Turkish white goods manufacturer Arcelik enters Czech market, sees 10% market share in 2008.
Leading Turkish household appliances manufacturer Arcelik opened its sales representation in the Czech Republic and wants to increase its share on the Czech white-goods market to 10% by the end of 2008 through its top brand Beko, Beko regional manager for CE, Orhan Sayman, told a press conference Wednesday.
“We are strongly confident about the quality of our products and we are aiming to get 10% market share in the Czech white goods sector,” said Sayman.
This year, the firm will look to promote its Beko brand among Czech consumers through special offers and competitive pricing.
“Our main goal for this year is to make our brand known among Czech customers. We will compete with special guarantee advantages and professional customer support,” said Beko manager for Czech and Slovak Republic Roman Novacek.
Beko sees direct competitors in firms such as Italian Ardo, Spanish Fagor, Slovenia’s Gorenje, and Swedish Electrolux-owned Italian firms Indesit and Zanussi, according to Sayman.
“As for the pricing of Beko products, we are trying to be at the same level as our direct competitors, such as Ardo, Fagor, Gorenje, Indesit or Zanussi,” he said.
Arcelik, founded in 1955 in Istanbul, is the leader on its home market with a share of more than 50%, and is ranked as the fourth-biggest household appliance manufacturers in Europe after Electrolux, American Whirlpool and German Bosch. Its Beko-brand products have the biggest foreign market share in the UK, with a 17.2% share in refrigerator sales and an 8% share in washing machine sales.
Besides Beko, Arcelik owns 9 other global brands, including Elektra Bregenz in Austria, Blomberg in Germany, Leisure and Flavel in UK and Arctic in Romania.
The company currently operates 8 production plants and will add another one in Moscow soon.
“Arcelik’s washing machine and refrigerator plant in Russia with an annual production capacity of 900,000 units is planned to become operational in October,” said Sayman.
In 2005, Arcelik upped consolidated turnover 13.8% to EUR 3.5 bln, with approximately 40% of the company’s turnover generated from sales abroad, according to Sayman.
Arcelik is a member of Turkish group Koc Holding.
From Wiadomosc
