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Transcript of ARCELIK REPUTATION
The company was establish in Sutluce,Istanbul
The first washing machine is produced in Turkey.
The first refrigerator is produced in Turkey.
Refrigerator Plant started production.
Establishment of R&D Centre and Consumer Information Service
Marketing and sales operations of Beko branded products started to run by Arçelik Company
Çelik character, representing the technology, innovation and functionality continued to promote Arçelik A.Ş. innovations together with Çeliknaz, the symbol of design, aesthetics, style and grace
Arctic, the leading white goods brand of Arçelik A.Ş. opened a new refrigerator production line at Gaesti Plant with the participation of Victor Ponta, Prime Minister of Romania, Ömür Şölendil, the Turkish Ambassador, state and local authorities as well as Arçelik A.Ş. and Arctic senior management.
The traditional brand for solo cooking appliances in the UK
Year of Establishment:
Having operations in durable consumer goods
industry with production, marketing and after-sales
services, Arçelik A.Ş. offers products and services around the world with its 25,000 employees, 14 different production facilities in five countries (Turkey, Romania, Russia, China and South Africa), its sales and marketing companies all over the world.
2.)MISSION AND VISION
IN FACT ALL STARTED MARRIAGE WITH CELIK AND CELIKNAZ
Respectful to the world
Respected in the world
Arçelik Group's vision target
to ensure profitable and long-term
to increase market share acting on global target market apporach
o integrate and optimize to components of global organization to be a global group.
to secure the future with the consciousness of corporate responsibility
to reach more consumers with innovative products and applications in rapidly changing world
The leading brand in Turkish household appliances industry.
One of the leader brands in Turkey and a global brand preferred in more than 100 countries.
A brand of household appliances, combining aesthetic design
and technological with environment friendly features.
One of the strongest household appliances brand in the UK and Ireland.
The household appliance and television brand of price conscious consumers.
A well known brand in Turkish and Western European market with wide range of product portfolio of consumer electronics and personal care appliances.
The leading home appliances brand in Southern Africa.
Meeting the needs of customers is the first priority of Arçelik.To achieve this goal, Arçelik has some channels to make sure what customers’ needs are.
Face to face meetings
Focus group activities
Channels of Arçelik to
contact with customers:
What Arçelik does with these channels?:
Provides technical supports to those customers who state their matters by using these channels.
Responses to the complaints effectively.
Informations from gathered these channels are reporting regularly.
Arçelik provides Call Center service which serves 24/7.This center has ‘First Step Support’ understanding which aims to meet the majority of demand of customers without going to home at the first time.
Arçelik has the certification to ISO-10002 Customer Satisfaction Management.
6.)RANK OF THE COMPANY IN REPMAN AND CAPITAL
7.)DIMENSIONS OF CORPORATE REPUTATION
“Excellence in Consistent TPM Commitment” award to Arçelik a.ş from Japan.
• Arçelik is the first Turkish company in the İnternational Patent League, Awarded Successful Engineers at the “10th Invention Day”.
• “The Genius of Leonardo” exhibition is now at Ankara with the contributions of Arçelik Company.
INTERNATIONAL SALES AND MARKETING
Germany Beko Deutschland GmbH
Austria Elektra Bregenz AG
Czech Republic Beko S.A. Cesko
China (Shangai) Beko Shanghai Trading Co.
France Beko France S.A.S
UK Beko Plc.
Spain Beko Electronics Espana
Italy Beko Italy S.r.l
Slovakia Beko Slovakia S.R.O.
Poland Beko S.A.
Document, certificate and continuously improve it Quality Management System to comply with the ISO 9001 standard requirements,
Attain organizational and departmental targets with team-work concept, taking Total Quality Philosophy into account,
Review its work processes by conducting a self assessment programme and define proactive activities to improve Arçelik's overall performance,
According to financial statements prepared in 2013;
-The 2013 turnover for Arçelik stands at 11,1 billion TL. and increased at the rate of 5,1% when compared to last year.
-The net profit of Arçelik are worth 623 million TL.
-58 % of the sales are provided by the foreign sales.
-Market Value of Arçelik in Borsa Istanbul is worth 8,21 billion TL.
-The rate of dividend is 52,5%
QUALITY OF PRODUCT AND SERVICES
In the line of Arçelik’s vision for the future; ıt develop and manufacture affordable, easy-to-use, reliable consumer products and deliver after sales service by implementing state-of-the art technologies to satisfy its customer needs beyond their expectations.
CORPORATE SOCIAL RESPONSIBILITY
Responsibilities about Sustainability,
Social and Environmental Susceptibility,
Respect to Human Rights generates Corporate Social Resposibility Approach of Arçelik
Arçelik acts with Vehbi Koç’s principle:Ülkem var ise ben de varım.
There are some CSR activities
Eğitimde Gönül Birliği Programı:
This programme conducted with the Ministry of National Education and NGO’s between the years of 2004-2012 which aims to help students financially and support them to have better conditions.
“Ülkem için Engel Tanımıyorum”:
This project conducts with UNDP and AYDER and aims to help disabled indivuduals and make their life easier.
-Beyaz Balık Game Rooms:
This project provides game rooms to oncology service of hospitals for cancer patient children and aims to make these children be more motivated.
Arçelik gives big importance to sustainability and acts with ‘Sustainable Development Approach’.To serve this purpose,Arçelik set about publishing ‘Sustainability Reports’ since 2007 and there are five reports,last report published in 2012.
Sustainability report consists of six dimensions:
Environment and Energy Management
Use of Natural Resources and Waste Management
Sustainability in Value Chain
With the Code of Conduct based on our founder
The Customer is the focus of everything we do,
• Our indispensable aim is to always be the best,
• Our most important capital is our human resources,
• Creation of wealth for continuous development is our key objective,
• We aim to empower the Turkish economy, which we derive our power from,
• Our guiding motto is to abide by work ethics and honest working principles,
Arçelik makes questionnaires regularly to measure employee commitment.
After questionnary in 2012,Arçelik established Advisory Committees company-wide,consistent of project groups and top managers.
Arçelik provides some facilities to its employees to make them commitment to the organization:
Membership in Koç Holding Fund for Retirement and Social Support
Awards: For supreme performance, devotion, contribution and creativity
The Koç Family Program provides employees of the Koç Group with special advantages
CORPORATE GOVERNANCE COMPLIANCE REPORTS
For now,there are three corporate governance compliance reports, the first was prepared in 2011 and last report was published in 2013.
Main Sections 2012 Rating 2013 Rating
Shareholders 8,95 8,98
Public Disclosure and Transparency 9,34 9,19
Stakeholders 9,52 9,67
Board and Directors 8,69 9,39
TOTAL 9,11 9,28
Arçelik's name also appears in press with its success,new technologies and CSR activities:
Although Arçelik's rank has been decreased in RepMan 2013 report,we can say Arçelik is still one of the most reputable company in Turkey according to all factors that we just mentioned, and we can think Arçelik's whole strategy and reputation management is effective to be reputable.
MELİKE BÜŞRA TOPKAYA
YILDIZ TECHNICAL UNIVERSITY
DEPARTMENT OF BUSINESS ADMINISTRATION