■ am Tavis Seswavlis Semdeg Tqven SeZlebT:

1. ganmartoT, ratom iyeneben kompaniebi sadistribucio arxebs da ganixiloT maTi funqciebi; 2. ganixiloT,
rogor urTierTqmedeben arxis wevrebi da rogor axorcieleben organizebas arxis muSaobis uzrunvelsayofad;
3. gansazRvroT arxis sxvadasxva alternativa; 4. ganmartoT, rogor irCevs, afasebs da uqmnis motivacias
kompania arxis wevrebs; 5. ganixiloT marketinguli lojistikisa da integrirebuli momaragebis jaWvis
marTvis mniSvneloba da raoba;
sadistribucio arxisa da
momaragebis jaWvis marTva 10
gzamkvlevi | ideebis kvaldakval

mivadeqiT marketinguli kompleqsis mesame iaraRs _ distribucias.

momxmareblisaTvis faseulobis miwodebisa da xelsayreli samomxmareblo
urTierTobebis agebis process firmebi iSviaTad marTaven damoukideblad.
piriqiT, maTi umetesoba msxvili momaragebis jaWvisa da sadistribucio arxe-
bis mxolod calkeul rgols warmoadgens. firmis individualuri warmateba
damokidebulia ara marto imaze, Tu ramdenad kargad moqmedebs is, aramed
imazec, Tu misi sruli sadistribucio arxi ramdenad kargad uwevs konkuren-
cias konkurentebis sadistribucio arxebs. magaliTad, miuxedavad imisa, rom
Ford-i msoflios saukeTeso manqanebs awarmoebs, misi saqmianoba warmatebuli
ver iqneboda, Tu misi dilerebi Toyota-s, GM-s, Chrysler-is an Honda-s dilerebis
sapirispirod dabalxarisxian momsaxurebasa da gayidvebs awarmoebdnen. Ford-ma
Tavisi arxis partniorebi frTxilad unda SearCios da maTTan efeqturad
iTanamSromlos. momxmarebelTan urTierTobis kargad samarTvad kompaniam
aseve guldasmiT unda warmarTos partniorebTan urTierTobis marTva. am
Tavis pirveli nawili emsaxureba sadistribucio arxebisa da marketologebis
mier arxis dizainisa da marTvis gadawyvetilebebis rolis aRmoCenas. Semdeg
Cven ganvixilavT fizikur distribucias _ anu lojistikas _ sferos, romlis
mniSvneloba da sirTule dramatulad izrdeba. Semdeg TavSi ki ufro vrclad
ganvixilavT arxis or mTavar Suamavals _ sacalo da sabiTumo movaWreebs.
sanam Tqveni motori Tbeba, Cven Caterpillar-s SevavlebT Tvals. albaT,
fiqrobT, rom Caterpillar-is warmatebisa da misi maRali fasebis mizezs mZime
mrewvelobis is xarisxi da is samTo aRWurviloba warmoadgens, romelsac is
awarmoebs. magram Caterpillar sul sxvagvarad aRiqvams yvelafers. kompania amtki-
cebs, rom misi bazarze dominirebis Sedegi aris ubadlo distribuciisa da
momxmarebelTa mxardaWeris sistemis. Zlieri da daxvewili TanamSromloba,
romelic Caterpillar-ma damoukidebel dilerebTan Camoayaliba did upirate-
sobas aZlevs kompanias. waikiTxeT da gaigebT, ratomac.

u
kve 7 aTeuli welia Catterpillar-i (sityva-sityviT`muxluxos niSnavs) msof-
lios mZime mrewvelobisa da samTo aRWurvilobis bazarze dominirebs.
misi cnobili yviTeli traqtorebi, mtvirTavebi, buldozerebi da sat-
virTo manqanebi nebismier samSeneblo obieqtze Cveulebrivi movlenaa. daax-
loebiT 200 kompanias is 300-ze meti saxeobis produqcias awvdis da yovel-
wliurad 20 miliard dolarze meti odenobis gayidvebs awarmoebs. igi
msoflioSi samSeneblo aRWurvilobis biznesis 27 procents flobs, orjer
mets, vidre msoflios meore kompania Komatsu. CrdiloeT amerikis bazarze ki
misi wili konkurentebis, Komatsu-sa da Deere-is, erTad aRebul wils orjer
aRemateba.
402 nawili mesame myidvelze orientirebuli marketinguli strategiisa da marketinguli kompleqsis Seqmna

Catterpillar-is xangrZliv warmatebas bevri faqtori ganapirobebs _ maRali

xarisxis produqcia, moqnili da efeqturi warmoeba, inovaciuri, axali pro-
duqtebis mdgradi nakadi, mkafio organizebuloba, romelic myidvelis moT-
xovnilebebs pasuxobs. miuxedavad imisa, rom Catterpillar-is aRWurviloba Zviria,
misi maRali xarisxi da eqspluataciuri saimedooba ufro xangrZliv faseu-
lobas uzrunvelyofs. Tumca Catterpillar-is pirvelobis yvelaze mniSvnelovani
mizezi es ar aris. Catterpillar-i ndobas ucxadebs mTel msoflioSi mimofantul
220 cnobil damoukidebel dilers, romlebic TiToeuli myidvelis moTxovnas
saTuTad epyrobian. Catterpillar-is yofili mTavari aRmasrulebeli direqtori _
donald faiti acxadebs:
mas Semdeg, rac produqcia Cvens kedlebs gascdeba, masze zrunvas
dilerebi iwyeben. isini mowinave xazze dganan da produqtTan erTad
cxovroben _ swored maT xedaven myidvelebi. miuxedavad imisa, rom
dafinansebasa da dazRvevaze Cven vzrunavT, myidvelebTan isini
TanamSromloben. maT unda daarwmunon myidvelebi, rom miwodebuli
manqana swored iseT mdgomareobaSia, rogorSic unda iyos. isini
wvrTnian myidvels. produqtis sicocxlis ganmavlobaSi isini xSirad
emsaxurebian mas, frTxilad akvirdebian mis mdgomareobas da,
Rirebulebis Semcirebis Tavidan asacileblad, misi SekeTebis ganrigs
adgenen. myidvelma icis, rom arsebobs 20 miliard dolarze meti
Semosavlis mqone kompania Catterpillar-i, magram dilerebi qmnian kom-
paniis imijs, romelic ara mxolod maTi produqtis ukan dgas, aramed
msoflios nebismier wertilSi Tan axlavs produqts. Cveni dilerebis
damsaxurebaa, rom Cveni devizi _ `iyideT rkina, miiReT kompania” _
mxolod carieli sityvebi ar aris.
Catterpillar-is dilerebi ageben Zlier samomxmareblo urTierTobebs. `Cvenma
damoukidebelma dilerma noviSi, miCigansa Tu bankokSi (tailandi), bevrad meti
ician am adgilebSi myofi momxmareblis moTxovnilebebis Sesaxeb, vidre iseTma
uzarmazarma korporaciam, rogoric aris Catterpillar-i~, _ ambobs faiti. xSirad,
konkurentebi TavianT dilerebs yuradRebas ar aqceven da xarjebis Semcirebis
an meti sargeblis misaRebad, TavianT produqcias pirdapir msxvil myidvelze
yidian. Tumca Catterpillar-i ar apirebs Tavisi dilerebis gverdis avlas. `adg-
ilobrivi bazris Seswavla da Cveni dilerebis meSveobiT momxmarebelTan
Camoyalibebuli mWidro urTierToba TiToeuli penis safasuria, _ amtkicebs
igi, _ Cven marjvena mklavs ufro moviWriT, vidre produqcias pirdapir
gavyidiT da dilerebs gverds avuvliT~.
`iyideT rkina, miiReT kompania~ _ es aris Zlieri faseulobis SeTavazeba.
anu, rodesac Cat-is aRWurvilobas yidulobT, Tqven Catterpillar-is ojaxis wevri
xdebiT. momxmareblisaTvis faseulobis miwodebis ukeTesi gzebis aRmosaCenad
Catterpillar-s da mis dilerebs erTmaneTTan mWidro harmoniuli urTierToba
aqvT. mTliani sistema erTi msoflio kompiuteruli qseliT aris
gaerTianebuli. magaliTad, kompiuterze muSaobisas Catterpillar-is menejerebs
SeuZliaT naxon, Catterpillar-is ramdeni manqana aris nawilebis molodinSi.
erTmaneTTan mWidrod dakavSirebuli dilerebi Catterpillar-is operaciebis
TiTqmis yvela aspeqtSi mniSvnelovan rols asruleben, dawyebuli produqtis
dizainiTa da misi miwodebiT, damTavrebuli momsaxurebiTa da mxardaWeriT,
sabazro dazverviTa da momxmarebelTan ukukavSiriT.
mZime manqanaTmSeneblobis produqtis eqsploataciisas, sadac aRWurvilo-
bis ubralo gaCerebac ki didi danakargebis mizezi SeiZleba aRmoCndes,
Catterpillar-is ganumeorebeli momsaxureba didi upiratesobiT sargeblobs momx-
mareblis mopovebisa da SenarCunebis procesSi. ganvixiloT Freeport-McMoRan-i _
Cat-is momxmarebeli _ romelic spilenZisa da oqros msoflioSi erT-erTi
udidesi sabados eqspluatacias eweva dReSi 24 saaTis, weliwadSi 365 dRis
ganmavobaSi. indoneziis maRal mTebSi maRarosTan misvla mxolod sabagiro
gzebiT an vertmfreniT aris SesaZlebeli. Freeport-MeMoRan-i iyenebs Catterpillar-is
ramdenime aseuli milioni dolaris Rirebulebis 5,000-ze met samTo da
samSeneblo aRWurvilobas, maT Soris aris mtvirTavebi, traqtorebi da 240-
toniani mamonti, 2,000-cxenisZaliani satvirTo manqanebi. am manqanebis umeteso-
bis sacalo Rirebuleba 1 milioni dolaria. aRWurvilobis gafuWebis Sem-
TxvevaSi Freeport-McMoRan-i swrafad kargavs fuls. Freeport-McMoRan-i
 Tavi 10 sadistribucio arxisa da momaragebis jaWvis marTva 403

siamovnebiT ixdis did Tanxas momsaxurebasa da meqanizmebSi, romelsac sru-

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

amrigad, Catterpillar-is saucxoo sadistribucio sistema konkurentuli upi-

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

firmebis umetesobas ar SeuZlia momxmarebels faseuloba damoukideblad mia-

wodos. piriqiT, maT sxva firmebTan mWidrod unda iTanamSromlon meti faseu-
lobis miwodebisaTvis.

■❚ momaragebis jaWvi da faseulobaTa miwodebis qseli

produqtis an momsaxurebis warmoeba da myidvelisaTvis misi xelmisawvdomo-
bis uzrunvelyofa moiTxovs urTierTobebis Camoyalibebas ara mxolod
momxmarebelTan, aramed kompaniis momaragebis jaWvis sakvanZo mimwodeblebTan
da gadamyidvelebTan. es momaragebis jaWvi Sedgeba e.w. ,,zeda~ da ,,qveda~
dinebis partniorebisgan, romelTa Soris arian mimwodeblebi da Suamavlebi.
mewarmis an serviss-provaiderisaTvis momaragebis ,,zeda dinebis~ jaWvs
warmoadgens firmebi, romlebic maT momaragebas nedleuliT, komponentebiT,
nawilebiT, informaciiT, finansebiTa da eqspertiziT axorcieleben, rac pro-
duqtis an momsaxurebis SeqmnisaTvis aris
saWiro. tradiciulad, marketologebi fokusi-
rebas momaragebis jaWvis e.w. ,,qveda dinebaze~
axdendnen, anu _ marketingul arxebze an sadis-
tribucio arxebze, romlebic momxmareblisken
aris mimarTuli. marketinguli arxis part-
niorebi, rogorebic arian biTumad da sacalod
movaWreebi, kompaniasa da mis miznobriv
momxmarebelTan mniSvnelovan, SeiZleba iTqvas,
sasicocxlo kavSirebs amyareben.
orive ti pis ,,zeda~ da ,,qveda~ dinebis
partniorebi SeiZleba sxva firmebis momarage-
bis jaWvebSic iyvnen CarTuli. magram Tavis-
Tavad es aris TiToeuli kompaniisaTvis Seq-
mnili momaragebis jaWvis unikaluri proeqti,
romlis saSualebiT mas SeuZlia myidvels
umaRlesi faseuloba miawodos. TiToeuli fir-
mis warmateba damokidebulia ara marto imaze,
ramdenad kargad operirebs is, aramed imazec,
ramdenad efeqtur konkurencias uwevs misi
momaragebis mTliani jaWvi konkurentul
momaragebis jaWvebs.
termini `momaragebis jaWvi~ SesaZloa Za-
lian SezRuduli iyos – is gulisxmobs _
,,gaakeTe–gayide~ da gvTavazobs, rom nedleuli,
materialuri saSualebebi da warmoebis SesaZ-
loblebebi unda warmoadgendnen marketinguli
dagegmvis sawyis wertils. ukeTesi termini iqne-
boda moTxovnis jaWvi, radgan is gvTavazobs
bazris xedvas _ SegrZneba–reagirebas. am Sexe-
dulebiT xelmZRvanelobisas dagegmva iwyeba
miznobrivi momxmareblis moTxovnebiT, romelTa
■ faseulobaTa miwodebis qseli: Palm-i marTavs mommarageb-
lebis, gadamyidvelebis da saamwyobo sawarmoebis mTel kom- mimarT kompania reagirebs im resursebis
pleqs, romelmac Palm-is momxmareblisaTvis ufro advili organizebiT, romelTa mizania xelsayreli
cxovrebis uzrunvelsayofad erTianad da efeqturad unda samomxmareblo urTierTobebis ageba.
imuSaos. biznesis moTxovnis jaWvis xedvac ki SeiZ-
leba limitirebuli iyos, radgan is yidva–war-
 Tavi 10 sadistribucio arxisa da momaragebis jaWvis marTva 405

moeba–momxmarebis saqmianobas etapobrivi, sworxazovani SexedulebebiT ganix-

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

■❚ marketinguli arxebis arsi da mniSvneloba

bevri mwarmoebeli Tavisi saqonlis saboloo momxmarebelTan misatanad
Suamavals iyenebs. isini cdiloben marketinguli arxis (an sadistribucio
marketinguli arxi
arxis) Camoyalibebas _ anu urTierTdamokidebuli organizaciebis erToblio- (sadistribucio
bis Seqmnas, romelic produqtsa da momsaxurebas saboloo momxmareblisaTvis arxi) Marketing channel
misawvdoms xdis.2 (distribution channel)
kompaniis gadawyvetileba sadistribucio arxTan mimarTebaSi, nebismier kompaniis, momwode-
sxva marketingul gadawyvetilebaze pirdapir zegavlenas axdens. kompaniis blebis, distribu-
faswarmoqmna damokidebulia imaze: muSaobs Tu ara igi erovnuli fasdaklebe- torebisa da uSua-
bis miwodebis jaWvebiT, iyenebs Tu ara maRali xarisxis mqone specializebul lod momxmareblis
maRaziebs, an axorcielebs Tu ara pirdapir gayidvebs momxmarebelze veb- mier Seqmnili sis-
gverdebis saSualebiT. firmis realizaciisa da komunikaciis sferos tema, romlebic `ur-
gadawyvetilebebi damokidebulia imaze, Tu ramdenad Zlieri damajerebloba, TierTTanamSromlob
en~ mTliani sistemis
treningi, motivacia da mxardaWera sWirdebaT maTi arxis partniorebs. kom- gasaumjobeseblad.
paniebis mier axali produqtebis ganviTareba da mopoveba SesaZloa imaze iyos
damokidebuli, Tu ramdenad kargad Seesabameba es produqti Tavisi arxis
wevrebis SesaZleblobebs.
406 nawili mesame myidvelze orientirebuli marketinguli strategiisa da marketinguli kompleqsis Seqmna

kompaniebi, xSirad, Zalian mcire yuradRebas

uTmoben sakuTar sadistribucio arxebs. zogierT
SemTxvevaSi es sakmaod cudi SedegebiT mTavrdeba.
amis sapirispirod, konkurentuli upiratesobis
mosapoveblad bevri kompania daxvewil sadistribu-
cio sistemebs iyenebs. SemoqmedebiTi da STambeW-
davi sadistribucio sistemis saSualebiT FedEx-i
mcire amanaTis swrafi miwodebis industriaSi li-
deri gaxda. Dell Computer-i ki personalur kompiute-
rebs pirdapir momxmarebelze yidis da ara sacalo
maRaziis meSveobiT, riTac man Tavis industriaSi
gardatexa moaxdina. xolo Charles Schwab&Campany-m
finansuri servisi internetis saSualebiT pirvel-
ma miawoda momxmarebels.
xSirad, sadistribucio arxis Sesaxeb gadaw-
yvetilebis miRebiT kompaniebi sxva firmebis
mimarT xangrZliv valdebulebebs iReben. magali-
Tad, iseT kompaniebs, rogorebic aris Ford-i, IBM-i da
McDonald’s, advilad SeuZliaT Secvalon sareklamo,
fasebisa da stimulirebis programebi. bazris moT-
xovnebis Sesabamisad, maT SeuZliaT Zveli pro-
duqtebis moSoreba da axlebis wardgena. magram,
rodesac isini frenCaizerebTan, damoukidebel di-
lerebTan da msxvil sacalo movaWreebTan erTad
sadistribucio arxebs ayalibeben, maT ukve ar
SeuZliaT Secvalon raime gadawyvetileba Tu amas
arxis sxva wevrebTan ar SeaTanxmeben. amitom menej-
mentma Tavisi arxebi guldasmiT unda dagegmos, da,
amasTan erTad, Tvalyuri adevnos rogorc dRevan-
del, aseve xvalindel savaWro garemos.
■ SemoqmedebiTi da STambeWdavi sadistribucio sistemis
saSualebiT FedEx-i mcire amanaTebis swrafi miwodebis
in-dustriaSi lideri gaxda. rogor amateben faseulobas arxis wevrebi
bunebrivia gagiCndebaT SekiTxva, ratom andoben
mwarmoeblebi TavianT beds ucxo pirebs yvelaze
sapasuxismgeblo etapze? mas Semdeg, rac isini gaivlian produqciis Seqmnisa
da ganviTarebis yvela safexurs, gana ar jobia Tavadve miitanon produqti
saboloo momxmareblamde? bolos da bolos, maSin, rodesac kompania dis-
tribucias sxvas avalebs, is kontrols kargavs imaze, Tu rogor iyideba da vin
yidulobs produqcias. saqme imaSia, rom Suamavlebs meti efeqturobis motana
SeuZliaT TavianTi kavSirebis, gamocdilebis, specializaciisa da saqmianobis
masStabebis gamoyenebiT. Suamavlebi xSirad kompaniebs bevrad ufro mets
sTavazoben, vidre amis miRweva maT damoukideblad SeuZliaT.
suraT 10.1-ze naCvenebia Suamavlebis gamoyenebis efeqturoba. suraT 10.1A-
ze warmodgenilia sami mewarme, romelTagan TiToeuli sam myidvelTan misaax-
loeblad pirdapir marketings iyenebs. es sistema cxra gansxvavebul kavSirs
moiTxovs. suraT 10.1B-ze naCvenebia sami mewarme, romlebic erT distri-
butorTan (SuamavalTan) muSaoben, romelic, Tavis mxriv, sam myidvels ukav-
Sirdeba. es sistema mxolod eqvs kavSirs moiTxovs. amrigad, Suamavlebi
amcireben samuSaos moculobas, romelic rogorc mewarmem, aseve momxmarebel-
mac unda Seasrulos.
ekonomikis princi pebidan gamomdinare, marketinguli Suamavlebis roli
gulisxmobs mwarmoeblis mier Seqmnili produqtis asortimentis gardaqmnas
momxmareblis survilebis Sesabamisad. mwarmoeblebi qmnian produqtis mcire
asortiments didi raodenobiT, momxmarebels surs produqtis farTo asorti-
menti mcire raodenobiT. marketingul arxebSi Suamavlebi sxvadasxva mwarmoe-
blisgan produqcias yiduloben da, momxmareblis survilebis Sesabamisad, maT
mcire raodenobis farTo asortimentad Slian. amrigad, Suamavlebi, produqtis
efeqturi gadanawilebis gamo, moTxovna-miwodebis regulirebaSi did da
mniSvnelovan rols asruleben.
sadistribucio arxebs produqti mwarmoeblisagan momxmarebelTan miaqvT.
rogorc ukve aRvniSneT, isini xels uwyoben momxmarebels swrafad da efeqtu-
 Tavi 10 sadistribucio arxisa da momaragebis jaWvis marTva 407

s u r a T i 10.1
rogor amcirebs distributori (Suamavali) savaWro garigebebis…raodenobas………

rad moiZion maTTvis sasurveli produqti/momsaxureba. garda amisa, dis-

tribuciis arxis wevrebi bevr mniSvnelovan funqcias asruleben, romelTagan
ramodenime garigebis dasrulebas uwyobs xels:
■ informacia _ dagegmvis, xelSewyobis mizniT marketinguli kvlevisa da mar-
ketingul garemoSi arsebuli Zalebis da monawileobis Sesaxeb, dazvervis
informaciis Segroveba da gavrceleba.
■ stimulireba _ SeTavazebis Sesaxeb damajerebeli Setyobinebis ganviTareba
da gavrceleba.
■ kontaqti _ perspeqtiuli myidvelebis aRmoCena da maTTan kavSiris dam-
yareba.
■ morgeba _ myidvelebis saWiroebebis Sesabamisi SeTavazebis formulireba da
morgeba, maT Soris iseTi saqmianobebis ganxorcieleba, rogoric aris war-
moeba, dayofa, daxarisxeba da SefuTva.
■ molaparakebebi _ SeTanxmebis miRweva SeTavazebis fasebsa da sxva pirobe-
bze, raTa mflobelobis an sakuTrebis uflebis gadacemis uzrunevelyofa
moxdes.
danarCeni ki miRweuli savaWro garigebis (transaqciis) procesis dasrulebis
uzrunvelyofs:
■ fizikuri distribucia _ saqonlis transportireba da sawyobSi ganTavseba.
■ dafinanseba _ sadistribucio arxis samuSaoebis xarjebis dafarvisaTvis
fondebis moZieba da gamoyeneba.
■ riskis gaweva B_ arxis samuSaoebis ganxorcielebisaTvis sarisko faqtore-
bze pasuxismgeblobis sakuTar Tavze aReba.
es funqciebi aucileblad rom unda Sesruldes, udavoa. sakiTxavia Tu vin
unda Seasrulos isini. rodesac mewarme zemoT CamoTvlil funqciebs Tavad
asrulebs, misi xarjebi matulobs. Sedegad ki fasebic izrdeba. maSin, roca am
funqciebis garkveuli raodenoba Suamavlebis xelSi gadadis, mewarmis mier
gaweuli xarjebi da dawesebuli fasebi, savaraudoa, rom dabali iqneba.
imisaTvis, rom produqtis/momsaxurebis saboloo momxmarebelTan mitana ar
gaaZviros Suamavalma, saWiroa mewarmem funqciebis gadanawileba Sesabamisad
moaxdinos.
408 nawili mesame myidvelze orientirebuli marketinguli strategiisa da marketinguli kompleqsis Seqmna

arxis doneebis raodenoba

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

s u r a T i 10.2
samomxmareblo da biznes saqonlis marketinguli (sadistribucio) arxebi
 Tavi 10 sadistribucio arxisa da momaragebis jaWvis marTva 409

fizikur nakadi, mflobelobis nakadi, gadaxdebis nakadi, informaciuli nakadi

da stimulirebis nakadi. am nakadebis saSualebiT erTi an ramdenime donis
mqone rTuli (kompleqsuri) arxis Seqmna SeiZleba.

