EVALUATION OF COMPETITIVE STRATEGIES OF COFFEE RETAILING IN ASPECT OF MARKET ECONOMY

Kahve perakendecileri hem ürün ve servislerini geliştirmek hem de pazar payını artırmaya çalışmaktadır. Şirketler; üretim, Ar-Ge, iş modeli, müşteriler ve inovasyon gibi konularda farklı stratejiler geliştirmekte ve rekabet etmektedirler. Bu çalışmanın amacı, pazar ekonomisi açısından kahv e perakendeciliğindeki rekabet stratejilerini belirlemektir. Bu amaçla ilk olarak, bu sektördeki başlıca rakip, tedarikçi ve müşteriler araştırılmış ve sektörün genel yapısı belirlenmiştir. İkinci olarak, küresel pazarın büyüklüğü, sanayi ve talep büyüme o ranı ve kahve perakende sektörünün gelecekteki durumu belirlendi. Son olarak, müşterilerin ve sektörün tedarikçilerinin pazarlık gücü değerlendirildi. Elde edilen değerlemeye göre, kahve perakendeciliğinin çekici, büyük ve dinamik bir sektör olduğu anlaşılmıştır. Porter'ın beş kuvvet modeli çalışmasına göre yapılan analizde, kahve perakendeciliği için önemli bilgiler elde edilmiştir.

PAZAR EKONOMİSİ AÇISINDAN KAHVE PERAKENDECİLİĞİ REKABET STRATEJİLERİNİN DEĞERLENDİRİLMESİ

Coffee retailers are trying to improve both their products and services and to increase their mark et share. Companies are both competing and developing different strategies such as issues production, R&D, business model, customers, and innovations. The aim of this study is to determine the competitive strategies in the coffee retailing aspect of the mark et economy. For this purpose, firstly, in this sector, the major competitors, suppliers, and customers were researched and the general structure of the sector was determined. Secondly, size of the global mark et, industry, and demand growth rate and the future status of the coffee retail industry were determined. Finally, the bargaining power of customers and suppliers of the sector were evaluated. According to the evaluation obtained, it was understood that coffee retailing is an attractive, large and dynamic sector. In the analysis according to the study of Porter's five force model, important informatio n was obtained for coffee retailing.

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