Koc Holding: Arc elik White Goods

Situation analysis: Koc Holding ("Koc ") is an industrial conglomerate in Turkey. Its largest subsidiary, Arc elik, is the main manufacturer and market leader of so-called white goods (major kitchen appliances) in Turkey. Koc will likely experience an increase in foreign competition, as Turkish tariffs on white goods (protecting the local market) will be phased out in 1996. In its turn, Koc is interested in expanding abroad, as the Turkish market for white goods is getting saturated. …

…million is not substantially higher than W. European counterparts. Yes ($300 million is probably high in the emerging economies). Exhibit II Refrigerators 1996 Unit Sales (in 000) Automatic Washing Machines 1996 Unit Sales (in 000) Middle East & North Africa Egypt 500 250 Lebanon 100 40 Syria 200 100 Iraq 400 200 Iran 1,000 250 Tunisia 120 25 Algeria 250 30 Morocco 110 20 Eastern & Central Europe, & Central Asia Albania N/A N/A Romania 300 150 Bulgaria 130 70 Russia 2,200 600 Malta N/A N/A Turkmenistan 100 15 Uzbekistan 100 15 Kazakstan 100 15 Azerbaijan N/A N/A Ukraine 300 50