Analysis of general electric's marketing strategy in Turkey
Başlık çevirisi mevcut değil.
- Tez No: 519862
- Danışmanlar: Dr. PETER ERDELYI
- Tez Türü: Yüksek Lisans
- Konular: İşletme, Business Administration
- Anahtar Kelimeler: Marketing strategy, General Electric Turkey, PESTEL analysis, GE/McKinsey Matrix, SWOT Analysis, Interview, Survey, Market Segmentation
- Yıl: 2015
- Dil: İngilizce
- Üniversite: Bournemouth University
- Enstitü: Yurtdışı Enstitü
- Ana Bilim Dalı: Belirtilmemiş.
- Bilim Dalı: Belirtilmemiş.
- Sayfa Sayısı: 66
Özet
Özet yok.
Özet (Çeviri)
This research project focuses on one of the most giant company General Electric Turkey's marketing strategy. This dissertation aims to analyze and observe marketing strategy of GE Turkey. This research project comprises of five parts: introduction part, theoretical framework, methodology part, analyzing and findings part and conclusion and recommendation part. The theoretical part that gives overview of the key groups related to the marketing strategy and analysis, which needs in order to be done. Also, practical part is the continuation of the theoretical part. In this part, there was a detail about Turkey, General Electric Turkey and marketing strategy of General Electric Turkey that bases on the findings. Moreover, the research methods are qualitative and quantitative. The main collection methods are interview and survey during process. In order to determine marketing strategy of General Electric Turkey, interview, survey and data collection methods will be used and analyzed. Interviews will be made to personals of GE Turkey and with these interviews, marketing strategy of GE Turkey can be understood clearly. Also surveys will be distributed via LinkedIn portal. By using survey method, recommendations will be made. Moreover, data collection methods such as articles, books, and newspapers will be used to understand marketing strategy of General Electric Turkey. To analyze and observe the research aim, three research questions were determined. With these questions, whether General Electric Turkey apply its marketing strategy as local or worldwide, General Electric's differences from its competitors in Turkey market, and General Electric Turkey's practices that should apply in its marketing strategy according to the PESTEL analysis were analyzed. It was determined that General Electric Turkey uses worldwide marketing strategy on principle but they act local. According to the government regulations and local requirements, General Electric Turkey developed flexible marketing strategies. In order to create a well-tailored solution General Electric Turkey puts a lot of effort on local conditions and policies. Moreover, for second question, General Electric Turkey has variety of segment so they have competitive advantage. With some of the segment leadership, General Electric Turkey can get more brand value and awareness. This leadership provides a significant contribution of brand awareness and value. Due to the character of the segments in which it operates importance given to R & D and innovation is separating its competitors to General Electric Turkey. After-sale investments and structuring GE Turkey means to close the gaps in this regard. Furthermore, In Turkey, Research and development rate is unsatisfactory when compared to the European countries. So, General Electric Turkey needs to more concentrate on research and development.
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