Do you feel the passion?
Turkey’s potential knows no bounds and there are markets waiting for its products and services across the globe.
Numbers are the language of marketing but a marketing article filled with numbers would not be enough to convey the dynamism of Turkey. If marketing is making a promise to the customer by managing his/her perceptions, our job is to manage the invisible. This invisible is emotion, passion, ambition. Whether you’re in the North and South Poles, or the hot deserts of Africa, don’t be surprised if you meet a Turkish entrepreneur. You’ll find them in any part of the globe – no matter if it’s plus 40 degrees or minus. This is emotion, passion, ambition.
As we learnt in primary school, Turkey is a peninsula that has a geographical strategic importance. Even though recently we have seen that this is not necessarily something to be happy about, we should once again remind ourselves of the advantages of this ‘strategic importance’. Not long ago, only five years ago in fact, we used to pin the needle of a compass into Ankara, draw a circle of a one-and-a-half-hour flight distance, and conduct trade within this small circle. It did not take long for us to widen this commercial flight radius to four hours. Nowadays we do not let this compass limit our dreams. The data shows that there isn’t a single piece of land we haven’t stepped on – anywhere in the world. Our advantage is the fact that there are markets waiting for our products and services all around this region.
A heritage of wisdom
Anatolia has been luckier than other settlements throughout history. Having rich and fertile land, and hosting caravans carrying wealth from East to West, has left a legacy of prosperity, as well as commercial wisdom. When the limited production enforced by a closed economy was changed with a critical decision during the 1980s, the Turkish economy quickly evolved from its self-sufficiency policy to production and exporting products. Nowadays, Turkey is one of the strong partners of G20 with its young production power, qualified human resources, and natural resources. Turkey deserves praise with its top-of-the-line production facilities in the steel market, its strength in the automotive industry, its world-class manufacturing in every area of textiles, and its trained human resources in every sector. With its self-sufficient, fertile cultivated areas and its investments in the energy industry – primarily into renewable energies – Turkey is the only country investors couldn’t give up on in the region despite all the unfortunate developments on its borders.
Global trends indicate opportunities of the future
PricewaterhouseCoopers’ Mega Trend study talks about five main trends. The study, which gives clues to the future of the world, also leads the way for business opportunities. Based on this study we see that having a young population in the future will create advantages, environmental awareness is increasing, and capital is moving from the West towards the East and looking for safe investment areas. As the world’s population is going to live in mega cities, city states – as opposed to nation states – will become prominent, and technology is going to accelerate the change via a series of revolutions. Turkey is experiencing the advantages of a productive and consuming young population, as well as being among the countries into which the capital flowing from West to East is looking for opportunities to invest in. It does not seem possible for the emerging economies to challenge competitive industries in the developed countries. However, we can easily talk about competition of cities with their ecosystems of developed “industries” instead of an all-out competition of whole countries.
An era of connected intelligence
We have to know which cities can compete against each other, and prepare for the future accordingly. This approach is really valuable for branding the city, industry, and companies. Many prominent Anatolian cities involved in industry have a strong competitive advantage, for example Istanbul, Kocaeli, Gaziantep, Konya, Kayseri, Bursa, Denizli, and Samsun. Professors Amitava Chattopadhyay, Rajeev Batra and Ayşegül Özsomer, who wrote the book The New Emerging Market Multinationals – which was selected as the best strategy book of 2012 in the US – say we will recognise seven Turkish companies among the global brands of the future. It is pleasing to see everything that was written four years ago come true, step by step. Soon we will see Arcelik, Evyap, Mavi, Temsa, THY, Ulker, and Vitra among the new multinationals.
Global trends indicate that new opportunities await Turkish companies in many ways. While people are talking about smart companies combining their powers in this era of connected intelligence, we also have an invitation for visionary investors: Come, let’s take advantage of Turkey’s potential together.