmati~ da kal-

maxi mocxaris SigTavsiT~, `tafus,

temfehisa da soias sxva sadilebis

mosamzadebeli receftebi damwyebe-

bisaTvis~. veb-gverdze uxvad aris

mocemuli informacia janmrTelobis

uamrav sakiTxze, moyolebuli

WholeHealthMD-dan da amerikis bota-

nikur sabWodan. aq Tqven moipovebT

informacias yvela iseTi Temis Se-

saxeb, rogorebic aris dawyebuli

100-mde dasaxelebis samkurnalo ba-

laxiT, alternatiuli TerapiiT dam-

Tavrebuli,rogorebicaa akupunqtura,

refleqsologia da homeopaTiis al-

ternatiuli Terapia.

rogorc internetiT, aseve uSua-

lod, Whole Foods-is maRaziaSi vizitibevrad metia, vidre, ubralod maRa-

ziebSi siaruli. es gawvdiT Tqven

STabeWdilebebs. `Cven vqmniT maRa-

ziis garemos, romelic aris momxibv-

leli, mxiaruli, unikaluri, arafor-

maluri, komfortuli, mimzidveli,

aRmzrdelobiTi da saganmanaTleblo.

_ acxadebs kompania, _ Cveni survilia,

SevqmnaT maRazia, romelic sazoga-

doebrivi TavSeyris adgilad iqceva,

sadac Cveni momxmareblebi TavianT

megobrebTan Sesaxvedrad ivlian da

axal megobrebsac SeiZenen.~

Whole Foods-is dizaini yvelasaT-

vis gankuTvnili ar aris – maRali

donis sacalo movaWre momxmareblis

frTxilad gamiznul segments emsax-

ureba. Whole Foods-is momxmareblebi

arian mdidari, progresuli da ganaT-

lebuli adamianebi, romlebic iseT

sauniversiteto qalaqebSi cxovro-

ben, rogorebic aris ostini texasSi,

boulderi koloradoSi da ann_arbori

miCiganSi. maTi wliuri saojaxo Se-

mosavali aSS-is saSualo Semosavals

TiTqmis 8,000 dolariT aRemateba.

Whole Foods-is momxmarebeli jansaRi

cxovrebis wesiT cxovrobs, mas ain-

teresebs, ras miirTmevs da garemoze

zrunavs. isini kacobriobis keTil-

mosurneebi arian da maT ezizRebaT

ugulo korporaciuli sixarbe. am

momxmareblebisaTvis Whole FoodsmarTlac ar aris iseTi masobrivi

movaWris konkurenti, rogoric Wal-Mart-ia. faqtobrivad, Whole Foods-is

momxmarebeli ufro boikots gamouc-

xadebs adgilobriv Wal-Mart-s, vidreiq Seva da raimes SeiZens.

`Tavis ùrTierTdamokidebulebis

deklaraciaSi~ kompania aRiarebs,

rom misi devizis `janmrTeli sakve-

bi, janmrTeli xalxi, janmrTeli

planeta~ Sesabamisad moqmedeba bev-

rad metia, vidre, ubralod, sursaTis

gayidva. kompaniis veb-gverdis Tanax-

mad, `Cveni xedvis ganxorcielebis

warmateba izomeba momxmarebelTa

kmayofilebiT, TanamSromelTa daxe-

lovnebiTa da bednierebiT, investire-

buli kapitalidan miRebuli mogebiT,

garemos mdgomareobis gaumjobesebi-

Ta da adgilobrivi da sazogadoebe-

bis mxardaWeriT.~

amrigad,Whole Foods yvela im piris

keTildReobasa da cxovrebis xaris-

xze zrunavs, romlebsac kompaniasTan

raime kavSiri aqvT, eseni arian ro-

gorc momxmareblebi da TanamSrom-

lebi, agreTve, mimwodeblebi da far-

To sazogadoebebi, sadac is funq-

cionirebs. momxmareblebis mimarT

maT Rrma interesebi gaaCniaT. `Cveni

momxmareblis dasakmayofileblad

araordinarul saSualebebs mivmar-

TavT, _ acxadebs kompaniis warmomad-

geneli, _ Cveni survilia, rom maTi

molodini yidvis TiToeul etapze

davakmayofiloT da kidevac gadava-

WarboT mas.~ Whole Foods zrunavs Ta-

vis TanamSromlebze da maTSi inves-

ticias debs – ukanaskneli 6 wlis

ganmavlobaSi igi Jurnal Fortune–isàmerikaSi momuSave 100 saukeTeso

kompaniis~ siaSi imyofeba. Whole Foodszrunavs Tavis mimwodeblebze. ùr-

TierTdamokidebulebis deklaracia~

acxadebs: `dainteresebuli mxareebis

momsaxurebisas Cvens savaWro part-

niorebs mokavSireebis TvaliT vuyu-

rebT. Cven maT pativiscemiT, zrdilo-

bianad da patiosnad vepyrobiT da

sapasuxod imaves veliT. yovelive

amis gasamyareblad, qimiuri danamate-

bis gareSe moyvanili sakvebis TiTq-

mis eqskluziuri SeTavazebiT, kompa-

nia mxars uWers sicocxlisunarian,

garemosadmi megobrul agrarul

praqtikas.

Whole Foods Tavisi organizaciis

sazogadoebazec zrunavs. igi finan-

suri mxardaWeriT uzrunvelyofs im

TanamSromlebs, romlebic sazoga-

doebriv saqmianobas nebayoflobiT

asruleben. igi investicias adgilo-

brivi garemos pirobebis dacvaSic

debs. berkliSi, kalifornia, arsebu-

li Whole Foods-is erT-erTi maRazia

eleqtroenergias saxuravze ganTav-

sebuli specialuri mzis elementebis

saSualebiT iRebs, riTac zogavs

eleqtroenergiis gamoyenebas. WholeFoods-is mier sazogadoebis winaSeaRebul farTo valdebulebaze, al-

baT, yvelaze metad is faqti metyve-

lebs, rom Tavisi sufTa mogebis 5

procents igi arakomerciul organi-

zaciebs Sewirulobis saxiT aZlevs.

Zlier miznobriv marketingsa da

pozicionirebasTan erTad, aseTma

valdebulebebma Whole Foods qveynis

erT-erT yvelaze swrafad mzard da

yvelaze momgebian sacalo movaWred

aqcia. dReisaTvis igi bunebrivi sur-

saTis msoflios upirvelesi qselia.

misi maRalxarisxiani maRaziebi erT

kvadratul futze saSualod 689 do-

laris gayidvebs axorcieleben, rac

tradiciuli maCvenebels 75 procen-

tiT aRemateba. qseli Sedegad 2.9

procentis mqone mogebis marJas

iRebs, rac sasursaTo industriis

maCvenebels, saSualod, orjer aRema-

teba. maSin rodesac sxva sasursaTo

maRaziebis zrda SezRuduli aRmoC-

nda, ukanaskneli xuTi wlis ganmav-

lobaSi Whole Foods-is gayidvebi wli-

urad 20 procentiT izrdeboda.

momaval Svid weliwadSi kompania

Tavisi maRaziebis ricxvis 400-mde

gazrdas gegmavs.

amgvarad, Whole Foods-i msoflioSi

Wal-Mart-s pirdapir konkurencias vergauwevs. igi ver moergeba Wal-Mart-ismasobriv masStabur ekonomias, Ses-

yidvebis SesaZleblobebis daujere-

bel moculobebs, gansakuTrebiT mim-

zidvel lojistikas, farTo arCevans

da Znelad dasamarcxebel fasebs. da

kidev, is arc ki Seecdeba amis gake-

Tebas. piriqiT, myidvelisaTvis im

faseulobis SeTavazebiT, romlis

uzrunvelyofa Wal-Mart-s ar SeuZlia,

mas mizanSi hyavs is klientebi, ro-

melTa momsaxurebas Wal-Mart ver SeZ-

lebs. Wal-Mart-gan da sxva msgavsiprofilis sasursaTo maRaziebisgan

distancirebuli pozicionirebiT,

Whole Foods-ma msoflioSi sakuTari,

Zalian momgebiani adgili daimkvidra.

wwyyaarrooeebbii:::Aliya Sternstein, “Green Grocer,” Forbes,March 31, 2003, p. 40; Michael Thuresson, “HotFood,” Los Angeles Business Journal, February 24,2003, p. 4; “Whole Foods Pushing for Organic ProfitGrowth,” Money Digest, February 2003, p. 14; GalinaEspinoza and Alicia Dennis, “The Natural,” PeopleWeekly, November 4, 2002, p. 137; Vilma Barr,“Sunshine Supermarket,” Progressive Grocer, March 1,2003, p. 94; “Whole Foods Market Inc.,” Hoover’sCompany Profiles, Austin, June 15, 2003; andhttp://www.wholefoods.com, July 2003.

xarjavs, rac sxva masobriv maRaziebs TiTqmis orjer aWarbebs. `Cvens

maRaziebSi ufro maRali Semosavlisa da ukeTesi ganaTlebis mqone

myidveli Semodis, _ ambobs stroCi, _ rac ufro maRalia Tqveni

Semosavali, miT ufro metad giyvarT Target-i.~ Target-i, Tavisi

maRalxarisxiani fasdaklebis niSis wyalobiT, sakuTari Tavis _

goliaT konkurent Wal-Mart-isagan _ gamorCevas axerxebs. `Wal-Martaris udidesi sacalo movaWre, _ ambobs stroCi, _ Zalian cotam Tu

SeZlo misTvis konkurenciis gaweva da gadarCena.~ dReisaTvis ki

Target-is 1,160 maRaziaze meti araTu gadarCa, maT warmatebasac ki

miaRwies. Target-i weliwadSi 100 axali maRaziis gaxsnas gegmavs. adre

xalxi ambobda: `qalaqSi Nordstorm-i Semodis, _ acxadebs konsultanti,

_ igive xalxi axla ambobs, `ooo, Cven Target-Si mivdivarT!~8

pprroodduuqqttiiss aassoorrttiimmeennttiiss SSeessaaxxeebb ggaaddaawwyyvveettiilleebbeebbii.. sacalo movaWreebma

gadawyvetileba produqtis Sesaxeb sami cvladis gaTvaliswinebiT unda

miiRon: produqtis asortimenti, momsaxurebis kompleqsi da maRaziis atmos-

fero.

sacalo movaWres produqtis asortimentma unda ganasxvavos igi sxva

sacalo movaWreebisagan da amavdroulad Tanxvedra moaxdinos miznobrivi

bazris molodinTan. erTi-erTi strategiis mixedviT iseTi saqonlis

SeTavazeba unda moxdes, romelsac sxva konkurentebi ver sTavazoben.

magaliTad iseTi kerZo Tu nacionaluli brendebis SeTavazeba, romlebzec

eqskluziuri ufleba aqvs. magaliTad, Saks-i cnobili dizainerebis markebis

gayidvis eqskluziur uflebas flobs. sacalo movaWreebs SeuZliaT

sxvadasxva RonisZiebebis gamarTva, magaliTad Bloomingdale-i cnobilia sanaxao-

brivi SouTi, romelic asaxavs garkveuli qveynis saqonels, rogoric aris

indoeTi an CineTi. dabolos, sacalo movaWres SeuZlia sakuTari Tavis difer-

encireba kargad gamiznuli produqtis asortimentis SeTavazebiT – Lane Bryantdidi zomis saqonels yidis, Brookstone _ araordinaruli suvenirebis asorti-

ments sTavazobs da a.S.

maRaziis atmosfero gadamyidvelis arsenalis kidev erTi elementia.

TiToeul maRazias aqvs fizikuri mowyobis gegma, romlis saSualebiT igi

rTulad an advilad moqmedebs. TiToeul maRazias gaaCnia Tavisi ,,aura~

(atmosfero); erTi xmauriania, meore _ mxiaruli, mesame _ mdidruli, meoTxe ki

_ pirquSi. maRaziam is atmosfero unda SearCios, romelic mis miznobriv

bazars Seefereba da myidvels SeZenisaTvis ganawyobs. magaliTad, Senobebis

gareT gamosayenebeli mowyobilobebis sacalo movaWre REI misdevs `eqsperi-

mentul sacalo vaWrobas~: myidvels SeuZlia kldeze cocvis aRWurviloba

maRaziis did kedelze gamoscados da sawvimari qurTuki imitirebuli wvimis

qveS Seamowmos. myidvelebis ganwyobis asamaRleblad bevri sacalo movaWre

Tavis maRaziebSi specialur surnelsac ki apkurebes. londonis Heathrow-s

aeroporti fiWvis wiwvebis surnels iyenebs, radgan igi dasvenebis SegrZnebas

aRviZebs, naxmari manqanebisaTvis siaxlis surnelis misaniWeblad ki avtomo-

bilebis dileri _ `tyavis~ surnels.

sul ufro xSirad sacalo movaWreebi TavianT maRaziebs Teatralur

garegnobas aZleven, raTa myidvels sayidlebis arabunebriv, saocar garemoSi

SeuZRvnen. magaliTad, Barnes&Noble iyenebs saTanado atmosferos, raTa wignebis

SeZena ufro saxaliso gaxados. man aRmoaCina, rom `myidvelisaTvis sayidlebze

siaruli socialuri saqmianobaa. isini sayidlebze imisaTvis dadian, rom

TavSeyris mdidrul adgilas erTmaneTTan urTierToba hqondeT, ixilon

siaxleebi, isiamovnon Teatraluri brwyinvalebiT da dakavdnen raRac sain-

tereso da moulodneliT.~ amrigad, Barnes&Noble-is maRaziebi gawyobilia _

`merqnisebri,tradiciuli, nazi Seferilobis biblioTekis dizainiT,rac wignis

moyvarulebs siamovnebas aniWebs. maRaziebi saTanodod arian aRWurvilni

Tanamedrove daxvewili arqiteqturiTa da grafikiT. aseve, iq aris yvelasaTvis

sakmarisi sivre, sadac maT xalxTan Sexvedra SeuZliaT; Tavi igrZnon ise,

rogorc sakuTar saxlSi. . . momxmareblebs SeuZliaT Starbacks-is yava miirTvan

da magidasTan Tavisuflad ganTavsdnen, daaTvalieron wignebi; yovelive amis

mizani mxiarulebis SegrZnebis gazrdaa.~ rogorc Barnes&Noble-is erT-erTi

aRmasrulebeli aRniSnavs _ ,,maRaziaSi aseTi sasiamovno SegrZnebis Seqmna da

cxovrebis xarisxSi wvlilis Setana _ warmatebis didi nawilia~. 9



maRaziebis Teatrebad gardaqmnis yvelaze dramatuli forma SesaZloa

mineapolisis maxloblad arsebuli Mall of America-s qondes. es aris 520-ze metispecializebuli maRaziisa da 49 restornis momcveli namdvili gasarTobi

adgili, romelic yovelwliurad 42 milion klients izidavs. erTi saxuravis

qveS ganTavsebulia Svidi akris farTobis Camp Snoopy-is gasarTobi parki 25

xeivniTa da atraqcioniT, yinulis sacigurao moedniT; wyalqveSa samyaros

asobiT saxeobiTa da delfinebis warmodgeniT, da golfis orsarTuliani

miniaturuli moedniT. erT-erT maRaziaSi, Oshman Supersports USA-Si,ganTavsebulia kalaTburTis moedani, krivis darbazi,beisbolis moedanis frag-

menti, 50 futis sigrZis Svildis sasroleTi da xelovnuri saTxilamuro

trasa.10

yovelive es dasturia imisa, rom sacalo maRazia bevrad metia, vidre,

ubralod, saqonlis asortimenti. es aris garemo, sadac STabeWdilebebs iReben

is adamianebi, romlebic am maRaziebSi sayidlebze Sedian. maRaziis atmosfero

aris Zlieri iaraRi, romlis saSualebiT sacalo movaWre Tavis maRazias

konkurentebisasgan gamoarCevs.

