Foreign Market Analysis : A case study of General Logistics Systems in Turkish Market
Author
Kesir, Ayse Seda
Term
4. Term
Publication year
2016
Submitted on
2016-08-10
Abstract
Dette speciale undersøger, om det tyrkiske logistikmarked er attraktivt for General Logistics Systems (GLS), og hvilken markedsindtrængningsstrategi der er mest egnet. Baggrunden er GLS’ fortsatte globale ekspansion og en eksisterende samarbejdsaftale i Tyrkiet med MNG Kargo. To hovedspørgsmål driver analysen: markedets attraktivitet i logistikhenseende og valget af indgangsstrategi for GLS. Studiet er kvalitativt og baseret på fortolkning af sekundære data og litteratur. Et konceptuelt rammeværk med Global Value Chain (GVC) som overordnet styring suppleres af Porters fem kræfter til at vurdere branchestruktur og lønsomhed samt Resource-Based View (RBV) og OLI-paradigmet til at belyse valg af indgangsform. Metodisk beskrives tilgangen som deduktiv, samtidig med at den er forankret i en interpretivistisk og konstruktionistisk forståelse med forfatterstyret datafortolkning. Afgrænsninger omfatter afhængighed af sekundære kilder, subjektiv vurdering, begrænset generaliserbarhed og tidsmæssige hensyn, ligesom Tyrkiets mangfoldige kontekst kan påvirke overførbarhed. De gennemgåede kapitler præsenterer formål, teori og metode; empiriske resultater og endelige anbefalinger fremgår ikke af det foreliggende uddrag.
This thesis examines whether the Turkish logistics market is attractive for General Logistics Systems (GLS) and identifies the most suitable market entry strategy. The study is motivated by GLS’s ongoing global expansion and an existing partnership in Turkey with MNG Kargo. It addresses two core questions: the market’s attractiveness for logistics and the appropriate entry mode for GLS. The research adopts a qualitative design grounded in interpretation of secondary data and literature. A conceptual framework led by the Global Value Chain (GVC) approach is complemented by Porter’s Five Forces to assess industry structure and profitability, and by the Resource-Based View (RBV) and the OLI paradigm to inform entry mode choices. Methodologically, the study is presented as deductive while also rooted in an interpretivist and constructionist stance with author-led data interpretation. Key limitations include reliance on secondary sources, subjective judgment, constrained generalizability, and time constraints, and the diversity of the Turkish context may affect transferability. The chapters covered here set out the purpose, theory and methods; empirical findings and final recommendations are not included in the provided excerpt.
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