REVIEW OF THE PRACTICE OF PORTER'S GENERAL COMPETITIVE STRATEGIES IN CAR RENTAL ENTERPRISES

Year 2017, Volume: 4 Issue: 1, 349 - 356, 30.06.2017

Bayram Akay

https://doi.org/10.17261/Pressacademia.2017.554

Abstract

The purpose
of this study is to examine the practices of Porter's general competitive
strategies (cost leadership, differentiation, focusing and stuck in the middle)
on car rental enterprises in Turkey and to contribute to future studies. The
data has been obtained from 200 car rental enterprises operating in İstanbul
and Antalya in the research. As a result of the research, it has been revealed
that the enterprises apply differentiation, cost leadership and focusing
respectively among the competitive strategies and there are also enterprises
that are trapped between them without choosing any of these strategies. In
addition, a difference has been found between the managers' gender, marital
status, mission, level of education, educational field, number of branches of
the business, number of vehicles and perception of competition strategies. It
can be suggested that car rental enterprises will be successful if they
implement competitive strategies. 

Keywords

Tourism, car rental, competitive strategies

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