GEORGIAN BUSINESSTODAY

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GEORGIAN BUSINESSTODAY

GEORGIAN BUSINESS TODAY


GEORGIAN BUSINESS TODAY


GEORGIAN BUSINESS TODAY

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sarCevi

biznessiaxleebi

`saerTaSoriso kerZo

mewarmeobis centri~ _ CIPE

biznesmignebebi

gWirdebaT marketinguli

kvlevebi?

saxelmwifo dasaqmebis

programebi _ ekonomikis

ganviTarebis mTavari

berketi Tu siRaribis

aRmofxvris meqanizmi?!

yvelaze `TuxTuxa~

momxmareblebis `favoriti~

brendebi

qarTuli brendebis

warmatebuli biznesi -

saintereso istoriebi

sagadasaxado kodeqsSi

momxdari cvlilebebis statistika

uZravi qonebis bazari

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kreatiuli ideebis frTebSemkveci

biujeti

satelevizio reklamis

alternativa _

Indoor & Outdoor TV

cnobili brendis mTvari

sazrunavi

versus starbaqsis yava

turistuli infrastruqtura

saqarTveloSi

samTo saTxilamuro

sportis mimdevrebo, ar

gamogrCeT

3


edaqtori

dodo WumburiZe

nomerze muSaobdnen:

ana qaTamiZe

oliko zedelaSvili

mariam nanitaSvili

qeTi facacia

salome kiRuraZe

mixeil adeiSvili

Temur yanCaveli

qeTi WiTanava

eka kevliSvili

daviT merabiSvili

irakli RuRuniSvili

laSa RuRuniSvili

naTia daReliSvili

elene xaCiZe

nino qitiaSvili

naTia qurcikiZe

Tengo joxaZe

ana oxanaSvili

nino xarCilava

soso yifiani

xatia WumburiZe

dizaini

naTia zedelaSvili

foto

laSa RuRuniSvili

irakli RuRuniSvili

stilist-redaqtori

naTia daReliSvili

stamba: Sps `sezani~

tiraJi: 2000 cali

UDC (uak) 338.22 (47922)

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bora - bora

germaniis

federaciuli

respublika

CineTi

avtomobilebi

2008 wlis yvelaze

cudi avtomobilebi

wignebi

biznesstilis

ganuyofeli

aqsesuari

momajadovebeli

da idumali. . .

jinsi - ubralo

muSis samosi Tu

`Tavisuflebis~

etaloni?

oqro Tu namdvilia

Jangi ar ekideba

stumarTmoyvareobis

`saamayo~

tradicia da...

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GEORGIAN BUSINESS TODAY

testi : ramdenad

kargad arTmevT

Tavs samuSaos?

rogor visaubroT

telefoniT

bizneskalendari

ekonomikuri

indikatorebi

sarCevi


iznessiaxleebi

`Clobal Finance~is

rCeuli banki

saqarTveloSi 2008

wlis saukeTeso bankad

`Clobal Finance~-ma

`saqarTvelos banki~

daasaxela. jildos

miRebis SemTxvevaSi

igulisxmeba, rom banki

unda gamoirCeodes

Semdegi miRwevebiT: aqtivebis,Semosavlianobisa

da strategiuli

kavSirebis zrdis kuTxiT,

aseve konkurentu-

li fasebiT, produqtebis

inovaciiTa da

momsaxurebis maRali

xarisxiT.

`Clobal Finance~- ukve

15 welia yovelwliurad

aqveynebs saukeTeso

bankebis sias aziis regionSi.

igi 1987 wlidan

ibeWdeba da erT-erT

wam-yvan saerTaSorisogamocemadaa

aRiarebuli.

mobilurebze da qalaqis

telefonebze

tarifis Semcireba

igegmeba

1 maisidan saqarTvelo-

Si mobilur telefonze

saubris tarifi

4 TeTriT Semcirdeba.

komunikaciis erovnuli

maregulirebeli

komisiis informaciiT

tarifis Semcireba mobilurebTan

erTad

qalaqis nomrebzec

gavrceldeba.

aRsaniSnavia isic, rom

sacalo tarifze fasebis

cvlileba sabolood

mainc TiToeuli kompaniis

gadasawyvetia.

navTobproduqtebidan

mobilizebuli Tanxebi

2008 wlis ianvar -

martSi saqarTveloSi

importirebuli nav-

Tobproduqtebidan mobilizebulma

Tanxam 90

623 020 lari Seadgina,

rac 2007 wlis analogiur

maCvenebels 26%iT

aRemateba.

`badagonis~ warmateba

italiis qalaq veronaSi

gamarTul Rvinis festival

`vinitalze~, Rvinis

kompania `badagoni~

meored warsdga.

mis mier warmodgenil

Rvinoebs Soris iyo

wels Camosxmuli

`xvanWkara~, romelmac

gamofenis monawileTa

mxridan didi mowoneba

daimsaxura.

`badagonis~ 7 dasa-

xelebis Rvino 160 specialistis

mier iqna dagemovnebuli.

gamofenaze sxvadasxva

qveynebidan sul

4200-mde Rvinis kompania

monawileobda.

Warren Buffett aris

planetis yvelaze

mdidari adamiani.

amerikis yvelaze cnobili

investoris Warren

Buffett - is kapitalma

Seadgina 62 miliardi

amerikuli dolari,

2007 wels misi Semosavali

iyo 10 miliardi.

misma dagrovilma kapitalma

gadaaWarba

maikrosoftis damfuZneblis

bil geiTsis

kapitals, romelic

iyo yvelaze

mdidari adamiani 13

wlis ganmavlobaSi.

geiTsis kapitali am

etapze Seadgens 58 miliard

dolars da

imyofeba msoflios

umdidresi adamianebis

reitingis mesame

poziciaze. wina wels

man miiRo mxolod 2

miliardi dolari.

meqsikis telekomunikaciis

magnati Carlos

Slim Helú aris msoflios

umdidresi ada-

mianebis reitingis

meore poziciaze.

misi kapitali Seadgens

60 miliard amerikul

dolars. misma Semosavalma

wina wels

Seadgina 11 miliardi

amerikuli dolari.

GEORGIAN BUSINESS TODAY

,,energo-pro jorjiasa~

da `saqkabelis~

erToblivi kontraqti

,,energo-pro jorjiam~

`saqkabelis~ qarxanas-

Tan 15 milioni laris

Rirebulebis kontraqti

gaaforma, rac sxvadasxva

tipis sakabelo

produqciis warmoebas

gulisxmobs.

`energo-pro jorjia~

gamricxvelianebis procesSi

`saqkabelis~ mier

warmoebul produqcias

gamoiyenebs.

25 yvelaze Zalauflebiani

adamiani

biznesSi:

zogierTi maTgani aris

mSenebeli, zogierTi

daqiravebuli `iaraRi~,

magram isini cnobilni

arian msofliosTvis

rogorc yvelaze, Zalauflebianiadamianebi.

maTi aTeuli ase

gamoiyureba:

• Steve Jobs

• Rupert Murdoch

• Lloyd Blankfein

• Eric Schmidt, Larry Page,

and Sergei Brin

• Warren Buffett

• Rex Tillerson

• Bill Gates

• Jeff Immelt

• Katsuaki Watanabe

• A.G. Lafley

6 biznessiaxleebi


GEORGIAN BUSINESS TODAY

foTis wisqvilqarxnis

aqciebi gaiyida

foTis `wisqvil qarxnis~

aqciaTa paketis

92.8%-is mflobeli

gaxda Sps `sonata

alians jorjia~. saaqcio

sazogadoebis 543848

aqciaze 5 marts dadebuli

arasabirJo garigebis

Sedegebi qarxnis

mepatronem kanoniT

gansazRvrul vadaSi

saqarTvelos safondo

birJas miawoda. garigebis

moculoba 2 692

047 lariT ganisazRvra.

vagzlis Senobis

restavrireba 1 weliwadSi

dasruldeba

saqarTvelos rekonstruqciasa

da ganviTarebis

kompania (GRDC)

ramdenime dReSi

Tbilisis centraluri

vagzlis SenobaSi

samSeneblo samuSaoebs

daiwyebs. kompania 20

milioni dolaris Cadebas

gegmavs.

investicia rkinigzis

sadgurSi axali tipis

satransporto da

savaWro kvanZebis Seqmnas

moxmardeba. obieqti

GRDC - ma GMC

holdingTan erTad 49-

wliani ijariTa aiRo.

kompaniam sacxovrebeli

farTiT ukve

daakmayofila afxa-

zeTidan devnili 90

biznessiaxleebi

ojaxi, romlebic wlebis

manZilze rkinigzis sadguris

SenobaSi cxovrobdnen.restavrirebul

rkinigzis sadgurs

investori momavali

wlis gazafxulze gaxsnis.

biznesis warmoebisaTvis

yvelaze iafi

qveyana

biznesis warmoebisTvis

iafi qveynis gamosavlenadauditoriulsakonsultacio

saer-

TaSoriso kompaniam

gamokvleva Caatara.

kvlevis Sedegebis mixedviT,

biznesis warmoebisaTvis

uiafes qveynad

meqsika dasaxelda.

am qveyanaSi biznesis

warmoeba aSS-sTan

SedarebiT 20.5%-iT

iafia. am mxriv meqsikuri

qalaqebi puabla, gvadalaxara

da montereia

gamoirCeva. kvlevisas

iseTi maCveneblebi iqna

gaTvaliswinebuli, rogorebicaa

muSaxelis

Rirebuleba, infrastruqturisganviTareba,

sagadasaxado sistema,

uZravi qonebis bazarze

arsebuli mdgomareoba

da a.S. meqsikis Semdeg,

reitingis pirvel

aTeulSi kanada, aSS,

avstralia, safrangeTi,

didi britaneTi, niderlandebi,

italia, iaponia

da germania moxvdnen.

saerTaSoriso

turistuli gamofena

10-12 aprils `Expogeorgia~-s

sagamofeno

darbazSi gaimarTa

me-10 saerTaSoriso

turistuli gamofena.

qarTul turistul

organizaciebTan erTad

warmodgenili iyo aseve

saerTaSoriso organizaciebic.

gamofenis monawileni

iyvnen saerTaSoriso

turistuli organizaciebi,

turistuli

saagentoebi da turoperatorebi.

monawileobas Rebulobdnen

aseve sastumroebi

da sazafxulo

saxlebi, samTo da saz-

Rvao kurortebis, axalgazrduli

banakebisa

da turistuli aRWurvilobebiswarmomadgenelni.

aRniSnuli gamofenis

monawileni turistul

momsaxurebasTan

erTad gvTavazobdnen

sxvadasxva produqtsa

da momsaxurebas: sakonsultacio

momsaxurebas,

sazogadoebriv urTierTobebs,

ganaTlebas,

turistul JurnalgazeTebs,

gamomcemlobas,

turistul dazRvevas,

sainvesticio programebs,

amave dros musikalur

festivalebs,

restornebs, Teatrsa da

muzeumebs.

`semekma~ mierTebis

tarifebi gansazRvra

saqarTvelos energetikis

maregulirebelma

erovnulma komisiam,

(semeki) eleqtroenergiis

gamanawilebel

qselze mommareblis mierTebis

axali tarifebi

gansazRvra.

semekis informaciiT,

gamanawilebel qselze

mierTebisas momxmarebeli

erTjerad gadasaxads

ixdida.

axali dadgenilebiT, gadasaxadi

kilovatsaa-

Tebis odenobaze iqneba

damokidebuli. semekma

mierTebis tarifi Semdegnairad

gansazRvra:

0kvt-dan 6 kvt-s CaTvliT

– 0 lari; 6 kvtdan

20kvt-s CaTvliT

– 20 lari; 20 kvt-dan

50kvt-s CaTvliT – 70

lari; 50 kvt-dan 100kvt-s

CaTvliT 120 lari

da 100 kvt-dan zeviT

170 lari.

axali tarifi vrceldeba

mxolod im

sacxovrebeli binis,

sawarmos an sxva obieqtis

gamanawilebel

qselTan mierTebaze,

romlebic ar arian

mierTebulni gamanawilebel

qselTan.

7


`saerTaSoriso kerZo mewarmeobis centri~ _ CIPE

`saerTaSoriso kerZo mewarmeobis centri~

_ CIPE amerikis SeerTebuli Statebis

savaWro palatisa da aSS-s demokratiis

erovnuli mxardaWris organizaciis arakomerciuli

wevria. CIPE-i amerikis SeerTebuli

Statebis savaWro palatis mier 1983

wels dafuZnda. CIPE-s mxardaWerili aqvs

1000-ze meti proeqti, maT Soris 100-mde

iniciativa ganviTarebad qveyanaSi. CIPE-i

iTvaliswinebs kerZo seqtoris CarTulobas

saxelmwifo politikis xelSewyobasa

da institucionalur reformeSi, aseve

saxelmwifo mmarTvelobis gaumjobesebasa

da sabazro sawyisebze dafuZnebuli demokratiuli

sistemis mSeneblobas.

CIPE-is misia _ msoflios masStabiT demokratiis

gaZliereba kerZo mewarmeobisa

da sabazro reformebis xelSewyobis gziT.

CIPE-is amocanebi:

• legaluri da instituciona- luri

struqturis ganviTarebis xelSew-yoba,

romelic aucilebelia Ria sabazro sazogadoebis

formirebisa da SenarCunebisaTvis;

• demokratiul procesebSi biznesis

CarTulobis gazrda;

• kerZo moxaliseobrivi biznesorganizaciebisa

da asociaciebis damoukideblobis

xelSewyoba;

• iseTi programebis xelSewyoba, romlebic

uzrunvelyofs biznesis Sesaxeb

codnis amaRlebasa da kerZo seqtoris mewarmeobrivi

kulturis gaZlierebas;

GEORGIAN BUSINESS TODAY

• mxardaWeris gazrda uflebebis, Tavisuflebisa

da valdebulebis Sesaxeb, romelic

ganuyofelia demokratiuli kerZo

mewarmeobis sistemisaTvis;•

• biznessazogadoebisaTvis informaciaze

xelmisawvdomobis gazrda, rac aucilebelia

gadawyvetilebebis misaRebad.


CIPE-i muSaobs oTxi principuli kuTxiT,

romelic moicavs biznessazogadoebis

daxmarebas, gaxdnen sabazro reformebisa

da demokratiuli mmarTvelobis wamyvani

xelSemwyobebi.

CIPE-i TanamSromlobs biznesasociacieb-

Tan da sxva kerZo seqtoris organizaciebTan

iseT qveynebSi, sadac aris progresis

saWiroeba da reformebis SesaZlebloba.

2007 wlis seqtembridan saqarTvelos axalgazrda

ekonomistTa asociacia CIPE-is

partnioria. TanamSromlobis farglebSi

saqarTvelos axalgazrda ekonomistTa

asociacia axorcielebs proeqts - `biznesgaremos

gaumjobeseba saqarTveloSi~.

8 CIPE


GEORGIAN BUSINESS TODAY

biznesmignebebi

saqarTvelos axalgazrda

ekonomistTa asociaciis

proeqtis - “`biznesgaremos

gaumjobeseba saqarTveloSi~

farglebSi ganxorcielda

biznesgaremos kvleva, romlis

Sedegadac Seswavlil

iqna 1000 sawarmo saqarTvelos

masStabiT. aRniSnuli

raodenobrivi kvlevis

Sedegad gamovlinda, rom

kanonebis xSiri cvalebadoba,

aseve mravali orazrovani

da rTulad gasagebi Canaweri

yvelaze mniSvnelovani problemebia

kerZo seqtorisaTvis.

biznesis winaSe mdgari

problemebisa da sxvdasxva

setorebis SesaZlo rolebis

Sesaxeb wina nomerSi visaubreT.

axla gTavazobT

uSualod kanondeblobasa

da masTan dakavSirebuli

gamovlenili mniSvnelovani

sakiTxebis mimoxilvas.

zogadi Sefasebebi

Seswavlili sawarmoebis

42% -s mxolod 1-dan 5 wlamde

operirebis gamocdileba aqvs.

TiTqmis yovelTviurad izrdeba

registrirebul sawarmoTa

raodenoba, Tumca bevri

maTgani ver axerxebs biznesis

warmatebul marTvas da sakmaod

mokle periodSi tovebs

bazars. yovelive es kidev

erTxel adasturebs im garemoebas,

rom biznesis marTvisa

da dagegmvis kultura Zalian

dabalia. am mimarTulebiT

biznesmignebebi

sakmaod bevria gasakeTebeli,

gansakuTrebul xelSewyobas

ki mikro da mcire biznesi

saWiroebs.

Seswavlili sawarmoebis

funqcionirebis periodebi:

Catarebul kvlevaSi Seswavlilia

mewarmeTa damokidebulebebi

da xedvebi biznesgaremos

sxvadasxva aspeqtebis

mimarT. respodentebma aseve

moaxdines biznesgaremos zogadi

Sefaseba. gamokiTxulTa

umravlesobis (61%) azriT,

biznesgaremo saqarTveloSi

met-naklebad normaluria.

26%-s miaCnia, rom arsebuli

garemo aferxebs biznesis ganviTarebas.

gamokiTxulTa

mxolod 7%-saTvis aris biznesgaremo

_ pozitiuri da

xels uwyobs kerZo seqtoris

ganviTarebas.

biznesgaremos zogadi

Sefaseba

biznesis operirebis ZiriTad

wesebs awesebs saxelmwifo Sesabamisi

sakanonmdeblo baziT.

swored kanonmdeblobazea

damokidebuli, ramdenad gam-

Wvirvale, samarTliani da moqnilia

biznesgaremo. Tumca es

medlis mxolod erTi mxarea.

ara nakleb mniSvnelovania,

ramdenad floben mewarmeebi

informacias maTi saqmianobis

maregulirebeli kanonisa Tu

normatiuli aqtis Sesaxeb.

kvlevis Semdegi bloki miznad

swored kanonmdeblobasTan

mimarTebaSi kerZo seqtoris

cnobierebis donisa da

damokidebulebis gamovlenas

isaxavda.

sakanonmdeblo regulirebis

zogadi Sefaseba

gamokiTxuli 1000 sawarmodan

kiTxvaze: `romeli

kanonebi aregulirebs Tqvens

bizness?~_ sagadasaxado kodeqsi

77%-ma daasaxela. sxva

kanonebze gacilebiT dabali

maCvenebeli modis (saSualod

5%), rac miuTiTebs imaze,

rom mewarmeebis umravlesoba

ubralod ar flobs informacias,

Tu romeli kanonebi

aregulirebs maT saqmianobas.

zogadad, sagadasaxado kodeqsis

mxrivac sakmaod dabali

maCvenebelia, anu Seswavlili

sawarmoebis 23%-ma arc ki

icis, romeli kanonis mixedviT

ixdis gadasaxadebs. amas adasturebs

is faqtic, rom zogierTma

mcire mewramem kiTxvaze:

`ra gadasaxadebs ixdiT?~ -

9


saSemosavlo gadasaxadTan

erTad eleqtroenergiis, gazisa

da sxva komunaluri gadasaxadebic

daasaxela. respodentTa

14%-ma saerTod

ver daasaxela verc erTi

kanoni, romelic mis bizness

aregulirebs. es, albaT, sakmaod

sagangaSo monacemia.

respodentTa TiTqmis 40%-s

miaCnia, rom kanonebi saWiroebs

cvlilebebs; daaxloebiT

25 %-is azriT, kanonmdebloba

Zalian xSirad icvleba

da, amasTan, mravladaa rTuli

da orazrovani Canawerebi.

mxolod mewarmeTa 9%-ma Seafasa

qarTuli biznesmaregulirebeli

kanonmdebloba, rogorc

gamarTuli da savsebiT

gasagebi.

arsebuli kanonmdeblobis

zogadi Sefaseba

licenziebi da nebarTvebi

licenziebi da nebarTvebi

qarTuli biznesis erT-erTi

mZime tvirTi iyo wlebis ganmavlobaSi.

2004 wels miRebuli

axali kanonis Sedegad

mniSvnelovnad Semcirda licenziebisa

da nebarTvebis

raodenoba. aRniSnuli reformis

dadebiTi zegavlena

kidev erTxel daadastura

Catarebulma kvlevam. res-

podentTa mxolod 23%

saWiroebda licenzias, 3%-ma

ki ar icoda eqvemdebareboda

Tu ara maTi saqmianoba licenzirebas.

aq isev informirebulobis

problemas vxvdebiT.

Tumca, sxva kanonebisgan gansxvavebiT

am mimarTulebiT

mewarmeebi yvelaze metad

arian informirebulni. rac

Seexeba im mewarmeebs, romlebic

saWiroeben licenzias an/

da nebarTvas, maTi 96% ukve

flobs Sesabamis licenzias/

nebarTvas, xolo danarCeni 4%

ki kvlevis Catarebis periodisaTvis

Sesabamisi dokumentis

miRebis procesSi

iyo. licenziis mflobelTa

naxevarze metma procedura

uproblemod gaiara, xolo

danarCenTaTvis licenziis/nebarTvis

miRebis procedura

sakmaod problematuri aRmoCnda.

licenziis mflobelTa 31%-s

miaCnia, rom aucilebelia licenziis/nebarTvis

misaRebad

saWiro drois Semcireba, 31%is

azriT ki procedura gamar-

Tulia da ar saWiroebs gaumjobesebas,

23% ukmayofiloa

warsadgeni dokumentebis

saxeebiTa da raodenobiT.

licenziis/nebarTvis miRebis

procesis Sefaseba

GEORGIAN BUSINESS TODAY

sagadasaxado kanonmdebloba

rogorc aRiniSna, sagadasaxado

kodeqsi yvelaze xSirad

dasaxelda mewarmeebis mier.

zogadadac, es biznesis maregulirebeli

erT-erTi yvelaze

mniSvnelovani iuridiuli

dokumentia. kvlevis erTerTi

mizani konkretuli

mimarTulebebis mimarT mewarmeebis

cnobierebis donisa da

damokidebulebis Sefasebaa.

kvlevis Sedegad dadginda,

rom mewarmeTa 96% ixdis

saSemosavlo gadasaxads, 86%

ki –socialur (SeniSvna:

savele kvlevis periodisaTvis

sakanonmdeblo cvlileba

socialuri gadasaxadis gauqmebis

Sesaxeb ZalaSi ar iyo

Sesuli). sagulisxmoa is monacemi,

rom sawarmoTa mxolod

61% ixdis mogebis gadasaxads.

damatebuli Rirebulebis gadasaxadis

gadamxdeli gamokiTxul

respodentTa 27%-ia.

gadasaxadebi, romlebsac

ixdis qarTuli biznesi

respodentebma Seafases sagadasaxado

kodeqsi: maT 27%-s

miaCnia, rom kanoni met-naklebad

gamarTuli da gasagebia. Tumca,

respodentTa umravlesobis

(41%) azriT, kodeqsi saWiroebs

cvlilebebs da igi sakmaod

dasaxvewia; 12%-isaTvis

10 biznesmignebebi


GEORGIAN BUSINESS TODAY

ki problematuria xSiri

sakanonmdeblo cvlilebebi.

sagadasaxdo kanonmdeblobisa

da mewarmeebis cnobierebis

doneze saubrisas aucilebelia

SevafasoT, ramdenad

xelmisawvdomia informacia

sakanonmdeblo cvlilebebisa

da axali procedurebis Sesaxeb.

respodentTa mxolod

27%-s miaCnia, rom isini sruliad

informirebulni arian;

37% flobs maTTvis aucilebel

ZiriTad informacias;

xolo 35%-sTvis ki informacia

an saerTod araa xelmisawvdomi,

an Zalian uWirT kiTxvebze

pasuxebis miReba.

