{"id":152,"date":"2012-08-28T23:37:00","date_gmt":"2012-08-28T20:37:00","guid":{"rendered":"http:\/\/aslantozcan.com\/?p=152"},"modified":"2012-08-28T23:37:00","modified_gmt":"2012-08-28T20:37:00","slug":"uluslararasi-pazarlarda-var-olma-stratejileri","status":"publish","type":"post","link":"https:\/\/aslantozcan.com\/?p=152","title":{"rendered":"Uluslararas\u0131 Pazarlarda Var olma Stratejileri"},"content":{"rendered":"<p><strong>Tek \u00dcr\u00fcn-Tek Mesaj<br \/>\n<\/strong>Bu stratejide firma \u00e7e\u015fitli \u00fclkelerde ayn\u0131 \u00fcr\u00fcn\u00fc ayn\u0131 kullan\u0131m i\u00e7in ve ayn\u0131 mesajla pazarlar. \u00d6rne\u011fin, Coca Cola\u2019n\u0131n form\u00fcl\u00fc ve ambalaj\u0131 sat\u0131ld\u0131\u011f\u0131 t\u00fcm \u00fclkelerde ayn\u0131d\u0131r. Kullan\u0131m\u0131 da serinletici bir me\u015frubat olarak vurgulanmakta, rekl\u00e2m mesaj\u0131 ise, ferahl\u0131k, canl\u0131l\u0131k ve gen\u00e7lik temalar\u0131n\u0131 i\u015flemektedir.<\/p>\n<p>Bu stratejinin ana avantajlar\u0131 ara\u015ft\u0131rma-geli\u015ftirme, \u00fcretim ve rekl\u00e2m maliyetlerini en az d\u00fczeye indirmesidir. \u00dclkeden \u00fclkeye \u00fcr\u00fcn \u00f6zellikleri farkl\u0131la\u015ft\u0131\u011f\u0131nda \u00fcretim, mesaj de\u011fi\u015fti\u011finde ise rekl\u00e2m maliyetleri \u00f6nemli \u00f6l\u00e7\u00fcde artmaktad\u0131r.<\/p>\n<p>Tek \u00fcr\u00fcn-tek mesaj stratejisinin zay\u0131f yan\u0131, her t\u00fcrl\u00fc \u00fcr\u00fcn i\u00e7in ge\u00e7erli olmamas\u0131ndan kaynaklan\u0131r. Bunun bir \u00f6rne\u011fi yurdumuzda da \u00fcretimi yap\u0131lan Knorr \u00e7orbalar\u0131nda g\u00f6r\u00fclm\u00fc\u015ft\u00fcr. \u00dcretici firma Corn Products Company, Knorr \u00e7orbas\u0131n\u0131 1960\u2019larda Amerikan pazar\u0131na sokmaya karar vermi\u015f, ancak tek \u00fcr\u00fcn stratejisi ba\u015far\u0131l\u0131 olamam\u0131\u015ft\u0131r. \u00c7\u00fcnk\u00fc firman\u0131n yapt\u0131\u011f\u0131 pazar ara\u015ft\u0131rmas\u0131 Amerikan t\u00fcketicisinin Knorr\u2019un tad\u0131n\u0131 be\u011fendi\u011fini ortaya koyuyor, ancak ba\u015fka bir etkeni g\u00f6zden ka\u00e7\u0131r\u0131yordu. Amerikan ev kad\u0131n\u0131n\u0131n kullanmaya al\u0131\u015f\u0131k oldu\u011fu \u00e7orbalar sulu olarak konserve kutusunda sat\u0131l\u0131yor ve \u00e7abuk bir \u0131s\u0131tma ile yenebilir hale geliyordu. Knorr ise po\u015fetlerde kuru toz olarak sat\u0131ld\u0131\u011f\u0131ndan haz\u0131rlanmas\u0131 15-20 dakika al\u0131yordu. Tad\u0131n\u0131 be\u011fenen Amerikan ev han\u0131m\u0131 bu zaman\u0131 harcamak istemedi\u011finden, Avrupa\u2019da \u00e7ok ba\u015far\u0131l\u0131 olan bu \u00fcr\u00fcn Amerikan pazar\u0131nda ayn\u0131 ba\u015far\u0131y\u0131 g\u00f6steremiyordu.<\/p>\n<p><strong>\u00a0<\/strong><strong>Ayn\u0131 \u00dcr\u00fcn-Ayr\u0131 Mesaj<br \/>\n<\/strong>Baz\u0131 \u00fcr\u00fcnler de\u011fi\u015fik \u00fclkelerde farkl\u0131 kullan\u0131m olanaklar\u0131 bulabilirler. B\u00f6yle durumlarda, mesaj kullan\u0131ma paralel olarak farkl\u0131l\u0131k g\u00f6sterecektir. Yine bir me\u015frubat\u0131 \u00f6rnek alal\u0131m; Perrier \u00fcretildi\u011fi Fransa\u2019da ve di\u011fer Avrupa \u00fclkelerinde genellikle yemeklerde t\u00fcketilen bir memba suyu olarak kullan\u0131lmaktad\u0131r. Amerika\u2019da ise yemeklerde su \u00e7ok az i\u00e7ildi\u011finden Perrier bu \u00fclkede kendisini ba\u015fl\u0131 ba\u015f\u0131na bir me\u015frubat ve bir kokteyl i\u00e7kisi olarak tan\u0131tm\u0131\u015f ve \u00e7ok ba\u015far\u0131l\u0131 olmu\u015ftur.