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Country Report

Consumer Electronics in

Consumer Electronics in Turkey

76 pages, Aug 2017

US$2,640

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Executive Summary

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Tough economic situation further depresses volume growth in 2017

The downward trend in volume sales of consumer electronics remained in 2017, as a respectable proportion of consumers preferred postponing or cancelling their consumer electronics purchases mainly due to the stagnation in their income levels and rising prices of imported products, resulting from the challenging political climate and economic situation in Turkey. The healthy volume growth being recorded in certain categories, such as wearable electronics and wireless speakers, is not enough to offset the general downward trend, as the volume sales base of these products is still at a low level in Turkey.

Rising average unit prices drive current value growth in consumer electronics

Although volume sales of consumer electronics are on a declining trend, positive current value growth continued in 2017 largely thanks to the increase in average unit prices. Along with the general upgrade in price tags due to the depreciating Turkish lira, increasing volume sales of value-added products, such as larger smartphones with higher screen resolution, ultra HD TVs supporting 4K resolution technology and OLED TVs, are the key factors underlying the rise in the average unit price of consumer electronics.

Samsung Corp and Apple Inc consolidate their strength in 2017

Both Samsung Corp and Apple Inc continued to hold a marked proportion of overall volume sales of consumer electronics in 2017 with increasing volume shares, largely thanks to the growing demand for their new series of smartphones, particularly Samsung Galaxy S8 and iPhone 7 and 7+. In addition, Samsung Corp and Apple Inc also benefited from holding dominant volume shares in wearable electronics at the end of the review period.

Presence of consumer electronics in internet retailing and discounters increases

The volume share of internet retailers within overall consumer electronics sales continued to record strong growth in 2017 largely thanks to the positive effects of the growing number of internet users in the country. Meanwhile, consumer electronics sales through discounters became significant at the end of the review period, as the majority of top-tier players opted to promote their products through this channel due to its growing nature.

Declining volume trend set to continue in the forecast period

Consumer electronics is predicted to shrink in terms of volume sales over the forecast period, largely due to the expected declining trend in mature categories, such as smartphones and laptops, given the expected slow economic growth. Meanwhile, emerging categories, namely wearable electronics and wireless speakers, are set to remain on a sharp upward trend, but they are not expected to reach a significant volume sales base to change the declining trend in entire consumer electronics.

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Samples

Consumer Electronics Sample Report Consumer Electronics Sample Data

Overview

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Overview

Discover the latest market trends and uncover sources of future market growth for the Consumer Electronics industry in Turkey with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Consumer Electronics industry in Turkey, our research will save you time and money while empowering you to make informed, profitable decisions.

When you purchase this report, you also get the data and the content from these category reports in Turkey for free:

The Consumer Electronics in Turkey market research report includes:

Analysis of key supply-side and demand trends
Detailed segmentation of international and local products
Historic volumes and values, company and brand market shares
Five year forecasts of market trends and market growth
Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

What is the market size of Consumer Electronics in Turkey?
What is the fastest growing product category?
What consumer electronics segments are growing the fastest?
What are the major technology trends in new consumer electronics products?
How has the economic downturn shaped consumer purchasing behavior when it comes to consumer electronics?
How has the economic downturn shaped consumer purchasing behavior when it comes to consumer electronics?

Why buy this report?

Gain competitive intelligence about market leaders
Track key industry trends, opportunities and threats
Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Consumer Electronics market research database.

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Consumer Electronics in Turkey

EXECUTIVE SUMMARY

Tough economic situation further depresses volume growth in 2017

Rising average unit prices drive current value growth in consumer electronics

Samsung Corp and Apple Inc consolidate their strength in 2017

Presence of consumer electronics in internet retailing and discounters increases

Declining volume trend set to continue in the forecast period

KEY TRENDS AND DEVELOPMENTS

Volume sales of consumer electronics decline due to the negative economic situation

Outlook

Consumer electronics reaches larger masses as retailers diversify their product portfolios

Outlook

The rise of wireless speakers and larger-screen smartphones at the expense of other products

