55 years of experience
Founded in 1955, Arçelik A.Ş., sells its goods and services in more than 100 countries with 11 production facilities in Turkey, Russia, Romania, and China. Arçelik cooperates with global sales and marketing affiliates , with ten internationally recognized brands.
Arçelik A.Ş. hosts the largest service network in Turkey, with approximately 3600 dealerships and 600 service centers. Arçelik retained its leadership position in the white goods, LCD TV, and air conditioner market in 2009, and is firmly established as Number 1 for 2010.
The company significantly enhanced its market share by entering new distribution channels in its core export markets of Western Europe, particularly in Britain and Romania. Arçelik A.Ş. strengthened its position as second in the market by increasing its share from 9% to 15% in the six main white good (MDA) categories in Britain, and retained its position by a huge margin as the leader in Romania by increasing its market share to 35%.
Beko has been in the top ten best selling white goods brand in the world in eight main product categories in 2009, duplicating its prior success in 2008.
A year of record-breaking profitability with effective measures
Arçelik A.Ş., substantially improved its profit margins by increasing its performance in the second and third quarters of 2009. Measures taken for efficient inventory management, improved product mix, effective working capital management and enhanced productivity in the overall processes were the main drivers of corporate profitability.
The operational cash flow has reached the highest positive level in its history. With this positive cash flow, the (net) debt ratio has dropped by more than 60% on an annual basis. The merger of Arçelik and Grundig Electronics completed in the middle 2009 has contributed to profitability and process management, in addition to other projects launched to improve the supply chain process. The gap in total profits between Arçelik A.Ş., one of the most profitable companies in the field, and its peers rose significantly in 2009. Arçelik A.Ş. is fully expected to continue outperforming the industry in total profits in 2010 and 2011.
Powerful brands
Arçelik has been “The First Brand to Come to Mind,” “The Brand with the Highest Consumer Affinity and “The First Brand to be Remembered” in the last 11 years in Turkey. It was no surprise that Arçelik maintained this trend in 2009 and is continuing it in 2010. According to an all segments survey, Arçelik owns two out of five most recognized brands in Turkey.
Exclusive dealership
Arçelik exports its dealership sales knowledge abroad, which has been known as one of the cornerstones of its success. The “Exclusive Dealership” strategy for selling Beko branded products has helped Arçelik A.Ş. to expand rapidly in global markets; opening over 350 stores primarily in Eastern Europe, the Baltic Republics and CIS Countries.
Strong R&D
Arçelik A.Ş. files more than one third of all patent applications in Turkey and is the leader in patent applications in Turkey, submitting approximately 130 patent applications each year. The company was the first and only Turkish company included in the top 500 of WIPO (World Patent Organization) in 2008 and has led the industry by taking Turkey to the second position in terms of international patent applications.
Between 1995 and 2008 Arçelik was recognized as being the preeminent innovative company by the Turkish Patent Institute for having the highest number of patent applications in Turkey. Furthermore, the company also received the award for submitting the highest number of patent applications, receiving the highest number of patent registrations, and the highest number of international patent applications in 2009.
In 2009, Arçelik A.Ş. produced:
• The “Ekonomist” an 8kg washing machine, which has the lowest energy consumption in the world, consuming 30% less power compared to its peers in A class energy;
• The most silent built-in ovens with the lowest energy consumption in the world;
• The fastest, most silent dishwasher with the lowest water consumption (7 liters); and
• The A++ No-Frost refrigerator “Black Orbital” which has the lowest energy consumption level in its class.
In the consumer electronics product class, Arçelik A.Ş. has offered LED TVs with lower energy consumption, thinner design and better image quality to the market and has developed 200 Hz products with smoother and better image quality. In parallel with the development of digital broadcasting, the company has produced integrated televisions which can display HD quality images and does not require additional channel boxes for terrestrial broadcasts.
In consumer electronics, in line with its strategy of “being a company respectful to the environment and nature”, the company has offered eco-panel LCD TVs providing up to 45% energy savings by eliminating energy consumption during standby mode. Arçelik has made green design an essential and sustainable part of its production in full compliance with Energy Star and Eco Label standards.
Technological superiority recognized by international awards
Arçelik A.Ş. received a bronze award from American Appliance Design Magazine in the “Excellence in Design” category with its black Orbital 5088 NF refrigerator. Class A condenser dryers that consume 30% less energy than the competition received “Eco Top Ten” and “Plus X Innovation” awards and were also chosen as the “the highest recommended dryers” by the leading consumer magazines in Germany and Belgium. The products of the company have also been awarded many times for their energy efficiency and perfection of design.
Some of the awards Arçelik A.Ş. received in consumer electronics are:
• FineArts40 “2009 Good Design” for 40’’ LED TVs;
• Russia RATEK (Russia Consumer Electronics and Computer Hardware Seller and Producer’s Association) “Product of the year 2009”;
• “Vision 9 LCD TV” Red Dot “Honorable Mention 2009”; and
• Plus X awards for the GR 32 GBG 6500 LCD TV.
New vision of Arçelik A.Ş.: “Respects the globe, respected globally”
In 2005, Arçelik A.Ş. had defined its corporate vision as “to become a top 10 global brand in 2010”. This ambitious target was achieved two years in advance, positioning the company as a strong and competitive player in the international markets.
The company I now committed to carry its competitive edge to a more global level. Accordingly, the company’s vision was refreshed as, “Respects the globe, respected in the world”. To realize this vision, Arçelik A.Ş., has set as its key business targets sustainable and profitable growth, improving of market share in all segments, innovation and creativity, and building a truly global organization.
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