MEDIA

We spoke to Erse Kablo A.Ş. General Manager Selami Sivritepe about 2015 and the plans for 2016.

Erse Kablo A.Ş., listed on the Istanbul Chamber of Industry’s list of Turkey’s Largest Second 500 Industrial Companies last year, has become a valued company by its customers in the sector for its experience and quality approach and a brand that creates added value for its customers. We spoke to Erse Kablo A.Ş. General Manager Selami Sivritepe about 2015 and the plans for 2016.
 
“As the first low voltage cable company on the Turkey’s Second Largest 500 Industrial Companies List prepared by the Istanbul Chamber of Industry (ISO), we complete our expansive production capacity, quality perception, effective service values, customer relations organization, strong distributor structure and our success in national and international projects with our sustainability approach.”

Erse Kablo has been operating in the sector for a long time. What path does Erse Kablo follow in terms of brand recognition? Can you tell us about your corporate structure?


When you analyze the strong aspects of your corporate structure, your capabilities and what risks are involved you can see the value you have created for your brand more easily. In order to do this you need to understand the sector you are in and the market you are serving in depth and you need to know your product very well.

Erse Kablo is a company that exports 70% with its own brand. This is an important factor when we are forming our strategies. While creating our sub-brands, we have kept this in the forefront. We have carried over the strong aspects of our brand to our new brands; Ervital, Erflex, Ervital Firesafe and Erline. Erse Kablo has completed its corporate identity and will continue to move forward in 2016 with strategic goals. Our membership in the Turkish Quality Association (KALDER), being the main sponsor in the Electricity Electronic Engineering Conference 2015 (EEMKON 2015) and taking part in prestigious projects have underlined our sense of responsibility towards our stakeholders. We plan to keep moving forward in 2016 with new sponsorship agreements, social responsibility projects and organizations in 2016.

The events that were experienced in 2015 in the world and in our country have made companies make critical decisions. In a world of competition, you have to maintain your reputation, manage perception and make your decisions focused on development while maintaining your power and success motivation.

You have to foresee the risks calmly, see and take advantage of opportunities without creating a crisis situation. With these functions, you will have built your corporate identity on a solid foundation.

Has Erse Kablo, a brand that is valued by customers, been able to reach the goals it had set for 2015?

It is possible to say that 2015 was a fairly difficult year for our country and our sector.

We had a year with strong competition, slow sales and diminishing profit margins. While the year’s first six months progressed with a negative appearance for consumer demand and confidence, we spent this period trying to maintain our market share. In a period where the economic balance was not stable in the world, our country had two elections, political unrest and terrorism made it a very challenging year.

As of 2015, we completed our new factory investment. Whether it was modernizing our machine park and automation or increasing our capacity, we continued our operations without slowing down. Erse Kablo does not just see its goal to grow as increasing capacity based on its machine park. Erse is aware that “total quality management” for sustainable success today and tomorrow requires team work.

Having reinforced its market leadership with many large projects, Erse Kablo is also a competitive player in foreign markets with its quality and customer focused approach. The main point we concentrate on in export is to be competitive in global markets by responding to customer demand with high added value products under our brand in the shortest possible time. England, Germany, Austria, Hungary, Romania, Bulgaria, Lithuania, Russia, Georgia, Kazakhstan, Egypt, Israel, Iraq, Jordan, Qatar and Kuwait are among the countries we export to.

42% of our products are exported. 51% of our export is sent to the European countries and England, Austria and France are in first place with the rest being sent to Russia, Turkish Republics and the Middle East. Our export product range is more geared towards industrial facilities and large superstructure projects. We are a company included on the bender list which included high brand value companies like Samsung-Hyundai. As a company with projects on the bender list, we have products used in industrial facilities and in special superstructure projects.

If it is necessary to express our goals in numbers we had predicted a revenue growth of 20% last year including our additional investments. Currently we are over 2% of this. Despite meeting revenue goals, the same cannot be said for contribution and profitability goals. It is really very hard to achieve real profitability in a sector that is dependent on many different variables like raw materials and sales conditions (LM, Dollar-TL, Dollar-Euro rates).

What are the features that distinguish Erse Kablo from other companies?

When we take a look at our company’s history, achievements, references and interaction with our stakeholders, we are proud of and pleased with our 20 years of experience in the sector. As the first low voltage cable company in the ISO second 500, we complete our success in domestic and foreign projects with our work production capacity, quality approach, effective service values, customer relations organization and strong distribution structure and sustainability approach. Reliable product quality, the ability to provide fast, good quality before/after sales services, a strong distributor structure and inventory power are features that distinguish Erse Kablo from its competition. The features I have mentioned have enabled Erse Kablo to become a seller that has supplied some of the most prestigious projects of our day and its products to be most widespread on the shelves of wholesalers. Erse Kablo is also in a distinctive place in the market due to the importance it places on “quality and the sustainability of quality”.

