Marketing Plan for XYZ Home

JUNE 2016
MARKETING PLAN FOR
XYZ HOME
MEHMET METİN
EXECUTIVE MBA

”World Quality for Smart Home”
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TABLE OF CONTENTS
1.0 EXECUTIVE SUMMARY.....................................................................................................2
2.0 SITUATION ANALYSIS.......................................................................................................2
2.1 Market Summary..................................................................................................................3
2.1.1 Market Demographics ....................................................................................................4
2.1.2 Market Needs ................................................................................................................5
2.1.3 Market Trends ...............................................................................................................6
2.1.4 Market Growth ..............................................................................................................6
2.2 SWOT Analysis....................................................................................................................7
2.2.1 Strengths .......................................................................................................................7
2.2.2 Weaknesses...................................................................................................................7
2.2.3 Opportunities .................................................................................................................7
2.2.4 Threats..........................................................................................................................7
2.3 Competition..........................................................................................................................8
2.4 Production Offering ..............................................................................................................8
2.5 Keys to Success....................................................................................................................9
2.6 Critical Issues.......................................................................................................................9
3.0 MARKETING STRATEGY...................................................................................................9
3.1 Mission ................................................................................................................................9
3.2 Marketing Objectives .......................................................................................................... 10
3.3 Financial Objectives............................................................................................................ 10
3.4 Target Markets ................................................................................................................... 10
3.5 Positioning ......................................................................................................................... 11
3.6 Strategies ........................................................................................................................... 11
3.7 Marketing Program............................................................................................................. 11
3.8 Marketing Reseach ............................................................................................................. 12
4.0 FINANCIALS.......................................................................................................................12
5.0 CONTROLS.........................................................................................................................13
5.1 Implementations ................................................................................................................. 13
5.2 Marketing Organization....................................................................................................... 14
5.3 Contingency Planning ......................................................................................................... 14
APPENDIX................................................................................................................................15
BIBLIOGRAPHY......................................................................................................................17

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1.0 EXECUTIVE SUMMARY
XYZ A.S. is leading company in wire and cable industry producing copper
telecommunication cable, fiber optic cable, power cable, high voltage power cables, overhead
line conductor and enamelled wire. XYZ A.S. established in 19XX and exports their products
to more than 130 countries.
XYZ is already the market leader or one of the third company of wire and low voltage
power cable business in Turkey, Middle East, Central Asia, the Caucasus and Eastern
European countries. XYZ aims to continue its leadership with also terminating its own low
voltage power cable with smart home and office productions and other equipment after ABC
acquisition.
ABC established in 19XX and it aims at meeting with consumer needs and demands
under world standards. ABC products are switch socket series, cable trays and accessories,
wine vending boxes, PVC fireproof cables, halogen free cables, polyethylene pipes, steel and
insulated cables, signal fixtures and lighting fixtures. It exports their products to more than 60
countries.
ABC’s mission is ”In line with the changing dynamics of country, ABC keeps
customer satisfaction in the forefront, technology continuously monitors and provides
services for new projects in this direction.” ABC’s mission helps us to understand that XYZ’s
acquisition decision with ABC will be great opportunity to gain technology-based
improvement for both sides.
2.0 SITUATION ANALYSIS
Growth rate of luxury house selling (selling prices are between 212.300 USD and
865.820 USD) is 8.5% compared to the previous year. Also, payment methods of luxury
house buying show us that those customers in this segmentation have high incomes (Figure 1:
42% of payment method is down-payment).
Figure 1 Payment Methods of Buying Houses in Sales (Source: REIDIN-GYODER)

