Publication: Ev tekstil sektöründe kurumsallaşma düzeyinin dağıtım kanalı yönetimi üzerindeki etkileri
Abstract
Çalışmanın amacı, Türk ev tekstil sektöründeki kurumsallaşmış üretici firmaların, dağıtım kanalı yönetiminde kurumsallaşmamış üretici firmalara göre daha etkili olduklarını göstermektir. Çalışma sonuçlarının kurumsallaşmanın gerekliliğine inanan ve çalışmalarını bu yönde geliştiren şirketlere ışık tutacağına inanıyoruz. Çalışmanın birinci bölümünde yönetim konusu ele alınarak yönetimin tanımı, tarihçesi ve temel fonksiyonları irdelenmiştir. İkinci bölümünde dağıtım kanalı tanımı ve pazarlama içindeki önemi, kanaldaki aracılar, kanal tasarımı ve kanal yönetimi konuları üzerinde durulmuştur. Çalışmanın üçüncü bölümünde ise tekstil sektörü ele alınarak sırası ile dünya tekstil sektörü, Türk tekstil sektörü, Avrupa ve Gümrük Birliği ilişkileri ve ev tekstil sektöründe dağıtım kanal yapısı açıklanmıştır. Dördüncü ve son bölümünde ise ev tekstil sektöründe kurumsallaşma düzeyinin dağıtım kanalı yönetimi üzerindeki etkilerine ilişkin yapılan araştırma yer almıştır. Araştırmanın kapsamını, Türk ev tekstil sektöründeki büyük ölçekli üretici firmalar ve sektör dağıtım kanalının en önemli bölümü olan toptancılar oluşturmaktadır. Bu çalışma, Zorlu Holding Tekstil Grubu Zorlu Linen Pazarlama A.Ş.' nin destekleriyle, kendi toptancıları arasında anket kullanılarak yapılmıştır. Bu toptancılar ev tekstili konusunda Türkiye'nin her noktasında dağıtım ağı olan güçlü firmalardır. Burada belirtilmesi gereken önemli bir nokta da bu toptancıların, Zorlu Holding A.Ş. gibi kurumsallaşmış, yönetim ve organizasyon yapısı güçlü, sektörde lider konumdaki üreticilerin yanısıra, çok sayıda küçük ve orta ölçekli, kurumsallaşmamış, yönetim ve organizasyon yapısı tam oluşmamış üreticilerle de çalışmalarıdır. Bu sayede kurumsallaşmış ve kurumsallaşmamış üreticilerin değerlendirilmesi daha kolay yapılmıştır. Bu saha araştırması sonucunda elde edilen bilgiler bilgisayar ile analiz edilmiştir. Araştırma sonucunda, toptancıların yönetimi ve kontrolü konusunda, kurumsallaşmış üretici firmaların, kurumsallaşmamış üretici firmalara göre daha hakim oldukları saptanmıştır. Aynı şekilde, ekonomik gücü daha fazla olan bu üreticilerin ar-ge, ürün geliştirme, teslimat çabukluğu ve sıklığı, reklam gibi konularda da daha etkin oldukları belirlenmiştir. Bunun yanında, personel istihdamı, personel eğitimi ve sektöre uzman personel kazandırılması gibi ekonomik ilişkiye dayanmayan kriterler açısından, kurumsal firmalarla kurumsal olmayan firmalar arasında çok fark olmadığı gözlenmiştir.
The objective of this report is to demonstrate that institutionalized manufacturers of the Turkish home textiles sector are, in general, more effective than those that have not yet been institutionalized in terms of channel management. We believe the results derived from this report will lead and enlighten the companies that believe in the necessity of institutionalization and help them develop their strategies accordingly. The first section of the report analyzes the concept of management by focusing on its definition, history, and basic functions. The second section deals with the definition of distribution channel management, its relative importance within the marketing function, channel intermediaries, channel design, and channel management. The third section examines the textiles sector. The global textiles sector, the Turkish textiles sector, their relationships between Europe and the Customs Union, and distribution channel structure in the home textiles sector are analyzed and evaluated in full detail. The fourth and the final section of the report consists of the study, which illustrates the affects of institutionalization level in the home textiles sector on distribution channel management. The study analyzes the large-scale Turkish home textiles manufacturers and the most significant segment of the sector's distribution channel, the wholesalers. The study is conducted by the means of questionnaires filled out by the wholesalers of Zorlu Linen Pazarlama AS, a subsidiary of Zorlu Holding Textiles Group. The wholesalers mentioned in the study are solid firms that have nationwide distribution channels. A fact that requires significant attention at this point is that the wholesalers that took part in the study work with numerous small to mid-sized, uninstitutionalized manufacturers with semi-developed organizational structures, as well as institutionalized manufacturers such as Zorlu Holding AS, which have strong organizational structures and market positions. Thus, a more realistic and extensive assessment and comparison between institutionalized and uninstitutionalized manufacturers had been possible. The data collected by this study had been analyzed via PCs. The results of the study yield the fact that institutionalized manufacturers are much more capable of channel management and control than uninstitutionalized manufacturers. Similarly, such economically stronger manufacturers are more effective with respect to R&D, product development, logistics, advertising, etc. However, no significant differences had been observed between these two types of manufacturers, with respect to criteria that are not based on economic relationships, such as employment, personnel training, and the inclusion of specialized staff into the sector.
The objective of this report is to demonstrate that institutionalized manufacturers of the Turkish home textiles sector are, in general, more effective than those that have not yet been institutionalized in terms of channel management. We believe the results derived from this report will lead and enlighten the companies that believe in the necessity of institutionalization and help them develop their strategies accordingly. The first section of the report analyzes the concept of management by focusing on its definition, history, and basic functions. The second section deals with the definition of distribution channel management, its relative importance within the marketing function, channel intermediaries, channel design, and channel management. The third section examines the textiles sector. The global textiles sector, the Turkish textiles sector, their relationships between Europe and the Customs Union, and distribution channel structure in the home textiles sector are analyzed and evaluated in full detail. The fourth and the final section of the report consists of the study, which illustrates the affects of institutionalization level in the home textiles sector on distribution channel management. The study analyzes the large-scale Turkish home textiles manufacturers and the most significant segment of the sector's distribution channel, the wholesalers. The study is conducted by the means of questionnaires filled out by the wholesalers of Zorlu Linen Pazarlama AS, a subsidiary of Zorlu Holding Textiles Group. The wholesalers mentioned in the study are solid firms that have nationwide distribution channels. A fact that requires significant attention at this point is that the wholesalers that took part in the study work with numerous small to mid-sized, uninstitutionalized manufacturers with semi-developed organizational structures, as well as institutionalized manufacturers such as Zorlu Holding AS, which have strong organizational structures and market positions. Thus, a more realistic and extensive assessment and comparison between institutionalized and uninstitutionalized manufacturers had been possible. The data collected by this study had been analyzed via PCs. The results of the study yield the fact that institutionalized manufacturers are much more capable of channel management and control than uninstitutionalized manufacturers. Similarly, such economically stronger manufacturers are more effective with respect to R&D, product development, logistics, advertising, etc. However, no significant differences had been observed between these two types of manufacturers, with respect to criteria that are not based on economic relationships, such as employment, personnel training, and the inclusion of specialized staff into the sector.