■ am Tavis Seswavlis Semdeg Tqven SeZlebT:

1. ganmartoT sacalo da sabiTumo movaWreebis roli sadistribucio arxSi; 2. daaxasiaToT sacalo movaWreebis
ZiriTadi ti pebi da moiyvanoT TiToeulis magaliTi; 3. gansazRvroT sabiTumo movaWreebis ZiriTadi ti pebi da
moiyvanoT TiToeulis magaliTi; 4. ganmartoT sacalo da sabiTumo movaWreebis winaSe arsebuli marketinguli
gadawyvetilebebi.
sacalo da sabiTumo
vaWroba 11
gzamkvlevi | ideebis kvaldakval

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: ,,yovelTvis dabali fasebi,
yovelTvis!’’ momxmareblis faseulobaze fokusirebam igi ara marto msoflios
umsxviles sacalo movaWred, aramed msoflios udides kompaniadac aqcia.

1
962 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-is
wliuri 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
442 nawili mesame 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
moi povebs, rogoric mas aqvs fizikur bazarze. `momavali oTxi wlis
dasasrulisaTvis, _ acxadebs sacalo industriis erT-erTi eqsperti, _ Wal-Mart
pirveli 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 disci plina 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-is
axlandeli 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.
 Tavi 11 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. Newell
Rubbermaid-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 ti pebs, sacalo movaWreebis mier miRebul
gadawyvetilebebsa da sacalo vaWrobis momavals. meore nawilSi ki imave
Temebs sabiTumo vaWrobasTan mimarTebaSi ganvixilavT.
444 nawili mesame myidvelze orientirebuli marketinguli strategiisa da marketinguli kompleqsis Seqmna

■❚ sacalo vaWroba
ra aris sacalo vaWroba? Cven yvelam viciT, rom Wal-Mart-i, Home Depot-i da Target -i
sacalo vaWroba sacalo movaWreebi arian, magram aseTive ti pis sacalo movaWrea Avon,
(Retailing) [Link]-i, adgilobrivi Holiday Inn da eqimi, romelic pacients sinjavs.
vaWroba, romlis mi- sacalo vaWroba gulisxmobs vaWrobas, romlis mizania, saboloo momxmarebels
zania, saboloo momx- pirdapir mihyidos produqti an momsaxureba maTi personaluri, arasaqmiani
marebels pirdapir (arabizness) moxmarebisaTvis. bevri dawesebuleba – sawarmoebi, sacalo da
mihyidos produqti sabiTumo movaWreebi – ewevian sacalo vaWrobas. magram sacalo vaWrobis
an momsaxureba, maTi
umetes nawils sacalo movaWreebi asruleben _ anu im biznesis mimdevrebi,
personaluri, arasaq-
miani (arabizness) romelTa gayidvebi dasabams sacalo vaWrobidan iRebs.
moxmarebisaTvis. 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
sacalo movaWre
myidvelisaTvis saqonlis miyidva pirdapir fostis, katalogebis, telefonis,
(Retailer) internetis, satelevizio programebis Cvenebebis, saojaxo da saofise miRebebis,
Suamavali organiza- saqonlis saxlSi mitanis, savaWro avtomatebisa da sxva pirdapiri gayidvebis
cia, romelic upirve- gamoyenebiT. pirdapiri gayidvis amgvar midgomebs detalurad me-13 TavSi
les yovlisa calo- ganvixilavT. am TavSi ki maRaziaSi ganxorcielebul sacalo vaWrobaze
biT vaWrobs. gavamaxvilebT yuradRebas.

sacalo movaWreebis tipebi

arsebobs yvela formisa da zomis sacalo maRazia da TandaTan sacalo
vaWrobis axali ti pebic ikveTeba. sacalo vaWrobis yvelaze mniSvnelovani
ti pebi 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.

cxrili 1 1 . 1 sacalo maRaziebis ZiriTadi ti pebi

specializebuli maRaziebi (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.
univermaRebi (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.
supermarketebi (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.
mosaxerxebeli maRaziebi (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
fasdaklebebis maRazia (Discount Stores)): vaWroben dabal fasebSi, mcire marJiT da didi moculobis standartuli
saqoneliT. magaliTad: General-Wal-Mart, Target, Kmart.
Camofasebuli saqonliT movaWre maRaziebi (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).
supermaRaziebi (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 hi permarketebi _ daaxloebiT 220,000 kvadratu-
li futis farTobis sivrce, romelic aerTianebs supermarketebs, fasdaklebisa da sasawyobo sacalo movaWreebs
(magaliTad, Carrefour [safrangeTi], Pyrca [espaneTi])
 Tavi 11 sacalo da sabiTumo vaWroba 445

momsaxurebis moculoba. sxvadasxva produqti sxvadasxva moculobis momsax- specializebuli

urebas saWiroebs. sacalo movaWres momsaxurebis sami donidan erT-erTis maRazia (Specialty
SeTavazeba SeuZlia: TviTmomsaxureba, SezRuduli momsaxureba da sruli mom- store)
saxureba. sacalo movaWre, ro-
melic produqciis
TviTmomsaxurebis sacalo movaWreebi emsaxurebian iseT momxmarebels,
mcire serias yidis
romelic fulis dasazogad sakuTari surviliT asrulebs `ganaTavse-Seadare- da am seriebSi
SearCie~ process. TviTmomsaxurebis dawesebiT, sacalo movaWres SeuZlia farTo asortimentis
SesTavazos dabali fasebi. Cvelebriv, aseT midgomas iyeneben yoveldRiuri produqti gaaCnia.
moxmarebis saqonlis (supermarketebi) da nacionaluri brendis, swrafad
moZravi ZiriTadi saqonlis (rogoric aris Best Buy) gamyidvelebi.
univermaRi
SezRuduli momsaxurebis sacalo movaWreebi, rogorebic arian Sears an (Department store)
JCPenny, ufro met daxmarebas uzrunvelyofen momxmareblisTvis, radgan isini calobiT movaWre
ufro farTo asortimentis saqonels floben, romlis Sesaxebac momxmarebeli maRazia, romelic
informacias saWiroebs. maTi gazrdili saoperacio xarjebis pirobebSi, fase- momxmarebels saqon-
bic SedarebiT maRalia. sruli momsaxurebis sacalo movaWreebi, rogorebic lis produqciis
arian specializebuli maRaziebi da pirveli klasis univermaRebi, momx- mraval serias sTa-
marebels daxmarebas sTavazobs yidvis procesis nebismier fazaSi. sruli mom- vazobs. TiToeul
saxurebis maRaziebi xSirad ufro met specializebul saqonels floben, jgufs, gankargavs
romelsac momxmarebeli `elis xolme.~ isini ufro met momsaxurebas uzrunve- calke ganyofileba,
lyofen, romelic, sabolood, met saoperacio xarjebs saWiroebs, rac romelsac profe-
sionali personali
momxmareblisaTvis dawesebul maRal fasebSi aisaxeba. marTavs.
produqtis seria. sacalo movaWreebis klasifikacia SesaZelebelia maTi pro- supermarketi
duqtis asortimentis moculobisa da raodenobis mixedviTac. zogierTi (Supermarket)
didi zomisa da mo-
sacalo maRazia, rogoric aris specializebuli maRazia, produqtis mcire culobis, dabali
serias yidian da am seriaSi produqtis farTo asortimenti gaaCniaT. dRes spe- marJisa da fasis
cializebuli maRaziebi ayvavebis stadiaSia. marketinguli segmentaciis, mizno- TviTmomsaxurebis ma-
brivi marketingisa da produqtis specializaciis tendenciis zrdam Razia, romelic sak-
moTxovnileba iseT maRaziebze gazarda, romlebic specifikur produqtebsa da vebiT, sarecxi saSua-
segmentebze arian fokusirebulni. lebebiTa da saoja-
univermaRi sxvadasxva produqciis seriis (profilis) farTo asortiments xo produqtebis
yidis. ukanasknel wlebSi univermaRebi moeqcnen, erTi mxriv, ufro fokusire- farTo asortimentiT
buli da moqnili specializebuli maRaziebisa da, meore mxriv, ufro efeqtiani vaWrobs.
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.
supermarketebi arian sacalo
vaWrobis maRaziebi, sadac momxmare-
beli sayidlebisaTvis yvelaze
xSirad Sedis. Tumca, dRes maTi
gayidvebis moculoba mcirediT
izrdeba, rac dakavSirebulia mo-
saxleobis raodenobis Senelebul ■ `kuWis wilisaTvis~ brZolaSi bevrma msxvilma supermarketma damatebiT
zrdasa da mosaxerxebeli maRa- eleqtronuli gayidvebs miyo xeli. dRes univermaRebis erTi meoTxedi sa-
ziebis, sakvebiT movaWre fasdak- qonels internetis saSualebiT yidis.
446 nawili mesame myidvelze orientirebuli marketinguli strategiisa da marketinguli kompleqsis Seqmna

