A Ten-Year Situational Analysis and Reassessment of the Turkish Retail Sector in the Light of Current Developments

Sedat Çolak; Figen Yıldırım

Article Details

A Ten-Year Situational Analysis and Reassessment of the Turkish Retail Sector in the Light of Current Developments

Authors:

Sedat Çolak | Figen Yıldırım

Publisher:

Istanbul Ticaret University

Main Topics:

Hizmet Pazarlaması

Journal:

İstanbul Ticaret Üniversitesi Sosyal Bilimler Dergisi Vol.24 Issue 52, pp.26-54

Document Type:

Article

Publication Date:

6/2025

Document Language:

Turkish

Document ID (Org No.):

2001352520

pISSN:

1303-5495

Keywords:

Abstract:

 Abstract World trade has witnessed major changes in the last ten years. Phenomena such as pandemics, wars, digitalization, the rise of e-commerce, and the changing consumer profile have affected the way all sectors do business. In the face of all these changes, the Turkish retail sector has transformed in parallel with the world retail sector in order to survive and bring itself to better positions. The number of studies containing situation analysis of the last ten-year period, in which the impact of macro-environmental variables on the Turkish retail sector was intense, is quite low. This article was made with the aim of re-evaluating the SWOT analysis of the Turkish retail sector, which was conducted by the Union of Chambers and Commodity Exchanges of Turkey in 2012, and to create a new SWOT analysis in the light of current developments, which was chosen due to its strong scope of explaining theory and practical applications. While creating the current SWOT analysis, we proceeded with Porters Five Forces Model approach in the sector, which includes macro and micro environmental analysis, demand analysis and competition analysis of the retail sector in Turkey, in accordance with what is explained in theory. As a result of the study, it has been determined that some elements in the analysis conducted in 2012 continue, some have changed in the opposite direction such as transforming from a threat situation to an opportunity situation, and some elements need to be re-added, taking into account the conditions of the day. Re-evaluating the sector from a current perspective, especially considering the change in e-commerce in the ten-year period, will be useful to test the consistency of the previous analysis and develop a perspective for the future.

 Abstract World trade has witnessed major changes in the last ten years. Phenomena such as pandemics, wars, digitalization, the rise of e-commerce, and the changing consumer profile have affected the way all sectors do business. In the face of all these changes, the Turkish retail sector has transformed in parallel with the world retail sector in order to survive and bring itself to better positions. The number of studies containing situation analysis of the last ten-year period, in which the impact of macro-environmental variables on the Turkish retail sector was intense, is quite low. This article was made with the aim of re-evaluating the SWOT analysis of the Turkish retail sector, which was conducted by the Union of Chambers and Commodity Exchanges of Turkey in 2012, and to create a new SWOT analysis in the light of current developments, which was chosen due to its strong scope of explaining theory and practical applications. While creating the current SWOT analysis, we proceeded with Porters Five Forces Model approach in the sector, which includes macro and micro environmental analysis, demand analysis and competition analysis of the retail sector in Turkey, in accordance with what is explained in theory. As a result of the study, it has been determined that some elements in the analysis conducted in 2012 continue, some have changed in the opposite direction such as transforming from a threat situation to an opportunity situation, and some elements need to be re-added, taking into account the conditions of the day. Re-evaluating the sector from a current perspective, especially considering the change in e-commerce in the ten-year period, will be useful to test the consistency of the previous analysis and develop a perspective for the future.

 Abstract World trade has witnessed major changes in the last ten years. Phenomena such as pandemics, wars, digitalization, the rise of e-commerce, and the changing consumer profile have affected the way all sectors do business. In the face of all these changes, the Turkish retail sector has transformed in parallel with the world retail sector in order to survive and bring itself to better positions. The number of studies containing situation analysis of the last ten-year period, in which the impact of macro-environmental variables on the Turkish retail sector was intense, is quite low. This article was made with the aim of re-evaluating the SWOT analysis of the Turkish retail sector, which was conducted by the Union of Chambers and Commodity Exchanges of Turkey in 2012, and to create a new SWOT analysis in the light of current developments, which was chosen due to its strong scope of explaining theory and practical applications. While creating the current SWOT analysis, we proceeded with Porters Five Forces Model approach in the sector, which includes macro and micro environmental analysis, demand analysis and competition analysis of the retail sector in Turkey, in accordance with what is explained in theory. As a result of the study, it has been determined that some elements in the analysis conducted in 2012 continue, some have changed in the opposite direction such as transforming from a threat situation to an opportunity situation, and some elements need to be re-added, taking into account the conditions of the day. Re-evaluating the sector from a current perspective, especially considering the change in e-commerce in the ten-year period, will be useful to test the consistency of the previous analysis and develop a perspective for the future.

