Türkiye elektronik sanayi ve televizyon sektörünün Avrupa Birliği ile rekabet gücü
Turkish electronic industry and the competitinenes Turkish television sector againts European Union
- Tez No: 66638
- Danışmanlar: DOÇ. DR. LERZAN ÖZKALE
- Tez Türü: Yüksek Lisans
- Konular: Mühendislik Bilimleri, İşletme, Engineering Sciences, Business Administration
- Anahtar Kelimeler: Belirtilmemiş.
- Yıl: 1997
- Dil: Türkçe
- Üniversite: İstanbul Teknik Üniversitesi
- Enstitü: Fen Bilimleri Enstitüsü
- Ana Bilim Dalı: İşletme Mühendisliği Ana Bilim Dalı
- Bilim Dalı: Belirtilmemiş.
- Sayfa Sayısı: 117
Özet
ÖZET Elektronik sanayii, 20. Yüzyılın ikinci yansını olağanüstü hızlı bir gelişme ile tamamlayarak bütün sanayi dallan için vazgeçilmez bir öneme erişmiş bulunmaktadır. Dünya elektronik sektöründeki trend, batılı üreticilerin yerini Kore, Tayvan, Singapur gibi ülkelerin aldığını göstermektedir. Türkiye'de bu alanda lokomotif görevini tüketici elektroniği üstlenmiştir. Gümrük Birliği ortamında Avrupa Birliği'nin üçüncü ülkelerle imzaladığı tercihli ticaret anlaşmaları Türkiye açısından olumsuz yönde trafik sapmalarına neden olmaktadır. Gümrük Birliği ile birlikte birçok teşvik gündemden kalkmış; ancak AR- GE, çevre, uluslararası pazarlama gibi konularda teşviklere izin verilmiştir. Yaklaşık 25 milyon adet/yıl büyüklüğündeki Avrupa TV pazarına üretim yapan Avrupalı firmalar uzakdoğu rekabeti karşısında kapanmaya başlamıştır. Gümrük Birliği ortamında, bu boşluk Türk üreticiler açısından çok önemli bir fırsattır. Almanya, İngiltere, İspanya ve Hollanda gibi pazarlar incelendiğinde, burada Türk ürünlerinin hem kalite hem de fiyat olarak rekabet gücünün olduğu ortaya çıkmaktadır. Ancak yine de 16:9, 100 Hz., Dolby Prologic gibi yeni teknoloji ürünlerinin de geliştirilerek pazardan pay kapmak zorunluluğu vardır. 80'li yıllar ve 90'lı yılların başında uzakdoğu komponentleri kullanan Türk firmaları, açılan antidamping soruşturmasından sonra, ağırlıklı olarak Avrupa'dan malzeme tedariğine dönmüşlerdir ve 1994 yılının başından itibaren AB'nin belirlediği Ortak Gümrük Tarifelerini benimsemişlerdir. Bu çalışmada, sözü edilen şartlar altında ve konjonktürde Türkiye'de televizyon üretiminin maliyet, fiyat gibi çeşitli yönleri ortaya konularak Avrupa Birliği ülkelerine karşı olan bugünkü ve gelecekteki rekabet gücü incelenmiştir.
