Value Proposition canvas- Customer needs and pains
White Goods & Electronics Industry in Turkey by 2016
1. Foreign Market Consulting Ltd. Sti
Istanbul
September 2016
White Goods, Electronics & HVAC
Industry in Turkey
Foreign Market Consulting Ltd. Şti. • Dede Yusuf Sok. No:11, 34453 Büyükdere Sarıyer İstanbul - Turkey
Tel: +90-212-3638 052 • Fax: +90-212-3638 517 • www.fmconsulting.com • info@fmconsulting.com
2. FMConsulting prepares market snapshot reports from selected trusted sources in Turkey which
are regularly updated. These reports are brief presentations overviewing available facts &
figures on major industries in Turkey. If you need a specific research on different
segments, please contact with our Head of Market Research Department Mrs. Berna Gurleyen
(b.gurleyen@fmconsulting.com ). We would be happy to support you.
4. 4
• Large scale Turkish and foreign manufacturers: Arcelik, Vestel, BSH, Indesit,
Candy Hoover
• 90-95% of the domestic market is covered by 6 big manufacturers. In addition, more
than 50 medium sized manufacturers, 500 parts & components manufacturers,
12,000 dealers, 1,500 technical services (Source: Ministry of Science, Industry and Technology, 2014 )
• 130,000 employees (Source: Social Security Institution, 2016)
• Largest production capacity in Europe: 25 mn units. (Source: White Goods Manufacturers’ Association
(TURKBESD) & White Goods Suppliers Association (BEYSAD), 2016)
• Export oriented growth. Exports/Production (2015): 74% (Main destination is the EU)
(Source: White Goods Manufacturers’ Association (TURKBESD) & White Goods Suppliers Association (BEYSAD), 2016)
A. White Goods
Overview
5. 5
A. White Goods
Production ('000 units)
Source: White Goods Manufacturers’ Association (TURKBESD) & White Goods Suppliers Association (BEYSAD), 2016
2011 2012 2013 2014 2015
Refrigerator 6790.1 7588.8 7225.8 6658.9 6833.3
Deep freeze 853.6 904.9 956.2 963.1 1038.0
Washing machine 5357.3 5467.6 5754.9 6307.8 7466.4
Dryer 700.8 888.1 901.3 935.9 1250.9
Dishwasher 2900.2 3204.3 3248.2 3483.2 3608.7
Oven 3504.7 3636.9 3853.6 4247.0 4365.9
Total 20106.7 21690.6 21940.0 22595.9 24563.2
0
5000
10000
15000
20000
25000
30000
Refrigerator Deep freeze Washing machine Dryer
Dishwasher Oven Total Linear (Total)
CAGR (Total): 5.1%
8. 8
A. White Goods
Imports ('000 units)
Source: White Goods Manufacturers’ Association (TURKBESD) & White Goods Suppliers Association (BEYSAD), 2016
2011 2012 2013 2014 2015
Refrigerator 75.3 69.3 79.1 83.2 98.3
Deep freeze 194.6 251.6 380.0 228.4 314.6
Washing machine 329.7 316.3 344.4 270.9 291.7
Dryer 31.9 27.9 34.6 19.7 29.5
Dishwasher 189 188.8 212.4 148.2 145.7
Oven 60.2 58.8 72.8 70.1 61.8
Total 880.7 912.7 1123.3 820.5 941.6
0
200
400
600
800
1000
1200 CAGR (Total): 1.7%
9. 9
• Vestel is the TV market leader in Turkey and ranks 2nd in Europe. (Source: Vestel web
site, 2016)
• USD 13.5 bn production value, USD 25 bn domestic sales, USD 20 bn sales in
engineering and service. (Source: TESID [Turkish Electronic Industrialists Association] 2016)
• Exports: USD 5.8 bn (main market: EU, followed by North Africa-Middle East) (Source:
TESID, 2016)
• Imports: USD 17.3 bn (main sources: Far East, followed by the EU) (Source: TESID, 2016)
• 50,000 employees in production and 100,000 employees in related engineering and
services. (Source: TESID, 2016)
• USD 280 mn of R&D expenditures (Source: TESID, 2016)
B. Electronics
Overview
12. 12
B. Electronics
Source: TESID, 2016
Segments
23%
19%
19%
15%
7%
17%
Production
Consumer Electronics
Computer
Telecommunication
Equipment and Cables
Defence Electronics
Components
Other Professional &
Industrial Equipment
34%
16%15%
11%
24%
Imports
Telecommunication Equipment
and Cables
Computer
Consumer Electronics
Components
Other Professional & Industrial
Equipment
38%
30%
17%
3%
12%
Exports
Telecommunication Equipment
and Cables
Consumer Electronics
Components
Computer
Other Professional & Industrial
Equipment
13. 13
• TV production, which is mainly carried out for exports to the EU, has been in a
decreasing trend due to the contracting TV market in Europe and increasing
competition from Far East in flat screen.