Outlook

MARKET DATA

Table 1 Sales of Consumer Electronics by Category: Volume 2012-2017
Table 2 Sales of Consumer Electronics by Category: Value 2012-2017
Table 3 Sales of Consumer Electronics by Category: % Volume Growth 2012-2017
Table 4 Sales of Consumer Electronics by Category: % Value Growth 2012-2017
Table 5 NBO Company Shares of Consumer Electronics: % Volume 2013-2017
Table 6 LBN Brand Shares of Consumer Electronics: % Volume 2014-2017
Table 7 Distribution of Consumer Electronics by Channel: % Volume 2012-2017
Table 8 Forecast Sales of Consumer Electronics by Category: Volume 2017-2022
Table 9 Forecast Sales of Consumer Electronics by Category: Value 2017-2022
Table 10 Forecast Sales of Consumer Electronics by Category: % Volume Growth 2017-2022
Table 11 Forecast Sales of Consumer Electronics by Category: % Value Growth 2017-2022

SOURCES

Summary 1 Research Sources

Consumer Electronics in Turkey - Company Profiles

Casper Bilgisayar Sistemleri AS in Consumer Electronics (Turkey)

STRATEGIC DIRECTION

KEY FACTS

Summary 2 Casper Bilgisayar Sistemleri AS: Key Facts

COMPETITIVE POSITIONING

Summary 3 Casper Bilgisayar Sistemleri AS: Competitive Position 2017

Teknosa Ic ve Dis Ticaret AS in Consumer Electronics (Turkey)

STRATEGIC DIRECTION

KEY FACTS

Summary 4 Teknosa Ic ve Dis Ticaret AS: Key Facts
Summary 5 Teknosa Ic ve Dis Ticaret AS: Operational Indicators

COMPANY BACKGROUND

Chart 1 Teknosa Ic ve Dis Ticaret AS: Teknosa in Izmir

INTERNET STRATEGY

PRIVATE LABEL

Summary 6 Teknosa Ic ve Dis Ticaret AS: Private Label Portfolio

COMPETITIVE POSITIONING

Summary 7 Teknosa Ic ve Dis Ticaret AS: Competitive Position 2016

Computers and Peripherals in Turkey

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

Table 12 Sales of Computers and Peripherals by Category: Volume 2012-2017
Table 13 Sales of Computers and Peripherals by Category: Value 2012-2017
Table 14 Sales of Computers and Peripherals by Category: % Volume Growth 2012-2017
Table 15 Sales of Computers and Peripherals by Category: % Value Growth 2012-2017
Table 16 Sales of Computers by Category: Business Volume 2012-2017
Table 17 Sales of Computers by Category: Business Value MSP 2012-2017
Table 18 Sales of Computers by Category: Busines Volume Growth 2012-2017
Table 19 Sales of Computers by Category: Business Value MSP Growth 2012-2017
Table 20 Sales of Laptops by Form Factor 2016-2017
Table 21 Sales of Tablets by Operating System 2012-2017
Table 22 NBO Company Shares of Computers and Peripherals: % Volume 2013-2017
Table 23 LBN Brand Shares of Computers and Peripherals: % Volume 2014-2017
Table 24 Distribution of Computers and Peripherals by Channel: % Volume 2012-2017
Table 25 Forecast Sales of Computers and Peripherals by Category: Volume 2017-2022
Table 26 Forecast Sales of Computers and Peripherals by Category: Value 2017-2022
Table 27 Forecast Sales of Computers and Peripherals by Category: % Volume Growth 2017-2022
Table 28 Forecast Sales of Computers and Peripherals by Category: % Value Growth 2017-2022
Table 29 Forecast Sales of Computers by Category: Business Volume 2017-2022
Table 30 Forecast Sales of Computers by Category: Business Value MSP 2017-2022
Table 31 Forecast Sales of Computers by Category: Busines Volume Growth 2017-2022
Table 32 Forecast Sales of Computers by Category: Business Value MSP Growth 2017-2022
Table 33 Forecast Sales of Laptops by Form Factor 2017-2022
Table 34 Forecast Sales of Tablets by Operating System 2016-2018

Home Audio and Cinema in Turkey

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

Table 35 Sales of Home Audio and Cinema by Category: Volume 2012-2017
Table 36 Sales of Home Audio and Cinema by Category: Value 2012-2017
Table 37 Sales of Home Audio and Cinema by Category: % Volume Growth 2012-2017
Table 38 Sales of Home Audio and Cinema by Category: % Value Growth 2012-2017
Table 39 NBO Company Shares of Home Audio and Cinema: % Volume 2013-2017
Table 40 LBN Brand Shares of Home Audio and Cinema: % Volume 2014-2017
Table 41 Distribution of Home Audio and Cinema by Channel: % Volume 2012-2017
Table 42 Forecast Sales of Home Audio and Cinema by Category: Volume 2017-2022
Table 43 Forecast Sales of Home Audio and Cinema by Category: Value 2017-2022
Table 44 Forecast Sales of Home Audio and Cinema by Category: % Volume Growth 2017-2022
Table 45 Forecast Sales of Home Audio and Cinema by Category: % Value Growth 2017-2022

