This document provides an analysis of Trendyol, a leading online retailer in Turkey. It includes a company profile of Trendyol, noting its founding, growth, and vision. A SWOT analysis identifies Trendyol's strengths in brand image and geographic reach, and weaknesses in customer profiling and refund times. Competitive analyses include direct competitors like Hepsiburada and Gittigidiyor, and strategies are proposed like expanding product categories and delivery regions.

2. CONTENT
❖ ONLINE RETAILING
❖ COMPANY PROFILE (TRENDYOL)
❖ SWOT ANALYSIS
❖ 7 P’S OF MARKETING
❖ PORTFOLIO ANALYSIS (BCG & GE ANALYSIS)
❖ COMPETITION (Direct & Indirect)

3. ONLINE RETAILING
Online retailing is a form of e-commerce which allows consumers to directly buy goods or
services from a seller over the internet. E- retailing-merchandising firms can differ in
various structures in Turkey. There are some firms, which enable a virtual market place or
providing niche services for consumers or there are some click and bricks, opportunity
sites and private shopping clubs in online trading.

4. TRENDYOL
➢ Trendyol is one of the most successful e-
commerce startups in the world. It was
founded in 2010 by Harvard Business
School drop-out ‘Demet Mutlu’.
➢ In contrast to many major e-commerce
companies, Trendyol became profitable
only five years after it was founded.
➢ In 2016, Trendyol has grown by 80 % with
a turnover of 1 billion TL.
➢ E-Trade Market Leader
VISION:
To make fashion accessible and
affordable for all in Turkey.

5. 7 P

6. Strengths
-strong brand image
-Trendyol has more than 12 million members in fact 70 % of all women in
Turkey who shop online have shopped on trendyol.
-More than 70 % of sales come from outside the country’s major
metropolitan areas-places where customers would otherwise have far
fewer brands and styles to choose from.
-Consumer friendly by easy use of website.
-the only e-retailer that created its own brand ‘Milla’ in Turkey.
-Trendyol employs strong marketing functions to reach its customer
base (social media utilization, mobile app, SEO, blogs, email marketing,
celebrity endorsement etc.).
-Backed by the world’s leading technology investors. (Tiger Global
Management, Kleiner Perkins, European Bank)
Weaknesses
-Trendyol’s main customer profile is female, young, high income only.
-There is no personalized/customized frontpage or emailing system for
different type of customers.
-There is quite frustration from several customers related with long
and/or inconsistent lead times after the order is placed.
-It takes long time for refund payments to be made to the customer after
the product has been returned.
-systems breakdown lead to loss of customer base
-low customer loyalty
Opportunities
-Increasing Internet Penetration and rapidly spreading use of
smartphones.
-Increasing rents due to the value depreciation of TL significantly
increased outlet operating costs which led to stagnation in terms of new
outlet openings.
-Decreasing traffic in store-based retailers due to growing political
uncertainty and security risks also pushed companies to invest more in
online stores.
-Increasing number of credit cards.
-Young and dynamic population of Turkey.
Threats
-Intensive Competition
-Bargaining power of suppliers (As flash sale business matures, brands
have become price setters rather than being price takers and this
situation increases costs and allows less discounts.)
-Low product quality perception due to high discounts.
- Online retailing business requires continuous service improvements in
order to satisfy customer needs.
- Online security
-competition from other retail companies with established market
- Customer bargainig power (many different sites to buy from)

8. Using excel, we drawed bubble chart and get the BCG Matrix

9. DEFACTO
MANGO
KOTON
MAVI
NIKE
PIERRE CARDIN
ZARA
RAISA VANESSA
1.80
0.57
2.60
0.44
0.30
2.00
1.67
0.33

12. GE MATRIX

14. Direct Competitors

15. Hepsiburada : 10 million members, 3 days order
delivery
Gittigidiyor : 6.5 million members, 3 days order delivery
Markafoni : 4.2 million members, 7 days order delivery
Trendyol : 3.7 million members, 2 days order
delivery
Morhipo : 2.2 million members, 7 days order delivery
Aliexpress : 1.9 million members, 32 days order delivery

16. Indirect Competitors
❖ Any stores selling shoes, accessories and
clothes. Examples: Koton, U.S. Polo, Lc
WAIKIKI, DeFacto, Flo, Kinetix. Those
companies also have their own websites.
❖ In niche market there are competitive
firms which are selling religious clothes
and accessories.

17. High Trust Level
Low Trust Level
High Quality of Service
(Speed of Delivery)
Low Quality of Service
(Speed of Delivery)
Trendyol
Gittigidiyor
Morhipo
Aliexpress
Markafoni
Hepsiburada
Perceptual Map

19. STRATEGIES
1. Run strong advertising campaign in social media and Internet in order to gain higher market share in
babies and kids sector, which is growing rapidly.
2. Create the system of personalized offers by emailing or website to Increase customer loyalty.
3. Aggressive advertisement campaign to gain young male customers (adds in mobile games popular
through this group, ads in youtube and websites with football streaming etc.)
4. To enter religious clothing market (for example,selling ARMINE) as its main competitor (markafoni)
has already established cooperation with SEFAMERVE(one of the biggests female religious clothes
retailer in turkey).
5. Increase the number of warehouses and stocks instead of building stores, which help company
efficiently and effectively deliver the orders to the customers.
6. Expand the operations into other countries like the closest competitor Markafoni, Trendyol should find
new markets where flash sale business have not established yet. (Markafoni operates in Australia and
has plans to further expand into Greece, Ukraine and South Korea which are untouched markets)

20. References
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Argün, N. (2017). EXPLORATION OF TURKISH CONSUMERS’ TRUST IN E-COMMERCE. http://sites.khas.edu.tr/tez/NilayArgun_izinli.pdf
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www.haberturk.com. (2017). Trendyol hits new record to ship 20 million items annually | General Haberleri. [online] Available at:
http://www.haberturk.com/general/haber/1250944-trendyol-hits-new-record-to-ship-20-million-items-annually.
Trendyol.com. (2017). Trendyol | The biggest fashion e-tailer in Turkey. [online] Available at: https://www.trendyol.com/international.html
[Accessed 1 May 2017].
Reuters UK. (2017). Young Turks: e-commerce start-ups bet on enviable demographics. [online] Available at: http://uk.reuters.com/article/us-turkey-
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