PROSPECTS FOR UTILIZING TURKISH EXPERIENCE IN ENHANCING MARKETING ACTIVITIES IN THE FOOTWEAR MARKET OF UZBEKISTAN
DOI:
https://doi.org/10.55640/Keywords:
footwear market, marketing activities, SWOT analysis, PESTEL analysis, Turkish experience, Uzbekistan, branding, export strategy, leather and footwear industry.Abstract
This article provides a scientific analysis of the prospects for enhancing marketing activities in the Uzbekistan footwear market through the application of Turkish experience. Drawing upon SWOT and PESTEL analytical frameworks, the study conducts a comparative assessment of the footwear industries of both countries. Although Uzbekistan’s leather and footwear industry possesses significant development potential, several challenges persist, including weak branding capabilities, limited design innovation, and the absence of competitive marketing strategies. The achievements of the Turkish footwear industry over recent decades-particularly its geographical advantages, flexible production systems, and substantial investments in design and research and development (R&D) - may serve as a strategic model for Uzbekistan. Based on the findings, the article develops evidence-based recommendations aimed at strengthening market segmentation, brand development, digital marketing practices, and export-oriented strategies within Uzbekistan’s footwear sector.
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