airzena – jorjian earveisi marketinguli gegma

aviakompania `airzena~ daarsda 1994 wlis seqtemberSi wlis 1 noembers igi SeuerTda `ear jorjias~ da Camoyalibda aviakompania `airzena saqarTvelos aviaxazebi~, romlis Semdegac igi saqarTveloSi am sferoSi yvelaze didi kompania gaxda wlidan cnobilia rogorc `jorjian earveisi~. kompaniis Sesaxeb

kompaniam moRvaweoba daiwyo Carteruli reisebis ganxorcielebiT. venis, dubais da taSkentis mimarTulebiT. ` Austrian Airlines ~-Tan xelSekrulebis dadebis Semdeg aviakompanias saSualeba mieca gadaeyvana mgzavrebi evropis, aziisa da amerikis mimarTulebiT.

Georgian Airways – Highlights airzena (1994 wlidan) airzena (1994 wlidan) airzena – saqarTvelos aviaxazebi (1999 wlidan) airzena – saqarTvelos aviaxazebi (1999 wlidan) jorjian earveisi (2003 wlidan) jorjian earveisi (2003 wlidan) IATA – A9 IATA – A9 ICAO – TGZ ICAO – TGZ 100 % 100 % : IATA MITA, IATA CH, : IATA MITA, IATA CH, IATA BSP, ARC.. - IATA BSP, ARC.. -

miznebi kompaniis mTavar mizans warmoadgens mgzavrebis usafrTxo da komfortuli transportireba. amisaTvis 2002 wlis dasawyisSi man lizingiT aiRo ` Hepag Lloyd ~-sgan BOEING tipis TviTmfrinavi, romelic aRWurvilia Tanamedrove sanavigacio sistemiT da komfortuli saloniT.

sahaero floti boingi: (112 adgili) (112 adgili) (148 adgili) (148 adgili) (126 adgili) (126 adgili) iakovlevi: iak-40 (25 adgili) iak-40 (25 adgili) iak 42 (100 adgili) iak 42 (100 adgili)

airzenas prioritetebi usafrTxo mgzavroba frenis dros momsaxurebis maRali standartebi maRali kvalifikaciis da gamocdilebis mqone momsaxure personali moqnili menejmentis struqtura investiciebi kompaniis ganviTarebisTvis

momxmarebeli kompaniis biznesis specifikuroba mdgomareobs imaSi, rom mis momsaxureobaze moTxovna cvalebadia sxvadasxva faqtorebis gamo. (mag: dro) am servisis momxmareblebi arian ZiriTadad is adamianebi romlebic miekuTvnebian sazogadoebis saSualo da maRal fenebs. airzenas servisis momxmareblis ZiriTadi nawili kompaniis mimarT loialuria.

moTxovnis cvla sezonis mixedviT 2006 w.

momxmareblis SesaZleblobebi momxmarebels saSualeba aqvs winaswar dajavSnos sastumro im qveyanaSi sadac apirebs mogzaurobas. jorjian earveisi da saerTaSoriso avtogaqiravebis kompania ` Evis ~-i germaniis teritoriaze sTavazobs momxmarebels 10%-ian fasdaklebas avtomobilis qiraobisas.

konkurentebi saqarTvelos nacionaluri aviaxazebi kavkasiis aviaxazebi evrolaini ucxouri aviakompaniebi

konkurentebi saqarTvelos nacionaluri aviaxazebi Camoyalibda 1998 wels Air Bisec- is saxeliT. kompaniam saqmianoba daiwyo Carteruli, samgzavro da satvirTo reisebis gaxsniT wels aviakompaniam Seicvala saxeli da dResdReobiT operirebs `saqarTvelos nacionaluri aviaxazebis~ saxeliT.

konkurentebi kavkasiis aviaxazebi Camoyalibda 2001 wels da moqmedeba daiwyo 2002 wlis noebmridan. Tavdapirvelad igi cnobili iyo, rogorc Silk Route Airways- i, magram Semdeg misi saxeli Secvales legaluri mizezebis gamo wels kompaniam Tavisi nebiT Sewyvita operaciebi da gavida bazridan.

konkurentebi evrolaini daarsda 2004 wlis ivnisSi, dRes mas aqvs ofisebi qobuleTSi, baTumsa da TbilisSi. axlo momavalSi apirebs gaxsnas ofisebi quTaisSi, foTSi, ozurgeTsa da senakSi. kompania ZiriTadad orientirebulia turistul servisebze. airzenas pirdapir konkurents ar warmoadgens, radgan igi bazris sxva segments moicavs.