Seswavlil sawarmoTa 51%

sagadasaxado informacias

uSualod sagadasaxado organoSi

iRebs, rac, alabaT,

sakmaod kargi maCvenebelia

da sagadasaxado organoebis

muSaobis gaumjobesebaze

miuTiTebs.

aseve gamoikveTa mas-mediis

roli. mewarmeTa 39% saWiro

informacias televiziis, radios

an/da gazeTis saSualebiT

iRebs. aqve, albaT, unda

gaviTvaliswinoT finansTa

saministros mier warmoebuli

kampaniebic.zogadad, respodentebma

sagadasaxado procedurebi

Seafases rogorc

uproblemo an naklebad problematuri.

sakmaod kritikulad

Sefasda gadasaxadebis

moculoba, miuxedavad ganxorcielebuli

reformebisa.

unda gaviTvaliswinoT isic,

rom mewarmisaTvis yovelTvis

biznesmignebebi

sasurveli iqneba yvelaze dabali

gadasaxadis Semcirebac ki.

respodentTa 53%-is SefasebiT,

Zalian maRalia saSemosavlo

gadasaxadi. rac Seexeba

mogebis gadasaxads, mewarme-

Ta 40%-sTvis misi ganakveTi

normaluria, xolo 58%-sTvis

_ maRali. respodentTa TiTqmis

60% miiCnevs, rom aseve

Zalian maRalia damatebuli

Rirebulebis gadasaxadi.

qonebis gadasaxadis Sefasebisas

ki respodentTa umravlesobam

(55%) aRniSna, rom

misi ganakveTi normaluria.

savele kvlevis procesisaTvis

cvlileba socialuri

gadasaxadis gauqmebasa da

saSemosavlos zrdasTan dakavSirebiT

sagadasaxado kodeqsSi

ukve Sesuli iyo, Tumca

ar iyo ZalaSi Sesuli. respodentTa

49% ar flobda informacias

am mniSvnelovani

cvlilebis Sesaxeb. instruqciis

Sesabamisad intervius

procesSi maT miewodaT Sesabamisi

informacia. cnobilia,

rom aRniSnul cvlilebas

araerTgvarovani reaqciebi da

Sefasebebi mohyva. sainteresoa

uSualod mewarmeebis azri, Tu

ra gavlenas moaxdenda aRniSnuli

cvlileba maT biznesze.

sakanonmdeblo cvlilebis

zegavlenis Sefaseba

sabaJo kanonmdebloba

Seswavlil sawarmoTa mxolod

13% axorcielebs eqsports

an/da imports. es maCvenebeli,

albaT, imazec miuTiTebs,

rom saerTaSoriso bazrebze

ZiriTadad msxvili kompaniebi

axerxeben gasvlas. amdenad,

aucilebeli iqneba eqsportis

xelSemwyobi RonisZiebebis

gatareba. gamokiTxulTa 51%s

miaCnia, rom kodeqsi sakmaod

dasaxvewia; 25%-is azriT,

sabaJo kanonmdebloba metnaklebad

gamarTulia;13% ki

fiqrobs, rom kodeqsSi mravladaa

orazrovani da rTulad

gasagebi Canawerebi.

informaciaze xelmisawvdomobis

sakiTxebis gamovlenisas

dadginda, rom ZiriTad

sabaJo informacias respodentebis

43% ukve flobs, 32%-s

ki miaCnia, rom sruliad informirebulebi

arian. rac

Seexeba informaciis wyaroebs,

respodentTa 49% informacias

uSualod sabaJo organoebidan

iRebs, xolo 28% ki

_ masobrivi informaciis sa-

Sualebebidan. sabaJo kanonmdebloba,

SeiZleba iTqvas,

sruliad Seicvala da axali

pirobebi daawesa. respodentebma

Seafases sxvaobebi Zvel

da axal sabaJo kanondeblobas

Soris. 35% sakmaod skeptikurad

afasebs axal kodeqss

da fiqrobs, rom araferi

ar Secvlila; 30%-is azriT,

mniSvnelovani sxvaoba imaSi

mdgomareobs, rom gamartivda

procedurebi; 8% ki miiCnevs,

rom Semcirda tarifebi.

11


publikacia

`biznesgaremo saqarTveloSi~

GEORGIAN BUSINESS TODAY

publikacia `biznesgaremo saqarTveloSi~ warmoadgens sxvadasxva tipis kvlevebis gaer-

Tianebul analizs, romelic asaxavs saqarTveloSi arsebuli biznesgaremos problemebsa da

gamowvevebs. igi SemuSavebulia saqarTvelos axalgazrda ekonomistTa asociaciis mier proeqtis

farglebSi _ `biznesgaremos gaumjobeseba saqarTveloSi~.

angariSi momzadebulia proeqtis farglebSi ganxorcielebuli kvlevebis safuZvelze: sami

fukus-jgufi mcire, saSualo da msxvili biznesis monawileobiT; CaRrmavebuli interviuebi

eqpertebTan; biznesmaregulirebeli kanonmdeblobis analizi da raodenobrivi kvleva saqar-

Tvelos masStabiT (SerCevis zoma: 1000 sawarmo).

publikacia SegiZliaT miiRoT saqarTvelos axalgazrda ekonomistTa asociaciis saTao

ofisSi (misamarTi: Tbilisi, orbelianis q. #35)

an eleqtronuli versia gadmotvirToT veb-gverdidan www.economists.ge.

damatebiTi informaciisaTvis dagvikavSirdiT: 990443; 922839; 923122.

12 biznesgaremo saqarTveloSi


GEORGIAN BUSINESS TODAY

gWirdebaT marketinguli kvlevebi?

dRes kompaniebi cdiloben sxvadasxva xerxebiTa

da meTodebiT daimkvidron kuTvnili adgili

qarTul biznesseqtorSi, swored amitom isini

xSirad gvevlinebian axali produqtebisa Tu

momsaxurebebis iniciatorebad. xSir SemTxvevaSi

xdeba ise, rom kompaniebi jer awarmoeben ama Tu

im axal produqts/momsaxurebas da mxolod Sem-

dgom aRmoaCenen xolme, rom maT mier SeTavazebuli

produqtis/momsaxurebis gayidva arc Tu ise

advili yofila. Semdeg ki xSirad Cndeba kiTxvebi:

ratom ar iyideba produqti? ra aris amis mizezi?

da bolos ki fiqrobT, rom Tqven ubralod ar

gagimarTlaT.

pasuxi martivia - biznesebis umravlesobas “ar esmis

bazris xma, rac gulisxmobs, rom isini sTavazoben

iseT produqts an momsaxurebas, romelic ar

pasuxobs momxmarebelTa da bazris saWiroebebsa

da moTxovnebs. swored amitom produqciis an

servisis Seqmnamde da SeTavazebamde, TiToeulma

kompaniam kargad unda gaarkvios, ra unda momxmarebels,

ra fasad iyidis am produqts da ratom

iyidis swored am produqts da ara sxvas.

am specifikuri marketinguli problemebis mogvarebis

gza aris marketinguli kvlevebi. aq Cndeba

kidev ramodenime kiTxva: ra aris marketinguli

kvleva da risTvis gvWirdeba igi?

imisaTvis, rom menejerma miiRos marTebuli

gadawyvetileba nebismier sakiTxTan dakav-

SirebiT, igi aucileblad unda flobdes yvela

saxis saWiro informacias. saWiro informaciis

floba xSir SemTxvevaSi did problemas warmoadgens,

menejerebi mimarTaven sxvadasxva meqanizmebsa

da wyaroebs. informaciis moZiebis

erT-erT gavrcelebul da yvelaze aqtualur

wyaros wamoadgens marketinguli kvleva, romlis

mizania uzrunvelyos menejeri gadawyvetilebis

miRebisaTvis saWiro informaciiT.

marketinguli kvlevebis gamoyenebis mizezebi

sxvadasxvaa:

1. bazris SesaZleblobebisa da problemebis identificireba;

2. saWiro marketinguli qmedebebis ganxorcieleba,

daxvewa da Sefaseba;

biznesgaremo saqarTveloSi

3. marketinguli aqtivobebis Sesrulebis monitoringi;

4. marketingis, rogorc procesis gaumjobeseba.

marketinguli kvlevebis ganxorcieleba moicavs

11 etaps:

biznessakonsultacio qseli - saqarTvelo mcire

da saSualo biznesis warmomadgenlebs sTavazobs

konsultaciebsa da treningebs biznesis sxvadasxva

mimarTulebiT. Cven erTi wlis ganmavlobaSi ukve

800-mde mewarmes davexmareT sxvadasxva kuTxiT,

kerZod: sawarmoTa registracia, kadrebis daqiraveba,

kadrebis gadamzadeba, marketinguli gegmis

da strategiis SemuSaveba, bizneskonsultaciebi

da treningebi.

`biznessakonsultacio qseli - saqarTvelo~,

Tbilisi konsaltingi sxvadasxva momsaxurebeb-

Tan erTad gTavazobT marketinguli kvlevebis

ganxorcielebas mTeli saqarTvelos masStabiT.

Cveni momsaxureba moicavs kvlevis ganxorcielebisaTvis

saWiro 11 etaps, anu problemis

identificirebisa da kvlevis tipis dagenidan

saboloo angariSis momzadebis CaTvliT. moTxovnis

SemTxvevaSi Tqven miiRebT Cveni eqspertebis

mier momzadebul rekomendaciebsa da konkretul

qmedebebs, romlebic unda ganaxorcielos

Tqvenma kompaniam. CvenTan TanamSromloba

iqneba Tqveni biznesis warmatebis sawindari.

13


saxelmwifo dasaqmebis programebi _

ekonomikis ganviTarebis mTavari berketi Tu

siRaribis aRmofxvris meqanizmi?!

saqarTvelos axalgazrda ekonomistTa

asocacia swavlobs Sromis

bazris ganviTarebis xarisxs

saqarTveloSi. proeqt `momavali

siRaribis gareSe~-s fargleb-

Si Seswavlil iqna saxelmwifo

dasaqmebis programebi, risTvisac

gamoikiTxa 1000 sawarmo.

qveyanaSi siRaribis donis Sesamcireblad

erT-erTi mniSvnelovani

amocanaa umuSevrobis

Semcireba, rac miiRweva stabiluri

samuSo adgilebis SeqmniT.

aRniSnulis ganxorcielebisaTvis

ki aucilebelia arsebuli

Sromis bazris Seswavla, misi

moTxovnebis gansazRvra, saxelmwifos

mxridan swori socialuri

politikis SemuSaveba da

gatareba.

saqarTvelos axalgazrda ekonomistTa

asociaciam ganaxorciela

samagido kvleva proeqt

_ `momavali siRaribis gareSe~is

farglebSi, romelic asaxavs

saqarTvelos Sromis bazris

problemebsa da gamowvevebs,

saxelmwifos rolis mniSvnelobas

umuSevrobis Semcirebis

kuTxiT, saxelmwifo dasaqmebis

programebis Sefasebas da rekomendaciebs.

GEORGIAN BUSINESS TODAY

saqarTvelos axalgazrda ekonomistTa

asociaciam Caatara

sxvadasxva tipis kvlevebi saqarTveloSi

arsebuli Sromis bazris

analizis, aseve saxelmwifo

dasaqmebis programebis Sefasebis

mizniT.

mimdinare saxelmwifo dasaqmebis

programebi

2007 wlis ivnisidan ekonomikuri

ganviTarebis saministros

mier axali samuSao adgilebis

Seqmnis mizniT daiwyo mcire da

saSualo biznesis dafinanseba

dabalprocentiani (low-rate)

kreditiT, romelic mimarTu-

lia turizmis sferos ganviTarebisaken.

dasaqmebis programis mizans warmoadgenda:

14 saxelmwifo dasaqmebis programa


GEORGIAN BUSINESS TODAY

• regionuli infrastruqturis

ganviTarebis mxardaWera da ekonomikuri

saqmianobis xelSewyoba;

• mosaxleobis dasaqmebis zrda;

• turizmis seqtorSi mcire biznesebis

da, gansakuTrebiT, ojaxuri

meurneobebis mxardaWera

da maTi ganviTarebis xelSewyoba;

• turistul biznesSi damatebiTi

samuSao adgilebis Seqmna;

• turistuli infrastruqturis

ganviTareba;

• droebiTi sacxovrebeli adgilebiT

uzrunvelyofa (mcire

zomis sastumroebi da a.S.);

• turizmTan dakavSirebuli aqtivobebis

popularizacia, rogoricaa

kempingi, jomardoba,

cxenosnoba da a.S.;

• mcire da saSualo sawarmoebisaTvis

sakredito resursebis

xelmisawvdomoba.

mTavrobam `dasaqmebis programa

2007~-is partniorad tenderis

safuZvelze `prokredit banki~

SearCia, romelsac 5-milioniani

sakredito resursi gamoeyo.

dagegmilisamebr, gacemuli

kreditebis moculobam 1 000

laridan 50 000 laramde Seadgina

5 wlamde vadiT. dafinanseba

gaica maTze, vinc banks warmoudgina

saukeTeso biznesidea.

aRniSnulma programam moicva

Semdegi regionebi: imereTi, kaxeTi,

samegrelo/zemo svaneTi,

mcxeTa-mTianeTi, samcxe-javaxeTi,

qvemo qarTli, Sida qarTli,

raWa/leCxumi/qvemo svaneTi, guria,

aWara. programis farglebSi

upiratesoba im proeqtebs eniWeboda,

romlebic xels uwyobdnen

turizmis ganviTarebas Sesabamis

regionebSi. fondis didi nawili

(4 milioni lari) mimarTuli

saxelmwifo dasaqmebis programa

iyo mcire biznesisa da ojaxuri

meurneobisaken, romlebic turizmis

sferoSi saqmianobdnen da

damatebiT finansur da adamianur

resursebs saWiroebdnen.

turizmis ganviTarebis sesxis

pirobebi Semdegnairad iyo warmodgenili:

• Tanxa _ 1000-dan 50 000

laramde;

• vada _ 60 Tvemde;

• saprocento ganakveTi _ 12%

Tanxis miuxedavd;

• gacemis sakomisio _ 0%;

• sesxis winaswari dafarvis sakomisio

_ 0%;

• sesxis uzrunvelyofa (girao)

_ araa aucilebeli 10 000

laramde kreditis SemTxvevaSi.

kreditis dafarvis grafiki

dgeboda klientTan SeTanxmebiT,

ZiriTadad sesxi gaicemoda sezonuri

dafarvebiT.

sesxebis ganawileba regionebis

mixedviT

2008 wlis ianvris monacemebiT

mcxeTa - mTianeTis regionze modioda

gacemuli sesxebis 24 %,

sul 625 000 laris odenobiT.

am regionSi Tanxebi Semdegnairad

gadanawilda:

• mcxeTa _ 82 000 lari;

• TianeTi _ 99 000 lari;

• duSeTi _ 130 000 lari;

• gudauri _ 125 000 lari;

• yazbegi _ 189 000 lari.

samcxe - javaxeTis regionSi gacemulma

sesxebis jamma Seadgina 521

500 lari (20%), aqedan axalcixeze

- 50 000 lari, xolo borjomis

xeobaze - 471 500 lari.

kaxeTis regionSi gacemul iqna

mTeli Tanxis 17%, anu 432 000

lari, Sesabamisad:

• Telavi _ 273 000 lari;

• gurjaani _ 75 000 lari;

• siRnaRi _ 32 000 lari;

• yvareli _ 52 000 lari.

krediti moculobiT 5 000

(xuTi aTasi) lari miiRo 26-ma

organizaciam. rogorc cxrilidan

Cans, aRniSnul organizaciebze

kreditis micemis

Sedegad dasaqmda 270 adamiani,

anu SeiZleba iTqvas, rom TiTo

organizaciam saSualod daasaqma

10 adamiani. 2008 wlis 31

ianvris monacemebiT sul miRebulia

daaxloebiT 1000-ze

meti ganacxadi, maTgan gasacemad

damtkicda 115 ganacxadi. Ser-

Ceuli ganacxadebis safuZvelze

damtkicebuli da gacemuli

Tanxa udris 2 483 000 lars.

gacemuli kreditebis raodenobam

Seadgina 115, aqedan 92% anu

106 krediti gaica ind. mewarmeze.

mxolod 9 krediti gaica

SezRuduli pasuxismgeblobis

sazogadoebaze.

15


aRsaniSnavia is faqtic, rom 29

damwyebi biznesi dafinansda

saerTo moculobiT _ 664 900

lari, ramac gacemuli sesxebis

mTliani moculobis 26% Seadgina.

Tanxis danarCeni 74%

(1 918 100 lari) 86 arsebuli

sawarmos dafinansebas moxmarda.

treningebi gaiara saqarTvelos

sxvadasxva regionebis 500-ze

metma mcxovrebma. aRniSnuli

programis farglebSi swavlebebi

ganaxorcieles satreningo

centrebma TbilisSi, TelavSi,

quTaisSi, zugdidSi, mestiaSi,

lentexSi, axalcixesa da axalqalaqSi.

prezidentis dasaqmebis es programa

mimarTuli iyo regionebSi

ekonomikuri infrastruqturis

gaZlierebisa da turizmis sferos

gaaqtiurebisaken.

saxelmwifom miiCnia, rom saqar-

Tvelos regionebSi, turistuli

saqmianobis potencialis miuxedavad,

mosaxleobas arasakmarisi

informacia da unar-Cvevebi

gaaCnia turistuli biznesis

ganviTarebis SesaZleblobebsa

da tendenciebze.

moqmed da potenciur mewarme-

Ta mxridan bankSi wardgenil

gancxadebebSi ZiriTadi aqcenti

iyo sacxovrebeli saxlebis

ojaxur sastumroebad, e.w. `gesthauzebad~

gadakeTebaze. unda

aRiniSnos, rom es servisi gaTvlilia

ara mxolod ucxoelebze,

aramed Sida turizmis

ganviTarebazec, garda saojaxo

sastumroebisa, agreTve moTxovnaa

xalxuri rewvis saqmianobis,

turistul ekipirebis da mowyobilobebis

gaqiravebis dafinansebaze

da sxv.

proeqtis monawileTa kontingents

Seadgenda rogorc axalgazrda,

aseve asakovani

mosaxleoba, xolo proeqtis

monawileTa saSualo asakobrivi

maCvenebeli 46 welia. miCneulia,

rom raionebSi mcxovreb

asakovan adamianebs bolo 17

wlis manZilze, faqtobrivad, ar

ganuaxlebiaT TavianTi codnis

maragi, riTac Zalzed CamorCnen

Tnamedrove informacias da minimaluri

codnis standartebs.

Sesabamisad, satreningo programebs

aqvs ori mimarTuleba:

• pirveli _ zogadi informacia

menejmentze, marketingze, finansuri

da adamianuri resursebis

marTvis Temebze, sagadasaxdo

valdebulebaTa codnaze da a.S.

• meore _ informacia konkretulad

turistul biznessa da

turizmis marketingze.

programis farglebSi daibeWda

saxelmZRvaneloebi, romlebic

trenigebis monawileebs gadaecaT.

saxelmwifo miiCnevs, rom arsebuli

5 milionis grZelvadiani

investireba mcire da saSualo

turistul sawarmoebSi radikalurad

ver Secvlis dasaqmebis

kuTxiT arsebul problematikas,

Tumca albaToba kreditis

miRebisa moqmed TuU damwyeb

mcire mewarmes bevrad meti aqvs

swavlebis programis Semdeg, vidre

am swavlebamde. im SemTxvevaSi

Tu banki daafinansebda

mewarmis turistul bizness,

dasaqmebis programa Semdgom

etapebzec seriozul Tanadgomas

uwevda mas konsultirebisa

da marketinguli daxmarebis

saxiT. aseve, banki exmareboda mewarmeebs

turistuli marSutebis

Camoayalibebasa da turoperatorebisaTvis

wardgenaSi.

GEORGIAN BUSINESS TODAY

rac Seexeba Tavad programis

Sinaarss, aRniSnuli programis

calkeuli elementebi dasavleT

evropuli da post-komunisturi

sivrcis turistuli proeqtebidan

aris SerCeuli. rogorc

mTavroba acxadebs, prezidentis

dasaqmebis programis mTavari

upiratesoba is aris, rom igi

grZelvadiania da warmatebis

SemTxvevaSi mcire mewarmes socialur

mdgradobas da saku-

Tari saqmis dawyebis SesaZleblobas

aZlevs.

2007-2008 wlis dasaqmebis

saprezidento programa

2007 wlis 5 dekembers saqar-

Tvelos prezidentis iniciativiT

gamoiyo 100 milioni lari

dasaqmebis aqtiuri politikis

ganxorcielebisaTvis, romelic

iTvaliswinebda 100 000-mde samuSaos

maZieblis programaSi

CarTvas. kompaniebs, romlebsac

hqondaT Tavisufali vakansiebi

da esaWiroebodaT TanamSromlebi

sxvadasxva sferoSi, registracia

unda gaevloT ekonomikuri

ganviTarebis saministroSi.

2007-2008 wlis dasaqmebis prog-

rama 25-dan 60-wlamde asakis

100 000 adamianze iyo gaTvlili.

programis farglebSi saxelmwifo

uzrunvelyofda kompaniebisTvis

saWiro kadrebis

samTvian profesiul gadamzadebas,

romlis mimdinareobisas

TiToeuli adamiani stipendiis

saxiT TveSi 200 lars miiRebda.

mTlianad programis gansaxorcieleblad

saxelmwifom 60

milioni lari gamoyo.

saregistracio punqtebi gaixsna

TbilisSi, quTaisSi, rusTavSi, ba-

Tumsa da foTSi.

16 saxelmwifo dasaqmebis programa


GEORGIAN BUSINESS TODAY

2008 wlis Tebervlis monacemebiT,

114 aTasi adamianidan 200

lariani stipendia 111 aTasma

adamianma miiRo, ramac jamurad

22 200 000 lari Seadgina. meore

Tvis stipendia aRniSnuli

periodisTvis 109 aTasma adamianma

miiRo. dasaqmebis saprezidento

programis mesame etapi

2008 wlis 5 aprils daiwyo da

erTi Tvis manZilze gagrZeldeba.

saqarTvelos axalgazrda ekonomistTa

asociaciam ganaxorciela

raodenobrivi kvleva 2007-2008

wlis dasaqmebis saprezidento

programis efeqturobis Sefasebis

mizniT. kvleva Catarda

saqarTvelos masStabiT.

aRniSnuli kvleva iTvaliswinebda

dasaqmebis prog-

ramebis gZelvadiani da moklevadiani

Sedegebis gansazRvras da

maT analizs.

sul gamokiTxuli iqna 1001

organizacia/sawarmo. gamokiTxulTagan

`2007-2008 wlis

dasaqmebis saprezidento programaSi~

monawileoba miiRo

95%-ma anu 945-ma sawarmo/organizaciam,

gamokiTxulTagan 56

sawarmom ki ar miiRo monawileoba

dasaqmebis programaSi.

ratom ar miiReT monawileoba

dasaqmebis programaSi?

saxelmwifo dasaqmebis programa

mizezad respodentTa ZiriTadma

nawilma informaciis simwire

daasaxela, xolo 44%-s ar

esaWiroeboda damatebiTi kadrebi.

rogorc aRvniSneT, 2007-

2008 wlis dasaqmebis saprezidento

programaSi monawileoba

miiRo (anu registracia gaiara)

945-ma respodentma, Tumca aqedan

297 (anu 31.5%) sawarmos/organizaciis

ganacxads ar hqonia

gamoxmaureba saxelmwifos mxridan.

aseTi tipis SemTxvevebi

ZiriTadad dafiqsirda xelva-

CaurSi (65 sawarmo), baTumSi (50

sawarmo), TbilisSi (37 sawarmo),

quTaisSi (33 sawarmo), xuloSi

(25 sawarmo), qobuleTSi, (33

sawarmo), Telavsa (14 sawarmo)

da rusTavSi (6 sawarmo).

im sawarmoebma, romlebmac miiRes

2007-2008 wlis dasaqmebis programaSi

monawileoba, programis

farglebSi sul daasaqmes 50

824 adamiani, Tumca grZelvadian

TanamSromlobas damqiravebelebi

gegmaven mxolod 5 181 kadrTan,

rac Tavdapirvel dasaqmebul-

Ta mxolod 10.2%-s Seadgens.

respodentTa 63%-ma kmayofileba

gamoTqva dasaqmebis programaSi

monawileobaze, 20%

nawilobriv kmayofilia, xolo

17% - ukmayofilo.

gamokiTxulTa 82% apirebs momaval

dasaqmebis programaSi

monawileobis miRebas, 3% uars

acxadebs, xolo 15% jer ar aqvs

gadawyvetili. rac Seexeba kiTxvas:

`moitana Tu ara mimdinare

saxelmwifo dasaqmebis progra-

mam dadebiTi Sedegi umuSevrobis

Semcirebis kuTxiT?~ -

logikuria, rom procentuli

maCveneblebi analogiurad gadanawilda:

kerZod, respodentTa

81% fiqrobs, rom umuSevrobasTan

brZolaSi msgavsi tipis

dasaqmebis programebi efeqturi;

7%-is azriT, ar aris efeqturi;

xolo 12%-s uWirs kiTxvaze pasuxis

gacema.

rac Seexeba kiTxvas, romlis sa-

SualebiTac respodentebs unda

SeefasebinaT saxelmwifos roli

umuSevrobasTan brZolaSi, pasuxebi

Semdegnairad gadanawilda:

mewarmeebis 30% miiCnevs,

rom saxelmwifos mxridan iafi

kreditebis gacema kargi saSualebaa

umuSevrobasTan brZola-

Si; 24%-is azriT, mniSvnelovania

saxelmwifom Tavis Tavze aiRos

potenciur kadrTa teqnikuri

da profesiuli gadamzadeba;

21% Tvlis, rom mTavrobam unda

ganagrZos msgavsi tipis programebis

SemuSaveba, 11%-is azriT,

saxelmwifo unda axdendes ganviTarebadi

dargebis subsidirebas;

respodentTa 9%-ma ki

miuTiTa, rom saxelmwifo dasaqmebas

xels Seuwyobs gadasaxadebis

Rirebulebebis gziT.

kerZo seqtorisTvis mniSvnelovania

dasaqmebis saagentoebis

efeqturi muSaoba,

romlebic periodulad SesTavazeben

maT gamocxadebul vakansiebze

kadrebis alternativebs,

rac, Tavis mxriv, xels Seuwyobs

umuSevrebs dasaqmebaSi.

kvlevis Sedegebma gvaCvena Sromis

bazarze maRalkvalificiuri

kadrebis realuri deficitis

arseboba, rac saxelmwifosaTvisac

ar warmoadgenda siaxles.

Sromis bazris moTxovnebis pasuxad

SeiZleba miviCnioT saqarTvelos

ekonomikuri ganviTarebis

saministros inicirebuli proeqti

- `profesiuli ganaTlebis

infrastruqturis ganviTarebis

saxelmwifo programa~, romelic

daiwyo 2008 wlis aprilSi.

