Effects of Global Fast-Food Restaurants on Local Fast-Food Markets: Case of Turkey

Yıl 2022, , 1066 - 1088, 30.06.2022

Müjgan Deniz , Vafa Abbasaliyeva

https://doi.org/10.15869/itobiad.1059484

Cited By: 1

Öz

The aim of this study is to try to analyze the competitive structure of the national fast food industry, taking into account the shares of global fast-food brands operating in Turkey in the fast-food sector and their weight in market concentration. In this direction, hamburgers, pizzas, sandwiches, etc. dominated by global fast-food restaurants. The current situation in Turkey in the industry where fast-food foods are consumed is discussed. In the literature review, some of the most frequently used concentration indices, such as N-Firm Concentration Ratio (CRn), Herfindahl-Hirschman Index, Entropy Index (EI), Hannah-Kay Index (HKI), Gini Index (GI), were examined in the context of case studies. Examples of similar studies, which were previously carried out in other sectors and industries using different indexes, are presented. In the light of the limited statistical data in the sector mentioned in the study, the market concentration ratios of fast-food brands were tried to be calculated, and the competitive environment and market structure in the industry were analyzed. In general, the fast-food sector and the entire market, in particular, McDonalds' firm has been handled as a case study, the emergence of the brand in the first place, its development process as a global fast-food brand across the world, and its entry into the fast food market in Turkey are examined from a historical perspective. It is discussed. Then, the market share of McDonalds' hamburgers was tried to be analyzed by comparing them with the market shares of other fast-food brands and products. The market concentration and competition structure observed in the fast-food sector throughout Turkey were intended to be made using certain indexes accepted in the literature, but insufficient statistical data on the industry limits research. In this context, the market concentration levels in the fast-food sector in the Turkey in this study were tried to be analyzed via firm Concentration Ratio-CRn and Herfindahl-Hirschman index. As a result of the analysis, it has been determined that the market concentration rates of the mentioned global brands in the fast-food industry are at a high level and the level of competition is close to the oligopoly market. It has been observed that an oligopolistic market structure has developed in the market where fast-food style foods are consumed, away from the perfect competition market. As a result of the analysis, it has been determined that the concentration rate in the Fast-food industry in Turkey is quite high and the level of competition is close to the oligopoly markets. It has been determined that global brands have more and more market share in the current fast-food market in Turkey, increasing the number of branches and their geographical prevalence thanks to their power, recognition and capacity to rapidly integrate into the market. In summary, it has been observed that a small number of international fast-food brands have come to dominate the market by increasing the number of restaurants they own and their share of the consumption pie in Turkey over the years. This has brought about the oligopoly market structure in the sector in question.

Anahtar Kelimeler

Globalization, International Brands, Fast-food Industry, Market Concentration Ratio, Oligopoly Markets

Küresel Fast-Food Restoranlarının Yerel Fast-Food Piyasaları Üzerine Etkileri: Türkiye Örneği