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-
mosaxerxebeli maRa- qtronuli vaWrobac mosinja. dRes, yvela sasursaTo maRaziis erTi meoTxedi
zia (Convenience store) Tavis saqonels internetis saSualebiT yidis. kompania Forrester Research-is
mcire zomis maRazia Sefasebis Tanaxmad, uaxloes periodSi aSS-is ojaxebis 18 procenti sasursaTo
sacxovrebel adgil- produqtebs eleqtronuli vaWrobis gamoyenebiT SeiZens. igive gamokvleva it-
Tan axlos, romelic yobineba, rom aseTi ojaxebis raodenoba, romelic gasul wels 4.5 milions
mTeli kviris ganma- aRwevda, 2006 wlisaTvis 14 milions gadaaWarbebs.2
vlobaSi gvianobamde mosaxerxebeli maRaziebi arian mcire zomis maRaziebi, romlebic
muSaobs da momxmare-
blebs mxolod gar-
momxmareblebs mxolod garkveuli saxis, magram maRali brunvis mqone, saqonels
kveuli saxis, magram sTavazoben. SeerTebuli Statebis 132000 mosaxerxebeli maRaziis monacemebis
maRali brunvis mqo- Tanaxmad, gasul wels, aseTi maRaziebis gayidvebis moculobam 290 miliardi
ne, saqonels sTavazobs. dolari Seadgina. mosaxerxebeli maRaziebis Semosavlis 60 procentze meti
benzinis gayidvebze modis, maRaziebis SigniT navaWris Semosavlebis 50
procentze meti ki sigaretebze da sasmelebze.3
supermaRazia
(Superstore) ukanasknel wlebSi mosaxerxebeli maRaziebis industria Seecada
Cveulebriv super- mdedrobiTi sqesis myidvelebis mizidvas. isini uars amboben `satvirTo
marketebze bevrad manqanebis gasaCerebeli adgilis~ imijze, sadac mamakacebi ludis, sigaretisa
didi maRazia, rome- da Jurnalebis sayidlad midian. amis nacvlad, axlad momzadebul sakvebsa da
lic garkveuli Sab- ufro sufTa da usafrTxo garemos sTavazoben myidvels. bevri maTgani
loniT SeZenili sak- mikromarketingsac mimarTavs – anu TiToeuli maRaziis saqonlis morgeba
vebisa da arasakvebi samezoblo raionis gansakuTrebul moTxovnilebebze. magaliTad, Stop-N-Go
produqtebis didi mdidar raionSi yidis axlad momzadebul, xorcis specialur wvnians
asortimentiT vaW- gurmanebisaTvis, Evian-is civ wyalsa da ZviradRirebul Rvinoebs. igive
robs, aseve sTava- maRaziebi espanur raionSi espanurenovan Jurnalebsa da espaneli
zobs qimwmendis, da
safosto momsaxure-
momxmareblis gansakuTrebuli moTxovnilebebis Sesabamis saqonels yidian.
bas, fotoatelies supermaRaziebi arian supermarketebze bevrad didi maRaziebi, romlebic
serviss, qviTrebis sTavazoben rutinulad Sesasyidi sasursaTo da arasasursaTo produqciis
ganaRdebas, sxvadasxva did asortiments. Wal-Mart-i, Kmart-i, Target-i da sxva sacalo maRaziebi
angariSebis gadax- sTavazoben supercentrebs, sadac yuradReba jvaredini gasaRebis xelovnebazea
das, lanCis daxlebs, gamaxvilebli. magaliTad, tosterebi, axlad gamomcxvari puris siaxloves
manqanebsa da Sinaur awyvia, samzareulos mowyobiloba sakvebis daxlebis siaxloves aris
cxovelebze zrunvis moTavsebuli, xolo sabavSvo centrebi yidian yvelafers, dawyebuli bavSvebis
momsaxurebas. sakvebiT, damTavrebuli tansacmliT. SeerTebul StatebSi, supermarketebis
industriasTan SedarebiT, romlis wliuri namati mxolod 1 procents
Seadgens, supercentrebis gayidvebi 25 procentiT izrdeba. Wal-Mart-i, romelmac
kategoriis amomwuri Tavisi pirveli supercentri 1998 wels gaxsna, dRes 1,250 supercentrze mets
(Category killer) flobs, rac mTeli supercentrebis 70 procents Seadgens. 4
erTi nawarmis mTlia- ukanasknel wlebSi gaizarda im supermaRaziebis raodenoba, romlebic,
nad momcveli. gigan- gigantur specializebul e.w. ,,kategoriis amomwuri~ anu erTi nawarmis
turi specializebu- mTlianad momcvel maRaziebs warmoadgenen. TviTmfrinavebis angaris zomis
li maRazia, romelsac maRazia, romelic gansazRvruli kategoriis produqtis Zalian farTo asorti-
gansazRvruli kate- ments flobs da maRalkvalificiuri TanamSromlebi hyavs. kategoriis
goriis produqtis amomwurebi arian iseT produqtebis kategoriebSi, rogorebicaa wignebi, bavSvis
Zalian farTo asor-
tansacmeli, saTamaSoebi, eleqtrosaqoneli, saojaxo pirobebis gaumjobesebis
timents flobs da
maRalkvalificiuri produqtebi, wveulebisaTvis saWiro saqoneli, sportuli produqcia da Sinauri
TanamSromlebi yavs. cxovelebisaTvis saWiro saqonelic ki. supermaRaziis kidev erTi varianti
aris hipermarketi _ uzarmazari supermaRazia, SesaZloa fexburTis eqvsi moed-
nis farTobze ganTavsebuli. miuxedavad imisa, rom hi permarketebma evropisa da
msoflios sxva bazrebze Zalian did warmatebas miaRwies, SeerTebuli
Statebis bazarze maT naklebi warmateba moi poves.
dabolos, zogierTi sacalo movaWrisaTvis produqtis seria momsaxurebas
warmoadgens. sacalo momsaxureba gulisxmobs sastumroebsa da motelebs,
bankebs, aviaxazebs, kolejebs, saavadmyofoebs, kinoTeatrebs, tenisisa da
 Tavi 11 sacalo da sabiTumo vaWroba 447

boulingis klubebs, restornebs, profilaqtikebs, Tmis movlis maRaziebsa da fasdaklebebis maRa-

qimwmendas. SeerTebul StatebSi sacalo momsaxurebis kompaniebis raodenoba zia (Discount store)
ufro swrafad izrdeba, vidre produqtiT movaWre sacalo movaWreebis ricxvi. sacalo movaWre, ro-
melic standartuli
warmoebis saqonels
SedarebiTi fasebi. sacalo movaWreebis dayofa aseve SesaZlebelia maT mier
iafad yidis da, Sesa-
dawesebuli fasebis mixedviT (ixileT cxrili 11.1). sacalo movaWreebis umete- bamisad, aqvs mcire
soba saSualo fasebsa da saSualo xarisxis saqonlisa da momsaxurebis mogebis marJa, magram
sTavazobs, sxvebi ki maRali xarisxis saqonelsa da momsaxurebas maRal fasebs maRali saqonelb-
sTavazoben. dabali fasebiT movaWre sacalo movaWreebi arian fasdaklebebis runva.
maRazia da Camofasebuli saqonliT movaWre.
Camofasebuli saqo-
neliT movaWre (Off-
fasdaklebebis maRazia standartuli warmoebis saqonels iafad yidis da,
price retailer)
Sesabamisad, aqvs mcire mogebis marJa, magram maRali saqonelbrunva. adre arse- saSualoze dabal
buli fasdaklebebis maRaziebi, fasebs momsaxurebis donis Semcirebis xarjze sabiTumo fasebSi
uzrunvelyofdnen. amasTan erTad, dabal saijaro gadasaxadis gamo, moSore- Sesyiduli saqonlis
bul, rTulad misadgom raionebSi ganTavsebuli sacavis msgavs SenobebSi saSualoze dabal
muSaobdnen. ukanasknel wlebSi, fasdaklebis sxva maRaziebisa da univermaRebis sacalo fasebSi ga-
intensiuri konkurenciis pirobebSi, fasdaklebebis maRaziebma `fasebi yidva. amis magali-
gazardes~. maT gaaumjobeses maRaziebis gaformeba, daamates axali produqciis Tebia: qarxnis sa-
seriebi da momsaxureba, rac SedarebiT ufro maRal fasebs iwvevs. vaWro wertilebi,
Camofasebuli saqon-
Camofasebuli saqoneliT movaWre. rodesac fasdaklebebis maRaziebma fasebi lis damoukidebeli
sacalo movaWreebi
gazardes, dabali fasebis sferoSi warmoSobili mniSvnelovani vakuumis da klub-sawyobebi.
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 ti pis 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 ti pi. ese-
nia: sawarmoebis savaWro wertilebi,
Camofasebuli saqonlis damouki-
debel sacalo movaWreebi da klub-
sawyobebi. Camofasebuli saqonlis ■ Camofasebuli saqoneliT sacalo vaWroba: fabrika-qarxnebis savaWro wer-
damoukidebeli sacalo movaWreebi tilebi da savaWro centrebi ,,molebi~ ukanasknel wlebSi Zalian ayvavdnen
kerZo biznesebs an didi korpo- da Seqmnes sacalo vaWrobis erT-erTi yvelaze swrafad mzardi sfero
raciis ganayofs warmoadgenen. amis
magaliTebia iseTi sacalo Camofasebuli saqo-
maRaziebi, rogorebic arian T.J. Maxx da Marshall’s, romlebsac flobs TJX nelis damoukidebe-
Company-ia da onlain movaWreebi [Link], [Link] da [Link]. li sacalo movaWre
sawarmos savaWro wertilebi – rogorebic arian manhetenis brendebis (Independent off-price
Fashion Outlet-i da Liz Claiborne-is, Carters-is, Levi Strauss-isa da sxva mewarmeebis retailer)
savaWro wertilebi. zogierT SemTxvevaSi, sxvadasxva mewarmis savaWro wer- Semcirebuli fasebiT
movaWre sacalo or-
tilebi erTad ganTavsdebian da warmoqmnian sawarmos savaWro wertilebis ganizacia, romelic
molebs. iq aTobiT sawarmos savaWro wertili myidvels saqonels sacalo an kerZo biznes, an
fasis 50 procentze dabal fasad sTavazobs. sawarmos savaWro wertilebis didi korporaciis
molebi (malls) sacalo vaWrobis erT-erT yvelaze swrafad mzard dargad iqca. ganayofs warmoad-
dRes isini ufro zeda, prestiJul segmentebzec gadian da sityva ,,sawar- gens.
mos~ aRarc ki xmaroben. Sesabamisad, sawarmos savaWro wertilebsa da sacalo
448 nawili mesame myidvelze orientirebuli marketinguli strategiisa da marketinguli kompleqsis Seqmna

