CURRENT STATUS OF THE OPTICS INDUSTRY IN TURKEY AND THE USE AND APPLICATIONS OF PORTER'S MAIN STRATEGIES IN THE TURKISH OPTICS INDUSTRY

The subject of this study is to examine the competitive strategy of domestic and overseas corporal investors which form a 15% of Turkish optical industry. With the increase in number of companies entering Turkish optical sector, intensity of competition between existing and new entrants is observed. There are few studies that examining the question of whether organizations can achieve sustainable competitive advantage under severe competitive conditions. Generic on Porter’s generic competitive strategy models 8 corporate optical companies were interviewed and investigated for competitive strategies they have developed during their activities in Turkey. The updated taxonomy draft is classified under headings of cost leadership, differentiation and focus applied in the optical industry. It has been shown that organizations adopt differentiation strategies the most in order to move away from competition and increase preference by customers. It has been determined that organizations are sensitive about costs due to their negative economic experiences in past. In this countrywide study, it is seen that all three strategies are applied at similar rates. It also shows that organizations are cautious against opportunities and threats that may occur in optical sector.