■❚ arxis wevrebis qcevisa da organizebis sakiTxebi

sadistribucio arxebi warmoadgenen sxvadasxva saxis organizebuli nakadebiT
dakavSirebuli firmebis arc Tu martiv erTobliobas. es aris rTuli qceviTi
sistema, radganac pirovnebebi da kompaniebi urTierToben, raTa miaRwion indi-
vidualur, kompaniisa da arxis miznebs. zogierTi arxis sistema moicavs
mxolod araformalur urTierTobebs Tavisuflad organizebuli firmebis
pirobebSi; sxvebi ki _ formalur urTierTobebs, romlebsac Zlieri organi-
zaciuli struqtura xelmZRvanelobs. ufro metic, arxis sistemebi mudmivad
icvleba – xdeba axali ti pis Suamavlebis warmoSoba da mTlianad axali sis-
temis ganviTareba. Tavis am nawilSi Cven ganvixilavT arxis wevrebis qcevas da
vnaxavT, rogor xdeba arxis muSaobis organizeba misi wevrebis saSualebiT..

arxis wevrebis qceva

distribuciis arxi Sedgeba firmebisagan, romelTa partniorobis mizezi
saerTo keTildReobis miRwevaa. TiTeuli arxis wevri erTmaneTze damokidebu-
lia. magaliTad, momxmareblis moTxovnebze morgebuli manqanis Sesaqmnelad
Ford-is dileri damokidebulia Ford-ze. Tavis mxriv, momxmareblis misazidad,
maT dasarwmuneblad (SeiZinon Ford-is manqanebi) da gayidvis Semdeg momsaxure-
bis uzrunvelsayofad Ford-i damokidebulia Tavis dilerebze. kargi gayidve-
bisa da momsaxurebis uzrunvelsayofad, rac brendis reputacias daxmarebas
gauwevs, Ford-is dilerebi, Tavis mxriv, sxva dilerebze arian damokidebulni.
amgvarad, Ford-is dilerebis warmateba damokidebulia imaze, ramdenad efeqtur
konkurencias uwevs Ford-is mTliani marketinguli (sadistribucio) arxi sxva
avtomewarmeebis arxebs.
TiToeuli arxis wevri sadistribucio arxSi gansakuTrebul rols
asrulebs. magaliTad, Sony-s rolia momxmareblisaTvis mosawoni personaluri
eleqtronuli saqonlis warmoeba da qveynis maStabiT reklamirebis
saSualebiT masze moTxovnis Seqmna. Circuit City-is funqcias ki warmoadgens Sony-s
am produqtebis maRaziaSi xelsayrel adgilze ganTavseba, myidvelebis
SekiTxvebze pasuxebis gacema da gayidvebis dasruleba. arxis
maRalefeqturobas ganapirobebs TiToeuli wevris im saqmianobiT dakaveba,
romelsac igi saukeTesod gaarTmevs Tavs. imis gamo, rom arxis individualuri
wevrebis warmateba damokidebulia saerTo warmatebaze, idealuri Sedegis
misaRebad arxis yvela wevri erTad da Seuferxeblad unda muSaobdes. saerTo
miznebis misaRwevad wevrebma unda gaigon da saTanadod Seasrulon TavianTi
funqciebi, moaxdinon saqmianobebis koordinacia da erTmaneTTan
iTanamSromlon. Tumca, arxis wevrebis urTierToba iSviaTad aris aseTi
formis. zogjer arxis mTliani miznebis misaRwevad TanamSromloba sakuTari
kompaniis individualuri miznebis nawilis daTmobas niSnavs. miuxedavad imisa,
rom arxis wevrebi erTmaneTze arian damokidebulni, sakuTari piradi intere-
sebis misaRwevad isini damoukideblad moqmedeben. xSirad, isini ver
Tanxmdebian, vin ras da ra fasad gaakeTebs. aseTi uTanxmoeba miznebis, funq- arxis konfliqti
ciebisa da gasamrjelos gamo iwvevs arxSi konfliqts. (Channel conflict)
arsebobs ori saxis arxis konfliqti: 1. horizontaluri da 2. SeuTanxmebloba mar-
vertikaluri konfliqtebi. ketinguli arxis
horizontaluri konfliqti xdeba arxis erT doneze arsebul firmebs wevrebs Soris miz-
nebsa da rolebSi _
Soris. magaliTad, CikagoSi Ford-is zogierTma dilerma SesaZloa ganacxados, vin unda akeTos, ra
rom qalaqis sxva dilerebi maT gayidvebis moculobas amcireben, radgan akeTos da ra fasad.
Zalian dabal fasebs aweseben da gayidvas maTTvis dadgenili teritoriebis
gareT awarmoeben. an Holiday Inn -is franCaizeri SesaZloa Ciodes, rom sxva
operatorebi ufro maRal fasebs aweseben an stumrebs mwiri momsaxurebiT
uzrunvelyofen, rac, sabolood, Holiday Inn-is saerTo imijs zians ayenebs.
vertikaluri konfliqti ki aris, erTi da imave arxis sxvadasxva doneebs
Soris arsebuli konfliqti. magaliTad, H&R Block-is franCaizerebma ukmay-
ofileba gamoTqves imis gamo, rom maTma mSobelma kompaniam momxmarebelTan
pirdapir dasakavSireblad interneti gamoiyena. McDonald’s-s konfliqti hqonda
410 nawili mesame myidvelze orientirebuli marketinguli strategiisa da marketinguli kompleqsis Seqmna

Tavis kaliforniel frenCaizereb-

Tan axali maRaziebis iseT adgi-
lebSi ganTavsebis gamo, ramac sa-
bolood arsebuli frenCaizerebis
biznesi Seamcira. ofisis avejis
mwarmoebel Herman Miller-sa da mis
dilerebs Soris uTanxmoeba war-
moiSva, rodesac man internet maRa-
zia – [Link] _ gaxsna da
produqciis pirdapir momxmare-
belze gayidva daiwyo. miuxedavad
imisa, rom Herman Miller-i Tvlida, rom
veb-gverdi mxolod mcire raode-
noba momxareblisaTvis iyo Seqmni-
li, romlebsac arsebuli arxebi ar
emsaxureboda, dilerebma ukmay-
ofileba xmamaRla gamoTqves. amis
Sedegad kompaniam Tavisi onlain
savaWro operaciebi Sewyvita. rode-
sac Tupperware-ma gadawyvita Tavisi
■ arxis konfliqti: Tuppeware-ma gadawyvita, Tavisi kargad cnobili kontei-
kargad cnobili konteinerebis
nerebis Target-is maRaziebis saSualebiT sacalod gayidva.
Target-is maRaziebis saSualebiT sa-
calod gayidva, igi msgavsi kon-
fliqtis winaSe aRmoCnda. mas vaWrobis konsultantebi daupirispirdnen, rom-
lebic misi vaWrobis 90 procentze mets warmoadgendnen. 3
arxebSi arsebuli zogierTi konfliqti jansaRi konkurenciis formas
iRebs. aseTi konkurencia sasargebloa – mis gareSe arxi SesaZloa pasiuri da
arainovaciuri gaxdes. meores mxriv, daZabuli da gaWianurebuli konfliqti
arxis efeqturobisaTvis SesaZloa damangreveli aRmoCndes da arxis
urTierTobas seriozuli ziani miayenos. kompaniebma arxis konfliqtis marTva
unda SeZlon. ai, amis erTi magaliTic:
axlaxans P&G-s hqonda konfliqti, kompaniam cota xnis win Iams-is
Sinauri cxovelebis sakvebi produqtebisaTvis mravalarxiani dis-
tribuciis sistema danerga. tradiciulad, Iams-is distribucia
Sinauri cxovelebis specialuri maRaziebisa da veterinaruli ofise-
bis saSualebiT xorcieldeba. mas Semdeg, rac kvlevam aCvena, rom
Sinauri cxovelebis sakvebis myidvelebis 70 procenti am maRaziebSi
saerTod ar Sedioda, P&G-ma gadawyvita, Tavisi arxebisaTvis 25,000
sasursaTo maRazia da uamravi sacalod movaWre daematebina. tradi-
ciul arxebTan konfliqtis Tavidan acilebis mizniT P&G-is prezi-
dentma am profilis maRaziebsa da veterinarul ofisebs werilobiT
mimarTa. igi ganmartavda, rom es siaxle brendis cnobadobis gazrdas
emsaxureboda da brendis miukerZoeblobas zians ar miayenebda. miuxe-
davad imisa, rom Sinauri cxovelebis zogierTma maRaziam Iams-is pro-
duqciis gayidva Sewyvita, maTi umetesoba P&G-Tan TanamSromlobas
agrZelebda da maT yvela dilers Iams-is vaWrobisa da sabazro
wilis amaRlebaSi exmareboda.4

vertikaluri marketinguli sistema (vms)

arxis, rogorc mTliani sistemis, kargad funqcionirebisaTvis saWiroa
TiToeuli wevris funqciisaTvis gansakuTrebuli adgilis miniWeba da arxis
konfliqtis marTva. arxis ukeTes muSaobas ganapirobebs is firma, saagento an
marTvis meqanizmi, romelsac funqciebis ganawilebisa da konfliqtis marTvis
Zala gaaCnia.
istoriulad, tradiciuli distribuciis arxs aseTi xelmZRvaneloba da
Zalaufleba ar gaaCnda. Sedegad, konfliqti da Semosavlebis susti
maCveneblebi mohyveboda. sadistribucio arxis erT-erT udides ganviTarebas
vertikaluri marketinguli sistemis warmoqmna warmoadgens, romelic arxis
xelmZRvanelobas uzrunvelyofs. suraTze 10.3 warmodgenilia arxis mowesrige-
bis ori sapirispiro gza.
 Tavi 10 sadistribucio arxisa da momaragebis jaWvis marTva 411

s u r a T i 10.3
tradiciuli distri-
buciis arxis Seda-
reba vertikalur
marketingul siste-
masTan

tradiciuli marketinguli arxi Sedgeba erTi an meti damoukidebeli

tradiciul distri-
mwarmoeblisagan, sabiTumo an sacalo movaWrisagan. TiToeuli cdilobs buciis arxi
kuTvnili mogeba maqsimalurad gazardos maSinac ki, roca es mTliani sistemis (Conventional distribution
xarjze xdeba. arxis arc erTi wevri sxva wevrze met kontrols ar flobs da channel)
funqciebis ganawilebisa da arxis problemebis gadasaWrelad raime for- Sedgeba erTi an meti
maluri mizezi ar asebobs. amis sapirispirod ki, vertikaluri marketinguli damoukidebeli mwar-
sistema (vvms ) aris ganawilebis arxis struqtura, rodesac mwarmoeblebi, moeblisagan, sabiTu-
biTumad da sacalod movaWreebi erTiani sistemiT moqmedeben. arxis erTi mo an sacalo movaW-
wevri flobs ra zegavlenas sxva wevrebze, maTTan saTanado xelSekrulebis risagan. TiToeuli
gaformebiTa da TanamSromlobis princi pebis danergviT axdens arxis koor- cdilobs, kuTvnili
mogeba maqsimalurad
dinirebul funqcionirebas. vertikalur marketingul sistemaze gavlenis mox-
gazardos, maSinac ki,
dena SeuZlia mwarmoebels, sacalod an biTumad movaWres. roca es mTliani
arsebobs vertikaluri marketinguli sistemis sami ZiriTadi ti pi: korpo- sistemis mogebis
raciuli, xelSekrulebiTi da administrirebis. arxSi xelmZRvanelobisa da xarjze xdeba.
Zalauflebis mopovebisaTvis TiToeuli maTgani sxvadasxva saSualebas iyenebs.
modiT ganvixiloT isini: vertikaluri marke-
tinguli sistema
(vms) (Vertical marketing
korporaciuli vms. korporaciuli vms warmoadgens warmoebisa da dis-
system (VMS))
tribuciis Tanmimdevruli etapebis erTobliobas erTi mmarTveli organi- ganawilebis arxis
zaciis qudis qveS. regularuli organizaciuli arxebis saSualebiT struqtura, rodesac
SesaZlebeli xdeba koordinaciisa da konfliqtis marTvis miRweva. magaliTad, mwarmoeblebi, biTu-
Sears-i Tavisi saqonlis 50 procentze mets moi povebs im kompaniebis saSuale- mad da sacalod mo-
biT, romlebsac is nawilobriv an mTlianad flobs. Giant Food Stores-i saqmianobs vaWreebi moqmedeben
nayinis damzadebis, momsaxurebisa da ualkoholo sasmelebis boTlebis erTiani sistemiT.
Camosxmis sferoSi, flobs nayinis fabrikebsa da sacxobebs, romlebic Giant-is arxis erTi wevri
maRaziebs yvelafriT amaragebs, dawyebuli funTuSeuliT, damTavrebuli flobs ra zegavle-
dabadebis dRis namcxvrebiT. Tvalis sacxis mwarmoebeli naklebad cnobili nas sxva struqture-
bze, SeuZlia maTTan
italiuri Luxottica awarmoebs bevr cnobil Tvalis sacxis brends, maT Soris
xelSekrulebis ga-
arian RayBan, Vogue, Anne Klein, Ferragamo da Armani. am brendebs is yidis msoflios formeba da TanamS-
ori optikuri qselis _ LencCrafters-is da Sunglass Hut-is saSualebiT, romlebsac romlobis SenarCuneba.
agreTve Tavad flobs. 5
igive SeiZleba iTqvas Zara-ze. mTliani sadistribucio jaWvis korporaciuli vms
gakontrolebiT tansacmlis espanuri qseli Zara msoflioSi modis yvelaze (Corporate VMS)
swrafad mzard sacalo movaWred iqca. erTiani mmarTvelo-
bis qveS gaerTiane-
Zara-s warmatebis saidumlo aris momaragebis jaWvis TiTqmis buli vertikaluri
yvela aspeqtis kontrolSi, dawyebuli dizainiTa da warmoebiT, marketinguli siste-
damTavrebuli msoflioSi saxelganTqmuli misi sadistribucio ma, romelic warmoe-
qseliT. imis nacvlad, rom zozina mimwodeblebis imedad darCes, Zara bisa da distribu-
qsovilis 40 procents qmnis da sakuTari tansacmlis naxevarze mets ciis etapebs moicavs.
awarmoebs. axali stili Zara-s sakuTar dizainis centrebSi iRebs iseT
412 nawili mesame myidvelze orientirebuli marketinguli strategiisa da marketinguli kompleqsis Seqmna

formas, rac Tanamedrove modis gamowvevebs pasuxobs. axali stilis

modelebiT maragdeba Zara-s samewarmeo centrebi, Semdeg ki dasrule-
buli produqcia pirdapir miemarTeba 30 qveyanaSi ganlagebul Zara-s
600 maRaziaSi. Sedegad izogeba dro, qreba didi sawyobebis da
msxvili maragis Seqmnis saWiroeba, rac mTlianobaSi amcirebs xar-
jebs. efeqturi vertikaluri marketinguli sistema Zara-s saSualebas
aZlevs iyos ufro swrafi da moqnili, vidre iseTi saerTaSoriso
konkurentebi, rogorebic aris Gap, Benetton da Sveduri H&M. Tavisi
gamarTuli sadistribucio sistemiT Zara ufro Dell Computer-is an Wal-
xelSekrulebiTi vms
Mart-is msgavsia, vidre Gucci-is an Louis Vuitton-isa. Zara-s SeuZlia axali
(Contractual VMS) produqtis seriis dasruleba sul raRac sam kviraSi. ase rom modis
sistema, romelic axali tendenciebis xilva Zara-s maRaziebSi ukve erT TveSi SegiZliaT
sxvadasxva warmoebi- maSin, rodesac am industriis sxva warmomadgenlebs igive
sa da distribuciis procedurisaTvis saSualod cxra Tve sWirdebaT. Zara-s dabali
doneze myof damou- fasebi mosaxleobas silamazes iafad awvdis. kompaniis eleganturi,
kidebel firmebs magram xelmisawvdomi SeTavazebebi ukve kultad iqca da gasuli xuTi
kontraqtebis saSua- wlis ganmavlobaSi kompaniis gayidvebi 2.3 miliard dolaramde
lebiT aerTianebs, gaizarda.6
raTa miRweul iqnas
warmoebis masStabiT
xelSekrulebiTi vms Sedgeba warmoebisa da distribuciis sxvadasxva doneze
gamowveuli ekono-
miis meti gavlena, vi- arsebuli damoukidebeli firmebisgan, romlebic kontraqtebis saSualebiT
dre isini amas cal- erTiandebian, raTa erTad miaRwion imaze met ekonomiasa da savaWro zemo-
calke miaRwevdnen. qmedebas, vidre amas TiToeuli maTgani damoukideblad SeZlebda. arxis wevrebs
Soris koordinaciisa da konfliqtis marTvis ganxorcieleba SesaZlebelia
franCaizuli organi- xelSekrulebiTi SeTanxmebis meSveobiT.
zacia (Franchise franCaizuli organizacia _ xelSekrulebiTi urTierTobis yvelaze
organization) miRebuli ti pi _ arxis wevri, saxelwodebiT franCaizeri, aerTianebs warmoeba-
xelSekrulebiT vms, distribuciis procesis ramdenime etaps. aSS-is daaxloebiT 1,600 franCaizeri,
romlis arxis wev- 320,000-mde savaWro wertilebiT 1 trilion dolars iTvlis weliwadSi.
ric, e.w. fraiCaizeri, mrewvelobis analitikosebis SefasebiT, aSS-Si yovel rva wuTSi erTxel axali
warmoebisa da dis- franCaizuli savaWro wertili ixsneba, xolo sacalo vaWrobis biznesis 12
tribuciis procesis
ramdenime etaps erT-
savaWro wertilidan daaxloebiT erTi franCaizuli biznesia. biznesis
maneTTan akavSirebs. TiTqmis yvela ti pi franCaizulia, dawyebuli motelebiTa da swrafi kvebis
restornebiT, damTavrebuli stomatologiuri centrebiTa da sainformacio
momsaxurebiT.7 agreTve, saqorwino konsultaciiTa da SinamosamsaxureTa
servisiT, fitnesis centrebiTa da damkrZalavi biuroebiT.
arsebobs franCaizis sami ti pi. pirveli ti pi aris mewarme-sponsoris
sacalo franCaizeris sistema _ magaliTad, Ford-i da misi damoukidebeli fran-
Caizuli dilerebis qseli. meore ti ps warmoadgens mewarme-sponsoris sabiTu-
mo franCaizeris sistema _ misi magaliTia Coca-Cola. igi sxvadasva bazarze
Camom-sxmelebis (boTlerebis) licenzirebas axdens, romlebic yiduloben
Coca-Cola-s sirofis koncentrats, Semdeg asxamen da dasrulebul produqts