ffaassiiss SSeessaaxxeebb ggaaddaawwyyvveettiilleebbeebbii.. sacalo movaWris fasi unda Seesabamebodes

mis mier gansazRvrul miznobriv bazarsa da pozicionirebas, produqtisa da

momsaxurebis asortimentsa da konku-

rencias. yvela sacalo movaWris survi-

lia maRali fasisa da gayidvebis didi

moculoba. magram es ori piroba iSvia-

Tad emTxveva erTmaneTs. sacalo movaW-

reebis umetesobas aqvs maRali fasebi

da gayidvebis dabali moculobebi (spe-

cializebuli maRaziebis umetesoba), an

dabali fasebi da gayidvebis maRali

moculoba (fasdaklebebis movaWreebi

da Camofasebuli saqonliT movaWreebi).

amgvarad, Bbeverli hilsSi, los-

anJelesi rodeos quCaze arsebuli Bijan-is butiki `msoflioSi mamakacis yve-

laze ZviradRirebul tansacmels yidis~,

maT Soris aris 375 dolarad

Sefasebuli abreSumis yelsaxvevebi da

19,000 dolaris Rirebulebis sir-

aqlemis tyavis Jiletebi. misi poli-

tikaa `mxolod SekveTiT~. aseTi fase-

biT igi emsaxureba SeZlebuli, maRali

socialuri statusis mqone klientebs.

batoni biJani ambobs: `rodesac mamakaci

vizitisas 400,000 dolaris daxarjvas

apirebs, xom ar migaCniaT, rom igi Cems

yuradRebas samarTlianad imsaxu-

rebs?~11. Bijan mcire raodenobas yidis, magram TiToeul gayidul saganze sak-

maod did mogebas iRebs. amis meore ukiduresoba aris TJ Maxx, romelic bren-

debs dabal fasebSi yidis, TiToeulze dabali marJis dawesebiT ki mas didi

raodenobiT saqoneli eyideba.

ssttiimmuulliirreebbiiss SSeessaaxxeebb ggaaddaawwyyvveettiilleebbeebbii.. sacalo movaWreebi iyeneben

stimulirebis yvela saSualebas: reklamirebas, gayidvebis personalis

gamoyenebas, gayidvebis stimulirebas, sazogadoebriv urTierTobebsa da

pirdapir marketings. isini reklamirebas Jurnal-gazeTebis, radios, televi-

ziisa da internetis saSualebiT axorcieleben. reklamirebis mxardaWera

SesaZlebelia gazeTSi statiis ganTavsebiT an pirdapiri fostiT.

personaluri gayidva moiTxovs gayidvebis personalis saTanado trenings,raTa

maT icodnen, rogor Sexvdnen myidvels,rogor moergon maT moTxovnilebebs da

rogor moiqcnen maTi ukmayofilebis SemTxvevaSi. gayidvebis stimulirebaSi

SegviZlia vigulisxmoT maRaziaSi gamarTuli RonisZiebebi, Cvenebebi,

■ beverli hilsSi, rodeos quCaze arsebuli Bijan-is butiki yidis 375dolarad Sefasebul abreSumis yelsaxvevebsa da 19,000 dolaris Rire-

bulebis siraqlemis tyavis Jiletebs. misi politika `mxolod Sekve-

TiT~. aseTi fasebiT igi emsaxureba SeZlebuli, maRali profilis mqone

klientebs.

Sejibrebebi da cnobili adamianebis vizitebi. sazogadoebriv urTierTobebTan

dakavSirebuli saqmianobebi, rogoricaa _ preskonferenciebi da moxsenebebi,

maRaziis gaxsna, gansakuTrebuli RonisZiebebi, informaciuli biuletenebi,

Jurnalebi da sazogadoebrivi momsaxurebis RonisZiebebi, yovelTvis xelmisaw-

vdomia sacalo movaWreebisaTvis. bevrma sacalo movaWrem veb-gverdebic ki

gaxsna, sadac momxmarebels sTavazobs informacias da sxva gansakuTrebul

momsaxurebas.

aaddggiilliiss SSeessaaxxeebb ggaaddaawwyyvveettiilleebbeebbii.. xSirad, sacalo movaWreebi warmatebis sam

kritikul faqtors asaxeleben: adgili, adgili da adgili! miznobrivi bazrisa

da pozicionirebis Tanxvedri unda iyos is teritoria sadac funqcionirebas

apirebs sacalo movaWre. mcire zomis sacalo movaWreebi, SesaZloa,

dakmayofildnen maTi saSualebebis Sesaferisi adgiliT, an im adgiliT,

romelsac aRmoaCenen. msxvili zomis sacalo movaWreebi xSirad qiraoben

specialistebs, romlebic adgilebs Tanamedrove meTodebis gamoyenebiT

urCeven.

ukanasknel wlebSi, adgilis SerCevis sazrian eqspertebaT mogvevlinen Ca-

mofasebuli saqonliT movaWre TJ Maxx-i da saTamaSoebiT movaWre Toys ”R” Us-i.orive Tavis axal maRaziebs anTavsebs iseT ubnebSi, sadac maTi miznobrivi

bazris warmomadgenlebi mravlad cxovroben da samezoblos swrafi zrda-

ganviTareba aris mosalodneli. `adgilisaTvis SejibrebaSi~ udavo gamarj-

vebuli aris Wal-Mart-i, romlis warmatebis erT-erT umTavres faqtors war-

moadgens pirvelobis adgilis mopoveba patara da sasoflo bazrebze.

dRes, sxvadasxva sacalo movaWre erT teritoriaze xsnis TavianT

maRaziebs, raTa gazardon myidvelis mizidvis Zala. amiT movaWreebi myidvels

sTavazoben ~Sesyidvebis erT adgilze keTebis~ SesaZleblobas. 1950 wlamde

vaWrobis adgilebi iyo qalaqebis an soflebis centraluri ubnebi. yvela did

qalaqSi arsebobda centraluri raionebi, sadac ganTavsebuli iyo

univermaRebi, specializebuli maRaziebi, bankebi da kinoTeatrebi. magram,

rodesac xalxma gareubnebisaken ibruna piri, Semcirda biznesis am centralur

raionebSi mogebis maCveneblebi, rac gamowveuli iyo transportTan, parkingTan

da danaSaulis zrdasTan dakavSirebul problemebTan. Sesabamisad, movaWreebma

gareubnebSi gaxsnes savaWro centrebi. ukanasknel wlebSi, biznescentris

gamococxlebis mcdelobiT, bevri qalaqis xelmZRvaneloba da movaWre

gaerTianda. maT saerTo ZalisxmeviT qalaqebis centralur ubnebSi aaSenes

maRaziebi da manqanebis parkingis miwisqveSa adgilebi.

ssaavvaaWWrroo cceennttrrii aris sacalo maRaziebis jgufi, romlis dagegmva,

ganviTareba, mflobeloba da mmarTveloba erToblivad xdeba. regionaluri

savaWro centri an regionaluri savaWro maRazia moicavs xolme 40-dan 200-mde

maRazias. es aris gadaxuruli minibiznescentri, romelic emsaxureba momx-

marebels farTo teritoriebidan. sazogadoebrivi savaWro centri anu e.w.

moli – moicavs 15-dan 40-mde sacalo maRazia. igi, rogorc wesi, agreTve

moicavs univemaRebis filialebs, supermarketebs, specializebul maRaziebs,

ofisebisa da zogjer bankebis filialebsac ki. savaWro centrebis umetesoba

moicavs axlomdebare savaWro centrebs, romelic, rogorc wesi, Sedgeba 5-15

maRaziisgan. isini ganTavsebulia momxmareblisTvis xelsayrel adgilas. maT

SemadgenlobaSi xSirad Sedis supermarketi, Camofasebuli saqonliT movaWre

maRazia, ramdenime sxvadasxva momsaxurebis maRazia – qimwmenda,

TviTmomsaxurebis samrecxaoebi, afTiaqebi, videogaqiravebis savaWro wer-

tilebi, silamazis salonebi, teqnikuri aRWurvilobis daxlebi da sxva

maRaziebi.

dReisaTvis, yvela savaWro centri mTliani sacalo vaWrobis Semosav-

lebis, daaxloebiT, erT mesameds iTvlis. saSualod, erTi amerikeli maRaziaSi

TveSi 3.2-jer Sedis, TiToeul vizits daaxloebiT 75 wuTs andomebs da saSua-

lod 71 dolars xarjavs. bevri eqspertis azriT, dRes amerika maRa-ziebiT Za-

lian gadatvirTulia. SeerTebul StatebSi erT momxmarebelze saca-lo ma-

Raziis 20 kvadratuli futis farTobi modis,rodesac 1985 wels 15 kvadratuli

futi iyo. 1990 wlis ganmavlobaSi maRaziebis raodenobis zrdis maCvenebeli

mosaxleobis raodenobis zrdis maCvenebelTan SedarebiT orjer metad

gaizarda. amis Sedegad, amerikis regionaluri maRaziebis 20 procenti biznesis


ssaavvaaWWrroo cceennttrrii

((Shopping center)sacalo maRaziebis

jgufi, romlis

dagegmva, ganviTareba,

mflobeloba da

mmarTveloba erTob-

livad xdeba.


dakargvis saSiSroebis winaSe dadga. `maRazia warmoadgens sacalo vaWrobis

ganviTarebis TvalTaxedvas, _ ambobs am saqmeSi Caxeduli erT-erTi piri, _

axla ki Cven am xanis dasasruls mivuaxlovdiT da raRac axal eraSi

SevdivarT.~ meore analitikosi ki dasZens: `sacalo vaWrobis sivrcis siWarbe

SeimCneva da reorganizaciis dro modis.~ 12

bolo periodSi SeimCneva faseulobaze orientirebul msxvili savaWro

,,molebis~ Seqmnis tendecia. dRes, myidvelTa umravlesoba arCevans akeTebs

`cxovrebis stilis centrebSi~ sayidlebze siarulze. isini xelsayreli

adgilmdebareobiTa da Zvirfasi garemoTi gamoirCevian. `cxovrebis stilis

centrebis~ SemTxvevaSi _ acxadebs am industriis erT-erTi damkvirvebeli:

Canafiqria Zveli drois soflis centris sazogadoebisa da adamianebis,

qalaqis Tanamedrove feSenebelur maRaziebis ganmasxvavebel niSnebTan

gaerTianeba; maxlobeli parkis surneli da SegrZneba Tanamedrove savaWro

centris maRaziebis mwkrivebis moxerxebulobasTan erTad.~13

ssaaccaalloo vvaaWWrroobbiiss mmoommaavvaallii

sacalo movaWreebi swrafad cvalebad garemoSi muSaoben, romelic

SesaZleblobebTan erTad, sirTuleebsac sTavazobs maT. industriaSi Warbi

SesaZleblobebis gamo mimdinareobs myidvelis dolarebisaTvis ulmobeli

konkurencia. swrafad icvleba sacalo vaWrobis teqnologiebi, momxmarebelTa

demografia, maTi cxovrebis stili da yidvis tendenciebi. warmatebis mosapove-

blad sacalo movaWreebma miznobrivi segmentebi frTxilad unda SearCion da

sakuTari Tavis Zlieri pozicionireba moaxdinon. konkurentunariani strate-

giebis dagegmvasa da sisruleSi moyvanasTan erTad, maT sacalo vaWrobis

Semdegi momavali ganviTarebis SesaZleblobebi unda gaiTvaliswinon.

ssaaccaalloo vvaaWWrroobbiiss aaxxaallii ffoorrmmeebbii ddaa ssaaccaalloo vvaaWWrroobbiiss ssaassiiccooccxxlloo cciikklliiss

SSeemmookklleebbaa.. grZeldeba axal situaciebsa da momxmareblis moTxovnilebebze

morgebisaTvis sacalo vaWrobis axali formebis gamovlena. amasTan erTad

sacalo vaWrobis axali formebis sasicocxlo cikli sul ufro mokle xdeba.

univermaRebs daaxloebiT 100 weliwadi dasWirdaT TavianTi sasicocxlo

ciklSi momwifebis fazaSi gadasasvlelad. SedarebiT bolodroindelma

formebma, rogoric aris maRazia-sawyobebi, simwifes daaxloebiT 10 weliwadSi

■ savaWro centrebi: Tvalwar-

mtaci Mall of America Seicavs 520-zemet specializebul maRazias, 49

restorans, 7 akris farTobis

Sida gasarTob parks, wyalqveSa

samyaros asobiT wylis cxove-

liT, delfinebis sanaxaobiT da

golfis orsarTulian miniatu-

rul moedans.

miaRwies. aseT garemoSi SesaZlebelia, erTi SexedviT, soliduri sacalo

vaWrobis poziciis swrafi danergva. 1962 wels arsebuli Camofasebuli

saqonliT movaWre 10 udidesi firmidan (rodesac Wal-Mart-i da Kmart-i gamoCnda)dRes arc erTi aRar arsebobs.

gaixseneT Price Club, maRazia-sawyobebis pirveli qseli. rodesac 1976 wels

sol praisma, san-diegoSi pirveli maRazia-sawyobi gaxsna, man sacalo vaWrobaSi

revolucia moaxdina. igi yvelafers Zalian dabal fasSi yidda, dawyebuli

saburavebiT da saofise orgteqnikiT, damTavrebuli miwis Txilis karaqis 5-

funtiani qilebiT. aTi wlis ganmavlobaSi misi maRaziebis qselis wliuri

Semosavali 2.6 miliard dolars aRwevda. magram Price-ma uari Tqva kali-

forniis sazRvrebs gascdenoda. industriis swraf momwifebasTan erTad, Price-iwindauxedavad daupirispirda sabiTumo klubebs, romelTac sacalo vaWrobis

iseTi goliaTebi marTavdnen, rogoric arian Wal-Mart-i da Kmart-i. mxolod 17

wlis Semdeg fortunis gansacvifrebelma cvalebadobam gaubedav Price-s ubiZga,Tavisi biznesi konkurenti Costco-Tvis mieyida. Price-is swrafi zrda da vardna,`es aris masobrivi sacalo movaWreebisaTvis sayuradRebo Sexseneba imisa, rom

sastikad konkurentul da swrafad cvalebad industriaSi warsuli warmateba

mcire rols TamaSobs.~14 amrigad, warmatebuli formulis mqone sacalo

movaWreebi wynarad veRar isxdebian. warmatebis SesanarCuneblad isini mudmiv

cvlilebas unda ganicdidnen.