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According to VALS™ Framework, customers of these houses can be correlated with
“Innovator” and “Thinkers”. On the other hand, middle-segment house price (selling prices
are between 50.000 USD and 212.300 USD) growth continues and it can be correlated with
“Believers” according to VALS™ Framework. For all these segmentation, construction
companies must use smart home technologies to differentiate their houses and satisfy their
customers’ need.
2.1 Market Summary
According to Figure 2, construction industry continued to expand quicker than the
entire Turkish economy until last quarter of 2014. In 2015, chaotic political environment
because of uncertainty after general election on June 2015 caused the decreasing of public
and private sector expenditures dramatically.
Figure 2: Growth on Turkish Economy and Construction Sector (Source: TÜİK)
In Turkey, private sector construction expenditures are 25 billion USD in the first nine
months of 2015. On the other hand, public sector construction expenditures are 15.5 billion in
the first nine months of 2015. Turkish GDP growth rate is expected to growth 4.5 percent in
2016. Moreover, private sector investments are expected to increase 8.0 percent in 2016 in
Turkey. Moreover, in the World, US construction expenditures are at new record level in
November, EU construction expenditures increased 2.1 percent in November of 2015.
According to TÜİK data, 1.165 million houses were sold in 2014, this figure increased
11% to nearly 1.24 million. 46% of total sales in 2015 were new houses. On the other hand,
house sales to foreigners increased 20.4 percent in 2015 compared to the previous year.
According to Central Bank data, property sales to foreigners including houses reached 4.3
billion USD. Nearly 23.000 houses were sold to foreigners in 2015. Among foreigners, those
of Middle Eastern origin bought the most in Turkey (Figure 3).

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Figure 3: Foreigners’ House Purchasing in Turkey in 2015 (Source: TÜİK)
Target Markets are as follow:
1- New Luxury House and Villa Projects (in short term)
2- New Middle-Segment House Projects (in short term)
3- Existing Middle Segment Houses (in short term)
4- Other Commercial Buildings (in long term)
5- Hotels etc. (in long term)
2.1.1 Market Demographics
The profile for the typical XYZ Home customer consists of the following geographic,
demographics, and behaviour factors:
Geographic:
There are approximately 60 luxury house projects in İstanbul; seven projects in İzmir
and Ankara according to Journal of Mimarlar Marka Projeler, March-April 2016 (see more
details on Appendix A). So that main target geographic areas are these cities. For middle-
segment house projects, all cities of Turkey have great potential. The number of medium-
segment house projects increase in 2016 because of high land cost and construction cost on
luxury house projects.
COUNTRY TOTAL
IRAQ 4.228
SAUDI ARABIA 2.704
KUWAIT 2.130
RUSSIA 2.036
UNITED KINGDOM 1.054
GERMANY 869
AZERBAIJAN 815
IRAN 744
AFGHANISTAN 656
UKRAINE 608
SWEDEN 541
KAZAKHSTAN 540
NORWAY 453
LIBYA 427
UNITED ARAB EMIRATES 332

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Also, Middle East, Central Asia, the Caucasus and Eastern European countries will be
next target geographic area after first three years.
Demographics & Behaviour Factors:
XYZ Home has no set demographic target, but annual gross earnings of higher
educational employees have enough budget, knowledge and environmental concern, and they
create intensive market for smart home technologies.
Educational attainment
The distribution of employees Annual gross earnings
(%) Average (TL)
TOTAL
YEAR 2006 2010 2014 2006 2010 2014
Higher education 22,4% 30,6% 29,44% 30.775 ₺ 40.733 ₺ 61.407 ₺
Figure 4: Annual gross earnings ofemployees worked and paid for the whole year (12 months)
by educational attainment (Source: TÜİK)
2.1.2 Market Needs
XYZ Home plans to supply the customer-centered products to fulfill the following
benefits that make easier, safer and smarter:
Convenience: Consumers need the latest technology to home automation-seeking consumers.
Several years ago, consumers controlled their systems with a wall control panel. Today,
consumers use smartphones and other devices to control lighting and all automations with
these mobile devices inside their homes, but also from anywhere in the world.
Efficiency: Consumer also needs energy conversation. For instance, by automating lighting
controls, consumers can also save a significant amount of energy. LED lamps drop energy use
from 60W per lamp to 6W per lamp.
Another example is about air conditioning. From a remote location, customers can set
temperature within their homes. Rather than running their air conditioning at full blast, they
can knock down the temperature by a few degrees and trim down their electric bill.
Security: Effective security is crucial both to protect information and to guard against the
potential abuse of smart home technologies.