Erse Kablo has set the goal to become a leader since it was first founded. The company devoted itself to investing its earnings in company development and human resources to achieve this. At this point the company is a brand established on 20.000 m² in Silivri with over 240 employees. The company also has a 4.500 m2 logistics center in Habibler close to the city center to provide more modern services to customers.

Established in 1996, the Turkish cable sector’s leading brand Erse Kablo started a corporate strategic structuring process in 2011 to build a distributor structure in 2012, throughout which the knowledge and experience of the company has been spread to achieve an even stronger structure based on mutual trust.

We, as the Erse team, have set ourselves the goal of repositioning our brand and reinforcing our brand image, which we believe is a leader and powerful brand that everyone in the sector has accepted unconditionally for years. We consider our customers, our distributors and our visionary, well trained professional staff part of our large family and we move forward together. We serve our faithful and loyal customers with distributors that act with good commercial ethics to continue giving priority to the satisfaction of all our stakeholders.

In 2013, we had made the decision to establish distributorship agreements. We have advanced quite a lot in this area too. We have built our customer relations on trust, stability, good dialogue, experience and a good service approach. By aiming to implement the most up to date sales and marketing techniques as efficiently and productively as possible we strive to achieve customer satisfaction, make progress in a qualitative product approach with our experience, establish the most efficient dialogue and create a constant production and sales and marketing policy.
In 2015, we maintained our distributor system with valued distributors capable of conveying our brand and corporate identity to customers, responding to customer expectations and placing importance on quality and after sales services with mutual trust.

With the Product Responsibility Insurance, we obtained this year we documented the value we place on our product and our stakeholders. Being among the added value creating companies in the sector is an important element of this work. Our products being widespread in the market and being in demand for inventory show that our expansive distributor network has achieved us a distinct position and this reinforces our bonds with stakeholders. Without our perspective to constantly improve, our total quality approach, our prevention and gauging cost effectiveness and practice of accomplishing our existence together and constant improvement have increase our effectiveness in the market. You have to keep up with the global world with the effect of globalization. This is why we develop our field of production by creating a modern area and by thinking globally. With our in-company training we develop our organizational and administrative talents to make progress.

Can you make a market analysis of the cable sector? What developments are being experienced in basic markets?

We can say that the cable sector in Turkey is relatively dynamic. But this dynamism is uncontrolled. Between 2003 and 2007, the cable sector experienced its most attractive period. The uncontrolled investments made with the effects of this period created a surplus of supply in cable production. This surplus caused production companies, both domestic and foreign, to start competing based only on price which led to non-standard production. As a result excessive lack of profit and then eventually lack of capital was experienced in many companies causing financial crises and many companies had to shut down or reduce capacity. Unfortunately, this also had a negative impact on financial institutions and created a negative impression about our sector for the banks. In 2016, with the decreasing economic and political uncertainties and signs that the EU member economies are improving, I think the sector will start to recover.
      
2015 was a difficult year for most companies and the sector. What are your predications for 2016 and what strategy will you be implementing? Are there new markets that you plan on expanding into?

Every business is a risk. You have to move forward taking these risks into account. First working with the experts that know the work the best in the sector will add value to your company. At Erse Kablo, we work with an expert staff and we make progress by investing in their development.

In the period ahead of us, we will continue taking market’s pulse and monitoring it closely. Our priority goal is to set profitable targets through our operational activities and strategic planning of our departments. By combining our experience in the low voltage cable sector with our dynamic structure we plan to make our position among strong, confident and leading producers sustainable. We plan to create market diversity in export. Africa and South America are among our new goals and markets and we plan to expand our market in Europe. By presenting our customers with products and services that create added value we aim to implement a sustainable strategy with the regional representatives of our brand and a multi sales organization. Brandization is the most important element of increasing added value. If you maintain your brand value your effectiveness in markets increases. We will develop our strategies in line with our Erflex, Ervital, Ervital Firesafe and Erline product group.

Do you have anything to add as Erse Kablo in conclusion?

Being among the select cable brands in the market brings certain responsibilities and sensitivities with it. As Erse Kablo we will continue to create a difference in the market with our honest, reliable, sincere and sharing attitude that forms our corporate identity and our leading, respectful and sensitive brand culture that is a reflection of our young, dynamic, innovative and successful brand. Valuing and understanding our customers and bringing forth their most profitable approach enables the Erse brand to be positioned according to the highest quality standards which automatically achieve success. We consider our success in the sector to be our financial analysis and risk management system, our innovative perspective, the value we place on service quality, our enterprises, the corporate culture approach of our employees and strategic brand management. This is why the most valuable key to our success is to pursue a goal and vision together. In 2016, we want to be a company that evaluates all functions to maximize customer satisfaction with our national and international sales, achieving sustainable profitability and growing constantly.



