Üntel Kablo Produces Special Design Cables for Industrial and Niche Markets and Becomes a Solution Partner for Projects
Marketing Mdr. Assist.
Onur Serhat GÜNAN
In this issue, Üntel Kablo, one of the most important cable manufacturers of our country, is a member of the Board of Directors and Marketing Manager. Assist. We met with Onur Serhat GÜNAN about the company's activities.
Can you briefly talk about yourself?
This year is the 10th anniversary of my working life. I'm leaving my year behind. After working in various departments within the company, I have been working in the Marketing and Business Development department for 2 years. At the same time, I am in the 2nd generation management team, today we are trying to represent our company with the respect, quality and production philosophy that creates added value from our elders.
Can you give information about the organizational structure of your company and your working system?
Üntel Kablo is a company that has been operating in the sector for about 50 years. It was founded entirely with domestic capital. It operates both in the domestic market and in overseas markets. Üntel is a family company, since the day it was founded, continues with the partnership of 2 families, today the 1st and 2nd generation is actively involved. We are lucky that we benefit from the experiences of the elders and exhibit a vision that is open to innovations thanks to the dynamic working system of young people.
On my own behalf, I am working on corporate and digital studies in the Marketing and Business Development leg of this system. Since our business here is with both the product, the customer and the supplier, we can say that we are a department that creates a bridge between production and sales units.
How do you evaluate Turkey's cable sector?
Today, there are about 600 large and small cable producing companies in Turkey.This means a serious competitive environment. Unfortunately, it is necessary to add poor quality production and unfair competition companies to this. This is the industry's long-standing problem. On the one hand, companies that produce according to international standards, and on the other hand, companies that produce inappropriately in a product, cable, which is so important in terms of security.
If we consider other economic problems in our country other than the sector, it is not possible to draw a very positive picture. That's why we work harder than ever to produce and market our product with the best conditions.
As Üntel Kablo, what did you aim for in terms of product and market development?
If we connect with the previous question, I said that we are working to produce with the best conditions and to market our product. The shrinking domestic market leads us to export channels. We are more involved in foreign markets. Today, more than 60% of our production is exported. Our goal is to add new and higher quality ones to these channels. We are trying to expand this with new products, new certificates and various marketing channels such as fairs, trade delegations, visits.
So, how do you differ from these manufacturers you mentioned?
We always aim to produce the best and certify our product. The demands of the standards are sometimes not enough to meet the needs of the customer, and the conditions of use of the products can be much more demanding. We are trying to produce more than the requirements of the standards for these challenging conditions. Today, we have over 200 product certificates and many quality management system certificates. All of our certificates are from international organizations and are difficult to entitle. For this, we are conducting intensive R & D studies, we are conducting countless trials. And of course, we always stand behind our product.
How do you make the quality or selection of material inputs?
At Üntel, we have an ERP system that starts from planning and continues until quality control. Every input and product is kept under control and record. The materials we use are quality certified products, we do not buy materials from everyone and these materials are subjected to tests in our own laboratories. We have many test devices in our laboratories where chemical and physical tests can be performed and our experienced engineer friends check both raw materials and our own products.
What kind of pioneering has Üntel Kablo brought to the sector?
We can list many items under the question of this. Üntel is like a school. Many of our friends who worked with us in the past have established their own businesses over time and come to successful places. These successful scenarios make us very happy. We are constantly in contact and trade with many of them, they represent us, we represent them. It is an honor to have his flag carried in this way.
We can also consider it on a product basis. We have a very wide product portfolio and we provide products to various sectors and become a solution partner to them. We make special designs for them and produce them. We can say that this is a pioneer in itself. And we do this both in the international arena and in the domestic market.
Apart from these, we are a leading company in certifications. We are the first or even the only cable manufacturer in our country in many cable groups.
Can we say that you "think project-based and act accordingly" in your work in the sector?
We can say. However, we should not think that this keeps us separate from our product groups and dealers that are constantly in production.We are a company that serves both projects, distributors and end users. This is due to the dynamic and flexible nature of the company. In fact, we need to add the deep-rooted past to this. Since the day we were founded, we have customers who use our cables as well as suppliers from whom we buy raw materials. People we have been walking on the same path for nearly half a century.