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2.1.3 Market Trends
Implementation of smart home technologies is not new for luxury villas and homes.
But we can describe it as emerging market for middle-segment houses. Moreover, new market
trends create opportunities not only for suppliers but also customers. People are now more
willing to accept technologies participating and shaping their daily life. Ambient intelligence
(AmI) is an emerging discipline that brings intelligence to our everyday environments and
makes those environments sensitive to us. The basic idea behind AmI is that by enriching an
environment with technology (mainly sensors and devices interconnected through a network),
a system can be built to take decisions to benefit the users of that environment based on real-
time information gathered and historical data accumulated.
Figure 5: Home Automation Evolution: Past, Present and Future (Source: BSRIA)
2.1.4 Market Growth
The smart home market is expected to grow from 46.97 Billion USD in 2015 to
121.73 Billion USD by 2022, at a CAGR (Compound Annual Growth Rate) of 14.07%
between 2016 and 2022. According to BSRIA studies, Turkey is one of the emerging market
for smart home technologies. Other countries are follow: China, Netherland, North America,
Russia, Spain, Sweden, Germany, France, UK, Italy, Poland, and other European countries.

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2.2 SWOT Analysis
The following SWOT analysis captures the key strengths and weaknesses within the
company and describes the opportunities and threats facing XYZ Home.
2.2.1 Strengths
 Strong Financial Resource: In 2015, total of domestic sales and export sales of XYZ
Kablo is 1.235.663.519,54 TL. Percentage of export sales is 25 %. Profit for 2015
financial year is 15.107.237,27 TL. There is no information about ABC.
 Customer Loyalty: “XYZ Kablo” has strong customer loyalty and good reputation
among consumers which helps improving of “XYZ Home” brand.
 Strong Technical and Commercial Background: XYZ Kablo is one of the significant
manufacturers for energy cable and fiber optic cables. XYZ Kablo has also 55
registered sales points in 22 cities.
 International Partnership Experience: XYZ Kablo and XYZ Kablo’s sister companies
(some Executive Board members are the same in these companies) has international
partnership experience such as GHI, Inc. and DEF, Inc etc.
2.2.2 Weaknesses
 Lack of Experience on Smart Home Technologies: This market is new for XYZ Kablo
and ABC.
 Weak Market Image on Smart Home Technologies: Two companies are passive
component side for this market.
2.2.3 Opportunities
 Fragmented & nascent market and confused consumers: Fragmented & nascent
market causes confused consumer and it will be opportunity. In Turkish market, only
Makel is player and its experience is not more than one year.
 Environmental Awareness: The universal concept of an energy management driven
smart home could include the use of solar, wind/or other renewable energy sources
with an intelligent power consumption mechanism for the electric appliances placed
inside home. Half of the energy consumption in homes comes from electricity. Smart
home answers with energy saving applications.
2.2.4 Threats
 Changing on technology and buyer wishes: This market is similar problems with high-
tech market. XYZ Home must create early adaptors which are followed by mass
consumers.
 Possible Security Problems: Consumers always consider that hackers violate privacy
and security of the smart homes.

