NİŞ PAZARLARA ÖZGÜ GLOKAL ÜRÜN STRATEJİLERİNİN GELİŞTİRİLMESİ: TCHIBO TÜRKİYE ÖRNEĞİ

Yıl 2011, Cilt: 12 Sayı: 1, 67 - 82, 01.12.2011

İpek Kazançoğlu Keti Ventura Miray Baybars , Rezan Tatlıdil

Öz

Niş pazarlarda yer alan global firmalar, faaliyet gösterdikleri ülkelerin özelliklerine dayalı olarak ürün stratejilerinde farklı uygulamalar benimsemektedirler. Bu bağlamda, çalışmanın amacı, haftalık olarak değişen ürün temaları ve mağaza konsepti kriterlerine dayalı bir niş pazarlama stratejisi uygulayan Tchibo firmasının, Türkiye’deki hedef tüketici kitlesine özgü glokal ürün stratejilerinin ortaya konulmasıdır. Bu amaç doğrultusunda, Tchibo Türkiye’nin yöneticileri ile yapılan görüşmeler ile Tchibo’nun Türkiye’deki hedef tüketici kitlesine özgü farklılaşan ürün stratejileri incelenmiştir. Araştırma modeli olarak nitel durum çalışması (örnek olay) tasarımının kullanıldığı çalışmada, “tipik durum” örneklemesi tekniği kullanılmıştır. Görüşmeler sonunda elde edilen veriler, “betimsel analiz” yöntemi ile analiz edilmiş, Tchibo Türkiye’nin ürün stratejilerine ve mağaza uygulamalarına yönelik öneriler geliştirilmiştir. Çalışmanın, niş pazarlama uygulamaları ile glokal ürün stratejileri etkileşimini ortaya koyması nedeniyle özgün bir çalışma olduğu düşünülmektedir.

Anahtar Kelimeler

Niş Pazarlama, Glokalleşme, Ürün Stratejileri, Tchibo Türkiye

GLOCAL PRODUCT STRATEGIES DEVELOPMENT FOR NICHE MARKETS: THE CASE OF TCHIBO TÜRKİYE

Öz

Global firms which are existing in niche markets adopt different practices in their product strategies, depending on the characteristics of the countries they operate. This study aims to explore the glocal product strategies special to Turkish target market of Tchibo, which applies a niche marketing strategy based on the weekly changing product themes and store concept criteria. Within this context, the differentiating product strategies special to Turkish target market of Tchibo in Türkiye is analyzed through interviews with the managers of Tchibo Türkiye. Qualitative case study design and “typical case” sampling technique are used. Data acquired through interviews are analyzed with “descriptive analysis” method and suggestions related to product strategies and store practices of Tchibo Türkiye are developed. It can be said that this study seems to be original as it puts forth the interaction between the niche marketing practices and glocal product strategies

Anahtar Kelimeler

Niche Marketing, Glocalization, Product Strategies, Tchibo Türkiye

Kaynakça

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