  Language
MEDIA

We spoke to Erse Kablo A.Ş. General Manager Selami Sivritepe about 2015 and the plans for 2016.

Erse Kablo A.Ş., listed on the Istanbul Chamber of Industry’s list of Turkey’s Largest Second 500 Industrial Companies last year, has become a valued company by its customers in the sector for its experience and quality approach and a brand that creates added value for its customers. We spoke to Erse Kablo A.Ş. General Manager Selami Sivritepe about 2015 and the plans for 2016.
 
“As the first low voltage cable company on the Turkey’s Second Largest 500 Industrial Companies List prepared by the Istanbul Chamber of Industry (ISO), we complete our expansive production capacity, quality perception, effective service values, customer relations organization, strong distributor structure and our success in national and international projects with our sustainability approach.”

Erse Kablo has been operating in the sector for a long time. What path does Erse Kablo follow in terms of brand recognition? Can you tell us about your corporate structure?


When you analyze the strong aspects of your corporate structure, your capabilities and what risks are involved you can see the value you have created for your brand more easily. In order to do this you need to understand the sector you are in and the market you are serving in depth and you need to know your product very well.

Erse Kablo is a company that exports 70% with its own brand. This is an important factor when we are forming our strategies. While creating our sub-brands, we have kept this in the forefront. We have carried over the strong aspects of our brand to our new brands; Ervital, Erflex, Ervital Firesafe and Erline. Erse Kablo has completed its corporate identity and will continue to move forward in 2016 with strategic goals. Our membership in the Turkish Quality Association (KALDER), being the main sponsor in the Electricity Electronic Engineering Conference 2015 (EEMKON 2015) and taking part in prestigious projects have underlined our sense of responsibility towards our stakeholders. We plan to keep moving forward in 2016 with new sponsorship agreements, social responsibility projects and organizations in 2016.

The events that were experienced in 2015 in the world and in our country have made companies make critical decisions. In a world of competition, you have to maintain your reputation, manage perception and make your decisions focused on development while maintaining your power and success motivation.

You have to foresee the risks calmly, see and take advantage of opportunities without creating a crisis situation. With these functions, you will have built your corporate identity on a solid foundation.

Has Erse Kablo, a brand that is valued by customers, been able to reach the goals it had set for 2015?

It is possible to say that 2015 was a fairly difficult year for our country and our sector.

We had a year with strong competition, slow sales and diminishing profit margins. While the year’s first six months progressed with a negative appearance for consumer demand and confidence, we spent this period trying to maintain our market share. In a period where the economic balance was not stable in the world, our country had two elections, political unrest and terrorism made it a very challenging year.

As of 2015, we completed our new factory investment. Whether it was modernizing our machine park and automation or increasing our capacity, we continued our operations without slowing down. Erse Kablo does not just see its goal to grow as increasing capacity based on its machine park. Erse is aware that “total quality management” for sustainable success today and tomorrow requires team work.

Having reinforced its market leadership with many large projects, Erse Kablo is also a competitive player in foreign markets with its quality and customer focused approach. The main point we concentrate on in export is to be competitive in global markets by responding to customer demand with high added value products under our brand in the shortest possible time. England, Germany, Austria, Hungary, Romania, Bulgaria, Lithuania, Russia, Georgia, Kazakhstan, Egypt, Israel, Iraq, Jordan, Qatar and Kuwait are among the countries we export to.

42% of our products are exported. 51% of our export is sent to the European countries and England, Austria and France are in first place with the rest being sent to Russia, Turkish Republics and the Middle East. Our export product range is more geared towards industrial facilities and large superstructure projects. We are a company included on the bender list which included high brand value companies like Samsung-Hyundai. As a company with projects on the bender list, we have products used in industrial facilities and in special superstructure projects.

If it is necessary to express our goals in numbers we had predicted a revenue growth of 20% last year including our additional investments. Currently we are over 2% of this. Despite meeting revenue goals, the same cannot be said for contribution and profitability goals. It is really very hard to achieve real profitability in a sector that is dependent on many different variables like raw materials and sales conditions (LM, Dollar-TL, Dollar-Euro rates).

What are the features that distinguish Erse Kablo from other companies?

When we take a look at our company’s history, achievements, references and interaction with our stakeholders, we are proud of and pleased with our 20 years of experience in the sector. As the first low voltage cable company in the ISO second 500, we complete our success in domestic and foreign projects with our work production capacity, quality approach, effective service values, customer relations organization and strong distribution structure and sustainability approach. Reliable product quality, the ability to provide fast, good quality before/after sales services, a strong distributor structure and inventory power are features that distinguish Erse Kablo from its competition. The features I have mentioned have enabled Erse Kablo to become a seller that has supplied some of the most prestigious projects of our day and its products to be most widespread on the shelves of wholesalers. Erse Kablo is also in a distinctive place in the market due to the importance it places on “quality and the sustainability of quality”.

