history of tansaŞ established in 1973, konak, izmir . the aim of tansaŞ that providing cheep...
DESCRIPTION
History of TANSAŞ Established in 1973, Konak, Izmir . The aim of TANSAŞ that providing cheep meat & coal to consumers . In 2002, TANSAŞ incorporated Macrocenter to increase service quality and productivity . In 2005, Koç Corporation and Migros acquired share of Tansaş . - PowerPoint PPT PresentationTRANSCRIPT
![Page 1: History of TANSAŞ Established in 1973, Konak, Izmir . The aim of TANSAŞ that providing cheep meat & coal to consumers](https://reader035.vdocuments.mx/reader035/viewer/2022070504/56816908550346895de01bce/html5/thumbnails/1.jpg)
![Page 2: History of TANSAŞ Established in 1973, Konak, Izmir . The aim of TANSAŞ that providing cheep meat & coal to consumers](https://reader035.vdocuments.mx/reader035/viewer/2022070504/56816908550346895de01bce/html5/thumbnails/2.jpg)
History of TANSAŞ• Established in 1973, Konak, Izmir.• The aim of TANSAŞ that providing cheep meat & coal to
consumers.• In 2002, TANSAŞ incorporated Macrocenter to increase service
quality and productivity. • In 2005, Koç Corporation and Migros acquired share of Tansaş.• In conclusion, Tansaş has branched out in day by day.
![Page 3: History of TANSAŞ Established in 1973, Konak, Izmir . The aim of TANSAŞ that providing cheep meat & coal to consumers](https://reader035.vdocuments.mx/reader035/viewer/2022070504/56816908550346895de01bce/html5/thumbnails/3.jpg)
POSITION OF TANSAŞ IN ITS INDUSTRY• In 1986, the number of stores of TANSAŞ was 12.• After that TANSAŞ set up more 18 stores.• In 2007, total numbers of stores reached to 253. And also total
fields of activities accessed 330,870 m2. • Therefore, Tansaş has provided customers with quality service in
the five regions of Turkey since 2007 such as Aegean Region, Central Anatolia Region, Mediterranean Region, Marmara Region, and Western Black Sea. Moreover, TANSAŞ was located in 26 various cities in today.
• Now, TANSAŞ has 265 stores ( 128 mini, 91 midi, 46 maxi).• In addition, TANSAŞ has continued to set up new stores every
passing days and also it targets to branch out on country-wide.
![Page 4: History of TANSAŞ Established in 1973, Konak, Izmir . The aim of TANSAŞ that providing cheep meat & coal to consumers](https://reader035.vdocuments.mx/reader035/viewer/2022070504/56816908550346895de01bce/html5/thumbnails/4.jpg)
SİZE ( m2 ) STORES ( n ) SHARE OF SALES ( % )
< 250 36 18
251 - 500 24 19
501 - 750 9 10
751 - 1000 5 6
1001 - 1250 5 14
1251 - 1500 2 5
1501 - 1750 2 6
> 1750 7 22
Table 1 : TANSAŞ stores by floor size, 1996
![Page 5: History of TANSAŞ Established in 1973, Konak, Izmir . The aim of TANSAŞ that providing cheep meat & coal to consumers](https://reader035.vdocuments.mx/reader035/viewer/2022070504/56816908550346895de01bce/html5/thumbnails/5.jpg)
• About sales volume of TANSAŞ increased to 327 trillion TL in the beginning of 2003.
• At the end of 2003, its sales volume reached 480 million USD.• In addition, TANSAŞ targets to achieve its probability 5,5
million USD. • TANSAŞ has 4.800 employees.• 80% food product, 14% detergent, cosmetics, and paper, 6%
non-food product.• 6.5 % private label ( Tansaş ).
![Page 6: History of TANSAŞ Established in 1973, Konak, Izmir . The aim of TANSAŞ that providing cheep meat & coal to consumers](https://reader035.vdocuments.mx/reader035/viewer/2022070504/56816908550346895de01bce/html5/thumbnails/6.jpg)
VISION TANSAŞ is more different than its’ competitors. Because TANSAŞ has:• fresh products,• economical brands,• standard store formats,• unique services and modes of communication.
