As Pinkberry entered the Turkish market in 2009 its future was so unpredictable and quite blurry to see forward cause it was appealing to a very small market, which is nor yogurt market neither ice cream market. The size of the current in market in Turkey that time was bringing lots of opportunities and threats along with it. The most significant opportunity was the high possibility of exploiting this fact into a great advantage for the company, as the market is so small and newly introduced to the Turkish market, Pinkberry has the great opportunity to dominate and create a niche market. Thus the company would have the chance to create a frozen yogurt culture from nothing, which is a big chance to turn around things in the favor of the company. This fact that the market is newly emerged, provides Pinkberry to become the leader of frozen yogurt sector in Turkey in case of a success. Secondly the fact that healthy food has become “in” all over the world as Turkey, Pinkberry steps into the market with a clear advantage. As lots of people became obsessed with the ingredients and nutrition values of what they eat, frozen yogurt topped with fruit becomes a perfect fit for those who care about their meals and health. Besides the opportunities listed above; entering a small market brings couple of threats with it.
Here in frozen yogurt case it is important to state the lack of recognition. Vast majority of the İstanbul society is not familiar to the frozen yogurt concept and are not prone to have a frozen yogurt as a daily snack. Other threat for this case is that there is only one competitor in the turkish market (yoort) which complicates to set a strategy. As there is not a settled perfect competition, pricing positioning, placing, promotion etc. İssues become complexer to figure out. Furthermore, Pinkberry has strengths and weaknesses in maintaining a succesful business in the Turkish market. Pinkberry is a company with a big experience and a quality background supported by internationally powerful investors and financors which should be considered as a strength. Besides that, serving 24 hours fresh fruits and yogurt is a vital factor to gain the satisfaction and loyalty of the turkish customer. Moreover, launched as a perfect healthy alternative to ice-cream, Pinkberry uses the advantage of being healthy yet tasty, which enables them to appeal every kind of customer.
However being a new company in previously-tried market means some weaknesses for the company. The first frozen yogurt store of Turkey was Yodo which operated in Bebek for a couple of years and later was forced to shut-down due to lack of interest. So, no proven success of a similar entrant in the history makes things much more harder to achieve for Pinkberry. Re-creating a failure market is a great risk and this is one of the major weaknesses of the company. In addition to that; Pinkberry operates here with the franchising system which disables direct managing of each store. With these strengths and weaknesses asessed and weighted, Pinkberry will have to be very disciplined and determinant in order to stay permanently and succesfully in the Turkish market.
In the frozen yogurt market, Pinkberry encounters only one major competitor who only operates as a frozen yogurt brand, which is Yoort. Although Pinkberry and Yoort seem to be in a similar market with the ice-cream brands such as Hagen-dazs and Ben&Jerry’s , they are not competing with each other. As frozen yogurt is launched as the healthier form of ice cream, Pinkberry and Yoort are only the competitors of each other in the Turkish market.
In order to make a contribution to the company’s future success and position in the Turkish market we have some recommendations for the possible future actions to take. Pinkberry is a company who almost completely targets those who mind in eating healthy foods and snacks, so company can give samples in gym centers which can turn into a mini store or a kiosc laterly in the gym’s. Also we recommend the company to launch some small kioscs in the Universities relying on the fact that most of the Pinkberry customers are formed of young people between age 19-40. Thus frozen yogurt can become a good choice for a snack to have in the uni if you dont want to have your everyday boring or unhealthy foods. So we think that a possible success in the gym areas and universities may cause a dramatic increase in the popularity and recognition of the company and the frozen yogurt itself.