Tema II - სტრატეგიული მენეჯმენტის პროცესი

Tema 3 strategiuli
menejmentis
procesi
saerTo mimoxilva
,,CeSirul katas ekiTxeba alisa – Tu SeiZleba mirCieT,

rogori gziT ukeTesia aqedan gamosvla”.
,,es damokidebulia imaze, Tu Tqven sad gindaT moxvdeT”,
upasuxa katam”.
-luis keroli
,,Cemi amocanaa viyo darwmunebuli imaSi, aqvs Tu ara

kompanias strategia da rom kompaniis yvela wevri
midis am mimarTulebiT”.
K-kenet olseni
,,strategiuli menejmenti – es ar aris . . . instruqciebis

nakrebi. es aris analitikuri azrovneba da
resursebis efeqtiani gamoyeneba”.
-piter drukeri
Tema 3. strategiuli menejmentis procesi
strategia biznesTan mimarTebaSi gulisxmobs konkurentunarian moqmede-

bebsa da midgomebs, razec damokidebulia firmis warmatebulad marTva. kom-
paniis strategia aris – marTvis kompleqsuri gegma, romelic mimarTulia ba-
zarze misi poziciebis gamyarebisken, momxmarebelTa mozidvisa da dakmayofi-
lebisken, warmatebuli konkurenciisa da dasaxuli miznebis miRwevisken. mene-
jerebi SeimuSaveben strategias, raTa gansazRvron – romeli mimarTulebiT
ganviTardeba kompania da miiRon dasabuTebuli gadawyvetilebebi konkretuli
moqmedebebis arCevanis dros. menejerebis mier SerCeuli konkretuli strate-
gia gulisxmobs, rom ganviTarebis yvela savaraudo gzasa da moqmedebas Soris
es aris yvelaze marTebuli, romlis mixedviTac moxdeba kompaniis ganviTareba.
strategiis gareSe menejers ar gaaCnia detalurad gaTvlili samoqmedo gegma,
gzamkvlevi biznesis samyaroSi da erTiani programa sasurveli Sedegebis misaR-
wevad. sxva sityvebiT, strategia niSnavs kompaniis mier ganviTarebis gzebis,
bazrebis, konkurenciis meTodebis da biznesis xedvis SerCevas.
ZiriTadi cneba. kompaniis strategia – konkurenciis meTodebis da biznesis or-

ganizaciis kombinaciaa, romelic mimarTulia klientebis dakmayofilebisa da
organizaciuli miznebis miRwevisaken.
kompaniis strategiebTan mWidrodaa dakavSirebuli cneba biznesis modeli

(biznesmodeli) – am terminiT aRiniSneba kompaniis saqmianobidan mogebis miRe-
bis xerxi. formalurad kompaniis biznesis modeli dakavSirebulia strategiis
ekonomikur SemadgenelTan, ,,Semosavali–danaxarjebi–mogeba” Tanafardobas-
Tan, – faqtobriv da dagegmil Semosavlebs Soris sxvaobasTan, konkurenciis
strategiebTan, danaxarjebis struqturasTan, Semosavlebis donesTan, mogebis
nakadebsa da investiciis ukugebasTan. kompaniis biznesmodeli mowodebulia
uzrunvelyos strategiebis efeqtianoba mogebis miRebis TvalsazrisiT. amri-
gad, biznesmodelis cneba ufro viwroa, vidre biznesis strategiis cneba. stra-
tegia gansazRvravs konkurenciis da kompaniis biznesis gaZRolis meTodebs (ar
exeba konkretul finansur Sedegebs da konkurentuli brZoliT gamowveul
mdgomareobas), xolo biznesmodeli am strategiis gamoyenebiT miRebuli moge-
bisa da danaxarjebis maCveneblebis safuZvelze uzrunvelyofs kompaniis si-
cocxlisunarianobas.
biznesis arCeul sferoSi muSaobis xangrZlivi gamocdileba da stabiluri
damakmayofilebeli mogeba mianiSnebs kompaniis warmatebul biznesmodelze,
asabuTebs strategiis mogebianobas da sicocxlisunarianobas. wagebiani an ba-
zarze axalbeda kompaniebis biznesmodelebi (magaliTad, axali eleqtronuli
kompaniebi) saeWvoa: maT unda miaRwion minimalur dadebiTi Sedegebs mainc da
daamtkicon strategiebis perspeqtiuloba.
CanarTSi ,,biznesis sxvadasxva modeli: Microsoft da Redhat Linux” – xdeba
mocemuli kompaniebis biznesmodelebis Sedareba – orive dakavebulia persona-
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luri kompiuterebis operaciuli sistemebis SemuSavebiT. biznesis am ori mode-
lidan, Tqveni azriT, romeli aris ufro perspeqtiuli?
CanarTi . biznesis sxvadasxva modeli: Microsoft da Redhat Linux
Microsoft-is biznesis modeli

Microsoft – msoflioSi erT-erTi yvelaze warmatebuli kompaniaa, misi aRmavloba bazar-
ze uzrunvelyofilia personaluri kompiuterebisaTvis operaciuli sistemebis warmo-
ebiT: DOS, Windows 95, Windows 98, Windows 2000.
Microsoft-is biznesis modeli Seicavs Semdeg elementebs:
 maRalkvalificiuri, maRalanazRaurebadi da komerciuli saidumlos Se-
naxvisaTvis aqciebis SeRavaTiani pirobebiT yidvis uflebis mqone, mowveu-
li programistebis ZalebiT sakuTari kodebis SemuSaveba.
 operaciuli sistemebis aslis gayidva personaluri kompiuterebis mwarmo-
eblebsa da momxmareblebze, SedarebiT arcTu maRal fasad: magaliTad, 75
dolari mwarmoeblebisaTvis da 100 dolari sacalo vaWrobisaTvis. ramde-
nadac danaxarjebis didi nawili fiqsirebuli saxisaa (dakavSirebulia
programis SemuSavebasTan), TiToeul gayidvas moaqvs arsebiTi mogeba.
mxedvelobaSi miiReba, rom kompaqtdiskebis Cawerasa da dafasoebaze cva-
lebadi danaxarjebi Seadgens ramdenime dolars.
 momxmareblisaTvis ufaso teqnikuri mxardaWera.
Redhat Linux-is biznesis modeli

Redhat Linux – damwyebi kompaniaa, Seqmnilia operaciuli sistema Linux-is, rogorc
Microsoft Windows-is alternativis winsvlisaTvis.
Redhat Linux mxars uWers absoluturad sxva strategias:
 Linux-is operaciuli sistemis ufasod gadacema yvela msurvelze interne-
tis saSualebiT (kompaqtdiskze 79 dolari fasis dawesebis dros). Redhat
Linux-i Tavis operaciul sistemas avrcelebs ufasod, radganac sistema Se-
iqmna da srulyofa xdeba sxvadasxva qveynis programistebis mier nebayof-
lobiT sawyisebze. ideis avtori da programistebis sulisCamdgmelia – 30
wlis linus torvaldsi. Linux-is SemuSaveba, rogorc hobi, man daiwyo 1991
wlidan, helsinkis universitetSi swavlis periodSi; Semdgom wlebSi koor-
dinirebas ukeTebda defeqtebis aRmofxvras. linus torvaldsi yvela
msurvels sTavazobs Linux-is modificirebas da Sesworebas. am procesSi
monawile programistebis raodenoba izrdeba, maTTvis misaRebia progra-
mis ufasod gavrceleba da erTmaneTTan urTierToba; amas garda, bevri
programisti cdilobs Searyios Microsoft-is monopolia. sxva sityvebiT, es
aris ideuri brZola ufaso programul uzrunvelyofasa da Tavisufal
konkurencias Soris. gasagebia, rom is arcerT cents ar abandebs progra-
muli produqtis SemuSavebaSi.
 sawyisi kodebis Ria gavrceleba, cvlilebebis SetaniT.
 daqiravebul TanamSromelTa teqnikuri mxardaWera, anazRaurebis pirobe-
biT. Linux-is operaciuli sistema sakmaod rTulia, ar aris srulyofili da
srulad gasagebi. Redhat Linux-is ideis formulireba SeiZleba daaxloebiT
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ase: mogebis miReba teqnikuri mxardaWeris safuZvelze da ara sawyisi kode-

bis gavrcelebiT.
biznesis romeli modelia ukeTesi?

Microsoft-is biznesis modeli – sakuTari kodebis gayidva da ufaso momsaxureba –
uzrunvelyofs kompaniis maRal mogebas.
SeuZlia Tu ara Redhat Linux-s, gaxdes warmatebuli sawarmo biznesis gansxvavebuli
modeliT – ufaso programuli uzrunvelyofiT da fasiani teqnikuri momsaxurebiT? ro-
gor fiqrobT?
wyaro: Business Week, February 1, 1999, p. 36; New York Times Magazine; February 21, 1999, p. 34-37; PC
World, March 1999, p. 64; Smart Money, October 1999, p. 100.
ZiriTadi cneba. biznesis modeli aCvenebs, ramdenad uzrunvelyofs strategiis

ekonomikuri Semadgeneli, e.i. Tanafardoba ,,Semosavali–danaxarjebi–mogeba”
kompaniis sicocxlisunarianobas.
strategiebis SemuSaveba, formireba da realizacia – menejmentis priori-

tetuli amocanebia, amitomac yovelTvis aris moTxovna im menejerebze, rom-
lebsac SeswevT unari moaxdinon kompaniis momavlis aqtiuri formireba. mene-
jerebi SeimuSaveben strategias da pasuxs ageben kompaniis biznesmodelis arCe-
vanze.
maRali donis menejmentma unda moaxdinos kompaniis yvela ZiriTadi gan-
yofilebebisa da funqciis (momarageba, warmoeba, finansebi, marketingi, perso-
nali, samecniero kvlevebi, inovaciebis SemuSaveba) erTiani koordinireba. Ti-
Toeuli maTgani gansakuTrebul rols TamaSobs am strategiaSi. gaakeTo stra-
tegiuli arCevani – niSnavs erTianobaSi moiyvano kompaniis biznesgadawyveti-
lebebi da konkurentunariani moqmedebebi. Ees ukanaskneli ki iqneba Tqveni mim-
dinare strategiis ganmsazRvreli. Aaxali tendenciebi da moqmedebebi, romle-
bic jer kidev ganxilvis stadiaSia, dagisaxavT mimdinare strategiebis cvlile-
bebisa da ganaxlebis SesaZlo gzebs.
warmatebuli menejmentis niSnebi
kargad gaazrebuli strategiuli xedva amzadebs kompanias momavlisaT-

vis, Uumokles vadebSi adgens ganviTarebis mimarTulebas da gansazRvravs kompa-
niis ganzraxvas – daikavos konkurentuli pozicia.
OZiriTadi cneba. organizaciis srulyofa – esaa srulyofili strategiebis

srulyofilad Sesruleba.
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strategiebis SemuSaveba aris menejmentis erT-erTi umTavresi funqcia.
menejmentis amocanebs Soris yvelaze mniSvnelovania grZelvadiani strategie-
bis, Kkonkurenciisa da biznesis gaZRolis efeqtiani meTodebis SemuSaveba, aseve
strategiebis Sesruleba imgvarad, rom miRweuli iqnas dasaxuli Sedegebi. war-
matebuli strategia da misi gonivrulad ganxorcieleba– aris srulyofili me-
nejmentis nimuSi, romelsac namdvilad Rirs rom vendoT. pirvel rigSi, pir-
velxarisxovani strategiis Seqmnaa aucilebeli, meore rigSi ki – misi adekvatu-
ri realizacia. es aris menejmentis mTavari amocana da misi SesaZleblobebis
saukeTeso gamocda.
ZiriTadi cneba. saukeTeso strategiis brwyinvale ganxorcieleba – menejmen-

tis xarisxis saukeTeso kriteriumi da kompaniis warmatebis yvelaze saimedo re-
ceptia.
seriozuli safuZveli gvaqvs imisaTvis, rom paraleli gavavloT warmate-

bul menejmentsa da menejeris mier ganxorcielebul strategiebs Soris. zogi-
erTi menejeri SeimuSavebs sakmaod myar strategias, Tumca ver axerxebs praqti-
kaSi maT realizebas. xdeba piriqiTac – zogjer menejeris mier SemuSavebuli
strategiebi sakmaod sustia, Tumca warmatebiT axorcielebs mas. Oorive Sem-
TxvevaSi aris srulyofis SesaZlebloba. imisaTvis, rom kompaniam SeZlos Tavisi
maqsimaluri potencialis miRweva, aucilebelia, menejerma moaxdinos strate-
giis SemuSavebisa da ganxorcielebis erTmaneTSi warmatebuli Serwyma. rac uf-
ro kargadaa mofiqrebuli strategia da rac ufro ukeTesad sruldeba is, miT
meti Sansi aqvs kompanias daikavos Zlieri pozicia. warmatebuli strategiis
warmatebulad ganxorcieleba – es ara marto biznesis warmatebis nacadi xer-
xia, aramed kompaniis srulyofili marTvis saukeTeso gamocdac.
cxadia, kargi strategiis SemuSaveba da misi warmatebuli realizeba ar
aris garanti imisa, rom kompania Tavidan aicilebs problemebsa da warumateb-
lobas. zogjer saWiroa dro imisaTvis, rom menejerTa Zalisxmevam garkveuli
Sedegi gamoiRos. iseT kompaniebsac ki, romlebsac gaaCniaT kargad organizebu-
li menejmentis sistema, uxdebaT ganusazRvrel da araxelsayrel garemoebeb-
Tan gamklaveba. Mmagram araxelsayrel garemoebebTan dakavSirebiT iseTi gamo-
naTqvami, rogoricaa, ,,Cven gvWirdeba dro”, an ,,ar gvimarTlebs” – ar amar-
Tlebs kompaniis araefeqtian muSaobas. aseT situaciaSi swored menejeri aris
pasuxismgebeli ganusazRvreli mkacri pirobebisaTvis kompaniis strategiebis
momzadebaze, raTa strategiuli dacvis da biznesmidgomebis SemuSavebis gziT
SeZlos warmoqmnili problemis daZleva.
warmatebuli strategiis safuZveli aris bazarze myari poziciebis daka-
veba da iseTi organizaciis Seqmna, romelic SeZlebs funqcionirebas ganusaz-
Rvrel garemoSi, mkacri konkurenciisa da Sida problemebis pirobebSi.
kompaniis menejmentis xarisxi ganisazRvreba SemuSavebuli strategiebisa
da misi realizaciis xarisxiT.
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strategiuli menejmentis xuTi amocana
menejeris amocana, firmis strategiis Seqmnisa da realizaciis procesSi, Sed-

geba xuTi urTierTdakavSirebuli nawilisagan:
1. kompaniis strategiuli xedvisa da misiis formulireba. sxva sityvebiT,

ganviTarebis strategiuli mimarTulebis gansazRvra– e.i. aucilebelia
ganisazRvros miznebi da grZelvadiani ganviTarebis perspeqtiva.
2. miznebis dasaxva. strategiuli xedvis konkretul samuSao mimarTule-
bad gadaqceva.
3. strategiebis SemuSaveba.
4. strategiebis formireba da realizacia.
5. ganxorcielebuli saqmianobis Sefaseba, strategiuli xedvis, globalu-
ri miznebis, strategiisa da misi realizaciis koreqtireba miRebuli ga-
mocdilebis, cvalebadi biznes garemos, gamovlenili axali ideebisa
da SesaZleblobebis gaTvaliswinebiT.
naxazze 1.1 naCvenebia strategiuli menejmentis amocanebis urTierTkavSiri.
swored es xuTi komponenti gansazRvravs strategiuli menejmentis cnebas.

