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GEORGIAN BUSINESS TODAY
GEORGIAN BUSINESS TODAY<br />
6<br />
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sarCevi<br />
biznessiaxleebi<br />
`saerTaSoriso kerZo<br />
mewarmeobis centri~ _ CIPE<br />
biznesgaremo saqarTveloSi<br />
rogor vipovoT sasurveli kadri<br />
ararsebul bazarze?!<br />
AEG da ZANUSSI ra aqvT saerTo?<br />
kidev erTi axali publikacia<br />
sicocxlis warmoSobis unikaluri<br />
simbolo<br />
faberJe - saaRdgomo kvercxis<br />
istoria<br />
saea 19 wlisaa<br />
rogori iqneba `msoflios woniani<br />
statistikosebis~ Sefaseba?<br />
24<br />
27<br />
30<br />
32<br />
warmatebuli pozicionirebis<br />
saidumlo<br />
sareklamo kampania<br />
Jurnal-gazeTebSi<br />
`dazRvevis bumi~ saqarTveloSi<br />
cecxlovani flamingo da mziani<br />
sanapiro<br />
3
edaqtori<br />
dodo WumburiZe<br />
nomerze muSaobdnen:<br />
ana qaTamiZe<br />
oliko zedelaSvili<br />
mariam nanitaSvili<br />
qeTi facacia<br />
salome kiRuraZe<br />
mixeil adeiSvili<br />
Temur yanCaveli<br />
daviT merabiSvili<br />
irakli RuRuniSvili<br />
laSa RuRuniSvili<br />
naTia daReliSvili<br />
soso yifiani<br />
elene xaCiZe<br />
nino qitiaSvili<br />
naTia qurcikiZe<br />
eka kevliSvili<br />
ana oxanaSvili<br />
xatia WumburiZe<br />
Tengo joxaZe<br />
dizaini<br />
naTia zedelaSvili<br />
foto<br />
laSa RuRuniSvili<br />
irakli RuRuniSvili<br />
stilist-redaqtori<br />
naTia daReliSvili<br />
stamba: Sps `sezani~<br />
tiraJi: 2000 cali<br />
UDC (uak) 338.22 (47922)<br />
a-37<br />
4<br />
34<br />
36<br />
38<br />
40<br />
42<br />
44<br />
46<br />
48<br />
50<br />
54<br />
brazilia<br />
ferebis roli<br />
produqtis SefuTvisas<br />
wamyvani brendebis<br />
SemoTavazebebi<br />
Microsoft<br />
mobiluri<br />
telefonebi<br />
kaberne suvenioni<br />
germanuli ludebi<br />
axali wignebi<br />
ra abrkolebs<br />
codnis gaRrmavebis<br />
msurvelebs?<br />
52 navTobi<br />
nayinis filosofia<br />
55<br />
57<br />
58<br />
61<br />
GEORGIAN BUSINESS TODAY<br />
`koka - kolasa~ da<br />
`pepsis~ istoriuli<br />
omebi<br />
bizneskalendari<br />
biznes - testi<br />
ekonomikuri<br />
indikatorebi<br />
sarCevi
iznessiaxleebi<br />
fuladi gzavnilebis<br />
moculoba izrdeba<br />
saqarTvelos erovnuli<br />
bankis informaciiT<br />
ucxoeTidan Semosuli<br />
fuladi gzavnilebis<br />
moculobaSi zrdis<br />
tempi dafiqsirda. 2008<br />
wlis aprilis monacemebiT<br />
fuladi gzavnilebis<br />
moculobam<br />
80.4 milioni aSS dolari<br />
Seadgina, rac wina<br />
wlis monacemebs 14.1<br />
milioni aSS dolariT<br />
aRemateba. aRsaniSnavia<br />
isic, rom mTliani gzavnilebis<br />
62.3% ruse-<br />
Tze modis, rac wilobrivad<br />
yvelaze didi<br />
maCvenebelia.<br />
saqarTvelodan saz-<br />
RvargareT ganxorcielebuli<br />
gzavnilebis<br />
moculobam ki 8.1 milioni<br />
aSS dolari Seadgina,<br />
rac gasuli wlis<br />
maCvenebels 1.4 milioni<br />
aSS dolariT aRemateba.<br />
`milioni~ siRnaRSi<br />
`saqarTvelos bankis~<br />
anabrebze aqciis STambe-<br />
Wdavi prizi _ 1 milioni<br />
aSS dolari amJamad<br />
ukve siRnaRis muzeumSi<br />
inaxeba. manamde aRniSnuli<br />
Tanxa bankis sa-<br />
Tao ofisSi inaxeboda.<br />
mimdinare wlis 30 dekembramde<br />
nebismier<br />
msurvels eqneba SesaZlebloba<br />
muzeumSi<br />
`prizis~ naxvis. siRnaRis<br />
muzeumi mraval-<br />
saukunovan SenobaSia<br />
ganTavsebuli da erTerTi<br />
yvelaze Tanamedrove<br />
dacvis sistemebiTaa<br />
aRWurvili.<br />
`kaparol-jorjias~<br />
axali qarxana<br />
saRebavebis mwarmoebeli<br />
kompania `kaparol-jorjia~<br />
maisis bolosTvis<br />
gegmavs kidev<br />
erTi axali qarxanis<br />
eqspluataciaSi gaSvebas.<br />
Sedegad sawarmoSi<br />
dasaqmebulTa raodenobis<br />
150-dan 250-mde<br />
gazrdas varaudoben.<br />
foTis sazRvao<br />
portma aqciaTa 51%<br />
gayida<br />
foTis sazRvao portma<br />
kompania RAK Investment<br />
Authority-s aqcia-<br />
Ta paketis 51 % mihyida.<br />
gayidul iqna agreTve<br />
3 milion kvadratul<br />
metrze meti farTobis<br />
nakveTi portis mimdebare<br />
teritoriaze.<br />
sul investoris mier Cadebul<br />
iqna 90 milioni<br />
aSS dolari. axali saz-<br />
Rvao portis aSeneba 1,5-<br />
2 weliwadSi igegmeba.<br />
ozurgeTis raionSi<br />
sami qveynis investiciebi<br />
ideba<br />
ozurgeTis raionSi qarTul-Sveicarul-germanuli<br />
investiciebi<br />
Caido, rac sami milioni<br />
evros dabandebas<br />
gulisxmobs. Cadebuli<br />
i n v e s t i c i -<br />
ebiT raionSi<br />
igegmeba saer-<br />
T a S o r i s o<br />
standartebis<br />
bambukis gadamamuSavebeli<br />
sawarmos aSeneba.<br />
sawarmoSi warmoebuli<br />
ekologiurad sufTa<br />
bambuki saerTaSoriso<br />
bazarze gava da<br />
gamoiyeneba samSeneblo<br />
biznessa da safeiqro<br />
mrewvelobaSi.<br />
`honda~ axali modelis<br />
gamoSvebas<br />
apirebs<br />
GEORGIAN BUSINESS TODAY<br />
China’s Guangzhou<br />
`honda~ apirebs axali<br />
`honda sedani~-is warmoebas.<br />
modeli gaZlierdeba 1.8<br />
litrian Zravamde da<br />
iqneba sivikis msgavsi.<br />
xelmZRvanelobam presas<br />
ganucxada, rom axal<br />
models eqneba axali da<br />
bevrad ukeTesi garegnuli<br />
mxare.<br />
BMW gayidvebi<br />
gaizarda<br />
BMW-m ganacxada, rom<br />
am wlis pirvel meo-<br />
TxedSi gayidvebi gaizarda<br />
5.7 %-iT wina<br />
welTan SedarebiT. sul<br />
gaiyida 351787 maqana,<br />
xolo ianvridan martamde<br />
gayidvebi gaizarda<br />
2.7%-iT, rac 293550s<br />
avtomobils Seadgens.<br />
`mazdam~ gamoaqveyna<br />
gayidvebis soliduri<br />
rezultati<br />
`mazdam~ gamoaqveyna<br />
TebervalSi gayiduli<br />
manqanebis rezultati.<br />
2008 wlis TebervalSi<br />
gayiduli manqanebis<br />
6 biznessiaxleebi
GEORGIAN BUSINESS TODAY<br />
raodenoba wina welTan<br />
SedarebiT gaizarda<br />
32%-iT, ramac mTlianad<br />
6600 gayiduli<br />
manqana Seadgina.<br />
axali monetebis gamosaWreladkonkursi<br />
cxaddeba<br />
saqarTvelos erovnulma<br />
bankma gamoacxada<br />
konkursi 10 laris nominalis<br />
sami axali monetis<br />
dizainis eskizis<br />
damzadebaze. sakonkurso<br />
Temebia: sveticxoveli,<br />
qarTuli cekva da<br />
qarTuli Rvino.<br />
rogorc erovnul bankSi<br />
acxadeben, aRniSnuli<br />
konkursi xels Seuwyobs<br />
qarTuli Tematikis<br />
popularizacias numizmatikissaerTaSoriso<br />
bazarze. eskizebis<br />
wardgenis bolo vadaa<br />
15 ivnisi. gamarjvebuli<br />
eskizis avtorebi dajildovdebian<br />
3-3 aTasi<br />
lariT.<br />
biznessiaxleebi<br />
Rvinis moyvarul-<br />
Ta klubi<br />
kompania `Rvinis samyaro~<br />
aarsebs `Rvinis<br />
moyvarulTa klubs~,<br />
romelSic 14 kompania<br />
gaerTiandeba. TveSi<br />
erTxel morigeobiT<br />
yoveli kompania moawyobs<br />
Tavisi produqciis<br />
degustacias, sxva<br />
wevr kompaniebs gaacnobs<br />
kompaniis istoriasa<br />
da Tavis saqmianobas.<br />
pirveli kompania, romelic<br />
gamarTavs degustacias<br />
iqneba `Teliani<br />
veli~, Semdeg TveSi ki<br />
_ `Telavis Rvinis marani~.<br />
klubis mizans warmoadgens<br />
qarTul Rvinis<br />
popularizacia adgilobriv<br />
bazarze.<br />
sainvesticio<br />
saagentos axali<br />
proeqti mcire da<br />
saSualo biznesis<br />
mxardasaWerad<br />
saqarTvelos erovnuli<br />
sainvesticio saagentos<br />
iniciativiT `mcire<br />
da saSualo biznesis<br />
ganviTarebisaTvis<br />
grantebis mopovebis<br />
meTodebis Sesaxeb~<br />
proeqtis prezentacia<br />
gaimarTa. Catarda<br />
proeqtis mokle mimoxilva.<br />
rogorc saagentoSi<br />
acxadeben, proeqtis<br />
mizania mcire<br />
da saSualo biznesis<br />
xelSewyoba. proeqtis<br />
partniorebi arian<br />
CNFA Georgia da<br />
fondi `aTaswleulis<br />
gamowveva saqarTvelo~.<br />
rusTavSi Sps<br />
`qarTuli cementis~<br />
axali<br />
qarxana gaixsna<br />
`haidelbergcement jgufis~<br />
wevris Sps `qar-<br />
Tuli cementis~ axali<br />
qarxana mimdinare wlis<br />
maisSi amoqmedda. `haidelbergcementi~<br />
aris<br />
cementis, betonisa da<br />
sxva samSeneblo masalebis<br />
mwarmoebeli<br />
da erT-erTi lideri<br />
msoflio bazarze. axali<br />
gaxsnili qarxana<br />
Tanamedrove teqnologiebiT<br />
aris aRWurvili.<br />
qarxana moamaragebs rogorc<br />
adgilobriv, aseve<br />
azerbaijanisa da yazaxeTis<br />
bazrebs da amiT<br />
mniSvnelovan rols<br />
iTamaSebs eqsportis<br />
zrdis xelSewyobaSi.<br />
`aldagi bisiai~<br />
momxmareblebs axal<br />
produqts sTavazobs<br />
`aldagi bisiai~ ucxoel<br />
turistebs axal turistul<br />
sezonze Sida<br />
turebis dazRvevas Ses-<br />
Tavazebs. sadazRvevo<br />
paketSi Sedis ambulatoriuli<br />
da stacionalurimomsaxureba,<br />
stomatologiuri<br />
mkurnaloba da aseve<br />
saswrafo samedicino<br />
gamoZaxeba. polisis<br />
xangrZlivoba erTidan<br />
sam Tvemdea. fasi dReSi<br />
daaxloebiT 0.80 TeTria<br />
da periodis zrdas-<br />
Tan erTad mcirdeba.<br />
finansTa saministroSisakonsultacio<br />
centri gaixsna<br />
evrokavSiris finansuri<br />
mxardaWeriT finansTa<br />
saministroSi<br />
moqalaqeebisaTvis sakonsultacio<br />
centri<br />
da `cxeli xazi~ - 007<br />
gaixsna. `cxeli xazi~<br />
moqalaqeebs saSualebas<br />
miscems ufasod<br />
miiRon informacia<br />
sabaJo da sagadasaxado<br />
sakiTxebTan dakavSirebiT.<br />
e l e q t r o e n e r g i i s<br />
eqsporti izrdeba<br />
e l e q r o e n e r g e t i -<br />
kuli departamentis<br />
gancxadebiT, 500 kilovatianieleqtrogadamcemi<br />
xazi `kavkasionis~<br />
meSveobiT ruseTSi<br />
dRe-RameSi 5 milioni<br />
kvt/sT eleqtroenergiis<br />
eqsporti xorcieldeba.<br />
Tumca, mosalodnelia<br />
aRniSnuli<br />
maCveneblis 7 milion<br />
kvt/sT-mde gazrda. am-<br />
Jamad eleqtroenergiis<br />
eqsporti TurqeTSic<br />
xorcieldeba.<br />
7
iafi kreditebis<br />
gacema grZeldeba<br />
iaf kreditebs mTavrobisgan<br />
kidev sami firma<br />
miiRebs: `kopala~, `aelita~<br />
da `niSa~.<br />
kompania `kopala~<br />
vardis zeTis mwarmoebelia.<br />
kompania vardis<br />
zeTis eqsports germaniaSi<br />
axorcielebs.<br />
kreditis farglebSi<br />
`kopala~ varaudobs<br />
produqciis 12 000-dan<br />
500 000-mde gazrdas,<br />
Sedegad Seiqmneba 500ze<br />
meti samuSao adgili.<br />
`aelita~, romelic sakonservo<br />
qarxanaa, xilisa<br />
da bostneulis gadamuSavebas<br />
axorcielebs.<br />
sawarmos produqcia<br />
eqsportze gadis yazaxeTSi,<br />
ukrainasa da<br />
baltiispireTis qveynebSi.<br />
aRniSnuli krediti qarxanas<br />
saSualebas miscems<br />
gaafarTovos warmoeba<br />
da ifiqros axal<br />
bazrebze Sesvlaze.<br />
kompania `niSa~ rZis gadamamuSavebel<br />
sawarmos<br />
aSenebas gegmavs Sida<br />
qarTlSi, sadac kompania<br />
aseve gaxsnis rZis<br />
mimReb aT punqts.<br />
yoveldRiurad sawarmo<br />
15-dan 20 tonamde rZes<br />
miiRebs da dRe-RameSi<br />
5-6 tona produqcias<br />
gamouSvebs.<br />
k o n s o l i d i r e b u l<br />
biujetSi<br />
Semosavlebis gegmam<br />
2008 wlis pirveli<br />
kvartlis gegmas<br />
gadaaWarba<br />
2008 wlis pirvel kvartalSi<br />
saqarTvelos<br />
konsolidirebul biujetSi<br />
Semosavlebis<br />
gegma 6,9%-iT gadaWarbebulia.<br />
gegmis Tanaxmad<br />
biujetSi mobilizebul<br />
unda yofiliyo<br />
sul 1 385,1 milioni<br />
lari, amJamad ki sul<br />
mobilizebul iqna 1<br />
480,3 milioni lari.<br />
aqcizuri markebi<br />
finansTa saministros<br />
informaciiT 2008 wlis<br />
ianvar-aprilSi 161 228<br />
076 cali aqcizuri<br />
markaa realizebuli,<br />
saidanac aqcizis gadasaxadis<br />
saxiT biujet-<br />
Si 67 125 029.59 laria<br />
mobilizebuli.<br />
adgilobrivi Tambaqos<br />
warmoebisaTvis gaica<br />
79 973 000 aqcizuri<br />
marka da gadasaxadis<br />
saxiT biujetSi Sevida<br />
27 711 200 lari. xolo<br />
importirebuli Tambaqos<br />
realizaciidan<br />
mobilizebulia 30 100<br />
040 lari. adgilobrivi<br />
warmoebis alkoholuri<br />
sasmelebis warmoebisTvis<br />
gaica 5 728<br />
169 aqcizuri marka, Semosavalma<br />
ki 3 726 620<br />
lari Seadgina.<br />
importirebuli alkoholori<br />
sasmelis warmoebaze<br />
gacemuli 1 747<br />
419 aqcizuri markidan<br />
biujetSi Sesulia 1 552<br />
951 lari, aseve biujetSi<br />
Sesulia ludze<br />
gankuTvnili aqcizuri<br />
markebis realizaciidan<br />
mobilizebuli Tanxebi,<br />
romelmac mTlianobaSi<br />
4 034 217 lari Seadgina.<br />
GEORGIAN BUSINESS TODAY<br />
milionobiT<br />
evropels siRaribe<br />
emuqreba<br />
dasaqmebis sakiTxebSi evrokomisrisgancxadebiT<br />
evrokavSiris wevri<br />
qveynebis 78 milioni<br />
moqalaqe siRaribis<br />
zRvarze dgas, maTgan 19<br />
milioni bavSvia. evrokomisaris<br />
gancxadebiT<br />
bolo wlebSi bevri<br />
programa ganxorcielda<br />
siRaribis dasaZlevad,<br />
Tumca am problemis<br />
mosagvareblad<br />
damatebiTi Zalisxmevaa<br />
saWiro.<br />
sagareo vaWroba<br />
saqarTvelos sagareo<br />
savaWro brunva evrokavSiris<br />
qveynebTan 484,2<br />
milioni aSS dolaria,<br />
rac wina wlis Sesabamis<br />
maCvenebels 29,3%-iT<br />
aRemateba. aqedan 95.7<br />
milioni aSS dolari<br />
eqsportze modis, xolo<br />
388.5 milioni aSS dolari<br />
importze.<br />
saqarTvelos sagareo<br />
vaWrobis yvelaze didi<br />
wili dsT-s 4 qveyanaze<br />
modis, rac mTliani<br />
brunvis 28.4 %-s Seadgens.<br />
8 biznesmignebebi
GEORGIAN BUSINESS TODAY<br />
biznesgaremos<br />
kvleva<br />
msoflio bankis jgufma<br />
rekonstruqciisa da<br />
ganviTarebis bankTan<br />
erTad saqarTveloSi<br />
biznesgaremos kvleva<br />
daiwyes. kvlevis<br />
mTavari mizani biznesgaremoSi<br />
momxdari cvlilebebismonitoringis<br />
ganxorcieleba da<br />
biznesis regulirebis<br />
Sefasebaa. kvleva iTvaliswinebs<br />
360 kompaniis<br />
gamoikiTxvas, monacemebis<br />
damuSavebis Semdgom<br />
Seiqmneba zusti<br />
informacia biznesgaremos<br />
maCveneblebis Sesaxeb.<br />
~gudauri” aqciaTa<br />
85%-s yidis<br />
samTo-saTxilamuro kurorti<br />
saaqcio sazogadoeba<br />
“`gudauri~”<br />
aqciaTa 85%-s yidis.<br />
kompleqsis sawyisi fasi<br />
5 milioni evroa. sul<br />
ss gudauris” aqtivebis<br />
Rirebuleba 35 milioni<br />
374.2 aTas lars Seadgens,<br />
xolo valdebulebebi<br />
ki 15 milioni 991,5<br />
aTasi laria.<br />
biznesmignebebi<br />
foTamde optikur<br />
– boWkovani kabeli<br />
gadaiWimeba<br />
Caucasus Onlaine-sa<br />
da aSS-Si mdebare kompania<br />
Tyco Telecommunications<br />
gegmaven<br />
1100 kilometriani optikur-boWkovanixazis<br />
gayvanas varnasa da<br />
foTs Soris. proeqtis<br />
saerTo Rirebuleba 50<br />
milion aSS dolars<br />
Seadgens. kabeli Savi<br />
zRvis fskerze iqneba<br />
gadaWimuli. aRniSnuli<br />
sistema aTasjer<br />
uswrebs saqarTveloSi<br />
internetis moxmarebis<br />
amJamindel dones.<br />
MAN-is markis sam-<br />
Seneblo teqnikis<br />
axali modelebi ukve<br />
TbiliSia<br />
MAN Group msoflio-<br />
Si erT-erTi umsxvilesi<br />
kompaniaa Zravebis, satvirTo<br />
teqnikis, manqanaTmSeneblobisdanadgarebisa<br />
da sxvadasxva<br />
teqnikis warmoeba-miwodebaSi.<br />
29 aprils TbilisSi<br />
MAN-is markis samSeneblo<br />
avtoteqnikis axali<br />
modelebis prezentacia<br />
gaimarTa, sadac<br />
warmodgenil iqna betonSemrevebi,<br />
TviTmcvelebi, tumboebi<br />
da sxva saxis mowyobilobebi.<br />
uaxloes periodSi<br />
igegmeba MAN-is<br />
avtoskolis gaxsnac,<br />
sadac teqnikis siaxleebsa<br />
da maTi specifikas<br />
Seiswavlian.<br />
T u r q e T i - s a q a r -<br />
Tvelos umsxvilesi<br />
savaWro partniori<br />
2008 wlis ianvar-martSi<br />
sagareo savaWro<br />
brunvis mixedviT<br />
TurqeTi saqarTvelos<br />
umsxvilesi savaWro<br />
partniori qveyanaa.<br />
TurqeTSi eqsporti<br />
42,8 milion dolars<br />
Sedagens, rac wina<br />
welTan SedarebiT 7,3<br />
milioniT metia.<br />
TurqeTSi eqsportirebisas<br />
ZiriTadad<br />
gaizarda Savi liTonis<br />
jarTis, azotovani<br />
sasuqebisa da msubuqi<br />
avtmobilebis raodenoba.<br />
sainformacio-turistuli<br />
centrebi<br />
aWaraSi<br />
msoflio bankis jgufma<br />
rekonstruqciisa da<br />
ganviTarebis bankTan<br />
erTad saqarTveloSi<br />
biznesgaremos kvleva<br />
daiwyes.<br />
kvlevis mTavari mizani<br />
biznesgaremoSi momxdari<br />
cvlilebebis<br />
monitoringis ganxor<br />
cieleba da biznesis<br />
regulirebis Sefasebaa.<br />
kvleva iTvaliswinebs<br />
360 kompaniis gamoikiTxvas.<br />
monacemebis<br />
damuSavebis Semdgom<br />
Seiqmneba zusti informacia<br />
biznesgaremos<br />
maCveneblebis Sesaxeb.<br />
fermerTaA<br />
momsaxurebis<br />
centri<br />
lagodexSi<br />
2008 wlis 15 maiss<br />
lagodexSi fermerTa<br />
momsaxurebis centri<br />
gaixsna. centris gaxsna<br />
dafinansda aTaswleulis<br />
fondis agrobiznesis<br />
ganviTarebis<br />
proeqtis farglebSi,<br />
saidanac 47 500 aSS<br />
dolaris Rirebulebis<br />
granti gamoiyo.<br />
aRniSnuli TanxiT dafinansda<br />
samSeneblo<br />
samuSaoebis nawili,<br />
sademonstracio nakve-<br />
Tis mowyoba, sasoflosameurneo<br />
daniSnulebis<br />
axali manqana-danadgarebisa<br />
da saofise<br />
avejis Sesyidva.<br />
centris gaxsna uzrunvelyofs<br />
raionSi<br />
mcxovrebi 2 000 fermers<br />
sasoflo-sameurneo<br />
produqciiT momaragebas<br />
da momsaxurebas.<br />
9
`saerTaSoriso kerZo mewarmeobis centri~ _ CIPE<br />
`saerTaSoriso kerZo mewarmeobis centri~<br />
_ CIPE amerikis SeerTebuli Statebis<br />
savaWro palatisa da aSS-s demokratiis<br />
erovnuli mxardaWris organizaciis arakomerciuli<br />
wevria. CIPE-i amerikis SeerTebuli<br />
Statebis savaWro palatis mier 1983<br />
wels dafuZnda. CIPE-s mxardaWerili aqvs<br />
1000-ze meti proeqti, maT Soris 100-mde<br />
iniciativa ganviTarebad qveyanaSi. CIPE-i<br />
iTvaliswinebs kerZo seqtoris CarTulobas<br />
saxelmwifo politikis xelSewyobasa<br />
da institucionalur reformeSi, aseve<br />
saxelmwifo mmarTvelobis gaumjobesebasa<br />
da sabazro sawyisebze dafuZnebuli demokratiuli<br />
sistemis mSeneblobas.<br />
CIPE-is misia _ msoflios masStabiT demokratiis<br />
gaZliereba kerZo mewarmeobisa<br />
da sabazro reformebis xelSewyobis gziT.<br />
CIPE-is amocanebi:<br />
• legaluri da institucionaluri<br />
struqturis ganviTarebis xelSewyoba,<br />
romelic aucilebelia Ria sabazro<br />
sazogadoebis formirebisa da SenarCunebisaTvis;<br />
• demokratiul procesebSi biznesis<br />
CarTulobis gazrda;<br />
• kerZo moxaliseobrivi biznesorganizaciebisa<br />
da asociaciebis damoukideblobis<br />
xelSewyoba;<br />
• iseTi programebis xelSewyoba, romlebic<br />
uzrunvelyofs biznesis Sesaxeb<br />
codnis amaRlebasa da kerZo seqtoris mewarmeobrivi<br />
kulturis gaZlierebas;<br />
GEORGIAN BUSINESS TODAY<br />
• mxardaWeris gazrda uflebebis, Tavisuflebisa<br />
da valdebulebis Sesaxeb, romelic<br />
ganuyofelia demokratiuli kerZo<br />
mewarmeobis sistemisaTvis;•<br />
• biznessazogadoebisaTvis informaciaze<br />
xelmisawvdomobis gazrda, rac<br />
aucilebelia gadawyvetilebebis misaRebad.<br />
•<br />
CIPE-i muSaobs oTxi principuli kuTxiT,<br />
romelic moicavs biznessazogadoebis<br />
daxmarebas, gaxdnen sabazro reformebisa<br />
da demokratiuli mmarTvelobis wamyvani<br />
xelSemwyobebi.<br />
CIPE-i TanamSromlobs biznesasociacieb-<br />
Tan da sxva kerZo seqtoris organizacieb-<br />
Tan iseT qveynebSi, sadac aris progresis<br />
saWiroeba da reformebis SesaZlebloba.<br />
2007 wlis seqtembridan saqarTvelos axal-<br />
gazrda ekonomistTa asociacia CIPE-is<br />
partnioria. TanamSromlobis farglebSi<br />
saqarTvelos axalgazrda ekonomistTa<br />
asociacia axorcielebs proeqts - `biznesgaremos<br />
gaumjobeseba saqarTveloSi~.<br />
10 CIPE
GEORGIAN BUSINESS TODAY<br />
biznesgaremo<br />
saqarTveloSi<br />
16 aprils `Tbilisi meriotSi~<br />
saqarTvelos axalgazrda<br />
ekonomistTa asociaciam<br />
gamarTa publikaciis `biznesgaremo<br />
saqarTveloSi~” prezentacia.<br />
RonisZiebas ewrebodnen<br />
ekonomikis sferoSi momuSave<br />
samTavrobo, arasamTavrobo,<br />
partniori organizaciebisa<br />
da masmediis warmomadgenlebi.<br />
damswre sazogadoebis mxridan<br />
dadebiTi Sefaseba ganapiroba<br />
ara marto publikaciis `saWiro<br />
da aqtualurma Tematikam~, aramed<br />
Catarebuli kvlevis masStabebma<br />
da Sedegebmac.<br />
publikacia momzadda proeqtis<br />
`biznesgaremos gaumjobeseba<br />
saqarTveloSi~ farglebSi ganxorcielebuli<br />
kvlevebis Sedegebze<br />
dayrdnobiT.<br />
kerZod, ganxorcielda sxvadasxva<br />
tipis kvlevebi: fokusjgufebi<br />
mcire, saSualo da msxvili<br />
biznesis warmomadgenlebTan;<br />
kerZo seqtoris raodenobrivi<br />
kvleva; samagido kvleva biznesis<br />
sakanonmdeblo regulirebis<br />
Sesaxeb; CaRrmavebuli interviuebi<br />
eqspertebTan, sxvadasxva<br />
saxelmwifo da saerTaSoriso<br />
organizaciis warmomadgenlebTan,<br />
romlebic muSaoben biznesgaremos<br />
saWiroebebsa da gaumjobesebaze.<br />
biznesgaremo saqarTveloSi<br />
kvlevis mizans warmoadgenda<br />
saqarTvelos biznesgaremos<br />
Sefaseba, masSi arsebuli sir-<br />
Tuleebisa da problemebis<br />
gamovlena. SerCeva SemuSavda<br />
saqarTveloSi regionebis mixedviT<br />
daregistrirebul mewarme-<br />
Ta raodenobisa da maTi saqmianobis<br />
sferoebis proporciebis<br />
gaTvaliswinebiT.<br />
publikaciaSi detalurad<br />
aris ganxiluli biznesgaremos<br />
ZiriTadi problemebi da<br />
sirTuleebi, aseve aRwerilia<br />
kerZo setoris damokidebuleba<br />
sakanonmdeblo da sxva clilebebis<br />
mimarT. kvlevebis Sedegad<br />
calsaxad dafiqsirda, rom<br />
kanonmdeblobis xSiri cvalebadoba<br />
uaryofiT gavlenas axdens<br />
biznesze, gansakuTrebiT ki mcire<br />
kompaniebze; sakmaod mwvaved<br />
dgas infomirebulobis sakiTxi.<br />
kvlevis Sedegad aRmoCenili<br />
ZiriTadi mignebebi:<br />
zogadad, sxvadasxva zomis biznesis<br />
warmomadgenlebma saerTo<br />
tipis problemebi daasaxeles,<br />
Tumca iyo garkveuli gansxvavebebic.<br />
magaliTad, saSualo da<br />
msxvili biznesis warmomadgenlebisaTvis<br />
metad aqtualuria<br />
sabaJo procedurebi da damatebuli<br />
Rirebulebis gadasaxadi,<br />
mcire mewarmeebisaTvis ki problematuria<br />
arsebuli sagadasaxado<br />
sanqciebisa da jarimebis moculoba.<br />
gamokiTxul sawarmoTa<br />
68%-is gamocdileba 5 wels ar<br />
aRemateba, rac miuTiTebs, rom<br />
saqarTveloSi biznesis marTvis<br />
kultura da tradiciebi jer<br />
kidev ar aris Camoyalibebuli.<br />
amas isic emateba, rom saqar-<br />
TveloSi arsebuli biznesgaremo<br />
da Sesabamisad kanonmdebloba<br />
arastabiluria da kvlavac ganviTarebis<br />
gzaze imyofeba.<br />
gamokiTxuli kompaniebis 61%-is<br />
zogadi SefasebiT, saqarTvelo-<br />
Si arsebuli biznesgaremo met-naklebad<br />
normaluria, xolo 26%<br />
ki miiCnevs, rom arsebuli garemo<br />
aferxebs biznesis ganviTarebas.<br />
biznesis mflobelTa da menejer-<br />
Ta mxolod 77%-ma daasaxela<br />
sagadasaxado kodeqsi maTi saqmianobis<br />
