The Firms’ Survival and Competition through Global Expansion: A Case Study from Food Industry in FMCG Sector

Abstract

This study analyzes the ABC the food industry in Fast-Moving Consumer Goods (FMCG) sector in Turkey by the Michael Porter's Five Forces Analysis. In this study Michael Porter's Five Forces Model adapted for the food industry. The analysis can provide insight into both enterprise online and offline competitive environments. As a result of this paper, the threat of new entrants into the FMCG is low because it requires huge capital investments in order to be competitive and to establish a brand name. In developing international strategy, the business marketer must first assess the globalization potential of the industry. It is driven by market economics, environmental and competitive conditions.