{"id":4189,"date":"2023-03-24T13:23:33","date_gmt":"2023-03-24T10:23:33","guid":{"rendered":"https:\/\/datakapital.com\/blog\/?p=4189"},"modified":"2025-08-12T19:05:50","modified_gmt":"2025-08-12T16:05:50","slug":"market-yamyamligi","status":"publish","type":"post","link":"https:\/\/datakapital.com\/blog\/market-yamyamligi\/","title":{"rendered":"Market Yamyaml\u0131\u011f\u0131"},"content":{"rendered":"

Market Yamyaml\u0131\u011f\u0131 (Market Cannibalization), <\/em>Market <\/strong>ya da Pazar <\/strong>yamyaml\u0131\u011f\u0131, bir \u015firketin yeni \u00fcr\u00fcn\u00fcn\u00fc piyasaya s\u00fcrd\u00fckten sonra eski \u00fcr\u00fcn\u00fcn\u00fcn sat\u0131\u015f pay\u0131ndaki kayb\u0131na denir. \u00a0Yeni \u00fcr\u00fcn sat\u0131\u015f\u0131n\u0131n artmas\u0131na ra\u011fmen eski \u00fcr\u00fcnlerde pazar kayb\u0131 oldu\u011fu i\u00e7in sonuca etkisi az ve bazen negatif y\u00f6nde olur. \u00d6yle ki baz\u0131 \u015firketler, mevcut \u00fcr\u00fcnlerinin pazar pay\u0131n\u0131 kaybetmemelerini istedikleri i\u00e7in yeni \u00fcr\u00fcnleri piyasaya s\u00fcrmemeyi tercih eder. Zira yeni \u00fcr\u00fcnlerle hedeflenen ama\u00e7 mevcut m\u00fc\u015fterilerin bir k\u0131sm\u0131n\u0131 yeni \u00fcr\u00fcne kayd\u0131r\u0131rken bir\u00e7ok yeni m\u00fc\u015fteriyi de \u00e7ekmektir.<\/p>\n

Yeni \u00fcr\u00fcn mevcut \u00fcr\u00fcne benzer oldu\u011funda ve her ikisi de ayn\u0131 m\u00fc\u015fteri grubunu payla\u015ft\u0131\u011f\u0131nda pazar\u0131n yamyamla\u015fmas\u0131 g\u00f6zlenebilir. \u015eirketler pazarlama stratejilerini olu\u015ftururken, yamyaml\u0131k tehlikesinden ka\u00e7\u0131nmal\u0131 ve yamyaml\u0131\u011f\u0131n \u00f6l\u00e7\u00fcm\u00fc i\u00e7in sat\u0131\u015flar\u0131 yak\u0131ndan takip etmelilerdir. Tabii ki yeni \u00fcr\u00fcn eski \u00fcr\u00fcnlerin sat\u0131\u015f\u0131n\u0131 etkileyecek ve pazar pay\u0131n\u0131 belli bir \u00f6l\u00e7\u00fcde azaltacakt\u0131r<\/a>, fakat bunun oran\u0131 \u00f6nemlidir. Oran\u0131 ayarlamak i\u00e7in ise pazar ve m\u00fc\u015fterilerin yak\u0131ndan takip edilmesi gerekir.<\/p>\n

Bu oran\u0131 \u015f\u00f6yle verebiliriz;<\/p>\n

Yamyamla\u015fma Oran\u0131 <\/em><\/strong>= 100 x (Eski \u00fcr\u00fcn\u00fcn sat\u0131\u015f\u0131ndaki kay\u0131p) \/ (Yeni \u00fcr\u00fcn\u00fcn sat\u0131\u015f miktar\u0131)<\/em><\/p>\n