maregulirebel kanonad,<br />
14%-ma ki saerTod ver gaixsena<br />
verc erTi kanoni. sagadasaxado<br />
kodeqsis Semdeg modis `kanoni<br />
mewarmeTa Sesaxeb~, romelic respodentTa<br />
17%-ma daasaxela.<br />
yvela sxva danarCeni kanonis<br />
cnobadoba ar aRemateba 8%-s.<br />
aRniSnuli maCveneblebi naTlad<br />
warmoaCens kerZo seqtoris cnobierebis<br />
dones sakanonmdeblo<br />
bazasTan mimarTebaSi.<br />
gamokiTxulTa mxolod 8%<br />
aRniSnavs, rom sagadasaxado<br />
kodeqsi savsebiT gamarTuli da<br />
gasagebia. ramdenadac sagadasaxado<br />
kodeqsi adgens biznesgaremo-<br />
Si operirebis TamaSis ZiriTad<br />
wesebs, igi SedarebiT advilad<br />
aRsaqmeli unda iyos yvela<br />
moTamaSisaTvis da ara mxolod<br />
mewarmeTa mcire nawilisaTvis.<br />
gamokiTxul mewarmeTa mxolod<br />
13% axorcielebs eqsportis<br />
an/da importis RonisZiebebs.<br />
es maCvenebeli, albaT, imazec<br />
11
miuTiTebs, rom saerTaSoriso<br />
bazrebze gasvlas ZiriTadad<br />
msxvili kompaniebi axerxeben.<br />
mewarmeebis 9%, romlebic axorcieleben<br />
eqsports an/da imports<br />
miiCnevs, rom axali sabaJo<br />
kodeqsi savsebiT gamarTuli da<br />
gasagebia, xolo danarCeni kompaniebi<br />
ki garkveul problemebs<br />
awydebian kodeqsis aRqmasTan dakavSirebiT.<br />
kvlevaSi monawile biznesmenTa<br />
40%-ma bolo erTi wlis ganmavlobaSi<br />
damatebiTi finansuri<br />
saxsrebis mozidvisaTvis mimarTa<br />
sxva pirs an/da organizacias.<br />
maTma 92%-ma dafinansebisaTvis<br />
sabanko seqtors mimarTa, danar-<br />
Ceni 8% ki mikrosafinanso organizaciebsa<br />
da samegobro/sanaTesao<br />
wreze modis.<br />
im mewarmeTa umravlesoba,<br />
romelmac banks mimarTa, problemad<br />
miiCnevs sesxis saprocento<br />
ganakveTs. aqve damatebiT<br />
unda aRiniSnos, rom respodenTa<br />
58% gayidvebis zrdis ZiriTad<br />
SesaZleblobad damatebiTi finansuri<br />
resursebis mozidvas<br />
asaxelebs.<br />
respodentTa 62%-s uWirs<br />
konkurenciis gaweva, xolo 28%s<br />
miaCnia, rom misi biznesisTvis<br />
uaxloesi 1 wlis ganmavloba-<br />
Si konkurentebi safrTxes ar<br />
warmoadgenen. es kidev erTxel<br />
miuTiTebs dabal mewarmeobriv<br />
unarebze.<br />
yvelaze `Tavdajerebuli~ dargi<br />
mSeneblobaa, xolo yvelaze<br />
`frTxili~ _ vaWroba (64%)<br />
da soflis meurneoba (67%),<br />
romlebic miiCneven, rom uWirT<br />
konkurenciis gaweva.<br />
mewarmeebis 38%-is SefasebiT,<br />
konkurentuli upiratesobis<br />
miRwevisTvis aucilebelia<br />
produqtis/momsaxurebis<br />
fasis Semcireba. aseve mniSvnelovan<br />
RonisZiebebad dasaxelda<br />
produqciis/momsaxurebis<br />
xarisxis gazrda (28%) da bazrisa<br />
da konkurenciis Seswavla<br />
(18%).<br />
axali momxmareblis mozidvis<br />
sakiTxis Sefasebisas respodentTa<br />
51%-ma aRniSna, rom maTTvis<br />
momxmareblis mozidva rTulia,<br />
xolo 9%-s am etapze ar sWirdeba<br />
damatebiTi momxmarebeli.<br />
gamokiTxulTa 72%-ma axali<br />
myidvelis mozidvis sirTulis<br />
ZiriTad gamomwvev mizezad Semosavlebis<br />
dabali done daasaxela.<br />
Sromis bazris funqcionirebas<br />
biznesmenebi aradamakmayofileblad<br />
afaseben. respodentTa<br />
55%-s uWirs an saerTod ver<br />
axerxebs sasurveli kadris<br />
moZiebasa da daqiravebas.<br />
kvlevis Sedegad gamovlinda qarTuli<br />
biznesisTvis yvelaze aqtualuri<br />
10 problema. ZiriTadad,<br />
mewarmeTa yuradReba<br />
koncentrirebulia kanonebis<br />
irgvliv, Tumca gamovlenil<br />
problemebSi aseve aris Sromis<br />
bazris, informirebulobis, finansebis<br />
xelmisawvdomobisa da<br />
sxva problemebi.<br />
respodentTa azriT, biznesgaremos<br />
gaumjobesebisaTvis saxelmwi-<br />
GEORGIAN BUSINESS TODAY<br />
fom unda uzrunvelyos moqmedi<br />
kanonmdeblobis gamartiveba<br />
(67%) da daawesos SeRavaTebi<br />
garkveuli dargebisa da mcire<br />
zomis sawarmoebisaTvis (63%).<br />
respodentTa 39%-is azriT, masmediam<br />
mewarmeebs unda miawodos<br />
meti informacia biznessakanonmdeblo<br />
siaxleebis Sesaxeb; 31%<br />
fiqrobs, rom biznesisTvis aqtualuri<br />
sakiTxebis gaSuqebiT<br />
media xels Seuwyobs garemos<br />
ganviTarebas; mewarmeebis 29%<br />
ki mediis rols saxlmwifo organoebsa<br />
da kerZo seqtors Soris<br />
dialogis xelSewyobaSi xedavs.<br />
aRsaniSnavia is faqtic, rom<br />
saqarTvelos axalgazrda ekonomitTa<br />
asociacia sazogadoebis<br />
informirebulobis gazrdis<br />
mizniT aqtiurad TanamSromlobs<br />
masmediis warmomadgenlebTan.<br />
preskonferenciebisa da prezentaciebis<br />
garda imarTeba fokusjfebi,<br />
sadac Jurnalistebi araoficialur<br />
garemoSi ganixilaven<br />
asociaciis mier SemoTavazebul<br />
aqtualur Tematikasa da informaciis<br />
miwodebis formebs.<br />
12 biznesgaremo saqarTveloSi
GEORGIAN BUSINESS TODAY<br />
rogor vipovoT sasurveli kadri ararsebul bazarze?!<br />
adamianuri resursebi anu samuSao Zala iseve,<br />
rogorc finansuri saxsrebi an/da ZiriTadi sa-<br />
Sualebebi, im aucilebel warmoebis faqtors<br />
warmoadgnes, romelic umniSvnelovanes rols<br />
asrulebs biznesis warmatebulad marTvasa da<br />
ganviTarebaSi. saqarTveloSi maRalia umuSevrobis<br />
maCvenebeli, magarm imavdroulad Sromis bazarze<br />
aSkarad igrZnoba profesionali kadrebis<br />
simcire. amasTan, es iseTi kategoriis problemaa,<br />
romelic yvelaze didi finansuri inversticiebis<br />
ganxorcielebis pirobebSic ki ver mogvardeba<br />
moklevadian periodSi.<br />
bazarze maRali moTxovnaa rogorc saSualo<br />
da maRali donis menejerebis profesionalebze,<br />
aseve konkretuli teqnikuri profesiebis mqone<br />
kadrebsa da kvalificiur personalze momsaxurebis<br />
sferoSi.<br />
kvalificiuri kadrebis simciresTan erTad damqiraveblebisTvis<br />
problemas warmoadgens sasurveli<br />
kadris kvalifikaciis Sesaxeb sarwmuno informaciis<br />
miReba. swored amitom, damqiraveblebis<br />
umravlesobas urCevnia TviTon SearCios kadri<br />
nacnobebis wridan. Catarebuli gamokiTvxis<br />
safuZvelze, damqiraveblebis 44%-s urCevnia, Tavad<br />
SearCios kandidati nacnobebis wridan, xolo<br />
17%-mde iTvaliswinebs axloblis pirad rekomendacias/Txovnas;<br />
vakansiis Taobaze gancxadebis<br />
gamoqveynebas upiratesobas aniWebs gamokiTxulTa<br />
mxolod 16% .<br />
aqeve aRsaniSnavia, rom damqiraveblebi mzad arian<br />
Tavad moaxdinon sakuTari kadrebis gadamzadeba<br />
da kvalifikaciis amaRleba. saqarTveloSi<br />
mravlad arsebobs organizaciebi, romlebic momxmarebels<br />
sTavazoben sxvadasxva saxis treningebs,<br />
Tumca xSir SemTxvevaSi problemas warmoadgens<br />
treningis safasuris sidide da is, rom aRniSnuli<br />
organizaciebi ar iReben pasuxismgeblobas maT<br />
mier momzadebul kadrebze.<br />
aseve, aRniSnuli organizaciebi ZiriTadad specializirebul<br />
saswavleblebs warmoadgenen da<br />
dainteresebul pirebs saSualeba ar eZlevaT<br />
gaiaron biznestreningebi ramodenime mimarTulebiT.<br />
rogor vipovoT sasurveli kadri arsebul bazarze?!<br />
sawarmoebis 55%-s uWirs an saerTod ver axerxebs<br />
sasurveli kadris moZiebasa da daqiravebas 1<br />
saqarTvelos axalgazrda ekonomistTa asociaciis<br />
mier ganxorcielebuli raodenobrivi kvleva<br />
“XXX” `biznessakonsultacio qseli _ saqarTvelo~<br />
mcire da saSualo biznesis warmomadgenlebs<br />
sTavazobs konsultaciebsa da treningebs biznesis<br />
sxvadasxva mimarTulebiT. Cven erTi wlis<br />
ganmavlobaSi ukve 1200-mde mewarmes davexmareT<br />
sxvadasxva kuTxiT. kerZod: sawarmoTa registracia,<br />
kadrebis daqiraveba, kadrebis gadamzadeba,<br />
marketinguli gegmis da startegiis SemuSaveba,<br />
bizneskonsultaciebi da treningebi.<br />
`biznessakonsultacio qseli – saqarTvelo~,<br />
`Tbilisi konsaltingi~ sxvadasxva momsaxurebebTan<br />
erTad gTavazobT biznestreningebs sxvadasxva<br />
mimarTulebiT. erTi wlis ganmavlobaSi<br />
Cveni treningebiT isargebla ukve 600-ze metma<br />
adamianma, romelTa motivacia iyo rogorc kvalifikaciis<br />
amaRleba, aseve sxvadasxva biznesunarebis<br />
ganviTareba da Camoyalibeba.<br />
`Tbilisi konsaltingi~ gTavazobT treningebs<br />
Semdegi mimarTulebebiT: buRaltruli aRricxva,<br />
marketingi, menejmenti, adamianuri resursebis marTva,<br />
sazogadoebasTan urTierToba da sxv. treningkursebi<br />
moicavs rogorc Teoriul masalas, aseve<br />
praqtikul magaliTebs, rac monawileebs saSualebas<br />
miscems gamoimuSavon praqtikuli azrovnebis<br />
unari da moZebnon gamosavali sxvadasxva rTuli<br />
situaciebidan.<br />
CvenTan TanamSromlobiT Tqven SeZlebT sasurveli<br />
kvalifikaciis kadris daqiravebas an arsebuli<br />
kardebis kvalifikaciis gazrdas yovelgvari damatebiTi<br />
Zalisxmevis gareSe. Cven gavxdebiT Tqveni<br />
biznesis warmatebis sawindari...<br />
13
AEG da ZANUSSI<br />
ra aqvT saerTo?<br />
zogierTi produqti dabadebisTanve<br />
asrulebs sicocxles.<br />
ZiriTadad axali produqti<br />
gamodis bazarze, viTardeba,<br />
mwifdeba, simwifis stadiis Semdeg<br />
maleve ganicdis vardnas<br />
da kvdeba. arseboben brendebi,<br />
romlebic uZleben aTwleulebs,<br />
Taobebsac ki da ufro da ufro<br />
mimzidvelni xdebian momxmareblisTvis.<br />
AEG _ es aris brendi, romelic<br />
1887 wels daibada germaniaSi<br />
da arsebobis dRidan germanuli<br />
xarisxis simbolod iTvleba.<br />
miuxedavad imisa, rom 121<br />
wlisaa, man maradiuloba da tendenciuroba<br />
SeinarCuna. dRes<br />
msoflios wamyvan brendebs Soris<br />
aRiarebulia rogorc premium<br />
top brendi.<br />
srulyofilma dizainma da inovaciebma<br />
kompanias ara erTi<br />
jildo miaRebina. jer kidev<br />
1896 wels AEG-s katalogSi<br />
Sedioda 80 dasaxelebis sxvadasxva<br />
produqcia, romelTa<br />
Soris iyo eleqtroRumeli,<br />
yavis maduRara da kvercxis<br />
saxarSi. ukve am drois-<br />
Tvis AEG-s teqnologiebi<br />
da dizaini STambeWdavi iyo.<br />
XX saukunis dasawyisSi<br />
AEG gaxda pirveli kompania,<br />
romelsac hyavda industriuli<br />
dizaineri. es iyo pirveli nabijebi,<br />
ramac SemdgomSi slogani<br />
`srulyofili forma da funqciebi~<br />
Camoayaliba.<br />
GEORGIAN BUSINESS TODAY<br />
1950 wels AEG-s axalma qarxanam<br />
kaselSi daiwyo Tavisi ZiriTadi<br />
produqciis - macivrebisa da<br />
sayinuleebis warmoeba. mravali<br />
saintereso idea da warmatebuli<br />
inovacia ukavSirdeba am<br />
qarxanas.<br />
magaliTad, pirveli CasaSenebeli<br />
macivari (1953w.) da pirveli<br />
CasaSenebeli sayinule kamera<br />
(1963w.).<br />
AEG-s inovaciebi dRemde aqtualuria<br />
bazarze. 1993 wels<br />
msoflioSi pirvelad gamoCnda<br />
ekologiurad sufTa macivari,<br />
xolo 2006 wels inovaciebis<br />
sias Seemata mtversasruti ormagi<br />
Sereuli wmendis sistemiT.<br />
germaneli diasaxlisebis 90%<br />
icnobs AEG-s da 60%-s surs,<br />
rom AEG-s teqnikiT sargeblobdes.<br />
AEG - es aris saukuneze meti<br />
mudmivi moZraoba, mudmivi<br />
winsvla, gamogoneba, tradicia<br />
da revoluciuri inovaciebi.<br />
14 AEG da ZANUSSI ra aqvT saerTo?
GEORGIAN BUSINESS TODAY<br />
1887 wlidan brendi aRiarebulia<br />
germanuli xarisxis simbolod.<br />
1994 wels AEG-s ganyofileba<br />
Sevida cnobil Svedur koncern<br />
`eleqtroluqsis~ SemadgenlobaSi.<br />
mTel msoflioSi AEG–-s<br />
sayofacxovrebo teqnika asocirdeba<br />
germanul xarisxTan,<br />
xangrZlivobasa da prestiJTan.<br />
Electrolux _ erT-erTi yvelaze<br />
cnobili mwarmoebeli sayofacxovrebo<br />
teqnikaSi. dafuZnebulia<br />
1901 wels.<br />
koncerni msoflios sameulSia<br />
eleqtroteqnikis mwarmoebel-<br />
Ta Soris. igi ramodenime cnobil<br />
brends aerTianebs, mis premium<br />
markas AEG warmoadgens,<br />
AEG da ZANUSSI ra aqvT saerTo?<br />
romelic dRes ukve AEG Electrolux-is<br />
saxelwodebiT aris<br />
cnobili. koncerni aseve moicavs<br />
iseT cnobil brends, rogoric<br />
aris ZANUSSI.<br />
ZANUSSI – erT-erTi yvelaze<br />
cnobadi saxelia sayofacxovrebo<br />
teqnikis bazarze. istoriis<br />
dasawyiss cnobili brendi 1916<br />
wlidan iRebs, rodesac italiis<br />
qalaq pordenoneSi antonio zanusis<br />
xelmZRvanelobiT pirveli<br />
SeSis Rumeli Seiqmna.<br />
es aris 100 - wliani italiuri<br />
kompania, sadac pirvelad daiwyo<br />
italiuri picebis momzadeba.<br />
antonios gaTvlebi iyo sakmaod<br />
agresiuli da martivi<br />
– `sayofacxovrebo teqnika<br />
unda iyos maRalxarisxiani da<br />
xelmisawvdomi Cveulebrivi<br />
ojaxebisTvis~, anu fasisa da<br />
xarisxis harmonia. savaWro marka<br />
ZANUSSI mTel msoflioSi<br />
aris xarisxiani teqnikis etaloni.<br />
kompaniis ganviTarebis<br />
axali koncefcia, romelic<br />
aqtualuria XXI saukuneSic,<br />
SegviZlia aRvweroT mxolod<br />
ori sityviT, erTi sloganiT –<br />
`dizaini da inovacia~. SeiZleba<br />
iTqvas, rom markam ZANUSSI -<br />
`Wkviani da sando sayofacxovrebo<br />
teqnikis~ evropaSi manamde<br />
ararsebuli bazari Seqmna. kompania<br />
momxmarebels mokled eubneba<br />
Tavis arsebobis Sesaxeb:<br />
`Cven vcdilobT gavamartivoT<br />
Tqveni yoveldRiuri cxovreba<br />
da swored amisaTvis daarsda<br />
ZANUSSI-s centri – adgili,<br />
romelic dafuZnebulia inovaciaze,<br />
dizainsa da teqnologiaze.<br />
dReisaTvis evropis bazarze gayiduli<br />
sarecxi manqanebis 40%<br />
ZANUSSI-s mier aris warmoebuli.<br />
Cven vagrZelebT muSaobas, raTa<br />
ufro gagimartivoT cxovreba.<br />
wlebis manZilze vqmnidiT da<br />
vqmniT iseT teqnologiebs, romlebic<br />
gamoirCeva xarisxisa da<br />
fasis saukeTeso kombinaciiT.<br />
Cven sistematiurad vmuSaobT<br />
am mimarTulebiT... Tqven kidev<br />
waawydebiT saintereso sagnebs<br />
cxovrebaSi~.<br />
15
# normatiuli<br />
aqtis<br />
saxe<br />
n o r m a -<br />
t i u l i<br />
aqtis<br />
nomeri<br />
normatiuli aqtis dasaxeleba mimRebi<br />
organo<br />
1 cvlileba 5984-rs saqarTvelos sagadasaxado kodeqsSi cvlilebebisa<br />
da damatebebis Setanis Sesaxeb<br />
2 cvlileba 5911-Is saqarTvelos sagadasaxado kodeqsSi damatebebisa<br />
da cvlilebebis Setanis Sesaxeb<br />
3 cvlileba 5849-Is saqarTvelos sagadasaxado kodeqsSi damatebebis<br />
Setanis Sesaxeb<br />
4 cvlileba 5860-Is `sagadasaxado davalianebebisa da saxelmwifo<br />
sesxebis restruqturizaciis Sesaxeb~<br />
saqarTvelos kanonSi damatebis Setanis<br />
Taobaze<br />
7 cvlileba 5916-Is saqarTvelos sabaJo kodeqsSi cvlilebebisa<br />
da damatebis Setanis Sesaxeb<br />
8 cvlileba 5847-Is saqarTvelos sabaJo kodeqsSi damatebebis<br />
Setanis Sesaxeb<br />
9 cvlileba 5848-Is `sabaJo mosakreblebis Sesaxeb~ saqarTvelos<br />
kanonSi damatebis Setanis Taobaze<br />
10 cvlileba 5976-rs `saxelmwifo baJis Sesaxeb~ saqarTvelos<br />
kanonSi cvlilebebisa da damatebis Setanis<br />
Taobaze<br />
11 cvlileba 5913-Is `mewarmeTa Sesaxeb~ saqarTvelos kanonSi<br />
cvlilebebisa da damatebebis Setanis Taobaze<br />
12 cvlileba 5799-rs saregistracio mosakreblebis Sesaxeb” saqarTvelos<br />
kanonSi cvlilebis Setanis Taobaze<br />
16 brZaneba 1-1/481 samonadireo meurneobis specialuri licenziis<br />
mowmobis formis damtkicebis Sesaxeb<br />
18 brZaneba 1-1/483 tyiT sargeblobis generaluri licenziis<br />
mowmobis formis damtkicebis Taobaze<br />
19 brZaneba 1-1/484 xe-tyis damzadebis specialuri licenziis<br />
mowmobis formis damtkicebis Sesaxeb<br />
20 brZaneba 1-1/485 sasargeblo wiaRiseulis mopovebis licenziis<br />
mowmobis formis damtkicebis Sexaxeb<br />
23 cvlileba 5900-Is `salicenzio da sanebarTvo mosakreblebis<br />
Sesaxeb~ saqarTvelos kanonSi cvlilebebis<br />
Setanis Taobaze<br />
24 cvlileba 5921-Is `licenziebisa da nebarTvebis Sesaxeb~ saqar-<br />
Tvelos kanonSi damatebis Setanis Taobaze<br />
25 cvlileba 5922-Is `salicenzio da sanebarTvo mosakreblebis<br />
Sesaxeb~ saqarTvelos kanonSi damatebisa da<br />
cvlilebis Setanis Taobaze<br />
27 gankarguleba 161 saxelmwifo programa ìafi kreditis~ farglebSi<br />
SerCeuli kompaniebisaTvis sesxebis<br />
gamoyofis Sesaxeb<br />
28 gankarguleba 202 `saxelmwifo programa iafi kreditis farglebSi<br />
SerCeuli kompaniebisaTvis sesxebis<br />
gamoyofis Sesaxeb~ saqarTvelos mTavrobis<br />
2008 wlis 26 martis N161 gankargulebaSi<br />
cvlilebebis Setanis Taobaze<br />
29 gankarguleba 203 ìafi krediti~ - saxelmwifo programis<br />
farglebSi SerCeuli sawarmoebis nusxis<br />
damtkicebis Sesaxeb<br />
GEORGIAN BUSINESS TODAY<br />
miRebis<br />
TariRi<br />
ZalaSi<br />
Sesvlis<br />
TariRi<br />
parlamenti 21.03.2008 04.04.2008<br />
parlamenti 14.03.2008 09.04.2008<br />
parlamenti 11.03.2008 25.03.2008<br />
parlamenti 12.03.2008 25.03.2008<br />
parlamenti 14.03.2008 26.03.2008<br />
parlamenti 11.03.2008 25.03.2008<br />
parlamenti 11.03.2008 11.03.2008<br />
parlamenti 21.03.2008 18.04.2008<br />
parlamenti 14.03.2008 26.03.2008<br />
parlamenti 07.03.2008 25.03.2008<br />
ekonomikuri<br />
ganviTarebis<br />
saministro<br />
ekonomikuri<br />
ganviTarebis<br />
saministro<br />
ekonomikuri<br />
ganviTarebis<br />
saministro<br />
ekonomikuri<br />
ganviTarebis<br />
saministro<br />
04.04.2008 08.04.2008<br />
04.04.2008 08.04.2008<br />
04.04.2008 08.04.2008<br />
04.04.2008 08.04.2008<br />
parlamenti 14.03.2008 08.04.2008<br />
parlamenti 14.03.2008 01.01.2009<br />
parlamenti 14.03.2008 01.01.2009<br />
saqarTvelos<br />
mTavroba<br />
saqarTvelos<br />
mTavroba<br />
saqarTvelos<br />
mTavroba<br />
26.03.2008 26.03.2008<br />
08.04.2008 08.04.2008<br />
08.04.2008 08.04.2008<br />
16 axali normatiuli aqtebi
GEORGIAN BUSINESS TODAY<br />
kidev erTi axali<br />
publikacia<br />
1 maiss `Tbilisi meriotSi~ saqarTvelos<br />
axalgazrda ekonomistTa<br />
asociaciam publikaciis<br />
`dasaqmebis programebi saqarTveloSi~<br />
prezentacia gamarTa.<br />
angariSi momzadda proeqtis<br />
`momavali siRaribis gareSe~<br />
farglebSi ganxorcielebuli<br />
kvlevebis Sedegebze dayrdnobiT.<br />
samoqalaqo aliansi `momavali<br />
siRaribis gareSe~ 2005 wels<br />
Seiqmna. igi ormocdaaTamde<br />
arasamTavrobo organizaciisa<br />
da asobiT mxardamWeris gaer-<br />
Tianebaa, romelic moiTxovs<br />
siRaribis aRmofxvras da aTaswleulis<br />
ganviTarebis miznebis<br />
Sesrulebas saqarTveloSi. Cveni<br />
mizania saqarTvelos mosaxleobis<br />
gaaqtiureba, rom erToblivi<br />
ZalebiT movTxovoT saqar-<br />
Tvelos xelisuflebas siRaribis<br />
daZleva.<br />
koalicia `momavali siRaribis<br />
gareSe~ aris saerTaSoriso<br />
aliansi GCAP-is wevri (Global<br />
Call to Action Against Poverty).<br />
publikacia `dasaqmebis programebi<br />
saqarTveloSi~ warmoadgens<br />
oficialuri monacemebisa<br />
da proeqtis farglebSi Catarebuli<br />
sxvadasxva tipis kvlevebis<br />
Sedegebis gaerTianebul<br />
analizs, romelic asaxavs saqarTveloSi<br />
ganxorcielebuli<br />
dasaqmebis programebis Sedegebs,<br />
Sromis bazarze arsebul umuSevrobis<br />
problemebsa da momavlis<br />
gamowvevebs.<br />
kidev erTi axali publikacia<br />
proeqtis farglebSi 2007-2008<br />
wlis saxelmwifo dasaqmebis<br />
programis Sefasebis mizniT<br />
Catarda raodenobrivi kvleva<br />
saqarTvelos masStabiT (SerCevis<br />
zoma: 1000 organizacia), ganxorcielda<br />
fukus-jgufebi da<br />
damsaqmeblebis raodenobrivi<br />
kvleva imereTis regionSi (Ser-<br />
Cevis zoma: 600 organizacia).<br />
publikaciaSi detalurad aris<br />
ganxiluli ganxorcielebuli da<br />
mimdinare saxelmwifo dasaqmebis<br />
programebi.<br />
saqarTvelos axalgazrda ekonomista<br />
asociaciis mier Catarebulma<br />
kvlevebma aCvena, rom<br />
saqarTveloSi kerZo biznesi vi-<br />
Tardeba da Sesabamisad izrdeba<br />
Sromis bazris moTxovnebi profesiul<br />
kadrebze. Tumca, imavdroulad<br />
mwvave problemad<br />
rCeba umuSevroba. ZiriTadi<br />
barieri, romlis winaSec damqiraveblebi<br />
dganan, aris potenciuri<br />
kadrebis kvalifikaciis<br />
Sefaseba. profesionalizmi<br />
problemaa rogorc teqnikur,<br />
aseve menejerul doneze.<br />
dRes TiTqmis SeuZlebelia<br />
saWiro kvalifikaciisa da unarebis<br />
kadris moZieba an/da<br />
daqiraveba. amasTn, ver xerxdeba<br />
damsaqmeblisa da samuSaos maZieblis<br />
erTmaneTTan dakavSireba.<br />
17
sicocxlis warmoSobis unikaluri simbolo<br />
esaa sicocxlis dabadebis xiluli<br />
misteria, vizualuri<br />
fenomeni Seqmnisa Tu warmoSobisa.<br />
amitomac, uZveles civilizaciaTa<br />
warmodgeniT, swored<br />
`winarekvercxidan” iSva Tavad<br />
samyaro: egvipturi tradiciis<br />
mixedviT, qaosidan (araarsidan)<br />
warmoiqmna kosmiuri kvercxi,<br />
romlidanac, Tavis mxriv, iSva<br />
yovlisSemqmneli RmerTi (demiurgi).<br />
kvercxi Zvel egvipteSi<br />
qalRmerT isidas eZRvneboda<br />
da amitomac qurumebs ekrZalebodaT<br />
misi Wama; egvipteSive<br />
gvxvdeba mumiis Tavze haerSi<br />
gamokiduli kvercxis gamosaxuleba<br />
_ es xelmeored dabadebis<br />
simbolo gaxldaT. varaudoben,<br />
rom swored am simbolosagan aris<br />
warmomdgari marJuJisdagvari<br />
egvipturi jvari _ `anxi~. egvipturi<br />
cnobiswadili da sicocxlis<br />
fenomenis wvdomis survili<br />
mkafiod aisaxa kvercxis<br />
bunebis am patara saocrebis<br />
gafetiSebaSi: egviptelTa gancvifrebam<br />
sifrifana naWuWis<br />
qveS damaluli sicocxliT,<br />
warmoSva analogia, rom Tval-<br />
Tagan dafarul, uCinar sagnebs<br />
(Cven `okulturs~” rom vuwodebT)<br />
Tavisi, damoukidebeli<br />
cxovrebis ritmi aqvT. amitomac,<br />
sicocxlis kosmiur models maT-<br />
Tvis yvelaze srulyofiladswored<br />
kvercxi ganasaxierebda.<br />
babilonuri miTologiis Tanaxmad,<br />
`pirvelkvercxi~ mdinare<br />
evfratSi cidan Cavarda da<br />
swored ase iSva qalRmerTi<br />
iSTari; induizmSi kosmiuri<br />
kvercxi `pirvelwyalze~” dado<br />
RvTaebrivma frinvelma, xolo<br />
gadapobili kvercxis orma naxevarsferom<br />
warmoSva ca da<br />
dedamiwa; iranuli warmodgeniT,<br />
kvercxi samyaros Seqmnisa<br />
da sasicocxlo sawyisis simboloa,<br />
xolo ca _ giganturi kvercxis<br />
moelvare naWuWs warmoadgens;<br />
imave iranSi Cv. w-mde VIII<br />
s. aRmocenebuli zoroastrizmis<br />
mixedviT, samyaros ori, ur-<br />
TierTsawinaaRmdego absoluturi<br />
sawyisis gansaxierebani _<br />
ormuzdi da arimani erTmaneTs<br />
piridan staceben `msoflio<br />
kvercxs~; Cinelebs swamdaT, rom<br />
pirveli adamiani im kvercxidan<br />
gamoiCeka, romelic cidan Camovardnili,<br />
`pirvelwyalze~<br />
tivtivebda; antikuri versiiT,<br />
kvercxidan iSvnen polidevkesi<br />
da mSvenieri elene (spartis<br />
erT-erT taZarSi am istoriuli”<br />
kvercxis naWuWs anaxvebdnen);<br />
kvercs sakraruli mniSvneloba<br />
aqvs iudaizmSic: moTuSuli<br />
kvercxi - imedisa da maradiuli<br />
sicocxlis es<br />
simbolo, aucilebelia<br />
sederis<br />
(ebrauli pasekis)<br />
Tu sulis mosaxseniuebelsaritualo<br />
sufraze.<br />
kvercxi, viTarca<br />
ukvdavebisa da<br />
n a y o f i e r e b i s<br />
TvalnaTeli gansa-<br />
GEORGIAN BUSINESS TODAY<br />
xiereba, gazafxulisa da Semodgomis<br />
buniobis dResaswaulebis<br />
aucilebeli atributi gaxldaT<br />
im qveynebSi, sadac gavrcelebuli<br />
iyo miTraizmi: buniobisas<br />