sacalo vaWrobis bevri siaxlis nawilobrivi axsna SesaZlebelia ssaaccaalloo

vvaaWWrroobbiiss cciikklliiss kkoonncceeffcciiiiss saSualebiT.15 am koncefciis Tanaxmad, axali

tipis sacalo movaWre saqmianobas iwyebs dabali marJis, dabali fasisa da

dabali statusis mqone operaciebiT. isini konkurirebas iwyeben damkvidrebul

sacalo movaWreebTan, romlebic `gasuqdnen~ fasebisa da marJis gazrdis xar-

jze. axali sacalo movaWreebis warmatebis sawindari, maTi aRWurvilobis

ganaxlebasa da meti momsaxurebis SeTavazebaSia. Tavis mxriv, amgvari

danaxarjebiT gamowveuli xarjebis zrda fasebis zrdasac iwvevs. sabolood,

axali sacalo movaWreebi maT mier Canacvlebul tradiciul (Cveulebriv)

sacalo movaWreebs emsgavsebian. dabali fasebisa da dabali xarjebis mqone

axali tipis sacalo movaWreebis ganviTarebasTan erTad, es cikli isev

meordeba. rogorc Cans, sacalo vaWrobis ciklis koncefcia ganmartavs

univermaRebis, supermarketebisa da Camofasebuli saqonliT movaWre maRaziebis

pirvelad warmatebas da maT Semdgom problemebs.

mmaaRRaazziiiissggaarree ssaaccaalloo vvaaWWrroobbiiss zzrrddaa.. miuxedavad imisa, rom sacalo vaWrobis

didi wili jer kidev moZvelebuli meTodebiT mimdinareobs, dRes momxmare-

blebi uamravi alternativis winaSe dganan, maT Soris aris SekveTa fostiT,

televiziiT, satelefono da eleqtronuli Sesyidva (ixileT marketingi muSao-

bis procesSi 11.2). daxlebTan Seqmnili dabrkolebebisa da xalxmravlobis Ta-

vidan asacileblad amerikelebi Sesyidvas sul ufro xSirad telefonis, an

kompiuteris saSualebiT axorcieleben. miuxedavad imisa,rom sacalo vaWrobis

amgvari ganviTareba zogierTi tradiciuli sacalo movaWrisaTvis SesaZloa

safrTxes Seicavdes, aman SeiZleba zogierTi sxva sacalo movaWre garkveuli

SesaZleblobebiT uzrunvelyos. dRes sacalo movaWreTa umetesobam pirdapiri

sacalo vaWrobis arxebi ganaviTara. faqtobrivad, eleqtronuli vaWrobis ume-

tesobas ufro `virtualur-tradiciuli~ sacalo movaWreebi marTaven, vidre

`mxolod virtualurebi~. magaliTad, ofisis inventaris mimwodebeli sacalo

movaWre Office Depot dRes Amazon.com-is Semdeg msoflios udidesi sacalo

movaWre aris. 16

ssaaccaalloo vvaaWWrroobbiiss kkoonnvveerrggeenncciiaa.. dReisaTvis sxva mravalferovan sacalo

movaWreebTan konkurenciis gasawevad sacalo movaWreebi sul ufro metad yid-

ian erTsa da imave produqts, erT da imave fasad, erT da imave momxmarebelze.

magaliTad, nebismier myidvels SeuZlia kompaqturi diskebi SeiZinos TiTqmis

erT da imave fasad nebismieri aTobiT sxvadasxva tipis sacalo movaWrisgan,

rogoricaa – specializebuli musikaluri maRaziebi, Camofasebuli saqonliT

movaWre musikaluri maRaziebi, eleqtronuli supermaRaziebi, zogadi saqonlis

Camofasebuli saqonliT movaWre maRaziebi, videogaqiravebis savaWro wer-

tilebi da aTobiT veb-gverdi. wignebis SeZena SegiZliaT savaWro wertilebSi,


ssaaccaalloo vvaaWWrroobbiiss

cciikklliiss kkoonncceeffcciiaa

((Wheel-of-retailingconcept)sacalo vaWrobis

koncefcia imis Sesa-

xeb,rom xSirad axali

tipis sacalo movaW-

reebi saqmianobas iw-

yeben dabali marJiT,

dabali fasiTa da

dabali statusiT,

magram mogvianebiT

maTi saqmianoba

grZeldeba maRali

fasiT, maRali saeqs-

pluatacio opera-

cie0biT. saboloo

jamSi isini maT mier

Canacvlebul saca-

lo movaWreebs ems-

gavsebian.


umetesoba Cvengani sayidlebis Ziri-

Tad nawils moZvelebuli meTodiT

axorcielebs: mivdivarT maRaziaSi,

vpoulobT CvenTvis sasurvel nivTs,

moTminebiT vicdiT rigSi, raTa Ca-

vaCxrialoT naRdi fuli an gamoviye-

noT sakredito baraTi da saqoneli

migvaqvs saxlSi. magram dRes sul

ufro meti sacalo movaWre mimzid-

vel alternativas gvTavazobs _ al-

ternativas, romelic saSualebas

gvaZlevs, vixetialoT, amovirCioT,

SevukveToT da gadavixadoT ufro

naklebi ZalisxmeviT, vidre es kompi-

uteris ,,Tagvis~ RilakiT ekranze

saTanado indeqsze TiTis daWeras

sWirdeba. isini saqonlis farTo

asortiments yidian, dawyebuli wig-

nebiT, kompaqtdiskebiT, yvavilebiT,

kompiuteruli programebiT, TviTmf-

rinavis bileTebiTa da sakvebiT, dam-

Tavrebuli stereoaRWurvilobiT,

samzareulos mowyobilobiT, manqa-

nis nawilebiT, saxlis dagiravebiTa

da cementis tomrebiT.

sul raRac ramdenime wlis win

eleqtronuli sacalo vaWrobis per-

speqtiva win miiwevda. bevri eqsperti

acxadebda, rom, internetSi ufro

meti momxmareblis TavmoyrasTan er-

Tad, swrafad mzardi el-vaWrobis

axali Taoba `Zveli ekonomikis~ sa-

calo movaWreebs male dasZlevda.

zogierTi maTgani im dResac xedavda,

rodesac sayidlebs mxolod inter-

netis saSualebiT ganvaxorcieleb-

diT. Tumca 2000 wels bevri dot.kom-

ebis marcxma es usazRvrod gaberi-

li molodini gaanadgura. bevrma,

erT dros Tavxedma veb-gamyidvelma,

rogorebic arian eToys.com, Pets.com,

Webran.com da Garden.com., gabankro-

teba ganicades. faqtobrivad, 2000

wlis am dramatuli movlenebis Sem-

deg, molodinma TiTqmis erT RameSi

sruliad sxva mimarTuleba miiRo.

eqspertebi acxadebdnen, rom verc

erTi mxolod veb-sacalo movaWre

ver gadarCeboda da rom el-vaWrobis

bedi aseTi iyo _ yofiliyo odnav

ufro meti, vidre Sida samaRazio

sacalo vaWrobis danamati.

magram amgvari ganwiruli da mo-

RuSuli scenari sacalo internet-

vaWrobis amJamindel mdgomareobaze

ar aisaxeba. miuxedavad imisa, rom

tempi Senelda da saTamaSo moedani

adgils icvlis, dRevandeli el-vaW-

roba cocxali, jansaRi da mzardia.

dRevandeli advilad mosaxmari veb-

gverdebiT, gaumjobesebuli eleq-

tronuli momsaxurebis gaTvaliswi-

nebiT, amdeni adreuli konkurentis

,,sikdilis~ miuxedevad, gadarCenile-

bisaTvis es biznesi swrafad izrde-

ba. faqtobrivad, el-yidva bevrad

ufro marjve nabijebiT miiwevs win,

vidre mTlianad sacalo vaWroba.

eell--vvaaWWrroobbaa:: jjeerr kkiiddeevv ccooccxxaallii,, jjaannssaaRRii ddaa mmzzaarrddii

11.2

gagrZeleba ix. gv. 383

internetiT sacalo vaWroba: sadReiso el-vaWroba cocxlad da

kargad viTardeba, gansakuTrebiT virtualur-tradiciuli kompa-

niebisTvis, rogoricaa magaliTad Staples. bolo 3 wlis ganmav-

lobaSi misma wliurma eleqtronulma gayidvebma saSualod zrdis

orcifrian maCvenebels miaRwia. biznesi swrafad mzardia, agreTve

mxolod _ virtualuri el-vaWrobis sacalo movaWreebisTvisac,

rogoricaa magaliTad Travelocity.com.

mmaarrkkeettiinnggii mmuuSSaaoobbiiss pprroocceessSSii


dawyebuli adgilobrivi damoukidebeli wignebis maRaziebiTa da special-

izirebuli maRaziebiT Barnes&Noble da Border-i, damTavrebuli Camofasebuli

saqonliT movaWre iseTi maRaziiT, rogoric aris Wal-Mart-i da eleqtronuli

maRaziiT Amazon.com-iT. Tu TqvenTvis sasurvel mikrotalRovan Rumels Sears-Si ver naxavT, ubralod, gamodiT quCaSi da ukeTes fasad igi Lowe’s-Si an HomeDepot-Si iqneba, an SeukveTeT internetis saSualebiT. rodesac laparakia cno-

bili brendis mqone xelsawyoebze, maSin _ univermaRebis, Camofasebuli

saqonliT movaWre maRaziebis, saojaxo pirobebis gaumjobesebis maRaziebis,

dabali fasebis mqone sacalo movaWreebis, eleqtronuli saqonlis

supermaRaziebisa da uamravi veb-gverdis konkurencia erTsa da imave myid-

velisken aris mimarTuli.

momxmareblis, produqtis, fasebisa da sacalo movaWreebis amgvar Serwymas

sacalo vaWrobis konvergencia ewodeba.17

sacalo vaWrobis konvergencia aris myidvelebis, saqonlisa da

fasebis gaerTianeba. nebismieri donis Semosavlis mqone myidveli

sayidlebze erTi da imave adgilebSi dadis da xSirad erTsa da imave

saqonels yidulobs. adre arsebuli gansxvavebebi Zveli Camofasebuli

saqonliT movaWre maRazis, specializebul maRaziasa da univermaRs

gasul wels eleqtronuli vaWrobis

gayidvebi 30 procentiT gaizarda da

mosalodneli iyo, rom wels es

maCvenebeli kidev 46 procentiT

gaizrdeboda, rac mTlianad, mTeli

sacalo gayidvebis 4.5 procents

Seadgenda. 2006 wlisaTvis mosalod-

nelia, rom eleqtronulma sacalo

vaWrobam konkurencia gauwios kata-

logebiT vaWrobas, romelic mTliani

sacalo vaWrobis 5 procents

Seadgens.

miuxedavad imisa, rom dot.com-ebis

dramatuli marcxi sagazeTo saTau-

rebis umravlesobaSi moxvda, zo-

gierTi mxolod-virtualuri sacalo

movaWreebi internetSi axla warmate-

bas aRweven. am jgufis saTaveSi dgas

eleqtronuli auqcionis veb-gverdi

eBay, romelic dasabamidan mudmivad

mogebiania.

biznesi Cqefs iseTi eleqtronuli

samogzauro kompaniebisTvisac, ro-

gorebic aris Travelocity da Expedia,romlebic internets TviTmfrinavis

bileTebis, sastumros oTaxebisa da

fasdaklebis mqone samogzauro pake-

tebis gasayidad iyeneben. am saitebis

wyalobiT, 2006 wlisaTvis mosalod-

nelia, rom samogzauro paketis in-

ternetiT dajavSnam aSS-is wliuri

turistuli Semosavlebis 1/5 Sead-

ginos. Zalian xSirad, sahaero mgza-

vrobis internetiT gayidva sakmaod

bunebrivia. sahaero mgzavrobis in-

ternet-gayidvebis umetesi nawili

el-bileTebsa da el-dasturs iye-

nebs. `arsebobs biznesebis mTeli

nusxa, romelTaTvisac internetis

gamoyenebas azri ar aqvs, _ acxadebs

Wall Street-is analitikosi, _ mogzau-

roba aris yvelaze tipuri ram,

rodesac amas azri aqvs~.

da mainc, eleqtronuli gayidve-

bis gaTvaliswinebuli zrdis udide-

si wili gadainacvlebs mravalarxi-

ani sacalo movaWreebisken _ virtu-

alur-tradiciuli marketologebi,

romlebic virtualuri da fizikuri

samyaros urTierTSerwymas warmatebiT

axorcieleben. gasul wels am saca-

lo movaWreebze mTliani eleqtro-

nuli gayidvebis 65 procenti movida.

Toy ”R” US-is aRmasrulebeli rei ar-

turi aRniSnavs, rom Toysmart.com-isTavdapirvelma el-konkurentebma,

mxolod-virtualurma operatorebma,

rogorebic arian eToys.com da

Toysmart.com, axla ,,kibersivrcis ka-

rebebi gaixures~. maTi adgili daika-

ves iseTma virtualur-tradiciulma

konkurentebma, rogorebic arian

Walmart.com. da Kbkids.com.. aRmoCnda,rom sxva kategoriebSic damkvidrd-

nen iseTi virtualur_tradiciuli

kompaniebi, romlebmac veb-gayidvebs

TavianTi komerciis danamatad iyene-

ben. rogorc Cans, TiTqmis yovel sa-

calo movaWres dRes internetSi un-

da fexi moikidos. amis magaliTad

Tundac ramdenime maTgani davasaxe-

loT: Charles Schwab da Fidelity Investment(finansuri momsaxureba), Dell da IBM(kompiuterebi), LL Bean (tansacmeli),

Staples da Office Depot (saofise inven-taris mimwodeblebi).

ganvixiloT Staples, 11.5 miliardi

dolaris mqone saofise momaragebis

sacalo movaWre. internetSi, sul

raRac, 4-wliani moRvaweobis Semdeg

Staples-is wliuri eleqtronuli ga-

yidvebi 1 miliard dolars aWar-

bebs. sam weliwadze meti xnis ganmav-

lobaSi misma wliurma eleqtronulma

gayidvebma saSualod kvartaluri

zrdis orcifriani maCvenebeli Sead-

gina. magram igi ar aCerebs gayidvebs

tradiciuli maRaziebis meSveobiT.

mcire biznesis momxmareblebis wli-

uri danaxarji, romelic aSS-Si

daaxloebiT 600 dolariT iwyeba,

rodesac isini SenaZens maRaziaSi

akeTeben, internetiT SeZenisas 2,800

dolaramde izrdeba. amis Sedegad,

miuxedavad imisa, rom amJamad Staples-ma axali maRaziebis gaxsnis procesi

Seanela, igi internet-momsaxurebis

gafarToebas gegmavs. `Cven mainc

bolomde da guldasmiT mivdivarT, _

acxadebs mTavari aRmasrulebeli

Tomas stembergi, _ ubralod, yove-

live es riskad Rirs~.

amgvarad, garkveuli seriozuli

dabrkolebebisa da uzustobebis

miuxedavad, eleqtronuli sacalo

vaWroba SeiZleba iyos yvelanairi,

magram ara Camkvdari. erT-erTi anal-

itikosi laparakobs iseTi eleqtro-

nuli sacalo movaWreebis ukanas-

knel warmatebebze, rogorebic arian

Travelocity.com da Expedia.com: araferi

iZleva imis garantias, rom eleqtro-

nuli mogzauroba erT dRes ise ar

ganadgurdeba, rogorc danarCeni

dot.com-ebi. magram, am bazris Seqmni-

dan moyolebuli, aSkaraa, rom zeca

mis mimarT megobrulad aris gan-

wyobili~.

wwyyaarrooeebbii:: Home Depot example adapted fromCharles Haddad, “Office Depot’s E-Diva,” BusinessWeek, August 6, 2001, pp. EB22–EB24; and MerylDavids Landau, “Sweet Revenge,” Chief Executive, May2002, pp. 58–62. Other information from DennisK. Berman and Heather Green, “Cliff-Hanger Christmas,”Business Week, October 23, 2000, pp. EB30–EB38;Wendy Zellner, “Where the Net Delivers: Travel,”Business Week, June 11, 2001, pp. 142–144; HeatherGreen and Robert D. Hof, “Lessons of the CyberSurvivors,” Business Week, April 22, 2002, p. 42; RichardKarpinskr, “Web Delivers Big Results for Staples,” B to B,November 11, 2002, p. 14; Todd R. Weiss, “Online RetailSales on the Rise,” Computerworld, January 2, 2003,accessed at www.pcworld.com; “Data Shows OnlineRetail Sales Surge,” The Business Journal of Tampa Bay,May 16, 2003, accessed at tp://tampabay.bizjournals.com/;and “Online Retail Sales Boom,” Kiplinger’s PersonalFinance, June 2003, p. 89.