Erse Kablo has set the goal to become a leader since it was first founded. The company devoted itself to investing its earnings in company development and human resources to achieve this. At this point the company is a brand established on 20.000 m² in Silivri with over 240 employees. The company also has a 4.500 m2 logistics center in Habibler close to the city center to provide more modern services to customers.

Established in 1996, the Turkish cable sector’s leading brand Erse Kablo started a corporate strategic structuring process in 2011 to build a distributor structure in 2012, throughout which the knowledge and experience of the company has been spread to achieve an even stronger structure based on mutual trust.

We, as the Erse team, have set ourselves the goal of repositioning our brand and reinforcing our brand image, which we believe is a leader and powerful brand that everyone in the sector has accepted unconditionally for years. We consider our customers, our distributors and our visionary, well trained professional staff part of our large family and we move forward together. We serve our faithful and loyal customers with distributors that act with good commercial ethics to continue giving priority to the satisfaction of all our stakeholders.

In 2013, we had made the decision to establish distributorship agreements. We have advanced quite a lot in this area too. We have built our customer relations on trust, stability, good dialogue, experience and a good service approach. By aiming to implement the most up to date sales and marketing techniques as efficiently and productively as possible we strive to achieve customer satisfaction, make progress in a qualitative product approach with our experience, establish the most efficient dialogue and create a constant production and sales and marketing policy.
In 2015, we maintained our distributor system with valued distributors capable of conveying our brand and corporate identity to customers, responding to customer expectations and placing importance on quality and after sales services with mutual trust.

With the Product Responsibility Insurance, we obtained this year we documented the value we place on our product and our stakeholders. Being among the added value creating companies in the sector is an important element of this work. Our products being widespread in the market and being in demand for inventory show that our expansive distributor network has achieved us a distinct position and this reinforces our bonds with stakeholders. Without our perspective to constantly improve, our total quality approach, our prevention and gauging cost effectiveness and practice of accomplishing our existence together and constant improvement have increase our effectiveness in the market. You have to keep up with the global world with the effect of globalization. This is why we develop our field of production by creating a modern area and by thinking globally. With our in-company training we develop our organizational and administrative talents to make progress.

Can you make a market analysis of the cable sector? What developments are being experienced in basic markets?

We can say that the cable sector in Turkey is relatively dynamic. But this dynamism is uncontrolled. Between 2003 and 2007, the cable sector experienced its most attractive period. The uncontrolled investments made with the effects of this period created a surplus of supply in cable production. This surplus caused production companies, both domestic and foreign, to start competing based only on price which led to non-standard production. As a result excessive lack of profit and then eventually lack of capital was experienced in many companies causing financial crises and many companies had to shut down or reduce capacity. Unfortunately, this also had a negative impact on financial institutions and created a negative impression about our sector for the banks. In 2016, with the decreasing economic and political uncertainties and signs that the EU member economies are improving, I think the sector will start to recover.
      
2015 was a difficult year for most companies and the sector. What are your predications for 2016 and what strategy will you be implementing? Are there new markets that you plan on expanding into?

Every business is a risk. You have to move forward taking these risks into account. First working with the experts that know the work the best in the sector will add value to your company. At Erse Kablo, we work with an expert staff and we make progress by investing in their development.

In the period ahead of us, we will continue taking market’s pulse and monitoring it closely. Our priority goal is to set profitable targets through our operational activities and strategic planning of our departments. By combining our experience in the low voltage cable sector with our dynamic structure we plan to make our position among strong, confident and leading producers sustainable. We plan to create market diversity in export. Africa and South America are among our new goals and markets and we plan to expand our market in Europe. By presenting our customers with products and services that create added value we aim to implement a sustainable strategy with the regional representatives of our brand and a multi sales organization. Brandization is the most important element of increasing added value. If you maintain your brand value your effectiveness in markets increases. We will develop our strategies in line with our Erflex, Ervital, Ervital Firesafe and Erline product group.

Do you have anything to add as Erse Kablo in conclusion?

Being among the select cable brands in the market brings certain responsibilities and sensitivities with it. As Erse Kablo we will continue to create a difference in the market with our honest, reliable, sincere and sharing attitude that forms our corporate identity and our leading, respectful and sensitive brand culture that is a reflection of our young, dynamic, innovative and successful brand. Valuing and understanding our customers and bringing forth their most profitable approach enables the Erse brand to be positioned according to the highest quality standards which automatically achieve success. We consider our success in the sector to be our financial analysis and risk management system, our innovative perspective, the value we place on service quality, our enterprises, the corporate culture approach of our employees and strategic brand management. This is why the most valuable key to our success is to pursue a goal and vision together. In 2016, we want to be a company that evaluates all functions to maximize customer satisfaction with our national and international sales, achieving sustainable profitability and growing constantly.