Home Video in Turkey

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

Table 46 Sales of Home Video by Category: Volume 2012-2017
Table 47 Sales of Home Video by Category: Value 2012-2017
Table 48 Sales of Home Video by Category: % Volume Growth 2012-2017
Table 49 Sales of Home Video by Category: % Value Growth 2012-2017
Table 50 Sales of LCD TVs by Network Connectivity: % Retail Volume 2012-2017
Table 51 Sales of OLED TVs by Network Connectivity: % Retail Volume 2012-2017
Table 52 Sales of Plasma TVs by Network Connectivity: % Retail Volume 2012-2017
Table 53 NBO Company Shares of Home Video: % Volume 2013-2017
Table 54 LBN Brand Shares of Home Video: % Volume 2014-2017
Table 55 Distribution of Home Video by Channel: % Volume 2012-2017
Table 56 Forecast Sales of Home Video by Category: Volume 2017-2022
Table 57 Forecast Sales of Home Video by Category: Value 2017-2022
Table 58 Forecast Sales of Home Video by Category: % Volume Growth 2017-2022
Table 59 Forecast Sales of Home Video by Category: % Value Growth 2017-2022
Table 60 Forecast Sales of LCD TVs by Network Connectivity: % Retail Volume 2017-2022
Table 61 Forecast Sales of OLED TVs by Network Connectivity: % Retail Volume 2017-2022

Imaging Devices in Turkey

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

Table 62 Sales of Imaging Devices by Category: Volume 2012-2017
Table 63 Sales of Imaging Devices by Category: Value 2012-2017
Table 64 Sales of Imaging Devices by Category: % Volume Growth 2012-2017
Table 65 Sales of Imaging Devices by Category: % Value Growth 2012-2017
Table 66 Sales of Digital Cameras by Type: % Retail Volume 2012-2017
Table 67 NBO Company Shares of Imaging Devices: % Volume 2013-2017
Table 68 LBN Brand Shares of Imaging Devices: % Volume 2014-2017
Table 69 Distribution of Imaging Devices by Channel: % Volume 2012-2017
Table 70 Forecast Sales of Imaging Devices by Category: Volume 2017-2022
Table 71 Forecast Sales of Imaging Devices by Category: Value 2017-2022
Table 72 Forecast Sales of Imaging Devices by Category: % Volume Growth 2017-2022
Table 73 Forecast Sales of Imaging Devices by Category: % Value Growth 2017-2022
Table 74 Forecast Sales of Digital Cameras by Type: % Retail Volume 2017-2022

In-Car Entertainment in Turkey

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

Table 75 Sales of In-Car Entertainment by Category: Volume 2012-2017
Table 76 Sales of In-Car Entertainment by Category: Value 2012-2017
Table 77 Sales of In-Car Entertainment by Category: % Volume Growth 2012-2017
Table 78 Sales of In-Car Entertainment by Category: % Value Growth 2012-2017
Table 79 NBO Company Shares of In-Car Entertainment: % Volume 2013-2017
Table 80 LBN Brand Shares of In-Car Entertainment: % Volume 2014-2017
Table 81 Distribution of In-Car Entertainment by Channel: % Volume 2012-2017
Table 82 Forecast Sales of In-Car Entertainment by Category: Volume 2017-2022
Table 83 Forecast Sales of In-Car Entertainment by Category: Value 2017-2022
Table 84 Forecast Sales of In-Car Entertainment by Category: % Volume Growth 2017-2022
Table 85 Forecast Sales of In-Car Entertainment by Category: % Value Growth 2017-2022

