BIM

BIM

BIM-Food Retailer

SLEPT Analysis

While evaluating how to contribute to the sector's competitiveness? it is crucial to look beyond the challenges and key questions faced by individual firms and instead considers issues that affect all firms. One mechanism for making such an evaluation is through a “SLEPT” analysis. A SLEPT analysis is a country-specific analysis of quantitative and qualitative external macro-environment that affects all firms. “S.L.E.P.T.” is an acronym for the Social? Legal? Economic? Political and Technological factors. These external factors are usually beyond the firm's control and often times present themselves as threats.

Although there are some good points about the market. The decision for Turkey is based on some important points:

The use of food retail per capita in Turkey is less than a litre (0.07 l in 2001) per year (compared to 60 litres in Europe or 3 litres per head in Japan)

Both duty and tax are 60 % which means that Turkey`s tax on food retail accounts for about 81 % of the retail cost of a bottle. (e. g. an imported $ 10 bottle of food retail would end up costing $ 52)

Alcohol is a major public health problem in Turkey. Therefore the government brought in new legislation to cut alcohol use and reduce harm caused by alcohol (warning labelling? restriction for alcohol advertisement).

French food retail are clearly dominating the South Turkish market. (55.4 % market share) The word “French” is synonymous with “food retail” in the Turkish consumers minds.

Distribution in Korea is fragmented and inefficient; only a few companies provide a national distribution system; importers must usually deal with many distributors to gain full national coverage.

Australia as a “New world” food retail producing country is penetrating the South Turkish market to a high extent. Their traditional good trade relationships and their geographical location to South Korea gives them strong advantage and major incentives (e. g. Free Trade Agreement)

Social

The socio-cultural environment facing BIM is characterized in increasing interest by nationals? especially females? to obtain higher education and specialized qualifications and to enter labor Turkish market. There are increasing efforts to employ nationals (locals) in positions of professional responsibility not only in the public sector? but in the private sector as well. This serves as a challenge for BIM to come up with innovative schemes and policy proposals as well as to create the appropriate business climate that will make that possible.

Majority of the workforce in BIM are expatriate. However? BIM has succeeded in nationalizing all managerial? supervisory and support clerical job categories; including majority of chemists and engineers job categories. BIM also developed a diploma program for technicians as part of the agreement with one of the higher education college for local's graduates in this field.

Legal

Temporary staffing legislation varies by Turkish market but restrictions usually fall into one of four areas; length of assignment? reason for the assignment? levels of pay and benefits? or sector prohibition. In certain markets? in addition to national and/or local legislation? the recruitment industry is also obliged to negotiate collective ...