■ xelSekrulebiTi vms: aSS-is

daaxloebiT 1,600 franCaizeris
320,000-mde savaWro wertilebis
wliuri gayidvebi 1 trilion
dolars iTvlis.
 Tavi 10 sadistribucio arxisa da momaragebis jaWvis marTva 413

sacalo movaWreebis meSveobiT adgilobriv bazarze yidian. mesame ti pi aris administrirebadi

momsaxurebis firma-sponsoris sacalo franCaizeris sistema _ misi vms (Administered VMS)
magaliTebia: avtoijaris biznesi (Hertz, Avis), swrafi kvebiT momsaxurebis bizne- vertikaluri marke-
si (McDonald’s, Burger King) da samotelo biznesi (Holiday Inn, Ramada Inn) . tinguli sistema, ro-
melic koordinire-
is faqti, rom momxmareblis umetesoba ver getyviT ra gansxvavebaa
bas uwevs warmoebisa
xelSekrulebiTsa da korporaciul vertikalur marketingul sistemebs da distribuciis
Soris, metyvelebs imaze, rom xelSekrulebiTi organizacia karg konkurencias Tanmimdevrul eta-
uwevs korporaciul jaWvebs. pebs ara erToblivi
mflobelobiT an
administrirebadi vms. administrirebad vms-Si, xelmZRvaneloba ara Cveuleb- xelSekrulebiT, ara-
rivi sakuTrebis an xelSekrulebiTi kavSirebis saSualebiT xorcieldeba, med erT-erTi monaw-
aramed ganisazRvreba arxis erTi an ramdenime dominanti wevris sididisa da ile partnioris si-
Zalauflebis mixedviT. saukeTeso brendis mewarmes SeuZlia moi povos Zlieri didiTa da siZlie-
pozicia arxis sxva wevrebTan mimarTebaSi. magaliTad, General Electric-s, riT.
Procter&Gamble-s da Kraft-s SeuZliaT uxelmZRvanelon gadamyidvelebs kooperi-
rebis iseTi mxridan, rogoric aris safaso politika, gayidvebis stimulireba, horizontaluri mar-
sademonstracio sivrcis mowyoba da a.S. iseT msxvil sacalo movaWreebs ki, ketinguli sistema
rogorebic arian Wal-Mart, Home Depot da Barnes & Noble SeuZliaT Zlieri ze- (Horizontal marketing
gavlenis moxdena mewarmeebze, romlebic maT im produqtebiT uzrunvelyofen, system)
marketinguli ganaw-
romlebsac isini yidian.
ilebis arxi, rode-
sac erT doneze myo-
horizontaluri marketinguli sistema fi ori an meti kom-
pania erTiandeba
arxis kidev erT ganviTarebas warmoadgens horizontaluri marketinguli sis - bazris axali SesaZ-
tema, sadac xdeba erT doneze myofi ori an ramdenime kompaniis gaerTianeba leblobebis gamoye-
axali marketinguli SesaZleblobebis mosapoveblad. erTad muSaobis xarjze nebis mizniT.
kompaniebs bevrad ukeTesad SeuZliaT gaaerTianon finansuri, warmoebis an mar-
ketinguli resursebi, vidre amas nebismieri kompa-
nia damoukidebeli muSaobiT SeZlebda.
kompaniebs SeuZliaT Zalebis gaerTianeba,
rogorc konkurent, ise arakonkurent kompanieb-
Tan. maT, EdroebiT an mudmivad, SeuZliaT erT-
maneTTan muSaoba an damoukidebeli, erToblivi
kompaniis Seqmna. magaliTad, texasSi Lamar Saving
Bank-ma Tavisi danazogebis ofisebi da avtoma-
turi salaro-aparatebi Safeway-is maRaziebSi gana-
Tavsa. Lamar-i bazarze dabali danaxarjiT ufro
swrafad Sevida, xolo Safeway-s ki SesaZlebloba
mieca, momxmareblisTvis maRaziis SigniT mosax-
erxebeli sabanko momsaxureba SeeTavazebina. ana-
logiurad, dReisaTvis McDonadl’s-i Tavisi res-
tornebis `eqspres~-versias Wal-Mart-is maRa-ziebSi
ganaTavsebs. McDonalad’s-si sargebels Wal-Mart-is
myidvelebisgan iRebs, maSin rodesac Wal-Mart-i
Tavis mSier myidvels anayrebs, romelTac sxvagan
wasvla aRar uxdebaT.
arxis aseTi dagegmva kargad muSaobs glob-
aluri masStabiT. magaliTad, saerTaSoriso baz-
ris saukeTeso dafarvis meSveobiT Nestle, General
Mills-Tan erTad, Tavisi burRuleul brends
CrdiloeT amerikis farglebs gareT 80 qveyanaSi
yidis. Coca-Cola-m da Nestle-m Camoayalibes sacdeli
kavSiri, raTa msoflios masStabiT mza civi yava
da Cai gaeyidaT. Coke uzrunvelyofs sasmelis
marketingsa da distribucias msoflioSi, xolo
Nestle-s wvlils warmoadgens ori damkvidrebuli
brendis saxelebi – Nescafe da Nestea. miuxedavad
Gillette-is globaluri dominanturi poziciisa,
Schick-is saparsi samarTeblebis gayidvebi ■ horizontaluri marketinguli sistema: Nestle da General
iaponiaSi pirvel adgilzea Schick-is sadistribu- Mill-i burRulis brends erToblivad yidis CrdiloeT
cio partnioris K. Hattor-is xarjze.8 amerikis farglebs gareT.
414 nawili mesame myidvelze orientirebuli marketinguli strategiisa da marketinguli kompleqsis Seqmna

mravalarxiani sadistribucio sistema

warsulSi calkeul bazarze an sabazro segmentze vaWrobis gansaxorciele-
blad bevri kompania calkeul arxs iyenebda. dRes, momxmareblis segmentebis
mravalarxiani sadis- gamravlebisa da arxis SesaZleblobebis gafarToebis pirobebSi, sul ufro
tribucio sistema metma kompaniam danerga mravalarxiani sadistribucio sistema – romelsac
(Multichannel xSirad hibridul marketingul arxebs uwodeben. aseTi mravalarxiani mar-
distribution system)
ketingi moqmedebs, maSin, rodesac erTi an meti momxmareblis segmentTan
distribuciis sis-
tema, romelSic erTi misaRwevad firma or an met marketingul arxs iyenebs. bolo wlebSi
kompania iyenebs dis- mravalarxian sistemas sul ufro intensiurad iyeneben.
tribuciis erT an suraTze 10.4 mocemulia hibriduli arxi. suraTis Tanaxmad, mewarme pir-
ramdenime arxs, raTa dapir gayidvas axorcielebs momxmareblis pirvel segmentze safosto kata-
momxmareblis erT an logebis, telegayidvebisa da internetis saSualebiT, xolo momxmareblis
ramdenime segmentze meore segments sacalo movaWreebis meSveobiT ukavSirdeba. distributorebisa
gavides. da dilerebis meSveobiT is arapirdapir gayidvas axorcielebs pirvel biznes
segmentze, xolo meore biznes segments sakuTari gayidvebis personalis
saSualebiT ukavSirdeba.
dRes TiTqmis yvela msxvili da bevri patara kompaniac distribucias
mravali arxis saSualebiT axorcielebs. Charles Schwab-i Tavis momxmarebels
telefonisa da internetis, da agreTve pirispiri kavSiriT ukavSirdeba. is
Tavis momxmarebels sTavazobs `darekeT, Rilaks TiTi daaWireT, an estumreT
Schwab-s.~ Staples Tavis marketingul saqmianobas awarmoebs tradiciuli sacalo
gasaRebis maRaziebis, internet-gverdebis, virtualuri daxlebisa da 30,000 fil-
ialis meSveobiT.
aTobiT segmentisa da niSis momsaxurebisaTvis IBM mravalricxovan arxs
iyenebs, dawyebuli msxvili korporaciuli myidvelebiT da damTavrebuli
mcire biznesebiTa da saTavo ofisebis myidvelebiT. Tavisi saamayo realiza-
torebis meSveobiT, vaWrobis warmoebis garda, IBM agreTve axorcielebs gayid-
vas distributorebisa da aqtiuri Suamavlebis saSualebiT, romlebic IBM-is
kompiuterebis, sistemebisa da momsaxurebis gayidvas uamrav specialur biz-
nessegmentze axorcieleben. saboloo momxmarebels IBM-is personaluri kompi-
uteris Sesyidva specializebuli kompiuteruli maRaziebisa da nebismieri
msxvili sacalo movaWris saSualebiT SeuZlia. mcire da saSualo biznesebis
moTxovnilebis momsaxurebisaTvis IBM tele-marketings iyenebs. orives _ biz-
nesis warmomadgenelsa da saboloo momxmarebels, Sesyidvis ganxorcieleba
internetis saSualebiT, kompaniis veb_gverdzec SeuZlia ([Link]).
msxvili da kompleqsuri bazrebis pirispir myof kompaniebs mravalarxiani
sadistribucio sistema bevr upiratesobas sTavazobs. axali arxis damatebiT,
kompania afarToebs vaWrobasa da bazris dafarvas. mas saSualeba eZleva
mravalferovani momxmareblis segmentebis gansakuTrebul moTxovnebze
Sesabamisi miwodebis arxi moargos. magram aseTi mravalarxiani sadistribu-
cio sistemis gakontroleba rTulia. momxmareblis mozidvisaTvis da gayidve-
bisaTvis konkurenciis zrdasTan erTad, izrdeba konfliqtis albaTobac.

s u r a T i 10.4
hibriduli marketin-
guli arxi
 Tavi 10 sadistribucio arxisa da momaragebis jaWvis marTva 415

magaliTad, rodesac IBM-ma pirdapiri gayidva telegayidvebisa da sakuTari

veb_gverdis saSualebiT daiwyo, misi bevri sacalo dileri acxadebda, rom es
`usamarTlo konkurencia~ iyo, da IBM-is seriis mitovebiT, an misTvis naklebi
yuradRebis daTmobiT imuqreboda. zogierTi gare movaWre ki fiqrobda, rom
axalma `Sida arxebma~ maTi fasebi Seamcira.

arxis organizaciis cvlileba

teqnologiurma cvlilebam, kerZod ki pirdapiri da eleqtronuli marketingis
swrafma zrdam didi gavlena iqonia marketinguli arxebis dizainsa da
raobaze. erTi mTavari tendencia aris Suamavlebis Canacvleba. Suamavlebis Suamavlebis Canacvle-
Canacvleba niSnavs, rom sul ufro meti produqtisa da momsaxurebis mwarmoe- ba (Disintermediation)
beli gverds uvlis Suamavlebs da pirdapir saboloo myidvels ukavSirdeba an marketingis sareal-
asparezze gamodis radikalurad axali ti pis arxis Suamavlebi, romlebic izacio arxebis tra-
tradiciul arxebs enacvleba. diciuli gadamyid-
velebis Secvla ra-
amrigad, bevr industriaSi tradiciuli Suamavlebi samuSaos gareSe dikalurad gansxva-
rCebian. magaliTad, Dell Computer da American Airlines axorcieleben pirdapir vebuli axali ti pis
gayidvebs saboloo myidvelebze TavianTi marketinguli arxebidan sacalo SuamavlebiT.
movaWreebis gamoricxviT. el-komercia swrafad izrdeba tradiciul (brick-and-
mortar) sacalo movaWreebis biznesis xarjze. momxmarebels SeuZlia yvavilebis
SeZena 1_800_flowers.com_is veb-gverdis saSualebiT, wignebis, videokasetebis, CD-
is, saTamaSoebis, eleqtronikisa da sxva saqonlis _ [Link]-is meSveobiT da
yvelaferi es _ maRaziebSi Sesvlis gareSe.
SuamavliT Canacvleba problemebisa da SesaZleblobebis momtania
rogorc mwarmoeblobisaTvis, aseve SuamavlebisaTvis (ixileT marketingi
muSaobis procesSi 10.1). imisaTvis, rom Suamavlebi SeumCnevlebi ar darCnen da
mudmivad iyvnen yuradRebis centrSi, aucilebelia momaragebis jaWvSi axali
faseuloba Seitanon. konkurentunarianobis SenarCunebisaTvis produqtis, an
momsaxurebis mwarmoebelma unda ganaviTaros arxis axali SesaZleblobebi,
rogoric aris interneti da sxva pirdapiri arxebi. Tumca maTi ganviTarebiT
isini pirdapir konkurencias uweven maT mierve dafuZnebul arxebs, rac,
sabolood, konfliqtiT mTavrdeba.
am problemis gasamartiveblad kompaniebi xSirad eZeben gzebs, raTa pir-
dapiri gayidva xelsayreli gaxadon rogorc kompaniisaTvis, aseve misi arxis
partniorebisaTvis. magaliTad, biznesis gasafarToeblad da xarjebis mosawes-
rigeblad Hewlett–Packard_ma gaxsna pirdapiri gayidvis sami veb-gverdi e.w.
,,maRaziebis sofeli~ _ (momxmareblebisaTvis), HP-is ,,komerciuli centri~
(avtorizebuli biznesmyidvelebisaTvis) da ,,sakiTxebis swrafi eleqtronuli
gadaWra~_ (arsebuli xelSekrulebiTi myidvelebisaTvis). Tumca Tavisi
gadamyidvelebis mudmiv arxebTan konfliqtis Tavidan asacileblad HP yvela
eleqtronul SekveTas gadamyidvelebs ugzavnis, romlebic, Tavis mxriv,
asruleben SekveTebs, produqtis gadazidvas uzrunvelyofen da sxva momsax-
urebebsac sTavazoben. ase rom HP upiratesobas pirdapiri vaWrobidan iRebs,
magram bizness gadamyidvelebisTvisac afarToebs.

siCqaris
koncefciebis Serwyma
SemzRudavi
cota xniT SeCerdiT da gamoiyeneT Cvens mier ganxiluli sadistribucio
arxis koncefciebi.

■ SeadareT Caterpillar-isa da IBM-is arxebi. SeadgineT diagrama, romel-

zec TiToeuli arxis Suamavlis ti pebi iqneba naCvenebi. ra saxis
sistemas iyenebs TiToeuli kompania?
■ ra funqciebi da pasuxismgeblobebi akisriaT arxis wevrebs? ramde-
nad kargad muSaoben am arxebis wevrebi erTad, arxis mTliani
warmatebisaTvis?
 416 nawili mesame myidvelze orientirebuli marketinguli strategiisa da marketinguli kompleqsis Seqmna

marketingi muSaobis procesSi 10.1

Suamavlebis Canacvleba: bundovani sityva, magram
naTeli gzavnili
kanzasis Wichita-Si Sunflower Travel-is wignebis saukeTesi maRaziebi – Barnes adgili daikaves.
bizness safrTxes uqmnis axlad ga- & Noble da Borders – dabali fasebiTa SuamavliT Canacvleba xSirad
moCenili marketinguli arxebi, gansa- da didi maragebiT. Suamavlebis Canac- eleqtronuli vaWrobis mozRvavebas-
kuTrebiT ki mozRvavebuli internet- vleba moxda, rodesac axalma Suamav- Tan asocirdeba. realurad, interne-
gayidvebi. sxva tradiciuli turis- lebma swrafad Secvales wignebis ti Canacvlebis ZiriTadi Zalaa.
tuli saagentoebis msgavsad, Sunflower-i tradiciuli, damoukidebeli gamyid- myidvelsa da gamyidvelebs Soris
saxifaTo, axali Taobis konkurente- velebi. Semdeg am kategorias pirdapiri kontaqtis win wamoweviT
bis pirispir dgas. ukanasknel wleb- [Link]-ma safrTxe Seuqmna. is ar interneti axdens industriaSi arxe-
Si gasaocari siswrafiT momravld- auqmebs sacalo arxebs _ es aris bis Canacvlebas, dawyebuli wignebiT,
nen eleqtronuli konkurentebi, daw- axali ti pis sacalo movaWre, rome- tansacmliTa da sayofacxovrebo
yebuli iseTi goliaTi turistuli lic momxmareblis arxis arCevans eleqtronikis sagnebiT, damTavrebuli
firmebiT, rogorebic arian Expedia, ufro zrdis, vidre amcirebs. da mogzaurobiT, aqciebis brokirebiTa
Travelocity, Priceline, [Link] da Orbitz, mainc, SuamavliT Canacvleba moxda da uZravi qonebiT momsaxurebiT.
damTavrebuli Semdegi axalbeda kom- maSin, rodesac [Link]-is da sxva Tumca SuamavliT Canacvlebam SesaZ-
paniebiT [Link] da [Link]. amas saukeTesi maRaziebis veb-gverdebma loa distribuciis arxis konkurenciis
emateba is faqtic, rom aviaxazebi bi- tradiciuli sacalo movaWreebis TiTqmis yvela axali forma moicvas.
leTebis naxevarze mets internetis
saSualebiT TviTon yidian da turis-
tul saagentoebs bileTebis gayidve-
bis sakomisios aRar uxdian.
es axali arxebi momxmarebels met
arCevans sTavazobs, magram is, imavd-
roulad, safrTxes uqmnis Sunflower-isa
da sxva tradiciuli turistuli
saagentoebis arsebobas. 1990 wlis
Semdeg aSS-is turistuli saagentoe-
bis raodenoba 25 procentiT Semcir-
da. zogierTi kvlevis Sedegebis mi-
xedviT, ramdenime weliwadSi darCe-
nili 25 procentic datovebs am biz-
ness.
axali arxebis warmoSobasTan er-
Tad aTobiT industriis gadamyidve-
lebic analogiur mdgomareobaSi
arian Cavardnilni. am fenomenis gan-
sasazRvrad ucnauri 17 asoiani sityvac
arsebobs _ desintermediation, anu Suamav-
lebis Canacvleba. zusti ganmartebiT,
SuamavlebiT Canacvleba aris marke-
tinguli arxebi-dan Suamavlebis do-
neebis gauqmeba. magaliTad, wlebis
ganmavlobaSi personaluri kompiu-
terebis Semqmnelebi varaudobdnen,
rom momxmarebels yidvis praqtikuli
gamocdileba sWirdeba, sacalo mo-
vaWreebis mxridan saTanado saxel-
daxelo savaWro daxmarebiT. Semdeg
gamoCnda pirdapiri modelis mqone
Dell Computer-i. sacalo movaWreebis
rgolis gauqmebiT Dell Computer-ma
bolo mouRo bevr xarjsa da uSe-
dego qmedebas, romlebsac kompiute-
rebiT momaragebis tradiciuli
jaWvi warmoSobda.
ufro vrclad, Suamavlebis Canacv-
leba gulisxmobs ara marto arxis
wevrebis Canacvlebas pirdapiri mar-
ketingiT, aramed radikalurad axali
ti pis SuamavlebiT tradiciuli ga-
damyidvelebis Secvlasac. magali-
Tad, sagamomcemlo industriaSi wle-
bis ganmavlobaSi varaudobdnen, rom
wignis myidvelebs wignebis yidva pa- Suamavlebis Canacvleba: samogzauro supersaitebi, rogoricaa Expedia,
tara, intimur, mezoblad arsebul ma- Traveloeity, Priceline, Holelicom da Orbiitz-I xifaTs uqmnian tradiciul turis-
RaziebSi erCiaT. Semdeg gamoCnda tul kompaniebs.
 Tavi 10 sadistribucio arxisa da momaragebis jaWvis marTva 417

