Publication: Türk hazır giyim sanayinde uluslararası pazarlarda üstünlük sağlamasına yönelik rekabet stratejisi modeli geliştirilmesi
Abstract
TÜRK HAZIR GİYİM SANAYİNDE ULUSLARARASI PAZARLARDA ÜSTÜNLÜK SAĞLAMASINA YÖNELİK REKABET STRATEJİSİ MODELİ GELİŞTİRİLMESİ Türk hazır giyim sanayi ülkemiz ekonomisinde istihdam ve ihracata katkı sağlayan önemli endüstri dallarından birisidir. Sektör 1980’li yıllardan itibaren dışa açık ekonomik büyüme modeli içinde ihracat odaklı olarak gelişmeye başlamış ve dünya hazır giyim sanayinde önemli bir tedarikçi konumuna gelmiştir. Küreselleşme sürecinin de etkisiyle son yıllarda önemli değişimlerin yaşandığı dünya hazır giyim sektöründe, temel girdilere sahip olan ülkelerin maliyet avantajı daha çok basit ürünlere kaymıştır. Sektördeki rekabet alanlarında değişimler yaşanmış ve farklılıklar ortaya çıkmıştır. Bu doktora çalışmasında ülke ekonomisi içerisinde büyük önem taşıyan hazır giyim sanayi için rekabet stratejisi önerileri geliştirilmesi amaçlanmıştır. Literatürde en yaygın olarak kullanılan rekabet stratejileri M. Porter tarafından geliştirilen jenerik (genel kapsamlı) stratejilerdir. Porter’ın geliştirdiği bu model; maliyet liderliği, farklılaştırma ve odaklanma stratejilerini kapsamaktadır. Çalışmanın ilk bölümünde konuya giriş yapılmış ve çalışma amacı belirtilmiştir. İkinci bölümde stratejik yönetim, rekabet, rekabet gücü, rekabet üstünlüğü teorileri ve rekabet stratejileri hakkında teorik bilgiler aktarılmıştır. Bu bölümde ayrıca Türk hazır giyim sanayinin genel çevre analizi hakkında bilgi verilmiştir. Üçüncü ve dördüncü bölümde çalışmanın araştırma yöntemi ve sonuçları hakkında bilgi verilmiştir. Başarılı hazır giyim firmalarının uygulamış oldukları stratejiler hakkında bilgi edinmeyi amaçlayan bu çalışmada, İstanbul Sanayi Odası’nın 2009 yılında yapmış olduğu Türkiye’nin 500 Büyük Sanayi Kuruluşu ve İkinci 500 Büyük Sanayi Kuruluşu sıralamalarında yer almış olan hazır giyim firmalarına yönelik bir anket çalışması gerçekleştirilmiştir. Anket çalışması sonucunda elde edilen bulgular SPSS 18.0 analiz edilmiştir. Anket analizi sonucunda, firmaların izledikleri rekabet stratejileri arasında farklılık bulunup bulunmadığı belirlenmiştir. Buna göre, Türkiye’deki firmaların yaygın olarak maliyet liderliği stratejisini izledikleri görülmüştür. Bununla birlikte İlk 500 ve İkinci 500 Sanayi Kuruluşu sıralamasında bulunan firmaların izledikleri rekabet stratejileri arasında da farklılıklar olduğu tespit edilmiştir. Sonuç bölümünde elde edilen bulgular ve literatür araştırması doğrultusunda Türk hazır giyim sanayi için bir model önerisi geliştirilmiştir. Buna göre firmalara pazarlama alanında farklılaştırma, üretim alanında maliyet liderliği stratejisi önerisi sunulmuştur. Son olarak, araştırma hakkında genel bir değerlendirme yapılmıştır.