  Language
MEDIA

We spoke to Erse Kablo A.Ş. General Manager Selami Sivritepe about 2015 and the plans for 2016.

Erse Kablo A.Ş., listed on the Istanbul Chamber of Industry’s list of Turkey’s Largest Second 500 Industrial Companies last year, has become a valued company by its customers in the sector for its experience and quality approach and a brand that creates added value for its customers. We spoke to Erse Kablo A.Ş. General Manager Selami Sivritepe about 2015 and the plans for 2016.
 
“As the first low voltage cable company on the Turkey’s Second Largest 500 Industrial Companies List prepared by the Istanbul Chamber of Industry (ISO), we complete our expansive production capacity, quality perception, effective service values, customer relations organization, strong distributor structure and our success in national and international projects with our sustainability approach.”

Erse Kablo has been operating in the sector for a long time. What path does Erse Kablo follow in terms of brand recognition? Can you tell us about your corporate structure?


When you analyze the strong aspects of your corporate structure, your capabilities and what risks are involved you can see the value you have created for your brand more easily. In order to do this you need to understand the sector you are in and the market you are serving in depth and you need to know your product very well.

Erse Kablo is a company that exports 70% with its own brand. This is an important factor when we are forming our strategies. While creating our sub-brands, we have kept this in the forefront. We have carried over the strong aspects of our brand to our new brands; Ervital, Erflex, Ervital Firesafe and Erline. Erse Kablo has completed its corporate identity and will continue to move forward in 2016 with strategic goals. Our membership in the Turkish Quality Association (KALDER), being the main sponsor in the Electricity Electronic Engineering Conference 2015 (EEMKON 2015) and taking part in prestigious projects have underlined our sense of responsibility towards our stakeholders. We plan to keep moving forward in 2016 with new sponsorship agreements, social responsibility projects and organizations in 2016.

The events that were experienced in 2015 in the world and in our country have made companies make critical decisions. In a world of competition, you have to maintain your reputation, manage perception and make your decisions focused on development while maintaining your power and success motivation.

You have to foresee the risks calmly, see and take advantage of opportunities without creating a crisis situation. With these functions, you will have built your corporate identity on a solid foundation.

Has Erse Kablo, a brand that is valued by customers, been able to reach the goals it had set for 2015?

It is possible to say that 2015 was a fairly difficult year for our country and our sector.

We had a year with strong competition, slow sales and diminishing profit margins. While the year’s first six months progressed with a negative appearance for consumer demand and confidence, we spent this period trying to maintain our market share. In a period where the economic balance was not stable in the world, our country had two elections, political unrest and terrorism made it a very challenging year.

As of 2015, we completed our new factory investment. Whether it was modernizing our machine park and automation or increasing our capacity, we continued our operations without slowing down. Erse Kablo does not just see its goal to grow as increasing capacity based on its machine park. Erse is aware that “total quality management” for sustainable success today and tomorrow requires team work.

Having reinforced its market leadership with many large projects, Erse Kablo is also a competitive player in foreign markets with its quality and customer focused approach. The main point we concentrate on in export is to be competitive in global markets by responding to customer demand with high added value products under our brand in the shortest possible time. England, Germany, Austria, Hungary, Romania, Bulgaria, Lithuania, Russia, Georgia, Kazakhstan, Egypt, Israel, Iraq, Jordan, Qatar and Kuwait are among the countries we export to.

42% of our products are exported. 51% of our export is sent to the European countries and England, Austria and France are in first place with the rest being sent to Russia, Turkish Republics and the Middle East. Our export product range is more geared towards industrial facilities and large superstructure projects. We are a company included on the bender list which included high brand value companies like Samsung-Hyundai. As a company with projects on the bender list, we have products used in industrial facilities and in special superstructure projects.

If it is necessary to express our goals in numbers we had predicted a revenue growth of 20% last year including our additional investments. Currently we are over 2% of this. Despite meeting revenue goals, the same cannot be said for contribution and profitability goals. It is really very hard to achieve real profitability in a sector that is dependent on many different variables like raw materials and sales conditions (LM, Dollar-TL, Dollar-Euro rates).

What are the features that distinguish Erse Kablo from other companies?

When we take a look at our company’s history, achievements, references and interaction with our stakeholders, we are proud of and pleased with our 20 years of experience in the sector. As the first low voltage cable company in the ISO second 500, we complete our success in domestic and foreign projects with our work production capacity, quality approach, effective service values, customer relations organization and strong distribution structure and sustainability approach. Reliable product quality, the ability to provide fast, good quality before/after sales services, a strong distributor structure and inventory power are features that distinguish Erse Kablo from its competition. The features I have mentioned have enabled Erse Kablo to become a seller that has supplied some of the most prestigious projects of our day and its products to be most widespread on the shelves of wholesalers. Erse Kablo is also in a distinctive place in the market due to the importance it places on “quality and the sustainability of quality”.