<\/p>\n<p>Tam tersi bir durum rak\u0131 i\u00e7in s\u00f6z konusudur. \u00dclkemizde yemekle birlikte yudumlanan bu \u00fcr\u00fcn\u00fcm\u00fcz\u00fc Amerika\u2019da ayn\u0131 \u015fekilde kulland\u0131rmam\u0131z onlar\u0131n yemek al\u0131\u015fkanl\u0131klar\u0131na ters d\u00fc\u015ft\u00fc\u011f\u00fcnden, olanaks\u0131zd\u0131r. Ancak, rak\u0131y\u0131 bir kokteyl i\u00e7kisi olarak tan\u0131t\u0131rsak, belli bir pazar pay\u0131 almam\u0131z m\u00fcmk\u00fcn olabilir.<\/p>\n<p>\u0130hracat\u0131n\u0131 artt\u0131rmak isteyen firma, T\u00fcrkiye\u2019de satt\u0131\u011f\u0131 \u00fcr\u00fcn\u00fc ayn\u0131 \u015fekilde d\u0131\u015far\u0131da pazarlamakta diretmemeli, gerekiyorsa farkl\u0131 bir mesaj kullanmal\u0131d\u0131r. Mesaj, kullan\u0131m farkl\u0131l\u0131\u011f\u0131na g\u00f6re saptanacakt\u0131r. Bu stratejinin cazibesi tek \u00fcr\u00fcn-tek mesaj stratejisinden sonra en d\u00fc\u015f\u00fck maliyetli olu\u015fudur. \u00dcr\u00fcn de\u011fi\u015fmedi\u011finden, ara\u015ft\u0131rma-geli\u015ftirme, \u00fcretim ve stok maliyetleri y\u00fckselmemekte, ek maliyetler de\u011fi\u015fik ileti\u015fim \u00e7al\u0131\u015fmalar\u0131ndan do\u011fmaktad\u0131r.<\/p>\n<p><strong>\u00a0<\/strong><strong>Farkl\u0131 \u00dcr\u00fcn-Ayn\u0131 Mesaj<br \/>\n<\/strong>Bu stratejinin varsay\u0131m\u0131 \u00fcr\u00fcn\u00fc d\u0131\u015f pazarlardaki farkl\u0131 ortamlarda ayn\u0131 ama\u00e7la kullan\u0131laca\u011f\u0131d\u0131r. \u00dcr\u00fcn de\u011fi\u015fik ortamlar i\u00e7in farkl\u0131 olarak \u00fcretilmekte, ancak kullan\u0131m ayn\u0131 oldu\u011fu i\u00e7in tek tip mesaj t\u00fcm pazarlarda kullan\u0131lmaktad\u0131r.<\/p>\n<p>\u00d6rne\u011fin, bir Lux sabunu her \u00fclkede o yerin hammadde ko\u015fullar\u0131, su \u00f6zellikleri ve koku tercihlerine g\u00f6re form\u00fcle edilmekte ama her yerde ayn\u0131 g\u00fczellik ve cilde uyum mesaj\u0131 ile sat\u0131lmaktad\u0131r. Fiat firmas\u0131 bu stratejiyi binek otomobiller i\u00e7in uygulamaktad\u0131r. Otomobiller \u00fclkelerin iklim, yol ve hammadde ko\u015fullar\u0131na g\u00f6re \u00fcretilmekte ama her \u00fclkede ayn\u0131 rekl\u00e2m mesaj\u0131 ile tan\u0131t\u0131lmaktad\u0131r. Dolay\u0131s\u0131yla rekl\u00e2m maliyetleri standardizasyon sayesinde d\u00fc\u015f\u00fck tutulabilmekte ama \u00fcretimle ilgili maliyetler artmaktad\u0131r.<\/p>\n<p><strong>\u00a0<\/strong><strong>Farkl\u0131 \u00dcr\u00fcn-Farkl\u0131 Mesaj<br \/>\n<\/strong>Kullan\u0131m ortam\u0131n\u0131n ve kullan\u0131m \u015feklinin de\u011fi\u015fikli\u011fi \u00fcr\u00fcn\u00fcn farkl\u0131la\u015ft\u0131r\u0131lmas\u0131 yan\u0131nda mesaj\u0131n da de\u011fi\u015ftirilmesini gerektirebilir. Bu, \u00fcretimi, ileti\u015fimi ve her kademede kontrol\u00fc zorla\u015ft\u0131rd\u0131\u011f\u0131 gibi maliyetleri de artt\u0131ran bir yoldur.