T\u00fcrkiye\u2019de farkl\u0131 sekt\u00f6rlerde franchise veren yakla\u015f\u0131k bin giri\u015fim bulunuyor. 25 bin \u015fube ile hizmet veren bu giri\u015fimlerin yaln\u0131zca y\u00fczde 15\u2019inin 5 y\u0131l\u0131n sonunda ayakta kalabildi\u011fi belirtiliyor. 2020\u2019nin franchise sekt\u00f6r\u00fc i\u00e7in \u00f6nemli bir yol ayr\u0131m\u0131 olmas\u0131 bekleniyor.<\/p>\n
T\u00fcm markalar\u0131n zorlu bir virajdan ge\u00e7ti\u011fi 2019 y\u0131l\u0131 sonras\u0131 2020, ekonomik geli\u015fmelere paralel olarak pek \u00e7ok sekt\u00f6rde yaln\u0131zca ba\u015far\u0131l\u0131 olanlar\u0131n ayakta kalabilece\u011fi bir y\u0131l olmas\u0131 \u00f6ng\u00f6r\u00fcl\u00fcyor. Dealer Kiralama ve Franchise Dan\u0131\u015fmanl\u0131k \u015firketinin yapt\u0131\u011f\u0131 de\u011ferlendirmeye g\u00f6re, T\u00fcrkiye\u2019de franchise \u00e7al\u0131\u015fmas\u0131 yapan bine yak\u0131n giri\u015fim bulunuyor. Bu say\u0131n\u0131n i\u00e7inde yakla\u015f\u0131k 200 marka bilindik ve g\u00f6r\u00fcn\u00fcrken, s\u00f6z konusu giri\u015fimler 25 bin \u015fube ile faaliyet g\u00f6steriyor. Bu \u015fubelerin y\u00fczde 20\u2019si her y\u0131l yenilenirken, 5 y\u0131l\u0131n sonunda yaln\u0131zca y\u00fczde 15\u2019i ayakta kal\u0131yor. Ba\u015far\u0131 oran\u0131n\u0131n d\u00fc\u015f\u00fckl\u00fc\u011f\u00fcne dair yap\u0131lan ara\u015ft\u0131rmada, markala\u015fmayla ilgili \u00e7al\u0131\u015fmalar ve s\u00fcrd\u00fcr\u00fclebilir yap\u0131lar kurmadaki yetersizli\u011fin temel iki sorun oldu\u011fu \u00f6ne \u00e7\u0131kt\u0131.<\/p>\n
“Yaln\u0131zca t\u00fcketicinin de\u011fil \u00e7al\u0131\u015fanlar\u0131n da marka aidiyeti olu\u015fturulmal\u0131”<\/p>\n
Pazardaki bo\u015flu\u011fu de\u011ferlendiren ve g\u00fc\u00e7l\u00fc operasyon altyap\u0131s\u0131yla \u00f6ne \u00e7\u0131kan \u015firketlerin 2020\u2019de ciddi bir b\u00fcy\u00fcme elde edece\u011fini aktaran Dealer kurucusu Yahya Pulat, “2020 ayakta kalanlar\u0131n ve yenilenenlerin y\u0131l\u0131 olaca\u011f\u0131ndan tertemiz, yeni bir hik\u00e2ye yaz\u0131lmal\u0131. Ayn\u0131 y\u00f6ntemleri deneyerek farkl\u0131 netice al\u0131namayaca\u011f\u0131ndan i\u015fletmelerin ruhunu de\u011fi\u015ftirecek k\u00f6kl\u00fc ad\u0131mlar at\u0131lmal\u0131. 2019\u2019un ard\u0131ndan mutluluk esasl\u0131 bir sunumla hem \u00e7al\u0131\u015fanda hem de hedef kitlede marka aidiyeti olu\u015fturulmal\u0131d\u0131r. Ger\u00e7ek ba\u015far\u0131 i\u00e7in ofis katlar\u0131ndan ve yapay anket sonu\u00e7lar\u0131ndan vazge\u00e7ip sokaklara caddelere inmeli, kullan\u0131c\u0131 deneyimini ya\u015fayarak i\u015f geli\u015ftirilmelidir.” dedi.<\/p>\n
“Markala\u015fan T\u00fcrk giri\u015fimler yurt d\u0131\u015f\u0131 fonlar\u0131n radar\u0131na girebilir”<\/p>\n