Öz

Bu çalışmanın amacı, Türkiye’de faaliyet gösteren küresel fast-food markalarının hızlı-yemek sektöründeki payları ve pazar yoğunlaşmasındaki ağırlıkları göz önünde bulundurularak, ulusal fast food endüstrisindeki rekabet yapısını analiz etmeye çalışmaktır. Bu doğrultuda, küresel fast-food (hızlı-yemek) restoranlarının domine ettiği hamburger, pizza, sandviç vb. fast-food yiyeceklerin tüketildiği endüstride Türkiye’deki mevcut durum ele alınmıştır. Literatür taraması kısmında en sık kullanılan yoğunlaşma indekslerinden başlıcaları, N-Firma Yoğunlaşma Oranı (CRn), Herfindahl-Hirschman İndeksi, Entropy İndeksi (EI), Hannah-Kay İndeksi (HKI), Gini İndeksi (GI) gibi, yapılan örnek çalışmalar bağlamında incelenmiştir. Daha önce başka sektörlerde ve endüstri dallarında farklı indeksler kullanılarak yapılan benzer çalışmalardan örnekler sunulmuştur. Çalışmada sözü edilen sektördeki kısıtlı istatistiki veriler ışığında fast-food markalarının pazar yoğunlaşma oranları hesaplanmaya çalışılarak, endüstrideki rekabet ortamı ve piyasa yapısı analiz edilmeye çalışılmıştır. Genel itibariyle fast-food sektörü ve pazarın tamamı özelde Türkiye’de faaliyet gösteren dört büyük fast-food firması bir vaka çalışması olarak ele alınmıştır. İlk etapta fast-food kavramının ortaya çıkışı, dünya genelinde küresel fast-food markalarının gelişim süreci ve Türkiye’de fast-food piyasasına girişi tarihsel bakış açısıyla ele alınmıştır. Daha sonra pazara hakim ve en çok şube sayısına sahip dört büyük fast-food restoran zincirinin sahip olduğu pazar payı diğer fast-food markaları ve ürünlerinin pazar payları ile karşılaştırılarak analiz edilmeye çalışılmıştır. Türkiye genelinde fast-food sektöründe gözlenen pazar yoğunlaşması ve rekabet yapısı literatürde kabul görmüş belli başlı indeksler kullanılarak yapılmak istenmiş ancak ulaşılabilen sınırlı veri ve yetersiz istatistiki data çalışmayı kısıtlamıştır. Bu bağlamda, sektördeki yoğunlaşma seviyeleri Firma Yoğunlaşma Oranı-CRn, Herfindahl-Hirschman indeksi kullanılarak Türkiye pazarında fast-food sektöründeki yoğunlaşma düzeyi analiz edilmeye çalışılmış, bu doğrultuda sektörde hızlı yemek hizmeti veren küresel restoran zincirlerinin pazarda sahip oldukları yüzdelik payları ve piyasadaki ağırlıkları kullanılmıştır. Yapılan analizler sonucunda sözü edilen küresel markaların fast-food pazarındaki yoğunlaşma oranlarının yüksek düzeyde olduğu ve rekabet düzeyinin oligopol piyasasına yakın olduğu tespit edilmiştir. Bu süreç sonucunda Türkiye’de hamburger, pizza vb. fast-food yiyeceklerin tüketildiği pazarda tam rekabet piyasasından uzak oligopolistik bir pazar yapısının geliştiği görülmüştür. Küresel markaların gücü, tanınırlığı ve hızla pazara entegre olma kapasiteleri sayesinde Türkiye’de mevcut fast-food piyasasında giderek daha fazla pazar payına sahip oldukları, şube sayılarını ve coğrafi olarak yaygınlıklarını arttırdıkları tespit edilmiştir. Son yıllarda az sayıda küresel fast-food restoran zincirinin yüksek pazar konsantrasyon oranlarıyla Türkiye fast-food endüstrisinde oligopol bir piyasa yapısı meydana getirdiği gözlemlenmiştir. Özetle, az sayıda uluslararası fast-food markası yıllar içerisinde Türkiye’de sahip oldukları restoran sayılarını ve tüketim pastasından aldıkları paylarını artırarak, pazara hakim duruma gelmişlerdir. Bu da söz konusu sektörde oligopol piyasa yapısını beraberinde getirmiştir.

Anahtar Kelimeler

Küreselleşme, Uluslararası Markalar, Fast-Food Endüstrisi, Pazar Yoğunlaşma Oranı, Oligopol Piyasaları

