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CORPORATE_OVERVIEW

Arçelik is Turkey's largest home appliances manufacturer and part of the Koç Group, Turkey's largest industrial conglomerate. It has 11 production plants in 4 countries and provides products to consumers in over 100 countries under 9 brands such as Arçelik, Beko, Blomberg, Elektra Bregenz, and Arctic. In 2006, Arçelik had a turnover of €3.9 billion, with €1.9 billion from international sales. It aims to achieve 50% of sales from international markets and 2% global market share by 2010 with its Beko brand. Arçelik invests heavily in R&D and was granted the most patents in Turkey between 2003

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ARÇELİK COMPANYARÇELİK COMPANY Corporate OverviewCorporate Overview
Brief OverviewBrief Overview Group
Koç Group Turkey’sTurkey’s biggestbiggest industrialindustrial andand commercialcommercial conglomerateconglomerate.. • 2006 Consolidated Turnover of USD 34,5 billion, • The shares of 18 Koç Group companies are traded at the İstanbul Stock Exchange, • The Group consists of over 100 companies in 30 countries, • 95.000 employees, • Over 14,000 dealers, agencies and after-sales services . • Being the only Turkish company in FORTUNE’s Top 500 Global Company List, ranked as 190 th in 2007 Some of the key companies;
Koç Group Some of the key companies; FoundedFounded in 1926, Koçin 1926, Koç Group operatesGroup operates inin five core business segmentsfive core business segments;; • AUTOMOTIVE Tofaş, Ford Otosan, Türk Traktör, Otokar, Otoyol Otokoç, Birmot • ENERGY Tüpraş, Opet, Aygaz • FINANCE Yapı & Kredi, Koç Financial Services, Koç Allianz Insurance • FOOD & RETAILING Migros, Tansaş, Koçtaş, Tat, Düzey • CONSUMER DURABLES Arçelik, Beko Elektronik, Arçelik-LG Klima
Arçelik Company Year of Establishment : 1955 Headquarters : İstanbul, Turkey Core Business : Production, marketing and after sales service of a full range of household appliances, components Total Number of Employees-worldwide : 17.000 Consolidated Net Sales-worldwide 2006 : € 3,9 billion Consolidated Net Sales-international 2006 : € 1,9 billion TheThe CCompanyompany provides products and services toprovides products and services to consumers in more than 100 countries with itsconsumers in more than 100 countries with its 1111 production plantsproduction plants in 4in 4 different countriesdifferent countries,, 1133 international companies and 9 brands.international companies and 9 brands.
Arçelik means .... 50+ Experience over half a century since 1955 PRODUCT+ Production, marketing and after sales service of a full range of household appliances and components. 17.000+ Employees more than 17 thousand 4.500+ Leader in Turkish market with more than 4,500 authorized dealers and 600 services 7 BILLION YTL 7 billion YTL of consolidated turnover in 2006 11 11 production plants in 4 different countries 9 9 brands 13 13 sales and marketing companies, operating abroad 100+ Provides its consumers in more than 100 countries in 5 continents with its products and services 181 MILLION € 181 million Euros of investment in 2006 PRODUCTION+ Turkey's leader manufacturer and the third largest white goods producer in Europe 75 MILLION+ Reaching nearly 17 million houses in Turkey and 75 million houses in the world
Shareholder Structure Koç Group Teknosan A.Ş. Burla Ticaret ve Yatırım A.Ş. Others 56,3 14,7 7,7 21,3
Vision To possess one of the 10 most preferred global brands in our sector by the year 2010 with BEKO
Strategic Targets To reach consolidated net sales of EUR 6bln. in 2010 by growing with an average of 14% in 2006-2011 period. To keep the leading market position in Turkish market. To achieve at least 50% of total consolidated net sales from international sales. To reach 2% global market share in 2010 with Beko brand. To maintain group profitability above industry average and create economic profit. To possess the capability to develop products, which will differentiate from competitors and supply benefits to consumers.
Milestones 1955 : The Company was established in Sütlüce 1959 : Arçelik has produced first washing machine in Turkey. 1960 : Arçelik has produced first refrigerator in Turkey. 1991 : Establishment of R&D center and Consumer Information Service 2000 : Arçelik-LG Air Conditioning Industry and Trade Inc. started production. 2001 : Domestic marketing and sales operations of Beko branded products started to run by Arçelik Company 2002 : Blomberg, a German household appliances company was acquired, followed by the acquisition of Elektra Bregenz, an Austrian household appliances company, and its brand Elektra Bregenz. Leisure and Flavel, was acquired as white goods brands of the UK. Arctic, a refrigeration appliances company in Romania was acquired. Beko became the leading brand in UK’s refrigerator market. Launch of the new logo, reflecting the innovative and dynamic structure.
Milestones 2003 : Sales of smart appliances commenced. Arçelik Company has been selected as “Turkey’s Best Company” by “Banker Magazine”, published by Financial Times. 2004 : Decision made to invest in Russia. 2005 : Arçelik Company has celebrated its 50th anniversary. Foundations were laid for the production plant in Moscow, Russia. The Chest Freezer production line became operational in Arctic plant, Romania. Tumble dryer production started in Çayırova and additional investment decision is given to increase the production capacity by a new dryer plant. Blomberg product range was carried out. Arstil furniture stores became operational.
