Assessing marketing environment for Togg: PESTLE analysis

Burak Yaprak

Makale detayları

Assessing marketing environment for Togg: PESTLE analysis

Yazarlar:

Burak Yaprak

Yayıncı:

Bandirma Onyedi Eylul University

Ana Başlıklar:

Mühendislik

Dergi:

Akıllı Ulaşım Sistemleri ve Uygulamaları Dergisi Vol.6 Issue 1, pp.155-165

Belge Tipi:

Makale

Yayın Tarihi:

3/2023

Belge Dili:

Türkçe

Document ID (Org No.):

2001284817

pISSN:

2636-820X

Anahtar kelimeler:

Özet:

 Abstract: The automotive industry, which accounts for approximately 5 of the global trade volume, experiences a new milestone every decades. The biggest crisis that the automotive industry has faced in the last decade is the global climate crisis, which deeply affects all industries and business models. In order to overcome the climate crisis, the automotive industry adapts to the electrification of motor vehicles in order to reduce carbon emissions. In parallel with these progression, Türkiye, which has been striving to produce its domestic automobile for more than a century, is trying to take its place in this market with Türkiyenin Otomobili Girişim Grubu TOGG, which was established in 2015. The main purpose of this study is to examine the macro-environmental factors of five different Togg model, which will be produced in accordance with the trend of the automotive industry and the current business models of the industry, with PESTLE analysis dimensions. High value-added and national production efforts under the dimension of political factors, the importance given to the automotive industry and the partnership structure open to public interventions; employment opportunities, relatively low fuel consumption and exchange rate volatility in economic factors; ethnocentric consumers under the socio-cultural factors dimension, diversity of target market segment and increasing environmental awareness of new generations; USE CASE Mobility, data security and limited range in technological factors; GEAR 2030 and SCT regulations under the legal factors dimension, and finally, lower carbon emissions and lower noise pollution factors in the environmental factors.

 Abstract: The automotive industry, which accounts for approximately 5 of the global trade volume, experiences a new milestone every decades. The biggest crisis that the automotive industry has faced in the last decade is the global climate crisis, which deeply affects all industries and business models. In order to overcome the climate crisis, the automotive industry adapts to the electrification of motor vehicles in order to reduce carbon emissions. In parallel with these progression, Türkiye, which has been striving to produce its domestic automobile for more than a century, is trying to take its place in this market with Türkiyenin Otomobili Girişim Grubu TOGG, which was established in 2015. The main purpose of this study is to examine the macro-environmental factors of five different Togg model, which will be produced in accordance with the trend of the automotive industry and the current business models of the industry, with PESTLE analysis dimensions. High value-added and national production efforts under the dimension of political factors, the importance given to the automotive industry and the partnership structure open to public interventions; employment opportunities, relatively low fuel consumption and exchange rate volatility in economic factors; ethnocentric consumers under the socio-cultural factors dimension, diversity of target market segment and increasing environmental awareness of new generations; USE CASE Mobility, data security and limited range in technological factors; GEAR 2030 and SCT regulations under the legal factors dimension, and finally, lower carbon emissions and lower noise pollution factors in the environmental factors.

 Abstract: The automotive industry, which accounts for approximately 5 of the global trade volume, experiences a new milestone every decades. The biggest crisis that the automotive industry has faced in the last decade is the global climate crisis, which deeply affects all industries and business models. In order to overcome the climate crisis, the automotive industry adapts to the electrification of motor vehicles in order to reduce carbon emissions. In parallel with these progression, Türkiye, which has been striving to produce its domestic automobile for more than a century, is trying to take its place in this market with Türkiyenin Otomobili Girişim Grubu TOGG, which was established in 2015. The main purpose of this study is to examine the macro-environmental factors of five different Togg model, which will be produced in accordance with the trend of the automotive industry and the current business models of the industry, with PESTLE analysis dimensions. High value-added and national production efforts under the dimension of political factors, the importance given to the automotive industry and the partnership structure open to public interventions; employment opportunities, relatively low fuel consumption and exchange rate volatility in economic factors; ethnocentric consumers under the socio-cultural factors dimension, diversity of target market segment and increasing environmental awareness of new generations; USE CASE Mobility, data security and limited range in technological factors; GEAR 2030 and SCT regulations under the legal factors dimension, and finally, lower carbon emissions and lower noise pollution factors in the environmental factors.

