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Arcelik Home Appliance Case Study

Arçelik AS ranked among the top 10 companies in major appliances in volume terms in 2014. The company is the leader in consumer appliances in Turkey, where it is based. Arçelik has traditionally focused on the European market, however during the review period it expanded its geographic footprint through the acquisition of South African Defy and is keen to expand in Asia Pacific through development of its production base to diversify the risk associated with a sluggish European market.

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Euromonitor International's report on Arçelik AS delivers a detailed strategic analysis of the company's business, examining its performance in the Consumer Appliances market and the global economy.

Company and market share data provide a detailed look at the financial position of Arçelik AS, while in-depth qualitative analysis will help you understand the brand strategy and growth prospects of Arçelik AS.

This report examines:

  • Company share by region and sector
  • Brand portfolio
  • New product developments
  • Marketing and distribution strategies

A detailed SWOT analysis of Arçelik AS provides strategic intelligence on:
  • Strengths and weaknesses
  • Category and country opportunities for growth
  • Challenges and threats from current competition and future prospects
  • Global and regional market positions

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Euromonitor International's company profile reports are written by our Consumer Appliances research team, a dedicated group of analysts that knows the industry inside and out.

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Organization: Arçelik

Author: Kemal Sütçü

Course: (V)ODC 2014/2015

Keywords: mini case study, Arçelik, household appliances, adaptive cycle of change, branding, expansion


Arçelik is a company having operations in durable consumer goods industry with production, marketing and after-sales services. Arçelik A.Ş. offers products and services around the world with its 25,000 employees, 14 different production facilities in five countries (Turkey, Romania, Russia, China and South Africa), its sales and marketing companies all over the world and its 10 brands (Arçelik, Beko, Grundig, Blomberg, ElektraBregenz, Arctic, Leisure, Flavel, Defy and Altus).

This paper aims to discuss on the journey of Arçelik - which is a leading home appliances producer of Turkey – from its domestic market leadership to the efforts of becoming a global player in worldwide markets. This journey will be evaluated using the adaptive cycle of change approach.

Case Arçelik