Pazar\u0131n yamyamla\u015fmas\u0131 hakk\u0131nda<\/a> ne k\u00f6t\u00fc ne de iyi denilebilir. Bu sizin bak\u0131\u015f a\u00e7\u0131n\u0131za ve durdu\u011funuz noktaya g\u00f6re de\u011fi\u015fir. Steve Jobs\u2019un, \u201cKendinize yamyaml\u0131k yapmazsan\u0131z, ba\u015fkas\u0131 size yapacakt\u0131r\u201d s\u00f6z\u00fc bu durumu a\u00e7\u0131klar. Bu durumda bir\u00e7ok de\u011fi\u015fken s\u00f6z konusudur. Meseleyi Apple \u00f6rne\u011fi \u00fczerinden iki y\u00f6nden inceleyelim.<\/p>\n

iPhone piyasaya \u00e7\u0131kt\u0131\u011f\u0131nda iPod\u2019u kapsayacak bir teknolojiye sahipti. \u00a0iTunes, iPhone\u2019un i\u00e7indeydi ve iPod\u2019un g\u00f6revini iPhone da g\u00f6rebiliyordu. Dolay\u0131s\u0131yla iPhone\u2019un tan\u0131t\u0131lmas\u0131ndan sonra iPod\u2019lar\u0131n pazar pay\u0131 markette ciddi oranda d\u00fc\u015ft\u00fc. \u015eu an iPod sahibi ka\u00e7 ki\u015fiyi tan\u0131yorsunuz, yada hi\u00e7 iPod\u2019unuz oldu mu? Dolay\u0131s\u0131yla burada Apple\u2019\u0131n yapt\u0131\u011f\u0131 kendi iPod teknolojisinin sonu geldi\u011fini veyahut kendileri yapmasa bir ba\u015fkas\u0131n\u0131n yapaca\u011f\u0131n\u0131 d\u00fc\u015f\u00fcnerek kasti bir \u015fekilde iPod \u00fcr\u00fcn\u00fcn\u00fc \u201cyemek\u201d oldu.<\/p>\n

Apple\u2019\u0131n bir di\u011fer yamyamla\u015ft\u0131rma \u00f6rne\u011fini bizzat kendim tecr\u00fcbe ettim. iPhone 14 serisi yeni \u00e7\u0131kt\u0131\u011f\u0131nda ben telefon almak i\u00e7in Apple Store\u2019a gittim. Gitmeden \u00f6nce ara\u015ft\u0131rma yapm\u0131\u015ft\u0131m ve iPhone 13 ile iPhone 14 aras\u0131nda bir fark yoktu. \u00d6yle ki sadece renkleri farkl\u0131yd\u0131 ve i\u015flemciden tutun, kameraya kadar her \u015fey ayn\u0131yd\u0131. Dolay\u0131s\u0131yla iPhone 13 serisinden birin almaya karar vermi\u015ftim. iPhone 13 ile iPhone 13 Pro aras\u0131nda kalm\u0131\u015ft\u0131m. Sonunda iPhone 13 Pro almaya karar verdim. Fakat Apple Store\u2019a gitti\u011fimde genius bana iPhone 13 Pro alamayaca\u011f\u0131m\u0131, iPhone 14 Pro \u00e7\u0131kt\u0131\u011f\u0131 i\u00e7in di\u011fer 12 ve 13 Pro modellerinin \u00fcretiminin durdu\u011funu hatta Store\u2019lardan da \u00e7ekildi\u011fini s\u00f6yledi. \u0130\u015fte bu planl\u0131 yamyamla\u015ft\u0131rma denilen hadiseye bir \u00f6rnektir. IPhone\u2019lar\u0131n yeni ve eski modelleri aras\u0131nda \u00f6zellik bak\u0131m\u0131ndan devasa farkl\u0131l\u0131klar yoktu ve fiyat olarak da eski telefonlar daha ucuzdu. Yeni m\u00fc\u015fterilerin eski telefonlar\u0131 tercih edip asl\u0131nda tam ters olarak yeni modelleri yamyamla\u015ft\u0131rmas\u0131n\u0131n \u00f6n\u00fcne ge\u00e7erek, kendileri eski modelleri ortadan kald\u0131rd\u0131lar.<\/p>\n

