sastumro “almondi”

Cerita hovards, sastumro “almondis” gayidvebis menejers

gadawyvetileba hqonda misaRebi imis Sesaxeb, daekmayofilebina Tu ara
vest indiis kriketis federaciis Txovna. federaciis xelmZRvanelobas
surda kriketis Cempionatis Sida seriis Casatareblad daejavSna
oTaxebis didi raodenoba eqvsi TviT adre, maRali datvirTvis
periodSi, mniSvnelovani fasdaklebiT. sanacvlod, ki igi reklamas
gaukeTebda “almonds”, rogorc Cempionatis maspinZel sastumros
bukletebsa da televiziaSi.

sastumro

141 oTaxiani sastumro “almondi” karibis zRvis kunZul barbadosze

mdebareobda. sastumros adgilmdebareoba sakmaod mimzidveli iyo.
Senobis winxedi gadayurebda barbadosis samxreT sanapiros. igi axlos
iyo rogorc aeroportTan aseve, dedaqalaq brijstounTan.

“almonds” ori restorani da ori bari, aseve sakmaod didi sabanketo da

sakonferencio darbazebi hqonda. sastumroSi konferenciebsa da maRali
donis Sexvedrebs awyobdnen, rogorc adgilobrivi, aseve saerTaSoriso
korporaciuli klientebi. sami sakonferencio darbazi, romelTa
konfiguraciis Secvla SesaZlebeli iyo saWiroebis mixedviT, ZiriTadad
samitebisaTvis, seminarebisaTvis, gamofenebisaTvis da saqorwilo
wveulebebisaTvis gamoiyeneboda. biznes centri uzrunvelyofda stumrebs
WiFi-iT, faqsiT da fotokopirebis servisiT.

sastumros 122 standartuli oTaxi dayofili iyo 3 jgufad xedis

mixedviT-xediT kunZulze, sacurao auzze da okeaneze. garda amisa iyo 13
axalgazrduli nomeri xediT kunZulze da 6 penthauzi. yvela nomerSi
iyo kabeluri/satilituri televizia, haeris kondicireba, Werze
dafiqsirebuli ventiliatori, Tmis saSrobi, yavis aparati da pirdapiri
telefoni.

standartul oTaxebSi, xediT okeaneze an kunZulze, idga erTi didi an

or iarusiani sawoli, xolo xediT auzze ori sawoli. eqvs penthauzSi,
saidanac xedi iSleboda okeaneze, iyo yvelaferi is rac, hqonda
standartul oTaxs. garda amisa igi aRWurvili iyo iseTi aqsesuarebiT,
rac stumars gacilebiT met komforts uqmnida. camet axalgazrdul
nomerSi idga ori an ori oriarusiani sawoli. misaReb oTaxSi ki
naxavdiT divans, romlis gadakeTeba SesaZlebeli iyo damatebiT
sawolad.

sastumros saqmianobis maCveneblebi

“almondSi” oTaxebis gamoyenebis koeficienti sakmaod maRali iyo. es

maCvenebeli ianvar-martSi aRwevda piks, xolo zafxulis TveebSi
yvelaze dabali iyo (cxrili 1). Sesabamisad, oTaxis Rirebuleba
gacilebiT Zviri iyo dekember-martSi da Seadgenda $150-$170, xolo
zafxulis TveebSi $120 (cxrili 2). Semosavali erT oTaxze (Seo) –

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(oTaxebis gamoyenebis koeficienti X oTaxis saSualo fasze) aWarbebda
$140 ianvar-martSi da ecemoda $100-is qvemoT ivnis-oqtomberSi (cxrili
3). penthauzis fasebi meryeobda $310 dan $395-mde, axalgazrduli
nomrebis ki $195-dan $235-mde. oTaxisa da saWmlis fasSi Sedioda
damatebiTi Rirebulebis gadasaxadi. oTaxze igi Seadgenda 7,5%-s,
saWmelze ki 15%-s.

