{"id":87,"date":"2023-08-08T16:30:30","date_gmt":"2023-08-08T14:30:30","guid":{"rendered":"https:\/\/decannibalize.com\/?p=87"},"modified":"2023-08-08T16:30:32","modified_gmt":"2023-08-08T14:30:32","slug":"calcul-taux-cannibalisation","status":"publish","type":"post","link":"https:\/\/decannibalize.com\/tr\/hesaplama-oran-yanibalizasyon\/","title":{"rendered":"Kanibalizasyon Oran\u0131 Nas\u0131l Kolayca Hesaplan\u0131r - Form\u00fcl ve A\u00e7\u0131klamalar"},"content":{"rendered":"

\u0130ster geleneksel ister dijital pazarlamada olsun, \u00fcr\u00fcn veya pazar yamyaml\u0131\u011f\u0131n\u0131 dikkate almak \u015firketler i\u00e7in \u00f6nemlidir. Asl\u0131nda, bu fenomen a\u015fa\u011f\u0131dakileri m\u00fcmk\u00fcn k\u0131larsat\u0131\u015f performans\u0131n\u0131 belirlemek <\/strong>yeni \u00fcr\u00fcnleriyle ilgili olarak bir \u015firket i\u00e7inde. Bu nedenle, sat\u0131\u015flar\u0131n k\u00e2rl\u0131 m\u0131 yoksa k\u00e2rs\u0131z m\u0131 oldu\u011funu de\u011ferlendirmek i\u00e7in analiz edilmesi ve derinlemesine testler yap\u0131lmas\u0131 tavsiye edilir. Bu makale kanibalizasyon hakk\u0131nda hat\u0131rlanmas\u0131 gereken kilit noktalar\u0131 ortaya koymakta ve i\u015fletmeniz i\u00e7in oran\u0131n\u0131 nas\u0131l hesaplayaca\u011f\u0131n\u0131z\u0131 a\u00e7\u0131klamaktad\u0131r.<\/p>\n\n\n\n

Pazar yamyaml\u0131\u011f\u0131 nedir? <\/h2>\n\n\n\n

Yamyamla\u015ft\u0131rma terimi a\u015fa\u011f\u0131daki durumlar\u0131 ifade eder bir \u00fcr\u00fcn\u00fcn sat\u0131\u015flar\u0131n\u0131n ba\u015fka bir \u00fcr\u00fcn pahas\u0131na h\u0131zla artmas\u0131 <\/strong>ayn\u0131 \u015firketin. Bu olgu ayn\u0131 zamanda \u015firket yamyaml\u0131\u011f\u0131 olarak da bilinir. Bu durum, daha yenilik\u00e7i ve daha iyi performans g\u00f6steren temel \u00f6zelliklere sahip yeni bir \u00fcr\u00fcn piyasaya s\u00fcr\u00fcld\u00fc\u011f\u00fcnde ortaya \u00e7\u0131kar. Bu durumda, yamyamla\u015fman\u0131n kas\u0131tl\u0131 veya kas\u0131ts\u0131z olabilece\u011fi unutulmamal\u0131d\u0131r. Yamyamla\u015ft\u0131rma kas\u0131ts\u0131zsa, yeni \u00fcr\u00fcnlere y\u00f6nelik pazarlama veya reklam kampanyalar\u0131 potansiyel m\u00fc\u015fterileri geri \u00e7evirebilir. Bu da \u015firketin \u00f6nemli gelirlerine zarar verebilir. <\/p>\n\n\n\n

Her durumda, sekt\u00f6r\u00fcn\u00fczdeki pazar\u0131n durumunu dikkate almak \u00e7ok \u00f6nemlidir. Yamyamla\u015fma, \u00fcr\u00fcn stok y\u00f6netiminizin dengesini bozabilir.<\/p>\n\n\n\n

Ancak kanibalizasyon, ticari sekt\u00f6r\u00fcn farkl\u0131 alanlar\u0131 i\u00e7in ge\u00e7erli olabilir. Bu, ayn\u0131 markan\u0131n \u00fcr\u00fcnlerinden, \u015firketin benzer bir kurulu\u015f a\u00e7mas\u0131 halinde bir ma\u011faza zincirine kadar de\u011fi\u015febilir. Bu nedenle a\u015fa\u011f\u0131dakiler \u00e7ok \u00f6nemlidir herhangi bir aksamay\u0131 \u00f6nlemek i\u00e7in bu olguyu yak\u0131ndan izlemek<\/strong> piyasadaki ticari faaliyetlerinizde. <\/p>\n\n\n\n

