Consumer Electronics in Turkey
Euromonitor International's Consumer Electronics in Turkey report offers a comprehensive guide to the size and shape of the audio and video products market at a national level. It provides the latest retail sales data, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market- be they new product developments, distribution or pricing issues. Forecasts illustrate how the market is set to change.
Tables: 154 | Publication date: May 2009
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Product coverage
Computers; In-car consumer electronics (aftermarket); In-home consumer electronics; Portable consumer electronics
Executive summary
Global crisis and the Turkish economy
Turkey’s political and macroeconomic stability has improved under the AKP government, which was returned for a second term in the elections of 2007 with an increased share of the vote.
The Turkish economy has been slowing down, however, because of global economic difficulties. The overall growth rate in 2008 was affected by the global economic slow-down, and the consumer electronics market therefore showed a slight decline in 2008 relative to 2007. Despite the economic fluctuations, sales of digital TVs are still increasing rapidly while those of all other digital products are increasing rather slowly. Sales of analogue products declined by almost 50% relative to the previous year.
Digitisation of consumer electronics products
The digitisation of consumer electronics products has led to a convergence of technologies between previously distinct market segments. Digitisation, miniaturisation and mobility are the key factors influencing the market’s performance.
Digitisation transformed the sector by delivering a range of new and exciting products that have changed consumers’ behaviour. Producers and retailers are keeping pace with the digitisation process in order to meet the needs of the consumer electronics market.
New-generation mobile phones
With more than 65 million subscribers at the end of 2008, mobile phones have become the fastest-growing sector in consumer electronics within Turkey. New-generation technologies, the 3G tendering process and number portability all led to growth in the mobile phones market in 2008.
The incorporation of radios, mp3 and mp4 players, digital cameras and Internet connectivity into mobile phones have led to handsets being used as portable devices including all services in one. The demand for palm and pocket PCs was effectively destroyed by the launch of smart phones on the market towards the end of 2008. Low-pixel digital cameras and portable radio players are also facing competition from the new mobile phones.
Foreign investments entered the Turkish market
Turkey received a windfall of foreign direct investment during 2005–2008 because of the high levels of global liquidity and a period of domestic political and economic stability. The Turkish consumer electronics market continues to be raided by foreign players, and especially by durable goods retailers. Following the entry of Darty and Media Markt to the Turkish market, Electro World opened its first store in Turkey in 2007, while the US-based Best Buy is planning to open a store by mid-2009 and to expand its Turkish operation in 2010.
All these durable goods retailers have plans to expand within Turkey, and it is expected that each of them will be operating 20 outlets by 2011.
Constant growth expected in consumer electronics market
Sales of some products declined significantly during the review period, as digital products displaced analogue models, and this process is set to continue. Subsectors displaying strong growth during the forecast period will be laptops, mobile phones, digital TVs and digital cameras, while sales of analogue products will continue to fall.
Because of global economic stagnation, however, growth rates of sales are expected to be lower than they were during the review period.
Table of contents
CONSUMER ELECTRONICS IN TURKEY : MARKET INSIGHT
EXECUTIVE SUMMARY
Global crisis and the Turkish economy
Digitisation of consumer electronics products
New-generation mobile phones
