Examining Competitive Strategies in Growing Coffee Industry with Game Theory
The coffee market in Turkey is growing rapidly, leading to fierce competition between international, national and local coffee shops. It has become extremely important for the local economy that local businesses can compete and survive with these more institutionalized structures that also have bran...
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| Format: | Article |
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Sivas Cumhuriyet Üniversitesi
2024-10-01
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| Series: | Cumhuriyet Üniversitesi İktisadi ve İdari Bilimler Dergisi |
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| Online Access: | https://dergipark.org.tr/tr/download/article-file/3853034 |
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| author | Hüseyin Daştan Gürkan Çalmaşur Meryem Aysin Fatmanur Oral |
| author_facet | Hüseyin Daştan Gürkan Çalmaşur Meryem Aysin Fatmanur Oral |
| author_sort | Hüseyin Daştan |
| collection | DOAJ |
| description | The coffee market in Turkey is growing rapidly, leading to fierce competition between international, national and local coffee shops. It has become extremely important for the local economy that local businesses can compete and survive with these more institutionalized structures that also have brand advantages in competition. In this study, game theory was used as a tool to analyse the competitive strategies of companies operating in the coffee market by designing both zero-sum and non-zero-sum games. Considering that the expectations, tastes, preferences and consumption habits of the generations may be different, 1600 people were surveyed in Erzurum province by grouping them as Generation X, Y and Z according to their year of birth. Different game matrices were created with the data obtained from the surveys. The games were designed to identify the prominent strategies among coffee shops for each generation. The results showed that, regardless of generation, local coffee shops stand out from international and national coffee chains in terms of space comfort. In addition, local shops also stand out in terms of meeting consumer expectations. In order to gain a competitive advantage, local coffee shops should focus on developing strategies related to the space comfort. Developing this strategy provides opportunities for local businesses to increase their market share. It is also observed that Generation Z has higher expectations in all strategies compared to other generations. |
| format | Article |
| id | doaj-art-36ce3ffb3ffb4e3f8568e6946232f53d |
| institution | Kabale University |
| issn | 1303-1279 |
| language | English |
| publishDate | 2024-10-01 |
| publisher | Sivas Cumhuriyet Üniversitesi |
| record_format | Article |
| series | Cumhuriyet Üniversitesi İktisadi ve İdari Bilimler Dergisi |
| spelling | doaj-art-36ce3ffb3ffb4e3f8568e6946232f53d2025-02-02T14:34:25ZengSivas Cumhuriyet ÜniversitesiCumhuriyet Üniversitesi İktisadi ve İdari Bilimler Dergisi1303-12792024-10-0125463765510.37880/cumuiibf.14662392057Examining Competitive Strategies in Growing Coffee Industry with Game TheoryHüseyin Daştan0https://orcid.org/0000-0003-0714-1060Gürkan Çalmaşur1https://orcid.org/0000-0002-8515-5719Meryem Aysin2https://orcid.org/0000-0003-1188-8239Fatmanur Oral3https://orcid.org/0000-0002-1677-1163ERZURUM TEKNİK ÜNİVERSİTESİ, İKTİSADİ VE İDARİ BİLİMLER FAKÜLTESİERZURUM TEKNİK ÜNİVERSİTESİ, İKTİSADİ VE İDARİ BİLİMLER FAKÜLTESİERZURUM TEKNİK ÜNİVERSİTESİ, İKTİSADİ VE İDARİ BİLİMLER FAKÜLTESİERZURUM TEKNİK ÜNİVERSİTESİ, İKTİSADİ VE İDARİ BİLİMLER FAKÜLTESİThe coffee market in Turkey is growing rapidly, leading to fierce competition between international, national and local coffee shops. It has become extremely important for the local economy that local businesses can compete and survive with these more institutionalized structures that also have brand advantages in competition. In this study, game theory was used as a tool to analyse the competitive strategies of companies operating in the coffee market by designing both zero-sum and non-zero-sum games. Considering that the expectations, tastes, preferences and consumption habits of the generations may be different, 1600 people were surveyed in Erzurum province by grouping them as Generation X, Y and Z according to their year of birth. Different game matrices were created with the data obtained from the surveys. The games were designed to identify the prominent strategies among coffee shops for each generation. The results showed that, regardless of generation, local coffee shops stand out from international and national coffee chains in terms of space comfort. In addition, local shops also stand out in terms of meeting consumer expectations. In order to gain a competitive advantage, local coffee shops should focus on developing strategies related to the space comfort. Developing this strategy provides opportunities for local businesses to increase their market share. It is also observed that Generation Z has higher expectations in all strategies compared to other generations.https://dergipark.org.tr/tr/download/article-file/3853034oyun teorisisıfır toplamlı oyunsıfır toplamlı olmayan oyunrekabetkahve çalışmalarıgame theoryzero-sum gamesnon-zero sum gamescompetitioncoffee studies |
| spellingShingle | Hüseyin Daştan Gürkan Çalmaşur Meryem Aysin Fatmanur Oral Examining Competitive Strategies in Growing Coffee Industry with Game Theory Cumhuriyet Üniversitesi İktisadi ve İdari Bilimler Dergisi oyun teorisi sıfır toplamlı oyun sıfır toplamlı olmayan oyun rekabet kahve çalışmaları game theory zero-sum games non-zero sum games competition coffee studies |
| title | Examining Competitive Strategies in Growing Coffee Industry with Game Theory |
| title_full | Examining Competitive Strategies in Growing Coffee Industry with Game Theory |
| title_fullStr | Examining Competitive Strategies in Growing Coffee Industry with Game Theory |
| title_full_unstemmed | Examining Competitive Strategies in Growing Coffee Industry with Game Theory |
| title_short | Examining Competitive Strategies in Growing Coffee Industry with Game Theory |
| title_sort | examining competitive strategies in growing coffee industry with game theory |
| topic | oyun teorisi sıfır toplamlı oyun sıfır toplamlı olmayan oyun rekabet kahve çalışmaları game theory zero-sum games non-zero sum games competition coffee studies |
| url | https://dergipark.org.tr/tr/download/article-file/3853034 |
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