Elektronik perakendecilikte lojistik stratejileri

The aim of this thesis is to analyze the logistics strategies, which are among critical success factors in e-retailing. In this thesis, the logistics strategies of Turkey's major multi-channel and chain-store e-retailers, Gima and Migros, are investigated. The research is done by benchmarking methodology. In terms of data collection methods, interviews were made with the managers from both companies and on-site investigations were done. Migros and Gima are compared in terms of main functions of logistics they implemented for e-retailing. Research shows that the success of e-retailing is heavily dependent on logistics issues such as fulfilling orders efficiently and providing an exemplary level of delivery service. The results from the study show the similarities and differences between logistics strategies of Migros and Gima in e-retailing; and the strategies are discussed with respect to previous research findings related to the topic. The study shows that there is an important potential for e-retailing in the Turkish market and the competition will increase with the foreigners entering the market. Companies such as Migros and Gima, being reputable, first movers, having the chance of using their existing infrastructures for e-retailing, and building presence on the Internet as an alternative channel to their traditional retailing businesses, have a noticeable advantage in the market.