The international brand with Turkish roots Beko Ukraine LLC is a subsidiary of Arçelik, one of the largest household appliance producers in Europe. New country manager of Beko Ukraine Mr. Alp Arbatli tells about Beko and his own success story.
You kept improving the relationship with the consumers in more than 130 countries. What about Ukraine? What ambitions does your company have in Ukraine?
The global aim is to develop highly energy-efficient electrical appliances that deliver exceptional value and superior quality with high levels of customer satisfaction. We do this by listening and responding to the needs of our consumers. Our target for Ukraine is to put the consumer at the heart of our brand and provide them the best service. We do want to be the 1-st home appliance brand for our clients in Ukraine.
Also, we are starting an exciting journey with our new Beko Eat Like A Pro global campaign which aims to encourage families to eat healthily and help to them fight childhood obesity which if current trends continue will reach a staggering 70m children by 2025. We are very happy to see that the campaign is going to be launched in over 40 countries throughout 2018 and Ukraine is the one among them.
– How long have you been working for the BEKO company? Tell briefly about yourself, please.
Photo: Alp Arbatli
I began working in Arcelik in December 2004 as Sales Executive in Balkans Region. I was managing distributors in the relevant countries from Turkey, Arcelik HQ. Through the years, I oversaw Serbia, Bosnia, Macedonia, Kosovo, Slovenia, Montenegro. We significantly increased our brand awareness and market share over those years. After that in Dec 2012, I was appointed as Sales Manager of North and Central America. Again, thru distributors, we focused on the USA and Canada markets specifically with Blomberg brand and established some OEM partnerships to very high-end brands such as Viking. In 2016, having reached a certain volume in sales and market experience, we have decided to open our BEKO subsidiary in Chicago, IL. I moved there with my family and I was appointed as Sales Director responsible for Distributors, OEM accounts and Buildin Projects in BEKO US. With the new subsidiary, we have successfully launched BEKO brand in the USA directly to retail. After almost 2 years in Chicago, I was promoted to Country Manager in BEKO Ukraine office in 2018.
– What have you heard of Ukraine before visiting it?
Ukraine is going through difficult times but it has a very promising market which started to recover… Also I’ve heard of Kiev being the greenest city in Europe which all makes me excited to move and work in here.
– What can attract foreign businessmen to Ukraine today?
Ukraine is gradually regaining its attractiveness to foreign investors. The economy of Ukraine is pushing off from the bottom and starting to grow. Businessmen need to understand the specifics of the country and take into account that it is still an emerging market, which nevertheless has a number of advantages. Business likes political and macroeconomic stability in the state, and I think Ukraine is on its way to success.
BEKO success story
Turkey’s biggest industrial and commercial conglomerate. Its’ consolidated turnover in 2016 was 17.6 Billion Euro (7% of Turkey’s total GDP in 2015). Koç employs ~ 97,000 employees worldwide. The European Commission’s “The World’s Top 2,500 R&D Investors 2015” list includes Koç Holding as well as 3 other Group companies. According to “The Top Local Patent Applicants List – 2014” of the Turkish Patent Institute, 4 Koç Group Companies rank on the top 10 list and 3 other Koç Group Companies are on the top 30 list. Koç Group constitutes nearly 13% of total private sector R&D expenditure in Turkey.
Arçelik has 12 brands, 18 production plants in 7 countries with 33 sales and marketing offices around the world. Beko is the largest freestanding home appliance brand in Europe and a global brand sold in more than 140 countries. Beko market share increased by 51% in last 6 years and carried Beko to 2nd brand in white goods sector in Europe.
“Our priority is the production of goods in a manner that respects both human life and the environment.”
Beko is recognized and awarded for innovation:
More than 1000 researchers in 10 R&D Units globally including the new BEKO PLC Research Centre in Cambridge.
2nd in the European white goods patent application list.
95th in number of international patent applications.
Production of some of the world's most energy/water-efficient appliances.
“At Beko, we understand the everyday needs people have. Our aim is to make everyday life easier through our range of helpful products, so that you have more time to do the things you love. Keeping up with the latest styles and packed with innovative technologies, there is an appliance for every home within the Beko range”.
Photos provided by distributor, unsplash.com.