qurumebi samsxverplo xaris<br />
sisxls apkurebdnen yovelives,<br />
rasac ki am sisxlis siwiTliT<br />
(`mzisferobiT~) _ swored mzis<br />
cxovelmyofeloba unda SesZenoda.<br />
am analogiiT, aRdgomis<br />
dResaswaulze wiTlad SeRebili<br />
kvercxi ukve ormag simbolikas<br />
iZens _ gazafxulisa da<br />
macxovris aRdgomis, xelaxali<br />
dabadebis...<br />
`kosmiuri kvercxi~ Sualedur<br />
mdgomareobasac ganasaxierebs<br />
_ qaossa da samyaros wesrigs<br />
Soris, rogorc sicocxlis simboluri<br />
pirvelwyaro. ar aris<br />
gasakviri, rom Zveli keltebis<br />
mistikuri qurumebi _ druidebi<br />
amuletebad kiserze Sebmul<br />
brolis kvercxebs atarebdnen.<br />
aseTive sakraruli mniSvneloba<br />
hqonda mraval kulturasa<br />
da miTologiaSi vercxlisa Tu<br />
oqros kvercxs.<br />
rusuli folkloris jadosnuri<br />
personaJis _ `ukvdavi kaSCeis~<br />
suli kvercxSia momwyvdeuli;<br />
ruseTSivea aRmoCenili preistoriuli<br />
samarxebi, micvalebulTaTvis<br />
Catanebuli Tixis<br />
kvercxebiT. etyoba, swored<br />
slavur samyaroSi Caisaxa saa-<br />
Rdgomo kvercxis moxatvis natifi<br />
tradicia da SemTxveviTi ar<br />
aris, rom swored ruseTSi Seiqmna<br />
saiuveliro xelovnebis iseTi<br />
unikaluri fenomeni, rogoric<br />
iyo `faberJes kvercxi~.<br />
aseTi gaxlavT samyaros Seqmnis<br />
saidumlosa da pirvandel sicarieleSi<br />
sicocxlis warmoSobis<br />
es unikaluri simbolo.<br />
18 sicocxlis warmoSobis unikaluri simbolo
GEORGIAN BUSINESS TODAY<br />
faberJe - saaRdgomo kvercxis istoria<br />
sad aris 8 saimperatoro<br />
faberJes kvercxi?<br />
faberJes saaRdgomo kvercxis<br />
istoria ruseTis xelmwifis<br />
aleqsandre III-isa da dedofal<br />
maria fiodorovnas siyvaruls<br />
ukavSirdeba. xelmwifem meuRles<br />
pirveli faberJe miarTva qorwinebis<br />
20 wlis Tavze (1885wels)<br />
ganaxlebuli sicocxlisa da<br />
imedis simbolod. gansakuTrebuli<br />
da originaluri saCuqari<br />
mefem axalgazrda iuvelirs<br />
piter karl faberJes (Peter<br />
Carl Faberge) SeukveTa. saCuqarma<br />
dedoflis aRfrTovaneba<br />
gamoiwvia. ase daibada pirveli<br />
faberJe AHen Egg...<br />
faberJe 1885-1917 wlebSi 69<br />
unikaluri da Zvirfasi kvercxis<br />
avtori gaxda, saidanac 54<br />
ruseTis saimperatoro karis<br />
saCuqari iyo.<br />
The Hen egg (1885)<br />
erTi SexedviT, es iyo martivi<br />
kvercxis formis sagani, magram<br />
dedoflis gasaocrad, mis SigniT<br />
aRmoCnda oqros kvercxis<br />
guli, romelSic ido oqros qaTami,<br />
xolo qaTmis SigniT _ samefo<br />
gvirgvinis margalitis miniatura<br />
da patara lalis kvercxi. dedoflis<br />
aRfrTovaneba imdenad<br />
didi iyo, rom xelmwifem gadawyvita<br />
msgavsi saCuqari yovel<br />
aRdgomas gaekeTebina misTvis.<br />
faberJe - saaRdgomo kvercxis istoria<br />
mas iuvelirTan hqonda gansaz-<br />
Rvruli moTxovna – TiToeuli<br />
kvercxi imdenad originaluri<br />
unda yofiliyo, rom dedoflis<br />
gaoceba gamoewvia.<br />
Coronation egg (1897)<br />
genialuri qmnilebis avtori<br />
faberJe daibada 1846 wels. man<br />
mcire zomis vercxlisa da samkaulebis<br />
maRazia sant-peterburgSi<br />
memkvidreobiT miiRo<br />
mamisagan, Tumca Tavisi kreatiulobiTa<br />
da mondomebiT gansakuTrebuloba<br />
SesZina Tavis<br />
namuSevrebs. 1882 wels is miwveuli<br />
iyo moskovSi saiuveliro<br />
gamofenaSi monawileobis<br />
misaRebad, sadac moipova oqros<br />
medali da didi mowoneba daimsaxura<br />
inovaciuri ideebisaTvis.<br />
swored aq gaicnes xelmwifem da<br />
dedofalma faberJes saxli da<br />
dauaxlovdnen mas.<br />
faberJes mier saimperatoro kvercxebis<br />
damzadebam Zalian cnobili<br />
gaxada is mTel msoflioSi.<br />
aman ganapiroba ubralo saiuveliro<br />
maRaziis gadaqceva cnobil<br />
`faberJes saxlad~, romelic<br />
gaixsna moskovSi. iq saCuqrebs<br />
iZendnen aristokratebi, baronebi<br />
da sxva im drois maRali wris<br />
sazogadoeba. Tumca, faberJe upirvelesad<br />
yovelTvis xelmwifis<br />
winaSe iyo valdebuli.<br />
1918 wels `faberJes saxli~ daikaves<br />
bolSevikebma. faberJem da<br />
misma ojaxma datoves ruseTi<br />
da Sveicarias Seafares Tavi.<br />
swored iq gardaicvala SesaniSnavi<br />
xelovani 1920 wels.<br />
aleqsandre III-is gardacvalebis<br />
Semdgom taxtis memkvidrem,<br />
nikoloz II-m faberJes saaRdgomo<br />
kvercxebis istoria gaagrZela.<br />
mxolod mamisagan gansxvavebiT,<br />
nikoloz II yovelwluirad<br />
or kvercxs ukveTavda – dedisaTvis<br />
da Tavisi axladSerTuli<br />
meuRlis, dedofal aleqsandra<br />
fiodorovnasaTvis. pirveli<br />
kvercxi, romelic nikoloz II-m<br />
dedofal aleqsandras aCuqa, iyo<br />
Rosebud egg 1894 wels, amitom<br />
es kvercxi iTvleba maTi siyvarulis<br />
simbolod.<br />
faberJes produqciis ZiriTadi<br />
Semadgenlobaa mina, romelic<br />
morTulia iseTi Zvirfasi qvebiT,<br />
rogricaaa oqro, vercxli, platina,<br />
lali, brilianti, margaliti<br />
da a.S. kvercxebis detalebi<br />
ZiriTadad gamomdinareobs rusuli<br />
kulturis simboloebidan<br />
an dedofal mariasa da aleqsandras<br />
xasiaTebidan.<br />
romanovebis mmarTvelobis<br />
dasasruls, 1917 wels Seiqmna<br />
bolo ori faberJes saaRdgomo<br />
kvercxi Constellation da Karelian<br />
Birch. amiT dasrulda saimperatoro<br />
faberJes kvercxis<br />
warmoebis 32 wliani istoria.<br />
Semdgom romanovebis sasaxleebi<br />
bolSevikebma daikaves. am<br />
Twelve Monograms egg (1895)<br />
19
Caucasus egg (1893)<br />
periodSi feberJes kvercxebis<br />
umetesoba, saimperio oqrosa da<br />
vercxlis didi raodenoba gadatanil<br />
iqna kremlis sawyobebSi,<br />
rasac ramdenime faberJes kvercxis<br />
dakargva mohyva. leninis<br />
mier daculi rusuli kulturis<br />
nimuSebi stalinma Tavisi axali<br />
reJimis dasafinanseblad gamoiyena<br />
da maTi gayidva daiwyo. im<br />
droisaTvis faberJes kvercxebis<br />
fasi Zalian dabali iyo. isini<br />
swrafad iyideboda da tovebda<br />
ruseTis farglebs...<br />
1930-1933 wlebSi sazRvargareT<br />
gaiyida 14 saimperatoro aRdgomis<br />
kvercxi. kaci, romelmac<br />
im droisaTvis moaxerxa yvelaze<br />
meti faberJes kvercxis Segroveba,<br />
iyos koleqcioneri amerikis<br />
SeerTebuli Statebidan armand<br />
hameri (Armand Hammer). am periodSi<br />
aSS-Si faberJes mimarT<br />
aqtiuri interesiT xuTi koleqcioneri<br />
gamoirCeoda: matilda<br />
gedings grai, lilian tomas<br />
prati, marjore merivezer posti,<br />
Trans-Siberian Railway egg<br />
(1900)<br />
india erli minSeli da malkolm<br />
s. forbesi. zogierTi saimperatoro<br />
kvercxi auqcionze sul<br />
raRac 4 an 5 aTas dolarad iyideboda.<br />
aTwleulebi dasWirda<br />
`faberJes~, rom is miCneuliyo<br />
xelovnebis nimuSad. dReisaTvis<br />
TiToeuli antikvaruli suveniris<br />
Rirebuleba milionebs iTvlis.<br />
saimperatoro kvercxebis<br />
umetesoba 3-dan 6-mde diumis<br />
simaRlisaa. mxolod Trans-Siberian<br />
Railway-isa da the Bay<br />
Tree eggs-is simaRle Seadgens<br />
10-11 diums.<br />
Alexander Palace egg (1908)<br />
faberJes mimarT interess imperatorebis<br />
garda kerZo pirebic<br />
iCendnen. faberJem 15 kvercxi<br />
kerZo klientebisaTvis daamzada.<br />
maT Soris iyo 7 industrialisti<br />
aleqsandre kelCisTvis.<br />
Rosebud egg (1895)<br />
faberJes 69 kvercxidan dReisaTvis<br />
aRmoCenilia mxolod 61. maTi<br />
umetesoba moTavsebulia sazogadoebriv<br />
muzeumebSi. 30 maTgani<br />
aris ruseTSi. dakargulia 8 saimperatoro<br />
saaRdgomo faberJe.<br />
GEORGIAN BUSINESS TODAY<br />
Lilies of the Valley egg (1898)<br />
yvelaze ZviradRirebuli<br />
faberJes `zamTris kvercxis~<br />
Rirebuleba 1913 wels daaxloebiT<br />
25 000 rubls (12500<br />
dolars) Seadgenda.<br />
faberJes kvercxi dRes gacilebiT<br />
Zviri Rirs. magaliTad, 1994<br />
wels auqcionze amerikelma biznesmenma<br />
am faberJeSi 5.5 milion<br />
dolari gadaixada, xolo 2002<br />
wels is 9.8 milion dolarad<br />
gaiyida. 2007 wlis noemberSi,<br />
ruseTis erovnulma muzeumma<br />
erT-erT auqcionze rostCildis<br />
kvercxi (Rothschild Egg)<br />
8.9 milion evrod SeiZina. es<br />
dRemde yvelaze Zvirad gayiduli<br />
rusuli xelovnebis nimuSia.<br />
Winter egg (1913)<br />
21 faberJe - saaRdgomo kvercxis istoria
saea 19 wlisaa<br />
daarsebis dRidan saqarTvelos axalgazrda ekonomistTa<br />
asociaciis (saea), rogorc arasamTavrobo organizaciis<br />
mTavar mizans samoqalaqo sazogadoebis ganviTareba, demokratiis<br />
xelSewyoba, partniori organizaciebisa da<br />
kerZo seqtorTan TanamSromlobiT qveynis ekonomikur<br />
ganviTarebaSi wvlilis Setana warmoadgens.<br />
1989 wlis 25 aprilidan moyolebuli asociacia mkacrad<br />
icavs deklarirebul principebs, kerZod: igi TanamSromlobs<br />
nebismier dainteresebul saxelmwifo, sazogadoebriv<br />
da saerTaSoriso organizaciasTan, samecniero da<br />
saganmanaTleblo dawesebulebebTan, kerZo seqtorTan da<br />
masobrivi informaciis gavrcelebis saSualebebTan.Mmasmediis<br />
meSveobiT farTo sazogadoebas saea mudmivad awvdis<br />
informacias mimdinare ekonomikuri procesebisa da<br />
siaxleebis Sesaxeb. asociaciis eqspertebis SefasebebTan<br />
erTad Jurnalistebs maTTvis aqtualuri Temebis ir-<br />
gvliv konsultaciebsac uweven da realuri problemebis<br />
warmoCinebaSic exmarebian.<br />
dReisaTvis quTaissa da baTumSi funqcionirebs<br />
`saqarTvelos axalgazrda<br />
ekonomistTa asociaciaciis~<br />
imereTis, da aWaris fi-<br />
lialebi, amas garda<br />
warmomadgenlobebi:<br />
gorsa da saCxereSi.<br />
asociacia aqtiurad<br />
TanamSromlobs arasamTavrobo<br />
da saerTaSoriso organizaciebTan,<br />
sxvadasxva donorebTan<br />
da partniorebTan.<br />
maT Soris: euTos misia saqarTveloSi;<br />
GTZ; TACIS; fridrix<br />
ebertis fondi; USIS; kanadis<br />
saelCo; evraziis fondi; AMEX International<br />
Inc.(USAID); `oqsfam-novibi~,<br />
`oqsfamis saqarTvelos warmomadgenloba~;<br />
fondi `Ria sazogadoeba<br />
– saqarTvelo~; IRIS-Center; CRS;<br />
saerTaSoriso iuridiuli TanamSromlobis<br />
centri; CRRC, da a.S.<br />
asociaciam daarsdebis dRidan 50-ze meti proeqti<br />
ganaxorciela. saea-s saqmianobis sferoebidan<br />
prioritetulia: biznesgaremos ganviTarebis mxardaWera,<br />
ekonomikis sferoSi saxelmwifo seqtoris mxardaWera, samoqalaqo<br />
sazogadoebis ganviTareba da ekonomikuri ganaTleba.<br />
22
ogori iqneba `msoflios woniani<br />
statistikosebis~ Sefaseba?<br />
rubrikis stumari: statistikis<br />
departamentis Tavmjdomare<br />
griSa fanculaia<br />
- batono griSa, ra etapzea<br />
statistikis departamentis<br />
ganviTarebis gegma?<br />
statistiskis departamentis<br />
ganviTarebis gegmis SemuSavebis<br />
kuTxiT garkveuli samuSaoebi<br />
ukve ganxorcielda, kerZod<br />
UNDP-is proeqti daiwyo martis<br />
Sua ricvebSi, romelic 3<br />
Tvis ganmavlobaSi msoflioSi<br />
`woniani statistikosebis~ saqarTveloSi<br />
Camoyvanas da maTi<br />
Sefasebebis momzadebas iTvaliswinebs.<br />
swored am rekomendaciebze<br />
dayrdnobiT igegmeba<br />
samomavlod statistikis departamentis<br />
organizaciuli mowyoba<br />
da menejmentis gamarTva.<br />
- msoflioSi `woniani<br />
statistikosebidan~ romelime<br />
Tu iyo Camosuli?<br />
jer-jerobiT Camosuli iyo mxolod<br />
herman hebermani gaeros<br />
statistikis yofili Tavmjdomare,<br />
romlis Sefasebac, savaraudod,<br />
2 kviraSi gaxdeba cnobili.<br />
rac Seexeba pirad saubrebs,<br />
misi TqmiT hebermani aRniSnavda,<br />
rom gansakuTrebiT unda gamaxvildes<br />
yuradReba statistikis<br />
departamenis mier momzadebuli<br />
monacemebis sandoobaze da imijis<br />
amaRlebaze.<br />
- rodis unda warednios<br />
mTavrobas gansaxilvelad<br />
statistikis departamentis<br />
ganviTarebis gegma?<br />
UNDP-is proeqtis proetis<br />
dasruleba ivnisis Sua ricxveb-<br />
Si igegmeba da mas Semdgom, rac<br />
eqspertebis mosazrebebis Tavmoyra<br />
dasruldeba, ukve Sesa-<br />
Zlebeli iqneba mTavrobis sxdomaze<br />
gansaxilvelad aRniSnuli<br />
dokuments wardgena.<br />
- statistikis departamentis<br />
ganviTarebis dokumetis<br />
damtkicebamde ra saxis<br />
kvlevebze gaakeTebT<br />
orientirs?<br />
Cven ZiriTad aqctens gavakeTebT<br />
patara kvlevebze 4 ZiriTadi<br />
mimarTulebiT, kerZod: mTliani<br />
Sida produqtze, siRaribesa da<br />
umuSevrobaze, fasebis inflaciaze,<br />
sagareo vaWrobasa da<br />
sagareo urTierTobebze.<br />
GEORGIAN BUSINESS TODAY<br />
- batono griSa dagegmilia<br />
Tu ara uaxloes momavalSi<br />
kadrebis optimizacia?<br />
erTi welia, rac statistikis depatramentis<br />
Tavmjdomare var da<br />
kadrebTan mimarTebaSi araferi<br />
ar Secvlila, anu ramdenad<br />
saWiroa Zveli kadrebis gadamzadeba<br />
an maTi axliT Canacvleba, es<br />
yovelive statistikis departamentis<br />
ganviTarebis gegmis damtkicebis<br />
mere gairkveva.<br />
amJamad statistikis departaments<br />
gankargulebaSi 7<br />
regionaluri ofisi da 169<br />
TanamSromelia. gamsxvilebamde<br />
TanamSromelTa ricxovnoba<br />
600-s Seadgenda.<br />
TanamSromlebis Canacvlebaze<br />
cota mogvianebiT, axla mTeli<br />
yuradReba ganviTarebis strategiis<br />
droulad momzadebazea<br />
gamaxvilebuli.<br />
23 `msoflios woniani statistikosebis~ Sefaseba
GEORGIAN BUSINESS TODAY<br />
biznessakonsultacio qseli - saqarTvelo<br />
`biznessakonsultacio qseli - saqarTvelo~ BCNG - Tqveni biznesis warmatebisaTvis.<br />
ras fiqrobT, rogor iqmneba warmatebis formula da raSi mdgomareobs qarTul bazarze<br />
damkvidrebis saidumlo? rogor movaxdinoT biznesgaremoSi swori orientiri? am<br />
da sxva aqtualur sakiTxebis gadaWraSi Tqven BCNG-is kvalificiur eqspertTa jgufi<br />
dagexmarebaT.<br />
BCNG-i momsaxureobebis ZiriTadi mimarTulebebia: bizneskonsaltingi, treningebi da<br />
marketinguli kvlevebi.<br />
biznesmenebs da nebismier dainteresebul msurvelebs SesaZlebloba eZlevaT miiRon<br />
konsultaciebi Semdegi mimarTulebiT _ sagadasaxado da sabaJo sakiTxebi, marketinguli<br />
dagegmva, buRaltruli aRricxva, biznesis dagegmva da marTva, sawarmoTa registracia,<br />
biznespartniorebis moZieba da sxv.<br />
BCNG - axorcielebs rogorc individualur, aseve korporatiul momsaxureobas. iTanam-<br />
SromleT CvenTan da Cven viqnebiT Tqveni biznesis warmatebis sawindari.<br />
20 konkursi
warmatebuli pozicionirebis saidumlo<br />
marketingi _ es aris yvelaferi<br />
Tqvens garSemo. marketingia is<br />
reklamebi, romlebsac uyurebT<br />
televiziiT, naxulobT JurnalgazeTebSi,<br />
romlebiTac gadatenilia<br />
Tqveni safosto yuTebi da<br />
veb-gverdebi. saxlSi, skolaSi,<br />
samsaxurSi, yvelgan sadac xarT,<br />
rasac akeTebT – xedavT marketings.<br />
da mainc, marketingi imaze<br />
metia, vidre amas myidvelis Tvali<br />
aRiqvams...<br />
marketologebi Zalian bevrs<br />
Sromoben imisaTvis, rom maTi<br />
produqti momxmareblisTvis<br />
pozicionirebuli iyos; rom<br />
Tqven, ^Tundac erTi wuTi mainc<br />
dauTmoT maT produqtze fiqrs;<br />
wamiT SeCerdeT bilbordTan da<br />
ara mxolod produqtis saxeli<br />
daimaxsovroT, aramed konkurentebisgan<br />
gamijnoT da gansxvavebuli<br />
pozicia mianiWoT Tqvens<br />
cnobierebaSi.<br />
Tumca, Tqven xom Zalian gadatvirTuli<br />
xarT produqtisa da<br />
momsaxurebis Sesaxeb informaciiT...<br />
rTulia TiToeuli yidvis<br />
gadawyvetilebis miRebisas<br />
produqtis Sefaseba. yidvis<br />
procesis gasamartiveblad momxmareblebi<br />
produqtebs, momsaxurebasa<br />
da kompaniebs garkveul<br />
kategoriebad yofen da maT<br />
gonebaSi `poziciebs aniWeben~.<br />
produqtis pozicia es aris myidvelis<br />
aRqmis, STabeWdilebisa<br />
da grZnobis erToblioba,<br />
romelic mas sxva konkurent<br />
produqtebTan SedarebiT am<br />
produqtze Camouyalibda.<br />
Tqven produqtis pozicionirebas<br />
axdenT rogorc marketologebis<br />
daxmarebiT, aseve maT gareSe,<br />
magram marketologebs ar<br />
surT TavianTi produqtebis<br />
bedi ubralo SemTxvevas miandon.<br />
isini Zalisxmevas ar iSureben,<br />
rom sworad da zustad moaxdinon<br />
sakuTari brendis pozicionireba.<br />
Mercedesbenz-ma warmatebuli<br />
pozicionireba moaxdina, rodesac<br />
ganacxada, rom maRali fasis<br />
sanacvlod uzrunvelyofs<br />
saukeTeso xarisxs, gamZleobas,<br />
funqcionirebasa da stils.<br />
aseTi produqtebi myidvels<br />
garkveul prestiJs aniWebs da<br />
statusisa da mdidruli stilis<br />
simbolos warmoadgens. Toyota<br />
Echo da Ford focus-i pozicionirebulia<br />
rogorc ekonomiuri<br />
manqanebi, Mercedes-i da<br />
Cadillac-i _ rogorc mdidruli<br />
manqanebi, BMW da Porche ki _<br />
rogorc sportuli. Volvo amtki-<br />
cebs, rom misi manqana yvelaze<br />
usafrTxoa. sloganma, romelic<br />
GEORGIAN BUSINESS TODAY<br />
kompaniam momxmarebels SesTavaza<br />
_ `yvelaze usafrTxo manqana<br />
Tqveni ojaxisTvis!~ erTi-orad<br />
gazarda rogorc momxmareblebis<br />
raodenoba, aseve maTi<br />
loialuroba. Toyota - am sawvavis<br />
damzogav Tavis hibridul<br />
model Prius-is pozicionirebas<br />
axdens rogorc energiis<br />
ekonomiis maRalteqnologiur<br />
gadawyvetas. `ramdenad Sors<br />
waxvalT planetis gadasar-<br />
Cenad?~ _ kiTxulobs igi.<br />
produqtis SemoqmedebiTi gziT<br />
pozicionireba erTaderTi gzaa<br />
Zlier konkurentebis dasamarcxeblad.<br />
magaliTisTvis Segvi-<br />
Zlia ganvixiloT Wal-Mart-isa<br />
da Whole Foods-is bazari.<br />
Wal Mart-i TiTqmis yvelafers<br />
yidis, rac niSnavs imas, rom igi<br />
ulmobel konkurencias uwevs<br />
TiTqmis yvela sacalo movaWres,<br />
msxvilsa Tu wvrils. is Zlieria<br />
da misi damarcxeba yvela sxva<br />
mewarmisTvis urTules amocanas<br />
warmoadgens. saukeTeso qmedeba<br />
am SemTxvevaSi Wal Mart-isTvis<br />
arapirdapiri konkurenciis<br />
gaweva iqneboda. swored ase<br />
iqceva Wdole Foods-i, patara<br />
maRalxarisxiani sasursaTo qseli.<br />
igi Wal-Mart-is 2700 maRaziis<br />
sapirispirod mxolod 143<br />
maRazias flobs da misi wliuri<br />
Semosavali 3 miliard dolarze<br />
naklebs Seadgens maSin, roca<br />
Wal Mart-is Semosavali 300<br />
miliard dolars aRwevs. miuxedavad<br />
imisa, rom es samarTlian<br />
brZolas sulac ar gavs, Whole<br />
Foods-i ayvavebis gzas adgas.<br />
igi warmatebas frTxili da Wal<br />
Mart-isgan moSorebuli pozicionirebis<br />
xarjze aRwevs.<br />
Whole Foods-is Zlier pozi-<br />
24 warmatebuli pozicionirebis saidumlo
GEORGIAN BUSINESS TODAY<br />
cionireba mis devizSia Sejamebuli:<br />
`janmrTeli sakvebi, janmrTeli<br />
xalxi, janmrTeli planeta~.<br />
SeiareT Whole Foods-is maRaziaSi<br />
da naxavT, rom es sulac<br />
ar aris tipuri maRazia. masobrivi<br />
tkbili kolas nacvlad,<br />
romliTac savsea sxva tradiciuli<br />
sasursaTo maRaziebi, Whole<br />
Foods-i ekologiurad sufTa<br />
gazian wyalsa da naturalur<br />
wvens SemogTavazeben.<br />
maRaziis saqonlis umetesobas<br />
Semdegi Sinaarsis iarliyebi<br />
akravs: `ekologiurad sufTa~,<br />
`100%-iT naturaluri~, `ar<br />
Seicavs damatebebs~ da a.S.<br />
Whole Foods-i patara maRalxarisxiani<br />
sasursaTo qselia,<br />
romlsac hyavs saguldagulod<br />
SerCeuli momxmarebeli,<br />
romelTa gamocdileba da gemovneba<br />
gansxvavdeba Wal Martis<br />
momxmareblebisgan. amitom,<br />
Whole Foods-i maT sTavazobs<br />
`originalur, naturalur da<br />
gurmanebisTvis gankuTvnil<br />
sakvebs~.<br />
Whole Foods-i yvelasaTvis<br />
gankuTvnili ar aris, is mxolod<br />
frTxilad gamiznul segments<br />
emsaxureba. am maRaziis<br />
momxmareblebi arian mdidari,<br />
progresuli da ganaTlebuli<br />
adamianebi. Whole Foods-is<br />
momxmareblebi jansaRi cxovrebis<br />
wesiT cxovroben. maT ainteresebT,<br />
ras miirTmeven da garemoze<br />
zrunaven. am momxmareblisTvis<br />
Whole Foods-i marTlac ar<br />
aris iseTi masobrivi movaWris<br />
konkurenti, rogoric Wal Martia.<br />
faqtobrivad, Whole Foodsis<br />
momxmarebeli boikots ufro<br />
gamoucxadebs Wal Mart-s, vidre<br />
iq Seva da raimes SeiZens.<br />
warmatebuli pozicionirebis saidumlo<br />
amgavrad, Whole Foods-i<br />
msoflioSi Wal Mart-s pirdapir<br />
konkurencias ver gauwevs, igi<br />
ar moergeba Wal Mart-is masStabur<br />
ekonomias, Sesyidvebis Sesa-<br />
Zleblobebis daujerebel moculobas,<br />
gansakuTrebiT mimzidvel<br />
lojistikas, farTo arCevansa da<br />
Znelad dasamarcxebel fasebs.<br />
ufro metic, is ar Seecdeba amis<br />
gakeTebas. piriqiT, myidvelis-<br />
Tvis im faseulobebis SesTavazebs,<br />
romelic Wal Mart-s ar SeuZlia.<br />
mas mizanSi yavs is klientebi,<br />
romelTa momsaxureba Wal Mart-s<br />
ar ZaluZs. Wal Mart-isgan da<br />
sxva msgavsi profilis sasursaTo<br />
maRaziebisgan distanciuri<br />
pozicionirebiT, Whole Foodsma<br />
msoflioSi sakuTari, Zalian<br />
momgebiani adgili daimkvidra.<br />
saukeTeso arCevani konkurentul<br />
bazarze, albaT, susti adgilis<br />
moZebnaa konkurentebisTvis<br />
da Semdeg momxmareblis im daukmayofilebeli<br />
moTxovnebis Sesruleba,<br />
romelic, faqtobrivad,<br />
konkurentebma ver SesZles.<br />
im SemTxvevaSi, Tu Tqveni<br />
konkurenti ukve didi xania<br />
erTi da igive momxmarebelze<br />
wiTel vaSls yidis, albaT, Tqven<br />
gagiWirdebaT igive vaSlis gayidva,<br />
Tumca SeiZleba momxmarebels<br />
wiTeli ukve mobezrda da<br />
axla mwvanes eZebs?!<br />
25
GEORGIAN BUSINESS TODAY<br />
26 cnobili brandis mTavari sazrunavi
GEORGIAN BUSINESS TODAY<br />
sareklamo kampania<br />
Jurnal-gazeTebSi<br />
rCevebi efeqturi beWdviTi reklamis<br />
msurvelTaTvis<br />
rCeva # 1 – esaubreT momxmareblebs<br />
maT enaze.<br />
`kargi ramaa. saSviliSvilo<br />
saqmea~ ¬_ rigiTi pensioneri.<br />
`cvetSi magari veSia~ _ Tqveni<br />
saxlis kedelze atuzuli axalgazrda<br />
biWi.<br />
`ar asrebooobs! usayvarlesia~<br />
_ me-10 klasis moswavle gogo.<br />
mixvdiT? erTi da igive azri<br />
sxvadasxva formiTaa naTqvami<br />
sxvadasxva auditoriisTvis.<br />
vis esaubrebiT? rogor esaubrebiT?<br />
beWdviT mediaSi reklama _<br />
es aris naTqvami sityva. Cven yvelas<br />
gviyvars viyoT im adamianeb-<br />
Tan da viyidoT imaTTgan, vinc<br />
Cvennairia. es adamianis bunebaa.<br />
ase rom, gayidvis dros Zalian<br />
mniSvnelovania icodeT, vis esaubrebiT<br />
da gaigoT, Tu ratom<br />
saubrobT ama Tu im formiT.<br />
dafiqrdiT im adamianebze, romlebTanac<br />
mogwonT an ar mogwonT<br />
saubari. gaixseneT xalxi,<br />
romlebsac paemanze xvdebodiT.<br />
Tqven fiqrobT, rom ar geqnebaT<br />
sareklamo kampania Jurnal-gazeTebSi<br />
seriozuli urTierToba im adamianTan,<br />
romlis saubris manera<br />
ar mogwonT? _ marTali xarT.<br />
saukeTeso reklama eZebs urTierTobas.<br />
es daaxloebiT igivea,<br />
rodesac erTi adamiani meores<br />
mxarze xels gadaxvevs da etyvis:<br />
`mismine, me vici Seni problema<br />
da saWiroeba. me SemiZlia mogce<br />
zustad is, rac Sen gWirdeba~.<br />
universitetis profesorebs undaT<br />
gaigon sxva profesorebisagan;<br />
bankis TanamSromlebs surT<br />
moisminon imaTgan, vinc maTi sabanko<br />