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2.3 Competition
The major companies in the smart home market that declared in Markets and Markets
report are Honeywell International Inc. (U.S.), Legrand (France), Ingersoll-Rand plc.
(Ireland), Johnson Controls Inc. (U.S.), Schneider Electric SE (France), Siemens AG
(Germany), ABB Ltd. (Switzerland), Acuity Brands, Inc. (U.S.), United Technologies
Corporation (U.S.), Samsung Electronics Co., Ltd. (South Korea), Nest Labs, Inc. (U.S.), and
Crestron Electronics, Inc. (U.S.).
Some of these companies have operations in Turkey directly such as ABB
(http://new.abb.com/tr/en), Legrand (http://www.legrand.com.tr) and Johnson Controls
(http://www.johnsoncontrols.com/global-capabilities/buildings/turkey) etc. or through strong
distributor channels. Their presences in global market for a long time is also their the most
important advantage against XYZ Home.
In domestic market, global players are more active, there are also Turkish
manufacturer companies as following: AYPRO, EAE, EMT, Makel, Punica, TEKNOS,
VIDEOCOM, VIKO, and Yönnet. The local competitors have not long-term experiences in
this market.
2.4 Production Offering
There is no sharp classification on smart home market, but XYZ Home focuses on
four common areas of home appliance: Energy Effiency and Management; Health Care;
Entertainment; and Security. XYZ home products aims to conform to international KNX
standards which are standardized in EN 50090 and ISO/IEC 14543.
The “KNX” was founded by EIBA ( European Installation Bus Association), EHSA
(European Home Systems Association), and BCI (BatiBUS Club International) in 1991.
KNX, which is networking of electrical installations for home or building automation, is a
non-profit-oriented organization governed by Belgian Law.
Moreover, KNX members are manufacturers developing devices for several
applications for home and building control based on KNX like lighting control, shutter
control, heating, ventilation, air conditioning, energy management, metering, monitoring,
alarm/intrusion systems, household appliances, audio/video and lots more. Some KNX
manufacturer members are ABB, Agilent, Bosch, Electrolux, Hager, Legrand, Merten,
Moeller, Schneider etc.
There are many advantages using KNX based products. The most important reason
using KNX products is the conventional solution has many separate installations, segregated
functionality, little flexibility. On the other hand, the intelligent solution KNX has one
system, one standard, many interconnected functions for maximum flexibility.

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Figure 6: The Conventional Solution versus the Intelligent Solution by KNX (Source: ABB)
Moreover, Germany declared DIN V 18599 standard in 2011 which allows for
comparing building service system approaches (construction, heating, cooling, ventilation,
air-conditioning and lighting technologies) under standard conditions. According to standard,
existing non-residential, existing residential buildings with more than 4 residential units,
planned & new building non-residential or residential constructions can be certified on the
basis of measured energy use. In the future, results of this standard will be subject of one of
the possible chapter on accession of Turkey to the EU in long-term perspective.
2.5 Keys to Success
XYZ Home aims to be local leader company in three years and then aims to be one of
the global player in five-seven years in this market. Fast solution-based 24/7 customer service
and pioneer ambient intelligence (AmI) applications in local market in the future can ensure
total customer experience.
2.6 Critical Issues
The critical issues of XYZ Home are as follow:
 Customer loyalty helps to gain confused consumers in fragmented & nascent market.
 International partnership experiences help to XYZ Home’s acquisition with ABC and
KNX organization.
 Lack of experience on smart home technologies will be reason to not respond quickly
to changing on technology and buyer wishes.
3.0 MARKETING STRATEGY
3.1 Mission
XYZ Home’s mission is to create strong ties with its customers and employees. XYZ
Home’s mission is that “Being global company for smarter, easier and safer living areas with
environmentally-friendly solutions.”

