tag:blogger.com,1999:blog-54062443694743448172023-11-15T22:22:04.145-08:00Rekabet Üstünlüğüne Giden Yol...Firmaların rekabet üstünlüğü kazanabilmesine rehberlik eden ve inovasyon, farklılaşma, rekabet stratejileri, rekabet üstü olabilmek için atılması gereken adımlar ve benzeri konularda içerik sunar. Nova Rekabet, bir rekabet danışmanlığı firmasıdır.Nova Rekabet Stratejilerihttp://www.blogger.com/profile/16189118198731274949noreply@blogger.comBlogger27125tag:blogger.com,1999:blog-5406244369474344817.post-4191580446514175162016-12-23T05:25:00.000-08:002016-12-23T05:41:07.151-08:00Kriz Ortamında Nasıl Bir Rekabet Stratejisi?<div class="font_8" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; font-family: jura, sans-serif; font-size: 14px; font-stretch: normal; line-height: normal; outline: 0px; padding: 0px; vertical-align: baseline;">
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<div class="font_8" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; font-family: jura, sans-serif; font-size: 14px; font-stretch: normal; line-height: normal; outline: 0px; padding: 0px; vertical-align: baseline;">
<span class="color_16" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;"><span style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;"><span style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; font-style: italic; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">“Rekabetçi üstünlükleriniz ürün ve hizmetlerinizde değil onları sağlama şeklinizde saklı olabilir.”</span></span></span></div>
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<span class="color_16" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">J. L. Smith & W. G. Flanagan</span></div>
<div class="font_8" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; font-family: jura, sans-serif; font-size: 14px; font-stretch: normal; line-height: normal; outline: 0px; padding: 0px; vertical-align: baseline;">
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<div class="font_8" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; font-family: jura, sans-serif; font-size: 14px; font-stretch: normal; line-height: normal; outline: 0px; padding: 0px; vertical-align: baseline;">
<span class="color_16" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">Malum olduğu üzere zor zamanlardan geçmekteyiz. Tüm makroekonomik veriler sıkıntılı sinyaller veriyor. Piyasalar tüm canlılığını yitirmiş durumda ve pazar aktörleri de son derece karamsar. Uzunca bir “mevcut durum analizine” hiç gerek yok; yeni bir ekonomik krizin içerisinde miyiz bilinmez ama burun buruna olduğumuz da su götürmez... Oturduğumuz yerden, anılan baskının ortadan kalkmasını beklemek birinci kurtuluş seçeneği olabilir ama bunun, sorunların semptomlarını azaltamayacağı aşikâr. İkinci seçenek ise proaktif bir yaklaşım sergileyerek ekonomik durgunluğun yarattığı sıkıntıları minimize etmektir. Peki ama ne yapmalı?</span></div>
<div class="font_8" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; font-family: jura, sans-serif; font-size: 14px; font-stretch: normal; line-height: normal; outline: 0px; padding: 0px; vertical-align: baseline;">
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<div class="font_8" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; font-family: jura, sans-serif; font-size: 14px; font-stretch: normal; line-height: normal; outline: 0px; padding: 0px; vertical-align: baseline;">
<span class="color_16" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">Bu zor zamanlarda neyi nasıl yapacağımızın cevabı, işletmecilikte diğer her şeyin başlayıp bittiği bir yerde gizli: Müşterilerde…</span></div>
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<div class="font_8" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; font-family: jura, sans-serif; font-size: 14px; font-stretch: normal; line-height: normal; outline: 0px; padding: 0px; vertical-align: baseline;">
<span class="color_16" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">Müşteri, satın alma kararını verirken 4 faktörü göz önünde bulundurur:</span></div>
<ol class="font_8" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; font-family: din-next-w01-light, din-next-w02-light, din-next-w10-light, sans-serif; font-size: 14px; font-stretch: normal; line-height: normal; list-style-image: initial; list-style-position: initial; margin: 0px 0px 0px 0.5em; outline: 0px; padding: 0px 0px 0px 1.3em; vertical-align: baseline;">
<li style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; font-style: inherit; font-weight: inherit; line-height: inherit; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;"><div class="font_8" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; font-family: jura, sans-serif; font-stretch: normal; line-height: normal; outline: 0px; padding: 0px; vertical-align: baseline;">
<span class="color_16" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">Ürünün (mal ya da hizmet) fiyatı</span></div>
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<li style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; font-style: inherit; font-weight: inherit; line-height: inherit; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;"><div class="font_8" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; font-family: jura, sans-serif; font-stretch: normal; line-height: normal; outline: 0px; padding: 0px; vertical-align: baseline;">
<span class="color_16" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">Ürün tedarikçisinin ve ürünün sunduğu güven</span></div>
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<li style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; font-style: inherit; font-weight: inherit; line-height: inherit; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;"><div class="font_8" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; font-family: jura, sans-serif; font-stretch: normal; line-height: normal; outline: 0px; padding: 0px; vertical-align: baseline;">
<span class="color_16" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">Ürünün taşıdığı temel özellikler</span></div>
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<li style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; font-style: inherit; font-weight: inherit; line-height: inherit; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;"><div class="font_8" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; font-family: jura, sans-serif; font-stretch: normal; line-height: normal; outline: 0px; padding: 0px; vertical-align: baseline;">
<span class="color_16" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">Ürünü kullanmanın müşteriye sağladığı konfor</span></div>
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<div class="font_8" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; font-family: jura, sans-serif; font-size: 14px; font-stretch: normal; line-height: normal; outline: 0px; padding: 0px; vertical-align: baseline;">
<span class="color_16" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">Fiyata olan duyarlılık her zaman ve her tip müşteri için söz konusudur. Fiyatı arttığında ürüne olan talebin düşeceği ve fiyatı azaldığında da talebinin yükseleceği aşikârdır.</span></div>
<div class="font_8" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; font-family: jura, sans-serif; font-size: 14px; font-stretch: normal; line-height: normal; outline: 0px; padding: 0px; vertical-align: baseline;">
<span class="color_16" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">Müşteri aynı zamanda ürünün ya da (üreticisi ve/veya aracılarından oluşan) tedarikçisinin verdiği güvenle de ilgilenir. Markalaşma sürecini başarabilmiş ürünler ya da firmalar bu güveni daha rahat verebilmektedir.</span></div>
<div class="font_8" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; font-family: jura, sans-serif; font-size: 14px; font-stretch: normal; line-height: normal; outline: 0px; padding: 0px; vertical-align: baseline;">
<span class="color_16" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">Öte yandan bir ürünün taşıdığı temel özellikler de ona yönelik satın alma kararını elbette etkiler. Ürünün ihtiyacımızı karşılayıp karşılamayacağı konusu önem taşır.</span></div>
<div class="font_8" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; font-family: jura, sans-serif; font-size: 14px; font-stretch: normal; line-height: normal; outline: 0px; padding: 0px; vertical-align: baseline;">
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<div class="font_8" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; font-family: jura, sans-serif; font-size: 14px; font-stretch: normal; line-height: normal; outline: 0px; padding: 0px; vertical-align: baseline;">
<span class="color_16" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">Müşterinin satın alma kararını etkileyen 4. faktör olan “konfor” ise, çoğu zaman göz ardı edilen ama sıklıkla satın alma kararlarında diğer 3 faktörden çok daha etkili olabilen ilginç bir alandır. Konfor faktörünü doğru tarif etmeliyiz: “Konfor”dan kasıt, ürünün sağladığı ergonomi ve rahatlık değildir. Müşteri değer alanı içerisindeki konfor faktörü, o ürünün kullanımının müşteriye sağlayacağı ve ürünün temel özellikleri dışında kalan tüm iyi ve etkili uygulamalar ile müşteriye aktarılan güzel duygulardır. Müşterinin satın aldığı ürünün bir parçasıdır ancak henüz ürünün temel özelliği haline gelmemiş unsurları barındırır. Bu açıdan bakıldığında da, tanımı gereği “beklenmedik” ve “anlamlı” olmak üzere iki temel niteliği vardır.</span></div>
<div class="font_8" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; font-family: jura, sans-serif; font-size: 14px; font-stretch: normal; line-height: normal; outline: 0px; padding: 0px; vertical-align: baseline;">
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<div class="font_8" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; font-family: jura, sans-serif; font-size: 14px; font-stretch: normal; line-height: normal; outline: 0px; padding: 0px; vertical-align: baseline;">
<span class="color_16" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">Bir örnekle açıklayayım: Dove!</span></div>
<div class="font_8" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; font-family: jura, sans-serif; font-size: 14px; font-stretch: normal; line-height: normal; outline: 0px; padding: 0px; vertical-align: baseline;">
<span class="color_16" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">2004 yılında “Gerçek Güzellik İçin” adlı bir kampanya başlatırlar. Alışılageldik “erişilmez süpermodel güzelliği” anlayışına meydan okurcasına güzellik kavramının ayaklarını yere bastırmaya çalıştıklarını ifade ederler. Kozmetik ürünleri pazarlamasında normal olan, büyülü güzelliklerin hedef olarak tayin edilmesi ve kadınların “orada gördükleri gibi olabilmek için bu ürünlere ihtiyaçları olduğuna” ikna edilmesidir. Dove ise bambaşka bir telden çalıp, kadınların mevcut hallerini yüceltme yolunu seçer. “Siz bu halinizle güzelsiniz” diyerek “süpermodel olmayan” kadınlara reklam ilanlarında yer verirler ve bazı başka normal görünümlü hanımların makyaj ve teknolojik rötuşlar kullanılarak podyum mankeni kıvamındaki güzel hanımlara nasıl dönüştürülebileceğini “evolution” isimli reklam filmlerinde gözler önüne sererler.</span></div>
<div class="font_8" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; font-family: jura, sans-serif; font-size: 14px; font-stretch: normal; line-height: normal; outline: 0px; padding: 0px; vertical-align: baseline;">
<span class="color_16" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">“Normal” kadınların, kendilerine duydukları özgüveni tazeler Dove’un bu yaklaşımı. Başlangıçta sektörde kıyametler kopmasına neden olsa da sular durulduğunda görülen şey, muazzam bir pazarlama başarısının elde edilmiş olduğudur. Podyum mankenlerinin güzelliğini öne sürüp “neden siz de böyle olmayasınız?” şeklindeki bir kampanyayı ilk başlatan firmanın, kendi dönemi içerisinde ne denli aykırı bir duruşu varsa; herkesin podyum mankenliği kıvamında güzelliğe işaret ettiği bir ortamda “normal bir kadın olarak da güzelsiniz!” vurgusu da o denli aykırıdır.</span></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgihGvomB3_zrVhsL2opBAZXdCXeht1uJaukeelfKJQtLM97f4L_RMK3JnSv_D5PG10TWFf-s3O96iXQWe4l-WPuy0GUUM0PtSozPBHpHXfZhjx8ggMhb8_YQZ067nilHPmbmIRoykqW04/s1600/Krizde+Rekabet.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="358" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgihGvomB3_zrVhsL2opBAZXdCXeht1uJaukeelfKJQtLM97f4L_RMK3JnSv_D5PG10TWFf-s3O96iXQWe4l-WPuy0GUUM0PtSozPBHpHXfZhjx8ggMhb8_YQZ067nilHPmbmIRoykqW04/s640/Krizde+Rekabet.jpg" width="640" /></a></div>
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<span class="color_16" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;"><br /></span></div>
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<span class="color_16" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;"><br /></span></div>
<div class="font_8" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; font-family: jura, sans-serif; font-size: 14px; font-stretch: normal; line-height: normal; outline: 0px; padding: 0px; vertical-align: baseline;">
<span class="color_16" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">Konfor unsurları, ürünün tedarikçisi tarafından ilk ortaya koyulduğunda beklenmedik ve anlamlı bir nitelik barındırırlar ancak öte yandan çok hızlı bir şekilde de rakiplerin de ilgisini çekerler. Bu nedenle, bir süre sonra, ürünün temel özelliği haline gelmeye de yatkındırlar. Tıpkı restoran işletmelerinde evlere paket servis hizmetinin ilk ortaya çıkışında olduğu gibi… Paket servis hizmetini ilk uygulayan restoran (ürünün fiyatı, nefaseti ve restoranın müşterilerine verdiği güven sabit kalmak kaydıyla) müşterilerine önemli bir konfor alanı yaratmıştır ancak bir süre sonra bu hizmet, ürünün bir parçası haline gelmiş, standartlaşmış ve rekabetçi üstünlük sağlayabilme yeteneğini kaybetmiştir.</span></div>
<div class="font_8" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; font-family: jura, sans-serif; font-size: 14px; font-stretch: normal; line-height: normal; outline: 0px; padding: 0px; vertical-align: baseline;">
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<div class="font_8" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; font-family: jura, sans-serif; font-size: 14px; font-stretch: normal; line-height: normal; outline: 0px; padding: 0px; vertical-align: baseline;">
<span class="color_16" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">Müşteri değer alanını oluşturan 4 faktör aynı zamanda ürününüzün tercih edilirliğini artırabileceğiniz 4 hamleyi işaret etmektedir. Tercih edilirliğinizi artırmak için:</span></div>
<ol class="font_8" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; font-family: din-next-w01-light, din-next-w02-light, din-next-w10-light, sans-serif; font-size: 14px; font-stretch: normal; line-height: normal; list-style-image: initial; list-style-position: initial; margin: 0px 0px 0px 0.5em; outline: 0px; padding: 0px 0px 0px 1.3em; vertical-align: baseline;">
<li style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; font-style: inherit; font-weight: inherit; line-height: inherit; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;"><div class="font_8" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; font-family: jura, sans-serif; font-stretch: normal; line-height: normal; outline: 0px; padding: 0px; vertical-align: baseline;">
<span class="color_16" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">Ürün fiyatlarınızı indirebilirsiniz: Bu yolda iki alternatif senaryo bulunmaktadır. Ya kârınızın bir kısmından feragat edeceksiniz -ki bu günümüzde geçerliliğini tamamen yitirmiş bir yaklaşımdır- ya da maliyet avantajları sağlayıp bunu fiyata yansıtacaksınız. Maliyet avantajı sağlayabilmek ise yatırım gerektirdiği için pahalıdır ve olumlu sonuçları ancak uzun zaman içerisinde alınmaya başlanabilir.</span></div>
</li>
<li style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; font-style: inherit; font-weight: inherit; line-height: inherit; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;"><div class="font_8" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; font-family: jura, sans-serif; font-stretch: normal; line-height: normal; outline: 0px; padding: 0px; vertical-align: baseline;">
<span class="color_16" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">Ürüne ya da tedarikçiye yönelik duyulan güveni artırabilirsiniz: Bir firmanın kendisine duyulan güveni azami düzeye çıkarma sorumluluğu daima vardır ancak öte yandan son derece de meşakkatli ve uzun bir yolu işaret eder. Akşamdan sabaha kazanılabilecek bir şey değildir müşteri güveni. Çok sayıda “müşteri iletişimi sınavını” başarı ile vermiş olmayı gerektiren ve bu açıdan da sabır ve emek isteyen bir süreçtir. Doğru mesajları, sürekli olarak, büyük bir samimiyet ve dürüstlükle vermek gerekir.</span></div>
</li>
<li style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; font-style: inherit; font-weight: inherit; line-height: inherit; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;"><div class="font_8" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; font-family: jura, sans-serif; font-stretch: normal; line-height: normal; outline: 0px; padding: 0px; vertical-align: baseline;">
<span class="color_16" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">Ürünün özelliklerini, talep yaratacak (ya da tercih edilme sebebi sağlayacak) kadar iyileştirebilirsiniz: Aşinalık çağındayız ve bize sunulan ürün ve hizmetlerle şımartılmış durumdayız. Ürünlerdeki “iyileştirmelerden” kolay kolay etkilenmiyoruz. Tüketici olarak bizleri şaşırtabilmek eskisinden çok daha zor... Öte yandan ürün iyileştirme çabaları uzun zamana yayılmış ar-ge sürecini ve yüksek ürün geliştirme maliyetlerini de beraberinde getiriyor.</span></div>
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<div class="font_8" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; font-family: jura, sans-serif; font-size: 14px; font-stretch: normal; line-height: normal; outline: 0px; padding: 0px; vertical-align: baseline;">
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<div class="font_8" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; font-family: jura, sans-serif; font-size: 14px; font-stretch: normal; line-height: normal; outline: 0px; padding: 0px; vertical-align: baseline;">
<span class="color_16" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">Maliyet avantajı sağlayarak fiyatı düşürmek, size duyulan güveni artırmak ya da ürün özelliklerini talep yaratacak seviyede iyileştirmek… Rekabet üstünlüğü sağlayabilecek bu 3 adımın 3 ortak noktası var: Sonuç alma süreleri çok uzun, süreçleri son derece pahalı ve içinde bulunduğumuza benzer durgunluk ortamları için düşük etkinliğe sahipler.</span></div>
<div class="font_8" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; font-family: jura, sans-serif; font-size: 14px; font-stretch: normal; line-height: normal; outline: 0px; padding: 0px; vertical-align: baseline;">
<span class="color_16" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">Öte yandan konfor alanında yapılabilecekler, “beklenmedik” ve “anlamlı” olmak kaydıyla, hem düşük maliyetli, hem hızlı sonuç veren hem de kriz ortamlarına en uygun nitelikte adımlardır.</span></div>