Erse Kablo has set the goal to become a leader since it was first founded. The company devoted itself to investing its earnings in company development and human resources to achieve this. At this point the company is a brand established on 20.000 m² in Silivri with over 240 employees. The company also has a 4.500 m2 logistics center in Habibler close to the city center to provide more modern services to customers.

Established in 1996, the Turkish cable sector’s leading brand Erse Kablo started a corporate strategic structuring process in 2011 to build a distributor structure in 2012, throughout which the knowledge and experience of the company has been spread to achieve an even stronger structure based on mutual trust.

We, as the Erse team, have set ourselves the goal of repositioning our brand and reinforcing our brand image, which we believe is a leader and powerful brand that everyone in the sector has accepted unconditionally for years. We consider our customers, our distributors and our visionary, well trained professional staff part of our large family and we move forward together. We serve our faithful and loyal customers with distributors that act with good commercial ethics to continue giving priority to the satisfaction of all our stakeholders.

In 2013, we had made the decision to establish distributorship agreements. We have advanced quite a lot in this area too. We have built our customer relations on trust, stability, good dialogue, experience and a good service approach. By aiming to implement the most up to date sales and marketing techniques as efficiently and productively as possible we strive to achieve customer satisfaction, make progress in a qualitative product approach with our experience, establish the most efficient dialogue and create a constant production and sales and marketing policy.
In 2015, we maintained our distributor system with valued distributors capable of conveying our brand and corporate identity to customers, responding to customer expectations and placing importance on quality and after sales services with mutual trust.

With the Product Responsibility Insurance, we obtained this year we documented the value we place on our product and our stakeholders. Being among the added value creating companies in the sector is an important element of this work. Our products being widespread in the market and being in demand for inventory show that our expansive distributor network has achieved us a distinct position and this reinforces our bonds with stakeholders. Without our perspective to constantly improve, our total quality approach, our prevention and gauging cost effectiveness and practice of accomplishing our existence together and constant improvement have increase our effectiveness in the market. You have to keep up with the global world with the effect of globalization. This is why we develop our field of production by creating a modern area and by thinking globally. With our in-company training we develop our organizational and administrative talents to make progress.

Can you make a market analysis of the cable sector? What developments are being experienced in basic markets?

We can say that the cable sector in Turkey is relatively dynamic. But this dynamism is uncontrolled. Between 2003 and 2007, the cable sector experienced its most attractive period. The uncontrolled investments made with the effects of this period created a surplus of supply in cable production. This surplus caused production companies, both domestic and foreign, to start competing based only on price which led to non-standard production. As a result excessive lack of profit and then eventually lack of capital was experienced in many companies causing financial crises and many companies had to shut down or reduce capacity. Unfortunately, this also had a negative impact on financial institutions and created a negative impression about our sector for the banks. In 2016, with the decreasing economic and political uncertainties and signs that the EU member economies are improving, I think the sector will start to recover.
      
2015 was a difficult year for most companies and the sector. What are your predications for 2016 and what strategy will you be implementing? Are there new markets that you plan on expanding into?

Every business is a risk. You have to move forward taking these risks into account. First working with the experts that know the work the best in the sector will add value to your company. At Erse Kablo, we work with an expert staff and we make progress by investing in their development.

In the period ahead of us, we will continue taking market’s pulse and monitoring it closely. Our priority goal is to set profitable targets through our operational activities and strategic planning of our departments. By combining our experience in the low voltage cable sector with our dynamic structure we plan to make our position among strong, confident and leading producers sustainable. We plan to create market diversity in export. Africa and South America are among our new goals and markets and we plan to expand our market in Europe. By presenting our customers with products and services that create added value we aim to implement a sustainable strategy with the regional representatives of our brand and a multi sales organization. Brandization is the most important element of increasing added value. If you maintain your brand value your effectiveness in markets increases. We will develop our strategies in line with our Erflex, Ervital, Ervital Firesafe and Erline product group.

Do you have anything to add as Erse Kablo in conclusion?

Being among the select cable brands in the market brings certain responsibilities and sensitivities with it. As Erse Kablo we will continue to create a difference in the market with our honest, reliable, sincere and sharing attitude that forms our corporate identity and our leading, respectful and sensitive brand culture that is a reflection of our young, dynamic, innovative and successful brand. Valuing and understanding our customers and bringing forth their most profitable approach enables the Erse brand to be positioned according to the highest quality standards which automatically achieve success. We consider our success in the sector to be our financial analysis and risk management system, our innovative perspective, the value we place on service quality, our enterprises, the corporate culture approach of our employees and strategic brand management. This is why the most valuable key to our success is to pursue a goal and vision together. In 2016, we want to be a company that evaluates all functions to maximize customer satisfaction with our national and international sales, achieving sustainable profitability and growing constantly.