gamovikvlioT es sabazo modeli ufro detalurad, vidre gadavalT Semdeg Tav-
ze.
ZiriTadi cneba. strategiuli menejmenti – es aris kompaniis menejerebis mier

strategiuli xedvis, miznebis dasaxvis, strategiebis SemuSavebisa da realiza-
ciis formirebis procesi, aseve xedvis, miznebis, strategiebisa da realizaciis
drouli koreqtireba.
1. kompaniis strategiuli xedvisa da misiis formulireba
,,rogor vxedavT kompaniis momavals? ris gakeTebas vapirebT da risi miRwe-

va gvsurs?” – es aris erT-erTi mTavari kiTxva, romelic kompaniis menejerebs
strategiasTan dakavSirebiT uCndeba.
imisaTvis, rom SesaZlebeli gaxdes am kiTxvebze pasuxis gacema, menejeri kargad
unda erkveodes sakuTari kompaniis amJamindel mdgomareobasa da samomavlo
perspeqtivebSi. Aaseve winaswar unda gansazRvros kompaniis saWiroebani momdev-
no 5-10 wlisaTvis. Mpasuxi SekiTxvaze: ,,vin varT Cven, ras vakeTebT da saiT mive-
marTebiT?” – gansazRvravs kurss, romelsac firma aiRebs. faqtobrivad, is, ris
gakeTebasac apirebs kompania da rogoric surs rom momavalSi gaxdes, aris fir-
mis daniSnuleba (misia). Mmisiis dadgenisas, menejeri gansazRvravs kompaniis saq-
mianobis sferos da agreTve im momsaxurebas, romelsac is SesTavazebs Tavis
43
amocana 1 amocana 2 amocana 3 amocana 4 amocana 5
kompaniis saqmianobis
strategiuli strategiebis Sefaseba,
miznebis strategiebis
xedvis da formireba da cvlilebebis
dasaxva SemuSaveba a
misiis realizaci SeniSvna da
formulireba koreqtivebis
Setana
1,2,3 an 4
gadaxedva gaumjobeseba da gaumjobeseba da amocanaze
gadaxedva cvlileba cvlileba dabruneba
aucileblobisas aucileblobisas aucileblobisas aucileblobisas
aucileblobisas
N
naxazi 1.1. strategiuli menejmentis xuTi amocana
momxmarebels. menejerma strategiulad unda gaiazros firmis saqmianobis sfe-

ro, amasaTan, paralelurad, unda SeimuSaos kompaniis grZelvadiani ganviTare-
bis koncefcia. swored is, Tu rogor xedavs menejeri Tavisi kompaniis adgils
bazarze, aris strategiuli xedva. firmis misiisa da strategiuli xedvis aRmo-
Cenisa da ganviTarebis Semdgom menejeri axdens mis sajaro ganxilvas; amiT is
TanamSromlebs aZlevs saSualebas TviTon Cawvdnen miznis arss da garkveviT ux-
snis samomavlo ganviTarebis mimarTulebebs.
ZiriTadi cneba. strategiuli xedva –aris kompaniis momavlisken moZraobis

marSruti; gansazRvravs teqnologiebs, miznobriv auditorias, geografiul da
sasaqonlo bazrebs, perspeqtiul SesaZleblobebs da kompaniis samomavlo saxes.
kompaniis misiisa da strategiuli xedvis formulirebis zogierTi magali-

Tebi warmodgenilia CanarTSi.
M
CanarTi . kompaniis strategiuli xedvisa da misiis formulirebis magaliTebi
Microsoft Corporation
wlebis ganmavlobaSi Microsoft-is strategiuli xedva ganisazRvreboda: ,,kompiuteri
yvela saxlSi, TiToeul samuSao adgilze, pirvelxarisxovani programuli uzrunvelyo-
fiT”. teqnologiebis ganviTarebis kvaldakval Seicvala strategiuli xedva Semdegi sa-
xiT: ,,axali SesaZleblobebis uzrunvelyofa nebismier dros, nebismier adgilas, pirvel-
xarisxovani programuli uzrunvelyofiT”.
Intel
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,,Cveni xedvaa: internetSi CarTuli miliardobiT kompiuteri, milionobiT serveri da

eleqtronuli komerciidan trilioni dolari mogebis miReba. Intel-is misiaa – eleqro-
nul komerciaSi mTavari mimwodeblis rolis SenarCuneba da nebismieri ZalisxmeviT in-
ternetis efeqtianobis amaRleba. dReisaTvis kompiterebisaTvis mTavaria interneti.
Cven vafarToebT personaluri kompiuterebisa da internetis SesaZleblobebs”.
Otis Elevator
,,Cveni misiaa – uzrunvelvyoT Cveni damkveTebi adamianTa gadaadgilebis
metad saimedo saSualebebiT”.
Avis Rent-a-Car
,,Cven vaxorcielebT avtomobilebis arendiT gacemas. Cveni daniSnulebaa – srulad da-
vakmayofiloT klientebis moTxovnebi”.
McCormick and Company

,,Cveni kompaniis pirveli rigis amocanaa saneleblebis warmoebaSi msoflio liderobis
poziciis gafarToeba”.
Eastman Kodak
,,Cven vakeTebT fotos”.
Ritz - Carlton
,,Ritz – Carlton-is sastumroebis qselis misiaa daucxromeli zrunva TiToeuli stumri-
saTvis maqsimaluri komfortis uzrunvelsayofad”.
,, Cven stumrebs aqvT saukeTeso individualuri momsaxurebis, komfortis, myudro da
moxdenili garemos Seqmnis garantia”.
wyaro: kompaniis dokumentebi da Web-gverdebi
ZiriTadi cneba. misia Cveulebriv aRwers kompaniis axlandel bizness; misia Sei-
cavs organizaciis axlandeli SesaZleblobebis saerTo daxasiaTebas, mis miz-
nobriv auditorias, saqmianobis saxeebs da biznesis struqturas.
2. miznebis dasaxva
konkretuli miznebis gansazRvra gvexmareba misiis saerTo formulirebidan

gadavideT calkeuli gegmis SemuSavebaze, romelTa saSualebiTac vaRwevT mi-
zans. aRniSnuli mizani Seicavs mTelrig sasurvel Sedegebs, romelTa misaRwe-
vad saWiroa gansazRvruli Zalisxmeva da organizebuli moqmedebebi. imisaTvis,
rom arsebuli viTarebidan kompania gadavides misTvis sasurvel mdgomareoba-
Si, saWiroa gaaCndes ufro meti inovaciuri unari, Ggaaumjobesos Tavisi finan-
suri maCveneblebi da saqmiani reputacia, rac moiTxovs kompaniis yvela Zalebis
mobilizebas. rTuli, magram miRwevadi miznebi, kompanias ar aZlevs modunebis,
meryeobis saSualebas da uzrunvelyofs balansirebas firmis saqmianobaSi.
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mitCel leibovici – kompania PeP Boys – Manny-is aRmasrulebeli direqto-
ri – ambobs:E ,,erTi sityviT, Tu gsurT miaRwioT karg Sedegebs, daisaxeT kargi
miznebi”.
Omizani emsaxureba kompaniis saqmianobis mimarTulebebis SemuSavebas da prog-

ress.
mizani SeiZleba iyos rogorc moklevadiani, aseve grZelvadiani. pirveli

orientirebulia sasurveli Sedegebis swrafad miRebaze, meore ki moiTxovs da-
fiqrebas imis Taobaze, Tu ra unda gakeTdes poziciebis gamyarebisa da saqmiano-
bis kidev ufro gaumjobesebisaTvis grZelvadian perspeqtivaSi. rodesac gvix-
deba arCevanis gakeTeba grZelvadian an moklevadian miznebs Soris, upirateso-
ba, rogorc wesi eniWeba grZelvadian miznebs. Zalian iSviaTia, kompaniam moipo-
vos warmateba, rodesac menejeris mier arCeuli strategia gaTvlilia mxolod
dRevandel keTildReobaze.
TiToeulma xelmZRvanelma unda daisaxos konkretuli mizani. kompaniis
erTiani miznis misaRwevad, TiToeul ganyofilebas unda hqondes individualu-
ri davalebebi. rodesac firmis saerTo miznebi gadanawilebulia calkeul de-
partamentebze, xolo dabali donis menejerebi pasuxismgebelni arian maT gan-
xorcielebaze, aseT SemTxvevaSi Cndeba daintereseba saqmianobis Sedegebis mi-
marT. idealSi firma unda warmoadgendes erTian gunds, sadac TiToeuli ganyo-
fileba akeTebs maqsimums, raTa miaRwion sasurvel Sedegs TavianT sferoSi.
amiT is xels uwyobs kompanias – ganaxorcielos dasaxuli mizani da moaxdinos
strategiuli xedvis realizeba.
arsebobs ori tipis mizani: finansuri da strategiuli.
finansuri mizani aucilebelia, radganac finansuri resursebis ukmari-
sobis gamo kompania SeiZleba saerTod zrdisaTvis aucilebeli resursebis ga-
reSe darCes.
strategiuli miznebi mimarTulia bazarze kompaniis konkurentuli pozi-
ciebis gamyarebisaken. Ffinansuri miznebi gulisxmobs iseTi maCveneblebis
zrdas, rogoricaa mogebis masStabi, investiciebis ukugeba (anu ekonomikuri
damatebiTi Rirebuleba–edR)1, dividendebis zrda, aqciebis kursis zrda (anu
1
ekonomikuri damatebiTi Rirebuleba (edR, Economic Value Added) _ mogeba, romelic aRemateba
kompaniis davalianebas da mis sakuTar kapitals, ganisazRvreba rogorc ZiriTadi saqmianobidan mi-
Rebuli mogeba saSemosavlo gadasaxadebis, valis momsaxurebaze danaxarjebisa da sakuTar kapital-
ze gadaxdebis gamoklebis Semdeg. magaliTad, Tu kompaniis mogeba Seadgens 200 mln dolars, saerTo
gadasaxadebi _ 75 mln dolari, saprocento gadasaxadebi _ 25 mln dolari, 400 mln. dolari saaq-
cio kapitali _ 15%-is gadaxdiT (amrigad, sakuTari kapitalis Rirebuleba Seadgens 60 mln. do-
lars), maSin kompaniis edR udris: 200 mln dolars, minus 75 mln dolari, minus 25 mln dolari, mi-
nus 60 mln. dolari; e.i. 40 mln dolari. edR-is mniSvneloba 40 mln dolari _ niSnavs, rom kompaniis
menejerebma miaRwies mogebas, romelic arsebiTad sWarbobs sakontrolo maCvenebels _ sakuTari
kapitalis Rirebulebis 15%-s, romelic aucilebelia 400 mln dolaris Rirebulebis aqciebze sap-
rocento gadasaxadebisaTvis _ mTeli es Tanxa asaxavs mdgomareobas, romelic Seiqmna imis zemoT,
rasac miiRebdnen aqcionerebi, msgavsi riskis donis pirobebSi nebismier sxva kompaniaSi. mogebis ga-
zomvisaTvis edR-is maCveneblis gamoyeneba xdeba iseTi kompaniebis mier, rogoricaa Coca-Cola, AT&T
da Briggs & Stratton.
46
sabazro damatebiTi Rirebuleba–sdR)2, kreditunarianoba da sxva. strategiu-

li miznebi exeba firmis konkurentunarianobas da orientirebulia mTlianad
dargSi zrdis maRal tempebze, aseve bazris wilis zrdaze, konkurentebTan Se-
darebiT produqciis xarisxis gaumjobesebaze, danaxarjebis dabali donis uz-
runvelyofaze, firmis reputaciis gaumjobesebaze. ucxoeTis qveynebis bazreb-
ze SeWra, uaxlesi teqnologiebis gamoyeneba da sruliad axali SesaZleblobe-
bis ganviTareba aris aseve strategiuli miznebis ganuyofeli nawili.
konkretuli strategiuli miznebis miRweva iseve mniSvnelovania, rogorc kon-

kretuli finansuri maCveneblebis miRweva.
amrigad, miznebis gansazRvrisas mxedvelobaSi unda gvqondes ara marto

kargi finansuri Sedegebis maCveneblebis miRweva, aramed biznesis xangrZlivi
ganviTareba da moqmedebebi firmis konkurentunarianobis gasaZliereblad.
startegiuli miznebi – es aris dargSi kompaniis mdgomareobis ganmtkiceba da

konkurentunarianobis amaRleba; finansuri miznebi – es dagegmili finansuri
maCveneblebia.
CanarTSi warmodgenilia ramdenime cnobili kompaniis strategiuli da

finansuri miznebi.
CanarTi . strategiuli da finansuri miznebis magaliTebi
Banc One Corporation

