Publication: Endüstriyel ürünlerde stratejik pazarlama planlaması ve kauçuk sanayii’nde bir uygulama
Abstract
Türkiye'de yapılan bir araştırmada, araştırma kapsamına giren küçük ve orta boy işletmelerin yüzde 64'ünde stratejik pazarlama planlaması çalışmalarının yapılmadığı belirlenmiştir. Bu yaklaşımdan hareketle araştırmamızda Stratejik Pazarlama Planlaması incelenmiş ve KOBİ işletmesinde uygulama çalışması yapılmaya çalışılmıştır. Çalışmamızın amacı, Endüstriyel Ürünlerde Stratejik Pazarlama Planlaması ve kauçuk sanayiinde bir uygulamadır. Çalışmamızda sorunlar pazar yönüyle ele alınmış olup, ürünlerin üretim yönü pek incelenmemiştir. Tüketici pazarı, endüstriyel pazardaki büyük işletmelerdeki stratejik pazarlama planlaması ve stratejik mimarı ayrı bir çalışmaya konu olacağından teorik bölümde olduğu gibi uygulama bölümünde de yer almamıştır. Stratejik pazarlama yönetiminin alt bileşenlerinden olan ürün portföy analizleri çalışmamızda kapsam dışı bırakılmıştır. Çalışmamızın birinci bölümünü oluşturan, girişte Endüstriyel Pazarlar ve Stratejik Pazarlama Planlaması hakkında genel bir bilgi, işletmeler için önemi ve çalışmamızın amacı, kısıtları yer almaktadır. İkinci bölümümüzde teorik inceleme ve uygulama kısmı yer almaktadır. Bu bölümde önce endüstriyel pazarlar ve özellikleri, önemi, çeşitleri, endüstriyel ürün talebinin özellikleri, endüstriyel ürünlerin sınıflandırılması, pazarın karakteristik yapısı, endüstriyel alıcıları etkileyen faktörler, endüstriyel satın alma karar türleri ve endüstriyel satın alma karar süreci incelenmiştir. Yine bu bölümümüzde endüstriyel pazarlarda stratejik yönetim, stratejik yönetimin amaçları, stratejik yönetim süreci ve safhaları yer almaktadır. İkinci bölümümüzün diğer bir kısmında stratejik pazarlama planlaması alt bileşenlerinden; durum analizinin yapılması, hedeflerin saptanması, endüstriyel pazarlama stratejisini oluşturmak, pazarlama taktiklerini uygulamak, stratejik endüstriyel pazarlama denetimi teorik olarak anlatılmaktadır. İkinci bölümümüzün son kısmında ise çalışmamızın ana amacı olan endüstriyel pazarlamada stratejik pazarlama planlaması üzerine kauçuk sanayinde yapılan uygulama çalışması yer almaktadır. Bu bölümde sektör hakkında genel bilgi ve araştırmanın metodolojisi verilmeye çalışılmıştır. Üçüncü ve son bölümde teorik inceleme ve uygulama neticesinde elde edilen bulguların ışığında elde edilen bilgilerin bulunduğu sonuç kısmı ile çalışmamız tamamlanmaya çalışılmıştır.
An investigation carried out in Turkey has proven that 64% of the small and medium size enterprises involved in have no strategical marketing planning . Based on this approach, we studied the strategical marketing planning and try to make application study at the KOBY . The target of our study is a strategical marketing planning at the industrial products and an application. Problems have been taken into consideration from the viewpoint of the market hardly the way of producing the products. Since the strategical marketing planning at the big size investments and the strategical structure are different study subject , consumer's market does not take place at the application section as in theoretical section. Product purse analyzes which are the subsection of the strategical marketing are not covered at our study. General information about industrial markets and the strategical marketing planning, its importance for enterprises. the target of our study and its limitations take place at the introduction part forming the first section of our study . Theoretical investigations and applications take place at the second section. In this section, industrial markets and its peculiarities, its importance ,its types and features of the industrial product demands , effecting factors to the industrial consumers, decision types of the industrial purchasing and the process and the phases of the strategical management take place. At the other part of the second section, making the situation analyze, determine the targets, forming the industrial marketing strategy, application of marketing tactics which is subgroup of the strategical marketing planning are theoretically explained . At the last part of the second section, application study on the rubber industry at the industrial marketing which is the main purpose of our study takes place. At this section, the methodology of the of our study and the general information about the sector have been tried to explain. At the third and the last section, or study has been tried to finish with the conclusion part in the light of the findings obtained by the theoretical investigation and applications. Today's business world has a complex structure and denotes continuous changes. A wrong decision or wrong investment can lead the company to the catastrophe . For this reason; today's business world bears great risks. Marketing is to provide application of certain techniques in order to reduce these risks by organizing the situation of the company and its relations with the market. Strategical Marketing Planning is one of these techniques . Planning means to determine the target, the way to meet the target and environment and the opportunities for the investment. Every contractor, small or medium size enterprise marketing persons should be able to prepare a strategical marketing planning.
An investigation carried out in Turkey has proven that 64% of the small and medium size enterprises involved in have no strategical marketing planning . Based on this approach, we studied the strategical marketing planning and try to make application study at the KOBY . The target of our study is a strategical marketing planning at the industrial products and an application. Problems have been taken into consideration from the viewpoint of the market hardly the way of producing the products. Since the strategical marketing planning at the big size investments and the strategical structure are different study subject , consumer's market does not take place at the application section as in theoretical section. Product purse analyzes which are the subsection of the strategical marketing are not covered at our study. General information about industrial markets and the strategical marketing planning, its importance for enterprises. the target of our study and its limitations take place at the introduction part forming the first section of our study . Theoretical investigations and applications take place at the second section. In this section, industrial markets and its peculiarities, its importance ,its types and features of the industrial product demands , effecting factors to the industrial consumers, decision types of the industrial purchasing and the process and the phases of the strategical management take place. At the other part of the second section, making the situation analyze, determine the targets, forming the industrial marketing strategy, application of marketing tactics which is subgroup of the strategical marketing planning are theoretically explained . At the last part of the second section, application study on the rubber industry at the industrial marketing which is the main purpose of our study takes place. At this section, the methodology of the of our study and the general information about the sector have been tried to explain. At the third and the last section, or study has been tried to finish with the conclusion part in the light of the findings obtained by the theoretical investigation and applications. Today's business world has a complex structure and denotes continuous changes. A wrong decision or wrong investment can lead the company to the catastrophe . For this reason; today's business world bears great risks. Marketing is to provide application of certain techniques in order to reduce these risks by organizing the situation of the company and its relations with the market. Strategical Marketing Planning is one of these techniques . Planning means to determine the target, the way to meet the target and environment and the opportunities for the investment. Every contractor, small or medium size enterprise marketing persons should be able to prepare a strategical marketing planning.