sawarmos savaWro vaWrobis tradiciul formebs Soris arsebul naprals avseben. am gansxvavebis
wertili (Factory SemcirebasTan erTad, aseTi savaWro centrebisagan (,,molebisagan~.) SemoTavaze-
outlet) buli fasdaklebebic ufro mcirdeba. dRes, sul ufro meti amgvari maRazia
dabali fasebiT sa- iseT brendebs sTavazobs, rogorebic aris Coach, Polo Ralph Lauren, Dolce & Gabbana,
calo vaWroba, ro-
Giorgio Armani, Gucci da Versace, rac am brendebis mimarT univermaRebis protests
melsac eweva fabri-
ka-qarxnebTan gaxsni- iwvevs. univermaRebi ufro maRali xarjebis gamo, iZulebulni arian maRali
li savaWro werti- fasebi daaweson. am protestebze mewarmeebi pasuxoben, rom sawarmos savaWro
lebi, romlebic Zi- wertilebs isini ugzavnian gasuli wlis saqonels, univermaRebs ki axali
riTadad vaWroben am saqonliT amarageben. aseTi savaWro centrebi dasaxlebuli adgilebidan
warmoebebis Warbi moSorebiT arian ganlagebuli, rac maTTan misvlas arTulebas. da mainc,
produqciiT an wina univermaRebs aSinebs myidvelebis raodenobis zrda, romlebic dasvenebis
sezonidan Semor- dReebSi aseT adgilebSi miemgzavrebian, raTa mniSvnelovani danazogis fasad
Cenili saqoneliT. brendebis saqoneli moimaragon.5
klubi-sawyobi (an sabiTumo klubebi, an sawevro sawyobebi), iseTebi
rogorebic aris Sam’s Club, Costco da BJ’s, Tavis saqmianobas uzarmazar, sacavis
klubi-sawyobi msgavs SenobebSi axorcieleben da momsaxurebis SedarebiT dabal xarisxs
(Warehouse club)
uzrunvelyofen. myidvelebma TviTon unda miitanon aveji, mZime xelsawyoebi da
dabali fasebiT sa-
calo movaWre, rome- sxva didi sagnebi gasasvlelebamde, sadac angariSsworeba xdeba. aseTi klubebi
lic sagrZnobi fas- saqonlis saxlSi mitanas ar uzrunvelyofen da xSirad sakredito baraTebs
daklebiT yidis Sez- ar iReben. Tumca SerCeuli brendis saqonels isini ukiduresad dabal fasSi
Ruduli arCevnis da saCuqrebis TanxlebiT sTavazoben. am bolo dros, rodesac ekonomikis
brendirebul sasur- Sesustebam bevri tradiciuli sacalo movaWris zrda Seanela, klub-sawyobebis
saTo produqcias, aR- biznesma aRmasvla daiwyo. dRes `momxmarebeli saukeTeso faseulobazea kon-
Wurvilobas, tanisa- centrirebuli, _ acxadebs industriis analitikosi, _ da saukeTeso faseuloba
mossa da sxva saqo- ki ganTavsebulia klubSi~.6
nels Tavis wevrebze,
romlebic wliur
organizaciuli struqturis midgoma. miuxedavad imisa, rom sacalo movaWre
sawevro gadasaxads
ixdian. bevri maRazia damoukidebel mflobelobaSia, sul ufro bevri movaWre iRebs
garkveuli ti pis korporaciuli da xelSekrulebiTi organizaciis formas.
sacalo movaWre organizaciebis ZiriTadi ti pebia: korporaciuli qseli,
savaWro qseli (Chain nebayoflobiTi qselebi, sacalo movaWreebis kooperativebi, frenCaizuri
stores) organizaciebi da sacalo vaWrobis konglomeratebi (merchandising conglomerates),
ori an meti savaWro romlebic aRwerilia cxrilSi 11.2.
wertili, romlebic savaWro qseli ori an meti savaWro wertili, romlebic erToblivad kon-
erToblivad kon- troldeba. maTi maStabi uzrunvelyofs didi raodenobis saqonlis dabal
troldeba, aqvT er- fasSi SeZenas da stimulirebaze ekonomias. maT SeuZliaT specialistebis daqi-
Tiani Sesyidvebisa raveba iseT sakiTxebTan dakavSirebiT, rogorebic aris faswarmoqmna, stim-
da gayidvebis sis-
ulireba, sacalo vaWroba, saqonlis maragis kontroli da gayidvebis prog-
tema da yvela maRa-
ziaSi erTi da imave nozireba.
produqciis seriebs korporaciuli qselis warmatebam biZgi misca damoukidebel sacalo
yidian. movaWreebs nebayoflobiT gaerTianebuliyvnen xelSekrulebiTi asociaciis
ori formidan erT-erTSi. aqedan erTi aris nebayoflobiTi qseli – sabiTumo
movaWris mier dasponsorebul damoukidebeli sacalo movaWreebis jgufi,
franCaizi (Franchise) romelic jgufuri Sesyidvisa da saerTo sacalo vaWrobis procesSi monaw-
mwarmoebels, biTumad ileobs, rac Cven me-10 TavSi ganvixileT. amis magaliTebia Western Auto-sa da Do
movaWres an momsaxu- it Best-is teqnikuri aRWurvilobis maRaziebi. xelSekrulebiTi asociaciis
rebis sferos firma- meore forma aris individualuri sacalo movaWreTa kooperativi _ damoukide-
sa (franCaizeri) da beli sacalo movaWreebis jgufi, romlebic erTiandebian, raTa erToblivad
damoukidebel sawar- ganaxorcielon sabiTumo operaciebi da gaataron savaWro da mastimulire-
mos an pirovnebas buli qmedebebi. amis magaliTebia Associated Grocers da Ace Hardware. aseTi forma
Soris saxelSekru- damoukidebel sacalo movaWreebs aZlevs saSualebas ekonomia gaakeTon
lebo urTierToba, Sesyidvebze da stimulirebaze.
romlis drosac
franCaizis mimRebi
xelSekrulebiTi sacalo vaWrobis organizaciis kidev erTi forma aris
yidulobs uflebas franCaizi. franCaiz organizaciebsa da sxva xelSekrulebiT sistemebs
flobdes da ganageb- (nebayoflobiTi jaWvebi da individualuri sacalo movaWreebi) Soris
des franCaizeris ZiriTadi gansxvaveba aris is, rom franCaizi, rogorc wesi, dafuZnebulia
erT an ramodenime unikalur momsaxurebaze an produqtze, biznesis warmoebis meTodze,
komerciul erTeuls franCaizeris mier ganviTarebul savaWro saxelze, keTil nebaze an patentze.
(obieqts) franCai- franCaizi cnobilia iseT sferoebSi, rogorebic aris swrafi kveba,
zeris sistemaSi. videomaRaziebi, janmrTelobisa da fitnesis klubebi, silamazis salonebi, av-
 Tavi 11 sacalo da sabiTumo vaWroba 449

cxrili 1 1 . 2 sacalo movaWre organizaciuli struqturis ZiriTadi ti pebi

tipi ganmarteba magaliTi
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 ti pSi, 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 Corporation
konglomerati sacalo vaWrobis ramdenime sxvadasxvagvar formas da
produqciis serias. maTi distribuciisa da menejmentis
funqciebis integraciasTan erTad, yalibdeba centraluri
mflobeloba.

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’s
msoflios 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-is
restornebis 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 ■ franCaizingi: dRes franCaizis sistema marTavs SeerTebuli Statebis
sferoebSi gadadis, rogoric aris mTliani gayidvebis 35 procents. Subway aris erT-erTi yvelaze swra-
ganaTleba. magaliTad, LearnRight fad mzardi franCaizi, romelic 74 qveyanaSi daaxloebiT 20000 maRa-
Corporation Tavis meTodebs azrovnebis ziis mflobelia.
450 nawili mesame myidvelze orientirebuli marketinguli strategiisa da marketinguli kompleqsis Seqmna

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 [Link]-is (eleqtronuli sacalo vaWroba da pir-
dapiri marketingi) _ saqmianobas. diversificirebuli sacalo vaWroba, mraval-
brendirebuli strategiis msgavsad, uzrunvelyofs ekonomias, rac sasargebloa
yvela calkeuli sacalo operaciisaTvis.

sacalo movaWris marketinguli gadawyvetilebebi

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.

siCqaris
koncefciebis Serwyma
SemzRudavi
SeisveneT da dafiqrdiT yvela im gansxvavebuli ti pis 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?

s u r a T i 11.1
sacalo movaWris
marketinguli
gadawyvetilebebi
 Tavi 11 sacalo da sabiTumo vaWroba 451

miznobrivi bazari da pozicionirebis gadawyvetilebebi. 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 Foods
aSS-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-is
magvari, goliaTi, romelmac Tavisi
saSualebiTa da misakravi daTuniebiT gareub-
nebi dai pyro. da, ra Tqma unda, is ar aris
Kmart-i, romelic, miuxedavad Tavisi Martha
Stewart-is Cais tiloebis sakidebisa, mainc
dabali xarisxis maRaziad rCeba. Target-s ufro
mkafio 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 ■ Target-ma - igive Tar-zhay-m, rogorc mas bevri moyvaruli
50,000 dolars aRwevs. Target-is momxmarebeli uwodebs - Tavisi mkafio pozicionireba ganaviTara, ro-
erTi vizitis dros saSualod 40 dolars gorc ,,maRali faseulobis fasdamklebi~.
 452 nawili mesame myidvelze orientirebuli marketinguli strategiisa da marketinguli kompleqsis Seqmna

marketingi muSaobis procesSi 11.1

Whole Foods: pozicionireba Wal-Mart-isagan Sors
Wal-Mart-i TiTqmis yvelafers yidis, rebels). portabelas sokos, taros fesvebsa
rac niSnavs imas, rom igi ulmobel Whole Foods-is Zlieri pozicioni- da edamems (iaponuri mwvane soia).
konkurencias uwevs TiTqmis yvela reba mis devizSia Sejamebuli: `janm- tradiciuli nacionaluri brendis
sxva sacalo movaWres, msxvilsa Tu rTeli sakvebi, janmrTeli xalxi, adgili bunebrivma saponma da tua-
wvrils. Wal-Mart-i saTamaSoebis ba- janmrTeli planeta~. SeiareT Whole letis qaRaldma daikava. sauzmisaT-
zarze Toys “R” Us-is umsxvilesi kon- Foods-is adgilobriv maRaziaSi da na- vis gankuTvnil rigebSi Tqven aR-
kurentia da igi yidis erT-naxevar- xavT, rom es sulac ar aris ti piuri moaCenT sacdel Tass, naturaluri
jer met sasursaTo produqcias, maRazia. masobrivi bazris tkbili molurjo feris simindisagan da
vidre sursaTis wamyvani sacalo mo- `kolas~ nacvlad, romliTac savsea selis marcvlebis Cifsebs. an medi-
vaWre Kroger-i. igi did Tavsatkivars tradiciuli sasursaTo maRaziis taciis Semdgom wasaxemseblad sax-
uCens Blockbuster-s DVD-isa gayidvasa daxlebi, Whole Foods ekologiurad lSi gaiyolebT uxorco ,,miusakas~
da gaqiravebis Semosavlebis mixed- sufTa gazian wyalsa da Odwalla-s balaxeul Cais. kompaniis pozicioni-
viT, xolo Circuit City-sa da Best Buy’s- wvens sTavazobs. bostneulis ganyo- rebis SesanarCuneblad maRaziis sa-
is sayofacxovrebo teqnikis biznes- filebaSi Tqven aRmoaCenT lurj qonlis umetesobas Semdegi Sinaar-
Si. TiTqmis yvela sacalo movaWres kartofils, sadilis TefSebis zomis sis iarliyebi akravs: `ekologiurad
Wal-Mart-Tvis konkurenciis gasawevad
da gadasarCenad mTeli rigi strate-
giebi aqvT mofiqrebuli. Wal-Mart-sTvis
konkurenciis gaweva mcire sacalo
movaWreebisaTvis kidev ufro rTulia.
rodesac qalaqSi axali Wal-Mart-i
Sedis, 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 Whole
Foods-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 Foods
miznobriv jgufad maRalSemosavlian
momxmarebels irCevs da mas `jansaR, Whole Foods, patara maRalxarisxiani sasursaTo qseli, romelic hyavs sag-
naturalur da delikatur sakvebs uldagulod SerCeuli momxmarebeli, romelTa gamocdileba da gemovneba
sTavazobs, yovelive es ki dedamiwis gansxvavdeba Wal-Mart-is momxmareblebisagan. amitom Whole Foods maT sTava-
dRis politikis safarSia gaxveuli~ zobs ,,organul, naturalur da gurmanebisaTvis gankuTvni sakvebs~.
(anu gamWirvaled miewodeba momxma-
 Tavi 11 sacalo da sabiTumo vaWroba 453