![Page 7: History of TANSAŞ Established in 1973, Konak, Izmir . The aim of TANSAŞ that providing cheep meat & coal to consumers](https://reader035.vdocuments.mx/reader035/viewer/2022070504/56816908550346895de01bce/html5/thumbnails/7.jpg)
MISSION
TANSAŞ is in higherposition than itscompetitors according tovariety, economic, quality, andfreshness.
![Page 8: History of TANSAŞ Established in 1973, Konak, Izmir . The aim of TANSAŞ that providing cheep meat & coal to consumers](https://reader035.vdocuments.mx/reader035/viewer/2022070504/56816908550346895de01bce/html5/thumbnails/8.jpg)
VALUES
TANSAŞ is a family whichis resistant against tointense work pressure andfocused on its customers.
![Page 9: History of TANSAŞ Established in 1973, Konak, Izmir . The aim of TANSAŞ that providing cheep meat & coal to consumers](https://reader035.vdocuments.mx/reader035/viewer/2022070504/56816908550346895de01bce/html5/thumbnails/9.jpg)
SWOT ANALYSİS• TANSAŞ is a company which has a strong financial structure and is institutional. Also it aims to consistently expand. • Strengths: a strong financial structure, the strength of Doğuş Group, the facilities of raw material, experting and experience, providing a strong customer rights.
![Page 10: History of TANSAŞ Established in 1973, Konak, Izmir . The aim of TANSAŞ that providing cheep meat & coal to consumers](https://reader035.vdocuments.mx/reader035/viewer/2022070504/56816908550346895de01bce/html5/thumbnails/10.jpg)
• Opportunities: customers’ expenditure growth, desire of impulse buying because of customers’ lack of time, protect customers’ rights, potential growth in retailing sector.• Weaknesses: low marketshare, adoption apparence of stores.• Threats: Sabancı Group, entering foreign capital in market, decrease profit because of competitors, customers’ price sensitivity because of increasing substitute goods.
![Page 11: History of TANSAŞ Established in 1973, Konak, Izmir . The aim of TANSAŞ that providing cheep meat & coal to consumers](https://reader035.vdocuments.mx/reader035/viewer/2022070504/56816908550346895de01bce/html5/thumbnails/11.jpg)
STRATEGIES TANSAŞ has different features of strategies against to itscompetitors:• Differentation the concept of fresh product, private label, the concept of new store, the importance of customer right, good communication skill.• Segmentation four types of store format ( mini, midi, maxi, and exclusive such as
macrocenter ), target customer ( A – D1 Social-Economical-Status Groups), regional orientation (Aegean Region, Central Anatolia Region,
Mediterranean Region, Marmara Region, and Western Black Sea).
![Page 12: History of TANSAŞ Established in 1973, Konak, Izmir . The aim of TANSAŞ that providing cheep meat & coal to consumers](https://reader035.vdocuments.mx/reader035/viewer/2022070504/56816908550346895de01bce/html5/thumbnails/12.jpg)
• Operational Productivity specialization, economies of scale, standardization, growth, multiplexing.
TARGET MARKETConsumers who want to buy quality product and do not care about packaging are the age high average.
![Page 13: History of TANSAŞ Established in 1973, Konak, Izmir . The aim of TANSAŞ that providing cheep meat & coal to consumers](https://reader035.vdocuments.mx/reader035/viewer/2022070504/56816908550346895de01bce/html5/thumbnails/13.jpg)
Location Strategy It is one of the most important decision for a firm. It is significant impact on fixed and variable costs. If the firm selects the wrong location, it may not have enough access to customers, workers, transportation, materials, etc.
