Publication: Endüstriyel pazarlamada rakip analizi ve fotosel sektöründe uygulama
Abstract
Ele alınan “ Endüstriyel Pazarlamada Rakip Analizi “ konusu 3 bölüm altında incelendi. İlk bölümde Endüstriyel pazarlamanın ne olduğu açıklandı. Endüstriyel pazarlamanın önemi, pazardaki firmalar da gözöününe alınarak incelendi. Genellikle birbirlerinden farkları yokmuş gibi ifade edilen Tüketim malları pazarlaması ile Endüstriyel pazarlamanın arasındaki farklar pazarlamanın 4 P’ sinin de yardımıyla açıklanmaya çalışıldı. Endüstriyel alıcı davranışlarıda incelendikten sonra Endüstriyel pazarlama karmasına geçildi. Son olarak bu bölümde Endüstriyel pazarlamanın ne olduğundan, yapısından ve türlerinden bahsedildi. İkinci bölüm esas olarak tezinde konusunu oluşturduğu rakiplerin analizi bölümüdür. Bu bölümde ilk olarak rekabet kavramı incelendi. Rekabet kavramının ne olduğu ve geçmişten günümüze kadar hangi evrelerden geçtiği açıklandı. Bu açıklamalardan sonra rakip analizinin yapılabilmesi için gerekli olan altı adım teker teker anlatıldı. Bu adımlar için ne tür bilgilerin gerektiği, bu bilgilerin nasıl toplanıp nasıl değerlendirilebileceği belirtildi. Üçüncü ve son bölümde ise, endüstriyel bir pazar olan fotosel pazarındaki “Sick” firması incelendi. Bu firmanın gerçek rakibini belirlemek amacıyla kullanıcılara yöneltilen sorulardan alınan cevaplar incelenerek üç boyutlu bir algılama haritası ortaya çıkartıldı. Bu harita sayesinde gerçek rakiplerin bulunduğu hedef grup tespit edildi ve “Sick” firmasının daha iyi bir konuma getirilebilmesi için diğer firmalara da dikkat edilerek öneriler sunuldu.
The topic of “ The Competitive Analysis in the Industrial Marketing “ is divided into three sections. In the first section, the meaning of the Industrial Marketing is explained. The importance of the Industrial Marketing is determined by considering companies in the market. Although ıt usually seems that there are no differences between the marketing of the consumption goods and the Industrial marketing. I tried to explain differences between them by considering the 4P’s of the marketing. The industrial Buyer behaviors are explained. Also the structure and types of industrial marketing are explained. In the second section, the competitive analysis, the topic of the thesis, is explained. In this section, firstly the meaning of the competition is explained. Also the history of the competition is searched. After these explanations, six necessities to perform the competitive analysis are explained by one by one. For each of these six necessities, what kind of information is requested and how these information are collected an evaluated? Answers of these questions are determined one by one. In the third and last section, the company of “Sick AG” in fotocell market as an industrial market is examined. Answers for questions asked to buyers to determine the real competitor of this company is examined and three dimensional perception map is drawn. By the helps of this map, the target group having the real competitors is determined and many suggestions to move the company of “Sick AG” to better place in the market are made by considering the other firms.
The topic of “ The Competitive Analysis in the Industrial Marketing “ is divided into three sections. In the first section, the meaning of the Industrial Marketing is explained. The importance of the Industrial Marketing is determined by considering companies in the market. Although ıt usually seems that there are no differences between the marketing of the consumption goods and the Industrial marketing. I tried to explain differences between them by considering the 4P’s of the marketing. The industrial Buyer behaviors are explained. Also the structure and types of industrial marketing are explained. In the second section, the competitive analysis, the topic of the thesis, is explained. In this section, firstly the meaning of the competition is explained. Also the history of the competition is searched. After these explanations, six necessities to perform the competitive analysis are explained by one by one. For each of these six necessities, what kind of information is requested and how these information are collected an evaluated? Answers of these questions are determined one by one. In the third and last section, the company of “Sick AG” in fotocell market as an industrial market is examined. Answers for questions asked to buyers to determine the real competitor of this company is examined and three dimensional perception map is drawn. By the helps of this map, the target group having the real competitors is determined and many suggestions to move the company of “Sick AG” to better place in the market are made by considering the other firms.