Global markalarda marka genişlemesi ve yeni hedef y jenerasyonu
Küçük Resim Yok
Tarih
2015
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
İstanbul Beykent Üniversitesi
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
Küreselleşmeyle birlikte global markalar da birbirleriyle devamlı yarış haline girmişlerdir. Zamanla aynı hedefe hitap eden markaların farklı yön, sektör ve ürünlere doğru geçişi kaçınılmaz hale gelmiştir. Bu sebeple, markalar genişleme politikasını benimsemiş ve asıl sektörlerinin dışına çıkarak, hedef kitlelerini büyütmeyi ve daha çok kâr sağlamayı amaçlamışlardır. Günümüzün en büyük ve alım gücü en yüksek hedef grubu olan Y Jenerasyonu (Millennials), markalar için önemli bir gelir kaynağı olarak, markaların çeşitli yönlere genişlemelerine sebep olmuşlardır. Bu çalışmada, örnek global marka olan Ducati Motorları hakkında genel bir analiz yapılacak, genişleme politikaları incelenecek, rakip firmalarla karşılaştırılıp, markaya olası bir genişleme yöntemi sunulacaktır. Anahtar Kelimeler : Küreselleşme, marka, marka genişlemesi, Y Jenerasyonu
With globalization, global brands have entered a constant competition with their fellow competitors. In time, heading to different products and sectors have become unavoidable by the brands which have the same or close targets. Thus, the brands have moved to the sectors other than their origins, in order to grow their target group and gain more profit by embracing brand stretching policies. Being the biggest and having the major purchasing power, the Generation Y (Millennials) has become an important way of income and caused the brands to stretch into the areas other than their origins. In this study, the example global brand Ducati Motors will be investigated by making an analysis of its current situation, its brand stretching policies will be examined, and by comparing the brand with its competitors, a new stretching will be proposed. Keywords : Globalisation, brand, brand stretching, Generation Y
With globalization, global brands have entered a constant competition with their fellow competitors. In time, heading to different products and sectors have become unavoidable by the brands which have the same or close targets. Thus, the brands have moved to the sectors other than their origins, in order to grow their target group and gain more profit by embracing brand stretching policies. Being the biggest and having the major purchasing power, the Generation Y (Millennials) has become an important way of income and caused the brands to stretch into the areas other than their origins. In this study, the example global brand Ducati Motors will be investigated by making an analysis of its current situation, its brand stretching policies will be examined, and by comparing the brand with its competitors, a new stretching will be proposed. Keywords : Globalisation, brand, brand stretching, Generation Y
Açıklama
Anahtar Kelimeler
İşletme, Business Administration