JargoniT laparakobs. rac<br />
ar unda aRSfoTdnen qarTveli<br />
filologebi da enaTmecnierebi,<br />
Cven erTmaneTs mainc `Cvens enaze~<br />
vesaubrebiT. Tqveni naweris<br />
riTmebi, frazebi, sintaqsi unda<br />
Seesabamebodes im auditorias,<br />
romelsac esaubrebiT. SesaZlebelia<br />
es gakeTdes? Znelia?!<br />
Tu Tqven werT konkretuli auditoriisTvis,<br />
yoveli samuSao<br />
dRe daiwyeT imiT, rom daweroT<br />
raime maT enaze. Tqven SegeqmnebaT<br />
Sinagani SegrZneba imisa, Tu<br />
rogor saubrobs Tqveni miznobrivi<br />
auditoria da Zalian male<br />
Tqven dawerT sareklamo teqsts<br />
im formiT, rogorc Tqveni auditoria<br />
saubrobs.<br />
gaiTvaliswineT, rom adamianebs,<br />
romelTa yuradRebasa da ndobas<br />
iTxovT, undaT imis codna,<br />
rom Tqven maTi gesmiT. dRes is,<br />
Tu rogor saubrobT da ras saubrobT<br />
erTnairad mniSvnelovania.<br />
msoflioSi bevri sareklamo saagento<br />
qiraobs adamianebs, romlebsac<br />
maRali socialuri inteleqti<br />
aqvs. maT ician xalxis<br />
ena da icnoben sxvadasxva auditoriebs.<br />
miuxedavad imisa,<br />
rom milionobiT sareklamo<br />
gancxadeba ibeWdeba beWdviT mediaSi,<br />
Zalian cota maTagani Seesabameba<br />
miznobriv auditorias.<br />
Tqven unda icodeT rogor moaxdinoT<br />
komunikacia. waikiTxeT<br />
is, rasac Tqveni momxmarebeli<br />
kiTxulobs; uyureT imas, rasac<br />
isini uyureben.<br />
Tu Tqven axalgazrdebs unda<br />
elaparakoT, waikiTxeT maTi Jurnalebi;<br />
SexedeT im satelevizio<br />
gadacemebs, romlebsac isini uyureben;<br />
wadiT maT filmze kinoSi;<br />
SediT Cat-oTaxebSi (internet-<br />
Si), sadac isini uamrav dros atareben.<br />
gaakeTeT igive bavSvebisTvis,<br />
qalebisTvis, kacebisTvis<br />
da xanSi SesulebisTvis...<br />
SeicaniT maTi cxovreba da isini<br />
aTasobiT lariT gadagixdian<br />
madlobas.<br />
rCeva #2 – sargebeli unda<br />
iyos ZiriTadi mesiji.<br />
Tqven, albaT, fiqrobT, rom es<br />
isedac iciT, magram gadaxedeT<br />
gazeTebs. ramden sareklamo<br />
gancxadebaSi gamoikveTeba<br />
mTavari sargebeli? miipyariT<br />
yuradReba imiT, risi gagebac<br />
momxmarebels swrafad surs.<br />
sareklamo gancxadebis gakeTebisas<br />
unda gaiTvaliswinoT, rom<br />
mkiTxvels ar mouwios gamocnoba<br />
Tqveni da Tqveni produqtis<br />
sargeblis.<br />
27
pasuxi SekiTxvaze: `ra aris<br />
Cveni dapireba da rogor vamtkicebT<br />
mas?~ _ aris Zalian kargi<br />
gza, rom zustad gansazRvroT<br />
Tqveni produqtis sargebeli da<br />
daiwyoT sareklamo teqstis SemuSaveba.<br />
ras pirdebiT Tqvens momxmareblebs?<br />
gauadvilebT maT cxovrebas?<br />
gaxdiT maT metad Wkvians?<br />
gaaZlerebT maT bizness? ar<br />
daafiqroT amaze momxmareblebi.<br />
uTxariT rac SeiZleba male,<br />
mokled da lakonurad.<br />
zogierTma Tqvenganma SeiZleba<br />
Tqvas: `me ar vfiqrob, rom reklamebs,<br />
romlebsac vnaxulob,<br />
aris cudi~. Tu asea, maSin Tqven<br />
ar kiTxulobT sakmarisi raodenobiT<br />
Jurnalebs. drodadro<br />
Cven vaTvalierebT sxvadasxva<br />
Jurnalebs, rom vipovoT efeqtiani<br />
sareklamo gancxadeba.<br />
erTi ucxouri gamoSvebis JurnalSi<br />
wavawydiT warmatebuli<br />
sabrokero kompaniis sareklamo<br />
gancxadebas. am kompaniis menejments<br />
imedi unda hqondes, rom<br />
maTi warmateba maT mier gan-<br />
Tavsebul reklamaze ar iqneba<br />
damokidebuli Semdegi mizezebidan<br />
gamomdinare:<br />
1. ar aris gamokveTili ZiriTadi<br />
mesiji;<br />
2. ar Cans sargebeli, romelsac<br />
momxmarebeli miiRebs kompaniis<br />
servisiT sargeblobis Sem-<br />
TxvevaSi;<br />
3. vizualuri mxare aris sakmaod<br />
mosawyeni: saSualo asakis<br />
mamakacis profili;<br />
GEORGIAN BUSINESS TODAY<br />
4. gancxadeba Sedgeba ormocdaerTi<br />
sityvisagan da ocdaSvidi<br />
maTgani vizualurad<br />
waukiTxavia;<br />
5. gamoyenebuli aqvs Zalian dabali<br />
xarisxis ferebi.<br />
es sareklamo gancxadeba<br />
(ubralod waukiTxavi) vaCveneT<br />
erT-erTi msxvili bankis marketingis<br />
menejers, romelmac aR-<br />
SfoTeba ver damala.<br />
ratom akeTebs Zalian bevri<br />
adamiani cud reklamas, rodesac<br />
ar aris Zneli Seqmna kargi?<br />
ubralod uTxariT Tqvens<br />
momxmareblebs Tqveni kompaniis<br />
sargeblianobis Sesaxeb. mimarTva<br />
gaxadeT saintereso da kiTxvadi.<br />
es xom Zalian martivia, Tumca<br />
bevrs mainc uWirs. amasTan, ar<br />
dagaviwydeT, iyoT kreatiulebi.<br />
reklama xom mizanmimarTuli<br />
Semoqmedebaa.<br />
dabolos, rogorc erTi media<br />
`guru~ ityoda: `yvelas Seu-<br />
Zlia miipyros yuradReba 20<br />
milionis daxarjviT. mxolod<br />
saukeTesoebs SeuZliaT gaakeTon<br />
es 1 milioniT~.<br />
28 sareklamo kampania Jurnal-gazeTebSi
GEORGIAN BUSINESS TODAY<br />
29
`dazRvevis bumi~<br />
saqarTveloSi<br />
_ dazRveuli xarT?<br />
_ ukacravad, dazRveva ra aris<br />
...?<br />
am SekiTxvaze 90-ian wlebSi<br />
aucileblad SekiTxviTve gipasuxebdnen.<br />
dazRvevam saqar-<br />
TveloSi sakmaod gvian moikida<br />
fexi. Tumca manamde... manamde xom<br />
diadi sabWoTa kavSiri iyo, romelic<br />
dazRvevas, ra Tqma unda,<br />
ar saWiroebda. iq xom yvela<br />
dazRveuli iyo, riski _ gaSualedebuli<br />
da marTuli, xoda<br />
dazRvevac yovlad Seusabamo<br />
aRmoCnda masTan.<br />
sabazro ekonomikaze gadasvlis<br />
Semdeg, iseve rogorc sxva yvelaferma,<br />
dazRvevamac Tavisi funqcia<br />
SeiZina.<br />
pirveli sadazRvevo kompania<br />
saqarTvelos sadazRvevo bazarze<br />
`aldagi~ iyo, romelic 1990<br />
wels daarsda. Tavdapirvelad<br />
igi sadazRvevo-samedicino firmis<br />
saxiT iyo warmodgenili bazarze.<br />
ase iyo Tu ise, saqarTveloSi<br />
sadazRvevo bazris ganviTareba<br />
daiwyo...<br />
sadazRvevo bazari swrafad<br />
viTardeba, dRiTidRe izrdeba<br />
interesi dazRvevisadmi, Sesabamisad<br />
izrdeba kompaniebis mier<br />
SeTavazebuli produqtebis<br />
ricxvic.<br />
_ dazRveuli xarT?<br />
_ ukacravad, me mekiTxebiT? me...<br />
jer ara...<br />
XI saukunis dasawyisis saqar-<br />
TveloSi aRniSnul SekiTxvaze<br />
ukve aseT pasuxs miviRebdiT.<br />
sazogadoebam kargad gaicno da<br />
gaiazra dazRvevis arsi da mniSvneloba,<br />
magram gadawyvetilebis<br />
miRebas imis Sesaxeb, dazRveuliyo<br />
Tu ara, mainc ar Cqarobda.<br />
Tumca iyo gamonaklisebic<br />
savaldebulo dazRvevis saxiT.<br />
yvela aRiarebda, rom garSemo<br />
uamravi riski arsebobda, romelic<br />
namdvilad saWiroebda<br />
marTvas, Tumca amis ganxorcielebas<br />
ZiriTadad sakuTari<br />
ZalebiT lamobdnen. sadazRvevo<br />
bazari ki ar icdida, igi dRiTidRe<br />
ufro viTardeboda da mravalmxrivi<br />
xdeboda.<br />
dRes? dRes ukve...<br />
_ dazRveuli xarT?<br />
_ .... me, mxolod manqanaRa damrCa<br />
dasazRvevi...<br />
dRes umetes SemTxvevaSi ukve<br />
aseTi pasuxi gvesmis. qarTulma<br />
sazogadoebam warmatebiT auwyo<br />
fexi Tanamedrove msoflios<br />
da riskebis samarTavad yvelaze<br />
efeqtur saSualebas _ dazRvevas<br />
mimarTa. bazris ganviTarebasTan<br />
erTad sadazRvevo kompaniebs<br />
Soris mZafri konkurencia<br />
gaCnda. aRniSnuli ki momxmareblis<br />
moTxovnilebebis maqsimalur<br />
dakmayofilebas uzrunvelyofs.<br />
sadazRvevo kompaniebis mier<br />
GEORGIAN BUSINESS TODAY<br />
SeTavazebuli produqtebi<br />
marTlac mravalferovania.<br />
isini momxmarebels ZiriTadad<br />
Semdeg produqtebs sTavazoben:<br />
sicocxlis dazRveva, janmrTelobis<br />
dazRveva, qonebis daz-<br />
Rveva, avtomanqanebis dazRveva,<br />
pasuximgeblobis dazRveva,<br />
tvirTebis dazRveva, finansuri<br />
riskebis dazRveva da sapensio<br />
dazRveva.<br />
kompaniebis mier gayiduli<br />
produqtebis raodenobis mxriv<br />
yvelaze didi moTxovna janmrTelobis<br />
dazRvevaze modis.<br />
aseve popularobiT sargeblobs<br />
avtomanqanebisa da pasuxismgeblobis<br />
dazRveva<br />
sadazRvevo produqtze arsebuli<br />
moTxovna<br />
mzardi bazris pirobebSi kompaniebi<br />
gaCerebas ar apireben,<br />
maTi absoluturi umravlesoba<br />
saqarTvelos bazrisTvis axali<br />
poduqtebis SeTavazebas gegmavs.<br />
sul male qarTveli momxmareblebi<br />
sadazRvevo bazarze iseT<br />
produqtebs unda elodon, rogoricaa:<br />
krizisebis marTva, sam-<br />
Seneblo da samontaJo riskebis<br />
dazRveva da sxv.<br />
sadazRvevo kompaniebis mier<br />
SeTavazebuli axali da ufro<br />
moqnili pirobebi sul ufro<br />
xSirad ubiZgebs momxmarebels<br />
sadazRvevo momsaxurebiT sargeblobisaken.<br />
30 `dazRvevis bumi~ saqarTveloSi
GEORGIAN BUSINESS TODAY<br />
ojaxebis mixedviT dazRveul<br />
wevrTa raodenobis saSualo<br />
maCvenebels rom SevxedoT, umravles<br />
SemTxvevaSi ojaxSi jer<br />
kidev mxolod erT dazRveul<br />
pirs vxvdebiT.<br />
ojaxebSi dazRveulTa raodenoba<br />
amasTan, kvlavac mravlad arian<br />
potenciuri klientebi, romlebisTvisac<br />
sadazRvevo kompaniebs<br />
jer xma ar miuwvdeniaT.<br />
Tumca, gardamavali ekonomikis<br />
pirobebSi dauzRvevlobis sxva<br />
mizezebi dominireben.<br />
`dazRvevis bumi~ saqarTveloSi<br />
dazRvevis arqonis mizezebi<br />
dazRvevis armqone pirebs daz-<br />
Rvevis arqonis miuxedavad<br />
dazRvevis moTxovnileba da<br />
survili gaaCniaT, Sesabamisad<br />
isini potenciur momxmarebelTa<br />
ricxvs miekuTvnebian, romelTa<br />
azri da Sexeduleba yuradRebis<br />
miRma ar SeiZleba darCes.<br />
dazRvevis ar mqone pirebis moTxovna<br />
sadazRvevo produqtebze<br />
amrigad, saqarTvelos sadazRvevo<br />
bazari swrafi tempebiT vi-<br />
Tardeba.<br />
dRiTidRe izrdeba kompaniebis<br />
mier SeTavazebuli produqtebisa<br />
da, meore mxriv, dazRveulTa<br />
raodenoba.<br />
Tumca, quCaSi jer kidev mravlad<br />
SexvdebiT dauzRvevel adamianebs.<br />
SeiZleba iTqvas, saqar-<br />
TveloSi kvlavac dabalia<br />
sadazRvevo kultura, momxmareblebi<br />
sxvadasxvanairad aRiqvamen<br />
dazRvevas.<br />
amdenad, aRniSnuli sadazRvevo<br />
kompaniebs kidev ufro gaaqtiurebisken<br />
ubiZgebs. saqar-<br />
Tvelos bazari savsea axal-axali<br />
gamowvevebiT, romlebic Sesabamis<br />
gamoxmaurebas saWiroebs.<br />
ase rom, gisurvebT warmatebebs!<br />
31
cecxlovani flamingo<br />
da mziani sanapiro<br />
ra aris is raRac gansxvavebuli<br />
is, rac aRmafrTovanebs da gadamisvris<br />
sxva ganzomilebaSi? zafxuli<br />
axlovdeba da Cumi fiqrebi<br />
gansakuTrebuli da gamorCeuli<br />
adgilebis Sesaxeb ufro da ufro<br />
xmamaRali xdeba.<br />
minda raRac emociuri, egzotikuri<br />
da imavdiulad evropuli, komfortuli<br />
da Tanamedrove _ Tu Tvqeni<br />
fiqrebi amgvaria, Tqven gWirdebaT<br />
turi espaneTSi, qveyanaSi, romelic<br />
aris evropis samxreT sazRvari da<br />
aseve CrdiloeT afrikasTan damakavSirebeli<br />
xidi.<br />
cecxlovani flamingo; xareb-<br />
Tan orTabrZolebi e.w. koridebi;<br />
ganTqmuli Rvinis brendebi; pikasos,<br />
dalis, servantensis samSoblo; saxaleganTqmuli<br />
sazRvao kurortebi;<br />
saocnebo kunZulebi _ es espaneTia!<br />
am saucxoo evropul da imavdorulad<br />
egzotikiT gajerebul qveyanaSi<br />
samogzaurod aucileblad<br />
dagWirdebaT viza. saqarTevloSi<br />
espaneTis saelCo araa, amitom an<br />
sxva Sengenis zonis qveynis sael-<br />
Cos unda mimarToT, an/da sabuTebi<br />
moskovSi gaatanoT. albaT, upiratesobas<br />
pirvel varinats miani-<br />
WebT.<br />
mokle cnobebi, romlic yvela turistma<br />
unda icodes:<br />
qveynis saxelwodeba: espaneTis<br />
samefo (saparlamento monarqia);<br />
dedaqalaqi: madridi;<br />
klimati: zomieri, cxeli zafxuli<br />
qveynis Sua nawilSi; SedarebiT<br />
zomieri da notio sanapiroebis mimdebare<br />
teritoriaze; civi zamTari,<br />
Tumca zamTarSi temperatura iSviaTad<br />
Camodis nul graduss qveviT;<br />
mosaxleoba: 40 491 051 (maTi 75%<br />
eTnikuri espanelebia);<br />
religia: 96% romanuli kaTolikea,<br />
sxva _ 6%;<br />
geografia: mTaliani teritoria<br />
moicavs 507.6 aTas kvadratul kilometrs<br />
da ukavia pireneis naxevarkunZulis<br />
udidesi nawili.<br />
qveynis Sua farTobebi sakmaod<br />
maTagoriania. espaneTis Crdilo-aRmosavleTiT<br />
biskais yurea, samxreTdasavleTiT<br />
ki – xmelTaSua zRva.<br />
amasTan, espaneTis saxlemwifos<br />
SemadgenlobaSi Sedis belearis<br />
kunZulebi xmelTaSua zRvaSi da<br />
kanaris kunZulebi atlantikis<br />
okeaneSi;<br />
valuta: evro;<br />
gansakuTrebuli tradiciebi: raime<br />
gansakuTrebuli tradicia, romelic<br />
turistma aucileblad unda<br />
icodes qveyanaSi Casvlis win, ar<br />
aris. piriqiT, Tveni mogzaurobis<br />
mizanic es unda iyos _ aRmoaCinoT<br />
qveynis Taviseburebebi da datkbeT<br />
gansaxvavbuli garemoTi.<br />
turizmi: turistebis uamravi raodenoba<br />
stumrobs rogorc did<br />
qalaqebs (madridi, barselona da<br />
a.S.), aseve sazRvao turizmis mraval<br />
gamoCenil kunZulebs, rogorebicaa<br />
maliorka, ibica da sxva mravali.<br />
zogadad ki, espaneTis sanapiroebi<br />
GEORGIAN BUSINESS TODAY<br />
sazRvao damsveneblebis samoTxed<br />
miiCneva. espaneTSi mogzaurobisaTvis<br />
idealur periodebad iTvleba<br />
maisi, ivnisi an/da seqtemberi;<br />
ena: qveynis oficialuri enaa espanuri,<br />
aseve gamoiyeneba germanuli,<br />
italiuri an/da franguli, provinciebSi<br />
ki SesaZloa mxolod adgilobriv<br />
enebze saubrobdnen _ kastiliuri,<br />
galisiuri da baskuri;<br />
saqarTvelos saelCo espaneTis samefoSi<br />
ganTavsebulia qalaq madrid-<br />
Si (misamarTi: s; telefoni +(34<br />
91)429-33-29, 429-01-55).<br />
gasaocari xedebi, mTebi da sanapiroebi,<br />
istoriuli Zeglebi, gansxvavebuli<br />
samzareulo, xelovnebis<br />
gamoCenili geniosebis samSoblo _<br />
am saocrebaTa nazavs erTi aromatic<br />
aerTianebs da gansakuTrebulad<br />
momajadovebls xdis. es aromati<br />
cecxlovani da vnebebiani cekva<br />
flamingoa. amitom, espaneTSi mogzaurobisas<br />
cekvis kursebis gavlas<br />
Tu ver moaswrebT, erT warmodgenas<br />
mainc unda daeswroTY da datkbeT<br />
am gasaocari perfomansiT.<br />
flamingo aris espanuri musikaluri<br />
Janri Zlieri, ritmuli melodiiT.<br />
cekvac Sesabamisad xasiaTdeba<br />
Sesrulebis Zalismieri da<br />
imavdroulad graciozuri maneriT.<br />
flamingo aerTianebs musikalur da<br />
kulturul tradiciebs. miuxeda-<br />
32 cecxlovani flamingo da mziani sanapiro
GEORGIAN BUSINESS TODAY<br />
vad imisa, rom flamingo espanur<br />
tradiciebTan asocirdeba, misi<br />
warmomavloba erT regions ukav-<br />
Sir-deba, kerZod ki andaluzias.<br />
flamingos fesvebi cnobili araa,<br />
Tumca iTvleba, rom igi warmoadgens<br />
andaluziuri, islamuri, sefardiuli<br />
kulturebis nazavs. aseve<br />
calsaxaa kuburi zegavlenac.<br />
dRes msoflios sxvadasxva qveynebSi<br />
moqmedebs flamingos profesiuli<br />
skolebi da uamravi adaminia<br />
gatacebuli am mimarTulebiT. Tumca,<br />
flamingos WeSmariti SegrZnebisaTvis<br />
is aucileblad espaneTSi<br />
unda moisminoT da naxoT.<br />
imis Sesaxeb, Tu ra SeiZleba da ra<br />
unda moinaxuloT espaneTis did<br />
qalaqebSi, Zalian bevri ram Sei-<br />
Zleba iTqvas. TiToeuli qalaqi<br />
gansakuTrebuli TaviseburebebiTa<br />
da mimzdvelobiT gamoirCeva _ madridi,<br />
barselona, sevilia, valensia,<br />
santanderi da a.S. maTgan yvelaze<br />
popularuli turistebs Soris<br />
barselonaa, romelmac olimpiur<br />
TamaSebsac ki umaspinZla gasul<br />
saukuneSi.<br />
barselonaSi sastumroebis sakmaod<br />
didi arCevania. erTi standartuli<br />
nomris fasebi 150 evrodan iwyeba.<br />
Tu komfortul da imavdroulad<br />
centralur adgilze ganTavsebul<br />
sastumroSi gsurT cxovreba, maSin<br />
cecxlovani flamingo da mziani sanapiro<br />
saSualod 400 evros gadaxda mogiwevT<br />
erT RameSi.<br />
Tu am qalaqSi pirvelad xarT, maSin<br />
rekomedirebulia aiRoT `barselonas<br />
klasikuri turi~. es eqskursi<br />
daaxloebiT 4 saaTs grZeldeba<br />
da erTi piris Rirebuleba 65 evros<br />
Seadgens. am turis dros Tqven<br />
Tvals SeavlebT ZiriTad RirSesaniSnaobebs,<br />
uZveles koSkebs, ports,<br />
vila olimpias (romelic specialurad<br />
olimpiadisaTvis aigo),<br />
aseve saSualeba geqnebaT monjuiCis<br />
mTidan gadaxedoT qalqs da datkbeT<br />
panoramuli xedebiT. turSi<br />
Sedis lanCi adgilobrivi samzareulos<br />
dagemovnebiT.<br />
aseve SegiZliaT aiRoT erTdRiani<br />
kruiz turi, romlis drosac<br />
saSualeba geqnebaT zRvidan daaTvalieroT<br />
qalaqis gamoCenili arqiteqtoruli<br />
nagebobi. albaT, sakmaod<br />
kargi alternativaa.<br />
am mimoxilviTi eqskursiis Semdeg<br />
TviTonac SeZlebT moinaxuloT<br />
swored is adgilebi, romlebic<br />
TqvenSi gansakuTrebul emociebs<br />
gamoiwvevs.<br />
espaneTs mravali sazRvao kurorti<br />
aqvs, Tumca am samefos mflobeloba-<br />
Si arsebuli kanaris kunZulebi maT<br />
Soris namdvilad gamorCeulia.<br />
kanaris kunZulebi Sedgeba 7 ZiriTadi<br />
da ramodenime mcire zomis kun-<br />
Zulisagan. kunZulebi atlantikis<br />
okeaneSia ganTavsebuli da vulkanuri<br />
warmoSobisaa. kunZulebis<br />
arqipelagi axlosaa ganTavsebuli<br />
marokosa da dasavleT saharasTan.<br />
kunZulebi mTeli wlis ganmavloba-<br />
Si simwvaneSia Cafluli, sanapiroze<br />
oqrosferi qviSebia. landSapti<br />
gansakuTrebiT mdidaria sxvadsxva<br />
saxis mcenareebiT.<br />
me-15 saukunemde kunZulebi<br />
dasaxlebuli iyo izolirebuli<br />
`qvis xanis~ mosaxleobiT, romlebsac<br />
guanCebs eZaxdnen. pirvelad es<br />
kunZulebi qristefore kolumbma<br />
aRmoaCina. kanaris kunZulebze Tu<br />
moxvdebiT, girCevT vila daiqiraoT.<br />
imitom ara, rom am gamor-<br />
Ceul adgilze feSenebeluri sastumroebi<br />
ar aris. ara, aq namdvilad<br />
umaRles donezea ganviTarebuli<br />
turistuli infrastuqtura.<br />
Tumca, kunZulis mTeli silamazisa<br />
da momxibvlelobis srulyofilad<br />
SegrZnebisaTvis vilaSi cxovreba<br />
namvilad udidesi gancxromaa.<br />
turistuli biznesis es mimarTuleba<br />
_ vilebis gaqiraveba sakmaod<br />
ganviTarebulia yvela kunZulze.<br />
vilebis fasebi gansxvavbulia da<br />
igi damokidebulia saZinebli<br />
oTaxebis raodenobaze, teqnikur<br />
aRWurvilobaze, vilis adgilmdebareobaze,<br />
baseinisa da sxva msgavs<br />
faqtorebze.<br />
saSualod, vila 3 saZinebliT, normaluri<br />
mdebareobiT, tropikiul<br />
tyesTan da plaJTan axlos, sakuTari<br />
baseiniT kviraSi 3000 evro dagijdebaT.<br />
Tumca, Tu Tqveni jgufi 6<br />
adaminisagan Sedgeba, maSin fasi arc<br />
Tu ise maRali gamova. erT adamians<br />
dReSi 71 evro eqneba gadasaxdeli,<br />
rac namdvilad sakmaod dabali fasia.<br />
70 evrod kanaris kunZulebze<br />
sastumros namdvilad ver iSoviT.<br />
Tu amgavr jgufur turistul turs<br />
dagegmavT, ar dagaviwydeT, rom ase-<br />
Ti vilebi zafxulis sezonis dawyebamde<br />
ramodenime TviT adre ukve<br />
dabronilia – amitom, Tadarigi<br />
adre unda daiWiroT.<br />
warmoidgineT xedi okeanze, tropikuli<br />
tye da aRWurvili vila sakuTari<br />
baseiniT... Tqven amas verasodes<br />
daiviwyebT!<br />
33
azilia<br />
karnavalis, fexburTisa da yavis<br />
samSobloSi arasdros Tovs...<br />
mosaxleoba<br />
braziliis mosaxleoba Seadgens<br />
daaxloebiT 146 milion adamians.<br />
mosaxleobis 90% cxovrobs<br />
braziliis teritoriis 10%-ze.<br />
15 milionamde adamiani cxovrobs<br />
san-paulosa da rio-de-<br />
JaneiroSi. braziliis eTnikuri<br />
Semadgenloba: 55%-s Seadgenen<br />
evropuli warmoSobis (ZiriTadad<br />
portugalielebi) adamianebi,<br />
38%-s _ narevi kulturis (afrikelebi,<br />
germanelebi, iaponlebi,<br />
amerikelebi da a.S) adamianebi,<br />
6%-s _ afrikelebi, mxolod 1%s<br />
_ amerikeli indielebi.<br />
droSis simbolika<br />
braziliis droSaze mwvane feri<br />
tyis siuxvis maCvenebelia. dro-<br />
Saze datanili yviTeli rombi sasargeblo<br />
wiaRiseulis simdidris,<br />
xolo misi forma almasebis mopovebis<br />
niSania. rombis centrSi<br />
moTavsebulia sfero, romelsac<br />
Suaze TeTri xazi yofs. es ekvatoria.<br />
masze aseTi warweraa:<br />
`wesrigi da progresi~. sferoze<br />
27 varkvlavi qveynis administraciul<br />
dayofas asaxavs.<br />
saxelmwifo mowyoba<br />
brazilia warmoadgens mravalpartiul<br />
federaciul respublikas.<br />
igi Sedgeba 26 Statisa<br />
da erTi federaciuli regionisgan.<br />
prezidenti aris rogorc<br />
qveynis, aseve mTavrobis meTauri.<br />
braziliaSi sakanonmdeblo organo<br />
warmodgenilia kongresis<br />
saxiT, romelic moicavs senatis<br />
81 wevrsa da deputatTa palatis<br />
503 wevrs. saxelmwifos<br />
oficialuri enaa portugaliuri,<br />
xolo mosaxleobis nawili<br />
saubrobs espanurad, italiurad,<br />
an sxvadasxva amerindour enebze.<br />
braziliaSi ar aqvT oficialuri<br />
religia, magram dominireben<br />
kaTolikebi.<br />
ekonomika<br />
braziliaSi kargad aris ganvi-<br />
Tarebuli soflis meurneoba,<br />
manufaqtura, samTo mrewveloba<br />
da momsaxurebis seqtori. qveyanaSi<br />
2001-2003 wlebSi aRiniSna<br />
ekonomikuri Cavardna, xolo amis<br />
Semdgom braziliis ekonomikam<br />
zrda daiwyo. 2003-2007 wlamde<br />
ekonomikam zrdis rekordul<br />
maCvenebels miaRwia.<br />
braziliis mTliani Sida<br />
produqti 1,838 trilions<br />
Seadgens. dasaqmebulTa 5,2%<br />
dasaqmebuli soflis meurneoba-<br />
Si, 30,8% _ mrewvelobaSi, xolo<br />
umetesi nawili 64% _ momsaxurebis<br />
seqtorSi. umuSevrobis<br />
GEORGIAN BUSINESS TODAY<br />
done Seadgens 9.8%-s. mosaxleobis<br />
31% imyofeba siRaribis<br />
zRvars qvemoT. inflaciis done<br />
gamoxatulia 4,1%-iT. soflis<br />
meurneobidan kargad aris ganviTarebuli<br />
iseTi produqtebi,<br />
rogoricaa: yava, soios marcv-<br />
leuli, xorbali, brinji, kakao,<br />
citrusi da Zroxis xorci.<br />
geografia<br />
klimati umetesad aris tropikuli,<br />
magram samxreTSi zomieri<br />
havaa damaxasiaTebeli.<br />
34 brazilia
GEORGIAN BUSINESS TODAY<br />
braziliaSi arasodes ar Tovs,<br />
aq yovelTvis gaqvT garujvis<br />
SesaZlebloba.<br />
brazilias esazRvreva Semdegi<br />
qveynebi: argentina, bolivia, kolumbia,<br />
gvinea, paragvai, peru, surinami,<br />
urugvai da venesuela.<br />
aqedan yvelaze grZeli sazRvari<br />
aqvs boliviasTan (3400 km), xolo<br />
yvelaze mokle _ surinamTan (597<br />
km).<br />
tradicia da kultura<br />
braziliaSi miuRebelia mwvane<br />
da yviTeli ferebis kombinaciis<br />
samosis tareba, radganac es ferebi<br />
braziliuri droSis ferebia.<br />
braziliaSi miuRebelia nikapze<br />
TiTebis TamaSi. aRniSnuli Jesti<br />
Tanamosaubris ucodinrobis<br />
an arakompeteneturobis maCvenebelia.<br />
brazilielebisTvis cudi<br />
tonia O.K-is saCvenebeli da<br />
cera TiTiT miniSneba.<br />
braziliaSi ZiriTadad erTobian<br />
restornebSi, Tumca aseve xSiria<br />
saxlSi gamarTuli wveulebebi.<br />
aseT wveulebaze misvlis SemTxvevaSi<br />
stumrebi madlobis niSnad<br />
maspinZels meore dRes ugzavnian<br />
yvavilebsa da samadlobel<br />
baraTs.<br />
brazilia<br />
brazilia turustebis did<br />
nawils izidavs karnavaliT,<br />
romelic imarTeba sxvadasxva<br />
qalaqebSi. yvelaze cnobilia<br />
`rios~ karnavali. igi tardeba<br />
