THE EFFECT OF MACRO ENVIRONMENTAL ELEMENTS ON SALES, MARKETING AND EXPORT IN THE NATURAL STONE (MARBLE) SECTOR IN TURKIYE

Abstract

Purpose- The purpose of this study is to reveal the effect of macro environmental factors on sales, marketing and export in the natural stone (marble) sector in Turkey. Methodology- The study employs questionnaire technique, one of the quantitative research methods, was used. The sector representatives participating in the 2023 Izmir Marble Fair were determined as the universe. The participants, who voluntarily exported 27 marbles, were reached by the convenience sampling method. Descriptive analysis was performed on the obtained data in SPSS program. Findings- The findings obtained from the research data are as follows, from the highest to the lowest, the reasons affecting sales, marketing and export in the marble sector in Turkey; The necessity of constantly monitoring the technological changes in the sector and the daily economic developments in the country, the negative impact of the inflation in the country on sales, the effect of worldwide epidemics, whether there is an alternative action plan predetermined for the crisis periods, The situation, the political stability in Turkey, the search for alternative energy sources due to the price increases in oil, the high labor costs in Turkey compared to many countries, the customs discounts of the relevant country, quotas, legal conveniences and obstacles are taken into account when determining the countries to export. . Other findings are as follows, from the most important to the lowest, the macro factors that threaten the marble companies in Turkey; increase in input costs, economic instability, increase in financing costs, decrease in demand, epidemics, political factors, removal of existing incentives, technological developments and intense competition. Conclusion- it may be concluded that it has been revealed that macro-environmental factors have an impact on the sales, marketing and export activities of companies operating in the marble sector in Turkey. Accordingly, it is recommended that companies create future scenarios by considering these factors in the planning of investment, production, sales, marketing and export activities. Keywords: Marble industry, 2023 Marble Izmir Fair, macro environmental faktors, export. JEL Codes: EO2, M31, F00