International market analysis for Turkish olive oil: Turkey - Japan comparison

Japan has one of the world largest economy and an important foreign market for our Turkey. But Turkey's share in this market was just %0,046 in 2014. Same year, only %0,24 of Turkey export had made to this market. It is an important research subject to understand the reasons of why Turkey market share in Japan is such low. By understanding the reasons and producing solutions, it may contribute to increase Turkey share in this important market and to decrease its current deficit. May, Turkey exporters' wrong perception about this country's market and not understanding enough their potential clients' expectations, are in the reasons of Turkey's low share in Japan market? Enough literature on this subject couldn't be found. In this thesis study, to enlighten this subject, it is planned to make detail field research that covers both country by using survey method. For this aim, olive oil sector which is an important export product of Turkey to Japan has chosen for research. For the determined sector, by using structured extensive survey, a market research has been made on Japan industrial market buyers to find out their olive oil preference and supplier selection criteria. 66 different variable is be located in research survey. 150 Japan companies had replied the survey. Answers are analyzed by using SPSS statistical software. Chi-square, ANOVA and T-Tests are made to research a lot of subjects such as if these criteria can be varied according to country of origin preference and company types factor groups. It is confirmed that preferred criteria are varied according to company type and country of origin preference. A lot of important information had been acquired such as the companies that prefer Turkey are more price oriented. Surveys are not only developed by using literature but also interview with experts in the sector. In order to test survey validity, Foodex exhibition that is the biggest international food exhibition of Japan, had been visited and its pilot scheme had made there. To measure Turkish olive oil exporters and producers perception about Japan market, another survey is used to ask them to predict importance level of these criteria for Japanese companies. 53 variable has been used in this survey. 40 Turkish companies had replied. 35 main hypothesis and 315 sub hypothesis (a separate hypothesis for each criteria) are developed for research. After, two separate field research, Japan (industrial buyer) companies demands and expectations are compared with Turkish (supplier) companies perception and predictions. According to comparison results, %60 of supplier selection criteria and %90 of olive oil preference criteria are predicted differently from Japanese companies by Turkish companies. These results, may confirm the thesis that Turkish companies has wrong knowledge and perception about Japan market. The data that are driven from research results are not only detect the problem, but also contribute to the solution of the problem. In thesis analyze and results sections, appropriate marketing mix suggestions are presented to the exporters that target Japan market, by making use of results of the research.