1845 wlidan. mas aqvs moZravi<br />
TariRi da meryeobs 4 Tebervlidan<br />
10 martamde. karnavalisTvis<br />
gansakuTrebulad emzadebian<br />
sambas cekvis skolebi. aseTi<br />
skolebi mravladaa braziliaSi<br />
da isini karnavalisTvis mxolod<br />
gamorCeul mocekvaveebs<br />
arCeven.<br />
braziliaSi mewamuri feris<br />
yvavilebs xSirad iyeneben dakrZalvebze,<br />
ase rom, cudi tonia<br />
maTi vinmesTvis Cuqeba. yvelaze<br />
xSirad saCuqrad gamoiyeneben<br />
iebs.<br />
brazilielebis sayvareli saqmianobaa<br />
musikis mosmena da xangrZlivi<br />
cocxali saubrebi.<br />
miRebuli sasaubro Temebia fexburTi,<br />
ojaxi da bavSvebi. braziliaSi<br />
eridebian iseT Temebze<br />
saubarsa da diskusias, rogoricaa<br />
politika, siRaribe, religia<br />
da wvimis Sesaxeb prognozi.<br />
qcevis formebi<br />
brazilielebs yovelTvis mkacrad<br />
aqvT gawerili dRis<br />
ganrigi, amitom azri ar aqvs<br />
eqspromtad scadoT biznesis an<br />
mTavrobis warmomadgenlebTan<br />
Sexvedra. Sexvedris daniSvna<br />
unda moxdes minumim ori<br />
kviriT adre. biznesSexvedris<br />
dros braziliaSi arasodes<br />
iwyeben pirdapir saqmeze saubars.<br />
Tavdapirvelad miRebulia<br />
saubari zogad Temebze. axal<br />
partniors pirvelive Sexvedrisas<br />
brazilielebi arasdros<br />
Cuqnian suvenirs an sxva saCuqars,<br />
umjobesia sadilze an lanCze<br />
dapatiJeba.<br />
saqmiani Sexvedris dros miRebulia<br />
xelis CamorTmeva (xSirad<br />
xangrZlivi CamorTmeva). CamoarTviT<br />
xeli misalmebisas da<br />
damSvidobebisas; gamoiyeneT<br />
Tvalis kontaqti; rodesac<br />
tovebT patara jgufs, darwmundiT,<br />
rom yvelas CamoarTviT<br />
xeli. rodesac qalebi xvdebian<br />
erTmaneTs, isini loyebs adeben<br />
erTmaneTs da haerSi kocnian.<br />
35
aziliuri yava<br />
braziliis mTavari savizito<br />
baraTi aris msoflioSi cnobili<br />
braziliuri yava, romelic Crdilavs<br />
sxva qveynebis yavis jiSebs,<br />
maT Soris amerikuls. braziliaSi<br />
yava pirvelad Semoitanes<br />
1727 wels. dRes brazilia aris<br />
msoflioSi yavis yvelaze didi<br />
mwarmoebeli qveyana.<br />
yavis saxeobebi: Typica, Bourbon,<br />
Caturra, Catuai, Pache<br />
comum, Pache colis, Catimor,<br />
Mundo Novo, Maragogype, Amarello,<br />
Blue mountain da sxv.<br />
braziliuri fexburTi<br />
Tanamedrove msoflioSi mimdinare<br />
tendeciebis mixedviT<br />
sporti da gansakuTrebiT fexburTi<br />
erT-erT yvelaze sarfian<br />
biznesad iqca.<br />
brazilielebi did yuradRebas<br />
aqceven fexburTs. miuxedavad<br />
imisa, rom aRniSnuli sportis<br />
saxeobis TamaSis pirobebi<br />
arcTu ise xelsayrelia, brazilielTa<br />
umetesobas es sporti<br />
gadaeqca cxovrebis stilad,<br />
rac gamoixateba brazilielTa<br />
safexburTo nakrebis warmatebebiT<br />
(erovnulma nakrebma 5jer<br />
moipova msoflio Cempionis<br />
tituli).<br />
fexburTis mefed aRiarebulia<br />
edson arantes do nasimento pele<br />
(Edson Arantes do Nascimento<br />
Pele). cnobil braziliel fexburTelTa<br />
umetesoba TamaSobs<br />
evropis sxvadasxva wamyvan klubebSi.<br />
braziliaSi aris msoflioSi<br />
yvelaze didi stadioni marakana,<br />
romelic 95 000 adamians itevs.<br />
GEORGIAN BUSINESS TODAY<br />
ferebis roli produqtis SefuTvisas<br />
adamianebis umravlesoba Tavisi<br />
aRqmiT vizualebi arian,<br />
rac imas niSnavs, rom maTTvis<br />
mniSvnelovania ferTa sistema.<br />
pirvel rigSi produqtis an momsaxurebis<br />
Semqmnelebi yuradRebas<br />
amaxvileben imaze, Tu visTvis<br />
aris es kompania Seqmnili, anu vin<br />
aris an iqneba maTi momxmarebeli.<br />
amis gaTvaliswinebiT irCeva ferebi<br />
da SefuTva. Tu produqti<br />
an momsaxureba axalgazrdebisTvis<br />
aris gankuTvnili, irCeven<br />
mwvane da narinjisfers, xolo Tu<br />
inteleqtualuri sazogadoebaa<br />
Cveni auditoria, maSin gamoviyenebT<br />
lurjsa da cisfers. saqarTveloSi<br />
xSiria wiTlis, Savisa<br />
da TeTris kombinacia, romlebic<br />
arqetipul ferebad iTvleba da<br />
zemoqmedebis TvalsazrisiT Zalian<br />
efeqturia.<br />
rac Seexeba kulturasa da<br />
adaT-wesebs, biznesis dawyebidanve<br />
unda iyos Seswavlili.<br />
ar SeiZleba awarmoo skamebi<br />
im qveyanaSi, sadac miRebulia<br />
rbil baliSebze jdoma. erTerTi<br />
TvalsaCino magaliTi kulturuli<br />
momentebis argaTvaliswinebisa<br />
aris arabul qveynebSi<br />
momxdari faqti, sadac gamokruli<br />
iyo wamlis sareklamo baneri.<br />
masze gamosaxuli iyo samkadriani<br />
moqmedeba mimarTulebiT<br />
marcxnidan marjvniv: cudad iyo<br />
adamiani, dalia wamali da gaxda<br />
kargad. am reklamis Semqmnelebma<br />
ver gaiTvaliswines, rom arabul<br />
qveynebSi admianebi kiTxuloben<br />
da weren piriqiT anu marjvnidan<br />
marcxniv. am uyuradRebobam<br />
kuriozul situaciaSi<br />
Caayena wamlis mwarmoeblebi.<br />
adamianebis fsiqologiasa da<br />
qvecnobier samyaroze mravali<br />
niuansi axdens gavlenas. Sesa-<br />
Zloa, verc ki vxvdebodeT rogor<br />
gamogvikeTa an gagvifuWa<br />
ganwyoba ama Tu im detalma.<br />
fsiqologebis azriT, ferebi<br />
did gavlenas axdenen adamianebze.<br />
swored amitomaa oficialur<br />
dawesebulebebSi<br />
yovelTvis daculi ferTa<br />
standartebi, raTa iq Sesvlisas<br />
adamianebs adekvaturi ganwyoba<br />
CamouyalibdeT. magaliTad,<br />
SeiZleba moviyvanoT saavadmyofoebSi<br />
TeTri, gasarTob obieqtebSi<br />
mkveTri ferebis, xolo<br />
organizaciebSi Ria tonebSi<br />
gadawyvetili kedlebi. Sveicarielma<br />
fsiqologma luSerma<br />
daadgina adamianze sxvadasxva<br />
ferSi warmodgenili garemos<br />
fsiqologiuri da fiziologiuri<br />
zemoqmedeba. xangrZlivma<br />
gamokvlevebma daadastura, rom<br />
ferebi mWidrodaa dakavSirebuli<br />
adamianis kulturasTan, fizikur<br />
mdgomareobasTan, cnobierebasa<br />
da qvecnobier samyarosTan,<br />
emociur sferosTan da a.S.<br />
wiTeli: ganapirobebs nervuli<br />
centrebis stimulacias, energiiT<br />
amaragebs kunTebsa da Rvi-<br />
Zls, amaRlebs sisxlis wnevas,<br />
aZlierebs majiscemasa da sunTqvis<br />
sixSires da ufro aqtiurebs<br />
xdis aseT garemoSi moxvedril<br />
adamianebs.<br />
36 ferebis roli produqtis SefuTvisas
GEORGIAN BUSINESS TODAY<br />
yviTeli: wiTlis msgavsad igi<br />
aZlierebs sisxlis wnevas, adamianis<br />
tvinis aqtivobas, aZlierebs<br />
guliscemas da sunTqvis six-<br />
Sires. yviTeli asocirdeba mzis<br />
siTbosTan, simxiarulesTan, bednierebasTan.<br />
am ferisadmi upiratesobis<br />
miniWeba metyvelebs<br />
pirovnebis iseT maxasiaTeblebze,<br />
rogoricaa konfliqtisagan<br />
gaTavisuflebis survili,<br />
damoukideblobisaken ltolva,<br />
bednierebis imedi da molodini,<br />
pativiscemis mopoveba da a.S.<br />
mwvane: gamoxatavs adamianis<br />
mizanswrafvasa da Seupovrobas,<br />
simyares, mudmivobas. adamiani,<br />
romelic upiratesobas aniWebs<br />
mwvane fers, Tavisi Sexedulebebisa<br />
da mrwamsis gamarjvebisaken,<br />
sakuTar RirebulebebSi<br />
darwmunebis gaZlierebisaken,<br />
sazogadoebrivi aRiarebisa da<br />
Tavisi poziciebis SenarCunebisaken<br />
iswrafvis.<br />
mwvane feri dabadebasTan, siymawvilesa<br />
da imedTan asocirdeba.<br />
mwvane feri xels<br />
uwyobs sisxlisa da Tvalis<br />
wnevis regulirebas, majiscemisa<br />
ferebis roli produqtis SefuTvisas<br />
da sunTqvis stabilizebas,<br />
mxedvelobis gaZlierebas, yuradRebis<br />
koncentracias,<br />
adamianis damSvidebas, dadebiTi<br />
emociebis gamovlenas.<br />
nacrisferi: neitraluri feria<br />
da adamianis fsiqologiaze<br />
aranair zemoqmedebas ar axdens.<br />
am ferisadmi upiratesobis mini-<br />
Weba metyvelebs adamianis survilze,<br />
Caiketos da gaemijnos<br />
yvelasa da yvelafers. am fers<br />
upiratesobas aniWeben isinic,<br />
romelTac sakuTari Rirsebis<br />
gamovlena ar surT. nacrisferi<br />
aRmosavluri tradiciebis<br />
mixedviT samgloviaro tansacmelis<br />
feria, xolo muslimanebisaTvis<br />
_ ubedurebisa da zianis<br />
momtani. Tumca, Sua saukuneebis<br />
evropaSi igi maRali sazogadoebis<br />
ferad iTvleboda.<br />
cisferi: naTel casa da wyal-<br />
Tan asocirdeba. is adamians<br />
amSvidebs, adunebs, sisxlis wnevas<br />
da sunTqvis sixSires amcirebs.<br />
ufro muq cisferze upiratesobis<br />
miniWeba sijiuteze, qedmaRlobasa<br />
da pirovnebis sisastikeze<br />
metyvelebs. am fers<br />
gaaCnia tkivilgamayuCebeli<br />
Tviseba, Tumca misi xangrZlivi<br />
zemoqmedeba daRlasac iwvevs...<br />
TeTri: asocirdeba sisufTavesa<br />
da simsubuqesTan. es feri yovelTvis<br />
amSvidebs adamianebs,<br />
aZlevs sakuTar TavSi met rwmenasa<br />
da SemarTebas.<br />
Savi: ferTa sruli uaryofis<br />
rolSi gamodis da gauCinarebis<br />
ideas, gandgomis survils gamoxatavs.<br />
Savi feris tansacmels ZiriTadad<br />
protestis niSnad an<br />
agresiulad ganwyobili mamakacebi<br />
atareben. isini jiutad<br />
iswrafvian TavianTi miznebis<br />
misaRwevad. aseve es feri Zalian<br />
popularulia qalebSi.<br />
Savi feri xSirad ubedurebas-<br />
Tan, stiqiasa da sicarielesan<br />
asocirdeba.<br />
37
2008 Bentley Brooklands<br />
konkurenti modelebi: Ferrari 612 Scaglietti;<br />
avtomobilis monacemebi: 530 cxenis Zala, twinturbo<br />
6.8-liter V-8, 6 siCqariani avtomaturi<br />
gadamcemTa kolofi;<br />
fasi: 200,000$;<br />
sawvavis wva: 10/15 litri.<br />
2008 wlis pirveli naxevrisTvis `bentli~<br />
mxolod 550 `bruklendis~ awyobas gegmavs.<br />
2008 Mercedes-Benz CL65 AMG<br />
konkurenti modelebi: Bentley Continental GT;<br />
fasi: 197,500 $;<br />
sawvavis wva: 11/17 litri.<br />
GEORGIAN BUSINESS TODAY<br />
garegnuli mxare;<br />
`bentlis~ warmomadgenlebis gancxadebiT,<br />
`bruklendi~ aris mZlavri, Zlieri da swrafi<br />
didebuli turistuli kupe. am markis fanebi<br />
dauyovnebliv amoicnoben `bruklendisTvis~<br />
damaxasiaTebel grZel kapots. vertikaluri<br />
gisosi da oTxi fari gamoiyureba Arnage-is<br />
identurad. am models aqvs standartuli 20<br />
- diumiani saburavebi.<br />
interieri:<br />
rogorc mosalodneli iyo, `bruklendis~<br />
interieri aris mdidruli da gankuTvnilia<br />
mdidari da cnobili adamianebisTvis. avtomobils<br />
aqvs 4 - adgiliani tyavSi gawyobili<br />
interieri.<br />
`kapotis qveS~:<br />
`bentlis~ aqvs 6.8 - litriani V8-is tipis<br />
standartuli Zravi da 6 - siCqariani avtomaturi<br />
gadacemaTa kolofi. Zravi gamoimuSavebs<br />
530 cxenis Zalas.<br />
usafrTxoeba:<br />
`bentli bruklends~ aqvs ori wina usafrTxoebis<br />
baliSi da aseve baliSebi gverdebze wina<br />
da ukana mgzavrebisTvis. mas aqvs aseve mZlavri<br />
moWidebis sistema.<br />
avtomobilis monacemebi: 612 cxenis Zala, 6.0<br />
litri twin-turbo V12, 5 - siCqaraiani avtomaturi<br />
gadacemaTa kolofi.<br />
avtomobili 1-100 kilometramde aviTarebs 4<br />
wamSi.CL 65 - s aqvs 2007 wlis CL - is ori<br />
kari. aseve aqvs twin-turbo V-12 tipis Zravi,<br />
rogoric hqonda Zvel CL65-s. pirveli Taobis<br />
412 cxenis Zalis nacvlad axal avtomobils<br />
aqvs 612 cxenis Zala. AMG-s warmoebis dawyebidan<br />
40 wlis Tavze `mersedesi~ gamouSvebs<br />
40 CL65 AMG-s, rogorc saiubileo avtomobilebs.<br />
garegnuli mxare:<br />
standartul models aqvs 20 - diumiani<br />
saburavebi. 40 wlis saubileo CL 65-i<br />
38 avtomobilebi
GEORGIAN BUSINESS TODAY<br />
iqneba asvaltis feri. `mersedesis~ warmomadgenelTa<br />
TqmiT, saRebavi iqneba ufro brwyinvale<br />
da wina modelTan SedarebiT nakawrebisgan<br />
ufro daculi.<br />
interieri:<br />
4 - adgilian interierSi aris AMG-s niSnebi<br />
spidometrze, savarZlebsa da karis rafebze.<br />
models aqvs wriuli rbolisTvis taimeri,<br />
tyavis savarZlebi masaJorebiT da 360 - siCqariani<br />
spidometri. saWe aRWurvilia siCqareebis<br />
gadamrTveli RilakebiT.<br />
2008 Nissan Altima Coupe<br />
konkurenti modelebi: Honda Accord coupe,<br />
Toyota Camry Solara;<br />
avtomobilis monacemebi: 175 cxenis Zala, 2.5<br />
litri, 4 cilindri; an 270 cxenis Zala, 3.5<br />
litri, V6 eqvssiCqariani meqanikuri gadacema-<br />
Ta kolofi an avtomaturi gadacemaTa kolofi,<br />
aseve wina wamyvani Tvlebi.<br />
fasi: 20 000$ - 25 000$;<br />
sawvavis wva: 2.5 litriani Zravi - 23/32 litri;<br />
3.5 litriani Zravi - 19/27 litri;<br />
es aris `nisanis~ pirveli wina mavali kupe<br />
1998 wlidan. es karg konkurencias gauwevs<br />
Honda Accord-s da Toyota Camry-s, romel-<br />
Tac aqvT 2-kariani modelebi. arsebobs Altima<br />
coupe -s ori varianti: 2.5 S _ oTxcilindriani<br />
ZraviT da 3.5 SE _ V6 ZraviT. orives aqvs<br />
meqanikuri da avtomaturi gadacemis kolofi.<br />
avtomobilebi<br />
`kapotis qveS~:<br />
ori turbo kompresoris daxmarebiT CL65-s<br />
6.0-litriani V-12 tipis Zravi gamoimuSavebs<br />
612 cxenis Zalas wamyvani ukana saburavebiT.<br />
avtomobili aseve aRWurvilia 5 - siCqariani<br />
avtomaturi gadacemaTa kolofiT.<br />
usafrTxoeba:<br />
CL65 aRWurvilia usafrTxoebis baliSebis<br />
sruli paketiT, eleqtronuli stabilizaciis<br />
sistemiT, moWidebis kontrolis sistemiTa da<br />
muxruWebis blokirebis sistemiT.<br />
garegnuli mxare:<br />
`nisanis~ warmomadgenelTa gancxadebiT, `altimas~<br />
kupesa da `sedans~ ar aqvT arc erTi<br />
saerTo gare nawili. misi yvelaze SesamCnevi<br />
nawili aris ukana wiTeli farebi, romelic<br />
Zalian hgavs Pontiac G6-s.<br />
interieri:<br />
interieri aris TiTqmis igive, rac aqvs Altima<br />
sedans. salonSi SesaZlebelia 5 adamianis mo-<br />
Tavseba.<br />
es modeli aRWurvilia tyavis savarZlebis<br />
gaTbobiT, klimat-kontroliT, stereo da navigaciis<br />
sistemebiT.<br />
savarZlebi moTavsebulia iatakTan axlos, rac<br />
iZleva moxerxebulad dajdomis saSualebas.<br />
models aqvs aseve navigaciis sistema.<br />
`kapotis qveS~:<br />
Altima coupe 2.5S, 2.5 - litriani, oTxcilindriani<br />
Zravi gamoimuSavebs 175 cxenis Zalas.<br />
Altima coupe 3.5SE, 3.5 - litriani V6 Zravi<br />
gamoimuSavebs 270 cxenis Zalas. orive variantisTvis<br />
SesaZlebelia rogorc 6 siCqariani<br />
meqanikuri gadacemis kolofi, aseve avtomaturi<br />
gadacemis kolofi.<br />
usafrTxoeba:<br />
avtomobili aRWurvilia usafrTxoebis<br />
baliSebiT, samuxruWe mowyobilebebiTa da<br />
moWidebis kontroliT.<br />
39
Microsoft<br />
drois da finansebis efeqtianad<br />
marTvis meqanizmi<br />
`maikrosoftis~ xelmZRvaneloba<br />
mzad iyo Yahoo-s Sesyidvaze<br />
44.6 miliardi aSS dolari gadaexada<br />
(2008 weli, Tebervali).<br />
Microsoft Corporation-is survili<br />
ver ganxorcielda, Tuca<br />
zedapiruli mizezebis argumentirebas<br />
moveridebi da Tavs nebas<br />
mivcem kidev erTxel warmogidginoT<br />
warmatebuli brendis<br />
istoria.<br />
`maikrosofti~ amerikuli multinacionaluri<br />
kompiuteruli<br />
teqnologiebis korporaciaa, sadac<br />
dasaqmebulia daaxloebiT<br />
79 000 adamiani (msoflios 102<br />
qveyanaSi). korporaciis Semosavali<br />
2007 wlis monacemebiT<br />
51.12 miliard amerikul dolars<br />
Seadgens. kompania amuSavebs,<br />
amzadebs, apatentebs da mxarda-<br />
Weras uwevs kompiuteruli mowyobilobebisaTvis<br />
gankuTvnili<br />
programuli uzrunvelyofis<br />
farTo speqtrs. korporaciis<br />
yvelaze popularuli produqcia<br />
aris Microsoft Windows-is<br />
operaciuli sistema da Microsoft<br />
Office-is programuli paketi.<br />
`maikrosoftis~ mTavari<br />
mesijia - `Tqveni potenciali,<br />
Cveni miswrafeba~.<br />
`maikrosoftis~ mTavari ofisi<br />
mdebarebs redmondSi, aSS.<br />
korporaciis yvelaze kargad<br />
gayid-vadi produqcia aris<br />
Microsoft Windows da Microsoft<br />
Office. msoflio bazarze am<br />
produqcias uWiravs lideris<br />
pozicia, 90%-iani bazris<br />
wiliT.<br />
`maikrosoftis~ 79 000 Tanam-<br />
Sromlidan 12 000 milioneria.<br />
`maikrosofti~ Tavisi arsebobis<br />
ganmavlobaSi xSirad gamxdara<br />
kritikis obieqti. kritikis erTerTi<br />
argumenti iyo bazarze misi<br />
monopolistoba.<br />
kompania awarmoebs rogorc kompiuteris<br />
xelsawyoebs, aseve saxlis<br />
gasarTob produqcias, rogoricaa<br />
Xbox, Xbox 360, Zune<br />
da MSN televizia (MSNTV).<br />
`maikrosoftis~ oficialuri<br />
saiti internet samyaroSi erTerTi<br />
yvelaze popularuli<br />
saitia, romelsac yoveldRiurad<br />
daaxloebiT 2.4 milioni<br />
adamiani stumrobs. Alexsa.com<br />
– is mixedviT msoflios saitebis<br />
reitingSi `maikrosofti~ me-18<br />
adgilzea.<br />
`maikrosoftis~ pirveli internacionaluri<br />
ofisi dafuZnda<br />
1978 wlis 1 noembers iaponiaSi.<br />
misi pirvandeli saxelwodeba<br />
iyo ASCII Microsoft, dReisaTvis<br />
igi cnobilia Microsoft Japanis<br />
saxeliT.<br />
pirveli didi warmateba `maikrosofts~<br />
moutana operatiulma<br />
sistemam - DOS (Disk Operating<br />
System).<br />
1985 wlis noemberSi `maikros-<br />
GEORGIAN BUSINESS TODAY<br />
oftma~ SeimuSava Microsoft<br />
Windows-is pirveli versia.<br />
1990 wlis 22 maiss `maikrosoftma~<br />
warmoebaSi CauSva Windows<br />
3.0. gamoSvebidan pirveli<br />
ori kviris ganmavlobaSi misi<br />
100 000 egzempliari gaiyida.<br />
1995 wels `maikrosoftma~ warmoebaSi<br />
CauSva Windows 95.<br />
gamoSvebidan 4 dReSi erT milionze<br />
meti asli iqna gayiduli.<br />
amave wels kompaniam Seqmna<br />
Internet Explorer-i, romelic Sedioda<br />
Windows 95-is paketSi.<br />
1995 wlis 24 agvistos `maikrosoftma~<br />
gamouSva internet<br />
serveri MSN (Microsoft Network),<br />
romelic gaxda `maikrosoftis~<br />
savizito baraTi internet<br />
momsaxurebaSi.<br />
kompania intensiurad agrZelebda<br />
brZolas bazris axali segmentebis<br />
asaTviseblad. 1996<br />
wels NBC-sTan erTad Seqmna 24/7<br />
sakabelo televizia MSNBC.<br />
1997 wels kompaniam momxmarebels<br />
SesTavaza Internet Explorer<br />
4.0.<br />
1997 wlis bolos `maikrosoftma~<br />
Seqma Hotmail-i, yvelaze<br />
popularuli internet meilis<br />
servisi. 1999 wels `maikrosoftma~<br />
warmoadgina MSN-mesenjeri,<br />
romelic Zalian didi<br />
popularobiT sargeblobs mTel<br />
40 Microsoft
GEORGIAN BUSINESS TODAY<br />
`maikrosoftis~ `blibbet~ logo<br />
(gamoiyeneboda 1987 wlamde )<br />
msoflioSi. 1998 wels kompaniam<br />
gamouSva Windows 98 _<br />
Windows 95-is ganaxlebuli<br />
varianti.<br />
2001 wels `maikrosoftma~ gamouSva<br />
windows XP-is pirveli<br />
versia, romelic akmayofilebda<br />
ara marto saxlis, aramed biznesseqtoris<br />
moTxovnebsac.<br />
2007 wlis ianvarSi `maikrosoftma~<br />
warmoebaSi CauSva Windows<br />
Vista da Microsoft Office<br />
2007.<br />
kompaniis marTvaSi monawileobas<br />
iRebs direqtorTa sabWo,<br />
romelic Sedgeba aTi wevrisagan.<br />
axlandeli direqtorTa sab-<br />
Wos wevrebi arian: stiv balmeri,<br />
jeims qeSi, jr. dina dubloni,<br />
bil geiTsi, raimond gilmartini,<br />
rid hasTingsi, devid marquardti,<br />
Carls noski, helmut panke da<br />
jon Sirli.<br />
direqtorTa sabWos arCeva xdeba<br />
weliwadSi erTxel aqcionerTa<br />
krebaze.<br />
1987 wels `maikrosoftma~ SeimuSava<br />
axlandeli logo, cnobili<br />
rogorc Pacman Logo.<br />
ganaxlebuli logos avtoria<br />
skot beikeri.<br />
Microsoft<br />
`maikrosoftis~ `Pacman~<br />
logo, romelic Seqmnilia skot<br />
beikeris mier. logo gamoiyeneboda<br />
1987 wlamde. 1997-2002 ww.<br />
arsebobda slogani _ `sad ginda<br />
rom waxvide dRes~.<br />
viliam henri geiTsis<br />
biografiuli Strixebi<br />
korporaciis damfuZnebeli<br />
da aRmasrulebeli direqtori<br />
viliam henri geiTsi _ bil geiTsi<br />
(dabadebuli 1955 wlis 28 oqtomber,<br />
aSS) 2008 wlis monacemebiT<br />
msoflios mdidari admianebis<br />
reitingSi mesame pozicias<br />
ikavebs. `maikrosofti~ man daarsa<br />
paul alenTan erTad.bili<br />
dainteresebuli iyo programirebiT,<br />
man dawera Tavisi pirveli<br />
kompiuteruli programa: An<br />
implementation of tic-tactoe,<br />
romelic saSualebasa-<br />
Zlevda momxmarebels eTama-<br />
Sa kompiuteris winaaRmdeg.<br />
1994 wels geiTsi daqorwinda<br />
melinda frenCize.<br />
2008 wlis `maikrosoftis~<br />
logo axlandeli sloganiT _<br />
`Tqveni potenciali, Cveni miswrafeba~.<br />
maT hyavT sami Svili: jenifer katarina<br />
geiTsi, rori kon geiTsi<br />
da fobi adele geiTsi.<br />
bil geiTsis saxli mdebareobs<br />
medinaSi, vaSingtonSi tbis sanapiroze,<br />
romelic Sefasebulia<br />
125 milion amerikul dolarad.<br />
2006 wlis 16 ivniss bil geiTsma<br />
gaamxila, rom apirebs korporaciis<br />
datovebas mimdinare ori<br />
wlis ganmavlobaSi da amisaTvis<br />
iwyebs valdebulebis gadanawilebas.<br />
geiTsi `maikrosoftis~ daarsebis<br />
dRidan (1975 weli) da 31<br />
wlis gamnmavlobaSi pasuxismgebeli<br />
iyo kompaniis produqciis<br />
strategiaze.<br />
41
mobiluri telefonebi<br />
mobiluri telefoni gamoiyeneba<br />
mobiluri komunikaciisTvis.<br />
standartuli xmovani funqciebis<br />
garda Tanamedrove mobilur<br />
telefons aqvs mravali iseTi<br />
damatebiTi servisi, rogoricaa:<br />
SMS - teqsturi SetyobinebebisaTvis,<br />
eleqtronuli fosta, interneti,<br />
MMS-suraTebis gasagzavnad<br />
da misaRebad, fotoaparati,<br />
videokamera da sxva mravali.<br />
pirveli mobiluri telefoni<br />
dapatentebulia 1908 wels na-<br />
Tan stabalfidis mier kentukis<br />
StatSi (aSS). 1947 wels AT&T-s<br />
laboratoriaSi ganaviTares da<br />
gamouSves mobiluri telefoni,<br />
romelic muSaobda radio sadgurebis<br />
signaliT da viTardeboda<br />
sxva laboratoriebis<br />
mier 1960 wlamde. am mobilur<br />
telefonebs iyenebdnen meore<br />
msoflio omSi. dabali danaxarjebisa<br />
da informaciis mokle<br />
droSi gavrcelebis gamo aRniSnuli<br />
telefoni swrafad gavrcelda<br />
mTel msoflioSi.<br />
`motorolas~ mkvlevarma da<br />
direqtorma martin kuperma<br />
gamoigona pirveli praqtikuli<br />
mobiluri telefoni 1973 wlis<br />
3 aprils.<br />
42<br />
dResdReobiT video da mobiluri<br />
televiziis servisebi<br />
SesaZlebelia mesame Taobis (3G)<br />
farglebSi. momavalSi dabali<br />
fasebi, maRali siswrafe da sxva<br />
mravali garemoeba SesaZlebeli<br />
iqneba mobiluri telefonebis<br />
meoTxe TaobisaTvis (4G).<br />
msoflioSi swrafad izrdeba<br />
iseTi qveynebis raodenoba<br />
(umeteswilad evropaSi), sadac<br />
mobiluri telefonebis<br />
ricxovnoba aWarbebs mosaxleobis<br />
raodenobas. Eurostat-is<br />
(evrokavSiris statistikuri<br />
ofisi) mixedviT, luqsemburgs<br />
aqvs yvelaze didi procentuli<br />
maCvenebeli mobiluri telefonebis<br />
wilobriv SefardebaSi.<br />
qeyanaSi 100 adamianze modis<br />
158 mobiluri telefoni, rac<br />
Seadgens 158%-s. mas fexdafex<br />
mihyvebian litva da italia. hongkongSi<br />
aRniSnulma monacemebma<br />
Seadgina 139.8%, xolo amerikis<br />
SeerTebul StatebSi _ 81%.<br />
msoflios mosaxleobis 2.14 miliardi<br />
adamiani sargeblobs mobiluri<br />
telefoniT (2005 wlis<br />
monacemebiT). am monacemebma 2.7<br />
miliards miaRwia 2006 wlis<br />
dasasruls da 3.3 miliards _<br />
2007 wlis noembrisTvis.<br />
afrikas aqvs zrdis yvelaze<br />
