Gazlı İçecek Sektörü ve Gazoz Pazarındaki KOBİ’ler İçin Niş Pazarlamasına Bir Örnek(A Sample of The Applıcatıon of Niche Marketing by SMEs In The Soda and Carbonated Beverages Market)

Abstract

Small and Medium-Sized Enterprises (SME) rarely find themselves in distress like the ones do in carbonated beverages market. The reasons for that may be the market dominance of a few gigantic firms in terms of control and market share, and the disability of resource-limited SMEs in responding to market needs due to the competitive structure of the industry. In this paper we try to show how a local soda pop company can better deal with the challenges in its market through niche marketing.

Keywords

• Gazlı İçecekler
• Niş Pazarlaması
• KOBİ
• Carbonated Beverages
• Niche Marketing
• SME