B. Electronics
TV Production & Exports
Source: TESID, 2016
9104
10070
8118
8381
7683
10901
11570
10113
10569
9772
0
2000
4000
6000
8000
10000
12000
14000
2011 2012 2013 2014 2015
Exports Production Linear (Exports) Linear (Production)
'000 units
CAGR (Production): -2.7%
CAGR (Export): -4.2%
14. 14
Domestic production (units):
•Air-conditioners: 740 thousand
(2015)
•Combi boilers: 1.5 mn (2014)
•Water heaters: 166 thousand
(2014)
Domestic market (units):
•Air-conditioners: 1 mn (2015)
•Combi boilers: 1 mn (2014)
•Water heaters: 116 thousand
(2014)
• Large scale foreign groups have acquired or built partnerships with Turkish
companies in the past:
Carrier Alarko (1998)
Buderus Isisan (2002. Later on, Bosch acquired Buderus in 2004.)
Vaillant DemirDokum (2007)
Daikin Airfel (2011)
BDR Thermea Baymak (2013)
• In 2013, Viessmann made greenfield investment in the city of Manisa to
manufacture 100,000 condensing combi-boilers per year.
C. HVAC
Overview
Sources: Air-conditioning and Refrigeration Manufacturer’s Association (ISKID), 2016
The Union of Chambers and Commodity Exchanges of Turkey (TOBB), 2015
15. 15
• As Turkey complies with the EU regulation which limits the sales of energy inefficient
air conditioners, the air conditioner market has contracted in last years.
C. HVAC
Air-Conditioners
Source: Air-conditioning and Refrigeration Manufacturer’s Association (ISKID), 2016
2303880
2991558
2711767
1613535
740062
1385038
2134872
2057027
1537324
1002419
0
500000
1000000
1500000
2000000
2500000
3000000
3500000
2010 2011 2012 2013 2014
Production D. Sales
Linear (Production) Linear (D. Sales)
Units
355600
515767
599253
668699
411662
1297659
1466232
1211851
473788
374396
0
200000
400000
600000
800000
1000000
1200000
1400000
1600000
1800000
2010 2011 2012 2013 2014
Imports Exports
Linear (Imports) Linear (Exports)
Units
17. 17
• CAGR (2010-2014): -2% in production, 9% in d. sales, 77% in imports, -7% in
exports.
C. HVAC
Water Heaters
Source: The Union of Chambers and Commodity Exchanges of Turkey (TOBB), 2015
179046
142631
175008
155377
165593
81725
123907 122527 124728
115827
0
20000
40000
60000
80000
100000
120000
140000
160000
180000
200000
2010 2011 2012 2013 2014
Production D. Sales
Linear (Production) Linear (D. Sales)
Units
1750
35843
29280 30229
17070
86441
65308
76664
58777
64475
0
10000
20000
30000
40000
50000
60000
70000
80000
90000
100000
2010 2011 2012 2013 2014
Imports Exports
Linear (Imports) Linear (Exports)
Units
18. 18
D. Main Companies
Largest Manufacturers
Company Business Field Net Sales
(TRY mn, 2015)*
Number of
Employees
Arcelik White Goods 14,166.1 26,128
Vestel Elektronik Electronics 9,250.5 15,690
BSH Ev Aletleri White Goods 4,661.4 6,624
Vestel Beyaz Esya White Goods 2,524.1 6,445
Bosch Termoteknik HVAC 1,146.3 529
Indesit Company Beyaz Esya White Goods 1,018.6 1,059
Daikin Isitma ve Sogutma HVAC 756.7 844
Demirdokum (Vaillant) HVAC 671.0 1,213
Alarko Carrier HVAC 438.6 611
Baymak Makina (BDR Thermea) HVAC 369.1 646
Kumtel Dayanikli Tuketim Mallari White Goods 356.5 1,495
Candy Hoover Euroasia White Goods 353.0 560
*EUR 1 = TRY 3.021 in 2015
Source: Fortune Magazine (July 2016), Capital Magazine (Aug. 2016) and company web sites
19. Confidentiality
Foreign Market Consulting Ltd Sti handles all data and information confidentially and also asks all
information to be handled confidentially, especially regarding the sources used.
Liability
FMConsulting receives information and data from third parties and presents the gathered data to its
customers. Thus, FMConsulting does not take any responsibility for the accuracy of any declaration or
precision of any gathered data.
Foreign Market Consulting Ltd. Şti. • Dede Yusuf Sok. No:11, 34453 Büyükdere Sarıyer İstanbul - Turkey
Tel: +90-212-3638 052 • Fax: +90-212-3638 517 • www.fmconsulting.com