Evaluation of potential alternative markets for dried apricot exports using the CAPMA technique: An application to Türkiye

Purpose: This study aimed to evaluate the potential of new target markets for Türkiye's dried apricot exports. To this end, a novel approach was adopted, diverging from the conventional decision-making methodologies employed in the extant literature. Design/methodology/approach: In the course of this study, 20 alternative countries were identified according to the data obtained from the Trade Map, and these countries were considered target markets. The potential of these countries for Türkiye is discussed based on an analysis of secondary data from 2023. The data utilized in this study were obtained in 2024. Entropy and ARAS methods, which are multi-criteria decision-making methods (MCDM), and a new technique, the classification of potential market alternatives approach (CAPMA), were used in the process of evaluating potential markets. Findings: The findings indicate that Austria and China have the highest potential to increase dried apricot exports in dimension 1. In dimension 4, Hong Kong, Poland, India, the United Arab Emirates (UAE), the United States of America (USA), Russia and France were identified as countries in which the current export potential should be maintained. Originality/value: This study adopts an innovative approach to target market selection, diverging from conventional methods frequently used in the past. This study evaluates alternative markets in different dimensions and helps with the correct use of resources through the correct target market strategies. To the best of the author's knowledge, no previous studies have been conducted using multi-criteria decision-making methods on target market selection for dried apricots. Consequently, the present study has made a significant contribution to literature.