Turkey heat meter market development and strategic positioning of L+G
Başlık çevirisi mevcut değil.
- Tez No: 401639
- Danışmanlar: PROF. DR. WERNER FEES
- Tez Türü: Yüksek Lisans
- Konular: İşletme, Business Administration
- Anahtar Kelimeler: Belirtilmemiş.
- Yıl: 2011
- Dil: İngilizce
- Üniversite: Georg Simon Ohm Management Institute, Nuremberg
- Enstitü: Yurtdışı Enstitü
- Ana Bilim Dalı: İşletme Yönetimi Ana Bilim Dalı
- Bilim Dalı: Belirtilmemiş.
- Sayfa Sayısı: 116
Özet
Özet yok.
Özet (Çeviri)
In previous chapters lots of information has been given about the Turkey heat meter market and L+G. Before making any further comments, although all the information is essential, I find it necessary to make a summary of the points that are the most relevant for the strategy formulation and suggestions. FROM THE PESTEL ANALYSIS, THE BELOW POINTS CAN BE SUMMARIZED: 1- Turkey has been politically quite stable in the last few years, and this is a promising fact for the future economic stand of the country. 2- Turkey has not been affected from the global mortgage crisis as much as the many EU countries did. This creates a possibility of the growing Turkish market compensating the losses that may occur in the EU market. 3- Although the economic signals have been quite positive for the past couple of years, the historical economic data indicates that doing business in Turkey always requires being cautious. 4- Tax evasion and bribery are still common facts of business life in Turkey, and firms with low business ethic values will be profiting out of this. 5- Political power opens many doors to the business life in Turkey, where this indicates the importance of lobbying for the companies. FROM THE MARKET ANALYSIS THE BELOW POINTS CAN BE SUMMARIZED: 1- The current trends in the Turkey heat meter market are: a- Long payment terms in installments b- Ultrasonic heat meters c- Prepayment system d- Rental system 2- Heat meter business has developed rapidly in the last decade in Turkey and many worldwide players are already in the market. Among these only L+G does not have its own subsidiary in Turkey. And among these, L+G is the only company with a total focus on heat meters in the market in general. 3- L+G owns the 2nd biggest market share after Danfoss with 35%. 4- Mechanical meter market is more or less saturated and the big players are pushing ultrasonic technology due to higher profits. 5- Currency fluctuations and constantly rising Euro value against Turkish Lira is lowering the purchasing power of the local importers. 6- Customs costs have risen from 7% to 10%. This creates an advantage for Lifos, which is the only local producer. Lifos currently produces only mechanical meters, but there are rumors that they may follow the ultrasonic trend soon. FROM THE INTERNAL ANALYSIS OF L+G BELOW POINTS CAN BE SUMMARIZED: 1- L+G currently has 3 different products with different technical features in the Turkey heat meter market. Among these M-Bus communication module, pulse output and pulse input are relevant technical aspects for this study. - M-Bus communication module is a basic necessity for the utility companies to read the measurements. - Pulse output is necessary for the prepayment device to be installed - Pulse input enables the devices to be connected to water meters, and this feature saves connection and cable costs, while disables some of the measurements and make the devices reliable on each other, where when the heat meter is broken or out of battery, the readings of the water meters cannot be made. The relevancy of this feature is not the cost aspect, but a marketing issue. The heat meter of Danfoss, Sharky has this feature, where when Danfoss influences the tendering process and manages to include this feature into the specifications of the project, L+G can only participate with T550 (UH50…). Since T550 (UH50…) is a more expensive heat meter, the tendering process is lost to L+G. 2- The volume of L+G heat meter sales in Turkey are 1.188, 7.147 and 10.083 respectively from 2009 to 2011.This means a %501 increase from 2009 to 2010, and a %41 increase from 2010 to 2011. 3- The net sales of L+G in Euros in these years are 106.400, 229.000 and 853.000 respectively. This means a %228 increase from 2009 to 2010, and a %144.4 increase from 2010 to 2011. These results do not fit the results of the L+G sales volume because the data for net sales could not be retrieved for ISTA for 2010 at all, and for TECHEM only partially. For this reason, in the evaluations the sales volume have been taken into account. 4- So far most of the sales were made with the product T350 (2WR6…) in Turkey. Followed by the successful start of T230 and very few sales with T550 (UH50…). 5- L+G fulfills all the threshold level resources and competences and has accountable number of unique resources and competences, which when evaluated indicate a strong position in the market.
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