 Küresel ticaret hacminin yaklaşık olarak 5ini oluşturan otomotiv endüstrisi her on yılda bir yeni bir dönüm noktası yaşamaktadır. Otomotiv sektörünün son on yılda karşılaştığı en büyük kriz ise bütün endüstrileri ve iş modellerini de derinden etkileyen küresel iklim krizidir. Otomotiv sektörü bu krizin üstesinden gelebilmek için karbon emisyonlarını azaltmak adına motorlu taşıtların elektrifikasyonu sürecine adapte olmaktadır. Bu gelişmelere paralel olarak yüzyıldan daha uzun süredir yerli otomobilini üretmek için çabalayan Türkiye, 2015 yılında kurulan Türkiyenin Otomobili Girişim Grubu TOGG ile bu pazarda yer almaya çalışmaktadır. Bu çalışmanın temel amacı, otomotiv endüstrisinin içinde bulunduğu trende ve sektörün güncel iş modellerine uygun olarak üretilecek beş farklı Togg otomobilinin makro çevre faktörlerini PESTLE analizi boyutlarıyla incelenmesidir. Politik faktörler boyutunun altında yüksek katma değerli ve milli üretim çabaları, otomotiv endüstrisine verilen önem ve kamusal müdahalelere açık ortaklık yapısı; ekonomik faktörler boyutunda istihdam olanağı, görece düşük yakıt tüketimi ve döviz kuru volatilitesi; sosyo-kültürel faktörler boyutunun altında etnosentrik tüketiciler, hedef pazar bölümünün çeşitliliği ve yeni kuşakların çevreci bilincinin artması; teknolojik faktörlerde USE CASE Mobility, veri güvenliği ve sınırlı menzil; yasal faktörler boyutunun altında GEAR 2030 ve ÖTV düzenlemeleri ve son olarak çevresel faktörler boyutunda ise daha düşük karbon salınımı ve daha düşük gürültü kirliliği unsurlarına dikkat çekilmektedir.

Makale detayları

Assessing marketing environment for Togg: PESTLE analysis

Yazarlar:

Burak Yaprak

Yayıncı:

Bandirma Onyedi Eylul University

Ana Başlıklar:

Mühendislik

Dergi:

Akıllı Ulaşım Sistemleri ve Uygulamaları Dergisi Vol.6 Issue 1, pp.155-165

Belge Tipi:

Makale

Yayın Tarihi:

3/2023

Belge Dili:

Türkçe

Document ID (Org No.):

2001284817

pISSN:

2636-820X

Marketing environment

automotive industry

Togg

PESTLE analysis

Pazarlama çevresi

otomotiv sektörü

Togg

PESTLE analizi

Sayı

Makale detayları

Yazarlar: Burak Yaprak

Yayıncı: Bandirma Onyedi Eylul University

Ana Başlıklar: Mühendislik

Dergi: Akıllı Ulaşım Sistemleri ve Uygulamaları Dergisi Vol.6 Issue 1, pp.155-165

Belge Tipi: Makale

Yayın Tarihi: 3/2023

Belge Dili: Türkçe

Document ID (Org No.): 2001284817

pISSN: 2636-820X

Sayı

Yazarlar:

Burak Yaprak

Yayıncı:

Bandirma Onyedi Eylul University

Ana Başlıklar:

Mühendislik

Dergi:

Akıllı Ulaşım Sistemleri ve Uygulamaları Dergisi Vol.6 Issue 1, pp.155-165

Belge Tipi:

Makale

Yayın Tarihi:

3/2023

Belge Dili:

Türkçe

Document ID (Org No.):

2001284817

pISSN:

2636-820X