magaliTad, Dell-ma internetiT momsax- riskis arsebobis miuxedavad, kompa- veb-gverTan erTad, man axali sai-
urebis dawyebamde bevrad adre sate- niebis umetesoba wveulebaze dagvia- tic gaxsna: [Link]. is darwmun-
lefono da safos-to SekveTebis ga- nebas ufro ufrTxis, vidre TavianTi da, rom niu-iorkSi arsebul axali
moyenebiT sacalo vaWrobas auara arxis partniorebis gaRizianebas. zelandiis turistul firmas mis
gverdi. xSirad, mTavari kiTxva aris ara is, saitTan hqonda kavSiri. turistu-
SuamavliT Canacvleba mxolod ma- gadavidnen Tu ara axal, swrafad li gjufebis Sesagroveblad hen-
Sin muSaobs, rodesac axali arxis mzard arxze, aramed is, Tu ramdenad seni Rvinis maRaziebis veb-gver-
forma momxmareblisaTvis warmate- swrafad unda gakeTdes es da rogor debs stumrobda da maT ugzavnida
biT uzrunvelyofs met faseulobas. unda moeqcnen arsebul arxs. pasuxia informacias avstraliaSi sakvebisa
amrigad, Tu [Link] ver uzrunvel- erTia _ orive mxarisaTvis axali da Rvinis turebis (marSutebis) Se-
yofda myidvels udidesi moxerxebu- arxis SesaZleblobebidan sargeblis saxeb. mas kavSiri aqvs mebaReebis
lobiT, SerCeviTa da faseulobiT, is misaRebad axal partniorebTan Zale- klubebTan da meyvavileebTan. is
ver SeZlebda momxmareblis tradi- bis gaerTianeba. magaliTisaTvis gan- sagzurebs yidis kanberis, avstra-
ciuli sacalo movaWreebisgan gada- vixiloT Maytag-i: liis Floriad-is, mebaReobis Souze. is
birebas. Dell-is pirdapiri arxi ufro icnobs adgilobrivi kameruli or-
internet-gaydvebis saSualebiT
efeqturi da kvalificiuri rom ar
xelsawyoebis mwarmoebel goliaTs kestris musikalur direqtors,
yofiliyo kompiuteris myidvelebis _ Maytag-s _ surda Tavisi Zlieri romelic warmoSobiT avstralie-
moTxovnebis dakmayofilebis sakiT- brendis saxelisa da SesaniSnavi lia da romelic am turis musika-
xSi, tradiciuli sacalo movaWreebi xarisxis mqonis reputaciis gaZ- lur warmodgenaSi monawileobs.
naklebi safrTxis winaSe iqnebodnen. liereba. momxmareblis sxva bren- `interneti imdenad moxerxebulia,
Tumca am axali arxebis warmateba debis cdunebisgan dasacavad rom Sen SegiZlia moZebno es jgu-
miuTiTebs imaze, rom isini myidvelis Maytag-is mizani gayidvebis dile- febi da maT Seni saqmianobis Sesa-
mniSvnelovan segments udidesi faseu- rebis gareSe ganxorcieleba iyo. xeb Seatyobino~, _ ambobs is. das-
lobiT uzrunvelyofen. Tumca Maytag-s qveyanaSi arsebul kvna: axalma teqnologiebma SesaZ-
mewarmis gadmosaxedidan, miuxeda- aTasobiT dilerTan, romlebic mis loa bizness mTliani industria
vad imisa, rom zedmeti Suamavlebis uamrav mowyobilobas yiddnen, ur- gamoacalos xelidan, magram igive
gamoricxva dadebiTi Sedegis momta- TierTobis gafuWeba ar surda. sa- teqnologiebi gambedavi mewarmee-
nia, SuamavliT Canacvleba SesaZloa kiTxi gadaiWra imiT rom dilerebs bisaTvis sargebels uzrunvelyofs.
rTulic iyos. erT-erTi analitikosi eleqtronuli gayidvebis warmoe- fasdaklebis makleri Carlz Sva-
Semdegnair daskvnas akeTebs: bis pirobebi Seuqmnes. kompaniam bic adasturebs faseulobis mniSvne-
Tqven fiqrobT, rom el-komer- Tavis mTavar veb-gverdze axali lobas. Semcirebuli fasebis mqone
cia mxolod dadebiTi Sedegis mom- detali Seqmna _ “My Maytag”, rom- el-komerciis es mflobeli, auracx-
tania. es aris momxmareblis rao- lis meSveobiT myidvels SeeZlo eli konkurentis pirispir, romleb-
denobis matebis, sabazro wilis Maytag-is produqtis Sesaxeb in- mac es saqmianoba masze adre daiwyes
zrdisa da savaWro xarjebis Sem- formaciis moZieba da am produq- _ maT Soris arian E*Trade da Ameritrade
cirebis gza. yvela mewarmem eleq- tis Sesyidva. magram,, SekveTebis _ mTlianad el-komerciaze gadavida.
tronuli kavSiri unda daamyaros pirdapir dakmayofilebis nacvlad, Tumca, nacvlad imisa, rom kidev erTi
Tavis momxmarebelTan da intensiu- kompaniam es saqme dilerebs dauT- iaffasiani internet-movaWre gamxda-
ri gayidvebis arxTan. arsebobs mo. dRes My Maytag-is saSualebiT riyo, Svabma es konkurentebze ukeTe-
mxolod erTi, mciredi dabrkole- yvela gamarjvebulia: momxmarebe- sad ganaxorciela. igi myidvels
ba. swored es aSinebs sacalo mo- li internetiT iRebs yidvis momge- umaspinZldeba maTi angariSis mar-
vaWreebs, distributorebsa da ga- bian da unaklo gamocdilebas, di- TvisaTvis saWiro uamravi saSua-
damyidvelebs, romlebic mewarmee- lerebi vaWrobas ganageben da lebiTa da informaciiT, anu Tavis
bis Semosavlis daaxloebiT 90 Maytag-i ki Tavidan icilebs kon- Tavze sainvesticio mrCevelis funq-
procents moicaven. es aris SiSi fliqts da afarToebs bizness. cias iRebs. CanCalis an nel-nela
imisa, rom virtualuri bazris ga- rac Seexeba tradiciul gadam- cvlilebebTan brZolis nacvlad,
mo maTi roli kompaniasa da myid- yidvelebs. rogor SeiZleba Dell-isa Svabma axali arxi gamoiyena, rogorc
velebs Soris moZvelebulad CaiT- da Amazon-is gavlenis Tavidan aci- konkurentuli SesaZleblobebis
vleba. swored am mdgomareobas leba? pasuxi aseTia: realuri momx- saSualeba.
Sehyavs mewarmeebi CixSi. arsebobs mareblisaTvis faseulobis Sesaq- amrigad, SuamavlebiT Canacvleba
ori varianti: pirveli _ isini ver mnalad axali gzebis mudmivi Ziebaa mniSvnelovani terminia. is mkafio
uZleben el-komerciis cdunebas da saWiro. magaliTad, Sunflower Travel-i datvirTvis matarebelia. isini, vinc
faseuli partniorebis ukmayofi- iseTi faseulobis danamats uzrunve- momxmareblisaTvis realuri faseu-
lebis (,,amboxis’’) riskis qveS dge- lyofs, romelsac internet-konku- lobis damatebis ganuwyvetel Zie-
bian, da meore _ isini arafers ake- rentebi ver uzrunvelyofen – momx- baSi arian, naklebi saSiSroebis wi-
Teben da warmatebuli el-komer- mareblis gacnoba da sabazro niSeb- naSe dganan. magram isini, vinc am
ciis konkurentebis mxridan serio- Si specializacia. man interneti ga- process CamorCnen, TavianTi momx-
zuli safrTxis winaSe dganan’’. moiyena, rogorc axali myidvelis mo- mareblis, an arxis partniorebis da-
Ziebisa da maTi ukeTesi momsaxure- kargvis safrTxis winaSe aRmoCndnen.
amrigad, miuxedavad imisa, rom
bis gza. wyaroebi: Extracts adapted from Rochelle Garner,
distribuciis arxis Suamavlebis
internetis mier Seqmnili saf- “Mad as Hell,” Sales & Marketing Management, June
gverdis avla kompanias konkurenciis
1999, pp. 55–61; Maricris G. Briones, “What
gawevaSi uwyobs xels, mas agreTve rTxis sapasuxod Sunflower-ma yu- Technology Wrought: Distribution Channel in Flux,”
SeuZlia konfliqti gamoiwvios kom- radReba gaamaxvila samxreT at- Marketing News, February 1, 1999, pp. 3, 15; Barb
paniis ukve Camoya-libebul arxis lantikis qveynebis sagzurebze, Gomolski, “No Channel Conflict,” InfoWorld, July 9,
partniorebTan, romlebic kompaniis firmis mflobel Bbarbara hansenis 2001, p. 10; and Paulette Thomas, “Case Study: Travel
vaWrobis ZiriTadi Semadgeneli sayvarel adgilze, sadac is xSi- Agency Meets Technology’s Threats,” Wall Street
nawilia. rad mogzaurobda. man axal zelan- Journal, May 21, 2002, p. B4. Additional information
da mainc, mewarmeebis umetesobam diasa da avstraliaSi momuSave bi- from Ted Kemp, “Beware the Pitfalls of Bypassing the
Channel,” B to B, February 11, 2002, pp. 1, 28; Barry
icis, rom, rodesac asparezze ufro Tumad movaWreebTan Zlieri biznes-
Estabrook, “Agents’ Survival Strategy,” The New York
efeqturi arxebi gamodis, maT, Secv- urTierToba daamyara da Seudga Times, November 24, 2003, p. 5.6; and
lis garda, sxva arCevani ar gaaCniaT. sagzurebis stimulirebas. Sunflower-is [Link], July 2003.
418 nawili mesame myidvelze orientirebuli marketinguli strategiisa da marketinguli kompleqsis Seqmna

■❚ arxis dagegmvis gadawyvetilebebi

axla gadavxedoT arxis ramdenime gadawyvetilebas, romelTa winaSe mewarmeebi
dganan. marketinguli arxebis dadegmvis dros mewarmeebi yovelTvis kamaToben
imaze, Tu ra aris idealuri da ra praqtikuli. SezRuduli kapitalis mqone
axali firma saqmianobas xSirad SezRudul bazarze vaWrobiT iwyebs. sauke-
Teso arxis gansazRvra sulac ar warmoadgens problemas. problemas SesaZloa
warmoadgendes, ubralod, erTi an ramdenime Suamavlis dayolieba am pro-
duqciis seriis marTvaze.
warmatebis SemTxvevaSi, axalma firmam axal bazarze arsebuli Suamav-
lebis daxmarebiT unda gaxsnas filialebi. ufro patara bazrebze man gayidva
pirdapir sacalo movaWreebze unda ganaxorcielos, SedarebiT msxvil bazre-
bze ki _ distributorebis saSualebiT. qveynis erT nawilSi man gamorCeuli
frainCaizeri unda daiyolios, sxvagan ki yvela xelmisawvdomi savaWro wer-
tilebis saSualebiT ganaxorcielos gayidva. Semdeg man unda daamatos ele-
qtronuli maRazia, romelic pirdapir gayidvas Znelad misawvdom myidvelebze
ganaxorcielebs. amgvarad, xSirad, arxis sistemis ganviTareba sabazro SesaZ-
leblobisa da pirobebze mosargebad xdeba.
Tumca, maqsimaluri efeqturobisaTvis arxis analizi da gadawyvetilebe-
bis miRebis procesi ufro mizandasaxuli unda iyos. arxis sistemis SemuSaveba
moiTxovs momxmareblis saWiroebis analizs, arxis miznebis dasaxvasa da maT
Sefasebas.

momxmareblis moTxovnilebebis analizi

rogorc adre aRvniSneT, marketinguli arxebi aris saerTo momxmareblis
faseulobaTa miwodebis qselis nawili. arxis TiToeuli wevri momxmareb-
lisaTvis faseulobis damatebas axdens. amrigad, marketinguli arxis dagegmva
imis dadgeniT iwyeba, Tu ra surs miznobriv momxmarebels misgan: surs Tu ara,
iyidos axlomdebare maRaziaSi, an surs Tu ara, wavides ufro Sors, centralur
maRaziebSi? ra urCevnia, SeZena personalurad, telefonis, fostisa Tu inter-
netis saSualebiT? ras ufro afasebs, farTo asortiments Tu viwro special-
izaciis sagnebs? surs Tu ara momxmarebels damatebiTi momsaxurebebi
(miwodeba, krediti, SekeTeba da montaJi)? ufro swrafi miwodeba, meti
asortimentiT uzrunvelyofa da damatebiTi momsaxurebebi arxis ufro maRal
doneze mianiSnebs.
uswrafesi miwodebiT, udidesi asortimentiTa da saukeTeso momsaxurebiT
uzrunvelyofa arc Tu ise advilia da praqtikulad, SesaZlebelia miuR-
wevelic iyos. yvela sasurveli momsaxurebiT uzrunvelsayofad kompaniasa da
misi arxis wevrebs SesaZloa saWiro resursebi da kvalifikacia ar aRmoaC-
ndeT. agreTve, momsaxurebis ufro maRali doniT uzrunvlyofam SesaZloa ga-
moiwvios arxisaTvis meti xarji, xolo momxmareblisaTvis _ ufro maRali
fasi. kompaniam unda daabalansos momxmareblebis saWiroebebi ara marto maTi
ganxorcielebis da xarjebis mixedviT, aramed momxmareblisTvisa sasurveli
fasebis mixedviTac.

arxis miznebis gansazRvra

myidvelTa momsaxurebis doneebis gaTvaliswinebiT, kompaniam unda Camoa-yali-
bos Tavisi marketinguli arxis miznebi. xSirad, kompanias SeuZlia, momsaxure-
bis sxvadasxva donis survilis mixedviT, momxmareblis ramdenime segmenti
gansazRvros. kompaniam unda gadawyvitos, romel segments moemsaxuros.
TviTeul segmentSi, kompaniis survilia, minimumade Seamciros mTliani arxis
xarjebi. kompaniis arxis miznebze, agreTve, gavlenas axdens kompaniis raoba,
misi produqtebi, marketinguli Suamavlebi, konkurentebi da garemo. magaliTad,
kompaniis sididisa da finansuri mdgomareobis mixedviT SeiZleba ganisaz-
Rvros, romeli marketinguli funqciis marTvas SeZlebs is damoukideblad da
romeli unda gadaeces Suamavlebs. kompania, romelic malfuWebad produqts
yidis, dadgenili drois gadacdenisa da zedmeti transportirebis Tavidan
asacileblad, ufro pirdapiri marketingis gamoyenebas saWiroebs.
zogjer, kompania specialurad iyenebs igive Suamaval organizaciebs, rom-
 Tavi 10 sadistribucio arxisa da momaragebis jaWvis marTva 419

■ arxis miznebi: GEICO-s sabazro

sivrces warmoadgens avto daz-
Rveva telefoniT an internetis
saSualebiT maTTvis, vinc fulis
dazogviT arian dainteresebuli
da pirdapir kompaniasTan awar-
moeben biznessaqmianobas _ `da-
rekeT axlave, _ gveubneba rekla-
ma, _ an ewvieT [Link]-s.~

lebsac iyeneben konkurentebi. sxva SemTxvevaSi ki, mewarmem SesaZloa kon-

kurentis mier gamoyenebul arxebs Tavi aaridos. magaliTad, sacalo
maRaziebSi, adgilis deficitis pirobebSi, kosmetikuri nawarmis ganTavsebisa
da sxva kosmetikis mwarmoeblebTan konkurenciis pirispir gawevis nacvlad,
Avon-i da Mary Kay Cosmetics-i TavianTi produqcias kardakar yidian. GEICO
avtomanqanebis dazRvevas ufro internetisa da telefonis saSualebiT awar-
moebs, vidre agentebis meSveobiT. dabolos, iseTma garemo faqtorebma, rogore-
bicaa ekonomikuri mdgomareoba da sakanonmdeblo zewola, SesaZloa arxis
miznebsa da mis dagegmvaze gavlena iqonios. magaliTad, ekonomiuri krizisis
periodSi mewarmeebi Tavisi saqonlis distribucias maqsimalurad ekonomiu-
rad axdenen, risTvisac ufro mokle arxebs iyeneben, toveben ra iseT arasaWiro
momsaxurebas, romelic saboolo produqcias fass umatebs.

ZiriTadi gadawyvetilebebi
arxis miznebis Camoyalibebis Semdeg kompaniam unda gansazRvros, romeli
Suamavlis tipi gamoiyenos, maT raodenoba da ra pasuxismgeblobebi mianiWos
TiToeuls.

Suamavlebis tipebi. firmam unda gansazRvros arxis wevrebis ti pebi, romlebic

arxis samuSaoebis ganxorcielebas SeZleben. magaliTad, sacdeli aRWurvi-
lobis mwarmoebelma Seqmna ultrabgeriTi xelsawyo, romelsac SeuZlia
aRmoaCinos meqanizmebis moZravi nawilebis dabalxarisxiani meqanikuri
SeerTebebi. kompaniis aRmasruleblebi varaudoben, rom am produqtis gayidva
SeiZleba nebismier industriaSi, sadac mzaddeba an gamoiyeneba eleqtro,
Sigawvis Zraviani an orTqlis manqanebi. kompanias sakmarisi raodenobis real-
izatorebi ar gaaCnia da is sxvadasxva industriasTan misawvdomad saukeTeso
gzebis gamonaxvis problemis winaSe dgas. xelmZRvanelobam unda ganixilos
arxis Semdegi SesaZlo alternativebi:
kompaniis gayidvebis personali _ unda gaizardos kompaniis realiza-
torebis raodenoba. daiqiraon realizatorebi, romlebsac kontaqti eqneba
potenciuri industriebis yvela arsebul organizaciasTan. agreTve Se-
saZlebelia satelefono gayidvebis operaciebis damateba, rodesac gam-
yidvelebi satelefono SetyobinebebiT patara an saSualo zomis kompa-
niebs mimarTaven.
mwarmoeblis saagento _ daiqiraos kerZo saagento kompania, romelTa
realizatorebi uzrunvelyofen mwarmoeblis produqciis gayidvas.
420 nawili mesame myidvelze orientirebuli marketinguli strategiisa da marketinguli kompleqsis Seqmna

intensiuri distri- industriuli distributorebi _ aRmoaCinos sxvadasxva regionsa Tu

bucia (Intensive industriaSi distributorebi, romlebic Seisyidian da gaavrceleben axal
distribution) produqts. misces maT eqskluziuri distribuciis uflebebi, produqtTan
produqtis gatana dakavSirebuli treningebis Catarebisa da stimulirebis uflebebi.
maqsimalurad bevr
savaWro wertilSi. marketinguli Suamavlebis raodenoba. arxis TiToeul doneze kompaniebma, unda
gansazRvron arxis wevrebis raodenoba. SesaZlebelia sami strategiis
gansazRvra: intensiuri distribucia, eqskluziuri distribucia da SerCeviTi
distribucia. yoveldRiuri moxmarebis produqtebis mwarmoeblebi intensiuri
distribuciiT arian dainteresebulni. strategia, romlis saSualebiT kompania
Tavis produqcias SeZlebisdagvarad
bevr savaWro wertilSi ganaTavsebs. es
saqoneli momxmareblisaTvis xelmisawv-
domi unda iyos sasurvel drosa da
adgilze. magaliTad, brendis maqsimalu-
ri gamofenisa da momxmareblisaTvis
xelsayreli pirobebis uzrunvelsay-
ofad kbilis pastebi, kamfetebi da sxva
msgavsi produqti uamrav savaWro wer-
tilSi iyideba. Kraft-i, Coca-Cola, Kimberly-
Clark-i da samomxmareblo saqonlis
mwarmoebeli sxva kompaniebi aseTi gze-
bis gamoyenebiT TavianTi produqciis
distribucias axdenen.
zogierTi mewarme Suamavlebis
ricxvs ganzrax amcirebs. am praqtikis
yvelaze gavrcelebuli forma aris
eqskluziuri distribucia _ SemTxveva
rodesac mewarme dilerebis mxolod
SezRudul raodenobas aniWebs eqsklu-
ziuri distribuciis uflebas maT teri-
toriaze. eqskluziuri distribuciis
■ eqskluziuri distribucia: mdidruli manqanebis mwarmoeblebi man- magaliTebi xSirad gvxvdeba avtomo-
qanebs yidian eqskluziurad, ramodenime dileris meSveobiT. aseTi li- bilebisa da qalis prestiJuli tansacm-
mitirebuli distribucia aZlierebs manqanis imijs da dilerebis uf- lis distribuciis dros. magaliTad,
ro Zlier mxardaWeras. amis magaliTia Bentley. Bentley-is Zalian cota sacalo maRazia
arsebobs. did qalaqebSic ki am firmis
mxolod erTi sacalo maRazia SeiZleba
eqskluziuri dist- iyos. eqskluziuri distribuciis uflebis miniWebiT Bentley distributoris
ribucia (Exclusive
distribution)
mxridan ufro Zlier mxardaWeras iRebs da fasebs, stimulirebas, kreditis
calkeuli, mcire pirobebsa da momsaxurebas metad akontrolebs. eqskluziuri distribucia,
raodenobis movaW- agreTve, zrdis manqanis imijs da ufro maRali mogebis marJis dadebis
reebisaTvis gark- saSualebasac iZleva.
veul teritoriaze intensiur da eqskluziur distribuciebs Soris ganTavsebulia SerCeviTi
kompaniis produq- distribucia – kompaniis produqtebis distribuciis msurvelTagan ramdenime
ciis sarealizaciod Suamavlis gamoyeneba. avejis, televizorebis da patara mowyobilobebis bren-
uflebis micema. debis umetesobis distribucia amgvarad xorcieldeba. magaliTad, KitchenAid,
Maytag-i, Whirlpool-i da General Electric-i TavianT ZiriTad saqonels qselis dil-
erebisa da SerCeuli msxvili sacalo movaWreebis meSveobiT yidian. SerCeviTi
SerCeviTi distribu- distribuciis gamoyenebis Sedegad maT ar sWirdebaT TavianTi saqmianobis bevr
cia (Selective savaWro wertilSi gavrceleba. maT SeuZliaT kargi samuSao urTierTobebis
distribution) Camoyalibeba arxis SerCeul wevrebTan da amgvarad saSualoze ukeTes gayid-
kompaniis produqte- vebs moelian. intensiur distribuciasTan SedarebiT, SerCeviTi distribucia
bis distribuciis mewarmeebs uzrunvelyofs sakmaod Zlieri kontroliT, kargi sabazro
msurvel Suamaval- dafarviTa da naklebi danaxarjiT.
Tagan ramdenimes
gamoyeneba.
arxis wevrebis pasuxismgeblobebi. mewarmeebsa da Suamavlebs arxis wevrebis
pasuxismgeblobebsa da pirobebze SeTanxmeba sWirdebaT. isini unda SeTanx-
mdnen TiToeuli kompaniis mier warmodgenili fasebis politikaze, savaWro
pirobebze, teritoriul uflebebsa da gansakuTrebul momsaxurebebze. mewarmem
unda Camoayalibos fasebis sia da fasdaklebebis mkafio SesaZleblobebi
SuamavlebisaTvis; unda gansazRvros arxis TiToeuli wevris teritoria da
 Tavi 10 sadistribucio arxisa da momaragebis jaWvis marTva 421

frTxilad gadawyvitos axali gadamyidvelebis ganTavsebis adgili.

saWiroa ormxrivi momsaxurebebisa da movaleobebis guldasmiT
gansazRvra, gansakuTrebiT franCaizisa da eqskluziuri distribuciis arxebis
pirobebSi. magaliTad, McDonald’s-i franCaizerebs uzrunvelyofs stimulirebis
mxardaWeriT da aRricxvis saTanado sistemiT, Hamburger-is universitetSi
treningiTa da zogadi menejmentis marTvaSi daxmarebiT. Tavis mxriv,
franCaizerebma kompaniis standartebi unda uzrunvelyon saTanado teqnikuri
aRWurvilobiT, stimulirebis axal programebTan TanamSromlobiT, moTxovnili
infomaciis uzrunvelyofiT da saWiro sakvebi produqtebis SesyidviT.

ZiriTadi alternativebis Sefaseba

vTqvaT, kompaniam gansazRvra arxis ramdenime alternativa da misi
grZelvadiani miznebis dasakmayofileblad surs erTi, saukeTesos SerCeva.
TiToeuli alternativa unda Sefasdes ekonomikuri, kontrolisa da
adaptaciuri (Seguebis, morgebis) kriteriumebis mixedviT.
ekonomikuri kriteriumebis gamoyenebiT kompania axdens sxvadasxva alter-
natiuli arxebis SesaZlo gayidvebis, xarjebisa da momgebianobis Sedarebas. ra
investiciebs moiTxovs arxis TiToeuli alternativa da Sedegad ra mogebas
uzrunvelyofs TiToeuli maTgani? kompaniam, agreTve, unda gaiTvaliswinos
kontrolTan dakavSirebuli sakiTxebi. xSirad, Suamavlebis gamoyeneba pro-
duqciis marketingis sakiTxSi maTTvis garkveuli kontrolis uflebis
miniWebas niSnavs da zogierTi Suamavali ki, sxvebTan SedarebiT, kontrolis
meti uflebiT sargeblobs. sxva sakiTxebis Tanafardobis pirobebSi, kompania
maqsimaluri kontrolis SenarCunebas cdilobs. dabolos, kompaniam adaptaciis
kriteriumic unda ganixilos. xSirad, arxebi grZelvadian valdebulebebs
gulisxmobs, Tumca kompanias arxis moqnilobis SenarCuneba surs, raTa garemo
pirobebis cvlilebebis Sesabamisi adaptacia moxdes.

saerTaSoriso distribuciis arxebis SemuSaveba

damatebiT sirTuleebs moicavs saerTaSoriso arxebis SemuSaveba. TiToeuli
qveyana unikaluri sadistribucio sistemis mflobelia, romelic droTa
ganmavlobaSi yalibdeba da Zalian nela icvleba. qveynebis mixedviT, arxis es
sistemebi erTmaneTisgan sagrZnoblad gansxvavdeba. amrigad, saerTaSoriso mar-
ketologebma TavianTi arxis strategiebi xSirad unda Seusabamon qveynis
farglebSi arsebul struqturebs.
zogierTi bazari imdenad bevr
donesa da didi raodenobis Suamav-
lebs moicavs, rom sadistribucio
sistema Zalian kompleqsuria da
Sesabamisad, iq SeRweva sakmaod
rTulia. aseTia magaliTad iaponia:
iaponuri sadistribucio
sistema me-17 saukunis dasawyi-
sidan momdinareobs. iaponiis
ekonomikuri miRwevebis miuxe-
davad, misi sadistribucio sis-
tema uZvelesi tradiciebis er-
Tguli darCa. . . is moicavs
uamrav sabiTumo movaWresa da
sxva agentebs, brokerebsa da
sacalo movaWreebs, romlebic
TavianTi amerikeli kolegebis-
agan raodenobrivad ufro gan-
sxvavdebian, vidre funqciurad.
arsebobs uamravi patara saca-
lo maRazia. maT saqonliT ama-
ragebs imaze ufro meti, erTma- ■ iaponiis sadistribucio sistema gasaocrad tradiciuli darCa. momravle-
neTTan jaWvurad dakavSirebuli bul patara sacalo maRaziebs kidev ufro meti mcire biTumad movaWre ama-
sabiTumo movaWre. magaliTad, ragebs.
422 nawili mesame myidvelze orientirebuli marketinguli strategiisa da marketinguli kompleqsis Seqmna

saponma SesaZloa sami sabiTumo movaWris xelSi gaiaros sanam is

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

■❚ arxis marTvis gadawyvetilebebi

mas Semdeg, rac kompania ganixilavs Tavisi arxis alternativebs da gansaz-
Rvravs saukeTeso arxis gegmas, man SerCeuli arxi unda danergos da marTos.
arxis marTva gulisxmobs individualuri arxis wevrebis SerCevas, marTvasa da
waxalisebas, agreTve, drodadro maTi maCveneblis Sefasebas.

arxis wevrebis SerCeva

mewarmeebi kvalificiur marketingul Suamavlebs sxvadasxvagvarad izidaven.
zogierTi maTgani kontraqtebs arxis wevrebTan erToblivad aformebs.
magaliTad, rodesac Toyota-m Lexus-is seria aSS-Si pirvelad waradgina, mas
axali dilerebis mozidvisas problemebi ar hqonia. piriqiT, mas bevri fsevdo-
gadamyidvelis bazridan gaZeveba mouxda. zogierT SemTxvevaSi, sasurveli
produqtisaTvis eqskluziuri an SerCeviTi distribuciis piroba bevri kandi-
datis yuradRebas miiqcevs.
meore ukiduresobis warmomadgenlebi arian mewarmeebi, romlebmac sak-
marisi kvalifikaciis Suamavlebis SesarCevad sakmaod kargad unda imuSaon.
magaliTad, rodesac Polaroid-ma Tavisi saqmianoba daiwyo, axali fotoaparatebis
gasayidad mas ar hqonda fotoaparatebis specializebuli maRaziebi, amitom
masobrivi saqonlis gasaRebis bazrebs mimarTa. amis msgavsad, aSS-is Time
Company-m Tavisi iaffasiani Timex-is saaTebis gayidva pirvelad Cveulebrivi
Zvirfaseulobis maRaziebis meSveobiT scada. maRaziebis umetesobam gayidvaze
uari ganacxada. amis Semdeg kompaniam saaTebi masobrivi saqonlis gasaRebis
bazarze gaitana. es gadawyvetileba brZnuli aRmoCnda
Suamavlebis SerCevisas kompaniam unda gansazRvros is maxasiaTeblebi,
romliTac gamoarCevs saukeTesos. man TiToeuli arxis wevri biznesSi gatare-
buli wlebis raodenobis mixedviT unda Seafasos. agreTve Sexedos iseT faq-
torebs, rogoricaa Tu ra saxis sxva produqtis seriebs yidis Suamavali,
 Tavi 10 sadistribucio arxisa da momaragebis jaWvis marTva 423

zrdisa da mogebis Canawerebis, kooperaciulobisa da reputaciis maCveneblebi.

Tu Suamavali organizacia warmoadgens gayidvebis saagentos. kompaniam
SeiZleba Sexedos iseT maxasiaTeblebs, rogoricaa gayidvebis personalis
sidide da realizatorebis codnis done. Tu Suamavali organizacia sacalo
maRaziaa, kompaniam SeiZleba is Seafasos maRaziebis myidvelebis, adgilmde-
bareobisa da zrdis potencialis mxriv.

arxis wevrebis marTva da motivireba

SerCevis Semdeg, arxis wevrebisgan maqsimaluri sargeblis miRebis mizniT,
ganuwyvetliv unda mimdinareobdes maTi marTva da motivireba. kompaniam gayid-
vebi ara mxolod Suamavlebis saSualebiT unda awarmoos, aramed maTTvis da
maTTan erTad. kompaniebis umetesoba Tavis Suamavlebs upirveles momxmare-
blebad da partniorebad aRiqvams. arxis wevrebTan grZelvadiani partnioro-
bis Camosayalibeblad isini partniorebis urTierTobis marTvas (PRM)
iyeneben. es ki qmnis marketingul sistemas, romelic Seesabameba rogorc kom-
paniis, aseve partniorebis moTxovnebs (ixileT marketingi muSaobis procesSi
10.2).
arxis marTvis procesSi kompaniam distributorebi unda daarwmunos, rom
faseulobaTa mimwodebel SemakavSirebel sistemaSi erTiani muSaobiT met war-
matebas miaRweven.11 amrigad, Procter&Gamble-i da Wal-Mart-i, saboloo momxma-
reblisaTvis saukeTeso faseulobis Sesaqmnelad, erToblivad muSaoben. isini
erTad saxaven miznebsa da strategiebs, gegmaven inventaris doneebs, reklamire-
bisa da stimulirebis proeqtebs. amis msgavsad dilerebTan koordinaciis,
mxardaWerisa da maTi motivaciis mizniT General Electric (GE) Appliances-ma Seqmna
alternatiuli sadistribucio sistema saxelwodebiT Customer Net (,,momxma-
rebelTa qseli~)
GE Customer Net-i dilerebs uzrunvelyofs GE Appliance-is sadistri-
bucio da SekveTa-damuSavebis sistemis mudmivi eleqtronuli daSve-
biT dReSi 24 saaTis, kviraSi 7 dRis ganmavloaSi. GE Customer Net-is
veb-gverdze daregistrirebiT dil-
erebs SesaZlebloba aqvT, moi povon
produqtis specifikaciebis fotoe-
bi, damaxasiaTebeli Tvisebebis Camo-
naTvali da GE-is mowyobilobebis
asobiT modelis aRwera. maT SeuZliaT
produqtis vargisianobisa da fase-
bis Semowmeba, SekveTis ganTavseba
da misi statusis dadgena. agreTve,
maT SeuZliaT Seqmnan momxmareb-
lisTvis broSurebi, SeukveTon ga-
sayidi masalebi an gadmoiweron
`sareklamo rgolebi~ _ GE-is mow-
yobilobebis profesionalur done-
ze SemuSavebuli reklamebi, momza-
debuli adgilobriv mediaSi
ganTavsebisTvis. GE Tavisi pro-
duqciis miwodebas meore dResve
pirdeba, ase rom aseT SemTxvevaSi
dilerebs maRaziaSi mxolod kli-
entis mier internetiT SekveTili
modelis Semotana sWirdebaT. es
sagrZnoblad amcirebs saqonlis
xarjebs, rac mcire SesaZleblobebis
dilerebsac ki saSualebas aZlevs, ■ dilerebis kmayofilebisa da momgebianobis Seqmna: produqtis xelmi-
fasebis meSveobiT konkurencia gaw- sawvdomobisa da fasebis, SekveTis ganTavsebisa da SekveTis statusis
ion. GE Customers Net-i dilerebs sanaxavad General Electnic-is momxmarebelTa eleqtronuli qseluri sistema
uzrunvelyofs dilerebs am kompaniis sadistribucio sistemaSi mudmiv,
aseve exmareba GE-is mowyobilobe- onlain SeRwevadobas kviaraSi 7 dRis, dReSi 24 saaTis ganmavlobaSi.
bis advilad da efeqturad ga- `ubralod, isargebleT am sistemiT da darwmundebiT, rom es aris ele-
yidvaSi. dilers SeuZlia sademon- qtronuli, erTiani sayidlebis teqnikuri miRweva, romelic Tqven
stracio oTaxSi kompiuteruli gayidvaSi dagexmarebaT.~
424 nawili mesame myidvelze orientirebuli marketinguli strategiisa da marketinguli kompleqsis Seqmna

terminalis ganTavseba, romlis saSualebiT gamyidvelebic da myid-

velebic SeZleben produqtis maxasiaTeblebis moZebnasa da GE-is
xelsawyoebis mTliani seriebis SekveTis SesaZleb-lobis dadgenas.
Tumca GE Appliances-Tvis udides sargebels warmoadgens is, rom es sis-
tema kompaniasa da mis dilerebs Soris Zlier jaWvs agebs da amiT
dilerebs saTanado motivacias uqmnis kompaniis produqciis
warmatebiT realizaciisaTvis. 12
dRes mTliani sadistribucio arxis marketinguli Zalisxmevis koordini-
rebisaTvis, bevri kompania integrirebuli_maRal-teqnologiuri partnioruli
urTierTobis marTvis sistemebs nergavs. maSin rodesac mniSvnelovan klien-
tebTan isini myidvelTan urTierTobis marTvis (CRM) kompiuteruli programe-
bis sistemebs iyeneben, dRes, arxis partniorebTan urTierTobis gasaZ-liere-
blad, treiningisaTvis, marTvisaTvis, stimulirebisa da SefasebisTvis
kompaniebs SeuZliaT partniorebTan urTierTobis menejmentis (PRM) kompi-
uteruli programebis sistemebi gamoiyenon.13

arxis wevrebis Sefaseba

mewarme regularulad unda amowmebdes arxis wevrebis maCvenebels iseTi para-
metrebis mixedviT, rogorebic aris savaWro wili, maragis saSualo done, mom-
xmareblisTvis miwodebis dro, dazianebuli an dakarguli saqonlis gankargva,
stimulirebis an treiningis programebSi TanamSromloba da momxmareblis mom-
saxureba. kompaniam unda aRiaros da daajildoos is Suamavlebi, romlebic
samuSaos Tavs kargad arTmeven da momxmarebels damatebiT faseulobiT
uzrunvelyofen. xolo cudi maCveneblis mqone Suamavlebs ki daxmareba unda
gauwios an, ukidures SemTxvevaSi, isini unda Secvalos. kompanias SeuZlia
Tavis Suamavlebs perioduli `kvalifikaciis amaRleba~ mouwyos.
dabolos, mewarme yuradRebiT unda iyos Tavisi dilerebis mimarT. isini,
vinc dilerebs cudad epyrobian, ara marto maTi mxardaWeris dakargvis riskis
winaSe dganan, aramed garkeuli samarTlebrivi problemebis warmoSobis
saSiSroebac eliT. Semdegi nawili mewarmes da maTi arxis wevrebTan
dakavSirebul sxvadasxva uflebasa da movaleobebs aRwers.

siCqaris
koncefciebis Serwyma
SemzRudavi
kidev erTi Sesvenebis droa. amjerad, SeadareT Caterpillar-isa da GE
Appliances-is arxebis sistemebi.
■ SeadgineT Caterpillar-is da GE Appliances-is sistemebis diagramebi.
SeadareT isini arxis doneebis, Suamavlebis ti pebis, arxis wevrebis
funqciebisa da pasuxismgeblobis mixedviT. ramdenad kargad aris
awyobili TiToeuli sistema?
■ SeafaseT, ramdenad karg mxardaWerasa da mmarTvelobas uweven
Caterpiller-i da GE Appliance TavianT arxebs. ra SedegebiT?

■❚ sazogadoebrivi politika da sadistribucio

gadawyvetilebebi
ZiriTadad, kompaniebi kanonis mixedviT Tavisuflebi arian maTTvis Sesabamisi
nebismieri arxis mowesrigebaSi. faqtobrivad, arxis qmedebis ganmsazRvreli
kanonebi gulisxmobs zogierTi kompaniis eqskluziuri taqtikis SezRudvas,
rac sxva kompaniebs sasurveli arxis gamoyenebaSi uSlis xels. sadistribucio
arxis kanonebis umetesoba, urTierTobis Camoyalibebis Semdeg, ormxriv ufle-
bebsa da movaleobebs gansazRvravs.
 Tavi 10 sadistribucio arxisa da momaragebis jaWvis marTva 425

marketingi muSaobis procesSi 10.2

partniorebTan urTierTobis menejmenti:
Hewlett-Packard-is ,,afrenisaTvis akrZaluli zona~'
Hewlett-Packard-s ufro sadistribucio marTva. `ubralod, warmoidgineT, rom rebs pirdapir konkurencias gauwev-
arxis wevrebTan muSaobis xangrZli- es aris partnioruli samyaro~, _ ac- da. es, Tavis mxriv, HP-s Tavis dist-
vi istoria gaaCnia, vidre maTi sa- xadebs Kkevin gilori, HP-is arxis ributorebTan arsebul warmatebul
SualebiT an maT winaaRmdeg mu- programis mTavari menejeri. da momgebian urTierTobas Seuqmnida
Saobisa. Tumca ramdenime wlis win HP safrTxes. `Cveni biznesis ori mesa-
igi acnobierebs im udides faseu- rTuli gadawyvetilebis miRebis medi Cvens partniorebTan da Cvens
lobas, romelsac es partniorebi aucileblobis winaSe dadga. mis sadistribucio arxTan TanamSrom-
orive mxaris, rogorc HP-is, aseve konkurent Dell-is mier momxmarebel- lobis pirdapiri Sedegia~, _ acxa-
momxmareblis, sasargeblod amateben. ze pirdapiri gayidvis wyalobiT debs fiorina. amrigad, HP-s orive
`partniorebi HP-is biznesbazrisken miRweulma warmoudgenelma warmate- sakiTxis gadaWra mouxda: _ganexor-
mimavali strategiis ZiriTad birTvs bam HP-i analogiuri nabijis gadad- cielebina pirdapiri gayidvebi momx-
warmoadgenen, _ acxadebs veb mekinei, gmaze daafiqra. pirdapiri gayidva ara marebelze da Tavisi tradiciuli
HP-is biznesmomxmareblis organiza- marto amcirebs xarjebs da zrdis partniorebis ndoba da mxardaWera
ciis prezidenti, _ Cveni arxis par- mogebas, aramed zogierTi momxmare- Camoeyalibebina. problemis gadasaW-
tniorebTan mxolod mWidro Tanam- beli pirdapir HP-Tan urTierTobas relad kompaniam ganaviTara pirda-
SromlobiT SegviZlia Cveni momxma- arCevs. `realurad, arsebobs momxma- piri gayidvebis programa, romelic
reblis mravalferovan moTxovnile- rebeli, romelic amjobinebs, SekveTa partnioris gavlenis sferos dar-
bebze morgeba~. arxis partniorebma pirdapiri distribuciis meSveobiT Rvevisagan icavs. rodesac HP-is
HP-is miRwevadoba mis SesaZleblo- ganaxorcielos (rogorc amas Dell-i konkurentebma umcires momxmarebel-
bebze bevrad metad gaafarToves. maT akeTebs) da Cven maTi dakmayofileba zec ki ganxorcielebuli pirdapiri
kargad esmiT momxmareblis moTxov- gviwevs~, _ acxadebs HP-is mTavari gayidviT biznesi TavianTi distribu-
nilebebi da maTTan urTierTobis aRmasrulebeli karli fiorina. ase torebis gareSe ganaxorcieles, HP-ma
agebisa da praqtikuli mxardaWeris rom HP-s namdvilad ar hqonda sxva ki garkveuli zRude daawesa, anu
uzrunvelyofisaTvis saWiro resur- arCevani _ mas pirdapir unda evlo. SeiZleba iTqvas, `qviSaSi xazi gaav-
sebs floben. HP-is erT-erTi yvela- ra iyo problema? pirdapiri gayidve- lo~, _ ambobs xatovnad gilori. mi-
ze mniSvnelovani saqmianoba aris sa- bis ganxorcielebiT HP Tavisi tra- si pirdapiri gayidvebis programa,
distribucio arxTan urTierTobis diciuli distribuciis arxis wev- romelic zogjer moixsenieba,

partniorebTan urTierTobis menejmenti: Tavisi sadistribucio arxis partniorebis mxardasaWerad da konfliq-

tis Tavidan acilebis mizniT HP-is e.w. ,,xisti gembanis~ programa mkafiod gamoyofs ,,romeli SekveTas (angariSs)
awarmoebs uSualod kompania (HP) da romels ki _ sadistribucio arxi.
gagrZeleba ix. gv. 356
426 nawili mesame myidvelze orientirebuli marketinguli strategiisa da marketinguli kompleqsis Seqmna

rogorc e.w. ,,xisti gembanis~ pro- kampaniebis saSualebiT Segrovebuli HP-is partniorebis urTierTobis
grama, aSkarad zRudavs im process, gayidvebis direqtivebis distribucia marketinguli Zalisxmevis Sedegebi
romlis mixedviT kompaniam unda – yvelaferi, dawyebuli savaWro Sou- Tavad metyvelebs amaze. HP-ma arxis
gamizznos, romeli angariSswo-reba ze sakredito baraTebis CagdebiT, wevrebis mxardaWerisa da maTTan ur-
ganaxorcielos pirdapiri ga-yidve- damTavrebuli HP-is internet-saitze TierTobisaTvis uamravi jildo
bisas. produqtis Sesaxeb informaciis moT- moi pova. gasul wels Crn-is _ teq-
`xisti gembani~ aris saaviacio xovniT – SesaZloa rTuli amocana nologiaze orientirebuli vaWrobis
termini, romelic adgens aviomzidze da iqces. am sakiTxis gadasaWrelad Jurnalis sponsorobiT Catarebul
`afrenisaTvis akrZaluli zonis~ HP-ma SeimuSava integrirebuli par- sadistribucio arxis Cempionatis
sazRvars. HP-Tvis es aris naSani imi- tnioruli urTierTobis menejemen- dajildoebaze HP-ma Tavis Sesafe-
sa, rom kompania pirdapir gayidvebs tis sistema (PRM), romelic HP-s Ta- ris TiTqmis yvela kategoriaSi
mxolod im potenciur myidvelze ga- visi arxis partniorebTan pirdapir jildo aiRo. gamarjvebulis gamo-
naxorcielebs, romelic dadgenil ma- akavSirebs da mas mTlianad arxSi savlenad Catarebul gamokiTxvebisas
xasiaTeblebs aWarbebs. aseTi monace- marketinguli Zalisxmevis koordina- arxis erT-erTma wevrma winadadeba
mebi daaxloebiT 1000 msxvil angariSs ciaSi exmareba. daculi veb-gverdis Semotana: `mxardaWeris ukeTes qsels
aerTianebs. myidvelebs, romlebic am gamoyenebiT arxis partniorebs ne- ver i poviT. saerTod, HP-i yvela da-
maxasiaTeblebis miRma – `afrenisaT- bismier dros SeuZliaT maTTvis Seq- narCenze erTi safexuriT maRla
vis akrZalul~ zonaSi arian, HP-is mnili direqtivebis mopoveba. imavd- dgas.~ HP-is warmomadgenlebis mier
pirdapir gayidvaSi monawileoba ek- roulad am gverdis saSualebiT maT arxis partniorebisaTvis gaweuli
rZalebaT. aseTi gankarguleba HP-s SeuZliaT vaWrobisaTvis saWiro li- mxardaWeris Sesaxeb erT-erTma dis-
xels uwyobs, Tavisi pirdapiri gayid- teraturis SekveTa produqtis speci- tributorma Semdegi komentari gaa-
vebis personalis koncentrireba fikaciebis Semowmeba da fasebTan keTa: `HP-is warmomadgenlebi Cven-
moaxdinos msxvil nacionalur da dakavSirebuli informaciis mopove- Tvis gayidvebis menejerebi arian.
saerTaSoriso kompaniebze, romlebic ba. amasTan erTad, HP arxis wevrebs HP-s maRali xarisxis erTianoba
erTguli momaragebis momsaxurebis regularulad ukavSirdeba da ga- gaaCnia.~ `Cveni warmateba ganisazRv-
molodinSi arian. imavdroulad, yidvebis mxardasaWerad treiningis reba imiT, Tu risi miRweva SegviZ-
,,asafren zonis miRma~ arxis part- seminarebsa da stimulirebis masa- lia Cvens partniorebTan erTad~, _
niorebisaTvis igi qmnis bazars, rome- lebs sTavazobs. faqtobrivad, bevri axcadebs mTavari aRmasrulebeli
lic pirdapiri gayidvis konkuren- partniori internetis saSualebiT direqtori fiorina.
ciisagan Tavisufalia. dReSi iRebs erT an or werils in-
`xsenebuli zonis~ danergvasTan formaciis, resurebisa da mxardaWeris wyaroebi: Pat Curry, “Channel Changes,” Industry
erTad, HP-i Tavis partniorebs kompa- SeTavazebiT. Week, April 2, 2001, pp. 45–48; “Reinventing
Partnership: Kevin Gilroy Answers Questions from the
niis produqtisa da momsaxurebis ga- PRM-is sistema arxis wevrebisaT- Channel,” accessed online at [Link]
yidvaSi maqsimalurad exmareba. amas- vis uzrunvelyofs Zlier mxardaWe- [Link]/partner/[Link], July 2003;
Tan erTad, HP-i Tavisi arxis wevrebs ras, HP-is sapasuxo reaqcias da maT Craig Zarley, “Making the Call,” Crn, February 11,
momxmareblisaTvis saukeTeso gadaw- efeqturobas amaRlebs. `Zveli sis- 2002, p. 14–17; Joseph F. Kovar, “Channel Champions
yvetilebis miRebaSic exareba da maT temis saSualebiT Cven masobriv sa- 2002: HP Software Decisive,” Crn, March 18, 2002,
gayidvebsa da teqnikur resursebs fosto kampanias vawarmoebdiT, vin p. 52; Jennifer Hagendorf Follett, “Channel Champions
2002: HP’s Hard Deck Is Aces,” Crn, March 18, 2002,
uTmobs. icis, sad ar vagzavnidiT da mis mu- p. 66; Mike Cruz, “Channel Champions 2002: HP
sadistribucio arxis 20 000 par- Saobaze imeds vamyarebdiT. axla Cven Takes All in Printers,” Crn, March 18, 2002, p. 84; Jeff
tniorTan, romlebic yidian yvelafers, SegviZlia miznobrivi kampania gav- O’Heir, “HP’s Fiorina: Know the Value You Add,”
dawyebuli kompiuteruli qseliT, wioT, vnaxoT, rodis gvibrundeba ukan CRN, April 14, 2003, pp. 6, 16; John Longwell,
damTavrebuli jibis kalkulatore- xelsayreli SemTxveva da . . . arxis “Solution Provider Poll Looks at All the Variables in
biT, urTierTobis yoveldRiuri mar- partniorebi gveubnebian, Tu ra mox- the Partner Satisfaction Equation,” accessed at
[Link], July 2003; and information
Tva uzarmazar gamowvevas warmoad- da. . . es cvlis Cveni kampaniis saq- gathered from the Hewlett-Packard Web site at
gens. iseTi martivi ram, rogoric mis warmoebis gzebs~. _ ambobs HP-s [Link]
aris HP-is sxvadasxva marketinguli menejeri. pdf, July 2003.