![Page 14: History of TANSAŞ Established in 1973, Konak, Izmir . The aim of TANSAŞ that providing cheep meat & coal to consumers](https://reader035.vdocuments.mx/reader035/viewer/2022070504/56816908550346895de01bce/html5/thumbnails/14.jpg)
Therefore, selecting right location affects the company’s profit and overall success. Since, customers pay attention to convenience to do shopping. On the other hand, searching optimal location should be determined according to company’s needs and goals in order to maximize profit also at the same time minimizing costs such as establishing warehouses. In conclusion, TANSAŞ applies these strategies about its own location.
![Page 15: History of TANSAŞ Established in 1973, Konak, Izmir . The aim of TANSAŞ that providing cheep meat & coal to consumers](https://reader035.vdocuments.mx/reader035/viewer/2022070504/56816908550346895de01bce/html5/thumbnails/15.jpg)
Pricing Strategy Reducing price is not a strategy but it is a tactic. It means that if the company wants to use ‘ reducing price’ as a strategy, it should enter to the market with low prices such as BIM, A-101,.. In contrast, using promotion, periodic reducing prices are used for a tactic. That’s why TANSAŞ uses reducing prices ( promotions ) as a tactic to decrease its stocks and increase profit. In addition, TANSAŞ presents private labels to customers with low prices. Private labels provide low costs for TANSAŞ without shelf payment and by a single packaging.
![Page 16: History of TANSAŞ Established in 1973, Konak, Izmir . The aim of TANSAŞ that providing cheep meat & coal to consumers](https://reader035.vdocuments.mx/reader035/viewer/2022070504/56816908550346895de01bce/html5/thumbnails/16.jpg)
Communication Strategy Communication plays important role for between companies andcustomers. TANSAŞ communicates to its customers with advertisments ( tv,internet, billboards, posters, ect. ), promotions, junk mails, andcampanies.
In addition, customer services of TANSAŞ are great. For example; it facilitates to find goods for customers.
![Page 17: History of TANSAŞ Established in 1973, Konak, Izmir . The aim of TANSAŞ that providing cheep meat & coal to consumers](https://reader035.vdocuments.mx/reader035/viewer/2022070504/56816908550346895de01bce/html5/thumbnails/17.jpg)
Store Atmospherics Strategy Store Atmospherics is another significant strategy for retailer.Inside and outside of stores should be attractive for consumers inorder to do shopping easily. TANSAŞ focuses on store atmospherics strategy. For instance; itprovides refreshing, warm, hygineical stores.
![Page 18: History of TANSAŞ Established in 1973, Konak, Izmir . The aim of TANSAŞ that providing cheep meat & coal to consumers](https://reader035.vdocuments.mx/reader035/viewer/2022070504/56816908550346895de01bce/html5/thumbnails/18.jpg)
FİRMS ORGANİZATİONAL RETALİNG SHARE (%) TOTAL TRADE SHARE (%) STORE NUMBER
MIGROS 14,1 4,8 463
BIM 10,1 3,4 1075
CARREFOURSA 9,7 3,3 332
TANSAŞ 8 2,7 217
GIMA 5,3 1,8 81
KIPA 3 1 6
Table 2: Structure of Market before 2005
FİRMS ORGANİZATİONAL RETALİNG SHARE (%) TOTAL TRADE SHARE (%)
MIGROS/ TANSAŞ 22,1 7,5
CARREFOURSA/ GIMA 15 5,2
BIM 10,1 3,4
KILER / CANERLER 5 1,7
KIPA 3 1
Table 3: Structure of Market in 2005
COMPARISON WITH THE COMPETITORS WITH REGARD TO STRATEGIES
![Page 19: History of TANSAŞ Established in 1973, Konak, Izmir . The aim of TANSAŞ that providing cheep meat & coal to consumers](https://reader035.vdocuments.mx/reader035/viewer/2022070504/56816908550346895de01bce/html5/thumbnails/19.jpg)
FİRMSPRODUCT MARKET
GEOGRAPHICAL MARKET
PROCUREMENT MARKET
CARREFOUR / GIMA < 1000 m2 < local
only one retailing market
MIGROS / TANSAŞ 300 m2 < local
separately product group
Table 4: The Definition of Markets
![Page 20: History of TANSAŞ Established in 1973, Konak, Izmir . The aim of TANSAŞ that providing cheep meat & coal to consumers](https://reader035.vdocuments.mx/reader035/viewer/2022070504/56816908550346895de01bce/html5/thumbnails/20.jpg)
According to Statistics, In Migros and Tansaş, the average of customers’ ages is more than their competitors. Social responsbility is more significant for Tansaş. Food expenditure is much more in Şok. Dia sells more private label products than others. Consumers of CarrefourSA are interested in stock products. Tesco Kipa is a retailer which is done the highest expenditure by customers. The consumers mostly prefer to buy FMCG (fast moving consumer goods ) from BIM. Tesco Kipa has the most loyal customers in the retailing market.