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3.2 Marketing Objectives
XYZ Home focuses to specific and measurable marketing objectives as follow:
 Create the corporate culture with internal workshops for all employees from each
department to gain a market-focused perspective. Another option is that shifting
working areas between departments which have more connection with customers as
sales, marketing, public relations etc. and departments which have less connection
with customers as production, accounting, human resources etc. for a couple of days to
understand each other and, of course, customer needs. Small operation shifts after
analysing of employee’s opinions in this experience can add up to significant
improvements.
 Convince not only employees but also customers to XYZ Home’s mission values as
“global brand”, “smarter”, “easier” and “safety” in first three years.
3.3 Financial Objectives
XYZ Home will also add value to company financial statement. Products in smart
home market have higher and more profitable sales prices comparing with energy cables, and
another advantage is that they have low costs. As a result, gross profit in income statement
will increase and company will have strong funds provided from its operations because of
relatively low costs.
XYZ Home will invest more research and development (R&D) funds to sustain the
technological leadership. Because of R&D and initial marketing activities costs, 15%-20%
profitability will be reachable target for XYZ Home in first three years.
3.4 Target Markets
XYZ Home focuses on core regions as Istanbul, Ankara, Izmir and Kayseri firstly and
then other cities which its population is more than one million. These are 20 cities and their
total population are 52.512.180 according to TÜİK information. But, main target group is
educated customers who have medium-level and high-level incomes. Annual gross earnings
of higher educational employees have enough budget, knowledge and environmental concern,
and they create intensive market for smart home technologies. The percentage of educated
employees in Turkey is 29.44% in all employees and their gross earnings are enough to invest
to smart home market.
According to VALS™ Framework, customers of these houses can be correlated with
“Innovator” and “Thinkers”. On the other hand, middle-segment house price (selling prices
are between 50.000 USD and 212.300 USD) growth continues and it can be correlated with
“Believers” according to VALS™ Framework. For all these segmentation, construction
companies must use smart home technologies to differentiate their houses and satisfy their
customers’ need.

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3.5 Positioning
For smart home market which customers need user-friendly, smarter and safer
products. XYZ Home-KNX oriented products meet this needs. Unlike Makel as local
competitor, XYZ Home will have 24/7 customer services as online, phone, applications on
Google Play and App Store, and in-place service. XYZ Home has strong electrical contracting
networks and it will be great opportunities in the growing smart home sector.
3.6 Strategies
XYZ Home strategy, tactics and program are defined on graphic below:
3.7 Marketing Program
XYZ Home is comprised of the following approaches:
MISSION
«Being global companyfor smarter, easier and safer
living areaswith environmentally-friendlysolutions»
STRATEGY
Creating of customer loyalty in growing smart home sector
Marketing Strategy
To create customer awareness and
brand as «XYZ Home» at the same
time,
Production Strategy
To produce quality products
which is not damaged the XYZ
brand
Training Strategy
To train skilled expert for smart
home sector
R&D Strategy
To improve new products and
train skilled professionals who are
respected by KNX society
Agree with design office for
corporate identity including
new logo, product design,
product boxes etc.
Agree with public relations
and advertising office for
advertising on social media,
TV, radio, airport, sport
centers etc.
Creating the production
teams for each segment
(standard lighting accessories,
KNX based products etc.)
from XYZ Kablo and ABC
partners.
Agree with design office for
corporate identity inclusing
new logo, product design,
product boxes etc.
Build the demonstration
home to use all productions
which produced or under
developing products to train
near Mutluısan facility.
Build “XYZ Home Academy” in
Istanbul for local partners in
first year and to tailor for
global partner after three
years.
Build the demonstration
home to use all productions
which produced or under
developing products to train
near Mutluısan facility.

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Product (which is KNX-based products); price (pricing will not be more expensive than
global player’s prices but it will be more expensive than local competitors because of XYZ
brand position); place (XYZ Kablo and ABC strong distributor chains will be great
opportunity for XYZ Home); promotion (XYZ Home will start with informative advertising
campaign in first year such as first scenario that a family is in airport and they begin to
discuss about iron on plug-in or not; second scenario that how people reduce their electric bill
costs up to 30%-40% etc. )
XYZ Home will consider Product Life Cycle(Figure 7) on its marketing activities )
and service (we give more information about 24/7 service on 3.5 Positioning).
Figure 7: Promotion Through PLC (Source: www.learnmarketing.com)
3.8 Marketing Research
XYZ Home needs environmental awareness survey and market forecast reports,
market share reports, market trends report, and customer surveys on regular basis. In first
three year, core regions (Istanbul, Ankara and İzmir) will be subject for surveys.
4.0 FINANCIALS
XYZ Home needs more than US$ 1 million in first one and half years as investment.
Smart Home is new for Turkish market and there is no data to compare XYZ Home budget or
determine break-even point. According to US market analysis, market is expected to grow
14,07%.

