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Eso Beyaz Eşya Yan Sanayi Kümelenmesi Ur-Ge Projesi

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Eso Beyaz Eşya Yan Sanayi Kümelenmesi Ur-Ge Projesi ESO BEYAZ EŞYA YAN SANAYİ KÜMELENMESİ UR-GE PROJESİ İHTİYAÇ ANALİZİ SONUÇ RAPORU Eskişehir Sanayi Odası Yararlanıcı : Eskişehir Sanayi Odası (ESO) Tarih : 12 Kasım 2019 ESO BEYAZ EŞYA YAN SANAYİ KÜMELENMESİ UR-GE PROJESİ İHTİYAÇ ANALİZİ SONUÇ RAPORU Hazırlayanlar: TTGV UR-GE PROJE DANIŞMANLARI Tülay AKARSOY ALTAY Deniz BAYHAN Pelin DURTAŞ Mahmut KİPER Eskişehir Sanayi Odası Salim TAHHAN KASIM 2019 İÇİNDEKİLER YÖNETİCİ ÖZETİ ......................................................................................................................................5 1 PROJE HAKKINDA GENEL BİLGİ ...................................................................................................... 18 2 İHTİYAÇ ANALİZİ METODOLOJİSİ ................................................................................................... 20 2.1 Yenileşim Yönetim Sistemi ....................................................................................................... 20 2.2 Rekabetçilik Değerlendirmesi ................................................................................................... 21 3 BEYAZ EŞYA SEKTÖR TANIM, KAPSAM VE SINIFLANDIRMA .......................................................... 24 3.1 Tanım ve Kapsam ...................................................................................................................... 24 3.2 Sınıflandırma ............................................................................................................................. 25 4 DÜNYA BEYAZ EŞYA SEKTÖRÜ ....................................................................................................... 26 4.1 Küresel Ticarete Konu Olan Beyaz Eşya .................................................................................... 26 4.2 Bölgelere göre Küresel Ticarete Konu Olan Beyaz Eşya ........................................................... 27 4.3 Beyaz Eşya Sektöründe Küresel Ölçekte İhracat- İthalat .......................................................... 31 4.4 Beyaz Eşya Üretim Değer Zinciri ............................................................................................... 34 4.5 Küresel Şirketler ve Konsolidasyon ........................................................................................... 34 4.6 Sektörde Önemli bir Örgüt: APPLIA .......................................................................................... 37 4.7 Ana Sanayi Yan Sanayi İlişkileri ................................................................................................. 38 4.8 Beyaz Eşya Sektörü - Yenilikçi Eğilimler .................................................................................... 39 5 TÜRKİYE BEYAZ EŞYA SEKTÖRÜ ..................................................................................................... 45 5.1 Kısa Tarihçe ............................................................................................................................... 46 5.2 Üretim ve Kapasite Kullanım Oranı .......................................................................................... 46 5.3 İhracat Performansı .................................................................................................................. 47 5.4 İthalat DeğerleriEskişehir ................................ ................................Sanayi................................ Odası........................ 50 5.5 Yurtiçi Pazarın Görünümü......................................................................................................... 52 5.5.1 Devlet Teşvikleri ................................................................................................................ 52 5.5.2 Tüketim dinamikleri ............................................................................................................ 53 5.5.3 Beyaz Eşya Üretiminde Maliyet Yapısı ................................................................................ 54 5.6 Üreticilerin Konumları .............................................................................................................. 55 5.7 Sektördeki Şemsiye Kuruluşlar ................................................................................................. 57 5.8 Beyaz Eşya Sektörünü Etkileyecek Eğilimler ............................................................................. 57 5.8.1 Yeni Gelişmeler Karşısında Türkiye Beyaz Eşya Yan Sanayi için Tehditler .......................... 58 5.9 Türkiye Beyaz Eşya Sektörü GZFT Analizi .................................................................................. 60 3 6 ESO BEYAZ EŞYA YAN SANAYİ TAKIMI REKABETÇİLİK ANALİZİ ...................................................... 