STRATEGIC MARKETING MANAGEMENT IN SMEs: THE CASE OF LÜLEBURGAZ

Onur Şaylan; Yusuf Esmer; Pelin Çelik

Makale detayları

STRATEGIC MARKETING MANAGEMENT IN SMEs: THE CASE OF LÜLEBURGAZ

Yazarlar:

Onur Şaylan | Yusuf Esmer | Pelin Çelik

Yayıncı:

Burdur Mehmet Akif Ersoy University

Dergi:

Journal of Mehmet Akif Ersoy University Economics and Administrative Sciences Faculty Vol.10 Issue 1, pp.639-657

Belge Tipi:

Makale

Yayın Tarihi:

3/2023

Belge Dili:

Türkçe

Document ID (Org No.):

2001286747

pISSN:

2149-1658

Anahtar kelimeler:

Özet:

 Due to the changing conditions and new developments in the business world in recent years, SMEs in Turkey need to adopt a strategic marketing management approach in order to be successful and gain competitive advantage. Strategic marketing management, on the other hand, is the process of managers developing marketing strategies by identifying the strengths and weaknesses, threats and opportunities of the business towards marketing and applying these strategies. In this study, it is aimed to develop strategies for the marketing activities of these enterprises and to contribute to the relevant literature by making strategic analyzes of SMEs in the context of marketing, based on the example of Lüleburgaz. For this purpose, first of all, the strengths and weaknesses, threats and opportunities of 17 SMEs operating in Lüleburgaz district were determined by using the SWOT analysis technique. Then, based on the data obtained, 4 basic marketing strategies were developed by applying the expert opinion and using the SWARA method. These; 1 using quality materials and producing quality products to sell quality products, 2 developing a digital customer relationship management system, 3 engaging in digital and social media marketing activities, 4 reducing raw material costs.

 Due to the changing conditions and new developments in the business world in recent years, SMEs in Turkey need to adopt a strategic marketing management approach in order to be successful and gain competitive advantage. Strategic marketing management, on the other hand, is the process of managers developing marketing strategies by identifying the strengths and weaknesses, threats and opportunities of the business towards marketing and applying these strategies. In this study, it is aimed to develop strategies for the marketing activities of these enterprises and to contribute to the relevant literature by making strategic analyzes of SMEs in the context of marketing, based on the example of Lüleburgaz. For this purpose, first of all, the strengths and weaknesses, threats and opportunities of 17 SMEs operating in Lüleburgaz district were determined by using the SWOT analysis technique. Then, based on the data obtained, 4 basic marketing strategies were developed by applying the expert opinion and using the SWARA method. These; 1 using quality materials and producing quality products to sell quality products, 2 developing a digital customer relationship management system, 3 engaging in digital and social media marketing activities, 4 reducing raw material costs.

 Due to the changing conditions and new developments in the business world in recent years, SMEs in Turkey need to adopt a strategic marketing management approach in order to be successful and gain competitive advantage. Strategic marketing management, on the other hand, is the process of managers developing marketing strategies by identifying the strengths and weaknesses, threats and opportunities of the business towards marketing and applying these strategies. In this study, it is aimed to develop strategies for the marketing activities of these enterprises and to contribute to the relevant literature by making strategic analyzes of SMEs in the context of marketing, based on the example of Lüleburgaz. For this purpose, first of all, the strengths and weaknesses, threats and opportunities of 17 SMEs operating in Lüleburgaz district were determined by using the SWOT analysis technique. Then, based on the data obtained, 4 basic marketing strategies were developed by applying the expert opinion and using the SWARA method. These; 1 using quality materials and producing quality products to sell quality products, 2 developing a digital customer relationship management system, 3 engaging in digital and social media marketing activities, 4 reducing raw material costs.

 Son yıllarda iş dünyasında sürekli değişen koşullar ve yeni gelişmelerle birlikte Türkiyede KOBİlerin başarılı olmaları ve rekabet avantajı elde etmeleri için stratejik bir pazarlama yönetimi yaklaşımı benimsemeleri gerekmektedir. Stratejik pazarlama yönetimi ise yöneticilerin işletmenin pazarlamaya yönelik güçlü ve zayıf yönleri ile tehdit ve fırsatlarını belirleyerek pazarlama stratejileri geliştirmeleri ve bu stratejileri uygulamaları sürecidir. Bu çalışmada Lüleburgaz örneğinden hareketle Türkiyede KOBİlerin pazarlama bağlamında stratejik analizlerinin yapılarak bu işletmelerin pazarlama faaliyetlerine yönelik stratejilerin geliştirilmesi ve ilgili literatüre katkı sağlanması amaçlanmıştır. Bu amaç doğrultusunda öncelikle Lüleburgaz ilçesinde faaliyet gösteren 17 KOBİnin SWOT analizi tekniği kullanılarak güçlü ve zayıf yönleri ile tehdit ve fırsatları belirlenmiştir. Daha sonra elde edilen verilerden hareketle uzman görüşüne başvurularak ve SWARA yöntemi kullanılarak 4 temel pazarlama stratejisi geliştirilmiştir. Bunlar; 1 kaliteli ürün satmak için kaliteli malzeme kullanma ve kaliteli ürün üretme, 2 dijital müşteri ilişkileri yönetim sistemi geliştirme, 3 dijital ve sosyal medya pazarlama faaliyetlerinde bulunma, 4 hammadde maliyetlerini azaltma olarak sıralanabilmektedir.

Makale detayları

STRATEGIC MARKETING MANAGEMENT IN SMEs: THE CASE OF LÜLEBURGAZ

Yazarlar:

Onur Şaylan | Yusuf Esmer | Pelin Çelik

Yayıncı:

Burdur Mehmet Akif Ersoy University

Dergi:

Journal of Mehmet Akif Ersoy University Economics and Administrative Sciences Faculty Vol.10 Issue 1, pp.639-657

Belge Tipi:

Makale

Yayın Tarihi:

3/2023

Belge Dili:

Türkçe

Document ID (Org No.):

2001286747

pISSN:

2149-1658

Strategic Marketing Management

Marketing Strategies

SMEs

Stratejik Pazarlama Yönetimi

Pazarlama Stratejileri

KOBİ`ler

Sayı

Makale detayları

STRATEGIC MARKETING MANAGEMENT IN SMEs: THE CASE OF LÜLEBURGAZ

Yazarlar: Onur Şaylan | Yusuf Esmer | Pelin Çelik

Yayıncı: Burdur Mehmet Akif Ersoy University

Dergi: Journal of Mehmet Akif Ersoy University Economics and Administrative Sciences Faculty Vol.10 Issue 1, pp.639-657

Belge Tipi: Makale

Yayın Tarihi: 3/2023

Belge Dili: Türkçe

Document ID (Org No.): 2001286747

pISSN: 2149-1658

Strategic Marketing Management

Marketing Strategies

SMEs

Stratejik Pazarlama Yönetimi

Pazarlama Stratejileri

KOBİ`ler

Sayı

Yazarlar:

Onur Şaylan | Yusuf Esmer | Pelin Çelik

Yayıncı:

Burdur Mehmet Akif Ersoy University

Dergi:

Journal of Mehmet Akif Ersoy University Economics and Administrative Sciences Faculty Vol.10 Issue 1, pp.639-657

Belge Tipi:

Makale

Yayın Tarihi:

3/2023

Belge Dili:

Türkçe

Document ID (Org No.):

2001286747

pISSN:

2149-1658