<div class="font_8" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; font-family: jura, sans-serif; font-size: 14px; font-stretch: normal; line-height: normal; outline: 0px; padding: 0px; vertical-align: baseline;">
<span class="color_16" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">Müşteri değer alanındaki konfor bölgesine ilişkin atılabilecek çok çeşitli adımlar, örnekleriyle birlikte sonraki yazıların konusu olsun. Unutmayalım ki gelecek ışıl ışıl; ilkemiz ve umudumuz var olduğu sürece…</span></div>
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Nova Rekabet Stratejilerihttp://www.blogger.com/profile/16189118198731274949noreply@blogger.com0tag:blogger.com,1999:blog-5406244369474344817.post-67401304470711367472016-12-15T01:00:00.000-08:002016-12-23T05:40:52.413-08:00<div class=" flex_vbox" data-reactid=".0.$SITE_ROOT.$desktop_siteRoot.$PAGES_CONTAINER.1.1.$SITE_PAGES.$c1kiu.1.$i0z43xej_1.0.0.$child.$0.1.$1.$2" id="i0z43xej_1_SinglePostMediaTop_MediaPost__0_0_def_6" style="-webkit-box-orient: vertical; background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; box-sizing: border-box; flex-direction: column; font-family: Arial, Helvetica, sans-serif; font-size: 10px; margin: 0px; outline: 0px; padding: 0.01em 0px; position: relative; vertical-align: baseline;">
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<h1 class="font_6" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; font-family: "open sans", sans-serif; font-size: 19px; font-stretch: normal; font-weight: normal; line-height: 1.2em; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">
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<div class="s45_richTextContainer s45richTextContainer" data-reactid=".0.$SITE_ROOT.$desktop_siteRoot.$PAGES_CONTAINER.1.1.$SITE_PAGES.$c1kiu.1.$i0z43xej_1.0.0.$child.$0.1.$1.$5.$0.0" id="i0z43xej_1_SinglePostMediaTop_MediaPost__0_0_mediaTextrichTextContainer" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; height: 1484.13px; margin: 0px; outline: 0px; padding: 0px; position: relative; vertical-align: baseline; width: 610px; word-wrap: break-word;">
<div class="font_8" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; font-family: jura, sans-serif; font-size: 14px; font-stretch: normal; line-height: 1.5em; outline: 0px; padding: 0px; vertical-align: baseline;">
<span class="color_16" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">Rekabet kavramı doğası gereği "farklılaşma" ile özdeşleşmiştir ve öyle de olmak durumundadır. Aynı şeyleri sunarak herhangi bir tercih edileme sebebi ortaya konulamayacağı ve "tercih edilme" söz konusu değilse satış gerçekleşemeyeceğine göre hem ayakta kalmak hem de rekabet üstünlüğü sağlayabilmek için ortaya bir "fark" konulabilmelidir. Buraya kadar mutabık olduğumuzu sanıyorum. Aslında işin buraya kadarki kısmında tüm iş dünyası mutabakat sağlamış durumda. O zaman iş dünyası doğruları bulmuş demektir. Sahiden öyle mi?</span></div>
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<span class="color_16" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">Aynılaşma eğilimi çok tuhaf bir sosyal/psikolojik mesela gibi görünüyor zira örneğin farklılaşma kavramını vurgulayan ve en yaratıcı olması beklenen inovasyon kitaplarında bile bir aynılaşma eğilimi söz konusu. Fotoğraftaki ampul grafikleri ne demek istediğimi daha iyi anlatacaktır.</span></div>
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<div class="font_8" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; font-family: jura, sans-serif; font-size: 14px; font-stretch: normal; line-height: 1.5em; outline: 0px; padding: 0px; vertical-align: baseline;">
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<div class="font_8" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; font-family: jura, sans-serif; font-size: 14px; font-stretch: normal; line-height: 1.5em; outline: 0px; padding: 0px; vertical-align: baseline;">
<span class="color_16" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">Rekabet kavramı farklılaşma ile anlam taşır, gerisi de biraz havada kalır. Ama ilginçtir ki, rekabet stratejisi konusunda fikir beyan edenlerin de çok büyük kısmı aynılaşmanın cazibesine kaptırmıştır kendini. Rekabeti anlatacaksın ama cümle alemin diline pelesenk olmuş bir modelden başka söyleyecek hiçbir şeyin olmayacak... Micheal Porter'ın Jenerik Rekabet Stratejisi Modeli. Neredeyse tüm akademik dünya rekabet kavramını dahi Porter'ın icat ettiğini düşünüyor... Porter'ın, "rekabet stratejisi" uzmanlarının iliklerine ne derece işlediğini de görsellerle ifade edeyim mi diye düşünmedim değil ancak o kadar materyal var ki, gerek duymadım. Google'da "rekabet stratejisi" diye arama yapın, çıkan sonuçların hemen hepsinin Porter'ın modeline atfıta bulunduğunu göreceksiniz...</span></div>
<div class="font_8" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; font-family: jura, sans-serif; font-size: 14px; font-stretch: normal; line-height: 1.5em; outline: 0px; padding: 0px; vertical-align: baseline;">
<span class="color_16" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;"><span style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">Ayrıca, bu yazının konusu olmamakla birlikte ifade etmekten geçemeyeceğim: Porter'ın modelinin bugünün rekabetçi koşullarını ve tüketici davranışlarıyla şekillenen ticari hayatı izah edebilmekten çok uzak olduğu da rahatlıkla söylenebilir. </span> </span></div>
<div class="font_8" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; font-family: jura, sans-serif; font-size: 14px; font-stretch: normal; line-height: 1.5em; outline: 0px; padding: 0px; vertical-align: baseline;">
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<div class="font_8" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; font-family: jura, sans-serif; font-size: 14px; font-stretch: normal; line-height: 1.5em; outline: 0px; padding: 0px; vertical-align: baseline;">
<span class="color_16" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">Öte yandan, firmaların ölçeğinden bağımsız olarak da farklılaşma kavramını anlayamadıklarına şahit oluyoruz. Dev reklam bütçeleriyle bir tanıtım kampanyası düzenleniyor ve bir de bakıyorsunuz ki markanın vaadi sadece şu: "Biz de sizin 50 yıldır bildiğiniz bir şeyi yapmaya karar verdik!" E hoş geldiniz, iyi düşünmüşsünüz... Biz tüketiciler de siz bu işi ne zaman yaparsınız diye karalar bağlayıp düşünüyorduk...</span></div>
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<div class="font_8" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; font-family: jura, sans-serif; font-size: 14px; font-stretch: normal; line-height: 1.5em; outline: 0px; padding: 0px; vertical-align: baseline;">
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<iframe allowfullscreen="" class="YOUTUBE-iframe-video" data-thumbnail-src="https://i.ytimg.com/vi/DXuxJps4DlE/0.jpg" frameborder="0" height="266" src="https://www.youtube.com/embed/DXuxJps4DlE?feature=player_embedded" width="320"></iframe></div>
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<span style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;"><br /></span></div>
<div class="font_8" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; font-family: jura, sans-serif; font-size: 14px; font-stretch: normal; line-height: normal; outline: 0px; padding: 0px; vertical-align: baseline;">
<span style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">Rekabet avantajı sağlamak için, etkin rekabet stratejileri geliştirebilmek için, inovasyon ve farklılaşma yoluyla sürdürülebilir şekilde "rekabet üstü" olabilmek için biraz daha özgünlüğe, biraz daha farklı bir gözle bakmayı denemeye ihtiyacımız yok mu sizce de?</span><br />
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Nova Rekabet Stratejilerihttp://www.blogger.com/profile/16189118198731274949noreply@blogger.com0tag:blogger.com,1999:blog-5406244369474344817.post-10687080285445863902016-11-29T12:52:00.000-08:002016-12-23T05:43:05.286-08:00Ürün Dışındaki İnovasyon Rekabet Üstünlüğü Sağlar<div class=" flex_vbox" data-reactid=".0.$SITE_ROOT.$desktop_siteRoot.$PAGES_CONTAINER.1.1.$SITE_PAGES.$c1kiu_DESKTOP.1.$i0z43xej_1.0.0.$child.$0.1.$1.$2" id="i0z43xej_1_SinglePostMediaTop_MediaPost__0_0_def_6" style="-webkit-box-orient: vertical; background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; box-sizing: border-box; flex-direction: column; font-family: Arial, Helvetica, sans-serif; font-size: 10px; margin: 0px; outline: 0px; padding: 0.01em 0px; position: relative; vertical-align: baseline;">
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<div class="font_8" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; font-family: jura, sans-serif; font-size: 14px; font-stretch: normal; line-height: 1.5em; outline: 0px; padding: 0px; vertical-align: baseline;">
<span class="color_16" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">Bir sektör ya da ürün kategorisi düşünün ki talebine yönelik duyarlılığı çok çok büyük oranda fiyatına ilişkin olsun. Örneğin inşaat demiri... Bu ürünü şuradan ya da buradan almanıza ilişkin kararınızı en çok etkileyecek faktör fiyattır -ki hatta belki de satın alma kararınızı etkileyen tek faktör olarak bile kabul edilebilir. Bu ürüne yönelik hangi farklılaşma alanını tanımlayıp nasıl rekabet üstünlüğü sağlayabilirsiniz? Zor!!!</span></div>
<div class="font_8" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; font-family: jura, sans-serif; font-size: 14px; font-stretch: normal; line-height: 1.5em; outline: 0px; padding: 0px; vertical-align: baseline;">
<span class="color_16" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">Ürüne yönelik inovasyon kimi zaman etkili bir rekabet avantajı silahı olsa da bazı zamanlarda da ya anlamını yitirir, ya çok pahalıya patlayacaktır ya da belki olanak dışıdır.</span></div>
<div class="font_8" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; font-family: jura, sans-serif; font-size: 14px; font-stretch: normal; line-height: 1.5em; outline: 0px; padding: 0px; vertical-align: baseline;">
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<a href="https://static.wixstatic.com/media/9333a2_fbb11667f6ed48358ac8af56add798ca~mv2.jpg/v1/fill/w_600,h_401,al_c,lg_1,q_80/9333a2_fbb11667f6ed48358ac8af56add798ca~mv2.webp" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img alt="" border="0" data-reactid=".7.0.0.$image" id="innercomp_txtMedia1us6imgimage" itemprop="image" src="https://static.wixstatic.com/media/9333a2_fbb11667f6ed48358ac8af56add798ca~mv2.jpg/v1/fill/w_600,h_401,al_c,lg_1,q_80/9333a2_fbb11667f6ed48358ac8af56add798ca~mv2.webp" style="border: 0px; cursor: move; height: 331px; margin-top: 0px; outline: 0px; padding: 0px; vertical-align: baseline; width: 495px;" /></a></div>
<span class="color_16" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">Peki ama inovasyon ürüne yönelik olmak zorunda mı? Elbette hayır! Çimento sektöründe satış alanında faaliyet gösteren bir dostumdan aldığım ilhamla, bu meta sektörde hayata geçirilebilecek bir inovasyondan bahsedeyim:</span></div>
<div class="font_8" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; font-family: jura, sans-serif; font-size: 14px; font-stretch: normal; line-height: 1.5em; outline: 0px; padding: 0px; vertical-align: baseline;">
<span class="color_16" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">Toptan çimento satıyor iseniz müşterileriniz nalburiye dükkanları ya da inşaat malzemesi satan firmalar olacaktır. Bu firmalar, profesyonel faaliyetleri gereği, inşaat sektöründe ihtiyaç duyulacak her türlü malzemeyi alıp satmaktadır. Siz büyük bir çimento imalatçısının temsilcisi olarak, firmanızda küçük bir departman tarafından derlenip toparlanan "inşaat malzemelerinin dinamik piyasa analizlerini" bayileriniz ile paylaşsanız nasıl olur? Bu bayiye, spot piyasada örneğin inşaat demiri ya da fayans yapıştırıcıların fiyatlarının o dönem için son derece uygun olduğu bilgisini iletseniz... Hangi inşaat malzemesi satıcısı böyle bir bilgiye burun kıvırır ki?</span></div>
<div class="font_8" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; font-family: jura, sans-serif; font-size: 14px; font-stretch: normal; line-height: 1.5em; outline: 0px; padding: 0px; vertical-align: baseline;">
<span class="color_16" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">İnovasyonun anahtarını sadece üründe aramak doğru bir yaklaşım olamaz. İnovasyon, müşteri açısından tercih edilmenizi sağlayacak her ama her unsurda saklı olabilir. Müşterinize tercih edilme sebepleri sunabilmeniz ise rekabet üstünlüğünün diğer adıdır.</span><br />
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Nova Rekabet Stratejilerihttp://www.blogger.com/profile/16189118198731274949noreply@blogger.com0tag:blogger.com,1999:blog-5406244369474344817.post-48531587615893276252016-11-29T12:51:00.000-08:002016-12-23T05:44:34.075-08:00Rekabet Üstünlüğü İçin İnsan Dokunuşu<div class=" flex_vbox" data-reactid=".0.$SITE_ROOT.$desktop_siteRoot.$PAGES_CONTAINER.1.1.$SITE_PAGES.$c1kiu_DESKTOP.1.$i0z43xej_1.0.0.$child.$0.1.$1.$2" id="i0z43xej_1_SinglePostMediaTop_MediaPost__0_0_def_6" style="-webkit-box-orient: vertical; background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; box-sizing: border-box; flex-direction: column; font-family: Arial, Helvetica, sans-serif; font-size: 10px; margin: 0px; outline: 0px; padding: 0.01em 0px; position: relative; vertical-align: baseline;">
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<div class="font_8" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; font-family: jura, sans-serif; font-size: 14px; font-stretch: normal; line-height: normal; outline: 0px; padding: 0px; vertical-align: baseline;">
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<div class="font_8" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; font-family: jura, sans-serif; font-size: 14px; font-stretch: normal; line-height: 1.5em; outline: 0px; padding: 0px; vertical-align: baseline;">
<span class="color_16" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">Son yıllarda, ülkemizde gösterilen reklam filmlerinin müziklerine ilişkin bir eğilim ortaya çıktı: Nostaljik şarkılar. Firmalar, eski 45'liklerdeki şarkılarla ilgilenmeye, onlara (firma ya da ürünleriyle ilgili) yeni sözler yazıp reklam filmlerine fon müziği haline getirmeye başladılar. Sıklıkla rastladığımız gibi, bu uygulama da bir virüs gibi yayıldı ve çok sayıda firmanın reklam kampanyasını etkisi altına aldı. Yine bir "rekabetçi aynılaşma" ya da daha açık ifadeyle "rekabetçi sürüleşme" ile karşı karşıya geldik. </span></div>
<div class="font_8" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; font-family: jura, sans-serif; font-size: 14px; font-stretch: normal; line-height: 1.5em; outline: 0px; padding: 0px; vertical-align: baseline;">
<span class="color_16" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">Bu tip bir yaklaşımın tüketici davranışlarına ne ölçüde olumlu etkide bulunduğunu, mevcut olanaklarımızla ölçebilmemiz zor ancak bir yandan da takip edebildiğimiz dar çevrede karşılık bulamadığını söyleyebilmemiz mümkün.</span></div>
<div class="font_8" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; font-family: jura, sans-serif; font-size: 14px; font-stretch: normal; line-height: 1.5em; outline: 0px; padding: 0px; vertical-align: baseline;">
<span class="color_16" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">Rekabetçi üstünlük sağlayabilmek için tüketicinin gönlüne beklenmedik ve anlamlı bir dokunuşta bulunmanın kıymeti aşikar. Ancak bunu yaparken, nostaljik şarkıların duygusal bombardımanına başvurma sığlığını göstermek yerine daha yaratıcı, daha samimi ve daha insani yöntemler de bulunabilir.</span></div>
<div class="font_8" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; font-family: jura, sans-serif; font-size: 14px; font-stretch: normal; line-height: 1.5em; outline: 0px; padding: 0px; vertical-align: baseline;">
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Nova Rekabet Stratejilerihttp://www.blogger.com/profile/16189118198731274949noreply@blogger.com0tag:blogger.com,1999:blog-5406244369474344817.post-42364255516514243752016-11-22T01:40:00.000-08:002016-12-23T05:47:48.365-08:00 Tercih Edilmek<br />
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<span style="border: 0px; font-family: "jura" , sans-serif; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">“Müşteriler, bir değer kendilerine önerilmeden önce, bunu istediklerini bilmeyebilirler.”</span></div>
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<span style="border: 0px; font-family: "jura" , sans-serif; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">Edward De Bono</span></div>
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<span style="border: 0px; font-family: "jura" , sans-serif; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">Bir enerji içeceği piyasaya çıkarılmadan önce hedef pazar profiline uygun kişilerden ürünü denemeleri isteniyor. Araştırmanın sonuçlarını Youngme Moon’un Different isimli kitabından alıntılıyorum: İlk araştırma bulgularına göre müşterilerin değerlendirmesi, “yeni içeceğin ince rengi hiç iştah çekici değil, ağızda bıraktığı yapışkanlık duygusu ve tadı iğrenç” yönünde oluyor. Araştırma şirketi, “Hiçbir ürün daha önce bu kadar başarısız olmamıştı” diyerek raporunu sunuyor. Firmanın CEO’su Dietrich Mateschitz’in tepkisi, “Harika!” şeklinde olurken ürün de tüm bu tuhaf sonuçlara rağmen Red Bull markasıyla piyasaya sürülüyor.</span></div>
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<span style="border: 0px; font-family: "jura" , sans-serif; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">Eğer yukarıdaki durum size çılgınca geldiyse bir de şu sözlere kulak verin:</span></div>
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<span style="border: 0px; font-family: "jura" , sans-serif; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">- “Çoğu seyirci veya müşteri araştırması hiçbir işe yaramaz.”</span></div>
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<span style="border: 0px; font-family: "jura" , sans-serif; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">- “Pazar araştırmasına gerek yoktu. Halk, neyin mümkün olduğunu bilmiyor. Biz biliyoruz.”</span></div>
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<span style="border: 0px; font-family: "jura" , sans-serif; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">- “İnsanlar ne istediklerini bilmezler ta ki siz onlara gösterene kadar.”</span></div>
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<span style="border: 0px; font-family: "jura" , sans-serif; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">- “İnsanlara sorsaydım bana daha hızlı atlar yetiştirmemi söylerlerdi.”</span></div>
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<span style="border: 0px; font-family: "jura" , sans-serif; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">Bu sözler sırasıyla, Disney eski CEO’su Michael Eisner, Sony eski CEO’su Akio Morita, Steve Jobs ve Henry Ford’a ait.</span></div>