,,yovelTvis viyoT finansuri bazris liderTa sameulSi”.
Domino’s Pizza
,,dakveTis Semdeg, ara ugvianes 30 wuTisa cxeli picis miwodeba, gonivruli fasebi da
misaRebi mogeba”.
NationsBank
,,SevqmnaT #1 kompania, romelic ganaxorcielebs finansur daxmarebebs aSS-Si”.
2
sabazro damatebiTi Rirebuleba (sdR, Market Value Added) ganisazRvreba rogorc sidide, riTac
gaizarda kompaniis saerTo Rirebuleba kompaniaSi aqcionerebis mier investirebul faqtobriv Tan-
xasTan SedarebiT. sdR tolia aqciebis sabazro kursis namravlisa aqciebis raodenobaze, gamokle-
buli saaqcio kapitalis sidide; mocemuli sidide warmoadgens Tanxas, romelic menejmentis saSu-
lebiT daemata saaqcio kapitals saqmianobis procesSi. magaliTad, Tu kompaniis aqciis fasi 50 do-
laria da gamoSvebulia milioni aqcia, xolo saaqcio kapitali Seadgens 40 mln dolars, maSin sdR
toli iqneba 10 mln dolaris (aqciebis sabazro Rirebuleba 50 mln dolari, minus sakuTari kapita-
lis 40 mln dolari); sxva sityvebiT, menejmentma miiRo 40 mln dolaris sididis investirebuli sa-
aqcio kapitali da gadaaqcia is kompaniis mimdinare Rirebulebis 50 mln dolarad, amrigad, aseTi
saxiT damatebiT Seqmna 10 mln dolaris saaqcio kapitali; Tu kompaniis winaSe dgas amocana saaqcio
kapitalis maqsimaluri gazrdis Sesaxeb, maSin menejerebma unda SearCion xangrZlivi ganviTarebis
strategia, romelic mimarTulia kompaniis Cveulebrivi (araprivilegirebuli) aqciebis sabazro Ri-
rebulebis maqsimizaciisaken. bolo wlebSi edR da sdR, rogorc kompaniis finansuri mdgomareobis
maCvenebeli, farTo gavrcelebas poulobs.
47
Ford Motor Company
,,davakmayofiloT Cveni momxmarebeli xarisxiani msubuqi da satvirTo avtomanqane-
bis warmoebiT, axali produqtebis SeqmniT, SevamciroT bazarze axali modelebis gata-
nis dro mwarmoeblurobis zrdiT da sawarmoo procesis srulyofiT, mTlianad gavaum-
jobesoT Cveni sawarmoebis saqmianoba, davamyaroT keTilganwyobileba rogorc firmis
TanamSromlebTan, aseve profkavSirebTan, dilerebTan da mimwodeblebTan”.
Exxon
,,davarwmunoT aqcionerebi maTi investiciebis usafrTxoebasa da mzard Semosavliano-
baSi”.
Apple Computer
,,SevTavazoT saukeTeso xarisxis teqnologia personaluri kompiuterebisaTvis da ga-
davceT is rac SeiZleba met momxmarebels”.
General Electric
,,gavxdeT yvelaze konkurentuli firma mTel msoflioSi da movipovoT 1-2 adgilebi
yvela im sferoSi sadac Cven vsaqmianobT”.
wyaro: kompaniebis Web-gverdi
3. strategiebis SemuSaveba
firmis strategiis realizebis procesSi menejeri awydeba problemas – ro-

gor mivaRwioT sasurvel Sedegebs firmis Sida situaciisa da misi perspeqtivis
pirobebSi. miznebi – aris samomavlo Sedegebi (,,daniSnulebis adgili”), xolo
strategia – maTi miRwevis saSualeba. marTlac, strategia menejeris xelsaw-
yoa, romelsac is iyenebs rogorc strategiuli, aseve finansuri konkretuli
amocanebis Sesasruleblad. imisaTvis, rom ganisazRvros strategia, aucilebe-
lia SeviswavloT firmis Sida mdgomareoba da gare faqtorebi. Mmxolod sakuTa-
ri kompaniis mdgomareobis kargad Seswavlisa da bazris Taviseburebebis gaT-
valiswinebiT, menejers SeuZlia sworad gansazRvros strategia, romelic uz-
runvelyofs dasaxuli miznebis sisruleSi moyvanas da finansur Sedegebs. ra-
tom? ibadeba kiTxva, vinaidan situaciis aramarTebuli Sefaseba zrdis samoq-
medo strategiebis arasworad SemuSavebis risks.
Okompaniis strategia mdgomareobs menejerebis moqmedebebsa da midgomebSi, saq-

mianobis dasaxuli maCveneblebis miRwevisaTvis.
kompaniis strategia, rogorc wesi, Sedgeba: (1) kargad gaTvlili, mizanmimar-

Tuli moqmedebebisagan, (2) situaciebis gauTvaliswinebeli ganviTarebisa da
48
gaZlierebuli konkurentuli brZoliT gamowveuli reaqciisagan, (3) organiza-

ciis uwyveti swavleba da ganviTareba – intuicia sakmarisi ar aris, organizacia
i
il
of
a ry i
s u eb
gii ent
ate lem
r e
st
naxazi 1.2. kompaniis realuri strategia erTdroulad aris dagegmili

da adaptaciuri
mudam unda zrunavdes swavlaze da amaRlebdes sakuTar konkurentunariano-

bas3.
rogorc naxazi 1.2-dan Cans, strategia – es aris ara marto is, rac mene-
jerma winaswar moifiqra da risi gamoyenebac surs strategiuli gegmis gansa-
xorcieleblad. viTareba mudmivad icvleba – iqneba es siaxle teqnologiis sfe-
roSi, bazarze konkurentis mier axali produqciis gamotana, axali samTavrobo
reglamentizacia da politika, momxmarebelTa interesis gazrda ama Tu im dar-
gSi da sxva. yovelTvis rCeba momavlis arasaimedoobis molodini, menejers ar
SeuZlia winaswar gaTvalos mTliani strategiuli moqmedebebi da mihyves mas
yovelgvari koreqtirebis gareSe.
amrigad, kompaniis strategia Sedgeba rogorc winaswar dagegmili moqme-
debebisagan (mimarTuli strategia), ise gauTvaliswinebel mdgomareobaSi miRe-
buli aucilebeli koreqtivebisagan (daugegmavi strategiuli gadawyvetilebe-
bi). amrigad, mizanSewonilia strategia ganvixiloT, rogorc winaswar dagegmi-
li moqmedebebisa da warmoebis sferoSi axal miRwevaTa adaptaciis, konkuren-
3
ixileT Sromebi _ Henry Mintzberg and J. A. Waters, "Of Strategies, Deliberate and Emergent,"
Strategic Management Journal 6 (1985), pp. 257_272; Henry Mintzberg, Bruce Ahlstrand, and Joseph
Lampel, Strategy Safari: A Guided Tour through the Wilds of Strategic Management (New York: Free Press,
1998), chapters 2, 5, and 7: and C.K. Prahalad and Gary Hamel, "The Core Competence of the Corporation,"
Harvard Business Review 70, no. 3 (May_June 1990), pp. 79_93.
49
tul brZolaSi axal dispoziciasTan mimarTebaSi swrafi gadawyvetilebebis
kombinacia. strategiis SemuSaveba TavisTavSi moicavs moqmedebis gegmis SemuSa-
vebas an winaswar dadgenili strategiis ganxorcielebas da maT adaptacias ga-
remos cvlilebebTan. mimdinare strategiis SemuSaveba xdeba menejeris mier,
firmasa da mis farglebs gareT, arsebuli viTarebis gaTvaliswinebiT.
Ostrategia erTdroulad aris aqtiuri (e.i. gaTvlilia da dabalansebulia) da

adaptirebadi (e.i. atarebs morgebiT xasiaTs).
risgan Sedgeba kompaniis strategia? rogorc aRiniSna, kompaniis stra-

tegia – es aris pasuxebis erToblioba kiTxvaze ,,rogor?”: rogor viTardeba
saqme? rogor movaxerxoT momxmarebelTa dakmayofileba? rogor gavuswroT
konkurentebs? rogor movergoT bazris cvalebad pirobebs? rogor vmarToT
kompaniis calkeuli funqcionaluri rgolebi? rogor mivaRwioT strategiul
da finansur miznebs?
strategiaSi kiTxva ,,rogor” specifikuria sxvadasxva kompaniisaTvis da
mWidro kavSirSia iq arsebul situaciasa da mis saqmianobasTan.B biznesis sfero-
Si kompanias aqvs strategiis arCevis farTo Tavisuflebis xarisxi. maT SeuZli-
aT moaxdinon saqmianobis diversificireba sxvadasxva farglebSi: farTo an viw-
ro gagebiT, dargTan dakavSirebuli an sruliad gansxvavebuli, erToblivi sa-
warmoebis SeqmniT an axali kompaniebis SeZeniT, strategiuli aliansebis formi-
rebiT an sruliad gansxvavebuli samuSao mimarTulebis gansazRvriT. im Sem-
TxvevaSic ki, rodesac kompania miiRebs gadawyvetilebas – moaxdinos koncen-
trireba saqmianobis mxolod erT sferoze, arsebuli sabazro pirobebi Cveu-
lebriv GgvTavazoben gadawyvetilebis miRebis sakmaris Tavisuflebas, raTa Ta-
vidan aviciloT konkurentTa strategiis zusti kopireba.
zogierTi kompania irCevs danaxarjebis mixedviT liderobis strategias,
danarCenebs yuradReba gadaaqvT momxmareblisTvis ufro mimzidveli saqone-
lis an momsaxurebis sxvadasxva Tvisebis Sexamebaze; mesame nawili momsaxure-
bas uwevs momxmarebelTa mxolod gansazRvrul viwro wres. Aamitom kompaniis
strategiis aRweris Sinaarsi gvafiqrebinebs, ra vuyoT arsebul gansazRvrebas.
naxazi 1.3 aCvenebs moqmedebebsa da midgomebs, romlebic asaxavs kompaniis
saerTo strategias. radganac maT Soris zogierTi Cans garedan, kompaniis stra-
tegiis didi nawili SeiZleba ganisazRvros misi moqmedebidan gamomdinare da
organizaciuli ganacxadiT. unda gaviTvaliswinoT, rom arsebobs strategiis
garkveuli nawili, romelic ar Cans garemocvisaTvis – es is nabijebia, romlis
ganxilvasac menejerebi jer kidev iwyeben. isini cdiloben ar gaamJRavnon saku-
Tari strategiis zogierTi elementebi gansazRvrul dromde.
Kkompaniis strategia nawilobriv Cans, xolo nawilobriv dafarulia garemocvi-

saTvis.
50
kompaniis strategiis elementebis kargad gagebisaTvis ganvixiloT kompania

McDonald’s-is strategiebi CanarTis saSualebiT.
mTavari
konkurentuli
iniciativebi
reaqcia gare
saSemosavlo bazis garemos
diversificireba da cvlilebaze
biznesis axali
mimarTulebebis
aTviseba
bazris geografiis
cvlileba
resursuli bazis da
moqmedebebi da
konkurentuli princi pebi,
SesaZleblobebis
ganmtkiceba
romlebic
gansazRvraven
kompaniis dargSi poziciis
strategias ganmtkicebisaTvis
Serwyma an kompaniis
SeZena
ZiriTadi
ganyofilebebis
(warmoeba, marketingi,
finansebi da sxva)
saqmianoba
strategiuli
axali kavSirebisa da
SesaZleblobebis partniorobis Seqmna
realizacia,
safrTxisgan dacva
naxazi 1.3. kompaniis strategiis elementebi
CanarTi . kompania McDonald’s-is strategia
1993 wels saerTaSoriso bazarze makdonaldss ekava wamyvani pozicia sakvebi pro-
duqtebis mwarmoebel kompaniebs Soris, amavdroulad, mas gaaCnda sakmaod cnobili sa-
vaWro niSani da restornebis didi qseli, kompaniis wliuri brunva Seadgenda 22 mlrd
dolars. 13 000 restornis ori mesamedi muSaobs franCaizingis pirobebiT, mTel msofli-
oSi 3750 mesakuTre/operatoris xelmZRvanelobiT. 10 wlis manZilze gayidvebis zrdis
maCvenebeli aris: aSS-Si - 8%, amerikis farglebs gareT 20%.
kompaniis saqmianoba xarisxiani produqtis warmoebis sferoSi, teqnikuri uzrun-
velyofis, marketinguli da mosamzadebeli programebi, marTvis da momaragebis sisteme-
bi gaxda dargobrivi standartebi mTeli msoflios masStabiT. kompaniis strategiuli
prioritetebi iyo: mudmivi zrda, gansakuTrebuli yuradReba klientis mimarT, unariani
51
da xarisxiani produqciis mwarmoeblis reputaciis SenarCuneba, warmoebis masStabebis
gazrda da McDonald’s-is brendis SenarCuneba msoflio bazarze.
Kkompania McDonald’s-is strategia Sedgeboda Semdegi ZiriTadi elementebisagan:
zrdis strategia
 yovelwliurad, damatebiT Seiqmnas 700-900 restorani, nawili iqneba saku-
Tari, nawili ki imuSavebs franCaizingis pirobebiT, amasTanave, restorne-
bis ori mesamedi gaixsneba aSS-is farglebs gareT.
 damatebiTi sargeblisa da dabali fasebis principis gamoyenebiT, momxma-
rebelTa xSiri vizitis uzrunvelyofa sauzmesa da sadilze specialuri
menius damatebis saSualebiT.
franCaizingis strategia
 franSizis gadacemis SemTxvevaSi, SerCevis mkacri pirobebis gansazRvra
(kompania makdonaldsis midgoma franSizis gacemasTan dakavSirebiT mdgo-
mareobs imaSi, rom McDonald’s-is savaWro niSniT unda sargeblobdnen maRa-
li reputaciis mqone unariani mewarmeebi).
restornebis mSeneblobis da ganTavsebis strategia

 restornebis ganTavseba mxolod iseT adgilebSi, sadac ufro mosaxerxebe-
li iqneba momxmareblisaTvis, rac uzrunvelyofs gayidvebis masStabebis
zrdis xangrZlivobas.
 miwis Rirebulebis Semcireba maRalefeqtiani teqnologiisa da gadawyve-
tilebebis xarjze, mowyobilobebisa da masalebis didi raodenobiT Ses-
yidva, sakuTari samuSao sistemis gamoyeneba msoflio bazarze.
 standartuli saproeqto gadawyvetilebebis gamoyeneba, rac iZleva saSua-
lebas, SevqmnaT mimzidveli interieris da eqsterieris sasurveli kon-
struqcia, Tavisufali parkingis uzrunvelyofa da bavSvebisaTvis saTama-
So moednebis mowyoba.
asortimentis strategia
 gansazRvruli raodenobis kerZebis SeTavazeba.
 produqciis gazrda swrafi momzadebis sakvebis xarjze (wiwila, meqsikuri
samzareulo, pica da sxva), agreTve im momxmarebelTa moTxovnebis gaTva-
liswineba, romlebic zrunaven sakuTar janmrTelobaze.
 produqciis komponentTa sistematuri Semowmeba xarisxis uzrunvelyofis
mizniT da momxmareblebisaTvis mimzidvelobis zrda masiur warmoebaSi
axali saqonlis gaSvebamde.
sawarmoo strategia
 saqonlis mimarT mkacri standartebis dadgena, romlebic uSualod dakav-
Sirebulia warmoebis teqnologiasTan da restornis muSaobasTan (gansa-
kuTrebiT sakvebis momzadebis, salarosTan klientebis momsaxurebis
dros). piradi kavSirebis damyareba mimwodeblebTan ormxrivi sargeblis
safuZvelze, maRalxarisxiani produqciis mowodebisaTvis.
52
 danadgarebisa da sawarmoo sistemebis SemuSaveba, romelic mogvcemda sa-

