Konumlandırma Stratejilerinin İşletme Performansı İle İlişkisi: Liman İşletmeciliğinde Bir Uygulama(Relation of Positioning Strategies with Operation Performance: An Application In Port Business Administration)

Positioning decisions form one of the basic elements of marketing management. Positioning is a process executed to the appearance of products in minds. Positioning may be executed with many methods as based on emphasizing product feature, product class, product users, price-quality relation, comparing according to the rivals, associating with cultural symbols, life style and brand personality. Objective of this research is to identify what the positioning decisions based on price-quality relations of business organizations operating in Gulf of İzmit Region and comparing according to the rivals are and also to identify whether there is a relation between positioning decisions and operation performance. In the research it has firstly been benefited from qualitative data collection tools, in-depth discussion methods, and the data obtained have been used on forming problem of quantitative research and survey questions. 34 port business organizations operating in the region form the main structure of the research, and 31 of them have been applied face to face survey method. In the research, it was observed that most of the port business organizations have positioned their firms in the axis of high price- high quality