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Moreover, break-even point will be reached in first three years. Product profitability
should be more than 15%-20%.
5.0 CONTROLS
This section aims to track result of XYZ Home Strategy for a short period (for a
month), a mid-term (for a quarter) and finally long-term (for a year) such as performance to
the goals and budget expectations; monitor development in the internal and external
environments. Controls will be able to give a chance to modify XYZ Home marketing plan as
necessary. Reports mentioned below will be prepared with common working of departments:
 Weekly/Monthly/Quarterly Sales Report;
 R&D Report for New Production Development Process;
 Monthly Customer Expectations Report;
 Reports from Service Point.
5.1 Implementations
XYZ Home has following marketing plan implementation schedule:
MILESTONES
Milestone Start Date End Date Budget Department
Acquisition Process of ABC September 2016 December 2016 Not Declared Board of Directors
Preparing of Marketing Plan January 2017 March 2017 0 $ Marketing
Hire Employees as R&D Manager for Smart Home Technology April 2017 April 2017 0 $ Human Resources
KNX Membership April 2017 April 2017 3.600 $ R&D Department
New Logo Design and Corporate Identify Studies April 2017 April 2017 40.000 $ Marketing
Website April 2017 November 2017 32.700 $ Marketing
Building of XYZ Home Demonstration Center in Istanbul April 2017 December 2017 150.000 $ Marketing + R&D
Hire Employees such as Sales Persons etc. January 2018 January 2018 0 $ Human Resources
Service Place in Istanbul, Ankara, Izmir January 2018 February 2018 120.000 $ Marketing
Advertising on Prime Time on TV, Social Media etc. January 2018 February 2018 550.000 $ Marketing
Sponsorship to Elite Sport Organization and Attend Trade
Fair
January 2018 December 2018 120.000 $ Marketing
Totals 1.016.300 $

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5.2 Marketing Organization
XYZ Kablo’s Marketing Manager will be responsible for the marketing activities.
5.3 Contingency Planning
Due to nature of smart home market, there are too many risks such as internally and
externally. XYZ Home must be ready for all crises such as network privacy, strong massive
cyberattack etc. XYZ Home will organise crises management courses from each department
and prepare master plan for each type crises. Unsuccessful implementations during crises
period, they damage not only to XYZ Home brand, but also to XYZ Kablo and ABC brands.
So that, XYZ Home Crises Desk will meet and issue first press brief within 12 hours in XYZ
Home’s website, social media etc. to prevent information pollution. PR Manager will be
coordinator of XYZ Home Crises Desk.

