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.