Arcelik Grows in Advanced and Emerging Economies
商品編號：9B15M021
出版日期：2015/06/15
再版日期：2015/06/15
商品來源：Ivey
商品主題：General Management/Strategy; International Business
商品類型：Case (Library)
涵蓋議題：Emerging economy;multinational enterprise;foreign entry;mergers;acquisitions
難易度：4 - Undergraduate/MBA
內容長度：18 頁
地域：Turkey
產業：Manufacturing;
事件年度：2014
Arcelik, a member of the Turkish Koc Group, had grown from a leading manufacturer of household appliances (also known as ‘white goods’) in Europe’s largest emerging economy to a substantive international player. Yet the company faced new challenges in strengthening its positions in advanced economies, exploiting its competitive advantages across a wider range of emerging economies and in raising the profitability of its international operations. In Western Europe, its Beko brand was often perceived as a low-tier brand, and in most of the region, brand recognition was low. In Eastern Europe, Arcelik’s low-cost strategies matched local demand, but the potential for demand growth was limited. In the Middle East, brand recognition was strong, but political risks remained high. In other emerging economies, Arcelik’s product offering fit local demand patterns well, yet trade barriers inhibited import market penetration. Thus, the firm needed to design and prioritize strategic initiatives for future growth.
教學手冊：8B15M021;
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