IPEK

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• IPEK ÜZGEN
• YELDA DEMIRAL

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A brief history of the company

• Infoshop was founded in 1988,Istanbul. It had 6
  shareholders,1 bookkeeper,1 secretary and 1
  driver.It sold one or two product in a month. It
  only sold computer and computers tools.Second
  year,Infoshop added new product (book,film etc..)
  In 2000,Dogan Holding merged with Infoshop.Its
  name was changed (hepsiburada.com).
• It created the final form how we know it.When
  their product variety was increasing,it grew.
• Now,Hepsiburada is the fastest,safest,best
  campaigns,the most well know,and the most
  shopping sites.

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Position in its industry

• Hepsiburada has 6.000m² modern office in
  Istanbul. It has 250 staff,3 million registered
  members and 6 million visitors.In 2009, It has
  achieved the highest sales revenue(261million
  TL). Nearly,17 million product delivery was made
  in 10 years.In 2009,Hepsiburada was selected the
  best firm for B2C (firm to consumer),e-commerce
  .Hepsiburadas annual turnover bigger than
  competitors total turnover.

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Target market

• Its target market is that woman,univesity student
  and retired people.
• Generally woman buy (healty-beauty-fitness-mother
  baby child-kitchen products).
• Man buy (computer-fitness-car-camera-garden
  product).
• Woman buy more product than man but man buy more
  expensive product than womens buying.

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Location Strategy

• Hepsibuarada sell their product at online.It
  hasnt store.Their product can arrives everybody.
• In Turkey, It uses Yurtiçi cargo and Aras cargo
• In abroad, Hepsiburada uses Geopost

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Pricing Strategy

• Hepsiburada products price is cheaper than
  competitors product price.
• At certain time, some products price is
  decreasing, campaign products and some special
  product packages.
• There are various payment (credit card, bank
  transfer,pay at the door)

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Products They Offer-QualityVariety

• This retailer company include lot of product
  variety such as Food,Electronic Goods,
  Stationery, Office, ClothingAccessories, Home
  Appliances, Personal Care
• and Health Product quality and variety to
  meet all customer satisfaction. In
  Hepsiburada.com, to promote your products in the
  best way,they make the product description and
  they put video to the site about the product.They
  add product comment button for customer using the
  product.In this way,they are advertised
  hepsiburada.coms products. Product can be
  changed in favor of eight days.

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Communications Strategy,

• Hepsiburada.com has Bize Sorun. They give much
  attention to customer service and telephone
  service always open at 08.00AM between 24.00PM.
• Hepsiburada.com has not store.So shopping is done
  via the web site.Web site is not seem to
  convoluted. Character font and the color is very
  attractive.

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Comparison With The Competitors With Regard To
Strategies

• Company Managers do not see anyone competing in
  the e-commercials.For hepsiburada.com ,customers
  can find discount product all time.But,others
  company are doing campaign day to day such as
  Limango,Markafoni.Hepsiburada.com always has all
  product until exhausted.In addition, Anyone who
  wants to sell second-hand products can present in
  Gittigidiyor.com.

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