Marketing Plan Project Report - BOYNER GROUP

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13.05.2015 10712132 – Elçim Öneç 11212047 – Şila Arslan 11112047 – Ahmet Okay 11112046 – İrem Cemre Sorguç

Final Term Project Boyner Group is joining the supermarket business for the first time. The main aim is to broaden organic segment to gain competitive advantage. Besides an organic theme cafe will be opened as well which also serves. Also, we will keep the in store ‘design by brand’ concept 1. SITUATION ANALAYSIS In general, big holdings run their operations in several product segments. For instance, Boyner Group focuses on textile, real estate property, and manufacturing of ready-made clothes. Koç Holdings operations are based on finance, energy, automotive, durable consumer products, retail, and others. Sabancı Holding has related divisions with Koç. However, when we take a look at these segments of Koç (Migros) and Sabancı (CarrefourSA), they particularly took the lead of food retail. Thus, in our project, we will work with an exceptional manner for food retail segments and consequently develop strategies to establish a successful hypermarket chain for Boyner. The company is one of the biggest fashion-based businesses in the market yet, it holds a great potential to join food retail segment without encountering significant problems. Sales volume of the retail sector in Turkey was 300 billion in 2012. The food contains 52% of the industry and 48% is non-food retail. The biggest competitors are Migros, which includes Tansaş and Macro Center and CarrefourSA. Migros and CarrefourSA are the most important food retailing groups in Turkey. 14% of stores of Migros are hypermarkets and 86% are supermarkets evidently, Migros is truly significant for people in Turkey owing to their trustworthy, innovative and highquality products. In Migros, people can choose from numerous options of food with

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