Pazar\u0131 yamyamla\u015ft\u0131rma<\/a> sadece kendi \u00fcr\u00fcn\u00fcn \u00f6n\u00fcn\u00fc kesme veya zarar vermek de\u011fildir. Rakipler aras\u0131nda uyguland\u0131\u011f\u0131 da g\u00f6r\u00fcl\u00fcr. \u00d6rne\u011fin Airbnb\u2019nin otel i\u015fletmelerine vermi\u015f oldu\u011fu zarar ve onlar\u0131n pazar\u0131n\u0131 nas\u0131l etkiledi\u011fi de pazar\u0131n yamyamla\u015ft\u0131r\u0131lmas\u0131na \u00f6rnektir. Airbnb\u2019nin bu hamlesine kar\u015f\u0131l\u0131k Marriot\u2019un kendi ev kiralama i\u015fini kurmas\u0131 ve hem kendi pazar\u0131na hem de Airbnb\u2019nin pazardaki monopol olma tehlikesine kar\u015f\u0131 darbe vurmas\u0131 da ayn\u0131 \u015fekilde pazar\u0131n yamyamla\u015ft\u0131r\u0131lmas\u0131na bir \u00f6rnektir.<\/p>\n

Pazar yamyaml\u0131\u011f\u0131 konusunu daha iyi kavramak i\u00e7in stratejik a\u00e7\u0131dan birka\u00e7 farkl\u0131 senaryoya de\u011finmekte fayda var. \u00d6ncelikle, yamyaml\u0131\u011f\u0131n her zaman bilin\u00e7li bir strateji olarak uygulanmad\u0131\u011f\u0131n\u0131, bazen piyasa dinamikleri ve teknolojik geli\u015fmelerin zorunlu olarak bu sonucu do\u011furdu\u011funu unutmamak gerekir. \u00d6zellikle teknolojinin h\u0131zl\u0131 ilerledi\u011fi sekt\u00f6rlerde, eski \u00fcr\u00fcnlerin i\u015flevlerinin yeni \u00fcr\u00fcnlere entegre edilmesi, do\u011fal olarak mevcut \u00fcr\u00fcn gam\u0131n\u0131n baz\u0131 k\u0131s\u0131mlar\u0131n\u0131 at\u0131l hale getirebilir. Burada kritik nokta, bu d\u00f6n\u00fc\u015f\u00fcm\u00fcn ne kadar kontroll\u00fc ve planl\u0131 yap\u0131ld\u0131\u011f\u0131d\u0131r.<\/p>\n

\u00d6rne\u011fin, otomotiv sekt\u00f6r\u00fcnde elektrikli ara\u00e7lar\u0131n y\u00fckseli\u015fi, i\u00e7ten yanmal\u0131 motorlu ara\u00e7lar\u0131n pazar pay\u0131nda ciddi bir erozyona neden olmaktad\u0131r. Tesla, piyasaya ilk girdi\u011finde yaln\u0131zca rakip markalar\u0131n \u00fcr\u00fcnlerini yamyamla\u015ft\u0131rmakla kalmad\u0131, ayn\u0131 zamanda kendi \u00f6nceki model stratejilerini de s\u00fcrekli yenileyerek her yeni modelin bir \u00f6ncekini g\u00f6lgede b\u0131rakmas\u0131na neden oldu. Benzer \u015fekilde, Ford ve Volkswagen gibi dev \u00fcreticiler, hibrit ve elektrikli modellerini piyasaya s\u00fcrerken eski benzinli modellerin sat\u0131\u015flar\u0131n\u0131n d\u00fc\u015fece\u011fini bilerek bu hamleleri yapmaktad\u0131rlar. Buradaki ama\u00e7, uzun vadede de\u011fi\u015fen m\u00fc\u015fteri taleplerine uyum sa\u011flayarak \u015firketin genel pazar konumunu korumakt\u0131r.<\/p>\n

