AN ANALYSIS OF PORTER'S GENERIC COMPETITIVE STRATEGIES IN TERMS OF PRODUCT AND PROCESS IN CHAIN MARKETS

Ayşe İrmiş; Ayten Demirel; Mehmet Ali Mengüloğlu

Makale detayları

AN ANALYSIS OF PORTER'S GENERIC COMPETITIVE STRATEGIES IN TERMS OF PRODUCT AND PROCESS IN CHAIN MARKETS

Yazarlar:

Ayşe İrmiş | Ayten Demirel | Mehmet Ali Mengüloğlu

Yayıncı:

Pamukkale University

Ana Başlıklar:

Finans

Dergi:

Pamukkale Üniversitesi Sosyal Bilimler Enstitüsü Dergisi Issue 57, pp.59-80

Belge Tipi:

Makale

Yayın Tarihi:

7/2023

Belge Dili:

Türkçe

Document ID (Org No.):

2001295476

pISSN:

1308-2922

Anahtar kelimeler:

Özet:

 Porter has developed three generic competitive strategies known as the cost leadership strategy, the differentiation strategy, and the focus strategy. According to Porter, firms should choose only one of these strategies in their respective market. Porter suggests that the implementation of multiple strategies will cause companies to be stuck in the middle. However, contrary to Porters thinking, there are various companies that are implementing multiple strategies simultaneously and developing a competitive advantage over their competitors. The aim of this study is to investigate the competitive strategies of two chain markets operating in the retail sector in Turkey. This research has conducted a case study to analyze the competitive strategies of the chain markets of Migros and BIM, by evaluating their respective 2020 annual reports. As a result of the analysis, it has been concluded that Migros as well as BIM have implemented both cost leadership strategy and differentiation strategy in their products and processes.

 Porter has developed three generic competitive strategies known as the cost leadership strategy, the differentiation strategy, and the focus strategy. According to Porter, firms should choose only one of these strategies in their respective market. Porter suggests that the implementation of multiple strategies will cause companies to be stuck in the middle. However, contrary to Porters thinking, there are various companies that are implementing multiple strategies simultaneously and developing a competitive advantage over their competitors. The aim of this study is to investigate the competitive strategies of two chain markets operating in the retail sector in Turkey. This research has conducted a case study to analyze the competitive strategies of the chain markets of Migros and BIM, by evaluating their respective 2020 annual reports. As a result of the analysis, it has been concluded that Migros as well as BIM have implemented both cost leadership strategy and differentiation strategy in their products and processes.

 Porter has developed three generic competitive strategies known as the cost leadership strategy, the differentiation strategy, and the focus strategy. According to Porter, firms should choose only one of these strategies in their respective market. Porter suggests that the implementation of multiple strategies will cause companies to be stuck in the middle. However, contrary to Porters thinking, there are various companies that are implementing multiple strategies simultaneously and developing a competitive advantage over their competitors. The aim of this study is to investigate the competitive strategies of two chain markets operating in the retail sector in Turkey. This research has conducted a case study to analyze the competitive strategies of the chain markets of Migros and BIM, by evaluating their respective 2020 annual reports. As a result of the analysis, it has been concluded that Migros as well as BIM have implemented both cost leadership strategy and differentiation strategy in their products and processes.

 Rekabetin hızla arttığı perakende sektöründe zincir marketlerin varlıklarını devam ettirebilmeleri, rekabet stratejilerini kullanma yeteneklerine bağlıdır. Porter, maliyet liderliği stratejisi, farklılaştırma stratejisi ve odaklanma strateji olmak üzere üç jenerik rekabet stratejisi geliştirmiştir. Portera göre firmalar bulundukları pazarda sadece bir stratejiyi tercih etmelidir. Stratejilerin eş zamanlı uygulaması firmaların ortada sıkışıp kalmasına sebep olacaktır. Ancak Porterın düşüncesinin aksine günümüzde, stratejileri birlikte uygulayan ve rakiplerine karşı rekabet avantajı sağlayan firmalar da bulunmaktadır. Bu çalışmanın amacı Türkiyede perakende sektöründe faaliyet gösteren iki zincir marketin sektörde uyguladıkları rekabet stratejilerini araştırmaktır. Araştırmada Migros ve BİM zincir marketlerinin 2020 faaliyet raporları dikkate alınarak rekabet stratejilerinin analiz edilmesi için durum çalışması araştırması yapılmıştır. Analiz sonucunda her iki firmanın da ürün ve süreçlerinde hem maliyet liderliği stratejisi hem de farklılaştırma stratejisi uyguladıkları sonucuna ulaşılmıştır.

Makale detayları

AN ANALYSIS OF PORTER'S GENERIC COMPETITIVE STRATEGIES IN TERMS OF PRODUCT AND PROCESS IN CHAIN MARKETS

Yazarlar:

Ayşe İrmiş | Ayten Demirel | Mehmet Ali Mengüloğlu

Yayıncı:

Pamukkale University

Ana Başlıklar:

Finans

Dergi:

Pamukkale Üniversitesi Sosyal Bilimler Enstitüsü Dergisi Issue 57, pp.59-80

Belge Tipi:

Makale

Yayın Tarihi:

7/2023

Belge Dili:

Türkçe

Document ID (Org No.):

2001295476

pISSN:

1308-2922

Competitive Strategies

Chain Markets

Stuck in The Middle FirmRekabet Stratejileri

Zincir Marketler

Arada Kalan Firmalar

Sayı

Makale detayları

AN ANALYSIS OF PORTER'S GENERIC COMPETITIVE STRATEGIES IN TERMS OF PRODUCT AND PROCESS IN CHAIN MARKETS

Yazarlar: Ayşe İrmiş | Ayten Demirel | Mehmet Ali Mengüloğlu

Yayıncı: Pamukkale University

Ana Başlıklar: Finans

Dergi: Pamukkale Üniversitesi Sosyal Bilimler Enstitüsü Dergisi Issue 57, pp.59-80

Belge Tipi: Makale

Yayın Tarihi: 7/2023

Belge Dili: Türkçe

Document ID (Org No.): 2001295476

pISSN: 1308-2922

Competitive Strategies

Chain Markets

Stuck in The Middle FirmRekabet Stratejileri

Zincir Marketler

Arada Kalan Firmalar

Sayı

Yazarlar:

Ayşe İrmiş | Ayten Demirel | Mehmet Ali Mengüloğlu

Yayıncı:

Pamukkale University

Ana Başlıklar:

Finans

Dergi:

Pamukkale Üniversitesi Sosyal Bilimler Enstitüsü Dergisi Issue 57, pp.59-80

Belge Tipi:

Makale

Yayın Tarihi:

7/2023

Belge Dili:

Türkçe

Document ID (Org No.):

2001295476

pISSN:

1308-2922