sufTa~, `100%-iT naturaluri~ da `ar momxmarebeli ufro boikots gamouc- sebuli specialuri mzis elementebis
Secavs damatebebs~. xadebs adgilobriv Wal-Mart-s, vidre saSualebiT iRebs, riTac zogavs
dedamiwis tonebSi gadawyvetili iq Seva da raimes SeiZens. eleqtroenergiis gamoyenebas. Whole
Whole Foods-is veb-gverdi kompaniis `Tavis `urTierTdamokidebulebis Foods-is mier sazogadoebis winaSe
pozicionirebas aZlierebs. is sTava- deklaraciaSi~ kompania aRiarebs, aRebul farTo valdebulebaze, al-
zobs jansaRi kvebis receptebs, ro- rom misi devizis `janmrTeli sakve- baT, yvelaze metad is faqti metyve-
goric aris `tkbili kartofilis bi, janmrTeli xalxi, janmrTeli lebs, rom Tavisi sufTa mogebis 5
aladiebi kamis kremian sousTan er- planeta~ Sesabamisad moqmedeba bev- procents igi arakomerciul organi-
Tad~, `gamomcxvari ,,basmati~ da kal- rad metia, vidre, ubralod, sursaTis zaciebs Sewirulobis saxiT aZlevs.
maxi mocxaris SigTavsiT~, `tafus, gayidva. kompaniis veb-gverdis Tanax- Zlier miznobriv marketingsa da
temfehisa da soias sxva sadilebis mad, `Cveni xedvis ganxorcielebis pozicionirebasTan erTad, aseTma
mosamzadebeli receftebi damwyebe- warmateba izomeba momxmarebelTa valdebulebebma Whole Foods qveynis
bisaTvis~. veb-gverdze uxvad aris kmayofilebiT, TanamSromelTa daxe- erT-erT yvelaze swrafad mzard da
mocemuli informacia janmrTelobis lovnebiTa da bednierebiT, investire- yvelaze momgebian sacalo movaWred
uamrav sakiTxze, moyolebuli buli kapitalidan miRebuli mogebiT, aqcia. dReisaTvis igi bunebrivi sur-
WholeHealthMD-dan da amerikis bota- garemos mdgomareobis gaumjobesebi- saTis msoflios upirvelesi qselia.
nikur sabWodan. aq Tqven moi povebT Ta da adgilobrivi da sazogadoebe- misi maRalxarisxiani maRaziebi erT
informacias yvela iseTi Temis Se- bis mxardaWeriT.~ kvadratul futze saSualod 689 do-
saxeb, rogorebic aris dawyebuli amrigad, Whole Foods yvela im piris laris gayidvebs axorcieleben, rac
100-mde dasaxelebis samkurnalo ba- keTildReobasa da cxovrebis xaris- tradiciuli maCvenebels 75 procen-
laxiT, alternatiuli TerapiiT dam- xze zrunavs, romlebsac kompaniasTan tiT aRemateba. qseli Sedegad 2.9
Tavrebuli, rogorebicaa akupunqtura, raime kavSiri aqvT, eseni arian ro- procentis mqone mogebis marJas
refleqsologia da homeopaTiis al- gorc momxmareblebi da TanamSrom- iRebs, rac sasursaTo industriis
ternatiuli Terapia. lebi, agreTve, mimwodeblebi da far- maCvenebels, saSualod, orjer aRema-
rogorc internetiT, aseve uSua- To sazogadoebebi, sadac is funq- teba. maSin rodesac sxva sasursaTo
lod, Whole Foods-is maRaziaSi viziti cionirebs. momxmareblebis mimarT maRaziebis zrda SezRuduli aRmoC-
bevrad metia, vidre, ubralod maRa- maT Rrma interesebi gaaCniaT. `Cveni nda, ukanaskneli xuTi wlis ganmav-
ziebSi siaruli. es gawvdiT Tqven momxmareblis dasakmayofileblad lobaSi Whole Foods-is gayidvebi wli-
STabeWdilebebs. `Cven vqmniT maRa- araordinarul saSualebebs mivmar- urad 20 procentiT izrdeboda.
ziis garemos, romelic aris momxibv- TavT, _ acxadebs kompaniis warmomad- momaval Svid weliwadSi kompania
leli, mxiaruli, unikaluri, arafor- geneli, _ Cveni survilia, rom maTi Tavisi maRaziebis ricxvis 400-mde
maluri, komfortuli, mimzidveli, molodini yidvis TiToeul etapze gazrdas gegmavs.
aRmzrdelobiTi da saganmanaTleblo. davakmayofiloT da kidevac gadava- amgvarad, Whole Foods-i msoflioSi
_ acxadebs kompania, _ Cveni survilia, WarboT mas.~ Whole Foods zrunavs Ta- Wal-Mart-s pirdapir konkurencias ver
SevqmnaT maRazia, romelic sazoga- vis TanamSromlebze da maTSi inves- gauwevs. igi ver moergeba Wal-Mart-is
doebrivi TavSeyris adgilad iqceva, ticias debs – ukanaskneli 6 wlis masobriv masStabur ekonomias, Ses-
sadac Cveni momxmareblebi TavianT ganmavlobaSi igi Jurnal Fortune–is yidvebis SesaZleblobebis daujere-
megobrebTan Sesaxvedrad ivlian da `amerikaSi momuSave 100 saukeTeso bel moculobebs, gansakuTrebiT mim-
axal megobrebsac SeiZenen.~ kompaniis~ siaSi imyofeba. Whole Foods zidvel lojistikas, farTo arCevans
Whole Foods-is dizaini yvelasaT- zrunavs Tavis mimwodeblebze. `ur- da Znelad dasamarcxebel fasebs. da
vis gankuTvnili ar aris – maRali TierTdamokidebulebis deklaracia~ kidev, is arc ki Seecdeba amis gake-
donis sacalo movaWre momxmareblis acxadebs: `dainteresebuli mxareebis Tebas. piriqiT, myidvelisaTvis im
momsaxurebisas Cvens savaWro part- faseulobis SeTavazebiT, romlis
frTxilad gamiznul segments emsax-
niorebs mokavSireebis TvaliT vuyu- uzrunvelyofa Wal-Mart-s ar SeuZlia,
ureba. Whole Foods-is momxmareblebi
rebT. Cven maT pativiscemiT, zrdilo- mas mizanSi hyavs is klientebi, ro-
arian mdidari, progresuli da ganaT-
bianad da patiosnad vepyrobiT da melTa momsaxurebas Wal-Mart ver SeZ-
lebuli adamianebi, romlebic iseT
sapasuxod imaves veliT. yovelive lebs. Wal-Mart-gan da sxva msgavsi
sauniversiteto qalaqebSi cxovro-
amis gasamyareblad, qimiuri danamate- profilis sasursaTo maRaziebisgan
ben, rogorebic aris ostini texasSi,
bis gareSe moyvanili sakvebis TiTq- distancirebuli pozicionirebiT,
boulderi koloradoSi da ann_arbori
mis eqskluziuri SeTavazebiT, kompa- Whole Foods-ma msoflioSi sakuTari,
miCiganSi. maTi wliuri saojaxo Se-
nia mxars uWers sicocxlisunarian,
mosavali aSS-is saSualo Semosavals Zalian momgebiani adgili daimkvidra.
garemosadmi megobrul agrarul
TiTqmis 8,000 dolariT aRemateba.
praqtikas. wyaroebi::Aliya Sternstein, “Green Grocer,” Forbes,
Whole Foods-is momxmarebeli jansaRi
Whole Foods Tavisi organizaciis March 31, 2003, p. 40; Michael Thuresson, “Hot
cxovrebis wesiT cxovrobs, mas ain-
sazogadoebazec zrunavs. igi finan- Food,” Los Angeles Business Journal, February 24,
teresebs, ras miirTmevs da garemoze suri mxardaWeriT uzrunvelyofs im 2003, p. 4; “Whole Foods Pushing for Organic Profit
zrunavs. isini kacobriobis keTil- TanamSromlebs, romlebic sazoga- Growth,” Money Digest, February 2003, p. 14; Galina
mosurneebi arian da maT ezizRebaT doebriv saqmianobas nebayoflobiT Espinoza and Alicia Dennis, “The Natural,” People
ugulo korporaciuli sixarbe. am asruleben. igi investicias adgilo- Weekly, November 4, 2002, p. 137; Vilma Barr,
momxmareblebisaTvis Whole Foods brivi garemos pirobebis dacvaSic “Sunshine Supermarket,” Progressive Grocer, March 1,
marTlac ar aris iseTi masobrivi debs. berkliSi, kalifornia, arsebu- 2003, p. 94; “Whole Foods Market Inc.,” Hoover’s
movaWris konkurenti, rogoric Wal- li Whole Foods-is erT-erTi maRazia Company Profiles, Austin, June 15, 2003; and
Mart-ia. faqtobrivad, Whole Foods-is eleqtroenergias saxuravze ganTav- [Link] July 2003.
454 nawili mesame myidvelze orientirebuli marketinguli strategiisa da marketinguli kompleqsis Seqmna

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-Mart
aris 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
produqtis asortimentis Sesaxeb gadawyvetilebebi. 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 Bryant
didi 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
 Tavi 11 sacalo da sabiTumo vaWroba 455

maRaziebis Teatrebad gardaqmnis yvelaze dramatuli forma SesaZloa

mineapolisis maxloblad arsebuli Mall of America-s qondes. es aris 520-ze meti
specializebuli 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.

fasis Sesaxeb gadawyvetilebebi. 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- ■ beverli hilsSi, rodeos quCaze arsebuli Bijan-is butiki yidis 375
biT igi emsaxureba SeZlebuli, maRali dolarad Sefasebul abreSumis yelsaxvevebsa da 19,000 dolaris Rire-
socialuri statusis mqone klientebs. bulebis siraqlemis tyavis Jiletebs. misi politika `mxolod Sekve-
batoni biJani ambobs: `rodesac mamakaci TiT~. aseTi fasebiT igi emsaxureba SeZlebuli, maRali profilis mqone
vizitisas 400,000 dolaris daxarjvas klientebs.
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.

stimulirebis Sesaxeb gadawyvetilebebi. 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,
456 nawili mesame myidvelze orientirebuli marketinguli strategiisa da marketinguli kompleqsis Seqmna

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.

adgilis Sesaxeb gadawyvetilebebi. 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.
savaWro centri aris sacalo maRaziebis jgufi, romlis dagegmva,
ganviTareba, mflobeloba da mmarTveloba erToblivad xdeba. regionaluri
savaWro centri savaWro centri an regionaluri savaWro maRazia moicavs xolme 40-dan 200-mde
(Shopping center) maRazias. es aris gadaxuruli minibiznescentri, romelic emsaxureba momx-
sacalo maRaziebis
jgufi, romlis
marebels farTo teritoriebidan. sazogadoebrivi savaWro centri anu e.w.
dagegmva, ganviTareba, moli – moicavs 15-dan 40-mde sacalo maRazia. igi, rogorc wesi, agreTve
mflobeloba da moicavs univemaRebis filialebs, supermarketebs, specializebul maRaziebs,
mmarTveloba erTob- ofisebisa da zogjer bankebis filialebsac ki. savaWro centrebis umetesoba
livad xdeba. 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
 Tavi 11 sacalo da sabiTumo vaWroba 457

■ savaWro centrebi: Tvalwar-

mtaci Mall of America Seicavs 520-ze
met specializebul maRazias, 49
restorans, 7 akris farTobis
Sida gasarTob parks, wyalqveSa
samyaros asobiT wylis cxove-
liT, delfinebis sanaxaobiT da
golfis orsarTulian miniatu-
rul moedans.

