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- Title
PORTER'IN JENERİK REKABET STRATEJİLERİNİN ÜRÜN VE SÜREÇ AÇISINDAN ANALİZİ: ZİNCİR MARKETLER ÖRNEĞİ.
- Authors
İRMİŞ, Ayşe; DEMİREL, Ayten; MENGÜLOĞLU, Mehmet Ali
- Abstract
The endurance of chain markets in the retail sector, where competition is increasing rapidly, depends on their ability to use competitive strategies. The study aims to investigate the competitive strategies of two chain markets operating in the retail sector in Türkiye, which rank first in terms of market share development and concentration ratios in their categories, in terms of product and process. A case study research was conducted to analyze the competitive strategies of the Migros and BİM chain markets included in this scope, considering their 2020 annual reports. The results of the analysis show that both companies apply both cost leadership and differentiation strategies in their products and processes, but they apply differentiation strategy more than cost leadership strategy. While BİM uses cost leadership strategies relatively more than MİGROS, MİGROS uses process differentiation strategies relatively more than BİM.
- Subjects
TURKEY; PRODUCT differentiation; MARKET share; RETAIL industry; CORPORATION reports; CHAIN stores
- Publication
Pamukkale University Journal of Social Sciences Institute / Pamukkale Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 2023, Vol 57, p59
- ISSN
1308-2922
- Publication type
Article
- DOI
10.30794/pausbed.1079117