Franchise alman\u0131n ticari bir i\u015f modelinden ziyade, pop\u00fcler olan bir \u015feyi edinme veya bir moda sat\u0131n alma olarak alg\u0131land\u0131\u011f\u0131n\u0131 ifade eden Pulat, franchise yat\u0131r\u0131mlar\u0131nda dikkat edilmesi gerekenleri \u015f\u00f6yle belirtti: “Mesele \u00e7ok say\u0131da franchise ma\u011faza a\u00e7mak olmamal\u0131. \u0130\u015fini do\u011fru yapacak yat\u0131r\u0131mc\u0131larla i\u015f birli\u011fi yapmak olmal\u0131. Franchise sistemlerinde yap\u0131lmas\u0131 gereken bir bilgisayar yaz\u0131l\u0131m\u0131 gibi s\u00fcre\u00e7leri kodlayarak s\u00fcrd\u00fcr\u00fclebilirli\u011fi sa\u011flamak. Konumland\u0131rmas\u0131yla farkl\u0131la\u015fan, ileti\u015fim ve inovasyona \u00f6nem veren markalar\u0131n yurt d\u0131\u015f\u0131 fonlara g\u00f6z k\u0131rpmas\u0131 b\u00fcy\u00fck olas\u0131l\u0131k. Bir marka sahibinin en az 5 geli\u015fmi\u015f \u00fclkede ekibiyle AR-GE ve \u00dcR-GE yaparak sahaya do\u011fru \u00fcr\u00fcn \u00e7\u0131karmal\u0131 aksi halde ortaya konan \u00fcr\u00fcn tesad\u00fcfi bir \u00f6nseziden \u00f6teye gidemez. Yeti\u015fmi\u015f i\u015fg\u00fcc\u00fc bu sekt\u00f6r\u00fcn kanayan yaras\u0131 bug\u00fcne kadar \u00e7\u00f6zmeyi ba\u015faran marka say\u0131s\u0131 bir elin parmaklar\u0131n\u0131 ge\u00e7mez. Ben bunu gelirin da\u011f\u0131l\u0131m\u0131ndaki adaletsizli\u011fe, profesyonelle\u015femeyen \u015firket sahiplerine ba\u011fl\u0131yorum. Personeliniz mutlu de\u011filse sizin markan\u0131z\u0131n ba\u015far\u0131l\u0131 olma \u015fans\u0131 yok.”<\/p>\n
“Her yer klon markalarla dolu”<\/p>\n
\u00d6zg\u00fcn marka olu\u015fturamaman\u0131n i\u015fletmelerin sonunu getirdi\u011fini aktaran Pulat, “Franchise sekt\u00f6r\u00fc olduk\u00e7a dinamik ve ekonomik \u015fartlar\u0131n de\u011fi\u015fmesi, ticari denklemin yeniden olu\u015fmas\u0131 markalar\u0131n \u00f6ng\u00f6r\u00fcl\u00fc olmalar\u0131n\u0131 zorunlu k\u0131l\u0131yor. Bak\u0131n 20 y\u0131ld\u0131r franchise veren ka\u00e7 markam\u0131z var? Akl\u0131n\u0131za gelmez; \u00e7\u00fcnk\u00fc yok denecek kadar az. Peki yabanc\u0131 marka ka\u00e7 tane var. Hepsini hat\u0131rlar\u0131z; Mc Donalds, Burger King, Starbucks Bak\u0131\u015f a\u00e7\u0131m\u0131z de\u011fi\u015fmezse franchise sekt\u00f6r\u00fc \u00fclkemizde gelecekte de b\u00f6yle olacak. Hele b\u00f6yle bir d\u00f6nemde franchise sekt\u00f6r\u00fcnde kartlar yeniden kar\u0131lacak. Yeni i\u015f modelleri olu\u015facak, yeni marka konumland\u0131rma fikirleri geli\u015fecek. Markalar\u0131n bug\u00fcn\u00fc de\u011fil 5 y\u0131l sonray\u0131 d\u00fc\u015f\u00fcnmesi zorunluluk, yoksa ayakta kalam\u0131yorlar. Kalamayacaklar da. Kahveden, hamburgere, k\u00f6fteye, tekstile, tak\u0131ya kadar her yer klon markalarla dolu. Bu markalarla ge\u00e7ici saman alevleri olu\u015fuyor ama 10\u2019uncu y\u0131l\u0131n\u0131 g\u00f6ren markalar\u0131m\u0131z dahi olam\u0131yor\u201d dedi.<\/p>\n
