REVIEW OF THE PRACTICE OF PORTER'S GENERAL COMPETITIVE STRATEGIES IN CAR RENTAL ENTERPRISES

Abstract

The purpose of this study is to examine the practices of Porter's general competitive strategies (cost leadership, differentiation, focusing and stuck in the middle) on car rental enterprises in Turkey and to contribute to future studies. The data has been obtained from 200 car rental enterprises operating in İstanbul and Antalya in the research. As a result of the research, it has been revealed that the enterprises apply differentiation, cost leadership and focusing respectively among the competitive strategies and there are also enterprises that are trapped between them without choosing any of these strategies. In addition, a difference has been found between the managers' gender, marital status, mission, level of education, educational field, number of branches of the business, number of vehicles and perception of competition strategies. It can be suggested that car rental enterprises will be successful if they implement competitive strategies. 

Keywords

• Tourism,car rental,competitive strategies

References

1. Altunışık, R., Coşkun, R., Bayraktaroğlu, S. & Yıldırım, E. (2005). Sosyal Bilimlerde Araştırma Yöntemleri SPSS Uygulamalı, 4. Baskı, Sakarya Yayıncılık, Sakarya.
2. AUTO RENTAL NEWS (2016). Fact Book 2016, www.autorentalnews.com, Erişim Tarihi: 03.01.2017.
3. Bahar, Ozan & Kozak, Metin (2012). Turizm Ve Rekabet, Detay Yay., Ankara.
4. Cronshaw, M., Davıs, E. & Kay, J. (1994). On being Stuck in the Middle or Good Food Cost Less at Sainsbur, Biritish Journal of Management, Vol:5, s.19-32.
5. DATAMONITOR (2011). Avis Budget Group Company Profile, www.datamonitor.com, Erişim: 01.01.2013.
6. Enright, M. J., & Newton, J. (2004). Tourism destination competitiveness: A quantitative approach. Tourism Management, 25, 777-788.
7. Funk, V., Funk, K. W. & Wind, J. Y. (2009). Düz Dünyada Rekabet, (Çeviri: Şensoy, Ü.), Optimist Yayıncılık, İstanbul.
8. García, M., Cortes, E., Marco-Lajara, B. & Zaragoza-Sáez, P. (2014). Strategy, training and performance fit, International Journal of Hospitality Management, 42, 100–116.

9. Gençler, G. (2012). Beyaz Filo Oto Kiralama A.Ş. 01.01.2012-30.09.2012 Faaliyet Raporu, www.beyazfilo.com, Erişim Tarihi: 12.12.2012.
10. Gezer, Ö. & Çiçek, B. (2011). Binek Oto Kiralamalarında Vergi Uygulamaları, Mali Çözüm Dergisi, Sayı:11, Cilt:4, s:161-176.
11. Karaboğa, K. (2012). Araç Kiralama Sektörünün 1.6 Milyarlık Yatırımı, www.dunya.com/print.php?type, Erişim Tarihi: 12.02.2013.
12. Kesenci, Ç. A. (2010). Araç Kiralama Sektörünün Gelişimi Ve Ülke Ekonomilerine Etkileri, Tüm Oto Kiralama Kuruluşları Derneği (TOKKDER) Yayınları, İstanbul.
13. Kline, B. R. (2011). Principles and Pracitce of Structural Equation Modeling”, 2th Edition, London, The Guilford Press.
14. Lo, Y. H. (2012). Back to Hotel Strategic Management 101: An examination of hotels’ implementation of Porter’s generic strategy in China, The Journal of International Management Studies, 7 (1), 56-69.
15. Mancini, M. (2012). Access: Introduction to Tourism and Travel, Wiley Publishing, USA.
16. Marijanovic, K. (2010). Differentiation of Car Rental Services in The Croatian Market, Preliminary Communication, Vol:XXII, s.113-128.
17. MARKET PUBLISHERS REPORT DATABASE (2012), The Car Rental Industry in Turkey: Market Entry Strategies and Emerging Opportunities, Analyses and Forecasts to 2016, http://www.autorentalnews.com, (Erişim Tarihi: 12.12.2012).
18. (MEB) Turkish Ministry of Education (2006). Konaklama ve Seyahat Hizmetleri Rezervasyon Sistemleri, Mesleki Eğitim ve Öğretim Sisteminin Güçlendirilmesi Projesi, Ankara.
19. Newton, S., Gilinsky, A. & Jordan, D. (2015). Differentiation strategies and winery financial performance: An empirical investigation, Wine Economics and Policy, 4, 88–97.
20. Pachon, E. J. (2000). Strategic and Tactical Fleet Planning for the Car Rental Industry, Doctoral Theses, USA: University Of Miami.
21. Porter, M. (2000). Rekabet Stratejileri Sektör Ve Rakip Analizi Teknikleri, Çev. Ulubilgen, Gülen, Sistem Yayıncılık, İstanbul.
22. Taşkın, E., Kayabaşı, E. & Kiracı, H. (2011). Rekabetçi yöntemlerin işletme performansı üzerinde etkisi: İnegöl’de Faaliyet Gösteren Ve İhracat Yapan İşletmeler Üzerine Bir Alan Araştırması, Pazarlama ve Pazarlama Araştırmaları Dergisi, Sayı: 08, 105-122.
23. Türkay, O. (2007). Pazara Dayalı Örgütsel Öğrenme: Konaklama İşletmelerinde Pazara Dayalı Örgütsel Öğrenmeyi Etkileyen Değişkenler Ve Pazarlama Performansına Etkileri, Doktora Tezi, Dokuz Eylül Üniversitesi, S.B.E, İzmir.
24. TURKEY HOTELIERS FEDERATION (2012). Turizm Raporu, TÜROFED Dergisi, Sayı:5.
25. Tyya, N. T. (2007). Hospitality & Tourism Industry Employers, Vault Inc., USA.
26. Yang, Y., Jın, W. & Hao, X. (2009). Dynamic Pool Segmentation Model and Algorithm in the Car Rental Industry, Journal Of Computers, Vol:4, No:12, s.1201-1210.
27. Yücenur, N., Demirel, Ç. N., Ceylan, C. & Demirel, T. (2011). Hizmet Değerinin Müşterilerin Davranışsal Niyetleri Üzerindeki Etkisinin Yapısal Eşitlik Modeli İle Ölçülmesi, Doğuş Üniversitesi Dergisi, 12 (1), 156-168.
28. http://www.turizmgazetesi.com/news.aspx?id=71446, Erişim Tarihi:20.10.2013.