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

sacalo vaWrobis momavali

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.

sacalo vaWrobis axali formebi da sacalo vaWrobis sasicocxlo ciklis

Semokleba. 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
458 nawili mesame myidvelze orientirebuli marketinguli strategiisa da marketinguli kompleqsis Seqmna

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-i
windauxedavad 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
sacalo vaWrobis mcire rols TamaSobs.~14 amrigad, warmatebuli formulis mqone sacalo
ciklis koncefcia movaWreebi wynarad veRar isxdebian. warmatebis SesanarCuneblad isini mudmiv
(Wheel-of-retailing cvlilebas unda ganicdidnen.
concept) sacalo vaWrobis bevri siaxlis nawilobrivi axsna SesaZlebelia sacalo
sacalo vaWrobis vaWrobis ciklis koncefciis saSualebiT.15 am koncefciis Tanaxmad, axali
koncefcia imis Sesa-
xeb, rom xSirad axali
ti pis sacalo movaWre saqmianobas iwyebs dabali marJis, dabali fasisa da
ti pis sacalo movaW- dabali statusis mqone operaciebiT. isini konkurirebas iwyeben damkvidrebul
reebi saqmianobas iw- sacalo movaWreebTan, romlebic `gasuqdnen~ fasebisa da marJis gazrdis xar-
yeben dabali marJiT, jze. axali sacalo movaWreebis warmatebis sawindari, maTi aRWurvilobis
dabali fasiTa da ganaxlebasa da meti momsaxurebis SeTavazebaSia. Tavis mxriv, amgvari
dabali statusiT, danaxarjebiT gamowveuli xarjebis zrda fasebis zrdasac iwvevs. sabolood,
magram mogvianebiT axali sacalo movaWreebi maT mier Canacvlebul tradiciul (Cveulebriv)
maTi saqmianoba sacalo movaWreebs emsgavsebian. dabali fasebisa da dabali xarjebis mqone
grZeldeba maRali axali ti pis sacalo movaWreebis ganviTarebasTan erTad, es cikli isev
fasiT, maRali saeqs- meordeba. rogorc Cans, sacalo vaWrobis ciklis koncefcia ganmartavs
pluatacio opera-
cie0biT. saboloo
univermaRebis, supermarketebisa da Camofasebuli saqonliT movaWre maRaziebis
jamSi isini maT mier pirvelad warmatebas da maT Semdgom problemebs.
Canacvlebul saca-
lo movaWreebs ems- maRaziisgare sacalo vaWrobis zrda. miuxedavad imisa, rom sacalo vaWrobis
gavsebian. 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 [Link]-is Semdeg msoflios udidesi sacalo
movaWre aris. 16

sacalo vaWrobis konvergencia. 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 ti pis 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,
 Tavi 11 sacalo da sabiTumo vaWroba 459

marketingi muSaobis procesSi 11.2

el-vaWroba: jer kidev cocxali, jansaRi da mzardi
umetesoba Cvengani sayidlebis Ziri- nebiT, amdeni adreuli konkurentis ba. faqtobrivad, el-yidva bevrad
Tad nawils moZvelebuli meTodiT ,,sikdilis~ miuxedevad, gadarCenile- ufro marjve nabijebiT miiwevs win,
axorcielebs: mivdivarT maRaziaSi, bisaTvis es biznesi swrafad izrde- vidre mTlianad sacalo vaWroba.
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 [Link]-
ebis marcxma es usazRvrod gaberi-
li molodini gaanadgura. bevrma,
erT dros Tavxedma veb-gamyidvelma,
rogorebic arian [Link], [Link],
[Link] da [Link]., 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 internetiT sacalo vaWroba: sadReiso el-vaWroba cocxlad da
ar aisaxeba. miuxedavad imisa, rom kargad viTardeba, gansakuTrebiT virtualur-tradiciuli kompa-
tempi Senelda da saTamaSo moedani niebisTvis, rogoricaa magaliTad Staples. bolo 3 wlis ganmav-
adgils icvlis, dRevandeli el-vaW- lobaSi misma wliurma eleqtronulma gayidvebma saSualod zrdis
roba cocxali, jansaRi da mzardia. orcifrian maCvenebels miaRwia. biznesi swrafad mzardia, agreTve
dRevandeli advilad mosaxmari veb- mxolod _ virtualuri el-vaWrobis sacalo movaWreebisTvisac,
gverdebiT, gaumjobesebuli eleq- rogoricaa magaliTad [Link].
tronuli momsaxurebis gaTvaliswi- gagrZeleba ix. gv. 383
460 nawili mesame myidvelze orientirebuli marketinguli strategiisa da marketinguli kompleqsis Seqmna

gasul wels eleqtronuli vaWrobis ani sacalo movaWreebisken _ virtu- akeTeben, internetiT SeZenisas 2,800
gayidvebi 30 procentiT gaizarda da alur-tradiciuli marketologebi, dolaramde izrdeba. amis Sedegad,
mosalodneli iyo, rom wels es romlebic virtualuri da fizikuri miuxedavad imisa, rom amJamad Staples-
maCvenebeli kidev 46 procentiT samyaros urTierTSerwymas warmatebiT ma axali maRaziebis gaxsnis procesi
gaizrdeboda, rac mTlianad, mTeli axorcieleben. gasul wels am saca- Seanela, igi internet-momsaxurebis
sacalo gayidvebis 4.5 procents lo movaWreebze mTliani eleqtro- gafarToebas gegmavs. `Cven mainc
Seadgenda. 2006 wlisaTvis mosalod- nuli gayidvebis 65 procenti movida. bolomde da guldasmiT mivdivarT, _
nelia, rom eleqtronulma sacalo Toy ”R” US-is aRmasrulebeli rei ar- acxadebs mTavari aRmasrulebeli
vaWrobam konkurencia gauwios kata- turi aRniSnavs, rom [Link]-is Tomas stembergi, _ ubralod, yove-
logebiT vaWrobas, romelic mTliani Tavdapirvelma el-konkurentebma, live es riskad Rirs~.
sacalo vaWrobis 5 procents mxolod-virtualurma operatorebma, amgvarad, garkveuli seriozuli
Seadgens. rogorebic arian [Link] da dabrkolebebisa da uzustobebis
miuxedavad imisa, rom [Link]-ebis [Link], axla ,,kibersivrcis ka- miuxedavad, eleqtronuli sacalo
dramatuli marcxi sagazeTo saTau- rebebi gaixures~. maTi adgili daika- vaWroba SeiZleba iyos yvelanairi,
rebis umravlesobaSi moxvda, zo- ves iseTma virtualur-tradiciulma magram ara Camkvdari. erT-erTi anal-
gierTi mxolod-virtualuri sacalo konkurentebma, rogorebic arian itikosi laparakobs iseTi eleqtro-
movaWreebi internetSi axla warmate- [Link]. da [Link].. aRmoCnda, nuli sacalo movaWreebis ukanas-
bas aRweven. am jgufis saTaveSi dgas rom sxva kategoriebSic damkvidrd- knel warmatebebze, rogorebic arian
eleqtronuli auqcionis veb-gverdi nen iseTi virtualur_tradiciuli [Link] da [Link]: araferi
eBay, romelic dasabamidan mudmivad kompaniebi, romlebmac veb-gayidvebs iZleva imis garantias, rom eleqtro-
mogebiania. TavianTi komerciis danamatad iyene- nuli mogzauroba erT dRes ise ar
biznesi Cqefs iseTi eleqtronuli ben. rogorc Cans, TiTqmis yovel sa- ganadgurdeba, rogorc danarCeni
samogzauro kompaniebisTvisac, ro- calo movaWres dRes internetSi un- [Link]-ebi. magram, am bazris Seqmni-
gorebic aris Travelocity da Expedia, da fexi moikidos. amis magaliTad dan moyolebuli, aSkaraa, rom zeca
romlebic internets TviTmfrinavis Tundac ramdenime maTgani davasaxe- mis mimarT megobrulad aris gan-
bileTebis, sastumros oTaxebisa da loT: Charles Schwab da Fidelity Investment wyobili~.
fasdaklebis mqone samogzauro pake- (finansuri momsaxureba), Dell da IBM
tebis gasayidad iyeneben. am saitebis (kompiuterebi), LL Bean (tansacmeli), wyaroebi: Home Depot example adapted from
wyalobiT, 2006 wlisaTvis mosalod- Staples da Office Depot (saofise inven- Charles Haddad, “Office Depot’s E-Diva,” Business
nelia, rom samogzauro paketis in- taris mimwodeblebi). Week, August 6, 2001, pp. EB22–EB24; and Meryl
ternetiT dajavSnam aSS-is wliuri ganvixiloT Staples, 11.5 miliardi Davids Landau, “Sweet Revenge,” Chief Executive, May
turistuli Semosavlebis 1/5 Sead- dolaris mqone saofise momaragebis 2002, pp. 58–62. Other information from Dennis
ginos. Zalian xSirad, sahaero mgza- sacalo movaWre. internetSi, sul K. Berman and Heather Green, “Cliff-Hanger Christmas,”
vrobis internetiT gayidva sakmaod raRac, 4-wliani moRvaweobis Semdeg Business Week, October 23, 2000, pp. EB30–EB38;
bunebrivia. sahaero mgzavrobis in- Staples-is wliuri eleqtronuli ga- Wendy Zellner, “Where the Net Delivers: Travel,”
ternet-gayidvebis umetesi nawili yidvebi 1 miliard dolars aWar- Business Week, June 11, 2001, pp. 142–144; Heather
el-bileTebsa da el-dasturs iye- bebs. sam weliwadze meti xnis ganmav- Green and Robert D. Hof, “Lessons of the Cyber
nebs. `arsebobs biznesebis mTeli lobaSi misma wliurma eleqtronulma Survivors,” Business Week, April 22, 2002, p. 42; Richard
nusxa, romelTaTvisac internetis gayidvebma saSualod kvartaluri Karpinskr, “Web Delivers Big Results for Staples,” B to B,
gamoyenebas azri ar aqvs, _ acxadebs zrdis orcifriani maCvenebeli Sead- November 11, 2002, p. 14; Todd R. Weiss, “Online Retail
Wall Street-is analitikosi, _ mogzau- gina. magram igi ar aCerebs gayidvebs Sales on the Rise,” Computerworld, January 2, 2003,
roba aris yvelaze tipuri ram, tradiciuli maRaziebis meSveobiT. accessed at [Link]; “Data Shows Online
rodesac amas azri aqvs~. mcire biznesis momxmareblebis wli- Retail Sales Surge,” The Business Journal of Tampa Bay,
da mainc, eleqtronuli gayidve- uri danaxarji, romelic aSS-Si May 16, 2003, accessed at tp://[Link]/;
bis gaTvaliswinebuli zrdis udide- daaxloebiT 600 dolariT iwyeba, and “Online Retail Sales Boom,” Kiplinger’s Personal
si wili gadainacvlebs mravalarxi- rodesac isini SenaZens maRaziaSi Finance, June 2003, p. 89.

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 [Link]-iT. Tu TqvenTvis sasurvel mikrotalRovan Rumels Sears-
Si ver naxavT, ubralod, gamodiT quCaSi da ukeTes fasad igi Lowe’s-Si an Home
Depot-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
 Tavi 11 sacalo da sabiTumo vaWroba 461

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-i
Tavis saqonels univermaRebsa da Marshall-is daxlebze yidis. Louis
Vuitton-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.

megasacalomovaWreebis zrda. 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

sacalo vaWrobaSi gamoyenebuli teqnologiebis mniSvnelobis zrda. 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
462 nawili mesame myidvelze orientirebuli marketinguli strategiisa da marketinguli kompleqsis Seqmna

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

msxvili sacalo movaWreebis globaluri eqspansia. 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 moi poves.
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-is
pirvel 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 Brooks
Brothers. 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
 Tavi 11 sacalo da sabiTumo vaWroba 463

hi permarketia. 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
hi permarketi, Wal-Mart-s ki _ 5 super-
centri da erTi Sam’s Club-i. wynari
okeanis auzis qveynebSi, Carrefour xuT ■ bevri sacalo movaWre saerTaSoriso asparezze gasvlas irCevs.
qveyanaSi 33 hi permarkets flobs, Camofasebuli saqonliT movaWre frangulma Carrefour-ma, Wal-Mart-is
Wal-Mart ki mxolod 5-s. Carrefour-s Semdeg msoflios umsxvilesma sacalo movaWrem _ mimarTa agresiul
ganzraxuli aqvs iaponiis bazarzec misias, raTa gamxdariyo saerTaSoriso wamyvani sacalo movaWre.
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

sacalo maRazia, rogorc `sazogadoebis TavSeyris adgili~. 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. [Link]-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
464 nawili mesame myidvelze orientirebuli marketinguli strategiisa da marketinguli kompleqsis Seqmna

■ sacalo vaWroba sazogadoebis TavSeyris adgili: amerikis Sony Computer Entartainment-is [Link]-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.