Sualebas, ufro cxeli da saguldagulod Semowmebuli kerZi migvewodebi-
na momxmareblisaTvis.
saqonlis winsvlis strategia

 kompania makdonaldsis imijis gamyareba xarisxis, momsaxurebis, ekologiis
sferoSi, reklamisaTvis masobrivi sainformacio saSualebebis gamoyeneba
da mTlianad gasaRebis stimulirebis sistemis gamoyeneba TiToeuli res-
tornis wliuri gayidvebis moculobidan procentis saxiT.
 momxmarebelTa mozidvis TvalsazrisiT, misaRebi fasebisa da damatebiTi
sargeblianobis principis gamoyeneba.
 ronald makdonaldsis gvaris gamoyeneba bavSvebisaTvis sasurveli gmiris
Seqmnis mizniT, prefiqs ,,mak”-is damateba kompaniis poziciasa da menius So-
ris myari kavSirisaTvis.
Ppersonalis SerCevisa da momzadebis strategia

 samarTliani da aradiskriminaciuli anazRaurebis ganakveTis SeTavazeba;
samuSao xelovnebis swavleba; individualuri da gunduri samuSaos waxali-
seba; samsaxurebrivi winsvlisa da ganviTarebis perspeqtivis SeTavazeba.
 samsaxurSi iseTi pirebis ayvana, romlebic gamoirCevian kargi sawarmoo
codniTa da patiosnebiT. personalis gadamzadeba momxmarebelTa sasar-
geblod.
 uzrunvelvyoT personalis saguldagulo momzadeba, raTa maqsimalurad
moxdes momxmarebelTa dakmayofileba da franCaizingis safuZvelze bizne-
sis gafarToeba swrafi kvebis sferoSi; restornebis mmarTvelTa da maTi
xelqveiTebis gadamzadeba.
socialuri strategia
 TanamSromel studentTa mxardaWeris mizniT, damxmare saganmanaTleblo
programebis SemuSaveba; mraval qveyanaSi ronald makdonaldsis saxlebis
arseboba droebiTi sacxovreblis saxiT; mravalferovani da sasurveli sa-
muSao motivebis gaTvaliswineba, romelic ganmtkicebuli iqneba garkveu-
li moqmedebebiT; arasrulwlovanTaTvis franSizis gadacemis saSualeba;
momxmarebelTa informireba makdonaldsis produqciasTan dakavSirebiT.
wyaro: kompaniis Web-gverdi
strategia da SemoqmedebiTi midgoma. strategiis SemuSavebisaTvis auci-

lebelia gagvaCndes SemoqmedebiTi niWi da strategiuli xedva4. menejeris mier
4
strategia rogorc SemoqmedebiTi procesi dawvrilebiT ganxilulia wignSi _
Mintzberg, Ahlstrand, and Lampel, Strategy Safari, chapter 5. ixileT agreTve statiebi _ Bruce
Barringer and Allen C. Bluedorn. "The Relationship between Corporate Entrepreneurship and Strategic
Management." Strategic Management Journal 20 (1999), pp. 421_444; and Jeffrey G. Covin and Morgan P.
53
SemuSavebuli strategia maqsimalurad unda iTvaliswinebdes firmis gareT ar-
sebul viTarebas, kerZod, cvlilebas momxmarebelTa gemovnebaSi,K konkurente-
bis ukanasknel moqmedebebs, bazris SesaZleblobebs da safrTxeebs, biznesis
gaZRolis axlad gamovlenili pirobebs. kompaniis strategia adekvatur reagi-
rebas axdens gare garemos cvlilebebze mxolod im SemTxvevaSi, Tu menejeri ga-
moamJRavnebs sakuTar samewarmeo niWs, sabazro tendenciebis SeswavliT, mom-
xmarebelTan gasaubrebiT, firmis konkurentunarianobis gaZlierebiT da situ-
aciis Sesabamisad. amrigad, strategiis SemuSaveba pirdapir da mWidro kavSirSia
samewarmeo niWTan.
strategiis Seqmna – es, pirvel rigSi, samewarmeo, SemoqmedebiTi saqmianobaa,

romlisTvisac damaxasiaTebelia azarti da riski.
kompania SeiZleba waawydes or sirTules, Tu menejerebi ar floben Sesaba-

mis unarebs. pirveli – es aris moZvelebuli strategia. rac ufro swrafad ic-
vleba situacia bazarze, miT uro metad aris damokidebuli warmatebis xarisxi
menejeris mmarTvelobiT unarze – imoqmedos arsebul situaciaSi da Seitanos
garkveuli koreqtivebi mimdinare strategiaSi. gawonasworebul strategiul
trendebze dafuZneba gacilebiT ufro sariskoa, vidre masSi cvlilebebis Seta-
na. strategia, romelic sul ufro da ufro scildeba sabazro realobas, kompa-
nias warumateblobas moutans.
OZiriTadi cneba. strategiis kargi SemmuSavebeli ufro metadaa orientirebuli

gare garemos cvlilebaze, vidre firmis Sida problemebis Seswavlaze.
meore sirTule – iseTi azrovneba, romelic mimarTulia firmis Sida

problemebze. menejerebi, romelTac ar gaaCniaT Sesabamisi samewarmeo codna,
naklebad midian riskze da yovelTvis frTxiloben axal strategiaze gadasvli-
sas, miT umetes, Tu am ukanasknels mohqonda garkveuli mogeba. isini zedapiru-
lad Seiswavlian bazris tendenciebs da naklebad iTvaliswineben klientTa mo-
sazrebebs. Zalian xSirad isini ignorirebas ukeTeben firmis gareT moxdar
cvlilebebs, radganac maT umniSvnelod miiCneven, an Seiswavlian maT Zalze de-
talurad, vidre miiRebdnen raime gadawyvetilebas. mimdinare strategiiT kma-
yofili menejerebi ufro metad koncentrirebas axdenen kompaniis Sida prob-
lemebze: saorganizacio procesebsa da procedurebze, dadgenil vadebze, kom-
paniis politikaze, personalis sakiTxebze. Sesabamisad, menejerTa strategiu-
li moqmedebebi orientirebulia firmis Sida problemebze da SemuSavdeba kom-
paniis tradiciuli midgomebis Sesabamisad, rac sruliad uzrunvelyofs situa-
cias Sida politikuri koaliciis doneze da usafrTxoa rogorc organizaciu-
li urTierTobis, aseve karieris TvalsazrisiT. strategia, romelic SemuSave-
Miles, "Corporate Entrepreneurship and the Pursuit of Competitive Advantage," Entrepreneurship: Theory and
Practice 23, no. 3 (Spring 1999), pp. 47_63.
54
bulia ,,Signidan”, sruliadac ar aris mowyvetili dargs, romelSic firma saqmi-

anobs, da arc konkurentul brZolas, magram arc imis Tqma SeiZleba, rom isini
iTvaliswineben sabazro tendenciebsa da momxmarebelTa moTxovnebs. ufro me-
tic, Sida problemebis mogvareba xSirad ewireba kompaniis sadavo sakiTxebis
daregulirebas. rac ufro sustia menejeris samewarmeo unari, miT ufro metia
swored aseTi strategiis gamoyenebis albaToba; amis Sedegad mcirdeba firmis
konkurentunarianoba da momxmarebelTa moTxovnilebis dakmayofilebis unari.
Mmenejeris codnis kargi barometria misi reaqcia axal strategiul SesaZ-
leblobebze. didi mniSvneloba aqvs imas, Tu rogor aRiqvams is sxva kompaniebis
mier ganxorcielebul inovaciebs, ras moimoqmedebs organizaciis saqmianobis
gaumjobesebis TvalsazrisiT. samewarmeo niWiT dajildoebuli menejerebi yo-
velTvis inovatoris ampluaSi gvevlinebian – isini swrafad iTviseben yovel-
gvar siaxles, riskis garkveul nawils iReben sakuTar Tavze da inicirebas uke-
Teben kardinalurad gansxvavebul strategiebs. maTgan gansxvavebiT, menejere-
bi, romlebic emxrobian strategias ,,Signidan”, ufrTxian risks, cudad reagire-
ben cvlilebebze, Rrmad arian darwmunebulni sakuTar poziciaSi, imedovneben,
rom gverds auvlian Secdomebs, romlebsac, maTi rwmeniT, inovatorebi sCadian.
aseTi tipis menejerebi globalur strategiul gardaqmnebs amjobineben stra-
tegiaSi mcire saxis cvlilebebs.
nebismieri menejeri, da es exeba ara mxolod maRali rgolis menejerebs,
valdebulia sakuTari SemoqmedebiTi samewarmeo elementebi Seitanos strate-
giis SemuSavebaSi. MmagaliTad, Gmenejeris samewarmeo unari gamovlindeba maSin,
rodesac is telefonze saubris drois 25%-mde SemcirebisaTvis abandebs 15 000
dolars im mizniT, rom kompaniis satvirTo avtomanqanebi aRWurvos telefone-
biT, maSin, rodesac sawyobis menejeri gansazRvravs mizans – dakveTebis dros
Seamciros daSvebuli Secdomebi 100 dakveTaze erTi Secdomidan, 100.000 dakve-
Taze erT Secdomamde. gayidvebis Mmenejeri strategiul mewarmeobas iyenebs,
rodesac amcirebs saqonlis fass 5%-iT, konkurentebis Camosacileblad mimar-
Tuli gasaRebis specialuri politikiT. Mmenejeri amJRavnebs samewarmeo unars
maSin, rodesac mowyobilobis raRac nawils dabal fasad Seisyidis samxreT ko-
reaSi, nacvlad imisa, rom maRali danaxarjebiT awarmoos is sakuTar qveyanaSi.
kompaniis strategia maSin asaxavs adekvaturad sabazro tendenciebsa da
momxmarebelTa survilebs, rodesac kompaniis yvela menejeri, romlebic Seimu-
Saveben strategias, – floben samewarmeo niWs, iswrafvian klientTa moTxovne-
bis maqsimaluri dakmayofilebisa da bazarze mniSvnelovani konkurentuli upi-
ratesobis miRwevisaTvis.
ZiriTadi cneba. kompaniis strategia dinamiuria da ganaxlebas ganicdis kompa-

niis ganviTarebasTan erTad. cvlilebis obieqti yovelTvis gamovlindeba maSin,
rodesac menejeri xedavs strategiis gaumjobesebis gzebs an axali sabazro pi-
robebisaTvis arsebuli strategiis SesabamisobaSi moyvanis aucileblobas.
55
strategiebis cvlilebebis mizezebi. gasagebia, rom kompaniis strategie-
bis koreqtireba jer erT departamentSi an funqcionalur sferoSi, xolo mog-
vianebiT meoreSi – savsebiT normaluria. zogjer mcireodeni cvlileba ubra-
lod aucilebelia. rodesac konkurentebis mxridan Rebulob raime gamowvevas,
rodesac teqnologiis sferoSi aris sakmaod didi cvlilebebi an kompaniaSi
warmoiqmneba krizisi, menejerebi iZulebulni arian umokles vadebSi strategi-
aSi Seitanon radikaluri cvlilebebi. imdenad, ramdenadac strategiuli cvli-
lebebi da axali midgoma aris biznesis ganuyofeli nawili, strategia formir-
deba TandaTanobiT, Semdeg ki xdeba misi reformireba, maSin rodesac cvlilebe-
bi raodenobrivad izrdeba, e. i. raodenoba unda gadavides xarisxobriv maCvene-
belSi. mimdinare strategia dagegmvis stadiaSi Cveulebriv warmoadgens kompa-
niis menejerTa midgomebis, axali moqmedebebisa da potenciuri winsvlis er-
Tgvar naerTs. Ggarda krizisuli SemTxvevebisa, rodesac menejerebs uxdebaT
swrafi gadawyvetilebebis miReba (praqtikulad axali strategiebis formireba
xdeba meore dRes), strategiis umniSvnelovanesi elementebi mJRavndeba eta-
pobrivad, kompaniis ganviTarebis kvaldakval. amitomac strategiis Seqmna–uw-
yveti procesia. menejerebma unda moaxdinon strategiebis gadaxedva da modi-
ficireba ise xSirad, rogorc amas moiTxovs Sida da gare garemos cvlileba.
Zalian iSviaTia SemTxveva, rodesac grZelvadian periodSi strategia ar
saWiroebs koreqtirebas. Yyvelaze saukeTeso biznesgegmac ki unda iTvaliswi-
nebdes da mzad iyos – bazarze momxdari nebismieri cvlilebisaTvis, momxmare-
belTa cvalebadi moTxovnebis dasakmayofileblad, konkurentebis mxridan gan-
xorcielebuli strategiuli manevrebisaTvis, axali SesaZleblobebisa da saf-
rTxeebisaTvis, gauTvaliswinebeli situaciebisaTvis. Aaxleburi xedva gansa-
kuTrebiT aucilebelia strategiis warmatebulad ganxorcielebisaTvis. swo-
red amitomac, strategiis SemuSaveba dinamiuri procesia, xolo menejeri sis-
tematurad unda akontrolebdes mas, raTa aucileblobis SemTxvevaSi Seafasos
da ganaaxlos es strategia.
swored menejerTa susti strategiuli analizisa da dagegmis Sedegia is,
rom viTarebis swrafi cvlis pirobebSi biznesgegma ramdenime TviT CamorCeba
mas da ar Seicavs saWiro strategiul cvlilebebs.
drogamoSvebiT strategiaSi cvlilebis Setana aucilebelia, gansakuTre-
biT krizisul situaciebSi, magram misi ganxorcieleba, Tu saWiroebam ar moiT-
xova, xSirad SeuZlebelia. Aamis mizezi SeiZleba gaxdes organizaciaSi warmoq-
mnili problemebi an araefeqtiani moqmedebebi. Kkargad gaTvlili strategia
ramdenime wels arsebobs, sakmarisia mxolod mciredi cvlilebebis Setana, ra-
Ta moxdes strategiis adaptacia cvalebad pirobebTan.
strategiebis cvlileba aseve saWiroa konkurenciis ganmtkicebisa da baz-
ris momavali pirobebis samzadisisaTvis. aseT SemTxvevebSi kompaniis aqtiuri an
adaptaciuri Tviseba gansazRvravs misi strategiebis cvlilebebis xasiaTs da
siCqares.
56
naxazze 1.4 naCvenebia strategiuli poziciebi, romlebic kompaniam SeiZ-

leba daikavos bazris momavali pirobebis samzadisis dros5. nebismier dargSi
aris kompania – ,,pirveli gzamkvlevi” damwyebi–aqtiuri lideri, axdens strate-
kompaniis strategia
adaptaciuri aqtiuri
(mimdevari) (lideri)
swrafi
gadamwyveti
cvlileba
bazris
momavali
pirobebi
neli
evoluciuri
cvlileba
wyaro: Derek F. Abell, “Competing Today While Preparing for Tomorrow”,