Özet (Çeviri)
SUMMARY TURKISH ELECTRONIC INDUSTRY AND THE COMPETITIVENESS OF TURKISH TELEVISION SECTOR AGAINST EUROPEAN UNION Electronic industry is concluding the second half of 20th Century with a rapid development and has reached a high level throughout all industry branches. In 1995, 12% of GNP of the world has been accounted for electronic industry which is about 10 trillion US$. It is expected that this ratio is going to increase with the development of information technology. The integration of communication and computer technologies and the extraordinary development of microelectronics have created a new technology which is called“information technology”. The change of the world via this is making our lives easier. Considering that in 2000' s more than 50% of world labour will be working in electronic sector and its relevant services, the developments on this branch is going to be very rapid and the competition very hard. USA has the largest share electronics production and is representing 38% of the world. Japan and EU countries are following USA with 26% and 24%. However, if this list shall be prepared according to their growth rates, there will be a totally different result. USA is at the end of the list with its 1% growth rate, and it seems that Japan will catch USA at the beginning of 2000' s. But it is extraordinary that the industrialising countries like Singapore, Taiwan and S. Korea are growing very rapidly compared to other countries. Korea and Taiwan have used the consumer electronics(TVs, durable consumer devices) as the locomotive sector when they were developing their electronic industry. In these two countries the TV industry has assisted the production of electronic circuit components whereby personal computers have realised the same effect on microwave ovens and video-recorders. Successively these industries have created new sectors which are producing investment goods for electronic sector. Actually both countries have applied an effective policy on acquiring, learning, assimilating the world technology and on gaining the ability of re-producing this acquired technology in a higher level. They have been successful because they could establish a national R&D network and an integrated education system, parallel to their industrial establishment. IXSouth Korea, Taiwan, Singapore and relevant developing countries have proved themselves in electronics -which is the peak of modern technology- in spite of being post-developing countries. USA commerce ministry foresees that Korea, Taiwan, Singapore and India will be the real competitors of USA in the short run. Korea is evaluated to be a rival in computer and semiconductor industries. Taiwan will be a competitor also in computers. India and Singapore will compete with USA in software sector. The government acts a very interesting role on the strategic politics of abovementioned developing countries. This can be examined in three main points: First is the“protection against imports”; second point is called“foreign capital investments”; the third and the most important subject is the technology politics“ of these developing countries. In these developing countries the product preference have been determined mainly by the demand of USA. Besides, this preference has been shaped by the effect of Japanese competition. The Japanese had continuously differentiated their products and therefore they had been able to create markets which had low price elasticity. The Korean and Taiwanese have penetrated with mass productions into markets which had left by Japanese and accordingly had higher price elasticity. However in 80' s the Korean and Taiwanese companies tried to get share of markets where the Japanese were the leaders by product differentiation. In Turkey the consumer electronics industry has become the locomotive sector, though it could not achieve its function. The electronic sector has began in Turkey in 1953 with radio assembling. In 1968 subcontractors have been established after TV and components production. With the aid of licences and foreign capitals Turkey gained the ability to produce in many different areas of electronic sector. After having the colour and multichannel broadcasting, TV sector has become very important in 80' s. However in spite of long history of Turkish electronic investments, components production and industrial electronics have not reached a satisfactory level. Turkish electronic durable consumer good markets have become oligopolistic in the last years. The reason is that the manufacturer companies gained the ability to work with lower costs with the aid of their exports to foreign countries. Accordingly small manufacturers prefer product differentiation in stead of price competition with the oligopolies. Consequently they attend to assembly industry on especially video recorders and audios. The Customs Union agreement which has been concluded between Turkey and European Union has brought to life as of 3 1 December 1995. The Customs Union includes mainly the tariffs and the adaptations on regulation basis. According to these regulations Turkey will not be able to apply any custom duties and quotas to EU originated industrial goods. The same will be reciprocated by EU countries. A CBU(completely build unit) good will be able to enter free circulation at the EU- Turkey custom union zone provided that the common custom tariffs of thecomponents from third countries which are being used for the production of that CBU, have been paid. Accordingly Turkey will not be able to charge custom duties for goods originating in third countries under common custom tariffs. However, on the other hand EU countries will be allowed to apply custom duties under these tariffs due to their preferential trading agreements with same countries. Turkey will be concluding the same preferential trading agreement with concerning countries within five year time period from the beginning of the Customs Union. But meanwhile EU countries will import goods with lower customs duties and they will gain an important competitive edge versus Turkish goods in the EU market and as well as in the Turkish market. The European TV manufacturers who have been the leader in consumer electronics market for years, are slowly shutting down and being replaced by the industries of developing countries. It is expected that the price fall of 3% per year especially by well-known brands will influence