A research of sustainable competition of Finike orange: Value chain analysis

Nowadays, enterprises are working to ensure the customer satisfaction. The responsibility of companies is increasing when the issue is food products. Consumers are becoming more conscious about food products and also can affect the trends of companies according to their demands. In this study, current situation of citrus industry which is very important in Turkey?s and world?s fresh fruit trade is explained and sustainable competition of Finike Orange has been researched by following value chain analysis methodology.While value chain analysis is created, a survey was conducted in İstanbul city in order to determine the consumer value and awareness when they purchase oranges. Face to face interviews have been done with all actors (input suppliers, producers, packing houses, exporters, logistics) in the supply chain and relationships, material and information flow along the chain is evaluated. As a result, proposals for improvement are presented in every stage of supply chain according to customer demands.