Soris kargavs Tavis mniSvnelobas. warmatebuli maRazia uamrav

konkurents unda moergos arCevaniT, momsaxurebiTa da fasebiT.

segmenturma midgomam konsolidaciisken aiRo gezi, rac TiTqmis

1800-iani wlebis regresis tolfasia, rodesac erTi maRazia iyo, sadac

yvelafris yidva iyo SesaZlebeli, dawyebuli yaviT, damTavrebuli

yavadniT. 1900-ian wlebSi myidvelma Sears-is katalogidan jer

univermaRisken gadainacvla, Semdeg ki savaWro pasaJebisa da special-

izebuli maRaziebisken aiRo gezi. ramdenime wlis win yavadnis myid-

veli SesaZloa Williams-Sonoma-Si an Starbucks-Sic ki Sesuliyo. dRes ki

es SesaZloa Wal-Mart-i an Target-i iyos. sad midixarT imisaTvis, rac gsurT – es aris sacalo movaWreebis

winaSe arsebuli udidesi gamowveva. magaliTad, moda. erT dros modis

mdidruli eqskluzivi exla niu-iorkisa da parizis quCebidan yvela

donis sacalo movaWris xelSi sakmaod swrafad gadadis. Ralph Lauren-iTavis saqonels univermaRebsa da Marshall-is daxlebze yidis. LouisVuitton-is CanTebisa da Cemodnebis SezRuduli gamoSvebis mflobelma

dizainerma _ Stefan sprousma Target-Tvis tansacmlisa da sxva pro-

duqtebis sazafxulo seria Sekera.

aseTi konvergencia sacalo movaWreebisaTvis niSnavs ufro met konkuren-

ciasa da SeTavazebebis diferencirebis ufro metad garTulebas.

supermaRaziebis qselisa da ufro patara, damoukidebeli mflobelobis

maRaziebs Soris arsebuli konkurencia gansakuTrebiT gamZafrda. didi mocu-

lobis gayidvebis gamo savaWro qselebs SeuZliaT dabali fasebisa da dabali

marJebis uzrunvelyofa. supermaRaziebis samezobloSi gamoCenam SesaZloa

axlomdebare biznessaqmianobis swrafi Sewyveta gamoiwvios. magaliTad, ele-

qtronikis supermaRazia Best Buy-is gadawyvetilebam, kompaqt_diskebi (CD)ukiduresad dabal fasSi gaeyida, Canawerebis specializebuli maRaziebis qse-

lebis gakotreba gamoiwvia. Wal-Mart-i ki qveynis aTeulobiT patara qalaqSi

arsebuli damoukidebeli movaWreebis ganadgurebaSi daadanaSaules.

Tumca es siaxleebi ufro patara kompaniebisaTvis cudis momaswavebeli

sulac ar aris. bevri patara, damoukidebeli sacalo movaWre warmatebas

aRwevs. maT aRmoaCines, rom myidvelTan pirad urTierTobas, romlis uzrunve-

lyofa patara maRaziebs SeuZliaT Zlieri konkurentuli upiratesobis

miniWeba SeuZliaT.

mmeeggaassaaccaalloommoovvaaWWrreeeebbiiss zzrrddaa.. zemZlavri megasacalomovaWreebis Seqmna ganapi-

roba uzarmazari masobrivi movaWreebisa da specializebuli supermaRaziebis

aRmocenebam, vertikalurad integrirebuli marketinguli sistemebis Camo-

yalibebam da sacalo movaWreebis Serwymis procesebis aRzavebam. umaRlesi

donis sainformacio sistemebisa da Sesyidvis mZlavri saSualebiT, am goliaT

sacalo movaWreebs SesaZlebloba aqvT momxmarebels SesTavazon saqonlis

ukeTesi arCevani, ukeTesi momsaxureba da dabali fasebi. amis Sedegad, maTi

zrda ufro patara, susti konkurentebis Seviwroebas iwvevs.

megasacalomovaWreebis arsebobam aseve gamoiwvia sacalo movaWreebisa da

mwarmoeblebs Soris arsebuli ZalTa balansis wanacleba. sadReisod, marjve

sacalo movaWre mraval myidvelTan kavSirebs akontrolebs da xels uwyobs

maT warmatebas mwarmoeblebTan paeqrobaSi. magaliTad, SeerTebul StatebSi

Wal-Mart-is wliuri Semosavali 6-jer metia Procter&Gamble-is Semosavalze da

P&G-is Semosavlis 20 procentze mets Wal-Mart-i uzrunvelyofs misi

produqciis gayidviT. Wal-Mart-s SeuZlia da xSirad iyenebs kidec am

Zalauflebas,raTa P&G-isa da sxva mimwodeblebisagan fasdaklebas miaRwios.18

ssaaccaalloo vvaaWWrroobbaaSSii ggaammooyyeenneebbuullii tteeqqnnoollooggiieebbiiss mmnniiSSvvnneelloobbiiss zzrrddaa.. informa-

ciuli teqnologiebi, romlebic sacalo vaWrobaSi gamoiyeneba warmoadgens

mniSvnelovan konkurentul iaraRs. ukeTesi gayidvebis prognozirebisaTvis,

produqciis maragis marTvis xarjebis kontrolisaTvis, eleqtronuli

SekveTebis gansaxorcieleblad da maRaziebs Soris koordinaciis

dasamyareblad progresuli sacalo movaWreebi mowinave sainformacio

teqnologiebsa da kompiuterul programebs iyeneben. isini, sainformacio

teqnologiebis saSualebiT, axorcieleben SeZenili saqonlis eleqtronuli


skanirebiT daangariSebas (checkout scanning system), onlain garigebebs, eleqtro-

nuli fondebis transfers, eleqtronuli monacemebis urTierTgacvlas,

maRaziisSida satelevizio gadacemebs da saqonlis efeqtur marTvas.

SesaZloa sacalo vaWrobis teqnologiis yvelaze gasaocari progresi

gulisxmobs im gzebs, romelTa saSualebiT sacalo movaWreebi myidvelebs

ukavSirdebian:

warsulSi cxovreba martivi iyo. sacalo movaWreebi myidvels

ukavSirdebodnen maRaziebis, realizatorebis, pirdapiri fostisa Tu

masobriv mediaSi ganTavsebuli reklamis saSualebiT. magram, dRes

cxovreba ufro garTulda. arsebobs myidvelis mozidvis uamravi

axali saSualeba . . . internetiT movaWre sacalo movaWreebi

teqnikuri inovaciebiT arian garSemortymulni, rac myidvelTan da

mewarmeebTan urTierTobis xelaxali gansazRvrisa da gaazrebis

saSualebas iZleva. magaliTisTvis ganixileT sensoruli ekranis

kioskebi, eleqtronuli Taroebis iarliyebi da niSnebi, marTvadi ele-

qtronuli asistentebi sayidlebis gakeTebisas, ,,Wkviani’’ baraTebi,

TviTskanirebis sistemebi, virtualuri realobis gamosaxulebebi da

inteleqtualuri (roboti) agentebi. ase rom, pasuxi kiTxvaze _

`Secvlis Tu ara teqnoligia momavalSi sacalo movaWreebis

urTierTobas myidvelTan?~, aris `aucileblad~. 19

mmssxxvviillii ssaaccaalloo mmoovvaaWWrreeeebbiiss gglloobbaalluurrii eeqqssppaannssiiaa.. unikaluri formatisa da

brendis Zlieri pozicionirebis mqone sacalo movaWreebi sul ufro intensiu-

rad miemarTebian sxva qveynebisken. wlebis ganmavlobaSi aSS-is ramdenime

goliaTma sacalo movaWrem – McDonald’s-ma, Gap-ma, Toys”R”Us-ma – sakuTari

udidesi marketinguli mamacobis wyalobiT, globaluri aRiareba moipoves.

sxvebi, rogoric aris Wal-Mart-i, msoflioSi swraf damkvidrebas jer kidev

cdiloben. Wal-Mart-i, romelic dRes 9 qveyanaSi 1,200-ze met maRazias flobs,

biznesis globaluri ganviTarebis gasaocar potencials flobs. gasul wels,

aSS-s farglebs gareT ganTavsebulma misma maRaziebma 40 miliard dolarze

meti moculobis gayidvebi awarmoes, rac 15%-iT metia wina welTan SedarebiT.

xolo gasul wels saerTaSoriso operaciebidan miRebulma mogebam 55 pro-

cents gadaaWarba. ai, ra moxda maSin, rodesac man SenzenSi, CineTi, ori axali

maRazia gaxsna: 20

mxolod SabaTobiT 175,000-mde momxmarebeli midis Wal-Mart-ispirvel Cinur supercentrSi da Sam’s Club-Si. xalxma maRaziis gaxs-

nidan erT saaTSi yvela didekraniani televizori gazida. pirvel

dRes orive savaWro wertili aivso myidvelebiT da mas Semdeg iq sul

xalxmravlobaa.

Tumca, rodesac laparakia globalur eqspansiaze, aSS-is sacalo

movaWreebi mniSvnelovnad CamorCebian evropisa da aziis sacalo movaWreebs.

aSS-is wamyvani sacalo movaWreebis mxolod 18 procenti axorcielebs glob-

alur vaWrobas, maSin rodesac evropaSi maTi ricxvi 40 procents, aziaSi ki 31

procents utoldeba. globalurad cnobil sacalo movaWreebs Soris arian:

Carrefour _ safrangeTidan, Marks and Spencer _ britaneTidan, Benetton _ italiidan,

IKEA-s saojaxo avejis maRazia SvedeTidan da Yaohan-is supermarketebi iaponi-idan.21

Marks&Spencer,romelmac saqmianoba 1884 wels iaffasiani saqonlis gayidviT

daiwyo, aTwleulebSi mravalferovani maRaziebis qselad iqca da dRes

msoflios masStabiT 150 warmatebul franCaizul maRazias flobs, romlebic,

umTavresad, kerZo brendebis tansacmels yidian, romelTa Soris aris BrooksBrothers. igi sakvebis wamyvan biznessac marTavs. IKEA-s kargi konstruqciis,magram Zvirfasi, aveji Zalian popularulia aSS-Si, sadac myidvelebi mis

maRaziebSi xSirad erT srul dResac ki atareben. Camofasebuli saqonliT

movaWre frangulma Carrefour-ma, Wal-Mart-is Semdeg msoflioSi umsxvilesma

sacalo movaWrem agresiul qmedebebs mimarTa.

dRes Carrefour fasdaklebebis maRaziebis 9,600-ze met erTeuls

flobs evropis, amerikisa da aziis 30 qveyanaSi, romelTa Soris 657


hipermarketia. sxvadasxva sacalo

movaWresTan gaerTianebisa an maTi

SeZenis wyalobiT, Carrefour swrafad

gavida evropis bazarze, sadac dRes

igi oTxi wamyvani bazris dominan-

tia: safrangeTSi, espaneTSi, bel-

giasa da saberZneTSi; igi meore sa-

calo movaWrea italiaSi. Tumca,

misi udidesi Zalaa sabazro pozi-

ciebi safrangeTisa da evropis

sazRvrebs gareT. magaliTad, brazi-

liasa da argentinaSi Carrefour baz-

ris lideria, sadac 300-ze met ma-

Razias flobs. masTan SedarebiT, am

qveynebSi Wal-Mart mxolod 25 danay-

ofs flobs. miliardze meti mosax-

leobis CineTSi Carrefour-s gaaCnia 22

hipermarketi, Wal-Mart-s ki _ 5 super-

centri da erTi Sam’s Club-i. wynariokeanis auzis qveynebSi,Carrefour xuT

qveyanaSi 33 hipermarkets flobs,

Wal-Mart ki mxolod 5-s. Carrefour-sganzraxuli aqvs iaponiis bazarzec

Sesvla, romelic, kompaniisadmi

moTxovnebis TvalsazrisiT, msof-lioSi meore eria. CineTis, samxreT

amerikisa da wynari okeanis auzis qveynebis gansakuTrebiT mniSvnelo-

van bazrebze Carrefour-i Wal-Mart-is realur Semosavals aWarbebs

TanafardobiT xuTi erTTan. mokled rom vTqvaT, CrdiloeT amerikis

garda umetes qveyanaSi Carrefour-i Wal-Mart-ze meti warmatebiT sarge-

blobs. rCeba erTaderTi kiTxva: SeZlebs ki franguli titani lider-

obis SenarCunebas?22

ssaaccaalloo mmaaRRaazziiaa,, rrooggoorrcc `̀ssaazzooggaaddooeebbiiss TTaavvSSeeyyrriiss aaddggiillii~~.. marto mcxovrebi,

saxlSi momuSave, an izolirebulad da gareubnebSi mcxovrebi adamianebis

raodenobis zrdasTan erTad, Camoyalibda azri imis Taobaze, rom,

SemoTavazebuli produqtisa da momsaxurebis garda, sacalo vaWrobis

maRaziebi, agreTve, sazogadoebrivi TavSeyris adgils warmoadgenen. es adg-

ilebia: kafeebi, Cais maRaziebi, barebi, wignebis maRaziebi, supermaRaziebi,

sabavSvo garTobis centrebi, ludis pabebi da sxva. ludis pabebi, iseTebi,

rogorebic aris niu-iorkis Zip City Brewing da sietlis Trolleyman Pub, sTavazoben

WaSnikisa da drois kargad gatarebis saSualebas. wignebis dRevandeli

maRaziebi iqca nawilobriv wignebis maRaziebad, nawilobriv biblioTekebad,

nawilobriv ki _ sasaubro oTaxebad.

keTili iyos Tqveni mobrZaneba wignebis dRevandel maRaziaSi. aq,

ara mxolod Taroebi da salaros aparati dagxvdebaT, aramed mox-

erxebuli skamebi da yavis baric. es is adgilia, sadac saSualo sko-

lis moswavleebi saSinao davalebebs asruleben, pensionerebi

mebaReobis wignebs aTvaliereban, xolo mSoblebi TavianT bavSvebs

wignebs xmamaRla ukiTxaven. ubralod, mSvenieria, miuxedavad imisa, Tu

wigns aravin iyidis, _ amboben maRaziis menejerebi da mflobelebi.

isini bevrad mets sTavazoben, vidre, ubralod, melansa da qaRalds.

isini uzrunvelyofen komforts, dasvenebasa da sazogadoebasTan

urTierTobas. 23

Sony Tavisi Playstation-is momxmareblebTan erTad qmnis sazogadoe-

bebs. Playstation.com-is ukanasknelma kampaniam Seqmna Setyobinebebis

dafebi, sadac mis moTamaSeebs erTmaneTTan mimoweris saSualeba

eZlevaT. es dafebi, sadac ganixileba sxvadasxva Temebi, warmoudgen-

lad aqtualuria. es aris xelsayreli saSualeba, gansakuTrebiT

■ bevri sacalo movaWre saerTaSoriso asparezze gasvlas irCevs.