61 6.1 Yenileşim Yetkinliği ................................................................................................................... 63 6.2 İnsan Kaynakları Yetkinliği ........................................................................................................ 67 6.3 İşbirlikleri .................................................................................................................................. 69 6.4 Teknolojik Yetkinlik ................................................................................................................... 70 6.5 Kapasite Kullanımı .................................................................................................................... 72 6.6 Satış-Pazarlama Yetkinliği ......................................................................................................... 73 6.7 Çevresel Yetkinlik ...................................................................................................................... 79 6.8 Firmaların Kendilerini Konumlandırmaları ............................................................................... 80 6.9 Kümeden Beklentiler ................................................................................................................ 81 7 EĞİTİM VE DANIŞMANLIK İHTİYAÇ ANALİZİ ................................................................................... 83 8 HEDEF PAZAR ÖNERİLERİ ............................................................................................................... 84 8.1 GTİP Kodu ile Pazar Analizi Metodolojisi .................................................................................. 84 8.2 Ortak Hedef Pazarlar ................................................................................................................ 87 8.3 Hedef Pazarlar ile ilgili Bazı Veriler ........................................................................................... 87 8.4 Beyaz Eşya Yan Sanayi için Öne Çıkan Fuarlar .......................................................................... 93 9 ESO BEYAZ EŞYA YAN SANAYİ TAKIMI GZFT ANALİZİ ..................................................................... 94 10 ESO BEYAZ EŞYA YAN SANAYİ TAKIMI STRATEJİ ÇALIŞMASI .......................................................... 96 10.1 Stratejik Hedef Önerileri ........................................................................................................... 96 10.2 Çalışma Grupları Eylem Planı .................................................................................................... 98 11 ESO BEYAZ EŞYA YAN SANAYİ TAKIMI UR-GE PROJESİ YOL HARİTASI ......................................... 101 12 Kaynakça ...................................................................................................................................... 105 13 EKLER ................................Eskişehir................................ Sanayi................................ Odası........................................... 106 13.1 EK 1 - Yenileşim Esaslı Rekabetçilik Analizi Bileşenleri ........................................................... 106 13.2 EK 2 - Yenileşim Yönetim Sistem Bileşenleri ........................................................................... 107 13.3 EK 3 - Firma ve Uzman Eşlemesi, Firma Ziyaret Takvimi ........................................................ 111 13.4 EK 4 – GTİP Kodu Bazında Pazar Analizi .................................................................................. 112 13.5 EK 5 – ESO Beyaz Eşya Yan Sanayi Firmalar GTİP Kodu Bazında Öne Çıkan ilk 25 Ülke .......... 113 13.6 EK 6 – Beyaz Eşya Sektörü GTİP Kodu Bazında Öne Çıkan Ülkeler ......................................... 115 13.7 EK 7 – Öne Çıkan Hedef Pazar Ülkelerin Ekonomik ve İş Yapma Kolaylığı Göstergeleri ......... 116 4 YÖNETİCİ ÖZETİ Eskişehir Sanayi Odası (ESO) tarafından Beyaz Eşya Yan Sanayi sektöründe yürütülen UR-GE projesi ile katılımcı 22 firmanın pazar paylarını artırmak ve ihracat yapma kabiliyetlerini geliştirmek amaçlanmaktadır. ESO Beyaz Eşya sektöründe yan sanayi olarak faaliyet gösteren 22 firma ile UR-GE Proje Takımı oluşturulmuş ve firmaların uluslararası alanda rekabetçiliğini arttırmasına yönelik olarak durum tespiti yapılması, eksikliklerin belirlenmesi ve yol haritası oluşturulması için Rapora konu olan ihtiyaç analizi çalışması yürütülmüştür. İhtiyaç analizi faaliyetinde Türkiye Teknoloji Geliştirme Vakfı - TTGV tarafından geliştirilmiş, firmaların yenileşim esaslı rekabetçilik kapasitelerinin ölçülmesine dayanan [ino]reka Modeli kullanılmıştır. ESO Beyaz Eşya Yan Sanayi UR-GE Projesi 22 Ağustos 2019 tarihinde proje katılımcısı firmaların katıldığı toplantı ile başlatılmıştır. Proje kapsamında dünyada ve Türkiye’de sektörün mevcut durumu, politikaları ve gelecek eğilimlerini ortaya koyan geniş kapsamlı bir literatür
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