Arçelik Company in 2006 In 2006, BEKO branded ovens become the market leader in Belgium with 24,7% of share. Two more TPM awards to Arçelik Company Exported BEKO branded diswashers and washing machines to China. Exported “Exclusive Beko Shop System” to international markets Organized the “8 th Innovation Day” with presenting 193 awards to its inventors Beko LLC washing machine, refrigerator and TV production plant started to operate in 2006. Blomberg branded dryer has been selected “Best Buy” in Europe by “Test Achats/Test Aankoop” Beko branded dishwashers and washing machines are selected “Best Buy” in Europe by “Which” and “Test Achats/Test Aankoop” 2nd International Beko Authorized Dealers’ Meeting with 1500 attendees
Beko Elektronik With increasing its share in Beko Elektronik, Arçelik Company targets to achieve ; Synergy within our distribution channels, Cost-saving, Accelerating the decision-taking processes, Dynamic brand-management. Beko Elektronik is the 2 nd largest TV manufacturing company in Europe.
Production & Distribution HQ, Istanbul/Turkey Sales & Marketing Companies Beko Deutschland GmbH, Germany Arcelitalia S.r.l., Italy Elektra Bregenz AG; Austria Beko Magyarosszag K.F.T., Hungary Beko Cesko S.R.O., Czech Republic Beko Slovakia S.R.O., Slovakia Beko Electronics Espana S.L., Spain Beko S.A., Poland Beko France S.A., France Beko Shanghai Trading Co. Shanghai Beko Plc, UK Production & Marketing Companies Arctic S.A., Romania Beko L.L.C., Russia Beko Electrical Appliances Co.Ltd., China
Brands A leading brand in Turkish household appliances industry One of the leading brands in Turkey, preferred by 250 million consumers in more than 100 countries Upper - scale brand of household appliances, combining advanced technology with German design A strong, prestigious brand of household appliances in Austria The leading brand in the Romanian household appliances market A leading brand in the cooking appliances market in the UK Cooking appliances brand in UK The household appliance and television brand of price conscious consumers Furniture brand with a product range of more than 1500 world class products
Product Range Major Household Appliances Refrigerators Freezers Washing Machines Dryers Dishwashers Ovens Mini- Midi Ovens Microwaves Ovens Cook tops Small Household Appliances Vacuum Cleaners Electric Kitchen Appliances Irons Fans Personal Care Appliances Electronics TV Video, DVD Satellite Systems Hi-Fi Systems Home Theatre Portable Hi-Fi Systems TV Racks Fax Machines Phones Computers Built-in Products Heating-Ventilation Air Conditioning Air Conditioners Water Heaters Flash Heaters Heating Appliances Components Compressors Industrial Motors Motor-pumps + Ready-made Kitchen, Furniture and Home Textiles Refrigerators Dishwashers Ovens Cookers Cooker Hoods
Marketing Structure in Turkey Arçelik Company Arçelik Brand Beko Brand Altus Brand Arçelik Authorized Dealers Beko Authorized Dealers Other Dealers
Dealership System & Network Total White Goods Dealer Network in Turkey %60 %40 Arçelik Dealers Others ~ 4500 Dealers ~ 600 After Sales Service Stations Total Service Network in Turkey %25 %75 Arçelik Services Others
Market Position Domestic Market Structure • Household appliances domestic market capacity in 2006: 5,7 million units • High level competition with international brands in the market • 5% growth compared to 2005 • Swift increase in the number of households with a rapidly growing population of which 50% is 30 years and younger Arçelik Company • Market leadership • Wide product range providing quick response to market requirements • Perfect after-sales services approach
The Market Leader Competitive Power • Financial structure • Growth with brands • Technology and innovations • Consumer sensibility • Production facilities • Corporate culture and social responsibilities Arçelik Company strengthens its leading position in the domestic market with its share exceeding 50%.
Financial ResultsFinancial Results -- 20062006
Consolidated Turnover Consolidated TurnoverConsolidated Turnover 1900 2082 2686 3741 3873 0 500 1000 1500 2000 2500 3000 3500 4000 2002 2003 2004 2005 2006 MillionMillion EuroEuro DomesticDomestic InternationalInternational DistributionDistribution ofof TurnoverTurnover 50 50 52 48 56 44 50 50 52 48 0 10 20 30 40 50 60 70 80 90 100 2002 2003 2004 2005 2006 (%)(%) Ranked as the 3rd largest household appliances manufacturer in Europe
Investments 43 78 105 153 181 0 20 40 60 80 100 120 140 160 180 200 2002 2003 2004 2005 2006 Capital expenditure of 181 € million in the year 2006.
