Strategic Positioning of Turkey Agricultural Products on the Agricultural World Market

Abstract

Applying a strategic management perspective, particularly the BCG tool, this chapter demonstrates that the agricultural products exported by Turkey are distributed unevenly on the four cells of the global agricultural markets matrix: almost of its products (236 products or 85.20% of its portfolio) are Question Marks, two products are a Star, one product is a Cash cow, and 38 products are Dogs. Such a situation creates important strategic choices for the leaders of the country and for its businesses. None of Turkey top ten exports were among the top ten growers in the world. Turkey is world export leader in ten products, but these products are not the world most growing markets, and the country should increase its relative market share in some of its ten top exports, and also consider developing organic product segments, and eliminate tobacco products in its portfolio.