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APPENDIX A (Source: Journal of Mimarlar Marka Projeler, March-April 2016 )
PROJECT NAME CITY
LOWEST
PRICE
HIGHEST
PRICE
LOCATION
1 5.LEVENT ISTANBUL 450.000 ₺ 1.650.000 ₺ ALIBEYKOY
2 ANTASYA ISTANBUL 540.000 ₺ 900.000 ₺ UMRANIYE
3 ANTPLATO ISTANBUL 401.000 ₺ 1.033.000 ₺ HALKALI
4 AVLU KURTKOY ISTANBUL 233.000 ₺ 561.000 ₺ KURTKOY
5 AVRUPARK BAHCEKENT ISTANBUL 204.000 ₺ 534.000 ₺ BAHCEKENT
6 AVRUPA KONUTLARI KALE ISTANBUL 641.000 ₺ 1.824.000 ₺ TOPKAPI
7 AYDOS COUNTRY ISTANBUL 264.550 ₺ 1.200.000 ₺ SANCAKTEPE
8 BAHCEKENT FLORA ISTANBUL 218.000 ₺ 496.000 ₺ BAHCEKENT
9 BALANCE GUNESLI ISTANBUL 436.000 ₺ 1.300.000 ₺ GUNESLI
10 BATI MAHAL ISTANBUL 2.492.000 ₺ 3.752.000 ₺ BUYUKCEKMECE
11 BATISEHIR ISTANBUL 276.000 ₺ 2.175.000 ₺ BAGCILAR
12 BULVAR ISTANBUL ISTANBUL 400.000 ₺ 1.000.000 ₺ AYAZMA
13 CIFTCI TOWER ISTANBUL 5.933.000 ₺ 21.148.000 ₺ BESIKTAS
14 CUKUROVA BALKON ISTANBUL 250.000 ₺ 1.200.000 ₺ KARTAL
15 DAP VADISI ISTANBUL 465.000 ₺ 1.300.000 ₺ KAGITHANE
16 DEKAR ASMALI BAHCELER ISTANBUL 570.000 ₺ 1.021.000 ₺ BAHCESEHIR
17 DEMIR LA VIDA ISTANBUL 375.000 ₺ 1.450.000 ₺ BUYUKCEKMECE
18 DKY KARTAL ISTANBUL 490.000 ₺ 2.350.000 ₺ KARTAL
19 DUMANKAYA HI-FIT ISTANBUL 190.000 ₺ 500.000 ₺ BAHCESEHIR
20 DUMANKAYA MOZAIK ISTANBUL 193.000 ₺ 587.000 ₺ SANCAKTEPE
21 EGE YAKASI ISTANBUL 580.000 ₺ 849.000 ₺ HALKALI
22 ELYSIUM ELIT KOSUYOLU ISTANBUL 985.000 ₺ 5.750.000 ₺ KADIKOY
23 EMAAR SQUARE ISTANBUL 750.000 ₺ 18.000.000 ₺ CAMLICA
24 FLEX OFFICE BAHCESEHIR ISTANBUL 173.000 ₺ 550.000 ₺ BAHCESEHIR
25 FORTIS ISTANBUL ISTANBUL 287.000 ₺ 467.000 ₺ BASIN EKSPRESS
26 G-YOO INSPIRED BY STARCK ISTANBUL 360.000 ₺ 720.000 ₺ GUNESLI
27 GOL PANORAMA EVLERI ISTANBUL 299.000 ₺ 899.000 ₺ BAHCESEHIR
28 INISTANBUL GALA ISTANBUL 320.000 ₺ 1.800.000 ₺ TOPKAPI
29 ISTANBUL MARINA ISTANBUL 400.000 ₺ 1.350.000 ₺ KARTAL
30 ISTANBUL PRESTIJ PARK ISTANBUL 180.000 ₺ 450.000 ₺ ESENYURT
31 KILIA SILE KONAKLARI ISTANBUL 650.000 ₺ 2.000.000 ₺ SILE
32 KOY ISTANBUL 550.000 ₺ 6.000.000 ₺ ZEKERIYAKOY
33 LARUS LOFT ISTANBUL 735.000 ₺ 2.370.000 ₺ GOKTURK
34 LOFT UP ISTANBUL 715.000 ₺ 121.800 ₺ ATASEHIR
35 LOKUM EVLER ISTANBUL 177.000 ₺ 450.000 ₺ TUZLA
36 MAANAA ETILER 34 ve49 ISTANBUL 347.000 ₺ 563.000 ₺ ETILER
37 MANZARA ADALAR ISTANBUL 408.000 ₺ 1.556.000 ₺ KARTAL
38 MASLAK 1453 ISTANBUL 571.000 ₺ 3.164.000 ₺ MASLAK

