The three dimensional operation of the niche marketing and the organization of the system and the implementation in the Eczacibasi Vitra

iiiABSTRACT"The Three Dimensional Operation of The Niche Marketing System and TheOrganization of The System, and The Implementation in Eczacıbaşı Vitra"Due to the insufficiency of traditional marketing strategies and prescriptive paradigms,it is obvious that the industry has started a transformation process and the market has atendency to decay. The tendency of the changing market structure has created atranformation from mass market to splitted small markets and niche markets. Due to thistendency in the market, niche marketeers have started to construct autarchic markets, freefrom classic rivalry, and new competition areas by reducing their mass market and filling themarket gaps. The market, business model and strategies of the niche marketing sistemprovides enterprises with a model that enables them to construct highly profitable marketingopportunities in the market free from rivalry threatening. In the market format of the system,methods to break the compulsions of the sector, destructive and constructive catalyzers thatprovide to exceed traditional trade-offs, and double sided segmantation analysis are used.These methods ensure to achieve the niche targets and nichemanship approaches whichrepresent two different niche markets. These methods in the market format guide enterprisesto different types of static or dynamic niche markets. In the second format of the system,there is a tendency towards the six main business models and the market niche. The thirdformat, the strategy format, consists of precautions for the protection of the market andfocusing strategies.In this study, enterprises experienced in their own market, their filling of market gaps ,and their defining of their market again is analysed instead of their carrying on with theirbusiness in the shrinking market. In order to create business, the effort to construct a plannedtransformation action should be examined by actuating the niche marketing system. In thefirst part of this study, niche marketing, and its advantages over enterprises are explained ingeneral. In the second part, the operations of three formats of the niche marketing system isexamined. In the third part, there is a questionaire about two products of Eczacıbaşı-Vitrawhich exhibit regulations of two different niche markets.