COMPETITIVE ANALYSIS OF OUTDOOR ORNAMENTAL PLANTS SECTOR: A CASE STUDY OF KONYA PROVINCE; TURKEY

摘要

In this study, development and alteration trends of ornamental plants sector in Turkey and the rest of the world were analysed. The competitive and structural analysis of outdoor ornamental plants sector in Konya province, Turkey, was carried out in accordance with the Strengths, Weakness, Opportunities, Threats (SWOT) analytical technique and Diamond Model of Porter. Main data of the study have been obtained by a survey method from 16 managers of enterprises. According to the results, the ornamentalplants sector in Turkey developed vigorously, especially after 1980s, in parallel with other parts of the world. The cultivated area of ornamental plants in Turkey, which was 1513.2 ha in 2000, tripled to 4786.0 ha in 2011. Outdoor ornamental plants sector in Konya province has developed in parallel with that in the whole country and the number of enterprises producing has increased by 50% in the last decade. Competition level of outdoor ornamental plants sector is low in Konya. As a strategy to increase it, the aggregation of production in larger companies and diversification of the spectrum of plants more adapted to the natural conditions are discussed.