 Özet Dünya ticareti son on yılda büyük değişimlere tanık olmuştur. Pandemi, savaşlar, dijitalleşme, e-ticaretin yükselişi, değişen tüketici profili gibi olgular tüm sektörlerin iş yapış tarzını etkilemiştir. Tüm bu değişimler karşısında Türkiye perakende sektörü de ayakta kalabilmek, kendini daha iyi noktalara getirebilmek adına dünya perakende sektörüne paralel olarak dönüşüme uğramıştır. Türkiye perakende sektörünün makro çevre değişkenlerinin etkisinin yoğun olduğu son on yıllık sürece dair durum analizini içeren çalışmaların sayısı oldukça azdır. Bu makale, teori ile pratik uygulamaları anlatan kapsamı güçlü olması sebebiyle seçilmiş olan 2012 yılında Türkiye Odalar ve Borsalar Birliği tarafından yapılan Türkiye perakende sektörünün SWOT analizinin yeniden değerlendirilmesi, güncel gelişmeler ışığı altında yeni bir SWOT analizi oluşturulması amacı ile yapılmıştır. Güncel SWOT analizi oluşturulurken teoride anlatılana uygun olarak Türkiyedeki perakende sektörüne ait makro ve mikro çevre analizi, talep analizi ve rekabet analizini içeren sektördeki Porterın Beş Güç Modeli yaklaşımıyla ilerlenmiştir. Yapılan çalışmanın sonucunda; 2012 yılında yapılan analizdeki bazı unsurların halen devam ettiği, bazılarının tam tersi yönde yer değiştirdiği tehdit durumundan fırsat durumuna dönüşme gibi, günün koşulları dikkate alınarak bazı unsurların da yeniden eklenmesi gerektiği tespit edilmiştir. On yıllık süreçte özellikle e-ticarette yer alan değişimi de göz önünde bulundurarak güncel bakış açısı ile sektörün tekrar değerlendirilmesi, önceki analizin tutarlılık testine ve geleceğe yönelik bakış açısı geliştirmeye faydalı olacaktır.

Article Details

A Ten-Year Situational Analysis and Reassessment of the Turkish Retail Sector in the Light of Current Developments

Authors:

Sedat Çolak | Figen Yıldırım

Publisher:

Istanbul Ticaret University

Main Topics:

Hizmet Pazarlaması

Journal:

İstanbul Ticaret Üniversitesi Sosyal Bilimler Dergisi Vol.24 Issue 52, pp.26-54

Document Type:

Article

Publication Date:

6/2025

Document Language:

Turkish

Document ID (Org No.):

2001352520

pISSN:

1303-5495

Turkish Retail Sector

SWOT analysis

Market Research

PESTEL

Porter’s Five ForceTürkiye Perakende Sektörü

SWOT analizi

Pazar Araştırması

PESTEL

Porter’ın Beş Güç Modeli

Issues

Article Details

Authors: Sedat Çolak | Figen Yıldırım

Publisher: Istanbul Ticaret University

Main Topics: Hizmet Pazarlaması

Journal: İstanbul Ticaret Üniversitesi Sosyal Bilimler Dergisi Vol.24 Issue 52, pp.26-54

Document Type: Article

Publication Date: 6/2025

Document Language: Turkish

Document ID (Org No.): 2001352520

pISSN: 1303-5495

Issues

Authors:

Sedat Çolak | Figen Yıldırım

Publisher:

Istanbul Ticaret University

Main Topics:

Hizmet Pazarlaması

Journal:

İstanbul Ticaret Üniversitesi Sosyal Bilimler Dergisi Vol.24 Issue 52, pp.26-54

Document Type:

Article

Publication Date:

6/2025

Document Language:

Turkish

Document ID (Org No.):

2001352520

pISSN:

1303-5495