Camofasebuli saqonliT movaWre frangulma Carrefour-ma, Wal-Mart-isSemdeg msoflios umsxvilesma sacalo movaWrem _ mimarTa agresiul

misias, raTa gamxdariyo saerTaSoriso wamyvani sacalo movaWre.


konkurentuli da Tavdajerebuli wevrebisaTvis, raTa, raoden

banaluric unda Candes, daafiqsiron sakuTari xma cxovrebis stilis

iseT sakiTxebTan dakavSirebiT, rogorebic aris musika da gemovneba.

miuxedavad imisa, rom Sony am Setyobinebebis dafebis SevsebaSi monaw-

ileobas ar iRebs da Setyobinebebs TviTon ar wers, kompania xedavs im

faseulobas, romelsac momxmareblis mier mis veb-gverdze gamarTuli

saubrebi uzrunvelyofs. `Cveni myidvelebi, Cveni maxaroblebi arian. es

aris gulSematkivrebis Zalian xmovani da erTguli gundi, _ acxadebs

Sony-is warmomadgeneli, _ Cven maTgan bevr rames vswavlobT.~ 24

■ sacalo vaWroba sazogadoebis TavSeyris adgili: amerikis Sony Computer Entartainment-is Playstation.com-is veb-gverdi war-

moadgens calkeul sazogadoebas Tavis momxmareblebTan erTad. saitis Setyobinebebi warmoudgenlad aqtiuria ara mar-

to saswavlo Temebis ganxilvaSi, aramed cxovrebis stilTan dakavSirebul sakiTxebSi, rogorebic aris musika da gemov-

neba.

SeisveneT! egreT wodebuli eqspertebi didi xania acxadeben, rom sabo-

lood maRaziisSida sacalo vaWroba maRaziisgare vaWrobiT Seicvleba.

Tqven ras fiqrobT?

■ Barnes & Noble-is veb-gverdis saSualebiT SeiZineT erTi kargi wigni

(www.bn.com), gadaaTvaliereT saiti da naxeT, ras gTavazobT igi.

Semdeg SeiareT axlo-maxlo mdebare Barnes & Noble-Si,Borders Book-Si anwignebis sxva maRaziaSi. SeadareT yidvis Sedegad miRebuli es ori

gamocdileba. sad airCevdiT wignebis yidvas? ra SemTxvevaSi? ratom?

■ Barnes&Noble qmnis idealur sazogadoebis TavSeyris adgils. ras war-

moadgens, am mxriv, misi veb-gverdi?

SSeerrwwyymmaakkoonncceeffcciieebbiiss

ssiiCCqqaarriiss

SSeemmzzRRuuddaavvii

■❚ bbiiTTuummaadd vvaaWWrroobbaa

bbiiTTuummaadd vvaaWWrroobbaa aris saqmianoba, romelic gulisxmobs saqonlisa da momsax-

urebis miyidvas maTTvis, vinc saqonelsa da momsaxurebas SemdgomSi gayidis an

sxva biznessaqmianobaSi gamoiyenebs. bbiiTTuummaadd mmoovvaaWWrreeeebbss vuwodebT iseT kom-

paniebs, romlebic Tavisi saqmianobis umetes nawils sabiTumo vaWrobas

uZRvnian.

ZiriTadad, biTumad movaWreebi mewarmeebisgan yiduloben da yidian

sacalo movaWreebze, industriul momxmareblebze da sxva biTumad

movaWreebze. amis Sedegad, qveynis umsxvilesi da yvelaze mniSvnelovani

biTumad movaWreebi saboloo momxmareblisTvis ucnobi rCebian. magaliTad,

SesaZloa Tqven araferi iciT SuperValu-s Sesaxeb. igi aris 23 miliardi

dolaris Semosavlis mqone kompania da qveynis umsxvilesi biTumad movaWre. an

ras ityviT Grainger-is, wamyvani sabiTumo movaWris, Sesaxeb? (ixileT marketingi

muSaobis procesSi 11.3).

saerTod, ra daniSnuleba aqvT biTumad movaWreebs? magaliTad, imis

nacvlad, rom mewarmem pirdapir sacalo movaWres, an myidvels miyidos Tavisi

produqcia, ratom iyenebs igi biTumad movaWres? pasuxi sakmaod martivia _

Semdegi funqciebis saSualebiT, biTumad movaWreebi uzrunvelyofen damatebiT

faseulobas:

■ gayidva da stimulireba _ biTumad movaWres gayidvebis personali mewarmes

exmareba bevr patara myidvelTan dabali xarjebiT dakavSirebaSi. xSirad,

biTumad movaWre ufro met kontaqtebs flobs.

■ yidva da asortimentis ageba _ biTumad movaWreebs SeuZliaT SearCion nomen-

klatura da aagon asortimenti TavianTi myidvelis moTxovnilebis

Sesabamisad.

■ masis dayofa _ msxvili partiebiT SesyidviTa da am masis Semdgomi dayofiT

(didi partiebis dayofa mcire raodenobad) biTumad movaWreebi zogaven

TavianTi momxmareblis fuls.

■ sawyobSi ganTavseba _ biTumad movaWreebi floben produqciis marags da,

imavdroulad, amcireben maragis Seqmnis da Senaxvis xarjs, agreTve mimwode-

blebisa da myidvelebis riskis faqtors.

■ transportireba _ biTumad movaWreebs SeuZliaT myidvelis ufro swrafi

uzrunvelyofa miwodebiT, radgan, mwarmoeblebTan SedarebiT, isini

myidvelTan ufro axlos imyofebian.

■ dafinanseba _ biTumad movaWreebi afinanseben momxmareblebs maTze kredi-

tis gacemiT, mimwodeblebs ki _ adreuli dakveTiTa da drouli angariS-

sworebiT.

■ riskis gaweva _ biTumad movaWreebis riski gulisxmobs pasuxismgeblobis

sakuTar Tavze aRebas da qurdobis, dazianebis, wunisa da daZvelebis xarje-

bis anazRaurebas.

■ bazris Sesaxeb informacia _ biTumad movaWre uzrunvelyofs mimwodebels

da momxmarebels konkurentebis axali produqtisa da fasebis Sesaxeb

informaciiT.

■ marTvis momsaxureba da rCeva _ xSirad biTumad movaWre exmareba sacalo

movaWreebs gamyidvelebis gawvrTnaSi, maRaziis dagegmisa da maCvenebeblis

gaumjobesebaSi, angariSsworebisa da produqciis maragze kontrolis siste-

mebis danergvaSi.

bbiiTTuummaadd mmoovvaaWWrreeeebbiiss ttiippeebbii

arsebobs biTumad movaWris sami ZiriTadi tipi (ixileT cxrili 11.3): kerZo

biTumad movaWreebi, agentebi da brokerebi, mwarmoeblis gayidvis obieqtebi da

ofisebi. kkeerrZZoo bbiiTTuummaadd mmoovvaaWWrreeeebbii arian biTumad movaWreebis umsxvilesi

calkeuli jgufi, romelic mTeli sabiTumo vaWrobis 50 procents iTvlis.


bbiiTTuummaadd vvaaWWrroobbaa

((Wholesaling)saqmianoba, romelic

gulisxmobs saqon-

lisa da momsaxure-

bis miyidvas maTTvis,

vinc saqonelsa da

momsaxurebas Semd-

gomSi gayidis an

sxva biznessaqmiano-

baSi gamoiyenebs.

bbiiTTuummaadd mmoovvaaWWrreeeebbii

((Wholesaler)sabiTumo vaWrobaSi

CarTuli kompania.

kkeerrZZoo bbiiTTuummaadd mmoovvaaWW--

rreeeebbii ((Merchantwholesaler)damoukidebel sakuT-

rebaSi arsebuli

biznesi, romelic

iRebs iuridiul pa-

suxismgeblobas sa-

qonelze romelsac

is gankargavs.


11.3mmaarrkkeettiinnggii mmuuSSaaoobbiiss pprroocceessSSii

SesaZloa Tqven arasdros gsmeniaT mis Sesaxeb, Grainger-i aris msof-lios wamyvani biTumad movaWre _ mxardamWeri, SesakeTebeli da operi-

rebisTvis saWiro saqonlis (MRO) momaragebaSi.

velisaTvis ufro advili da iafi

gzebiT. moxerxebulobis SesanarCu-

neblad igi saqmianobas e.w. ,,yidva erTi

SesvliT~ tipis maRaziiT iwyebs.

myidvelebis umetesoba getyviT, rom

Grainger-i yidis yvelafers, rogorc

ordinaruls, aseve araordinaruls.

magaliTad, mis maragSia kacobriobi-

saTvis cnobili TiTqmis yvela tipis

naTura. Tu ar gjeraT, SediT

www.grainger.com-ze da moZebneT `naTu-

rebi~!

Grainger-i yidis 19 sxvadasxvamodelis iatakis sawmends, aqvs 49

furcliani katalogi naTurebis

patronebis, sTavazobs cxra sxva-

dasxva zomis hidravlikur domk-

rats, fexburTis nacionaluri li-

gis Slemebis nairsaxeobas gundis

logoebiT, 36.90 dolaris Rirebu-

lebis Gatorade-is erT-galonian sa-

dizinfeqcio mowyobilobas da sxva.

korporaciuli legendis Tanaxmad,

Grainger-i aris erTaderTi adgili,

sadac aliaskas milsadenis muSebma

SeZles moeZiaT repelenti (cxo-

velTa dasafrTxobi saSualeba),

raTa gamravlebis sezonis period-

Si polarul daTvebs gamklavebod-

nen.

imis garda, rom igi myidvelebs im

produqciis moZiebaSi exmareba, rome-

Grainger: bbaazzrriiss lliiddeerrii,, rroommlliiss SSeessaaxxeebbaacc ooddeessmmee TTuu

ggssmmeenniiaaTT??

Grainger aris bazris lideri, rome-

lic 4.6 miliardi dolaris bizness

akeTebs 500,000 myidvelze. misi Crdi-

lo amerikis 600 filiali, 15,000-ze

meti TanamSromeli da inovaciuri

veb-gverdi dReSi 100,000-ze met gari-

gebas marTavs. Grainger-is myidvelTa

CamonaTvali moicavs organizaciebs,

dawyebuli fabrikebiT, avtofarexe-

biTa da sasursaTo maRaziebiT, dam-

Tavrebuli samxedro bazebiTa da

skolebiT. momxmarebelTa siaSi

arian Semdegi cnobili kompaniebi:

Abbott Laboratories, General Motors,Campbell Soup, American Airlines, Mercedes-Benz da sxva. Grainger aqvs erT-erT

yvelaze didi trafikis mqone B2Bveb-gverdi.

rogor SeiZleba, rom Grainger-isSesaxeb araferi gsmeniaT? yvelaze

savaraudo pasuxi am kiTxvaze, albaT,

iqneba is, rom igi biTumad movaWrea.

biTumad movaWreebis umravlesobis

msgavsad, igi scenis miRma muSaobs

da gayidvebs mxolod sxva biznesebi-

saTvis axorcielebs. ufro metic,

Grainger muSaobs SesakeTebeli saxarji

da operirebisTvis saWiro (Maintanance,Repair and Operating) arc Tu momxibv-

lel samyaroSi.

magram, miuxedavad imisa, rom

Tqven Zalian cota iciT Grainger-isSesaxeb, misi klientebisaTvis es kom-

pania Zalian cnobili da dafasebu-

lia. Tavisi filialebis qselis, mom-

saxurebis centrebis, gayidvebis per-

sonalis, katalogebisa da veb-gverde-

bis saSualebiT, Grainger-i myidvelebs

mewarmeebTan akavSirebs. Grainger-i arisqveynis udidesi biTumad movaWre. in-

dustriis erT-erTi analitikosi aR-

niSnavs: `Tu industriuli amerika

aris manqana, maSin Grainger misi sa-

poxi masalaa.~

Grainger-i warmoadgens mniSvnelovan

kavSirs, erTi mxriv, aTasobiT mimwo-

debelsa da mwarmoebels, xolo meo-

re mxriv, milionobiT industriul

da komerciul myidvels Soris. igi

martivi faseulobaTa ganacxadiT

operirebs: SesakeTebeli da operire-

bisTvis saWiro e.w. (MRO) saqonelis

maragis moZieba da Sesyidva myid-


lic maT sWirdebaT,Grainger-i maT Ses-yidvis procesis modernizebaSic ex-

mareba. kompaniebis umravlesobisaT-

Tvis MRO-s maragis SeZena sakmaod

xarjiani procesia. faqtobrivad,

MRO-s maragis xarjebis 40 procenti

Sesyidvis procesis Sedegad warmoi-

Soba, maT Soris aris mimwodeblis

moZieba, saukeTeso garigebisTvis

molaparakebebis warmoeba, SekveTis

ganTavseba-miReba da invoisiT fulis

gadaxda. Grainger MRO-s maragis Se-

ZenasTan dakavSirebuli xarjebis

Sesamcirebeli gzebis mudmiv ZiebaSi

aris. erT-erTi analitikosi acxa-

debs: `imis nacvlad, rom 10 sxvadas-

xva tipis saqoneli 10 sxvadasxva

kompaniaSi SeukveToT, Grainger-i TqveniZiebisa da procesis xarjebs Seam-

cirebs da Tqven erT invoiss mii-

RebT. es siZlieris niSania.~

erTma kompaniam aRmoaCina, rom

Grainger-Tan muSaobis Sedegad MRO-s

ganacxadebis dro 60 procentze me-

tad Semcirda; axali produqciis

ganTavsebis periodi dReebidan saa-

Tebamde Semcirda, misi momaragebis

jaWvi 12,000 mimwodeblidan _ 560-mde,

mniSvnelovnad Semcirda xarjebic.

amis msgavsad, xetyisa da qaRaldis

produqciis kompaniasac mouxda

Grainger-is seleqciisa da raciona-

luri SekveTis procesis dafaseba.

igi Tavisi maragis 2/3 Grainger-is veb-gverdis saSualebiT avsebs, romlis

wliuri SenaZenebis xarji mxolod

300,000 dolars utoldeba. Sedare-

bisTvis: danarCeni moTxovnebisTvis

kompanias kavSiri aqvs 1,300-ze met

mcire distributorTan, romlebTanac

Sesyidvis xarjebi yovel wels 2.4

milion dolars aRwevs. anu Grainger-Tan gakeTebuli dakveTasTan Sedare-

biT, mis naxevar moculobas 8-jer me-

ti xarji aqvs. amitom kompania eZebs

gzebs, raTa MRO-s maragi mTlianad

Grainger-Tan SeiZinos.

