{"id":51495,"date":"2017-10-05T19:16:03","date_gmt":"2017-10-05T16:16:03","guid":{"rendered":"https:\/\/www.bilgeyatirimci.com\/?p=51495"},"modified":"2017-10-05T19:16:03","modified_gmt":"2017-10-05T16:16:03","slug":"cetin-unsalan-ic-acitan-turk-kahvesi","status":"publish","type":"post","link":"https:\/\/www.bilgeyatirimci.com\/i\/cetin-unsalan-ic-acitan-turk-kahvesi\/","title":{"rendered":"\u00c7etin \u00dcnsalan &#8211; \u0130\u00e7 ac\u0131tan T\u00fcrk Kahvesi"},"content":{"rendered":"<p><em><strong>T\u00fcrkiye\u2019nin simgele\u015fmi\u015f \u00fcr\u00fcnlerinden biridir T\u00fcrk Kahvesi\u2026 Hatta \u015fu kadar\u0131n\u0131 s\u00f6yleyeyim: Atat\u00fcrk\u2019\u00fcn \u00f6nerisiyle 1926 y\u0131l\u0131nda, gen\u00e7 cumhuriyeti tan\u0131tmak \u00fczere yola \u00e7\u0131kan, 86 g\u00fcnde 10 bin mil yol kat eden, 16 \u00fclkede 18 limana u\u011frayan Karadeniz Vapuru\u2019nda sergilenen de\u011ferlerden biridir.<\/strong><\/em><\/p><div class=\"bilge-yaziust\" style=\"margin-top: 10px;margin-bottom: 10px;\" id=\"bilge-2634079754\"><ins class=\"adsbygoogle\"\r\n     style=\"display:block\"\r\n     data-ad-client=\"ca-pub-7495567325667578\"\r\n     data-ad-slot=\"9580705384\"\r\n     data-ad-format=\"rectangle\"\r\n     data-full-width-responsive=\"true\"><\/ins>\r\n<script>\r\n(adsbygoogle = window.adsbygoogle || []).push({});\r\n<\/script><\/div>\n<p>Yani bu haliyle as\u0131rl\u0131k bir firmay\u0131 da i\u00e7inde bar\u0131nd\u0131rmaktad\u0131r. Osmanl\u0131\u2019da, T\u00fcrkler\u2019de zay\u0131f olan ticari yakla\u015f\u0131ma ra\u011fmen, korunmu\u015f bir de\u011ferdir. Bu mant\u0131ktan yola \u00e7\u0131kt\u0131\u011f\u0131m\u0131zda, asl\u0131nda bug\u00fcn t\u00fcm d\u00fcnyada marka olan T\u00fcrk Kahvesi\u2019yle daha b\u00fcy\u00fck i\u015fler yapm\u0131\u015f olmam\u0131z gerekmez miydi?<\/p>\n<p>D\u00fcnyada var olan, bizde de etkilerini g\u00f6rd\u00fc\u011f\u00fcm\u00fcz kahve odakl\u0131 kafeteryalar\u0131 d\u00fc\u015f\u00fcn\u00fcn. \u00d6ylesine b\u00fcy\u00fck bir pazar ki, bilhassa gen\u00e7 kesimde \u00f6nemli bir kar\u015f\u0131l\u0131k buluyor.<\/p>\n<p>Ayr\u0131ca son d\u00f6nemde i\u015f toplant\u0131lar\u0131 bile benzer noktalarda yap\u0131lmaya ba\u015fland\u0131. Kahve zincirleri \u00e7ok hacimli bir saha haline geldi. Buraya gitti\u011finizde Brezilya kahvesinden filtre kahveye kadar envai \u00e7e\u015fit \u00fcr\u00fcn\u00fc bulmak m\u00fcmk\u00fcn. Neyse ki T\u00fcrk firmalar\u0131n\u0131n i\u00e7inde de bu alana yat\u0131r\u0131m yaparak, atak ger\u00e7ekle\u015ftiren ve pay alanlar oldu.<\/p>\n<p>Ama yine biz bizeyiz. Bu sahan\u0131n d\u00fcnyada da \u00e7ok hacimli bir sekt\u00f6r oldu\u011funu d\u00fc\u015f\u00fcn\u00fcrsek, d\u00fcnya pazar\u0131ndan ne kadar pay al\u0131yoruz; sorgulad\u0131k m\u0131? Problem \u015furada ki tembellik ettik. Sadece pazara girme k\u0131sm\u0131n\u0131 saym\u0131yorum.<\/p>\n<p>Bu alanda elimizde iki \u00f6nemli tarihi arg\u00fcman var. Bunlardan birincisi k\u0131raathane k\u00fclt\u00fcr\u00fc\u2026 Yani Anadolu\u2019da y\u0131llar \u00f6nce bu zincirler birbirinden ba\u011f\u0131ms\u0131z olarak olu\u015fturulmu\u015f.