Kanibalizasyonun avantajlar\u0131 ve dezavantajlar\u0131 nelerdir? <\/h2>\n\n\n\n

Pazarlamada yamyamla\u015ft\u0131rman\u0131n bir\u00e7ok avantaj\u0131 vard\u0131r, \u00f6zellikle de tarafs\u0131z oldu\u011funda. Bu durumda, bir \u015firket kas\u0131tl\u0131 olarak yamyamla\u015ft\u0131rma y\u00f6ntemini kullanarak en iyi ihtimalle eski bir anahtar \u00fcr\u00fcn<\/strong>. Buna ek olarak, rakiplerden pazar pay\u0131 kazanmak i\u00e7in yeni \u00fcr\u00fcnden yararlanarak sald\u0131rgan bir strateji olarak kullan\u0131labilir. Ama ayn\u0131 zamanda savunmac\u0131 bir strateji de olabilir. Bu strateji teknolojik \u00fcr\u00fcnler satan ma\u011fazalar taraf\u0131ndan kullan\u0131l\u0131r. Etkin bir \u015fekilde rekabet edebilmek i\u00e7in yeni \u00fcr\u00fcn markalar\u0131n\u0131 rakipleriyle ayn\u0131 anda piyasaya s\u00fcreceklerdir.<\/p>\n\n\n\n

\u00d6te yandan, yamyamla\u015ft\u0131rma genellikle bir konumland\u0131rma sorunu<\/strong> veya \u00fcr\u00fcnler aras\u0131nda y\u00fcksek derecede benzerlik. Birka\u00e7 \u00fcr\u00fcn birbirini yamyamla\u015ft\u0131rd\u0131\u011f\u0131nda, \u015firket bunlar\u0131 satmakta zorlanabilir. Bu da sat\u0131ld\u0131klar\u0131 fiyatlarda d\u00fc\u015f\u00fc\u015fe yol a\u00e7abilir. Bu durum \u015fu \u015fekilde bilinir indirimler yoluyla kanibalizasyon<\/strong>.<\/p>\n\n\n\n

Bu t\u00fcr bir durumla kar\u015f\u0131la\u015f\u0131ld\u0131\u011f\u0131nda, yamyamla\u015ft\u0131r\u0131lan \u00fcr\u00fcn\u00fcn kayb\u0131n\u0131 g\u00f6z \u00f6n\u00fcnde bulundurmak esast\u0131r. Bu i\u015flem \u015fu anda yap\u0131l\u0131rtahmini talep <\/strong>ve pazarlayaca\u011f\u0131n\u0131z yeni \u00fcr\u00fcn\u00fcn sat\u0131\u015flar\u0131. Bu durumda, pazar\u0131n derinlemesine bir analizini yapmak \u00f6nemlidir. Kanibalizasyonun olumsuz etkilerini en aza indirmek i\u00e7in m\u00fc\u015fterilerinizin ve rekabetin ihtiya\u00e7lar\u0131n\u0131 da incelemeniz gerekir.<\/p>\n\n\n\n

Apple ve Kodak'ta pazarlama kanibalizasyonu \u00f6rne\u011fi<\/h2>\n\n\n\n

Apple markas\u0131, pazarlama yamyaml\u0131\u011f\u0131n\u0131n ba\u015far\u0131l\u0131 bir \u00f6rne\u011fidir. Her y\u0131l ayn\u0131 zamanda yeni bir iPhone piyasaya s\u00fcrerek, t\u00fcketicileri en son s\u00fcr\u00fcmleri tercih etmeye te\u015fvik etmektedir. Bu, y\u00fcksek fiyat etiketlerine ra\u011fmen eski s\u00fcr\u00fcmleri ge\u00e7ersiz k\u0131l\u0131yor<\/strong>. Bu \u015fekilde Apple, kas\u0131tl\u0131 ve yinelenen bir yamyamla\u015ft\u0131rma sistemi kullanmaktad\u0131r. Bu sayede y\u00fcksek talep seviyesini korumak<\/strong> Yeni \u00fcr\u00fcnleri i\u00e7in, pazara sunduklar\u0131n\u0131 d\u00fczenli olarak yenilemektedir.<\/p>\n\n\n\n

