The electronics sector is on an unstoppable rise. Every product around us has started to change shape and evolve into more technological ones. The growth in the electronics sector has also increased the demand for components, and existing inventories and production volumes in the global market have become unable to keep up with the pace of such a huge demand. We met with Gurkan Akcay, Assistant General Manager of Ozdisan Elektronik, one of the leading companies in Türkiye in the electronic components sector and talked about the course of events in the sector. Akcay assessed the current demand for electronic component and shared his opinions and suggestions for the manufacturing companies.
First of all, can we get to know you a little?
I was born in Sarikamis in 1973. I have 3 siblings, I am married and have 2 daughters. I lived in Sarikamis until my 3rd grade in elementary school, and then we moved to Istanbul. I finished elementary, middle and high school in Istanbul. After studying Public Administration for 2 years, I made the most important decision of my life. I left the university and joined the military to embark on life. After I completed my military service, I started working at Ozdisan in 1995. I have been continuing to work at Ozdisan Elektronik for 23 years.
23 years is a very long time. What do you think are the advantages of working at a company for so many years? For both the organization and the manager I’m asking.
The main advantage is that you can master all internal processes faster and be able to control them. Also, you have the opportunity to get to know all suppliers and customers and gain a huge experience. From the company’s point of view, on the other hand, I am trying to transfer all my experience to our new colleagues. I will be glad if I can manage to do this.
What has changed in your business processes since you became the Assistant General Manager?
Of course, my duties and responsibilities have increased further. The number of departments I have worked with has increased. We have to stay in constant communication and work harder to make all departments within the company more efficient.
What would you like to say about your sales and marketing strategies?
Our main strategy is to monitor the innovations, electronic fairs, suppliers and technologies in order to be able to supply all the newly launched components with reasonable prices and earlier than our competitors. Since the electronics sector is changing and developing very quickly, we also have to be very fast. We cannot be stable in this sector by focusing only on sales and marketing. Also, we have to become a partner of our customers and provide them with perfect services with full technical support.
So, what is the priority in your focus as these processes are going on?
We have customers who carry out significant works and projects in the electronics sector. We are in a close relationship with them. We aim to supply all the products used in electronic projects to make our customers' jobs easier. We aim to focus on offering quality products at competitive prices and give our customers a leading edge in competition. We are the approved supplier of 2 leading companies in Turkish white goods and TV sector.
“We aim to supply all the products used in electronic projects to make our customers’ jobs easier.”
What’s the impact of Ozdisan.com on sales and marketing?
In fact, our website is not just a site for selling component products. It has turned into a special platform offering a lot of useful information such as technical information, datasheets, product codes, descriptions, alternative products, new products, stock information and product prices. We have a talented team that is constantly working to improve Ozdisan.com even further. We are constantly following the comments, requests and suggestions of our customers, and trying to improve our existing content accordingly. Our main objective in establishing Ozdisan.com was to carry Ozdisan to the computers of all our customers and provide fast services especially to R&D specialists. And I believe that we managed to do this. However, we still have a long way to go and we have to work much harder.
“Our customers trust Ozdisan more than the manufacturer of the products that Ozdisan sells.”
In terms of good marketing and sales strategy in the sector, how do you see the concept of “brand”?
For me, the concept of “brand” means quality, reliability, continuity, fast supply and acceptable prices. Ozdisan Elektronik brand is very popular both in Türkiye and abroad. Our customers have a specific perception like, “If Ozdisan sells a brand, then that brand is reliable.” In fact, our customers trust Ozdisan more than the manufacturer of the products that Ozdisan sells. Thanks to this, Ozdisan has become the leading company in Turkish components sector. And I believe it will remain so as well. We also attach great importance to the motivation of our colleagues. We offer continuous training to our team members and enable them to participate in important domestic and international fairs either as visitors or exhibitors. Similarly, we organize their regular participation at the meetings of our suppliers abroad.
“Ozdisan started to take share from global markets and
continues to rapidly increase its foreign sales as well.”
Which markets are you most active in? What would you like to say about your sales and marketing activities abroad?
Our market search activities for abroad are continuing. We will again participate in the Electronica Fair in Germany this year. We also visit important fairs around the world. We sell components to many countries including China, Canada, Italy, Bulgaria, Egypt, Germany, England, Singapore, Hong Kong, Greece and Russia. We have a Greek sales engineer working in Greece. He makes regular customer visits in Greece, and we support him from our headquarters. In short, Ozdisan started to take share from global markets and continues to rapidly increase its foreign sales as well. I believe that our sales will further increase due to the existing shortage in the sector.
How do you see the progress of the electronics sector? What are your estimations about the sector?
The electronics sector is growing in our country in line with the other parts of the world. Each day, electronics are leading our lives more and more. For this reason, I think our sector will grow even further. Delivery and supply issues are expected to continue by the end of 2019, particularly due to the demand increases in automotive and mobile phone sectors. We sell the products of manufacturers. We have a Greek sales engineer working in Greece. He makes regular customer visits in Greece, and we support him from our headquarters. In short, Ozdisan has started to take share from global markets. The companies need to make long-term plans, otherwise they may experience issues such as the inability to find components, or the increases in prices and costs. We have drawn attention to this issue on every platform we have taken place on, as well as in our press releases for months.
“Manufacturing companies need to make long-term plans, otherwise they may experience issues such as the
inability to find components, or the increases in prices and costs.”
Industry 4.0 is on the agenda of all sectors. How do you assess the adaptation of our country to Industry 4.0?
Turkish people like to use technology and learn fast. I think we will easily adapt to Industry 4.0. However, the companies that cannot adapt to digitalization will start to lag behind.
Which of your products receive more interest from foreign customers, and why?
As of 2018, there is a strong demand from foreign customers for our integrations, semiconductors and passive materials. The main reason for this demand is the issues experienced in component delivery. Apart from these products, we have been exporting the TFT products of SATOZ, one of the companies under our DMY Group, to Europe for about 3 years.
What are your goals for 2018?
First of all, we want to meet our sales target of $100M. Also, we want to further improve Ozdisan.com and increase our product range.