eqskluziuri urTierToba
bevri mewarme da biTumad movaWre Tavisi produqtisaTvis eqskluziuri sadis-
tribucio arxebis ganviTarebas arCevs. rodesac gamyidveli mxolod garkveul
Suamavlebs aniWebs Tavisi produqtis gatanis uflebas, am strategias eqskluz-
iuri distribucia ewodeba. xolo rodesac gamyidveli dilerisgan mxolod da
mxolod Tavisi produqciiT vaWrobas moiTxovs, amas eqskluziuri urTierToba
ewodeba. eqskluziuri SeTanxmebebi xelsayrelia orive mxarisaTvis: gamyid-
veli ufro erTguli da saimedo bazriTaa uzrunvelyofili da dileri ki
momaragebis stabilur wyarosa da gamyidvelis ufro Zlier mxardaWeras
flobs. magram eqskluziuri urTierToba aseve gamoricxavs sxva mewarmeebisa
da am dilerebs Soris savaWro urTierTobis arsebobas. amgvari eqskluziuri
urTierTobebi aSS-Si eqceva 1914 wlis e.w. klaitonis aqtis sazRvrebSi da es
urTierTobebi samarTlebrivia manam, sanam orive mxare nebayoflobiT rCeba
xelSekrulebis farglebSi.
eqskluziuri urTierToba xSirad eqskluziur teritoriul SeTanxmebas
gulisxmobs. mewarme SeiZleba daTanxmdes da mocemul teritoriaze sxva dil-
erebze produqtis gayidva ar ganaxorcielos; an SesaZlebelia gadamyidveli
daTanxmdes da produqti mxolod sakuTar teritoriaze gayidos. enTuziazmisa
da valdebulebis gasazrdelad pirvelad moxseniebuli praqtika sakmaod nor-
maluria franCaizeris sistemis pirobebSi. igi aseve sruliad legaluria _
 Tavi 10 sadistribucio arxisa da momaragebis jaWvis marTva 427

gamyidvels aranairi kanonieri valdebuleba ar gaaCnia gayidva imaze met

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

■❚ marketinguli lojistika da momaragebis jaWvis marTva

dRevandel globalur bazarze zogjer produqtis gayidva ufro advilia,
vidre misi mitana momxmarebelTan. kompaniebma unda gadawyviton, rogor marketinguli lo-
SeiZleba maTi produqciisa da momsaxurebis saukeTesod marTva da saWiro jistika (fizikuri
asortimentis saWiro drosa da adgilas mitanis uzrunvelyofa. fizikuri dis- distribucia)
tribucia da lojistikis efeqturoba mniSvnelovan zemoqmedebas axdens Marketing logistics
rogorc momxmareblis dakmayofilebaze, aseve kompaniis xarjebze. axla Cven (physical distribution)
ganvixilavT lojistikis menejmentis raobasa da mniSvnelobas momaragebis amocana, romelic iT-
jaWvis, lojistikis sistemis miznebis, lojistikis ZiriTadi funqciebisa da valiswinebs masale-
integrirebuli momaragebis arxis marTvis moTxovnilebis sakiTxebSi. bis, saboloo pro-
duqciisa da Sesaba-
misi informaciis
marketinguli lojistikis raoba da mniSvneloba warmoebis adgilidan
moxmarebis adgilis-
zogierTi menejerisaTvis marketinguli lojistika mxolod sawyobebisa da
ken fizikurad gada-
satvirTo manqanebis mniSvnelobas atarebs. magram Tanamedrove lojistika tanis dagegmvas, ganx-
bevrad mets niSnavs. marketinguli lojistika – romelsac agreTve fizikuri orcielebasa da
distribucias eZaxian – moicavs masalebis, saboloo produqciisa da Sesabamisi kontrols momxmare-
informaciis _ warmoebis adgilidan moxmarebis adgilisken fizikurad gadata- blis moTxovnebis
nis dagegmvas, ganxorcielebas da kontrols. mokled, es gulisxmobs saWiro dasakmayofileblad.
produqtis saWiro momxmarebelTan zust drosa da zust adgilas mitanas.
warsulSi fizikuri distribucia, rogorc wesi, iwyeboda produqtis mwar-
moebel sawarmoSi, saidanac am produqcias dabalxarjiani saSualebiT momx-
mareblamde mitanas cdilobdnen. dRevandeli marketologebi amjobineben momx-
marebelze koncentrirebul lojistikur azrovnebas, romelic iwyeba
bazridan da moqmedebs (Tu mivadevnebT Tvals ukan) produqciis mwarmoebel momaragebis jaWvis
fabrikamde da SesaZloa nedleulis momwodeblebamdec ki. marketinguli marTva (Supply chain
lojistebi ara marto gamaval (eqsportul) distribucias mimarTaven (anu pro- management)
duqtisa da masalebis gatanas qarxnidan gadamyidvelebsa da, sabolood, momx- aRmaval da daRmava-
mareblebamde), aramed Semomaval distribuciasac (anu produqtisa da li mimarTulebiT
masalebis gadatanas mimwodeblisagan qarxanaSi) da reversul distribucias moZravi, faseulobis
(anu momxmareblis an gadamyidvelebis mier dabrunebuli damtvreuli, mqone masalebis, sa-
boloo produqtisa
arasasurveli an zedmeti produqtis gadatanas). amas mTlianobaSi ewodeba
da maTTan dakavSire-
momaragebis jaWvis marTva – aRmavali da daRmavali mimarTulebiT. moZravi buli informaciis
Rirebulebis mqone masalebis, saboloo produqtisa da maTTan dakavSirebuli marTva nedleulis
informaciis marTva _ mimwodeblebs, kompanias, gadamyidvelebsa da saboloo mimwodeblebs, mwar-
momxmareblebs Soris naCvenebia suraTze 10.5. moebel kompanias,
amrigad, lojistis amocanas warmoadgens mimwodeblis, Sesyidvis agentis, gadamyidvelebsa da
marketologebis, ganawilebis arxis wevrebisa da myidvelis saqmianobebis saboloo momxmare-
koordinacia. es saqmianobebi gulisxmobs prognozirebas, saTanado sainfor- blebs Soris.
macio sistemis arsebobas, Sesyidvas, warmoebis dagegmvas, SekveTis process,
saTanado maragebis kontrols, dasawyobebis da transportirebis dagegmvas.
dRes kompaniebi lojistikaze ramdenime mizezis gamo amaxvileben did
yuradRebas. pirveli _ momxmareblisaTvis ukeTesi momsaxurebis gawevisa da
dabali fasebis SeTavazebiT gaumjobesebuli lojistikis gamoyenebam
428 nawili mesame myidvelze orientirebuli marketinguli strategiisa da marketinguli kompleqsis Seqmna

s u r a T i 10.5
momaragebis jaWvis marTva

kompaniebi SesaZloa Zlieri konkurentuli upiratesobiT uzrunvelyos. meore

_ gaumjobesebul lojistikas xarjebis uzarmazari danazogi moaqvs rogorc
kompaniis, aseve misi momxmareblisTvisac. mxolod transportirebasa da
gadazidvebze produqtis saSualo fasis 20 procenti ixarjeba. gasul wels
amerikulma kompaniebma 900 miliard dolarze meti daxarjes saqonlis
SefuTvaSi, datvirTvaSi, gadmotvirTvaSi, daxarisxebaSi, xelaxla gadatvirTvasa
da transportirebaSi rac mTliani saSinao produqtis daaxloebiT 10
procentia. marto Ford-i awarmoebs 500 milion tonaze meti dasrulebuli
avtomobilebis, saTadarigo nawilebisa da gayidvebidan darCenili nawilebis
tranzits. nebismier dros misi lojistikis xarjebi wliurad daaxloebiT 4
miliard dolars aRwevs. 15 am xarjebis Tundac umciresi nawilic ki SesamCnev
danazogs warmoadgens.
mesame _ produqciis mravalferovnebis swrafma zrdam gaumjobesebuli
lojistikis menejmentis aucilebloba warmoSva. magaliTad, 1911 wels A&P-is
ti pur gastronomiur maRazias mxolod 270 saxeobis produqti gaaCnda.
sawyobis menejers am maragis Canaweris warmoeba 10-gverdian rveulSi SeeZlo,
romelic perangis jibeSic ki moTavsdeboda. dRes ki saSualo A&P 16,700-ze
meti saxeobis marags flobs. Wal-Mart-is supercentri 100,000 saxeobis pro-
duqtis marags moicavs, romelTagan 30,000 sasursaToa.16 aseTi mravalferovani
produqtis SekveTa, gadazidva, maragis gakeTeba da kontroli mniSvnelovani
lojistikuri gamowvevis tolfasia.
dabolos, sainformacio teqnologiis gaumjobesebis wyalobiT, warmoiqmna
distribuciis efeqturobis zrdis SesaZlebloba. dRes kompaniebi iyeneben
momaragebis jaWvis menejmentis kvalificiur kompiuterul programebs, ele-
qtronul bazaze agebul lojistikis sistemas, sakaso terminalis skanerebs,
produqtebis Strix-kodebs, satelituri arxebiT miRebul Canawerebs, SekveTe-
bisa da angariSsworebis monacemebis eleqtronul gadacemas. msgavsi teqno-
logiis meSveobiT maT saSualeba eZlevaT, momaragebis arxis gamoyenebiT
swrafad da efeqturad marTon saqonlis nakadi, informacia da finansebi.

lojistikis sistemis miznebi

zogierTi kompania Tavisi lojistikis miznad asaxelebs umciresi danaxarjiT
momxmareblis maqsimalur momsaxurebas. saubedurod, lojistikis verc erTi
sistema ver uzrunvelyofs orives - momxmareblis momsaxurebis maqsimalur
gaumjobesebasa da distribuciis xarjebis minimalizacias. momxmareblis maqsi-
maluri momsaxurebiT uzrunvelyofa gulisxmobs swraf miwodebas, did
maragebs, asortiments, SerCevis moqnil sistemas, mogebis liberalur poli-
tikas da sxvas. yovelive CamoTvlili ki sadistribucio xarjebs zrdis. amis
sapirispirod ki, minimaluri sadistribucio xarjebi gulisxmobs ufro nel
miwodebas, ufro mcire marags, gadazidvis dros saqonlis did raodenobas –
rac momxmareblis saerTo momsaxurebis ufro dabal dones warmoadgens.
marketinguli lojistikis mizani unda iyos momxmareblis momsaxurebis
miznobrivi donis uzrunvelyofa umciresi danaxarjiT. pirvel rigSi, kompa-
niam unda gamoikvlios, ra mniSvnelobas aniWebs sxvadasxva sadistribucio mom-
saxurebas momxmarebeli da Semdeg TiToeuli segmentisTvis sasurveli momsax-
urebis done unda gansazRvros. mizani ki SemdegSia: mogebis, da ara gayidvebis
maqsimaluri zrda, ase rom kompaniam ufro maRali donis momsaxurebis uzrun-
velyofis sargebeli da xarjebi erTmaneTs unda Seadaros. zogierTi kompania,
Tavis konkurentebTan SedarebiT, nakleb momsaxurebas sTavazobs da ufro
dabal fasebsac awesebs, sxva ki meti momsaxurebis sanacvlod met fasebs awe-
sebs raTa, Sesabamisad, meti xarjis dafarva SeZlos.
 Tavi 10 sadistribucio arxisa da momaragebis jaWvis marTva 429

lojistikis ZiriTadi funqciebi

lojistikis miznebis Camoyalibebis Semdeg kompania mzad aris lojistikis
iseTi sistema SeimuSaos, romelic am miznebis miRwevas minimaluri danaxarjiT
uzrunvelyofs. lojistikis ZiriTadi funqciebi gulisxmobs produqciis
dasawyobebas, maragebis marTvas, transportirebasa da lojistikuri informa-
ciis marTvas.

dasawyobeba (sawyobSi ganTavseba). warmoebisa da produqciis moxmarebis cikli

iSviaTad ewyoba erTmaneTs. amdenad, Tu kompanias Tavisi saqonlis gayidva
surs, amisaTvis mas maragebic unda gaaCndes. magaliTad, Snapper-i, Toro da gazo-
nis saTibi manqanebis sxva mewarmeebi fabrikebs mTeli wlis ganmavlobaSi
amuSaveben da produqtis marags asawyobeben zafxulisa da gazafxulis sezo-
nisaTvis. rac produqtis xelmisawvdomobas uzrunvelyofs maSin, rodesac
myidveli mis SesaZenad mzad aris.
amgvarad, momaragebis erT-erTi mTavari funqciaa, im gansxvavebis (defici-
tis) daZleva, romelic warmoiqmneba xolme garkveul periodSi miwodebul da
moTxovnil produqcias Soris.
kompaniam unda gadawyvitos, ra raodenobisa da ra saxis sawyobebi sWirde- sadistribucio
ba da sad unda ganaTavsos isini. man an xangrZlivi ganTavsebis sawyobebi, an centri (Distribution
sadistribucio centrebi unda gamoiyenos. xangrZlivi ganTavsebis sawyobebi center)
saqonels xangrZlivi periodiT inaxavs. sadistribucio centrebi Seqmnilia didi sacavi, romel-
ufro saqonlis moZraobisTvis, vidre misi dasawyobebisTvis. es aris didi Sic saqoneli Semo-
sacavi, romelSic saqoneli Semodis sxvadasxva qarxnisa da mimwodeblisgan, dis sxvadasxva qar-
iRebs SekveTebs, maT efeqtianad asrulebs da momxmarebels saqonels xnisa da mimwodeb-
lisgan, iRebs Sekve-
SeZlebisdagvarad swrafad awvdis. Tebs, maT efeqtianad
magaliTad, Wal-Mart-i aSS-Si eqspluatacias uwevs 78, xolo msoflios asrulebs da saqo-
masStabiT _ 37 uzarmazar sadistribucio centrs. Wal-Mart-is maRaziebSi gada- nels momxmarebels
ziduli saqonlis TiTqmis 84 procenti misi sakuTari sadistribucio centre- SeZlebisdagvarad
bis meSveobiT igzavneba, rac Wal-Mart-s maragis marTvaze uzarmazari kontro- swrafad awvdis.
lis SesaZleblobas aZlevs. erT centrs, romelic dReSi Wal-Mart-is saSualod
165 maRazias emsaxureba, erTi milioni kvadratuli futis farTobi ukavia
(daaxloebiT 24 safexburTo moedani). lazeruli skanerebi yoveldRe saqon-
lis saSualod 190,000 yuTs afiqsireben 11 milis sigrZis moZravi konveeris
Rvedis gaswvriv da dReSi centris 1000 muSa 500 satvirTo manqanas tvirTavs.
Wal-Mart Monroe, jorjiis StatSi, sadistribucio centri gaxlavT da misi 127000
kvadratuli futis farTobis macivari 10000 e.w. ,,palets~ (anu gadasatan plat-
formas) itevs, romelzec 58 milioni cali xilis nayini Tavsdeba.17
iseve rogorc yvelaferma ukanasknel wlebSi, sawyobSi ganTavsebis
teqnologiamac aSkara cvlilebebi ganicada. mudmivad xdeba moZvelebuli
meTodebiT agebuli Zveli, mravalsarTuliani sacavebis Secvla ufro axali,
erTsarTuliani avtomaturi sacavebiT, aRWurvili Tanamedrove kompiuteruli
sakontrolo sistemebiT, romelic nakleb TanamSromlebs saWiroebs. saqonlis
Sesagroveblad, dasatvirT platformaze maT gadasatanad da invoisebis
Sesadgenad, kompiuterebi da skanerebi kiTxuloben SekveTebs da avtomtvir-
Tavebs an robotebs marTaven.

maragebis marTva. momxmareblis kmayofilebaze maragis marTvac axdens gavle-

nas. amjerad, menejerebma unda SesZlon SeinarCunon SeZlebisdagvarad zusti
balansi Zalian bevr da Zalian cota maragis Senaxvas Soris. Zalian mcire
maragiT firma produqciis uqonlobis riskis qveS dgas, maSin rodesac myid-
vels misi SeZenis survili aqvs. Zalian didi maragis Senaxvas SesaZloa
Sedegad saWiroze meti maragebis Senaxvis xarjebi da maragebis daZveleba
mohyves. amrigad, maragis marTvis procesSi firmebma unda daicvan balansi
ufro meti maragis Senaxvis xarjebsa da gayidvebisa da mogebis Sedegebs
Soris.
e,w. zustad_drouli (Just-in-time) lojistikis sistemis wyalobiT bevrma
kompaniam sagrZnoblad Seamcira maragi da masTan dakavSirebuli xarjebi. am
sistemis saSualebiT, mewarmeebi da sacalo movaWreebi saqonlis, an nawilebis
mxolod mcire marags inaxaven, zogierT SemTxvevaSi es maragi mxolod ramden-
ime dRis operaciebisTvis aris gaTvaliswinebuli. magaliTad, Dell Computer-i
zustad-drouli lojistikis warmoebis ostati _ mxolod 3 dRis marags
430 nawili mesame myidvelze orientirebuli marketinguli strategiisa da marketinguli kompleqsis Seqmna

flobs, maSin rodesac misi konkurentebi

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

transportireba. SerCeuli satransporto sa-

Sualeba gavlenas axdens produqtis fasze, miwodebis maCvenebelsa da
mitanisas saqonlis mdgomareobaze. es yovelive ki _ momxmareblis kmayofi-
lebaze. produqtis dilerebTan da momxmarebleTan misatanad kompanias SeuZ-
lia arCevani gaakeTos transportirebis xuT ZiriTad saxeobas Soris:
satvirTo manqana, rkinigza, wylis transporti, milsadeni da sahaero gadazidva.
amasTanave, arsebobs alternativa e.w. cifruli produqtisaTvis _ es aris
interneti.
avtogadazidvebis wili stabilurad gaizarda da dReisaTvis mTliani
tvirTbrunvis 39 procents Seadgens (realuri tonaJis 69 procentze meti).20
maTze transportirebis yvelaze maRali wilobrivi maCvenebeli modis rogorc
TviTon qalaqebSi, aseve qalaqebs Sorisac. yovel wels SeerTebul StatebSi
satvirTo manqanebi 600 miliard milze met manZils gadian – rac mTvarisken
daaxloebiT 1.3 milioni wriuli mgzavrobis tolfasia – da 7.7 miliardi tona
tvirTi gadaaqvT. isini efeqturia maRali faseulobis mqone saqonlis mokle
manZilze gadazidvisas. ukanasknel wlebSi satvirTo manqanebis firmebma
uamravi momsaxureba daamates. magaliTad, Roadway Express-i da sxva ZiriTadi
gadamzidi firmebis umetesoba axla gadazidvebze Tvalyurs Tanamgzavruli
sistemebis saSualebiT axorcielebs.
rkinigzaze mTliani tvirTbrunvis 38 procenti modis. es aris erT-erTi
yvelaze efeqturi saSualeba Sor manZilze didi raodenobis iseTi didi
moculobis mqone produqciis gadazidvisa, rogorebicaa – qvanaxSiri, qviSa,
madneuli, sasoflo-sameurneo da xe-tyis produqcia. ukanasknel wlebSi axali
aRWurvilobis danergviT rkinigzam gazarda da gaaumjobesa Tavisi
momxmareblis momsaxureba gansakuTrebuli kategoriis saqonlis gadazidvisas.
misabmeliani satvirTo manqanebis (trailerebis) rkinigziT gadasazidad igi
uzrunvelyofs saTanado vagon-platformebiT. agreTve, uzrunvelyofs
Sidasatranzito momsaxurebebs, rogoric aris saqonlis sxva daniSnulebis
adgilze gadatana da misi gzadagza damuSaveba.
 Tavi 10 sadistribucio arxisa da momaragebis jaWvis marTva 431

wylis transportiT gadazidvebi tvirTbrunvis 10

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

distribuciis xarjebis mowesrigeba gundur muSaobas moiTxovs rogorc kom-

paniis SigniT, aseve yvela marketinguli arxis organizaciebs Soris. SigniT _
sakuTari lojistikis maCveneblis maqsimalurad gasazrdelad kompaniis
sxvadasxva departamentma erTad da mWidrod unda iTanamSromlon. gareT _
mTliani sadistribucio sistemis maCveneblis maqsimalurad gasazrdelad kom-
paniam Tavisi lojistikis sistemis mimwodeblebisa da momxmareblis
sistemebTan integrireba unda moaxdinos.