Investments BekoBeko LLCLLC RefrigeratorRefrigerator && Washing Machine andWashing Machine and TVTV Production PlantProduction Plant –– RussiaRussia • Investment of € 90 million • Mass production started in October 2006 • Refrigerator and washing machine capacity of 900.000 units per year • Television production capacity of 750.000 per year
Investments NewNew Chest Freezer LineChest Freezer Line –– ArcticArctic,, RomaniaRomania • Investment of € 5 million • Chest freezer production capacity of 400.000 per year Dryer Production PlantDryer Production Plant –– IstanbulIstanbul,, TurkeyTurkey • Investment of € 25,6 million • To attain dryer production capacity of 800.000 units per year by 2008. • 85% of the production for international sales. 0 200 400 600 800 1000 2006 2007 2008 ,000
0 500 1000 1500 2002 2003 2004 2005 2006 1.300 Production Capacities 0 1000 2000 3000 4000 5000 2002 2003 2004 2005 2006 Washing Machine 4.000 0 1000 2000 3000 4000 5000 2002 2003 2004 2005 2006 Refrigerator 4.500 0 500 1000 1500 2000 2500 2002 2003 2004 2005 2006 Oven 2.000 (000) Dishwasher (000) (000) (000)
International Market Share* * : Covered 27 countries; including Europe, Russia and Turkey **: 2006 Panelmarket Europe Freestanding 8 PG. Source: Gfk Arçelik Company’s internationalArçelik Company’s international marketmarket share with its branded productsshare with its branded products hashas reachedreached 10%10%****
New Strategic Markets CHINA • Sales & Marketing company is founded in Shangai. • Shipments of washing machines and dishwashers are realized for the first time in March and April 2006. • Operating in 7 states, 4 chains, 46 sales corners. • Sold 4,178 products with a turnover of approximately 1 mio$ in this market in 2006. • Target to reach 10 million EUR turnover in 2007. USA • First shipment of dishwashers is realized in June, 2006.
TechnologyTechnology && InnovationInnovation
Intellectual Property Innovation means TechnologyInnovation means Technology;; Technology meansTechnology means Patent...Patent... • In addition to facility investments, one of the critical factors of Arçelik Company’s success is “the power to create technology and innovation”. • Arçelik Company owns 13% of all patents produced in Turkey in the last three years. • In the last 3 years, 45% of the international patent applications with the World Intellectual Property Organization (WIPO) from Turkey belongs to Arçelik Company. As the company with the most patent applications in 2005, Arçelik Company won “first prize” in the first ever “TPE-Patent League Awards” granted by the Turkish Patent Institute (TPE) . 111 115 148 374 168 90 4731 0 50 100 150 200 250 300 350 400 2003 2004 2005 T otal Turkey Arçelik International Patent Applications to WIPO
New Developments Built-in Products • The 1 st producer of built-in products in Turkey • 120 different models of built-in appliances • Built-in oven cooking with one touch • Superb silent hoods • Highly-secure cookers with timer • Multifunctional (normal and microwave) ovens • Compact series fitting in 40 cm cabinets • Pryolitic (self-cleaning) built-in oven • Anti-bacterium built-in refrigerators
New Products World’s Fastest Washing Machine • Arçelik has added a new washing machine to its international product line with the privilege of being “the world's fastestthe world's fastest" washing machine • Xpress 14' - washing 2 kg light soiled cotton garments in 14 minutes – WORLD’S FASTEST PROGRAM IN DOING SO. • Xpress 30' - washing 7 kg light soiled cotton garments in 30 minutes – WORLD’S FASTEST PROGRAM IN DOING SO 7kg 1200rpm electronic washer
New Products World’s Fastest Dishwasher • Arçelik technology has created the world’s fastest dishwasher with A washing performance in 58 minutes for full/daily load.
New Products Side-By-Side (SBS) Refrigerator • Arçelik has started Side by Side refrigerator production in its Eskisehir plant in 2006. • The plant has the highestthe highest production capacityproduction capacity in this segment in Europe.
New Products Turkish Coffee Machine - Mini TELVE • With its own technology, Arçelik Company has developed Turkish coffee machine “Mini TelveMini Telve” with single tank and launched it in the year 2006. • This product is protected with 4 patents.
AwardsAwards && AchievementsAchievements
Some of the awards in 2006 Arçelik A.Ş. won first prize in the first ever “TPE-Patent League Awards” granted by the Turkish Patent Institute (TPE) with 136 patent applications. ElektraElektra BregenzBregenz built-in oven and refrigerator won 5 awards in 2006 Plus X contest. Combi refrigerigerator “Innovation” and “Ecology” award, Oven “Design” and “Ease of use” awards, Elektra Bregenz brand “Most Innovative Brand” award. BlombergBlomberg combi refrigerator and built in pyrolitic oven won 4 awards in 2006 Plus X contest. Combi refrigerator “Innovation” and “Ecology” awards, built in pyrolitic oven “Design” and “Ease of use” awards. In 2006, BlombergBlomberg branded refrigerator has won the first prize in “EU Environment Awards”, whereas Ekolojist dishwasher has won the second prize in the same competition.