SesaZloa fiqrobT, myidvelisaT-

vis saWiro saqonlis advilad da

efeqturad moZiebaSi daxmareba sak-

marisia imisaTvis, rom Grainger-mamwvervalebi daipyros. Tumca,Grainger-ikidev ufro mets akeTebs da myid-

vels sTavazobs MRO-sTan dakavSire-

buli yvela problemis gadaWraSi

daxmarebis gawevas. maTTvis konsul-

taciis gaweviT Grainger-is personali

myidvels yvelaferSi exmareba, dawye-

buli maTi momaragebis jaWvis mar-

Tvis gaumjobesebiT, damTavrebuli

produqciis maragis SemcirebiTa da

dasawyobebis efeqturi operaciebiT.

filialebi . . ., sayrdeni baze-

bia Grainger-is menejerebisaTvis,

romlebic daxmarebas uweven adgi-

lze momxmareblebs. Grainger-is per-sonals gasaocari sizustiT SeuZ-

liaT SeurCion klientebs maTTvis

saWiro maragebis doneebi. magali-

Tad, zustad ramdeni galoni par-

ketis sawmendi dasWirdebaT yovel

kviras. swored aqedan icis

Grainger-ma, rom Biltmore-is erT sas-

tumros ganaTebis 7,000 naTura

aqvs. . . `Cvens realizatorebs

SeuZliaT Senobis gareT dadgnen

da, zogadad, SeigrZnon, ra saxis

produqcia sWirdeba myidvels,~ _

acxadebs jeims riani, Grainger-ismarketingis, gayidvebisa da momsax-

urebis aRmasrulebeli vice-prezi-

denti.

Tavis sasaqonlo biznesze faseu-

lobis damatebis mizniT Grainger-maproduqtebis seria SeimuSava. maga-

liTad, programiT Click&Sell (daawka-

pune da gayide) Grainger iyenebs myid-

velebis Sesaxeb Segrovebul infor-

macias, rogoric aris industriuli

monacemebi da Sesyidvis istoria,

raTa realizatorebs momxmareblebis

moTxovnilebebis dakmayofileba

gauadvildeT. magaliTad, Tu myidve-

li ukveTavs tumbos kaustikur qim-

iur nivTierebebTan gamosayeneblad,

Grainger-is realizatorebma mas xel-

TaTmanebi da usafrTxoebis saTva-

lec unda SesTavazon. Tu romelime

punqti miuwvdomelia, monacemTa baza

maT sTavazobs am samuSaos Sesrule-

bisaTvis saWiro alternatiul pro-

duqts.

myidvelisaTvis faseulobis Se-

Tavazebas Grainger mimwodeblebTan

Zlieri kavSirebiTa da zegavlenis

saSualebiTac axorcielebs:

jeison isteni aris JRVManagement-is operaciaTa

direqtori, kompaniisa, romelic

marTavs sazogado da pirad

sportul aRWurvilobas

detroitSi. igi Grainger-s endobanawilobriv misi im gavlenis gamo,

romelic mas fabrikis gamyidvel

personalze gaaCnia. rodesac

kompania Tavis uaxles kompleqss

xsnida, man sTxova kris klemonss,

Grainger-is erT-erT menejers, sxva-

dasxva saxis operirebisTvis saWi-

ro produqciis SesaZeni raodeno-

bebis gansazRvraSi daxmareboda.

klemonsma Rubermaid-dan moixmorealizatori. misi daxmarebiT ra-

cionaluri momaragebis jaWvi 20

wuTSi ukve mzad iyo. amis msgav-

sad, klemonsi muSaobda GeneralElectric-is realizatorTan, romel-

mac aCvena _ Tu rogor SeZlebda

b-ni isteni Tavisi aRWurvilobis

`gadaxalisebas~ yovel or da ara

erT weliwadSi. agreTve, daakva-

liana Tu rogor Seecvala yinu-

lis arenis ganaTeba halogenis

naTurebiT.

amdenad, Tqven ukve gaigeT

Grainger-is, biTumad movaWris, Sesaxeb,

romelic warmatebas aRwevs komer-

ciuli da industriuli myidvelebi-

sa da gamyidvelebisaTvis cxovrebis

gaadvilebiTa. miuxedavad imisa, rom

Grainger-i bazris lideria, aSS-is Za-

lian danawevrebuli MRO-s saqonlis

bazris mxolod 4 procents flobs.

es ki zrdis Zalian did SesaZleb-

lobas iZleva. magram xelsayreli

SemTxvevebis saukeTesod gamosaye-

neblad Grainger-ma kvlavac unda

ganagrZos faseulobis damatebis

inovaciuri gzebis Zieba. `Cveni sis-

temis wyalobiT, Cveni biznespar-

tniorebi da mimwodeblebi ufro

efeqturad muSaoben, _ ambobs fred

loepi, Grainger-is produqtis marTvis

vice-prezidenti, _ amiT ki mTeli mo-

maragebis jaWvi naxulobs sarge-

bels~. tereza dubieli, miCiganis fi-

lialis menejeri ki ambobs: `CvenTan

myidvelis TiToeuli vizitisas Tu

ar davzogavT mis fulsa da dros,

isini arasdros dabrundebian~.

wwyyaarrooeebbii:: Excerpts from Dale Buss, “The NewDeal,” Sales & Marketing Management, June 2002, pp.25–30; and Colleen Gourley, “RedefiningDistribution,” Warehousing Management, October2000, pp. 28–30. Also see Leslie Langnau, “B2B E-commerce: A Look at What Works,” MaterialHandling Management, February 2002, p. 42; SteveKonicki and Eileen Colkin, “Attitude Adjustment,”Informationweek, March 25, 2002, pp. 20–22;“W.W. Grainger, Inc.,” Hoover’s Company Profiles,Austin, June 15, 2003; and information accessed atwww.grainger.com, December 2003.

kerZo biTumad movaWreebi moicaven or farTo jgufs: sruli momsaxurebis

biTumad movaWreebsa da SezRuduli momsaxurebis biTumad movaWreebs. sruli

momsaxurebis biTumad movaWreebi uzrunvelyofen srul momsaxurebas, maSin

rodesac SezRuduli momsaxurebis biTumad movaWreebi TavianT mommarage-

blebsa da myidvelebs ufro naklebi, sxvadasxva momsaxurebiT uzrunvelyofen.

sadistribucio arxSi sxvadasxva tipis SezRuduli momsaxurebis sacalo

movaWre mraval specializebul funqcias asrulebs.

brokrebi da agentebi gansxvavdebian kerZo biTumad movaWreebisagan ori

niSniT: saqonelze maT ara aqvT iuridiuli pasuxismgebloba da mxolod

mcired funqciebs asruleben. isini, ZiriTadad, specializdebian produqciis

seriis an momxmareblis tipis mixedviT. bbrrookkeerrii myidvels da gamyidvels

erTmaneTTan akavSirebs da molaparakebebis gawevaSi exmareba. aaggeenntteebbii ufro

xangrZlivad warmoadgenen myidvelebsa da gadamyidvelebs. mewarmis agentebi

(e.w. mewarmis warmomadgenlebi) sabiTumo movaWris agentebis yvelaze martivi

tipia. sabiTumo vaWrobis mesame tipia mmwwaarrmmooeebblliiss ggaayyiiddvviiss oobbiieeqqtteebbii ddaa

ooffiisseebbii – sabiTumo vaWroba uSualod gamyidvelsa da myidvels Soris da ara

biTumad movaWreebis meSveobiT.

bbiiTTuummaadd mmoovvaaWWrriiss mmaarrkkeettiinngguullii ggaaddaawwyyvveettiilleebbaa

dResdReobiT, biTumad movaWreebi awydebian mzard konkurentul zewolas,

momTxovn momxmarebels, axal teqnologiebsa da didi samrewvelo, sxva saxis

organizaciebis da sacalo movaWreTa pirdapiri Sesyidvis programebis mxri-

dan. aqedan gamomdinare, maT axleburad unda Sexedon marketingul strate-

giebs. rogorc sacalo movaWreebis SemTxvevaSi, aseve maTi marketinguli ga-

dawyvetilebac gulisxmobs miznobrivi bazrebis, pozicionirebis da

marketinguli kompleqsis –SerCevas (ixileT suraTi 11.2), anu produqciis asor-

timentsa da serviss, fasebs, stimulirebas da adgils.

mmiizznnoobbrriivvii bbaazzrriissaa ddaa ppoozziicciioonniirreebbiiss SSeessaaxxeebb ggaaddaawwyyvveettiilleebbeebbii.. iseve

rogorc sacalo movaWreebma, biTumad movaWreebmac damoukideblad, efeqturad

unda gansazRvron TavianTi miznobrivi bazrebi da pozicionireba. maT

SeuZliaT miznobrivi jgufis SerCeva myidvelis raodenobis (mxolod msxvili

sacalo movaWreebi), myidvelis tipis (mxolod keTilmowyobili maRaziebi), mom-

saxurebis moTxovnilebis (kreditis msurveli momxmarebeli), an sxva faqtore-

bis mixedviT. miznobrivi jgufis farglebSi, maT SeuZliaT ufro xelsayreli

momxmareblis gansazRvra, ufro Zlieri SeTavazebebis SemuSaveba da maTTan

ukeTesi urTierTobebis Camoyalibeba. ufro metic, SekveTis moTxovniT, an

patara moTxovnebze momsaxurebis Rirebulebis damatebiT, maT naklebad xel-

sayreli momxmareblis CamoSoreba SeuZliaT.

mmaarrkkeettiinngguullii kkoommpplleeqqssiiss SSeessaaxxeebb ggaaddaawwyyvveettiilleebbeebbii.. sacalo movaWreebis

msgavsad, biTumad movaWreebmac unda gansazRvron produqtis asortimenti da

momsaxureba, fasi, stimulireba da adgili. biTumad movaWris `produqti~ aris

mis mier SeTavazebuli produqtisa da momsaxurebis asortimenti. produqciis

sruli seriis gayidvisa da saWiro maragis saswrafo miwodebis gamo, biTumad

movaWreebi didi zewolis qveS imyofebian. dRes biTumad movaWreebi garkveu-

lad zRudaven da amcireben produqciis im seriebs, romlebsac gankargaven da

maTgan mxolod ufro momgebianebs irCeven. agreTve, biTumad movaWreebi


bbrrookkeerrii ((Broker)biTumad movaWre,

romlis ZiriTadi

funqciaa myidvelisa

da gamyidvelis da-

kavSireba da molapa-

rakebisas daxmareba,

ar iRebs iuridiul

pasuxismgeblobas

arsebul saqonelze.

aaggeennttii ((Agent)gansazRvruli fun-

qciis mqone biTumad

movaWre, romelic

konkretul organi-

zacias mudmivad

warmoadgens da ar-

sebul saqonelze

iuridiulad pasuxs

ar agebs.

mmwwaarrmmooeebblliiss ggaayyiiddvviiss

oobbiieeqqtteebbii ddaa ooffiissee--

bbii ((Manufacturers’ salesbranches and offices)sabiTumo vaWroba

uSualod myidvelsa

da gamyidvels

Soris biTumad

movaWreebis gareSe.

ssuurraaTTii 1111..22

biTumad movaWris

marketinguli

gadawyvetilebebi


ccxxrriillii 1111..33 biTumad movaWreebis ZiriTadi tipebi

ttiippii ggaannssaazzRRvvrreebbaa

kkeerrZZoo bbiiTTuummaadd mmoovvaaWWrreeeebbii damoukidebel sakuTrebaSi arsebuli biznesi, romelic iRebs iuridiul pasuxismgeb-

lobas savaWro produqtze. sxvadasxva situaciaSi maT uwodeben joberebs, distribu-

torebs an fabrikis momaragebis saxlebs. moicavs sruli momsaxurebis biTumad movaW-

reebsa da SezRuduli momsaxurebis biTumad movaWreebs:

sruli momsaxurebis sruli momsaxurebis uzrunvelyofa gulisxmobs: gayidvasa da stimulirebas, asorti

biTumad movaWreebi mentis agebas, masis (raodenobis) dayofas, produqciis dasawyobebas, transportirebas,

kreditis SeTavazebas, riskis gawevas, bazris Sesaxeb informaciis mopovebasa da

menejmentSi daxmarebas. arsebobs maTi ori tipi:

mebiTume upirvelesad, yidis sacalo movaWreebze da uzrunvelyofs srul momsaxurebas. specia-

lizebuli biTumad movaWreebi daxelovnebulni arian seriis mxolod erTi nawilis

gadatanaSi. magaliTad, sakvebisa da zRvis produqtebis biTumad movaWreebi.

industriuli yidian ufro mewarmeebze, vidre sacalo movaWreebze. uzrunvelyofen ramdenime saxis

distributorebi momsaxurebas, rogoric aris maragebis Senaxva, kreditis SeTavazeba da miwodebis uz-

runvelyofa. SesaZloa flobdnen saqonlis farTo speqtrs an specializebul serias.

SezRuduli momsaxurebis yidian ufro mewarmeebze, vidre sacalo movaWreebze. uzrunvelyofen ramdenime saxis

biTumad movaWreebi momsaxurebas, rogoric aris maragebis Senaxva, kreditis SeTavazeba da miwodebis uz-

runvelyofa. SesaZloa flobdnen saqonlis farTo speqtrs an specializebul serias.

gadaixade da swrafad moZravi saqonlis SezRuduli seriis miyidva naRdi angariSsworebiT mcire

waiRe sacalo movaWreebze, rogorc wesi, mitanis momsaxurebis gareSe. magaliTad, Tevzeulis

patara maRazias SeuZlia am meTodiT _ TevzeuliT biTumad movaWresTan, naRdi anga-

riSsworebiT Tevzeuli SeiZinos da maRaziaSi TviTon miitanos.

manqaniT biTumad ZiriTadad, asruleben gayidvisa da miwodebis funqciebs. yidian naxevrad malfuWebad

movaWreebi (e.w. saqonlis SezRudul seriebs (rogoric aris rZe, puri da sauzmis produqti) supermar-

manqanis joberebi) ketebis, patara sasursaToebis, saavadmyofoebis, qarxnebis kafeteriebisa da sastumroe-

bisTvis.

pirdapiri mimtani ar axorcieleben produqciis Senaxvas da ar floben TviT am saqonels. SekveTis miRe-

bisas irCeven mewarmes da misi produqcia pirdapir myidvelTan miaqvT. pirdapir mim-

tani Tavis Tavze iRebs pasuxismgeblobasa da risks SekveTis miRebidan mis myidvelamde mi-

tanamde. isini muSaoben mZime industriaSi, rogoric aris magaliTad qvanaxSiris, xe-

tyis masalis da mZime manqanaTmSeneblobis da a.S..

