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Abstract The purpose of this paper was to analyze the business environment in Turkey. The analysis showed that Turkey has a large population that mainly consists of middle-class Muslims. This provides a huge market for high-quality Abaya. However, competition is high in the market. The main competitors include specialty stores such as Modanisa, Aliexpress, and Abaya Addict. A premium positioning strategy and appropriate distribution channels will be required to overcome competition. Introduction The business environment in which apparel companies operate in Turkey will be analyzed in this paper. The analysis will begin with an overview of Turkey. This will be followed by an analysis of market conditions. Recommendations will also be made to facilitate the launch of Abaya in Turkey by a new company referred to as Abayaexpress.com. Abayaexpress.com Abayaexpress.com is an online fashion retailer, which was established in 2014 in the United Arab Emirates (UAE). Currently, the company is expanding its operations by joining new markets in Europe and the Middle East. Abayaexpress.com offers a variety of high quality conservative modern Muslim women apparel. The vision of the company is to be the preferred brand among Muslim women in the Middle East, Asia, and Europe. Its mission is to make dressing for work, school, or special events as easy and trendy as possible. The company has partnered with renowned Abaya designers in the UAE to ensure that its customers are able to access high-quality products. Customers also benefit from using a variety of safe online payment methods. Moreover, the company ensures that purchased goods are delivered in time to improve customer satisfaction. Background Turkey is a unique country whose territories straddle two continents. It occupies part of Southeast Europe and Southwest Asia. Ankara is the capital city of the country. Turkey has a population of nearly 74 million people. Over 90% of the population speaks Turkish, which is the official language (Bertelsmann Stiftung, 2014). Culture and Values Although Turkey is a secular state, its culture is heavily influenced by Islamic beliefs and traditions. Nearly 99% of the population belongs to Islam (Bertelsmann Stiftung, 2014). Personal life, business, relationships, and behavior are mainly influenced by Islamic teachings. Turkish women and men prefer modest dressing for revealing clothes (Marchese, 2005). They wear both Islamic attire such as Abaya and western designer clothes such as suits. Family is considered the most important social unit where socialization takes place in Turkey. The most important values include punctuality, respect, and loyalty. Key Demographic Trends Approximately 65% of the Turkish population consists of individuals aged between 15 and 65 years (Bertelsmann Stiftung, 2014). This means that majority of the population belongs to the working class. The population is expected to reach 90 million people by 2025 (Bertelsmann Stiftung, 2014). Over 70% of citizens live in large cities such as Istanbul and Ankara as shown in figure 1. Turks and Kurds are the major tribes in the country. The literacy rate in Turkey is over 95% due to the availability of affordable primary education. The majority of Turks belong to the middle class. This means that most of the citizens are middle-income earners. Only 4.7% of the population is below the poverty line as shown in figure 2. Get your 100% original paper on any topic done in as little as 3 hours Learn More Market Conditions Political System The political system in Turkey is a republican parliamentary democracy. The constitution is the supreme law that governs the country. The government consists of three branches namely, judiciary, executive, and legislature (Bertelsmann Stiftung, 2014). The legislature consists of 550 members who are elected by the public every four years. The judiciary consists of independent courts that ensure the rule of law. The executive consists of the president, a prime minister, and ministers. Economic System Turkey has a modern market economy whose operations are based on the principles of capitalism. The IMF considers Turkey one of the newly industrialized countries and emerging markets due to its middle-income status (Zalewski, 2014). Government intervention in Turkey is limited to regulation and provision of public goods. Economic growth has been sluggish in the last five years due to high inflation, current account deficit, and insecurity in neighboring countries such as Syria. GDP is expected to grow by 3.5% and 4% in 2015 and 2016 respectively due to low oil prices (OECD, 2014). Legal System Turkish legal system promotes the rule of law by ensuring justice. The constitution protects basic human rights and freedom. The government has adopted new laws to protect property rights through measures such as patent registration to attract foreign investors. Although impressive progress has been made in protecting property rights, the desired outcome has not been achieved (YASED, 2008). Counterfeit and contraband goods are still a major problem in the country. Media Landscape Print, electronic, and social media are readily available in Turkey. However, media freedom is limited due to political oppression. Independent journalism is hardly practiced since media owners focus on pleasing the government and military to obtain business favors (Akser
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