didi procenti mobiluri telefonebis<br />
momxmareblebSi. misi<br />
bazari izrdeba orjer ufro<br />
swrafad aziasTan SedarebiT.<br />
mobiluri telefonis gamoyeneba<br />
akrZalulia sxvadasxva<br />
adgilebSi: frenis dros, avtomobilis<br />
marTvisas da sxva rig<br />
SemTxvevebSi. uzrdelobad da<br />
usiamovnod iTvleba mobiluris<br />
gamoyeneba dakrZalvis an qorwilis<br />
dros, sapirfareSoebSi,<br />
GEORGIAN BUSINESS TODAY<br />
kinoebsa da TeatrebSi.<br />
jer-jerobiT daudgenelia<br />
pirveli mobiluris fotokameris<br />
gamomgoneblis vinaoba.<br />
arsebobs sxvadasxva adamianebis<br />
mier dapatentebuli modelebi<br />
1990-i wlidan. maT Soris arian<br />
devid brici, romelmac Seqmna<br />
1994 wlis martSi da filip kani,<br />
romelmac gamoigona igi 1997<br />
wels. fotokamerian mobilur<br />
telefonebs dResdReobiT uWiravs<br />
bazris 85%.<br />
mobiluri telefonebis erTerTi<br />
yvelaze gavrcelebuli da<br />
popularuli servisia SMS, anu<br />
mokle teqsturi Setyobinebebis<br />
servisi. dReisaTvis am servisiT<br />
sargebloba personaluri kompiuteriTacaa<br />
SesaZlebeli. igi<br />
gansakuTrebiT popularulia<br />
axalgazrdebs Soris.<br />
`nokia~ aris msoflios yvelaze<br />
didi mobiluri telefonebis<br />
mobiluri telefonebi
GEORGIAN BUSINESS TODAY<br />
mwarmoebeli, romelsac msoflio<br />
bazris 40% uWiravs (2007 wlis<br />
monacemebiT). bazris wilis mixedviT<br />
danarCeni mobiluri telefonebis<br />
mwarmoebeli firmebia:<br />
`samsungi~ - (14%), `motorola~<br />
- (12%), `soni eriqsoni~ - (9%)<br />
da `elji~ - (7%). aRniSnuli kompaniebis<br />
warmoebuli produqcia<br />
aris mTel msoflioSi gayiduli<br />
telefonebis 80%.<br />
msoflios bazarze arsebobs<br />
aseve sxva mravali mobiluri<br />
telefonebis mwarmoebeli kompaniebi,<br />
maT Soris aRsaniSnavia:<br />
`efli~, `panasoniki~, `filifsi~,<br />
`sagemi~, `simensi~ da a.S., romlebic<br />
Zalian saintereso modelebs<br />
sTavazoben TavianT momxmareblebs.<br />
`nokia~ - aris finuri multinacionaluri<br />
komunikaciebis<br />
korporacia, romelsac hyavs<br />
daaxloebiT 112.262 TanamSromeli<br />
msoflios 120 qveyanaSi<br />
da produqcias yidis msoflios<br />
150-ze met qveyanaSi. `nokia~<br />
awarmoebs mobilur telefonebs<br />
TiTqmis yvela segmentisaTvis.<br />
`nokia~ asrulebs Zalian did<br />
rols fineTis ekonomikaSi, is<br />
aris fineTis yvelaze didi kompania,<br />
romelmac gazarda fineTis<br />
mTliani Sida produqti (mSp)<br />
1.5%-iT 1999 wels, xolo 2004<br />
wels misma wilma Seadgina 3.5%.<br />
`soni eriqsoni~ - iaponuri<br />
samomxmareblo eleqtronikis<br />
mwarmoebeli kompaniis `sonis~<br />
da Sveduri satelekomunikacio<br />
kompania `eriqsonis~ gaer-<br />
Tianebuli ZalebiT daarsebuli<br />
mobiluri telefonebis mwarmoebeli<br />
kompaniaa. am gaerTianebis<br />
mamoZravebeli mizezi `sonis~ _<br />
samomxmareblo eleqtronikaSi<br />
mobiluri telefonebi<br />
arsebuli gamocdilebisa da<br />
`eriqsonis~ _ komunikaciebis teqnologiebSi<br />
liderobis Sezaveba<br />
iyo. orive kompaniam sakuTari<br />
mobiluri telefonebis warmoeba<br />
SeaCera gaerTianebis Semdeg.<br />
`soni eriqsons~ hyavs 8000<br />
TanamSromeli mTel msoflioSi.<br />
`motorola~ - amerikis multinacionaluri<br />
komunikaciis korporacia,<br />
romelic dafuZnebulia<br />
SaumburgSi (ilinoisi, Cikago,<br />
aSS). `motorolam~ moRvaweoba<br />
daiwyo Galvin Manufacturing<br />
Corporation-is saxelwodebiT<br />
1928 wels, xolo saxelis gadakeTeba<br />
`motorolad~ moxda<br />
1947 wels.<br />
`motorola~ qmnis uamrav<br />
produqts samTavrobo, sajaro<br />
da biznessazogadoebis warmomadgenelTaTvis.<br />
aRniSnuli<br />
produqcia aris rogorc mobiluri<br />
telefonebi, aseve nouTbuqebi,<br />
personaluri kompiuterebi<br />
da radio-komunikaciis<br />
sistemebi.<br />
`simensi~ - aris germanuli<br />
firma, romelic daarsda 1847<br />
wels verner simensis mier berlinSi.<br />
dRevandeli korpora-<br />
ciis saTao ofisi mdebareobs miunxenSi.<br />
`simensis~ regionaluri<br />
ofisebis saerTo raodenoba mxolod<br />
germaniaSi Seadgens 125-s,<br />
xolo misi filialebi msoflios<br />
190 qveyanaSia ganlagebuli.<br />
`simenss~ dasaqmebuli hyavs<br />
daaxloebiT 400 000 TanamSromeli<br />
msoflios masStabiT (2008<br />
wlis monacemebiT), aqedan 161 000<br />
(34%) - germaniaSi. 2005 wlis 1<br />
oqtombers `simensi~ gaerTianda<br />
taivanur firma BenQ-Tan, ris<br />
gamoc mouxda aTasobiT Tanam-<br />
Sromlis gaTavisufleba miunxensa<br />
da nordhain-vestfalenSi.<br />
2006 wlis 19 ivniss `simensma~<br />
Tavis konkurent finur kompania<br />
`nokiasTan~ erTad Seqmna axali<br />
sawarmo saxelwodebiT Nokia<br />
Siemens NeTworks-si, sadac<br />
dasaqmebulia daaxloebiT 60<br />
000 adamiani.<br />
43
kaberne suvenioni aris msoflioSi yvelaze cnobili wiTeli Rvinis yurZnis GEORGIAN saxe- BUSINESS TODAY<br />
oba. is izrdeba Rvinis mwarmoebel TiTqmis yvela qveyanaSi sxvadasxva klimatis miuxedavad.<br />
kaberne pirvelad msofliosaTvis cnobadi gaxda bordes RvinoebSi (Bordeaux<br />
wines).<br />
kaberne safrangeTidan gavrcelda - evropidan axal msofliomde. man ipova axali<br />
saxlebi iseT adgilebSi, rogoricaa kalifornia, avstralia da Cile. XX saukuneSi<br />
is iyo msoflioSi yvelaze metad gavrcelebuli wiTeli Rvinis yurZeni<br />
mis popularobas xSirad miaweren moSenebis simartives. yurZnis sqeli kanisa da Zlieri<br />
vazis gamo is advilad uZlebs sicxesa da yinvas.
GEORGIAN BUSINESS TODAY<br />
kaberne suvenioni<br />
1) yvelaze popularuli<br />
standartuli zomis boTli:<br />
Château Lafite 1787<br />
fasi: $156,450;<br />
standartul 750 ml-iani boTlis<br />
eqvivalentis fasi: $156,450;<br />
erTi Wiqis fasi: $26,075;<br />
auqcionis saxli: Christie’s London;<br />
gayidvis TariRi: 1 dekemberi,<br />
1985 weli.<br />
2) yvelaze Zvirad gayiduli<br />
Rvino saqvelmoqmedo auqcionze:<br />
Imperial of Screaming Eagle<br />
Cabernet 1992<br />
fasi:$500,000;<br />
standartul 750 ml-iani boTlis<br />
eqvivalentis fasi: $62,500;<br />
erTi Wiqis fasi: $10,417;<br />
auqcionis saxli: Napa Valley<br />
Wine Auction;<br />
gayidvis TariRi: 2000 weli.<br />
kaberne suvenioni<br />
3) yvelaze Zvirad Rirebuli<br />
viski<br />
Bowmore whisky, 1850 wlis<br />
Camosxma<br />
fasi: $60,000;<br />
standartul 750 ml-iani boTlis<br />
eqvivalentis fasi: $60,000;<br />
auqcionis saxli: McTear’s,<br />
Glasgow;<br />
gayidvis TariRi: 2007 weli.<br />
4) yvelaze Zvirad Rirebuli<br />
wiTeli Rvino (did boTlebSi):<br />
Jeroboam of Château Mouton-<br />
Rothschild 1945<br />
fasi: $310,700;<br />
standartul 750 ml-iani boTlis<br />
eqvivalentis fasi: $51,783;<br />
erTi Wiqis fasi: $8,631;<br />
auqcionis saxli: Sotheby’s/Aulden<br />
Cellars New York;<br />
gayidvis TariRi: 28 Tebervali,<br />
1985 weli.<br />
5) yvelaze Zvirad Rirebuli<br />
daZvelebuli Rvino:<br />
1775 Sherry from the Massandra<br />
collection<br />
fasi: $43,500;<br />
standartul 750 ml-iani boTlis<br />
eqvivalentis fasi: $43,500;<br />
erTi Wiqis fasi: $7,250;<br />
auqcionis saxli: Sotheby’s<br />
London;<br />
gayidvis TariRi: 2001 weli.<br />
45
germanuli ludebi<br />
axlovdeba zafxuli da TandaTanobiT<br />
ufro da ufro<br />
popularuli xdeba gamagrilebeli<br />
sasmelebi, romelTagan gansakuTrebuli<br />
adgili ukavia<br />
luds.<br />
da mainc, ra aris ludi?<br />
ludi mcirealkoholiani aromatuli<br />
sasmelia, romelsac sviis<br />
momwaro gemo dahkravs. mas<br />
amzadeben qeris, alaos, sviisa<br />
da wylisagan miRebuli tkbilis<br />
alkoholuri duRiliT. arsebobs<br />
zogierTi tradiciuli,<br />
kulturuli da resursuli gansxvaveba,<br />
rac luds sxvadasxva<br />
xarisxsa da gemos aniWebs.<br />
sainteresoa, Tu rodis warmoiSva<br />
ludi _ zafxulis ganuyofeli<br />
atributi?<br />
msoflioSi pirveli informacia<br />
ludis Sesaxeb dafiqsirda<br />
766 wels dunaisTan axlomdebare<br />
monastris dokumentebSi.<br />
Sua saukuneebSi monastrebi TamaSobdnen<br />
sakmaod did rols<br />
ludis mrewvelobis ganviTarebaSi.<br />
dRes sakmaod cnobili<br />
ludis brendebi atareben Zvel<br />
saxelwodebebs. magaliTad, Paulaner<br />
da Franziskaner. ludi<br />
aseve gavrcelda samxreT germaniaSi,<br />
xolo mogvianebiT mTel<br />
germaniaSi sakmaod popularuli<br />
sasmeli gaxda.<br />
giyvarT ludi? _ maSin, albaT,<br />
dagainteresebT misi klasifikacia.<br />
saintereso iqneba is faqti, rom<br />
saerTaSoriso klasifikaciaSi<br />
miRebulia ludis 23 tipi. miuxedavad<br />
ludis mravalferovnebisa,<br />
masi dayofa sami ZiriTadi<br />
profilis mixedviT xdeba. esenia:<br />
lagerebi, eli da pilsneri.<br />
dReisaTvis yvelaze gavrcelebulia<br />
Ria feris lageris tipis<br />
ludi. misi ZiriTadi maxasiaTebelia<br />
is, rom igi msubuqi dasalevia.<br />
principuli gansxvaveba<br />
mxolod Zveli da axali tipis<br />
lagerebs Sorisaa. axali tipis<br />
lagers (aSS, samxreT amerikis<br />
qveynebi, avstralia) TiTqmis ar<br />
aqvs simware. Zveli tipis (germania,<br />
avstria, niderlandebi) lagers<br />
xSirad alaos aromati aqvs,<br />
xolo evropuli ludis tipebs<br />
dahkravs odnav tkbili gemo.<br />
muqi feris luds ZiriTadad<br />
awarmoeben centralur evropa-<br />
Si (germania, belgia, avstria).<br />
ara nakleb popularulia elis<br />
tipis ludi (inglisi, irlandia,<br />
aSS). tradiciuli yavisferi<br />
eli gansxvavebuli teqnologiiT<br />
mzaddeba, rac garkveul temper-<br />
GEORGIAN BUSINESS TODAY<br />
raturaze daduRebiT xasiaTdeba.<br />
Tanamedrove eli<br />
gamWvirvale da yovelTvis<br />
naklebgaziania. sxvadasxva<br />
danamatebis meSveobiT maT<br />
dahkravT karamelis, Rvinis,<br />
xilis gemo. maTi irlandiuri<br />
analogebi _ slautebi<br />
ki yavis magar surnels Seicaven<br />
da feric, Sesabamisad,<br />
muqi aqvT. am tipis ludi<br />
msubuqi dasalevia.<br />
Zveli tipis ludebisagan<br />
gansxvavebiT, calke SeiZleba<br />
aRiniSnos tradiciuli<br />
tipis ludi, romelic ar<br />
ifiltreba. maTi damzadebis<br />
teqnologia efuZneba specialuri<br />
jiSis xorblis an<br />
Savi qeris damuSavebas filtraciis<br />
gareSe. maT aqvT<br />
xorblis motkbo gemo, romelic<br />
bolos tovebs simwares.<br />
romeli qveyana gaxsendebaT<br />
ludis xsenebaze? _ albaT,<br />
germania, asea ara?<br />
modiT, gavecnoT germaniaSi<br />
gavrcelebul am sakmaod<br />
popularuli sasmelis saxeobebs:<br />
pilsneri _ es saxeli daerqva<br />
germaniis qalaq pilzenidan<br />
gamomdinare. igi yvelaze<br />
didi popularobiT sargeblobs<br />
CrdiloeT germaniaSi.<br />
ludi Seicavs alkohols 4dan<br />
4.9%-mde da Ddasalevad<br />
msubuqia, Tumca dahkravs<br />
sviis simware.<br />
germaniaSi gayiduli<br />
ludebis 68.6% modis ludis<br />
swored am saxeobaze _<br />
pilsnerze. igi statisti-<br />
48 germanuli ludebi
GEORGIAN BUSINESS TODAY<br />
kurad yvelaze popularuli<br />
ludis saxeobaa.<br />
TeTri ludi Seicavs yvelaze<br />
met alkohols _ 5-dan 5.6%-mde.<br />
mas aqvs cxare gemo da ZiriTadad<br />
gavrcelebulia samxreT<br />
germaniaSi.<br />
Zvel luds ar aqvs gamorCeuli<br />
saxeli, mas aduReben maRal<br />
temperaturaze da xasiaTdeba<br />
gamokveTili sviis gemoTi. igi<br />
Seicavs 4.8% alkohols. misi<br />
samSobloa duseldorfi.<br />
ludis saxelwodeba _ kolSi<br />
warmodgeba qalaq kiolnidan, sadac<br />
farTodaa gavrcelebuli.<br />
ludis es saxeoba msubuqi dasalevia<br />
da aqvs sviis gemo. is Seicavs<br />
4.8% alkohols.<br />
Savi ludi saxelwodebas atarebs<br />
feris gamo, Tumca dRes<br />
aseve iwarmoeba am ludis TeTri<br />
varianti. igi gavrcelebulia aRmosavleT<br />
germaniaSi da Seicavs<br />
alkohols 4.8%-dan 5%-mde.<br />
berlinuri TeTri aris msubuqi<br />
dasalevi, alkoholis Semcveloba<br />
_ 2.8%. misi saxelwodeba<br />
warmodgeba qalaq berlinidan.<br />
Zlieri da specialuri<br />
ludebi ZiriTadad regionebSia<br />
gavrcelebuli da ufro didi<br />
masStabiT ar aris cnobadi. ase-<br />
Ti tipis ludebs miekuTvneba<br />
germanuli ludebi<br />
Bock, Doppelbock, Weizenbock,<br />
Eisbock, Rauchbier da<br />
Roggenbier.<br />
helesi aris yviTeli ludi. mas<br />
ZiriTadad moixmaren bavariaSi.<br />
es ludi gamoirCeva alkoholis<br />
yvelaze maRali SemcvelobiT<br />
da aris oqtombris dResaswaulis<br />
(Oktoberfest _ imarTeba 20<br />
seqtembridan 5 oqtombris CaTvliT)<br />
gamorCeuli maspinZeli.<br />
aseve arsebobs ludis Semdegi<br />
saxeobebi: coigli da hausbrau,<br />
romlebic gavrcelebulia<br />
CrdiloeT bavariaSi.<br />
germanuli veb-gverdis Bier.de-s<br />
monacemebiT, germanuli ludebis<br />
aTeuli ase gamoiyureba:<br />
1. Holsten Edel;<br />
2. Duckstein;<br />
3. Störtebeker Schwarzbier;<br />
4. Jever Pilsener;<br />
5. Holsten Pilsener;<br />
6. Berliner Pilsener;<br />
7. Landskron Premium<br />
Pilsener;<br />
8. Störtebeker Pilsener;<br />
9. Störtebeker Hanse-Porter;<br />
10. Störtebeker Bernstein-<br />
Weizen.<br />
ra aris warmatebis gasaRebi?<br />
Jever-is sawarmo pirvelad<br />
aSenda 1848 wels mefe ditrixis<br />
mier, Tumca igi iyo erT-erTi sxva<br />
sawarmoebs Soris.<br />
mefis sikvdilis Semdeg 1867<br />
wels misma vaJma gayida ludis<br />
qarxana. axal mflobels erqva<br />
Theodor Fetköter-i. man saojaxo<br />
sawarmo aqcia did qarxanad da<br />
ukve 1894 wels qalaqSi udides<br />
warmatebas miaRwia.<br />
dRes am sawarmos hyavs 270<br />
TanamSromeli da saaTSi uSvebs<br />
daaxloebiT 60 000 boTls. Jever-is<br />
sawarmo gvTavazobs Semdeg<br />
produqtebs:<br />
1. Jever Pilsener _ alkoholis<br />
Semcveloba 4.9%;<br />
2. Jever Fun _ ualkoholo sasmeli;<br />
3. Jever Light _ msubuqi ludi,<br />
alkoholis Semcveloba 2.7%.<br />
igi aris aseve sakmaod dabalkaloriuli<br />
sasmeli;<br />
4. Jever dark _ Jever-is sawarmos<br />
Savi varianti, alkoholis<br />
ASemcveloba 4.9%;<br />
5. Jever Lime _ alkoholis Semcveloba<br />
2.5%;<br />
6. Jever Maibock _ Bockbier-i<br />
alkoholis SemcvelobiT 7.4%.<br />
igi ZiriTadad iyideba sezonurad<br />
_ Tebervlidan ivnisamde;<br />
7. Jever Digestif (magari sasmeli)<br />
_ alkoholis Semcveloba 40%.<br />
49
Authenticity: What Consumers Really<br />
Want<br />
avtorebi: James H. Gilmore,<br />
B. Joseph, II Pine.<br />
informacia produqtze:<br />
gverdebis raodenoba: 288<br />
gverdi.<br />
gamomcemeli: Harvard Business<br />
School Press (24 seqtemberi<br />
2008 weli).<br />
ena: inglisuri.<br />
zomebi: 9.2 x 6.4 x 1.3 diumi.<br />
wignis anotacia:<br />
unamuso, TaRliTi, gaiZvera... iyeneben Tqveni klientebi<br />
aseT sityvebs, raTa aRweron is, Tu ras an rogor yidiT?<br />
Tu asea, maSin es wigni swored TqvenTvisaa gankuTvnili.<br />
Women & Money: Owning the Power<br />
to Control Your Destiny<br />
avtori: Suze Orman.<br />
i n f o r m a c i a<br />
produqtze:<br />
gverdebis raodenoba:<br />
272 gverdi.<br />
gamomcemeli: Spiegel<br />
& Grau (27<br />
Tebervali, 2007<br />
weli)<br />
ena: inglisuri.<br />
zomebi: 9.3 x 6.1 x 1.2 diumi.<br />
wignis anotacia:<br />
`qalebi da fuli~ aris Suze Orman-is ukanaskneli<br />
wigni, gankuTvnili mxolod qalebisTvis.<br />
qalbatonebisTvis gamiznuli wignis wakiTxviT Tqven<br />
gaigebT sabaziso informacias finansebze.<br />
wignis anotacia:<br />
GEORGIAN BUSINESS TODAY<br />
The New Rules of Marketing and PR:<br />
How to Use News Releases, Blogs,<br />
Podcasting, Viral Marketing and Online<br />
Media to Reach Buyers Directly<br />
avtorebi: David Meerman<br />
Scott.<br />
informacia produqtze:<br />
gverdebis raodenoba: 304<br />
gverdi.<br />
gamomcemeli: Wiley (4 ivnisi,<br />
2007 weli).<br />
ena: inglisuri.<br />
zomebi: 8.7 x 5.7 x 1.2 diumi.<br />
axali wesebi marketingsa da PR-Si aswavlis mkiTxvels,<br />
rogor daiwyos kompaniis lideroba Sorsmavali,<br />
grZelvadiani sazogadoebrivi mediis iaraRis<br />
gamoyenebiT. es aris fasdaudebeli gzamkvlevi yvelas-<br />
Tvis, visac surs saxeli gauTqvas sakuTar Tavs, ideebsa<br />
da organizacias.<br />
The Strategic Planning Workbook<br />
avtori: Neville<br />
Lake<br />
i n f o r m a c i a<br />
produqtze:<br />
gverdebis raodenoba:<br />
242 gverdi.<br />
gamomcemeli: Kogan<br />
Page (1 aprili,<br />
2006 weli)<br />
ena: inglisuri.<br />
zomebi: 9.1 x 6 x 0.9<br />
diumi.<br />
wignis anotacia:<br />
am wignSi nabij-nabij aris aRwerili strategiuli<br />
dagegmvis procesi. Tu Sen xar didi organizaciis menejeri<br />
an patara biznesis mflobeli da gsurs aiyvano<br />
Seni biznesi axal doneze, es wigni gaxdeba saWiro gzamkvlevi<br />
da sarekomendacio iaraRi.<br />
46 wignebi
GEORGIAN BUSINESS TODAY<br />
10 Steps to Success: A Commonsense<br />
Guide to Building a Successful Insurance<br />
Business<br />
avtori: Daniel S Fowler.<br />
informacia produqtze:<br />
gverdebis raodenoba:<br />
54 gverdi.<br />
gamomcemeli: Universe, Inc.<br />
(18 ianvari, 2006 weli).<br />
ena: inglisuri.<br />
zomebi: 8.8 x 5.8 x 0.3 diumi.<br />
wignis anotacia:<br />
am wignis meSveobiT Tqven gaigebT, Tu rogor SeiZleba martivi<br />
xerxebiT gaxdeT warmatebuli sadazRvevo agenti.<br />
wignis meSveobiT Tqven iswavliT:<br />
• urTierTobebis Camoyalibebas;<br />
• marketingul da biznesgegmebs;<br />
• sakuTari Tavisa da klientebis mosmenas;<br />
• kargi TanamSromlebis mniSvnelobas.<br />
`10 nabiji warmatebisken~ gaCvenebs, rogor SesTavazoT<br />
ara mxolod is servisi, romelsac xalxi moelis, aramed<br />
iseTebic, romelsac xalxi jer ar moelis.<br />
PR Idea Book: 50 Proven Tools That<br />
Really Work<br />
avtori: Jeff Winke.<br />
i n f o r m a c i a<br />
produqtze:<br />
gverdebis raodenoba:<br />
196 gverdi.<br />
gamomcemeli: Outskirts<br />
Press (14 aprili, 2006<br />
weli).<br />
ena: inglisuri.<br />
zomebi: 8.4 x 5.5 x 0.6<br />
diumi.<br />
wignis anotacia:<br />
SegawuxaT ideebis simcirem?<br />
gamoiyeneT 50 aprobirebuli taqtika, romlebic<br />
am wignSia aRwerili da Tqveni gayidvebi warmoudgenlad<br />
gaizrdeba. aseve gaZlierdeba da gamyardeba<br />
Tqveni imiji.<br />
wignebi<br />
Media Planning Workbook<br />
zomebi: 10.9 x 8.4 x 0.5 .<br />
avtorebi: William B.<br />
Goodrich, Jack Z. Sissors.<br />
i n f o r m a c i a<br />
produqtze:<br />
gverdebis raodenoba:<br />
224 gverdi.<br />
gamomcemeli: McGraw-<br />
Hill Humanities (9<br />
Tebervali, 2001 weli).<br />
ena: inglisuri.<br />
wignis anotacia:<br />
es wigni dagexmarebaT daeufloT iseT xerxebsa da teqnikas,<br />
romelic saWiroa sareklamo mediis gamokvlevis,<br />
dagegmvisa da yidvis procesis ganxorcielebisaTvis.<br />
The New PR Toolkit: Strategies for<br />
Successful Media Relations<br />
avtorebi: Deirdre Breakenridge;<br />
Thomas J. De-<br />
Loughry.<br />
informacia produqtze:<br />
gverdebis raodenoba:<br />
272 gverdi.<br />
gamomcemeli: FT Press (9<br />
Tebervali, 2003 weli).<br />
ena: inglisuri.<br />
zomebi: 9.1 x 6 x 0.7 diumi.<br />
wignis anotacia:<br />
axali PR-is iaraRebis krebuli gTavazobT damtkicebul<br />
strategiebsa da taqtikebs, raTa gamoiyenoT dReisaTvis<br />
yvelaze Zlieri, axali internet komunikaciis<br />
iaraRi. amiT Tqven saSualeba mogecemaT gaaZlieroT<br />
brendi da yvela aqcioneris urTierToba.<br />
47
a abrkolebs codnis gaRrmavebis<br />
msurvelebs?<br />
gadawyvetilebis miReba arc ise<br />
rTulia, Tu swavla ar gezareba<br />
da mondomebulic xar, Tumca<br />
gadawyvetilebis miRebis Semdeg<br />
isev mkacr realobas ubrundebi<br />
da miznis miRwevis saSualebas,<br />
finansuri saxsrebis moZiebis<br />
sakiTxze iwyeb zrunvas.<br />
qarTveli bakalavrebisa da magistrebis<br />
erTi nawili miiCnevs,<br />
rom miRebuli codna sakmarisia<br />
da mis praqtikaSi gamoyenebaze<br />
iwyeneb fiqrs. isini orientirebulni<br />
arian samuSaos moZebnaze,<br />
raTa hqondeT sakuTari Semosavali.<br />
am motiviT studentebi<br />
xSirad araprofesiul samuSaosac<br />
ki sTanxmdebian.<br />
yofili studentebis meore<br />
nawili miiCnevs, rom sazRvargareT<br />
swavlis gagrZeleba maT<br />
daexmarebaT `mwvervalebis dapyrobaSi~.<br />
karieris momzadebas<br />
survilTan erTad `fulic~<br />
sWirdeba. es gardauvali aucilebloba,<br />
samwuxarod, bev-risTvis<br />
gadaulaxavi dabrkolebaa.<br />
Tu `bednier varskvlavze~<br />
dabadebulTa ricxvSi xarT da<br />
Tqvens ojaxs sazRvargareT swavlis<br />
dafinansebis saSualeba aqvs,<br />
xom kargi, Tu ara da bankebisa<br />
da sxvadasxva organizaciis<br />
Semovla mogiwevT. xom gagigoniaT,<br />
cda bedis monaxevreao.<br />
iseTi organizaciebi, romlebic<br />
afinanseben niWieri studentebis<br />
swavlebas sazRvargareT arc ise<br />
bevria. rogorc wesi, aseTi saxis<br />
organizaciebi aplikantebs<br />
erTi wliT adre arCeven da Tu<br />
universitetis damTavrebamde<br />
ar daiWireT Tadarigi, erTi<br />
weli ukve dakargulia.<br />
samagierod, bankebis kari mudam<br />
Riaa, sadac yovel momxmarebels<br />
RimiliT xvdeba morigi kreditoficeri.<br />
dafinanseba aseve SeigiZliaT<br />
moipovoT saxelmwifos mier gamocxadebul<br />
konkursebSi.<br />
bankebis pozicia ucxoeTSi<br />
swavlebis dafinasebisas, SeiZleba<br />
iTqvas, erTsulovania universitetis<br />
SerCevisas. SerCeuli<br />
universiteti unda Sediodes<br />
Finansial Times-is mier gamoqveynebul<br />
msoflioSi saukeTeso<br />
universitetebis aseulSi (bolo<br />
wlis monacemebiT).<br />
bankebis mier gamoqveynebuli<br />
ZiriTadi pirobebi sazRvargareT<br />
swavlebisTvis:<br />
sesxis<br />
m a q s i m a l u r i<br />
vada<br />
saSeRavaTo<br />
periodi<br />
sesxis uzrunvelyofa<br />
sesxis<br />
procenti<br />
kreditis<br />
dafarva<br />
swavlis periods<br />
+ 60-66<br />
Tve<br />
swavlis periods<br />
+ 3-6 Tve<br />
“ T a n a m -<br />
s e s x e b e l i ;<br />
uZravi qoneba;<br />
ar saWiroebs.”<br />
GEORGIAN BUSINESS TODAY<br />
50 ra abrkolebs codnis gaRrmavebis msurvelebs?<br />
16%<br />
“Zirisa da<br />
p r o c e n t i s<br />
Tanabari wili;<br />
msesxeblis ar-<br />
CevniT. “<br />
bankSi miRebuli informacia, Finansial<br />
Times-is saukeTeso aseuli,<br />
erTi mxriv, SeiZleba siamayis<br />
grZnobac dageuflos _ unda<br />
viswavlo msoflios saukeTeso<br />
100 universitetidan erT-erT-<br />
Si. kargia, magram romeli universitetebi<br />
Sedis am aseulSi?<br />
jdebi kompiuterTan da iwyeb sasurveli<br />
informaciis Ziebas.<br />
universitetebis Sefaseba da<br />
maTi reitingis Sedgena xdeba<br />
sxvadasxva kriteriumis mixedviT.<br />
biznesmimarTulebaSi yve-laze<br />
prestiJulia magistris xarisxi<br />
biznesis administrirebaSi.<br />
aRniSnuli mimarTulebis aqtualobidan<br />
gamomdinare Finansial<br />
Times-i yovelwliurad aqveynebs<br />
msoflioSi arsebuli biznesis<br />
administrirebis samagistro<br />
brogramis (MBA) mqone umaRlesi<br />
saswavleblebis reitings.<br />
aRniSnul kvlevaSi monawileoben<br />
universitetis yofili studentebi<br />
da Tavad universiteti.<br />
gamokiTxuli saswavleblebSi<br />
MBA kursi funqcionirebs minimum<br />
5 wlis ganmavlobaSi da<br />
yovelwliurad kursdamTavrebulTa<br />
raodenoba 30-ze metia.