sastumros wliuri saoperacio xarjebi daaxloebiT $7 milioni iyo,

romelSic gayidvebisa da marketingis xarjebs 1% ekava. tradiciulad
sastumros fromouSenisas aqcenti keTdeboda, rogorc sakurorto
adgilze, bolo wlebSi ki mis mosaxerxebel adgilmdebareobaze. aman ki
mniSvnelovnad Seuwyo xeli mravali biznes klientis mozidvas. Cerita
aqtiurad TanamSromlobda tur-operatorebTan da korporaciebis
menejerebTan, romlebic TanamSromelTa mogzaurobaze zrunavdnen.

sastumros ZiriTadi stumrebi korporaciuli klientebi iyvnen. stumrebis

Semadgenloba bolo wlebis ganmavlobaSi Zireulad Seicvala.
tradiciulad sastumros klientebs Soris Warbobdnen turistebi didi
britaneTidan da kanadidan. Tumca, korporaciuli klientebis wili
yovelwliurad izrdeboda misi siaxlovis gamo aeroportTan da
barbadosis dedaqalaq brijstounTan. korporaciuli klientebis didi
nawili Camodioda CrdiloeT amerikidan da karibis regionis qveynebidan,
barbadosSi biznes Sexvedrebis Casatareblad adgilobrivi kompaniebis
warmomadgenlebTan.

zogjer stumrebi, romlebic Camosulni iyvnen dasasveneblad

(gansakuTrebiT zamTris TveebSi) arakomfortulad grZnobdnen Tavs
biznesmenebis wreSi. rogorc, erT-erTma damsvenebelma aRniSna “aris
raRac Seusabamo, roca pliaJze yofnisas xedav Tu rogor saubrobs
gamopranWuli biznesmeni mobilur telefonze”. miuxedavad amisa, biznes
stumrebi ufro sasurvelni iyvnen sastumros menejerebisaTvis, rameTu
ekavaT ufro meti oTaxi, vidre damsveneblebs. amasTan, korporaciuli
klientebis raodenoba ufro stabiluri iyo, vidre tur-operatorebis
mier Camoyvanili da individualuri stumrebi.

vest indiis kriketis federacia

Cerita hovards, sastumros gayidvebis menejers, TxovniT mimarTa vest

indiis kriketis federaciam raTa ganexila imis SesaZlebloba, rom “akra
biCs” maspinZloba gaewia kriketis Sida seriis CempionatisaTvis momaval
gazafxuls. es Cempionati mniSvnelovan saerTaSoriso sportul
RonisZiebas warmoadgenda kriketis moyvarul qveynebSi da igi
monacvleobiT tardeboda karibis regionis sxvadasxva qveyanaSi.
gazafxulze CempionatSi monawile indoeTisa da axali zelandiis
gundebisaTvis maspinZloba unda gaewia barbadoss.

Cerita da sastumros generaluri menejeri, jon martiniu Tvlidnen rom,

marketinguli TvalsazrisiT sakmaod kargi iqneboda Cempionatis
maspinZloba. magram warsuli gamocdilebidan gamomdinare maT
aRelvebdaT is rom, im periodSi, roca unda Catarebuliyo Cempionati
didi iyo stumarTa nakadi. isini darwmunebuli iyvnen imaSi, rom fasi,
romelsac vest indiis kriketis federacia SesTavazebdaT maT nomerSi

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naklebi iqneboda nomris saSualo Rirebulebaze ($140-$150) drois igive
periodSi. gansxvavebiT loaluri stumrebisagan, romlebic dReSi
ramdenimejer miirTmevdnen saWmels sastumroSi, gundis wevrebi da
Cempionatis organizatorebi, gamomdinare maTi dRiuri biujetidan,
naklebad Tu isadilebdnen sastumroSi.

rogorc korporaciuli klienti, aseve damsvenebeli saSualod $13

xarjavda sauzmeze da $25-s sadilze. mogebis norma saWmelze da
sasmelze daaxloebiT 30% iyo. stumrebis 80% sauzmobda sastumroSi,
sadilobda ki mxolod 30%, rac gamowveuli iyo imiT, rom “almondis”
maxloblad bevri kargi restorani funqcionirebda. jon martiniu
fiqrobda, rom daaxloebiT 95% kriketis moTamaSeebisa isauzmebda
sastumroSi, rameTu misi Rirebuleba Sedioda nomris fasSi da
isadilebda 10%. is aseve wuxda imaze, Tu rogori reagireba eqnebodaT
sxva stumrebs, rodesac sastumroSi kriketis moTamaSeebs dainaxavdnen.
Tumca, aSkara iyo is sargebeli, romelic Sida seriis Cempionatis
maspinZloba moitanda. vest indiis kriketis federacia pirobas debda,
rom “almondi” moxseniebuli iqneboda rogorc maspinZeli sastumro
yvela sapromocio masalaSi da matCebis televiziiT transilaciisas.
matCebis transilacia moxdeboda karibis regionis TiTqmis yvela
qveyanaSi dawyebuli iamaikidan damTavrebuli trinidadiT da tobagoTi
da aseve indoeTsa da axal zelandiaSi.

