GLOKAL ÜRÜN VE MARKA STRATEJİLERİNİN DEĞERLENDİRİLMESİ: “ALGİDA” İZMİR ÖRNEĞİ

Abstract

Global pazarlar arasındaki farklılıklar, her ülke pazarına uygun tek tip stratejiler olamayacağını, farklı pazarlarda farklı stratejilerinin kullanılabileceğini ortaya koymuştur. Bu açıdan, global ölçekte faaliyet gösteren işletmeler girdikleri ülke pazarlarında stratejilerini o ülke pazarlarına uyarlamak durumunda kalmaktadırlar. Bu kapsamda çalışmanın amacı tüm dünyada faaliyet gösteren Unilever’in “Heartbrand” standart sembolü ile pazarda bulunan dondurma ürünleri için Türkiye’de yaptığı uygulamaları ve rakiplerine karşı olan durumunu glokalleşme çerçevesinde incelemektir. Çalışma İzmir şehir merkezinde yaşayan ve kolayda örneklem yoluyla seçilmiş 1428 kişiyle anket kullanılarak yüzyüze görüşmeler yoluyla gerçekleştirilmiştir. Uygulamalar marka, ürün ve rekabet kapsamında değerlendirilerek, Türk tüketicilerin bu uygulamalarla ilgili tutumları ortaya konulmuştur

Keywords

• Globalizasyon,Glokalleşme,Heartbrand,Algida,Etnosentrizm

Abstract

When determining the strategy, the differences between the markets indicate that one single standard strategy cannot be implemented globally and the possibility for different choices and strategies for different markets. From this point of view, the firms operating globally, adapt their standard strategies for the markets they enter. Within this context, the aim of this study is to examine the activities of Unilever with the “Heartbrand” used globally as a standard symbol and Algida brand used in Turkey as well as the position against its competitors within the context of glocalization. The study is done through survey research in the city of İzmir with 1428 respondents chosen randomly. Activities of the firm are evaluated within the context of brand, product and competition. The attitudes of Turkish consumers towards the activites of the firm are presented.

Keywords

• Globalization, Glocalization, Heartbrand, Algida, Ethnocentrism.

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