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<span style="border: 0px; font-family: "jura" , sans-serif; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">Bu tuhaf durum ve yorumları anlamaya çalışmadan önce “tercih edilme” kavramına biraz yakından bakmak yerinde olacaktır. Basit bir soru var ki, çoğu insan hayatının belli dönemlerinde bununla muhatap olmak zorunda kalmıştır: “Sizi neden tercih edelim?” Bu sorunun muhatabı, bazen işe girmeye çalışan ve henüz kariyerinin başında olan bir genç insan; bazen seçim zaferi peşindeki bir politikacı; bazen de nitelikli insanlar tarafından çalışmaya değer görülmek isteyen bir firma olabilir. Aslında, bir alışverişin gerçekleştiği her yerde “tercih edilmek” önem kazanıyor diyebilmemiz de mümkündür.</span></div>
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<span style="border: 0px; font-family: "jura" , sans-serif; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">Tercih edilmekle ilgili en büyük çabayı ise kuşkusuz, müşterilerine bir mal ya da hizmet sunan işyerleri göstermektedir. “Tercih ediliyor olmak, rekabet üstünlüğü sağlamış olmakla aynı kapıya çıkar” önermesi de büyük oranda doğrudur.</span></div>
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<span style="border: 0px; font-family: "jura" , sans-serif; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">Peki bir işyeri ya da işyerinin sunduğu ürünler neden/nasıl tercih edilir? Bu soruya cevap bulup hayata geçirdiğimizde rekabet üstünlüğü sağlamış olmaya oldukça yaklaşmışız demektir.</span></div>
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<span style="border: 0px; font-family: "jura" , sans-serif; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">Tercih edilirliğin “nasıl” olacağını ortaya çıkarabilmek için öncelikle tüketici davranışını anlamalıyız. Tüketici, satın alma kararlarını şu 4 kavramın belirli bir kompozisyonda bir araya gelmesiyle veriyor:</span></div>
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<span style="border: 0px; font-family: "jura" , sans-serif; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">1-Alacağı ürünün fiyatı</span></div>
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<span style="border: 0px; font-family: "jura" , sans-serif; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">2-Firma ve ürünün verdiği güven</span></div>
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<span style="border: 0px; font-family: "jura" , sans-serif; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">3-Ürünün temel özellikleri</span></div>
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<span style="border: 0px; font-family: "jura" , sans-serif; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">4-Firma ya da ürün konusunda müşteriye sağlanan konfor.</span></div>
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<span style="border: 0px; font-family: "jura" , sans-serif; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">Bu 4 unsur şöyle bir denklemle formüle edilebilir:</span></div>
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<span style="border: 0px; font-family: "jura" , sans-serif; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">Fiyat ≤ Güven + Ürün Temel Özelliği + Konfor</span></div>
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<span style="border: 0px; font-family: "jura" , sans-serif; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">Tüm firmaların ortak amacı, yukarıdaki denklemi, rakiplerine nazaran en çok kendilerinin müşteri lehine oluşturmuş olduklarını ifade edebilmektir. Söylemesi, hayata geçirmesinden daha kolay!..</span></div>
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<span style="border: 0px; font-family: "jura" , sans-serif; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">Fiyat, güven ve ürün özelliği unsurları açısından rekabetçi özellikler sergileyebilmek çok zor, kimi zamanda da olanaksızdır. Örneğin, bir eczanede, ürün fiyatları ve özellikleri konusunda yapılabilecek hiçbirşey yoktur. Bununla birlikte hastaların, ilaç almak için girdikleri eczanelerin bazılarına güvenip bazılarına güvenmediklerine ilişkin herhangi bir somut veri de bulunmamaktadır. Geriye bir kavram kalıyor: Konfor.</span></div>
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<span style="border: 0px; font-family: "jura" , sans-serif; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">Birçok ticari işletme için rekabet üstünlüğü sağlanabilecek en etkili ve düşük maliyetli alan konfordur. Buradaki “konfor” kavramından kastımız, müşteriye kendini iyi hissettirecek herşey diye düşünülebilir ve ürünle doğrudan ilgili olması da şart değildir. Bu alanda müşteri beklentileri, detaycı, ayrıcalık hissetmek isteyen, incelik bekleyen ve önemsenmeye ihtiyaç duyan niteliktedir. </span></div>
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<span style="border: 0px; font-family: "jura" , sans-serif; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">Konfor alanı, müşterilerin “homo economicus” değil “homo sapiens” tarafıdır. Bu alanda bilincin yönettiği akıl yerine bilinçaltının yönettiği duygular hüküm sürer genellikle. Mantığın yerini coşkuya bıraktığına sıklıkla şahit oluruz konfor alanının derinliklerinde. Pazar araştırmalarında bu denli kötülendikten sonra jenerik marka olmayı başarabilmiş Red Bull’un başarısı da ancak böyle izah edilebilir herhalde. “Evet, Red Bull başarısını konfor alanında olup bitenlere borçlu ama bu nasıl oluyor?” ya da “Nasıl oluyor da kimsenin beğenmediği bir ürün bunca talep görüyor?” dediğinizi duyar gibiyim. </span></div>
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<span style="border: 0px; font-family: "jura" , sans-serif; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">Konfor alanı, insana kendini iyi hissettiren şeylerden oluşur. Olmazsa olmaz değildir ancak tercih edilmeyi sağlar. Red Bull’un, kullanıcılarına kendini iyi hissettirdiği şey de burada gizlidir aslında: Erkeksilik ve güç! Ne şekilde ve kim tarafından çıkarıldığı bilinmeyen ve içecekte boğaların bazı organlarının kullanıldığına ilişkin söylenti de firma tarafından yalanlanmamıştır.</span></div>
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<span style="border: 0px; font-family: "jura" , sans-serif; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">Konfor alanında yapılabilecekler yaratıcılıkla sınırlıdır; yeter ki müşteriye kendisini iyi hissettirebilsin. Müşteriye statü kazandırmak, ona kendisini değerli hissettirmek, erkeksilik/kadınsılık sunmak; müşterinin sosyal duyarlılıklarına ya da gelenekçi yapısına özen göstermek veya aidiyet hissi yaratmak; müşteriye karşı açıklık/samimiyet/dürüstlük sergilemek… Bunların her biri konfor alanında yer alabilecek yaklaşımlardır.</span></div>
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<span style="border: 0px; font-family: "jura" , sans-serif; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">Bir ürüne yönelik olarak, müşterinin, “talep ettiğini” veya “istemediğini” açıkça beyan etmesi durumu çoğu zaman geri planda kalırken, onlara kendini iyi hissettirebilecek çok sayıda farklı yaklaşım, “tercih edilmek” için önemli ölçüde işe yarayabilmektedir.</span></div>
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<span style="border: 0px; font-family: "jura" , sans-serif; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">Müşteri olarak hepimiz, biraz da teknolojik olanaklar sayesinde, son derece “ince” düşünüyor ve değerlendirmelerimizi o yönde yapıyoruz. İşletmelerden talebimiz ise bizden daha “ince” düşünmeleri ve buna göre hareket etmeleri yönünde oluyor. </span></div>
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<span style="border: 0px; font-family: "jura" , sans-serif; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">Siz müşterilerinizden daha “ince” düşünebilmeyi başarabiliyor musunuz? Cevabınız evetse, tercih edilmeniz ve dolayısıyla da rekabet üstünlüğü sağlamanız kaçınılmaz olacaktır. </span><br />
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Nova Rekabet Stratejilerihttp://www.blogger.com/profile/16189118198731274949noreply@blogger.com0tag:blogger.com,1999:blog-5406244369474344817.post-65892104750902053832016-11-20T01:39:00.000-08:002016-12-23T05:50:38.935-08:00Rekabetin “Daha…” hali ya da “Uyumlu Rekabet”<div class=" flex_vbox" data-reactid=".0.$SITE_ROOT.$desktop_siteRoot.$PAGES_CONTAINER.1.1.$SITE_PAGES.$c1kiu_DESKTOP.1.$i0z43xej_1.0.0.$child.$0.1.$1.$2" id="i0z43xej_1_SinglePostMediaTop_MediaPost__0_0_def_6" style="-webkit-box-orient: vertical; background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; box-sizing: border-box; flex-direction: column; font-family: Arial, Helvetica, sans-serif; font-size: 10px; margin: 0px; outline: 0px; padding: 0.01em 0px; position: relative; vertical-align: baseline;">
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<span style="border: 0px; font-family: "jura" , sans-serif; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">“İnsanlara sorsaydım daha hızlı atlar yetiştirmemi söylerlerdi.”</span></div>
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<span style="border: 0px; font-family: "jura" , sans-serif; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">Henry Ford – Ford Motor Company Kurucusu</span></div>
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<span style="border: 0px; font-family: "jura" , sans-serif; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">Cep telefonu piyasası, ürünlerin pazara sunulduğu ilk günlerden itibaren, topluca bir yarışın içerisine girdi. Daha küçük, daha çok özellik barındıran, daha renkli telefon modelleri ardı ardına piyasaya sürülüyordu. Modeller, birkaç yıl içerisinde “eskiyordu”. Her modeli, piyasaya çıkışından birkaç yıl sonra “takoz” olarak nitelediğimiz ve “tebessümle yad ettiğimiz” zamanlardı. Bu durum, “müşteri tarafından doğal olarak dile getirilmiş” ve “üreticiler tarafından da son derece doğal olarak karşılanmış” bir arz-talep-arz zincirini oluşturmuştu. O yıllarda Nokia yel gibi esip sel gibi yağıyordu hem ülkemizde hem de dünyada... Kendilerinin yaratmış olduğu, sonrasında müşteri talepleriyle desteklenmiş olan ve yine kendilerinin de memnuniyetle karşıladıkları “daha…” lı bir arz/talep mekanizmasını pek kazançlı şekilde hayatımıza eklemlemeyi başarmışlardı. Nokia, bu keyifli ortamın en mesut aktörüydü ama onunla birlikte Sony, Ericsson, (sonrasında Sony Ericsson), Motorola, Siemens, Alcatel ve Samsung da ettikleri kârların tadını çıkarıyordu. Bir ara, sunduğu “maillere ulaşım” hizmetiyle Blackberry, yukarıda saydığımız bu firmalara düşük dozlu elektrik şoku vermiş olsa bile dünya onlara hala güzeldi; ta ki ABD’den “siz onlara gösterene kadar insanlar ne istediklerini / neye ihtiyaç duyduklarını bilmezler” diyen bir adam bu sektöre el atana kadar…</span></div>
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<span style="border: 0px; font-family: "jura" , sans-serif; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">Uyumlu bir rekabet yarışına topluca kilitlenmiş olan, “daha…” şeklindeki talebi önce yaratıp sonra karşılamaya çalışan ve bir süre sonra da yarattıkları alemin sarhoşluğuna kapılan bir zamanların büyük aktörlerine bu sefer düşük voltajlı değil öldürücü elektrik şoku verilmişti; şok tabancası ise Steve Jobs’un elindeydi.</span></div>
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<span style="border: 0px; font-family: "jura" , sans-serif; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">Yarışın neye karşı olduğunu bilmek yarışmak fiilini de kolaylaştırır. Örneğin üniversite sınavına hazırlanmak, yöntemleri ve atılması gereken adımları gayet açık olan bir yarıştır. Dersaneye gidilir, günde 200 soru çözülür, iş ciddiye alınır… Bu koşullar altında sonuç memnuniyet vericidir. Mezun olduktan sonra ise yarışın hedefleri, yöntemleri, atılması gereken adımları flulaşır. Bu nedenle, üniversiteye girişte gösterilen başarı ile mezun olunduktan sonraki profesyonel başarı arasında doğrudan bir korelasyon bulunmamaktadır. İşte cep telefonu pazarını paylaşanların içinde bulundukları rehaveti yaratan biraz da buydu: Yarışlarının neye karşı olduğunu bilmek (veya daha doğrusu varsaymak…): Daha küçült, daha çok özellik ekle, daha yüksek çözünürlüklü kamera koy, daha renkli seçenekler ortaya çıkart… Önce yarattıkları ve sonra kolayca karşıladıkları talep bu yöndeydi. Yarışın koşulları flulaşınca işler sarpa sardı.</span></div>
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<span style="border: 0px; font-family: "jura" , sans-serif; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">Müşteriler, doğaları/durumları/koşulları gereği “daha…” ile başlayan talepleri dile getirmeye meyillidirler. İstisnalar elbette vardır ancak istatistiki bir araştırmada ancak “dışa düşenler” düzeyinde bir büyüklüğe sahiptirler. İş dünyasında müşteriler tarafından dile getirilen “daha…”lı talepler de rekabetçi uyumu ya da “uyumlu rekabeti” tetiklemekten başka bir işe yaramaz. En büyük ticari kazanç fırsatları ise karşılanan değil yaratılan talepte gizlidir.</span></div>
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<span style="border: 0px; font-family: "jura" , sans-serif; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">Cep telefonu pazarında uyumlu rekabete çomak sokan, geliştirdiği akıllı telefonlarla Steve Jobs olmuştu; kim bilir belki bir gün başka birisi de çıkıp akıllı telefon pazarındaki uyumlu rekabete çomak sokuverir.</span></div>
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<span style="border: 0px; font-family: "jura" , sans-serif; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">Not: Bu yazıyla ilgili değerli yönlendirmesini esirgemeyen ve yazıya ismini veren kıymetli meslektaşım Sn. Faruk Şener’e teşekkür ediyorum.</span><br />
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Nova Rekabet Stratejilerihttp://www.blogger.com/profile/16189118198731274949noreply@blogger.com0tag:blogger.com,1999:blog-5406244369474344817.post-4050292103184612602016-11-13T01:38:00.000-08:002016-12-23T05:51:45.082-08:00Rekabet Üstünlüğü'nün "10 adımı", "20 kuralı" yok!!!<div class=" flex_vbox" data-reactid=".0.$SITE_ROOT.$desktop_siteRoot.$PAGES_CONTAINER.1.1.$SITE_PAGES.$c1kiu_DESKTOP.1.$i0z43xej_1.0.0.$child.$0.1.$1.$2" id="i0z43xej_1_SinglePostMediaTop_MediaPost__0_0_def_6" style="-webkit-box-orient: vertical; background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; box-sizing: border-box; flex-direction: column; font-family: Arial, Helvetica, sans-serif; font-size: 10px; margin: 0px; outline: 0px; padding: 0.01em 0px; position: relative; vertical-align: baseline;">
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<span style="border: 0px; font-family: "jura" , sans-serif; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">10 adımda henüz keşfedilmemiş harika fikirleri nasıl bulacağınızı anlatmak… Ya da profesyonel hayatınızda yaşadığınız bütün sorunlarınızı çözebilmenin 10 kuralını sıralayıp dökmek… Harika olmaz mıydı? Hepimiz, hem özel hem de profesyonel yaşantılarımızda bazı sihirli adımları ya da “hokus pokus” kuralları bulabilmeyi ve dahi “hikmete erip” “sırra vakıf olmayı” istemez miyiz? İsteriz. İsteriz ve tam da bu nedenle bu vaatleri taşıyan yazılar, okunma; kitaplar ise satış rekorları kırmaya devam ediyor. Keşke elimizde birer sihirli değnek olsa da dokunduruversek sorunlu gördüğümüz her olaya, her duruma…</span></div>
<div class="font_8" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; color: #72858c; font-family: din-next-w01-light, din-next-w02-light, din-next-w10-light, sans-serif; font-size: 14px; font-stretch: normal; line-height: normal; outline: 0px; padding: 0px; vertical-align: baseline;">
<span style="border: 0px; font-family: "jura" , sans-serif; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">Hayatın, hele de profesyonel hayatın hiç de öyle olmadığını acı deneyimlerle öğrendik hepimiz. Ne sihirli adımlar, ne de hokus pokuslu kurallar yok etrafımızda. Hazır reçeteler işe yaramıyor. Zorluk burada tam burnumuzun dibinde ve yüzleşmekten başka çare yok…</span></div>
<div class="font_8" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; color: #72858c; font-family: din-next-w01-light, din-next-w02-light, din-next-w10-light, sans-serif; font-size: 14px; font-stretch: normal; line-height: normal; outline: 0px; padding: 0px; vertical-align: baseline;">
<span style="border: 0px; font-family: "jura" , sans-serif; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">Firmaların çok sayıda ve türlü türlü, çeşit çeşit problemleri var. Kimisinin finansman, kimisinin maliyet, kimisinin nitelikli iş gücü, kimisinin düşük kâr marjı… Kurumdan kuruma değişir ama yeryüzünde belki iki elin parmaklarını geçmeyecek kadar az sayıda olanlar dışında hemen tüm firmaların tek bir ortak sorunu var ki o da: Rekabet.</span></div>
<div class="font_8" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; color: #72858c; font-family: din-next-w01-light, din-next-w02-light, din-next-w10-light, sans-serif; font-size: 14px; font-stretch: normal; line-height: normal; outline: 0px; padding: 0px; vertical-align: baseline;">
<span style="border: 0px; font-family: "jura" , sans-serif; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">Nasıl daha rekabetçi olunacağına ilişkin yazılıp çizilmiş çok sayıda öneri var. Bir kısmını ve belki de hepsini incelemiş, okumuş ve hatta bazısını hayata geçirmiş dahi olabilirsiniz. Umarım işe yaramıştır. Ama başarısız uygulamaların sayısının başarılı olanlardan çok daha fazla olduğunu rahatlıkla tespit edebiliriz. Örneğin, düşük fiyatla rekabet etmenin intihar olduğunu biliyoruz. Sahi biliyor muyuz? Tüm firma temsilcilerinin bu konuda hemfikir olduklarını sanıyorsanız yanılıyorsunuz: Halen fiyat düşürerek rekabet etmeye çalışan firmalar var; evet var. Örneğin, müşterileriyle teması neredeyse kesilmiş ve gözü rakiplerinden başka kimseyi görmeyen firmalar var; evet var. Kendisini nereye götüreceğini bilmeden “strateji” belirleyen mi dersiniz, ne amaca hizmet edeceğini kestiremeden reklam kampanyaları başlatıp çuvalla parayı sokağa atan mı dersiniz… Hepsinden var.</span></div>
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<span style="border: 0px; font-family: "jura" , sans-serif; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">Fiyatı düşür, rakibe bak, “strateji” belirle, reklama yüklen!!! Biraz soğukkanlı baktığınızda, biraz bütünü gördüğünüzde, bunların çoğunlukla işe yaramayacağını kolaylıkla fark edebilirsiniz. Fark edilebilmeli! İşe yarayacak yegâne rekabet kuralı şudur: Müşterinize sizi tercih etmeleri için gerçek sebepler vermek. İşin kolayına kaçılarak, “10 adımda”, “10 kuralla” bulunulacak şey değildir tercih edilme sebebi. Gerçek tercih edilme sebebi, müşteri açısından hem beklenmedik, hem anlamlı olmak zorundadır. Tercih edilme sebebinin beklenmedik tarafı hedef pazarı içeri çekmenize, anlamlı tarafı ise içeride tutmanıza hizmet edecektir. Kuşkusuz hayata geçirmesi söylemesinden daha zor ama imkânsız değil. Hatta inşaat demiri ya da çimento gibi en meta sektörlerde dahi mümkün ve örnekleri var. Mümkün olmayan iki şeyi söyleyeyim:</span></div>
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<span style="border: 0px; font-family: "jura" , sans-serif; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">Tercih edilme sebeplerinizi, “10 adım” veya “10 kural” gibi hazır reçetelerle ve kolayca bulabilmek.</span></div>