GEORGIAN BUSINESS TODAY<br />
kursdamTavrebulebis kvlevisas<br />
ZiriTadad yuradReba maxvildeba<br />
maTi mimdinare miRwevebsa<br />
da Semosavlis zrdaze. 2008<br />
wlis monacemebiT pirvel adgilze<br />
aris University of Pennsylvania:<br />
Wharton.<br />
msoflioSi saukeTeso MBA kursis<br />
reitingi universitetebis<br />
mixedviT:<br />
1 University of<br />
Pennsylvania: Wharton<br />
US<br />
2 London Business School U.K.<br />
3 Columbia Business<br />
School<br />
US<br />
4 Stanford University GSB US<br />
5 Harvard Business School US<br />
6 Insead France/<br />
Singapure<br />
7 MIT: Sloan US<br />
8 IE Business School Spain<br />
9 University of Chicago GSB US<br />
10 University of Cambridge:<br />
Judge<br />
U.K.<br />
ra abrkolebs codnis gaRrmavebis msurvelebs?<br />
msoflioSi saukeTeso MBA-is<br />
aTeulSi 6 universitetia warmodgelili<br />
amerikidan, 2 _ didi<br />
britaneTidan, aseve erT-erTi<br />
wamomadgeneliT aTeulSi Sevida<br />
safrangeTi da espaneTi.<br />
mocemuli reitingis Sedegebi<br />
gviCvenebs aRniSnul qveynebSi<br />
biznesis swavlebis kulturis<br />
ganviTarebis dones.<br />
evropis saukeTeso MBA kursis<br />
reitingi universitetebis mixedviT:<br />
1 London Business School U.K.<br />
2 Insead<br />
France/<br />
Singapore<br />
3 IE Business School Spain<br />
4 University of Cambridge: Judge U.K.<br />
5 Iese Business School Spain<br />
6 IMD<br />
Switzerland<br />
7 HEC Paris France<br />
8 University of Oxford: Saïd U.K.<br />
9 Esade Business School Spain<br />
10<br />
Lancaster University Management<br />
School<br />
U.K.<br />
evropis saukeTeso aTeulSi<br />
warmodgenili universitetebis<br />
raodenobis mixedviT pirvel<br />
adgilze gavida didi britaneTi<br />
(4), meoreze _ espaneTi (3), mesameze<br />
_ safrangeTi (2) meoTxeze<br />
_ Sveicaria (1). sasurvel universitetSi<br />
Cabarebis survilTan<br />
erTad giCndeba kiTxva, Tu ramden<br />
xanSi SeZleb sesxis dafarvas.<br />
axla aqamde naswavli meTodebiTa<br />
da gamocdilebiT afaseb<br />
ramdenad karg produqts Seqmni<br />
momavalSi. kiTxva romelic ar<br />
gasvenebs: `neta ramdenad Sefasedeba<br />
dagrovili codna da<br />
ucxouri gamocdileba~?<br />
51
navTobi<br />
ra aris TqvenTvis navTobi?<br />
SesaZloa, amaze arc arasodes<br />
gifiqriaT da, albaT, arc aravis<br />
dausvams es kiTxva Tqven-<br />
Tvis. eTanxmebiT mosazrebas, rom<br />
navTobi _ es aris yvelaferi?<br />
vimedovneb, arc mTlad asea<br />
saqme, magram Tu Tqven iyenebT<br />
xelovnuri tyavis tansacmels,<br />
fexsacmels, plastmasis nivTebs,<br />
gWirdebaT sakvebi, medikamentebi,<br />
aseve Tqveni manqanisTvis sawvavi,<br />
sapoxi zeTebi, rezinis saburavebi,<br />
sadenebis izolacia da a.S.,<br />
es imaze mianiSnebs, rom Tqven mis<br />
`fasdaudeblobas~ aRiarebT.<br />
zogadad navTobis sakiTxs umniSvnelo<br />
yuradRebas vuTmobT,<br />
Tumca mtivneulad am sakiTxs<br />
maSin aRviqvamT, roca msoflio<br />
bazarze navTobis rekorduli<br />
fasebi Cvens yoveldRiurobaSi<br />
SemoaRwevs.<br />
`navTobis piki~, anu Sev-<br />
ZlebT cxovrebas navTobis<br />
gareSe?<br />
navTobi, mogexsenebaT, dedamiwis<br />
Semadgeneli qania, romlis<br />
Camoyalibeba-formireba aTeul<br />
milionobiT weliwads moicavs.<br />
kacobrioba uZvelesi droidan<br />
iyenebda navTobs _ Tavdapirvelad<br />
kupris saxiT, Tumca misi<br />
gamoyenebis intensivoba bolo<br />
150 welze modis.<br />
ukanasknel periodSi bevri<br />
daiwera navTobis momavali<br />
krizisis Sesaxeb. navTobma<br />
gadalaxa 100 dolariani zRvari<br />
da ramdenjerme rekordul<br />
fassac miaRwia. paralelurad<br />
arsebobs winaaRmdegobrivi<br />
angariSebi darCenili navTobrezervebis<br />
Sesaxeb axlo aRmosavleTis<br />
did navTobeqsportior<br />
qveynebSi.<br />
winaswari gaTvlebiT navTobis<br />
arsebuli maragebi maqsimum 2050<br />
wlamde SeiZleba iyos sakmarisi.<br />
ra moxdeba Semdgom? momaval-<br />
Si mosalodnelia seriozuli<br />
krizisi, romelic ukve monaTles<br />
rogorc `navTobis piki~. misi<br />
masStabebis Sesaxeb naTeli warmodgenis<br />
Seqmna mimdinare Tveebis<br />
manZilze navTobis fasebis<br />
garSemo arsebuli situacii-<br />
Tac SeiZleba. krizisi gvitevs?<br />
amis niSnebi sakmaod arsebobs,<br />
mwvervals ki TiToeuli dRis<br />
gasvlasTan erTad ufro da<br />
ufro vuaxlovdebiT. eqspertebi<br />
gardauvalobis dadgomas<br />
swored 21-e saukuneSi winaswarmetyveleben...<br />
yovelive zemoaRniSnulis<br />
fonze SeimCneva navTobis mopovebis<br />
teqnologiebisa da nav-<br />
Tobis Semcvlelebis intensiuri<br />
Zieba. vimedovnebT, rom adamianebi<br />
iswavlian navTobqimiis<br />
im produqtebis xelovnurad<br />
damzadebas, romlis gareSec<br />
cxovreba warmoudgenelia. uaxloes<br />
momavalSi navTobisa da<br />
gazis Zieba dedamiwis ufro<br />
Rrma fenebSi gadainacvlebs (intensiurad<br />
mimdinareobs okeanis<br />
fskeridan navTobis mopovebis<br />
procesi, rac, Tavis mxriv, gruntis<br />
dawevasa da miwisZvrebs,<br />
xolo milsadenTa katastrofebi<br />
garemos mniSvnelovan<br />
dabinZurebasa da disbalanss<br />
iwvevs. amis dasturia klimatis<br />
mniSvnelovani cvlilebebi).<br />
miiCneva, rom mopovebuli nav-<br />
Tobis 5% ikargeba misi Senaxvisa<br />
da gadazidvisas, rac<br />
niSnavs, rom yovelwliurad<br />
GEORGIAN BUSINESS TODAY<br />
150 milion tonaze meti nav-<br />
Tobi xvdeba garemoSi am gziT.<br />
Tanam-gzavrebidan gadaRebul<br />
aerofotosuraTebze dafiqsirebulia,<br />
rom okeanis zedapiris<br />
TiTqmis 30% navTobis apkiT<br />
aris dafaruli (katastrofebis<br />
Sedegad zRvaSi xvdeba 10 milioni<br />
tona navTobi).<br />
dRis wesrigSi dgas kidev erTi,<br />
teqnikuri problema: mniSvnelovani<br />
danakargebi navTobis<br />
mopovebis procesSi, rac xSirad<br />
30-40%-mdec aRwevs.<br />
krizisis SemaCereblad SeiZleba<br />
mogvevlinos bunebrivi bitumebi<br />
(myari navTobi), romelic<br />
ar xasiaTdeba maRali siblantiT<br />
da misi mopoveba niSnavs<br />
met danaxarjebsa da garemos<br />
metad dabinZurebas (saubaria<br />
misi wvis Sedagad atmosferoSi<br />
moxvedril nivTierebebze, rogoricaa<br />
gogirdi, nikeli, Tavisufali<br />
karbonatis dioqsidi).<br />
ganixileba misi rentabelobis<br />
sakiTxi. arsebobs ramdenime<br />
gansxvavebuli teqnologia<br />
mZime navTobis mosapoveblad,<br />
romlebic damokidebulia mis<br />
Semadgenlobasa da misawvdomobis<br />
faqtorze. ToToeuli<br />
meTodi jer kidev umjobesdeba<br />
da navTobkompaniebi cdiloben<br />
winaswar ganWvriton maTi<br />
52 navTobi
GEORGIAN BUSINESS TODAY<br />
efeqturoba da danaxarjebi bazris<br />
gafarToebasTan erTad.<br />
aRsaniSnavia, rom yuradReba<br />
fokusirebulia albertas mZime<br />
navTobis velebze kanadaSi da<br />
mZime navTobis orinokos velebze<br />
venesuelaSi. 90% mZime<br />
navTobisa aRmoCenilia meqsikaSi,<br />
kaliforniaSi, braziliaSi,<br />
aliaskaze da a.S. mZime navTobi<br />
venesuelaSi naklebad sqelia vidre<br />
kanadaSi, amrigad ufro advilad<br />
SeiZleba maTi amotumbva<br />
sabadodan, Tumca saerTaSoriso<br />
navTob kompaniebi dainteresebulni<br />
arian biznesis keTebiT<br />
politikurad stabilur<br />
qveqnebSi, sadac kerZo kompaniebi<br />
ar iqnebian damokidebulni mTavrobebis<br />
mier gatarebul nacionalizaciis<br />
politikaze. amas<br />
adasturebs aSS-kanadis mini<br />
navTob-samiti, sadac SeTanxmdnen,<br />
rom kanada male gazrdis Tavisi<br />
mZime navTobis warmoebas xuTjer,<br />
rac miSnavs, rom kanada moaxdens<br />
dReSi 5 milioni bareli<br />
navTobis eqsports amerikaSi. es<br />
moicavs amerikaSi importirebuli<br />
navTobis TiTqmis naxevars.<br />
2010 wlisTvis varaudoben<br />
dedamiwis mosaxleobis 8 miliardamde<br />
gazrdas. Jurnal<br />
`saiensis~ monacemebiT msoflioSi<br />
daaxloebiT 500 milioni<br />
adamiani ganicdis sakvebi<br />
produqtebis naklebobas.<br />
cxoveluri cilebis deficiti<br />
weliwadSi 40 milion tonaze<br />
mets Seadgens, purproduqtebisa<br />
_ 25 milion tonas da kidev erTi<br />
aqtualuri sakiTxi: navTobiani<br />
naxSirwyalbadebis bioqimiuri<br />
damuSaveba cilovani nivTierebebis<br />
misaRebad. navTobis mniSvnelobaSi<br />
amiT kidev erTxel<br />
vrwmundebiT.<br />
navTobi<br />
faqtorebi, romlebmac 2008 wels gavlena moaxdina<br />
`Savi oqros~ fasze<br />
1) dolaris kursis vardna ara marto evrosTan, aramed iaponur<br />
ienTan da Sveicariul frankTan mimarTebaSic. es TavisTavad iwvevs<br />
spekulaciuri kapitalis Sedinebas sanavTobo bazarze da dolaris<br />
dabandebas navTobSi. opeki maRali fasebis mizezad swored savaWro<br />
garigebebs asaxelebs, Tumca saerTaSoriso energetikuli saagento Tavis<br />
ukanasknel yovelTviur angariSSi aRniSnavs, rom savaWro garigebebi<br />
ar aris erTaderTi mizezi maRali fasebisa da rom momavalSi<br />
mosalodnelia maTi SenarCuneba;<br />
2) geopolitikuri faqtorebi: mudmivad arastabiluri situacia<br />
axlo aRmosavleTSi, keniaSi, alJirsa da nigeriaSi, amerikis muqara iranis<br />
misamarTiT da a.S.;<br />
3) venesuelas saxelmwifosa da msoflios erT-erT umsxviles navTobkompania<br />
Exxonmobile-s Soris konfliqti;<br />
4) miuxedavad imisa, rom saerTaSoriso energetikulma saagentom (IEA)<br />
oficialurad gamoaqveyna informacia momdevno wels msoflioSi nav-<br />
Tobis moxmarebis SemcirebasTan dakavSirebiT, sapirispiro xdeba CineTSi,<br />
sadac navTobis importi bolo 12 TveSi gaizarda 12.3%-iT<br />
da Sesabamisad, dinamiurad izrdeba navTobis moxmarebac. navTobis<br />
miwodeba gaizarda 185 aTasi bareliT/dReSi. IEA-s cnobiT, msoflioSi<br />
navTobis mopovebam Seadgina 87.5 milioni bareli/dReSi. navTobis<br />
msoflio mopovebis zrda gamoiwvia kanadaSi, meqsikasa da kaspiis<br />
zRvis regionSi mopovebis zrdam, ramac moaxdina norvegiasa da opekis<br />
qveynebSi Tebervlis TveSi mopovebis dacemis kompensireba. 2008<br />
wlis TebervalSi navTobis mopoveba opekis qveynebSi Semcirda 120<br />
aTasi bareliT/dReSi, Seadgina 32.1 milioni bareli/dReSi. navTobis<br />
miwodeba sparseTis yuresa da dasavleT afrikis qveynebidan Semcirda<br />
300 aTasi bareliT/dReSi, iranidan ki gaizarda 150 aTasi bareliT/dReSi;<br />
5) opekis gadawyvetileba navTobis mopovebis ucvlelad datovebis<br />
Sesaxeb. kerZod, 2008 wlis 5 marts opekma miiRo gadawyvetileba momavali<br />
wlis meore kvartlamde navTobis mopovebis odenobis ucvlelad<br />
datovebis Sesaxeb; 2007 wlis 1 dekembridan navTobis mopovebis<br />
kvota kartelis 10 wevrisaTvis (indonezia, irani, kuveiti, libia, ekvadori,<br />
katari, saudis arabeTi, arabTa gaerTianebuli saemiroebi, venesuela,<br />
angola) dReSi 27.253 milion barels Seadgens. opekis mier<br />
warmoebis ucvlelad SenarCunebis Sesaxeb gadawyvetileba ganpirobebulia<br />
imiTac, rom qveynebi eZeben sakuTari maragebis optimalurad<br />
gamoyenebis gzebs, raTa minimumamde daiyvanon moTxovna;<br />
6) navTobgadamamuSavebeli simZlavreebis nakleboba msoflioSi.<br />
erTi sityviT, arsebobs urTierTdakavSirebul mizezTa grZeli jaWvi,<br />
magram realurad ra aris yvelaze didi da mniSvnelovani problema?<br />
amJamad arsebuli problemebis mogavrebis Semdgom, albaT, mTeli yuradReba<br />
navTobis amowurvis safrTxeze gamaxvildeba. navTobis alternatiuli<br />
resursebiT Canacvleba kacobriobis erT-erT aqtualur<br />
sakiTxTa ricxvs miekuTvneba.<br />
53
nayinis filosofia<br />
uamravi legenda arsebobs nayinis<br />
Seqmnis Sesaxeb, Tumca dazustebiT<br />
aravin icis pirvelad<br />
sad da rodis daamzades es<br />
ugemrielesi deserti. neta vin<br />
iyo misi avtori?<br />
Tanamedrove macivrebis gamogonebamde<br />
`nayinis~ damzadeba<br />
da Senaxva sakmaod Sromatevadi<br />
iyo - zamTris ganmavlobaSi<br />
tbebidan da guburebidan Wridnen<br />
yinuls, romelsac miwis siRrmeSi<br />
ganTavsebul specialur<br />
sacavebSi inaxavdnen.<br />
zafxulSi swored yinulis am<br />
ingredientiT aciebdnen xils.<br />
gadmocemis Tanaxmad, jer kidev<br />
4 000 wlis winaT SuamdinareTSi<br />
mdinare evfratis napirebze arsebobda<br />
e.w. yinulis sacavebi.<br />
aseulobiT wlis win yinulovani<br />
xilis desertis mirTmeva<br />
fufunebad iTvleboda. egviptis<br />
faraonebi civi desertiT<br />
sapatio stumrebs umaspinZldebodnen.<br />
Cvens welTaRricxvamde me-5 saukuneSi<br />
saberZneTSi yiddnen konusis<br />
formis Tovls, romelSic<br />
areuli iyo Tafli da xilis<br />
naWrebi. sparselebs yinulis<br />
sacavebi hqondaT da zafxulSic<br />
SeeZloT grili desertis mir-<br />
Tmeva. romis imperator nerons<br />
(37-68) Zalzed uyvarda civi xilis<br />
naWrebi da amisaTvis mTebidan<br />
CamohqondaT misTvis yinuli.<br />
es aris adreuli istoriebi grili<br />
desertis Sesaxeb.<br />
aseve cnobilia, rom jer kidev<br />
Cvens welTaRricxvamde CineTSi<br />
miirTmevdnen TovlSi areul xilis<br />
naWrebs. aseTi deserti Zalian<br />
uyvarda aleqsandre makedonelsac,<br />
romlisTvisac Tovli<br />
weliwadis nebismier dros CamohqondaT<br />
specialurad monebs<br />
mTebidan.<br />
nayini evropaSi cnobilma mogzaurma<br />
_ marko polom Camoitana<br />
CineTidan 1295 wels. mas Semdeg<br />
igi fufunebis sagani gaxda da<br />
aucilebel atributad iqca<br />
samefo karis wveulebebsa Tu<br />
saRamoebze.<br />
aseulobiT wlis win Carlz I-ma<br />
gamarTa Cinebuli samefo banketi,<br />
sadac stumrebs SesTavazes<br />
uamravi dasaxelebis delikatesi.<br />
saRamom kulminacias miaRwia ma-<br />
Sin, rodesac mefis ufrosma mzareulma<br />
warmoadgina axali deserti<br />
_ is iyo civi da waagavda<br />
axal Tovls, iyo aseve haerovani<br />
da tkbili.<br />
stumrebi iseve aRtacebaSi moiyvana<br />
misma dagemovnebam, rogorc<br />
Tavad Carlz I gancvifrda<br />
siaxlis gemoTi. mefem<br />
dauZaxa mzareuls da ubrZana<br />
aravisTvis gaendo yinulis<br />
GEORGIAN BUSINESS TODAY<br />
kremis receptis saidumlo.<br />
Carlz I-s surda gemrieli deserti<br />
warmodgenili yofiliyo<br />
mxolod samefo wveulebebze<br />
da amisaTvis daTanxmda, rom<br />
mzareulisTvis gadaexada 500<br />
funti weliwadSi (im droisaTvis<br />
Zalzed did Tanxa). rodesac<br />
1649 wels Carlz I-s Tavi<br />
mokveTes, mzareulma de mirkom<br />
aRar Seasrula piroba da nayinis<br />
recepti sayovelTao gaxda.<br />
ufro mogvianebiT daiwyes ara<br />
Tovlis, aramed rZis gayinva. mas-<br />
Si uamrav deserts umatebdnen<br />
da ara mxolod samefo wveulebebisTvis<br />
amzadebdnen, aramed<br />
maRaziebSic daiwyo nayinis gayidva.<br />
ATandaTan deserti ufro<br />
da ufro meti pupularobiT<br />
sargeblobda xalxSi.<br />
1649 wels frangma kulinarma<br />
Jerar tirsenma Seqmna vanilis<br />
nayini. parizi gaxda msoflio-<br />
Si pirveli qalaqi, sadac mTeli<br />
wlis ganmavlobaSi iyo SesaZlebeli<br />
nayinis SeZena. dReisaTvis<br />
yvelaze didi popularobiT<br />
swored vanilis nayini sargeblobs.<br />
pirveli nayinis receptebi gamoCnda<br />
inglissa da amerikaSi me-<br />
18 saukuneSi. nayinis momzadebis<br />
wesi gamoqveynda misis meri elisi<br />
receptebis krebulSi, romelic<br />
gamoica 1718 wels londonSi.<br />
me-19 saukuneSi Zalian popularuli<br />
iyo nayini xiliT da<br />
nigvziT, xolo me-20 saukunidan<br />
Semovida konusis formis<br />
nayini. am periodidan iwyeba<br />
nayinis, rogorc erT-erTi<br />
yvelaze swrafad mzardi da<br />
moTxovnadi produqtis istoria.<br />
aseve me-20 saukunes<br />
ukavSirdeba Camosasxmeli<br />
54 nayinis filosofia
GEORGIAN BUSINESS TODAY<br />
nayinis Seqmna, romelic Zalian<br />
popularulia dReisaTvisac.<br />
nayinis brendebis umravlesoba<br />
momxmarebels Camosasxmel nayinsac<br />
sTavazobs.<br />
Catarebuli kvlevebis mixedviT<br />
dgindeba, rom nayinis gayidvebi<br />
piks ivlissa da agvistoSi aRwevs.<br />
ivliss `nayinis Tvesac~ ki<br />
uwodeben. aseve gamoirkva, rom<br />
yvelaze meti nayini msoflioSi<br />
kvira dRes iyideba.<br />
evropaSi me-19 saukunis bolos<br />
Semovida muyaosa da qaRaldis<br />
WiqebSi Camosxmuli nayini. rac<br />
Seexeba saqarTvelos, ruseTma<br />
miiRo patenti mis damzadebaSi<br />
da swored am qveynidan Semovida<br />
CvenTan ugemrielesi deserti.<br />
saintereso statistika:<br />
• yvelaze didi nayini daamzades<br />
kaliforniaSi 1985 wels. xilis<br />
nayini iyo 12 futi simaRlis da<br />
mis momzadebaze daixarja 4 667<br />
galoni nayini.<br />
• daniisa da SvedeTis Semdeg<br />
didi britaneTi aris nayinis<br />
yvelaze didi momxmarebeli evropaSi.<br />
• farengeitie Termometris skalis<br />
mixedviT 8 gradusi aris<br />
yvelaze optimaluri temperatura<br />
nayinis Sesanaxad.<br />
• im mcenareebis 80%, romlisganac<br />
vanilis nayins amzadeben<br />
kunZul madagaskarze xarobs.<br />
• amerikaSi miRebuli rZis daaxloebiT<br />
9% ixarjeba nayinis<br />
warmoebaze.<br />
• zogierTi saxeobis nayini imdenia,<br />
rom haeris 75%-aRemateba.<br />
• CrdiloeT amerikaSi nayini<br />
aris meore usayvarlesi deserti<br />
ojaxebSi gamomcxvari namcxvrebis<br />
Semdeg.<br />
nayinis filosofia<br />
geniosebis azriT:<br />
hivud brauni (1888-1939): `mee-<br />
Wveba msofliom kidev SeZlos<br />
da ufro amaRelvebeli siurprizi<br />
mogvimzados, vidre es nayinis<br />
gamogoneba iyo~.<br />
ralf valdo emersoni (1803-<br />
1882): `Cven gavbedavT da ar mivendobiT<br />
gonebas, movamzadebT<br />
saxls samxiarulod megobrebisTvis.<br />
ase rom, nayins vyidulobT~.<br />
torntor vilderi (1897-1975):<br />
`Cemi rCeva iqneba ar gamoiZio<br />
ratom an rogor, ubralod datkbi<br />
im siamovnebiT, romelsac Sens<br />
win moTavsebuli nayini giqadis _<br />
es aris Cemi filosofia~.<br />
me-19 saukunis qalTa popularul<br />
JurnalSi vxvdebiT nayinis<br />
recepts da Semdeg Canawers:<br />
`nayini gaxda cxovrebis ganuyofeli<br />
nawili. wveuleba nayinis<br />
gareSe gavs upuro sauzmes da<br />
sadils Semwvari xorcis gareSe~.<br />
msoflioSi nayinis momxmarebel-<br />
Ta xuTeuli ase gamoiyureba:<br />
1. aSS;<br />
2. axali zelandia;<br />
3. dania;<br />
4. avstralia;<br />
5. belgia/luqsemburgi.<br />
`koka - kolasa~ da<br />
`pepsis~ istoriuli<br />
omebi<br />
brZola rom viswavloT, ajobebs<br />
istorias gadavxedoT. es<br />
oqros wesi iSviaTad warmoadgens<br />
dRevandeli marketologebis<br />
yuradRebis sagans. Zalian<br />
cota vinme Tu daxarjavs dros<br />
kompaniisa da konkurentebis<br />
warsul svlebze, datvirTulni<br />
arian ra dRevandeli saqmeebiT.<br />
istoriis Seswavlas, marTlac<br />
rom, SeuZlia gavlena moaxdinos<br />
Cvens samomavlo gadawyvetilebebsa<br />
da swor strategiul<br />
svlebze.<br />
Cven ar gTxovT gadaxedoT saqarTvelos<br />
me-11 an me-12 saukunis<br />
istorias, an Tqven pirad warsuls.<br />
ubralod gaixseneT, moikiTxeT,<br />
SeiswavleT Tqveni kompaniis<br />
istoria.<br />
rogor mixvediT iq , sadac amJamad<br />
imyofebiT? rogor ibrZodiT<br />
bazris msxvili nawilis mosapoveblad?<br />
ra meTodebiT giwevdnen<br />
