Publication: KOBİ’lerde pazarlama iletişimi ve markalaşma
Abstract
KOBİLERDE PAZARLAMA İLETİŞİMİ VE MARKALAŞMA Ülkemiz ekonomisinin büyük bir bölümünü oluşturan küçük ve orta ölçekli işletmeler bir marka altında çalışma eğilimindedirler. Özellikle ayakkabıcılık sektörü fason ihracat bazlı işletmelerden oluştuğundan büyük üretim adetlerine sahiptir. İçsel ve dışsal birtakım etkenler nedeniyle bir marka seti oluşturup dağıtım kanalları açma süreçleri ile pazarlama, reklam ve tanıtım çalışmalarını realize edememektedir. Bu çalışmanın inceleme alanı; işletmelerde markalaşma önündeki engellerin belirlenmesi, markalaşmış işletmelerin sağladığı avantajlar ve markalaşamamış işletmelerin maruz kaldığı kayıplardır. Araştırma sonucunda markalaşmış işletmelerin markalaşmamış işletmeler göre daha fazla istihdam yarattığı, yurtdışı pazarlarda daha çok faaliyet gösterdiği ve markanın önemi ve gerekliliği konusunda daha bilinçli oldukları bulunmuştur. Markalaşmamış işletmelerin ise markalaşamama sebepleri arasında finansal sorunlar, Ar-Ge yatırımlarının eksikliği, reklam ve tanıtım sorunlarının önemli yer tuttuğu görülmüştür.
MARKETING COMMUNICATIONS AND BRANDING IN SMEs Small and medium scaled enterprises (SMEs) which compose a major part of our country’s economy have tendency to work under a brand. Especially the shoe sector has large scale production as it is composed of tailor made export based enterprises. Due to some internal and external factors such enterprises can not realize the marketing, advertisement and promotion processes through configuring distribution networks after creating a brand block. In this study, the determination of the problems concerning the branding processes in terms of enterprises, the advantages that branded enterprises provide and the losses that the enterprises which failed to be branded face are analyzed. As a result of the research, it is determined that the branded enterprises surpassed the enterprises that fail to be branded concerning job creation, activity in foreign markets and it is also determined that they are more conscious about the importance and necesssity of brand comparing to the enterprises that fail to be branded. Financial problems, lackness of R & D invesments, advertisement and marketing problems are determined as the main problems for the reasons of the enterprises that failed to be branded.
MARKETING COMMUNICATIONS AND BRANDING IN SMEs Small and medium scaled enterprises (SMEs) which compose a major part of our country’s economy have tendency to work under a brand. Especially the shoe sector has large scale production as it is composed of tailor made export based enterprises. Due to some internal and external factors such enterprises can not realize the marketing, advertisement and promotion processes through configuring distribution networks after creating a brand block. In this study, the determination of the problems concerning the branding processes in terms of enterprises, the advantages that branded enterprises provide and the losses that the enterprises which failed to be branded face are analyzed. As a result of the research, it is determined that the branded enterprises surpassed the enterprises that fail to be branded concerning job creation, activity in foreign markets and it is also determined that they are more conscious about the importance and necesssity of brand comparing to the enterprises that fail to be branded. Financial problems, lackness of R & D invesments, advertisement and marketing problems are determined as the main problems for the reasons of the enterprises that failed to be branded.