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<span style="border: 0px; font-family: "jura" , sans-serif; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">Tercih edilme sebeplerinizi, rakiplerinize bakarak bulabilmek.</span></div>
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</ol>
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<span style="border: 0px; font-family: "jura" , sans-serif; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">İşte bu iki şey mümkün değil.</span></div>
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<span style="border: 0px; font-family: "jura" , sans-serif; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">Rekabetçi olmanın zamanı çoktan geçti, “rekabet üstü” olmaya ne dersiniz?</span><br />
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Nova Rekabet Stratejilerihttp://www.blogger.com/profile/16189118198731274949noreply@blogger.com0tag:blogger.com,1999:blog-5406244369474344817.post-7513233063192757792016-11-12T01:37:00.000-08:002016-12-23T05:52:15.426-08:00 “Talebi Karşılayarak” Para Kazanırsınız, “Talep Yaratarak” Zengin Olursunuz…<br />
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<span style="border: 0px; font-family: "jura" , sans-serif; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">Avusturya’da, deneme üretimi yapılan bir enerji içeceği piyasaya çıkarılmadan önce hedef pazar profiline uygun kişilerden oluşan kitlesel bir örneklem grubuna sunulur. İlk araştırma bulgularına göre, “yeni içeceğin ince rengi hiç iştah çekici değil, ağızda bıraktığı yapışkanlık duygusu ve tadı iğrenç” bulunur. Araştırma şirketi “hiçbir ürün daha önce bu kadar başarısız olmamıştı” diyerek eldeki sonuçlara nitel bir vurgu eklemekten de kendini alamaz. Firmanın CEO’su Dietrich Mateschitz’in tepkisi, “harika!” şeklinde olurken ürün de tüm bu tuhaf sonuçlara rağmen “Red Bull” markasıyla piyasaya sürülür.</span></div>
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<span style="border: 0px; font-family: "jura" , sans-serif; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">Red Bull, hedef müşteri kitlesi tarafından dile getirilmiş bir ihtiyacı karşılamamıştır. Daha açık bir ifadeyle; ürünün potansiyel müşterilerine yöneltilmiş olan “bir alkolsüz içecekten veya bir enerji içeceğinden beklentiniz nedir?” veya “nasıl bir içecek üretirsek sizin onu tercih edebilmenizi sağlarız?” şeklindeki sorulara verilen cevapların hiçbiri Red Bull’u tarif etmemiştir. Red Bull, hedef pazarını oluşturan potansiyel müşterilerin taleplerine kulak asmamış, bunların hiçbirini dikkate almamıştır. Hatta bir adım daha ileri gidelim: Red Bull kendisini “düşmanca konumlandırmaktan” çekinmemiştir.</span></div>
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<span style="border: 0px; font-family: "jura" , sans-serif; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">Red Bull’un ticari başarısı su götürmez şekilde karşımızdadır ve ürün jenerik marka haline gelebilmeyi de başarmıştır. Ürünün, örneklem kitlesi tarafından bu derece başarısız bulunmasına rağmen elde etmiş olduğu ticari başarının arkasındaki “hokus pokus” nedir?</span></div>
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<span style="border: 0px; font-family: "jura" , sans-serif; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">Bugüne kadar müşteri davranışlarını analiz etmeye, anlamaya ve modellemeye çalışan çok sayıda çalışma ve düzinelerce kitap pazarlama literatüründe yerini almış durumda. Tüm bu çalışmalar, Red Bull örneğinde olduğu gibi, tüketicilerin –kimi zaman “tutarsız” gibi görünen- karar alma şekillerini açıklayabilmeye gayret ediyor. Ama sahiden müşteri davranışlarında bir tutarsızlık var mı?</span></div>
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<span style="border: 0px; font-family: "jura" , sans-serif; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">Her ne kadar geleneksel pazarlama yaklaşımları açısından Red Bull müşterilerinin davranış şekilleri tutarsız gibi görünse de aslında bir tutarsızlık yok. Sadece, 30 sene öncesine nazaran çok daha karmaşık hale gelmiş müşteri doğası söz konusu. “Meta” olarak görmediği ürünlerle türlü bağlar kurma peşinde olan bir tüketici anlayışı ile karşı karşıyayız. Ürünün temel özellikleri, uygun fiyatı ve tedarikçisinin sağladığı güven bir araya geldiğinde dahi müşterisinde satın alma kararını tetikleyemeyebiliyor. Müşterinin iç dünyasında, bu 3 faktörün (ürün özelliği, fiyat, güven) tatmin edemediği; psikolojik, sosyolojik ve antropolojik temelleri olan; piyasada az sayıda markanın/ürünün hitap edebilmeyi başarabildiği gizli kalmış bir alan daha var: Konfor alanı. Bu alanın doğası belki başka bir yazının konusudur ancak burada şu noktayı açıklığa kavuşturmak yerinde olacaktır: Müşteri zihnindeki “konfor” faktörü, kişiye kendisini iyi, değerli, özel hissettiren, ona özgüven aşılayan, statü sağlayan, basitlik/sadelik sunan, erkeksilik/kadınsılık vaat eden her şey olabilir. </span></div>
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<span style="border: 0px; font-family: "jura" , sans-serif; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">Müşterilerin, taleplerini, ürün özelliği/fiyat/güven noktasında yoğunlaştırdıklarını görüyoruz. Dile getirilen bu talepler genellikle de “daha…” ile başlayan cümlelerle ifade edilir. Şunlar gibi: “daha ucuz”, “daha hızlı”, “daha büyük”, “daha küçük”, “daha etkili”… Firmalar bu talepleri dikkate aldıklarında “talebi karşılayan” ve “rekabetçi” bir yaklaşım sergilemeye başlıyorlar. Oysa bizlerin araması gereken, “talep yaratma” ve “rekabet üstü” olabilmenin yolları…</span></div>
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<span style="border: 0px; font-family: "jura" , sans-serif; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">Red Bull, kendisini “düşmanca” konumlandırarak, kendisine yöneltilen eleştirileri görmezden geldi. Üretiminde boğa testisleri kullanıldığı yönündeki söylentilere aldırış etmedi veya yalanlamadı… Red Bull, 3 müşteri karar faktörünün ötesinde, dördüncüsüne oynadı. “Bu içecek erkeklere göre, ister içersin ister içmezsin…” dedi. Müşteri zihnindeki konfor alanında “erkeksilik” faktörünü dikkate aldı ve vurguladı.</span></div>
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<span style="border: 0px; font-family: "jura" , sans-serif; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">Günümüzün en büyük pazarlama paradokslarından biriyle karşı karşıyayız: Dile getirilen talep karşılandığında başarı garanti değildir. Hatta üzülerek söylemeliyim ki günümüzde, çoğu kategoride, talebi karşılamak büyük ihtimalle başarısızlıkla sonuçlanır. Piyasalar, odak gruplar ya da büyük örneklem gruplarının beğenisini toplamış ama ticareten başarısız olmuş ürünlerle doludur.</span></div>
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<span style="border: 0px; font-family: "jura" , sans-serif; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">Rakipler yerine müşterilere odaklanmak, müşterileri dinlemekle yetinmeyip onları anlamak, anketler yapmak yerine onları gözlemlemek, dile getirdikleri talebi karşılamak yerine kendilerinin dahi farkında olmadıkları ihtiyaçları ortaya çıkarmak… Rekabetçi yerine rekabet üstü olmanın yolu buralardan geçiyor. Ve emin olun ki, tüm firmalar, talep yaratma potansiyeline sahip; yeter ki o gözle bakmayı denesinler…</span><br />
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Nova Rekabet Stratejilerihttp://www.blogger.com/profile/16189118198731274949noreply@blogger.com0tag:blogger.com,1999:blog-5406244369474344817.post-33749055784131226032015-05-28T01:35:00.000-07:002016-12-23T05:52:52.107-08:00 Aşinalık Çağı<div class="font_8" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; color: #72858c; font-family: din-next-w01-light, din-next-w02-light, din-next-w10-light, sans-serif; font-size: 14px; font-stretch: normal; line-height: normal; outline: 0px; padding: 0px; text-align: right; vertical-align: baseline;">
<span style="border: 0px; font-family: "arial" , "ms pゴシック" , "ms pgothic" , , "dotum" , "helvetica" , sans-serif; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">-FARMALIVE DERGİSİ MAYIS SAYISINDA YAYIMLANMIŞTIR-</span></div>
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<div class="font_8" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; color: #72858c; font-family: din-next-w01-light, din-next-w02-light, din-next-w10-light, sans-serif; font-size: 14px; font-stretch: normal; line-height: normal; outline: 0px; padding: 0px; vertical-align: baseline;">
<span style="border: 0px; font-family: "arial" , "ms pゴシック" , "ms pgothic" , , "dotum" , "helvetica" , sans-serif; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">2014 yılının sonlarına doğru, bütün dünya, sarsıcı bir hadiseye adeta kilitlenmişti. Yaklaşık 10 yıllık bir seyahat sonrasında, Avrupa Uzay Ajansı (ESA) tarafından uzaya gönderilen Rosetta isimli uzay aracından ayrılan Philae uydusu, 12 Kasım 2014 tarihinde, 67P C-G isimli yaklaşık 4km. çapındaki kuyruklu yıldıza sağlıklı bir şekilde iniş yaptı. Bu gök cisminin Dünya’ya uzaklığı yaklaşık 526 milyon km. Başka bir ifadeyle, Dünya’ya uzaklığı, Güneş ile Dünya arasındaki mesafenin yaklaşık 4 katı. Bahis konusu 67P C-G kuyruklu yıldızının uzaydaki seyir hızı da yaklaşık 73.000 km/saat. Dünya’nın çevresi yaklaşık 40.000 km. olduğuna göre, bu cismin, mevcut hızıyla, Dünya’nın etrafında bir tam tur atma süresinin yarım saatten biraz fazla olduğu söylenebilir. Bu hız, aynı zamanda, 20 km/saniye’ye karşılık gelmektedir ki saniyede 20 km zihinde canlandırması gerçekten zor olan bir hız düzeyidir. 67P C-G kuyruklu yıldızından Dünya’ya gönderilen radyo sinyallerinin yaklaşık olarak 30 dakikada ulaşabildiğini de belirtmem gerekiyor.</span></div>
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<span style="border: 0px; font-family: "arial" , "ms pゴシック" , "ms pgothic" , , "dotum" , "helvetica" , sans-serif; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">Akıl almaz uzaklıkta, olağanüstü bir hızla seyreden ve hepi topu 4 km. çapındaki bir gök cismine, insan yapımı bir cihazın, hasarsız bir şekilde indirilebilmesi… Gerçekten de inanılmaz bir olay!</span></div>
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<span style="border: 0px; font-family: "arial" , "ms pゴシック" , "ms pgothic" , , "dotum" , "helvetica" , sans-serif; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">Sorum şu: Bu denli muazzam bir olaya şahit olduktan sonra çamaşır makinelerimize eklenecek hangi özellik bize ilginç gelebilir? Belki de, çok büyük araştırma - geliştirme maliyetlerine katlanılarak ve yıllarca uğraşılarak ortaya çıkarılmış ve son derece kullanışlı bir özelliktir bu. Ama bu özelliğin bizi etkileme düzeyi beklendiği ölçüde yüksek olacak mıdır?</span></div>
<div class="font_8" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; color: #72858c; font-family: din-next-w01-light, din-next-w02-light, din-next-w10-light, sans-serif; font-size: 14px; font-stretch: normal; line-height: normal; outline: 0px; padding: 0px; vertical-align: baseline;">
<span style="border: 0px; font-family: "arial" , "ms pゴシック" , "ms pgothic" , , "dotum" , "helvetica" , sans-serif; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">Aşinalık, bilginin yayılma gücünün doğal bir sonucu olarak karşımıza çıkıyor. Daha önce görmediğimiz veya duymadığımız bazı yenilikler bizi şaşırtmakta yetersiz kalabiliyor. Philae’nin inişi ve daha birçok olay, bizim, bir kavram, olay ya da ürün özelliği karşısında şaşırma eşiğimizi fazlasıyla yükseltiyor. İşte adım adım yaratılmış küçük yeniliklere karşı kanıksamış tavrımız bundan kaynaklanıyor. Bu nedenledir ki, değiştirme, iyileştirme, geliştirme ve yenileştirmeye karşı duyarsız kalabiliyoruz. Birilerinin bilim ve teknolojide böylesine büyük adımlar atıyor olması, çoğu zaman farkında olmadan, sunulan mal ve hizmetlerden beklentileri yükseltmiş oluyor. İçinde bulunduğumuz bu dönemin en spesifik özelliklerinden birinin, ticari ilişkilere, müşterilerin taşımakta olduğu aşinalıkların damgasını vurması olduğunu söyleyebilmemiz mümkün hale geliyor.</span></div>
<div class="font_8" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; color: #72858c; font-family: din-next-w01-light, din-next-w02-light, din-next-w10-light, sans-serif; font-size: 14px; font-stretch: normal; line-height: normal; outline: 0px; padding: 0px; vertical-align: baseline;">
<span style="border: 0px; font-family: "arial" , "ms pゴシック" , "ms pgothic" , , "dotum" , "helvetica" , sans-serif; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">Bu durum, rekabetin ne denli çetin olduğunu bir kez daha önümüze koyuyor. Aşinalıklarımız, firmalarca atılan adımların büyük çoğunluğunun, müşteriler nezdinde “farklılık” arz etmemesine sebep oluyor. Günümüzde, gerçek anlamda farklılaşmayı zorunlu kılan ve bir o kadar da zorlaştıran unsurlardan biri de aşinalık çağının ruhundan kaynaklanıyor. Aşinalık çağı, ürün geliştirme yoluyla farklılaşabilmeyi gün geçtikçe daha zor hale getiriyor; bu kötü haber. Aşinalığımızı oluşturan mekanizma, teknolojik gelişmelerden besleniyor. Bu nedenle de, hayatın her noktasında olduğu gibi, ticari ilişkilerde de inorganik bir mekanikleşme gün geçtikçe daha belirginleşiyor. Bu inorganik mekanikleşme sürecinde, yeni ürünlerle yaratılması gittikçe zorlaşan farklılaşmayı, içerisinde insan dokunuşu barındıran yaklaşımlar daha da kolaylaştırıyor; bu da iyi haber.</span></div>
<div class="font_8" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; color: #72858c; font-family: din-next-w01-light, din-next-w02-light, din-next-w10-light, sans-serif; font-size: 14px; font-stretch: normal; line-height: normal; outline: 0px; padding: 0px; vertical-align: baseline;">
<span style="border: 0px; font-family: "arial" , "ms pゴシック" , "ms pgothic" , , "dotum" , "helvetica" , sans-serif; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">Aşinalık bir yandan müşterilerin farklılaşmaya olan talebini tetiklerken, diğer yandan da firmaların farklılaşabilmek için kullanabilecekleri “ürün özelliğini artırmaya” dayalı yöntemleri açmaza sürüklüyor. Peki tüm bu koşullar altında farklılaşma stratejimizi nasıl oluşturmamız gerekiyor? Yazının bundan sonrasında sunulacak fikir ve önerileri, daha açık ifade edebilmek amacıyla, eczaneler özelinde somutlaştıralım:</span></div>
<div class="font_8" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; color: #72858c; font-family: din-next-w01-light, din-next-w02-light, din-next-w10-light, sans-serif; font-size: 14px; font-stretch: normal; line-height: normal; outline: 0px; padding: 0px; vertical-align: baseline;">
<span style="border: 0px; font-family: "arial" , "ms pゴシック" , "ms pgothic" , , "dotum" , "helvetica" , sans-serif; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">Öncelikle yapılması gereken şey, müşteriye sunulan ürünün yeniden tanımlanması ve farklılaşma alanının ortaya çıkarılmasıdır. Eczanelerde, -en yüzeysel tabirle- sunulan ürün ilaçtır. Oysa bu işletmelerde sadece ilaç yani meta değil aynı zamanda hastalara sağlık sorunlarına ilişkin teknik bilgi ve hizmet sunumu da gerçekleştirilir. Kaldı ki (inşaat demiri, çimento gibi) en metalaşmış sektörlerde dahi müşteriye mal ve hizmetlerin belirli oranlarda bir araya getirilmiş kompozisyonu sunulmaktadır. Öyleyse eczanelerde hastalara sunulan ürün, ilaç + bilgi ve hizmetler şeklinde formüle edilebilir. Öte yandan, eczacının, sattığı meta yani ilaç üzerinde gerçekleştirebileceği inovasyon son derece kısıtlı olduğundan farklılaşmayı gerçekleştirebileceği alan ürünün ikinci parçası olarak karşımıza çıkar yani hastalara sunacağı bilgi ve hizmetler…</span></div>
<div class="font_8" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; color: #72858c; font-family: din-next-w01-light, din-next-w02-light, din-next-w10-light, sans-serif; font-size: 14px; font-stretch: normal; line-height: normal; outline: 0px; padding: 0px; vertical-align: baseline;">
<span style="border: 0px; font-family: "arial" , "ms pゴシック" , "ms pgothic" , , "dotum" , "helvetica" , sans-serif; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">Hastaya sunulan bilgi ve hizmetlerde, aşinalık çağının yarattığı inorganikleşme sürecinin aksi yönünde sergilenecek her tavır ve tutum farklılaştırıcı etkiye sahip olacaktır. Eczacının kendisiyle birlikte ekibinin hastaya karşı ortaya koyacağı ve “insan dokunuşu” barındıran her tavır ve tutum aslında farklılaşma içeriği taşıyabilecektir.</span></div>
<div class="font_8" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; color: #72858c; font-family: din-next-w01-light, din-next-w02-light, din-next-w10-light, sans-serif; font-size: 14px; font-stretch: normal; line-height: normal; outline: 0px; padding: 0px; vertical-align: baseline;">
<span style="border: 0px; font-family: "arial" , "ms pゴシック" , "ms pgothic" , , "dotum" , "helvetica" , sans-serif; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">Farklılaşma alanı ortaya koyulduktan sonra ise bu süreci planlamak ve altyapıyı bu yönde hazırlamak gerekir. Burada altı çizilerek belirtilmesi gereken önemli husus şudur: Bazı farklılıkların, rekabet avantajı sağlayabilecek gerçek farklılaşmaya dönüştürülmesi için ya son derece öngörülemez/beklenmedik ve müşteri açısından fayda içerikli olması ya da öngörülebilir/beklenir ama çok sayıda küçük iyileştirmeyi içeriyor olması gerekir. Bu noktayı iki örnekle biraz daha açmakta yarar var.</span></div>
<div class="font_8" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; color: #72858c; font-family: din-next-w01-light, din-next-w02-light, din-next-w10-light, sans-serif; font-size: 14px; font-stretch: normal; line-height: normal; outline: 0px; padding: 0px; vertical-align: baseline;">
<span style="border: 0px; font-family: "arial" , "ms pゴシック" , "ms pgothic" , , "dotum" , "helvetica" , sans-serif; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">New York’ta, St. Mark’s Place’de, cadde üzerinde bir sosis lokantası ve onun içerisinde bir köşede duran bir telefon kulübesinden bahsediyor Contagious isimli kitabında Jonah Berger. “Kulübeye girip, telefon üzerindeki çemberi saat yönünde takılıncaya kadar çevirip ahizeyi kulağınıza tutun, karşı tarafta birisi size rezervasyonunuzun olup olmadığını soracak” diyor. Rezervasyonunuz varsa veya yoksa bile o günkü rezervasyon durumu uygunsa, kulübede karşıdaki panelin geriye doğru açılacağını ve sizi “Lütfen Kimseye Söyleme” (Please Don’t Tell – PDT) isimli bar kısmına buyur edeceklerini belirtiyor. PDT’nin herhangi bir yerde tabelası, reklamı veya broşürü yok. Sadece oraya girebilme “ayrıcalığını” kazanabilmiş bazı insanların ortalığa dalga dalga yayılmış deneyimleri var. İşte bu deneyim öngörülemez ve beklenmediktir. Müşteriler açısından ise yaratmış olduğu “ayrıcalık” hissi ve bir telefon kulübesinden bir bara girebilmek gibi ilginç bir deneyim fayda sunar niteliktedir.</span></div>
<div class="font_8" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; color: #72858c; font-family: din-next-w01-light, din-next-w02-light, din-next-w10-light, sans-serif; font-size: 14px; font-stretch: normal; line-height: normal; outline: 0px; padding: 0px; vertical-align: baseline;">
