PRODUCTION STRUCTURE AND MAIN MARKETING PROBLEMS OF EXPORT ORIENTED CUT FLOWER INDUSTRY IN TURKEY

The results of research provided a valuable insight into how Turkish cut flower growers' were managing some of the key areas of their operations. The study also provided the opportunity for managers to highlight specific industry concerns. The results indicate that cut flower companies were not highly mechanised, but did use computer accounting systems. Transportation of cut flowers to the foreign markets was the largest expense item in the cut flower industry. Cut flower companies face difficulties in obtaining and keeping qualified human resources even with a high rate of unemployment. It was also observed that managers do not use specific performance indicators relevant to the cut flower industry. The most common method for being aware of cut flower export was by personal contact with the importers.

It was concluded that main concerns raised by managers were to increased competition, price cutting, transportation expenses for export, and training and labour supply.

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