<\/p>\n<p>Kitap okuma alanlar\u0131 olan, bir ac\u0131 kahveye 40 y\u0131l hat\u0131r bi\u00e7ilerek anlamland\u0131r\u0131lan, farkl\u0131 t\u00fcrleriyle T\u00fcrk Kahvesi\u2019ni sergileyen bu mek\u00e2nlar T\u00fcrkiye\u2019nin her yerinde sosyal alan olarak olu\u015fturulmu\u015f. Ne yaz\u0131k ki zamanla oyun oynan\u0131p \u00e7ay i\u00e7ilen, hatta daha seviye d\u00fc\u015ft\u00fck\u00e7e bitirimhanelere d\u00f6n\u00fc\u015fen bir foto\u011fraf ortaya \u00e7\u0131km\u0131\u015f.<\/p>\n<p>Peki neden kimse elde bu kadar de\u011fer varken, yabanc\u0131lardan \u00f6nce bu alanda hakimiyet kurmam\u0131\u015f? Art\u0131k olan olmu\u015f. Ama soru \u015fu: Bundan sonra eldeki de\u011ferleri kullanarak d\u00fcnyada nas\u0131l bir sekt\u00f6rel hakimiyet kurabiliriz?<\/p><div class=\"bilge-content-1\" style=\"margin-top: 10px;margin-bottom: 10px;\" id=\"bilge-383438919\"><ins class=\"adsbygoogle\"\r\n     style=\"display:block\"\r\n     data-ad-client=\"ca-pub-7495567325667578\"\r\n     data-ad-slot=\"3167340272\"\r\n     data-ad-format=\"rectangle\"\r\n     data-full-width-responsive=\"true\"><\/ins>\r\n<script>\r\n(adsbygoogle = window.adsbygoogle || []).push({});\r\n<\/script><\/div>\n<p>Bunun yolu elinizdeki de\u011ferleri do\u011fru okumakla ba\u015flar. Ne var ki bir kahvehanede en b\u00fcy\u00fck simge olabilecek T\u00fcrk Kahvesi\u2019ni, etkin pazarlama konusunda yine ge\u00e7 kald\u0131k. Ankara ve \u0130stanbul merkezli iki firman\u0131n yapt\u0131klar\u0131n\u0131 az\u0131msam\u0131yorum. Sonradan girseler de iyi yol ald\u0131lar.<\/p>\n<p>Lakin bak\u0131n hepimizce mal\u00fbm ve \u00fclkenin d\u00f6rt bir taraf\u0131 kadar, d\u00fcnyada da hizmet noktalar\u0131 olan ABD merkezli bir zincir, T\u00fcrk Kahvesi K\u00fclt\u00fcr\u00fc ve Ara\u015ft\u0131rmalar\u0131 Derne\u011fi ile ileti\u015fime ge\u00e7ip, yan\u0131na kahve makinesi \u00fcreten bir firmay\u0131 da alarak, T\u00fcrk Kahvesi\u2019ni t\u00fcm d\u00fcnyada kendi noktalar\u0131nda sat\u0131lacak bir \u00fcr\u00fcn haline getiriyor.<\/p>\n<p>Firmay\u0131 alk\u0131\u015fl\u0131yorum; kendi ad\u0131na \u00e7ok g\u00fczel bir i\u015f yapm\u0131\u015f ve bunun T\u00fcrkiye\u2019nin tan\u0131t\u0131m\u0131na da katk\u0131s\u0131 olacakt\u0131r. Sorun etti\u011fim; bunu neden bir T\u00fcrk firmas\u0131 yapmay\u0131 d\u00fc\u015f\u00fcnmez?<\/p>\n<p>\u0130\u015fte asl\u0131nda temelde ka\u00e7\u0131rd\u0131\u011f\u0131m\u0131z nokta bu. Bizler katma de\u011feri \u00fcr\u00fcn\u00fcn kendisiyle yakalamaya \u00e7al\u0131\u015f\u0131yoruz. Oysa esas olan onun ge\u00e7mi\u015fi, hik\u00e2yesi ve k\u00fclt\u00fcr\u00fcd\u00fcr. Ba\u015far\u0131s\u0131zl\u0131\u011f\u0131m\u0131z\u0131n temel nedenlerinden birini, bu bak\u0131\u015f a\u00e7\u0131s\u0131nda aramal\u0131y\u0131z.