\u00d6te yandan, Kodak markas\u0131 etkili bir yamyamla\u015ft\u0131rma stratejisi benimseyemedi. Bu durum \u015firket i\u00e7in olumsuz sonu\u00e7lar do\u011furdu. Foto\u011fraf\u00e7\u0131l\u0131k sekt\u00f6r\u00fcndeki itibar\u0131na ra\u011fmen Kodak, pop\u00fclerli\u011fine g\u00fcvenerek yeni foto\u011fraf makineleri piyasaya s\u00fcrmedi. Sonu\u00e7 olarak, rakipleri daha yenilik\u00e7i \u00fcr\u00fcnler sunarak ve de\u011fi\u015fen t\u00fcketici ihtiya\u00e7lar\u0131na cevap vererek avantaj elde etti. Kanibalizasyon eksikli\u011fi, pazar pay\u0131nda ve sat\u0131\u015flar\u0131nda d\u00fc\u015f\u00fc\u015fe neden oldu.<\/strong><\/p>\n\n\n\n

Kanibalizasyon oran\u0131n\u0131 nas\u0131l kolayca hesaplayabilirim? <\/h2>\n\n\n\n

Kanibalizasyon oran\u0131n\u0131 hesaplamak kolayd\u0131r. Basit\u00e7e eski \u00fcr\u00fcnlerin kay\u0131p sat\u0131\u015flar\u0131n\u0131 ve yeni anahtar \u00fcr\u00fcn\u00fcn toplam sat\u0131\u015flar\u0131n\u0131 hesaba kat\u0131n. Form\u00fcl \u015f\u00f6yledir: (Standart \u00fcr\u00fcnlerin zarar\u0131na sat\u0131\u015f\u0131\/Yeni \u00fcr\u00fcn\u00fcn toplam sat\u0131\u015f\u0131) x 100<\/strong>.<\/p>\n\n\n\n

Bir d\u00fcz ekran TV \u015firketinin, halihaz\u0131rda sat\u0131\u015fta olan iki eski modeli varken piyasaya yeni bir kavisli TV modeli s\u00fcrd\u00fc\u011f\u00fcn\u00fc varsayal\u0131m. Yeni modelin piyasaya s\u00fcr\u00fclmesinden \u00f6nce, eski modellerin ayl\u0131k sat\u0131\u015flar\u0131 a\u015fa\u011f\u0131daki gibiydi:<\/p>\n\n\n\n

    \n
  • 140 cm d\u00fcz ekran TV: 1000 adet sat\u0131ld\u0131<\/li>\n\n\n\n
  • 80 cm d\u00fcz ekran TV: 800 adet sat\u0131ld\u0131<\/li>\n<\/ul>\n\n\n\n

    Yeni modelin piyasaya s\u00fcr\u00fclmesinin ard\u0131ndan ayl\u0131k sat\u0131\u015flar 1.500 adet olmu\u015ftur. Dolay\u0131s\u0131yla yeni \u00fcr\u00fcn\u00fcn eski \u00fcr\u00fcnler \u00fczerindeki yamyaml\u0131k oran\u0131 : <\/p>\n\n\n\n

    Yamyamla\u015fma oran\u0131 = ([1000 + 800]\/1500) x 100 = (1800\/1500) x 100 = 120 %<\/p>\n\n\n\n

    Belirli bir sekt\u00f6rdeki pazar yamyaml\u0131\u011f\u0131n\u0131 nas\u0131l en aza indirebiliriz? <\/h2>\n\n\n\n

    Belirli bir pazarda kanibalizasyonu azaltmak i\u00e7in \u00e7e\u015fitli stratejiler uygulanabilir. \u0130lk olarak, a\u015fa\u011f\u0131daki hususlar\u0131 dikkate almak \u00f6nemlidir \u00fcr\u00fcn konumland\u0131rma<\/strong> Pazar. Yeni tatlar veya eklenen \u00f6zellikler gibi fiyat ve yerle\u015ftirme a\u00e7\u0131s\u0131ndan \u00e7ok benzer olan \u00fcr\u00fcnler, y\u00fcksek bir yamyamla\u015fma riski ta\u015f\u0131r. Bu nedenle a\u015fa\u011f\u0131dakiler \u00f6nemlidir teklifimizi \u00e7e\u015fitlendirmek<\/strong> ve \u00fcr\u00fcnler aras\u0131nda do\u011frudan rekabetten ka\u00e7\u0131nmak i\u00e7in farkl\u0131 \u00f6zelliklere sahip \u00fcr\u00fcnler sunmak.<\/p>\n\n\n\n