Some of the awards in 2006 TPM (Total Productive Maintenance) Award • Arctic Refrigerator Production Plant TPM (Total Productive Maintenance) Continuity Award • Eskişehir Refrigerator Production Plant. Capital magazine has selected Arçelik Company as Turkey’s; • Fastest growing company in last 30 years • Most innovative company • The magazine described Arçelik as a role model company, owing its success to continuous innovations, focus on brand management and investment strategy.
ForFor aa continous and bettercontinous and better life...life...
Environment As Arçelik Company, we consider the “environment” as an asset to pass on to future generations and adopt the principle of environment protection as a requirement of our management approach based on Total Quality. According to the principles above, in all Arçelik facilities we; • use methods for more effective utilization of energy and natural resources • improve methods to eliminate causes of pollution • conform to environment related national and international laws and regulations • fulfill the requirements of the local, national and international laws and regulations • train all our employees and subcontractors to enhance their awareness • prefer the materials and technologies that reduce environmental impacts, beginning from design to production stages • carry out environmental impact analyses for new investments We perform all these activities within the scope of an environmental management system based on continuous improvement and manufacture environment-friendly consumer products. For this reason we document and certificate our environmental management system according to ISO 14001 requirements. In 2006, 4.681 hours-long trainings for raising the awareness and sensitivity for environment among employees have been realized.
Total Quality Management Total Quality Management activities began in early 1980’s with the application of Quality Cycles. These activities have been gathered under the “Total QualityTotal Quality” umbrella in early 90’s and have been developed with the following applications: • Quality and Environmental Management System • EFQM Excellence Model • Total Productive Maintenance (TPM) • 6 Sigma Today, all production facilities have the ISO 9001:2000 Quality Management System Certificate.
Total Quality Management Six-Sigma Methodology • The mission of the organization is to acquire processes that will provide the highest level of customer satisfaction and Company productivity with the least amount of resources. • Six Sigma methodology has been implemented in 1998. • This approach, first applied to production processes, has been extended to all processes in 2003. • A net profit of € 28 million has been earned with 290 projects since 1998.
Environment-friendly Products • Consumes 10% less energy than the A Energy efficient products • 1,19 kWh with its A+ Energy class • With the electronic water control system, it calculates exact amount of water needed for washing and prevents extra water consumption. • Produced in A energy efficiency class • Consumes 30% less energy than the B energy efficient products. • Uses environmental friendly R600a cooling gas, which does not harm the ozone layer. • AAA performance with only 9 liters of water consumption per washing • Consumes only 1,05 kWh energy • The A energy efficient pyrolitic oven only consumes 0,79 kWh energy with the turbo cooking function • Its 3D cooking function provides extra energy saving • With its A energy performance, the “heat-pump” dryer consumes 45% less energy than the standard tumble dryers. • With its genuine tumble pattern, it guarantees extra drying, and so avoids extra energy consumption.
Corporate Social ResponsibilityCorporate Social Responsibility
Corporate Social Responsibility At Arçelik Company, we perceive Corporate Social Responsibility as integral part of our business. Our “Corporate Social Responsibility” approach comprises ‘conforming to legal, moral standards and human rights, having environment sensitive approach everywhere we operate, our responsiveness to the needs of the community; the responsibilities we undertake for sustainable development and our support commitment, along with providing the most qualified and innovative products and services to our customers’. Our greatest strength is our employees and partners, which see themselves as being Corporate CitizensCorporate Citizens, and are committed to dedicate their effort, energy and time voluntarily to contribute to the community.
Standing United for Education with Arçelik Company • In line with the understanding of “contribution to sustainable development”; we have initiated “Standing United for Education Program”, consists of 5 different projects in March 2004. We target to raise the public awareness for the development of Regional Primary Boarding Schools in Turkey. • In 2005-2006 period; 80.000 students at 101 schools in 24 cities have been reached within this program; • The program targets to reach : Education 300 Schools 200.000 Students In 8 years
Culture & Art “The Genius of Leonardo” • The exhibition, which covers the unique and functional 40 replicas most of which are life-sized and which were constructed by expert historians and engineers who had studied these original drawings of Leonardo Da Vinci dating between the 1478 and 1513 in detail, is at the same time the biggest international exhibition that focuses on the engineering genius of the Artist. • The exhibition, which was housed at Rahmi M. Koç Museum in Istanbul in 2006, was visited by over 114.000 people in 2 months. • In 2007, METU hosted this exhibition, which was moved to Ankara upon resounding demands with the contributions of Arçelik Company. Between February 24 – March 24, more than 60.000 people visited the exhibition.
Sports In the year 2006, Arçelik Company has undertaken the sponsorship of the Turkish National Basketball League for 4 years, with its Beko brand - sustaining adolescence, innovation and dynamism-, operating with the same perspective. Arçelik Company is believing that the settled longevous coalition between the Basketball Federation and Beko brand, will have a great contribution to the league, where the young players, who represent our country abroad foremost in NBA, are grown. In addition to the support for education, culture and arts, Arçelik Company is also supporting sports events, which are assessed as a major contribution to the development of our country and our youth.
www.arcelikas.com

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CORPORATE_OVERVIEW

  • 1.
