International Conference on Eurasian Economies
11-13 June 2019 – Famagusta, Turkish Republic of Northern Cyprus
Paper properties
Paper ID : 2287
Status : Paper published
Language : Turkish
Topic : Microeconomics and Entrepreneurship
Presenter: Prof. Dr. Ayşe İrmiş
Session : 5B Girişimcilik
Competitive Strategy Analysis from Entrepreneurship Stories
Girişimcilik Öykülerinden Rekabet Stratejisi Analizi
- Asst. Prof. Dr. Şeyma Gün Eroğlu (Muğla Sıtkı Koçman University, Türkiye)
- Prof. Dr. Ayşe İrmiş (Pamukkale University, Türkiye)
Abstract
Organizations apply two basic competitive strategies in general. These are the cost leadership strategy and the differentiation strategy. The application of any of the mentioned strategies by focusing on a smaller field in the market is called a focus strategy. Companies gain value in the eyes of customer with the strategy they choose. The aim of this study is to analyze the competitive strategies applied by the enterprises and the results of these strategies. A semi-configured interview on the entrepreneurs of two firms which open to a wider market from local market in Denizli with their own brands, was conducted. The first enterprise, which has been maintaining its existence for 80 years and has many branches in the different provinces, is a firm producing sugar and sugar products (Firm A). The second, which has been maintaining its existence for 84 years and has branches in close neighbor cities and provinces, is a firm producing soft drinks (Firm B). The common feature of both firms is that they keep their local characteristics and take their competitive power from the local people. In the research, the competitive strategies of entrepreneurs have been defined and analyzed by benefiting from the entrepreneurship stories that have been brought up to the present day. It was concluded that firm A applied differentiation strategy in the product, production process, and market, while firm B differentiated in the production process without any differentiation in the product and used the focus strategy in the market.
JEL codes:
Eroğlu, Şeyma Gün, İrmiş, Ayşe (2019). "Competitive Strategy Analysis from Entrepreneurship Stories" in Proceedings of International Conference of Eurasian Economies 2019, pp.235-245, Famagusta, Turkish Republic of Northern Cyprus.
DOI: https://doi.org/10.36880/C11.02287