Foreign investments entered the Turkish market
Constant growth expected in consumer electronics market
KEY TRENDS AND DEVELOPMENTS
Competition in distribution escalates
Striking popularity of smart phones
Demand for new technologies
Second tier of consumer electronics retailers
Unit prices decrease
MARKET DATA
Table 1 Sales of Consumer Electronics by Sector: Volume 2003-2008
Table 2 Sales of Consumer Electronics by Sector: % Volume Breakdown 2003-2008
Table 3 Sales of Consumer Electronics by Sector: % Volume Growth 2003-2008
Table 4 Sales of Consumer Electronics by Sector: Value 2003-2008
Table 5 Sales of Consumer Electronics by Sector: % Value Breakdown 2003-2008
Table 6 Sales of Consumer Electronics by Sector: % Value Growth 2003-2008
Table 7 Consumer Electronics Company Shares 2003-2007
Table 8 Consumer Electronics Brand Shares 2004-2007
Table 9 Sales of Consumer Electronics by Distribution Format 2003-2008
Table 10 Forecast Sales of Consumer Electronics by Sector: Volume 2008-2013
Table 11 Forecast Sales of Consumer Electronics by Sector: % Volume Breakdown 2008-2013
Table 12 Forecast Sales of Consumer Electronics by Sector: % Volume Growth 2008-2013
Table 13 Forecast Sales of Consumer Electronics by Sector: Value 2008-2013
Table 14 Forecast Sales of Consumer Electronics by Sector: % Value Breakdown 2008-2013
Table 15 Forecast Sales of Consumer Electronics by Sector: % Value Growth 2008-2013
DEFINITIONS
Summary 1 Research Sources
LOCAL COMPANY PROFILES - TURKEY
ARçELIK AS - CONSUMER ELECTRONICS - TURKEY
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Arçelik AS: Key Facts
Summary 3 Arçelik AS: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 4 Arçelik AS: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 5 Arçelik AS: Competitive Position 2007
SONY EURASIA PAZARLAMA AS - CONSUMER ELECTRONICS - TURKEY
STRATEGIC DIRECTION
KEY FACTS
Summary 6 Sony Eurasia Pazarlama AS: Key Facts
Summary 7 Sony Eurasia Pazarlama AS: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 8 Sony Eurasia Pazarlama AS: Competitive Position 2007
TEKOFAKS AS - CONSUMER ELECTRONICS - TURKEY
STRATEGIC DIRECTION
KEY FACTS
Summary 9 Tekofaks Panasonic: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 10 Tekofaks Panasonic AS: Competitive Position 2007
TüRK PHILIPS TICARET AS - CONSUMER ELECTRONICS - TURKEY
STRATEGIC DIRECTION
KEY FACTS
Summary 11 Türk Philips Ticaret AS: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 12 Türk Philips Ticaret AS: Competitive Position 2007
VESTEL ELEKTRONIK AS - CONSUMER ELECTRONICS - TURKEY
STRATEGIC DIRECTION
KEY FACTS
Summary 13 Vestel Elektronik AS: Key Facts
Summary 14 Vestel Elektronik AS: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 15 Vestel Elektronik AS: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 16 Vestel Elektronik AS: Competitive Position 2007
TELEVISIONS AND PROJECTORS IN TURKEY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
NEW PRODUCT DEVELOPMENTS
Summary 17 Televisions and Projectors: New Product Launches 2007–2008
SECTOR DATA
Table 16 Sales of Televisions and Projectors by Sector: Volume 2003-2008
Table 17 Sales of Televisions and Projectors by Sector: % Volume Growth 2003-2008
Table 18 Sales of Televisions and Projectors by Sector: Value 2003-2008
Table 19 Sales of Televisions and Projectors by Sector: % Value Growth 2003-2008
Table 20 Sales of Digital Televisions by Type 2003-2008
Table 21 Televisions and Projectors Company Shares 2003-2007
Table 22 Televisions and Projectors Brand Shares 2004-2007
Table 23 Sales of Televisions and Projectors by Distribution Format 2003-2008
Table 24 Forecast Sales of Televisions and Projectors by Sector: Volume 2008-2013
Table 25 Forecast Sales of Televisions and Projectors by Sector: % Volume Growth 2008-2013
Table 26 Forecast Sales of Televisions and Projectors by Sector: Value 2008-2013
Table 27 Forecast Sales of Televisions and Projectors by Sector: % Value Growth 2008-2013
VCRS AND DVD PLAYERS IN TURKEY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
NEW PRODUCT DEVELOPMENTS
Summary 18 VCRs and DVD Players: New Product Launches 2007–2008
SECTOR DATA