sabazro wili

PEST analizi politikuri garemos zegavlevna – kanonebi, qveynebs Soris urTierToba, Sida politikuri mdgomareoba. ekonomikuri garemo – faqtorebi, romlebic gavlenas axdenen momxmarebelTa msyidvelobiTunarianobaze socialuri da kulturuli garemo – faqtorebi romlebic momxmarebelTa gemovnebis Camoyalibebasa da qcevaze axdens gavlenas. teqnologiuri garemo – kompniis unari aiTvisos teqnologiuri cvlilebebi.

momsaxureba Georgian Airways-i gvTavazobs ori tipis momsaxurebas frenis dros: biznes da ekonom klasebs biznes klasi, romelic gamoirCeva momsaxurebis maRali doniT da komfortiT. Sesabamisad maRali fasiT

momsaxureba ekonom klasi, romelic gansazRvrulia mosaxleobis did nawilze.

SWOT analizi S – airzena aris saqarTvelos bazarze erT-erTi lideri aviakompania. msoflio kongresis yovelwliur dajildoebaze jorjian earveiss mieniWa oqros kategoria, rogorc konkurentunariani da dominanti kompania bazarze. airzenas yavs Zlieri partniorebi msoflios masStabiT.

Georgian Airways – partniorebi airzenas gaformebuli aqvs 40-mde partnioruli xelSekruleba, maT Soris: AF/ NW/KLM AF/ NW/KLM Austrian (OS group) Austrian (OS group) British Airways British Airways Lufthansa Lufthansa Czech Airlines Czech Airlines Qatar Airways Q.C.S.C Qatar Airways Q.C.S.C United Airlines United Airlines DELTA Airlines DELTA Airlines AEROFLOT AEROFLOT AirBaltic AirBaltic Emirates Emirates UMAir UMAir Olympic Olympic Aegean Aegean

sisuste W – ar aqvs saSualeba TviTmfrinavebis simciris gamo ganaxorcielos bevri reisi. momxmareblis garkveuli nawili ukmayofiloa SeTavazebuli momsaxurebiT.

SWOT analizi O – airzena aqvs SesaZlebloba axlo momavalSi SeZenili axali TviTmrinavebis saSualebiT ganaxorcielos axali reisebi ufro farTo arealiT. T – ruseT saqarTvelos Soris daZabulma politikurma urTierTobam, airzenas ukve daakargvina milionobiT dolari, rac SesaZloa momavalSic gagrZeldes.

fasi momsaxurebis (bileTis) fasi damokidebulia frenis marSutze. kompania gvTavazobs fasdaklebas ormxrivi bileTis winaswar dajavSnis SemTxvevaSi. 50% fasdakleba 2-dan 11 wlamde asakis bavSvebisaTvis. SeRavaTebi studentebisaTvis. (18-25w.)

reisebi (adgili) `jorjian earveis~-i axorcielebs reisebs Tbilisidan venis, dubais, taSkentis, amsterdamis, aTenis, londonis da sxva qalaqebis mimarTulebiT.

Georgian Airways – daniSnulebis adgilebi Vienna: ori reisi kviraSi. Vienna: ori reisi kviraSi. Paris: ori reisi kviraSi. Paris: ori reisi kviraSi. Amsterdam: ori reisi kviraSi. Amsterdam: ori reisi kviraSi. Frankfurt: ori reisi kviraSi. Frankfurt: ori reisi kviraSi. Athens: erTi reisi kviraSi. Athens: erTi reisi kviraSi. Dubai: erTi reisi kviraSi. Dubai: erTi reisi kviraSi. Tel Aviv: ori reisi kviraSi. Tel Aviv: ori reisi kviraSi. Moscow: yoveldRiuri (SeCerebulia) Moscow: yoveldRiuri (SeCerebulia) Kiev: ori reisi kviraSi. Kiev: ori reisi kviraSi. Minsk : erTi reisi kviraSi. Minsk : erTi reisi kviraSi.

Georgian Airways – Passenger load factor 2006

stimulireba kompania yovelwliurad gamoyofs Tanxebs satelevizio da sxva saxis reklamebisTvis. aRsaniSnavia is faqti, rom jorjian earveisi gaxda cnobili da konkurentunariani kompania xalxis sityvieri reklamis saSualebiT. es gamowveulia maRali xarisxis momsaxurebiT.

imerliSvili ilia kublaSvili nino kapanaZe nino catava levani RvinianiZe zviadi