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MAY-JUNE 2013 ISSUE 16
ECONOMY BUSINESS FOREIGN TRADE ANALYSIS
MORE THAN
A CITY
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The Turkish Perspective
Contents
10 PANORAMA
05 | Turkey Heads to Central Asia
06 | President Gül: Turkey Will Be
Europe’s Strongest Economy
in 2050
06 | TIM and Irish Exporters Join
Hands
07 | Giant Purchase of 117 Aircraft
08 | Turkish-Owned Businesses to
Multiply in Germany
THE TURKISH MARKET:
A MARKETER’S PERSPECTIVE
As one of the rising stars of the
global economy thanks to the
dynamism provided by its young
population and its perception as a
safe harbor in stormy times, Turkey
presents a welcome investment
environment to investors who
recognize the opportunities.
05
38 COVER
MORE THAN A CITY
As Turkey increases its global power, Istanbul, a city
that has witnessed 8,500 years of history, is in the
spotlight as a world hub for business, culture, fashion,
and sports. The city collects more titles every year,
contributing to the constant rise of its brand equity as
a world metropolis.
10
12 BRIEFING
12 | TURKISH IS A WORLD LANGUAGE 15 | TURKEY RIVALS GLOBAL
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languages in the world in terms of
number of speakers and geographic
spread. The number of people who
come to Turkey to learn Turkish is
growing every day.
BEATS AT THE ULUDAĞ SUMMIT
Turkey’s cosmetics industry has
been growing its product diversity
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“Turkey’s Davos” welcomed
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world and Turkey. Nearly 1,000
participants attended the meeting
at which Turkey’s vision for the
future was planned out.
17 | $20 BILLION TARGET
IN TEXTILE EXPORTS
With exports worth $8 billion in
2012, the Turkish textile industry
aims for $20 billion in exports for
the year 2023.
19 | SHOES GET BIGGER
21 | ISPAT TARGETS INVESTORS
IN INFRASTRUCTURE
24 | TURKISH AIRLINES SOARS
HIGHER
26 | A GLOBAL PLAYER
12
29 | THE ECONOMY’S PULSE
BRANDS IN COSMETICS
IN THE CERAMICS INDUSTRY
24
33 | ISTANBUL ON THE GLOBAL
CATWALK WITH FASHION WEEK
ISTANBUL
Istanbul has entered the ranks of
the world’s fashion capitals through
Istanbul Fashion Week, now known
as Mercedes-Benz Fashion Week
Istanbul in its eighth year.
36 | THE COMING CONTRACTION
OF THE GLOBAL ECONOMY AND
WHAT IT MEANS FOR REGIONS
OF THE WORLD
26
01
02 Content
50 IN DEPTH
50 | THE GOLDEN AGE OF
TURKEYIS DEFENSE INDUSTRY
Having made incredible progress
since the early 2000s, the
Turkish defense and aerospace
industry is in its golden age.
MANAGEMENT
PUBLISHER ON BEHALF OF TURKISH EXPORTERS ASSEMBLY/ CHAIRMAN OF THE TURKISH
EXPORTERS ASSEMBLY
MEHMET BÜYÜKEKŞİ
56 BRANDS
56 | İPEKYOL ON THE GLOBAL
MANAGER IN CHARGE
MUSTAFA MENTE
PUBLICATION BOARD
M. İLKER AYCI, BÜLENT AYMEN,
İBRAHİM BURKAY, MUSTAFA ÇIKRIKÇIOĞLU PhD,
ALİ NEDİM GÜRELİ, AHMET KELEŞ,
TEMEL KOTİL PhD, ŞAHİN OKTAY,
TAHSİN ÖZTİRYAKİ, METİN TABALU
STAGE
Founded 27 years ago, clothing
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growing in Turkey with its new
Twist and Machka brands while
also focusing on growth abroad.
44 OPINION
59 | SOFT AND SWEET
A GIANT LIES WHERE THE CONTINENTS CONNECT
Accounting for more than half
of Turkey’s exports of gummy
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is multiplying its power in the
region with its cooperation
agreement with al-Othaim
Group of Saudi Arabia.
PUBLICATION MANAGEMENT
With the transformation it has been undergoing since the
early 2000s, Istanbul is pushing forward at full throttle
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eight years, discussed Istanbul’s transformation and its
future with The Turkish Perspective.
56
61 | İNCİ AKÜ ACCUMULATES
GLOBAL POWER
With exports to 72 countries
through its global branding
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preparing to expand its product
range with innovative additions
as it aspires to enter the ranks of
the top ten in the world battery
market.