  • 2.
  • 3.
    Koç Group Turkey’sTurkey’s biggestbiggestindustrialindustrial andand commercialcommercial conglomerateconglomerate.. • 2006 Consolidated Turnover of USD 34,5 billion, • The shares of 18 Koç Group companies are traded at the İstanbul Stock Exchange, • The Group consists of over 100 companies in 30 countries, • 95.000 employees, • Over 14,000 dealers, agencies and after-sales services . • Being the only Turkish company in FORTUNE’s Top 500 Global Company List, ranked as 190 th in 2007 Some of the key companies;
  • 4.
    Koç Group Some ofthe key companies; FoundedFounded in 1926, Koçin 1926, Koç Group operatesGroup operates inin five core business segmentsfive core business segments;; • AUTOMOTIVE Tofaş, Ford Otosan, Türk Traktör, Otokar, Otoyol Otokoç, Birmot • ENERGY Tüpraş, Opet, Aygaz • FINANCE Yapı & Kredi, Koç Financial Services, Koç Allianz Insurance • FOOD & RETAILING Migros, Tansaş, Koçtaş, Tat, Düzey • CONSUMER DURABLES Arçelik, Beko Elektronik, Arçelik-LG Klima
  • 6.
    Arçelik Company Year ofEstablishment : 1955 Headquarters : İstanbul, Turkey Core Business : Production, marketing and after sales service of a full range of household appliances, components Total Number of Employees-worldwide : 17.000 Consolidated Net Sales-worldwide 2006 : € 3,9 billion Consolidated Net Sales-international 2006 : € 1,9 billion TheThe CCompanyompany provides products and services toprovides products and services to consumers in more than 100 countries with itsconsumers in more than 100 countries with its 1111 production plantsproduction plants in 4in 4 different countriesdifferent countries,, 1133 international companies and 9 brands.international companies and 9 brands.
  • 7.
    Arçelik means .... 50+Experience over half a century since 1955 PRODUCT+ Production, marketing and after sales service of a full range of household appliances and components. 17.000+ Employees more than 17 thousand 4.500+ Leader in Turkish market with more than 4,500 authorized dealers and 600 services 7 BILLION YTL 7 billion YTL of consolidated turnover in 2006 11 11 production plants in 4 different countries 9 9 brands 13 13 sales and marketing companies, operating abroad 100+ Provides its consumers in more than 100 countries in 5 continents with its products and services 181 MILLION € 181 million Euros of investment in 2006 PRODUCTION+ Turkey's leader manufacturer and the third largest white goods producer in Europe 75 MILLION+ Reaching nearly 17 million houses in Turkey and 75 million houses in the world
  • 8.
    Shareholder Structure Koç Group TeknosanA.Ş. Burla Ticaret ve Yatırım A.Ş. Others 56,3 14,7 7,7 21,3
  • 9.
    Vision To possess oneof the 10 most preferred global brands in our sector by the year 2010 with BEKO
  • 10.
    Strategic Targets To reachconsolidated net sales of EUR 6bln. in 2010 by growing with an average of 14% in 2006-2011 period. To keep the leading market position in Turkish market. To achieve at least 50% of total consolidated net sales from international sales. To reach 2% global market share in 2010 with Beko brand. To maintain group profitability above industry average and create economic profit. To possess the capability to develop products, which will differentiate from competitors and supply benefits to consumers.
  • 11.
    Milestones 1955 : TheCompany was established in Sütlüce 1959 : Arçelik has produced first washing machine in Turkey. 1960 : Arçelik has produced first refrigerator in Turkey. 1991 : Establishment of R&D center and Consumer Information Service 2000 : Arçelik-LG Air Conditioning Industry and Trade Inc. started production. 2001 : Domestic marketing and sales operations of Beko branded products started to run by Arçelik Company 2002 : Blomberg, a German household appliances company was acquired, followed by the acquisition of Elektra Bregenz, an Austrian household appliances company, and its brand Elektra Bregenz. Leisure and Flavel, was acquired as white goods brands of the UK. Arctic, a refrigeration appliances company in Romania was acquired. Beko became the leading brand in UK’s refrigerator market. Launch of the new logo, reflecting the innovative and dynamic structure.
  • 12.
    Milestones 2003 : Salesof smart appliances commenced. Arçelik Company has been selected as “Turkey’s Best Company” by “Banker Magazine”, published by Financial Times. 2004 : Decision made to invest in Russia. 2005 : Arçelik Company has celebrated its 50th anniversary. Foundations were laid for the production plant in Moscow, Russia. The Chest Freezer production line became operational in Arctic plant, Romania. Tumble dryer production started in Çayırova and additional investment decision is given to increase the production capacity by a new dryer plant. Blomberg product range was carried out. Arstil furniture stores became operational.
  • 13.