Sloan Manajement Review, Spring 1999, p. 75.
naxazi 1.4. kompaniis strategiuli poziciebi momavlisaTvis mzadebis dros
giebis gadaxedvas, aseve aris frTxili kompaniebi konservatiuli marTviT, dag-

vianebiT mimyolebi. TiToeuli kompania axdens strategiebis adaptirebas da em-
zadeba bazris momavali pirobebisaTvis sakuTari Sexedulebebis mixedviT – aq
yvelas sakuTari gza aqvs.
strategiebisa da biznesmodelis xSiri da radikaluri cvlileba eWvs iw-
vevs. ra Tqma unda, amis mizezi SeiZleba gaxdes moulodneli teqnologiuri
cvlileba, bazarze situaciis an momxmarebelTa gemovnebis Secvla, an sxva ga-
uTvaliswinebeli garemoebebi, Tumca umetes SemTxvevaSi naklovanebebi stra-
tegiebis SemuSavebis dros dakavSirebulia menejerebis SecdomebTan. strate-
giebis xSiri da radikaluri cvlileba rezonansul reaqcias iwvevs bazarze, ba-
debs gaurkvevlobas momxmareblebsa da TanamSromlebSi, cudad aisaxeba moge-
baze. kargad mofiqrebuli strategia SeiZleba ucvleli darCes wlebis ganmav-
lobaSi, sakmarisia koreqtireba cvalebadi garemoebebis gaTvaliswinebiT.
5
strategiuli moqmedebebis aucilebloba, romelic mimarTulia mimdinare momentisa
da momavlisaTvis konkurentunarianobis SenarCunebis saqmianobebis SeTanxmebisaken, xi-
leT statiaSi _ Derek F. Abell, "Competing Today While Preparing for Tomorrow." Sloan Management
Review 40, no. 3 (Spring 1999), pp. 73_81.
57
strategia da strategiuli gegma. strategiuli xedvisa da kompaniis mi-
siis SemuSaveba, miznebis gansazRvra da strategiis SerCeva – kompaniis ganviTa-
rebis mimarTulebis arCevanis mTavari amocanaa. igegmeba, Tu ra mimarTulebiT
imuSavebs kompania, MikveTeba misi mokle da grZelvadiani miznebi, agreTve is na-
bijebi da moqmedebebi, romlebic ganxorcieldeba konkretuli Sedegebis misaR-
wevad6. mTlianobaSi yvelaferi es Seadgens strategiul gegmas.
ZiriTadi cneba. misia, ganviTarebis mimarTuleba, grZelvadiani da moklevadia-

ni miznebi da maTi miRwevis strategia qmnis kompaniis strategiul gegmas.
zogierT kompaniaSi, gansakuTrebiT – msxvil korporaciebSi, dokumenti,

romelSic SemuSavebulia momavali wlis strategiuli gegma, mzaddeba da
vrceldeba menejerebsa da personals Soris (Tumca, SesaZlebelia, zogierTi
sakiTxi ar iyos garkveviT axsnili, anu warmodgenili iyos zogadad, raTa ar
moxdes droze adre konkretuli sakiTxebis gamJRavneba).
sxva kompaniebSi strategiuli gegmis gavrceleba saerTod ar xdeba perso-
nals Soris da arsebobs garkveuli, winaswar dadgenili da SeTanxmebuli sakiT-
xebi, aseve menejerebis valdebulebebi, Tu ra gadawyvetilebebi unda miiRon da
ra mimarTulebiT imoqmedon.
organizaciuli miznebi – strategiuli gegmis nawilia, detalurad gaSif-
ruli da cnobili TanamSromlebisa da menejerebisaTvis.
aRsaniSnavia, rom wliuri strategiuli gegma iSviaTad Seicavs yvela
strategiul movlenas, romelsac adgili eqneba uaxloes wlebSi. gauTvaliswi-
nebeli movlenebi da SesaZleblobebi, safrTxeebi, agreTve axali winadadebebis
ganuwyveteli nakadi menejerebs aiZulebs Secvalon winaswar dagegmili moqme-
debebi da miiRon sruliad axali gadawyvetilebebi. AstrategiaSi cvlilebis Se-
tanisaTvis ar aris saWiro raime specialuri drois SerCeva. dagvianebiT miRe-
buli strategiuli gegma, romelic ar aris droulad koreqtirebuli, ar warmo-
adgens kompaniisTvis araviTar Rirebulebas. im menejerebs, romlebic zRudaven
strategiaSi cvlilebebis sistematur Setanas, warmodgena ar gaaCniaT, Tu ra
rols TamaSoben kompaniisaTvis aucilebeli gadawyvetilebebis miRebaSi. stra-
tegiis SemuSaveba weliwadSi erTxel mxolod imisaTvis, rom es saWiroa, eWvqveS
ayenebs menejeruli gadawyvetilebebis warmatebas7.
6
sakiTxis saukeTeso ganxilva, Tu starategiuli gegma ratom ar unda iyos RonisZiebe-
bis ubralo sia, aramed xedvis, miznebisa da strategiebis dasabuTebasTan erTad yovel-
mxriv da detalurad uda iyos aRwerili dargSi situacia da konkurenciis pirobebi, ixi-
leT statiaSi_ Gordon Shaw, Robert Brown, and Philip Bromiley, "Strategic Stories: How 3M Is
Rewriting Business Planning," Harvard Business Review 76, no. 3 (May_June 1998), pp. 41_50.
7
Gary Hamel, "Bringing Silicon Valley Inside," Harvard Business Review 77, no. 5 (September_ October
1999), p. 72.
58
4. strategiebis formireba da realizacia
strategiebis formireba – es aris Teoriulad gaTvlili strategiebis gardaq-

mna konkretuli RonisZiebebis saxiT.
strategiis realizaciis amocana mdgomareobs imis gacnobierebaSi, Tu ra

unda gakeTdes realurad imisaTvis, rom strategia iyos moqmedi da daculi iq-
nas misi Sesrulebis vadebi. sxva sityvebiT rom vTqvaT, es xelovnebaa, strate-
giis adgilis gansazRvrisaTvis moqmedebebis swori Sefaseba, misi maRalprofe-
siulad Sesruleba da sasurveli Sedegebis miReba. strategiis realizacia, pir-
vel rigSi, ganekuTvneba administraciuli sferos amocanebs, romelic moicavs
Semdeg momentebs:
 strategiis warmatebiT ganxorcielebisaTvis, organizaciam unda
Seqmnas yvela piroba;
 biujetis mizanmimarTulad marTva;
 kompaniis politikis gansazRvra strategiis realizaciis mizniT;
 efeqtiani muSaobisaTvis TanamSromelTa motivacia; saWiroebis
SemTxvevaSi maTi samuSao valdebulebebsa da xasiaTis saxecvlile-
ba, saukeTeso Sedegebis miRwevis mizniT;
 waxalisebis sistemis kavSiri dasaxuli Sedegebis miRwevasTan;
 kompaniaSi xelsayreli atmosferos Seqmna dasaxuli miznebis war-
matebiT ganxorcielebisaTvis;
 kompaniis TanamSromlebisaTvis xelsyreli pirobebis Seqmna, raTa
efeqtianad Seasrulon sakuTari strategiuli rolebi;
 mowinave gamocdilebis gamoyeneba samuSaos xarisxis mudmivi gaum-
jobesebisaTvis;
 Sida xelmZRvanelobis uzrunvelyofa, romelic aucilebelia
strategiis realizaciisa da kontrolis winsvlisaTvis.
xelmZRvanelobis mizania, SeimuSaos iseTi Sefasebis sistema, romelic gan-

sazRvravs, Tu rogor sruldeba samuSao da ra unda gakeTdes strategiis efeq-
tiani realizaciisTvis. sistemis SemuSavebis xarisxi gansazRvravs strategiis
realizaciis xarisxs. mniSvnelovania kavSiri strategiasa da organizaciul Se-
saZleblobas Soris, strategiasa da dajildoebis moculobas Soris, strategi-
asa da kompaniis Sida politikas Soris, romelic uzrunvelyofs TanamSromlo-
bas strategiasa da korporaciul kulturas Soris (es ukanaskneli ki TanamSro-
melTa faseulobebis da damajereblobis, agreTve personalis marTvisTvis ar-
sebuli korporaciuli midgomis, konkretuli Sexedulebebis, warmoebis sfero-
Si arsebuli gamocdilebisa da gawyvetilebebis miRebis safuZvelze iqmneba).
59
kompaniis Sida organizaciul saqmianobas da strategiis efeqtianad rea-
lizebas Soris Tanxvedra aerTianebs kompanias gansazRvruli gegmis ganxorcie-
lebisTvis.
strategiis ganxorcieleba aris strategiuli menejmentis erT-erTi rTu-
li da Sromatevadi nawili. es amocana gaivlis kompaniis marTvis yvela instan-
cias da yovelma ganyofilebam unda gaiTvaliswinos is. strategiis konkretuli
ganxorcieleba iwyeba im faqtorebis analiziT, Tu risi koreqtireba an gaumjo-
beseba unda moaxdinos kompaniam, strategiuli gegmis warmatebiT ganxorcie-
lebis mizniT. yoveli menejeri unda dafiqrdes Semdeg kiTxvebze: ,,ra unda ga-
keTdes Cems ganyofilebaSi, raTa me Cemi wvlili Sevitano saerTo strategiis
ganxorcielebaSi da romeli saukeTeso gza avirCio amisTvis?”.
strategiis realizacia – kompleqsuri moqmedebebia, romlebic xels uwyobs

saqmiani aqtiurobis gazrdas organizaciul da finansur sferoebSi, kompaniis
politikis SemuSavebas, korporaciuli kulturis Seqmnas da personalis motiva-
cias, yvela procesis marTvas, romelic mimarTulia dasaxuli Sedegebis misaR-
wevad.
sakiTxi – Tu rogor Seicvalos kompaniis Sida politika strategiis efeq-

tiani ganxorcielebisaTvis, – damokidebulia strategiuli cvlilebebis xaris-
xze da imaze, Tu ramdenad gansxvavdeba Sida politika strategiis moTxovne-
bisgan, agreTve, ramdenad kargad Seesabameba strategia arsebul korporaciul
kulturas. mas Semdeg, rac ganisazRvreba gansaxorcielebeli cvlilebebi da
moqmedebebi, menejerebma dauyovnebliv unda daiwyon strategiis ganxorciele-
bis yvela aspeqti, agreTve aucilebelia zegavlenis moxdena dasaxuli miznebis
konkretul Sedegebad qcevisaTvis. Sida cvlilebebis moculobidan gamomdina-
re, strategiis srulyofilad ganxorcielebas sWirdeba Tveebi, zog SemTxveva-
Si – ramdenime weli. A
5. saqmianobis Sefaseba, cvlilebebis SeniSvna da koreqtivebis

Setana
yvela zemoT xsenebuli yvela amocana ramdenjerme unda gadaixedos. axali

garemoebebis sistematuri warmoCena moiTxovs strategiaSi garkveuli koreq-
tivebis Setanas. SesaZlebelia moxdes grZelvadiani ganviTarebis mimarTulebe-
bis Secvla, agreTve icvleba kompaniis saqmianobis orientiri da kompaniis mo-
mavlis gansazRvris mizniT xdeba menejmentis amocanebis gadaxedva. warsuli ga-
mocdilebis da samomavlo perspeqtivebis gamo arsebobs kompaniis miznebis Sec-
vlis albaToba. kompaniis ganviTarebis prognozis Secvla, axali miznebi, bazar-
ze meryeoba gamoiwvevs strategiaSi cvlilebebis Setanas.
60
firmis daniSnuleba, miznebi, strategia an misi ganxorcielebisaTvis gansaz-

Rvruli midgomebi ar unda iyos saboloo. samuSaos Sefaseba, cvlilebebis ana-
lizi, strategiis koreqtireba – aris strategiuli menejmentis procesis bu-
nebrivi da aucilebeli komponentebi.
strategiis ganxorcielebis saukeTeso gzebis Zieba mudmivi procesia. ma-

Sin, rodesac strategiis realizaciis zogierTi aspeqti ar iwyebs moqmedebas
ise, rogorc es navaraudevi iyo, warmoiSoba moTxovna koreqtivebis Setanis Ta-
obaze. Cveulebriv, progresis mimarTulebiT svla ar aris martivi – zogierT
dargSi es swrafad xdeba, zogi ki – piriqiT, sakmaod neli tempiT. zogi amocana
ganxorcieldeba advilad, zogierTi ki piriqiT. strategiis ganxorcieleba iw-
yeba sxvadasxva gadawyvetilebis da menejerTa moqmedebis gaerTianebiT, romle-
bic pasuxismgebelni arian calkeuli jgufisa da personalis saqmianobis orga-
nizebaze.
biujetis gadaxedva, politikuri kursis Secvla, reorganizacia, persona-
lis Secvla, korporaciuli kulturis gaumjobeseba, anazRaurebis sistemis ga-
daxedva, teqnologiebisa da warmoebis procesis cvlileba – yvelaferi es Sead-
gens menejerTa tipur moqmedebebs, romlebic uzrunvelyofs strategiuli saq-
mianobis efeqtianobas.
A
strategiuli menejmenti – es uwyveti procesia
kompanias yovelTvis aqvs arCevanis gakeTebis SesaZlebloba– datovos yve-

laferi uwindel mdgomareobaSi an Secvalos xedva, mizani, strategia da misi
realizaciis meTodebi. strategiuli menejmenti– es aris uwyveti da usasrulo
procesi da ara raRac erTgzisi RonisZieba, romlis Sesrulebis Semdegac Tavi-
suflad SegiZlia miubrunde sxva saqmianobas. menejerebi yoveldRiurad unda
axdendnen arsebuli movlenebis analizs da gadawyviton, arsebobs Tu ara Sesa-
bamisi strategiuli koreqtirebis saWiroeba. maT unda SeniSnon organizaciis
saqmianobaSi arsebuli progresi, gamoavlinon problemebi, gansazRvron bazris
tendenciebi da samomxmareblo upiratesoba, Sesabamisad, aucileblobis Sem-
TxvevaSi moaxdinon moqmedebebis koreqtireba. swored amitomac saqmianobis Se-
faseba warmoadgens strategiuli menejmentis ciklis rogorc saboloo, aseve
sawyis punqtebs.
kompaniis strategiuli xedvis, miznebis, strategiis SemuSavebisa da realizaci-

is meTodebis formireba arasdros ar mTavrdeba. saqmianobis Sefaseba, gare ga-
remoSi cvlilebebis gamovlena da koreqtivebis Setana - strategiuli menejmen-
tis aucilebeli Semadgeneli komponentebia.
61
strategiuli menejmentis xuTi amocanis gadawyvetis Sesaxeb
strategiuli metejmentis xuTive amocana unda gadawydes kompleqsurad da

