INSTITUTE OF SOCIAL SCIENCE
SEGMENTATION AND POSITIONING
WHITE GOODS INDUSTRY
Table of Contents
1White Goods Industry3
2Brands in White Goods Industry3
4The Brands of BSH3
5Segmentation & Targeting & Positioning3
White Goods Industry
The home appliances sector showed a strong recovery in 2010. Driven by increasing consumer confidence and the recovery of real estate construction, the market for large domestic appliances grew by 8% bringing the market to a total of 5.4 million appliances. All major appliance categories with the exception of the solo cookers showed a significant growth. Refrigerator sales increased by 11%, dishwashers sales grew by 7% and washing machine sales increased by 8%. Oven sales was the only category which declined by 4%. Driers, which is a new growth area, increased by 19%. Large home appliances, produced in Turkey, managed to increase by 12% year-on-year reaching 18.4 million units. Roughly 75%, 13.7 million units, were exported, which reflects an increase of 9% year-on year. With this volume Turkey became the biggest white goods appliances producing country in Europe. 
Brands in White Goods Industry
The leader of white goods industry in Turkey is Arçelik and its main competitor is BSH (Bosch and Siemens Home Appliances). BSH is the second company in Turkey’s white goods industry. The others are followers.
Bosch and Siemens Home Appliances Group is the world's third largest producer of large domestic home appliances. The group owns 14 brands and operates 43 factories worldwide, with its largest production facility being in Çerkezköy, Turkey. The group posted annual sales of 10.8 billion Euros in 2010, establishing itself as the leading home appliances company in Europe. In Turkey, BSH is one of the leading companies in the Home Appliances industry, with its main brands Bosch and Siemens, its special brand Gaggenau and local brand Profilo. BSH is the second largest company in its industry with 25% market share. Due to its rapid sales and investment growth, BSH is ranked the 7th largest foreign company in Turkey. It operates 4 factories producing refrigerators, cookers, washers and dishwashers with a production capacity of more than 3.5 million units. More than half of its annual production is exported to countries around the world, mainly in Europe, North America, and Australia.
• 7th largest foreign company
• 2nd largest producer of white goods, with 25% market share • 23rd largest industrial company
• Offers the best After Sales Service in the Home Appliances Sector • Leader in the “built-in” appliances category
• Biggest production location within the BSH Group
• Offers Europe's top selling premium brands
I will investigate BSH’s four brands in this assignment. I will analyze STP of BSH’s brands.
BSH envision to be “the first choice” of their customers, dealers, suppliers and employees—that is the basis of their strategy. They employ this philosophy to improve the lives of their customers, by creating new product values, sustaining uncompromised. The white goods industry in Turkey has been facing some tough times in the past few years. The housing developments in Turkey had been progressing quite reliably, however because of the global financial crisis the growth in construction sector stopped. In addition, energy and water savings are becoming major factors for consumers in deciding which appliance to buy. With lifestyle changes and the way homes are being designed, they are convinced that the built-in appliances will receive much more attention in the next years. Although it is expected...