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Ulker SWOT & PESTLE Analysis

ID : 52661453| Sep 2020| 14 pages

COMPANY PROFILE -Ulker

Business Sector :Food Processing

Operating Geography :Istanbul, Turkey, Global

About Ulker :

Ulker Biskuvi is a Turkish multinational food supply chain with its headquarters based in Istanbul. Its products are exported to over 110 countries with its major products sustaining profits worth millions. The company’s core products include biscuits, cookies, chocolates and crackers. The company employs more than 41000 people as of 2020. Its history goes all the way back to 1944 with the manufacture of its Potibor biscuits that still continues to rouse the hearts of its consumers, and it is presently one of the most revered brands in Turkey. Ulker is a subsidiary of Yildiz Holding; its association with Ulker has been advantageous to a large extent with Ulker becoming one of its significant brands.

By implementing sustainability into its production, Ulker has strived to reduce the rate of carbon emissions in 2020 and are working tirelessly to grow their business with “Zero increase in carbon emissions” by 2024 that will, coincide with their 80th anniversary. Yildiz Holding has received a total of five awards at the “International Business Awards,” while Ulker received the “Candy Company of the year in Europe” award from the European Candy Kettle Club in 2004. Ulker’s unique selling proposition or USP lies in being the third biggest biscuit manufacturer in Turkey and is the world’s 10th biggest chocolate producer. Ulker’s mission reads, “We care for making people happy and being happy while doing our job.”

Ulker Revenue :


TL 7.8 billion – FY ended December 31st 2019
TL 5.9 billion – FY ended December 31st 2018

Competitive Analysis of Ulker

SWOT
PESTLE
The SWOT analysis for Ulker is presented below in a matrix followed by the detailed analysis report:
StrengthsWeaknesses
1. Leading confectionery company in the MENA region and well positioned for future growth
2. Strong market share in total confectionary in Turkey
3. Focus on quality and innovation through research and development
4. Global reach of group products through pladis
5. Extremely high brand recognition
6. Strong operational excellence approach followed
1. Underperforming acquisitions impacting performance
OpportunitiesThreats
1. Use the acquisitions to enable faster market access
2. Kazakhstan expansion – a gate to Asia
1. Use the acquisitions to enable faster market access
2. Impact of Lira depreciation due to trade war
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Detailed SWOT Analysis of Ulker

Strength

1. Leading confectionery company in the MENA region and well positioned for future growth: Ulker has well positioned itself for future growth prospects in Middle East and North Africa (MENA). Various acquisitions have been done so that Ulker is able to act as local and regional producer. This will help in building higher scale in primary markets. It also gives potential to add new business capabilities in core categories. In Saudi Arabia, Ulker holds the 1st position with highest market share. It managed to be ahead of the competition and increased its profitability. With high awareness levels, it continues to increase the market share further with new product launches and organic growth. In Egypt also, Ulker maintains first position in biscuits and targets to be second in cake and in top 5 in chocolates. It reached market leadershif UI MENA which owns Amir Global, Ulker aims to achieve leadership position in all of MENA. This has helped in accessing some of the main markets like Saudi Arabia, UAE, Lebanon, Qatar, Kuwait, Jordan and Egypt. It also helped in winding down costs which improved the services offered in the region.

2. Strong market share in total confectionary in Turkey: Ulker has demonstrated splendid performance in the domestic market. It emerges as the top position holder in Turkey with around 37% market share. All the 3 divisions of biscuit, chocolate and cake have been doing well with 40.4%, 40.8% and 23% market share respectively. Its market share has increased in the past year in terms of value across all 3 divisions. The branded sales of its synergy products along with the newly launched products have contributed in this growth. Owing to the strong and successful marketing support and new launches, its sales volume, revenue and gross profit has also seen an upward trend. Effective sizing and pricing initiatives along with the continuous cost efficiency in supply chain projects have helped Ulker taste success in their domestic operations year on year.

The remaining section of “Strength” is available only in the 'Complete Report' on purchase.

Weakness

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Opportunity

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Threats

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Major Competitors :

  • Hayat Kimya
  • Pepsico
  • Mondelez International
  • Nestle
  • Kellogs
  • P&G
  • Kraft Heinz

Major Brands :

  • 8kek
  • Alpella
  • Bonbon
  • Dankek
  • Dore
  • Metro
  • Rondo
  • Select
  • Yupo
  • Potlbor
  • Smartt
  • Grissini
  • Buklet
  • Finger
SWOT & PESTLE (combined)
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Check Out Analysis of Other Relevant Companies

TABLE OF CONTENTS
DELIVERY AND FORMAT
WHY CHOOSE US?
References used in Ulker Analysis Report

1. Ulker 2018 Sustainability Report - http://ulkerbiskuviinvestorrelations.com/_assets/pdf/surdurulebilirlik/surdurulebilirlik-raporu-2018-en.pdf
2. Egypt-Turkey Strained Relations - Implications for Regional Security - http://arabcenterdc.org/policy_analyses/egypt-turkey-strained-relations-implications-for-regional-security/
3. Turkish food group Yildiz sets up UK company to expand abroad - https://www.reuters.com/article/uk-yildiz-britain/turkish-food-group-yildiz-sets-up-uk-company-to-expand-abroad-idUKKCN0YU006
4. Turkish net disposable income falls, poverty rises after crisis - https://ahvalnews.com/turkey-economy/turkish-net-disposable-income-falls-poverty-rises-after-crisis
The detailed complete set of references are available on request in the 'Complete report' on purchase.

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Ulker SWOT & PESTLE Analysis - SWOT & PESTLE.COM

SWOT & PESTLE.com (2020). Ulker SWOT & PESTLE Analysis - SWOT & PESTLE.com. [online] Available at: https://www.swotandpestle.com/ulker/ [Accessed 26 Nov, 2020].

In-text: (SWOT & PESTLE.com, 2020)

Copyrights and Disclaimer

Ulker SWOT and PESTLE analysis has been conducted by Sushree Lasyamayee and reviewed by senior analysts from Barakaat Consulting.

Copyright of Ulker SWOT and PESTLE Analysis is the property of Barakaat Consulting. Please refer to the Terms and Conditions and Disclaimer for usage guidelines.

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