17


yvelaze `TuxTuxa~ momxmareblebis

`favoriti~ brendebi

qarTuli momxmareblis azri

bazarze arsebuli ucxouri

brendebis Sesaxeb, ra Tqma

unda, metad saintereso da

sagulisxmoa. nebismieri cnobili

brendis distributorma

gansakuTrebuli yuradReba

unda dauTmos studentebis

moTxovnilebebis gaTvaliswinebas.

Tqvenc gainteresebT studentebis

azri, ara?

studentebi yvelaze moqnili

auditoriaa. maT SeiZleba

axali brendi Tavdapirvelad

`kritikis qarcecxlSi~ ar

gaataron, ise miiRon, magram

aseve iolad SeuZliaT `favoritebis~

daTmoba.

sainteresoa, rogor irCeven

studentebi sasurvel

produqcias da ramdenad

erTgulebi rCebian mis mimarT.

kvlevis mizania gavarkvioT

yvelaze `TuxTuxa~ momxmareb-

lebis moTxovnebi da produqciis

SeZenisas maTze mamotivirebeli

faqtorebi.

sawyis etapze saWiro iyo

gagverkvia, Tu ramdenad didia

sazogadoebis gavlena

studentebze.

unda daveTanxmoT an uarvyoT

Semdegi mosazreba _ `studentebs

moswonT is brendebi, rac

maT garemocvaSi popularobiT

sargeblobs~.

Cveni hipoTezuri mosazreba

saWiroebda damtkicebas.

SeirCa miznobrivi auditoria

- iv. javaxiSvilis saxelobis

Tbilisis saxelmwifo universitetis

studentebi (Tsu).

kvlevisaTvis SeirCa 1000 studenti,

maTi asaki ZiriTadad

16-dan 21- wlamde meryeobda.

mTavri kiTxvebi:

• romeli brendis teqnika

gaqvT saxlSi?

• axla rom gqondeT yidvis

SesaZlebloba, romeli brendis

produqcias SeiZendiT?

• ratom iyiddiT aRniSnuli

brendis produqcias?

• sasurveli brendis Sesaxeb

informacia saidan SeityveT?

kvlevis Sedegad gamovlenili

Zireuli tendenciebi:

gamokiTxulTa umravlesobas

moswons ZviradRirebuli

brendebi, magram xelmisawvdomobis

mixedviT arian dabalfasiani

teqnikis momxmareblebi.

gamokiTxul studentTa ar-

Cevani mobiluri telefonebis

mwarmoebeli brendis SeZenasTan

dakavSirebiT gadanawilda

Semdegnairad: orive

sqesis warmomadgenelebi upiratesobas

aniWeben `Nokia~-s

GEORGIAN BUSINESS TODAY

mobilur telefonebs.

maTi Sexedulebebi erTmaneTs

daemTxva aseve `SonyErison~is

produqciis arCevisas.

studentTa survili televizoris,

Mp3 fleeris, musikaluri

centris, saojaxo kinoTeatris,

DVD fleeris

SeZenisa, gadanawilda Semdeg

brendebze:

MP3 fleeri _ mamrobiTi sqesis

warmomadgenlebis arCevani

TiTqmis Tanabrad gadanawilda

`Sony~-sa da `apple~-is

produqciaze. xolo mdedrobiTi

sqesi calsaxad upiratesobas

aniWebs `Sony~-s pro-

duqcias.

saxlis kinoTeatri - mamrobiTi

sqesis arCevani Tanabrad gadanawilda

`Sony~-s, `LG~-sa da

`Samsung~-is produqciaze,

18 yvelaze `TuxTuxa~ momxmareblebis `favoriti~ brendebi


GEORGIAN BUSINESS TODAY

rac Seexeba mdedrobiTi sqesis

warmomadgenlebs, maT survili

aqvT moixmaron `BEKO~s

saxlis kinoTeatri.

rogorc musikalur centrze,

aseve televizorzec orive

sqesis warmomadgenlebma

erToblivad gansakuTrebuli

upiratesoba mianiWes

`Sony~-s produqcias.

musikaluri centri

televizori

DVD fleeri _ rogorc mamrobiTi,

aseve mdedrobiTi

sqesis warmomadgenlebma upiratesoba

mianiWes `Sony~-s

DVD fleerebs.

rogorc kvlevis Sedegebma

gviCvena, gamokiTxuli studentebis

umravlesobis, rogorc

mamrobiTi, aseve mdedrobiTi

sqesis warmomadgenlebis arCe-

vani erTmaneTs daemTxva da

isini upiratesobas aniWeben

`Sony~-s produqcias.

mobilur telefonebSi

yvelaze meti popularobiT

sargeblobs `Nokia~-s

produqcia.

zemoT xsenebuli brendebis

popularoba ganpirobebulia

im faqtoriT, rom respodentebis

azriT, maT yvelaze srulyofili

servisi aqvT. dafiqsirda

saintereso tendencia:

studentTa umravlesobas

`mouZvelda~ teqnika da survili

aqvs SeiZinos axali.

yvelaze `TuxTuxa~ momxmareblebis `favoriti~ brendebi

sainteresoa, ZiriTadad ra

wyaroebidan iReben momxmareblebi

informacias produqciaze.

kvlevis Sedegad gairkva,

rom studentebi sasurveli

produqciis Sesaxeb informacias

Rebuloben sxvadasxva

wyaroebidan, gansakuTrebiT

ki internetisa da televiziis

saSualebiT.

studentTa cnobierebaze

zegavlenas axdenen aseve referentuli

jgufebi.

Tu Tqven SeZlebT, studentebi

aqcioT Tqvens ZiriTad auditoriad

(momxmareblad), anu

xatovnad rom vTqvaT, `daRs

daasvamT~ (skandinaviurad

branna-gamowva) an `cecxls

waukidebT~ (Svedurad brandcecxli),

CaTvaleT, rom isini

TavianT dadebiT emociebs

xmamaRla gaaJRereben da Tqveni

produqtis popularobis

xelSemwyob instrumentadac

mogvevlinebian, magram gaxsovdeT,

rom es yvelaferi droebiTia.

studentebis `mijaWva~

xangrZlivad Zalian rTulia.

miiReT rTuli, Tumca amavdroulad

saintereso

gamowveva _ aqcieT studentebi

Tqvens ZiriTad auditoriad.

19


GEORGIAN BUSINESS TODAY

qarTuli brendebis warmatebuli biznesi - saintereso istoriebi

qarTuli biznesis popularizaciis mizniT gTavazobT konkurs `qarTuli brendebis warmatebuli

biznesi - saintereso istoriebi~. aRniSnuli konkursi iTvaliswinebs damwyeb biznes kompaniebis

cnobadobis amaRlebas da bazarze ukve arsebuli brendebis gansxvavebuli rakursiT

warmoCenas.

moTxovnebi:

konkursSi monawileoba SeuZlia yvela biznesorganizacias ganurCevlad

misi zomisa da cnobadobisa.

gamogzavneT Tqveni kompaniis Sesaxeb dawvrilebiTi istoria - informacia statiis saxiT, romelic

SeiZleba exebodes kompaniis Seqmnas an nebismier movlenas, rac daainteresebs mkiTxvels.

stili SeiZleba iyos iumoristuli an raime sxva saxis.

konkursi Catardeba kompaniebidan Semosul statiebs Soris, gamarjvebuli istoria moxvdeba

Jurnalis furclebze da waikiTxavs mas uamravi mkiTxveli.

gamogzavneT Tqveni istoriebi eleqtronul misamarTze: business@economists.ge.

ar dakargoT Sansi, saukeTesod warmoaCinoT Tqveni kompania.

20 konkursi


GEORGIAN BUSINESS TODAY

sagadasaxado kodeqsSi momxdari cvlilebebis

statistika

dRes moqmedi sagadasaxado

kanonmdeblobidan sagadasaxado

kodeqsi umniSvnelovanesia

(axali sagadasaxado

kodeqsi ZalaSia 2005 wlis 1

ianvridan). dReis mdgomareobiT

masSi ukve 36 cvlilebaa

Sesuli, rac imaze miuTiTebs,

rom kanoni sakmaod dasaxvewi

Sevida parlamentSi

dasamtkiceblad. imave wels

10 cvlileba iqna ganxorcielebuli,

romelic Seexo

33 muxls. zogierT muxls es

cvlileba ramdenjerme Seexo.

am kuTxiT rekordsmenia 281e

muxli, romelic 3-jer iqna

koreqtirebuli, xolo muxlebi:

121, 123, 131, 275 or-orjer

iqna Sesworebuli. pirvelive

cvlileba exeboda arbitra-

Jis wesiT saqmis ganxilvas.

rac Seexeba 2006 wels, gaumjobesda

Sedegi da cvlilebebis

paketma 13-s miaRwia.

yvelaze masStaburi aRmoCnda

25.05.2006 TariRiT Sesuli

cvlilebebi, romelic 62 muxls

Seexo, rac mTliani kodeqsis

daaxloebiT 20%-is tolia.

muxlebis raodenoba, romlebmac

2006 wels cvlilebebi

ganicades, 158-ia. 275-e muxli,

romelic gadasaxadis gadaxdisa

da gaangariSebis wess

Seexeba, 3-jer iqna koreqtirebuli.

281-e muxlSi ki isev mravali

cvlileba ganxorcielda

da imave wels 7-s miaRwia.

es ZiriTadad gamowveulia

imiT, rom aRniSnuli muxli

exeba gardamaval debulebebs.

2007 wels sagadasaxado kodeqsSi

Setanili cvlilebebis

paketi 9-iT ganisazRvra

da saerTo jamSi 108 muxls

Seexo. yvelaze meti cvlileba

ki Sevida 2007 wlis

11 ivliss, romelic 80 muxls

moicavda da sagadasaxado

kodeqsis 25 %-ze metia. Tu

mxedvelobaSi ar miviRebT

281-e muxls (romelic 6 jer

dakoreqtirda), yvelaze meti

cvlileba ganicades muxlebma:

168 _ romelic Seexeba saSemosavlo

gadasaxadisgan gaTavisuflebas;

230 _ damatebuli

Rirebulebis gadasaxadisgan

gaTavisufleba da 275-e muxli

- gadasaxadis gadaxdisa

da angariSgebis wesi. yvela

zemoT moyvanilma muxlma 3

- jer ganicada cvlileba. albaT,

saintereso iqneba is faqti,

rom 27.04.2007 wlis cvlilebebis

Sedegad moZravi nivTis

mepatroneebi (ZiriTadad exeba

avtomobilebs), romlebic

gayidian TavianT sakuTrebas

yidvidan 6 Tvis Semdeg, nameti

Rirebulebis nawilSi saSemosavlo

gadasaxadiT ar daibegrebian.

rac Seexeba 2008 wels, dReis

mdgomareobiT sagadasaxado

kodeqsSi cvlilebebis

mxolod erTi paketia Sesuli,

Tumca ramdenime muxli,

romlebSic cvlilebebi

Setanil iqna 2007 wels, 1

sagadasaxado kodeqsSi momxdari cvlilebebis statistika

ianvridanac aris amoqmedebuli.

aRniSnuli Sesworeba dakavSirebulia

281-e muxlTan

da moqmedebis vada gansaz-

Rvrulia konkretuli vadiT.

(kerZod, 4 Tvis vadiT), Semdeg

ki Zaladakargulad CaiTvleba.

sagadasaxado kodeqsis cvalebadobis

kvaldakval

icvleba masze damokidebuli

sxva normatiuli aqtebi.

yvelaze aucilebeli am

kuTxiT yovelTviuri da

wliuri deklaraciebia. ker-

Zod, saSemosavlo gadasaxadis

deklaracia ramdenjerme

Seicvala. bolos gauqmebuli

deklaracia Serwymuli

iyo socialuri gadasaxadis

deklaraciasTan. dResdReisobiT

moqmed deklaracias ki

jer-jerobiT cvlilebebi ar

ganucdia. igive SeiZleba

iTqvas socialuri gadasaxadis

deklaraciaze, romelic

sagadasaxado kodeqsis cvlilebis

gamo saerTod gauqmda.

rac Seexeba damatebuli

Rirebulebis gadasaxadis

deklaracias, pirvelad miRebulma

07.02.05-dan 01.10.07mde

imoqmeda. 2007 wlis 1

oqtombers ki ZalaSi Sevida

deklaraciis axali forma,

romelic dRemde moqmedebs,

Tumca masSi erTi cvlileba

mainc aucilebeli gaxda.

unda aRiniSnos, rom xSirad

21


cvalebadobis TvalsazrisiT

yvelaze kargi mdgomareobaa

aqcizis deklaraciasTan,

radgan misi gauqmeba ar momxdara

axali sagadasaxado kodeqsis

moqmedebis dros, Tumca

Setanil iqna erTi cvlileba.

kodeqsSi Setanili cvlilebebiT

gauqmebul iqna saTamaSo

biznesis gadasaxadi da,

Sesabamisad, deklaraciac Zaladakargulia

13.03.2007-dan.

2008 wlis 1 ianvramde moqmed

mogebis gadasaxadis deklaraciaSi

mxolod erTi cvlileba

iyo momxdari. zemoaRniSnuli

TariRidan ki ZalaSi

Sevida mogebis gadasaxadis

axali deklaracia, romelSic

jer-jerobiT cvlilebebi ar

momxdara.

uZravi qonebis bazari

qveyanaSi rom `samSeneblo

bumia~, amaze aravin kamaTobs.

dRiTi dRe ufro da ufro izrdeba

mSeneblobebis masStabebi.

yvelaze maRali moTxovna

aRiniSneba qalaqis centrSi,

sadac samSeneblo farTis deficiti

gansakuTrebiT Sesam-

Cnevia. yovelive es da aseve

samSeneblo resursebze fasebis

zrda ganapirobebs stabilurad

maRal fasebs ara marto

axlad aSenebul binebze, aramed

mTels uZrav qonebaze.

TandaTan mkvidrdeba tendencia,

rom mosaxleoba uZrav

qonebas iyenebs dagrovebis

saSualebad, rac zrdis

binebze moTxovnas. samSeneblo

bazris, rogorc erTerTi

yvelaze mzardi bazris

formirebas, mniSvnelovnad

Seuwyo xeli Cveni mTavrobis

agresiulma saprivatizacio

politikam. Segegad saqarTveloSi

Semodis didi raodenobiT

ucxouri investiciebi.

es kidev ufro amZafrebs

konkurencias. qalaqis yovel

fexis nabijze SexvdebiT

iseTi msoflio brendebis proeqtebis

abrebs, rogorebicaa

`kontinentali~, `hiltoni~,

`haiati~ da a.S.

uZravi qonebis fasebis zrdis

kidev erT mizezad moiazreba

Tbilisis meriis axali proeqti

: `rac Senia, Senia~. es

proeqti gulisxmobs miwisa

da masze arsebuli Senobanagebobebis

legalizacias.

Sedegad xdeba ara marto dokumentaluraddaudasturebeli

miwebisa da Senoba-nagebobebis

dakanoneba, aramed

TviTneburad dakavebuli

da sargeblobaSi arsebule-

bisac.

aRsaniSnavia, rom mniSvnelovnad

gansxvavdeba SedarebiT

Zveli binebisa da

axali sacxovrebeli kompleqsebisa

da elitaruli

saxlebis fasebi. ra Tqma unda,

am ukanasknelis fasebi gacilebiT

maRalia. ubnebis mixedviT

gasayidi erToTaxiani binebis

fasebi (garda sacxovrebeli

kompleqsebisa da elitaruli

saxlebisa) ase gamoyureba:

GEORGIAN BUSINESS TODAY

rac Seexeba gaqiravebis bizness,

aqac fasebis zrdis tendenciaa.

saSualoalod erToTaxiani

binebis gaqiravebis fasebi

ubnebis mixedviT Semdegia:

centralur ubnebSi gayidvebisa

da gaqiravebis fasebs

Soris damokidebulebis gasagebad

magaliTisaTvis aviRoT

erToTaxiani bina. sabur-

Taloze aseTi binis saSualo

gasayidi fasia 44270$. rac

Seexeba gaqiravebas, misi sa-

Sualo fasi aris 380 lari.

davuSvaT, rom saburTaloze

erToTaxiani bina viyideT da

vapirebT mis gaqiravebas. amisaTvis

dagvWirdeba misi garemonteba

da keTilmowyoba, rac

daaxloebiT binis fass gaz-

rdis 75 000 laramde. Cven gaqiravebis

SemTxvevaSi Tanxas

daaxloebiT 16 w-Si amoviRebT,

xolo Semdgom Cveni Tviuri

Semosavali minimum 380 lari

iqneba. ase rom, uZravi qonebis

bazari, rogorc erT-erTi

yvelaze myari da stabiluri

dagrovebis saSualebis bazari

saqarTveloSi TandaTan

viTardeba da msofio bazris

ganuyofeli nawili xdeba.

22 uZravi qonebis bazari


GEORGIAN BUSINESS TODAY

kreatiuli ideebis

frTebSemkveci

biujeti

rogor fiqrobT, gWirdebaT

PR specialisti organizaciis

biujetis dagegmvisas?

imedi maqvs, pasuxi dadebiTi

iqneba. Tumca, isic cxadia,

rom garkveul nawils organizaciis

sabiujeto sakiTxebis

dagegmvaze zrunva mxolod

da mxolod top da finansuri

menejerebis prerogativad

miaCniaT. `PR-ma mixedos

Tavis saqmes, Cven mivxedavT finansebs~

- es fraza Tqven mier

uaryofilia, ara?

da Tu dagegmili RonisZiebis

wina dRes aRmoaCenT, rom

biujetidan gamoyofili Tanxa

sabrendingo saSualebebis

SesaZenad arasakmarisia, es

imaze miuTiTebs rom Tqveni

uiRbloba PR-Tan cudma

komunikaciam ganapiroba.

albaT, mainc ajobebs davibaroT

da guldasmiT movTxovT

`arasasurveli~ fasebis kidev

erTxel gadamowmeba. sasurveli

`Sedegis~ molodinSi

gulwrfelad vnanobT, rom

`TanamSromloba~ biujetis

dagegmvisas ar ganxorcielda.

usiamovno siurprizebisgan

Tavis daRwevaSi Tqveni PRis

daignoreba namdvilad

ver giSveliT. Tu Tqvens PR

menejers, rbilad rom vTqvaT,

aignorebT, es mxolod da mxolod

imaze miuTiTebs, rom

kreatiuli ideebis frTebSemkveci biujeti

is Tqven ar gWirdebaT. Tu

Tqvn ar cnobT mis rolsa da

mniSvnelobas organizaciaSi,

maSin gauSviT samsaxuridan

da ganagrZeT Tqveni saqmeebi

mis gareSe. Tu igi namdvilad

gexmarebodaT sasurveli imijis

damkvidrebaSi, mis danaklis

ver SeeguebiT.

saintereso ideebis mxolod

mofiqreba rodi kmara, maT

ganxorcieleba sWirdeba. ganaxorcieleT

Tqveni kreatiuli

ideebi gundTan SeTanxmebiT da

nurc PR menejerebs nu daiviwyebT.

SefuTvis avtorebs

iluziuri ideebis realo-

baSi damkvidrebis unaric

SeswevT.

ra roli ekisreba PR - menejers

organizaciis biujetis

dagegmvis procesSi?

berdia nacvliSvili

PRGUIDE.GE - is damfuZnebeli

da redaqtori:

ra roli ekisreba PR menejers

organizaciis biujetis dagegmvis

procesSi

yvela organizacias, ganurCevlad

misi sididisa, romelsac

gacnobierebuli aqvs PR

saqmianobis aucilebloba,

sami ZiriTadi mimarTulebiT

muSaobs: 1. organizaciasa da

mis miznobriv jgufebs Soris

keTilganwyobis Camoyalibeba

da SenarCuneba; 2. organizaciis

arsebuli reputaciis

SenarCuneba da marTva;

3. organizaciis Sida urTierTobebi.

PR saqmianobas

uZRveba an organizaciis mier

daqiravebuli PR menejeri,

an organizaciis mier dakontaqtebuli

PR saagento. PR

saqmianoba _ es aris dagegmili

an araspontanuri procesi,

romlis tipuri modeli ase

gamoiyureba:

• analizi, kvleva da problemis

formulireba;

• samoqmedo programisa da

biujetis SemuSaveba;

• programis koordinacia da

Sesruleba;

• Sedegebis kontroli, Sefasebebis

gakeTeba da SesaZlo

cvlilebebis Setana.

ase rom, Cemi pasuxi Tqvens

kiTxvaze aseTia: `organizaciis

biujetis dagegmvis procesSi,

PR menejers Zalian mniSvnelovani

roli ekisreba. igi

unda monawileobdes biujetis

SedgenaSi da gawerili

unda hqondes mTeli wlis

PR biujeti, rogorc mTliani

biujetis nawili. es gamoricxvas

PR saqmianobis dros finansuri

problemebis Seqmnas,

ramac SeiZleba daazaralos

organizaciis imijisa da reputaciis

formirebisa da marTvis

procesi~.

jguf `fablisiTis~ eqsperti

eldar pirmisaSvili:

23


PR efeqturi meTodia biznesis

dasawyebad da gansavi-

Tareblad, radgan nebismieri

organizacia orientirebulia

sazogadoebaze, mis

moTxovnebze. evropuli mar-

Tvis stilis organizaciebi

orientirebulni arian minimum

erTwlian da maqsimum xuTwliani

biujetis SemuSavebaze,

sadac TiToeul departaments,

ganyofilebas an menejers

Tavisi gawerili biujeti aqvs.

radgan PR procesia, romlis

mTavari davaleba kompaniis

imijisa da reputaciis Seqmnaa,

dasavluri organizaciidan

gamoyofili finansebis daaxloebiT

30 % PR ganyofilebis

an PR menejeris biujetia.

dagegmarebis procesi moicavs

kompaniis sxvadasxva mimar-

Tulebebis menejerebis proeqtebis

warmodgenas, Semdeg

maT ganxilvasa da damtkicebas.

PR specialisti kompaniis

saxe da komunikaciaze

pasuxismgebeli piria da igi

aqtiurad unda erTvebodes

biujetis dagegmvis procesSi.

bil geitsma Tqva: `bolo

dolariani rom mqondes dar-

Cenili, PR-ze davxarjavdi~.

cota vinme Tu SeewinaaRmdegeba

mis biznesalRos.

Tumca, ar unda dagvaviwydes

PR-sTvis mniSvenlovani gamonaTqvami

- `minimaluri xarjebiT

maqsimaluri efeqti~.

imijmeikerTa saerTaSoriso

asociaciis eqsperti maia qav-

TaraSvili:

PR specialisti, Tu is top

menejmentSi moiazreba, organizaciis

biujetis dagegmvis

procesSi iRebs uSualo da

aqtiur monawileobas.

nebismieri organizacia biujetis

dagegmvisas eyrdnoba,

erTi mxriv, PR-is mier gaTvaliswinebul

aqciebs, rac aseve

biujetSi hpovebs asaxvas da,

meore mxriv, PR RonisZiebas.

aseve koreqtivebi Seaqvs kompaniis

mTlian saqmianobaSi.

PR-is maRalprofesionalur

GEORGIAN BUSINESS TODAY

doneze dagegmva xels uwyobs

kompaniis aqtivebis

zrdas; sponsorebis, aqcionerebis

motivacias; moxmarebelTa

zrdas; produqtebis

popularizacias; aqtivebisa

da mTlianad kompaniis imijis

ndobis xarisxis gaumjobesebas.

PR-is ZiriTadi movaleobebi:

• sazogadoebrivi urTierTobebi;

• momuSaveTa urTierToebebi;

• samTavrobo urTierToebebi;

• finansuri urTierTobebi;

• media urTierTobebi;

• sazogadoebrivi saqmianobebi.

PR -is menejmentis funqciebi:

• sakomunikacio menejmenti;

• krizisis menejmenti;

• gamosavlebis menejmenti;

•damokidebulebis menejmenti;

• reputaciis an imijis menejmenti;

• resursebis menejmenti;

• riskis menejmenti;

• startegiuli menejmenti.

24 kreatiuli ideebis frTebSemkveci biujeti


GEORGIAN BUSINESS TODAY

satelevizio reklamis alternativa _

Indoor & Outdoor TV

nuTu yovelTvis efeqturad

muSaobs Tqveni reklama?!

nuTu ar giCndebaT eWvi, rom

fuWad daxarjeT dro da

uamravi fuli?!

gavixsenoT, ras emsaxureba

reklama:

reklama _ momsaxurebis, nawarmis

an ideis Sesaxeb informaciis

arapersonaluri gziT

miwodeba mediis sxvadasxva sa-

SualebebiT, romelic fasiania

da hyavs garkveuli sponsori.

reklamis mizani _ miznobriv

auditoriasTan komunikaciis

konkretuli amocana, romelic

miRweuli unda iyos drois

gansazRvrul monakveTSi.

dafiqrdiT, Tu ra xdeba im

sareklamo kulisebs miRma,

romelsac aniWebT upiratesobas.

• SearCieT TqvenTvis sasurveli

beWdviTi an satelevizio

reklama?

• ratom mogwonT igi?

• Tqveni azriT, efeqturia?

CauRrmavdiT sakiTxs da-

SeiswavleT is faqtorebi,

INDOOR & OUTDOOR

romlebic reklamis miRma mimdinareobs.

• ra aris am sareklamo kampaniis

miznebi?