other brands in the same direction. Price competition on 37 cm and 51 cm TVs will be harder and harder in the following years. Sales quantities of 16:9 TVs will be growing with the help of appropriate broadcasting. Until 2000 the ratio of 16:9 TVs will be 12% in total sales. European manufacturers have lost their competitiveness on small-sized TVs because they are not able to reach the market price level. Therefore they can mainly sell the large-sized TVs which need in fact the brand loyalty. However, considering the small market share (%25) of these TVs, European TV factories cannot fill up their production capacities; consequently cannot work feasibly. In spite of the need for high technology and automation investments, TV production requires labour in an important level. Far-eastern companies have a comparative advantage on this against European manufacturers. In this time period of shutting down European factories and of far-eastern products supercharged with the aid of common custom tariffs, there is an important opportunity for Turkish manufacturers. A supply gap has arisen on the 25 million sets per year TV market. Turkish companies have the advantages of the Custom Union and distance-to-market to fill that gap in the short run. The economic recession which has taken place at the beginning of 90' s in Europe has effected the exports of Turkey negatively due to high price elasticity of consumer electronics sector. In 1994 the antidumping investigation for Turkey has again prevented the increase of TV sales into European countries. Since 1995 there is an extraordinary acceleration of Turkish exports. In consumer electronics sector new generation TVs have new features which provide better picture quality and better sound. These new specification are mainly 16:9 TV, 100 Hertz. TV and Dolby Prologic Sound system. XIIn Turkish TV manufacturing sector there are three main companies which are working internationally an on large scales. Beko Elektronik, Vestel and Profilo are manufacturing 95% of Turkish total TV production. Considering current conjuncture, Turkish companies have to utilise some strategies in order to keep growing in the European market. They have to realise mass production on scale economies. Until gaining the ability of developing the technology these companies have to keep on being fast followers. They have to establish assembly lines in East European countries. Competitive product must be developed quickly and launched into low and middle segments of the markets. The quality of the products must be increased and breakdown ratios decreased. They have to set up a well- organised after-sales-services. In Turkey the TV production relies on 65-75% import of components depending on size. The most important item of that import is the picture tube whereby semiconductors take the second place. Considering the level of vertical integration of TV production following items are independent from foreign countries: painted circuit board; electronic modules; moulding design and production; plastic parts; styrofoam; carton boxes. In order to produce picture tubes there is need for two different factories: first is the glass factory and second the picture tube factory. The necessary investment for the glass plant is 200 million US$ and has a pay-back-period of seven years. For a feasible production it has to be producing four million pieces annually. Concerning the picture tube factory the feasible amount is two million tubes per year whereby there is need for 120 million US$ for the beginning investment and seven years pay-back. However, regarding new technologies like ”liquid crystal display" this investment may not be profitable for the investors. Production of semiconductors does not only rely on unique capital investments. Continuously developing electronic technology needs a well-organised co-ordination of industry-university and government, and besides well-educated labour, high R&D expenses and a modern management mentality. After the Customs Union agreement with EU there have been changes on incentive regulations. However some sectoral local incentives still continue in spite of this agreement. Due to new conditions the incentive system is from now on under the control of EU. Until the end of the transition period (end of 1998) important investments must be realised in Turkey. R&D and investment incentives must be revised and increased up to the level of EU countries. Some current important incentives for electronic sector are: interior procedure regime; incentives for international fairs; R&D incentives; incentives for product developments; incentives for environmental costs; market research subsidy; incentives for abroad offices. Far-eastern electronic sector has started to penetrate into European market from the 70's. At the beginning of 80's the European manufacturers have lost their competitiveness against them and they decided to set up an antidumping investigation. XIIIt worked and Europe began to apply antidumping tax on the products originating in far-eastern countries. Far-eastern manufacturers tries to find solutions in order to re-penetrate into Europe. Turkey had the advantage to sell its products to Europe with low custom duties. So far-eastern companies decided to sell to Turkey components for entering European market. This brought Turkey a comparative advantage against European TV factories via lower costs of far-eastern products. European producers started the antidumping investigation this time against Turkey in 1991. Although Turkey was not found to be guilty, Turkey had to pay compensatory duties due to common customs tariffs of EU for component from far-eastern companies. Consequently the electronic sector of Turkey has entered the Customs Union with EU in 1994. Some European countries are applying non-tariff-restriction against Turkey in order to protect their local manufacturers. Due to Customs Union agreement Turkish products are allowed to enter free circulation provided that they have legal ATR documents. However, in spite of having all the documents legally some customs offices prevent import procedures of these goods without reasonable arguments and they cause problems for exporters. Besides, Turkey does not have the same bilateral agreements as EU has with some countries. This creates an important traffic deviation in favour of EU countries. X1I1
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