The FINANCIAL — Encouraged by high demand in the Turkish market, German electronics retailer Saturn expects to open five new stores before the end of the year, the director of the company’s Turkish operations, Yıldırım Karaali, said on February 28.
"Speaking to reporters in İstanbul during a ceremony to mark the 100th anniversary of the opening of Saturn’s first store in Turkey, Karaali stated that, satisfied by the level of interest so far, the company is expecting to exceed targets for this year. Noting that some of the world’s leading consumer electronics retail chains are operating in the Turkish market, Karaali said Saturn believes that neck-and-neck competition will contribute to the development of both the market and their company," Today's Zaman reported.
Karaali explained that customers are able to choose the product that meets their needs best as they have the opportunity to try out a product before they buy it from a Saturn store. Noting that electronics dealers in Turkey try to attract people with the lowest prices, he said: “But following our arrival in the market, we have managed to establish a more quality-based marketing strategy. Companies are exerting an effort, more than they used to, to offer the best quality to their customers in the first place, and price has become of secondary importance.”
He said they expected to become one of the top two electronics chains in Turkey in the long run and pinned their hopes on a fast-growing market share. He stated that they have faith that 2010 will be a year to fuel their growth in Turkey. “Turkey maintains its position as an attractive market for foreign investors. Electronics retailing is yet in its infancy, and we are hoping to benefit from the existing potential to this end.” The company manager said they expected to present Turkish customers the best quality products at affordable prices through healthy competition in the market.
Saturn has numerous branches throughout Europe, including 11 stores in Austria, 12 in Poland, four in Hungary, eight in Spain, 11 in Italy, 25 in France, five in Belgium, five in the Netherlands and two in Greece. The company also has 128 stores in Germany.
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