<\/p>\n<p>\u00d6rne\u011fin, zeytinya\u011f\u0131 Ortado\u011fu \u00fclkelerinde \u00f6zellikle humus ve tabule gibi yemeklerde kullan\u0131lmakta ve y\u00fcksek asitlisi tercih edilmektedir. Kuzey Avrupa \u00fclkeleri ise zeytinya\u011f\u0131n\u0131 sadece salataya koymakta ve \u00e7ok hafif, d\u00fc\u015f\u00fck asitli ya\u011f\u0131 aramaktad\u0131r. Her iki b\u00f6lgede \u00fcr\u00fcn\u00fcn\u00fc pazarlamak isteyen firma iki tip \u00fcr\u00fcn \u00fcretip onu iki ayr\u0131 kullan\u0131mda g\u00f6steren farkl\u0131 mesajlar haz\u0131rlamak zorundad\u0131r. \u00dclke adedinin art\u0131\u015f\u0131na orant\u0131l\u0131 olarak da \u00fcretim ve pazarlama maliyetleri y\u00fckselecektir.<\/p>\n<p><strong>\u00a0<\/strong><strong>Yeni \u00dcr\u00fcn Yaratmak<br \/>\n<\/strong>Bu d\u00f6rt stratejiden herhangi birinin uygulanabilmesi i\u00e7in firman\u0131n ihrac\u0131n\u0131 d\u00fc\u015f\u00fcnd\u00fc\u011f\u00fc \u00fcr\u00fcn\u00fcn potansiyel t\u00fcketiciler taraf\u0131ndan kullan\u0131labilir veya sat\u0131n al\u0131nabilir olmas\u0131 gereklidir. Hedef t\u00fcketici kitlesi mevcut \u00fcr\u00fcn\u00fc sat\u0131n alma olana\u011f\u0131na sahip de\u011filse, firma saptanan ihtiyac\u0131 kar\u015f\u0131layabilecek ve bu kitlenin al\u0131m g\u00fcc\u00fcne uygun \u00fcr\u00fcn\u00fc yaratmay\u0131 ve geli\u015ftirmeyi deneyebilir. \u00dclkemizin ko\u015fullar\u0131n\u0131n \u00dc\u00e7\u00fcnc\u00fc D\u00fcnya \u00fclkelerine benzer \u00e7ok taraflar\u0131 oldu\u011fundan T\u00fcrk firmalar\u0131 bu stratejiyi ba\u015far\u0131l\u0131 olarak uygulamada avantaj sahibidirler. Ancak, bu stratejinin sorunu y\u00fcksek ara\u015ft\u0131rma-geli\u015ftirme harcamalar\u0131 ve yeni \u00fcretime ge\u00e7i\u015f i\u00e7in yat\u0131r\u0131m\u0131 gerektirmesidir.<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Tek \u00dcr\u00fcn-Tek Mesaj Bu stratejide firma \u00e7e\u015fitli \u00fclkelerde ayn\u0131 \u00fcr\u00fcn\u00fc ayn\u0131 kullan\u0131m i\u00e7in ve ayn\u0131 mesajla pazarlar. \u00d6rne\u011fin, Coca Cola\u2019n\u0131n form\u00fcl\u00fc ve ambalaj\u0131 sat\u0131ld\u0131\u011f\u0131 t\u00fcm \u00fclkelerde ayn\u0131d\u0131r. Kullan\u0131m\u0131 da serinletici bir me\u015frubat olarak vurgulanmakta, rekl\u00e2m mesaj\u0131 ise, ferahl\u0131k, canl\u0131l\u0131k ve gen\u00e7lik temalar\u0131n\u0131 i\u015flemektedir. Bu stratejinin ana avantajlar\u0131 ara\u015ft\u0131rma-geli\u015ftirme, \u00fcretim ve rekl\u00e2m maliyetlerini en az d\u00fczeye [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[9],"tags":[],"_links":{"self":[{"href":"https:\/\/aslantozcan.com\/index.php?rest_route=\/wp\/v2\/posts\/152"}],"collection":[{"href":"https:\/\/aslantozcan.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/aslantozcan.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/aslantozcan.com\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/aslantozcan.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=152"}],"version-history":[{"count":1,"href":"https:\/\/aslantozcan.com\/index.php?rest_route=\/wp\/v2\/posts\/152\/revisions"}],"predecessor-version":[{"id":153,"href":"https:\/\/aslantozcan.com\/index.php?rest_route=\/wp\/v2\/posts\/152\/revisions\/153"}],"wp:attachment":[{"href":"https:\/\/aslantozcan.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=152"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/aslantozcan.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=152"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/aslantozcan.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=152"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}