63 | THE EXTRAORDINARY
PRESIDENT
SERKAN ÜNAL
63 | TURKEY’S AWARD-WINNING
WATER BRAND
Saka Water began production in
2004 with its factory in Hendek,
which is regarded as one of the
most distinguished factories in
hygiene and technology of not
only Turkey but also Europe.
Saka Water has now focused
MAY-JUNE 2013 ISSUE 16
FINANCE COORDINATOR
SELİM KARA
EDITORIAL
EDITOR IN CHIEF
SERDAR TURAN
EDITORS
AYNUR ŞENOL ALTUN, CAN GÜRSU,
NESRİN KOÇASLAN,
HÜLYA KESKİN, ALTAN ORHON,
MELEK CEVAHİROĞLU ÖMÜR
DESIGN
DESIGN DIRECTOR
ÖZKAN ORAL
DEPUTY DESIGN DIRECTOR
AHMET ÇELİK
PINAR GÜVEN
PHOTO EDITOR
ŞEREF YILMAZ
50
CONTRIBUTORS
PROF. İBRAHİM KIRCOVA (PhD)
ELNUR KULİYEV, GÜZİN GÜZEY,
GİZEM GÜZEY, CAN CENGIZ
GROWTH OF BİM
As Turkey’s retail leader thanks
to its discount supermarket and
private label product model,
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to emerging markets in the
Middle East and Africa.
GROUP COORDINATOR
MEHMET MÜCAHİD DEMİR
its sights on the Middle East, the
Turkic nations of Central Asia, and
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to develop.
59
PRINTING
BİLNET MATBAACILIK BİLTUR
BASIM YAYIN VE HİZMET A.Ş.
DUDULLU ORGANİZE SANAYİ BÖLGESİ 1. CADDE NO: 16,
ESENKENT – ÜMRANİYE 34476 - İSTANBUL
TEL: (0216) 444 44 03cwww.bilnet.net.tr
68 AGENDA
FAIRS, EXHIBITIONS, SUMMITS, AND
MEETINGS IN MAY AND JUNE
70 FIGURES
TURKEY’S BASIC INDICATORS
CONTACT
[email protected]
www.infomagyayincilik.com
Neither text nor photographs from this
publication may be reproduced in full or
part without acknowledging the source
and securing prior permission from the
publisher.
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Editorial
MEHMET BÜYÜKEKŞİ
CHAIRMAN (TIM)
EXPORTS AT FULL THROTTLE
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TURKEY WILL BE EUROPE’S
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50 In Depth / Defense Industry
U978:
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TURKEY’S
DEFENSE
INDUSTRY
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BY AYNUR ŞENOL ALTUN
47
52 In Depth / Defense Industry
T
HE TURKISH DEFENSE
industry’s recent successes with projects based on
cutting-edge technology are
dazzling. Local production is
being used to satisfy the needs
of both the domestic and
international markets. From
2008 to 2010, the industry’s
exports were worth around
$600 million. In 2011, this
oJXUHZDVPLOOLRQ
The highest increase in the
industry’s exports to date was
in 2012, when its exports
reached $1.3 billion. The Defense and Aerospace Industry
Exporters’ Association has set
a $1.5 billion export target for
/DWLI$UDO$OLûWKHDVVRciation’s chairman, says the industry’s export target for 2023
is $25 billion. He ascribes the
momentum in exports and
the loftiness of the targets to
two reasons—a change in the
industry’s vision, and thereby
its structure, production, and
goals; and increased state
support for exports in general
and the defense industry in
SDUWLFXODU$OLûVD\VWKHFRH[istence and harmony of these
IDFWRUVUHpHFWVSRVLWLYHO\XSRQ
both production and exports.
:LWKDZLGHUDQJHRIoHOGV
of activity, including defense and security systems;
software; land, air, and sea
vehicles and their equipment;
electronic warfare systems;
support systems and logistics
services; R&D; engineering;
and manufacturing services,
the defense industry in Turkey
KROGVVLJQLoFDQWSRWHQWLDO
Turkey invested in many
facets of the defense industry
starting with the declaration
of the Republic, and though
the products imported after
World War II affected local
MAY-JUNE 2013 ISSUE 16
SURGXFWLRQQHJDWLYHO\VLJQLocant progress has been under
way in recent years.
GLOBAL DEMAND FOR TURKISH
DEFENSE EQUIPMENT
The ANKA unmanned aerial
vehicle (UAV) presents a
VLJQLoFDQWDOWHUQDWLYHWRLWV
worldwide rivals at a time
when UAVs and UCAVS
are rapidly becoming more
important as defensive and
offensive tools. The Turkish
Armed Forces is expected
to sign a contract with the
manufacturer, Turkish
Aerospace Industries (TAI),
in the very near future.
