Borsan Aims to Increase Its Export Share by 50 Percent

Borsan Electrical and Lighting Products Group, which exported 237 million TRY in 2018 with an increase of more than 68 percent compared to the previous year and reduced the share of exports in total revenues to 46 percent, aims to reduce the share of exports in production to 65 – 70 percent in 2019 and beyond.

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Borsan Electrical and Lighting Products Group, which operates in many different sectors with 15 different companies and provides direct employment to 2,200 people, achieved 40 percent growth in total turnover and over 68 percent in export revenues in 2018. The Group's total turnover was over TRY 515 million, while export revenues were recorded as TRY 236.8 million.

Stating that Borsan Electricity and Lighting Products Group, which provides services in 81 provinces with 7 Regional Directorates in Turkey, exports to a wide geography covering more than 75 countries in 4 continents, CEO Mehmet Arbek Akay said that they will further increase the share of exports in total revenues in 2019.

Akay summarized the targets for 2019 with the following words: "In 2019, domestic sales can be expected to show a more horizontal course due to cyclical reasons; we foresee a certain growth despite this.In 2019, exports will continue to be our priority. We aim to reduce the share of our production directed to exports to the level of 65-70 percent and to maintain our value-added and profitable growth stability in the domestic market. Qualified, sustainable, profitable growth; we act with the aim of adding value to our country and our stakeholders."

Mehmet Arbek Akay continued his words as follows: "The importance of competitiveness based on R&D and business culture, financial structure soundness and, as in every business line, corporate efficiency will make itself felt even more in 2019 due to cyclical dynamics. These were issues that Borsan has always cared about, that it attaches importance to keeping its muscles strong r.Biz, we see not only our products, but also helping our customers manage their own risks and costs as the main focus and basic dynamic of our business."

Market Leader in Africa

Borsan Electrical and Lighting Products Group, which exports to more than 75 countries in 4 continents, has a very strong position especially in African markets. Emphasizing that they export to more than 25 countries in Africa, CEO Akay said, "We are the market leader in more than 10 countries in Africa. Likewise, we are the leader in West Africa in LED and lighting products. The positive perspective towards our country throughout the continent, our ability to produce according to the standards that differ in each country and our product portfolio that can adapt to the infrastructure features provide us with great advantages. We aim to further grow in our existing country markets in Africa, further strengthen our market leadership and export to more countries on this continent. Investing in Algeria with the aim of growing in the region, especially in French-speaking countries, is also among our plans."

Expansionist Strategy in Europe

Stating that they have a strong position in the European market, especially in energy and aluminum cables, Akay said, "We know the European market very well. Our close contact with the market and our travel frequency enable us to analyze the demands, expectations and needs of our customers more clearly and offer the most appropriate solutions. In line with our expansionist strategies for the European market, we are focusing on further increasing our R&D and production power in weak current and special design cable. We will also increase our diversity in CPR cables."

Will Enter the South American Market, Maintain Sales Stability in the Middle East

Mehmet Arbek Akay, CEO of Borsan Electrical and Lighting Products Group, who stated that the preparations to enter the South American market have reached the last point in line with the market research studies, said, "We plan to open up to this region by supporting it with our fair participations from the second half of the year. Our priority product group will be cable. After that, we want to increase our effectiveness in the market with our LED and lighting product group." Mehmet Arbek Akay added that they aim to maintain sales stability in the Middle East markets.

Quality-Delivery-Provides Added Value with Cost Performance

Stating that Borsan Electrical and Lighting Products Group is involved as a project partner in different size infrastructure and superstructure projects of its customers, Akay said, "We have a product portfolio suitable for the expectations and needs of the market with copper cable, aluminum cable, weak current cable, cable and LED lighting products specially produced according to different sectoral requirements. We understand what our customers want in the best way and offer the most appropriate product solution. In this type of project partnership, the Quality of the products, the Delivery for the timely completion of the project and, of course, the main element of competitiveness, fair and advantageous Cost constitute the most important criteria. Our main product is the added value we offer with our Quality-Delivery-Cost performance. We are constantly improving ourselves, our systems and processes in order to carry forward our competitive power in line with our Quality, Delivery, Cost performance and therefore our sustainable and profitable growth targets."