<span style="border: 0px; font-family: "arial" , "ms pゴシック" , "ms pgothic" , , "dotum" , "helvetica" , sans-serif; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">Öte yandan örneğin beğendiğiniz ve sevdiğiniz insanları götürmekten hoşlandığınız bir restoranı gözünüzün önüne getirin. Tahmin edilebilir ki orada yemekler lezzetli, hizmet güler yüzlüdür ve mekanın hijyen sorunu bulunmamaktadır. İlk örnekte beklenmedik kabul seremonisi mekanı farklılaştırmaya yetebilirken ikinci örnekte ise (nefaset, iyi hizmet ve hijyen gibi) üç faktörün iyileştirilmesi ancak farklılaşma yaratabilmiştir. Çoğu iş kolu, ilk örnekteki gibi öngörülemez ve beklenmedik şeyler sunabilmek için uygun zemine sahip olamayabilir ancak ikinci örnekteki gibi birkaç unsurda gerçekleştirilecek iyileştirmeler ile farklılaşabilmek çok sayıda işletme için mümkün olabilir.</span></div>
<div class="font_8" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; color: #72858c; font-family: din-next-w01-light, din-next-w02-light, din-next-w10-light, sans-serif; font-size: 14px; font-stretch: normal; line-height: normal; outline: 0px; padding: 0px; vertical-align: baseline;">
<span style="border: 0px; font-family: "arial" , "ms pゴシック" , "ms pgothic" , , "dotum" , "helvetica" , sans-serif; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">Tekrar eczanelere dönelim. Bir eczaneye hastaların yararlanması amacıyla konulan su sebili elbette farklılık yaratabilir ancak rekabet avantajı sağlayacak şekilde “farklılaşmak” için yetersiz kalacaktır. Bununla birlikte, eczane ekibinin, güler yüzle hizmet vermesi ve hastaya sunulan teknik bilgiye yönelik donanımının artmasını sağlayacak eğitimler alınması iyi olacaktır. İlaveten, eczacının bizzat kendisinin hasta ile muhatap olması ise bir adım daha farklı kılacaktır o eczaneyi. Hastaya karşı “insan dokunuşu” barındıran bir tutum sergileyebilmek adına yapılabilecekler kuşkusuz bunlarla sınırlı değildir. Bu sepette bulunanlara eklenebilecek her yeni olumlu tutum o eczaneyi, rakipleri karşısında biraz daha farklılaştıracaktır.</span></div>
<div class="font_8" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; color: #72858c; font-family: din-next-w01-light, din-next-w02-light, din-next-w10-light, sans-serif; font-size: 14px; font-stretch: normal; line-height: normal; outline: 0px; padding: 0px; vertical-align: baseline;">
<span style="border: 0px; font-family: "arial" , "ms pゴシック" , "ms pgothic" , , "dotum" , "helvetica" , sans-serif; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">Rekabet üstünlüğü için farklılaşabilmek amacıyla ya gerçekten olağanüstü nitelikte ve müşteri/hasta için beklenmedik özellikte bir hizmet sunumu gerekir ya da çok sayıda küçük iyileştirmenin bir araya getirilerek çarpıcı bir bütün oluşturması sağlanabilir dedik. Zaten gün geçtikçe daha çok sayıda eczanenin bu tip iyileştirmelere önem vermeye ve bu yolla farklılaşmaya çalıştığını görmeye başladık. Bu noktada üzerinde durulması gereken şey ise tüm bu iyileştirmelerin sürdürülebilirliği sorunudur. Bunu da açmakta yarar var.</span></div>
<div class="font_8" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; color: #72858c; font-family: din-next-w01-light, din-next-w02-light, din-next-w10-light, sans-serif; font-size: 14px; font-stretch: normal; line-height: normal; outline: 0px; padding: 0px; vertical-align: baseline;">
<span style="border: 0px; font-family: "arial" , "ms pゴシック" , "ms pgothic" , , "dotum" , "helvetica" , sans-serif; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">Belirlenen herhangi bir farklılaşma stratejisinin hayata geçirilmesi esnasında karşılaşılan sorunlardan biri, farklılaşmanın anlık bir heyecan ve coşkuyla başlatılması ancak sistematik ve sürdürülebilir hale getirilememesidir. Yine eczanelerden örnekler verelim. Diyelim ki bir eczane içerisine, müşterilerin/hastaların kullanımına yönelik olarak kahve makinesi koydunuz. Kabul edelim bu bir farklılık unsurudur ama tek başına farklılaşma sağlayamamıştır henüz. Zaten rakip eczaneler de kısa süre içerisinde aynı hizmeti sunmaya başlayacaktır. Akabinde diyelim ki siz ekibinize etkili iletişim eğitimi aldırdınız. Rakipler de bunu yapacaktır. Dolayısıyla yakalanan her farklılık bir süre sonra rakiplerin ilgisini çekecek ve aynılaşma sürecini harekete geçirecektir. Tam da bu sebepten ötürü farklılaşmanın atılacak tek bir adım olmaması, sürdürülebilir ve sürekli kılınması esastır. Anılan bu sürekliliğin/sürdürülebilirliğin mümkün olabilmesi için de kurum içerisinde inovasyon kültürünün oluşturulmuş ve kurumsallaştırılmış olması gerekir. Hizmette sağlanacak iyileştirme ve gerçekleştirilecek farklılaşmanın sadece eczacının uhdesinde olmaması, ekibin de inovatif yaklaşım sergileyerek farklılaşma alanları bulmasının teşvik edilmesi esastır. (Kurum içerisinde inovasyon kültürünün nasıl tesis edileceğine yönelik olarak öneriler derginin gelecek sayısında yer alacak.)</span></div>
<div class="font_8" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; color: #72858c; font-family: din-next-w01-light, din-next-w02-light, din-next-w10-light, sans-serif; font-size: 14px; font-stretch: normal; line-height: normal; outline: 0px; padding: 0px; vertical-align: baseline;">
<span style="border: 0px; font-family: "arial" , "ms pゴシック" , "ms pgothic" , , "dotum" , "helvetica" , sans-serif; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">Sunulan ürünün alıcısı pozisyonundaki insanlar küçük iyileştirmeleri tek tek farklılık olarak değerlendirir ancak bu iyileştirmeler bir kompozisyon şeklinde sunulur ve sürekli kılınırsa “farklılaşma” niteliği taşıyacaktır çünkü farklılaşabilmek ancak müşteri zihnindeki aşinalık eşiğinin aşıldığı noktalarda ve beklenmedik adımların atılması ile mümkün olabilir. </span></div>
<div class="font_8" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; color: #72858c; font-family: din-next-w01-light, din-next-w02-light, din-next-w10-light, sans-serif; font-size: 14px; font-stretch: normal; line-height: normal; outline: 0px; padding: 0px; vertical-align: baseline;">
<span style="border: 0px; font-family: "arial" , "ms pゴシック" , "ms pgothic" , , "dotum" , "helvetica" , sans-serif; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">Farklılaşarak rekabet avantajı sağlayabilmeniz dileğiyle…</span><br />
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Nova Rekabet Stratejilerihttp://www.blogger.com/profile/16189118198731274949noreply@blogger.com0tag:blogger.com,1999:blog-5406244369474344817.post-64732079184643439052015-05-20T01:34:00.000-07:002016-12-23T05:54:26.308-08:00 Rekabet Üstünlüğü İçin Farklılaşma<div class="font_8" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; color: #72858c; font-family: din-next-w01-light, din-next-w02-light, din-next-w10-light, sans-serif; font-size: 14px; font-stretch: normal; line-height: normal; outline: 0px; padding: 0px; text-align: right; vertical-align: baseline;">
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<span style="border: 0px; font-family: "arial" , "ms pゴシック" , "ms pgothic" , , "dotum" , "helvetica" , sans-serif; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">2004 yılında Dove “Gerçek Güzellik İçin” isminde bir kampanya başlatır. Kampanyanın temeli, alışılageldik “erişilmez süpermodel güzelliği” anlayışına meydan okurcasına güzellik kavramının ayaklarını yere bastırmaya dayandırılır. Kozmetik ürünleri pazarlamasında normal olan, büyülü güzelliklerin hedef olarak tayin edilmesi ve kadınların “orada gördükleri gibi olabilmek için bu ürünlere ihtiyaçları olduğuna” ikna edilmesidir. Dove ise bambaşka bir telden çalıp, kadınların mevcut / sıradan / abartısız / günlük hallerini yüceltme yolunu seçer. “Siz bu halinizle güzelsiniz” diyerek “süpermodel olmayan” kadınlara reklam ilanlarında yer verirler ve bazı başka normal görünümlü hanımların makyaj ve teknolojik rötuşlar kullanılarak podyum mankeni kıvamındaki güzel hanımlara nasıl dönüştürülebileceğini “evolution” isimli reklam filmlerinde gözler önüne sererler. Mesaj çok nettir: Siz bu halinizle güzelsiniz!</span></div>
<div class="font_8" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; color: #72858c; font-family: din-next-w01-light, din-next-w02-light, din-next-w10-light, sans-serif; font-size: 14px; font-stretch: normal; line-height: normal; outline: 0px; padding: 0px; vertical-align: baseline;">
<span style="border: 0px; font-family: "arial" , "ms pゴシック" , "ms pgothic" , , "dotum" , "helvetica" , sans-serif; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">“Normal” kadınların, kendilerine duydukları özgüveni tazeler Dove’un bu yaklaşımı. Başlangıçta sektörde kıyametler kopmasına neden olsa da sular durulduğunda görülen şey, muazzam bir pazarlama başarısının elde edilmiş olduğudur. Podyum mankenlerinin güzelliğini öne sürüp “neden siz de böyle olmayasınız?” şeklindeki bir kampanyayı ilk başlatan firmanın, kendi dönemi içerisinde ne denli aykırı bir duruşu varsa; herkesin podyum mankenliği kıvamında güzelliğe işaret ettiği bir ortamda “normal bir kadın olarak da güzelsiniz!” vurgusu da o denli aykırıdır.</span></div>
<div class="font_8" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; color: #72858c; font-family: din-next-w01-light, din-next-w02-light, din-next-w10-light, sans-serif; font-size: 14px; font-stretch: normal; line-height: normal; outline: 0px; padding: 0px; vertical-align: baseline;">
<span style="border: 0px; font-family: "arial" , "ms pゴシック" , "ms pgothic" , , "dotum" , "helvetica" , sans-serif; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;"> Şu bilgiyi de paylaşmalıyım: Gerçek Güzellik İçin kampanyasının adımlarından bir tanesi de “Gerçek Güzellik Çizimleri”dir. 2014 Guinness Rekorlar Kitabına göre, bu kampanyaya ilişkin Youtube videoları rekorlara imza atmıştır. 1 Mayıs 2014 itibariyle 110’dan fazla ülkede ve 24 dilde 134.265.061 kez izlendikleri belirlenen bu videoların sosyal ağlarda da 4.517.422 kez paylaşıldığı belirtilmektedir.</span></div>
<div class="font_8" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; color: #72858c; font-family: din-next-w01-light, din-next-w02-light, din-next-w10-light, sans-serif; font-size: 14px; font-stretch: normal; line-height: normal; outline: 0px; padding: 0px; vertical-align: baseline;">
<span style="border: 0px; font-family: "arial" , "ms pゴシック" , "ms pgothic" , , "dotum" , "helvetica" , sans-serif; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">Dove, aykırı bir tutum sergilemiş, manken kıvamlı güzelliği hedef olmaktan çıkarmış, “siz siz olduğunuzda zaten güzelsiniz” vurgusunu başarıyla yapmış ve sonuçta farklılaşmıştır. Durum şöyle de ifade edilebilir: Dove, sıradanlığa yaptığı övgü ile sıra dışı olabilmeyi başarmıştır.</span></div>
<div class="font_8" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; color: #72858c; font-family: din-next-w01-light, din-next-w02-light, din-next-w10-light, sans-serif; font-size: 14px; font-stretch: normal; line-height: normal; outline: 0px; padding: 0px; vertical-align: baseline;">
<span style="border: 0px; font-family: "arial" , "ms pゴシック" , "ms pgothic" , , "dotum" , "helvetica" , sans-serif; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">Kişi ya da kurumların sizin ürününüzü tercih etmeleri için onlara sunabildiğiniz her bir neden aynı zamanda sizin farklılaşma alanınızdır. Dolayısıyla, işletme sahibinin bir temel soruyu kendisine yöneltip cevabını da içtenlikle araması farklılaşabilmenin ilk adımıdır denilebilir: Müşteri neden benim ürünlerimi tercih etsin? Rakiplerinizle sizin aranızda var olan her bir anlamlı farklılık farklılaşma ve dolayısıyla da rekabet üstünlüğü anlamına gelmektedir. Yakından bakalım…</span></div>
<div class="font_8" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; color: #72858c; font-family: din-next-w01-light, din-next-w02-light, din-next-w10-light, sans-serif; font-size: 14px; font-stretch: normal; line-height: normal; outline: 0px; padding: 0px; vertical-align: baseline;">
<span style="border: 0px; font-family: "arial" , "ms pゴシック" , "ms pgothic" , , "dotum" , "helvetica" , sans-serif; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">Dove’un bu kampanya ile elde ettiği başarının temelinde aslında ne var? Yeni ürünler mi dersiniz? Bu kampanya esnasında Dove tek bir yeni ürün lansmanı gerçekleştirmedi. Fiyat indirimleri ve promosyon? Dove, kampanyası sırasında fiyat indirimi de yapmadı. Göz alıcı broşürler bastırıp tüm müşterilerine postalamadı. Hiç kimseyi e-posta bombardımanına tutmadı. Piyango düzenlemedi. Televizyonlara milyon dolarlık reklamlar vermedi. Yaptığı şey, kadınların yüreğine temas etmekten ibaretti. Bu kampanya ile Dove farklılaştı çünkü rakiplerinin yapmadığı (belki de yapmaya asla cesaret edemeyecekleri) bir şeyi yaptı: Kadınlara “siz siz olduğunuzda zaten güzelsiniz” diye haykırdı. Hem beklenmedik hem de son derece anlamlı bir mesajı hedef pazarına son derece akıllıca iletebilmeyi başardı. Mesajın beklenmedik olduğu muhakkak ancak asıl önemlisi sahip olduğu anlamlı içerikti. Dove, müşterilerinin değer alanında kendisine önemli bir yer açabilmeyi işte o anlamlı içerikle başarabildi; aslında o anlam, kampanyanın kadınların özgüvenlerini tazelemesinden başka bir şey değildi.</span></div>
<div class="font_8" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; color: #72858c; font-family: din-next-w01-light, din-next-w02-light, din-next-w10-light, sans-serif; font-size: 14px; font-stretch: normal; line-height: normal; outline: 0px; padding: 0px; vertical-align: baseline;">
<span style="border: 0px; font-family: "arial" , "ms pゴシック" , "ms pgothic" , , "dotum" , "helvetica" , sans-serif; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">Kuşkusuz farklılaşma için inovatif bir yaklaşım gerekir. İnovasyon bazen yeni bir ürün ortaya çıkarmaya yönelik olabileceği gibi kimi zaman da yeni bir iletişim kampanyası, farklı ambalaj ya da sunum içerikli de olabilir. Bu konudaki temel yanılgı, inovasyon ile Ar-Ge kavramlarının özdeşleştirilmesidir zira her başarılı inovasyon yeni ürün geliştirmeye yönelik olmayabilir. Bu iki kavramın birbirleriyle karıştırılması da inovasyonun çok ulaşılamaz bir kavram gibi görülmesi sorununa neden olmaktadır. Bir örnekle açmakta yarar var: Coca-Cola’nın Dünya’da “Share a Coke”, ülkemizde de “Bu Coca-Cola Senin İçin” isimleriyle lanse edilmiş kampanyasında yeni bir ürün var mıydı? Yeni olan tek şey ambalaj ve onun sağladığı etkili iletişimdi. Bu kampanyanın ortaya çıkışında inovasyon vardı ama Ar-Ge yoktu. Hayata geçirme maliyeti düşük ama sonuçları son derece etkili olan bir farklılaşma başarısını yakaladı Coca-Cola. Dove ve Coca-Cola örnekleri bizlere farklılaşmanın gözümüzde büyüttüğümüz gibi kavramlar olmadığını göstermiştir.</span></div>
<div class="font_8" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; color: #72858c; font-family: din-next-w01-light, din-next-w02-light, din-next-w10-light, sans-serif; font-size: 14px; font-stretch: normal; line-height: normal; outline: 0px; padding: 0px; vertical-align: baseline;">
<span style="border: 0px; font-family: "arial" , "ms pゴシック" , "ms pgothic" , , "dotum" , "helvetica" , sans-serif; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">Farklılaşma çabası iki temel unsuru barındırdığı takdirde başarılı sonuçlar doğuracaktır. Bunlardan ilki, farklılaşma için atılacak adımların müşteri açısından beklenmedik içerikte olması; ikincisi ise müşterinin değer algısı içerisinde anlam taşıyor olmasıdır. Aşağıda okuyacaklarınız hem beklenmedik hem de anlamı olanın müşteriye nasıl sunulabileceğine yönelik iyi bir örnek teşkil eder.</span></div>
<div class="font_8" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; color: #72858c; font-family: din-next-w01-light, din-next-w02-light, din-next-w10-light, sans-serif; font-size: 14px; font-stretch: normal; line-height: normal; outline: 0px; padding: 0px; vertical-align: baseline;">
<span style="border: 0px; font-family: "arial" , "ms pゴシック" , "ms pgothic" , , "dotum" , "helvetica" , sans-serif; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">Bir keresinde, Lego’nun parça koleksiyonunda bulunan standart bir piston mekanizmasının, ürettikleri bir set için uygun olmadığı ortaya çıkmıştı. Parçanın kendisinde bir sorun yoktu aslında (yani her zaman üretildiği gibi üretilmişti) ancak kullanıldığı sette o parçanın kaldırması gereken kısım biraz ağır olduğundan bu parçanın kısa zamanda deforme olduğu görüldü. Belli ki, o sete mahsusen o parçanın bir miktar modifiye edilmesi gerekiyordu. Firma, konuyu incelediklerine ve çözüm üreteceklerine ilişkin bir basın açıklaması yaptı. Bir süre sonra aynı ebatta, aynı görüntüde, aynı işlevde ancak güçlendirilmiş şekilde yeni piston mekanizmalarının üretildiğini duyurdular. Bu esnada ben de firmanın internet sitesinde bir iletişim formu doldurarak anılan setten bir tanesine de benim sahip olduğumu ve ne yapmam gerektiğine ilişkin fikrimin olmadığını yazmıştım. Konuyu bir süre sonra unutmuştum bile. Bir gün eve bir paket geldi. Paketi Danimarka’da bulunan Lego merkez ofisi göndermişti. Paketin içerisinden, firmanın yeniden ürettiği ve sette değiştirilmesi gereken parçaların tümü çıktı. Paketin içindekilerin değeri yaklaşık 50$ civarındaydı. Beklenmedik bir şey gerçekleşmişti. Benden ne fatura istediler ne de sete gerçekten sahip olup olmadığımı sorguladılar. Üstelik yeni parçaların gönderilmesi için ekstra bir form doldurmamı istemediler ya da yeni parçaları gönderebilmeleri için eskilerini iade etmem gerektiğine ilişkin bir şart öne sürmediler. Bir iletişim kutucuğunda dile getirilen “ben ne yapmalıyım?” sorusu ve akabinde olanlar… Lego’nun bu tutumu tüketici olarak benim gözümde hem beklenmedik hem de anlamlı bir yere oturduğu için Lego benim nazarımda fazlasıyla farklılaşabilmiştir.</span></div>
<div class="font_8" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; color: #72858c; font-family: din-next-w01-light, din-next-w02-light, din-next-w10-light, sans-serif; font-size: 14px; font-stretch: normal; line-height: normal; outline: 0px; padding: 0px; vertical-align: baseline;">
<span style="border: 0px; font-family: "arial" , "ms pゴシック" , "ms pgothic" , , "dotum" , "helvetica" , sans-serif; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">Beklenmedik olanı tespit edebilmek için ise müşteri anketleri son derece işlevsiz kalır. Bu konuda Steve Jobs’un yorumu, “İnsanlar ne istediklerini bilmezler ta ki siz onlara gösterene kadar” şeklindedir. Buradaki temel yaklaşım insanların davranışlarını gözlemlemek, tüketim alışkanlıkları ve ürün kullanımına ilişkin gerçek beklentilerini anlayabilmek ve farkında olmadıkları ihtiyaçları ortaya koyabilmek yönünde olmalıdır. Oysa müşterilerin anketlere verdikleri cevaplar “daha” kelimesi ile başlayan muhtelif cümlelerden oluşmaktadır. Daha hızlı, daha büyük, daha ucuz, daha sağlam, daha, daha, daha… Dove, Coca-Cola veya Lego, hiçbir “daha” talebini karşılamaya çalışmamış tam tersine sadece tüketicileriyle kurdukları bağı güçlendirmeye çalışmışlardır. Aslında başardıkları şey tam olarak insan dokunuşudur.</span></div>
<div class="font_8" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; color: #72858c; font-family: din-next-w01-light, din-next-w02-light, din-next-w10-light, sans-serif; font-size: 14px; font-stretch: normal; line-height: normal; outline: 0px; padding: 0px; vertical-align: baseline;">
