BÝMEKS Goes Catalog
Bimeks is a Turkish Electronics retailer selling through its stores mainly in Istanbul and some other cities and through internet. Bimeks considers distributing and selling through a catalog to reach the potential demand from rural areas and underserved markets.
When I look at the website of Bimeks, I can see its store locations, such as in Istanbul, Ankara, Izmir, and Antalya. Therefore, except these cities in which Bimeks have stores, other cities in Turkey represent an underserved market for electronics. This market is really huge for Turkey, so we should divide it into small customer segments to reach every segment in more effective way.
I also looked at the website of TeknoSA, the main competitor of Bimeks, to find an appropriate customer segment to distribute our catalogs. TeknoSA has more stores than Bimeks around Turkey. I think people who can buy a lot of technological products. After that, I get an idea that young people are more willing to get these products, but Bimeks and TeknoSA reach many young people by its stores. Finally, Eskiþehir, a big city in terms of population density, comes into my mind as a target city, because both of the two companies don't have any stores in Eskiþehir. Also, young population of Eskiþehir is really huge, since there are two big universities, Anadolu University and Osmangazi University. Eskiþehir becomes a capital city of young people with 40.000 students.
After I designate target market, university students in Eskiþehir, I can examine the buying behavior of this market to find the right way of reaching them. Most of the university students are single, so they buy technological products in the direction of their self enjoyment.
According to Betül Khan, general manager of Millwar ...