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

siCqaris
koncefciebis Serwyma
SemzRudavi
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
([Link]), gadaaTvaliereT saiti da naxeT, ras gTavazobT igi.
Semdeg SeiareT axlo-maxlo mdebare Barnes & Noble-Si, Borders Book-Si an
wignebis 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?
 Tavi 11 sacalo da sabiTumo vaWroba 465

■❚ biTumad vaWroba
biTumad vaWroba aris saqmianoba, romelic gulisxmobs saqonlisa da momsax- biTumad vaWroba
(Wholesaling)
urebis miyidvas maTTvis, vinc saqonelsa da momsaxurebas SemdgomSi gayidis an
saqmianoba, romelic
sxva biznessaqmianobaSi gamoiyenebs. biTumad movaWreebs vuwodebT iseT kom- gulisxmobs saqon-
paniebs, romlebic Tavisi saqmianobis umetes nawils sabiTumo vaWrobas lisa da momsaxure-
uZRvnian. bis miyidvas maTTvis,
ZiriTadad, biTumad movaWreebi mewarmeebisgan yiduloben da yidian vinc saqonelsa da
sacalo movaWreebze, industriul momxmareblebze da sxva biTumad momsaxurebas Semd-
movaWreebze. amis Sedegad, qveynis umsxvilesi da yvelaze mniSvnelovani gomSi gayidis an
biTumad movaWreebi saboloo momxmareblisTvis ucnobi rCebian. magaliTad, sxva biznessaqmiano-
SesaZloa Tqven araferi iciT SuperValu-s Sesaxeb. igi aris 23 miliardi baSi gamoiyenebs.
dolaris Semosavlis mqone kompania da qveynis umsxvilesi biTumad movaWre. an
ras ityviT Grainger-is, wamyvani sabiTumo movaWris, Sesaxeb? (ixileT marketingi biTumad movaWreebi
muSaobis procesSi 11.3). (Wholesaler)
saerTod, ra daniSnuleba aqvT biTumad movaWreebs? magaliTad, imis sabiTumo vaWrobaSi
nacvlad, rom mewarmem pirdapir sacalo movaWres, an myidvels miyidos Tavisi CarTuli kompania.
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 kerZo biTumad movaW-
gaumjobesebaSi, angariSsworebisa da produqciis maragze kontrolis siste- reebi (Merchant
mebis danergvaSi. wholesaler)
damoukidebel sakuT-
rebaSi arsebuli
biTumad movaWreebis tipebi biznesi, romelic
arsebobs biTumad movaWris sami ZiriTadi ti pi (ixileT cxrili 11.3): kerZo iRebs iuridiul pa-
biTumad movaWreebi, agentebi da brokerebi, mwarmoeblis gayidvis obieqtebi da suxismgeblobas sa-
ofisebi. kerZo biTumad movaWreebi arian biTumad movaWreebis umsxvilesi qonelze romelsac
is gankargavs.
calkeuli jgufi, romelic mTeli sabiTumo vaWrobis 50 procents iTvlis.
 466 nawili mesame myidvelze orientirebuli marketinguli strategiisa da marketinguli kompleqsis Seqmna

marketingi muSaobis procesSi 11.3

Grainger: bazris lideri, romlis Sesaxebac odesme Tu
gsmeniaT?
Grainger aris bazris lideri, rome- velisaTvis ufro advili da iafi dasxva zomis hidravlikur domk-
lic 4.6 miliardi dolaris bizness gzebiT. moxerxebulobis SesanarCu- rats, fexburTis nacionaluri li-
akeTebs 500,000 myidvelze. misi Crdi- neblad igi saqmianobas e.w. ,,yidva erTi gis Slemebis nairsaxeobas gundis
lo amerikis 600 filiali, 15,000-ze SesvliT~ ti pis maRaziiT iwyebs. logoebiT, 36.90 dolaris Rirebu-
meti TanamSromeli da inovaciuri myidvelebis umetesoba getyviT, rom lebis Gatorade-is erT-galonian sa-
veb-gverdi dReSi 100,000-ze met gari- Grainger-i yidis yvelafers, rogorc dizinfeqcio mowyobilobas da sxva.
gebas marTavs. Grainger-is myidvelTa ordinaruls, aseve araordinaruls. korporaciuli legendis Tanaxmad,
CamonaTvali moicavs organizaciebs, magaliTad, mis maragSia kacobriobi- Grainger-i aris erTaderTi adgili,
dawyebuli fabrikebiT, avtofarexe- saTvis cnobili TiTqmis yvela ti pis sadac aliaskas milsadenis muSebma
biTa da sasursaTo maRaziebiT, dam- naTura. Tu ar gjeraT, SediT SeZles moeZiaT repelenti (cxo-
Tavrebuli samxedro bazebiTa da [Link]-ze da moZebneT `naTu- velTa dasafrTxobi saSualeba),
skolebiT. momxmarebelTa siaSi rebi~! raTa gamravlebis sezonis period-
arian Semdegi cnobili kompaniebi: Si polarul daTvebs gamklavebod-
Abbott Laboratories, General Motors, Grainger-i yidis 19 sxvadasxva nen.
Campbell Soup, American Airlines, Mercedes- modelis iatakis sawmends, aqvs 49
Benz da sxva. Grainger aqvs erT-erT furcliani katalogi naTurebis imis garda, rom igi myidvelebs im
yvelaze didi trafikis mqone B2B patronebis, sTavazobs cxra sxva- produqciis moZiebaSi exmareba, rome-
veb-gverdi.
rogor SeiZleba, rom Grainger-is
Sesaxeb 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-is
Sesaxeb, 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 aris
qveynis 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- SesaZloa Tqven arasdros gsmeniaT mis Sesaxeb, Grainger-i aris msof-
bisTvis saWiro e.w. (MRO) saqonelis lios wamyvani biTumad movaWre _ mxardamWeri, SesakeTebeli da operi-
maragis moZieba da Sesyidva myid- rebisTvis saWiro saqonlis (MRO) momaragebaSi.
 Tavi 11 sacalo da sabiTumo vaWroba 467

lic maT sWirdebaT, Grainger-i maT Ses- Tvis gaumjobesebiT, damTavrebuli kompania Tavis uaxles kompleqss
yidvis procesis modernizebaSic ex- produqciis maragis SemcirebiTa da xsnida, man sTxova kris klemonss,
mareba. kompaniebis umravlesobisaT- dasawyobebis efeqturi operaciebiT. Grainger-is erT-erT menejers, sxva-
Tvis MRO-s maragis SeZena sakmaod dasxva saxis operirebisTvis saWi-
xarjiani procesia. faqtobrivad, filialebi . . ., sayrdeni baze- ro produqciis SesaZeni raodeno-
MRO-s maragis xarjebis 40 procenti bia Grainger-is menejerebisaTvis,
bebis gansazRvraSi daxmareboda.
romlebic daxmarebas uweven adgi-
Sesyidvis procesis Sedegad warmoi- klemonsma Rubermaid-dan moixmo
Soba, maT Soris aris mimwodeblis lze momxmareblebs. Grainger-is per-
realizatori. misi daxmarebiT ra-
moZieba, saukeTeso garigebisTvis sonals gasaocari sizustiT SeuZ-
cionaluri momaragebis jaWvi 20
molaparakebebis warmoeba, SekveTis liaT SeurCion klientebs maTTvis
wuTSi ukve mzad iyo. amis msgav-
saWiro maragebis doneebi. magali-
ganTavseba-miReba da invoisiT fulis sad, klemonsi muSaobda General
gadaxda. Grainger MRO-s maragis Se- Tad, zustad ramdeni galoni par-
Electric-is realizatorTan, romel-
ZenasTan dakavSirebuli xarjebis ketis sawmendi dasWirdebaT yovel
mac aCvena _ Tu rogor SeZlebda
Sesamcirebeli gzebis mudmiv ZiebaSi kviras. swored aqedan icis
b-ni isteni Tavisi aRWurvilobis
aris. erT-erTi analitikosi acxa- Grainger-ma, rom Biltmore-is erT sas-
`gadaxalisebas~ yovel or da ara
debs: `imis nacvlad, rom 10 sxvadas- tumros ganaTebis 7,000 naTura
aqvs. . . `Cvens realizatorebs erT weliwadSi. agreTve, daakva-
xva ti pis saqoneli 10 sxvadasxva liana Tu rogor Seecvala yinu-
kompaniaSi SeukveToT, Grainger-i Tqveni SeuZliaT Senobis gareT dadgnen
da, zogadad, SeigrZnon, ra saxis lis arenis ganaTeba halogenis
Ziebisa da procesis xarjebs Seam- naTurebiT.
cirebs da Tqven erT invoiss mii- produqcia sWirdeba myidvels,~ _
RebT. es siZlieris niSania.~ acxadebs jeims riani, Grainger-is amdenad, Tqven ukve gaigeT
erTma kompaniam aRmoaCina, rom marketingis, gayidvebisa da momsax- Grainger-is, biTumad movaWris, Sesaxeb,
Grainger-Tan muSaobis Sedegad MRO-s urebis aRmasrulebeli vice-prezi- romelic warmatebas aRwevs komer-
ganacxadebis dro 60 procentze me- denti. ciuli da industriuli myidvelebi-
tad Semcirda; axali produqciis Tavis sasaqonlo biznesze faseu- sa da gamyidvelebisaTvis cxovrebis
gaadvilebiTa. miuxedavad imisa, rom
ganTavsebis periodi dReebidan saa- lobis damatebis mizniT Grainger-ma
Tebamde Semcirda, misi momaragebis Grainger-i bazris lideria, aSS-is Za-
produqtebis seria SeimuSava. maga-
jaWvi 12,000 mimwodeblidan _ 560-mde, lian danawevrebuli MRO-s saqonlis
liTad, programiT Click&Sell (daawka-
mniSvnelovnad Semcirda xarjebic. bazris mxolod 4 procents flobs.
pune da gayide) Grainger iyenebs myid-
amis msgavsad, xetyisa da qaRaldis es ki zrdis Zalian did SesaZleb-
velebis Sesaxeb Segrovebul infor-
produqciis kompaniasac mouxda lobas iZleva. magram xelsayreli
macias, rogoric aris industriuli
Grainger-is seleqciisa da raciona- monacemebi da Sesyidvis istoria,
SemTxvevebis saukeTesod gamosaye-
luri SekveTis procesis dafaseba. neblad Grainger-ma kvlavac unda
raTa realizatorebs momxmareblebis
igi Tavisi maragis 2/3 Grainger-is veb- moTxovnilebebis dakmayofileba
ganagrZos faseulobis damatebis
gverdis saSualebiT avsebs, romlis inovaciuri gzebis Zieba. `Cveni sis-
gauadvildeT. magaliTad, Tu myidve- temis wyalobiT, Cveni biznespar-
wliuri SenaZenebis xarji mxolod
li ukveTavs tumbos kaustikur qim- tniorebi da mimwodeblebi ufro
300,000 dolars utoldeba. Sedare-
iur nivTierebebTan gamosayeneblad, efeqturad muSaoben, _ ambobs fred
bisTvis: danarCeni moTxovnebisTvis
Grainger-is realizatorebma mas xel- loepi, Grainger-is produqtis marTvis
kompanias kavSiri aqvs 1,300-ze met
TaTmanebi da usafrTxoebis saTva- vice-prezidenti, _ amiT ki mTeli mo-
mcire distributorTan, romlebTanac
Sesyidvis xarjebi yovel wels 2.4 lec unda SesTavazon. Tu romelime maragebis jaWvi naxulobs sarge-
milion dolars aRwevs. anu Grainger- punqti miuwvdomelia, monacemTa baza bels~. tereza dubieli, miCiganis fi-
Tan gakeTebuli dakveTasTan Sedare- maT sTavazobs am samuSaos Sesrule- lialis menejeri ki ambobs: `CvenTan
biT, mis naxevar moculobas 8-jer me- bisaTvis saWiro alternatiul pro- myidvelis TiToeuli vizitisas Tu
ti xarji aqvs. amitom kompania eZebs duqts. ar davzogavT mis fulsa da dros,
gzebs, raTa MRO-s maragi mTlianad myidvelisaTvis faseulobis Se- isini arasdros dabrundebian~.
Grainger-Tan SeiZinos. Tavazebas Grainger mimwodeblebTan
SesaZloa fiqrobT, myidvelisaT- Zlieri kavSirebiTa da zegavlenis wyaroebi: Excerpts from Dale Buss, “The New
vis saWiro saqonlis advilad da saSualebiTac axorcielebs: Deal,” Sales & Marketing Management, June 2002, pp.
efeqturad moZiebaSi daxmareba sak- 25–30; and Colleen Gourley, “Redefining
jeison isteni aris JRV
marisia imisaTvis, rom Grainger-ma Distribution,” Warehousing Management, October
Management-is operaciaTa
mwvervalebi daipyros. Tumca, Grainger-i 2000, pp. 28–30. Also see Leslie Langnau, “B2B
direqtori, kompaniisa, romelic
kidev ufro mets akeTebs da myid- E-commerce: A Look at What Works,” Material
marTavs sazogado da pirad Handling Management, February 2002, p. 42; Steve
vels sTavazobs MRO-sTan dakavSire- sportul aRWurvilobas
buli yvela problemis gadaWraSi Konicki and Eileen Colkin, “Attitude Adjustment,”
detroitSi. igi Grainger-s endoba Informationweek, March 25, 2002, pp. 20–22;
daxmarebis gawevas. maTTvis konsul- nawilobriv misi im gavlenis gamo,
taciis gaweviT Grainger-is personali “W.W. Grainger, Inc.,” Hoover’s Company Profiles,
romelic mas fabrikis gamyidvel Austin, June 15, 2003; and information accessed at
myidvels yvelaferSi exmareba, dawye- personalze gaaCnia. rodesac
buli maTi momaragebis jaWvis mar- [Link], December 2003.
468 nawili mesame myidvelze orientirebuli marketinguli strategiisa da marketinguli kompleqsis Seqmna

