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Avrupa Birligi Pazarinin Kuru Incir Icin Bolumlenmesi: Ornek Olay Analizi

  • Bilge Akyol


    (Dokuz Eylul Universitesi, Isletme Fakultesi, Isletme Bolumu)

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    Avrupa Birligi (AB) pazari, Turkiye’nin en onemli ihracat pazarlarindan biridir. Turkiye, dunya ve AB kuru incir uretiminde ve ihracatinda lider ulke konumundadir. Dis ticaretimizde onemli bir urun olan kuru incir icin AB pazarinda dogru pazarlama stratejileri gelistirilmelidir. Pazarlama stratejilerinin gelistirilmesi oncelikle hedef pazarin tanimlanmasini gerektirmektedir. Bu calismanin amaci, kuru incir icin AB pazarinin bolumlenmesi ve olasi hedef pazarlarin bulunmasi ile bunlara uygun pazarlama stratejilerinin gelistirilmesi icin onerilerde bulunmaktir. Bu calismada uluslararasi marka tescili olan ve AB’ye ihracat yapan firmalarin kendi pazarlama stratejilerini belirleyebilecekleri varsayilmaktadir. Bu varsayimla Ege Bolgesi’nde, gida sektorunde en fazla uluslararasi marka tesciline sahip olan ve kuru incir uretimi ve ihracati yapan bir firmada bir ornek olay incelemesi gerceklestirilmistir. Calismada, nitel ve nicel arastirma yontemlerinden yararlanilmistir. Calismanin temelinde Kale ve Sudharshan’in (1987) “Stratejik Olarak Esdeger Pazar Dilimi” yaklasimi kullanilmistir. Oncelikle pazar bolumleme kriterlerini ortaya cikarmak icin soz konusu firmada kuru incirin dis satislarindan sorumlu mudur yardimcisi ile bir gorusme yapilmis, daha sonra bu gorusme verileri betimsel analize tabi tutulmustur. Bu kriterler temel alinarak AB uyesi ulkeler ve bunlarin bolgeleri icin kumeleme analizleri yapilmis ve AB pazari kuru incir icin bolumlere ayrilmistir.

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    Article provided by Ege University Faculty of Economics and Administrative Sciences in its journal Ege Academic Review.

    Volume (Year): 9 (2009)
    Issue (Month): 2 ()
    Pages: 539-557

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    Handle: RePEc:ege:journl:v:9:y:2009:i:2:p:539-557
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