![Page 21: History of TANSAŞ Established in 1973, Konak, Izmir . The aim of TANSAŞ that providing cheep meat & coal to consumers](https://reader035.vdocuments.mx/reader035/viewer/2022070504/56816908550346895de01bce/html5/thumbnails/21.jpg)
CarrefourSA/Gima
Being high concentration of geographical markets; Ankara, Istanbul, Izmit, Bursa, Mersin.
Migros/Tansaş Being high concentration of geographical markets; Çeşme, Edremit, Kuşadası, Nazilli, Marmaris.
![Page 22: History of TANSAŞ Established in 1973, Konak, Izmir . The aim of TANSAŞ that providing cheep meat & coal to consumers](https://reader035.vdocuments.mx/reader035/viewer/2022070504/56816908550346895de01bce/html5/thumbnails/22.jpg)
Migros/Tansaş• Tansaş is a leader in Aegean Region.• Migros is following to leader in Aegean.• Tesco Kipa works based on Izmir.• Tansaş is a strong firm in Aegean Region.• CarrefourSA and Gima are vital competitors of Migros/Tansaş
throughout Turkey.
![Page 23: History of TANSAŞ Established in 1973, Konak, Izmir . The aim of TANSAŞ that providing cheep meat & coal to consumers](https://reader035.vdocuments.mx/reader035/viewer/2022070504/56816908550346895de01bce/html5/thumbnails/23.jpg)
Our General Evaluation Tansaş should take measures in time againts its competitorsso that Tansaş gets competitive advantages. Therefore, it shouldspend much more time in order to recognize its competitors suchas BIM, Kipa, DiaSA, Pehlivanoğlu, etc. In conclusion, Tansaşcan follow competitors’ strategies. For instance, Tansaş shouldpay attention to private label products. Tansaş should extend range of products so consumers canfind what ever they want. Tansaş should establish the shopping-mall ( like Kipa) and itshould take part in these places. Tansaş ought to set up Mini Tansaş in neighbourhood. (KipaExpress, BIM)
![Page 24: History of TANSAŞ Established in 1973, Konak, Izmir . The aim of TANSAŞ that providing cheep meat & coal to consumers](https://reader035.vdocuments.mx/reader035/viewer/2022070504/56816908550346895de01bce/html5/thumbnails/24.jpg)
Tansaş should focus on standardization because of economies of scale, increasing productivity, decreasing stocks and reducing costs.
THE END
![Page 25: History of TANSAŞ Established in 1973, Konak, Izmir . The aim of TANSAŞ that providing cheep meat & coal to consumers](https://reader035.vdocuments.mx/reader035/viewer/2022070504/56816908550346895de01bce/html5/thumbnails/25.jpg)
Advertisement
![Page 26: History of TANSAŞ Established in 1973, Konak, Izmir . The aim of TANSAŞ that providing cheep meat & coal to consumers](https://reader035.vdocuments.mx/reader035/viewer/2022070504/56816908550346895de01bce/html5/thumbnails/26.jpg)
THANK YOU FOR LISTENING & WATCHING…
Neslihan SEZER 20070205062Deniz ATAYİĞİT 20070205013