AVRUPA BİRLİĞİ PAZARININ KURU İNCİR İÇİN BÖLÜMLENMESİ: ÖRNEK OLAY ANALİZİ

Year 2009, Volume: 9 Issue: 2, 539 - 557, 01.05.2009

Bilge Aykol

Abstract

Avrupa Birliği (AB) pazarı, Türkiye’nin en önemli ihracat pazarlarından biridir.
Türkiye, dünya ve AB kuru incir üretiminde ve ihracatında lider ülke
konumundadır. Dış ticaretimizde önemli bir ürün olan kuru incir için AB
pazarında doğru pazarlama stratejileri geliştirilmelidir. Pazarlama stratejilerinin
geliştirilmesi öncelikle hedef pazarın tanımlanmasını gerektirmektedir. Bu
çalışmanın amacı, kuru incir için AB pazarının bölümlenmesi ve olası hedef
pazarların bulunması ile bunlara uygun pazarlama stratejilerinin geliştirilmesi
için önerilerde bulunmaktır.
Bu çalışmada uluslararası marka tescili olan ve AB’ye ihracat yapan firmaların
kendi pazarlama stratejilerini belirleyebilecekleri varsayılmaktadır. Bu
varsayımla Ege Bölgesi’nde, gıda sektöründe en fazla uluslararası marka
tesciline sahip olan ve kuru incir üretimi ve ihracatı yapan bir firmada bir örnek
olay incelemesi gerçekleştirilmiştir.
Çalışmada, nitel ve nicel araştırma yöntemlerinden yararlanılmıştır. Çalışmanın
temelinde Kale ve Sudharshan’ın (1987) “Stratejik Olarak Eşdeğer Pazar Dilimi”
yaklaşımı kullanılmıştır. Öncelikle pazar bölümleme kriterlerini ortaya çıkarmak
için söz konusu firmada kuru incirin dış satışlarından sorumlu müdür yardımcısı
ile bir görüşme yapılmış, daha sonra bu görüşme verileri betimsel analize tabi
tutulmuştur. Bu kriterler temel alınarak AB üyesi ülkeler ve bunların bölgeleri için
kümeleme analizleri yapılmış ve AB pazarı kuru incir için bölümlere ayrılmıştır.

Keywords

Uluslararası pazar bölümlemesi, kuru incir, Avrupa Birliği pazarı

SEGMENTING THE EUROPEAN UNION MARKET FOR DRIED FIG: A CASE STUDY

Abstract

The European Union (EU) market is one of the most important export markets of
Turkey. Turkey is the leader country in the production and export of dried fig in
the world and in the EU. This important product requires development of right
marketing strategies in the EU market. Development of marketing strategies
firstly involves identification of the target market. The purpose of this study is
segmenting the EU market for dried fig and identifying potential target markets
as well as making recommendations for the development of suitable marketing
strategies.
It is assumed that the firms, which have an internationally registered trademark
and export to the EU, are able to set their own marketing strategies. Based on
this assumption, a case study was conducted in a firm which has the largest
number of internationally registered trademarks within the Aegean Region and
produces and exports dried fig.
Qualitative and quantitative methods were employed. Basically, the
“Strategically Equivalent Segment” approach of Kale and Sudharshan (1987) is
incorporated in the study. First, an interview was made with the vice president,
who was responsible for foreign sales in the firm in question, in order to discover
the market segmentation criteria. Then, a descriptive analysis was conducted
with these interview data and cluster analyses were made for EU member
countries and their regions based on these criteria and the EU market was
segmented for the dried fig.

Keywords

International market segmentation, dried fig, the European Union market

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