EVALUATION OF RIZE’S LOGISTICS CENTER POTENTIAL WITHIN THE CONTEXT OF PUBLIC RELATIONS THROUGH SWOT ANALYSIS

Abstract

Logistics centers make important and direct contributions on matters such as reducing logistics
costs, shortening transportation and transfer times, preventing traffic accidents by regulating urban
and intercity traffic density on the roads, decreasing the negative effects of road transport on the
environment and carbon emissions, creating a synergy by strengthening the supply chain across
individuals and organizations in this sector where better quality service is provided, and increasing
added value.
On the other hand, within the context of public relations, SWOT analysis should be done for
determining the potential situation in order to obtain data that will guide the establishment of the
plans and practices to be followed for presenting a new service or organization to the
targetaudience.In this regard, this study explores the current position of Rize province through
SWOT analysis in order to determine its potential to become a logistics center. In this context, the
strengths,weaknesses, opportunities, and threats of Rize for being a logistics junction and base zone
of the Black Sea are revealed. The study finds that the Rize logistics center will have a strategic
location in the Caucasus Corridor opening to Europe and Central Asia and will create a significant
advantage in the southern and northern freight movements and especially in Iran’s freight in transit.
Furthermore, the study offers suggestions to make physical and institutional infrastructure
improvements for the logistics center in Rize, to establish the necessary technological infrastructure
systems, and to increase the university- private sector cooperation.