Perakende sekt\u00f6r\u00fcnde ise h\u0131zl\u0131 moda markalar\u0131 (fast fashion), kendi i\u00e7lerinde dahi yamyaml\u0131k yaratabilmektedir. Zara veya H&M gibi firmalar, sezon ortas\u0131nda \u00e7\u0131kard\u0131klar\u0131 yeni koleksiyonlarla \u00f6nceki koleksiyonlar\u0131n stoklar\u0131n\u0131n h\u0131zla t\u00fcketilmesini engelleyebilir. Bu strateji, k\u0131sa vadede baz\u0131 \u00fcr\u00fcnlerin ellerinde kalmas\u0131na yol a\u00e7sa da, markan\u0131n trendleri h\u0131zl\u0131 takip eden imaj\u0131n\u0131 g\u00fc\u00e7lendirir. Bu noktada yamyaml\u0131k, marka de\u011ferinin korunmas\u0131 i\u00e7in katlan\u0131lan bir maliyet haline gelir.<\/p>\n

G\u0131da ve i\u00e7ecek sekt\u00f6r\u00fcnde de durum farkl\u0131 de\u011fildir. Coca-Cola\u2019n\u0131n “Zero Sugar” versiyonunu piyasaya s\u00fcrmesi, klasik Coca-Cola sat\u0131\u015flar\u0131n\u0131n bir k\u0131sm\u0131n\u0131 azaltm\u0131\u015f olabilir. Ancak \u015firket, sa\u011fl\u0131kl\u0131 ya\u015fam trendine uyan yeni bir m\u00fc\u015fteri segmentine ula\u015farak toplam pazar hacmini b\u00fcy\u00fctmeyi ba\u015farm\u0131\u015ft\u0131r. Burada yamyaml\u0131k oran\u0131, toplam gelir art\u0131\u015f\u0131 ile dengelendi\u011fi i\u00e7in olumsuz bir etki yaratmam\u0131\u015f, aksine uzun vadede \u015firketin s\u00fcrd\u00fcr\u00fclebilirli\u011fini sa\u011flam\u0131\u015ft\u0131r.<\/p>\n

Dijital abonelik sistemlerinde de benzer bir strateji g\u00f6r\u00fcl\u00fcr. \u00d6rne\u011fin, bir yaz\u0131l\u0131m \u015firketi masa\u00fcst\u00fc uygulamas\u0131n\u0131 satmaktan vazge\u00e7ip tamamen abonelik tabanl\u0131 bulut \u00e7\u00f6z\u00fcm\u00fcne ge\u00e7ti\u011finde, mevcut masa\u00fcst\u00fc kullan\u0131c\u0131lar\u0131n\u0131n bir k\u0131sm\u0131n\u0131 kaybedebilir. Ancak, bu kullan\u0131c\u0131lar\u0131n \u00f6nemli bir b\u00f6l\u00fcm\u00fc zamanla bulut sistemine ge\u00e7er ve yeni m\u00fc\u015fterilerle birlikte toplam gelir artar. Adobe\u2019nin Creative Suite\u2019ten Creative Cloud\u2019a ge\u00e7i\u015fi bu duruma klasik bir \u00f6rnektir. \u0130lk etapta eski m\u00fc\u015fteriler aras\u0131nda tepki \u00e7ekse de, uzun vadede daha y\u00fcksek gelir ve m\u00fc\u015fteri ba\u011fl\u0131l\u0131\u011f\u0131 sa\u011flam\u0131\u015ft\u0131r.<\/p>\n