    Arçelik Company in2006 In 2006, BEKO branded ovens become the market leader in Belgium with 24,7% of share. Two more TPM awards to Arçelik Company Exported BEKO branded diswashers and washing machines to China. Exported “Exclusive Beko Shop System” to international markets Organized the “8 th Innovation Day” with presenting 193 awards to its inventors Beko LLC washing machine, refrigerator and TV production plant started to operate in 2006. Blomberg branded dryer has been selected “Best Buy” in Europe by “Test Achats/Test Aankoop” Beko branded dishwashers and washing machines are selected “Best Buy” in Europe by “Which” and “Test Achats/Test Aankoop” 2nd International Beko Authorized Dealers’ Meeting with 1500 attendees
  • 14.
    Beko Elektronik With increasingits share in Beko Elektronik, Arçelik Company targets to achieve ; Synergy within our distribution channels, Cost-saving, Accelerating the decision-taking processes, Dynamic brand-management. Beko Elektronik is the 2 nd largest TV manufacturing company in Europe.
  • 15.
    Production & Distribution HQ,Istanbul/Turkey Sales & Marketing Companies Beko Deutschland GmbH, Germany Arcelitalia S.r.l., Italy Elektra Bregenz AG; Austria Beko Magyarosszag K.F.T., Hungary Beko Cesko S.R.O., Czech Republic Beko Slovakia S.R.O., Slovakia Beko Electronics Espana S.L., Spain Beko S.A., Poland Beko France S.A., France Beko Shanghai Trading Co. Shanghai Beko Plc, UK Production & Marketing Companies Arctic S.A., Romania Beko L.L.C., Russia Beko Electrical Appliances Co.Ltd., China
  • 16.
    Brands A leading brandin Turkish household appliances industry One of the leading brands in Turkey, preferred by 250 million consumers in more than 100 countries Upper - scale brand of household appliances, combining advanced technology with German design A strong, prestigious brand of household appliances in Austria The leading brand in the Romanian household appliances market A leading brand in the cooking appliances market in the UK Cooking appliances brand in UK The household appliance and television brand of price conscious consumers Furniture brand with a product range of more than 1500 world class products
  • 17.
    Product Range Major Household Appliances Refrigerators Freezers WashingMachines Dryers Dishwashers Ovens Mini- Midi Ovens Microwaves Ovens Cook tops Small Household Appliances Vacuum Cleaners Electric Kitchen Appliances Irons Fans Personal Care Appliances Electronics TV Video, DVD Satellite Systems Hi-Fi Systems Home Theatre Portable Hi-Fi Systems TV Racks Fax Machines Phones Computers Built-in Products Heating-Ventilation Air Conditioning Air Conditioners Water Heaters Flash Heaters Heating Appliances Components Compressors Industrial Motors Motor-pumps + Ready-made Kitchen, Furniture and Home Textiles Refrigerators Dishwashers Ovens Cookers Cooker Hoods
  • 18.
    Marketing Structure inTurkey Arçelik Company Arçelik Brand Beko Brand Altus Brand Arçelik Authorized Dealers Beko Authorized Dealers Other Dealers
  • 19.
    Dealership System &Network Total White Goods Dealer Network in Turkey %60 %40 Arçelik Dealers Others ~ 4500 Dealers ~ 600 After Sales Service Stations Total Service Network in Turkey %25 %75 Arçelik Services Others
  • 20.
    Market Position Domestic MarketStructure • Household appliances domestic market capacity in 2006: 5,7 million units • High level competition with international brands in the market • 5% growth compared to 2005 • Swift increase in the number of households with a rapidly growing population of which 50% is 30 years and younger Arçelik Company • Market leadership • Wide product range providing quick response to market requirements • Perfect after-sales services approach
  • 21.
    The Market Leader CompetitivePower • Financial structure • Growth with brands • Technology and innovations • Consumer sensibility • Production facilities • Corporate culture and social responsibilities Arçelik Company strengthens its leading position in the domestic market with its share exceeding 50%.
  • 22.
  • 23.
    Consolidated Turnover Consolidated TurnoverConsolidatedTurnover 1900 2082 2686 3741 3873 0 500 1000 1500 2000 2500 3000 3500 4000 2002 2003 2004 2005 2006 MillionMillion EuroEuro DomesticDomestic InternationalInternational DistributionDistribution ofof TurnoverTurnover 50 50 52 48 56 44 50 50 52 48 0 10 20 30 40 50 60 70 80 90 100 2002 2003 2004 2005 2006 (%)(%) Ranked as the 3rd largest household appliances manufacturer in Europe
  • 24.
    Investments 43 78 105 153 181 0 20 40 60 80 100 120 140 160 180 200 2002 2003 20042005 2006 Capital expenditure of 181 € million in the year 2006.
  • 25.
    Investments BekoBeko LLCLLC RefrigeratorRefrigerator&& Washing Machine andWashing Machine and TVTV Production PlantProduction Plant –– RussiaRussia • Investment of € 90 million • Mass production started in October 2006 • Refrigerator and washing machine capacity of 900.000 units per year • Television production capacity of 750.000 per year
  • 26.