Kaynakça

• Akardeniz, E. & Kıraç, F. (2015). Measuring the Level of Competition and Concentration; Gaziantep Technical Textiles Market, The Journal of Academic Social Sciences, March 2015, 3 (10): 451-472.
• Anıl, M., Kılıç, O., Başkaya D., Dinçer, M. & Aydın, G. (2011). Fast-Food Type Nutrition Habits of Samsun Ondokuz Mayıs University Students. Samsun Symposium Proceedings Book, p.52.
• Boyer, R. (1999). The Variety and Unequal Performance of Really Existing Markets: Farewell to Doctor Pangloss, in: Hollingsworth, J.R. and Boyer, R. (eds.). Contemporary Capitalism: The Embeddedness of Institutions. Cambridge: Cambridge University Press.
• Brady, K. M., Robertson, C.J. and Cronin, J. J. (2001). Managing Behavioral Intentions in Diverse Cultural Environments: An Investigation of Service Quality, Service Value and Satisfaction for American and Ecudorian Fast-food Customers, Journal of International Management.
• Brand Core. (2018). Fast Food Alışkanlıkları Araştırması, http://zennadanismanlik.com/images/pdf/Brandcore_Mart-Nisan-2018_Fast-Food-aliskanl%C4%B1klari.pdf. (Access Date: 10.04.2021).
• Bikker, J. & Haaf, K. (2002). Measures of Competition and Concentration in the Banking Industry: A Review of the Literature, Economic & Financial Modelling, 9 (2): 53-98.
• Caves, R.E. (1996). Multinational Enterprise and Economic Analysis (2nd. ed.). New York: Cambridge University Press.
• Cemalcılar, İ. (2001). Marketing Management (3rd ed.) Anadolu University Publications, No: 885, Eskişehir.
• Chung, H.F.L. & Enderwick, P. (2001). An Investigation of Market Entry Strategy Selection: Exporting vs Foreign Direct Investment Mode: A Home-host Country Scenario. Asia Pacific Journal of Management, 18 (4): 443–460.
• Curry, B. & George, K. D. (1983). Industrial Concentration: A Survey, The Journal of Industrial Economics, 31(3), 203-255.
• Derin, E. (2011). Become a Marketing Genius. İstanbul: Kum Saati Publications.
• Dinler, Z. (2011). Microeconomy. 22nd ed., Bursa: Ekin Publishing and Distribution Co.
• Doğan, S & Soyyiğit Kaya, S. (2011), After the Customs Union (1996-2009) Concentration Analysis of Turkey's Foreign Trade with the European Union by Country and Chapter. Istanbul University Faculty of Economics Journal of Econometrics and Statistics, 18 (14): 6.
• Galindo, A., Micco, A. and Ordonez, G. (2002). Financial Liberalization and Growth: Empirical Evidence, Inter-American Development Bank Working Paper. Retrieved from; http://siteresources,worldbank,org/INTFR/Resources/financial_liberalization_version 23, (Access Date: 02.05.2021).
• Gegez, A.E., Arslan, F.M., Cengiz, E. and Uydacı, M., (2003). International Marketing Environment. İstanbul: Der Yayınları.
• Good Business Report (2014) McDonald ‘s Corporation. Retrieved from; http://www.mcdonalds.com/us/en/our_story/values_in_action.html (Access Date: 02.06.2021)
• Görkem, O. (2015). Organizational Commitment in Fast Food Businesses with Franchising System: The Case of Denizli. Journal of Business Studies (İSARDER), 7 (1), 267-279.
• GVR, Statistics by Industry (2020). Retrieved from; https://www.grandviewresearch.com, (Access Date: 05.06.2021)
• Hannah, L. and Kay, J. A. (1977). Concentration in Modern Industry. Theory, Measurement and the Uk Experience, Macmillan, London.
• Herfindahl, O. C. (1950) “Concentration in the Steel Industry”, Unpublished Doctoral Dissertation, Columbia University.
• Kırım, A. (2001). Strategy and one-on-one Marketing CRM, İstanbul: Sistem Publication.
• Korkmaz, S. (2005). “Effectiveness of Competitive Strategies in Fast Food Market: Analysis of University Youth's Preferences,” Journal of Commerce and Tourism Education Faculty, 2: 22-39.
• Maximize Market Research, Global Fast Food Market: Industry Analysis and Forecast (2021-2027) by Product Type, Distribution Channel, and Region. Retrieved from;
• https://www.maximizemarketresearch.com/market-report/global-fast-food-market/28718/#toc (Access Date: 07.06.2021)
• McDonalds’ Web Page: Our History. Retrieved from; https://www.mcdonalds.com/us/en-us/about-us/our-history.html (Access Date: 12.06.2021).
• McDonald's Announces Initial Steps in Turnaround Plan Including Worldwide Business Restructuring and Financial Updates (2015) McDonald’s. Retrieved from; http://news.mcdonalds.com/Corporate/newsstories/2013/McDonald-s-Announces-Initial-Steps-In-Turnaround-P (Access Date: 09.05.2021)