<span style="border: 0px; font-family: "arial" , "ms pゴシック" , "ms pgothic" , , "dotum" , "helvetica" , sans-serif; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">Rekabet üstünlüğü sağlayabilmenin yolu farklılaşabilmektir. Müşterilerin tercih etmesini sağlayacak bir farklılık yaratabilmek günümüzde fazlasıyla aynılaşan ürünler arasında sizin sunduklarınızın dikkat çekmesini sağlayabilmenin tek yoludur. Anlamlı olmak kaydıyla beklenmedik olanı bulduğunuzda ise bunu başarmaya çok yakınsınız demektir.</span><br />
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Nova Rekabet Stratejilerihttp://www.blogger.com/profile/16189118198731274949noreply@blogger.com0tag:blogger.com,1999:blog-5406244369474344817.post-89976518291261974022015-03-27T01:31:00.000-07:002016-12-23T05:54:58.219-08:00Farklılaşma Her Yerde, Her Şekilde...<div class=" flex_vbox" data-reactid=".0.$SITE_ROOT.$desktop_siteRoot.$PAGES_CONTAINER.1.1.$SITE_PAGES.$c1kiu_DESKTOP.1.$i0z43xej_1.0.0.$child.$0.1.$1.$2" id="i0z43xej_1_SinglePostMediaTop_MediaPost__0_0_def_6" style="-webkit-box-orient: vertical; background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; box-sizing: border-box; flex-direction: column; font-family: Arial, Helvetica, sans-serif; font-size: 10px; margin: 0px; outline: 0px; padding: 0.01em 0px; position: relative; vertical-align: baseline;">
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<span style="border: 0px; font-family: "jura" , sans-serif; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">Bazen kısıtlı olanaklar farklılaşmaya yönelik müthiş inovasyonların ortaya çıkmasını sağlayabilir.</span></div>
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<span style="border: 0px; font-family: "jura" , sans-serif; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">2. Dünya Savaşının henüz başladığı ve yoksulluğun tüm ağırlığıyla hissedildiği 1939 yılında Kansas / ABD'de annelerin un çuvallarından kızlarına elbiseler diktiğini fark eden bir un firması bir inovasyon gerçekleştirir: Çiçek desenli çuvallar!..</span></div>
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<span style="border: 0px; font-family: "jura" , sans-serif; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;"> Ne denli olağan üstü bir farklılaşma yarattıklarının farkındalar mıydı bilmiyorum ama çok önemli düzeyde talep görmüş olduklarını ve rekabet üstünlüğü elde edebildiklerini tahmin etmek zor olmasa gerek.</span></div>
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<span style="border: 0px; font-family: "jura" , sans-serif; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">Farklılaşma her yerde, her şekilde ve her koşulda mümkün; yeter ki beklenmedik ve müşteri ihtiyaçlarını karşılamak konusunda anlamlı olsun...</span><br />
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Nova Rekabet Stratejilerihttp://www.blogger.com/profile/16189118198731274949noreply@blogger.com0tag:blogger.com,1999:blog-5406244369474344817.post-50496087352689716532015-03-26T01:31:00.000-07:002016-12-23T05:55:25.333-08:00 Müşteri Ne İster?<br />
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<span style="border: 0px; font-family: "jura" , sans-serif; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">"İnsanlar ne istediklerini bilmezler ta ki siz onlara gösterene kadar” diyor Steve Jobs.</span></div>
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<span style="border: 0px; font-family: "jura" , sans-serif; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">Her işletme sahibinin kendi kendine sorması ve cevabını da içtenlikle araması gerektiğini düşündüğüm bir sorudur bu: Mevcut veya potansiyel müşterilerimin benden tam olarak beklentisi nedir? Bu soru, hak ettiği önemi görmeyen, gerektiği kadar ciddiye alınmayan ve daha da acısı çoğu işletme sahibi tarafından bir kez dahi sorulmayan buna mukabil cevabı gerçekten önemli olan bir sorudur.</span></div>
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<span style="border: 0px; font-family: "jura" , sans-serif; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">İşletmeler genellikle müşterilerin gerçek talep ve ihtiyaçlarını anlamaya çalışmadan, kategorideki rakiplerinin sunduklarına benzer ürünlerle piyasaya girip başarılı olabilecekleri yanılgısını taşırlar. Buradaki temel sorun, genel bir değerlendirme yapıldığında karşılanamayan herhangi bir ihtiyacın kalmamış olmasıdır. Mevcut işletmelerin zaten karşılamakta olduğu ihtiyaçları karşılama iddiasıyla ortaya çıktığınızda tercih edilmek için geçerli bir sebep sunamadığınız takdirde müşteriler neden mevcut tedarikçilerini bırakıp size yönelsin?</span></div>
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<span style="border: 0px; font-family: "jura" , sans-serif; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">Bu koşullar altında bir gerekçe ama yeterli etkiye sahip bir gerekçeyi müşterilere sunabilmek zorunluluğu vardır ki bu gerekçeyi oluşturabilecek yegane dinamik de farklılaşmadır.</span></div>
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<span style="border: 0px; font-family: "jura" , sans-serif; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">Rekabet üstünlüğü için farklılaşma şarttır. </span></div>
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<span style="border: 0px; font-family: "jura" , sans-serif; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">Müşteri sahiden ne ister? Cevabı hiç de göründüğü kadar basit olmayan bir sorudur bu. Çok sayıda firma bu sorunun cevabını müşterilere uyguladığı anketlerde aramaya çalışır ancak bu da nafiledir. Müşterilere yapılan anketler göstermiştir ki müşteri kendisine sorulduğunda "daha..." ile başlayan cümleler kurar: "daha hzılı", "daha konforlu", "daha büyük", "daha doğal", daha, daha, daha...</span></div>
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<span style="border: 0px; font-family: "jura" , sans-serif; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">Oysa kırılma noktası yaratan ürünlerin hiçbiri öncellerinin "daha..."sı niteliğinde değildir. Televizyon, radyonun ne daha küçüğü ne daha yüksek seslisi, ne de daha başka bir şeyidir. Televizyon radyodan tamamen başka bir şeydir.</span></div>
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<span style="border: 0px; font-family: "jura" , sans-serif; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">Jobs sonuna kadar haklıdır. Müşteri, kendilerine sunulduğunda "ihtiyaç" olarak kabul edecekleri ama kendi akıllarına hiç gelmemiş olan ürünlere ilgi gösterir. Dolayısıyla müşteriyi iyi tanımak, onların nelerden hoşlanacağını veya neye ihtiyaç duyacaklarını anlayabilmek işletmecinin görevidir. Onların fark etmediği ama firmanın fark ederek ürettiği ve müşteriye sunduğu mal ve hizmetlerin tamamı da farklılaşmayı sağlar nitelikte olacaktır.</span><br />
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Nova Rekabet Stratejilerihttp://www.blogger.com/profile/16189118198731274949noreply@blogger.com0tag:blogger.com,1999:blog-5406244369474344817.post-5060281272418852202015-03-07T02:02:00.000-08:002016-12-25T02:04:06.708-08:00<div class="font_8" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; font-family: jura, sans-serif; font-size: 14px; font-stretch: normal; line-height: normal; outline: 0px; padding: 0px; vertical-align: baseline;">
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<div style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; font-family: Arial, Helvetica, sans-serif; font-size: 10px; line-height: normal; outline: 0px; padding: 0px; vertical-align: baseline;">
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<div class="font_8" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; font-family: jura, sans-serif; font-size: 14px; font-stretch: normal; line-height: normal; outline: 0px; padding: 0px; vertical-align: baseline;">
<span class="color_16" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">Wills, geleneksel anlayıştan tamamen uzak durup doğal görünümlü havuzlar inşa ederek farklılaşmayı başarabilmiş bir duayen. Kendine özgü havuz tarzının muhtelif varyasyonlarını çok sayıda kişinin zevkine uygun şekilde hayata geçirerek kendi alanında markalaşabilmiş.</span></div>
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<div class="font_8" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; font-family: jura, sans-serif; font-size: 14px; font-stretch: normal; line-height: normal; outline: 0px; padding: 0px; vertical-align: baseline;">
<span class="color_16" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">Bu sıradışı adamın herkesin yaptığı gibi mavi / beyaz fayanslı yüzme havuzları inşa ettiğini düşünsenize. Ya da el attığı her bahçeye ortası fıskiyeli içi ışıklı birer süs havuzu yapıp bıraktığını... Ne büyük bir kayıp olurdu! Farklılaşma aslında estetik bir zenginliğin de oluşturulabilmesini sağlıyor ve bu da girişimciye para kazandıran bir sonuç doğuruyor. Rekabet girdabına girmemenin yarattığı rahatlık da cabası... Sahi siz de bahçenizde bunlara benzer havuzlar olmasını istemez miydiniz?</span></div>
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Nova Rekabet Stratejilerihttp://www.blogger.com/profile/16189118198731274949noreply@blogger.com0tag:blogger.com,1999:blog-5406244369474344817.post-8492187781677836142015-03-03T01:26:00.000-08:002016-12-23T05:56:45.208-08:00 İnşaat Sektöründe Başarılı Farklılaşma<br />
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<span style="border: 0px; font-family: "jura" , sans-serif; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">Pete Nelson. Kendisini "ağaç ev ustası" olarak tanımlıyor. Kategorik olarak inşaat sektöründe faaliyet gösteriyor ancak bilinen klasik inşaat işleri yapmıyor. Konumlandırması son derece spesifik ve önemli ölçüde farklılaşmış durumdalar. </span></div>
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<span style="border: 0px; font-family: "jura" , sans-serif; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">Pete Nelson, hayata geçirdiği ağaç evlerle aslında son derece özgün bir alanda çalışıyor ve bu suretle de rekabet üstünlüğü sağlamış durumda. </span></div>
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<span style="border: 0px; font-family: "jura" , sans-serif; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;"> Özellikle konut inşaatı sektöründe yoğun bir rekabet baskısının var olduğu su götürmez bir gerçektir. Anılan alanda adeta bir rekabet sürüleşmesi olduğunu da söyleyebilmek mümkündür. Oysa Pete Nelson'un kendisine belirlemiş olduğu alan bu sürüleşmeyi tamamen reddetmekte ve son derece anlamlı bir farklılaşma alanı da oluşturabilmektedir.</span></div>
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<span style="border: 0px; font-family: "jura" , sans-serif; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">Farklılaşma denince akla gelen inovasyondur genellikle oysa pazardaki bir açığı tespit ederek, o alanda karşılanmamış ihtiyaçları karşılama gayretine girmek de başlı başına rekabetçi üstünlük sağlayabilmektedir. Hele de bu nitelikte bir arz açığı inşaat sektörü gibi aynılaşmanın yoğun yaşandığı bir sektörde gerçekleştirilebildiğinde ise fırsatlarla dolu bir farklılaşma stratejisi kendiliğinden oluşacaktır.</span></div>
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Nova Rekabet Stratejilerihttp://www.blogger.com/profile/16189118198731274949noreply@blogger.com0tag:blogger.com,1999:blog-5406244369474344817.post-57788147004454214932015-02-25T01:24:00.000-08:002016-12-23T05:57:27.982-08:00 İlgi Çekici Ambalaj Farklılaştırır<br />
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<span style="border: 0px; font-family: "jura" , sans-serif; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">Farklılaşma her şekilde mümkün olabilir deriz ya hep. Özellikle de ambalajda farklılaşma son derece maliyetsiz ve etkili olabilir. Bunun ilginç örnekleri de genellikle uzak doğu ülkelerinden çıkıyor. Örneğin bir dönem, küp şeklinde karpuz üreterek farklılaşmışmayı başarmıştı uzak doğulu meyve - sebze üreticileri... </span></div>
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<span style="border: 0px; font-family: "jura" , sans-serif; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">Bu tip bir farklılaşmanın sağladığı rekabet avantajlarını iki kategoride inceleyebiliriz:</span></div>
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<span style="border: 0px; font-family: "jura" , sans-serif; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">1- Lojistik avantaj: Bu şekilde transfer maliyetlerinin düşürülmesi sağlanmış.</span></div>
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<span style="border: 0px; font-family: "jura" , sans-serif; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">2- Farklılaşma avantajı: Aynı lezzette iki karpuzdan küre olanı değil küp olanı tercih ederiz. Çünkü, farklı bir deneyim vaat eder.</span></div>
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<span style="border: 0px; font-family: "jura" , sans-serif; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">Bazen de, lojistik avantaja ilişkin kaygı gütmeden sadece deneyime ilişkin olarak ambalaj farklılaşması mümkün olabilir... Ürünün sağlayacağı diğer tüm kullanım faydaları aynı kalmak şartıyla ambalajdaki çarpıcı değişim önemli bir farklılaşma unsuru olabilir. Şunun gibi:</span></div>
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<span style="border: 0px; font-family: "jura" , sans-serif; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;"> Unutulmamalıdır ki, farklılaşma her koşulda ve her şekilde mümkün olabilir. Yeter ki, r</span>ekabet üstünlüğü için farklılaşmanın gerekliliğine inanılsın ve farklılaşmaya odaklanılsın...<br />
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Nova Rekabet Stratejilerihttp://www.blogger.com/profile/16189118198731274949noreply@blogger.com0tag:blogger.com,1999:blog-5406244369474344817.post-50944337863999563342015-02-25T01:17:00.000-08:002016-11-30T12:32:18.003-08:00 Lego'nun Farklılaşma Stratejisi<div class="font_8" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; color: #72858c; font-family: din-next-w01-light, din-next-w02-light, din-next-w10-light, sans-serif; font-size: 14px; font-stretch: normal; line-height: normal; outline: 0px; padding: 0px; vertical-align: baseline;">
<span style="border: 0px; font-family: "jura" , sans-serif; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">Bir keresinde, Lego’nun parça koleksiyonunda bulunan standart bir piston mekanizmasının, ürettikleri bir set için uygun olmadığı ortaya çıkmıştı. Parçanın kendisinde bir sorun yoktu aslında (yani her zaman üretildiği gibi üretilmişti) ancak kullanıldığı sette o parçanın kaldırması gereken kısım biraz ağır olduğundan bu parçanın kısa zamanda deforme olduğu görüldü. Belli ki, o sete mahsusen o parçanın bir miktar modifiye edilmesi gerekiyordu. Firma, konuyu incelediklerine ve çözüm üreteceklerine ilişkin bir basın açıklaması yaptı. Bir süre sonra aynı ebatta, aynı görüntüde, aynı işlevde ancak güçlendirilmiş şekilde yeni piston mekanizmalarının üretildiğini duyurdular. Bu esnada ben de firmanın internet sitesinde bir iletişim formu doldurarak anılan setten bir tanesine de benim sahip olduğumu ve ne yapmam gerektiğine ilişkin fikrimin olmadığını yazmıştım. Konuyu bir süre sonra unutmuştum bile. Bir gün eve bir paket geldi. Paketi Danimarka’da bulunan Lego merkez ofisi göndermişti. Paketin içerisinden, firmanın yeniden ürettiği ve sette değiştirilmesi gereken parçaların tümü çıktı. Paketin içindekilerin değeri yaklaşık 50$ civarındaydı. Beklenmedik bir şey gerçekleşmişti. Benden ne fatura istediler ne de sete gerçekten sahip olup olmadığımı sorguladılar. Üstelik yeni parçaların gönderilmesi için ekstra bir form doldurmamı istemediler ya da yeni parçaları gönderebilmeleri için eskilerini iade etmem gerektiğine ilişkin bir şart öne sürmediler. Bir iletişim kutucuğunda dile getirilen “ben ne yapmalıyım?” sorusu ve akabinde olanlar… </span></div>
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<span style="border: 0px; font-family: "jura" , sans-serif; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">Emsalsiz müşteri hizmetleri etkili bir farklılaşma kanalı olabilir. Lego'nun üretim teknolojisi kadar müşterisine sunmaya çalıştığı "sorunsuzluk" da farklılaştırıcıdır. Setlerin yapım kılavuzları anlaşılırdır, Eksik parça çıkmaz kutulardan. Diyelim ki bir sorun var; sorunu beyan etmeniz yeterlidir. Parça talebiniz dikkate alınır ve hem de dünyanın neresinde olduğunuz farketmez.</span></div>
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<span style="border: 0px; font-family: "jura" , sans-serif; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">Bu farklılaşma şeklinin karşılığı yüksek fiyattır ama kullanıcısı bunu kabul eder çünkü Lego, kendisi için ödenen parayı sonuna kadar hak eder; zira bu parçaları yıllarca kullanabilirsiniz.</span></div>
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<span style="border: 0px; font-family: "jura" , sans-serif; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">Tüm bunlar, ürün ve hizmet standartı düşmüş olan oyuncak sektöründe kaliteli mal ve hizmetiyle göz dolduran bir firmayı gerçekten farklılaştırmış ve rekabet avantajı sağlamıştır...</span></div>
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Nova Rekabet Stratejilerihttp://www.blogger.com/profile/16189118198731274949noreply@blogger.com0tag:blogger.com,1999:blog-5406244369474344817.post-41942254703291303122015-02-22T12:48:00.000-08:002016-11-30T12:49:17.206-08:00Farklılaşmak İçin İnovasyon Tek Yol Mudur?<div class=" flex_vbox" data-reactid=".0.$SITE_ROOT.$desktop_siteRoot.$PAGES_CONTAINER.1.1.$SITE_PAGES.$c1kiu_DESKTOP.1.$i0z43xej_1.0.0.$child.$0.1.$1.$2" id="i0z43xej_1_SinglePostMediaTop_MediaPost__0_0_def_6" style="-webkit-box-orient: vertical; background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; box-sizing: border-box; flex-direction: column; font-family: Arial, Helvetica, sans-serif; font-size: 10px; margin: 0px; outline: 0px; padding: 0.01em 0px; position: relative; vertical-align: baseline;">
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<div class="s18_richTextContainer s18richTextContainer" data-reactid=".0.$SITE_ROOT.$desktop_siteRoot.$PAGES_CONTAINER.1.1.$SITE_PAGES.$c1kiu_DESKTOP.1.$i0z43xej_1.0.0.$child.$0.1.$1.$5.$0.0" id="i0z43xej_1_SinglePostMediaTop_MediaPost__0_0_mediaTextrichTextContainer" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; height: 755px; margin: 0px; outline: 0px; padding: 0px; position: relative; vertical-align: baseline; width: 610px; word-wrap: break-word;">
<div class="font_8" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; font-family: jura, sans-serif; font-size: 14px; font-stretch: normal; line-height: normal; outline: 0px; padding: 0px; vertical-align: baseline;">
<span class="color_16" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">Farklılaşmak için inovasyon ve inovasyon için de Ar-Ge tek yol olarak kabul edilir. Yüksek teknolojili araç gereçlerle donatılmış ve genellikle beyaz rengin ağırlık taşıdığı laboratuvar ortamları olmaksızın inovasyon gerçekleştirilemeyeceği fikri yaygındır. </span></div>
<div class="font_8" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; font-family: jura, sans-serif; font-size: 14px; font-stretch: normal; line-height: normal; outline: 0px; padding: 0px; vertical-align: baseline;">
