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      • Dept. of Management - Master's degree
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      •   BUIR Home
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      • Bilkent Theses
      • Theses - Department of Management
      • Dept. of Management - Master's degree
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      A case study : analysis of Alke Cilt Estetigi ve Sagligi AS with respect to cosmetic industry and the recommendation of new strategy development

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      Author(s)
      Ertürk, Mehmet Can
      Advisor
      Wolley, Fred
      Date
      1996
      Publisher
      Bilkent University
      Language
      English
      Type
      Thesis
      Item Usage Stats
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      Abstract
      The high profitability and the great potential in the cosmetic sector in Turkey is attracting many firms to this field. According to their scarce resources each firm tries to achieve a competitive position with respect to the others. They select their market segments and marketing strategies to achieve this. Alke Cilt Estetiği ve Sağlığı A.Ş. is a firm that uses party selling method in high price high quality end of the skin-care products of the sector. The company sells the products of Dr. Spiller and Aphrodie Esthétique brands, the latter being recently developed in its own trade name. Alke produces only a little amount of Dr. Spiller products under the trade name of Dr. Spiller. Alke would like to expand the Aphrodie Esthetique’s product lines and produce more of Dr. Spiller products. This thesis analyzes AJke Cilt Estetiği ve Sağlığı A.Ş. with respect to cosmetic industry, and recommends strategies that would increase its market share in skin-care products segment and improve the overall position of the company by entering other segments successfully
      Keywords
      Competitive advantage
      Generic strategy
      Value chain
      Industry forces
      Positioning
      Promotion
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      http://hdl.handle.net/11693/30106
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      • Dept. of Management - Master's degree 309
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