“Franchise y\u00f6netimi uzmanl\u0131k gerektiren bir alan”<\/p>\n
T\u00fcrkiye\u2019de bir i\u015f modeli olarak franchise y\u00f6netimi i\u00e7in ge\u00e7 de olsa son birka\u00e7 y\u0131ld\u0131r ad\u0131m at\u0131ld\u0131\u011f\u0131n\u0131 belirten Yahya Pulat, “Franchise olduk\u00e7a \u00f6nemli bir yat\u0131r\u0131m kolu. Bunun belirli bir d\u00fczeyde uzmanl\u0131kla y\u00f6netilmesi \u00e7ok \u00f6nemli. 400\u2019den fazla franchise i\u015flemi ger\u00e7ekle\u015fmesine arac\u0131l\u0131k ettik ve sorumlulu\u011fumuz franchise yat\u0131r\u0131m\u0131n\u0131n ger\u00e7ekle\u015fmesi ile bitmiyor. \u0130\u015fletmenin karl\u0131l\u0131\u011f\u0131n\u0131 ve i\u015fletmecinin i\u015fe olan motivasyonunu da izliyoruz. 2018 -2019 periyodunda b\u00fcnyemizdeki markalar\u0131n 65 yeni franchise vermesini sa\u011flayarak ekonomik zorluklara ra\u011fmen bir \u00f6nceki y\u0131la g\u00f6re y\u00fczde 22 b\u00fcy\u00fcme g\u00f6stermelerine destek olduk.” \u015feklinde konu\u015ftu.<\/p>\n","protected":false},"excerpt":{"rendered":"
DEALER KURUCUSU YAHYA PULAT<\/p>\n","protected":false},"author":1,"featured_media":255720,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2},"jetpack_post_was_ever_published":false},"categories":[19],"tags":[11539,55159,1189,2128],"class_list":["post-255719","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ekonomi","tag-11539","tag-franchise","tag-olacak","tag-yili"],"jetpack_publicize_connections":[],"jetpack_featured_media_url":"https:\/\/i0.wp.com\/www.tvturk.com\/wp-content\/uploads\/2020\/01\/2020-franchise-yili-olacak_a612dec.jpg?fit=1000%2C767","jetpack_sharing_enabled":true,"jetpack_shortlink":"https:\/\/wp.me\/paKIfm-14wv","_links":{"self":[{"href":"http:\/\/www.tvturk.com\/index.php\/wp-json\/wp\/v2\/posts\/255719","targetHints":{"allow":["GET"]}}],"collection":[{"href":"http:\/\/www.tvturk.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/www.tvturk.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/www.tvturk.com\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"http:\/\/www.tvturk.com\/index.php\/wp-json\/wp\/v2\/comments?post=255719"}],"version-history":[{"count":0,"href":"http:\/\/www.tvturk.com\/index.php\/wp-json\/wp\/v2\/posts\/255719\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"http:\/\/www.tvturk.com\/index.php\/wp-json\/wp\/v2\/media\/255720"}],"wp:attachment":[{"href":"http:\/\/www.tvturk.com\/index.php\/wp-json\/wp\/v2\/media?parent=255719"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/www.tvturk.com\/index.php\/wp-json\/wp\/v2\/categories?post=255719"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/www.tvturk.com\/index.php\/wp-json\/wp\/v2\/tags?post=255719"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}