<span class="color_16" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">Oysa her zaman, her yerde, her şekilde farklılaşabilmek mümkündür; yeter ki tespit edilen farklılaşma alanı müşteri değer alanında karşılık bulsun.</span></div>
<div class="font_8" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; font-family: jura, sans-serif; font-size: 14px; font-stretch: normal; line-height: normal; outline: 0px; padding: 0px; vertical-align: baseline;">
<span class="color_16" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">Müşteri değer alanında yer alan çok sayıda faktör bulunur. Örneğin, satın alınan ürünün fiyatı veya ürüne (ürünün dağıtıcısına / ürünün markasına) duyulan güven ya da ürüne / ürünün sunucusuna ilişkin duyulan yakınlık gibi.</span></div>
<div class="font_8" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; font-family: jura, sans-serif; font-size: 14px; font-stretch: normal; line-height: normal; outline: 0px; padding: 0px; vertical-align: baseline;">
<span class="color_16" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">Firmalar, gösterdikleri duyarlılıklarla takdir toplayabilirler. Çoğu firma insani duyarlılık sergilemiyorken bu yönde hassasiyet sergileyen firmalar farklılaşma yolunda önemli yol alabilirler.</span></div>
<div class="font_8" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; font-family: jura, sans-serif; font-size: 14px; font-stretch: normal; line-height: normal; outline: 0px; padding: 0px; vertical-align: baseline;">
<span class="color_16" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">Rekabet avantajı için farklılaşma sağlayabilmek insan dokunuşuyla da mümkün olabilir.</span></div>
<div class="font_8" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; font-family: jura, sans-serif; font-size: 14px; font-stretch: normal; line-height: normal; outline: 0px; padding: 0px; vertical-align: baseline;">
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Nova Rekabet Stratejilerihttp://www.blogger.com/profile/16189118198731274949noreply@blogger.com0tag:blogger.com,1999:blog-5406244369474344817.post-51074321636234443312015-02-20T12:45:00.000-08:002016-11-30T12:46:54.928-08:00Farklılaşma ve İnovasyon<div class=" flex_vbox" data-reactid=".0.$SITE_ROOT.$desktop_siteRoot.$PAGES_CONTAINER.1.1.$SITE_PAGES.$c1kiu_DESKTOP.1.$i0z43xej_1.0.0.$child.$0.1.$1.$2" id="i0z43xej_1_SinglePostMediaTop_MediaPost__0_0_def_6" style="-webkit-box-orient: vertical; background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; box-sizing: border-box; flex-direction: column; font-family: Arial, Helvetica, sans-serif; font-size: 10px; margin: 0px; outline: 0px; padding: 0.01em 0px; position: relative; vertical-align: baseline;">
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<div class=" flex_vbox" data-reactid=".0.$SITE_ROOT.$desktop_siteRoot.$PAGES_CONTAINER.1.1.$SITE_PAGES.$c1kiu_DESKTOP.1.$i0z43xej_1.0.0.$child.$0.1.$1.$5" id="i0z43xej_1_SinglePostMediaTop_MediaPost__0_0__type_MediaPost" style="-webkit-box-orient: vertical; background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; box-sizing: border-box; flex-direction: column; font-family: Arial, Helvetica, sans-serif; font-size: 10px; margin: 0px; outline: 0px; padding: 0.01em 0px; position: relative; vertical-align: baseline; width: 610px;">
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<div class="s18_richTextContainer s18richTextContainer" data-reactid=".0.$SITE_ROOT.$desktop_siteRoot.$PAGES_CONTAINER.1.1.$SITE_PAGES.$c1kiu_DESKTOP.1.$i0z43xej_1.0.0.$child.$0.1.$1.$5.$0.0" id="i0z43xej_1_SinglePostMediaTop_MediaPost__0_0_mediaTextrichTextContainer" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; height: 492.725px; margin: 0px; outline: 0px; padding: 0px; position: relative; vertical-align: baseline; width: 610px; word-wrap: break-word;">
<div class="font_8" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; font-family: jura, sans-serif; font-size: 14px; font-stretch: normal; line-height: normal; outline: 0px; padding: 0px; vertical-align: baseline;">
<span class="color_16" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">İnovasyon her şekilde, her koşulda mümkündür. İnovasyonla Ar-Ge kavramları birbirleriyle karıştırılır genellikle ama etkili ve farklılaşmaya yol açacak inovasyon için laboratuvar ortamında bilim adamlarının yapacağı araştırmalara gerek kalmayabilir çoğu zaman.</span></div>
<div class="font_8" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; font-family: jura, sans-serif; font-size: 14px; font-stretch: normal; line-height: normal; outline: 0px; padding: 0px; vertical-align: baseline;">
<span class="color_16" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">Bazen ambalajdaki veya sunumdaki inovatif bir değişiklik farklılaşma sağlar ve bu da rekabet avantajı elde edilmesine yol açabilir. </span></div>
<div class="font_8" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; font-family: jura, sans-serif; font-size: 14px; font-stretch: normal; line-height: normal; outline: 0px; padding: 0px; vertical-align: baseline;">
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Nova Rekabet Stratejilerihttp://www.blogger.com/profile/16189118198731274949noreply@blogger.com0tag:blogger.com,1999:blog-5406244369474344817.post-11752990413390544012015-02-19T12:29:00.000-08:002016-11-30T12:30:24.808-08:00Bir Farklılaşma Duayeni: Steve Jobs<div class=" flex_vbox" data-reactid=".0.$SITE_ROOT.$desktop_siteRoot.$PAGES_CONTAINER.1.1.$SITE_PAGES.$c1kiu_DESKTOP.1.$i0z43xej_1.0.0.$child.$0.1.$1.$2" id="i0z43xej_1_SinglePostMediaTop_MediaPost__0_0_def_6" style="-webkit-box-orient: vertical; background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; box-sizing: border-box; flex-direction: column; font-family: Arial, Helvetica, sans-serif; font-size: 10px; margin: 0px; outline: 0px; padding: 0.01em 0px; position: relative; vertical-align: baseline;">
<div class="flex_display flex_vbox" data-reactid=".0.$SITE_ROOT.$desktop_siteRoot.$PAGES_CONTAINER.1.1.$SITE_PAGES.$c1kiu_DESKTOP.1.$i0z43xej_1.0.0.$child.$0.1.$1.$2.$0" id="i0z43xej_1_SinglePostMediaTop_MediaPost__0_0_def_7" style="-webkit-box-orient: vertical; align-items: flex-start; background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; box-sizing: border-box; display: flex; flex-direction: column; margin: 0px; outline: 0px; padding: 0.01em 0px; position: relative; vertical-align: baseline;">
<div class="s18" data-reactid=".0.$SITE_ROOT.$desktop_siteRoot.$PAGES_CONTAINER.1.1.$SITE_PAGES.$c1kiu_DESKTOP.1.$i0z43xej_1.0.0.$child.$0.1.$1.$2.$0.$0" id="i0z43xej_1_SinglePostMediaTop_MediaPost__0_0_title" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; box-sizing: border-box; height: auto; margin: 0px; max-width: 100%; outline: 0px; padding: 0px; vertical-align: baseline;">
<div class="s18_richTextContainer s18richTextContainer" data-reactid=".0.$SITE_ROOT.$desktop_siteRoot.$PAGES_CONTAINER.1.1.$SITE_PAGES.$c1kiu_DESKTOP.1.$i0z43xej_1.0.0.$child.$0.1.$1.$2.$0.$0.0" id="i0z43xej_1_SinglePostMediaTop_MediaPost__0_0_titlerichTextContainer" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; height: 22.4px; margin: 0px; outline: 0px; padding: 0px; position: relative; vertical-align: baseline; width: 332.575px; word-wrap: break-word;">
<h1 class="font_6" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; font-family: "open sans", sans-serif; font-size: 19px; font-stretch: normal; font-weight: normal; line-height: 1.2em; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">
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<div data-reactid=".0.$SITE_ROOT.$desktop_siteRoot.$PAGES_CONTAINER.1.1.$SITE_PAGES.$c1kiu_DESKTOP.1.$i0z43xej_1.0.0.$child.$0.1.$1.$4" id="i0z43xej_1_SinglePostMediaTop_MediaPost__0_0_mediaSpace_child" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; box-sizing: border-box; font-family: Arial, Helvetica, sans-serif; font-size: 10px; margin: 0px; min-height: 6px; outline: 0px; padding: 0px; vertical-align: baseline;">
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<div class=" flex_vbox" data-reactid=".0.$SITE_ROOT.$desktop_siteRoot.$PAGES_CONTAINER.1.1.$SITE_PAGES.$c1kiu_DESKTOP.1.$i0z43xej_1.0.0.$child.$0.1.$1.$5" id="i0z43xej_1_SinglePostMediaTop_MediaPost__0_0__type_MediaPost" style="-webkit-box-orient: vertical; background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; box-sizing: border-box; flex-direction: column; font-family: Arial, Helvetica, sans-serif; font-size: 10px; margin: 0px; outline: 0px; padding: 0.01em 0px; position: relative; vertical-align: baseline; width: 610px;">
<div class="s18" data-proxy-name="MediaLabel" data-reactid=".0.$SITE_ROOT.$desktop_siteRoot.$PAGES_CONTAINER.1.1.$SITE_PAGES.$c1kiu_DESKTOP.1.$i0z43xej_1.0.0.$child.$0.1.$1.$5.$0" data-width="610" id="i0z43xej_1_SinglePostMediaTop_MediaPost__0_0_mediaText" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; box-sizing: border-box; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">
<div class="s18_richTextContainer s18richTextContainer" data-reactid=".0.$SITE_ROOT.$desktop_siteRoot.$PAGES_CONTAINER.1.1.$SITE_PAGES.$c1kiu_DESKTOP.1.$i0z43xej_1.0.0.$child.$0.1.$1.$5.$0.0" id="i0z43xej_1_SinglePostMediaTop_MediaPost__0_0_mediaTextrichTextContainer" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; height: 891.6px; margin: 0px; outline: 0px; padding: 0px; position: relative; vertical-align: baseline; width: 610px; word-wrap: break-word;">
<div class="font_8" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; font-family: jura, sans-serif; font-size: 14px; font-stretch: normal; line-height: normal; outline: 0px; padding: 0px; vertical-align: baseline;">
<span class="color_16" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">“İnsanlar ne istediklerini bilmezler ta ki siz onlara gösterene kadar." Bu söz iddali mı görünüyor? Peki şunlara ne demeli:</span></div>
<div class="font_8" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; font-family: jura, sans-serif; font-size: 14px; font-stretch: normal; line-height: normal; outline: 0px; padding: 0px; vertical-align: baseline;">
<span class="color_16" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">* “Pazar araştırmasına gerek yoktu. Halk, neyin mümkün olduğunu bilmiyor. Biz biliyoruz.”</span></div>
<div class="font_8" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; font-family: jura, sans-serif; font-size: 14px; font-stretch: normal; line-height: normal; outline: 0px; padding: 0px; vertical-align: baseline;">
<span class="color_16" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">* “İnsanlara ne yapmamı istediklerini sorsaydım, cevapları daha hızlı atlar yetiştirmem olurdu.”</span></div>
<div class="font_8" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; font-family: jura, sans-serif; font-size: 14px; font-stretch: normal; line-height: normal; outline: 0px; padding: 0px; vertical-align: baseline;">
<span class="color_16" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;"> Sözlerden ilki, tahmin edildiği üzere Steve Jobs'a ait. İkincisi, Sony'nin kurucusu ve yıllarca CEO'luğunu yapmış olan Akio Morita ve üçüncüsü de Henry Ford'a ait. </span></div>
<div class="font_8" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; font-family: jura, sans-serif; font-size: 14px; font-stretch: normal; line-height: normal; outline: 0px; padding: 0px; vertical-align: baseline;">
<br /></div>
<div class="font_8" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; font-family: jura, sans-serif; font-size: 14px; font-stretch: normal; line-height: normal; outline: 0px; padding: 0px; vertical-align: baseline;">
<span class="color_16" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">Bu insanlar rekabet üstünlüğü için farklılaşma yöntemlerinin ne olması gerektiğini çok iyi kavramış ve ticari faaliyetlerine de bunu yansıtmayı başarmış büyük iş adamları. </span></div>
<div class="font_8" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; font-family: jura, sans-serif; font-size: 14px; font-stretch: normal; line-height: normal; outline: 0px; padding: 0px; vertical-align: baseline;">
<br /></div>
<div class="font_8" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; font-family: jura, sans-serif; font-size: 14px; font-stretch: normal; line-height: normal; outline: 0px; padding: 0px; vertical-align: baseline;">
<span class="color_16" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">Ortak savları, kendilerinden beklenenin ne olduğunu müşterilere sormak yerine sezgi, gözlem ve inovatif bakış açısıyla bunu tespit edip hayata geçirmenin daha doğru olacağı yönünde... Müşteriye sorulduğunda alacakları cevabın kısıtlı, yetersiz ve yol göstermekten uzak olacağını kavramışlar. Bunun yerine, müşterileri gibi düşünüp onların henüz farketmedikleri ihtiyaçlarını kavramayı ve üreterek sunmayı tercih etmişler.</span></div>
<div class="font_8" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; font-family: jura, sans-serif; font-size: 14px; font-stretch: normal; line-height: normal; outline: 0px; padding: 0px; vertical-align: baseline;">
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<div class="font_8" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; font-family: jura, sans-serif; font-size: 14px; font-stretch: normal; line-height: normal; outline: 0px; padding: 0px; vertical-align: baseline;">
<span class="color_16" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">Konu farklılaşma ve rekabet üstünlüğü olduğunda sizce de akıllıca bir davranış değil mi?</span></div>
<div class="font_8" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; color: #72858c; font-family: jura, sans-serif; font-size: 14px; font-stretch: normal; line-height: normal; outline: 0px; padding: 0px; vertical-align: baseline;">
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<span style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;"><img alt="" data-reactid=".2.0.0.$image" id="innercomp_txtMedia20gimgimage" itemprop="image" src="https://static.wixstatic.com/media/9333a2_25dc4c1c7a7f4de395ed360c01adcdbb.jpg/v1/fill/w_763,h_747,al_c,q_85,usm_0.66_1.00_0.01/9333a2_25dc4c1c7a7f4de395ed360c01adcdbb.webp" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; height: 598px; margin: 0px; object-fit: contain; outline: 0px; padding: 0px; vertical-align: baseline; width: 610px;" /></span></div>
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Nova Rekabet Stratejilerihttp://www.blogger.com/profile/16189118198731274949noreply@blogger.com0tag:blogger.com,1999:blog-5406244369474344817.post-33717702271424382602015-02-18T01:14:00.000-08:002016-11-30T12:24:45.430-08:00Dove ve Müthiş Farklılaşma Stratejisi<div class=" flex_vbox" data-reactid=".0.$SITE_ROOT.$desktop_siteRoot.$PAGES_CONTAINER.1.1.$SITE_PAGES.$c1kiu_DESKTOP.1.$i0z43xej_1.0.0.$child.$0.1.$1.$2" id="i0z43xej_1_SinglePostMediaTop_MediaPost__0_0_def_6" style="-webkit-box-orient: vertical; background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; box-sizing: border-box; flex-direction: column; font-family: Arial, Helvetica, sans-serif; font-size: 10px; margin: 0px; outline: 0px; padding: 0.01em 0px; position: relative; vertical-align: baseline;">
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Güzellik ürünleri / kozmetik sektöründe faaliyet gösteren hemen tüm firmalar güzellik kavramını idealize ederek sunarlar kadınların önüne. Reklamlarda arz-ı endam edenler fotomodellerdir. Verilen mesaj açıkça şudur: "Siz de bizim ürünlerimizi kullanın ve bu güzelliğe sahip olun." Dove, kadınların bu yönde telkinlerden hazzetmediğini ve daha da önemlisi her kadının modeller kadar güzel olabileceği savının bir açıdan aldatma içerikli olduğunu anlamış olmalı ki kampanyasını bambaşka bir zemin üzerine oturtarak farklılaşmayı tercih etmiştir. </div>
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2004 yılında “Gerçek Güzellik İçin” isminde bir kampanya başlatırlar. Alışılageldik “erişilmez süpermodel güzelliği” anlayışına meydan okurcasına güzellik kavramının ayaklarını yere bastırmaya çalıştıklarını ifade ederler. Kozmetik ürünleri pazarlamasında normal olan, büyülü güzelliklerin hedef olarak tayin edilmesi ve kadınların “orada gördükleri gibi olabilmek için bu ürünlere ihtiyaçları olduğuna” ikna edilmesidir. Dove ise farklı bir telden çalıp, kadınların mevcut hallerini yüceltme yolunu seçer. “Siz bu halinizle güzelsiniz” diyerek “süpermodel olmayan” kadınlara reklam ilanlarında yer verirler ve bazı başka normal görünümlü hanımların makyaj ve teknolojik rötuşlar kullanılarak podyum mankeni kıvamındaki güzel hanımlara nasıl dönüştürülebileceğini “evolution” isimli reklam filmlerinde gözler önüne sererler.</div>
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Tasarlanan bu kampanya farklılaşmaya dönüktür ve rakbet üstünlüğü sağlaması açısından muazzam etkili olmuştur.</div>
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“Normal” kadınların, kendilerine duydukları özgüveni tazeler Dove’un bu yaklaşımı. Başlangıçta sektörde kıyametler kopmasına neden olsa da sular durulduğunda görülen şey, muazzam bir pazarlama başarısının elde edilmiş olduğudur. Podyum mankenlerinin güzelliğini öne sürüp “neden siz de böyle olmayasınız?” şeklindeki bir kampanyayı ilk başlatan firmanın, kendi dönemi içerisinde ne denli aykırı bir duruşu varsa; herkesin podyum mankenliği kıvamında güzelliğe işaret ettiği bir ortamda “normal bir kadın olarak da güzelsiniz!” vurgusu da o denli aykırıdır. </div>
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Bu başarılı kampanya*, Moon’dan ilhamla; “sıradışı olabilmek için bazen sıradanlık bile yeterlidir, yeter ki anlamlı olsun” şeklinde yorum yapmamızı olanaklı kılmaktadır.</div>
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NOT: "Gerçek Güzellik İçin" kampanyasının adımlarından bir tanesi de “Gerçek Güzellik Çizimleri”dir. 2014 Guinness Rekorlar Kitabına göre, bu kampanyaya ilişkin Youtube.com videoları rekorlara imza atmıştır. 1 Mayıs 2014 itibariyle 110’dan fazla ülkede ve 24 dilde 134.265.061 kez izlendikleri belirlenen bu videoların sosyal ağlarda da 4.517.422 kez paylaşıldığı belirtilmektedir.</div>
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İşte size o muhteşem reklam filmi:</div>
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Nova Rekabet Stratejilerihttp://www.blogger.com/profile/16189118198731274949noreply@blogger.com0tag:blogger.com,1999:blog-5406244369474344817.post-77642835312409961722015-02-17T01:13:00.000-08:002016-11-30T12:24:03.634-08:00Bir Kitap / Bir Yazar: Different / Youngme Moon<div class=" flex_vbox" data-reactid=".0.$SITE_ROOT.$desktop_siteRoot.$PAGES_CONTAINER.1.1.$SITE_PAGES.$c1kiu_DESKTOP.1.$i0z43xej_1.0.0.$child.$0.1.$1.$2" id="i0z43xej_1_SinglePostMediaTop_MediaPost__0_0_def_6" style="-webkit-box-orient: vertical; background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; box-sizing: border-box; flex-direction: column; font-family: Arial, Helvetica, sans-serif; font-size: 10px; margin: 0px; outline: 0px; padding: 0.01em 0px; position: relative; vertical-align: baseline;">