Mobile Phones in Turkey

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

Table 86 Sales of Mobile Phones by Category: Volume 2012-2017
Table 87 Sales of Mobile Phones by Category: Value 2012-2017
Table 88 Sales of Mobile Phones by Category: % Volume Growth 2012-2017
Table 89 Sales of Mobile Phones by Category: % Value Growth 2012-2017
Table 90 Sales of Smartphones by Screen Size: % Retail Volume 2016-2017
Table 91 NBO Company Shares of Mobile Phones: % Volume 2013-2017
Table 92 LBN Brand Shares of Mobile Phones: % Volume 2014-2017
Table 93 Distribution of Mobile Phones by Channel: % Volume 2012-2017
Table 94 Forecast Sales of Mobile Phones by Category: Volume 2017-2022
Table 95 Forecast Sales of Mobile Phones by Category: Value 2017-2022
Table 96 Forecast Sales of Mobile Phones by Category: % Volume Growth 2017-2022
Table 97 Forecast Sales of Mobile Phones by Category: % Value Growth 2017-2022
Table 98 Forecast Sales of Smartphones by Screen Size: % Retail Volume 2017-2022

Portable Players in Turkey

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

Table 99 Sales of Portable Players by Category: Volume 2012-2017
Table 100 Sales of Portable Players by Category: Value 2012-2017
Table 101 Sales of Portable Players by Category: % Volume Growth 2012-2017
Table 102 Sales of Portable Players by Category: % Value Growth 2012-2017
Table 103 NBO Company Shares of Portable Players: % Volume 2013-2017
Table 104 LBN Brand Shares of Portable Players: % Volume 2014-2017
Table 105 Distribution of Portable Players by Channel: % Volume 2012-2017
Table 106 Forecast Sales of Portable Players by Category: Volume 2017-2022
Table 107 Forecast Sales of Portable Players by Category: Value 2017-2022
Table 108 Forecast Sales of Portable Players by Category: % Volume Growth 2017-2022
Table 109 Forecast Sales of Portable Players by Category: % Value Growth 2017-2022

Wearable Electronics in Turkey

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

Table 110 Sales of Wearable Electronics by Category: Volume 2012-2107
Table 111 Sales of Wearable Electronics by Category: Value 2012-2107
Table 112 Sales of Wearable Electronics by Category: % Volume Growth 2015-2017
Table 113 Sales of Wearable Electronics by Category: % Value Growth 2015-2017
Table 114 NBO Company Shares of Wearable Electronics: % Volume 2013-2017
Table 115 LBN Brand Shares of Wearable Electronics: % Volume 2014-2017
Table 116 Distribution of Wearable Electronics by Channel: % Volume 2013-2017
Table 117 Forecast Sales of Wearable Electronics by Category: Volume 2017-2022
Table 118 Forecast Sales of Wearable Electronics by Category: Value 2017-2022
Table 119 Forecast Sales of Wearable Electronics by Category: % Volume Growth 2017-2022
Table 120 Forecast Sales of Wearable Electronics by Category: % Value Growth 2017-2022

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Country Report

Consumer Electronics in Turkey

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Executive Summary

New Report Guarantee

Tough economic situation further depresses volume growth in 2017

Rising average unit prices drive current value growth in consumer electronics

Samsung Corp and Apple Inc consolidate their strength in 2017

Presence of consumer electronics in internet retailing and discounters increases

Declining volume trend set to continue in the forecast period

Samples

Overview

Why buy this report?

Samples (FAQs about samples):

Want to find out more about this report?

Table of Contents

Consumer Electronics in Turkey

EXECUTIVE SUMMARY

Tough economic situation further depresses volume growth in 2017

Rising average unit prices drive current value growth in consumer electronics

Samsung Corp and Apple Inc consolidate their strength in 2017

Presence of consumer electronics in internet retailing and discounters increases

Declining volume trend set to continue in the forecast period

KEY TRENDS AND DEVELOPMENTS

Volume sales of consumer electronics decline due to the negative economic situation

Consumer electronics reaches larger masses as retailers diversify their product portfolios

The rise of wireless speakers and larger-screen smartphones at the expense of other products

MARKET DATA

SOURCES

Consumer Electronics in Turkey - Company Profiles

Casper Bilgisayar Sistemleri AS in Consumer Electronics (Turkey)

STRATEGIC DIRECTION

KEY FACTS

COMPETITIVE POSITIONING

Teknosa Ic ve Dis Ticaret AS in Consumer Electronics (Turkey)

STRATEGIC DIRECTION

KEY FACTS

COMPANY BACKGROUND

INTERNET STRATEGY

PRIVATE LABEL

COMPETITIVE POSITIONING

Computers and Peripherals in Turkey

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

Home Audio and Cinema in Turkey

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

Home Video in Turkey

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

Imaging Devices in Turkey

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

In-Car Entertainment in Turkey

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

Mobile Phones in Turkey

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

Portable Players in Turkey

HEADLINES