(Is it Difficult to Realize an Export? Natural Honey Case Analysis)

Abstract

Purpose – The purpose of this paper is to identify the potential difficulties of export implementation covering letter of credit as one of the payment methods, in addition to considering the statistics of natural honey exports in Turkey. Design/methodology/approach – International marketing in the coverage of honey export statistics and implementation of an export process are analysed step by step in the form of case analysis. A letter of credit regarding natural honey export is examined in detail as a payment term. Findings – Although Turkey is ranked in among the top natural honey producers in the World, it is just ranked among the bottom rows in exports. Discussion – Having international marketing perspective and developing competencies of enterprises can contribute positively to export performance. Failure to secure the issue of payment may arise as an important problem in the development of export markets.