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PROJECT NAME CITY
LOWEST
PRICE
HIGHEST
PRICE
LOCATION
39 METROPOL ISTANBUL ISTANBUL 437.000 ₺ 1.890.000 ₺ ATASEHIR
40 METSAN NEXUS ISTANBUL 340.000 ₺ 2.530.000 ₺ KARTAL
41 MIRAGE REZIDANS ISTANBUL 350.000 ₺ 1.350.000 ₺ GUNESLI
42 MOMENT ISTANBUL ISTANBUL 295.000 ₺ 1.440.000 ₺ KARTAL
43 MON REVE EYUP ISTANBUL 619.000 ₺ 2.500.000 ₺ EYUP
44
MUHTESEM YENI YUZYIL
KONAKLARI ISTANBUL 500.000 ₺ 1.500.000 ₺ GOZTEPE
45 NEF ATAKOY 22 ISTANBUL 1.272.000 ₺ 4.491.000 ₺ ATAKOY
46 NLOGO ISTANBUL ISTANBUL 142.000 ₺ 750.000 ₺ ESENYURT
47 NUROL LIFE ISTANBUL ISTANBUL 880.000 ₺ 5.300.000 ₺ SEYRANTEPE
48 NUROL PARK GUNESLI ISTANBUL 412.000 ₺ 1.437.000 ₺ GUNESLI
49 ORYAPARK ISTANBUL 527.000 ₺ 1.550.000 ₺ UMRANIYE
50 QUASAR ISTANBUL ISTANBUL 585.000 ₺ 2.200.000 ₺ SISLI
51 SEA PEARL ISTANBUL 1.500.000 ₺ 6.160.000 ₺ ATAKOY
52 SEYRAN SEHIR ISTANBUL 478.000 ₺ 1.300.000 ₺ KAYASEHIR
53 SKYLAND ISTANBUL ISTANBUL 545.000 ₺ 3.836.000 ₺ SEYRANTEPE
54 SUR YAPI ILKBAHAR ISTANBUL 285.000 ₺ 950.000 ₺ SULTANBEYLI
55 TEMA ISTANBUL ISTANBUL 384.000 ₺ 1.192.000 ₺ ATAKENT
56
THE ADDRESS RESIDENCE
ISTANBUL ISTANBUL 1.666.000 ₺ 5.415.000 ₺ CAMLICA
57
THE HOUSE RESIDENCE
BOMONTI ISTANBUL 560.000 ₺ 3.000.000 ₺ BOMONTI
58 TORUN CENTER ISTANBUL 1.820.000 ₺ 10.587.000 ₺ SISLI
59 VIA/PORT VENEZIA ISTANBUL 617.000 ₺ 1.800.000 ₺ GAZIOSMANPASA
60 YENITEPE ISTANBUL ISTANBUL 504.000 ₺ 1.629.000 ₺ KADIKOY
AVERAGE 637.109 ₺ 2.597.463 ₺
PROJECT NAME CITY
LOWEST
PRICE
HIGHEST
PRICE
LOCATION
1 MESA KOZA 66 ANKARA 567.000 ₺ 1.148.000 ₺ GAZIOSMANPASA
2 MARINA ANKARA ANKARA 330.000 ₺ 2.193.000 ₺ CANKAYA
3 SINPAS ALTINORAN ANKARA 327.000 ₺ 3.500.000 ₺ CANKAYA
4 EGE PARLA IZMIR 735.000 ₺ 1.722.000 ₺ KONAK
5 KAVUKLAR BORNOVA IZMIR 180.000 ₺ 650.000 ₺ BORNOVA
6 SEA HOMES IZMIR 1.000.000 ₺ 1.900.000 ₺ CESME
7
SEVILLA KEKLIKTEPE
VILLALARI IZMIR 3.000.000 ₺ 3.000.000 ₺ URLA
AVERAGE 877.000 ₺ 2.016.143 ₺

17
BIBLIOGRAPHY
Websites:
www.turkstat.gov.tr
www.makel.com.tr
www.marketsandmarkets.com
www.gyoder.org.tr
www.bsria.co.uk
www.knx-gebaeudesysteme.de
www.imsad.org
Journal:
Journal of Mimarlar Marka Projeler, Devam Eden Projeler, March-April 2016.
Jorunal of EC&M, Six Strategies to Succeed in the Smart Home Market, February 2016.
Article:
Tiago D.P. Mendes, Smart Home Communication Technologies and Applications, Journal of
Energies, 2015.

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