Investigation of Marketing Strategies of Ornamental Plants in Konya Province

Abstract

The aim of this study is to examine the marketing strategies of ornamental plants in Konya province, to determine the target markets that the sector can best serve, and to evaluate all the components that can contribute to the development of the sector on a provincial basis. In this context, the sales and marketing strategies of the companies producing and selling in Konya province were identified, suggestions for improvement were presented and the potential of ornamental plants in the region was determined. It is believed that the study will make an important contribution to the literature in this area. The main body of the research consists of ornamental plant companies selling in Konya province. In order to answer the questions of the study, a face-to-face survey was conducted with 32 operators representing the main mass. Porter’s Diamond model was used to evaluate the competitiveness. As a result of the analysis of the data, it was observed that the competitiveness of the companies is low and they are not looking for alternative markets. The lack of legislation defining the sector, the problem of organisation, the fact that they consider their income to be sufficient and the lack of information at the point of sale are the main obstacles to competitiveness. In fact, the main priority for a company is to gain a competitive position in order to increase profit margins. For this reason, companies need to evaluate the opportunities that may present themselves, develop strategies to add value to customers in the long term, and determine strategies to be close to the market in order to create new markets.