Ertürk, Mehmet Can2016-07-012016-07-011996http://hdl.handle.net/11693/30106Cataloged from PDF version of article.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 successfullyvii, 86 leaves, tablesEnglishinfo:eu-repo/semantics/openAccessCompetitive advantageGeneric strategyValue chainIndustry forcesPositioningPromotionHF5415.2 .E78 1996Marketing research.ThesisBILKUTUPB053822