• rogoria misi biujeti?

ar imsjeloT reklamisadmi

sakuTari ganwyobis mixedviT

da gansazRvreT, aris es qmedebebi

mogebis momtani?

reklamis Setyobineba sworad

emsaxureba mis mizans?

... da mainc, danaxarjebi ar

aisaxeba mogebaze?!

es srulebiTac ar niSnavs, rom

Tqveni sareklamo rgoli cudia.

ubralod Tqveni reklama

ver SeamCnies an misi auditoria

sworad ver ganisazRvra.

SeiZleba, rogorc ityvian:

`saWiro dros saWiro adgilas

ver aRmoCnda~.

Zalian mniSvnelovania ara

mxolod efeqturi sareklamo

rgolis damzadeba, aramed

misi miznobrivi auditoriisaTvis

sworad SeTavazeba;

aris ki efeqturi uamravi fulis

daxarjva yovlismomcvel

gamowvevebze?

msoflioSi tendencia imisa,

rom sareklamo bazris umetesi

wili dRemde satelevizio

reklamaze modioda,

dRes ukve Seicvala.

bolo periodSi cifruli sistemebis

ganviTarebam da sxva

gare faqtorebma sareklamo

bazarze warmoSves iseTi

produqtis gaCenis saWiroeba,

rogoricaa pirdapiri marketingi

anu, reklamis ganTavseba

swored im adgilebSi, sadac

sareklamo produqti eqvemdebareba

SeZenas.

albaT, gsmeniaT satelevizio

reklamis alternativis

_ Indoor & Outdoor

TV-is Sesaxeb:

Indoor TV _ es aris uSualod

Senobebis SigniT damontaJebuli

monitorebis qseli, romelic

mTlianad orientirebulia

ukve SenobaSi myof

adamianebze (mayurebelze).

Outdoor TV _ es aris Senobebis

fasadebze damontaJebuli

monitorebis qseli,

romelic gamvleli adamianebis

(mayureblis) mozidvazea

orientirebuli;

25


miznobriv jgufebad dayofili

Indoor & Outdoor TVis

mayureblebis vizitebis

xangrZlivoba da sixSire ama

Tu im adgilas pirdapir kav-

SirSia monitorebze translirebuli

videoreklamebis

xangrZlivobasa da gaSvebebis

raodenobasTan.

Indoor & Outdoor TV-is meSveobiT

moaxdenT miznobrivi

auditoriis segmentirebas

rogorc socialur-demografiuli

(diasaxlisebi, saqmiani

adamianebi, bavSvebi, mozardebi,

pensionerebi da a.S.),

aseve geografiuli kuTxiT

(qalaqi, raioni, ubani da sxv).

evropaSi reklamis es saxeoba

sul raRac xuTiode wlis

istorias iTvlis. rac Seexeba

ruseTs, ukrainasa da poloneTs,

iq saerTo sareklamo biujetis

15-20%-s Seadgens.

pirveli kompania saqarTveloSi,

romelmac Seqmna reklamirebis

aRniSnuli saxeoba–

Indoor & Outdoor TV _ aris

media kompania `SBOI~, `saqarTvelos

bankis~ jgufis wevri

kompania, romelic flobs da

marTavs Indoor & Outdoor

TV-is lokalur samauwyeblo

qselebs. Indoor & Outdoor

TV aris lokaluri televizia,

romelic translirebs

swored im adgilebSi, sadac

xalxis (momxmareblebis) maRali

denadobaa.optimalurad

SerCeul adgilebSi damontaJebul

monitorebze translirdeba

videoreklamebi,

romlebic erTmaneTisgan imijneba

gasarTobi `kontentiT~.

`saqarTveloSi sakmaod

swrafad ikidebs fexs reklamirebis

es saxeoba. am sferoSi

muSaobis 2 wlis gamocdileba

sakmaod damaimedebeli prognozebis

gakeTebis safuZvels

gvaZlevs. magaliTad, wels Indoor

& Outdoor TV-is momxmareblebis

raodenoba ukve

2-jer aRemateba gasuli wlis

maCvenebels. es, erTi mxriv,

produqtis efeqturobis

ganmsazRvrelia, xolo meore

mxriv ki - Cvendami ndobis

zrdis maCvenebeli~ _ acxadebs

kompaniis generaluri direqtori

macaco facacia.

GEORGIAN BUSINESS TODAY

cnobili brendis

mTvari sazrunavi

cnobili brendis mudam Cvens

gverdiT yofnaze zrunva

`brendmeiqerebma~ 122 wlis

win daiwyes....

albaT icaniT....

mTavari ferebi: wiTeli da

TeTri.

dabadebis weli: 1886, 8 maisi.

dapatentebulia: 1893 wlidan

(aSS).

dabadebis adgili: jorjias

Stati - qalqi atlanta.

slogani: `yovelTvis kokakola~

(1929 weli _ `pauza,

romelic gamogacocxlebs~,

1979 weli _ `miiRe koka-kola da

gaiRime~, 1993 weli `yovel-

Tvis koka-kola~).

hobi: beWdviTi da satelevizio

reklamebi, aqtiuri

sponsoroba.

mTavari sazrunavi: rac SeiZleba

meti siaxle, gamudmebuli

zrunva inovaciebze.

icodiT, rom `misi~ winamorbedi

iyo blanti da Sokoladisferi?

atlantaSi mcxovrebma af-

Tiaqarma John Stithe

Pemberton-ma 1886 wels

Seqmna samedicino sirofi,

26 cnobili brandis mTavari sazrunavi


GEORGIAN BUSINESS TODAY

romlisTvisac gamoiyena

Kola-s eqstraqti da Coca - s

foTlebi. man miiRo sqeli,

Sokoladisferi siTxe, romelic

afTiaqSi gasinjvis Semdeg

Seafases dadebiTad. misi

Rirebuleba iyo mxolod 5

centi. karbonirebuli siTxis

damatebis Semdeg aRniSnuli

eqstraqtidan miiRes sasmeli,

romlis Tavdapirveli Sefaseba

iyo - `gemrieli da gamagrilebeli~.

Pemberton-ma 5 wlis Semdeg

Tavis kompania Asa G.

Candler-s mihyida... axalma

mflobelma igi daapatenta

rogorc korporacia `kokakolas

kompania~(The Coca-

Cola Company).

pirveli boTli daibada

1894 wels misisipis StatSi.

es gadawyvetileba maRaziis

gamyidvels ukarnaxa

koka-kolaze gazrdilma

moTxovnilebam. manamde kokakola

mxolod Camosxmuli

saxiT realizdeboda.

masiurad koka-kolas boTliT

gayidvebi daiwyo 1899 wlidan.

koka-kola dRes

kompania dReisaTvis awarmo-

cnobili brandis mTavari sazrunavi

ebs 2800 produqcias, aqvs 450ze

meti brendi, moRvaweobs

200-ze met qveyanaSi da mTel

msoflioSi dasaqmebuli hyavs

daaxloebiT 90500 adamiani.

qarTuli bazrisTvis jerjerobiT

ucnobi brendebi:

1. energiuli sasmelebi

Full Throttle – aris energiuli

sasmeli, romelic Seicavs

energiuli sasmelebis momxmareblebisaTvis

sasurvel

ingredientebs, Jen-

Senis eqstraqts,

kofeins, guaranis

eqstraqtsa da vi-

tamins. aseve arsebobs

uSaqro

Full Throttle -c,

romelic ZiriTadad

vrceldeba Seer-

Tebul Statebsa da kanadaSi.

KMX – aris mravalsivrculienergiuli

sasmeli, Seqmnili

gansakuTrebiT

progresul, kolejis

asakis xalxisTvis,

romlebsac

surT, ar gacdnen.

dizaini aris gemovnebis

gasaRviZeblad maTTvis, visac

surs gamoscados cxovreba

srulyofilad.

2. naturaluri wvenebi

Minute Maid Coolers –

aris yvelgan da yovelTvis

dasalevi gamacocxle-

beli xilis sasmeli.

is aris kargi kalciumis

wyaro da Seicavs

100% C vitamins.

n a t u r a l u r i

wveni aris xilis

l o m o n a T i s

saxiT, alublis,

tropikuli da

atmis aromatiT.

is ZiriTadad vrceldeba

amerikis SeerTebul

StatebSi.

Maaza –

naturaluri

wveni namdvili

xilis gemoTi -

Zalian uyvarT

b a v S v e b s .

d a m a t e b u l i

aqvs kalciumi.

misi qvesaTauri

i n d u r a d

niSnavs `megobrobis momentebi

axal maaza-sTan erTad~. wveni

aris mangos, forToxlisa

da ananasis. igi vrceldeba

bangladeSSi, indoeTsa da

moldovaSi.

3. ualkoholo sasmelebi

Barq’s - aqvs mniSvnelovani

ingredienti, rac uqmnis

Tineijerebs srulyofilad

cxovrebis xaliss. is

aerTianebs memkvidreobiT

miRebul personalurobas

araTanabari muqi gemoTi. es

brendi Seiqmna 1898 wels

misisipiSi da Seisyida kokakolam

1995 wels.sasmeli aris

ludis fesvebisa da vanilis

kremis.

27


igi vrceldeba

amerikaSi, bahamaze,

kanadaSi,

germaniaSi, guamaSi,

marianis

k u n Z u l e b z e ,

f i l i p i n e b S i ,

TurqeTsa da

S e e r T e b u l

StatebSi.

diet Mello

Yello – aris

arakaloriuli,

u a l k o h o l o

s a s m e l i

gansakuTrebuli

gemoTi da

saidumloebiT,

rac kontrolis

mxriv ayenebs

mas sxvebisagan gamorCeulad.

sasmeli aris citrusis -

limniT. ZiriTadad vrceldeba

amerikis SeerTebul

StatebSi.

4. sportuli sasmelebi

Aquarius - aris mineraluri

sportuli sasmeli, romelic

gaTvlilia momxmareblebze,

romelbsac uyvarT sporti

da janmrTeli cxovrebis wesi.

is iyo oficialuri sasmeli

barselonas olimpiuri

TamaSebis dros 1992 wels.

sasmeli aris kenkris, citrusis

kolas, greifrutis, Tafliani

limnis, mangosa da forToxlis

aromatiT.

vrceldeba

b e l g i a S i ,

braziliaSi,

C e x e T S i ,

safrangeTSi,

indoneziaSi,

i t a l i a S i ,

iaponiaSi,

luqsembur

gSi, holandiaSi, irlandiaSi,

espaneTsa da taivanSi.

5. Enviga

– aris mwvane

Cai, romelic

x a s i a T d e b a

gamacocxlebeli

ZaliTa da

k a l o r i e b i s

d a m w v a v i

TvisebebiT. Cai

aris citrusis

aromatiT. is

vrceldeba av-

striaSi, belgiaSi,

CexeTSi, ungreTSi,

holandiaSi, slovakeTSi,

espaneTsa da SeerTebul

StatebSi.

6. wyali

GEORGIAN BUSINESS TODAY

Kinley – aris

maRali xarisxis

Camosasxmeli wyali,

damzadebuli

m i n e r a l e b i s

damatebiT. is po-

pularulia axal-

gazrdebs Soris,

romlebic eZeben

cxovrebis ukeTes xarisxsa

da janmrTeli cxovrebis wess.

wyali ZiriTadad vrceldeba

bangladeSSi, bulgareTSi,

indoeTsa da nigeriaSi.

7. k o k a -

kolas supebi

B i s t r o n e

gemrieli marcvleulis

su-

pi, Zalian mosaxerxebeli

m g z a v r o b i s

dros.

damzadebulia marcvleulisagan.

supi realizdeba

ZiriTadad iaponiaSi.

28 cnobili brandis mTavari sazrunavi


GEORGIAN BUSINESS TODAY

versus starbaqsis

yava

legenda iwyeba eTiopiaSi,

kafas provinciaSi, iq, sadac

savaraudod yavis pirveli

xe ayvavda. arsebobs yavasTan

dakavSirebuli bevri fantastiuri,

magram ararealuri istoria.

erTi legendis Tanaxmad,

eTiopielma mecxvareebma

SeniSnes, rom maTi cxvrebi

miirTmevdnen ra am marcvlebs,

mozRvavebuli energiisgan

TiTqos cekvas iwyebdnen...

meore mxriv, arsebobs ufro

sarwmuno mosazreba, rom yavis

marcvlebi pirvelad monebma

daagemovnes sudanSi, iemensa

da arabeTSi. swored iemenSi

moxda yavis kultis Camoyalibeba.

moka dRes yavis sinonimia, Tumca

adre es iyo sazRavo porti

meqasTan. is erT-erTi yvelaze

saqmiani adgili gaxldaT im

periodSi, magram arabebs mkacrad

hqondaT gansazRvruli,

ar gaetanaT

versus starbaqsis yava

arainari nergi Tu marcvali,

raTa Tavidan aeridebinaT yavis

gadineba sazRvargareT.

Tavdapirvlead iemenis mmar-

Tveloba mxars uWerda yavis

gavrcelebas qveynis SigniT,

radgan iTvleoboda, rom yavas

bevri dadebiTi Tviseba hqonda.

pirveli yavaxana gaixnsa

meqaSi da mas “`kaveh kanes~

ewoda, mas Semdeg mTel arabul

samyaroSi aseTi dawesebulebebi

farTod gavrcelda

da yavaxanebi gadiqca masobrivi

TavSeyris adgilebad,

sadac TamaSobdnen nards,

cvlidnen axal ambebs, cekvavdenen

da mRerodnen.

male arabuli yavis saxlebi

gadaiqca politikur centrebad

da mTavrobam akrZala

rogroc yava, ise msgavsi dawesebulebebi,

magram isini mainc

ganagrZobdnen arsebobas...

indoeTsa da indoneziaSi

yavis gavrceleba holandielebs

ukavSirdeba. holandiuri

koloniebi iyvnen evropisTvis

yavis marcvlebis

ZiriTadi mimwodeblebi. dRes

indonezia aris msoflioSi

meoTxe yavis eqsportiori

qveyana.evropaSi yava

venecielma vaWrebma Seitanes

1615 wels. pirvelad yava iyideboda

limonaTebTan erTad

da mas asaRebdnen rogorc samkurnalo

saSualebas. pirveli

evropuli yavaxana gaixsna

veneciaSi 1683 wels.

amerikaSi iRebs saTaves yavas-

Tan dakavSirebuli yvelaze

romantikuli istoria: gabriel

meTiu de klieu iyo

frangi sazRvao meomari, romelic

1723 wels gaemgzavra

parizSi, saidanac Camoitana

yavis xe. mgzavrobisas rom

ar dazainebuliyo mcenare,

man minis WurWelSi moaTavsa.

moulodnelad gems tuniseli

mekobreebi daesxnen Tavs

da gabrieli marto aRmoCnda

mtris winaSe, mZarcvelebs mcenaris

motaceba surdaT.

sasamrTlom `Starbucks~-s dauwesa 106 milioni dolaris

gadaxda Tavis momuSaveebisTvis

sandiegos umaRlesi sasamarTlos mosamarTlem gamoutana

ganaCeni `Starbucks~-s. man unda gadauxados Tavis TanamSromlebs

87 milioni amerikuli dolari da aseve damatebiT

momuSaveebisTvis, vinc Tqves, rom momsaxurebisTvis naCuqar

fulSi ecilebodaT zedamxedveli.devid lovem, momuSaveebis

advokatma, ganacxada, rom gadasaxdelma Tanxam mTlianad

Seadgina 106 milioni dolari.

29


Zola saastiki gamodga, mekobreebma

yavis xes toti mostexes,

Tumca misi motaceba

ver moaxerxes.. TiTqosda

yvelaferi kargad damTavrda,

magram gemze sasmeli wyali

TiTqmis aRar iyo. gabrielma

wylis ukanaskneli wveTebi

mcenares dausxa, yavis xe gadarCa,

mezRvauri ki daiRupa.

sabolood, gemma martinikas

miaRwia, xe xelmeored Carges

ukve axal miwaSi, 1726 pirveli

mosavali miiRes. mas Semdeg

mosavali ufro da ufro

izrdeboda da 1777 wels martinikaze

19 milionze meti yavis

xe idga.

msoflio ekonomikaSi dRes

yavas Zalian mniSvnelovani

adgili uWiravs, bevri qveynis

ekonomikisaTvis da politikisaTvis

yavis warmoeba

mniSvenlovan da kritikul

rols TamaSobs. milinobiT

adamiani aris CarTuli yavis

warmoebaSi, mis damuSavebaSi,

gayidvaSi, transportirebasa

Tu marketingSi.

yavisadmi maRal moTxovnas

Semdegi statistikac afiqsirebs:

yava weliwadSi 400

miliard finjanze meti moixmareba;

bolo wlebis monacemebiT

msoflio bazarze 600

tonaze meti yavis marcvlebis

realizeba xdeba; 45 qeveyana

misdevs yavis warmoebas komerciuli

miznebisTvis; brazialiaSi

5 milionze meti

adamiania CarTuli yavis

mrewvelobaSi; niu-iorkSi mosaxleobis

52% yovel dilas

yaviT iwyebs...

yava sasargebloa maSin, rodesac

samsaxurSi Tavzesayreli

saqmea da sifxizle gWirdebaT,

is gexmarebaT SeasruloT

monotonuri saqme da iyoT

koncentrirebuli ukiduresi

daRlilobis dros. yava exmareba

organizms, gandevnos

nikotoni.

zogs miaCnia, rom yava karg

sayvarels hgavs - is mdidaria,

Tbili da SeuZlia mTeli Rame

ar dagaZinos. aRsaniSnavia,

rom yavas adamia-nebi ar miirTmeven

mxolod misi sasargeblo

Tvisebebidan gamomdinare...

yavis moduReba ritualia,

misi aromati _ ganumeorebeli

da, marTlac, rom warmoudgenelia

megobrebTan musaifi

finjani yavis gareSe.

`Starbucks~-ma adamianebs

mouZebna myudro kuTxe saxlsa

da samsaxurs Soris

1971 wels daarsda yavis kompania

_ `Starbucks Coffee

Company~. daarsebis dRidan

`Starbucks~ ar yidda

xis Semwvari marcvlebidan

damzadebul sasmels, romelic

kofeinis Semcvelobis gamo

mastimulirebel moqmedebas

axdenda, aramed `Starbucks~

finjan yavaSi debda sxva

bevrad ufro mniSvnelovan

faseulobebs, STabeWdilebas,

sicocxlesa da energias.

`SeigrZeni yavis surneli da

cxovrebiT odnav ufro metad

datkbi~ - es `Starbucks~is

mTavari slogania, rac

GEORGIAN BUSINESS TODAY

ganasxvavebs mas sxva yavisgan

da yavaxanebisgan.

`Cveni biznesi - es sulis

avsebis da ara kuWis avsebis

biznesia~, `Cven SevcvaleT

xalxis cxovrebis stili~.

kompaniam, marTlac, SeZlo

cxovrebis stilis Secvla,

`Starbucks~-ma adamianebs

mouZebna myudro kuTxe saxlsa

da samsaxurs Soris. didia im

adamianTa ricxvi, romelTac

miagnes da ver elevian mas.

mTel msoflioSi yovel kviras

kompaniis 5900-ze met

savaWro adgilas 20 milioni

momxmarebeli stumrobs.

dRes `Starbucks~-is momxmarebeli

ukve mTeli msoflioa

da isini am adgils stumroben

ara finjani yavis dasalevad,

aramed `Starbucks~-is yavis

dasagemovneblad. kiTxvaze,

Tu ris dalevas isurvebda

amerikeli axalgazrda Tu

xanSi Sesuli adamiani, pasuxi

aris ara yava, aramed - `Starbucks~-is

yava. am filosofiam

gaafarTova qseli - ara

marto, daarsebis dRidan vi-

Tardeba da farTovdeba ara

mxolod yavaxanebis raodenoba,

aramed Tavad yavis arCevani.

dRes `Starbucks~-Si 30-ze

meti saxeobis yavaa yvela tipis

momxmareblisaTvis.

Tqven SegiZliaT datkbeT

rogorc Cveulebrivi espreso-

Ti da late klasikuriT, aseve

karameliani da nayiniani civi

da cxeli yaviT, Tafliani

30 versus starbaqsis yava


GEORGIAN BUSINESS TODAY

lateTi, aorTqlebuli rZisa

da SaqriT moxatuli mdidari

espresoTi da sxva aRmoCenebiT.

`Cven aseve vcdilobT, Cveni

kafe iyos adgili, sadac siamovnebiT

ikribebian adamianebi,

cvlian ideebs da miirTmeven

ugemrieles sasmels - `Starbucks~-is

yavas. Cveni yavaxanebi

gvinda gadavaqcioT

adgilad, sadac adamianebs

SeeZlebaT gaataron SesaniSnavi

dro da erT finjan yavas-

Tan erTad miiRon bevrad meti

STabeWdileba.~

2002 wlidan `Starbucks~is

moxmarebeli yavaxanebSi

sargeblobs ukabelo swrafi

internetiT. im SemTxvevaSi, Tu

ar gaqvT fuli, `Starbucks~is

plastikuri baraTiT Tqven

ukve aRar gaqvT problema-

`Starbucks~-is maRaziebi ukve

Tqvens safuleSia~.

aseve, momxmarebeli sargeblobs

`Starbucks~-is musikaluri

diskebiT, TamaSebiT,

yavis tolCebiTa da sxvadasxva

saxaliso suvenirebiT.

cnobili adamianebis cnobili

frazebiT gawyobili yavis

finjnebi namdvilad gansakuTrebul

siamovnebas ganiWeben

`Starbucks~-is yavaxanaSi.

ukanaskneli 5 wlis ganmavlobaSi

`Starbucks~-is gayidvebi

da mogeba yovelwliurad

sammagdeba.

`Starbucks~-is mTavari saidumlo

momxamrebelTan megobrobaa,

man kargad icis, rom

turistuli infrastruqtura saqarTveloSi

momxmarebels yavaze metad

sxva emocia sWirdeba; momxmarebeli

iTxovs STabeWdilebas,

romelic mis gulSi

SeiWreba; mis cnobierebaSi

darCeba; iTxovs adgils, sadac

simSvidea da yavis aromati

igrZnoba. `Starbucks~-i

adgilia, sadac Zalian kargad

mogemsaxurebian, sasurvel

yavis gemos SemogTavazeben

da erTi finjani yavis fasis

sanacvlod dauviwyar emocias

gaCuqeben.

turistuli infrastruqtura saqarTveloSi

turizmi, SeiZleba iTqvas,

ekonomikis sakmaod ,,delikaturi~”

dargia, radgan umniSvnelo

faqtorzec ki swrafad

reagirebs.

turizmis ganviTarebis

erovnuli gegma da koncefcia

_ esaa safuZveli nebismier

qveyanaSi turizmis ganviTarebisa,

riTac unda ganisaz-

Rvros, Tu ra da rogor unda

gakeTdes da warimarTos.

Cvens qveyanaSi turizmis ganviTareba,

SeiZleba iTqvas, ori

mxaris prerogativaa. pirveli,

esaa saxelmwifo da meore -

mewarme. swored am ori mxaris

urTierTSeTanxmebis safuZvelze

SeiZleba ekonomikuri

stabilurobisa da ganviTarebis

miRweva. maT Soris meti

valdebuleba akisria pirvel

mxares, raTa uzrunvelyos

qveyanaSi normaluri samewarmeo

saqmianobis garemos

Seqmna.

saqarTveloSi turistuli

momsaxurebis organizatorebi

arian turistuli firmebi.

saqmianobis mixedviT isini

SeiZleba iyvnen sruli momsaxurebis

mqone da specializirebuli

anu SezRuduli

momsaxurebis. turistuli

firmebis srul momsaxurebaSi

igulisxmeba: savizo momsaxureba,

bileTebis gayidva/dajavSna,

tvirTis gadazidva,

sastumroebis dajavSna, mogzaurobis

dazRveva, turistuli,

biznes, saganmanaTleblo, sa-

Tavgadasaalo, avto, Sof da

sxva saxis turebis momzadeba,

restornebis dajavSna da sxva

damatebiTi momsaxurebis gaweva.

aseve arian turistuli

firmebi, romlebic sTavazoben

saqarTvelos turistuli,

rekreaciuli da istoriul-kulturuli

regionebis

monaxulebas da iq dasvenebas.

