2012 Annual Report

2 3 4 5 KATMERCİLER ANNUALAL REPORT - 2012 10 PERSPECTIVE 12 MESSAGE FROM THE CHAIRMAN 14 MESSAGE FROM THE CHAIRMAN OF THE EXECUTIVE BOARD 16 SECTORAL PROJECTION 20 INDICATORS 22 MACROECONOMICS 26 FROM PAST TO FUTURE 30 EXPORTS 34 COMPETITIVE ADVANTAGES 36 INNOVATION 38 NICHE MARKET / DEFENSE INDUSTRY 40 PRODUCT RANGE 52 TECHNOLOGY 54 REGIONAL ADDED VALUE 56 AWARDS 60 CUSTOMER PORTFOLIO 62 SPONSORSHIP ACTIVITIES 64 CERTIFICATES 66 INVESTOR RELATIONS 6 7 8 9 PERSPECTIVE WITH REALISTIC GOALS, WE’RE MOVING WITH ASSURED STEPS TOWARDS THE GOAL OF BECOMING A REGIONAL BRAND The day he founded Katmerci Profil, İsmail on its way. First, the correct strategies were was not only to create funding but to attain Katmerci had created a dream as well. The day determined and then focus was on R&D an organizational structure that achieves was going to come and Katmerciler was going to investments and broad product segmentation sustainable growth via the implementation of become a well known brand in many countries which were the must-haves of this sector. We corporate governance principles. Having grown in the world and Katmerciler’s products was knew that a broad product range meant nothing five times within the last five years, Katmerciler going to bring convenience to daily life not without good quality. For Katmerciler, quality collected the fruits of a strategy of growth only in Turkey but all over the world. Today, turned into an important and indispensible beyond national borders. During this growth Katmerciler’s products serve customers in 42 benchmark at every stage of production. process, share of exports in total revenue countries in the world. Katmerciler brand is However a broad product range with high increased continuously. Brand awareness as moving rapidly and with assured steps towards quality was not sufficient to attain sustainable well increased mainly in the Middle East, Balkans becoming a regional brand. As a company that growth either. The only way to grow in Turkey and Eurasia parallel to this growth in exports. grew five times within five years, Katmerciler and abroad was to develop the company’s skills Moving with the awareness that the company keeps on turning its realistic dreams into reality. in aggressive marketing. Today, Katmerciler is has reached the last phase of the process of a company that has reached all of its strategic becoming a regional brand as an indicator of CORRECT STRATEGY, CORRECT STRUCTURING goals... company’s vision of reaching its goals step by It is good to dreaming but it is really a big step, Katmerciler will continue its horizontal challenge to make it real! Moving from this STABILITY FOR SUSTAINABLE GROWTH and vertical growth in the coming years as well. fact, Katmerciler embarked on this journey by With its awareness of the fact that no company Katmerciler has increased the number of export moving forward with a mission that matched with big goals can become a regional brand destinations parallel to its broad product range the company’s vision by moving forward with without going public, Katmerciler got listed in and the company’s long term goal is to become assured steps and setting realistic targets ISE. But when going public, Katmerciler’s goal a global brand… 10 11 MESSAGE FROM THE CHAIRMAN VISION OF SUSTAINABLE AND RAPID GROWTH leadership and innovation, we aim to expand our only. For us, to be exporting our products to 41 We are supporting our vision of continuous product range further by employing the latest countries, also meant realizing the project for a MOVING TOWARDS growth with R&D activities, we moved closer to technologies, to further improve our product and sustainable brand. While conducting our regional our goals every year. We started manufacturing service quality and to reinforce our position in market analyses, we not only analyzed the demand fire brigade equipment in 1987. In 1993, we exports markets in addition to domestic markets. from neighboring countries but ensured to take moved our production facilities to Atatürk We’ve reached an agreement with France based measures not to compromise quality and after OUR GOAL OF BECOMING Organized Industrial Zone. In 1994, we added Gimaex International, a leading manufacturer of sales service in order to be permanent in those garbage equipment to our product line. In 1998 fire brigade equipment in the world, for setting up markets. We held customer satisfaction above we made our first exports to Japan and expanded a 50/50 partnership to be located in İzmir. Our everything. Because we knew that every export A REGIONAL BRAND our export markets to cover a broad geography new company titled GimKat Araç Üstü Ekipman we made will improve quality of life in that country that includes Asia, Europe, Africa and the Middle Sanayi ve Ticaret A.