Evaluation of potential alternative markets for dried apricot exports using the CAPMA technique: An application to Türkiye

Öz

Purpose: This study aimed to evaluate the potential of new target markets for Türkiye's dried apricot exports. To this end, a novel approach was adopted, diverging from the conventional decision-making methodologies employed in the extant literature. Design/methodology/approach: In the course of this study, 20 alternative countries were identified according to the data obtained from the Trade Map, and these countries were considered target markets. The potential of these countries for Türkiye is discussed based on an analysis of secondary data from 2023. The data utilized in this study were obtained in 2024. Entropy and ARAS methods, which are multi-criteria decision-making methods (MCDM), and a new technique, the classification of potential market alternatives approach (CAPMA), were used in the process of evaluating potential markets. Findings: The findings indicate that Austria and China have the highest potential to increase dried apricot exports in dimension 1. In dimension 4, Hong Kong, Poland, India, the United Arab Emirates (UAE), the United States of America (USA), Russia and France were identified as countries in which the current export potential should be maintained. Originality/value: This study adopts an innovative approach to target market selection, diverging from conventional methods frequently used in the past. This study evaluates alternative markets in different dimensions and helps with the correct use of resources through the correct target market strategies. To the best of the author's knowledge, no previous studies have been conducted using multi-criteria decision-making methods on target market selection for dried apricots. Consequently, the present study has made a significant contribution to literature.

Anahtar Kelimeler

• CAPMA
• dried apricots
• export analysis
• multi-criteria decision-making
• target market selection.

CAPMA tekniği kullanılarak kuru kayısı ihracatı için potansiyel alternatif pazarların değerlendirilmesi: Türkiye için bir uygulama

Öz

Amaç: Bu çalışmanın amacı, Türkiye'nin kuru kayısı ihracatı için yeni hedef pazarların potansiyelini değerlendirmektir. Bu amaçla, mevcut literatürde kullanılan geleneksel karar verme metodolojilerinden farklı olarak yeni bir yaklaşım benimsenmiştir. Tasarım/Metodoloji/Yaklaşım: Çalışma sürecinde Trade Map’ten elde edilen verilere göre 20 alternatif ülke belirlenmiş ve bu ülkeler hedef pazarlar olarak kabul edilmiştir. Bu ülkelerin Türkiye için potansiyeli, 2023 yılına ait ikincil verilerin analizine dayalı olarak tartışılmıştır. Çalışmada kullanılan veriler 2024 yılında elde edilmiştir. Potansiyel pazarların değerlendirilmesi sürecinde Çok Kriterli Karar Verme Yöntemlerinden(ÇKKV) Entropi ve ARAS yöntemleri ile yeni bir teknik olan potansiyel pazar alternatiflerinin sınıflandırılması yaklaşımı (CAPMA) kullanılmıştır. Bulgular: Bulgular, Boyut 1'de Avusturya ve Çin'in kuru kayısı ihracatını artırmak için en yüksek potansiyele sahip olduğunu göstermektedir. Boyut 4'te Hong Kong, Polonya, Hindistan, Birleşik Arap Emirlikleri (BAE), Amerika Birleşik Devletleri (ABD), Rusya ve Fransa mevcut ihracat potansiyeli korunması gereken ülkeler olarak belirlenmiştir. Özgünlük/Değer: Bu çalışma, geçmişte sıklıkla kullanılan geleneksel yöntemlerden farklı olarak hedef pazar seçiminde yenilikçi bir yaklaşım benimsemektedir. Çalışma, alternatif pazarları farklı boyutlarda değerlendirmekte ve doğru hedef pazar stratejileri aracılığıyla kaynakların doğru kullanımına yardımcı olmaktadır. Literatür incelemesi neticesinde kuru kayısı için hedef pazar seçimi konusunda daha önce çalışma yapılmadığı görülmüştür. Sonuç olarak, mevcut çalışma literatüre önemli bir katkı sağlamıştır.

Anahtar Kelimeler

• CAPMA
• kuru kayısı
• ihracat analizi
• çok kriterli karar verme
• hedef pazar seçimi.

Kaynakça

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