Hatay ilinin portakal üretimi ve dış ticarette işletmelerin pazarlama stratejileri
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Tarih
2019
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
Kahramanmaraş Sütçü İmam Üniversitesi
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
Bu araştırmanın amacı, Hatay ilinde portakal ihracatı yapan işletmelerin uluslararası pazarlarda uyguladıkları stratejilerin belirlenmesi ve ihracatta yaşanılan sorunların değerlendirilmesine yöneliktir. Çalışmada, kullanılan anketler yüz yüze görüşme yoluyla işletmelere uygulanmış olup, 41 işletme yetkilileri ile görüşülmüş ve elde edilen veriler, 2014-2015 dönemini kapsamaktadır. Anket sonuçlarına göre; işletmeler farklılaştırılmış pazarlama stratejisini benimsemiş oldukları, dış pazarlardaki fiyatlandırmanın piyasa fiyatlarına göre yapıldığı, dış pazarlarda ürün kalitesi rekabet edilebilirliği artırdığı belirlenmiştir. Portakal ihraç eden işletmelerin yöneldiği en önemli pazarlar Rusya ve Ortadoğu ülkeleridir. Ayrıca bu işletmeler yeni pazarlara yönelmek yerine mevcut pazarlarını korumak istemektedirler. Fakat mevcut pazarlarını korumak adına tutundurma faaliyetlerine ve Ar-Ge çalışmalarına da yeterince önem vermemektedirler. Ayrıca işletmelerin, taşıma, ambalajlama, depolama gibi problemlerden dolayı %10-15 oranında ürün kaybı yaşadıkları anlaşılmaktadır. Bu nedenle, bu ürünleri imha etmekte ya da daha az seçici ülkelere göndermeyi tercih etmektedirler. İşletmelerin denizyolu taşımacılığında ciddi sıkıntılar yaşadıkları ve devlet kuruluşlarınca ihracatın desteklenmesi konusunda bir beklenti içinde oldukları saptanmıştır.
The aims of this study were to determine marketing strategies of orange exporters in Hatay city, and evaluating the problems about orange exportation. The primary data of the study were collected by face to face interview method from 41 orange exporters during 2014 – 2015. The research results indicated that companies were mostly adopted to differentiated marketing strategies, they were determining their product prices according to the market prices, and product quality increases the competitiveness. It was also found out that, main markets of the companies were commonly Russia and Middle East countries, and they were intended to protect their existing markets instead of finding new markets. However, it was also found that promotional and R&D activities were insufficient in order to protect their existing markets. Additionally, there was yield lost around 10- 15% due to the problems derive from transportation, packaging and storing and etc. In that case, either they were disposing their products or selling to the countries which were not selective. Lastly, it was determined that companies were facing to difficulties in shipment by seaway, and they had an expectation about better subsidies for exportation by government organizations.
The aims of this study were to determine marketing strategies of orange exporters in Hatay city, and evaluating the problems about orange exportation. The primary data of the study were collected by face to face interview method from 41 orange exporters during 2014 – 2015. The research results indicated that companies were mostly adopted to differentiated marketing strategies, they were determining their product prices according to the market prices, and product quality increases the competitiveness. It was also found out that, main markets of the companies were commonly Russia and Middle East countries, and they were intended to protect their existing markets instead of finding new markets. However, it was also found that promotional and R&D activities were insufficient in order to protect their existing markets. Additionally, there was yield lost around 10- 15% due to the problems derive from transportation, packaging and storing and etc. In that case, either they were disposing their products or selling to the countries which were not selective. Lastly, it was determined that companies were facing to difficulties in shipment by seaway, and they had an expectation about better subsidies for exportation by government organizations.
Açıklama
Anahtar Kelimeler
Dış Ticaret, Pazarlama Stratejisi, Portakal Dış Piyasası, Uluslararası Pazarlama, Foreign Trade, Marketing Strategy, Orange Foreign Marketing, International Marketing
Kaynak
KSÜ Tarım ve Doğa Dergisi
WoS Q Değeri
N/A
Scopus Q Değeri
Cilt
22
Sayı
2
Künye
KIZILTUĞ T,FİDAN H (2019). Hatay İlinin Portakal Üretimi ve Dış Ticarette İşletmelerin Pazarlama Stratejileri. KSÜ Tarım ve Doğa Dergisi, 22(2), 281 - 293. Doi: 10.18016/ksutarimdoga.vi.464168
