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Marketing Across Cultures: The Expansion of Ulker Food Company to Turkey - Case Study Example

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This study highlights the marketing practices of a UK based company planning to target the Turkish market. It has been assumed that the UK based company has been successful in the UK market. This study highlights the marketing strategies for this UK based company…
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Marketing Across Cultures: The Expansion of Ulker Food Company to Turkey
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Download file to see previous pages The political instability is high in Turkey as it is evident from the political conditions of state during 2007 and 2008. The triumph of the Islamic-rooted Justice and Development Party (AKP) raised conflicts among political parties and the legislations of AKP such as headscarves in public universities have been further boosting the conflicts (Oxford Business Group, 2009). The unstable political conditions do pose risks to the companies operating in Turkey.
The food companies have to comply with the legislation related to the Turkish food industry and these legislations are in harmony with EU Food Law and they are conducted by Ministry of Agriculture and Rural Affairs (MARA), therefore, European food companies wishing to start their business in Turkey, usually do not face strict legislations. Moreover, Decree-Law of 560 about the production, consumption, and inspection of foods also imply companies (Alasalvar).
Turkey has faced various political challenges in 2008 especially domestic political instability. Moreover, the global financial recession also had a significant impact on the Turkish economy. Various reforms have helped the Turkish government to improve the fundamentals however; various sectors will still take a few years to recover (Oxford Business Group, 2009). The food companies do not face difficulties in finding raw material especially the agricultural products and packaging material (State Planning Organisation, 2004).
The large domestic market and the huge young population market appears to be the major attraction for food companies. The food industry of Turkey is becoming attractive for international food companies. The demand of products made up of meat, poultry and fish has been increasing at a compound rate of 2.7% between 2003 and 2008 and the leading players in the Turkish market are Pinar Entegre Et ve Yem Sanayii AS, Aytac Dis Tic Yatirim San A.S. and Tat Konserve San A.S (Thompson, 2010).  ...Download file to see next pagesRead More
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