konkurencias sxva kompaniebi?<br />
msxvili korporaciebis<br />
istoriebi sakmaod sainteresoa<br />
da gadavwviteT, TqvenTvis<br />
mokled mogveTxro kargad nacnob<br />
`koka-kolasa~ da `pepsis~<br />
istoriul omze.<br />
daaxloebiT 100 wlis win farmacevtma<br />
jon pembertonma kokainis<br />
Semcveli kokas foTlebisgan da<br />
kofeinis Semadgenlobis mqone<br />
kolas kaklisgan gamoigona kokakola.<br />
pirvel wels `koka-kolas~<br />
Semosavali iyo 50 aSS. dolari,<br />
xolo danaxarji _ 70 aSS. dolari.<br />
1902 wels `koka-kolas~ biujeti<br />
ukve 120 000 aSS. dolars<br />
55
Seadegnda da misi cnobadoba<br />
sakmaod maRali iyo. 1915 wels<br />
`koka-kolas~ klasikuri boTlis<br />
pirveli dizaini Seiqmna. 20-ian<br />
wlebSi `koka-kolas~ konkurentebi<br />
ar hyavda bazarze. Tuki<br />
1929 wels kompania erT sul mosaxleze<br />
3.3 galons (rac daaxloebiT<br />
12,5 litria) awarmoebda,<br />
dReisaTvis es maCvenebeli 151<br />
litrs Seadgens.<br />
yvelaferi kargad iyo `koka-kolasTvis~<br />
manam, sanam aSS-Si didi<br />
depresia (maRali inflaciuri<br />
procesebi) ar daiwyo 1929 wels.<br />
am periodma gza gauxsna `kokakolas~<br />
istoriul metoqes: `pepsi-kolas~<br />
da aseve CvenTvis naklebad<br />
nacnob `roial qrauns~.<br />
`pepsi~ 1939-Si inovaciuri nikelis<br />
boTliT Semovida bazarze.<br />
cota xanSi `koka-kolamac~<br />
igive gaimeora. imave wels `kokakolam~<br />
15 milioni aSS dolari<br />
daxarja reklamaze, rodesac<br />
`pepsi~ 600 000 aTass xarjavda.<br />
`pepsis~ axali boTlis warmoebaSi<br />
gaSveba sakmaod didi dartyma<br />
aRmoCnda `koka-kolisTvis~.<br />
meore msofio omis ganmavlobaSi<br />
`pepsim~ sakmaod momZlavrda<br />
sxva konkurentebTan mimarTeba-<br />
Si da `koka-kolas~ Semdeg kolas<br />
warmoebaSi meore adgili<br />
daikava.<br />
omis damTavrebis Semdeg `kokakolas~<br />
Zalian gaumarTla, rodesac<br />
`pepsis~ sakmaod mZime dro<br />
daudga _ gauZvirda muSaxeli<br />
da Saqari. Tumca, `pepsim~ aqac<br />
naxa gamosavali da axali, didi<br />
SefuTva gamouSva sloganiT:<br />
`iyavi socialuri~, rac kvlav<br />
didi datyma aRmoCnda `kokakolasTvis~.<br />
aman 1954 wels<br />
gamoiwvia `koka-kolas~ gayidvebis<br />
3%-iT Semcireba da `pepsis~<br />
12%-iani zrda. `pepsis~<br />
didi xani ar mouwia damtkbariyo<br />
gamarjvebiT da `koka-kolam~<br />
daiwyo sxvadasxva zomis SefuTvaSi<br />
produqciis Camosxma. aseve<br />
50-iani wlebis meore naxevari<br />
mimdinarebobda `koka-kolas~<br />
sakmaod efeqturi sareklamo<br />
kampania.<br />
daiwyo 60-iani wlebi da `pepsis~<br />
morigi warmatebis xana. `kokakola~,<br />
romlis mTavari Zala misi<br />
pirveloba iyo, sakmaod kargad<br />
gamoiyena metoqem. misi pirvelobidan<br />
gamomdinare, `koka-kolas~<br />
ufro metad saSualo asakis<br />
adamianebi svamdnen. amitomac<br />
`pepsim~ mTeli 60-iani wlebi<br />
aqtiuri fokusireba moaxdina<br />
axalgazrdul segmentze. 60-ian<br />
wlebi `pepsis Taobis~ periodad<br />
SeiZleba CaiTvalos.<br />
70-wlebSi `koka-kolam~ mounaxa<br />
`pepsis~ susti wertili da bazar-<br />
GEORGIAN BUSINESS TODAY<br />
ze Semdegi sloganiT pozicionirebda:<br />
`es namdvilia~, `saqmeebi<br />
kargad midis kokasTan erTad~,<br />
`Seisvene da ganitvirTe~ da<br />
sxv. yvelaze mniSvnelovani, rom<br />
`koka-kola pirvelia~, kargad<br />
iTqva: `es namdvilia!~ da `pepsisac~<br />
mouwia poziciebis daTmoba.<br />
daiwyo 80-iani wlebi da 90-ian<br />
wlebSic mimdinariebda `antikola~<br />
kampaniebi orive<br />
msxvil metoqes Soris. `pepsimac~<br />
da `koka-kolamac~ gamouSva<br />
`laiTi~ saxis produqcia.<br />
da rac yvelaze mniSvnelovania,<br />
bazarze isini Semovidnen axali<br />
brendebiT: `koka-kola~ _ `fanta~,<br />
`spraiti~, `doqtor peper~;<br />
`pepsi~ _ `akvafina~, `mirinda~,<br />
`sobe~, `tropikana~ da sxv. ra<br />
xdeba dRes? orive metoqe mxardamxar<br />
midian, Tu `koka-kola~<br />
sjobs `pepsis~, an piriqiT?<br />
faqtebi `koka-kolasa~ da `pepsis~<br />
Sesaxeb:<br />
info `koka-kola~ `pepsi~<br />
bazris<br />
wili<br />
kompaniis<br />
Rirebuleba<br />
mogebis<br />
marJa<br />
Semosavali<br />
2007<br />
sxva<br />
139,82 miliardi dolari<br />
144,20 miliardi dolari<br />
20,64% 3,91%<br />
30,13 miliardi dolari<br />
`koka-kolas~ brends dedamiwis mosaxleobis<br />
94% cnobs;<br />
reklamireba 200-ze met qveyanaSi<br />
xorcieldeba;<br />
sareklamo simRerebi poularuli<br />
xdeba;<br />
yovel wams msoflioSi `koka-kolas~<br />
brendis 10,450 produqti<br />
moixmareba.<br />
msxvili partniori – ` makdonaldsi~;<br />
7,56 miliardi<br />
dolari<br />
12,03 miliradi<br />
dolari<br />
13,59 miliardi<br />
dolari<br />
misi sareklamo<br />
saxeebs cnobili<br />
adamianebi warmoadgenen;<br />
200-ze met qveyanaSi<br />
iyideba;<br />
msxvili partniori<br />
– ` pica hat~;<br />
56 `koka - kolasa~ da `pepsis~ istoriuli omebi
GEORGIAN BUSINESS TODAY<br />
bizneskalendari<br />
14 maisi:<br />
• bunebrivi resursebiT (garda<br />
naxSirorJangis (gazi CO2) mineraluri<br />
wylebis, soflis meurneobaSi<br />
gamoyenebuli wylis<br />
resursebisa) sargeblobisTvis<br />
mosakreblebis gadamxdelebi<br />
sagadasaxado organoSi waradgenen<br />
yovelTviur gaangariSebas<br />
da gadaixdian kuTvnil mosakrebels.<br />
15 maisi:<br />
• dRg-is gadamxdelad registrirebuli<br />
pirebi waradgenen<br />
dRg-is wina Tvis (aprilis)<br />
deklaracias da ixdian kuTvnil<br />
gadasaxads;<br />
• aqcizis gadamxdelebi waradgenen<br />
aqcizis Sesaxeb wina<br />
Tvis(aprilis) deklaracias da<br />
bizneskalendari<br />
ixdian kuTvnil gadasaxads. amas<br />
Tan, aqcizuri markebiT niSandebas<br />
daqvemdebarebul aqcizur<br />
saqonelze aqcizi gadaxdas<br />
eqvemdebareba aqcizuri markebis<br />
SeZenisas;<br />
• pirebi, romlebic daqiravebul<br />
fizikur pirebs uxdian xelfass,<br />
gaweul momsaxurebas unazRaureben<br />
gadasaxadis gadamxdelis<br />
mowmobis armqone fizikuri<br />
pirebs, agreTve gascemen mogebebs<br />
(maT Soris nivTmogebebs), waradgenen<br />
saSemosavlo gadasaxadis<br />
yovelTviur gaangariSebebs. dakavebuli<br />
saSemosavlo gadasaxadi<br />
gadaxdas eqvemdebareba<br />
Tanxis (mogebis) gadaxdisTanave<br />
(gacemisTanave);<br />
• sawarmo, organizacia gadaixdis<br />
mogebis gadasaxadis<br />
mimdinare gadasaxdelebs;<br />
• mewarme fizikuri piri gadaix-<br />
dis saSemosavlo gadasaxadebis<br />
mimdinare gadasaxdelebs;<br />
• pirebi, romlebmac saqarTvelos<br />
sabaJo teritoriaze<br />
droebiT Semoitanes saqoneli,<br />
ixdian yo-velTviur gadasaxads;<br />
gadasaxadi gadaixdevineba<br />
saqonlis saqarTvelos teritoriaze<br />
yofnis yovel srul<br />
da arasrul kalendarul Tveze<br />
dasabegri sabaJo gadasaxadis im<br />
Tanxis 3%-iT, romelic gadaixdevineboda<br />
saqonlis droebiT<br />
Semotanis sabaJo deklaraciis<br />
registraciis dRes am saqonlis<br />
Tavisu-fal mimoqcevaSi gaSvebisas.<br />
bolo gadaxda xorcieldeba<br />
saqonlis droebiTi Semotanis<br />
sabaJo reJimis dasrulebis dRes;<br />
• naxSirorJangze (gazi CO2)<br />
bunebrivi resursebiT sargeblobisTvis<br />
mosakreblis gadamxdelebi<br />
yovelTviurad gadaixdian<br />
kuTvnil mosakrebels.<br />
57
ogoria Tqveni xasiaTi?<br />
1. xSirad fiqrdebiT Tu ara<br />
imaze, Tu rogor gavlenas axdens<br />
Tqveni qcevebi garSemo myofebze?<br />
a) Zalian iSviaTad;<br />
b) iSviaTad;<br />
g) sakmaod xSirad;<br />
d) Zalian xSiarad.<br />
2. gixdebaT Tu ara iseTi ramis<br />
Tqma, risic ATavadve ar gjeraT<br />
(mxolod sijiutis, sxvis jibrze,<br />
an Tundac `prestiJuli mosazrebebis~<br />
gamo)?<br />
a) diax;<br />
b) ara.<br />
3. qvemoT CamoTvlil romel<br />
Tvisebas afasebT yvelaze metad<br />
adamianSi?<br />
a) mtkice xasiTi;<br />
b) azrovnebis sifarTove;<br />
g) sakuTari Tavis ukeT warmoGenis<br />
unari.<br />
4. gaaqvT midrekileba pedanturobisadmi?<br />
a) diax;<br />
b) ara.<br />
5. swrafad iviwyebT usiamovnebas,<br />
romelic Tqven gxvdebaT?<br />
a) diax;<br />
b) ara.<br />
6. giyvarT Tqveni qcevebis gaanalizeba?<br />
a) diax;<br />
b) ara.<br />
7. imyofebiT ra TqvenTvis kargad<br />
cnobili adamianebis wreSi:<br />
a) cdilobT SeinarCunoT am<br />
wreSi misaRebi toni;<br />
b) rCebiT is, rac xarT.<br />
8. SeudgebiT ra rTuli davalebis<br />
gakeTebas, cdilobT ifiqroT<br />
mosalodnel sirTuleebze?<br />
a) diax;<br />
b) ara.<br />
9. qvemoT CamoTvlili gansaz-<br />
Rvrebebidan, Tqveni azriT, romeli<br />
migesadagebaT yvelaze metad?<br />
a) meocnebe;<br />
b) gulRia adamiani;<br />
g) gulmodgine SromaSi;<br />
d) punqtualuri, akuratuli;<br />
e) amao adamiani.<br />
10. ama Tu im sakiTxis ganxilvis<br />
dros<br />
a) gamoxatavT Tqvens azrs, Tumca<br />
SeiZleba igi gansxvavdebodes<br />
umravlesobis azrisagan;<br />
b) fiqrobT, rom mocemul situaciaSi<br />
umjobesia gaGumeba, Tumca<br />
gagaGniaT Tqveni Tvalsazrisi;<br />
g) mxars uWerT umravlesobas, ise,<br />
rom ar fiqrobT Tqvens Sexedulebaze;<br />
d) ar itvirTavT Tavs fiqrebiT<br />
da iRebT im Tvalsazris, romelic<br />
gavrcelebulia umravlesobaSi.<br />
11. GamoTvlilTagan, ra grZnobam<br />
SeiZleba gamoiwvios TqvenSi<br />
xelmZRvanelisadmi moulodneli<br />
gamowveva?<br />
a) gabrazeba;<br />
b) aRelveba;<br />
GEORGIAN BUSINESS TODAY<br />
g) zrunva;<br />
d) gulgriloba.<br />
12. Tu polemikis dros Tqveni<br />
oponenti `afeTqda~ da dauSva<br />
zedmeti gamoxtomebi Tqvens winaaRmdeg,<br />
rogor moiqceviT?<br />
a) upasuxebT imave toniT;<br />
b) ignorirebas gaukeTebT am<br />
faqts;<br />
g) demonstraciulad igrZnobT<br />
Tavs Seuracxyofilad;<br />
d) SesTavazebT gadaitanoT<br />
saubari sxva dros.<br />
13. Tu Tqveni samuSao `daibraka~,<br />
es gamoiwvevs TqvenSi:<br />
a) wyenas;<br />
b) sircxvils;<br />
g) gabrazebas.<br />
14. Tu Tqven gaexvieT xaTabala-<br />
Si, vis daadanaSaulebT pirvel<br />
rigSi<br />
a) sakuTar Tavs;<br />
b) `fataluri gaumarTlebloba~;<br />
g) sxva `obieqturi mdgomareoba~.<br />
15. xom ar geCvenebaT, rom Tqvens<br />
garSemo myofi adamianebi _ arian<br />
es xelmZRvanelebi, kolegebi<br />
an daqvemdebarebulebi _ ar<br />
afaseben Tqvens codnasa da unars?<br />
a) diax;<br />
b) ara.<br />
16. Tu Tqveni megobrebi an kolegebi<br />
iwyeben Tqvenze xumrobas,<br />
maSin<br />
56 testi
GEORGIAN BUSINESS TODAY<br />
a) brazdebiT maTze;<br />
b) cdilobT ukan daixioT;<br />
g) ar brazdebiT, iwyebT maT<br />
gaTamaSebas;<br />
d) pasuxobT siciliTYda rogorc<br />
amboben `ноль внимания~;<br />
e) iRebT gulgril saxes da<br />
iRimebiT kidec, magram gulSi<br />
brazdebiT.<br />
17. Tu Tqven CqarobT da SemTxveviT<br />
Cveulebriv adgilas ver<br />
aRmoaCenT Tqvens CanTas (qolgas...),<br />
maSin Tqven<br />
a) Cumad gaagrZelebT Zebnas;<br />
b) moZebniT, Tanac daadana-<br />
SaulebT Tqvens Sinaurebs uwesrigobaSi;<br />
g) waxvalT TqvenTvis saWiro<br />
nivTis gareSe.<br />
18. ras gamoyavxarT yvelaze metad<br />
wonasworobidan?<br />
a) didi rigi misaRebSi;<br />
b) Wedva transportSi;<br />
g) aucilebloba mixvideT gansazRvrul<br />
adgilas ramdenjerme,<br />
erTi da igive; sakiTxTan dakav-<br />
SirebiT.<br />
19. daamTavrebT ra kamaTs,<br />
agrZelebT Tu ara mis warmarTvas<br />
azrobrivad, Tqveni Tvalsazrisis<br />
dasacavad axal-axali<br />
argumentebis moyvaniT?<br />
a) diax;<br />
b) ara.<br />
20. Tu saswrafo samuSaoebis<br />
Sesasruleblad Tqven geZlevaT<br />
SesaZlebloba, amoirCioT<br />
TqvenTvis damxmare, SesaZlebeli<br />
variantebidan romels airCevT?<br />
testi<br />
a) gulmodgine adamiani, magram<br />
uiniciativo;<br />
b) mcodne adamiani, magram jiuti<br />
da mokamaTe;<br />
g) niWieri adamiani, magram zarmaci.<br />
Sedegebi:<br />
1. a - 0, b - 1, g - 2, d - 3;<br />
2. diax - 0, ara - 1;<br />
3. a - 1, b - 1, g - 0;<br />
4. diax - 2, ara - 0;<br />
5. diax _ 0, ara - 2;<br />
6. diax - 2, ara - 0;<br />
7. a - 2, b - 0;<br />
8. diax - 0, ara - 2;<br />
9. a - 0, b - 1, g - 3, d - 2, e - 2, v - 0;<br />
10. a - 2, b - 0, g - 0, d - 0;<br />
11. a - 0, b - 1, g - 2, d - 0;<br />
12. a - 0, b - 2, g - 1, d - 3;<br />
13. a - 2, b - 1, g - 0;<br />
14. a - 2, b - 0, g - 0;<br />
15. diax - 0, ara - 2;<br />
16. a - 0, b - 1, g - 2, d - 0, e - 0;<br />
17. a - 2, b - 0, g - 1;<br />
18. a - 1, b - 0, g - 2;<br />
19. diax - 0, ara - 2;<br />
20. a - 0, b - 1, g - 2.<br />
Tu Tqven daagroveT:<br />
15 qulaze naklebi – Tqven<br />
susti xasiaTis, gauwonasworebeli<br />
da uzrunveli adamiani<br />
xarT. gadagxdebaT ra usiamovno<br />
SemTxveva, mzad xarT daadana-<br />
SauloT nebismieri, sakuTari Tavis<br />
garda. rogorc megobrobaSi,<br />
aseve samuSaoze Tqvenze dayrdnoba<br />
Znelia.<br />
15 _ 25 qula _ Tqven sakmaod<br />
mtkice xasiaTi gaqvT. cxovrebas<br />
realurad uyurebT, magram Tqveni<br />
yvela qceva ara aris tolfasi.<br />
Tqvens cxovrebaSic aris<br />
Cavardnebi da Secdomebi. xarT<br />
keTilsindisieri da sruliad<br />
momTmeni koleqtivSi da mainc<br />
Tqven unda dafiqrdeT imaze, rom<br />
Tavidan moiSoroT zogierTi naklovaneba<br />
(eWvi ar SegeparoT ima-<br />
Si, rom es namdvilad gamogivaT).<br />
26 _ 38 qula _ Tqven miekuTvnebiT<br />
im adamianTa ricxvs, romlebsac<br />
mtkice xasiaTi aqvT da<br />
floben pasuxismgeblobis sakmao<br />
grZnobas. afasebT Tqvens Sexedulebebs,<br />
magram sxvebis azrsac<br />
iTvaliswinebT. akeTebT swor<br />
orientacias warmoqmnil situaciebSi<br />
da umravles SemTxvevaSi<br />
iRebT swor gadawyvetilebas. es<br />
metyvelebs Tqveni Zlieri xasiaTis<br />
arsebobaze. Tavi aarideT<br />
mxolod Tavis Tavis Seyvarebas<br />
da yovelTvis gaxsovdes: Zlieri<br />
_ es ar niSnavs iyo sastiki.<br />
38 – zeviT qula _ bodiSi, magram<br />
Cven araferi SegviZlia giTxraT.<br />
ratom? imitom, rom ubralod<br />
daujerebelia, rom arseboben<br />
adamianebi aseTi idealuri xasiaTiT.<br />
an qulebis aseTi raodenoba<br />
aris _ Sedegi Tqveni qcevebis<br />
araobieqturi Sefasebisa.<br />
59
GEORGIAN BUSINESS TODAY<br />
ekonomikuri indikatorebi<br />
samomxmareblo fasebis indeqsebi ianvari<br />
2008 w.<br />
Tebervali<br />
2008 w.<br />
marti<br />
2008 w.<br />
aprili<br />
2008 w.<br />
sul 102,5 100,9 100,1 100,3<br />
sursaTi da ualkoholo sasmelebi 104,9 101,3 98,9 100,0<br />
alkoholuri sasmelebi, Tambaqo 99,8 100,1 99,1 100,0<br />
tansacmeli da fexsacmeli 100,5 99,4 97,5 99,9<br />
sacxovrebeli saxli, wyali, eleqtroenergia, airi da<br />
saTbobis sxv.<br />
100,1 100,1 102,2 101,2<br />
aveji, saojaxo nivTebi da morTuloba, saxlis movla-SekeTeba 101,2 100,5 99,3 100,2<br />
janmrTelobis dacva 102,7 102,9 102,3 101,3<br />
transporti 100,3 100,5 103,4 99,9<br />
kavSirgabmuloba 100,0 100,0 100,2 102,8<br />
dasveneba, garToba da kultura 100,5 100,6 100,5 99,2<br />
ganaTleba 99,8 99,6 98,9 99,0<br />
sastumroebi, kafeebi da restornebi 100,2 101,0 99,7 99,7<br />
sxvadasxva saqoneli da momsaxureba 100,6 100,6 100,5 100,3<br />
samrewvelo produqciis mwarmoebelTa fasebis indeqsebi ianvari<br />
2008 w.<br />
ekonomikuri indikatorebi<br />
Tebervali<br />
2008 w.<br />
marti<br />
2008 w.<br />
sul 99,9 102,5 100,8<br />
samTomopovebiTi mrewveloba 97,3 110,3 109,1<br />
saTbob-energetikuli sasargeblo wiaRiseulis mopoveba 100,1 100,0 127,6<br />
samTomopovebiTi mrewveloba 95,9 115,9 100,2<br />
damamuSavebeli mrewveloba 100,1 102,6 100,1<br />
sakvebi produqtebisa (sasmelebis CaTvliT) da Tambaqos warmoeba 98,1 102,7 100,3<br />
teqstilisa da teqstilis nawarmis warmoeba 100,3 99,4 98,6<br />
tyavis, tyavis nawarmisa da fexsacmlis warmoeba 100,0 100,0 100,0<br />
xe-tyis damuSaveba da xis nawarmis warmoeba 100,4 99,8 101,6<br />
celuloza-qaRaldis mrewveloba; sagamomcemlo saqmianoba 100,4 100,6 99,4<br />
koqsis, navTobproduqtebisa da birTvuli masalebis warmoeba 100,0 100,0 100,0<br />
qimiuri warmoeba 110,4 100,3 99,4<br />
rezinisa da plastmasis nawarmis warmoeba 101,8 99,9 99,9<br />
danarCeni araliTonuri mineraluri nakeTobebis warmoeba 105,7 99,4 100,7<br />
metalurgiuli mrewveloba da liTonis mza nawarmis warmoeba 101,4 104,8 99,7<br />
manqanebisa da mowyobilobebis warmoeba 100,0 100,0 100,0<br />
eleqtromowyobilobebis warmoeba 100,0 100,3 100,0<br />
satransporto saSualebebisa da mowyobilobebis warmoeba 100,0 100,0 100,8<br />
mrewvelobis sxva dargebi 100,2 100,4 99,1<br />
eleqtroenergiis, airisa da wylis warmoeba da ganawileba 100,0 100,0 100,0<br />
61
laris kursis dinamika martis mixedviT<br />
08.05.2008 1 EUR = 2.2569 GEL<br />
07.05.2008 1 EUR = 2.2604 GEL<br />
06.05.2008 1 EUR = 2.2663 GEL<br />
05.05.2008 1 EUR = 2.2706 GEL<br />
03.05.2008 1 EUR = 2.2706 GEL<br />
02.05.2008 1 EUR = 2.2792 GEL<br />
01.05.2008 1 EUR = 2.2812 GEL<br />
30.04.2008 1 EUR = 2.2755 GEL<br />
29.04.2008 1 EUR = 2.3033 GEL<br />
24.04.2008 1 EUR = 2.3272 GEL<br />
23.04.2008 1 EUR = 2.3119 GEL<br />
22.04.2008 1 EUR = 2.3053 GEL<br />
21.04.2008 1 EUR = 2.3151 GEL<br />
18.04.2008 1 EUR = 2.3147 GEL<br />
17.04.2008 1 EUR = 2.2973 GEL<br />
16.04.2008 1 EUR = 2.2985 GEL<br />
15.04.2008 1 EUR = 2.2903 GEL<br />
14.04.2008 1 EUR = 2.2948 GEL<br />
aSS dolaris kursis dinamika larTan mimarTebaSi<br />
(saSualod kursi1.457)<br />
08.05.2008 1 USD = 1.4570 GEL<br />
07.05.2008 1 USD = 1.4600 GEL<br />
06.05.2008 1 USD = 1.4630 GEL<br />
05.05.2008 1 USD = 1.4680 GEL<br />
03.05.2008 1 USD = 1.4680 GEL<br />
02.05.2008 1 USD = 1.4680 GEL<br />
01.05.2008 1 USD = 1.4660 GEL<br />
30.04.2008 1 USD = 1.4620 GEL<br />
29.04.2008 1 USD = 1.4600 GEL<br />
24.04.2008 1 USD = 1.4675 GEL<br />
23.04.2008 1 USD = 1.4545 GEL<br />
22.04.2008 1 USD = 1.4535 GEL<br />
21.04.2008 1 USD = 1.4515 GEL<br />
18.04.2008 1 USD = 1.4505 GEL<br />
17.04.2008 1 USD = 1.4505 GEL<br />
16.04.2008 1 USD = 1.4505 GEL<br />
15.04.2008 1 USD = 1.4505 GEL<br />
14.04.2008 1 USD = 1.4505 GEL<br />
GEORGIAN BUSINESS TODAY<br />
evros kursis dinamika larTan mimarTebaSi<br />
(saSualod kursi 2.2891)<br />
funti sterlingis kursis dinamika larTan<br />
mimarTebaSi (saSualod kursi 2.8785)<br />
08.05.2008 1 GBP = 2.8516 GEL<br />
07.05.2008 1 GBP = 2.8704 GEL<br />
06.05.2008 1 GBP = 2.8910 GEL<br />
05.05.2008 1 GBP = 2.9119 GEL<br />
03.05.2008 1 GBP = 2.9119 GEL<br />
02.05.2008 1 GBP = 2.9165 GEL<br />
01.05.2008 1 GBP = 2.8829 GEL<br />
30.04.2008 1 GBP = 2.8968 GEL<br />
29.04.2008 1 GBP = 2.8842 GEL<br />
24.04.2008 1 GBP = 2.9054 GEL<br />
23.04.2008 1 GBP = 2.8760 GEL<br />
22.04.2008 1 GBP = 2.8901 GEL<br />
21.04.2008 1 GBP = 2.8976 GEL<br />
18.04.2008 1 GBP = 2.8618 GEL<br />
17.04.2008 1 GBP = 2.8588 GEL<br />
16.04.2008 1 GBP = 2.8591 GEL<br />
15.04.2008 1 GBP = 2.8608 GEL<br />
14.04.2008 1 GBP = 2.8644 GEL<br />
62 ekonomikuri indikatorebi
GEORGIAN BUSINESS TODAY
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