Sebile AYAR ÖZTÜRK, Burçak KAYIŞ, Selen ÖZTÜRK, Abdullah OKUMUŞ

İndirimli Süpermarket Zincirleri Üzerine Bir Araştırma: Türk Girişimciler İçin Bulgaristan Pazarının Değerlendirilmesi

Bu çalışmada, Bulgaristan’da hızlı tüketim ürünleri perakendeciliği sektöründe faaliyet gösteren yüksek indirimli mağazalar incelenerek, pazara girmek isteyen Türk girişimcilere ülkeyle ve sektörle ilgili faydalı bilgiler sunmak amaçlanmıştır. Çalışma kapsamında, Bulgaristan pazarına giriş stratejileri, varsa pazara girişi engelleyen faktörler, perakende sektöründe yüksek indirimli gıda perakendeciliği alanındaki avantaj ve dezavantajlar belirlenerek, ortaya çıkacak sonuçların, Türk girişimcilere karar alma noktasında faydalı olması umulmaktadır.Bulgaristan hızlı tüketim ürünleri perakendeciliği sektörü, mevcutta boşluklar barındırdığından, yatırımcılar için önemli potansiyellere sahiptir. Bu çalışmanın konusu olan, indirimli mağazaların Bulgaristan’da pazar payını istikrarlı bir şekilde genişlettiği görüldüğünden, söz konusu pazara girmek isteyen Türk girişimcilerin rekabet daha da yoğunlaşmadan pazara girmesi önem kazanmaktadır. Sektördeki Türk girişimciler Bulgaristan pazarına girebilmek için stratejilerini rakiplerini de göz önünde bulundurarak belirlemek durumundadırlar. Gerçekleştirilen mülakatlarda görüşülen mevcut iki yüksek indirimli mağazanın da agresif büyüme stratejisi izlediği ve bu stratejilerini sürdürmeyi planladıkları tespit edilmiştir. Dolayısıyla, Türk girişimcilerin de rakiplerin bu agresif stratejilerini bilerek ve bu doğrultuda önlem alarak pazara giriş yapması uygun olacaktır.

Anahtar Kelimeler:

Perakendecilik, İndirimli mağazalar, Pazara giriş stratejileri, Bulgaristan

An Investigation On Discount Supermarkets: Evaluation Of Bulgaria Market For Turkish Entrepreneurs

This study aims to give information about discount stores at the field of fast moving consumer goods in Bulgaria and the country to the Turkish entrepreneurs who target to enter the Bulgarian market. In the scope of the study, strategies to enter Bulgarian market, obstructions, advantages, disadvantages of the market have been determined and it is hoped to help entrepreneurs in their decisions with the results of the paper.Bulgaria fmcg sector has some gaps that means new opportunities for investors at present. In the scope of this paper, it is stated that the discount stores at fmcg in Bulgaria has increased their market share year after year and has a stability in growth. Therefore it is important to enter the market before the competition gets hot by Turkish entrepreneurs targets this market.According to the results of interviews conducted with two discount stores in Bulgaria presently, it is determined that both of them drive an agressive growth strategy and plan to sustain it. Correspondingly, it will be rational for the Turkish entrepreneurs to enter the market having knowledge about these agressive strategies of competitors and to take actions needed proactively.

Keywords:

Retailing, Discount stores, Market entry strategies, Bulgaria,

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