Uluslararası pazarlamada ürün stratejileri ve Türkiye'de Starbucks örneğinin incelenmesi
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Dosyalar
Tarih
2018
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
İstanbul Gedik Üniversitesi
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
Teknolojinin gelişmesi, küreselleşmenin de etkisiyle insanların istek ve ihtiyaçlarının giderek artması işletmeler açısından uluslararası pazarlarda rekabeti artırmaktadır. İşletmelerin bu rekabet ortamında ayakta kalabilmeleri ve konumlanabilmeleri için doğru stratejiler belirleyip uygulaması gerekmektedir. Bunu gerçekleştirebilmek için de hitap ettikleri pazarlarda müşterilerin istek ve ihtiyaçlarına uygun ürünler sunabilmelidir. Bu tez çalışmasında uluslararası pazarlarda doğru stratejileri ile birçok kahve mağazaları arasında lider konuma gelen Starbucks firmasının Türkiye'de stratejik uygulamaları ve müşterilerin Starbucks ürünlerine olan yaklaşımları araştırılmıştır. Çalışma sürecinde Starbucks müşterileriyle birebir röportaj uygulaması, mekân ziyaretleri ve literatür taraması yapılmış olup elde edilen veriler değerlendirilerek sonuçlandırılmıştır. İstanbul ve Ankara bölgesinde çalışan ve öğrenciler üzerinde yapılan araştırma sonucuna gore müşterilerin damak zevkinden ziyade Starbucks mağazasını zindelik için tercih ettikleri söylenebilir. Ayrıca öğrenciler için Starbucks mağazasını tercih etme nedenleri; zindelik, moda haline gelmiş olması, bardak boylarının büyük olması ve mağaza ortamın rahat olması iken, çalışanlara göre ise başta zindelik olmak üzere mağaza ortamının huzur verici, dinlendirici ve ilham verici olması nedeniyle tercih ettikleri ortaya çıkmıştır.
That the advancement of technology and progressive expansion of people demands and needs with the effect of globalization raise the competition among businesses international markets. Businesses should determine and practive appropriate strategies to survive and situate themselves.to be able to implement that plan, businesses ought to present favourable products for markets by considering customers needs and demands.Starbucks which becomes the leader with it's appropriate strategies in international markets among a lot of coffee houses and it's implements for productstrategies were researched extensively in this thesis study. In the process of the study, customers of Starbucks were interviewed, the place was visited and literature review was made. Then, the data obtained ended in by being evaluated. According to the study on students and people working in İstanbul and Ankara, that Starbucks is preferredfor wellnes, not their platal delight came out. Moreover, there are some other reasons to prefer starbucks. For example, starbucks has a comfortable and relaxing atmosphere, it has become fashionable and it's sizes of glasses are bigger than others. According to the research, students opt for Starbucks for euphoria, popularity and big sizes of glasses. On the other hand that people who works prefer Starbucks for euphoria, it's relaxing, comfortable and inspiring area was found out.
That the advancement of technology and progressive expansion of people demands and needs with the effect of globalization raise the competition among businesses international markets. Businesses should determine and practive appropriate strategies to survive and situate themselves.to be able to implement that plan, businesses ought to present favourable products for markets by considering customers needs and demands.Starbucks which becomes the leader with it's appropriate strategies in international markets among a lot of coffee houses and it's implements for productstrategies were researched extensively in this thesis study. In the process of the study, customers of Starbucks were interviewed, the place was visited and literature review was made. Then, the data obtained ended in by being evaluated. According to the study on students and people working in İstanbul and Ankara, that Starbucks is preferredfor wellnes, not their platal delight came out. Moreover, there are some other reasons to prefer starbucks. For example, starbucks has a comfortable and relaxing atmosphere, it has become fashionable and it's sizes of glasses are bigger than others. According to the research, students opt for Starbucks for euphoria, popularity and big sizes of glasses. On the other hand that people who works prefer Starbucks for euphoria, it's relaxing, comfortable and inspiring area was found out.
Açıklama
Sosyal Bilimler Enstitüsü, Uluslararası Ticaret Ana Bilim Dalı, Uluslararası Ticaret Bilim Dalı
Anahtar Kelimeler
Starbucks, Damak Zevki, Zindelik, Çalışanlar, Öğrenciler, Starbucks, Palatal Delight, Vitality, People Who Works, Students