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<h1 class="font_6" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; color: #72858c; font-family: "open sans", sans-serif; font-size: 19px; font-stretch: normal; font-weight: normal; line-height: 1.2em; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">
<strong style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">Bir Kitap / Bir Yazar: Different / Youngme Moon</strong></h1>
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<span style="border: 0px; font-family: "jura" , sans-serif; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">Rekabet üstünlüğü için farklılaşmaya yönelik oluşmuş literatüre en önemli katkılardan birisi, bir Harward profesörü olan Youngme Moon tarafından Different isimli kitabıyla sağlanmıştır. Kitap dilimize reklam duayeni üstad Haluk Mesci tarafından "Farklı" ismiyle kazandırıldı. Farklı, Starcom MediaVest tarafından "Sektöre Armağan Kitaplar" serisi içerisinde basıldığı için piyasada bulmak güç. </span></div>
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<span style="border: 0px; font-family: "jura" , sans-serif; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">Different / Farklı, genel anlamda, Moon'un "fikir markaları" olarak adlandırdığı ve tüm özgün yanlarıyla piyasadaki rakiplerinden farklılaşmayı başarmış firmaların tutumlarını anlamaya odaklı bir çalışma. Moon, kitabında, fikir markalarının üç kategoride incelenebileceğini düşünüyor:</span></div>
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<span style="border: 0px; font-family: "jura" , sans-serif; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">1- Tersine Konumlanmış Markalar: Bunlar, "artırmak" yönündeki genel eğilimin aksine bazı şeyleri azaltmış veya tamamen ortadan kaldırmış ancak buna karşın da kaldırılanların yerine çok anlamlı başka bazı şeyleri koyabilmiş firmalar. Bu kategoriye en uygun örneklerden biri Google. Moon, Google'ın ortaya çıktığı dönemde Yahoo'nun neredeyse her türlü bilgiyi sunmaya çalıştığını ancak buna karşılık Google'ın tek sayfadan oluşan arayüzüne sadece bir kutucuk ile buton yerleştirmiş olmasının Google'ı farklılaştırdığını belirtiyor.</span></div>
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<span style="border: 0px; font-family: "jura" , sans-serif; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">2- Kopuş Markaları: Moon bunları da, ürünlere bambaşka anlamlar kazandırabilmiş ve farklı kavramları ustalıkla kompoze ederek rekabet üstünlüğü sağlayabilmiş markalar olarak tanımlıyor. Sözgelimi, Swatch saatleri "kol saati" ve "moda" kavramlarını bir araya getirmiş ve ortaya bir saatin ötesinde bir aksesuar ortaya çıkarabilmiştir.</span></div>
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3- Düşman Markalar: Bunlar ise, "eksik" görülebilecek bir yanlarını savunmak veya onu örtbas etmeye çalışmak yerine bu yanlarını göz önüne çıkaran ve bundan rahatsızlık duymayan markalar. Moon'un bu kategoriye verdiği örnek ise, Mini marka otomobillerin ABD pazarına girerken yapmış olduğu lansman çalışması. Billboardlarda verilen reklam şu şekilde: XXL - XL - L - M - S - Mini. Bu reklamda, Mini'nin, S ile sembolize edilen küçükten bile daha küçük olduğu vurgulanıyor. Hatta diyebiliriz ki, vurgulanmıyor, adeta meydan okunuyor. </div>
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Moon, farklılaşmanın muhtelif şekillerde mümkün olabileceğini olağanüstü bir dille anlatıyor kitabında. Bu kitaptan başak bazı ilginç yaklaşımları da ilerleyen günlerde aktarmaya devam edeceğim. </div>
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Kitabın tanıtımı için hazırlanmış kısa video...</div>
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Nova Rekabet Stratejilerihttp://www.blogger.com/profile/16189118198731274949noreply@blogger.com0tag:blogger.com,1999:blog-5406244369474344817.post-58693777729153800832015-02-15T01:09:00.000-08:002016-11-30T12:23:28.740-08:00 İnsan Dokunuşu Etkili Bir Farklılaşma Kanalı Olabilir<br />
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<span style="border: 0px; font-family: "jura" , sans-serif; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">Farklılaşmanın tek yolu yeni ürün yani inovatif mal ya da hizmet geliştirmek değildir. Bazen ambalajla, bazen sunum tarzıyla ve bazen de insani duyguları işe katarak farklılaşılabilir. Farklılaşmak, beklenmedik olanı sunmaktır; yeter ki müşterinin değer alanında bir karşılığı olsun... Videoyu izlediğinizde Samsung'un "duyan eller" kampanyası da bu söylediğim farklılaşma türüne hoş bir örnek teşkil eder. Buyrun izleyin...</span></div>
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Nova Rekabet Stratejilerihttp://www.blogger.com/profile/16189118198731274949noreply@blogger.com0tag:blogger.com,1999:blog-5406244369474344817.post-71773579506530649222015-02-14T01:01:00.000-08:002016-11-30T12:22:51.998-08:00Rekabet Avantajı Sağlamak ve Lider Olmak İçin Farklılaşmak Gerekir<div class=" flex_vbox" data-reactid=".0.$SITE_ROOT.$desktop_siteRoot.$PAGES_CONTAINER.1.1.$SITE_PAGES.$c1kiu_DESKTOP.1.$i0z43xej_1.0.0.$child.$0.1.$1.$2" id="i0z43xej_1_SinglePostMediaTop_MediaPost__0_0_def_6" style="-webkit-box-orient: vertical; background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; box-sizing: border-box; flex-direction: column; font-family: Arial, Helvetica, sans-serif; font-size: 10px; margin: 0px; outline: 0px; padding: 0.01em 0px; position: relative; vertical-align: baseline;">
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<span style="border: 0px; font-family: "jura" , sans-serif; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">Üç şeritli ve trafiği yoğun bir yolda orta şeritte seyir halindesiniz ve her şerit fazlasıyla dolu. Orta şerittesiniz ve orada kalmaya da devam edeceksiniz çünkü gittiğiniz istikamet gereği sağınızdaki ve solunuzdaki şeritle size uygun değil. Sizin önünüzde bir araç var. Önünüzdeki bu aracın sizin için tehlike yaratabileceğinden endişe duyuyorsunuz çünkü ani duruşlar / kalkışlar gibi davranışlarla tedirgin edip duruyor sizi. Hissettiğiniz endişeden ötürü “bu aracın önüne geçmeliyim” diyorsunuz kendi kendinize. Bu koşullar içerisinde atacağınız ilk adım ne olur?</span></div>
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<span style="border: 0px; font-family: "jura" , sans-serif; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">Mutabıkız! Bence de şerit değiştirilmeli. Sağdakine mi yoksa soldakine mi geçeceğimizi trafiğin o andaki koşulları belirler ama şerit değiştirmek, rahatsızlık veren aracın önüne geçebilmenin tek yoludur.</span></div>
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<span style="border: 0px; font-family: "jura" , sans-serif; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">Yukarıdaki olayda sizin aracınız sizin firmanız, öndeki araç da, faaliyet gösterdiğiniz kategorideki pazar lideri olsun. Liderin önüne geçmek için ne yapacaksınız? Evet, biliyoruz ki; liderin gittiği yoldan giderek lider olunamaz. Liderin önüne geçebilme ihtimali ancak şerit değiştirdiğinizde söz konusu olabilir. Burada lideri düşünerek öne sürdüğümüz her şey aslında rakiplerin tamamı için geçerlidir. Rakiple başa çıkabilmenin yolu farklılaşmaktır.</span></div>
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Nova Rekabet Stratejilerihttp://www.blogger.com/profile/16189118198731274949noreply@blogger.com0tag:blogger.com,1999:blog-5406244369474344817.post-35818944830841890052015-02-13T06:59:00.000-08:002016-12-23T04:51:48.806-08:00Sizi Siz Yapan Şeyi Ortaya Çıkarabilmek İçin Farklılaşmak Gerekir<div class=" flex_vbox" data-reactid=".0.$SITE_ROOT.$desktop_siteRoot.$PAGES_CONTAINER.1.1.$SITE_PAGES.$c1kiu_DESKTOP.1.$i0z43xej_1.0.0.$child.$0.1.$1.$2" id="i0z43xej_1_SinglePostMediaTop_MediaPost__0_0_def_6" style="-webkit-box-orient: vertical; background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; box-sizing: border-box; flex-direction: column; font-family: Arial, Helvetica, sans-serif; font-size: 10px; margin: 0px; outline: 0px; padding: 0.01em 0px; position: relative; vertical-align: baseline;">
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<div class="s13_richTextContainer s13richTextContainer" data-reactid=".0.$SITE_ROOT.$desktop_siteRoot.$PAGES_CONTAINER.1.1.$SITE_PAGES.$c1kiu_DESKTOP.1.$i0z43xej_1.0.0.$child.$0.1.$1.$5.$0.0" id="i0z43xej_1_SinglePostMediaTop_MediaPost__0_0_mediaTextrichTextContainer" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; height: 430px; margin: 0px; outline: 0px; padding: 0px; position: relative; vertical-align: baseline; width: 610px; word-wrap: break-word;">
<div class="font_8" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; color: #72858c; font-family: din-next-w01-light, din-next-w02-light, din-next-w10-light, sans-serif; font-size: 14px; font-stretch: normal; line-height: normal; outline: 0px; padding: 0px; vertical-align: baseline;">
<span style="border: 0px; font-family: "jura" , sans-serif; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">Simpsons animasyon olmasaydı, Google bu kadar basit bir arayüz sunmasaydı, IKEA ürünlerini internetten satmaya karar verseydi, Swatch tek tip saat üretmeye başlasaydı ne olurdu? I Pad’i değerli kılan işlem yeteneğinden ziyade dokunmatik teknolojisinin üstünlüğüdür. Laptop şeklinde dizayn edilmiş bir I Pad düşünebiliyor musunuz? </span></div>
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<div style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; line-height: normal; outline: 0px; padding: 0px; vertical-align: baseline;">
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<div class="font_8" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; color: #72858c; font-family: din-next-w01-light, din-next-w02-light, din-next-w10-light, sans-serif; font-size: 14px; font-stretch: normal; line-height: normal; outline: 0px; padding: 0px; vertical-align: baseline;">
<span style="font-family: jura, sans-serif;">Örnekler çoğaltılabilir. Şu kesin ki; müşterilerin, sizi tercih etmeleri için onlara bir “neden” sunmak zorundasınız. Bu “neden”, aynı zamanda, sizi siz yapan şeydir. Aynılaşma sürecinde ise sizi siz yapacak her şeye veda etmek zorunda kalırsınız. Vazgeçildiğinde ürünü anlamsızlaştıracak bir şeyleri tanımlayabilmenin yolu farklılaşmaktır. </span><br />
<span style="font-family: jura, sans-serif;"><br /></span>
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<span style="font-family: jura, sans-serif;"> Bu yazı ve daha fazlası için: <a href="http://www.novarekabet.com/single-post/2015/02/13/Sizi-Siz-Yapan-%C5%9Eeyi-Ortaya-%C3%87%C4%B1karabilmek-%C4%B0%C3%A7in-Farkl%C4%B1la%C5%9Fmak-Gerekir" target="_blank">http://www.novarekabet.com/single-post/2015/02/13/Sizi-Siz-Yapan-%C5%9Eeyi-Ortaya-%C3%87%C4%B1karabilmek-%C4%B0%C3%A7in-Farkl%C4%B1la%C5%9Fmak-Gerekir</a></span><br />
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Rekabet baskısı hissediyorsanız lütfen bize ulaşın, birlikte çözüm üretelim:<br />
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Nova Rekabet Stratejilerihttp://www.blogger.com/profile/16189118198731274949noreply@blogger.com0tag:blogger.com,1999:blog-5406244369474344817.post-81619045851291075112015-02-12T06:12:00.000-08:002016-12-23T04:48:13.974-08:00 Kıymetli Olmak İçin Farklılaşmak Gerekir<br />
<div class=" flex_display" data-reactid=".0.$SITE_ROOT.$desktop_siteRoot.$PAGES_CONTAINER.1.1.$SITE_PAGES.$c1kiu_DESKTOP.1.$i0z43xej_1.0.0.$child.$0.1.$1.$3" id="SinglePostMediaInner_MediaPost__0_0" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; box-sizing: border-box; display: flex; flex: 1 1 auto; font-family: Arial, Helvetica, sans-serif; font-size: 10px; margin: 14px 0px 0px; min-width: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">
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<div class=" flex_vbox" data-reactid=".0.$SITE_ROOT.$desktop_siteRoot.$PAGES_CONTAINER.1.1.$SITE_PAGES.$c1kiu_DESKTOP.1.$i0z43xej_1.0.0.$child.$0.1.$1.$5" id="i0z43xej_1_SinglePostMediaTop_MediaPost__0_0__type_MediaPost" style="border: 0px; box-sizing: border-box; margin: 0px; outline: 0px; padding: 0.01em 0px; position: relative; vertical-align: baseline; width: 610px;">
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<div class="s13_richTextContainer s13richTextContainer" data-reactid=".0.$SITE_ROOT.$desktop_siteRoot.$PAGES_CONTAINER.1.1.$SITE_PAGES.$c1kiu_DESKTOP.1.$i0z43xej_1.0.0.$child.$0.1.$1.$5.$0.0" id="i0z43xej_1_SinglePostMediaTop_MediaPost__0_0_mediaTextrichTextContainer" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; height: 1161.8px; margin: 0px; outline: 0px; padding: 0px; position: relative; vertical-align: baseline; width: 610px; word-wrap: break-word;">
<div class="font_8" style="border: 0px; color: #72858c; font-family: arial, helvetica, sans-serif; font-size: 14px; font-stretch: normal; line-height: normal; outline: 0px; padding: 0px; vertical-align: baseline;">
<span style="border: 0px; font-family: "jura" , sans-serif; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">Bugün, tüm ticari mal ve hizmetlerde seçenek bolluğunu yaşıyoruz. Tercihlerimizi yönlendirecek dostane hikâyelere eskisinden çok daha fazla ihtiyaç duyuyoruz. Güven duymaya ihtiyacımız var ve firmalara, hiç de sanıldığı kadar güvenmiyoruz. İnsan dokunuşu taşıyan ürünlere ihtiyacımız var zira yapaylıktan fena halde bunaldık. Önemsenmenin peşindeyiz. “-miş gibi” yapanları tahlil edebilme kapasitemiz, tüketimin hiçbir çağında bu kadar yüksek olmamıştı. Bu nedenle, firmalardan dostane tavırlar bekliyoruz.</span></div>
<div class="font_8" style="border: 0px; color: #72858c; font-family: arial, helvetica, sans-serif; font-size: 14px; font-stretch: normal; line-height: normal; outline: 0px; padding: 0px; vertical-align: baseline;">
<span style="border: 0px; font-family: "jura" , sans-serif; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">Satın alma kararlarımızı verirken, aynılaşmaktan kırılan ürün vaatleri arasında, bizi ikna edecek nedenleri, mercekle bulmaya çalışıyoruz. Harcamalarımızda, “helal olsun, verdiğim her kuruşu sonuna kadar hak ediyor” dedirtecek ve içimizi ferahlatacak mal ve hizmetlerin peşindeyiz. Bütünlüğü hoş tasarlanmış bileşimlerin peşindeyiz. İster bir yönüyle azaltılıp başka bir yönüyle artırılmış olsun, ister sunulan şey, dikkat çekecek düzeyde artırılmış olsun, isterse de deseni olan yeni bir bütünlük oluşturulmuş olsun; bizim henüz oluşturmadığımız bir beklentinin beklenmedik bir şekilde karşılanmasının peşindeyiz.</span></div>
<div class="font_8" style="border: 0px; color: #72858c; font-family: arial, helvetica, sans-serif; font-size: 14px; font-stretch: normal; line-height: normal; outline: 0px; padding: 0px; vertical-align: baseline;">
<span style="border: 0px; font-family: "jura" , sans-serif; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">Yıllardır firmalar, rekabet sürüleşmesi içerisinde birbirlerine karşı özellik artırma yarışı verdiler oysa müşteri talebi bu değildi. Müşteri geçmişte, ürünün onun zihninde oluşturduğu değere odaklıydı ve bugün de öyle… Müşterinin bakış açısıyla değerli olanın, beklenmedik şekilde ortaya çıkan anlamlı farklılıklardan meydana geldiği unutulmamalı.</span></div>
<div class="font_8" style="border: 0px; color: #72858c; font-family: arial, helvetica, sans-serif; font-size: 14px; font-stretch: normal; line-height: normal; outline: 0px; padding: 0px; vertical-align: baseline;">
<span style="border: 0px; font-family: "jura" , sans-serif; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">Çok karmaşık değil; özgün olanın peşindeyiz. Özgünlük bir yönüyle farklı olmak bir yönüyle de fark edilmeyi mümkün kılmaktır. “Özgün” olarak kabul ettiklerimiz, beklemediklerimizdir. Beklediklerimizi, “sıradan” olarak niteleme eğilimimiz vardır çünkü. Beklentilerimizin ötesinde veya berisinde olanın peşindeyiz. Bütün olan bitenin özü aslında şu önermemde vücut bulabilir: Beklenmedik olan ve belli bir mantık bütünlüğü içerisinde anlamlı bir değer taşıyanın peşindeyiz.</span></div>
<div class="font_8" style="border: 0px; color: #72858c; font-family: arial, helvetica, sans-serif; font-size: 14px; font-stretch: normal; line-height: normal; outline: 0px; padding: 0px; vertical-align: baseline;">
<span style="border: 0px; font-family: "jura" , sans-serif; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">Bugün, tüm ticari mal ve hizmetlerde seçenek bolluğunu yaşıyoruz. Tercihlerimizi yönlendirecek dostane hikâyelere eskisinden çok daha fazla ihtiyaç duyuyoruz. Güven duymaya ihtiyacımız var ve firmalara, hiç de sanıldığı kadar güvenmiyoruz. İnsan dokunuşu taşıyan ürünlere ihtiyacımız var zira yapaylıktan fena halde bunaldık. Önemsenmenin peşindeyiz. “-miş gibi” yapanları tahlil edebilme kapasitemiz, tüketimin hiçbir çağında bu kadar yüksek olmamıştı. Bu nedenle, firmalardan dostane tavırlar bekliyoruz.</span></div>
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<span style="border: 0px; font-family: "jura" , sans-serif; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">Satın alma kararlarımızı verirken, aynılaşmaktan kırılan ürün vaatleri arasında, bizi ikna edecek nedenleri, mercekle bulmaya çalışıyoruz. Harcamalarımızda, “helal olsun, verdiğim her kuruşu sonuna kadar hak ediyor” dedirtecek ve içimizi ferahlatacak mal ve hizmetlerin peşindeyiz. </span><br />
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<span style="border: 0px; font-family: "jura" , sans-serif; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">Bütünlüğü hoş tasarlanmış bileşimlerin peşindeyiz. İster bir yönüyle azaltılıp başka bir yönüyle artırılmış olsun, ister sunulan şey, dikkat çekecek düzeyde artırılmış olsun, isterse de deseni olan yeni bir bütünlük oluşturulmuş olsun; bizim henüz oluşturmadığımız bir beklentinin beklenmedik bir şekilde karşılanmasının peşindeyiz.</span></div>
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<span style="border: 0px; font-family: "jura" , sans-serif; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">Yıllardır firmalar, rekabet sürüleşmesi içerisinde birbirlerine karşı özellik artırma yarışı verdiler oysa müşteri talebi bu değildi. Müşteri geçmişte, ürünün onun zihninde oluşturduğu değere odaklıydı ve bugün de öyle… Müşterinin bakış açısıyla değerli olanın, beklenmedik şekilde ortaya çıkan anlamlı farklılıklardan meydana geldiği unutulmamalı.</span></div>
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<span style="border: 0px; font-family: "jura" , sans-serif; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">Çok karmaşık değil; özgün olanın peşindeyiz. Özgünlük bir yönüyle farklı olmak bir yönüyle de fark edilmeyi mümkün kılmaktır. “Özgün” olarak kabul ettiklerimiz, beklemediklerimizdir. Beklediklerimizi, “sıradan” olarak niteleme eğilimimiz vardır çünkü. Beklentilerimizin ötesinde veya berisinde olanın peşindeyiz. Bütün olan bitenin özü aslında şu önermemde vücut bulabilir: Beklenmedik olan ve belli bir mantık bütünlüğü içerisinde anlamlı bir değer taşıyanın peşindeyiz.</span></div>
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Bu yazı ve daha fazlası için: <a href="http://www.novarekabet.com/single-post/2015/02/12/K%C4%B1ymetli-Olmak-%C4%B0%C3%A7in-Farkl%C4%B1la%C5%9Fmak-Gerekir" target="_blank">http://www.novarekabet.com/single-post/2015/02/12/K%C4%B1ymetli-Olmak-%C4%B0%C3%A7in-Farkl%C4%B1la%C5%9Fmak-Gerekir</a></div>
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