Mini case study Arçelik
Author: Kemal Sütçü
Course: (V)ODC 2014/2015
Keywords: mini case study, Arçelik, household appliances, adaptive cycle of change, branding, expansion
Arçelik is a company 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 and its 10 brands (Arçelik, Beko, Grundig, Blomberg, ElektraBregenz, Arctic, Leisure, Flavel, Defy and Altus).
This paper aims to discuss on the journey of Arçelik - which is a leading home appliances producer of Turkey – from its domestic market leadership to the efforts of becoming a global player in worldwide markets. This journey will be evaluated using the adaptive cycle of change approach.