1TURKISH RETAIL SECTOR 1
1.1Historical Perspective 1
1.2Trade Styles in Turkey 5
1.2.1Traditional Trade 5
1.2.2Modern Trade 5
1.3Market Structure 7
1.4Distribution Channels 8
1.6Organized Food Retail Sector 9
2MAIN PLAYERS 10
2.1Migros T.A.Þ. 10
2.1.1History of Migros T.A.Þ. 11
2.1.2Objective and Mission of Migros T.A.Þ. 13
2.1.3Internal Environment 13
2.1.4SWOT Analysis 17
2.2Gima T.A.Þ. 18
2.2.1History of Gima T.A.Þ. 18
2.2.2Objective and Mission of Gima T.A.Þ. 18
2.2.3Internal Environment Gima T.A.Þ. 19
2.2.4SWOT Analysis 25
2.3Tansaþ A.Þ. 28
2.3.1History of Tansaþ A.Þ. 28
2.3.2Objective and Mission of Tansaþ A.Þ. 31
2.3.3Internal Environment of Tansas A.Þ. 31
2.3.4SWOT Analysis of Tansaþ A.Þ. 35
2.4Other Main Players in Turkish Retail Sector 39
2.4.1Metro Group 39
2.4.3Tesco Kipa 43
3COMPARISON of MIGROS, GIMA and TANSAS 45
3.1Customer Profile 45
3.2Reasons to be Preferred 47
3.3Financial Comparison 48
4PROJECTIONS and RECOMMENDATIONS 49
1TURKISH RETAIL SECTOR
In order to define retailing, it should be considered from various perspectives, to demonstrate its impact, and its special characteristics. Retailing entails the business activities involved in selling goods and services to consumers for their personal, family, or household use.
Today, it is at an interesting crossroad, with many challenges ahead. Retailing may be viewed from multiple perspectives. It includes tangible and intangible items, does not have to use a store, and can be conducted by manufacturers and others -- as well as by retail firms.
Retailing is the last stage in a distribution channel, which contains the businesses and people involved in physically moving and transferring ownership of goods and services from producer to consumer. In a channel, retailers perform valuable functions as intermediaries for manufacturers, wholesalers, and final consumers. They collect product assortments from various suppliers and offer them to customers. They communicate with both customers and other channel members.
Retailers and their suppliers have complex relationships because the retailers serve two roles. They are part of a distribution channel aimed at the final consumer; and they are major customers for their suppliers. Channel relations are smoothest with exclusive distribution; they are most volatile with intensive distribution. Selective distribution combines aspects of both in an attempt to balance sales goals and channel member cooperation.
Retailing has several special characteristics. The average sales transaction is small. Final consumers make many unplanned purchases. Most customers visit a store location.
The marketing concept should be understood and used by all retailers. This concept requires a firm to have a customer orientation, use a coordinated effort, and be value-driven and goal-oriented. Unfortunately, despite its ease of use, many firms do not adhere to one or more elements of the retailing concept.
The total retail experience consists of all the elements in a retail offering that encourage or inhibit consumers during their contact with a given retailer. Some elements are controllable by a retailer; others are not. Customer service includes identifiable, but sometimes intangible, activities undertaken by a retailer in association with the basic goods and services sold. It has an effect on the total retail experience, and consists of two components -- expected services and augmented services. In relationship retailing, a firm seeks long-term bonds with customers, rather than acting like each sales transaction is a totally new encounter with them.
The retailing sector in Turkey has developed rapidly since the 1980s with significant changes both in economic and social...