31


ac Seexeba turistul

firmebs, romlebic turistebis

gayvanaze muSaoben, xasiaTdebian

agreTve SezRuduli

momsaxurebiT, radgan saqarTvelodan

gasuli turistebis

umravlesoba didi xniT rCeba

mimReb qveyanaSi da aRar

saWiroebs damatebiT turistul

Tu biznesmomsaxurebas.

gamyvani firmebis ZiriTad

saqmianobaSi Sedis: savizo

momsaxureba, dazRveva, transportireba,

sastumros dajavSna,

agreTve zogjer firmebi

sTavazoben saswavlo turebs,

romlebic saqarTveloSi Zlier

gavrcelebulia.

saqarTvelos turistuli

firmebis umravlesoba marketinguli

kvlevebis Catarebaze

ar aris orientirebuli,

magram reklamasa da gasaRebis

stimulirebas aqtiurad

axorcieleben.

turistuli firmebis saqmianoba

mimarTuli unda iyos

dadebiTi imijis formirebisaken,

radgan turizmis sferoSi

imiji gadamwyvetia. turistuli

firmebis saqmianobis Sefaseba

SesaZlebelia mxolod

turistuli produqtis/momsaxurebis

moxmarebis proces-

Si, amitom turistebi da mogzaurebi

saagentos mimarTaven

imijidan gamomdinare. imijis

formirebisaTvis ki saWiroa

ara mxolod efeqturi

sareklamo kampaniis warmoeba,

aramed firmis mier gaweuli

momsaxurebis maRali xarisxi

da saimedoba. qveyanaSi arsebuli

sxvadasxva eqstrema-

luri, arasasurveli pirobebi

pirdapir aisaxeba im sfero-

Si, romelic adamianebis gajansaRebas,

dasvenebas, rekreacias

emsaxureba. aqedan gamomdinare,

turistul qveyanaSi unda arsebobdes

mcire garantia mainc

imisa, rom am sferos ganviTarebas

ar SeeSleba xeli qveyanaSi

arsebuli sxvadasxva

xelisSemSleli pirobebiT,

romlebic mravalgvari, araprognozirebadi

da saxifa-

Toa. es iqneba rTuli politikur-ekonomikuri

viTareba,

teraqtebi, turistebisa da

adgilobrivi mosaxleobis

gaqurdva-gataceba, Tu regionebis

dabombva; aRsaniSnavia

bunebrivi stiqiuri movlenebi

Tu ekologiuri problemebi

da sxv.

adamiani mogzaurobis, dawyebamde

afasebs samogzauro

qveyanas, arCevs misTvis misaReb

pirobebs da cxadia, miemgzavreba

iseT qveyanaSi, sadac SesaZlebelia

mSvidi, usafrTxo

dasveneba, sadac safrTxe ar

emuqreba mis sicocxles, janmr-

Telobas. Tumca, aris turistTa

is kategoriac, romelic

eqstremalur pirobebs eZebs,

magram am tipis momxmarebels

ainteresebs mxolod garkveuli

sirTuleebis gadalaxva

da igi sruliad ar isurvebda

iseT qveyanaSi wasvlas, sadac

iqneba bunebriv-ekologiuri

problemebi, turistebis

gaqurdva-gatacebis faqtebi

da sxv.

gasvliTi turizmi, romelic

gansakuTrebiT bolo wlebSi

gaaqtiurda, rogorc bunebrivi

reaqcia sazRvrebis gaxsnaze

GEORGIAN BUSINESS TODAY

da qveynis SigniT turizmis

ganuviTarebel infrastruqturaze,

sazRvargareT kapitalis

gadinebisa da iq samuSao

adgilebis Seqmnis Zlier

arxad gadaiqca.

amdenad, turizmis SemorCenili

infrastruqturis gamoyeneba

da axali samuSao adgilebis

Seqmna uSualod saqarTvelo-

Si – Sida turizmis modelis

ZiriTadi arsia.erovnuli

turizmi msoflio turizms ar

upirispirdeba, mxolod is

uars ambobs korporatiuli

meqanizmebis dominirebaze.

erovnuli turizmis CarCoebSi

unda aRmocendnen profesiuli

asociaciebi (mxareTmcodneebisa

da eqskursiamZRol-

Ta gildiebi, muzeumebisa da

turistuli klubebis asociaciebi

da a.S.), romlebic

koleqtiur xelSekrulebebs

dadeben turoperator-

ebis asociaciasTan turistuli

produqtis formirebasa

da bazarze misi gavrcelebis

pirobebze; agreTve, mosalodnelia

xelSekrulebebis

gaformeba momxmarebelTa

sazogadoebebTan (sabavSvo

fondebi, axalgazrduli klubebi,

studenturi asociaciebi,

veteranTa klubebi da a.S.)

socialuri partniorobis

reJimSi maT momsaxurebaze;

erovnuli turizmis amocanaa

adamianTa yoveldRiuri rekreaciuli

moTxovnebis momsaxureba

da “`uik-endis~” programis

organizeba, romelic

socialur aspeqtSi SeiZleba

ufro wonadad CaiTvalos;

32 turistuli infrastruqtura saqarTveloSi


GEORGIAN BUSINESS TODAY

samTo saTxilamuro sportis mimdevrebo,

ar gamogrCeT

albaT, am statiis mkiT-

xvelTagan umetesobas garderobis

yvelaze miuwvdenel

Taroze saguldagulod

gaqvT Semonaxuli kombinizoni,

sportuli qurTuki da

sxva danarCeni atributebi

specialurad gudaurisTvis...

Sesabamisad, TqvenTvis nacnobia

sixarulis SegrZneba am

Taromde miRwevis, Tqveni sagudauro

aRWurvilobis Tavidan

Sexebisa da Calagebisa ...

Tqven mouTmenlad gixariaT

kviris bolos mosvla, an Tundac

kviris dasawyisis, radgan

iciT, rom orSabaTs mosdevs

samSabaTi, oTxSabaTi da a.S.

SabaT kviramde. SabaTs diliT

ki uCveulod energiulad

iRviZebT da ukve mouTmelad

gahyurebT gzas gudaurisken...

Tqven ukve gudaurSi xarT… da

yvelaferi swored aq iwyeba…...

saqarTvelos zamTris kuror-

tebi yovel sezonze turistebis

mzard raodenobas

maspinZlobs. Bbakuriansa da

gudaurs Soris arCevanis

gakeTebisas turistebi sxvadasxva

garemoebebs iTvaliswineben

da arCevansac Sesabamisad

akeTeben. magaliTad,

Tu gsurT daisvenoT ojaxTan

erTad, bakuriani TqvenTvis

saukeTeso arCevania. xolo,

Tuki Tqveni mTavari mizani

srialia, girCevT gezi gudaurisken

aiRoT.

aseve gaiTvaliswineT, rom

sezonis xangrZlivobis mxriv

gudauri msoflioSi popularul

bevr kurorts sjobs.

sezoni gudaurSi dekembris

Sua ricxvebidan iwyeba

da aprilis Sua ricvebamde

grZeldeba. bakurianSi ki

sezoni bevrad moklea da rogorc

wesi, martis Sua ricxvebisTvis

mTavrdeba.

saqarTvelos mimzidvelia

samTo saTxilamuro sportis mimdevrebo, ar gamogrCeT

zamTris kurortebi ara marto

adgilobrivi dam-sveneblebisTvis,

aramed turistebisTvisac.

bolo wlebis ganmavlobaSi

mniSvnelovnad imata

ucxoeli turistebis ricxvma.

maTi umravlesoba Camodis

ruseTidan, ukrainidan, somxeTidan

da latviidan. saerTo

jamSi ki, SarSan bakurians,

adgilobrivi da ucxoeli

turistebis CaT-vliT 40 000,

xolo gudaurs 22 000 damsvenebeli

ewvia. wlevandeli

monacemebi ki, savaraudod,

ufro maRal ricxvebs daafiqsirebs.

amasTan aRsaniSnavia,

rom 2006 wels saqarTvelom

vizitorebis zrdis maCveneblis

75 %-iani zrdis gamo

pirveli adgili daikava.

tursitebis raodenoba mTis

kurortebSi wlidan wlamde

izrdeba da Sesabamisad rodesac

sezonis pikia, Znelia sastumroSi

adgilis dajavSna.

am mxriv bakuriani naklebad

problematuria, radgan ufro

did arCevans sTavazobs damsvenebels,

vidre gudauri.

bakurianSi sastumroebTan

erTad, SegiZliaT daiqiravoT

kerZo bina. es ki TavisTavad

am kurortebiT dainteresebis

zrdis maCvenebelia.

rac Seexeba sastumroebSi

nomris fass, gudaurSi igi

meryeobs 40 laridan 110

dolaramde dRe-RameSi.

fasze gavlenas sxva danarCen

faqtorebTan erTad axdens

siaxlove trasebTan (liftebTan)

da sastumros pirobebi.

33


dResdReobiT sastumros

servisis mixedviT gudaurSi

liderobs sastumro “`marko

polo~, romelic damsvenebels

sTavazobs yvela saSualebas

gantvirTvisa da dasvenebis-

Tvis.

rac Seexeba Txilamurebs, maT

yidvasa da gaqiravebas, standartulad,

erTi dRiT Txilamurebis

daqiravebis fasi

25 laria, igive gasaqiravebeli

fasi aqvs `snoubordsac~.

rogorc adgilobrivi

trenerebi aRniSnaven, gudaurSi

`snoubordze~ dgomis

msurvelTa raodenoba da Sesabamisad

snoubordebis gaqiravebis

raodenoba mkveTrad

gaizarda wina welTan SedarebiT.

rac Seexeba Txilamurebis

SeZenas, samoyvarulo Txilamuris

yidva SegiZliaT adgilobriv

sportul maRaziebSi 500

- 800 laris farglebSi. amas-

Tan, Txilamurebis gayidvebis

ricxvi, wina welTan SedarebiT

mkveTrad gaizarda. sportul

maRaziaTa qselebma Tbilis-

Si mniSvnelovnad gazar-

des Txilamurebis gayidvis

maCvenebeli. aseve gaizarda

moTxovna `snoubordzec~.

sasrialo mowyobilobaze

gazrdil moTxovnaze sabanko

seqtormac ar daayovna reagireba

da momxmarebels Sesabamisi

ganvadebis sistema da

sesxi SesTavaza specialurad

sasrialo aRWurvilobis Sesa-

Zenad.

am mxriv novatori bazarze

2007 wlidan “`saqarTvelos

banki~” aRmoCnda, romelmac

momxmarebels Txilamuris ganvadebiT

yidvis Sansi misca

`ski+~- is saSualebiT.

saTxilamuro sportiT dainteresebuli

auditoriisTvis

saintereso iqneba aseve informacia

imis Sesaxeb, rom sadaz-

Rvevo kompaniam `arqimedes

global~ bakurianSi ganaxorciela

sadazRvevo programa.

dazRvevis paketis dRiuri

Rirebulebaa 1 lari da masSi

Sedis: saswrafo gadaudebeli

daxmareba, stomatologiuri

daxmareba da, saWiroebis Sem-

TxvevaSi, hospitalizacia.

garda zemoT CamoTvlili detalebisa,

sasurvelia gaiTvaliswinoT,

rom gudaurSi

mTeli dRis Seuwyveteli srialisTvis

SegiZliaT SeiZinoT

GEORGIAN BUSINESS TODAY

25 lariani dRis abonementi,

xolo liftiT erTjeradi

sargeblobisTvis 4 laris

gadaxda mogiwevT. bakurianSi

erTjeradi asvla 3 lari Rirs,

mTeli dRis abonementi ki gudauris

msgavsad - 25 lari.

yoveli SemTxvevisTvis,

mogawvdiT aseve sasargeblo

informacias im auditorias,

romelsac jer arc kombinizoni

gaqvT zeda Taroze

Semodebuli da arc saWiro

aRWurviloba mogimaragebiaT

sasrialo sezonisTvis.

savaraudod, Tqven Semdegi

atributebi da biujeti dag-

WirdebaT:

kombinizoni :

80-dan 300 laramde

qurTuki:

70-dan 250 laramde

fexsacmeli:

40-dan 300 laramde

qudi:

20-dan 150 laramde

saTvale:

25-dan 180 laramde

aseve girCevT, Txilamurze

an `snoubordze~ pirvelad

dadgomisas isargebloT

34 samTo saTxilamuro sportis mimdevrebo, ar gamogrCeT


GEORGIAN BUSINESS TODAY

treneris daxmarebT. gaiTvaliswineT,

rom trenerTan erTi

saaTiT varjiSisTvis 25 lari

unda gadaixadoT. treneris

ayvana SegiZliaT adgilze.

calke Temaa, ra ar unda wai-

RoT gudaurSi an bakurianSi:

U

susti sqesis wamomadgenlebo,

upirveles yovlisa Sin datoveT

makiaJisTvis saWiro yvela

saSualeba higienuri pomadis

garda. sastikad arasasurvelia

srialisas saxeze gesvaT

tonaluri kremi an raime kosmetikuri

saSualeba. Tumca,

aucilebelia gamoiyenoT mzis

damcavi kremi, gansakuTrebiT

gudaurSi, sadac didi saSiSroebaa

romelime xarisxis

damwvrobis miiRebisa. gansakuTrebiT

erideT martis mzes

da SeecadeT ar mieficxoT.

aseve gaiTvaliswineT, rom

Sav, elegantur saRamos kabas,

mTaSi Zalian advilad cvlis

irmebis gamosaxulebiani Jaketi

da fumfula kaSne.

rac Seexeba mamakacebs, xels

nu aiRebT saxis kanis movlaze,

radgan Zlieri sqesis warmomadgenlebi

xarT. nu mogeridebaT

damcavi kremis wasma.

gamocdili moTxilamure megobris

rCeviT, aseve araferSi

dagWirdebaT halstuxi, Te-

Tri perangi, wveris saparsi,

savarcxeli, serfingis dafa

da TviT saqorwino beWedi.

SeiZleba garkveuli doziT

alkoholi gamogadgeT,

trasaze mxned gasasvlelad.

Tu adgilobrivi zamTris kurortebi

Tqvens moTxovnilebas

ver akmayofileben,

girCevT ewvioT evropis cnobil

saTxilamuro dasasvenebl

adgilebs. safrangeTSi cnobil

saTxilamuro kurortebze

1 Ramis Rirebuleba saSualo

donis sastumroSi daaxloebiT

60 evro Rirs da fasebi sastumros

varskvlavebis raode-

nobis zrdis Sesabamisad

izrdeba.

italiaSi daaxloebiT igive

situaciaa fasebTan dakav-

SirebiT. garda amisa, SegiZliaT

ewvioT aRmosavleT

samTo saTxilamuro sportis mimdevrebo, ar gamogrCeT

evropis sxvadasxva saTxilamuro

kurortebs, sadac

fasebi SedarebiT naklebia da

servisis done saqarTvelosTan

SedarebiT bevrad maRalia.

piradi gamocdilebidan ki

alpebis dedaqalaqad wodebul

insbruks girCevdiT avstriaSi.

Aam ulamazes adgilas

SegiZliaT Tvalyuri adevnoT

zamTris olimpiur Sejibrebebs

da Tavadac isrialoT

gauTaveblad. sastumroebis

farTo arCevani ki SesaZleblobas

gaZlevT SearCioT

TqvenTvis sasurveli pirobebi

da fasebi. saSualod ki,

biujetis Sedgenisas, girCevT

erT Rameze sastumroSi 80

evro gaiTvaliswinoT.

imedia, mowodebulma informaciam

daakmayofila da kidev

ufro gaaRrmava Tqveni interesi

saTxilamuro sportTan

dakavSirebiT. vimedovneb, isev

SevxvdebiT, oRond amjerad

trasaze...

35


ora - bora

ocneba, romelic realobaa?!

Cemi nacnobebisa da megobrebis

wreSi blic-gamokiTxva

Cavatare: uceb milioni rom

aRmoCndes maT xelSi, rogor

daxarjavdnen?! yvelas pasuxi

gansxvavebuli iyo, Tumca erTi

saerTo ram mainc aRmovaCine.

ocnebebis grZel nusxaSi yvelas

miuCenia adgili romelime

gansakuTrebul, egzotikur

adgilze saucxoo drois

gatarebisaTvis.

albaT, swored aseTi adgilia

bora-bora da milioni Tu

ara, 10-15 000 evro mainc unda

gqondeT am saucxoo adgilis

mosanaxuleblad.

bora-bora Sedis franguli

polineziis livordis

jgufSi, romelic, Tavis mxriv,

warmoadgnes safrangeTis

teritorias wynar okeane-

Si. bora-bora mcire zomis

kunZulia, romlis garSemoc

aris gamaognebeli laguna da

barieruli rifi. kunZulis

centrSi aris antikuri xanis

vulkanuli warmoSobis ori

klde _ paia da otemanu, umaRlesi

wertili ki 727 metrs

aRwevs.

taitur enaze (miekuTvTeba

avstroneziuri enebis ojaxs,

gavrcelebulia frangul poloneziaSi.

am enaze saubrobs

mxolod 100 000 adamiani)

kunZulis saxeli gamoiTqmis

rogorc `fora fora~ da

niSnavs `pirvel dabadebas~.

kunZulze IV saukunidan

cxovrobdnen polinezielebi.

maT polineziur enaze moixseniebdnen,

rogorc `vavau~.

pirvelad es kunZuli

mxolod 1769 wels iqna aRmoCenili

jeims kukis mier. 1822

wels londonis misionerTa

sazogadoebam protestan-

turi eklesia aago. 1842 wlidan

bora-bora safrangeTis

proteqciis qveS moeqca admiral

abel aubertis ZalisxmeviT.

dRes kunZuli sruliad orientirebulia

turizmze. aq

ZiriTadad maRali klasis

sastumro kompleqsebia ganlagebuli

da elitaruli

garTobis savanes warmoadgens.

ZiriTadi informacia,

romelsac sasurvelia flob-

GEORGIAN BUSINESS TODAY

deT kunZulze gamgzavrebisaTvis:

• valuta: polineziuri

franki - (XPF); saSualo kursi

1 XPF = 0.8 evro;

• viza: franguli polineziis

teritoriaze yofnisaTvis

aucilebelia safrangeTis

sakonsulos mier

gacemuli viza.

• dro: rodesac boraboraze

kvira dRis SuadRea,

TbilisSi orSbaTia, 12:00.

• geografia: taiti da Sesabamisad

kunZuli bora-bora

wynar okeaneSia ganTavsebuli

da evropisagan 17000 kilometriTaa

daSorebuli.

• klimati: tropikuli.

wlis ganmavlobaSi haeris

saSualo temperatura 27 gradusia,

wylis ki daaxloebiT

- 26. mwvel da cxel mzes arbilebs

wynari okeanis grili

sio.

• medikamentebi. polineziaSi

vizitisaTvis, sxva

tropikuli adgilebisagan

gansxvavebiT, ar aris saWiro

ineqciebis gakeTeba. am teritoriaze

ar aris saSiSi

cxovelebi an/da mwerebi. amas-

Tan, jandacvis sistema sakmaod

maRal donezea ganviTarebuli.

• tansacmeli: adgilobriv

mcxovreblebsac da turistebsac

ubralod acviaT.

tansacmeli sasurvelia iyos

36 bora-bora


GEORGIAN BUSINESS TODAY

bambis qsovilis. Tu gemiT

seirnobasac apirebT, aucileblad

waiReT Tbili mosasxami

(saRamoobiT sakmaod grila).

rac Seexeba fexsacmels,

yvelaze aqtiurad dagWir-

debaT sandlebi.

mTebSi eqskuriaze ki rekomendirebulia

moxerxebuli

daxuruli fexsacmeli da,

rac mTavaria, ar dagaviwydeT

rezinis sandlebis waReba, romelic

wyalSi SesvlisTvis

gamogadgebaT (iq bevri rifia

da SeiZleba SiSveli fexi dagiziandeT).

savaldebuloa, Tan

iqonioT mzis damcavi kremi,

muqi saTvaleebi, panama da, ra

Tqma unda, sacurao kostiumi.

• `Sopingi~: maRaziebi iseve,

rogorc sxva dawesebulebi,

muSaoben dilis 8:00 saaTidan

18:00 saaTamde. SuadRes

12:30-dan 13.30-mde yvela obieqti

daketilia. SabaTobiT

didi savaWro centrebi Ramis

11 saaTamde muSaoben.

bora-bora

• religia: adgilobrivi mosaxleobis

ZiriTadi nawili

protestanti an kaTolikea,

daaxloebiT - 2% budisti;

• sabaJo da sapasporto kontroli:

sabaJo sazRvarze

arsebobs standartuli Sez-

Rudvebi Tambaqosa da alkoholuri

sasmelis raodenobas-

Tan dakavSirebiT. sxva raime

specialuri da gansakuTrebuli

moTxovnebi ar aris.

• transportireba: kunZulebs

Soris gadaadgilebis mxolod

ori gza arsebobs _ sahaero

da sazRvao.

bora-boraze dabali donis

sastumro ubralod ar

arsebobs. aq yvelaze iafad,

SedarebiT cudi xediT,

yvelaze patara nomeri

RameSi 250-300 evro Rirs.

xolo Tu marTlac yvelafer

saukeTesos eswrafviT, maSin

Tqven saSualod 700 an/da

umjobesia 1000 evrod Rirebuli

bungaloSi SesaxldeT.

aq Tven, SeiZleba iTqvas,

gaSlil okeaneSi cxovrobT.

Tqven SegiZliaT datkbeT mzis

amosvlisa da Casvlis ulamazesi

xedebiT, mkveTri ferebis

saucxoo kontrastebiT da

ubralod daiviwyoT Tqveni

cxovrebis damRleli yoveldRiuroba.

da Tu am mSvenier

adgilze mainc moxvdiT da

Tan okeaneSi SeWril erTerT

saukeTeso bungaloSi

cxovrobT, aucileblad unda

moinaxuloT poloneziis sxva

RirSesaniSnaobebi.

adgilobrivi tur-agentebi

maraval saintereso eqskursias

SemogTavazeben - okeanesa

Tu mTebSi.

Tqveni turis bolos

ki, rodesac moinaxulebT

uamrav egzotikur adgils,

datkbebiT ra mzis Cas-

vliTa da ulamazesi xedebiT

Tqveni brwyinvale bungal-

odan, saqarTveloSi gamomgzavrebis

win ar dagaviwdeT

sastumros personalsa da

momRimar mesazRvres uTxraT

`mauruuru~, rac adgilobriv

enaze madlobas niSnavs.

37


germaniis federaciuli

respublika

zogadi daxasiaTeba

germaniis federaciuli respublikis

mosaxleobaa 81

milioni. religiis TvalsazrisiT

mosaxleoba iyofa or

nawilad: romauli kaTolikebi,

romlebic ZiriTadad

cxovroben qveynis samxreT

nawilSi da protestantebi,

umetesad CrdiloeT nawilis

mkvidrni. germaniis ekonomika

ganixileba rogorc udidesi

evropaSi da mesame msoflio-

Si, aSS-sa da iaponiis Semdeg.

gadawyvetilebebis miRebis

procesi germaniaSi gacilebiT

nelia, vidre aSS-Si, rac

SeiZleba SemaSfoTebeli iyos

amerikeli xelmZRvanelisTvis.

biznesmenebi germaniaSi atareben

Zalzed konservatiul

tansacmels, rogoricaa: muqi

kostiumebi, konservatiuli

halstuxebi da TeTr perangebi.

qalbatonebi ki ZiriTadad

imosebian muq pijakebsa da

TeTr bluzebSi.

germanelebi individualistebi

arian. maT ar uyvarT

siurprizebi. moulodneli

cvlilebebi biznessaqmianobebSi,

maSinac ki, Tu aman SeiZleba

gazardos warmoeba, miuReblad

iTvleba.

germaniis moqalaqeebs ar

sWirdebaT da arc elian

qaTinaurebs. germaniaSi iT-

vleba, rom zedmeti komlimentebi

saqmes ver waadgeba.

punqtualuroba aucilebelia

germaniaSi. dagvianeba, Tundac

ramdenime wuTiT, Zalian

ganarisxebs germanel ufross.

germaniSi biznesi miiCneva Zalian

seriozulad da iumori

miuRebelia biznesurTierTobaSi.

germanelebi pativs scemen

ufross da yovelTvis win

ayeneben biznesSi. germanelebis

is nawili, romlebic wlebis

manZilze erTad muSaoben, misalmebisas

xels arTmeven er-

TmaneTs, TiTqos es iyos maTi

pirveli Sexvedra. germaneli

kacebi xSirad gvariT mimar-

Taven erTmaneTs, maSinac ki,

roca kargi nacnobebi arian.

germanelebi svamen didi raodenobiT

luds, Tumca cdiloben

ar dakargon zomiereba.

germanuli aris oficialuri

ena, mosaxlebis 99% laparakobs

germanulad, magram arsebobs

ramdenime dialeqtic.

germanelebs uyvarT telefonze

laparaki, Tumca

mniSvnelovani biznes-

gadawyvetilebebis miReba

GEORGIAN BUSINESS TODAY

telefoniT ar xdeba. isini

ufrTxildebian pirad

cxovrebas, ase rom ar daurekoT

germanel ufross

saxlSi nebarTvis gareSe.

ekonomika

germanias aqvs mdidari da

teqnologiurad Zlieri ekonomika.

mniSvnelovani gaumjobesebaa

2007 wels, rac

gamoixateba 2.6%-iani zrdiT.

2001-05 wlebis xangrZlivi

gaCerebis periodis Semdeg,

0.7%-iani zrdiTa da maRali

umuSevrobiT, 2007 wlis

Zlieri zrda gaxda umuSevrobis

dacemis mizezi, daaxloebiT

8%-iT. yvelaze mniSvnelovani

mizezebi germaniis

maRali umuSevrobisa iyo makroekonomikuri

gaCereba, investiciebis

Semcireba, kompaniebis

restruqturizacia,

Sromis bazris sixiste, momsaxurebis

seqtorSi konkurenciis

simcire da maRali

saprocento ganakveTi. modernizeba

da aRmosavleT germaniis

ekonomikis integrireba

aris Zviri da xangrZlivi procesi,

wliuri gadaricxvebi

dasavleTidan aRmosavleTisaken

Seadgens daaxloebiT 80

miliard dolars. germaniis

mTavrobam gaatara reformebi

Sromis bazarze: sapensio

asakis zrda 65-dan 67 wlamde,

qalis wilis gazrda Sromis

bazarze da sxv.