  Language
MEDIA

We spoke to Erse Kablo A.Ş. General Manager Selami Sivritepe about 2015 and the plans for 2016.

Erse Kablo A.Ş., listed on the Istanbul Chamber of Industry’s list of Turkey’s Largest Second 500 Industrial Companies last year, has become a valued company by its customers in the sector for its experience and quality approach and a brand that creates added value for its customers. We spoke to Erse Kablo A.Ş. General Manager Selami Sivritepe about 2015 and the plans for 2016.
 
“As the first low voltage cable company on the Turkey’s Second Largest 500 Industrial Companies List prepared by the Istanbul Chamber of Industry (ISO), we complete our expansive production capacity, quality perception, effective service values, customer relations organization, strong distributor structure and our success in national and international projects with our sustainability approach.”

Erse Kablo has been operating in the sector for a long time. What path does Erse Kablo follow in terms of brand recognition? Can you tell us about your corporate structure?


When you analyze the strong aspects of your corporate structure, your capabilities and what risks are involved you can see the value you have created for your brand more easily. In order to do this you need to understand the sector you are in and the market you are serving in depth and you need to know your product very well.

Erse Kablo is a company that exports 70% with its own brand. This is an important factor when we are forming our strategies. While creating our sub-brands, we have kept this in the forefront. We have carried over the strong aspects of our brand to our new brands; Ervital, Erflex, Ervital Firesafe and Erline. Erse Kablo has completed its corporate identity and will continue to move forward in 2016 with strategic goals. Our membership in the Turkish Quality Association (KALDER), being the main sponsor in the Electricity Electronic Engineering Conference 2015 (EEMKON 2015) and taking part in prestigious projects have underlined our sense of responsibility towards our stakeholders. We plan to keep moving forward in 2016 with new sponsorship agreements, social responsibility projects and organizations in 2016.

The events that were experienced in 2015 in the world and in our country have made companies make critical decisions. In a world of competition, you have to maintain your reputation, manage perception and make your decisions focused on development while maintaining your power and success motivation.

You have to foresee the risks calmly, see and take advantage of opportunities without creating a crisis situation. With these functions, you will have built your corporate identity on a solid foundation.

Has Erse Kablo, a brand that is valued by customers, been able to reach the goals it had set for 2015?

It is possible to say that 2015 was a fairly difficult year for our country and our sector.

We had a year with strong competition, slow sales and diminishing profit margins. While the year’s first six months progressed with a negative appearance for consumer demand and confidence, we spent this period trying to maintain our market share. In a period where the economic balance was not stable in the world, our country had two elections, political unrest and terrorism made it a very challenging year.

As of 2015, we completed our new factory investment. Whether it was modernizing our machine park and automation or increasing our capacity, we continued our operations without slowing down. Erse Kablo does not just see its goal to grow as increasing capacity based on its machine park. Erse is aware that “total quality management” for sustainable success today and tomorrow requires team work.

Having reinforced its market leadership with many large projects, Erse Kablo is also a competitive player in foreign markets with its quality and customer focused approach. The main point we concentrate on in export is to be competitive in global markets by responding to customer demand with high added value products under our brand in the shortest possible time. England, Germany, Austria, Hungary, Romania, Bulgaria, Lithuania, Russia, Georgia, Kazakhstan, Egypt, Israel, Iraq, Jordan, Qatar and Kuwait are among the countries we export to.

42% of our products are exported. 51% of our export is sent to the European countries and England, Austria and France are in first place with the rest being sent to Russia, Turkish Republics and the Middle East. Our export product range is more geared towards industrial facilities and large superstructure projects. We are a company included on the bender list which included high brand value companies like Samsung-Hyundai. As a company with projects on the bender list, we have products used in industrial facilities and in special superstructure projects.

If it is necessary to express our goals in numbers we had predicted a revenue growth of 20% last year including our additional investments. Currently we are over 2% of this. Despite meeting revenue goals, the same cannot be said for contribution and profitability goals. It is really very hard to achieve real profitability in a sector that is dependent on many different variables like raw materials and sales conditions (LM, Dollar-TL, Dollar-Euro rates).

What are the features that distinguish Erse Kablo from other companies?

When we take a look at our company’s history, achievements, references and interaction with our stakeholders, we are proud of and pleased with our 20 years of experience in the sector. As the first low voltage cable company in the ISO second 500, we complete our success in domestic and foreign projects with our work production capacity, quality approach, effective service values, customer relations organization and strong distribution structure and sustainability approach. Reliable product quality, the ability to provide fast, good quality before/after sales services, a strong distributor structure and inventory power are features that distinguish Erse Kablo from its competition. The features I have mentioned have enabled Erse Kablo to become a seller that has supplied some of the most prestigious projects of our day and its products to be most widespread on the shelves of wholesalers. Erse Kablo is also in a distinctive place in the market due to the importance it places on “quality and the sustainability of quality”.