Ş. which started its operations and leave a trace. Now, many public institutions Every business has goals and every business owner and managers East. In 2001, we entered the Middle East market in February 2012, will be manufacturing fire brigade and private sector companies in the region are well of the business would have dreams. And for the dreams to turn via Iraq and then the African market via Algeria equipment with high added value especially for aware of Katmerciler. They all know that we are and Egypt. In 2004, we started manufacturing foreign markets and its main target will be the able to respond to all of their orders and deliver into goals and the goals to turn into reality, that business needs vehicle rescue equipment. In 1995, we delivered international markets. And in the following periods high quality products in a timely manner. We know to Bossess an aBBroBriate stru5ture and suf¹5ient 5aBability. 195 pieces of equipment to the Ministry of as well, we are planning to increase our exports that we are about to reach our goal towards which Unless you lay a strong foundation for your business and make Defense. And recently we added Russia to our as a result of new investments. Parallel to the we’ve been moving with assures steps for many good maneuvers on the way to your goal, dreams would turn into exports portfolio and became a company that increase in our sales volume, we are also planning years now, and we aim to further improve our frustration. exports its products to 41 countries. to increase our technology investments. quality standards. In 2013 we will both increase the And in November 2010, we opened 24% of the number of countries we export our products to and Moving with this perspective, we embarked on a challenging shares of our company to public and opened a AN IMPORTANT STEP TOWARDS BRANDIZATION improve the diversity of our product categories. journey 28 years ago. Following a period of comprehensive new page both in the history of our business and Now we are very close to making our dreams And in 2015 we will be able to say “Katmerciler research and evaluation, we decided to move from sheet metal the history of the sector. It was a novelty. come true with our corporate identity, brand is the region’s strongest brand in the vehicle- production to vehicle-mounted-equipment production. We had awareness, our product portfolio comprising over mounted-equipment sector”. And we will embark seen that vehicle-mounted-equipment sector in Turkey was a INNOVATIVENESS AND BROAD PRODUCT RANGE a thousand vehicle-mounted-equipment, our on a new journey towards a new goal, a journey niche market in Turkey that offered signi¹cant growth potential. All our projections are aimed at helping our flexible production capability and R&D power and from being a regional brand to being a global company move up further. In line with our our strong marketing team. We’ve never perceived one... Hand in hand with our employees and our Moving from this observation we carried out feasibility studies business approach that emphasizes market our success in exports as a quantitative factor stakeholders!... and entered this sector. We±ve always had a goal since the ¹rst day we started our operations. Katmerciler was to become the leader of its sector ¹rst in Turkey and produce both for the domestic market and continue to develop as company that focused on exports as well. İSMAİL KATMERCİ / CHAIRMAN OF THE BOARD 12 13 MESSAGE FROM THE CHAIRMAN OF THE EXECUTIVE BOARD SIGNIFICANT IMPROVEMENT IN EVERY INDICATOR EXPORT RECORDS ONE AFTER THE OTHER increased our operating profit 10 times, our During the five year period between 2007-2012, Our company increased its total exports which exports more than 6 times, our equity more Katmerciler improved its corporate performance was 18 million Liras in 2007 to 137.7 million Liras than 8 times, and our assets 7.5 times. Such in an impressive way and this reflected to its in 2012, which caused the share of exports in a performance is quite rare. We would like to financial results as well. the total revenue to 91%. Total increase in the thank everyone that put their effort behind Our company went public in November 2010 exports of the company during the five year this success and our investors who have and looking at the annual audited financial period was about 50%. This is also an indication been confident with us. As a publicly traded performance starting with 2007, it is seen that that our company is moving with assured steps company, we are aware of our responsibility RAPID AND SUSTAINABLE major items of our balance sheet demonstrated towards it goal of becoming a regional brand... towards our shareholders and investors. Thus significant improvements.

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