Ayşe İRMİŞ, Ayten DEMİREL, Mehmet Ali MENGÜLOĞLU

PORTER’IN JENERİK REKABET STRATEJİLERİNİN ÜRÜN VE SÜREÇ AÇISINDAN ANALİZİ: ZİNCİR MARKETLER ÖRNEĞİ

Rekabetin hızla arttığı perakende sektöründe zincir marketlerin varlıklarını devam ettirebilmeleri, rekabet stratejilerini kullanma yeteneklerine bağlıdır. Porter, maliyet liderliği stratejisi, farklılaştırma stratejisi ve odaklanma strateji olmak üzere üç jenerik rekabet stratejisi geliştirmiştir. Porter’a göre firmalar bulundukları pazarda sadece bir stratejiyi tercih etmelidir. Stratejilerin eş zamanlı uygulaması firmaların “ortada sıkışıp kalması”na sebep olacaktır. Ancak Porter’ın düşüncesinin aksine günümüzde, stratejileri birlikte uygulayan ve rakiplerine karşı rekabet avantajı sağlayan firmalar da bulunmaktadır. Bu çalışmanın amacı Türkiye’de perakende sektöründe faaliyet gösteren iki zincir marketin sektörde uyguladıkları rekabet stratejilerini araştırmaktır. Araştırmada Migros ve BİM zincir marketlerinin 2020 faaliyet raporları dikkate alınarak rekabet stratejilerinin analiz edilmesi için durum çalışması araştırması yapılmıştır. Analiz sonucunda her iki firmanın da ürün ve süreçlerinde hem maliyet liderliği stratejisi hem de farklılaştırma stratejisi uyguladıkları sonucuna ulaşılmıştır.

Anahtar Kelimeler:

Rekabet Stratejileri, Zincir Marketler, Arada Kalan Firmalar

AN ANALYSIS OF PORTER'S GENERIC COMPETITIVE STRATEGIES IN TERMS OF PRODUCT AND PROCESS IN CHAIN MARKETS

Porter has developed three generic competitive strategies known as the cost leadership strategy, the differentiation strategy, and the focus strategy. According to Porter, firms should choose only one of these strategies in their respective market. Porter suggests that the implementation of multiple strategies will cause companies to be “stuck in the middle”. However, contrary to Porter's thinking, there are various companies that are implementing multiple strategies simultaneously and developing a competitive advantage over their competitors. The aim of this study is to investigate the competitive strategies of two chain markets operating in the retail sector in Turkey. This research has conducted a case study to analyze the competitive strategies of the chain markets of Migros and BIM, by evaluating their respective 2020 annual reports. As a result of the analysis, it has been concluded that Migros as well as BIM have implemented both cost leadership strategy and differentiation strategy in their products and processes.

Keywords:

Competitive Strategies, Chain Markets, Stuck in The Middle Firm,

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