ara calkeulad. upirveles yovlisa, rogorc naxaz 1.1-ze Cans, arsebobs amoca-
naTa urTierTzemoqmedeba da Sesrulebis ciklis ganmeoreba. magaliTad, misii-
sa da xedvis formulireba zegavlenas axdens SerCevaze (orive amocana dakavSi-
rebulia kompaniis saqmianobaSi prioritetebis gansazRvrasTan). miznis dasaxva
moiTxovs mimdinare saqmianobis analizs, strategiis ganviTarebis ramdenime va-
riantis arsebobs, aseve – resursebsa da SesaZleblobebs, romlebic dasaxuli
miznebis miRwevis saSualebas iZleva Tundac urTules viTarebaSi. strategiis
SerCevze zegavlenas axdens kompaniaSi savaldebulo resursebis arseboba.
meoresmxriv, menejerebi strategiuli menejmentis xuT amocanas wyveten sxva
davalebebisa da valdebulebebis Sesrulebis paralelurad. strategiuli me-
nejmenti, rogorc organizaciis momavlis ganmsazRvreli elementi, aris mmar-
TvelobiTi saxis mniSvnelovani funqcia, romlis gverdiT menejerebs gaaCniaT
sxva valdebulebebi da samuSao.
strategiuli menejmenti – kompleqsuri procesia; misi xuTive amocana koncep-

tualurad gancalkevebulia, magram wydeba kompleqsurad.
mesamec, menejerebs strategiis SemuSaveba da realizeba uxdebaT ara yo-

veldRiurad, aramed Sida da gare garemos cvlilebebis Sesabamisad. Tumca
cvlilebebi xdeba rogorc moulodnelad, vulkaniseburad, aseve TandaTan,
calkeulad da strategiaze maTi zegavlenis gansazRvra arc ise advilia. swo-
red amitom, menejerebs strategiuli gegmis koreqtirebisaTvis esaWiroebaT
sxvadasxva dro, zogs erTi Tve an ufro meti, danarCens ki ufro naklebi. praq-
tikaSi marTvis xelovnebis arsi mdgomareobs ara marto strategiis SecvlaSi,
aramed zustad unda ganisazRvros Tu rodis unda moxdes misi ganxorcieleba.
menejerTa drois yvelaze didi nawili xmardeba yoveldRiur saqmianobas,
rac gamoixateba TanamSromelTa Sromis efeqtianobis gazrdaSi, maTi ZiriTadi
saqmianoba aris, strategiis srulyofa da ara misi radikalurad Secvla an ax-
lis SemuSaveba. strategiis mkveTrad Secvla, rogorc ukve aRiniSna, uaryofi-
Tad moqmedebs kompaniis TanamSromlebze da abnevs klientebs; amasTanave, ro-
gorc wesi, mkveTri cvlilebebis ganxorcieleba aucileblobas ar warmoadgens.
gacilebiT meti sargeblobis motana SeuZlia realizaciis meTodebis srulyo-
fas, rac xSirad warmatebuli strategiuli menejmentis mTavari gasaRebia.
62
vin wyvets strategiuli menejmentis

xuT amocanas
organizaciis xelmZRvaneli, rogorc gemis kapitani – strategiis yvelaze

cnobili da gavleniani Semsrulebelia. is pasuxs agebs kompaniis ganviTarebaze,
globaluri miznebis dasaxvasa da strategiebis realizaciaze. mas ekisreba Zi-
riTadi pasuxismgebloba strategiuli gegmis SemuSavebasa da mis ganxorciele-
baze, Tumca am procesSi aseve mniSvnelovan rols TamaSoben ufrosi menejere-
bic. kompaniis xelmZRvaneli Tavad irCevs ganviTarebis mimarTulebas da amtki-
cebs yvela mniSvnelovan strategiul gadawyvetilebasa da moqmedebas.
warmoebis, marketingis, finansebis, personalis mimarTulebis vice-prezi-
dentebi da funqcionaluri ganyofilebis xelmZRvanelebi pasuxs ageben saku-
Tari ganyofilebis strategiis SemuSavebasa da realizaciaze: vice-prezidenti
warmoebis sferoSi– sawarmoo strategiis SemuSavebasa da realizaciaze; marke-
tingis ganyofilebis vice-prezidenti– marketinguli strategiis, finansuri
ganyofilebis vice-prezidenti– finansuri strategiis da a.S; top-menejerebi
Rebuloben aqtiur monawileobas strategiis mniSvnelovani momentebisa da axa-
li iniciativebis formirebaSi, kompaniis xelmZRvanelTan erTad aTanxmebs gan-
yofilebebis strategiebs da axdens maTi realizaciis koordinirebas. Sedare-
biT mcire zomis kompaniebSi strategiis SemuSaveba da realizeba xdeba erTpi-
rovnulad xelmZRvanelis mier.
strategiuli gegmis SemuSaveba da realizeba– es aris kompaniis xelmZRva-
nelis, top-menejerebisa da kompaniis mflobelTa valdebuleba. kompaniis
msxvili organizaciuli erTeulebi– qvedanayofi, qarxana, regionuli ganyofi-
leba da sxva – Cveulebriv, TamaSoben wamyvan an damxmare rols strategiuli
gegmis SemuSavebaSi. qvedanayofis menejerebi mTavari xelmZRvanelobis daqvem-
debarebis qveS (nawilobriv an mTlianad) amuSaveben strategias sakuTari qveda-
nayofisaTvis da Tavad irCeven realizaciis meTodebs. am SemTxvevaSi qveda do-
nis menejmentis roli strategiis SemuSavebasa da realizebaSi gacilebiT di-
dia, vidre maRali rgolis xelmZRvanelTa roli da mainc marTebuli iqneba
vTqvaT, rom yoveli menejeri gansazRvravs da axdens strategiis realizebas
misTvis mindobil monakveTze.
Toshiba 45 mlrd. dolari kapitalis mqone korporaciaa– 300 qaliSvili sa-
warmoTi, aTasobiT dasaxelebis mqone produqciis asortimentiT, muSaobs
msoflios uamrav qveyanaSi. warmoudgenelia, rom kompaniis Stabis ramdenime ma-
Rali Tanamdebobis pirs SeuZlia marTos strategiis dagegmva da realizeba
kompaniis aTasobiT sxvadasxva filialSi. es procesi moiTxovs kompaniis yvela
menejeris Zalisxmevas. kompaniis ZiriTadi ofisis menejerebi ar floben infor-
macias yvela geografiul regionsa da TiToeul sawarmoSi arsebuli viTarebis
Sesaxeb da ver SeZleben adgilze saqmianobis koordinirebas. swored amitom,
strategiaze muSaobisas isini axdenen TavianTi uflebamosilebis delegirebas
63
qvedanayofis xelmZRvanelebze, riTac akisreben maT pasuxismgeblobas reali-
zaciasTan mimarTebaSi. aseT SemTxvevaSi ganyofilebis xelmZRvanelebi imav-
droulad gvevlinebian strategiis Seqmnis Tanaavtorebad. Tu menejeri uSua-
lod monawileobs strategiis SemuSavebaSi, romlis realizebac man unda moax-
dinos, cxadia, is ufro aqtiurad dauWers mas mxars, rac erT-erTi umniSvnelo-
vanesi pirobaa efeqtiani realizaciisTvis.
diversificirebul, biznesis ramdenime mimarTulebis mqone kompaniebSi Se-
iZleba gamoiyos strategiuli menejerebis oTxi done:
 kompaniis xelmZRvaneli da korporaciuli donis top-menejerebi, rom-
lebic uSualod pasuxs ageben sakvanZo strategiul gadawyvetilebebze,
rac zegavlenas axdens mTlianad organizaciasa da misi biznesis calke-
ul mimarTulebebze.
 sawarmoo qvedanayofebis menejerebi, romelbsac akisriaT wamyvani roli
am erTeulebisaTvis strategiuli gegmis SemuSavebasa da realizaciaSi.
 funqcionaluri erTeulebis menejerebi (warmoeba, marketingi da gasa-
Reba, finansebi, adamianuri resursebi), romlebic sakuTari uflebamosi-
lebis farglebSi axorcieleben strategiul moqmedebebs, rac amyareben
ganyofilebis strategias.
 qveda donis menejerebi (sawarmoebSi, gayidvebis regionalur ganyofi-
lebebSi, adgilobriv warmomadgenlobebSi), romlebmac strategiuli
gegma sakuTar sferos unda moargon da pasuxi agon sakuTar wilze saer-
To strategiuli gegmis realizaciaSi.
viwroprofiluri kompaniebisTvis sakmarisia sami done (korporaciuli,

funqcionaluri da qveda donis menejmenti). mcire kompaniebSi strategiis da-
gegmva da realizeba evaleba erT an or menejers, saqmis mcire moculobis gamo.
arakomerciuli organizaciebic warmoudgenelia strategiis gareSe. fede-
ralur da adgilobriv mmarTvel struqturebSi adgilobrivi da regionaluri
administraciuli organos xelmZRvanelebi gamodian sakuTari regionebis stra-
tegiuli xelZRvanelebis rolSi. xelisuflebis municipalur organoebSi xel-
mZRvanelebi (saxanZro dacva, sakanalizacio arxebi da wyliT momarageba, gamwva-
neba, jandacva da a.S.) iseve moqmedeben, rogorc strategiuli xelmZRvanelebi,
radganac arian sakuTari ganyofilebis qveda donis menejerebi da gansazRvra-
ven maT miznebs, strategiasa da realizaciis meTodebs.
amrigad, strategiis SemuSaveba da realizaciaSi menejerebis monawileoba–
es normaluri movlenaa da ara gamonaklisi8. praqtikulad, nebismieri mmarTve-
lobiTi amocana strategiasTan aris kavSirSi.
strategiuli marTva – mTliani menejmentis samuSaoa da ara maRali donis
menejerTaA privilegia.
8
saSualo rgolis menejerebis roli strategiebis SemuSavebasa da realizebaSi dawvri-
lebiT ganxilulia wignSi _ Steven W. Floyd and Bill Wooldridge, The Strategic Middle Manager (San
Francisco: Jossey-Bass, 1996), chapters 2 and 3.
64
vin da rogor SeimuSavebs strategias
kompaniebi da menejerebi sxvadasxvagvarad udgebian strategiis SemuSave-

bas. zogierT organizaciaSi strategiis SemuSaveba xdeba uSualod organizaci-
is xelmZRvanelis an sawarmos mflobelis mier. sxvagan am mizniT iqmneba stra-
tegiuli dagegmvis jgufi, romelSic Sedian menejerebi da zogierTi TanamSro-
meli. mTlianobaSi SeiZleba gamovyoT strategiis SemuSavebis oTxi ZiriTadi
midgoma9.
mTavari arqiteqtoris midgoma. zogierT kompaniaSi erTi adamiani – mmar-

Tveli an kompaniis mflobeli– sakuTar Tavze iRebs mTavari strategiis rols,
erTpirovnulad axdens strategiis sakvanZo elementebis formirebas. es ar ni-
Sanvs, rom mxolod is gaxlavT yvela im ideis avtori, romelzedac igeba stra-
tegia, an Tavad moiZia da gaaanaliza saWiro informacia; Cveulebriv, strategi-
is SemuSavebis procesis win xorcieldeba gonebrivi Sturmi, romelsac mohyveba
TanamSromelTa CarTuloba da informaciis profesionaluri analizi. es niS-
navs, rom es adamiani gamodis, rogorc strategiis mTavari da erTaderTi arqi-
teqtori, piradad xelmZRvanelobs mis dagegmvas da gansazRvravs mis miznebs.
mTavari arqiteqtoris midgoma damaxasiaTebelia iseTi kompaniebisTvis, romel-
Ta xelmZRvanelebi imavdroulad arian misi damfuZneblebi: maikl deli Dell
Computer-Si, stiv keisi America Online- Si, bil geiTsi Microsoft- Si da govard Sulci
Starbucks-Si. mcire zomis sawarmoTa, sxvadasxva partniorebis, ojaxuri biznes-
kompaniebis strategiebi TiTqmis yovelTvis warmoadgenen mflobelis gamoc-
dilebisa da Sexedulebebis produqts, sadac SesaZlebelia mcire doziT mona-
wileobdnen SedarebiT ufro gamocdili TanamSromlebi da gare konsultante-
bi.
delegireba. msgavsi midgomis SemTxvevaSi strategiis SemuSavebaze pasu-

xismgebeli piri axdens sakuTari uflebamosilebis delegirebas ndobiT aRWur-
vil qveSevrdomebze, qvemdgom menejerebze, kompaniis sxvadasxva ganyofilebis
TanamSromlebisgan Semdgar kompetentur momuSave jgufze, damoukidebel ko-
misiebze da zogjer specializebul konsultantTa jgufze; iseTi RonisZiebe-
bis delegireba, rogorebic aris gonebrivi Sturmi, analizi, strategiis ramde-
nime msxvili da uamravi wvrilmani komponentis SemuSaveba, romelTa safuZvel-
zec moxdeba adgilobriv bazarze da mkacri konkurenciis pirobebSi samuSao ga-
mocdilebis mqone menejerebis mozidva. aseTi midgoma xelsayrelia (aucilebe-
li Tu ara) saqonlis farTo asortimentis mqone mravaldargobrivi kompaniebis-
9
klasifikacia aRebulia Sromebidan _ David R. Brodwin and L. J. Bourgeois, "Five Steps to
Strategic Action," in Strategy and Organization: A West Coast Perspective, ed. Glenn Carroll and David Vogel
(Marshfield, MA: Pitman Publishing, 1484). pp. 168_178.
65
Tvis. rac ufro farToa warmoebuli produqciis asortimenti, diversifikacia
da ganyofilebis geografiuli ganlageba, miT ufro advilia strategiis Semu-
Savebisas pasuxismgeblobis raRac nawilis gadacema adgilze TanamSromlebi-
saTvis. isini pirveli wyarodan iReben informacias momxmarebelTa upirateso-
bebis Sesaxeb, adekvaturad afaseben marketingul SesaZleblobebs da swrafad
axerxeben strategiis adaptacias cvalebad pirobebTan. rac ufro swrafad ic-
vleba bazari, miT ufro perspeqtiulia delegireba.
rodesac menejerebi axdenen sakuTari uflebamosilebis delegirebas, kar-
gaven kontrols strategiis calkeul komponentebze, Tumca isini inarCuneben
wamyvan rols strategiis mTavari komponentebis formulirebaSi. garda amisa,
isini amtkiceben an uaryofen qveSevrdomTa winadadebebs. delegirebis ZiriTa-
di nakli aris is, rom warmateba damokidebulia qveda rgolis menejerTaA profe-
sionalizmsa da kompetenciaze, maT, Cveulebriv, axasiaTebT viwro xedva. SesaZ-
lebelia maTTvis mTavari mizania mimdinare problemebis gadawyveta da ara mo-
mavali SesaZleblobebis gamoyeneba mTeli organizaciis masStabiT. aris iseTi
SemTxvevebi, rodesac qveda donis menejmenti ver xedavs aucileblobas an ubra-
lod ar surs mimdinare strategiis koreqtireba10. delegirebis kidev erTi sa-
SiSroeba imaSi mdgomareobs, rom SesaZlebelia qveSevrdomebs Seuqmnan mcdari
azri, rom strategiuli dagegmva ar aris xelmZRvanelisaTvis mniSvnelovani.
sabolood unda iTqvas, rom maRali donis menejmenti araviTar SemTxvevaSi ar
unda CamoSordes strategiis SemuSavebas, gansakuTrebiT kritikul momentebSi,
magaliTad, rodesac strategiuli dagegmvis jgufSi warmoiSoba ganxeTqileba
an iqmneba ganviTarebis araperspeqtiuli mimarTuleba.
erToblivi anu gunduri midgoma. am Sualeduri midgomis arsi mdgoma-