brokeri (Broker) kerZo biTumad movaWreebi moicaven or farTo jgufs: sruli momsaxurebis
biTumad movaWre, biTumad movaWreebsa da SezRuduli momsaxurebis biTumad movaWreebs. sruli
romlis ZiriTadi momsaxurebis biTumad movaWreebi uzrunvelyofen srul momsaxurebas, maSin
funqciaa myidvelisa rodesac SezRuduli momsaxurebis biTumad movaWreebi TavianT mommarage-
da gamyidvelis da-
blebsa da myidvelebs ufro naklebi, sxvadasxva momsaxurebiT uzrunvelyofen.
kavSireba da molapa-
rakebisas daxmareba, sadistribucio arxSi sxvadasxva ti pis SezRuduli momsaxurebis sacalo
ar iRebs iuridiul movaWre mraval specializebul funqcias asrulebs.
pasuxismgeblobas brokrebi da agentebi gansxvavdebian kerZo biTumad movaWreebisagan ori
arsebul saqonelze. niSniT: saqonelze maT ara aqvT iuridiuli pasuxismgebloba da mxolod
mcired funqciebs asruleben. isini, ZiriTadad, specializdebian produqciis
agenti (Agent) seriis an momxmareblis ti pis mixedviT. brokeri myidvels da gamyidvels
gansazRvruli fun- erTmaneTTan akavSirebs da molaparakebebis gawevaSi exmareba. agentebi ufro
qciis mqone biTumad xangrZlivad warmoadgenen myidvelebsa da gadamyidvelebs. mewarmis agentebi
movaWre, romelic (e.w. mewarmis warmomadgenlebi) sabiTumo movaWris agentebis yvelaze martivi
konkretul organi- ti pia. sabiTumo vaWrobis mesame ti pia mwarmoeblis gayidvis obieqtebi da
zacias mudmivad ofisebi – sabiTumo vaWroba uSualod gamyidvelsa da myidvels Soris da ara
warmoadgens da ar- biTumad movaWreebis meSveobiT.
sebul saqonelze
iuridiulad pasuxs
ar agebs. biTumad movaWris marketinguli gadawyvetileba
dResdReobiT, biTumad movaWreebi awydebian mzard konkurentul zewolas,
mwarmoeblis gayidvis momTxovn momxmarebels, axal teqnologiebsa da didi samrewvelo, sxva saxis
obieqtebi da ofise- organizaciebis da sacalo movaWreTa pirdapiri Sesyidvis programebis mxri-
bi (Manufacturers’ sales dan. aqedan gamomdinare, maT axleburad unda Sexedon marketingul strate-
branches and offices) giebs. rogorc sacalo movaWreebis SemTxvevaSi, aseve maTi marketinguli ga-
sabiTumo vaWroba dawyvetilebac gulisxmobs miznobrivi bazrebis, pozicionirebis da
uSualod myidvelsa marketinguli kompleqsis –SerCevas (ixileT suraTi 11.2), anu produqciis asor-
da gamyidvels
timentsa da serviss, fasebs, stimulirebas da adgils.
Soris biTumad
movaWreebis gareSe.
miznobrivi bazrisa da pozicionirebis Sesaxeb gadawyvetilebebi. 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 ti pis (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.

marketinguli kompleqsis Sesaxeb gadawyvetilebebi. 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

s u r a T i 11.2
biTumad movaWris
marketinguli
gadawyvetilebebi
 Tavi 11 sacalo da sabiTumo vaWroba 469

cxrili 1 1 . 3 biTumad movaWreebis ZiriTadi ti pebi

tipi gansazRvreba
kerZo biTumad movaWreebi 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 ti pi:
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.
brokerebi da agentebi 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 ti pebze:
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 ti pi:
gagrZeleba ix. gv. 393
470 nawili mesame myidvelze orientirebuli marketinguli strategiisa da marketinguli kompleqsis Seqmna

cxrili 1 1 . 3 (gagrZeleba)
tipi gansazRvreba
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.
mwarmoeblis gayidvis biTumad vaWrobis operaciebis ganxorcieleba uSualod gamyidvelebisa da myidvelebis
obieqtebi da mier da ara damoukidebeli biTumad movaWreebis saSualebiT. calkeuli ofisebi da
ofisebi 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.

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-
 Tavi 11 sacalo da sabiTumo vaWroba 471

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.

biTumad vaWrobis momavali

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-ma
mwarmoeblebis 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-is
sistemis 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 _ ■ momsaxurebisa da efeqturobis gasaumjobeseblad McKesson-ma
`momaragebis, informaciis, jandacvis menej- Camoayaliba srulyofili eleqtronuli momaragebis menejmentis
mentis da servisis saTanado formebis sistema, romlis saSualebiT myidvelebs SeuZliaT TavianTi far-
dagegmviT, xarjebis SemcirebiT da samedi- macevtuli da samedicino-qirurgiuli maragis SekveTa, kontroli
cino momsaxurebis xarisxis gaumjobe- da marTva. TavianTi myidvelebis Sesaxeb monacemebis Sesagroveb-
sebiT~.25 lad sacalo movaWreebs SeuZliaT McKesson-is sistemis gamoyeneba.
472 nawili mesame myidvelze orientirebuli marketinguli strategiisa da marketinguli kompleqsis Seqmna

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 hi permarketebi, romlebic faqtobrivad biTumad movaWris bevr funqcias
asruleben. Tavis mxriv, bevri msxvili biTumad movaWre sakuTari sacalo
vaWrobis saqmianobebs axorcielebs. SuperValu da Fleming-i, sakvebi produqtebis
ori 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 Provigo
Seisyida. dRes ki kompaniis mTliani Semosavlis 3 procenti kanadidan Semodis.

SeisveneT:
koncefciebis kvaldakval
aq SevCerdeT da gadaxvedoT sacalo misi warmoebis adgilidan moxmarebis adgil-
da biTumad vaWrobas. am TavSi Cven, amde. sacalo vaWroba aris yvela saqmianoba, ro-
pirvel rigSi, ganvixileT sacalo melTa mizania, saboloo momxmarebels produqti
vaWrobis mniSvneloba da raoba, an momsaxureba miyidos maTi personaluri, ara-
sacalo vaWrobis ZiriTadi ti pebi, biznes moxmarebisaTvis. biTumad vaWroba aris
sacalo movaWreebis mier miRebuli gadaw- yvela saqmianoba, romelic gulisxmobs saqon-
yvetilebebi da sacalo vaWrobis momavali. lisa da momsaxurebis miyidvas maTTvis, vinc
Semdeg igive sakiTxebi biTumad movaWreebTan saqonelsa da momsaxurebas SemdgomSi gayidis
dakavSirebiTac ganvixileT. miuxedavad imisa, an sxva biznessaqmianobaSi gamoiyenebs. biTumad
rom sacalo vaWrobis umetesi nawili sacalo movaWreebi bevr funqcias asruleben, maT Soris
maRaziebSi mimdinareobs, bolo wlebSi maRaziis- aris gayidva da stimulireba, yidva da asorti-
gare sacalo vaWrobac swrafad izrdeba. mentis ageba, produqciis didi masebis dayofa,
amasTan erTad, miuxedavad imisa, rom sacalo sacavSi ganTavseba, transportireba, dafinanseba,
maRaziebis umravlesoba damoukidebel sakuT- riskis gaweva, sabazro informaciiT momarageba
rebaSi imyofeba, dRes sul ufro meti firma da marTvis momsaxurebiTa da rCevebiT uzrunve-
erTiandeba korporaciuli da xeklSekrulebiTi lyofa.
organizaciis formis qveS. biTumad mova-
Wreebmac ganicades garemos ukanaskneli cvli- 2. ganmarteT sacalo movaWreebis ZiriTadi
lebebis zegavlena, gansakuTrebiT arsebuli tipebi da moiyvaneT TiToeulis magaliTi.
konkurentuli zewolis pirobebSi. sacalo movaWreebis klasifikacia SesaZlebelia
maRaziisSida da maRaziisgare sacalo movaW-
1. ganmarteT sacalo da biTumad vaWrebis roli reebad. miuxedavad imisa, rom saqonlisa da mom-
sadistribucio arxSi. saxurebis umetesoba maRaziebis saSualebiT
sacalo da sabiTumo vaWroba moicavs bevr iyideba, maRaziisgare sacalo vaWroba bevrad
organiazacias, romlebsac produqcia gadaaqvT ufro swrafad izrdeba, vidre maRaziisSida
 Tavi 11 sacalo da sabiTumo vaWroba 473