2007 wlisTvis germaniis

mTliani Sida produqti

realuri zrdis procentis

mixedviT Seadgenda 2.6%-s.

mSp seqtorebis mixedviT:

38 germania


GEORGIAN BUSINESS TODAY

soflis meurneoba - 0.9%,

industria - 29.6% da momsaxurebis

sfero - 69.5%. gasul

wels umuSevrobis done Seadgenda

9.1%-s, xolo inflacia

18.4%-s. siRaribis zRvars

qvemoT imyofeba germaniis

mosaxleobis 11%. germaniaSi

Zalian kargadaa ganviTarebuli

industriuli seqtori.

germania msoflios udides

da teqnologiurad yvelaze

ganviTarebul mwarmoeblebs

Sorisaa rkinis, foladis,

naxSiris, qimiuri nivTierebebis,

manqana-danadgarebis,

eleqtronikis, sakvebis, xomaldebisa

da qsovilebis warmoebiT.

germaniis eqsporti 2007

wlisTvis Seadgenda 1361 trilion

dolars, xolo importi

- 1121 trilion dolars. germaniis

erovnuli valuta 2002

wlidan aris evro.

dedaqalaqi – berlini

berlini meored gaerTianebuli

germaniis dedaqalaqi

gaxda 1990 wels. is aris evropis

aT udides qalaqs Soris

erT-erTi, 890 km 2 far-

TobiTa da daaxloebiT 3.5

milioni mosaxliT. berlinis

kedelis dangrevam 1989

wels moaxdina dramatuli

gavleba qalaqze. Tumca es

kulturuli da ekonomikuri

Zvra aRmoCnda warmatebuli

da berlini gaxda msoflioSi

mniSvnelovani biznescentri.

berlini ekonomikuri TvalsazrisiTac

miiwevs win da

sagrZnoblad viTardeba. didi

SesaZlebelobebi arsebobs qalaqSi

infrastruqturis gasa-

germania

viTareblad da mimdinareobs

seriozuli samuSaoebi. qalaqis

kulturuli memkvidreoba

aris mniSvnelovani:

160-ze meti muzeumi, daaxloebiT

150 Teatri, 8 simfoniuri

orkestri, didi raodenobiT

kafeebi, barebi, ludis saxlebi

da Ramis klubebi aris qalaq-

Si nebismieri gemovnebisaTvis.

bolo wlebSi, berlinSi saofise

farTis qiraobis fasebi

uaxlovdeba msoflios bevr

sxva qalaqebis fasebs. berlinSi

ofisis qiraobis fasi

Seadgens daaxloebiT 28.30

evros kvadratul futze.

cxovrebis standartebi aris

maRali da mudmivad mzardi.

biznesetiketi germaniaSi

nebismier qyeyanaSi arsebobs

gansakuTrebuli Cveulebebi

da wesebi, romlebic gamoiyeneba

rogorc yoveldRiur

cxovrebaSi, aseve saqmiani

molaparakebebis dros. gansakuTrebiT

mniSvnelovania

etiketis dacva restoranSi

yofnis dros.

tradiciulad, germaniaSi sadiloben

Tormetis naxevridan

oris naxevramde. maTi meniu

ar Sedgeba uamravi kerZisagan

- miirTmeven wvnian kerZs, mTavar

saWmels da deserts. sakonferencio

garemoSi biznes

lanCi aris ganuyofeli nawili

adamianuri urTierTobebisa

da gagrZeleba msjelobisa

mimzidvel garemoSi. Zveli

wesebis mixedviT mandilosnebi

arc Rvinos sinjavdnen, arc

oficiantTan saubrobdnen da

mamakacebi ixdidnen safasurs.

dRes qalebis mxridan msgavsi

manerebi istoriis sakuTrebaa.

bizneslanCis dros ZiriTadad

ualkoholo sasmelebs miirTmeven,

Tumca iSviaTad arc

alkoholian sasmelze amboben

uars. dRes aRaravis ukvirs,

Tu erTma pirovnebam alkoholuri

sasmeli mxolod TavisTvis

SeukveTa sxvebisTvis

SeTavazebis gareSe. germaniaSi

momsaxurebis procenti Seadgens

5-dan 10%-mde. Tuki ukmayofilo

xarT momsaxurebis

xarisxiT, SegiZliaT gamoiyenoT

uaryofiTi toni, an ar

gadaixadoT momsaxurebis safasuri.

amave dros SegiZliaT,

ufro meti gadauxadoT oficiants,

Tuki igi gansakuTrebulad

ganebivrebT. kmayofilebis

grZnoba SegiZliaT

gamoxatoT aseve araverbaluri

saqcieliT, Cveuli sityvis

`didi madlobis~ garda.

mosaubres pirvel rigSi usurveT

`miirTviT gemrielad~.

dajeqiT magidasTan axlos

gamarTulad, xelebi ar daswioT

dabla da daelodeT,

sanam yvela kerZi ar iqneba

sufraze motanili. aseve daelodeT

sxvebs, rom daiwyon

Wama da aseve sasmelis daleva.

sufridan ar adgeT manam,

sanam sxvebi ar morCebian

sadils. sadilis damTavrebisas,

ar dagaviwydeT danisa da

Canglis paralelurad Tef-

Sis marjvena mxares dawyoba.

germaniaSi miRebulia, rom

TefSi bolomde sufTa unda

iyos. winaaRmdeg SemTxvevaSi

es aRiqmeba, rom ar mogewonaT

saWmeli.

39


C i n e T i

CineTs, uZvelesi civilizaciis

qveyanas, aqvs ganviTarebis

4000 wliani istoria. CineTis

dedaqalaqia pekini, oficialuri

ena _ Cinuri, romelic

warmoiSva mandarinis (Cineli

moxele) dialeqtidan. CineTSi

bevri dialeqtia, damwerloba

ki _ mxolod erTi. biznessazogadoebis

umravlesoba

saubrobs inglisur enaze.

CineTSi aris marTvis komunisturi

forma. mTavroba mxars

uWers aTeizms, Tumca konstituciiT

garantirebulia religiuri

Tavisufleba. CineTi

gamoirCeva religiis mravalferovnebiT.

CineTis mosaxleoba 1992 wlis

monacemebiT aris daaxloebiT

1.17 miliardi adamiani. is

yvelaze mWidrod dasaxlebuli

qveyanaa msoflioSi.

CineTSi moqmedebs mkacri

kanoni bavSvis dabadebas-

Tan dakav-SirebiT. kerZod,

TiToeul wyvils ekrZaleba

erT bav-Svze metis yola.

CineTis biujetia 640.6 miliardi

dolari. aq warmoebuli

ZiriTadi sameurneo

produqtebia: brinji, xorbali,

kartofili, miwis Txili, Cai,

fetvi, qeri, vaSli, bamba, Roris

xorci, Tevzi da sxv.

CineTis eqsporti aris daaxloebiT

1.222 trilioni

dolari. eqsportis ZiriTad

nawils Seadgens: manqana-

mowyobilebebi, eleqtronuli

xelsawyoebi, tansacmeli, qsovilebi,

foladi da mobiluri

telefonebi.

eqsportis partniori qveynebia:

SeerTebuli Statebi

(21%), hong-kongi (16%), iaponia

(9.5%), samxreT korea

(4.6%) da germania (4.2%).

CineTis importi 917.4 miliardi

dolaria. importis

partniori qveynebia: iaponia

(14.6%), samxreT korea (11.3%),

taivani (10.9%), aSS. (7.5%),

germania (4.8)% da a.S.

CineTis mTliani Sida produqti

(mSp) Seadgens 7.043 trilion

amerikul dolars,

umuSevarTa raodenoba - 4%s,

inflaciis done ki - 4.7%-s.

GEORGIAN BUSINESS TODAY

CineTis erovnuli valuta

aris renminbi (RMB),

romelsac moixsenieben Cinuri

ienis (CNY) saxeliT.

Financial Times-is mixedviT

2007 wlis CineTis popularuli

brendebis aTeuli

ese gamoiyureba:

1. Lenovo (kompiuteruli

teqnikis warmoeba);

2.Tsingtao Beer (ludis warmoeba);

3.Bank of China (sabanko seqtori);

4. China Mobile (fiWuri kav-

Sirgabmuloba);

6. Baidu (internet-saZiebo portali);

7. Air China (aviakompania);

8. China Telecom (internet-

momsaxureba);

9. Huawei (internet-momsaxureba);

10. China Construction Bank

(sabanko seqtori);

CineTi tradiciebis qveyanaa.

misi kulturis ganuyofel

nawilad iqca `drakonis

Zvlis~ (kus da saqonlis

Zvlebi) amoTxris tradicia.

es Zvlebi xSirad gamoiyeneba

momavlis winaswarmetyvelebisTvis.

Zvlebs aweren kiTxvebs,

Semdeg axureben da masze eZeben

pasuxs. tradicia saTaves

40 CineTi


GEORGIAN BUSINESS TODAY

iRebs brinjaos xanidan. Cineli

qalebi Tavs arideben

maRalqusliani fexsacmlisa

da mokle kabis Cacmas. mamakacebi

da qalbatonebi atareben

naz da naturaluri

feris koservatiul yoveldRiur

tansacmels. maT Seu-

ZliaT ataron jinsebic, Tumca

jinsi ar aris miRebuli forma

biznesSexvedrebisTvis. Cineli

biznesmenebi qalbatonebis

mier dekoltis Cacmas ganixilaven

rogorc TavdacviT

pozicias.

Cinelebi gamoirCevian qcevis

TaviseburebebiT: saubrisas

ar iyeneben xelebs, ar moZraoben

gaSlili xelebiT, Seufereblad

iTvleba mamakacis mier

qalbatonisTvis saxalxod

Sexeba da a.S.

CinelebTan urTierTobisas

unda airidoT piradi kontaqtebi.

saubris dros ar

unda miuTiToT raimeze.

miTiTebis saWiroebisas sasurvelia

gamoiyenoT gaxsnili

xeli da ara saCvenebeli TiTi.

Seufereblad iTvleba pirSi

xelis Cadeba.

saCuqrebis Cuqeba CineTSi

CineTi

Zalian delikaturi sakiTxia.

aralegalurad iTvleba

saCuqrebis Cuqeba mTavrobis

warmomadgenlebisTvis.

yvelaze misaRebi saCuqaria

wveulebaze dapatiJeba. karg

da Rirebul saCuqrad iTvleba

xarisxiani kalami.

Semdegi nivTebi an/da ferebi

asocirdeba sikvdilTan

da maTi Cuqeba ar SeiZleba:

saaTebi, sandlebi, yaryati an

wero, cxvirsaxoci, raime Te-

Tri, lurji an Savi nivTi.

Cinelebi stumrad yovelTvis

Tavis droze an ufro adre

midian. ar saubroben biznesze

Wamis dros. Wama-smas iwyebs

maspinZeli. tradiciis mixedviT,

stumarma unda gasinjos

yvela kerZi, rasac SesTavazeben.

SeTavazebul kerZze

uaris Tqma uzrdelobad iTvleba.

Wamis dros Cxirebis Zirs

davardna mianiSnebs cud iRbalze.

Tu stumari saWmels

mTlianad miirTmevs, Cinelebi

fiqroben, rom is mSieri dar-

Ca. qalbatonebi ar svamen Wamis

dros.

CineTSi `fexis qira~s damcirebad

aRiqvamen.

Cinelebis komunikaciuri

unar

– Cvevebi.

unda daelodo

Cinelebis Semo-

Tavazebas da msgavsad

miesalmo.

gacnoba aris

formaluri.

CineTSi punqtualuroba sasicocxlod

mniSvnelovania.

kontaqtebi unda iyos mogvarebuli

Casvlamde.

Sexvedris dawyebamde saWiroa

dokumentebis ramdenime aslis

gakeTeba.

gadawyvetilebis miRebis procesi

CineTSi nelia da droSi

gawelili.

bevri Cineli konsultacias

iRebs varskvlavebisgan an

gadawyvetilebis miRebisTvis

elodeba iRblian dRes.

Cinelebs uyvarT saCuqrebis

da misaloci baraTebis miReba.

savizito baraTebs atareben

specialuri CasadebiT.

ar moswonT, rodesac akeTeben

warweras savizito baraTze

da inaxaven safuleSi.

CineTSi mniSvnelovan Sexvedras

unda uZRvebodes kompaniis

an jgufis yvelaze mniSvnelovani

piri.

isini afaseben statuss. Sexvedras

toveben pirvelebi

da moswonT, rodesac stumrebi

icnoben Cinelebis kul-

turas.

41


GEORGIAN BUSINESS TODAY

2008 Mercedes-Benz C-Class

• konkurenti modelebi: BMW me-3 seria, Infiniti

G35, Cadillac CTS, Audi A4.

• avtomobilis monacemebi: 228 cxenis Zala,

3.0 litri V-6(C300) an 268 cxenisZala, 3.5

litri V-6(C350) 6 - siCqariani meqanikuri

gadacemaTa kolofi (C300) an 7 - siCqariani

avtomaturi gadamcemTa kolofi.

• fasi: 31 000$ - 36 000$.

• sawvavis wva: C 300 Sport 17/26 litri;

C 300 luxury 18/25 litri;

C 350 Sport 17/25 litri.

`mersedes bencma~ ganaaxla C-klasis dizaini

2008 wlisTvis. Zravis monacemebi igive darCa,

rac wina wels: C300 V6 aqvs 228 cxenis Zala,

C350 V6 268 cxenis Zala. C300 aris rogorc

meqanikuri gadamcemTa kolofiT, aseve avtomaturi

gadamcemTa kolofiT, magram C350 aris

mxolod avtomaturi gadamcemTa kolofiT.

2008 Rolls-Royce Phantom Coupe

avtomobilebi

garegnuli mxare;

C300-Tvis SesaZlebelia rogorc Luxury,

aseve sportuli variantebi. C350 aris mxolod

sportuli varianti. 17-iani saburavebi

standartuli modelebisTvis, xolo sportuli

modelebisTvis farTe saburavebi.

interieri:

standartul models aqvs: ormagi sivrcis

klimatkontroli da luqi, tyavis saloni, qsenonis

ganaTeba da navigaciis sistema. 5-adgiliani

interieri iZleva ufro did sivrces

ukana savarZelze msxdomTaTvis.

`kapotis qveS~:

orive models, C300 da C350, aqvs V6 tipis

Zravi. C300, 3.0- litriani, gamoimuSavebs

228 cxenis Zalas, maSin, rodesac C350, 3.5 litriani

gamoimuSavebs 268 cxenis Zalas. C300-

Tvis aris SesaZlebeli 6 siCqariani meqanikuri

gadamcemTa kolofi da aseve 7 siCqariani avtomaturi

gadamcemTa kolofi. C350-Tvis

aris mxolod avtomaturi gadamcemTa kolofi.

orive modelis avtomaturi gadamcemTa

kolofi aris aRWurvili meqnikuri gadam-

cemTa kolofiT (tiptroniki).

usafrTxoeba:

standartul usafrTxoebis baliSebs daemata

usafrTxoebis baliSebi karSi da jamSi gamovida

6 usafrTxoebis baliSi. sxva usafrTxoebis

mowyobilobas Seadgens oTxive saburavis

samuxruWe mowyobilobebi da moWidebis kontroli.

• konkurenti modelebi: Bentley Azure.

• avtomobilis monacemebi: 453 cxenis Zala, 6.8

litri, V-12, 6 siCqariani gadacemaTa kolofi,

ukanamavali.

• fasi: $410,000

• sawvavis wva: 11/18 litri

43


garegnuli mxare:

avtomobilis wina mxare gamoiyureba ufro

msubuqad, vidre Phantom - is sedani. wina

karebi iReba iseve, rogorc Zvel Rolls-Royceze.

SesaZlebelia - 20 - 21 inCiani saburavebi.

interieri:

oTxadgiliani saloni gawyobilia xis karbaniTa

da tyaviT. avtomobilSi CamontaJebulia

stereo sistema.

`kapotis qveS~:

6.8 litriani V-12 gamoimuSavebs 453 cxenis

Lamborghini Murciélago LP640

Roadster

• konkurenti modelebi: Mercedes-Benz SLR

McLaren, Saleen S7.

• avtomobilis monacemebi: 640 cxenis Zala,

6.5 litri V-12.

6 siCqariani meqanikuri gadacemaTa kolofi,

oTxive wamyvani Tvlebi

• fasi: $345,000.

• sawvavis wva: 9/14 litri.

lamborjinis avtomobilebis 40 % gayidulia

amerikis SeerTebul StatebSi. axali LP640

roadster-i aseve SesaniSnavi iqneba mziani

kaliforniisTvis.

garegnuli mxare:

GEORGIAN BUSINESS TODAY

Zalas. aqvs 6 siCqariani avtomaturi gadamcem-

Ta kolofi. Zravis simZlavre aZlevs avtomobils

saSualebas ganaviTaros 60 milis siswrafe

5.7 wamSi.

is aris iseTive swrafi, rogorc Infiniti G35 da

imave wonis, rogorc Ford Expedition-i.

usafrTxoeba:

usafrTxoebis mowyobilobas Seadgens oTxive

saburavis samuxruWe mowyobiloba, usafrTxoebis

baliSebi da SeWidebis sistema, romelic

eqvemdebareba gaTiSvas.

LP640 roadster-s aqvs axali wina da ukana

bamperi, avtomobils aqvs 18 inCiani diametris

da wina modelTan SedarebiT, 4.5 inCiT ufro

farTe aluminis saburavebi.

interieri:

LP640 roadster-s aqvs 2-adgiliani karboniT

gawyobili saloni.

savarZlebi moTavsebulia iatakTan axlos, rac

iZleva moxerxebulad dajdomis saSualebas.

models aqvs aseve navigaciis sistema.

`kapotis qveS~:

LP640 roadster-s aqvs 6.5 litriani V-12 Zrava,

romelic gamoimuSavebs 640 cxenis Zalas.

6-siCqariani meqanikuri gadacemTa kolofi

aris standartuli. igi 0-idan 60 milamde

siCqaris ganviTarebas andomebs 3.4 wams.

standartuli oTxive wamyvani Tvlebis pirobebSi

wina Tvlebi iRebs 30 %-ian datvirTvas

da ukana Tvlebi, Sesabamisad _ 70 %.

usafrTxoeba:

yvela saburavis samuxruWe mowyobiloba.

44 avtomobilebi


GEORGIAN BUSINESS TODAY

2008 wlis yvelaze

cudi avtomobilebi

popularulma amerikulma gamocem

`Consumer Reports~

2008 wlis yvelaze cudi avtomobilebis

yovelwliuri

reitingi Seadgina.

msajebi 260 pretendentiavtomobilidan

Semdegi kriteriumebiT

irCevdnen: saimedoba,

sawvavis xarji, manevrireba,

salonis komfortuloba, xmaurianoba,

myidvelis azri da

usafrTxoebis uzrunvelsayofad

sxvadasxva mowyobilobebis

arseboba.

siis saTaveSi moeqca amerikuli

yvelganmavalebi, Tumca

masSi Toyota-s zogierTi

modelic aRmoCnda, im mwarmoeblis,

romlis avtomobilebic

am gamocemis mier yvelaze

saimedod aris aRiarebuli

wers `vedomosti~.

yvelaze naklebi qula - 17,

SesaZlo 100-dan - Jeep Wrangler

Unlimited Sahar-m moagrova.

eqspertebma mis erTaderT

dadebiT Tvisebad kargi

gamavloba daasaxeles.

2008 wlis yvelaze cudi avtomobilebi

yvelganmavalma Hummer H3

five-cylinder-ma da Jeep Liberty

Sport-ma SesaZlo 100-dan

27-27 qula daagroves. sa-

Sualo zomis yvelganmavals

Dodge Nitro SLT-s eqspertebma

saerTod verc erTi dadebiTi

mxare ver upoves, Tumca

mas 100-dan 33 qula misces -

maRali komfortulobisTvis.

2008 wlis cudi avtomobilebis

siaSi aseve moxvdnen:

- Dodge Nitro SLT;

- Toyota FJ Cruiser;

- Toyota Yaris;

- Suzuki Forenza;

- Jeep Patriot Limited;

- Chevrolet TrailBlazer LT;

- Mercury Grand Marquis;

spirtze momuSave

manqanebi

braziliaSi im manqanebis ricxvma,

romlebsac erTdroulad

spirtiTac SeuZliaT moZraoba

da benziniTac, xuT milions

gadaaWarba~. _ aRniSnavs

qveynis avtomwarmoebelTa nacionaluri

asociacia.

organizaciis monacemebiT,

braziliaSi gayiduli manqanebis

88% aRWurvilia “fleqs”

sistemiT, romelic bakSi rogorc

tradiciuli benzinis,

ise biologiuri sawvavis Casxmis

SesaZleblobas iZleva.

es teqnologia, romelic qveyanaSi

2002 wels daapatentes,

avtorTa TqmiT, mZRolebs sa-

Sualebas aZlevs, gaakeTon

arCevani ara marto benzinsa da

spirts Soris, aramed Seurion

erTmaneTs sawvavis es ori

saxeoba nebismieri proporciiT.

avtomati damoukideblad

amoicnobs sawvavis Semadgenlobas

da mis Tvisebebs da

masTan avtomobilis Zravis

adaptacias moaxdens.

`avtomobilebis mwarmoebel-

Ta SefasebiT, 2013 wlisTvis

aseTi Zravebi braziliis avtomobilebis

52%-s eqneba.~

aRniSnavs ”`ria novosti~.

brazilias avtomobilis sawvavis

saxiT spirtis gamoyenebis

30-wliani gamocdileba

aqvs. Tumca, me-20 saukunis

70-iani wlebidan dawyebuli

manqanebs aproeqtebdnen sawvavis

garkveuli saxeobisTvis -

avtoparkis nawili aRiWurveboda

Cveulebrivi benzinis

ZravebiT, danarCen avtomobilebs

ki moZraoba SeeZloT

mxolod iaffasian da ekologiurad

sufTa spirtze.

2003 wels pirveli ”universaluri”

modelebis gamoCenam

bazarze namdvili revolucia

moaxdina, radgan is fasebis

koniunqturidan gamomdinare

avtomobilis konstruqciis

Seucvlelad sawvavis Tavisufali

arCevis SesaZleblobas

iZleva.

45


Marketing Warfare: 20th Anniversary

Edition

avtorebi: Al Ries, Jack

Trout

informacia produqtze:

gverdebis raodenoba: 224

gverdi.

gamomcemeli: McGraw-Hill (22

noemberi 2005 weli).

ena: inglisuri.

zomebi: 8.1 x 7.3 x 1.3 diumi.

wignis anotacia:

wigni, romelmac Secvala marketingi samudamod, ganaxlda

axali aTaswleulisTvis.

1986 wels marketingulma omebma gadaiyvana industria

axal, Tanamedrove, mgrZnobiare da uprecedento mogebis

msoflioSi. axla, ori dekadis Semdeg, es anotaciuri

gamocema gTavazobT ukanasknel, yvelaze Zlier taqtikebs,

romlebic gaxda Ries-s da Trout-is sinonimebi.

axali gamocema moicavs ukanaskneli ori dekadis ise-

Ti kompaniebis marketingul warmatebebs rogorebicaa

`Volkswagen~, `Sony~, `Coca-Cola~, `Budweiser~,

`IBM~, `McDonalds~.

101 Biggest Mistakes Managers Make

and How to Avoid Them

zomebi: 9.2 x 7.2 x 1 diumi.

avtori: Mary

Albright.

informacia produqtze:

gverdebis raodenoba:

352 gverdi.

gamomcemeli: Prentice

Hall Press (9

ianvari 1997 weli)

ena: inglisuri.

wignis anotacia:

es aris martivi gzamkvlevi imisaTvis, raTa Tavi

aaridoT 100 yvelaze gavrcelebuli sayovelTao

Secdomas, romelic dauSviaT menejerebs.

wignis anotacia:

GEORGIAN BUSINESS TODAY

Gravitational Marketing: The Science of

Attracting Customers

avtorebi: Jimmy Vee;

Travis Miller; Joel Bauer.

informacia produqtze:

gverdebis raodenoba: 272

gverdi.

gamomcemeli: Wiley (3 marti

2008 weli).

ena: inglisuri

zomebi: 9.2 x 6.3 x 1.1 diumi.

Tu Sen flob bizness, an xar gayidvebis profesionali,

`mizidulobis martketingi~ gTavazobT momxmareblebis

mizidvis martiv meTods. Tu ginda, rom gayido meti

da imuSao naklebi, es wigni dagexmareba martivad da

efeqturad miizido momxmarebeli. `mizidulobis martketingi~-s

meSveobiT Sen SeZleb Sewyvito momxmareblis

devna da neba darTo maT Tavad movidnen SenTan.

Inspired Marketing!: The Astonishing

Fun New Way to Create More Profits for

Your Business by Following Your Heart

avtorebi: Joe Vitale, Craig

Perrine.

informacia produqtze:

gverdebis raodenoba: 224

gverdi.

gamomcemeli: Wiley (21 marti

2008 weli).

ena: inglisuri.

zomebi: 9.1 x 6.1 x 1diumi.

wignis anotacia:

dRevandel dRes biznesSi arsebobs Zlieri konkurencia.