    Ba\u015fka bir yakla\u015f\u0131m ise daha ucuz markalar veya seriler kullan\u0131n<\/strong> d\u00fc\u015f\u00fck maliyetli rakiplerle rekabet edebilmek i\u00e7in \u00f6zel \u00fcr\u00fcnler. \u00dcstelik bunu, \u00fcst s\u0131n\u0131f markalar\u0131 etkilemeden yap\u0131yor. \"Sava\u015f markalar\u0131\" ya da \u00fcr\u00fcnler yaratarak belirli bir pazar segmentine hitap etmek<\/strong>Bu \u015fekilde \u015firket yamyamla\u015fmay\u0131 \u00f6nleyebilir. Bu da m\u00fc\u015fterilere temel \u00fcr\u00fcnlerinin de\u011ferini d\u00fc\u015f\u00fcrmeden alternatifler sunabilece\u011fi anlam\u0131na geliyor.<\/p>\n\n\n\n

    Buna ek olarak, yeni tekliflerin lansman\u0131n\u0131n dikkatli bir \u015fekilde planlanmas\u0131 esast\u0131r. \u015eirket, eskileriyle do\u011frudan rekabet edebilecek yeni \u00fcr\u00fcnleri piyasaya s\u00fcrmekten ka\u00e7\u0131narak yamyamla\u015fmay\u0131 azaltabilir. Talebin, m\u00fc\u015fteri tercihlerinin ve pazar e\u011filimlerinin derinlemesine analizi, yeni teklifler sunmak i\u00e7in do\u011fru zamanlar\u0131n belirlenmesine yard\u0131mc\u0131 olabilir. Hem de mevcut \u00fcr\u00fcnlerin sat\u0131\u015f\u0131n\u0131 aksatmak zorunda kalmadan.<\/p>\n\n\n\n

    Son olarak, \u015fu hususlar \u00f6nemlidir monit\u00f6r<\/strong> kilit \u00fcr\u00fcnlerin sat\u0131\u015f ve performans\u0131n\u0131 yak\u0131ndan izlemek<\/strong> piyasada. A n\u00f6bet tutmak<\/strong> herhangi bir yamyamla\u015fma belirtisinin h\u0131zl\u0131 bir \u015fekilde tespit edilmesini sa\u011flayacakt\u0131r. Ayr\u0131ca gerekirse d\u00fczeltici \u00f6nlemler al\u0131nmas\u0131na da yard\u0131mc\u0131 olur. M\u00fc\u015fteri geri bildirimlerinin toplanmas\u0131 da a\u015fa\u011f\u0131dakiler i\u00e7in \u00f6nemlidir tercihlerini anlamak<\/strong>. Bu, piyasada sunulan teklifin ayarlanmas\u0131na yard\u0131mc\u0131 olacakt\u0131r. <\/p>","protected":false},"excerpt":{"rendered":"

    Que ce soit dans le marketing traditionnel ou digital, consid\u00e9rer la cannibalisation de produits ou de march\u00e9 est important pour les entreprises. En effet, ce ph\u00e9nom\u00e8ne permet d\u2019identifier la performance en mati\u00e8re de vente au sein d\u2019une entreprise par rapport \u00e0 ses nouveaux produits. Ainsi, il est recommand\u00e9 de l\u2019analyser et d\u2019effectuer des tests approfondis […]<\/p>","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"off","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[1],"tags":[],"class_list":["post-87","post","type-post","status-publish","format-standard","hentry","category-blog"],"yoast_head":"\nComment Calculer le Taux de Cannibalisation Facilement - Formule & Explications<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/decannibalize.com\/tr\/hesaplama-oran-yanibalizasyon\/\" \/>\n<meta property=\"og:locale\" content=\"tr_TR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Comment Calculer le Taux de Cannibalisation Facilement - Formule & Explications\" \/>\n<meta property=\"og:description\" content=\"Que ce soit dans le marketing traditionnel ou digital, consid\u00e9rer la cannibalisation de produits ou de march\u00e9 est important pour les entreprises. 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