sacalo vaWroba. maRaziisSida sacalo movaW- kerZo biTumad movaWreebi, agentebi da bro-
reebis dayofa SesaZlebelia maT mier SemoTava- kerebi, mwarmoeblis gayidvis obieqtebi da
zebuli momsaxurebis moculobis (TviTmomsaxu- ofisebi. kerZo biTumad movaWreebi aerTianeben
reba, SezRuduli momsaxureba da sruli or farTo jgufs (ti ps): sruli momsaxurebis
momsaxureba), produqtis seriebis raodenobis biTumad movaWreebsa (mebiTumeebi da industri-
(specializebuli maRaziebi, univermaRebi, super- uli distributorebi) da SezRuduli momsax-
marketebi, supermaRaziebi, mosaxerxebeli maRa- urebis biTumad movaWreebs (gadaixade da waiRe,
ziebi da momsaxurebis biznesi), dawesebuli manqaniT biTumad movaWreebi, pirdapiri mim-
SefardebiTi fasebis (Camofasebuli maRaziebi tanebi, savaWro Taros momsaxureni, mwarmoeblis
da fasdaklebebis maRaziebi) da organizaciul kooperativebi, safosto SekveTebis biTumad
struqturis (korporaciuli qseli, nebayof- movaWreni). brokerebi da agentebis mflobe-
lobiTi qselebi, sacalo movaWreebis koopera- lobaSi ar Sedis saqoneli, magram yidva-
tivebi, frenCaizuri organizaciebi da sacalo gayidvaSi gaweuli daxmarebisaTvis gasamrje-
vaWrobis konglomeratebi) mixedviT. los sakomisioebis saxiT iReben. dabolos,
mwarmoeblis gayidvis obieqtebi da ofisebi –
3. gansazRvreT biTumad movaWreebis ZiriTadi warmoadgens arabiTumad movaWreebis mier, biTu-
tipebi da moiyvaneT TiToeulis magaliTi. mad movaWreebis gverdis avliT, sabiTumo vaW-
arsebobs biTumad movaWris sami ZiriTadi ti pi robis warmoeba.

TavSi gamoyenebuli terminebi

agenti Agent savaWro centri Shopping center
biTumad movaWre Wholesaler sawarmos savaWro werti Factory outlet
biTumad vaWroba Wholesaling specializebuli maRazia Specialty store
brokeri Broker supermaRazia Superstore
kategoriis amomwuri Category killer supermarketi Supermarket
kerZo biTumad movaWre Merchant wholesaler univermaRi Department store
klubi-sawyobi Warehouse club fasdaklebebis maRazia Discount store
mosaxerxebeli maRazia Convenience store franCaizi Franchise
mwarmoeblis gayidvis Manufacturers' sales branches and Camofasebuli saqonelis Independent off-price
obieqtebi da ofisebi offices da moukidebeli sacalo movaWre retailer
sacalo movaWre Retailer Camofasebuli saqonliT movaWre Off-price retailer
sacalo vaWrobis ciklis Wheel-of retailing concept
koncefcia

imogzaureT
gansaxilveli sakiTxebi 4. ganixileT sacalo vaWrobis konvergenciis
koncefcia majis saaTebTan dakavSirebiT. ra
1. ganasxvaveT sacalo vaWrobis Semde-
formis konkurenciis gaweva SeuZlia sacalo
gi ti pebi: specializebuli maRazia,
movaWres aseT garemoSi?
supermarketi, univermaRi, supermaRa-
zia, mosaxerxebeli maRazia da kategoriis mom- 5. aRwereT biTumad movaWreebis tradiciuli
cveli. funqciebi. romeli maTgani aris yvelaze mi-
saRebi msxvili mewarmeebisaTvis, an msxvili sa-
2. airCieT Tqvens qalaqSi arsebuli sacalo
calo movaWreebisaTvis? daasabuTeT Tqveni
movaWre, romelmac ramdenime wlis win miatova es
pasuxi.
biznesi. Tqveni azriT, ra faqtorebma gamoiwvia
maRaziis gakotreba?
gamoyenebiTi SekiTxvebi
3. rogorc am TavSi aris aRniSnuli, grZeldeba
maRaziisgare sacalo vaWrobis popularobis 1. SeadgineT cxrili da TiToeul mwkrivSi Ca-
zrda. momxmareblis TvalTaxedvidan, ra dadebi- wereT sacalo movaWreebis Semdegi maxasiaTeb-
Ti da uaryofiTi mxareebi gaaCnia safosto lebi: momsaxurebis moculoba, produqciis
SekveTis katalogebs, satelevizio gayidvebsa da seriis raodenoba, SefardebiTi fasebi da orga-
eleqtronul gayidvebs? nizaciuli struqtura. cxrilis TiToeuli sve-
474 nawili mesame myidvelze orientirebuli marketinguli strategiisa da marketinguli kompleqsis Seqmna

tis zemoT pirvel grafaSi CawereT Semdegi saca- aris ganTavsebuli.

lo movaWreebi: Best Buy, Sears, Sam’s Club, The Gap, 3. SeiareT iseT maRaziaSi, romelsac gaaCnia el-
Wal-Mart da adgilobrivi moxerxebuli maRa-zia. komerciis veb-gverdi (magaliTad, Kmart, Kroger,
SeavseT cxrilis ujredebi, CawereT Ti-Toeuli Target an Sears). mas Semdeg, rac naxavT rogorc
sacalo movaWris daxasiaTeba yoveli maxa-
maRazias, aseve mis veb-gverds, ganixileT Semdegi
siaTeblis mixedviT. ra STabeWdileba Se-giqmnaT
kiTxvebi: izidavs Tu ara sacalo vaWrobis
am cxrilma?
orive maRaziis alternativa erTnairi ti pis
2. am CamoTvlili qselebidan SearCieT erT-erTi momxmarebels? aRwereT myidveli, romelic sayi-
(The Gap, Barnes and Noble, Foot Locker an Walgreens) da dlebze Seva tradiciuli vaWrobis mqone
kidev erTi adgilobrivi sacalo vaWrobis kop- maRaziaSi da myidveli, romelic sayidlebs veb-
mania, romelic imave xarisxisa da ti pis gverdis saSualebiT ganaxorcielebs. ra gansx-
saqonels yidis. SeadareT da ganasxvaveT es ori vavebaa maRaziisa da veb-gverdis pozicio-
sacalo movaWre miznobrivi bazris, produqtisa nirebaSi? Tu isini ar arian sxvadasxvanairad
da momsaxurebis asortimentis, maRaziis atmos- pozicionirebuli, unda iyvnen Tu ara? rogor
feros, fasebis, stimulirebis saSualebe-bisa da SeiZleba amis ganxorcieleba? arsebobs Tu ara
adgilmdebareobis mixedviT. ratom mia-niWebs raime potenciuri uaryofiTi mxare maRazii-
upiratesobas myidveli erT-erT maTgans, Tu igi saTvis, romelic am or sadistribucio arxs
yidulobs produqcias, romelic orive maRaziaSi flobs?

teqnologiur samyaroSi
axali teqnologia SesaZloa Tqven magram Shopping Buddy Semowmebis procesis daC-
axlomdebare sursaTis maRaziaSic qarebaze mets akeTebs. imis gaTvaliswinebiT, rom
gamoCndes. Shopping Buddy, amJamad gan- man Tqveni yidvis istoria icis, mas SeuZlia
Tavsebuli masaCusetsis sacdel ba- SegaxsenoT, rom raRac saqoneli ar SegiZeniaT;
zarze, aris patara urikaze damontaJebuli kom- gagaxsenoT, maRaziaSi romel adgilas SeiZleba
piuteris monitori da Strix-kodis daTvlis konkretuli saqonlis povna, romelsac eZebT;
mowyobiloba. urikis gamosayeneblad myidvelebi ramdenad Sors imyofebiT sasurveli sagnidan;
TavianT baraTebs askanereben urikaSi, sadac im dRes igi nebismieri sayidlis gakeTebis
maRaziasTan dakavSirebuli maTi Sesyidvebis Sesaxeb SegaxsenebT.
istoria avtomaturad itvirTeba. saqonlis Ta- 1. rogori iyo Tqveni pirveli reaqcia aseTi
rodan aRebis Semdeg momxmarebels SeuZlia maTi ti pis teqnologiaze? gaqvT Tu ara survili,
daskanereba da pirdapir urikis CanTaSi ganTav- sayidlebi amgvarad ganaxorcieloT?
seba. rodesac Semowmebis dro dgeba, isini kidev
erTxel, ubralod, askanereben baraTs da fuls 2. am teqnologiam ra dadebiTi da uaryofiTi
ixdian. aRar aris saWiro rigSi lodini. SeiZleba moutanos sacalo maRaziebs?
 Tavi 11 sacalo da sabiTumo vaWroba 475

eTikis samyaroSi
zogierTi individualuri piri ukmay- leblobas.
ofilebas gamoxatavs imis Taobaze, 1. ra moxdeba, Tu qalaqis mTavroba adgilobriv
rom iseTi didi sacalo movaWreebi, sacalo movaWreebs msxvili sacalo movaWreebis
rogorebic arian Wal-Mart, Home-Depot muqarisgan daicavs?
da Best Buy, sazogadoebas zians aye-
neben, radgan maTi mizeziT mcire sacalo 2. farTo arCevanisa da dabali fasebis SeTa-
movaWreebi biznessaqmianobas toveben. es kri- vazebiT pirdapiri konkurenciis gawevis nac-
tikosebi Civian, rom aseTi patara sacalo vlad, ra alternatiuli strategiebis gamoyeneba
movaWreebis dakargva niSnavs imas, rom sazoga- SeuZliaT ufro patara sacalo movaWreebs?
doebis wevrebis nawili mogebis gareSe darCeba,
momsaxurebis done Semcirdeba da sacalo 3. gaiyaviT jgufebad, TiToeulSi samidan xuTi
vaWrobis adgilebi dacarieldeba. meores mxriv, studentis SemadgenlobiT da daikaveT am
msxvili sacalo movaWreebis mxardamWerebi acx- sakiTxis erT-erTi mxare: sabolood, iseTi
adeben, rom `didi yuTis~ es sacalo movaWreebi msxvili sacalo movaWreebi, rogorebic rian Wal-
sTavazoben momxmarebels xelsayrel pirobebs, Mart-i, Home Depot da Best Buy, exmareba Tu zians
ufro dabal fasebsa da dasaqmebis bevr SesaZ- ayenebs im sazogadoebebs, sadac isini Sedian?

ucxouri biznessituacia
Federated-is biznessituacia moTavsebu-
lia wignis bolos, danarT 1-Si.