Selection and challenges of international marketing strategies: A study on Antalya vegetable and fruit exporters

In the developing and rapidly growing world the effect of economic, social, technological and political changes, the concept of marketing has gained an important quality and contributed to the formation of the concept of international marketing. In this study, the reasons for Antalya vegetable and fruit exporters to turn to international markets, the strategies they use and the difficulties they experience are discussed. In the study, qualitative research method was used and research was conducted on the companies that export vegetables and fruits in Antalya. In the study, it was created with the phenomenology pattern, which is one of the qualitative research designs. The data of the research were obtained as a result of in-depth interviews with exporting companies in Antalya vegetable and fruit market, with the interview form previously designed by the researcher regarding the subject and purpose of the study. After the audio recordings of the interviews were analyzed, the data obtained were coded with the interpretive phenomenology method based on the basic questions of the research. The data that emerged as a result of the coding were analyzed with the MAXQDA-2020 qualitative data analysis program. As a result of the study, detailed findings about international marketing methods, strategies, advantages and disadvantages, which are academic concepts, were determined by using the experiences of the founders of companies that export fruits and vegetables. At the end of this study, why businesses choose international marketing, which countries they prefer and the difficulties they experience are gathered under one roof. The most general suggestion obtained as a result of the research is that companies that prefer to do international marketing should give importance to foreign language development and the establishment of the company's infrastructure system.