Table 28 Sales of VCRS and DVD Players by Sector: Volume 2003-2008
Table 29 Sales of VCRS and DVD Players by Sector: % Volume Growth 2003-2008
Table 30 Sales of VCRS and DVD Players by Sector: Value 2003-2008
Table 31 Sales of VCRS and DVD Players by Sector: % Value Growth 2003-2008
Table 32 VCRS and DVD Players Company Shares 2003-2007
Table 33 VCRS and DVD Players Brand Shares 2004-2007
Table 34 Sales of VCRS and DVD Players by Distribution Format 2003-2008
Table 35 Forecast Sales of VCRS and DVD Players by Sector: Volume 2008-2013
Table 36 Forecast Sales of VCRS and DVD Players by Sector: % Volume Growth 2008-2013
Table 37 Forecast Sales of VCRS and DVD Players by Sector: Value 2008-2013
Table 38 Forecast Sales of VCRS and DVD Players by Sector: % Value Growth 2008-2013
TV AND VCR/DVD COMBINATIONS IN TURKEY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
NEW PRODUCT DEVELOPMENTS
Summary 19 TV and VCR/DVD Combinations: New Product Launches 2007–2008
SECTOR DATA
Table 39 Sales of TV and VCR/ DVD Combinations: Volume 2003-2008
Table 40 Sales of TV and VCR/ DVD Combinations: % Volume Growth 2003-2008
Table 41 Sales of TV and VCR/ DVD Combinations: Value 2003-2008
Table 42 Sales of TV and VCR/ DVD Combinations: % Value Growth 2003-2008
Table 43 TV and VCR/ DVD Combinations Company Shares 2003-2007
Table 44 TV and VCR/ DVD Combinations Brand Shares 2004-2007
Table 45 Sales of TV and VCR/ DVD Combinations by Distribution Format 2003-2008
Table 46 Forecast Sales of TV and VCR/ DVD Combinations: Volume 2008-2013
Table 47 Forecast Sales of TV and VCR/ DVD Combinations: % Volume Growth 2008-2013
Table 48 Forecast Sales of TV and VCR/ DVD Combinations: Value 2008-2013
Table 49 Forecast Sales of TV and VCR/ DVD Combinations: % Value Growth 2008-2013
HOME AUDIO AND CINEMA IN TURKEY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
NEW PRODUCT DEVELOPMENTS
Summary 20 Home Audio and Cinema Products: New Product Launches 2007–2008
SECTOR DATA
Table 50 Sales of Home Audio and Cinema Products by Sector: Volume 2003-2008
Table 51 Sales of Home Audio and Cinema Products by Sector: % Volume Growth 2003-2008
Table 52 Sales of Home Audio and Cinema Products by Sector: Value 2003-2008
Table 53 Sales of Home Audio and Cinema Products by Sector: % Value Growth 2003-2008
Table 54 Home Audio and Cinema Products Company Shares 2003-2007
Table 55 Home Audio and Cinema Products Brand Shares 2004-2007
Table 56 Sales of Home Audio and Cinema Products by Distribution Format 2003-2008
Table 57 Forecast Sales of Home Audio and Cinema Products by Sector: Volume 2008-2013
Table 58 Forecast Sales of Home Audio and Cinema Products by Sector: % Volume Growth 2008-2013
Table 59 Forecast Sales of Home Audio and Cinema Products by Sector: Value 2008-2013
Table 60 Forecast Sales of Home Audio and Cinema Products by Sector: % Value Growth 2008-2013
CAMERAS IN TURKEY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
NEW PRODUCT DEVELOPMENTS
Summary 21 Cameras: New Product Launches 2007–2008
SECTOR DATA
Table 61 Sales of Cameras by Sector: Volume 2003-2008
Table 62 Sales of Cameras by Sector: % Volume Growth 2003-2008
Table 63 Sales of Cameras by Sector: Value 2003-2008
Table 64 Sales of Cameras by Sector: % Value Growth 2003-2008
Table 65 Cameras Company Shares 2003-2007
Table 66 Cameras Brand Shares 2004-2007
Table 67 Sales of Cameras by Distribution Format 2003-2008
Table 68 Forecast Sales of Cameras by Sector: Volume 2008-2013
Table 69 Forecast Sales of Cameras by Sector: % Volume Growth 2008-2013
Table 70 Forecast Sales of Cameras by Sector: Value 2008-2013
Table 71 Forecast Sales of Cameras by Sector: % Value Growth 2008-2013
CAMCORDERS IN TURKEY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
NEW PRODUCT DEVELOPMENTS
Summary 22 Camcorders: New Product Launches 2007–2008
SECTOR DATA
Table 72 Sales of Camcorders by Sector: Volume 2003-2008
Table 73 Sales of Camcorders by Sector: % Volume Growth 2003-2008
Table 74 Sales of Camcorders by Sector: Value 2003-2008
Table 75 Sales of Camcorders by Sector: % Value Growth 2003-2008
Table 76 Camcorders Company Shares 2003-2007
Table 77 Camcorders Brand Shares 2004-2007