Cempionati unda Catarebuliyo sam etapad. pirvel etapze (24 aprili-7

maisi), vest indiis gundi daupirispirdeboda indoeTis gunds. meore
etapze (27 maisi-30 maisi), Sexvdeboda igive ori gundi da mesame etapze
(17-26 ivnisi) vest indiis gundi iTamaSebda axali zelandiis gundTan.

vest indiis kriketis federacias TiToeuli etapisaTvis Wirdeboda 50

oTaxi. oTaxSi erTi dRe-Ramis ganmavlobaSi surda gadaexada $130, raSic
unda Sesuliyo sauzmis Rirebuleba da damatebiTi Rirebulebis
gadasaxadi. TiToeuli gundi unda ganTavsebuliyo sastumros calke
sarTulze. damatebiT federacia moiTxovda monawile gundebis
moTamaSeTa uniformebis garecxvas, risi xarjic sastumros unda gaewia.
Ceritas angariSiT, es servisi sastumros dReSi daujdeboda daaxloebiT
$20 Tu uniformebi gairecxeboda sastumros samrecxaoSi da $200-ze meti,
Tu maT mouwevdaT sxva samrecxaos momsaxurebiT sargebloba.

Ceritam TavisTan gamoiZaxa fern amstrongi, sastumros dajavSnebis

menejeri da SeekiTxa, Tu ras fiqrobda is am sakiTxTan dakavSirebiT.
Ceritas msgavsad, fernic Sewuxebuli iyo im klientebis SesaZlo
CanacvlebiT, vinc gacilebiT did Tanxas ixdida sastumros nomerSi,
magram dapirda Ceritas rom is, analizs gaukeTebda oTaxebis
mosalodnel gayidvebsa da maT fasebs im dReebis mixedviT, rodesac
Cempionati unda Catarebuliyo. vinaidan Cempionatamde eqvs Tveze meti iyo
darCenili, ferns jer kidev ar hqonda gakeTebuli oTaxebis gaqiravebis
prognozi. magram mas gaaCnda monacemebi oTaxebis gaqiravebisa da maTi
saSualo fasis Sesaxeb gasuli wlis imave dReebis mixedviT (cxrili 4).

Cerita axali dabrunebuli iyo ofisSi, roca mas telefonze daureka

kriketis federaciis prezidentma da kiTxa dakmayofilda Tu ara misi
Txovna. Cerita dapirda mas, rom dRis bolomde eqneboda pasuxi. sul

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male gaisma telefonis zari. rekavda jon martiniu. is aRfrTovanebuli
iyo im didi marketinguli SesaZleblobebiT, rac sastumros Cempionatis
maspinZloba moutanda.

Ceritam gaocebisagan gaSala xelebi da Tqva: “ra unda vqna?”

sadiskusio kiTxvebi:

1. ra faqtorebi axdendnen gavlenas sastumro “almondis” oTaxebis

moTxovnaze?
2. bazris romel segmentebs emsaxureboda sastumro? ra dadebiTi da
uaryofiTi mxareebi gaaCnia sxvadsxva segmentis klientebis
erTdroulad momsaxurebas?
3. ra faqtorebi unda ganixilos sastumros menejmentma kriketis
federaciis SemoTavazebis ganxilvisas?
4. ra gadawyvetilebas miiRebdiT Cerita hovardis adgilze? ratom?
pasuxi daasabuTeT.