Yamyaml\u0131k stratejisinin ba\u015far\u0131s\u0131, pazar ara\u015ft\u0131rmas\u0131, m\u00fc\u015fteri segmentasyonu ve do\u011fru zamanlama ile do\u011frudan ili\u015fkilidir. E\u011fer bir \u015firket, yeni \u00fcr\u00fcn\u00fc piyasaya s\u00fcrmeden \u00f6nce hedef kitlenin davran\u0131\u015flar\u0131n\u0131 do\u011fru analiz ederse, yamyaml\u0131\u011f\u0131n olumsuz etkilerini minimize edebilir. Bunun i\u00e7in sat\u0131\u015f verileri, m\u00fc\u015fteri anketleri, sosyal medya analizleri ve rakiplerin stratejileri yak\u0131ndan takip edilmelidir.<\/p>\n

Sonu\u00e7 olarak, pazar yamyaml\u0131\u011f\u0131 \u015firketler i\u00e7in hem risk hem de f\u0131rsat bar\u0131nd\u0131ran bir olgudur. Do\u011fru y\u00f6netildi\u011finde, eski \u00fcr\u00fcnlerin sat\u0131\u015flar\u0131ndaki d\u00fc\u015f\u00fc\u015f, yeni \u00fcr\u00fcnlerin getirdi\u011fi pazar geni\u015flemesi ile fazlas\u0131yla telafi edilebilir. Yanl\u0131\u015f y\u00f6netildi\u011finde ise, hem eski hem de yeni \u00fcr\u00fcnlerin sat\u0131\u015flar\u0131nda kay\u0131plar ya\u015fanabilir. Bu nedenle, yamyaml\u0131k stratejisi, uzun vadeli marka konumland\u0131rmas\u0131 ve m\u00fc\u015fteri ba\u011fl\u0131l\u0131\u011f\u0131 a\u00e7\u0131s\u0131ndan titizlikle planlanmas\u0131 gereken bir s\u00fcre\u00e7tir. Steve Jobs\u2019un s\u00f6z\u00fcnde oldu\u011fu gibi, \u201cKendi \u00fcr\u00fcn\u00fcn\u00fcz\u00fc siz yemezseniz, bunu mutlaka ba\u015fkas\u0131 yapacakt\u0131r.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"

