ULUSLARARASI PAZARLARDA TÜRK MARİNALARININ MARKA KONUMLANDIRMA STRATEJİLERİ: ÇEŞME VE DİDİM MARİNA ÖRNEKLERİ

Abstract

Due to the increase in individual yachting and the seek for cleaner seas, higher quality services and affordable prices, there has been more demand for Turkish marinas in recent years so accordingly the demand has risen the number of marinas and investments in Turkey. However, in order to have worldwide-known brand marinas and get the advantages of being brand, it is important to determine existing and potential market segments and also select target markets and position these marinas by using the most suitable strategies. This study had been sought answers for determination process of brand positioning strategies and the factors which affect those processes in Turkish marinas. From that point of view, a comparison had been made between Turkish marinas and foreign marinas which located nearby region. Eventually, this study had been aimed to give a suggestion on reviewing brand positioning of Turkish marina sector’s future configuration.To achieve to this aim, in-depth interviews had been made with Cesme and Didim Marinas’ executives. As a result, it had been shown that, although there are similarities between compared marinas, both Didim and Cesme Marinas should implement different brand positioning strategies in order to be “Preferred Marina”