Strategic marketing analysis of wood-based forest products (The case of Kastamonu Regional Directorate of Forestry)

Regional Forest Directorates (RDF) which govern the domestic markets of the wood-based forest products are the most important administrative units of The General Directorate of Forestry (GDF). In this study, Kastamonu Regional Directorate of Forestry (KRDF) was selected as it is such a directorate leading among others in growing stock, annual growth, intermediate and final yield, sales revenue of the GDF to evaluate and display of wood-based forest products markets and reveal of market strategy. Wood-based forest products markets within the selected area were analyzed in various ways and market strategies were created. For this purpose, the study was carried out in five stages. Macro-environmental factors were evaluated and product, market, customer and demand analyses was performed in KRDF. KRDF is the timber supply center in the intensely competitive auction style sales so that it has the capacity of shaping procedures and precautions which forces the word demanding industries from importing wood from international markets. KRDF's biggest competitors are both the surrounding RDF's and depending upon the type of each product, RDF's having high production quantity in the domestic markets. Whether RDF's are state owned enterprises or not, one important notion which should not be undermined in any circumstance is competitiveness. Therefore KRDF's advantages and disadvantages in this concept were determined. KRDF's wide range of customers in Turkey was examined and it was found that there was a long established loyalty for providing high quality products to customers. The demand analysis was done to determine the factors that affect customer preferences to create the demand function. According to the analysis, the significant increase was found in the impact of exporting countries in the globalized world. In this context; according to results of KRDF's strategic marketing analysis, KRDF is expected to carry out as follows; 1) to keep its centrality in timber, wood chip and firewood production; 2) to plan the promotion in order to ensure maximum efficiency; 3) to satisfy the needs of forest villagers located within KRDF, 4) to convince the infrequent customers to become loyal to itself; 5) to keep the standardization mistake i.e. diameter, height etc. at minimum; 6) to address the problems of customers leaning to international suppliers; 7) to be first in terms of price, variety and quantity of wood-based forest products. This study, in general, determined the fact that KRDF is the leading actor in the wood based forest products. The suggestions have been developed to achieve the goal of benefiting the most rational way.