`savaWro Taros~ emsaxurebian minimarketebis da medikamentebis sacalo movaWreebs, ZiriTadad, arasakvebi

momsaxure produqciiT. isini uzrunvelyofen saTamaSoebiT, rbilydiani JurnalebiT, wignebiT, zo-

gierTi teqnikuri aRWurvilobiT, janmrTelobisa da silamazis saSualebebiT da sxva.

amis Semdgom isini fass adeben saqonels, uzrunvelyofen maT axlad Senaxvas, moaqvT

gasayidi adgilebis mixedviT da awarmoeben sainventarizacio Canawerebs. savaWro Ta-

ros momsaxreni saqonelze pasuxismgeblobas iReben da sacalo movaWreebTan anga-

riSsworebas mxolod momxmarebelze miyiduli saqonlis mixedviT axorcieleben.

mwarmoeblis sasoflo-sameurneo fermebis wevrebis mflobelobaSi myofi, romlebic aseTi fermis

kooperativebi produqcias agrovebs adgilobriv bazarze gayidvis mizniT. kooperativis mogeba mis

wevrebze wlis bolos nawildeba. xSirad, isini cdiloben produqtis xarisxis gaum-

jobesebasa da kooperativebis brendis saxelis stimulirebas, rogoric aris,

magaliTad, Sun Maid-is qiSmiSi, Sunkist-is forToxali an Diamond-is kakali.

safosto SekveTebis Zvirfaseulobis, specialuri sakvebisa da sxva patara nivTebis katalogebiT gagzavna

biTumad movaWreebi sacalo vaWrebTan, samrewvelo da sxva saxis organizaciebis myidvelebTan. ar gulisx

mobs gare gayidvebis personalis arsebobas. ZiriTad momxmarebels warmoadgens patara,

moSorebul adgilebSi ganTavsebuli biznesebi. katalogebidan SekveTili produqciis

gagzavna xorcieldeba fostis, an satvirTo manqanebis da sxva transportis saSualebiT.

bbrrookkeerreebbii ddaa aaggeenntteebbii ar ageben iuridiul pasuxs saqonleze. maTi ZiriTadi funqcia gulisxmobs yidva-gayid-

vaSi daxmarebas, romlis saSualebiT isini gasayidi fasis sakomisios iReben. ZiriTadad,

specializrdebian produqtis seriebze, an myidvelis tipebze:

brokerebi mTavari funqcia gulisxmobs myidvelisa da gamyidvelis dakavSirebas da molaparake-

bebSi daxmarebas. gasamrjelos uxdis mxare, romelmac isini daiqirava; maT ar gadaaqvT

produqcia, ar erevian finansirebaSi, ar aqvT kavSiri riskTan. magaliTad, sakvebis bro-

kerebi, uZravi qonebis brokerebi, sadazRvo brokerebi da usafrTxoebis brokerebi.

agentebi brokerebTan SedarebiT, ufro xangrZlivad warmoadgenen myidvels, an gamyidvels. arse-

bobs maTi ramdenime tipi:

gagrZeleba ix. gv. 393


xelaxla ganixilaven Zlieri samomxmareblo urTierTobis agebisaTvis yve-

laze Sesaferis momsaxurebebs. mTavaria, miagnon im momsaxurebis kompleqss,

romelsac maTi miznobrivi myidvelebi yvelaze metad afaseben.

biTumad movaWris mier miRebuli gadawyvetileba fasis Sesaxeb agreTve

mniSvnelovania. biTumad movaWre Tavis saqonelze daaxloebiT 20 procentis

odenobis fasnamats adebs. yvelanairi saoperacio xarjis odenobam SeiZleba

Seadginos 17%, rac mogebis marJas 3%-mde Seamcirebs. sursaTiT biTumad

vaWrobis SemTxvevaSi, saSualo marJa xSirad 2 procentze naklebia. fasebis

dawesebasTan dakavSirebiT, biTumad movaWreebi axali midgomebis gamoyenebas

cdiloben. axali, mniSvnelovani myidvelis misazidad maT SesaZloa zogierT

produqciis seriaze marJa Seamciron.

miuxedavad imisa, rom biTumad movaWreebis warmateba SesaZloa stimulire-

baze damokidebuli iyos, maTi umetesoba stimulirebaze orientirebuli ar

aris. isini sakmaod aragegmurad da gafantulad iyeneben reklamas, gayidvebis

stimulirebas, personalur gayidvebsa da sazogadoebriv urTierTobebs. per-

sonalur gayidvas bevri maTgani moZvelebuli meTodebiT awarmoebs – imis

nacvlad, rom momsaxurebis agebisas da gayidvis dros ZiriTadad angariSi

gauwion gunduri Zalisxmevis gamoyenebas, maTTvis gayidva jer kidev niSnavs

erTi realizatoris saubars erT myidvelTan. agreTve, biTumad movaWreebma

sacalo movaWreebis mier gamoyenebuli arapersonaluri stimulirebis saerTo

strategiebi unda danergon da maqsimalurad gamoiyenon mimwodeblis stim-

ccxxrriillii 1111..33 (gagrZeleba)

ttiippii ggaannssaazzRRvvrreebbaa

mewarmis agentebi warmoadgens urTierTSemavsebi produqciis seriis or an met mewarmes. formaluri we-

rilobiTi SeTanxmeba TiToeul mewarmesTan Seicavs _ faswarmoqmnis, teritoriebis,

SekveTis marTvis, miwodebis momsaxurebis, sanqciisa da sakomisio normebis Sesaxeb sa-

kiTxebs. xSirad gamoiyeneba iseT sasaqonlo seriebSi,rogorebic aris tansacmeli, aveji

da eleqtrosaqoneli. maT qiraobs mcire mewarme, romelic ar flobs sakuTar gayidve-

bis personals da msxvili mewarme, romelsac agentebi axali teritoriebis asaTviseb-

lad sWirdeba an im teritoriebisaTvis, romlebsac sruli datvirTvas arsebuli gayid-

vebis personaliT ver uzrunvelyofs.

gayidvis agentebi mewarmis mTliani produqciis gayidvis xelSekrulebiTi uflebamosileba. mewarme an

ar aris gayidvebiT dainteresebuli, an arakvalificiuria am funqciisaTvis. realiza-

tori asrulebs gayidvebis departamentis funqcias da gansakuTrebuli gavlena gaaCnia

fasebze da vaWrobis pirobebze. gamoiyeneba iseTi produqtebis kategoriebSi, rogore-

bic aris qsovilebi, samrewvelo danadgarebi da aRWurviloba, qvanaxSiri da koqsi,

qimikatebi, metalebi da sxva.

Sesyidvis agentebi ZiriTadad, awarmoeben grZelvadian urTierTobebs myidvelebTan da maTTvis Sesyidvebs

axorcileben. xSirad iReben, amowmeben, sawyobSi ganaTavseben da gadaaqvT saqoneli

myidvelisaTvis. klientebs uzrunvelyofen sasargeblo informaciiT da exmarebian maT

saukeTeso xelmisawvdomi saqonlisa da fasebis mopovebaSi.

sakomisio agentebi iReben produqcias fizikur sakuTrebaSi da awarmoeben gayidvebis Sesaxeb molapara-

kebebs. Cveulebriv, ar xdeba maTi grZelvadiani periodiT daqiraveba. yvelaze xSirad

maT sasoflo _ sameurneo marketingSi iyeneben fermerebi, romlebsac sakuTari pro-

duqciis gayidvis survili ar aqvT da mewarmeebis korporaciebs ar miekuTvnebian.

sakomisio agentebs saqonlis minimaluri tvirTi centralur bazarze gadaaqvT da

saukeTeso fasad yidian.

mmwwaarrmmooeebblliiss ggaayyiiddvviiss biTumad vaWrobis operaciebis ganxorcieleba uSualod gamyidvelebisa da myidvelebis

oobbiieeqqtteebbii ddaa mier da ara damoukidebeli biTumad movaWreebis saSualebiT. calkeuli ofisebi da

ooffiisseebbii obieqtebi ekuTvnis an gamyidvelebs, an myidvels.

gayidvis obieqtebi iqmneba mwarmoeblebis mier produqciaze kontrolis, gayidvebisa da stimulirebis

da ofisebi gasaumjobeseblad. gayidvis obieqtebs gaaCniaT garkveuli produqciis maragi da iseT

industriebSi gamoiyeneba, rogorebic aris xis masalis, avtomobilebis aRWurviloba da

nawilebi. gayidvis ofisebi ki saqonels marags ar inaxaven da saqmianoben ZiriTadad

e.w. mSrali produqciis industriaSi.

Sesyidvis ofisebi asruleben brokerebisa da agentebis msgavs funqciebs, magram myidvelis organizaciis

nawils warmoadgenen. bevri sacalo movaWre mTavar sabazro centrSi ayalibebs yidvis

ofisebs. magaliTad niu-iurksa da CikagoSi.


ulirebis meTodebi da programebi.

dabolos, mniSvnelovania adgili – biTumad movaWreebma guldasmiT unda

SearCion maTi adgilmdebareoba, aRWurviloba da Web-Si saitis ganTavseba.

rogorc wesi, biTumad movaWreebi irCeven dabali ijarisa da dabali

gadasaxadis mqone adgils, xolo SenobebSi, aRWurvilobasa da sistemebSi

nakleb investicias deben. amis gamo, isini floben saqonlis da dokumentaciis

marTvisa da SekveTis warmoebis moZvelebul sistemebs. Tumca, ukanasknel

wlebSi msxvili da progresulad moazrovne biTumad movaWreebi mniSvnelov-

nad zrdian xarjebs avtomatur sacavebsa da eleqtronuli SekveTis sistemeb-

Si investirebaze. SekveTebi sacalo movaWris sistemidan pirdapir miemarTeba

biTumad movaWris kompiuterSi, Semdeg mowyobilobis saSulebiT xdeba saWiro

saqonlis SerCeva, SefuTva da avtomaturad gadatana gadasazid platformaze,

sadac maTi Segroveba xdeba. angariSsworebas, produqciis maragis kontrolsa

da prognozirebas biTumad movaWreebis umravlesoba Tanamedrove teqnolo-

giebis saSualebiT axorcielebs.

bbiiTTuummaadd vvaaWWrroobbiiss mmoommaavvaallii

XXI saukuneSi biTumad vaWrobis industria mniSvnelovani gamowvevebis winaSe

dgeba. industria jer kidev mtkivneulad ganicdis ukanaskneli aTwleulis

erT-erT yvelaze mniSvnelovan tendencias – Zlier winaaRmdegobas fasebis

matebis mimarT da Tavis daRwevas im mimwodeblebisagan, romlebic produqci-

aze faseulobas xarjebisa da xarisxis gaTvaliswinebiT ar amateben. mizno-

brivi myidvelisa da mimwodeblebis cvalebad moTxovnilebebze mosargebad,

progresuli biTumad movaWreebi ganuwyvetliv ukeTesi gzebis ZiebaSi arian.

isini acnobiereben, rom grZlvadian periodSi, maTi arsebobis erTaderTi

piroba faseulobis damatebaa mTliani marketinguli arxis efeqturobis

gazrdiT. am miznis misaRwevad maT ganuwyvetliv unda gaaumjobeson TavianTi

momsaxureba da Seamciron masTan dakavSirebuli danaxarjebi.

progresuli biTumad vaWrobis magaliTs warmoadgens McKesson HBOC, qvey-nis farmacevtuli, janmrTelobisa da silamazisTvis zrunvis, saojaxo medici-

nis produqtebis wamyvani biTumad movaWre. gadarCenisaTvis, McKesson HBOC-mamwarmoeblebis gayidvebis obieqtebTan SedarebiT efeqtianoba unda Seinar-

Cunos. amitom, kompaniam efeqturi avtomaturi sacavi aago, medikamentebis

mwarmoeblebTan pirdapiri kompiuteruli kavSiri daamyara da myidvelisaTvis

eleqtronuli momaragebis menejmenti da angariSis mimRebi sistemebi Camoaya-

liba. igi sacalo movaWreebs eleqtronuli

resursebis farTo speqtrs sTavazobs, ro-

melTa Sorisacaa momaragebis marTvis sis-

tema, katalogebis sistema, SekveTis kontro-

li realur droSi da angariSis marTvis

sistemebi. sacalo movaWreebs, McKesson-issistemis gamoyeneba TavianTi myidvelebis

samedicino profilis Sesaqmneladac SeuZ-

liaT. McKesson-is mier samedicino-qirur-

giuli nawarmisa da aRWurvilobis momarage-

bisas momxmareblebi eleqtronulad iReben

momaragebis marTvis saSualebebis farTo asor-

timents, romelTa Sorisacaa SekveTis mar-

Tvis eleqtronuli sistema, produqtisa da

faswarmoqmnis Sesaxeb realur droSi xel-

misawvdomi informacia, produqciis maragis

xelmisawvdomoba da SekveTis statusi.

McKesson-is Tanaxmad, distribuciis arxSi

faseulobis damatebas igi axorcielebs _

`momaragebis, informaciis, jandacvis menej-

mentis da servisis saTanado formebis

dagegmviT, xarjebis SemcirebiT da samedi-

cino momsaxurebis xarisxis gaumjobe-

sebiT~.25

■ momsaxurebisa da efeqturobis gasaumjobeseblad McKesson-maCamoayaliba srulyofili eleqtronuli momaragebis menejmentis

sistema, romlis saSualebiT myidvelebs SeuZliaT TavianTi far-

macevtuli da samedicino-qirurgiuli maragis SekveTa, kontroli

da marTva. TavianTi myidvelebis Sesaxeb monacemebis Sesagroveb-

lad sacalo movaWreebs SeuZliaT McKesson-is sistemis gamoyeneba.


kvlav bundovania msxvil sacalo movaWreebsa da msxvil biTumad mo-

vaWreebs Soris arsebuli gansxvaveba. dRes bevri sacalo movaWre iseTi for-

matis eqspluatacias axorcielebs,rogoric aris biTumad movaWreebis klubebi

da hipermarketebi, romlebic faqtobrivad biTumad movaWris bevr funqcias

asruleben. Tavis mxriv, bevri msxvili biTumad movaWre sakuTari sacalo

vaWrobis saqmianobebs axorcielebs. SuperValu da Fleming-i, sakvebi produqtebisori wamyvani, umsxvilesi biTumad movaWre, dRes sakuTari sacalo vaWrobiT

arian dakavebulebi. magaliTad,SuperValu, sakvebi produqtebis qveynis umsxviles

biTumad movaWres, imavdroulad, qveynis sacalo movaWreTa Soris me-11 adgili

ukavia. kompaniis gayidvebis 23 miliari dolaris TiTqmis 45 procenti misi

Bigg’s-is, Cub Foods-is, Save-A-Lot-is, Farm Fresh-is, Hornbacher’s-is, Laneco-is, Metro-s,Scott’s Foods-is, Shop ‘n Save-is da Shoppers Food Warehouse-is maRaziebidan modis.26

savaraudod,biTumad movaWreebi kvlavac gaagrZeleben sacalo movaWreebis

iseTi momsaxurebiT uzrunvelyofis gafarToebas, rogorebicaa sacalo

vaWrobis faswarmoqmna, kooperatiuli reklamireba, marketingisa da menejmentis

informaciuli angariSebi, angariSsworebis momsaxurebebi, eleqtronuli

transaqciebi da sxva. erTis mxriv, xarjebis momateba da, meores mxriv, momsax-

urebis gazrdili moTxovna biTumad movaWreebis mogebas SezRudavs. gansakuT-

rebuli safrTxis winaSe arian is biTumad movaWreebi, romlebic myidve-

lisaTvis faseulobis efeqturad miwodebis gzebis moZiebas ver SeZleben.