<\/p><div class=\"bilge-content-2\" style=\"margin-top: 10px;margin-bottom: 10px;\" id=\"bilge-2431450359\"><ins class=\"adsbygoogle\"\r\n     style=\"display:block\"\r\n     data-ad-client=\"ca-pub-7495567325667578\"\r\n     data-ad-slot=\"1818807385\"\r\n     data-ad-format=\"rectangle\"\r\n     data-full-width-responsive=\"true\"><\/ins>\r\n<script>\r\n(adsbygoogle = window.adsbygoogle || []).push({});\r\n<\/script><\/div>\n<p>1926 y\u0131l\u0131nda yola \u00e7\u0131kan Karadeniz Vapuru lokum mu ta\u015f\u0131d\u0131? Lokumun, kahvenin ya da sergilenen \u00fcr\u00fcn\u00fcn k\u00fclt\u00fcr\u00fcn\u00fc g\u00f6t\u00fcrd\u00fc. Bu nedenle 1938 y\u0131l\u0131na geldi\u011fimizde d\u0131\u015f ticaret fazlas\u0131 veren bir \u00fclkeydik.<\/p>\n<p>Bug\u00fcn\u00fcn sa\u011flamas\u0131n\u0131 yapmak istiyorsan\u0131z; \u00f6nce ara\u015ft\u0131rma yap\u0131n. T\u00fcrkiye\u2019de tarihi misyonu olan sekt\u00f6rlerimizin, mesleklerimizin ka\u00e7 tanesinin m\u00fczesi var?<\/p>\n<p>M\u00fcze, \u2018bu zaten benim i\u015fim\u2019 demektir ve al\u0131c\u0131yla pazarl\u0131\u011fa otururken g\u00fc\u00e7l\u00fc ba\u015flamay\u0131 sa\u011flar. Anlatmaya \u00e7al\u0131\u015ft\u0131\u011f\u0131m bu.<\/p>\n<p>Bug\u00fcn k\u00f6y enstit\u00fcleri \u0130svi\u00e7re e\u011fitiminin, ahilik Almanya\u2019daki mesleki e\u011fitimin ilham noktas\u0131n\u0131 olu\u015fturuyorsa ve siz berbat bir e\u011fitim sistemine sahipseniz, ne su\u00e7luyu uzaklarda aray\u0131n; ne de katma de\u011ferli \u00fcr\u00fcn hayali kurun.<\/p>\n<p><a href=\"mailto:cetinunsalan@yahoo.com\">cetinunsalan@yahoo.com<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>T\u00fcrkiye\u2019nin simgele\u015fmi\u015f \u00fcr\u00fcnlerinden biridir T\u00fcrk Kahvesi\u2026 Hatta \u015fu kadar\u0131n\u0131 s\u00f6yleyeyim: Atat\u00fcrk\u2019\u00fcn \u00f6nerisiyle 1926 y\u0131l\u0131nda, gen\u00e7 cumhuriyeti tan\u0131tmak \u00fczere yola \u00e7\u0131kan, 86 g\u00fcnde 10 bin mil&hellip;<\/p>\n","protected":false},"author":5,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[1],"tags":[904,808,801],"class_list":["post-51495","post","type-post","status-publish","format-standard","hentry","category-tumyazilar","tag-cetin-unsalan-yazilari","tag-ekonomi-makaleleri","tag-ekonomi-yazarlari-listesi"],"_links":{"self":[{"href":"https:\/\/www.bilgeyatirimci.com\/wp-json\/wp\/v2\/posts\/51495","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.bilgeyatirimci.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.bilgeyatirimci.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.bilgeyatirimci.com\/wp-json\/wp\/v2\/users\/5"}],"replies":[{"embeddable":true,"href":"https:\/\/www.bilgeyatirimci.com\/wp-json\/wp\/v2\/comments?post=51495"}],"version-history":[{"count":0,"href":"https:\/\/www.bilgeyatirimci.com\/wp-json\/wp\/v2\/posts\/51495\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.bilgeyatirimci.com\/wp-json\/wp\/v2\/media?parent=51495"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.bilgeyatirimci.com\/wp-json\/wp\/v2\/categories?post=51495"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.bilgeyatirimci.com\/wp-json\/wp\/v2\/tags?post=51495"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}