    Investments NewNew Chest FreezerLineChest Freezer Line –– ArcticArctic,, RomaniaRomania • Investment of € 5 million • Chest freezer production capacity of 400.000 per year Dryer Production PlantDryer Production Plant –– IstanbulIstanbul,, TurkeyTurkey • Investment of € 25,6 million • To attain dryer production capacity of 800.000 units per year by 2008. • 85% of the production for international sales. 0 200 400 600 800 1000 2006 2007 2008 ,000
  • 27.
    0 500 1000 1500 2002 2003 20042005 2006 1.300 Production Capacities 0 1000 2000 3000 4000 5000 2002 2003 2004 2005 2006 Washing Machine 4.000 0 1000 2000 3000 4000 5000 2002 2003 2004 2005 2006 Refrigerator 4.500 0 500 1000 1500 2000 2500 2002 2003 2004 2005 2006 Oven 2.000 (000) Dishwasher (000) (000) (000)
  • 28.
    International Market Share* *: Covered 27 countries; including Europe, Russia and Turkey **: 2006 Panelmarket Europe Freestanding 8 PG. Source: Gfk Arçelik Company’s internationalArçelik Company’s international marketmarket share with its branded productsshare with its branded products hashas reachedreached 10%10%****
  • 29.
    New Strategic Markets CHINA •Sales & Marketing company is founded in Shangai. • Shipments of washing machines and dishwashers are realized for the first time in March and April 2006. • Operating in 7 states, 4 chains, 46 sales corners. • Sold 4,178 products with a turnover of approximately 1 mio$ in this market in 2006. • Target to reach 10 million EUR turnover in 2007. USA • First shipment of dishwashers is realized in June, 2006.
  • 30.
  • 31.
    Intellectual Property Innovation meansTechnologyInnovation means Technology;; Technology meansTechnology means Patent...Patent... • In addition to facility investments, one of the critical factors of Arçelik Company’s success is “the power to create technology and innovation”. • Arçelik Company owns 13% of all patents produced in Turkey in the last three years. • In the last 3 years, 45% of the international patent applications with the World Intellectual Property Organization (WIPO) from Turkey belongs to Arçelik Company. As the company with the most patent applications in 2005, Arçelik Company won “first prize” in the first ever “TPE-Patent League Awards” granted by the Turkish Patent Institute (TPE) . 111 115 148 374 168 90 4731 0 50 100 150 200 250 300 350 400 2003 2004 2005 T otal Turkey Arçelik International Patent Applications to WIPO
  • 32.
    New Developments Built-in Products •The 1 st producer of built-in products in Turkey • 120 different models of built-in appliances • Built-in oven cooking with one touch • Superb silent hoods • Highly-secure cookers with timer • Multifunctional (normal and microwave) ovens • Compact series fitting in 40 cm cabinets • Pryolitic (self-cleaning) built-in oven • Anti-bacterium built-in refrigerators
  • 33.
    New Products World’s FastestWashing Machine • Arçelik has added a new washing machine to its international product line with the privilege of being “the world's fastestthe world's fastest" washing machine • Xpress 14' - washing 2 kg light soiled cotton garments in 14 minutes – WORLD’S FASTEST PROGRAM IN DOING SO. • Xpress 30' - washing 7 kg light soiled cotton garments in 30 minutes – WORLD’S FASTEST PROGRAM IN DOING SO 7kg 1200rpm electronic washer
  • 34.
    New Products World’s FastestDishwasher • Arçelik technology has created the world’s fastest dishwasher with A washing performance in 58 minutes for full/daily load.
  • 35.
    New Products Side-By-Side (SBS) Refrigerator •Arçelik has started Side by Side refrigerator production in its Eskisehir plant in 2006. • The plant has the highestthe highest production capacityproduction capacity in this segment in Europe.
  • 36.
    New Products Turkish CoffeeMachine - Mini TELVE • With its own technology, Arçelik Company has developed Turkish coffee machine “Mini TelveMini Telve” with single tank and launched it in the year 2006. • This product is protected with 4 patents.
  • 37.
  • 38.
    Some of theawards in 2006 Arçelik A.Ş. won first prize in the first ever “TPE-Patent League Awards” granted by the Turkish Patent Institute (TPE) with 136 patent applications. ElektraElektra BregenzBregenz built-in oven and refrigerator won 5 awards in 2006 Plus X contest. Combi refrigerigerator “Innovation” and “Ecology” award, Oven “Design” and “Ease of use” awards, Elektra Bregenz brand “Most Innovative Brand” award. BlombergBlomberg combi refrigerator and built in pyrolitic oven won 4 awards in 2006 Plus X contest. Combi refrigerator “Innovation” and “Ecology” awards, built in pyrolitic oven “Design” and “Ease of use” awards. In 2006, BlombergBlomberg branded refrigerator has won the first prize in “EU Environment Awards”, whereas Ekolojist dishwasher has won the second prize in the same competition.
  • 39.