DEVELOPMENT OF COMPETITIVE STRATEGY MODEL FOR TURKISH CLOTHING INDUSTRY TO GET THE UPPER HAND IN THE INTERNATIONAL CLOTHING MARKET Turkish clothing industry is an important industry branch which contributes to our countries economy through creating jobs and exportation of the products. The sector started its development from 1980’s within the outward oriented economical growth model by focusing on exports and become an important supplier in the worlds clothing industry. In the recent years the world clothing sector has been experiencing important changes with the effects of the globalization phase, the cost advantage of the countries which has the main inputs has shifted to a lot simpler products. The sector experienced changes in the competition area and differences emerged. The purpose of this doctorate study is to develop suggestions for competition strategy for the clothing industry which bears a great importance within the economy of the country. The competition strategies commonly used in the literature are the generic strategies developed by M. Porter. The model which has been developed by Porter covers; cost leadership, differentiation and focusing strategies. In the first part of the study an introduction to the subject has been done and the purpose of the study has been indicated. In the second part, the theoretic information about competition, strategic management, competitive advantage theory, competition power, and competition strategies has been given. The information about research methods of the study and the results have been presented in the third and fourth part of the study. This study has been aiming to get information about strategies applied by the successful clothing companies; a survey has been done aiming the clothing companies taking place at the First 500 Largest Industrial Establishments and Second 500 Largest Industrial Establishment Lists prepared by the Istanbul Chamber of Commerce in the year 2009. The findings of the survey have been analyzed by SPSS 18.0 program. The differences and similarities between the strategies followed by these companies have been determined as a result of the survey. According to this, it has been determined that most companies in Turkey have been following the cost leadership strategy. Also, it has been determined that the differences exist in the competition strategies of the companies in the first 500 and second 500 Industrial establishment list. At the final part of the study a suggestion model for the Turkish clothing industry has been developed according to the findings and literature research. According to this, differentiation in the marketing areas and cost leadership strategy in the production area has been suggested to the companies. Finally, a general assessment about the study has been done.
DEVELOPMENT OF COMPETITIVE STRATEGY MODEL FOR TURKISH CLOTHING INDUSTRY TO GET THE UPPER HAND IN THE INTERNATIONAL CLOTHING MARKET Turkish clothing industry is an important industry branch which contributes to our countries economy through creating jobs and exportation of the products. The sector started its development from 1980’s within the outward oriented economical growth model by focusing on exports and become an important supplier in the worlds clothing industry. In the recent years the world clothing sector has been experiencing important changes with the effects of the globalization phase, the cost advantage of the countries which has the main inputs has shifted to a lot simpler products. The sector experienced changes in the competition area and differences emerged. The purpose of this doctorate study is to develop suggestions for competition strategy for the clothing industry which bears a great importance within the economy of the country. The competition strategies commonly used in the literature are the generic strategies developed by M. Porter. The model which has been developed by Porter covers; cost leadership, differentiation and focusing strategies. In the first part of the study an introduction to the subject has been done and the purpose of the study has been indicated. In the second part, the theoretic information about competition, strategic management, competitive advantage theory, competition power, and competition strategies has been given. The information about research methods of the study and the results have been presented in the third and fourth part of the study. This study has been aiming to get information about strategies applied by the successful clothing companies; a survey has been done aiming the clothing companies taking place at the First 500 Largest Industrial Establishments and Second 500 Largest Industrial Establishment Lists prepared by the Istanbul Chamber of Commerce in the year 2009. The findings of the survey have been analyzed by SPSS 18.0 program. The differences and similarities between the strategies followed by these companies have been determined as a result of the survey. According to this, it has been determined that most companies in Turkey have been following the cost leadership strategy. Also, it has been determined that the differences exist in the competition strategies of the companies in the first 500 and second 500 Industrial establishment list. At the final part of the study a suggestion model for the Turkish clothing industry has been developed according to the findings and literature research. According to this, differentiation in the marketing areas and cost leadership strategy in the production area has been suggested to the companies. Finally, a general assessment about the study has been done.