Commercialization Strategies for the Local Products of Eastern Anatolia Region

The project to develop commercialization strategies for 2 local products in the Eastern Anatolia Region was signed between DAP Regional Development Administration (DAP RDA) and Turkish Management Sciences Institute (TÜBİTAK TÜSSİDE) on 8 May 2015.

The Eastern Anatolia Project (DAP) comprises 14 cities including Ağrı, Ardahan, Bingöl, Bitlis, Elazığ, Erzincan, Erzurum, Hakkari, Iğdır, Kars, Malatya, Muş, Tunceli and Van. The project aimed to form the   the local products inventory having potential to be commercialized and develop commercialization strategies for 2 of them with the highest potential.

 

The project consists of 7 work packages which were all completed by the end of 2016. 

Literature Research stage: The geographical indication process in Turkey and EU, the national regulations in geographical indications and the best practices on local products (3 national and 3 international products) have been researched. The regional stakeholders were given 2 days training on "Geographical Indications and The Best Practices on Commercialization of Local Products" in Erzurum.

Reporting The Local Product Inventory stage: Interviews with the regional stakeholders and consumer surveys were carried out. Using results of the interviews and surveys, “The Local Product Inventory of The Eastern Anatolia Region” was formed and reported.

Product Selection stage: Two local products having the highest commercialization potential were identified among the inventory of local products using the “Analytic Hierarchy Process (AHP)” methodology based on the 11 criteria developed. As a result of these studies, “Red Meat” and “Honey” were selected as the two products for which the commercialization strategies would be developed.

Current Situation Analysis for the selected Products: Depth interviews with the regional stakeholders, consumer surveys, workshops, market analysis (national and international), competition analysis, product laboratory analysis and tasting test panels were carried out for “Red Meat” and “Honey”.

Strategy Development stage: Commercialization strategies were developed for “Red Meat” and “Honey”. Also, responsible organizations for the application of the strategies were determined.

Strategy Implementation stage: A strategy implementation approach (an implementation model) were developed, the commercialization strategies and the strategy implementation approach were shared with the institutional and regional stakeholders.

29.08.2016