A Profound Look To E-Retailing Expansion Of Cem Ayakkabi Istanbul-Turkey

In this study, a business expansion of a present footwear manufacturer company, "Cem Ayakkabi Sanayi ve Ticaret Ltd." who is operating in Istanbul-Turkey, to the scope of online retailing with an outsourced product with a completely new and local brand is discussed.Current market conditions in both Turkey and China are discussed based on some journal articles and some statistics from official sources.Competition in Turkish Market is studied based on a "Competitor Array" survey, conducted to 100 participants. Value positioning of the new product is made based on the results from this survey.To reach an appropriate target group result, another survey with three main sections which are demography, usage information and conception of hiking shoes, is conducted to 100 participants. The results from survey were examined and specifications of target group are determined depending on survey acquisitions.To estimate the market share potential of the new brand, a new estimation model is created and named as "Power of Market Share" based on the survey and price, income, consumptions and expectations are included to the model to make a healthy market share estimation based on the specifications of product and market.The marketing strategies are discussed in 4 titles as product strategies, promotion strategies, distribution strategies and pricing strategies.As the last, the related legal issues, financial condition and risks are discussed for this expansion.