Sen gamudmebiT giwevs gaakeTo raime axali, raTa

gaxde cnobadi da gazardo gayidvebi. `STagonebiTi

marketingi~ aris martivi gakveTili cxovrebaSi. Joe-s

da Craig-is TqmiT, umartivesi gza warmatebisaken aris

is, rom gahyve Sens gatacebebs, daamarcxo SiSebi da iyo

gulwrfeli. yovelive amaSi es wigni dagexmarebaT.

me ar SemiZlia movifiqro ukeTesi rCeva.

46 wignebi


GEORGIAN BUSINESS TODAY

Principles of Risk Management and

Insurance (10th Edition) (Principles of

Risk Management and Insurance)

zomebi: 10.3 x 8.3 x 1.3 diumi.

wignis anotacia:

avtorebi: George E.

Rejda.

informacia produqtze:

gverdebis raodenoba:

747 gverdi.

gamomcemeli: Addison

Wesley X gamocema (20

ianvari 2007 weli).

ena: inglisuri.

es wigni moicavs zogad warmodgenas risk-menejmentsa da

dazRvevaSi, legalur principebs, piradi sakuTrebis,

piradi pasuxismgeblobis, komerciuli sakuTrebis,

sicoclisa da janmrTTelobis, aseve sadazRvevo industriis

risks.

How Come That Idiot’s Rich and I’m

Not?

avtorebi: Robert

Shemin.

informacia produqtze:

gverdebis raodenoba:

256 gverdi.

gamomcemeli: Crown (4

marti 2008 weli).

ena: inglisuri.

zomebi: 9.2 x 6. x 1.1

diumi.

wignis anotacia:

odesme gifiqriaT imaze, Tu ratom aRwevs warmatebas

zogierTi adamiani, sxvebi ki finansurad warumateblebi

arian? daiviwyeT fulis keTebis Zveli wesebi da gamdidrdiT.

es wigni gaswavliT, Tu rogor gaakeToT es.

Tu mTeli cxovreba fulis saSovnelad gaatare, magram

grZnob, rom finansurad arc Tu ise warmatebuli xar,

maSin daexmare Sens Tavs da waikiTxe es wigni.

wignebi

Positioning: The Battle for Your Mind,

20th Anniversary Edition

avtorebi: Al Ries,

Jack Trout.

informacia produqtze:

gverdebis raodenoba:

246 gverdi.

gamomcemeli: McGraw-

Hill (28 dekemberi 2000

weli).

ena: inglisuri.

zomebi: 8.2 x 7.5 x 1

diumi.

wignis anotacia:

esaa gzamkvlevi marketingisa da sareklamo strategiisTvis.

wigni efuZneba fundamentur warmodgenas, rom

warmateba ar niSnavs, gqondes saukeTeso produqti an

momsaxureba. warmateba gulisxmobs imas, rom momxmarebels

swori warmodgena Caunergo da gamudmebiT izruno

mis SenarCunebaze.

Market Segmentation: How to do it,

how to profit from it

avtorebi: Malcolm

McDonald, Ian Dunbar

informacia produqtze:

gverdebis raodenoba:

512 gverdi.

gamomcemeli: Butterworth-

Heinemann (1 oqtomberi

2004 weli).

ena: inglisuri.

zomebi: 9.6 x 7.3 x 1.2

diumi.

wignis anotacia:

McDonald da Dunbar arian lideri avtorebi am sferoSi.

segmentacia da marketinguli dagegmva aris marketinguli

programebis ZiriTadi sakiTxi.

araferi ar imuSavebs biznesSi, Tu bazari sworad ar

aris dayofili segmentebad.

es wigni dagexmarebaT bazris segmentaciaSi, gaswavliT,

rogor gaakeToT es da rogor miiRoT sargebeli.

47


iznesstilis

ganuyofeli aqsesuari

yvelaze ucnauri saaTebi:

Fossil Frank Gehry Watch

Tu dainteresebuli

xarT ucnauri

saaTebiT,

maSin Frank

G e h r y - s

d i z a i n i T

Seqmnili saaTi, romelsac aqvs

`negatiuri/pozitiuri~ ekrani,

aucileblad mogewonebaT.

saaTi dros gviCvenebs stenografiulad:

mag: `half past 11anu

12 is naxevari~ an `6 till 1

- 6-s aklia erTi wuTi~. dRis

ganmavlobaSi saaTis ekrani

aris `pozitiuri~, Ramis

ganmavlobaSi avtomaturad

irTveba `negatiurze~.

Suunto X9 GPS Watch

Tu gsurT saa-

Ti, romelic

gzis gagnebaSi

dagexmarebaT,

maSin Suunto

X9 swored

TqvenTisTvis aris Seqmnili.

es saaTi aRWurvilia GPS

navigaciis sistemiT, kompasiT,

qronometriT, simaRlis sazomiTa

da barometriT. mas aqvs

yvelaferi, rac gWirdebaT.

Mr.Gadget 1GB USB 2.0

Executive Watch

aRniSnuli 1 gigabaitiani USB

saaTis saxeliT yvelaferia

naTqvami: Mr. Gadget. Tu Tqven

warmoidgenT sakuTar Tavs

gajetis adgilas, romelsac

aqvs mexsierebis Cipi sakuTar

sxeulSi, – es saaTi swored

TqvenTvis iqneba Seqmnili.

maRali sixSiris LED saaTi

LED saaTis ekranze aris

`eqvalaizeri~, feradi kubikebis

moZraoba vertikaluri

da horizontaluri

mimarTulebiT (rogorc xmis

`eqvalaizeri~). qvemoT Casvlisas

rCeba mxolod ori kubiki,

es grZeldeba manam, sanam

ar gamoCndeba saaTi da wuTi.

ekranze dro Cans mxolod 5

wamis ganmavlobaSi, Semdeg

procesi iwyeba Tavidan.

GEORGIAN BUSINESS TODAY

Nixon Camweri saaTi

Nixon-is Camweri saaTi

agisrulebT bavSvobis ocnebas,

gqonodaT xelze dawerili

`Spargalka~. saaTi gaZlevT

saSualebas, CaiweroT 8

Canaweri (jamSi 3.5 wuTi), rac

nebismieri bavSvis ocnebaa.

popularuli saaTis tipebi:

1. yoveldRiuri

2. fufunebis

3. yvinTvis

4. pilotis

5. moduri

6. sportuli

7. jibis

8. tansacmlis

9. klasikuri

popularuli saaTebi:

mamakacebis qalbatonebis

1. Rolex 1. Seiko

2. TAG Heuer 2. Fossil

3. Omega 3. Timex

4. Citizen 4. Swiss Army

5. Seiko 5. Bulova

6. Fossil 6. Casio

7. Bulova 7. DKNY

8. Tissot 8. Fend

9. Breguet 9. Citizen

10. Casio 10. Omega

48 biznesstilis ganuyofeli aqsesuarebi


GEORGIAN BUSINESS TODAY

msoflios popularuli saa-

Tebi:

1. ROLEX OYSTER PER-

PETUAL DATEJUST

S v e i c a r i i s

saaTebis xelovnebisasociaciismixedviT,

`Rolex~

aris yvelaze

p o p u l a r u l i

brendi. am brendis

yvelaze

p o p u l a r u l i

modelia Oyster

Perpetual, romlis

pirveli egzemplari gamovida

1933 wels. igi aris yvelaze

cnobadi modeli msoflioSi.

2. RADO INTEGRAL

1962 wels

Rado-s kompaniam

pirvelma

daiwyo dazianebissawin

a a R m d e g o

(nakawrebis,

nafxaWnebis sawinaaRmdego)

saaTebis warmoeba. misi

yvelaze popularuli modeli

aris Integral Collection.

3. FRANK MULLER CASA-

BLANCA

biznesstilis ganuyofeli aqsesuarebi

Fran Muller aris popularuli

Tavisi modeliT CAS-

ABLANCA.

4. PATEK PHILIPE CALA-

TRAVA

am saaTs ar aqvs araferi gansxvavebuli,

erTi ramis garda.

dizaini ar Secvlila 1932

wlis Semdeg, rodesac es modeli

Seiqmna. igi iyo Cveulebrivi

saaTi, mrgvali da Txeli korpusiT.

droTa ganmavlobaSi

es simartive gadaiqca presti-

Jis da simdidris simbolod.

5. CARTIER TANK

saaTi, romelic Zalian gavs

tanks, Seiqmna 1919 wels. mas

Semdeg ar Sewyvetila am

modelis warmoeba. es saaTi

popularobiT sargeblobs

iseT cnobil adamianebs Soris,

romlebic arian: rudolf

valentino, elizabed teilori,

brijit bardo, frenk sinatra,

pirs brosnani.

6. LONGINES LA GRANDE

CLASSIQUE

es aris yvelaze popularuli

modeli momxmarebelTa

saSualo fenisaTvis. misi

warmoeba daiwyes 1982 wels.

7. OMEGA CONSTELLA-

TION

am models

Tavisuflad

SegviZlia vuwodoTsaxalxo

saaTi,

romlis warmoebac

daiwyo

1996 wels.

49


momajadovebeli

da idumali. . .

sunamo adamianis `me-s~ gamoxatvis

saukeTeso saSualebad

iTvleba. mcenareebisagan

surnelovani siTxis Seqmna

saukuneebma xelovnebis erTerT

dargadac ki Camoayaliba,

romelsac safuZveli

Cauyares Zvelma romaelebma,

egviptelebma, berZnebma da

a.S. Tanamedrove qimikosebma

ki maTi saxelebi daarqves da

adamianTa Sinagan samyaros

daukavSires. surneli adamianSi

vnebas da ltolvas

aRvi- vebs. dResdReobiT

uamravi saxis sunamo arsebobs

da TiToeul maTgans gansakuTrebuli,

mxolod misTvis

damaxasiaTebeli surneli aqvs.

quCaSi, transportsa Tu sxva

sazogadoebrivi TavSeyris

adgilebSi, albaT, xSirad gigrZvniaT

sunamos mZafri an

Tundac tkbili surneli.

dRes sunamo didi popularobiT

sargeblobs. mis gareSe,

faqtobrivad, warmoudgenelia

Tanamedrove adamiani.

Tanac, sunamo xom sawinaaRmdego

sqesis moxibvlis erTerT

saukeTeso saSualebas

warmoadgens?! Tumca, kargi

sunamos yidva sakmaod Zvir

siamovnebas warmoadgens.

sunamoebis cnobili brendebi

saqarTvelos bazarze daaxloebiT

10-12 wlis win gamoC-

ndnen. 1995 wels Tbilis-

Si TiTqmis erTdroulad

gamoCnda ori axali qseli-

`vule-vu~ da `isi-pari~.

droTa ganmavlobaSi orive

qseli daixvewa da gafar-

Tovda. dResdReobiT saqar-

TveloSi `isi-pari~-s 14 da

`vule-vu~-s 11 maRaziaa warmodegnili.

cota mogvianebiT,

1998 wels parfiumeriebis

maRaziaTa qselebs Seemata

kidev erTi axali qseli `lutecia~,

romelic 6 savaWro

obieqts aerTianebs.

parfiumeriis maRaziaTa qsels

mZafr konkurencias uwevs bazroba,

sadac fasebi SedarebiT

dabalia da warmodgenili

produqciis asortimentimravalferovani.

Tumca, bazrobaze

warmodgenili produqcia

dabalxarisxiania da

didia falsifikaciis riski.

Cven CavatareT sunamoebis

momxmarebelTa kvleva: gamokiTxul

iqna 100-mde sunamos

momxmarebeli, saidanac sakmaod

mniSvnelovani da saintereso

informaciis mopoveba

SevZeliT.

gamokiTxuli sunamos momxmareblebi

ZiriTadad yiduloben

50-100 laramde Rirebu-lebis

sunamoebs, rasac

aseve adastureben Cven mier

gamokiTxuli sunamoebis maRaziebis

menejerebi. Semdeg modis

50 larze naklebi Rirebulebis

sunamoebi, 100-150

laramde yidulobs gamokiT-xulTa

13.6%. 150 laris

zeviT ki - mxolod 3.6%.

aRmoCnda, rom is, vinc yi-

GEORGIAN BUSINESS TODAY

dulobs sunamoebs, ZiriTadad

50-100 laramde xarjavs.

Catarebulma kvlevam gamoavlina

is ZiriTadi faqtorebi,

romlebic mniSvnelovania

momxmarebliTvis sunamos ar-

Cevis procesSi. gamovyaviT

Semdegi ZiriTadi faqtorebi:

brendi, surneli, moduroba,

flakonis dizaini, siaxle da

fasi. momxmarebels TiToeuli

maTgani unda Seefasebina

qulebiT: 1. Zalian mniSvnelovania,

2. mniSvnelovania,

3. naklebad mniSvnelovania,

4. umniSvneloa. saboloo

jamSi miviReT Semdegi saxis

monacemebi: momxmareblisTvis

yvelaze niSvnelovani surneli

aRmoCnda, Semdeg ki momxmareblis

gadawyvetilebaze

yvelaze did gavlenas axdens

brendi. yvelaze umniSvnelo

sunamos SeZenisas momxmareblisTvis

aRmoCnda flakonis

dizaini.

aseve mniSvnelovania faqtorebis

Sefaseba maRaziis

arCevis dros. gamokiTxuli

sunamos momxmareblebisTvis

yvelaze mniSvnelovani aRmoCnda

asortimentis ganaxleba

axali sunamoebiT. Tumca, maT-

Tvis aseve mniSvnelovania dabali

fasebi da perioduli

fasdaklebebi.

50 momajadovebeli da idumali...


GEORGIAN BUSINESS TODAY

SedarebiT nakleb mniSvnelobas

aniWeben imas, rom maT mier

arCeuli maRazia iyos farTo

qselis nawili.

gamokiTxul momxmareblebSi

yvelaze popularuli brendi

aRmoCnda `Chanel~, Semdeg

mas mosdevs `Dior~, `Armani~,

aseve upiratesobas aniWeben

`Nina Ricci~-is da `Lancome~-s.

maRaziebis menejerTa

gamokiTxvis Sedegadac TiTqmis

igive brendebi dasaxelda

yvelaze popularulad da

moTxovnad brendebad. maTi

TqmiT, yvelaze popularuli

brendia `Chanel~, Semdeg ki

mas mosdevs `Nina Ricci~.

axla oriode sityviT 2008

momajadovebeli da idumali...

wlis mosalodnel sunamoebzec

mogaxsenebT:

• `Juicy Countre~ - is saxlma

gadawyvita martis TveSi gamouSvas

mamakcis pirveli sunamo

`Dirty English~;

• martis TveSi parfiumeri

`Aantuin li Comme des Garcons~

warmoadgens `888~-s,

romelsac pirobiTad `oqros~

sunamos uwodeben;

• maisSi gamoCndeba mamakacTa

sunamos kidev erTi

versia `The One for Men

Dolce&Gabbana~- meTiu

makkonaxisagan;

• 2008 wlis gazafxulze

`Gres~-is saxli agrZelebs

sakuTari sunamoebis seriebis

gamoSvebas marlen ditrixis

saxeliT. sameuli `Hommage

a’Marlene Dietich~, klasikuri

yvavilovani surneli

`My Dream~, yvavilovani

`Sipri My Life~ da nazi aromati

`My Passion~, romelic

gaZlevs saSualebas Seexo

kinomatografiis klasikas;

• `Givenchy~-is saxlma 2008

wlis SemodgomisaTvis gadawyvita

mamakacis kidev erTi

sunamo `Pi Neo~ gamouSvas,

romelic sxva aromatebTan

erTad mandarinis surnelsac

unda Seicavdes.

2008 wels kidev ara erT

axal da saintereso brendisa

da sunamos gamoCenas elian.

sunamo ukvdavia da yovelTvis

ase iqneba. legendaruli

jon galianos TqmiT: `qalis

yvelaze mniSvnelovani samkauli

misi surnelia~.

sunamo harmoniulad Seqmnili

mTlianobaa. surneli adamianSi

vnebas da ltolvas aRvivebs.

poetebi, mwerlebi, Semoqmedebi

da ubralo adamianebi aRfrTo-

vanebaSi mohyavda im surnels,

romelic ase daufaravad

amxelda susti sqesis saidumlos.

51


jinsi - ubralo muSis samosi Tu

`Tavisuf-lebis~ etaloni?

yvela Tanamedrove adamianis

garderobSi jinsis qsovilisgan

damzadebuli erTi nivTi mainc

moiZebneba: xelCanTa, fexsacmeli,

aqsesuari da a.S. dizainerebma

TiTqmis yvelaferSi

gamoiyenes es qsovili, rogorc

ar unda gagikvirdeT,

magidis gadasafareblisa Tu

qveda sacvlebis SeqmnaSic ki.

modis istorikosebma Txeli,

nazi denimis (jinsis qsovili)

naWris saqorwilo kabac ki

daafiqsires. dRes ukve aRaravis

ukvirs, rom jinsi SeiZleba

Rirdes rogorc 10, ise

46 aTasi dolari _ asea Sefasebuli

msoflioSi yvelaze

Zveli, firma `Levis~_is, jinsi.

modeliorTa da dizainerTa

saxlebi, romelTac ar aqvT

TavianTi jinsis xazi warmoebaSi,

TiTze CamosaTvlelia.

TiTqmis yvelam Tavidanve izruna

am sakiTxze _ `Versace

Jeans Couture~, `Poul Smith

Jeans~, `D&G~ da bevri sxva.

rogorc amboben, TiTqmis yvela

modelis saxlis mogebaSi

yvelaze didi wvlili jinsis

xazs Seaqvs da ara eqskluziur

modelebs. zogierTi savaWro

niSani, romelTac moRvaweoba

mxolod jinsis warmoebiT

daiwyes, axla tansacmlis da

aqsesuarebis srulyofili

koleqcia aqvT. jinsebis aseTi

saocari da mudmivipopularobis

axsna mxolod misi

praqtikulobiT SeuZlebelia.

igi yovel sezonze moda-

Sia.2003 wlis maisSi jinss 150

weli Seusrulda. dRes sakmaod

rTulia iseTi adamianis

warmodgena, romelsac er-Txel

mainc ar Caucvams igi. arsebobs

iseTi sazogadoebrivi

adgilebi, sadac ar SegiSveben

marto imitom, rom jinsi gacviaT,

ras izamT `dress code~_

is dacva savaldebuloa.

jinsis istoriis ori mesamedi

_ `Levi’s~ - is istoriaa.

Tu falsifikacias ar CavTvliT,

msoflioSi am firmis 3,5

miliardi Sarvalia ukve gayi-

duli. `Levi’s~_is modelebi

icvleba, magram `seria 501~

mudmivad rCeba da mas yovelTvis

eyoleba Tayvanismcemeli

da momxmarebeli.

20-ian wlebSi `Levi’s~-is jinsi

saukeTeso samuSao tansacmeli

gaxldaT. maSin misi mTavari

Rirseba saimedoba iyo. im periodis

sareklamo plakatebze

gamosaxuli iyo adamiani,

romelic Robeze xteba, xolo

Sarvlis totze kbilebiT

ZaRlia Cafrenili. dRemde

`Levi’s~-is savaWro niSan

GEORGIAN BUSINESS TODAY

ze gamosaxulia ori cxeni,

romlebic erTmaneTze jinsis

SarvliT arian gadabmulni,

cxenebi garbian, jinsi ki ar ixeva.

muSebi jinsSi ara marto gam-

Zleobas afasebdnen, aramed

moxerxebulobasac _ mas

uamravi jibe hqonda, sadac samuSao

iaraRebs inaxavdnen.

30_ian wlebSi yovelive es

cotaTi Seicvala. muSebs

ar SeuwyvetiaT jinsis tareba,

ubralod, es Casacmeli

kovboebma moirges cnobil

vesternebSi, romelTac axalgazrdebmac

mibaZes.

40_ian wlebSi `Levi’s~_s

pirveli konkurentebi gamouCndnen.

seriozuli brunva

hqonda firma `Lee Cooper~-s,

romelmac am periodSi daiwyo

jinsis warmoeba. manamde es

firma samuSao formebs keravda

samxedroebisTvis.

yvelaze Tamami nabiji jinsis biznesSi

50_ian wlebSi qalebis-

Tvis Sekerili jinsis Sarvali

gaxda. yvelaze gabeduli qalebisTvis

ki Sarvali elva

SesakraviT gamovida.

60_ian wlebSi gamovida feradi

jinsi. 70_iani wlebi ukve

trapeciad aWrilma jinsis Sarvalma

daipyro, romelic platformian

fexsacmelze ecvaT.

52 jinsi - ubralo muSis samosi Tu `Tavisuf-lebis~ etaloni?


GEORGIAN BUSINESS TODAY

aTwleulis dasasruls

dadga cnobili teqnologiis

`Stonewashed~_is dro. am

teqnologiis avtoroba isev

saidumlod rCeba. mas miaweren

rogorc `Levi’s~_s, ise

`Gap~_s. im periodisTvis

jinss wvril qvebTan erTad recxavdnen

da brZola saukeTeso

SedegisTvis midioda. firmebi

eqsperimentebs ara marto qvis

zomiT, aramed misi warmoSobis

mixedviTac atarebdnen.

miuxedavad imisa, rom dRes

es saqmianoba teqnologiebis

gamoyenebis saSualebiT xdeba,

mainc SemorCenilia gamoTqma

– gaxexili jinsi.

SeiZleba aRvniSnoT, rom jinsi

orjer daibada: pirvelad 150

wlis win, meored dabadebad

ki SeiZleba CavTvaloT 80_

iani wlebi, rodesac gamoCnda

dizaineruli jinsi. axla veravis

gaakvirveb imiT, rom

`Armani~-s jinsis Sarvali imdeni

Rirs, ramdenic `Levi’s~is

ori an sami erTad, magram

80_ian wlebSi amas miCveva

sWirdeboda. dizaineruli

jinsis gamoCenas kelvin klains

miaweren.

80-ian wlebSi aseve Seiqmna

jinsi-streiji da Zalian viwro

jinsi jibeebis gareSe. TeZoebis

areSi ganlagebuli didjibeebiani

Sarvalic am epoqis

Svilia. amave dros gamoCnda

mozrdili sazogadoebisaTvis

Znelad Sesaguebeli daxeuli

jinsi. jinsi im gamonaklis

samosTa ricxvs miekuTvneba,

romelsac pretenzia aqvs erTdroulad

iyos: moduri, revoluciuri

da istoriuli.

oqro Tu namdvilia, Jangi ar ekideba

oqro Tu namdvilia,

Jangi ar ekideba

`Cemi bajaRlo oqro xaro~ _

metyoda xolme bebiaCemi.…

maSin vifiqre pirvelad, albaT,

oqro raRac Zvirfasi

da lamazia, radgan bebo me

madarebs-meTqi,… magram erTxelac,

roca mezoblis yviTlad

moelvare kbilebma mom-

Wra Tvali, `oqros RimiliT~

SeSinebulma uarvyavi mosazreba.

SeiZleba zogs yviTeli ar moswons,

iqneb am liTonis mowi-

Talo da TeTri Seferilobac

daiwunos vinmem,… an ubralod

vercxli urCevnia _ gemovnebaze

ar daobeno ityvian da silamazec,

rogorc viciT, fardobiTi

cnebaa, magram oqro

mainc oqrod rCeba! preistoriuli

xanidan moyolebuli

didi pativiT sargeblobs;

alqimikosebma `liTonTa

mefed~ Seracxes; odiTganve

dakavSirebulia ZalauflebasTan,

simdidresTan… bolos

da bolos, swored es keTol-

Sobili liToni gamoxatavs

yvela sxva saqonlis Rirebu-

lebas, rogorc sayovelTao

eqvivalenti da iqceva fulad!

Znelia Tanamedrove samyaro-

Si myari faseulobis gamonaxva.

yvelaferi swraf cvalebadobas

rom eqvemdebareba, amas

ukve miveCvieT.… RirebulebaTa

devalvaciiT dawyebuli,

savaluto inflaciiT dam-

Tavrebuli, ra ginda rom ar

gamogvicdia.… aseT aramyar

garemoSi kapitalis SenarCuneba

da miT umetes, mis gazrdaze

zrunva ar aris advili

saqme.… qaRaldi iwvis, ixeva,

Zvirfasi liTonebi ki `Wir-

Sic da lxinSic~ mis mflobelebs

simyaris grZelvadian

garantad esaxeba...

sanam gamarjvebuls oqros

medliT ajildoveben, mefes

oqros gvirgvins adgamen da

meuRles oqros beWdiT niSnaven,

urigo ar iqneba Tu gvecodineba,

mainc ra Rirs dRes

oqro?

oqro gaZvirda da eqspertebis

prognozirebiT kidev ufro

gaZvirdeba. 2006 wlis bolos

1 uncia (31.1034768 grami)

oqro 620 dolari Rirda,

2007-Si _ 800 dolari, 2008

wlis dasawyisisTvis ki 1000

dolaramde avida fasi.

sxva saqonlis Rirebulebis

msgavsad, oqros fasic

moTxovnisa da miwodebis

Tanafardobaze dayrdnobiT

ganisazRvreba. am liTonis

gamoyenebis areali, rogorc

mogexsenebaT, sakmaod farToa.

