International Marketing Case study: Koc Hodling - Arcelik with White Goods

Question: Why has Arcelik succeeded in Turkey

Arcelik had succeeded in Turkey because of several factors:

First is g everyplacenement certificate of the white grievouss industry within Turkey. Goernment had restricted instant goods from others Europe country by imposed tariff over it. Recently, Turkey was intend to join EU membership, Turkey had hold on phased tariff reductions program to remove tariff over import goods from Europe country.

In the meantime, Turkey economic was volatile. Facing respite in class 1994 and high inflation in year 1997. Consumer within Turkey had less purchasing power when the economic was bad. Besides that, Turkeys currency had drop, productions and servcices become expensive even for imported goods. Arcelik with its durable and resonable price white goods successfully retain the marketplace share.

In the other point of view, Arcelik also achieve competitive advanatge over others brand because they developed a very comprehensive product range from the most expensive, full feature product to the least(prenominal) expensive product. It was a stratery to meet all levels of customer needfully and wants.

At the same time, Arcelik do not face in tight competition in white goods industry. They had weak competitor which is joystick Profilo which acquired by Bosch-Siemens from German and Merloni. This two company failed to threatend Arcelik leader topographic point in Trukey.

Last, Arcelik have a complete and intensive retails internet within Turkey. They sold their white goods under exclusive outlets which however sell Arcelik product. They also have special dealers to provide good after service to service the customer who encounter task after purchasing Arcelik products.

Conslusion: Arcelik can suscess because of several reason character above.

bibliographics: wikipedia

www.arcelik.com

www.nevotek.com/about/arcelikcase_2asp

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