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cxrili 1 sastumro “almondSi” oTaxebis Tviuri gamoyenebis koeficienti

weli Tve gamoyenebis koeficienti

2 wlis win ianvari 87.7%
2 wlis win Tebervali 94.1%
2 wlis win marti 91.9%
2 wlis win aprili 78.7%
2 wlis win maisi 76.7%
2 wlis win ivnisi 70.7%
2 wlis win ivlisi 82.0%
2 wlis win agvisto 84.9%
2 wlis win seqtemberi 64.7%
2 wlis win oqtomberi 82.0%
2 wlis win noemberi 83.8%
2 wlis win dekemberi 66.1%
gasul wels ianvari 87.6%
gasul wels Tebervali 88.8%
gasul wels marti 90.3%
gasul wels aprili 82.0%
gasul wels maisi 74.7%
gasul wels ivnisi 69.1%
gasul wels ivlisi 76.7%
gasul wels agvisto 70.5%
gasul wels seqtemberi 64.7%
gasul wels oqtomberi 71.3%
gasul wels noemberi 81.7%
gasul wels dekemberi 72.1%

cxrili 2 sastumro “almondSi” nomris saSualo dRiuri Rirebuleba

weli Tve nomris saSualo dRiuri

Rirebuleba
2 wlis win ianvari $159.05
2 wlis win Tebervali $153.73
2 wlis win marti $157.00
2 wlis win aprili $153.70
2 wlis win maisi $144.00
2 wlis win ivnisi $136.69
2 wlis win ivlisi $122.13
2 wlis win agvisto $121.03
2 wlis win seqtemberi $123.45
2 wlis win oqtomberi $141.03
2 wlis win noemberi $152.87
2 wlis win dekemberi $162.04
gasul wels ianvari $167.50
gasul wels Tebervali $158.44
gasul wels marti $150.15
gasul wels aprili $141.79
gasul wels maisi $136.46
gasul wels ivnisi $128.49
gasul wels ivlisi $128.49
gasul wels agvisto $127.11
gasul wels seqtemberi $132.76
gasul wels oqtomberi $159.9
gasul wels noemberi $141.86
gasul wels dekemberi $151.59

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cxrili 3 Semosavali erT oTaxze (oTaxis gamoyenebis koeficienti X oTaxis saSualo fasze)

weli Tve Semosavali erT oTaxze

2 wlis win ianvari $139.39
2 wlis win Tebervali $144.66
2 wlis win marti $144.28
2 wlis win aprili $120.96
2 wlis win maisi $110.45
2 wlis win ivnisi $96.64
2 wlis win ivlisi $100.15
2 wlis win agvisto $102.75
2 wlis win seqtemberi $79.87
2 wlis win oqtomberi $105.80
2 wlis win noemberi $118.18
2 wlis win dekemberi $101.05
gasul wels ianvari $141.90
gasul wels Tebervali $148.67
gasul wels marti $143.02
gasul wels aprili $123.12
gasul wels maisi $105.87
gasul wels ivnisi $94.23
gasul wels ivlisi $98.55
gasul wels agvisto $90.59
gasul wels seqtemberi $82.24
gasul wels oqtomberi $94.62
gasul wels noemberi $115.89
gasul wels dekemberi $109.24

cxrili 4 gasuli wlis igive periodSi gaqiravebuli oTaxebi da nomris saSualo dRiuri
Rirebuleba

TariRebi, rodesac vest indiis gasuli wlis igive periodSi nomris saSualo dRiuri
kriketis federacias undoda gaqiravebuli oTaxebi Rirebuleba
daejavSna oTaxebi
I etapi
24 aprili 141 $129
25 aprili 138 $120
26 aprili 131 $128
27 aprili 132 $135
28 aprili 120 $133
29 aprili 125 $124
30 aprili 141 $119
01 maisi 141 $124
02 maisi 141 $121
03 maisi 139 $122
04 maisi 102 $118
05 maisi 78 $126
06 maisi 85 $130
07 maisi 110 $138
II etapi
27 maisi 96 $131
28 maisi 111 $132
29 maisi 111 $136
30 maisi 122 $136
III etapi
17 ivnisi 121 $125
18 ivnisi 115 $122
19 ivnisi 109 $126
20 ivnisi 115 $111
21 ivnisi 122 $110
22 ivnisi 113 $105
23 ivnisi 127 $106
24 ivnisi 141 $101
25 ivnisi 141 $110
26 ivnisi 120 115

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