Lastik sektöründe pazarlama faaliyetlerinin incelenmesi
The Analysis of marketing activities in tire market
Yazar: MEHMET ÖZDEN
Danışman: DOÇ. DR. SELİME SEZGİN
İstanbul Teknik Üniversitesi / Fen Bilimleri Enstitüsü
Derece: Yüksek Lisans, 1990
Konu: İşletme = Business Administration
Dizin: Lastik sektörü = Tire sector ; Pazarlama = Marketing

Özet:
ÖZET Gelişen Teknoloji paralelinde yaşam standardı daha hızlı, daha güvenilir ulaşım araçlarının hizmete girmesine neden olmaktır. Ulaşım araçlarındaki gelişme talebi yan sanayideki gelişme talebini doğurmaktadır. Yaşantımızın bir parçası durumunda olan bu araçların en önemli parçası lastik, olmaktadır. Bu kadar önemli dediğimiz lastikler için ülkemizdeki üretici firmaların kurulu kapasiteleri, teknolojileri, ithalatı, ihracatı, lastikleri pazarlamada hangi yöntemler kullandıkları, pazar paylarını ve tüketicilerin lastiği nasıl görmekte ve ondan neler beklemektedir. Bu gibi soruların çok açık yanıtlanması lastik sektöründe çalışan firmaların üretimlerinin ve satışlarının artmasında çok büyük avantaj sağlamaktadır. Pek çok lastik üreticisi ellerindeki pazarları tutmanın ve bu pazarı genişletmenin yolu olarak başka lastik firmalarıyla işbirliğine yada artan yatırımlara geçmektedirler. Tekerlek lastiği sektörü bugüne kadar yurdumuzda çok karlı bir iş kolu olarak değerlendirilmiş ve bu düşünce bugüne kadar devam etmiştir. Bu değerlendirmeye paralel iş ücretleri diğer sektörlere nazaran daha yüksek olmuştur. Ancak arz-talep dengesi ihracat imkanlarındaki ve ithalat rejimindeki değişiklikler, işçilik - Hammadde ve imalat girdilerindeki artışlar, lastik sektörünüde son derece olumsuz etkilemiştir.

Abstract:
SUMMARY THE ANALYSIS OF MARKETING ACTIVITIES Uf TIRE MARKET In this study improvement of tyre and its sectorial situation, available technological level and its marketing opportunities have been studied to get a result by means of evaluating them in the recent conditions. This study has been arranged in three different chapters. In the first chapter tyre and its sectorial environment have been explained. And in the second shapter market structure of four sectors has been examined. A consumer research has been done in the third chapter dealing with the subject and it has been evaluated under the information of first and second chapter. The evaluation of tyre accelerated with the invention of rubber and its usable area especially has speeded up for last decades. In the year 1839 Charles Goodyear made the vulcanisation process by means of heating pure rubber and sulphur mixed by some other necessary components. The matter that has being discovered by Goodyear, resistant to heat and pressure and can have the desirable shape and after hardening it could maintain this shape, this was the tyre that's now being used. Due to the rise in consumption, natural rubber sources are not enough. Therefore every year the new method for producing rubber. Was tried to be found, we can classify the tyre in three groups. 1. According to their structure - Conventional tyre - Radial tyre - Bias Belted tyre. VIConventional tyres were used until the years 1860 and because of its insufficiency in modern vehicles the radial tyre has been developed. Radial tyres have more advantages than conventional. 2. According to size and its usage - Automobile tyre - Light truck tire - Truck tire - Tractor Tyre - Off the road tyre 3. According to type and places they are used - Rip desigh - Rock design Tyre production starts with the developments of the automotive industry in 1950s. Until the year of 1960s the sector had to import the raw materials and after 1960s tyre sector has grown with the rising foreign investments. There are three firms already in the market and one firm is preparing itself to enter the sector. At the beginning of 1989 total production capacity of present firms are; - 8.129.000 tyre - 5.180.000 tube. If the technological level of the tires being produced in Turkey are considered, it can early be seen that they really follow the international tyre technology and they can compete with the other successful rivals outside Turkey. As it happens in most industries, in this sector, new material has the biggest percentage of total cost. If the structure of cost is examined. VllRow material % 65 Labour ^ 8 Energy ^ 5 Amortises and the generaly expenditures % 22 4000 workers are being employed and if the other company starts its production number of employees will ricenup to. 6400. Expenditures of research and development activities are very high. Marketing departments of the firms are doing permanent consumer research and determining consumer demand in every period of time. The consumers are divided into four groups. 1. Consumer who have local trade automobiles. These are consumers those are using their own cars. Price and performance of the tire is very important for them. 2. Consumers who have their own private cars. This group wants good aprearance. 3. Agricultural convenient for the area. Price has also more importance for them. 4. Industrial Consumers In this group selling and buying activitis are professional. Price and quality are very important for them. Purehare amunut is qreatestLn this category. In the tyre sector differentiation of the product becomes very effectivey and also " has lower cost because " very few firm are available. Product differentation dpends on the factors explained. - Having the roads modernised - Evaluating the automotive industry - Industrial development Especially due to frequent development in consumers, needs and devies modernisation of tyre is unavoidable. vixxTyres are launched th-rbagthdifferent distributieri ekaunels, 1. Appointed agents 2. Automotive industry 3. State Material Office (D.M.O.) 4. Export The biggest proportion in sales belonges to the appointed agents which are the main distribution channels. Therefore firms in the tyre sector are giving more attention to the selection of thl agents. These agents are not only asked to sell the products but also they give the service after the sales., Advertisement has the major role inpromotion. Especially the commercials are very important. If we consider the three companies in the sector from the view point of the strategy they use, we can see that they use approximately simil-.rstrategies. In the third chapter a market research has been done. This market research has been done on bus tires. In this research, at first a santp2ehas been selected. We can give the research's flood as following; 1. The aim of research has been determined 2. Sample. has been selected 3. The limits of research has been determined 4. The research has been done 5. The statistic evaluation of the research has been done After research, the following dadas have been gained. 1. Market shares of the firms in tyre sector. 2. The ratio of the radial tyres 3. The ratio of the conventional tires 4. Consumer's choice 5. Brand loyality. ixWhen we evaluate these da tas. We see that in tyre sector nearly most of the consumers look for cheapness.