Arçelik AS in Consumer Appliances

February 2019

Arçelik is a key global major appliances company, focusing on Europe and Middle East and Africa. It ambitiously expanded to Asia Pacific with the construction of its Thailand plants in 2015, the acquisition of Dawlance in Pakistan in 2016 and the creation of a joint venture with Tata in India in 2017. Within Arçelik’s rich brand portfolio, Beko is the global flagship brand targeting middle-class consumers, whereas the premium Grundig brand emphasises German DNA targeting affluent households.

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Euromonitor International's report on Arcelik 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 Arcelik AS, while in-depth qualitative analysis will help you understand the brand strategy and growth prospects of Arcelik AS.

This report examines:

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

A detailed SWPT analysis of Arcelik 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

Research you can trust:

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. Buy this report to inform your planning, strategy, marketing, sales and competitor intelligence functions.

Scope of the Report


Strategic Evaluation

Key findings
A European global major appliances company
Europe and Middle East and Africa remain key regions in 2018
Inorganic growth strategy changes from acquisition to joint venture
Arçelik’s major milestones

Competitive Positioning

BSH and Whirlpool: Arçelik’s closest competitors in 2013-2018
Beko, Grundig and Arçelik constitute the core of the brand portfolio
Arctic, Defy and Dawlance lead in key emerging markets in 2018
Company leadership in key categories in Turkey, South Africa and Romania

Market Assessment: Major Appliances

Western Europe and MEA: core regions for Arçelik’s major appliances
Laundry, refrigeration and cooking: Arçelik’s core volume sales drivers

Prospects: Major Appliances

Growth prospects of the 10 largest major appliances markets 2018-2023
Freestanding laundry and refrigeration and built-in cooking in Turkey
Slower but resilient growth in built-in cooking and dishwashers in the UK
Fridge freezers and washer dryers in South Africa
Driving connected appliances sales in Western Europe


Arçelik expands in Asia and builds first intelligent factory in Romania
Strong collaboration of air conditioner production
Arçelik’s production footprint in Western Europe in 2018
Arçelik’s production footprint in Eastern Europe in 2018
Arçelik’s production footprint in Middle East and Africa in 2018
Arçelik’s production footprint in Asia Pacific in 2018



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