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

Yıl 2022, Cilt: 11 Sayı: 2, 1066 - 1088, 30.06.2022

Müjgan Deniz Vafa Abbasaliyeva

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

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

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