funqciaTaSorisi gunduri muSaoba kompaniis SigniT. umravles kompaniaSi sxva-

dasxva lojistikur saqmianobaze pasuxismgebloba bevr sxvadasxva funqciur
qvedanayofs eniWeba – marketingis, vaWrobis, finansebis, warmoebis da Sesyidvis.
Zalian xSirad, TiToeuli funqciuri qvedanayofi sakuTari lojistikis maCve-
neblis optimizacias sxva qvedanayofebis saqmianobebis ugulebelyofiT
cdilobs. Tumca transportireba, maragis Seqmna, sacavSi ganTavseba da SekveTis
damuSaveba, xSirad, sapirispiro urTierTqmedebebs iwvevs. ase magaliTad,
maragis dabali done misi Senaxvis xarjebs amcirebs. magram, amave dros,
SesaZloa daaqveiTos momxmareblis momsaxureba da gamoiwvios maragis uqon-
loba, SekveTis Seusrulebloba da ZviradRirebuli tvirTis swrafi gadazid-
vebis aucilebloba, rac Tavis mxriv xarjs gazrdis. imis gamo, rom sadis-
tribucio saqmianobebi mniSvnelovan kompromisebs gulisxmobs, lojistikis
saukeTeso saerTo maCveneblis misaRwevad sxvadasxva funqciis mier miRebuli
gadawyvetilebebis koordinacia unda moxdes.
momaragebis integrirebuli jaWvis marTvis mizania kompaniis lojistebis
mier miRebuli yvela gadawyvetilebis SeTanxmeba. funqciebs Soris mWidro
urTierTobis miRweva ramdenime saSualebis gamoyenebiT aris SesaZlebeli.
zogierTma kompaniam sxvadasxva fizikuri dis-
tribuciis saqmianobebze pasuxismgebeli menejere-
bisagan Semdgari lojistikis mudmivi komisia
Seqmna. MmaT, agreTve, Seqmnes marTvis sistemaSi
iseTi poziciebi, romlebic funqciuri qvegany-
ofilebis lojistikur saqmianobebs aerTianebs.
magaliTad, Procter & Gamble-Si aseTebi arian
momaragebis menejerebi, romlebic maTi TiToeuli
produqtis kategoriis momaragebis jaWvis yvela
saqmianobas marTaven. bevr kompaniaSi arsebobs
lojistikis vice-prezidentis Tanamdeboba funq-
ciaTaSorisi uflebamosilebiT. da bolos, Oracle-is
da sxva kompiuteruli programebis provaiderebis
saSualebiT, dRes kompaniebs SeuZliaT Seqmnan
momaregebis marTvis daxvewili kompiuteruli sis-
temebi, mTliani momaregebis jaWvis optimaluri
marTvis mizniT. 21 mniSvnelovania is faqtori, rom
gonivrul fasad _ momxmareblebSi maRali donis
sabazro dakmayofilebis SegrZnebis uzrunvelsay-
ofad _ kompaniam Tavisi lojistikisa da marketin-
guli saqmianobebis koordinacia unda moaxdinos.

lojistikuri partniorobis ageba. kompaniebma

TavianTi lojistikis gaumjobesebaze bevrad meti
unda gaakeTon. mTliani arxis distribuciis
gasaumjobeseblad maT, agreTve, sxva arxebis par-
tniorebTan unda imuSaon. momxmareblisaTvis kmay-
ofilebis SegrZnebis Sesaqmnelad, maTTvis Sesaba-
misi faseulobis miwodebisas da saTanado
urTierTobis agebis procesSi, sadistribucio
arxis wevrebi erTmaneTTan mWidrod arian dakav-
Sirebulni. erTi kompaniis sadistribucio arxi
■ momaragebis jaWvis marTva: bevri kompania iyenebs dax- meore kompaniis momaragebis sistemas warmoadgens.
vewil, momaragebis jaWvis mTliani sistemis kompiute- TiToeuli arxis wevris warmateba mTlianad
rul programebs, romlebic Oracle-is da sxva kompiuteru-
momaragebis arxis maCvenebelzea damokidebuli.
li programebis provaiderebis saSualebiTaa
xelmisawvdomi.
magaliTad, Wal-Mart-s mxolod im SemTxvevaSi
 Tavi 10 sadistribucio arxisa da momaragebis jaWvis marTva 433

SeuZlia yvelaze dabali fasebis daweseba, Tu misi momaragebis mTliani sis-

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

marketingi muSaobis procesSi 10.3

iareT Ryder-iT, ganawileba ki Cven mogvandeT
didi kompaniebis umravlesobas uy- marSrutizatori evropaSi. man un- miRebis zusti dro. rodesac, Cisco
vars sakuTari produqtebis damza- da icodes Tu sad imyofeboda da TviTon warmarTavda lojistikas,
deba da gayidva. magram bevrs eziz- romel saaTze TiToeuli mowyobi- produqtis adgilze mitanas saWi-
Reba masTan asocirebuli lojisti- lobis yuTi da SesaZloa dasWir- roebda daaxloebiT 3 kvira. axla,
ka - `sabuzRuno samuSao.~ maT ejav- des xelaxali marSutis gakeTeba kompania Tavis kompleqsur distri-
rebaT SefuTva, datvirTva, xelaxali myidvelis saswrafo SekveTaze rea- bucias andobs UPS Worldwide-s. miz-
CamotvirTva, daxarisxeba, xelaxali girebisaTvis. ufro metic, Cisco-s nis misaRwevad saerTaSoriso sa-
datvirTva, transportireba da Tval- myidvelebma unda icodnen SekveTis haero, rkinigzis transportis da
yuris devna, rasac moiTxovs maTi
fabrika-qarxnebis momarageba da
myidvelisaTvis produqtis miwodeba.
maT es ise sZulT, rom qveynis udide-
si mwarmoebeli kompaniebis TiTqmis
2/3 sxvas andobs (anu, autsorsings
eweva) ramodenime an yvela am funq-
ciis ganxorcielebas. aseTi kompa-
niebis ricxvi aTi wlis win maTi
mTliani raodenobis 38%-s Seadgenda.
sul ufro metad, TavianTi lojiste-
bis gasakeTebel saqmes andoben e.w.
damoukidebeli lojistikis provai-
derebs. isini kompaniebs exmarebian
zozina, gadaWedili momaragebis qse-
lebis gamarTvaSi, maragSi darCenili
saqonlis gasaRebasa da myidveli-
saTvis produqtis ufro swrafad
mowodebaSi. qvemoT moyvanilia ram-
denime magaliTi:
Ford: fordi iyenebs saerTaSo-
riso lojistikis partniors, raTa
Ford-is produqciam imoZraos kon-
tinentebs Soris. CrdiloeT ameri-
kaSi, is iyenebs damoukidebeli
lojistikis provaiders UPS
Autogistics, raTa koordinireba gau-
wios produqciis gadaadgilebas 21
ZiriTadi qarxnidan, 4 centridan da
55 daniSnulebis adgilidan 6,000-ze
met CrdiloeT amerikis dilerTa
qselSi. aman, mxolod pirvel wels,
Ford-is maragebi Seamcira 1 miliar-
di dolariT, moawesriga maragebis
xarjebi 125 milioni dolaris far-
glebSi da Seamcira adgilze mita-
nisaTvis saWiro dro 4 dRiT, rac
procentulad 26%-iT gamoisaxeba.
Sedegi ki aseTia: SedarebiT daba-
li fasebi da myidvelTaA ukeTesi damoukidebeli lojistikis provaiderebi: sadReisod bevri kom-
momsaxureba. pania eweva autsorsinngs, anu gadascems lojistikis funqciebs,
Cisco Systems: kompiuteruli qse- iseT saqmeSi gawaful specializirebul firmebs, rogoricaa
lebis mowyobilobebisa da qselis magaliTad Ryder Integrated Logistics-i. suraTze mocemulia am firmis
menejmentis am vendors (movaWres) mier SemoTavazebuli satvirTo manqana-macivrebis moxerxebul-
yoveldRiurad gadaaqvs tonobiT garantirebuli gadazidvebis mokle aRwera.

TavianTi produqtis distribucias evropis masStabiT axorcieleben, garemos

dabinZurebis mkacr SezRudvebs awydebian, rac lojistikaze gavlenas axdens _
maT Soris SefuTvis standartebze, satvirTo manqanebis zomisa da wonis
SezRudvebze, aseve, xmaurisa da garemos dabinZurebis kontrolze. Tavisi
 Tavi 10 sadistribucio arxisa da momaragebis jaWvis marTva 435

avtogadazidvebis sqemebis codniT, daevala misi globaluri distri- temas. is iseTi ubadloa sakuTari
UPS Worldwide-s SeuZlia daaCqaros buciis marTva. axla UPS-i xelmZ- momaragebis jaWvis marTvaSi, rom 4
gadazidvis siswrafe evropel Rvanelobs National-is sadistribu- wlis ganmavlobaSi mas mxolod
myidvelisaTvis da daiyvanos igi cio centrs singapurSi, awarmoebs erTxel mouwia warmoebis SeCereba
maqsimum 4 dRemde. msgavsi super yvela saxis momaragebis, daxarisxe- – sul raRac 18 wuTiT da isic
siswrafiT adgilze mitana zogavs bisa da gadazidvis saqmeebs. Sede- imitom rom saWiro produqti da-
Cisco-s dros. gebi saocari iyo. distribuciis niSnul dros ar iqna adgilze mi-
amavdroulad, Cisco sargeblobs autsorsgingis xarjze National-i tanili. miuxedavad amisa, kreditis
sxva upiratesobiTac Tavisi lo- 20%-s zogavs. amavdroulad, myid- ZiriTadi nawili midis Ryder-Tan
jisti-partniorisgan. magaliTad, vel-Ta momsaxureba da adgilze integrirebul lojistikaze. Ryder-i
UPS Worldwide-i kargadaa garkveuli mitanis maCvenebeli dramatulad saqveynod aRiarebuli lojistiku-
adgilobrivi sabaJo kanonebsa da gaumjobesda. National-s axla SeuZ- ri kompaniaa, romelic cnobilia av-
importis saqmeebSi. axlaxans is lia produqti fabrika-qarxnidan totralerebis gaqiravebiT.
SeuTanxmda holandielebis sabaJos miawodos globalur myidvelebs Saturn-is saamwyobo xazebis Seu-
gaaerTianos Cisco-s importis baJi saSualod 48 saaTSi. ferxebeli muSaobis SenarCunebis
Tviur gadasaxadSi, rac gulisx- Sony: Sony-i erkveva lojistika- mizniT, Ryder-s gadaaqvs aTasobiT
mobs im mebaJeebisaTvis erTxel ga- Si. sinamdvileSi, kompania lojis- winaswar Semowmebuli da daxaris-
daxdas, romlebic iReben produq- tikas miiCnevs, rogorc Tavis erT- xebuli nawili – yovel dRe 2.200-ze
cias, imis nacvlad rom yoveli erT konkurentunarian upiratesobas. meti specialuri dasatvirTi
marSrytis dros gadaixadon. Se- ase rom, Tqven SesaZloa gagikvir- platformiT – maTi adgilze mita-
degad miviReT: ufro meti danazo- deT Tu ratom gadascems indus- nas dro sul raRac 5 wuTis far-
gi drosa da qaRaldSi. triis lideri Tavisi distribu- glebSi meryeobs. Ryder-i Tavis aR-
National Semiconductor: 1990-iani ciis naxevars damoukidebeli Wurvilobas, manqanebsa da adamianebs
wlebis dasawyisSi, National lojistikis provaider Redwood TiTqmis mudmiv, maRal teqno-
Semiconductor-i, romlis mikrosqemebi Systems-s meqsikidan, romelTa saTao logiur doneze inarCunebs. maga-
CamontaJebuli iyo yvelaferSi ofisi atlantaSia. rogorc Cans liTad, erT-erTi proeqtis mixed-
dawyebuliu manqanebiTa da kompiu- lojistikis lidersac ki sWirde- viT, momsaxurebis nawilebis Saturn-
terebiT da damTavrebuli satele- ba zogjer daxmareba. amis gamomw- is dilerebamde mitanisas, Ryder-is
komunikacio danadgarebiT – erTg- vevi mizezi ki zrda da siswrafea mZRoli `plastmasis gasaRebs ar-
vari koSmari iyo lojistikisaTvis. bazarze. `meqsikaSi lojistika Wobs CamontaJebul kompiuterSi.
National-i awarmoebda Ci pebs 13 qar- pretenziulia infrastruqturis ekrani maT eubneba saiT unda wa-
xanaSi aSS-Si, britaneTSi, israelsa simwiris gamo. am SezRudvebidan vides zustad, romel gzas daadges
da samxreT aRmosavleT aziaSi. gamomdinare, Cven ar SegveZlo da ramdeni droa saWiro iq misasv-
dasrulebuli saxis mqone produq- mzard bazarze upiratesobis mopo- lelad.~ Ryder-is efeqturi momara-
tebi Semdeg gadaecemoda mTel rig veba, damoukidebeli lojistikis gebis jaWvi Sedegad gvaZlevs uf-
msxvil myidvelebs – IBM, Toshiba, provaideris gareSe, romelsac ro dabal fasebs, gaumjobesebul
Ford, Siemens – romelTagan Ti- SeeZlo swrafad ganeviTarebina operirebas, ufro nayofierad, mo-
Toeuls gaaCnda fabrika-qarxnebi Cveni operaciebi. Cven SevZeliT yu- muSave dilerebsa da bolos –
mTels msoflioSi. National-is lo- radReba gagvemaxvilebina marketin- ufro kmayofil myidvelebs.
jistikis maCvenebeli arc Tu sa- gsa da gayidvaze lojistikis nac-
surveli iyo: misi produqtebis vlad da es yvelaferi gavakeTeT
95% adgilze mihqondaT SekveTidan zedmeti Tavis tkivilis gareSe,~ _ wyaroebi: Quotes and other information from
45 dReSi. darCenili 5%-saTvis ki ambobs meqsikaSi, Sony Electronic-is “Chipmaker Expands Its Relationship with 3PL into
saWiro iyo daaxloebiT 90 dRe. lojistikis ganyofilebis meneje- New Markets,” Purchasing, March 20, 2003,
imis gamo, rom myidvelebma aras- ri, karlos roxasi. dRes, Redwood-i pp. S11–S12; Ronald Henkoff, “Delivering the
dros icodnen, romeli 5% daig- marTavs 500-ze meti sxvadasxva sa- Goods,” Fortune, November 28, 1994, pp. 64–77; Lisa
vianebda, moiTxovdnen 90 dRis ma- xis produqtsa da 15,000 sxvadasxva H. Harrington, “Special Report on Contract Logistics,”
rags yvelaferSi. `Cven daxlebi nawils. produqti moZraobs mTels Transportation & Distribution, September 1996, pp.
gavmarTeT mTel sigrZeze. mTeli msoflioSi, raodenoba ki yvelanai- A–N; Scott Woolley, “Replacing Inventory with
sistema maragad iyo gadaqceuli,~ ria, dawyebuli amanaTis gadazid- Information,” Forbes, March 24, 1997, pp. 54–58;
– ambobs National-is aRmasrulebeli. viT damTavrebuli mTeli konteine- Martha Celestino, “Choosing a Third-Party Logistics
National-is menejmentma gadawyvi- rebiT. dReSi xdeba 200 SekveTis Provider,” World Trade, July 1999, pp. 54–56; “3PLs
ta gulmodgined daeTvalierebina mitana daniSnulebis adgilamde, on the Rise,” Modern Materials Handling, December
sakuTari globaluri lojistikis SekveTaze ki modis saSualod pro- 2001, p. 15; Mike Verespej, “Logistics’ New Look?
qseli. miuxedavad amisa, maSin ro- duqtebi 10 sxvadasxva seriidan. Now It’s Service,” Frontline Solutions, June 2002, pp.
desac National-ma Zalian bevri ico- Saturn: Saturn-i cnobilia SekveTe- 24–33; and Robert E. Lieb, “3PLs Eye Further Supply
da Ci pebis damzadebis Sesaxeb, nak- bis drouli mitaniT. is eyrdnoba Chain Integration,” Purchasing, March 20, 2003, pp.
lebad erkveoda UPS-Si, romelsac msoflio klasis lojistikis sis- S4–S8.

lojistikis autsorsingiT (gadacemiT) kompanias SeuZlia sruli panevropuli

sadistribucio sistema moi povos, sakuTari lojistikuri sistemis
CamoyalibebasTan dakavSirebuli xarjebis gawevisa da riskis zemoqmedebis
gareSe.
436 nawili mesame myidvelze orientirebuli marketinguli strategiisa da marketinguli kompleqsis Seqmna

SeisveneT:
koncefciebis kvaldakval
aba, ra SeiswavleT sadistribucio risko faqtorebis pasuximgeblobis sakuTar
arxebisa da integrirebuli momarage- Tavze aRebiT.
bis arxis marTvis Sesaxeb? mar-
ketinguli arxis organizebis Sesaxeb 2. ganixileT, rogor urTierTqmedeben arxis
gadawyvetilebebi, aris marTvis erT- wevrebi da rogor uweven organizebas arxis
erTi yvelaze mniSvnelovani gadawyvetilebebi. samuSaoebis Sesrulebas.
kompaniis sadistribucio arxis Sesaxeb gadaw- arxi ufro efeqturia maSin, rodesac TiToeul
yvetileba yvela sxva marketingul gadawyveti- wevrs akisria is funqcia, romelsac saukeTesod
lebaze pirdapir gavlenas axdens. TiToeuli Seasrulebs. sruli idiliisaTvis, gamomdinare
sistema mogebisa da xarjebis sxvadasxva dones iqidan, rom individualuri arxis wevris war-
qmnis da miznobrivi myidvelis sxvadasxva seg- mateba damokidebulia arxis saerTo wamrmate-
ments ukavSirdeba. dRevandeli moTxovnilebebis baze, arxis yvela Semadgeneli rgoli (firma)
xvalindel savaraudo savaWro garemosTan gaer- erTad da Seuferxeblad unda muSaobdes. maT
TianebiT menejmenti sadistribucio arxis Tao- unda Seignon da miiRon TavianTi funqciebi,
baze gadawyvetilebebs sifrTxiliT unda moeki- moaxdinon maTi miznebisa da saqmianobebis
dos. zogierTi kompania Tavis sadistribucio koordinacia da arxis saerTo miznebis misaR-
sistemas Zalian mcire yuradRebas uTmobs, wevad iTanamSromlon. TanamSromlobis safuZ-
magram sxvebi konkurentuli upiratesobis mosa- velze isini ufro efeqturad SeZleben mizno-
poveblad daxvewil sadistribucio sistemebs brivi bazris aRqmas, momsaxurebasa da
iyeneben. dakmayofilebas. msxvil kompaniaSi formaluri
calke organizaciuli struqtura axdens dis-
1. ganmarteT, ratom iyeneben kompaniebi sadis - tribuciis funqciebis ganawilebas da uzrunve-
tribucio arxebs da ganixileT am arxebis lyofs saWiro xemlZRvanelobas. magram damou-
mier Sesrulebuli funqciebi. kidebeli firmebisagan Semdgar sadistribucio
Tavisi produqtis bazarze gatanas kompaniebis arxSi xelmZRvanelobisa da Zalauflebis for-
umetesoba Suamavlebis saSualebiT axor- malurad ganawileba ar xdeba. tradiciulad,
cielebs. isini cdiloben sadistribucio arxis sadistribucio arxebi ganicdian rolebis
Camoyalibebas – anu, rigi urTierTdamokidebuli ganawilebisa da konfliqtis marTvisaTvis
organizaciebis gaerTianebas, romlebic, CarTul- saWiro xelmZRvanelobis naklebobas. ukanas-
ni arian procesSi, romelic gulisxmobs pro- knel wlebSi gaCnda arxis organizebis axali
duqtebis, an momsaxurebis xelmisawvdomobis ti pebi, romlebic ufro Zlier xelmZRvane-
uzrunvelyofas, maTi moxmarebis an gamoyenebis lobasa da gaumjobesebul maCveneblebs uzrun-
mizniT, momxmareblis an biznesmomxmareblis velyofs.
mier. TavianTi kontaqtebis, gamocdilebis, spe-
cializaciisa da operirebis maStabebidan ga- 3. kompaniis winaSe arsebuli arxis ZiriTadi
momdinare, Suamavlebi firmebs xSirad bevrad alternativebis identificireba.
ufro mets sTavazoben, vidre maT sakuTari bazarze gasasvlelad TiToeuli firma gan-
ZalebiT SeuZliaT miaRwion. sadistribucio sazRvravs alternatiul gzebs. amisaTvis sxva-
arxebi bevr sakvanZo funqcias asruleben. zo- dasxva saSualebebi arsebobs dawyebuli pir-
gierTi garigebis (transaqciis) dasrulebas dapiri vaWrobisagan da erTi, ori, sami an meti
uwevs daxmarebas saqonlis gacvlis dagegmvisa saSuamavlo arxis doneebis gamoyenebiT damTav-
da xelSewyobisaTvis saWiro informaciis Seg- rebuli.. marketologebi ganuwyveteli da zog-
rovebiT da distribuciiT; SeTavazebis Sesaxeb jer dramatuli cvlilebebis pirispir dganan.
damajerebeli komunikaciebis SemuSavebiTa da am sferoSi sami yvelaze mniSvnelovani tenden-
gavrcelebiT; xelSekrulebiTi samuSaoebis Ses- ciaa: vertikaluri, horizontaluri da hibri-
rulebiT (perspeqtiuli myidvelebis aRmoCeniT duli marketinguli sistemebis zrda. es tenden-
da maTTan kavSiris SenarCuneba); morgebiT (myid- ciebi gavlenas axdens arxis TanamSromlobaze,
velis moTxovnilebebze SeTavazebis morgebiT); konfliqtebsa da konkurenciaze. arxis Se-
molaparakebebis warmoebiT SeTavazebis fasebsa muSaveba iwyeba momxmareblis arxis momsaxure-
da sxva pirobebze SesaTanxmeblad. sxva funq- bis saWiroebebis, kompaniis arxis miznebisa da
ciebi emsaxureba dasrulebuli transaqciis zemoqmedebis SefasebiT. Semdeg kompania Zi-
ganxorcielebas fizikuri distribuciis riTadi arxis alternativebs gansazRvravs Sua-
SeTavazebiT, saqonlis transportirebiT da mavlebis tipebis, Suamavlebis raodenobisa da
sawyobSi ganTavsebiT: dafinansebiT _ arxis sa- TiToeuli arxis pasuxismgeblobebis gaTvalis-
muSaoebis xarjebis dafarvisaTvis fondebis mo- winebiT. TiToeuli arxis alternativa Semdgom
ZiebiT da gamoyenebiT da riskis gaweviT _ arxis unda Sefasdes ekonomikuri, kontrolisa da
samuSaoebis SesrulebasTan dakavSirebuli sa- adaptiurobis kriteriumiT. arxis marTva kvali-
 Tavi 10 sadistribucio arxisa da momaragebis jaWvis marTva 437

