Natalia Goderdzishvili: "Nowadays it is Impossible to have an Effective Business Model without the Use of Digital Technologies"

Interview with Natalia Goderdzishvili, Caucasus Marketing Supervisor for Borusan Cat Georgia.

Tell us about how you got into the field of marketing, and what factors played an important role in choosing this profession?

I grew up in a family where there were several generations of doctors. From childhood, I was constantly asked which medical field I was most interested in. However, at no stage in my life did I think about medicine.  In my opinion, one should be born as a doctor. People should not chose this profession by pragmatic choice.

I made my career choice in the final years of school, and at the time, my older brother was an ESM Business Administration student, and I often heard advice from him about it. Accordingly, I decided to pursue a degree in business administration, and marketing from  my third year,  when I started taking all the major courses. The most interesting and diverse of these subjects for me was this field. I'm glad I made the right choice.

What challenges do you face as a leader in marketing, during a time of technological change?

Digital technologies are evolving on a daily basis, and we are inevitably part of all this. Nowadays, it is impossible to achieve success without getting involved in these processes. Borusan Cat, as Caterpillar's official representative, constantly provides training that helps us to increase our knowledge and qualifications, and  adapt easily to technological change.

What has changed in the field in the last 5 years, and what changes are expected?

I started working in marketing in 2012, when social networks were newly established in our country. Perhaps at that time, I’d have had a hard time believing the situation we have today, in terms of digitalization. Nowadays, it is impossible to have an effective business model without the use of digital technologies. As the years go by, the pace of  acceleration in life we ​​have today will speed up even more, leading to the development of digital technology. 

What do you think are the most important qualities a marketing manager should have, and what is his or her role in the organization in general?

In this case, I combine skills with qualities, and say that, perhaps, the majority of all professions are of great value, but I would also emphasize that marketing is such a diverse field, and that different companies may have so many different aspects that you are constantly learning something new and gaining new experiences. Marketing is not a precise science; the same goal can be achieved in different ways, so it is very important to be confident in what you are doing. It is also important to be sociable, active and open to the novelties. As for the role of marketing in an organization, with the proper use of this science, it plays an important role in the proper positioning of the company and the effective delivery of products to consumers.

What do you do to keep the organization from falling behind on new trends, and keep applying innovative approaches to marketing?

Due to the specifics of our business, it is impossible to keep up with new trends without applying innovative approaches. As caterpillar officials in Georgia, our marketing strategy is focused on the global caterpillar strategy. Consequently, all the steps we have taken on behalf of the company fall within the framework of Caterpillar brand marketing communication.

What’s your organization’s business model, in terms of marketing? 

Let me start by saying that the Borusan Cat's slogan is "We create solutions", which clearly indicates that our customer is the core of our company. In addition to offering premium quality products and services, our goal is to help users succeed. We repeatedly point out to our customers that we represent not only their suppliers, but also valuable consultants who can get advice at any time.

One word that describes your job.

It is difficult to describe this process in one word that covers most of my life, but the word best suited to this is probably "diverse".

The most useful advice you’ve ever received in your life?

Perhaps one of the most helpful tips I received was that you do not please everyone at once, and that you do not meet everyone's needs. There will always be people who will  be dissatisfied with things. That is why you should strive to be honest, and do your job.

Think of a person who inspires you professionally. 

I cannot identify one particular person in this regard, but I will say that I am inspired by people who have their own business that they themselves started. Many people think that doing their own thing is easier than being an employee, but in fact, it requires a lot more effort and resources than one imagines.