Table 78 Sales of Camcorders by Distribution Format 2003-2008
Table 79 Forecast Sales of Camcorders by Sector: Volume 2008-2013
Table 80 Forecast Sales of Camcorders by Sector: % Volume Growth 2008-2013
Table 81 Forecast Sales of Camcorders by Sector: Value 2008-2013
Table 82 Forecast Sales of Camcorders by Sector: % Value Growth 2008-2013
PORTABLE MEDIA PLAYERS IN TURKEY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
NEW PRODUCT DEVELOPMENTS
Summary 23 Portable Media Players: New Product Launches 2007–2008
SECTOR DATA
Table 83 Sales of Portable Media Players by Sector: Volume 2003-2008
Table 84 Sales of Portable Media Players by Sector: % Volume Growth 2003-2008
Table 85 Sales of Portable Media Players by Sector: Value 2003-2008
Table 86 Sales of Portable Media Players by Sector: % Value Growth 2003-2008
Table 87 Sales of Portable MP3 Players by Type 2003-2008
Table 88 Portable Media Players Company Shares 2003-2007
Table 89 Portable Media Players Brand Shares 2004-2007
Table 90 Sales of Portable Media Players by Distribution Format 2003-2008
Table 91 Forecast Sales of Portable Media Players by Sector: Volume 2008-2013
Table 92 Forecast Sales of Portable Media Players by Sector: % Volume Growth 2008-2013
Table 93 Forecast Sales of Portable Media Players by Sector: Value 2008-2013
Table 94 Forecast Sales of Portable Media Players by Sector: % Value Growth 2008-2013
MOBILE PHONES IN TURKEY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
NEW PRODUCT DEVELOPMENTS
Summary 24 Mobile Phones: New Product Launches 2007–2008
SECTOR DATA
Table 95 Sales of Mobile Phones: Volume 2003-2008
Table 96 Sales of Mobile Phones: % Volume Growth 2003-2008
Table 97 Sales of Mobile Phones: Value 2003-2008
Table 98 Sales of Mobile Phones: % Value Growth 2003-2008
Table 99 Sales of Mobile Phones by Type 2003-2008
Table 100 Mobile Phones Company Shares 2003-2007
Table 101 Mobile Phones Brand Shares 2004-2007
Table 102 Sales of Mobile Phones by Distribution Format 2003-2008
Table 103 Forecast Sales of Mobile Phones: Volume 2008-2013
Table 104 Forecast Sales of Mobile Phones: % Volume Growth 2008-2013
Table 105 Forecast Sales of Mobile Phones: Value 2008-2013
Table 106 Forecast Sales of Mobile Phones: % Value Growth 2008-2013
IN-CAR CONSUMER ELECTRONICS (AFTERMARKET) IN TURKEY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
NEW PRODUCT DEVELOPMENTS
Summary 25 In-car Consumer Electronics: New Product Launches 2007–2008
SECTOR DATA
Table 107 Sales of In-car Consumer Electronics by Sector: Volume 2003-2008
Table 108 Sales of In-car Consumer Electronics by Sector: % Volume Growth 2003-2008
Table 109 Sales of In-car Consumer Electronics by Sector: Value 2003-2008
Table 110 Sales of In-car Consumer Electronics by Sector: % Value Growth 2003-2008
Table 111 In-car Consumer Electronics Company Shares 2003-2007
Table 112 In-car Consumer Electronics Brand Shares 2004-2007
Table 113 Sales of In-car Consumer Electronics by Distribution Format 2003-2008
Table 114 Forecast Sales of In-car Consumer Electronics by Sector: Volume 2008-2013
Table 115 Forecast Sales of In-car Consumer Electronics by Sector: % Volume Growth 2008-2013
Table 116 Forecast Sales of In-car Consumer Electronics by Sector: Value 2008-2013
Table 117 Forecast Sales of In-car Consumer Electronics by Sector: % Value Growth 2008-2013
COMPUTERS IN TURKEY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
NEW PRODUCT DEVELOPMENTS
Summary 26 Computers: New Product Launches 2007–2008
SECTOR DATA
Table 118 Sales of Computers by Sector: Volume 2003-2008
Table 119 Sales of Computers by Sector: % Volume Growth 2003-2008
Table 120 Sales of Computers by Sector: Value 2003-2008
Table 121 Sales of Computers by Sector: % Value Growth 2003-2008
Table 122 Computers Company Shares 2003-2007
Table 123 Computers Brand Shares 2004-2007
Table 124 Sales of Computers by Distribution Format 2003-2008
Table 125 Forecast Sales of Computers by Sector: Volume 2008-2013
Table 126 Forecast Sales of Computers by Sector: % Volume Growth 2008-2013
Table 127 Forecast Sales of Computers by Sector: Value 2008-2013
Table 128 Forecast Sales of Computers by Sector: % Value Growth 2008-2013