reobs SemdegSi: strategiaze pasuxismgebeli menejeri eyrdnoba sakuTari ko-
legebis rCevebs da daxmarebas, ris safuZvelzec SeimuSavebs strategiis kom-
promisul variants. strategiis Seqmnis jgufSi ZiriTadad Sedian qveda donis
da funqcionaluri menejerebis jgufi sxvadasxva qvedanayofebidan, Semoqmede-
biTi midgomis mqone ramdenime damwyebi menejeri da winasapensio asakSi myofi
veteranebi (damkvirveblis rangSi), romelTac ar eSiniaT simarTlis Tqma da go-
nivruli rCevis micema.
kompania Electronic Data Systems wlis ganmavlobaSi akvirdeboda sakuTar stra-
tegias da am procesSi CarTo kompaniis 55 aTas TanamSromleTagan 2500, romel-
Tac meTvalyureobas uwevda 150 menejeri msoflios sxvadasxva kuTxidan11. J.M.
Smucker kompaniaSi, romelic awarmoebda jemebsa da Jeles, Seiqmna samuSao jgu-
fi 140 TanamSromlisagan (2000- kaciani personalis 7%), romlebic samuSao dro-
is 25% andomebdnen kompaniis ganaxlebisaTvis axali gzebis Ziebas; kompaniis Se-
10
strategiaSi cvlilebebis Setana zogjer Seusrulebel amocanad iqca TanamSromlebi-
saTvis, aRwerilia statiaSi _ Thomas M. Hout and John C. Carter, "Getting It Done: New Roles for
Senior Executives," Harvard Business Review 73, no. 6 (November_December 1995), pp. 140_144.
11
"Strategic Planning," Business Week, August 26, 1996, pp. 51_52.
66
mosavlebs ormagad gazrdis 12 programa (momdevno 5 wlisaTvis), romelic Sei-

muSava jgufma mTeli personalis mxardaWeriT. finurma kompania Nokia Group-ma,
romelic gaxldaT lideri usadeno komunikaciebis sferoSi, strategiis SemuSa-
vebisaTvis moiwvia 250 TanamSromeli. sul ufro farTod vrceldeba kliente-
bis da mimwodeblebis mozidvis praqtika strategiis dagegmvisaTvis, rac bazar-
ze momavali viTarebis gansazRvris saukeTeso SesaZlebloba aris.
ZiriTadad strategiis gundur SemuSavebas xelmZRvanelobs pasuxismgebeli
menejeri, magram Sedegi warmoadgens procesSi monawile pirTa srul Zalisxme-
vas. aseTi midgoma mosaxerxebelia iseT situaciebSi, rodesac strategiis kom-
ponentebi exeba sxvadasxva gamocdilebis mqone specialistebis CarTvas, ro-
melTac gaaCniaT Sesabamisi codna da momavlis xedvis unari. gunduri midgomis
dadebiTi mxare aris is, rom monawileebi mkveTri mxardamWerni xdebian Seqmnili
strategiisa da didi mondomebiT monawileoben mis realizaciaSi. garda amisa,
Tuki TanamSromeli monawileobas iRebda strategiis SemuSavebaSi, is grZnobs
garkveul pasuxismgeblobas, Sesabamisad, gamonaTqvami – ,,es ar iyo Cemi idea” –
ar gamodgeba.
Sida rezervebis gamoyeneba. aseTi midgomis SemTxvevaSi maRali donis

xelmZRvanelebi sTavazoben calkeul TanamSromlebs da samuSao jgufebs wamo-
ayenon winadadebebi axali sawarmoo xazis gaSvebisa da saqmianobis axali mimar-
Tulebis aTvisebis Taobaze. idea mdgomareobs niWieri TanamSromlebis warmo-
CenaSi. top-menejmenti irCevs perspeqtiul winadadebebs, TanamSromlebs sTa-
vazobs saorganizacio da sabiujeto resursebs maTi ideebis ganxorcielebi-
saTvis. amgvarad, Cndeba strategiis axali komponentebi, xolo misi Semqmnelebi
iReben wamyvan funqciebs axali saxis produqciis gaSvebisas, xelmZRvaneloben
kompaniis gasvlas axal geografiul bazrebze da warmarTaven axal qvedanayo-
febs.
Sida maragebis mozidva im SemTxvevaSi aris marTebuli, rodesac organiza-
ciaSi aris kargi adamianuri resursi. aseTi midgomisas kompaniis strategia war-
moadgens iniciativebis nakrebs, romlebic SeirCeva SemoTavazebuli winadade-
bebidan sakonkurso safuZvelze. es midgoma sakmaod kargad aris rekomendebu-
li iseT dargebSi, sadac swrafad viTardeba teqnologiebi da mudmivad Cndeba
axali SesaZleblobebi.
kompania B.W.L. Gore&Associates, wyalgaumtari firebis Gore-Tex-is mwarmoebe-
li – aqtiurad da sakmaod warmatebulad iyenebs sakuTar Sida maragebs. kompa-
nia TiToeuli TanamSromlisgan elis ufro met iniciativas da novatorobas,
rac gaxda xelfasebis matebis da dawinaurebis mTavari safuZveli. B.W.L.Gore
mudmivad muSaobs sakuTari produqciis srulyofaze da bolo 10 wlis manZilze
viTardeba stabiluri tempebiT.
CanarTSi ,,British Airways-Si Sida rezervebis Zieba” – aRwerilia aviakompa-
niaSi am midgomis gamoyenebis Tavisebureba.
67
CanarTi . British Airways-Si Sida rezervebis Zieba
1997 wels robert j. eilingma, romelic gaxldaT British Airways-is xelmZRvaneli, 37

wlis barbara kasinis SesTavaza mciredanaxarjebiani aviaxazisTvis biznesgegmis SemuSa-
veba. Tu kasini daasabuTebda sakuTari SemoTavazebis perspeqtiulobas, kompania daafi-
nansebda am proeqts, xolo kasini mas uxelmZRvanelebda. barbara kasini– amerikeli, daam-
Tavra maunT-holioukis koleji masaCusetsSi, xolo magistris xarisxi sazogadoebasTan
urTierTobis sferoSi prinstonis universitetSi. 1987 wels is movida British Airways-Si
samuSaod, manamde ki iyo Copper&Lybrand-is konsultanti. man British Airways-is xelmZRvane-
lobis yuradReba miipyro mas Semdeg, rac reformebi ganaxorciela Dan Air-Si, mcire da
wagebian evropul aviaxazSi, romelic British Airways-ma SeiZina 1992 wels. 1993 wels kasini
gadaiyvanes amerikaSi, kerZod niu-iorkSi, aSS-Si operacia BA-is generaluri menejeris
Tanamdebobaze. swored aq miiRo man eilingisagan SemoTavazeba qaliSvili aviakompaniis
Seqmnis Taobaze. kasini daainteresa am winadadebam da SesaZleblobam –sakuTari Zalebi
moesinja axali kompania BA-is marTvaSi. kasinis biznesgegma damtkicda da Seiqmna axali
kompania– GoFly, Ltd., romelSic British Airways-ma daabanda 40 mln. dolari, xolo barbara
kasini gaxda pirveli qali aviakompaniis aRmasrulebeli direqtoris rangSi. Tavdapirve-
lad man detalurad daamuSava GoFly-is strategia. kompaniam muSaoba daiwyo 1998 wels
ori aviamarSrutiT. 1999 wlis Semodgomaze GoFly-s hyavda 500 TanamSromeli da 15 avia-
marSruti stanstedis aeroportidan (londoni). londoni–romis mimarTulebiT bileTi
GoFly-Si Rirda 187dolari, xolo British Airways- Si 400 dolari. aiTvisa ra kompania
Southwest Airlines-is saqmianoba, romelic kasinim detalurad daamuSava, GoFly-is xelmZRva-
nelobam uari ganacxada yivelgvar damatebiT momsaxurebaze– buterbrodisa da yavis sa-
fasursac mgzavrebi calke ixdidnen.
barbara kasinis ar aSinebs is faqti, rom GoFly-is dabali fasebi moizidavs British
Airways-is momxmareblebs da amiT mSobeli kompania dakargavs Tavisi Semosavlebis na-
wils. is Tvlis, rom GoFly romc ar gamosuliyo bazarze Tavisi dabali fasebiT, amas sxva
nebismieri kompania gaakeTebda da amiT konkurencias gauwevda British Airways-s. kasini va-
raudobda, rom 2001 wlisaTvis kompania GoFly gadaabijebda waugeblobis zRvars.
wyaro: kompaniis Web-gverdi
midgomebis Sedareba. strategiis SemuSavebisas oTxive midgomas aqvs Ta-

visi upiratesoba da naklovaneba.
mkacrad centralizebuli strategiuli dagegmva gamarTlebulia iseT si-
tuaciebSi, rodesac strategiebis erTaderTma SemmuSavebelma zustad icis, sa-
iT miemarTeba kompania da rogor unda imoqmedos. mTavari arqiteqtoris mid-
gomaSi ZiriTadi nakli aris is, rom strategiis warmateba mTlianad damokide-
bulia erT adamianis gamocdilebasa da Sexedulebaze. aseTi midgoma ar gamod-
geba Zlierad diversificirebuli sawarmoebisTvis, gasagebia, rom aseT strate-
giaSi unda iyos gaTvaliswinebuli uamravi specifikuri Tavisebureba, rac sav-
sebiT SeuZlebelia strategiis erTpirovnulad dagegmvisas.
68
meore mxriv, strategiuli gadawyvetilebis delegireba qvemdgomi meneje-

rebisTvis da strategiis erToblivad SemuSaveba dakavSirebulia garkveul
riskebTan. delegirebis yvelaze didi nakli aris is, rom dabali donis meneje-
rebi yovelTvis ar floben sakmaris informacias da gamocdilebas strategiu-
li gadawyvetilebebis miRebisaTvis. garda amisa, yovelTvis arsebobs imis saSiS-
roeba, rom dabali donis menejerebi ar wavlen riskze da airCeven konservati-
ul usafrTxo strategias iseT viTarebaSi, rodesac saWiroa axali, Semoqmede-
biTi da gabeduli midgoma. delegirebis sisuste aseve mdgomareobs imaSi, rom
strategiis formirebis procesze SesaZlebelia seriozuli zegavlena moaxdi-
non araformalurma liderebma da koaliciebma, romlebic daicaven sakuTar in-
teresebs. strategiis dagegmvisa da erToblivi midgomis dros mosalodnelia
daiwyos politikuri TamaSi, imdenad, ramdenadac gavleniani qvedanayofebis me-
nejerebsa da TanamSromlebs SeuZliaT moilaparakon erTmaneTSi da SearCion
maTTvis sasurveli strategiuli gegma. intrigebi da samsaxurebrivi mdgomare-
obis gamoyeneba bunebrivia iseT viTarebebSi, rodesac ar aris erTiani azri imis
Sesaxeb, TuU romeli strategia unda iyos SerCeuli. garda amisa, strategiis er-
Toblivad dagegmva moiTxovs gacilebiT met dros, monawileTa mravalricxov-
nobis gamo.
Sida rezervebis gamoyenebis upiratesoba, imavdroulad, misi naklic aris.
es midgoma aiZulebs TanamSromlebs eZion xelsayreli sabazro SesaZleblobebi,
SesTavazon inovaciuri strategiebi da sakuTar Tavze aiRon pasuxismgebloba
biznesis axal mimarTulebaze. strategiulad mimzidveli ideebis mqone Tanam-
Sromlebs eZlevaT SesaZlebloba da saxsrebi maTi realizebisTvis, riTac uz-
runvelyofen organizaciis ganviTarebas da zrdas. Tumca imis gamo, rom inicia-
tivebi modis kompaniis sxvadasxva danayofebidan da aqvT gansxvavebuli miznebi,
rTulia maTi SeTanxmeba an erT strategiul gegmaSi moyvana mkacri ierarqiuli
xelmZRvanelobis gareSe. am midgomis dros maRali rangis menejerebma sakuTar
qveSevrdomTagan SemoTavazebul winadadebaTa Soris unda SearCion iseTi, ro-
melic xels Seuwyobs organizaciis saerTo strategiis gamyarebas; winaaRmdeg
SemTxvevaSi SeiZleba moxdes ise, rom adgilobrivi strategiuli iniciativebi
Sevides saerTo strategiasTan winaaRmdegobaSi. am midgomas aqvs kidev erTi
nakli: cdiloben ra SeinarCunon windaxeduli da frTxili xelmZRvanelis imi-
ji, maRali rgolis menejerebi ugulebelyofen nebismier axal ideas korpora-
ciuli orTodoqsulobiT12. ubralo TanamSromlisaTvis Zalze rTulia miita-
nos sakuTari araordinaluri winadadeba bolo instanciamde.
amrigad, strategiis dagegmvis oTxive midgomas aqvs rogorc dadebiTi,
aseve uaryofiTi mxare. nebismier maTgans SeuZlia warmatebis an marcxis motana:
aq Zalian bevri damokidebulia kompaniis sididesa da struqturaze, menejmen-
tis xarisxsa da personalis saqmian Sexedulebebze.
12
ixileT statia _ Gary Hamel. "Strategy as Revolution," Harvard Business Review 74, no. 4
(July_August 1996), pp.80_81.
69
direqtorTa sabWos roli strategiebis SemuSavebasa
da realizebaSi
strategiis Seqmnasa da realizebaSi wamyvani roli ekisreba wamyvan meneje-