Market Yamyaml\u0131\u011f\u0131 (Market Cannibalization), Market ya da Pazar yamyaml\u0131\u011f\u0131, bir \u015firketin yeni \u00fcr\u00fcn\u00fcn\u00fc piyasaya s\u00fcrd\u00fckten sonra eski \u00fcr\u00fcn\u00fcn\u00fcn sat\u0131\u015f pay\u0131ndaki kayb\u0131na denir. \u00a0Yeni \u00fcr\u00fcn sat\u0131\u015f\u0131n\u0131n artmas\u0131na ra\u011fmen eski \u00fcr\u00fcnlerde pazar kayb\u0131 oldu\u011fu i\u00e7in sonuca etkisi az ve bazen negatif y\u00f6nde olur. \u00d6yle ki baz\u0131 \u015firketler, mevcut \u00fcr\u00fcnlerinin pazar pay\u0131n\u0131 kaybetmemelerini istedikleri i\u00e7in yeni \u00fcr\u00fcnleri piyasaya<\/p>\n","protected":false},"author":9,"featured_media":4190,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[8,48],"tags":[247,245,246,226],"class_list":{"0":"post-4189","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-jeoekonomik-makro-veriler","8":"category-kuresel-trendler","9":"tag-apple","10":"tag-market-yamyamligi","11":"tag-marketing","12":"tag-pazarlama"},"better_featured_image":{"id":4190,"alt_text":"Pazarlamada market yamyaml\u0131\u011f\u0131","caption":"","description":"","media_type":"image","media_details":{"width":1296,"height":864,"file":"2023\/03\/Market-Yamyamligi.jpg","filesize":315047,"sizes":{"medium":{"file":"Market-Yamyamligi-300x200.jpg","width":300,"height":200,"mime-type":"image\/jpeg","filesize":15003,"source_url":"https:\/\/datakapital.com\/blog\/wp-content\/uploads\/2023\/03\/Market-Yamyamligi-300x200.jpg"},"large":{"file":"Market-Yamyamligi-1024x683.jpg","width":1024,"height":683,"mime-type":"image\/jpeg","filesize":100935,"source_url":"https:\/\/datakapital.com\/blog\/wp-content\/uploads\/2023\/03\/Market-Yamyamligi-1024x683.jpg"},"thumbnail":{"file":"Market-Yamyamligi-150x150.jpg","width":150,"height":150,"mime-type":"image\/jpeg","filesize":9333,"source_url":"https:\/\/datakapital.com\/blog\/wp-content\/uploads\/2023\/03\/Market-Yamyamligi-150x150.jpg"},"medium_large":{"file":"Market-Yamyamligi-768x512.jpg","width":768,"height":512,"mime-type":"image\/jpeg","filesize":61821,"source_url":"https:\/\/datakapital.com\/blog\/wp-content\/uploads\/2023\/03\/Market-Yamyamligi-768x512.jpg"},"bunyad-small":{"file":"Market-Yamyamligi-150x100.jpg","width":150,"height":100,"mime-type":"image\/jpeg","filesize":7241,"source_url":"https:\/\/datakapital.com\/blog\/wp-content\/uploads\/2023\/03\/Market-Yamyamligi-150x100.jpg"},"bunyad-medium":{"file":"Market-Yamyamligi-450x300.jpg","width":450,"height":300,"mime-type":"image\/jpeg","filesize":26737,"source_url":"https:\/\/datakapital.com\/blog\/wp-content\/uploads\/2023\/03\/Market-Yamyamligi-450x300.jpg"},"bunyad-full":{"file":"Market-Yamyamligi-1200x800.jpg","width":1200,"height":800,"mime-type":"image\/jpeg","filesize":131380,"source_url":"https:\/\/datakapital.com\/blog\/wp-content\/uploads\/2023\/03\/Market-Yamyamligi-1200x800.jpg"},"bunyad-768":{"file":"Market-Yamyamligi-768x512.jpg","width":768,"height":512,"mime-type":"image\/jpeg","filesize":61821,"source_url":"https:\/\/datakapital.com\/blog\/wp-content\/uploads\/2023\/03\/Market-Yamyamligi-768x512.jpg"}},"image_meta":{"aperture":"0","credit":"","camera":"","caption":"","created_timestamp":"0","copyright":"","focal_length":"0","iso":"0","shutter_speed":"0","title":"","orientation":"1","keywords":[]}},"post":4189,"source_url":"https:\/\/datakapital.com\/blog\/wp-content\/uploads\/2023\/03\/Market-Yamyamligi.jpg"},"amp_enabled":true,"_links":{"self":[{"href":"https:\/\/datakapital.com\/blog\/wp-json\/wp\/v2\/posts\/4189","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/datakapital.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/datakapital.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/datakapital.com\/blog\/wp-json\/wp\/v2\/users\/9"}],"replies":[{"embeddable":true,"href":"https:\/\/datakapital.com\/blog\/wp-json\/wp\/v2\/comments?post=4189"}],"version-history":[{"count":5,"href":"https:\/\/datakapital.com\/blog\/wp-json\/wp\/v2\/posts\/4189\/revisions"}],"predecessor-version":[{"id":5521,"href":"https:\/\/datakapital.com\/blog\/wp-json\/wp\/v2\/posts\/4189\/revisions\/5521"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/datakapital.com\/blog\/wp-json\/wp\/v2\/media\/4190"}],"wp:attachment":[{"href":"https:\/\/datakapital.com\/blog\/wp-json\/wp\/v2\/media?parent=4189"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/datakapital.com\/blog\/wp-json\/wp\/v2\/categories?post=4189"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/datakapital.com\/blog\/wp-json\/wp\/v2\/tags?post=4189"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}