On the other hand, with our innovative side, we follow the developing trends in the world, make new designs and take part in projects. It could be a warship, it could be an airport runway lighting. And many others. For each of them, we go through different processes, difficulties.
In this context, we develop strategies according to countries, regions, sectors and other variables. The only thing that does not change among them is quality and customer satisfaction.
Can you tell us which projects you currently have?
At the moment, the most we are working on is the marinated type cables used on naval ships. We have made great strides to become a global player in this field. In recent months, it has become the first Turkish cable manufacturer to certify Part 60-61-63 and 66 in VG95218 type cables. It is a very niche market in the world and a group with a challenging production process and few manufacturers. We want to complete the rest of this certificate group in a short time and realize a first in the world. Üntel's structure is suitable for this, its technology, staff and production have everything for this. We want to achieve this and come to better places in the sector.
What drives you?
There is a huge market in this area and we have the capability and capacity to meet it. As I mentioned before, our aim is; to produce value-added products and value-added products are also included in this market. We want to create value for our country and ourselves by exporting these products.
Is certification always required for projects?
The needs of each project may be different, but in general, yes. Certification means approved quality. The audits of this are carried out by reputable organizations with accredited laboratories that are valid all over the world. No one wants to risk their project by using poor quality products, so certification is requested. It is a must to sell to some countries.
When you receive this certificate, what will be the most obvious contribution of the certificate to you?
It would not be very accurate to distinguish it from other products in this way. As with any product, this will open different doors and opportunities. This is one of the elements that keep every organ and excitement of the enterprise alive.
What has been your biggest investment in the last 2 years? How many square meters will be your construction project, which will start at the end of 2019 or the beginning of 2020?
We moved to our factory which is currently in operation in 2009. While it was a big area in the beginning, we have now filled our capacity. Kismetse will be our new stage construction project next year. We are a company that is in constant investment. Currently, 32 thousand m2 in an area of 43 thousand m2. we produce indoors. With the second stage, we will add a closed area of 20 thousand m2.
But we invest not only in plant and machinery, but also in education and people. We value people and invest in human resources and job security. First of all, it comes to be a happy, healthy and efficient business.
Considering your position in the overseas market at the moment, what level are you at?
If we consider the congestion in the domestic market, we are currently exporting over 60-65%. In the past years, the weight was more in the direction of the domestic market.
Where are the Regions where you are concentrated?
We export to about 70 countries, but locomotive countries are located in Europe. Like Germany, Holland, France. But we also have a rising graph in other countries, such as the Arab Emirates, America, Australia, India. Since the number of sectors we serve is high, we have trade with different geographies.
The largest market is seen as Europe. What kind of strategy are you following here?
We produce in accordance with European norms, and we serve the market with quality and competitive price in product. Our geographical proximity to Europe is an advantage, which also facilitates transport. In addition, it is advantageous that Turkish products are in a better position compared to products such as China and eastern countries. To this we can add cultural affinity, bilateral relations, marketing activities.
"WE ALWAYS AIM FOR BETTER AND ABOVE"
What are your goals for 2020, what will be your new achievements?
We always aim for the better and the above. We will work harder for higher ones without being satisfied with where we are. Of course, it will be a difficult year. The contractions in both the domestic market and the world markets will create a tougher competitive environment, but we will also take our measures and take part with bigger targets. We will do this with new products, new markets and new strategies. After all, it is a fact that you cannot stay in your place, if you aim for where you are, you go backwards.
What is the entry rate of these products, which are not produced in our country statistically, into Turkey or which sector mainly meets this need?
As long as there is competition, every product can be sold in any market. The domestic consumer is also rightly constantly exploring foreign markets for more affordable costs to his advantage. This is a very natural thing. We know that there are products from abroad in cable. These are commercial, quality products rather than standard products, for example, the oil drilling cables that we are working on are coming. Or the cables in the phone headsets that we all use in everyday life. We can increase them as we think about them. The reasons need to be examined.
Finally, what do you want to add?
I wish you a healthy and successful year for our country. I hope that the new year will be more positive than this year in all areas and in terms of trade. For this, we have to constantly develop, educate and produce ourselves. I would also like to thank you for your visit and this beautiful interview and wish you continued successful work in the new year.