There is demand for ANKA
worldwide, too—certain
protocols are being carried
out concerning ANKA for
Asian and Middle Eastern
countries, which have exhibited great interest in the
UAV. The technologies used
by ANKA are elegant and
highly advanced. Its ASELSAN-made electro-optical
systems enable the vehicle
to monitor movements from
large distances in daytime
and nighttime, and it is built
to withstand all weather
conditions. An armed version of the ANKA is planned
for production in the near
future, which will rival the
United States’ Predator, the
only armed UAV at present,
as a lighter alternative.
The ATAK is the Turkish
defense industry’s second
major play. A derivative of
%ULWLVK,WDOLDQoUP$JXVtaWestland’s A129 attack
helicopter, the ATAK—or
7‹LV7XUNH\
VoUVWGR-
mestic attack and reconnaissance helicopter. Although
its fuselage is imported, its
engines, transmission, and
all other parts were designed
in Turkey to suit local conditions. The ATAK is the most
effective helicopter in its
class today and it has drawn
wide interest abroad. Many
countries are placing orders
for the ATAK; countries to
have expressed their interest
RIoFLDOO\VRIDUDUH6RXWK
Korea and Saudi Arabia.
Jordan, Pakistan, and Azer-
The Turkish Perspective
PHOTOGRAPH BY AA (TOP)
-BUJG"SBM"MJú
“We intend to push on
with the momentum
we have gained
in land vehicles,
communication
systems, electro-optics,
and light arms.”
ket. There will be two models
of the aircraft—one for civil
aviation and one for military
purposes.
Down on the ground, the
Altay, a Turkish main battle
tank being made by Otokar,
which has been producing
land defense vehicles since
1987, is expected to be completed in 2015. Mass production is scheduled for 2016.
Named after Major General
Fahrettin Altay, who led the
XQLWVWKDWHQWHUHGü]PLUGXUing the Turkish War of Independence, the Altay project
is being run in coordination
with several subcontractors
under the direction of the
main contractor, with nearly
1,000 engineers working to
perfect its advanced technolRJ\7KH$OWD\
VoUVWWZR
prototypes were completed
in recent months and are being put through testing. The
oUVWSURWRW\SHLVEHLQJXVHG
to test maneuverability; the
second is being used to test
baijan are also known to be
its targeting systems. New
interested in the vehicle.
prototypes will be created
Yet another of the defense
LQGXVWU\
VSURGXFWVLV+ËUNXû based on these tests in a proFHVVRILWHUDWLYHUHoQHPHQW
which could be considered
Otokar General Manager
the forerunner of all of these
Serdar Görgüç states that
projects in a sense. Turkey’s
oUVWDLUFUDIWSURMHFWGHYHORSHG the Altay will be the world’s
by its own means, it is named most modern tank when
it is completed. The US,
DIWHU9HFKL+ËUNXûDQDFH
oJKWHUSLORW‹DQGYHU\DSSUR- Germany, and the UK are
priately, the name also means planning to launch new tank
development efforts in 2025,
“free bird” in Turkish. Genersays Görgüç—“Considering
DOO\VSHDNLQJWKH+ËUNXûLV
these efforts will be under
expected to compete in the
way for some time, it would
global training aircraft mar-
be fair to say that the Altay
will remain as the most modern and effective tank for a
lengthy period.”
Otokar is a well-known
producer of other military
land vehicles. Within a year
of introducing the Arma 6x6,
an original design that was
independently developed,
it signed two export agreements. A decade ago, it had
four tactical vehicles in its
product range; today, it has
nine vehicles available in
GR]HQVRIFRQoJXUDWLRQV
cumulatively Turkey’s largest
land vehicles project. “With
our vision to maintain our
local and national identity in our products, which
matches the nationalization
policy one-to-one, we have
equipped our R&D center
today with world-class technology. The share of R&D
spending within revenues
in Turkey is 0.86% overall.
)RUWKHSDVWoYH\HDUV
percent of Otokar’s revenues
have been assigned to R&D
spending, and we hold more
than 77 patents, industrial
designs, and useful models,”
says Görgüç.
IN SPACE AND ON SEA
In terms of naval power, the
Turkish defense industry
LVZRUNLQJRQ0ü/*(0
the “Turkish National Ship
Project.” The technologies
developed for the various
ships that the industry has
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certification program
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