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RHNK<HFIEBF>GM:KR<HIR EXCLUSIVE INTERVIEW ,VWDQEXO0D\RU .DGLU7RSEDû VKDUHGKLVYLHZVRQ 7XUNH\ VIXWXUHLQ VSRUWV MAY-JUNE 2013 ISSUE 16 ECONOMY BUSINESS FOREIGN TRADE ANALYSIS MORE THAN A CITY :lMnkd^rbg\k^Zl^lbml`eh[Ze ihp^k%BlmZg[ne%Z\bmrmaZm aZlpbmg^ll^]1%.))r^Zkl h_ablmhkr%blbgma^lihmeb`am ZlZphke]an[_hk[nlbg^ll% \nemnk^%_Zlabhg%Zg]lihkml' ,[W&$+#ĉ!/Z*W,!W+ĉ Ć++!('0ĉ$+ĉĆ$($)"ĉ ,*ĉ"!,ĉ,[W&!0f+ĉĉĉĉĉĉĉĉĉĉĉĉĉĉĉĉ ĉ!/Z*W,ĉ,ĆW"!,ĉ*Xĉ ĉ$''$*)ĉ *''ĆW+ 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 7XUNLVKLVDPRQJWKHWRSoYH 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 DQGH[SRUWoJXUHVLQUHFHQW\HDUV “Turkey’s Davos” welcomed LPSRUWDQWoJXUHVIURPWKH 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 $20 billion in exports for the year 2023. 19 | SHOES GET BIGGER 21 | ISPAT TARGETS INVESTORS IN INFRASTRUCTURE 24 | TURKISH AIRLINES SOARS HIGHER 26 | A GLOBAL PLAYER 12 29 | THE ECONOMY’S PULSE BRANDS IN COSMETICS IN THE CERAMICS INDUSTRY 24 33 | ISTANBUL ON THE GLOBAL CATWALK WITH FASHION WEEK ISTANBUL Istanbul has entered the ranks of the world’s fashion capitals through Istanbul Fashion Week, now known as Mercedes-Benz Fashion Week Istanbul in its eighth year. 36 | THE COMING CONTRACTION OF THE GLOBAL ECONOMY AND WHAT IT MEANS FOR REGIONS OF THE WORLD 26 01 02 Content 50 IN DEPTH 50 | THE GOLDEN AGE OF TURKEYIS DEFENSE INDUSTRY Having made incredible progress since the early 2000s, the Turkish defense and aerospace industry is in its golden age. MANAGEMENT PUBLISHER ON BEHALF OF TURKISH EXPORTERS ASSEMBLY/ CHAIRMAN OF THE TURKISH EXPORTERS ASSEMBLY MEHMET BÜYÜKEKŞİ 56 BRANDS 56 | İPEKYOL ON THE GLOBAL MANAGER IN CHARGE MUSTAFA MENTE PUBLICATION BOARD M. İLKER AYCI, BÜLENT AYMEN, İBRAHİM BURKAY, MUSTAFA ÇIKRIKÇIOĞLU PhD, ALİ NEDİM GÜRELİ, AHMET KELEŞ, TEMEL KOTİL PhD, ŞAHİN OKTAY, TAHSİN ÖZTİRYAKİ, METİN TABALU STAGE Founded 27 years ago, clothing FRPSDQ\üSHN\ROKDVEHHQ growing in Turkey with its new Twist and Machka brands while also focusing on growth abroad. 44 OPINION 59 | SOFT AND SWEET A GIANT LIES WHERE THE CONTINENTS CONNECT Accounting for more than half of Turkey’s exports of gummy FDQG\E\LWVHOI.HUYDQ*GD is multiplying its power in the region with its cooperation agreement with al-Othaim Group of Saudi Arabia. PUBLICATION MANAGEMENT With the transformation it has been undergoing since the early 2000s, Istanbul is pushing forward at full throttle LQLWVELGWREHFRPHDoQDQFLDODQGZRUOGFDSLWDO0D\RU .DGLU7RSEDûZKRZDVEHHQDWWKHKHOPRIWKHFLW\IRU eight years, discussed Istanbul’s transformation and its future with The Turkish Perspective. 