• McDonald's Announces Initial Steps In Turnaround Plan Including Worldwide Business Restructuring And Financial Updates (2015) McDonald’s, Available at: http://news.mcdonalds.com/Corporate/newsstories/2013/McDonald-s-Announces-Initial-Steps-In-Turnaround-P (Access Date: 09.05.2021)
• McDonald‘s Supplier Data (2016) CSI Markets. Retrieved from; http://csimarket.com/stocks/competitionNO4.php?supply&code=MCD (Access Date: 12.06.2021)
• McDonald’s Annual Report (2013). Retrieved from; http://www.aboutmcdonalds.com/content/dam/AboutMcDonalds/Investors/McDs2013AnnualReport.pdf (Access Date: 09.05.2021)
• Medeiros, C. O. & Salay, E. T. (2013). A Review of Important Food Service Choice Factors for the Consumer. Food and Public Health Journal, 3 (4): 176-190.
• MPORA, McDonald‘s Have a Ski-Thru Restaurant on a Mountain. Yes, Really (2015). Retrieved from; http://mpora.com/articles/mcdonalds-have-a-ski-thru-restaurant-on-a-mountain-yes really#QJrLdK3U24ADtlsv.97 (Access Date: 07.06.2021)
• https://corporate.mcdonalds.com/corpmcd/about-us/our-values.html (Access Date: 12.06.2021)
• Otay, F. (2001). Pazarlama İletişiminde Global Pazarlama Stratejisi. Selçuk İletişim.
• Park, C. (2004). Efficient or Enjoyable? Consumer Values of Eating Out and Fast Food Restaurant Consumption in Korea, Hospitality Management, (23): 87-94.
• Polat, C. (2007). “Structural Analysis of Turkish Cement Sector in the Framework of Concentration and Market Structure Relationship”, Anadolu University Journal of Social Sciences, 7(2): 97-116.
• Rapp, S. (1997). New Maximarketing, in: Rapp, S. and Collins, T. L., Chelyabinsk, Ural Ltd., p.535.
• Rhoades, Stephen A. (1993). Technical Note: The Herfindahl-Hirschman Index, the Board's Division of Research and Statistics, March 1993: 188-189.
• Ritzer, George (1993). The McDonaldization of Society: An Investigation into the Changing Character of Contemporary Social Life. (Çev., Ş. S. Kaya). İstanbul: Ayrıntı Yayınları, 1998.
• Ritzer, George (1999). Enchanting a Disenchanted World: Continuity and Change in the Cathedrals of Consumption. (Çev., Ş. S. Kaya). İstanbul: Ayrıntı Yayınları, 2000.
• Sarıdoğan, H. Ö. (2021).“Piyasa Yoğunlaşması: Yapısalcı Yaklaşım Bağlamında Bilişim Sektörü Üzerine Bir Uygulama”, Karadeniz Teknik Üniversitesi Sosyal Bilimler Enstitüsü Sosyal Bilimler Dergisi, Yıl: 11 Sayı: 21/Haziran 2021.
• Schlosser, E. (1997). Fast Food Nation. Boston: Houghton Mifflin Book Company.
• Siew, L.W., Wai, C.J. and Hoe, L.W. (2017). Examining the Preferences of Fast Food Restaurants with the Analytical Hierarchy Process Model, International Journal of Psychology and Cognitive Sciences, 3 (6): 72-76.
• Silk, A.J. ve King, C. (2008). “Concentration Levels in the US Advertising and Marketing Services Industry: Myth vs. Reality”, Harvard Business School Marketing Unit Working Paper: 09-044.
• Sürücüoğlu, M.S. and Çakıroğlu, F.P. (2000). A Research on Fast Food Preferencesj of Ankara University Students. Journal of Agricultural Sciences, 6 (3): 116-121.
• Tatlı, H. (2018). Piyasa Yoğunluğunun Ölçülmesi: Beyaz Eşya Sektörü Üzerine Bir Uygulama. Yönetim ve Ekonomi Araştırmaları Dergisi, 16 (1): 64-84.
• TDK (2012). https://web.archive.org/web/20131220065655/http://tdkterim.gov.tr/bts/ (Access Date: 12.06.2021).
• Ünsal, E. M. (2010). Microeconomics. Ankara: İmaj Yayıncılık.
• Vardar, N. (2011). Make a Difference, Istanbul: Anadolu Restourant Businesses Co.
• Vandermerwe, S. & Chadwick, M. (1989). The Internationalization of Services. The Service Industries Journal, 9: 79-93. Retrieved from; http://dx.doi.org/10.1080/02642068900000005 (Access Date: 21.06.2021).
• World Food Istanbul (2022). http://www.worldfood-istanbul.com (Access Date:12.04.2022).
• Yayla, M. (2007). Concentration and Competition in the Turkish Banking Sector: 1995- 2005, Banking and Financial Markets, 1(1), 35-61.
• Yazıcıoğlu, İ., Işın, A., & Koç, B. (2013). Reasons for University Students to Prefer Fast Food Products. Journal of Tourism and Gastronomy Studies (JOTAGS), 1 (1): 36-41.
• Yurdakul, P. & Aktaş, E. (2001). Analysis of the Flour Industry Sector in Turkey, Çukurova University Journal of Social Sciences Institute, 8(8): 261-274.