ficiuri Suamavlebis SerCevasa da maT moti- aris sfero, romelic dakavebulia potenciurad
virebas gulisxmobs. individualuri arxis maRali xarjebis dazogvisa da momxmareblis
wevrebis Sefaseba regularulad unda moxdes. ukeT dakmayofilebis sakiTxebiT. marketinguli
lojistikas saqme aqvs ara marto gamaval dis-
4. ganmarteT, rogor axdens kompania arxis wev- tribuciasTan, aramed Semomaval da reversul
rebis Sefasebas, motivirebasa da SerCevas. distribuciebTan. swored es gulisxmobs
mewarmeebi kvalificiur marketingul Suamav- mTliani momaragebis arxis marTvas _ anu faseu-
lebs sxvadasxvagvarad izidaven. zogierTi me- lobis nakadis marTvas mimwodeblebs, kompanias,
warmesaTvis arxis wevrebis daqiraveba proble- gadamyidvelebsa da saboloo momxmareblebs
mas ar warmoadgens. sxvebs ki saWiro kvalifikaciis Soris. lojistikis arc erT sistemas ar SeuZ-
Suamavlebis mosaZieblad sakmao samuSaos lia erTdroulad rogorc momxmareblis momsa-
Catareba sWirdebaT. Suamavlebis SerCevisas kom- xurebis gaumjobeseba, aseve sadistribucio xar-
paniam arxis TiToeuli wevris kvalifikacia jebis Semcireba. piriqiT, lojistikis marTvis
unda Seafasos da maTgan sakuTari arxis mizans momsaxurebis miznobrivi donis um-
miznebisaTvis Sesaferisi saukeTeso kandidati ciresi xarjebiT uzrunvelyofa warmoadgens.
unda SearCios. SerCevis Semdeg ganuwyvetliv lojistikis ZiriTadi funqciebi moicavs
unda xdebodes arxis wevrebis motivireba, SekveTis damuSavebas, sacavSi ganTavsebas, mara-
radgan TiToeulma maTganma Tavisi SesaZleb- gis marTvasa da transportirebas.
lobebis maqsimumi gamoiyenos. kompaniam saqo- integrirebuli momaragebis arxis marTvis
neli ara marto Suamavlebis meSveobiT unda koncefcia aRiarebs, rom gaumjobesebuli lo-
gayidos, aramed igi maTac unda miyidos. iseTi gistika moiTxovs gundur muSaobas mWidro
marketinguli sistemis Sesaqmnelad, romelic TanamSromlobis formiT kompaniis SigniT funq-
morgebulia rogorc mewarmis, aseve partniore- cionalur sferoebSi da sxvadasxva organiza-
bis moTxovnilebebze, man Tavisi arxis wevrebTan ciebs Soris momaragebis arxis SigniT. funq-
grZelvadiani partniorobis Camoyalibebaze un- ciebs Soris lojistikuri harmoniis miRweva
da izrunos. agreTve, kompaniam regularulad kompaniebs SeuZliaT _ funqciaTaSorisi lo-
unda Seamowmos arxis wevrebis maCveneblebi Ca- jistikis gundis, momaragebis menejerebis inte-
moyalibebul standartebTan mimarTebaSi da grirebadi poziciebisa da funqciaTaSorisi
kargad momuSave wevrebi daajildoos, xolo uflebamosilebis mqone maRali donis lojis-
sustebs ki an daexmaros, an isini Caanacvlos. tikis aRmasruleblebis SeqmniT. sadistribucio
arxis partniorobam SesaZloa miiRos kompania-
5. ganixileT marketinguli lojistikisa da TaSorisi gundis, saerTo proeqtebisa da infor-
integrirebuli momaragebis arxis marTvis maciis gavrcelebis forma. dRes xarjebis da-
raoba da mniSvneloba. zogvis, efeqturobis gazrdisa da globalur
firmebis mier marketinguli koncefciis mzard bazarze ufro swrafi da efeqtiani SeRwevado-
aRiarebasTan erTad, sul ufro xSirad isini bis uzrunvelsayofad zogierTi kompania sa-
yuradRebas amaxvileben marketingul lojis- kuTar lojistikur funqciebs damoukidebel
tikaze (fizikur distribuciaze). lojistika, lojistikis provaiderebs gadascems.

TavSi gamoyenebuli terminebi

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

imogzaureT
gansaxilveli sakiTxebi axali seria ganaviTara. ganixileT is faqtorebi,
1. ganixileT gansxvaveba tradiciul romlebic unda gaiTvaliswinoT arxis wevrebis
(konservatiuli) distribuciis arxs, SerCevisas. ra meTodebs gamoiyenebT arxis wevre-
korporatiul vertikalur marketin- bis motivirebisaTvis, raTa maT TqvenTan maqsi-
gul sistemasa (VMS) da administrirebad VMS-s malurad kargad imuSaon? dabolos, rogor Sea-
Soris. moiyvaneTYTiToeulis magaliTi. fasebT arxis wevrebis maCvenebels?
2. ganixileT pirobebi, rodesac mewarmes uCndeba 2. teqnologiis ganviTarebam da internetis sul
survili, rom misi sadistribucio qmedebebi iyos ufro farTo gamoyenebam bevri firma aiZula,
eqkluziuri, SerCeviTi da intensiuri. romeli SeeqmnaT internetze dafuZnebuli sadistribu-
sadistribucio donis gamoyenebas aqvs azri cio arxebi, romelTa saSualebiT kompaniebi Suamav-
Semdegi produqtebisaTvis: Mountain-Dew _ ualko- lebs gverds uvlian da pirdapir momxmare-
holo sasmelebi, Rolex _ saaTebi da Ford _ avtomo- belTan midian. moiyvaneT konkretuli kompaniis
bilebi. ganmarteT Tqveni pasuxebi. magaliTi, romelmac es midgoma gamoiyena. ra
3. maSin, rodesac arxis wevris Suamavlebis sargebels poulobs kompania, romelic pirdapir
Canacvleba xdeba, arxma funqcionireba mainc momxmarebelze gaTvlil internet _ strate-
unda gaagrZelos. magaliTad ganixileT turis- giebs iyenebs? ra uaryofiTi mxare aqvs mewarmisa
tuli industria da axseniT, rogor axorcie- da momxmareblisaTvis am strategiebis gamoye-
leben aviaxazebi da sastumroebi im ZiriTad nebas?
funqciebs (magaliTad, informireba, stimulireba, 3. internetis sadistribucio arxebis momxmare-
kontaqtebi, morgeba da molaparakebebi), rom- beli kompaniebisaTvis erTi-erTi gamowveva aris
lebic, istoriulad, turistul agentebs ekuT- klientis droulad momsaxureba. am sakiTxis
vnodaT. gadaWris erT-erTi gza aris _ momxmareblis mom-
4. romeli mTavari funqciebi daekisreba kompa- saxurebis `cocxali~ warmomadgeneli, romelic
niis lojistikis sferos menejers? moiyvaneT ma- kiTxvebze pasuxebs gascems. SexedeT [Link]-
galiTebi gadawyvetilebebisa, romlebsac es mene- is momxmareblis eleqtronuli momsaxurebis
jeri TiToeuli ZiriTadi funqciisaTvis miiRebs. `cocxal CaTs_Worikanas ([Link]/) _
5. romeli terminia ukeTesi _ `moTxovnis jaWvi~ daawkapuneT gverdis dasawyisSi `momxmareblis
Tu `momaragebis jaWvi?~ ganixileT da moiyvaneT momsaxurebis~ tabulaciis klaviSze da Semdeg
logikuri argumentebi. eTanxmebiT Tu ar eTan- gamosaxulebaze `Land’s End Live~. ras fiqrobT
xmebiT? ramdenad Seesabameba faseulobis miwo- momxmareblis aseT momsaxurebaze? fiqrobT Tu
debis qselis koncefcia am or koncefcias? ara, rom am gamosaxulebis gareSe Land’s End-i gan-
sxvavdeba sxva sacalo eleqtronuli movaWree-
gamoyenebiTi SekiTxvebi bisgan? Tqveni azriT, rogori iqneba momxmareb-
1. Tqvenma kompaniam axlaxan organuli sakvebis lis eleqtronuli momsaxureba 5 weliwadSi?
 Tavi 10 sadistribucio arxisa da momaragebis jaWvis marTva 439

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

eTikis samyaroSi
musikaluri industria aris erT- tebis mier xdeba. musikaluri industriis Sefa-
erTi sxva industriebs Soris, rom- sebiT, simRerebis aralegaluri gadaweriTa da
lebmac internetis siswrafisa da distribuciiT igi weliwadSi 300 milion do-
moxerxebulobis upiratesobebiT sar- lars kargavs. iutas Statis senatorma orin
gebloba daiwyo da TavianT reper- haCim ganacxada, rom igi iseTi teqnologiis
tuars kidev erTi sadistribucio arxi daumata aRmoCeniT aris dainteresebuli, romelic kompi-
(magaliTad, [Link]/music/store). magram am uteridan musikis aralegalurad gadmoweris
industriisTvisve samwuxarod, es arxi Tavis saSualebas aRmofxvris.
momxmarebels uflebas aZlevs, musika erTma- 1. ras fiqrobT am sakiTxTan dakavSirebiT? Tqve-
neTSi yovelgvari safasuris gareSe gaavr- ni azriT, momxmarebels unda hqondes Tu ara
celon. amerikis Camweri industriis monacemebis SesaZlebloba, sacalo movaWrisgan kanonierad
Tanaxmad, gasuli 2 wlis ganmavlobaSi musika- SeZenili musika gaavrcelos ufasod?
luri CD-is gayidva 15 procentiT daeca. imas,
rasac zogierTi momxmarebeli eleqtronul 2. warmoidgineT, rom muSaobT musikaluri Cana-
`gavrcelebas~ uwodebs, industriis aRmasru- werebis kompaniaSi, ras SesTavazebT Camwer kom-
leblebi eleqtronul mekobreobas Zarcvasa da panias am sakiTxTan dakavSirebiT?
kontrabandiT vaWrobas uwodeben da CD-is
gayidvebis Semcirebis mizezad internetidan 3. gaiyaviT or jgufad da am sakiTxTan dakav-
muskaluri failebis aralegalur gadmotvir- SirebiT klasSi debatebi gamarTeT. erTi gundi
Tvas asaxeleben. musikaluri veb-gverdebis mo- unda iyos musikaluri industriis mxares, maSin
nacemebis Tanaxmad, TveSi 2.6 miliardi failis rodesac meore gundma unda daiWiros momxma-
aralegaluri gadmotvirTva xorcieldeba da es reblis mxare, romelic musikas cifruli
yvelaze metad universitetis kolejis studen- saSualebebiT avrcelebs.

ucxouri biznessituacia
Snapple-s biznessituacia, romelic am
Tavs Tan axlavs, moTavsebulia wignis
bolos, danarT 1-Si.
440 nawili mesame myidvelze orientirebuli marketinguli strategiisa da marketinguli kompleqsis Seqmna

qarTuli biznessituacia

ARTI Group - ganviTarebis mesame etapze

ARTI Group (,, ar- ■ Procter&Gamble warmodgenilia amierkavkasiis

ti jgufi’’) _ samive respublikaSi, Tavdapirvelad ki
msxvili qarTu- saqarTve-loSi dawyebuli 1996 wlidan.
li sadistribu- Mmoicavs saqonlis am umsxvilesi
cio kompaniaa, romlis saqmianobis areali saerTaSoriso kompaniis far-To moxmarebis
samxreT kavkasiis regions moicavs, igi dareg- produqciis praqtikulad srul asortiments;
istrirda am saxelwodebiT 1996 wlis 12 seqtem-
■ Selpak (Eczacibasi), TurqeTi, 2002 wlis agvisto-
bers _ rogorc sadistribucia kompania, 10 wlis
dan. warmodgenilia ZiriTadad qaRaldis say-
Semdeg kompaniis gayidvebma daaxloebiT 130 mil-
ofacxovrebo nawarmiT (xelsaxocebi,
ioni dolari Seadgina. AamasTan gayidvebis wli-
tualetis qaRaldi, pirsaxocebi da a.S);
urma matebam 30%-s miaRwia. sasawyobe meurneobis
saerTo farTobi 13 000 [Link]. kompaniaSi 2006 ■ Ferrero (italia) 2003 wlis noembridan
wlis ivnisis monacemebiT dasaqmebulia iyo 800 azerbaijanSi. warmodgenilia tkbileuliT
TanamSromeli, aqedan 560 realizatori. AaseT Sokoladi, kamfetebi da sxva amgvari nawarmiT;
Sedegebamde kompania etapobrivad midioda.
pirveli etapi _ Camoyalibebis periodi iyo. ■ Gillette (P&G-is Svilobili kompania), 2004 wlis
1992 wlidan TandaTanobiT yalibdeboda ur- ianvridan. warmodgenilia wveris saparsi
TierTobebi msoflioSi sayovelTaod cnobil mowyobilobebiT da saSualebebiT;
kompania Procter &Gamble-Tan (P&G). 1996 wels P&G- ■ Wella (germania), 2005 wlis Tebervlidan. war-
i darwmunda fizikuri pirebis mier Seq-mnili, modgenilia Tmis saRebavebiT, SampunebiT,
kompaniis _ ,,arti jgufis’’ seriozu-lobaSi da laqebiT, Tmis musebiT da sxva produqciiT
SesTavaza mas eqskliuziuri distri-biutoris araprofesionali momxmareblebisaTvis ;
statusi saqarTveloSi. Aaqedan iwyeba kompaniis
ganviTarebis meore etapi. mniS-vnelovani Zalis- ■ Uni (TurqeTi), warmodgenilia qaRaldis higien-
xmevis Sedegad mis mimarT ndobis faqtori Za- uri saSualebebis da saabazane aqsesuarebis;
lian amaRlda da P&G-is mxridan daisva ■ Chivas azerbaijanSi warmodgenilia cnobili
sakiTxi, rom ,,arti-jgufs’’ kavkasiis sxva res- Sotlandiuri viskis brendiT;
publikaSic (azerbajansa da somxeTSi) gane-
viTarebina biznesi. 2000 wels Camoyalibda ■ Dilmah(Sri-lanka), warmodgenilia cnobili
,,arti-jgufis’’ Svilobili sadistribucio kom- ceilonuri Cais nawarmiT saqarTveloSi;
pania ENGIN-i azerbaijanSi, xolo 2003 wels ■ Kiwi, 2007 wlidan es Aamerikuli kompania, war-
aseTive kompania ARGE somxeTSi, amgvarad daiwyo modgenilia ZiriTadad fexsacmlis kos-
Tanamedrove lojistikuri da sadistribucio metikur saSualebebiT;
centrebis Seqmna kavkasiaSi. TbilRvino da Teliani veli warmodgenilia
garda amisa ukanasknel periodSi ,,arti- qarTuli Rvinos nawarmiT azerbaijanSi.
jgufi’’ qmnis da anviTarebs axal biznesebs sa-
qarTveloSi, kerZod 2005 wels Seiqmna sareklamo ,,arti jgufi’’ amJamad muSaobs bazarze
kompania [Link]-i da dacvis samsaxuri – axali produqciis gatanis strategiaze.
Securita (2007 wels). amJamad kompania imyofeba kerZod, nagulisxmevia swrafad gasayidi
ganviTarebis mesame etapze, rac gulisxmobs Ta- (didi brunvis mqone samomxmareblo saqon-
namedrove teqnologiebis danergvas da gan- lis (e.w. Fast move consumer goods), ZiriTadad
viTarebis, momsaxurebis xarisxis kidev ufro sxvadasxva sakvebi produqtebis distribu-
amaRlebas da a.S. cia.
,,arti-jgufis’’ amJamindeli struqturuli sadReisod farTo moxmarebis sayofacxov-
saxe moyvanilia diagramaze. Aaqvea mocemuli rebo produqciis distribuciis bazarze lid-
misi ofisebis sadReiso dislokacia amierkav- erobs ,,arti-jgufi’’, romelsac am bazris daax-
kasiis regionSi. loebiT 45-50% wili aqvs. Mmisi ZiriTadi
,,arti-jgufis’’ sadistribucio biznesi amier- konkurentebia pirvel rigSi ,,Sarm treitingi’’,
kavkasiis regionSi moicavs sxvadasxva mimar- romelic axdens cnobili kompaniebis _ Svar-
Tulebebs. igi eqskliuziuri distributoria ckofis, henkelis da uni liveris produqciis
qvemoT moyvanili kompaniebis Semdegi pro- distribucias. Semdeg modian kompaniebi ,,sami
duqciis:
 Tavi 10 sadistribucio arxisa da momaragebis jaWvis marTva 441

Ppasuxismgeblobis aRebis mimarT mzaoba,

Ppativiscemis grZnoba momxmareblebisa da
mTlianobaSi TanamoqalaqeTa mimarT yovelgvari
religiuri, rasobrivi da a.S gansxvavebebis
miuxedavad,
jgufuri muSaobis princi pebi,
misaRwev Sedegebze fokusireba.

kompania cdilobs danergos Tanamedrove,

eTikur princi pebze dafuZnebuli biznesis
princi pebi. Aam mxriv kompaniis menejmenti
cdilobs gamoiCinos princi puloba
CinovnikebTan urTierTobaSi, romlebic zog-
jer jer kidev qmnian problemebs eTikuri
normebis dacvis kuTxiT.

amgvarad SeiZleba iTqvas rom ,,arti-jgufis’’

operirebis ZiriTad princi pebs warmoadgens:
gunduri saqmianoba,
gayidvebis da misi intensiobis (brunvis)
angelozi’’ (bingos, alfas da sxva firmebis pro- upirvelesi strategiuli mniSvneloba,
duqcia) da ,,ponto stari’’ (“nanisis” da “dai per- inovaciebis danergvis stimulireba,
sis” bavSvis safenebs produqcia). Uunda iTqvas, codna Tu ra aris sworad saqmianoba da
rom srulfasovan konkurencias isini jer- brZola amisaTvis,
jerobiT ver uweven ,,arti-jgufs’’, rac sasur- fokusireba garkveuli garRvevis miRwevaze
velia TviT am ukanasknelis ganviTarebisaTvis. da ara mdore gaumjobesebebze orientireba,
ara marto promlemebis danaxva, aramed ufro
,,arti-jgufs’’ dasaxuli aqvs ambiciuri gadawyvetilebebis Zieba.
mizani gaxdes saukeTeso kompania samxreT
kavkasiis regionSi farTo moxmarebis Dda bolos, rogorc kompaniis
sayofacxovrebo saqonlis distribucias xelmZRvaneloba acxadebs _ ,,Cven viRwviT
sferoSi. am miznis misaRwevad saWiroa status-qvos misaRwevad da amisaTvis
saqmianobis mudmiv gaumjobesobaze zrunva viviwyebT warsul warmatebebs’’.
da profesionalebiT dakompleqtebuli
motivirebuli TanamSromelTa gundis SekiTxvebi (davalebebi):
arseboba, romlebic uzrunvelyofen
maRali donis kmayofilebis SegrZnebis
Seqmnas rogorc TviT organizaciis 1. rogor gesaxebaT ,,arti-jgufis’’ konkuren-
SigniT, agreTve pirvel rigSi tuli upiratesoba farTe moxmarebis say-
momxmareblebSi da mTlianad ofacxovrebo produqciis distribuciis
sazogadoebaSi. Kkompania yuradRebiT bazarze moqmed sxva kompaniebTan mimarTebaSi
epyroba sazogadoebaSi socialuri saqarTveloSi amierkavkasiis regionSi?
pasuxismgeblobis sakiTxebs da am mxriv 2. ra sirTuleebs SeiZleba waawydes kompania, an
aqtivobis gafarToebas apirebs. ra SesaZleblobebi isaxeba mis winaSe rode-
sac misi operirebis diapazoni cdeba qveynis
rogorc kompaniis xelmZRvaneloba acxadebs farglebs da regionalur maStabebs iZens,
,,arti-jgufis’’ ZiriTad faseulobebs miekuTvneba: rogorc ,,arti-jgufis’’ SemTxvevaSi?
Pprofesional TanamSromelT gundi _ kompaniis
umniSvnelovanesi aqtivi,
442 nawili mesame myidvelze orientirebuli marketinguli strategiisa da marketinguli kompleqsis Seqmna