56 61 | İNCİ AKÜ ACCUMULATES GLOBAL POWER With exports to 72 countries through its global branding SURMHFWEDWWHU\PDNHUüQFL$NËLV 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, %ü0QRZDLPVWRWDNHWKLVPRGHO 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 (XURSHZKHUHLWLGHQWLoHVSRWHQWLDO 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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ZHZLOOKDYHFRPSOHWHO\VWRSSHG WKHXQFRQWUROOHGGLVFKDUJHRIZDVWHZDWHU LQWRWKH6HDRI0DUPDUD$OVRLQWKLV UHJDUGZHFOHDQHGXSWKHVHDVDQGPDGH WKHPVZLPPDEOHDJDLQ:HFROOHFWZDVWH IURPWKHVHDV%\oOWHULQJRLODQGRWKHU VXFKZDVWHIURPVKLSVZHREWDLQIXHO <hfiZk^]mhln\a\hlfhihebmZg\bmb^l ZlEhg]hg%IZkbl%Lbg`Zihk^%Zg]G^p Rhkd%paZm]hrhnmabgdBlmZg[neÍl Z]oZgmZ`^lZk^8PaZm]h^lbmg^^]mh bfikho^nihg8:k^ma^k^Zgr\bmb^lrhn ehhdmhZlZfh]^e_hkBlmZg[ne8 $VWKH0HWURSROLWDQ0XQLFLSDOLW\0D\RU ,GRQ WWKLQNLWZRXOGEHULJKWIRUPHWR FRPSDUH,VWDQEXOZLWKDQ\FLW\,VWDQ EXOLVDFLW\WKDWLVQRWRQO\FRYHWHGE\ RXUFRXQWU\EXWDOVRHQYLHGE\WKHHQWLUH ZRUOG,WLVDYHU\VSHFLDOFLW\,WKDVD KLVWRU\RI\HDUV,WVHUYHGDVWKH FDSLWDORIWKH2WWRPDQ(PSLUHWKH+RO\ 5RPDQ(PSLUHDQG%\]DQWLXP,WLV WKHDRUWDRIERWK(XURSHDQDQG(DVWHUQ FLYLOL]DWLRQ,WKDVDXQLI\LQJTXDOLW\ )RU\HDUVLWKDVEHHQDKXEWKDW GLUHFWO\LQp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þDQ>ZKRVHUYHGDVPD\RURI,VWDQ EXOq@ZHZHUHXQDEOHWRSXW WKHVHTXDOLWLHVWRXVHGXHWRWKHVKRUW VLJKWHGQHVVDQGLPSURYLGHQFHRIWKHORFDO DGPLQLVWUDWLRQV3HUKDSVZHFRXOGVSHDN RIVXFKDVKRUWFRPLQJEXWZHKDYHRYHU FRPHWKLVWRR)URPQRZRQ,VWDQEXO V SRVLWLYHTXDOLWLHVZLOOEHDWFHQWHUVWDJH 49 50 In Depth / Defense Industry U978: 8= Ma^MnkdblaI^kli^\mbo^ Ma^@he]^g :`^h_ TURKEY’S DEFENSE INDUSTRY AZobg`fZ]^bg\k^]b[e^ikh`k^lllbg\^ ma^^Zker+)))l%ma^Mnkdbla]^_^gl^Zg] Z^khliZ\^bg]nlmkrblbgbml`he]^gZ`^' 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$JXVtaWestland’s A129 attack helicopter, the ATAK—or 7LV7XUNH\ VoUVWGR- mestic attack and reconnaissance helicopter. Although its fuselage is imported, its engines, transmission, and all other parts were designed in Turkey to suit local conditions. The ATAK is the most effective helicopter in its class today and it has drawn wide interest abroad. Many countries are placing orders for the ATAK; countries to have expressed their interest RIoFLDOO\VRIDUDUH6RXWK Korea and Saudi Arabia. Jordan, Pakistan, and Azer- The Turkish Perspective PHOTOGRAPH BY AA (TOP) -BUJG"SBM"MJú “We intend to push on with the momentum we have gained in land vehicles, communication systems, electro-optics, and light arms.” ket. There will be two models of the aircraft—one for civil aviation and one for military purposes. Down on the ground, the Altay, a Turkish main battle tank being made by Otokar, which has been producing land defense vehicles since 1987, is expected to be completed in 2015. Mass production is scheduled for 2016. Named after Major General Fahrettin Altay, who led the XQLWVWKDWHQWHUHGü]PLUGXUing the Turkish War of Independence, the Altay project is being run in coordination with several subcontractors under the direction of the main contractor, with nearly 1,000 engineers working to perfect its advanced technolRJ\7KH$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 oJKWHUSLORWDQGYHU\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. 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