Market oriantation and strategic marketing plan in businesses: An implementation upon the poultry corporation in the center of Bolu

The strategic marketing plan, which offers many profits like reducing the risks by predicting the future, making the adaptation with the environment in competitive environment with the results of globalization, becomes important day by day. In the current marketing world, in which clients are the leaders, the strategy that makes the biggest difference about strategic marketing is the strategy which cares the clients. The market orientation which takes to offer the best for clients as a goal, effects the corporations' competitiveness in positive ways by guiding the corporations. In the current conditions in which competition is strong for the poultry corporations to gain and keep their existence successfully, it will be good for them to maintain the strategies that keep the clients' value in the foreground, that equipped with knowledge about marketing, The aim of this study is to reveal, as if the poultry corporations that exists in the center of Bolu, take up the belief of market orientation that has a important effect of gaining an advantage of competition pay attention or not, what their ways of behaving are, whether they make a plan of marketing or not, whether they apply a differentiation strategy about the client centered. A qualitative method is used for data collection. Deeply arrangements were made with four of the Bolu-centered poultry corporations' top-level executives by using "semi structured interview form" for the purpose of the research. Research data was summarized by the researchers according to the themes that were specified before, themes and the codes were organized with the contents and the analysis. As a result of the research, it came out that two of the poultry corporations are not conceptualized enough about the market orientation components, that they couldn't use and apply the resources of strategic marketing plans strictly, that they are not aware of the strategic marketing plan and it was revealed that three of the companies made strategies based on clients. At the same time, it was revealed that the companies which were involved in the research, have established and improved strategies about their growth, that the prices and costs were not determinant, rather client based strategies and technology was determinant.