    Some of theawards in 2006 TPM (Total Productive Maintenance) Award • Arctic Refrigerator Production Plant TPM (Total Productive Maintenance) Continuity Award • Eskişehir Refrigerator Production Plant. Capital magazine has selected Arçelik Company as Turkey’s; • Fastest growing company in last 30 years • Most innovative company • The magazine described Arçelik as a role model company, owing its success to continuous innovations, focus on brand management and investment strategy.
  • 40.
    ForFor aa continousand bettercontinous and better life...life...
  • 41.
    Environment As Arçelik Company,we consider the “environment” as an asset to pass on to future generations and adopt the principle of environment protection as a requirement of our management approach based on Total Quality. According to the principles above, in all Arçelik facilities we; • use methods for more effective utilization of energy and natural resources • improve methods to eliminate causes of pollution • conform to environment related national and international laws and regulations • fulfill the requirements of the local, national and international laws and regulations • train all our employees and subcontractors to enhance their awareness • prefer the materials and technologies that reduce environmental impacts, beginning from design to production stages • carry out environmental impact analyses for new investments We perform all these activities within the scope of an environmental management system based on continuous improvement and manufacture environment-friendly consumer products. For this reason we document and certificate our environmental management system according to ISO 14001 requirements. In 2006, 4.681 hours-long trainings for raising the awareness and sensitivity for environment among employees have been realized.
  • 42.
    Total Quality Management TotalQuality Management activities began in early 1980’s with the application of Quality Cycles. These activities have been gathered under the “Total QualityTotal Quality” umbrella in early 90’s and have been developed with the following applications: • Quality and Environmental Management System • EFQM Excellence Model • Total Productive Maintenance (TPM) • 6 Sigma Today, all production facilities have the ISO 9001:2000 Quality Management System Certificate.
  • 43.
    Total Quality Management Six-SigmaMethodology • The mission of the organization is to acquire processes that will provide the highest level of customer satisfaction and Company productivity with the least amount of resources. • Six Sigma methodology has been implemented in 1998. • This approach, first applied to production processes, has been extended to all processes in 2003. • A net profit of € 28 million has been earned with 290 projects since 1998.
  • 44.
    Environment-friendly Products • Consumes10% less energy than the A Energy efficient products • 1,19 kWh with its A+ Energy class • With the electronic water control system, it calculates exact amount of water needed for washing and prevents extra water consumption. • Produced in A energy efficiency class • Consumes 30% less energy than the B energy efficient products. • Uses environmental friendly R600a cooling gas, which does not harm the ozone layer. • AAA performance with only 9 liters of water consumption per washing • Consumes only 1,05 kWh energy • The A energy efficient pyrolitic oven only consumes 0,79 kWh energy with the turbo cooking function • Its 3D cooking function provides extra energy saving • With its A energy performance, the “heat-pump” dryer consumes 45% less energy than the standard tumble dryers. • With its genuine tumble pattern, it guarantees extra drying, and so avoids extra energy consumption.
  • 45.
  • 46.
    Corporate Social Responsibility AtArçelik Company, we perceive Corporate Social Responsibility as integral part of our business. Our “Corporate Social Responsibility” approach comprises ‘conforming to legal, moral standards and human rights, having environment sensitive approach everywhere we operate, our responsiveness to the needs of the community; the responsibilities we undertake for sustainable development and our support commitment, along with providing the most qualified and innovative products and services to our customers’. Our greatest strength is our employees and partners, which see themselves as being Corporate CitizensCorporate Citizens, and are committed to dedicate their effort, energy and time voluntarily to contribute to the community.
  • 47.
    Standing United forEducation with Arçelik Company • In line with the understanding of “contribution to sustainable development”; we have initiated “Standing United for Education Program”, consists of 5 different projects in March 2004. We target to raise the public awareness for the development of Regional Primary Boarding Schools in Turkey. • In 2005-2006 period; 80.000 students at 101 schools in 24 cities have been reached within this program; • The program targets to reach : Education 300 Schools 200.000 Students In 8 years
  • 48.
    Culture & Art “TheGenius of Leonardo” • The exhibition, which covers the unique and functional 40 replicas most of which are life-sized and which were constructed by expert historians and engineers who had studied these original drawings of Leonardo Da Vinci dating between the 1478 and 1513 in detail, is at the same time the biggest international exhibition that focuses on the engineering genius of the Artist. • The exhibition, which was housed at Rahmi M. Koç Museum in Istanbul in 2006, was visited by over 114.000 people in 2 months. • In 2007, METU hosted this exhibition, which was moved to Ankara upon resounding demands with the contributions of Arçelik Company. Between February 24 – March 24, more than 60.000 people visited the exhibition.
  • 49.
    Sports In the year2006, Arçelik Company has undertaken the sponsorship of the Turkish National Basketball League for 4 years, with its Beko brand - sustaining adolescence, innovation and dynamism-, operating with the same perspective. Arçelik Company is believing that the settled longevous coalition between the Basketball Federation and Beko brand, will have a great contribution to the league, where the young players, who represent our country abroad foremost in NBA, are grown. In addition to the support for education, culture and arts, Arçelik Company is also supporting sports events, which are assessed as a major contribution to the development of our country and our youth.
  • 50.