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TazeDirekt.com: branding charm or operational basics?
Linnaeus University, School of Business and Economics, Department of Marketing.ORCID iD: 0000-0003-2248-0802
Istanbul Technical University, Turkey.
2019 (English)In: Case Studies in Food Retailing and Distribution / [ed] John Byrom & Dominic Medway, Woodhead Publishing Limited, 2019, 1, p. 37-52Chapter in book (Refereed)
Abstract [en]

TazeDirekt had cloned “FreshDirect” to Turkey with a very similar name and faced with a growing demand at the Turkish e-commerce market. It was an online grocery store, e-tailing organic, genetic modification free food primarily from small, local producers and from its organic farm to health-conscious and gourmet people in three big cities of Turkey. Customers were happy with the freshness, quality, and the superior service provided. Unfortunately, the profit levels were not enough to cover the operational and marketing costs of this market positioning. As the number of orders increased in scale, the savings in the unit costs were not enough to sustain the business and cover the costs of providing high-quality products with a superior service. In February 2016, the founder suddenly decided to close the business, declaring its failure. Later, in November 2016, Migros, the most massive multibrand food retail chain of Turkey, purchased the TazeDirekt and its online assets as its new online retail brand to complement its portfolio of brands.

Place, publisher, year, edition, pages
Woodhead Publishing Limited, 2019, 1. p. 37-52
Series
Woodhead Publishing Series in Consumer Science and Strategic Marketing
Keywords [en]
Online food retailing, TazeDirekt, Turkey, Turkish, Organic food retailing, Grocery and livestock e-tailing
National Category
Business Administration
Research subject
Economy, Business administration
Identifiers
URN: urn:nbn:se:lnu:diva-77310DOI: 10.1016/B978-0-08-102037-1.00004-9ISBN: 9780081020371 (print)ISBN: 9780081020388 (electronic)OAI: oai:DiVA.org:lnu-77310DiVA, id: diva2:1241402
Available from: 2018-08-23 Created: 2018-08-23 Last updated: 2019-05-20Bibliographically approved

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Ozturkcan, Selcen

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf