TÜRK HAZIR GİYİM SANAYİNDE M. PORTER'IN JENERİK STRATEJİLERİNİN KULLANIMI VE FİRMALAR İÇİN STRATEJİ ÖNERİLERİ

Bu çalışmanın amacı başarılı hazır giyim firmalarında M. Porter’ın jenerik stratejilerinin kullanımını analiz etmek ve Türk hazır giyim firmalarının uluslararası pazarlarda üstünlük sağlanmaları için strateji önerileri geliştirmektir. Bu amaç doğrultusunda veri toplamak için literatürdeki kaynaklar yoluyla bir anket geliştirilmiştir ve İstanbul Sanayi Odası tarafından her yıl belirlenen İlk ve İkinci 500 Büyük Sanayi Kuruluşu listesinde bulunan hazır giyim firmalarının rekabet stratejileri analiz edilmiştir. Analizler sonucunda elde edilen bulgulara göre; Türk hazır giyim sanayindeki firmaların en yaygın olarak izledikleri rekabet stratejisi genel maliyet liderliği stratejisidir. İSO İlk 500 ve İkinci 500 sıralamasına girmiş firmaların izledikleri rekabet stratejisi açısından farklılıklar görülmüştür. İSO İlk 500’deki firmaların genel maliyet liderliği stratejisinden sonra en yaygın olarak izledikleri rekabet stratejisi farklılaştırma stratejisidir

Anahtar Kelimeler:

Hazır giyim sanayi, Rekabet stratejisi, M. Porter, Maliyet liderliği, Farklılaştırma

THE USE OF M. PORTER'S GENERIC STRATEGIES IN THE TURKISH APPAREL INDUSTRY AND STRATEGY PROPOSALS FOR COMPANIES

The purpose of this study is to analyze the use of Porter’s generic strategies in successful apparel companies and develop strategy proposals for Turkish apparel companies to create an advantage in international markets. A survey has been developed through the sources in literature to gather data in line with this purpose and competitive strategies of the apparel companies in the Top and Next Top 500 Industrial Enterprises ranking made by ISO each year have been analyzed. According to the findings obtained from the analyses, the most common strategy followed by Turkish apparel industry is the general cost leadership strategy. The Top and Next Top 500 rankings of ISO diverge in competitive strategies they follow. The most common competitive strategy followed by Top 500 companies in ISO ranking after the general cost leadership strategy is differentiation strategy

Keywords:

Apparel industry, Competitive strategy, M. Porter, Cost leadership, Differentiation,

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