rebs, xolo direqtorTa sabWos strategiuli rolis arsi mdgomareobs imaSi,
rom strategiuli menejmentis xuTive amocana warimarTos aqcionerTa (rode-
sac saubaria sakuTrebis aqcionerul formaze) an donorTa sasargeblod (ara-
komerciuli organizaciis SemTxvevaSi). sasamarTlo saCivrebis raodenobis
gaTvaliswinebiT, romelic aRZrulia aqcionerebis mier, agreTve samoqalaqo
pasuxismgeblobis dazRvevaze xarjebis gazrda, naTels xdis, TuU ratom ekisreba
direqtorTa sabWos meTvalyure organos statusi kompaniis strategiuli moq-
medebebis mimarT. ufro metic, msxvili saaqcio paketis mflobeli (sasesxo da
sapensio fondebi) saxelmwifo maregulirebeli organoebi da finansuri presa
moiTxovs direqtorTa sabWosgan, gansakuTrebiT mowveulebisgan, yuradRebiT
adevnon Tvali kompaniis strategias da administraciis saqmiaobas.
Cveulebriv, aRmasrulebeli menejerebi mokle informacias awvdian direq-
torTa sabWos mTavari strategiuli RonisZiebebis Sesaxeb da amave organos ga-
dascemen strategiul gegmas oficialuri damtkicebisaTvis. direqtorebi iSvi-
aTad Rebuloben monawileobas strategiis SemuSavebasa da realizebaSi, es arc
aris aucilebeli; maT naklebi gamocdileba aqvT am dargSi muSaobis, aseve mwir
informacias floben am kompaniis Sesaxeb. direqtorTa sabWo ikribeba TveSi er-
Txel (an ufro iSviaTad) TaTbirze, romelic grZeldeba 6-8 sT. Znelia elodo
direqtorTa sabWosgan strategiuli sakiTxebis bolomde Cawvdomas, sakuTar
originalur strategiul SemoTavazebebs, romlebic konkurencias gauwevs aR-
masrulebeli menejerebis mier SemoTavazebul ideebs. es yvelaferi arc moeT-
xoveba direqtorTa sabWos, romlis ZiriTadi amocana aris meTvalyureoba da
kontroli. sabWos upirvelesi movaleobaa– konstruqciuli kritikis uzrun-
velyofa13. rodesac, aRmasrulebeli menejerebi sabWos Tavazoben safuZvlian
winadadebebs, maSin kritika aucileblobas ar warmoadgens. sakmarisia ramdenime
azriani kiTxvis dasma, raTa damtkicdes strategiuli winadadebebis marTebu-
loba da maT ganxorcielebaze kontrolis gaweva. magram im SemTxvevaSi, Tu kom-
paniis Semosavali da sabazro wili mcirdeba (miT umetes, Tu swrafad mcirdeba),
direqtorTa sabWos wevrebi valdebulni arian daikavon aqtiuri pozicia, gani-
xilon kompaniis strategiuli mimarTuleba, TaTbirze moiwvion aRmasrulebe-
li menejerebi, SesaZlebelia, pirdapir CaerTon procesSi, SesTavazon kompaniis
strategiisa da xelmZRvanelobis Secvla.
13
strategiebis SemuSavebasa da realizebaSi direqtorTa sabWos zedamxedvelobis ro-
lis detalurad ganxilva ixileT statiaSi _ Gordon Donaldson, "A New Tool for Boards: The
Strategic Audit," Harvard Business Review 77, no. 4 (July_August 1995), pp. 99_107.
70
strategiuli menejmentis principi. strategiul menejmentSi direqtorTa

sabWos mTavari amocanaa – gansazRvros da daamtkicos strategiuli gegma, aseve,
Seafasos kompaniis xelmZRvanelis da misi memkvidreebis strategiuli xedvis
SesaZleblobebi.
direqtorTa sabWos mTavari praqtikuli amocanaa – strategiis SemuSaveba-

sa da realizebasTan mimarTebaSi umaRlesi xelmZRvanelobis kompetenciis Se-
faseba. am Sefasebis safuZvelze miiReba konkretuli gadawyvetilebebi: gamomu-
Savebuli anazRaurebis gazrda, premireba an ganTavisufleba14. isec momxdara,
rom direqtorTa sabWo (AT&T, Pacific Corp, Kmart, RiteAid, Compaq Computer-Si) ake-
Tebda daskvnas imis Taobaze, rom kompaniis mmarTveli ver axdens kompaniis
strategiis adaptirebas bazarze mimdinare cvlilebebTan, moiTxovda mis gada-
yenebas da axali xelmZRvanelis daniSvnas. direqtorTa sabWom aseve droulad
unda Seafasos mTavari pretendentebis strategiuli xarisxi aRmasrulebeli
xelmZRvanelis Tanamdebobaze. Tu kompaniis mmarTveli gadadgeba, sabWo Sear-
Cevs memkvidres: an kompaniis menejerTa Soris (xSirad iTvaliswinebs yofili
mmarTvelis rekomendacias), an gareSe pirs, Tuki miRebulia gadawyvetileba
kursis radikalurad Secvlis Taobaze. meTvalyureoba da kontroli metisme-
tad mniSvnelovania direqtorTa sabWos mxridan, rodesac saubaria kompaniis
strategiaze.
strategiuli midgomis upiratesoba

menejmentTan mimarTebaSi
am wignis mTavari arsi aris imis warmoCena, rom Tanamedrove menejmenti

warmoudgenelia strategiuli azrovnebis gareSe. menejeri valdebulia icodes
kompaniis strategiuli mdgomareoba, aTviTcnobierebdes cvalebadi pirobebis
zegavlenas, Tvalyuri adevnos kompaniis Sida da gare garemos, SearCios Sesa-
ferisi momenti strategiis SecvlisTvis. erT-erTi wamyvani kompaniis mmar-
Tvelma ganacxada:
,, ... Cveni konkurentebi imave azrs, meTodebsa da midgomebs icnoben, rom-
lebsac Cven; aqvT analogiuri SesaZleblobebi maTi gamoyenebisaTvis. gan-
sxvaveba Cvens miRwevebSi ganisazRvreba mxolod sizustesa da TviTdiscip-
linaSi, romlis meSveobiTac Cven orTave vamuSavebT da vaxdenT sakuTari
strategiis realizebas“.
14
kompaniis xelmZRvanelTa muSaobisa da memkvidreobiTobis SefasebaSi direqtorTa
sabWos rolis Sesaxeb diskusia ixileT statiaSi _ Jay W. Lorsch and Rakesh Khurana, "Changing
Leaders: The Board’s Role in CEO Succession," Harvard Business Review 77, no. 3 (May_June 1999), pp.
96_105.
71
strategiul azrovnebas da marTvas, Tavisufali improvizaciis, intuicii-
sa da iRblisgan gansxvavebiT, gaaCnia mTeli rigi upiratesobebisa: axdenen mTe-
li organizaciis saqmianobis koncentrirebas ZiriTadi miznis miRwevaze, aiZu-
leben menejerebs da rigiT TanamSromlebs eZebon axali SesaZleblobebi da gan-
sazRvron safrTxeebi, xels uwyoben biznesmodelis uwyvet ganviTarebas, aZle-
ven menejerebs mkacr gansazRvrebebs biujetis proeqtis Sefasebis Taobaze. re-
sursebis aseTi stiliT marTva optimaluria, Tuki is mxars uWers kompaniis
strategias da iZleva dasaxuli miznebis miRwevis garantias.
xSirad inovaciuri strategia xdeba kompaniis myari saqmianobis mTavari
gasaRebi. biznesis istoriidan cnobilia, rom yvelaze efeqtiani kompaniebi Cve-
ulebriv moqmedeben, rogorc pirveli gzamkvlevebi da liderebi, ar izRudebi-
an sapasuxo RonisZiebebiTa da pasiuri TavdacviT. isini axorcieleben strate-
giul Setevas konservatorul da naklebad mobilur konkurentebze da uzrun-
velyofen sakuTar konkurentul upiratesobas, aseve Sesabamis finansur Sede-
gebs. araordinaluri, SemoqmedebiTi strategiis realizeba uzrunvelyofs
kompaniisTvis lideris pozicias, misi produqcia da momsaxureba xdeba dargob-
rivi standarti. ayvavebis procesSi myofi biznesi – es aris gamWriaxi, aqtiuri
menejmentis Sedegi da ara bednieri SemTxveva an usasrulo iRbali.
Cven vimedovnebT, am wignis wakiTxvis Semdeg Tqven mixvdebiT, rom kargad
marTvadi organizaciebi gamoirCevian ori niSniT: isini ufro ukeT amuSaveben
strategias da Sesabamisad axdenen mis realizebas. sxva sityvebiT, rac ufro
yuradRebiT aris gaTvlili strategia da rac ufro profesionalurad xdeba
misi realizeba, miT ufro didia kompaniis Sansi – moipovos lideris pozicia ba-
zarze, xolo misi menejmenti– imsaxurebs yvelaze maRal Sefasebas.
rekomendebuli literatura:
1. Abell, Derek F. "Competing Today While Preparing for Tomorrow." Sloan Management
Review 40, no. 3 (Spring 1999), pp. 73–81.
2. Burgelman, Robert A. Strategy Is Destiny. New York: The Free Press, 2000.
3. Collins, James C., and Jerry I. Porras. "Building Your Company's Vision." Harvard
Business Review 74, no. 5 (September–October 1996), pp. 65–77.
4. Farkas, Charles M., and Suzy Wetlaufer. "The Ways Chief Executive Officers Lead."
Harvard Business Review 74, no. 3 (May-June 1996), pp. 110–122.
5. Hamel, Gary. "Strategy as Revolution." Harvard Business Review 74, no. 4 (July-August
1996), pp. 69–82.
6. Lipton, Mark. "Demystifying the Development of an Organizational Vision." Sloan
Management Review, Summer 1996, pp. 83–92.
7. Markides, Constantinos C. "A Dynamic View of Strategy." Sloan Management Review 40,
no. 3 (Spring 1999), pp. 55–63.
72
8. Mintzberg, Henry. "Crafting Strategy." Harvard Business Review 65, no. 4 (July–August
1987), pp. 66–75.
9. Mintzberg, Henry. Bruce Ahlstrand; and Joseph Lampel. Strategy Safari: A Guided Tour
through the Wilds of Strategic Management. New York: Free Press. 1998.
10. Moncrieff, James. "Is Strategy Making a Difference?" Long Range Planning 32, no. 2
(April 1999), pp. 273–276.
11. Porter, Michael E. "What Is Strategy?" Harvard Business Review 74, no. 6 (November–
December 1996), pp. 61–78.
12. Shaw, Gordon; Robert Brown; and Philip Bromiley. "Strategic Stories: How 3M Is
Rewriting Business Planning." Harvard Business Review 76, no. 3 (May–June 1998), pp.
41–50.
73

Tema II - სტრატეგიული მენეჯმენტის პროცესი

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Tema 3 strategiuli

,,CeSirul katas ekiTxeba alisa – Tu SeiZleba mirCieT,

,,Cemi amocanaa viyo darwmunebuli imaSi, aqvs Tu ara

,,strategiuli menejmenti – es ar aris . . . instruqciebis

strategia biznesTan mimarTebaSi gulisxmobs konkurentunarian moqmede-

ZiriTadi cneba. kompaniis strategia – konkurenciis meTodebis da biznesis or-

kompaniis strategiebTan mWidrodaa dakavSirebuli cneba biznesis modeli

CanarTi . biznesis sxvadasxva modeli: Microsoft da Redhat Linux

Microsoft-is biznesis modeli

Redhat Linux-is biznesis modeli

ase: mogebis miReba teqnikuri mxardaWeris safuZvelze da ara sawyisi kode-

biznesis romeli modelia ukeTesi?

ZiriTadi cneba. biznesis modeli aCvenebs, ramdenad uzrunvelyofs strategiis

strategiebis SemuSaveba, formireba da realizacia – menejmentis priori-

warmatebuli menejmentis niSnebi

kargad gaazrebuli strategiuli xedva amzadebs kompanias momavlisaT-

OZiriTadi cneba. organizaciis srulyofa – esaa srulyofili strategiebis

ZiriTadi cneba. saukeTeso strategiis brwyinvale ganxorcieleba – menejmen-

seriozuli safuZveli gvaqvs imisaTvis, rom paraleli gavavloT warmate-

strategiuli menejmentis xuTi amocana

menejeris amocana, firmis strategiis Seqmnisa da realizaciis procesSi, Sed-

1. kompaniis strategiuli xedvisa da misiis formulireba. sxva sityvebiT,

naxazze 1.1 naCvenebia strategiuli menejmentis amocanebis urTierTkavSiri.

swored es xuTi komponenti gansazRvravs strategiuli menejmentis cnebas.

ZiriTadi cneba. strategiuli menejmenti – es aris kompaniis menejerebis mier

1. kompaniis strategiuli xedvisa da misiis formulireba

,,rogor vxedavT kompaniis momavals? ris gakeTebas vapirebT da risi miRwe-

naxazi 1.1. strategiuli menejmentis xuTi amocana

momxmarebels. menejerma strategiulad unda gaiazros firmis saqmianobis sfe-

ZiriTadi cneba. strategiuli xedva –aris kompaniis momavlisken moZraobis

kompaniis misiisa da strategiuli xedvis formulirebis zogierTi magali-

,,Cveni xedvaa: internetSi CarTuli miliardobiT kompiuteri, milionobiT serveri da

McCormick and Company

wyaro: kompaniis dokumentebi da Web-gverdebi

konkretuli miznebis gansazRvra gvexmareba misiis saerTo formulirebidan

Omizani emsaxureba kompaniis saqmianobis mimarTulebebis SemuSavebas da prog-

mizani SeiZleba iyos rogorc moklevadiani, aseve grZelvadiani. pirveli

sabazro damatebiTi Rirebuleba–sdR)2, kreditunarianoba da sxva. strategiu-

konkretuli strategiuli miznebis miRweva iseve mniSvnelovania, rogorc kon-

amrigad, miznebis gansazRvrisas mxedvelobaSi unda gvqondes ara marto

startegiuli miznebi – es aris dargSi kompaniis mdgomareobis ganmtkiceba da

CanarTSi warmodgenilia ramdenime cnobili kompaniis strategiuli da

CanarTi . strategiuli da finansuri miznebis magaliTebi

Banc One Corporation

wyaro: kompaniebis Web-gverdi

firmis strategiis realizebis procesSi menejeri awydeba problemas – ro-

Okompaniis strategia mdgomareobs menejerebis moqmedebebsa da midgomebSi, saq-

kompaniis strategia, rogorc wesi, Sedgeba: (1) kargad gaTvlili, mizanmimar-

gaZlierebuli konkurentuli brZoliT gamowveuli reaqciisagan, (3) organiza-

naxazi 1.2. kompaniis realuri strategia erTdroulad aris dagegmili

mudam unda zrunavdes swavlaze da amaRlebdes sakuTar konkurentunariano-

Ostrategia erTdroulad aris aqtiuri (e.i. gaTvlilia da dabalansebulia) da

risgan Sedgeba kompaniis strategia? rogorc aRiniSna, kompaniis stra-

Kkompaniis strategia nawilobriv Cans, xolo nawilobriv dafarulia garemocvi-

kompaniis strategiis elementebis kargad gagebisaTvis ganvixiloT kompania

naxazi 1.3. kompaniis strategiis elementebi

CanarTi . kompania McDonald’s-is strategia

restornebis mSeneblobis da ganTavsebis strategia

 danadgarebisa da sawarmoo sistemebis SemuSaveba, romelic mogvcemda sa-

saqonlis winsvlis strategia

Ppersonalis SerCevisa da momzadebis strategia

wyaro: kompaniis Web-gverdi

strategia da SemoqmedebiTi midgoma. strategiis SemuSavebisaTvis auci-