Erse Kablo has set the goal to become a leader since it was first founded. The company devoted itself to investing its earnings in company development and human resources to achieve this. At this point the company is a brand established on 20.000 m² in Silivri with over 240 employees. The company also has a 4.500 m2 logistics center in Habibler close to the city center to provide more modern services to customers.

Established in 1996, the Turkish cable sector’s leading brand Erse Kablo started a corporate strategic structuring process in 2011 to build a distributor structure in 2012, throughout which the knowledge and experience of the company has been spread to achieve an even stronger structure based on mutual trust.

We, as the Erse team, have set ourselves the goal of repositioning our brand and reinforcing our brand image, which we believe is a leader and powerful brand that everyone in the sector has accepted unconditionally for years. We consider our customers, our distributors and our visionary, well trained professional staff part of our large family and we move forward together. We serve our faithful and loyal customers with distributors that act with good commercial ethics to continue giving priority to the satisfaction of all our stakeholders.

In 2013, we had made the decision to establish distributorship agreements. We have advanced quite a lot in this area too. We have built our customer relations on trust, stability, good dialogue, experience and a good service approach. By aiming to implement the most up to date sales and marketing techniques as efficiently and productively as possible we strive to achieve customer satisfaction, make progress in a qualitative product approach with our experience, establish the most efficient dialogue and create a constant production and sales and marketing policy.
In 2015, we maintained our distributor system with valued distributors capable of conveying our brand and corporate identity to customers, responding to customer expectations and placing importance on quality and after sales services with mutual trust.

With the Product Responsibility Insurance, we obtained this year we documented the value we place on our product and our stakeholders. Being among the added value creating companies in the sector is an important element of this work. Our products being widespread in the market and being in demand for inventory show that our expansive distributor network has achieved us a distinct position and this reinforces our bonds with stakeholders. Without our perspective to constantly improve, our total quality approach, our prevention and gauging cost effectiveness and practice of accomplishing our existence together and constant improvement have increase our effectiveness in the market. You have to keep up with the global world with the effect of globalization. This is why we develop our field of production by creating a modern area and by thinking globally. With our in-company training we develop our organizational and administrative talents to make progress.

Can you make a market analysis of the cable sector? What developments are being experienced in basic markets?

We can say that the cable sector in Turkey is relatively dynamic. But this dynamism is uncontrolled. Between 2003 and 2007, the cable sector experienced its most attractive period. The uncontrolled investments made with the effects of this period created a surplus of supply in cable production. This surplus caused production companies, both domestic and foreign, to start competing based only on price which led to non-standard production. As a result excessive lack of profit and then eventually lack of capital was experienced in many companies causing financial crises and many companies had to shut down or reduce capacity. Unfortunately, this also had a negative impact on financial institutions and created a negative impression about our sector for the banks. In 2016, with the decreasing economic and political uncertainties and signs that the EU member economies are improving, I think the sector will start to recover.
      
2015 was a difficult year for most companies and the sector. What are your predications for 2016 and what strategy will you be implementing? Are there new markets that you plan on expanding into?

Every business is a risk. You have to move forward taking these risks into account. First working with the experts that know the work the best in the sector will add value to your company. At Erse Kablo, we work with an expert staff and we make progress by investing in their development.

In the period ahead of us, we will continue taking market’s pulse and monitoring it closely. Our priority goal is to set profitable targets through our operational activities and strategic planning of our departments. By combining our experience in the low voltage cable sector with our dynamic structure we plan to make our position among strong, confident and leading producers sustainable. We plan to create market diversity in export. Africa and South America are among our new goals and markets and we plan to expand our market in Europe. By presenting our customers with products and services that create added value we aim to implement a sustainable strategy with the regional representatives of our brand and a multi sales organization. Brandization is the most important element of increasing added value. If you maintain your brand value your effectiveness in markets increases. We will develop our strategies in line with our Erflex, Ervital, Ervital Firesafe and Erline product group.

Do you have anything to add as Erse Kablo in conclusion?

Being among the select cable brands in the market brings certain responsibilities and sensitivities with it. As Erse Kablo we will continue to create a difference in the market with our honest, reliable, sincere and sharing attitude that forms our corporate identity and our leading, respectful and sensitive brand culture that is a reflection of our young, dynamic, innovative and successful brand. Valuing and understanding our customers and bringing forth their most profitable approach enables the Erse brand to be positioned according to the highest quality standards which automatically achieve success. We consider our success in the sector to be our financial analysis and risk management system, our innovative perspective, the value we place on service quality, our enterprises, the corporate culture approach of our employees and strategic brand management. This is why the most valuable key to our success is to pursue a goal and vision together. In 2016, we want to be a company that evaluates all functions to maximize customer satisfaction with our national and international sales, achieving sustainable profitability and growing constantly.