Prepeared by; Lecturer;

Osman Kamacı Dicle Yurdakul Şahin

H. Melih Özer

RED CARNATİON TO ROMANİA

•Headquarters: Turkey, izmir

•Marketing manager: H.Melih Özer

•Production Manager: Osman Kamacı

•Production: İzmir

•District Office: Romania

•Outsourcing : Legal Processes, Logistics, producer

•Business Type: Direct Investment

COMPANY PROFİLE

MissionSince its establishment, our company gives priority to customer satisfaction and

quality with social responsibility. It expands its

product ranges with innovation and investments

every year. Based on this concept gives us an

opportunity to become one of the sector's leader.

VisionOur one of the primary goal

is to introduce Turkish Flowers to the world and to get well-deserved place in the world flower business.

Our company always aims to move forward to the bright future with its expert team.

SİTUATİON ANALYSİS

•Our main production: Red Carnation•The Export: $ 68 million in 2010•The target of export: $ 250 million in 2023•Competitors: Our mainly competitors are Ecuador and colombia, because of the their labor costs

•İzmir is the 2nd largest city after antalya in produce of cut flower.

AGRİCULTURE İN TURKEY

Turkey is a country that is optimally situated for ornamental plant production. It has many advantages for a prospering horticultural sector, like having a favorable climate for production of cut flowers, geographical proximity to the main markets, production in modern greenhouses and cheap and skilled labor.

HİSTORY OF CARNATİONS The carnation's history dates back to

ancient Greek and Roman times, when it was used in art and decor. Christians believe that the first carnation bloomed on earth when Mary wept for Jesus as he carried his cross. Carnations in these early times were predominantly found in shades of pale pink and peach, but over the years the palette of available colors has grown to include red, yellow, white, purple, and even green. Throughout so many centuries of change, the popularity of the carnation has remained undiminished. The fact that the carnation continues to endure is a testament to its vast appeal.

WHY WE DO NOT CHOOSE RUSSİAN MARKET

•Logistics can be problem because of the russian weather conditions , it is very cold , it can be reach -30.•Hard transition to the customs•area is too big , it can be problem for transport•the roads can be close.

ROMANİAN MARKET

•Logistics is available for romania – low cost transport•Romania is conscious country in flower culture.•cultural accord •easy transition to the customs•consumption is higher

COMMUNİST ROMANİA

During the Soviet occupation of Romania, the Communist-dominated government called new elections, which were won with 80% of the vote.They thus rapidly established themselves as the dominant political force.

GLOBAL MARKETİNG ENVİRONMENT

DemographicPopulation : 19 millionAge Structure: 18-65 yearsGender of population%60 male %40 womenUrban population: 80% of total populationLanguage: Romanian

Economic

GDP (PPP) 2011 estimate -Total $267.151 billion -Per capita $12,476

GLOBAL MARKETİNG ENVİRONMENT

Politics• Foreign Trade Policy:•EU norms and rules•international agreements•Common Customs Tariff•Turkey and Romania have Commercial Relations•The agreements and rules between Turkey and Romania.

Legal•Memberships and Agreements•Market Access and Investment Legislation•The Incentives of Investment and Export•The Existing Agreements and Protocols

GLOBAL MARKETİNG ENVİRONMENT

Social.Cultural and historical relative beetween flowersPeople has great relationship with flowers

NaturalA high percentage (47% of the land area) of the country is covered with natural and semi-natural ecosystems.

GLOBAL MARKETİNG ENVİRONMENT

Technological

•Cold storage is important for save flowers freshness•Transport•During the 1990s and 2000s , the development of Romanian science was hampered by several factors, including corruption, low funding and a considerable brain drain

MARKETİNG MİSSİON STATEMENT

“Polycentric & Etnocentric Mix”•Polycentric: •Local needs•Sales team from the country's citizens•Localization and adaptation strategy•Ethnocentric: Flower cultural value

-Everyday ,a carnation for every women

-Carnation for everyday, and everywhere

-In Homes,restaurants, cafes, offices…

GLOBAL MARKETİNG STRATEGY

PRODUCT

-red carnation

-Our mainly aim, flower for every age, every income also every segment

PRICE

-minimum price

-low profit margin

-mass production

-averege price

€ 10 cent- € 15 cent PROMOTION

-instill in people the love of flowers-love of nature-Attend to Fairs

PLACE

-Firstly Bucherest

-Direct investment

-Rent cold storages different place

SWOT ANALYSİS

•Conscious consumer•Strenghts transport (Turks)•Strong market•Ready market (Bucharest)

STRENGHTS WEAKNESSESOPPORTUNITIE THREATS

• Low institutionalized collaboration•Lack of interest from the government

• Cultural similarities •Improving the sector’s image•little progress in agriculture

-Competition and lack of transparence-Lack of collaboration and initiative at European level-customs duty

Market Entry Strategy• Direct Investment• Buchurest-pitesti-costanta

Competitive Strategies•Niche Competitive Advantage• Marketing Research• Loyalty

GLOBAL POSİTİONİNG STRATEGY

-We are internatioanal company.

-High quality and fresh carnation for consumer from producer via minimum price.

GLOBAL SEGMENTATİON STRATEGYTARGET AUDİENCE

Demographics

İncome: Every income Age: 18+ Educated: Low –high educated Gender: Woman-man

For everybody

GLOBAL MARKETİNG MİX STRATEGİES

PRODUCT“Standardization Strategy”

- Each carnation have same feauters- Timing - Continuity

PRİCE

“Market penetration” see how the land lies

“Global Pricing”-Standardization Minimal Adaptation-Price is ‘€ cent’-Minumum profit

PLACE & DİSTRİBUTİON

-Rent cold storages -rent a place in big flower hall-to enter the public market

-agreement with transport company

PROMOTİON & COMMUNİCATİON

instill in people the love of flowers love of nature Organize flower festivals Rent a area in flower shows

PUBLİC & CULTURAL RELATİONS

Public holidays January 1 and 2: New Year Monday following Orthodox Easter: March, April or early May (date varies) May 1: Labor Day December 1: National Day December 25-26: Christmas International Women's Day march 8

PUBLİC & CULTURAL RELATİONS

Monday following Orthodox Easter:

-People wear red and share flower with their friends.

PUBLİC & CULTURAL RELATİONS International Women's Day march 8

PACKAGİNG

INTERNATIONAL FAIRS

EXPORTER UNİONS

-We can take lots of information about countries and statistics.-For information on incentives

PROMOTİON

Ornamental Plants Promotion Group

PROMOTİON

Ornamental Plants Promotion Group is at FLORPLANT Expo

Many representatives from national and international landscaping sectors will participate in the exhibit which is going to be organized this year for the first time

Thank You For Your Attention...