Sesabamisad, masze moTxovnac

didia.

rac Seexeba marags, dRes-

53


dReobiT msoflio sabanko

rezervi Seadgens 32 000

tonas. mTeli es oqro rom

gadavadnoT da erTi didi

kubis forma mivceT, msoflio

oqros kubis gverdis sigrZe

sul raRac 12 metri gamova...

es ki namdvilad ar aris imdeni,

rom yvelas gveyos, gansakuTrebiT

maSin, roca sul

ufro da ufro popularuli

xdeba Zvirfas liTonSi fulis

dabandeba. savaraudod, kidev

ufro gaizrdeba moTxovnileba

e.w. investiciur oqroze,

romelsac ZiriTadad zodebis

an monetebis saxiT inaxaven

bankebSi.

Tu Tqvenc imaT ricxvSi xarT,

visac fulis oqroSi dabandeba

ganuzraxavs, jer Zveli gamoTqma

gaixseneT - `yvelaferi

rac brwyinavs, oqro ar aris!~.

adre oqros testireba imaSi

gamoixateboda, rom liTons

kbendnen. rac ufro kargad

daetyoboda nakbilari, miT

ufro rbili iyo liToni, da

Sesabamisad, ufro sufTa iyo

oqroc. dRes amdeni garja ar

dagWirdebaT.

axla fasilifikaciisgan Ta-

vis dasaRwevad oqros

sisufTavis gansazRvris ori

sistema arsebobs: britanuli

e.w. karati da rusuli sinjebis

sistema.

1 karatiani oqro niSnavs imas,

rom SenadnobSi oqros Semcveloba

1/24-ia, aqedan gamomdinare,

24 karatiani oqro

yvelaze sufTa oqroa.

rac Seexeba sinjebs, aq gazomva

meaTasedebSi xorcieldeba.

sinji varirebs 0-dan 1000- mde.

996 sinjis oqro praqtikulad

sufTa oqroa.

isic unda iTqvas, rom bevr sxva

`sikeTesTan~ erTad sinjebis

gayalbebac xdeba, amitom Tu

erT xelSi beWedi giWiravT

warweriT _ 958, meore xeli ki

ukve safulisken migaqvT, axali

SenaZenis gasakeTeblad… fulis

gadaxdamde jobia mainc

eqsperts mimarToT.…

marTalia, oqros stomatologiaSic

iyeneben, farmacevtebic

sargebloben am liTonis

samkurnalo TvisebebiT,

da Tqven warmoidgineT, kulinariaSic

ki oqros mtvers,

rogorc dekoratiul

ingredients sxvadasxva sasmelebis

da tkbileulis

GEORGIAN BUSINESS TODAY

gasaformeblad mimarTaven,

pirvelad oqrosTan mimarTebaSi

mainc samkauli asocirdeba.

sainteresoa ra saxis, rogori

warmoSobis da ra fasis

samkaulebi iyideba metwilad

qalTul bazarze.… amis gasarkvevad

kiTxvariT xelSi mivmarTeT

oqros gamyidvelebs

da mcire `gamokvlevis~ Sedegad

gairkva, rom:

rusuli warmoSobis oqro

yvelaze didi popularobiT

sargeblobs, Semdeg erTmaneTs

ejibrebian italiuri

da Turquli... rac Seexeba

fasebs, ZiriTadad 50-dan 200

laramde Sefasebul samkaulebs

iZenen, xolo sinjebidan

yvelaze metad yiduloben 583,

958 da 750 sinjis oqros.

nakeTobebidan TiTqos

yvelaferze Tanabari moTxovnaa,

magram rogorc erTma

gamyidvelma miTxra: `Svilo,

axla marxvaa da imitom, Torem

Sen unda naxo qorwilebis

`bumis~ dros oqros beWdebi

rogor kargad saRdebao~.…

mere isic moayola: `mag qa-

Raldebis frials jobia oqro

iyido, icode es iseTi ramea, ar

iJangebao~.

54 oqro Tu namdvilia, Jangi ar ekideba


GEORGIAN BUSINESS TODAY

stumarTmoyvareobis `saamayo~ tradicia da...

Cven vamayobT stumarmaspinZlobis

saukunovani

tradiciiT, magram momsaxurebis

kultura jer kidev

daxvewis procesSia...

magaliTisTvis sakmarisia imis

aRniSvnac, rom qarTvelebis

umravlesobisTvis mimtanoba

e.w. oficiantoba saTakilo

profesiaTa ricxvs miekuTvneba.

arian qarTul realobaSi

momRimari mimtanebi?

Tu Tqven gadawyvetT daZabuli

samuSao kviris Semdgom

sakuTar Tavs patara dResaswauli

mouwyoT da emociebisgan

daclis survilic gZalavT,

maSin saxlSi yofnas ra

Tqma unda restoranSi wasvla

jobia.

Cems megobrebTan erT-erT

restoranSi Sexvedra Tavdapirvelad

Cemi warmatebis

Txrobas da, imavdroulad,

oficiantis lodins daeTmo.

saubarSi garTulebma verc ki

SevniSnerT, rom naxevari saa-

Tis ganmavlobaSi uyuradRebod

visxediT. es yvelaferi

umniSvnelod Caivlida, rom

ara oficiantis agresiuli

toniT naTqvami: `ras inebebT?~

Tavidanve tonis Secvla

movTxove. amas moyva mimtanis

mxridan Tavisi da axloblebis

biografiuli mimoxilva.

roca gavacnobiere, rom

stumarTmoyvareobis `saamayo~ tradicia da...

musikalur gaformebasac ki

gadaaWarba Cemi xmis tonalobam,

gvian, magram mainc mivxvdi,

rom darCenas restornis saswrafod

datoveba ajobebda.

logikurad daibada kiTxva:

`neta am dros sad iyo menejeri?~

`nuTu aravin unda

akontrolebdes aseTi `Tavaziani~

personalis qcevebs?~

XXI saukuneSi, rodesac mTeli

msoflio dRiTi dRe ukeTes

momsaxurebas sTavazobs momxmarebels,

saqarTveloSi ratom

unda xdebodes aseTi

SemTxvevebi? rodemde unda

visaubroT arasrulfasovan

qarTul momsaxurebaze? ganviTarebul

qveynebSi xom kompaniebi

momxmarebels maRali

xarisxis produqtTan erTad

sTavazobs damatebiT faseulobas,

vinaidan momsaxureba

aramaterialuria, STabeWdilebaa,

es yovelive ki momxmareblis

cnobierebaSi mkvidrdeba

sasiamovno mogonebad.

restornebi bevrad met faseulobas

sTavazoben momxmareblebs,

vidre, ubralod

saWmliT momsaxurebaa da

swored am STabeWdilebisTvis

dadis iq sistematurad

amdeni xalxi. rodesac momsaxurebis

xarisxis sazomia momxmareblis

SenarCuneba, aseTi

momsaxure personali ar unda

ubiZgebdeT maT restornis

ukan mouxedavad datovebisken.

organizaciisTvis es Zalian

uaryofiTad aisaxeba,

radgan wasvlis mere aseTi

klientebi ar daizareben ukmayofilebis

xmamaRla gaJRerebas.

mas Semdeg mawvalebs kiTxva:

aris ki recepti qarTul realobaSi

agresiuli mimtanebis

momRimar momsaxure personalad

gadaqcevisa?

menejerma SeiZleba sxvadasxva

qmedebas mimarTos, magram

saWiroa, rom TiToeul Tanam-

Sromels individualurad

miudges _ Tu zogze dadebi-

Tad imoqmedebs problemebis

Sesaxeb calke saubari, sxvebisTvis

darRvevebis dros

sajarod sayveduris micemaa

saukeTeso gamosavali; menejerma

pirdapir Tu iribad

gamudmebiT unda akontrolos

TanamSromlebi, iqneba

es misteriuli momxmareblis

instituti Tu piradi gakontroleba;

SesaZloa restornebSi daidos

e.w. saCivris yuTebi, sadac

ukmyofilo momxmarebeli

SeniSvnebs Caagdebs da saku-

Tari azris gamoxatvis meti

saSualeba eqneba.

sabolood, yvela SemTxvevaSi

Secdomebze unda viswavloT

da arasdros davkmayofildeT

miRweuliT.

cxadia, rom momxmareblebs

siamovnebT myudro garemoSi

Rimiliani momsaxureba. ase

rom, Tu migaCniaT, rom klienti

aris `mefe~, gauRimeT...

55


amdenad kargad

arTmevT Tavs

samuSaos?

1. samuSao dRiswesrigSi

gegmebisTvisac vitoveb

dros:

a. TiTqmis arasdros

b. zogjer

g. xSirad

d. TiTqmis yovelTvis

2. me gadavabareb xolme

yvelafers, risi gadabarebac

SeiZleba:

a. TiTqmis arasdros

b. zogjer

g. xSirad

d. TiTqmis yovelTvis

3. me werilobiT vafiqsireb

davalebebsa da

miznebs, Tan vuTiTeb maTi

Sesrulebis vadebs.

a. TiTqmis arasdros

b. zogjer

g. xSirad

d. TiTqmis yovelTvis

4. vcdilob yvela oficialuri

dokumenti

“erTxel da samudamod

davamuSao”.

a. TiTqmis arasdros

b. zogjer

g. xSirad

d. TiTqmis yovelTvis

5. yovel dRe prioritetebis

mixedviT vadgen

Sesasrulebeli saqmeebis

nusxas:

a. TiTqmis arasdros

b. zogjer

g. xSirad

d. TiTqmis yovelTvis

6. vcdilob Cemi samuSao

dRe SeZlebisdagvarad

gavaTavisuflo “gverdiTi”

satelefono saubrebisgan,

daugegmavi

momsvlelebisa da sxdomebisgan:

a. TiTqmis arasdros

b. zogjer

g xSirad

d TiTmis yovelTvis

7. vcdilob Cemi dRiuri

datvirTva sakuTari

Sromisunarianobis Sesabamisad

gavanawilo:

a. TiTqmis arasdros

b. zogjer

g. xSirad

d. TiTmis yovelTvis

8. Cemi drois gegmaSi

aris “fanjara”, romelic

saSualebas maZlevs reagireba

movaxdino aqtualur

problemebze:

a. TiTqmis arasdros

b. zogjer

g. xSirad

d. TiTmis yovelTvis

9. me vcdilob Cemi aqtivobebi

imgvarad

gamovavlino, rom koncentrireba

movaxdino

sasicocxlod mniSvnelovan

problemebze:

a. TiTqmis arasdros

b. zogjer

g. xSirad

d. TiTmis yovelTvis

10. me SemiZlia uaris

Tqma, roca sxvas Cemi

drois gamoyeneba surs,

me ki ufro seriozuli

samuSao maqvs:

a. TiTqmis arasdros

b. zogjer

g. xSirad

d. TiTmis yovelTvis

GEORGIAN BUSINESS TODAY

qulebiT Sefaseba

a. 0

b. 1

g. 2

d. 3

0-15 qula: Tqven ar gegmavT Tqvens dros da

garemoebaTa zegavlenis qveS xarT, zogierT mizans

aRwevT Tu ki icavT winaswar Sedgenil ganrigs.

16-20 qula: Tqven cdilobT marToT sakuTari

dro, magram arc iseTi Tanamimdevruli xarT, rom

warmatebas miaRwioT.

21-25 qula: Tqven kargi TviTmenejmenti gaqvT.

26-30 qula: Tqven yvelasTvis magaliTi xarT,

visac surs drois racionalurad ganawileba.

mieciT Tqvens irgvliv myofebs saSualeba gaiziaron

Tqveni gamocdileba.

Tu daagroveT 24 qulaze naklebi, aman Tavgza ar

agibnioT, ubralod Tqveni energia susti mxareebis

aRmofxvras unda moaxmaroT, es iqneba pirveli

nabiji TviTmenejmentis ganxorcielebis gzaze.

testi

56 testi


GEORGIAN BUSINESS TODAY

rogor visaubroT

telefoniT

saqmiani urTierTobisas sakmaod

xSirad aris SemTxveva,

rodesac ama Tu im saqmian detalze

gviwevs telefoniT

saubari. aseT dros Zalzed

mniSvnelovania garkveuli

wesebis dacviT visaubroT

telefoniT, raTa uxerxulad

ar warmovaCinoT sakuTari

Tavi TanamosaubresTan.

satelefono saubars erTi

mniSvnelovani funqcia aqvs:

monawileTa daSorebis miuxedavad

igi uwyvet da ormxriv

informaciaTa gacvlas

uzrunvelyofs.

eqspertebis azriT, biznesmenTa

drois danakargis 15

mTavar mizezTa Soris pirvel

adgilze satelefono saubrebia.

maTi xangrZlivoba ki

mosaubreTa emociur datvir-

Tvazea damokidebuli.

satelefono saubris xelovnebac

is aris, rom mokled da

mkafiod SevatyobinoT partniors

aucilebeli informacia

da garkveviT miviRoT

pasuxi. saqmiani satelefoni

saubrisas ar aris rekomendirebuli

mosaubresTan sxva

Temebis Sesaxeb bevri laparaki.

amiT SesaZloa dro daakarginoT

da Tqveni reputaciac

SelaxoT.

warmatebuli saubris

safuZvelia kompetenturoba,

rogor visaubroT telefoniT

taqtianoba, keTilganwyoba,

misi warmarTvis efeqturi

meTodebis floba, problemis

operatiulad da

xelsayrelad gadawyvetis

mcdeloba. mniSvnelovania

isic, rom saqmiani satelefono

saubari mSvid da Tavazian

tonSi sruldebodes da

dadebiT emociebs iwvevdes.

saqmiani satelefono saubris

dawyebamde aucilebelia ganvsazRvroT

misi mizani da

warmarTvis taqtika. saWiroa

samoqmedo gegmis Sedgena, gadasawyveti

sakiTxebisa da

misaRebi informaciis Cawera

da sxv. sasurvelia, pirvelive

frazidan vecadoT

mosaubris dainteresebas.

satelefono saubris Semdeg

gavaanalizoT misi Sinaarsi,

CaviniSnoT mniSvnelovani momentebi

da SevadginoT mokle

Canawerebi. arsebobs zogirTi

niuansi, rac rekomendirebulia

gaviTvaliswinoT satelefono

saubris dros.

arasasurvelia:

• yurmilis aRebis didi xniT

dayovneba;

• saubris dawyebisas warmoTqvaT

- `salami, “ilaparakeT~;

• vikiTxoT “`SemiZlia rameTi

dagexmaroT?~;

• or telefonze erTdroulad

saubari;

• telefonis yurmilis gadadeba;

• CaniSvnebisTvis qaRaldis

naglejebis, kalendris furclebis

an sxvaTa gamoyeneba;

• sxvisTvis yurmilis mravaljer

gadacema;

• warmoTqva “`yvelani sadiloben~”,

“`aravinaa~”, “`gameorebiT

darekeT~” da sxv;

sasurvelia:

• yurmilis meoTxe zaramde

aReba;

• saubris dawyebisas warmovTqvaT

“`dila mSvidobisa~”

da warvudginoT Cveni

Tavi;

• azrovnebis koncentracia

da saubris yuradRebiT mosmena;

• Tu sakiTxis gasarkvevad

dro gvWirdeba, SevTavazoT

xelaxla dakavSireba;

• satelefono saubrisaTvis

gankuTvnili blankebis gamoyeneba;

• Tanamosaubris telefonis

nomris Cawera;

• miRebuli informaciis CaniSvna

da sxv.

57


iznessakonsultacio qseli - saqarTvelo

`biznessakonsultacio qseli - saqarTvelo~ BCNG - Tqveni biznesis warmatebisaTvis.

ras fiqrobT, rogor iqmneba warmatebis formula da raSi mdgomareobs qarTul bazarze

damkvidrebis saidumlo? rogor movaxdinoT biznesgaremoSi swori orientiri? am

da sxva aqtualur sakiTxebis gadaWraSi Tqven BCNG-is kvalificiur eqspertTa jgufi

dagexmarebaT.

BCNG-i momsaxureobebis ZiriTadi mimarTulebebia: bizneskonsaltingi, treningebi da

marketinguli kvlevebi.

biznesmenebs da nebismier dainteresebul msurvelebs SesaZlebloba eZlevaT miiRon

konsultaciebi Semdegi mimarTulebiT _ sagadasaxado da sabaJo sakiTxebi, marketinguli

dagegmva, buRaltruli aRricxva, biznesis dagegmva da marTva, sawarmoTa registracia,

biznespartniorebis moZieba da sxva.

BCNG - axorcielebs rogorc individualur, aseve korporatiul momsaxureobas. iTanam-

SromleT CvenTan da Cven viqnebiT Tqveni biznesis warmatebis sawindari.


GEORGIAN BUSINESS TODAY

bizneskalendari

2 aprili:

• sawarmo da organizacia

mogebis gadasaxadis wliur

deklaracias warudgens sagadasaxado

organos da gadaixdis

dazustebul wliur gadasaxads.

• sawarmoebis, organizaciebisa

da fizikuri

pirebisTvisaTvis ekonomikuri

saqmianobisTvis gamoyenebuli

qonebis (maT Soris miwis) gadasaxadis

wliuri deklaraciis

wardgenis da dazustebuli

wliuri gadasaxadis gadaxdis

vada;

• mewarme fizikuri

pirebis, agreTve ekonomikuri

saqmianobis ganmaxorcielebeli

amxanagobis wevri fizikuri

pirebis mier saSemosavlo gadasaxdis

wliuri deklaraciis

wardgenis da dazustebuli

wliuri gadasaxadis gadaxdis

vada.

bizneskalendari

16 aprili:

• dRg-is gadamxdelad

registrirebuli pirebi,

waradgenen dRg-is yovel-

Tviur deklaracias da ixdian

kuTvnil gadasaxads;

• aqcizis gadamxdelebi

waradgenen aqcizis Sesaxeb

yovelTviur deklaracias da

ixdian kuTvnil gadasaxads.

amasTan, aqcizuri markebiT

niSandebas daqvemdebarebul

aqcizur saqonelze aqcizi

gadaxdas eqvemdebareba aqcizuri

markebis SeZenisas;

• Sromis anazRaurebis

Tanxebisa da dakavebuli gadasaxadis

gaangariSebis da

gadaxdili Tanxebis informaciis

Sesaxeb yovelTviuri sagadasaxado

angariSis wardgenis

vada. dakavebuli saSemosavlo

gadasaxadi gadaxdas eqvemdebareba

Tanxis (mogebis) gadaxdisTanave

(gacemisTanave);

• wamaxalisebeli gaTamaSebis,sistemur-eleqtronuli

formis TamaSobis,

latariis momwyobi (organizatori)

pirebi, waradgenen sa-

TamaSo biznesis mosakreblis

yovelkvartlur deklaracias

da ixdian kuTvnil mosakrebels.

amasTan, kazinos

(samorines) magidebis, saTamaSo

aparatebisa da totalizatoris,

bingos, lotos salaros

mowyobisas saTamaSo biznesis

mosakrebeli gadaxdas eqvemdebareba

saangariSo kvartlis

dawyebamde mosakreblis gadaxdis

niSnebis SeZenis gziT;

• mineralur wylebze

bunebrivi resursebiT sargeblobisTvis

mosakreblis gadamxdelebi

sagadasaxado

organoSi waradgenen yovelkavrtlur

gaangariSebas da

gadaixdian gasuli kvartlis

kuTvnil mosakrebels;

• naxSirorJangze (gazi

CO 2 ), bunebrivi resursebiT

sargeblobisaTvis mosakreblis

gadamxdelebi yovelTviurad

gadaixdian kuTvnil mosakrebels.

• bunebrivi resursebiT

(garda naxSiroJangis (gazi

CO 2), mineraluri wylebis,

soflis meurneobaSi gamoyenebuli

wylis resursebisa)

sargeblobisaTvis mosakreblis

gadamxdelebi sagadasaxado organoSi

waradgenen yovelTviur

gaangariSebas da gadaixdian

kuTvnil mosakre-bels.

59


GEORGIAN BUSINESS TODAY

ekonomikuri indikatorebi

inflaciis, mwarmoebelTa da samomxmareblo fasebis indeqsebis dinamika

Tve/weli წლიური ინფლაცია თვიური

ინფლაცია

წლიური ინფლაცია

(სამომხმარებლო

ფასების ინდექსის

პროცენტული

ცვლილება წინა წლის

შესაბამის თვესთან)

თვიური

ინფლაცია, %

სამომხმარებლო

ფასების ინდექსი

(1995=100)

მწარმოებელთა ფასების

ინდექსი (2000 წლის

დეკემბერი=100)

სფი (1995=100) მფი (2000 წლის

დეკემბერი=100)

იანვარი-07 10,4 2,7 288,9 146,6

თებერვალი-07 11,0 0,7 291,0 146,2

მარტი-07 9,7 -1,1 287,9 148,8

აპრილი-07 8,1 0,3 288,7 152,0

მაისი-07 7,3 1,6 293,4 156,0

ივნისი-07 7,3 -0,2 292,8 155,8

ივლისი-07 6,6 0,1 293,3 161,4

აგვისტო-07 7,7 0,6 295,2 167,1

სექტემბერი-07 9,0 1,2 298,6 169,7

ოქტომბერი-07 11,2 2,8 307,1 177,2

ნოემბერი-07 11,6 1,4 311,3 173,3

დეკემბერი-07 11,0 0,3 312,1 173,6

იანვარი-08 10,7 2,5 319,9

თებერვალი-08 10,9 0,9 322,8

2007 weli eqsporti

ianvari

69 473,8

Tebervali

67 521,7

marti

86 665,9

aprili

99 579,0

maisi

112 612,3

ivnisi

ivlisi

agvisto

seqtemberi

oqtomberi

noemberi

dekemberi

sul

ekonomikuri indikatorebi

108 111,1

118 907,5

114 434,4

97 163,0

130 179,1

111 147,5

124 389,1

1 240 184,4

aT. aSS dolari

2007 weli importi

ianvari

328 475,2

Tebervali

334 759,4

marti

381 864,0

aprili

364 694,4

maisi

438 539,4

ivnisi

376 066,0

ivlisi

430 090,3

agvisto

463 612,3

seqtemberi

423 991,3

oqtomberi

523 049,8

noemberi

446 146,3

dekemberi

705 413,4

sul

5 216 702,0

aT. aSS dolari

61


02.04.2008 1 GBP = 2.8914 GEL

01.04.2008 1 GBP = 2.9160 GEL

31.03.2008 1 GBP = 2.9479 GEL

28.03.2008 1 GBP = 2.9764 GEL

27.03.2008 1 GBP = 2.9670 GEL

26.03.2008 1 GBP = 2.9420 GEL

25.03.2008 1 GBP = 2.9252 GEL

24.03.2008 1 GBP = 2.9439 GEL

21.03.2008 1 GBP = 2.9446 GEL

20.03.2008 1 GBP = 2.9971 GEL

19.03.2008 1 GBP = 3.0055 GEL

18.03.2008 1 GBP = 3.0317 GEL

17.03.2008 1 GBP = 3.0699 GEL

14.03.2008 1 GBP = 3.0890 GEL

13.03.2008 1 GBP = 3.0612 GEL

12.03.2008 1 GBP = 3.0665 GEL

11.03.2008 1 GBP = 3.0808 GE

10.03.2008 1 GBP = 3.0794 GEL

laris kursis dinamika martis mixedviT

aSS dolaris kursis dinamika larTan mimarTebaSi

(saSualod kursi1.504)

02.04.2008 1 EUR = 2.2954 GEL

01.04.2008 1 EUR = 2.3211 GEL

31.03.2008 1 EUR = 2.3271 GEL

28.03.2008 1 EUR = 2.3299 GEL

27.03.2008 1 EUR = 2.3156 GEL

26.03.2008 1 EUR = 2.2961 GEL

25.03.2008 1 EUR = 2.2728 GL

24.03.2008 1 EUR = 2.2936 GEL

21.03.2008 1 EUR = 2.3158 GEL

20.03.2008 1 EUR = 2.3556 GEL

19.03.2008 1 EUR = 2.3645 GEL

18.03.2008 1 EUR = 2.3747 GEL

17.03.2008 1 EUR = 2.3562 GEL

14.03.2008 1 EUR = 2.3665 GEL

13.03.2008 1 EUR = 2.3372 GEL

12.03.2008 1 EUR = 2.3447 GEL

11.03.2008 1 EUR = 2.3481 GEL

10.03.2008 1 EUR = 2.3545 GEL

GEORGIAN BUSINESS TODAY

evros kursis dinamika larTan mimarTebaSi

(saSualod kursi 2.3342)

funti sterlingis kursis dinamika larTan

mimarTebaSi (saSualod kursi 3.008)

02.04.2008 1 USD = 1.4635 GEL

01.04.2008 1 USD = 1.4685 GEL

31.03.2008 1 USD = 1.4760 GEL

28.03.2008 1 USD = 1.4810 GEL

27.03.2008 1 USD = 1.4800 GEL

26.03.2008 1 USD = 1.4770 GEL

25.03.2008 1 USD = 1.4770 GEL

24.03.2008 1 USD = 1.4830 GEL

21.03.2008 1 USD = 1.4890 GEL

20.03.2008 1 USD = 1.4940 GEL

19.03.2008 1 USD = 1.4990 GEL

18.03.2008 1 USD = 1.5050 GEL

17.03.2008 1 USD = 1.5130 GEL

14.03.2008 1 USD = 1.5190 GEL

13.03.2008 1 USD = 1.5220 GEL

12.03.2008 1 USD = 1.5260 GEL

11.03.2008 1 USD = 1.5280 GEL

10.03.2008 1 USD = 1.5300 GEL

62 ekonomikuri indikatorebi


GEORGIAN BUSINESS TODAY

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