Tumca kompiuteruli, avtomaturi da eleqtronuli sistemebis gamoyenebis

zrda daexmareba biTumad movaWreebs SekveTebis, gadazidvebisa da produqciis

maragis Senaxvis xarjebis Semcirebasa da produqtiulobis zrdaSi.

dabolos, saSinao bazris zrdis Senelebuli tempisa da Tavisufali

vaWrobis CrdiloeTamerikuli SeTanxmebis (NAFTA-s) SesaZleblobebis gaTva-

liswinebiT, aSS-s bevri msxvili biTumad movaWre dRes msoflio asparezze

gadis. magaliTad, 1991 wels McKesson-ma Tavisi kanadeli partniori ProvigoSeisyida. dRes ki kompaniis mTliani Semosavlis 3 procenti kanadidan Semodis.

misi warmoebis adgilidan moxmarebis adgil-

amde. sacalo vaWroba aris yvela saqmianoba, ro-

melTa mizania, saboloo momxmarebels produqti

an momsaxureba miyidos maTi personaluri, ara-

biznes moxmarebisaTvis. biTumad vaWroba aris

yvela saqmianoba, romelic gulisxmobs saqon-

lisa da momsaxurebis miyidvas maTTvis, vinc

saqonelsa da momsaxurebas SemdgomSi gayidis

an sxva biznessaqmianobaSi gamoiyenebs. biTumad

movaWreebi bevr funqcias asruleben, maT Soris

aris gayidva da stimulireba, yidva da asorti-

mentis ageba, produqciis didi masebis dayofa,

sacavSi ganTavseba, transportireba, dafinanseba,

riskis gaweva, sabazro informaciiT momarageba

da marTvis momsaxurebiTa da rCevebiT uzrunve-

lyofa.

22.. ggaannmmaarrtteeTT ssaaccaalloo mmoovvaaWWrreeeebbiiss ZZiirriiTTaaddii

ttiippeebbii ddaa mmooiiyyvvaanneeTT TTiiTTooeeuulliiss mmaaggaalliiTTii..

sacalo movaWreebis klasifikacia SesaZlebelia

maRaziisSida da maRaziisgare sacalo movaW-

reebad. miuxedavad imisa, rom saqonlisa da mom-

saxurebis umetesoba maRaziebis saSualebiT

iyideba, maRaziisgare sacalo vaWroba bevrad

ufro swrafad izrdeba, vidre maRaziisSida

aq SevCerdeT da gadaxvedoT sacalo

da biTumad vaWrobas. am TavSi Cven,

pirvel rigSi, ganvixileT sacalo

vaWrobis mniSvneloba da raoba,

sacalo vaWrobis ZiriTadi tipebi,

sacalo movaWreebis mier miRebuli gadaw-

yvetilebebi da sacalo vaWrobis momavali.

Semdeg igive sakiTxebi biTumad movaWreebTan

dakavSirebiTac ganvixileT. miuxedavad imisa,

rom sacalo vaWrobis umetesi nawili sacalo

maRaziebSi mimdinareobs,bolo wlebSi maRaziis-

gare sacalo vaWrobac swrafad izrdeba.

amasTan erTad, miuxedavad imisa, rom sacalo

maRaziebis umravlesoba damoukidebel sakuT-

rebaSi imyofeba, dRes sul ufro meti firma

erTiandeba korporaciuli da xeklSekrulebiTi

organizaciis formis qveS. biTumad mova-

Wreebmac ganicades garemos ukanaskneli cvli-

lebebis zegavlena, gansakuTrebiT arsebuli

konkurentuli zewolis pirobebSi.

11.. ggaannmmaarrtteeTT ssaaccaalloo ddaa bbiiTTuummaadd vvaaWWrreebbiiss rroollii

ssaaddiissttrriibbuucciioo aarrxxSSii..

sacalo da sabiTumo vaWroba moicavs bevr

organiazacias, romlebsac produqcia gadaaqvT

SSeeiissvveenneeTT::kkoonncceeffcciieebbiiss kkvvaallddaakkvvaall


sacalo vaWroba. maRaziisSida sacalo movaW-

reebis dayofa SesaZlebelia maT mier SemoTava-

zebuli momsaxurebis moculobis (TviTmomsaxu-

reba, SezRuduli momsaxureba da sruli

momsaxureba), produqtis seriebis raodenobis

(specializebuli maRaziebi, univermaRebi, super-

marketebi, supermaRaziebi, mosaxerxebeli maRa-

ziebi da momsaxurebis biznesi), dawesebuli

SefardebiTi fasebis (Camofasebuli maRaziebi

da fasdaklebebis maRaziebi) da organizaciul

struqturis (korporaciuli qseli, nebayof-

lobiTi qselebi, sacalo movaWreebis koopera-

tivebi, frenCaizuri organizaciebi da sacalo

vaWrobis konglomeratebi) mixedviT.

33.. ggaannssaazzRRvvrreeTT bbiiTTuummaadd mmoovvaaWWrreeeebbiiss ZZiirriiTTaaddii

ttiippeebbii ddaa mmooiiyyvvaanneeTT TTiiTTooeeuulliiss mmaaggaalliiTTii..

arsebobs biTumad movaWris sami ZiriTadi tipi

kerZo biTumad movaWreebi, agentebi da bro-

kerebi, mwarmoeblis gayidvis obieqtebi da

ofisebi. kerZo biTumad movaWreebi aerTianeben

or farTo jgufs (tips): sruli momsaxurebis

biTumad movaWreebsa (mebiTumeebi da industri-

uli distributorebi) da SezRuduli momsax-

urebis biTumad movaWreebs (gadaixade da waiRe,

manqaniT biTumad movaWreebi, pirdapiri mim-

tanebi, savaWro Taros momsaxureni, mwarmoeblis

kooperativebi, safosto SekveTebis biTumad

movaWreni). brokerebi da agentebis mflobe-

lobaSi ar Sedis saqoneli, magram yidva-

gayidvaSi gaweuli daxmarebisaTvis gasamrje-

los sakomisioebis saxiT iReben. dabolos,

mwarmoeblis gayidvis obieqtebi da ofisebi –

warmoadgens arabiTumad movaWreebis mier, biTu-

mad movaWreebis gverdis avliT, sabiTumo vaW-

robis warmoeba.

TTaavvSSii ggaammooyyeenneebbuullii tteerrmmiinneebbii

ggaannssaaxxiillvveellii ssaakkiiTTxxeebbii

11.. ganasxvaveT sacalo vaWrobis Semde-

gi tipebi: specializebuli maRazia,

supermarketi, univermaRi, supermaRa-

zia, mosaxerxebeli maRazia da kategoriis mom-

cveli.

22.. airCieT Tqvens qalaqSi arsebuli sacalo

movaWre,romelmac ramdenime wlis win miatova es

biznesi. Tqveni azriT, ra faqtorebma gamoiwvia

maRaziis gakotreba?

33.. rogorc am TavSi aris aRniSnuli, grZeldeba

maRaziisgare sacalo vaWrobis popularobis

zrda. momxmareblis TvalTaxedvidan, ra dadebi-

Ti da uaryofiTi mxareebi gaaCnia safosto

SekveTis katalogebs, satelevizio gayidvebsa da

eleqtronul gayidvebs?

44.. ganixileT sacalo vaWrobis konvergenciis

koncefcia majis saaTebTan dakavSirebiT. ra

formis konkurenciis gaweva SeuZlia sacalo

movaWres aseT garemoSi?

55.. aRwereT biTumad movaWreebis tradiciuli

funqciebi. romeli maTgani aris yvelaze mi-

saRebi msxvili mewarmeebisaTvis, an msxvili sa-

calo movaWreebisaTvis? daasabuTeT Tqveni

pasuxi.

ggaammooyyeenneebbiiTTii SSeekkiiTTxxvveebbii

11.. SeadgineT cxrili da TiToeul mwkrivSi Ca-

wereT sacalo movaWreebis Semdegi maxasiaTeb-

lebi: momsaxurebis moculoba, produqciis

seriis raodenoba, SefardebiTi fasebi da orga-

nizaciuli struqtura. cxrilis TiToeuli sve-

iimmooggzzaauurreeTT

aaggeennttii AgentbbiiTTuummaadd mmoovvaaWWrree WholesalerbbiiTTuummaadd vvaaWWrroobbaa Wholesalingbbrrookkeerrii Brokerkkaatteeggoorriiiiss aammoommwwuurrii Category killerkkeerrZZoo bbiiTTuummaadd mmoovvaaWWrree Merchant wholesalerkklluubbii--ssaawwyyoobbii Warehouse club mmoossaaxxeerrxxeebbeellii mmaaRRaazziiaa Convenience store mmwwaarrmmooeebblliiss ggaayyiiddvviiss Manufacturers' sales branches andoobbiieeqqtteebbii ddaa ooffiisseebbii officesssaaccaalloo mmoovvaaWWrree Retailerssaaccaalloo vvaaWWrroobbiiss cciikklliiss Wheel-of retailing concept kkoonncceeffcciiaa

ssaavvaaWWrroo cceennttrrii Shopping centerssaawwaarrmmooss ssaavvaaWWrroo wweerrttii Factory outlet ssppeecciiaalliizzeebbuullii mmaaRRaazziiaa Specialty store ssuuppeerrmmaaRRaazziiaa Superstore ssuuppeerrmmaarrkkeettii Supermarket uunniivveerrmmaaRRii Department store ffaassddaakklleebbeebbiiss mmaaRRaazziiaa Discount storeffrraannCCaaiizzii Franchise CCaammooffaasseebbuullii ssaaqqoonneelliiss Independent off-priceddaammoouukkiiddeebbeellii ssaaccaalloo mmoovvaaWWrree retailerCCaammooffaasseebbuullii ssaaqqoonnlliiTT mmoovvaaWWrree Off-price retailer


tteeqqnnoollooggiiuurr ssaammyyaarrooSSii

axali teqnologia SesaZloa Tqven

axlomdebare sursaTis maRaziaSic

gamoCndes. Shopping Buddy, amJamad gan-Tavsebuli masaCusetsis sacdel ba-

zarze, aris patara urikaze damontaJebuli kom-

piuteris monitori da Strix-kodis daTvlis

mowyobiloba. urikis gamosayeneblad myidvelebi

TavianT baraTebs askanereben urikaSi, sadac

maRaziasTan dakavSirebuli maTi Sesyidvebis

istoria avtomaturad itvirTeba. saqonlis Ta-

rodan aRebis Semdeg momxmarebels SeuZlia maTi

daskanereba da pirdapir urikis CanTaSi ganTav-

seba. rodesac Semowmebis dro dgeba, isini kidev

erTxel, ubralod, askanereben baraTs da fuls

ixdian. aRar aris saWiro rigSi lodini.

magram Shopping Buddy Semowmebis procesis daC-

qarebaze mets akeTebs. imis gaTvaliswinebiT,rom

man Tqveni yidvis istoria icis, mas SeuZlia

SegaxsenoT, rom raRac saqoneli ar SegiZeniaT;

gagaxsenoT, maRaziaSi romel adgilas SeiZleba

konkretuli saqonlis povna, romelsac eZebT;

ramdenad Sors imyofebiT sasurveli sagnidan;

im dRes igi nebismieri sayidlis gakeTebis

Sesaxeb SegaxsenebT.

11.. rogori iyo Tqveni pirveli reaqcia aseTi

tipis teqnologiaze? gaqvT Tu ara survili,

sayidlebi amgvarad ganaxorcieloT?

22.. am teqnologiam ra dadebiTi da uaryofiTi

SeiZleba moutanos sacalo maRaziebs?

tis zemoT pirvel grafaSi CawereT Semdegi saca-

lo movaWreebi: Best Buy, Sears, Sam’s Club, The Gap,Wal-Mart da adgilobrivi moxerxebuli maRa-zia.

SeavseT cxrilis ujredebi, CawereT Ti-Toeuli

sacalo movaWris daxasiaTeba yoveli maxa-

siaTeblis mixedviT. ra STabeWdileba Se-giqmnaT

am cxrilma?

22.. am CamoTvlili qselebidan SearCieT erT-erTi

(The Gap, Barnes and Noble, Foot Locker an Walgreens) dakidev erTi adgilobrivi sacalo vaWrobis kop-

mania, romelic imave xarisxisa da tipis

saqonels yidis. SeadareT da ganasxvaveT es ori

sacalo movaWre miznobrivi bazris, produqtisa

da momsaxurebis asortimentis, maRaziis atmos-

feros, fasebis, stimulirebis saSualebe-bisa da

adgilmdebareobis mixedviT. ratom mia-niWebs

upiratesobas myidveli erT-erT maTgans, Tu igi

yidulobs produqcias,romelic orive maRaziaSi

aris ganTavsebuli.

33.. SeiareT iseT maRaziaSi, romelsac gaaCnia el-

komerciis veb-gverdi (magaliTad, Kmart, Kroger,Target an Sears). mas Semdeg, rac naxavT rogorc

maRazias, aseve mis veb-gverds, ganixileT Semdegi

kiTxvebi: izidavs Tu ara sacalo vaWrobis

orive maRaziis alternativa erTnairi tipis

momxmarebels? aRwereT myidveli, romelic sayi-

dlebze Seva tradiciuli vaWrobis mqone

maRaziaSi da myidveli, romelic sayidlebs veb-

gverdis saSualebiT ganaxorcielebs. ra gansx-

vavebaa maRaziisa da veb-gverdis pozicio-

nirebaSi? Tu isini ar arian sxvadasxvanairad

pozicionirebuli, unda iyvnen Tu ara? rogor

SeiZleba amis ganxorcieleba? arsebobs Tu ara

raime potenciuri uaryofiTi mxare maRazii-

saTvis, romelic am or sadistribucio arxs

flobs?


zogierTi individualuri piri ukmay-

ofilebas gamoxatavs imis Taobaze,

rom iseTi didi sacalo movaWreebi,

rogorebic arian Wal-Mart, Home-Depotda Best Buy, sazogadoebas zians aye-

neben, radgan maTi mizeziT mcire sacalo

movaWreebi biznessaqmianobas toveben. es kri-

tikosebi Civian, rom aseTi patara sacalo

movaWreebis dakargva niSnavs imas, rom sazoga-

doebis wevrebis nawili mogebis gareSe darCeba,

momsaxurebis done Semcirdeba da sacalo

vaWrobis adgilebi dacarieldeba. meores mxriv,

msxvili sacalo movaWreebis mxardamWerebi acx-

adeben, rom `didi yuTis~ es sacalo movaWreebi

sTavazoben momxmarebels xelsayrel pirobebs,

ufro dabal fasebsa da dasaqmebis bevr SesaZ-

leblobas.

11.. ra moxdeba, Tu qalaqis mTavroba adgilobriv

sacalo movaWreebs msxvili sacalo movaWreebis

muqarisgan daicavs?

22.. farTo arCevanisa da dabali fasebis SeTa-

vazebiT pirdapiri konkurenciis gawevis nac-

vlad,ra alternatiuli strategiebis gamoyeneba

SeuZliaT ufro patara sacalo movaWreebs?

33.. gaiyaviT jgufebad, TiToeulSi samidan xuTi

studentis SemadgenlobiT da daikaveT am

sakiTxis erT-erTi mxare: sabolood, iseTi

msxvili sacalo movaWreebi,rogorebic rian Wal-Mart-i, Home Depot da Best Buy, exmareba Tu zians

ayenebs im sazogadoebebs, sadac isini Sedian?

eeTTiikkiiss ssaammyyaarrooSSii

Federated-is biznessituacia moTavsebu-

lia wignis bolos, danarT 1-Si.

uuccxxoouurrii bbiizznneessssiittuuaacciiaa

chapter 11

Documents

hoovers company profiles

marketingi musaobis processi

sxva biznessaqmianobasi gamoiyenebs

rogorebic arian etoys

meti savawro wertili

ra tqma unda

gadaixade da waire

sacalo vawrobis konglomerati