With the European defence industry struggling due to the lack of a strong customer base as well as low investments in research and development (R&D), participants are trying to reduce operating costs and increase profit margins. HAVELSAN stand out among its competitors for effectively leveraging its competitive intelligence to grow its market share and build a strong brand name globally.
While its major market is Turkey, HAVELSAN has its regional presence across global offices, enabling it to work closely with most of the Defence Ministries across the globe. It has customers across military and civil public sectors. The company's export sales were USD 49.16 million in 2008, which increased to USD 57.01 million in 2009.
HAVELSAN believes that it produces "American technology at Turkish price" and the combination of superior technology, regional presence and competitive pricing has been its launch pad to success.
"The competitive strength of HAVELSAN lies in its domestic market share being intact," says Frost & Sullivan Research Team Leader John Siddharth C.P. "So; the company can take any amount of risk to increase its market share in the international markets.
HAVELSAN is now in the process of creating a strong and competitive brand globally. It is the only company that offers its electronic warfare test and training range to three Air Forces namely Turkish, South Korean and Pakistani Air Forces. In 2009, 47 percent of the company's total sales were from export business, which further bears testimony to the company's success in building a strong brand name globally.
HAVELSAN has developed a strategy-based organization model using the balanced scorecard. At the beginning, the time frame of the strategy was 2008-2012, aimed at short-term growth of the company. Then, HAVELSAN revised its strategy for the time frame of 2010-2014. The company has almost doubled the training hours for its employees to 5778 hours in 2008 to align its employees to the corporate vision.
"Already a very strong brand in C4ISR, simulation system, management information system and e-governance project markets, HAVELSAN is now focusing on international defence market and has been successful in implementing its balanced scorecard strategies in the past two years," notes Siddharth. "As a part of this strategy, the company is focusing on increasing its product line and customizing its products, which is clearly visible through its investments in R&D and the MOUs it has signed with Boeing, Finmeccanica and Raytheon for strategic cooperation opportunities."
HAVELSAN also ensures strong value for its customers. It has a systematic feedback system in place to satisfy its internal (subcontractors) and external (end users) customers. The quality of the products is also facilitated by the various quality certifications and processes like ISO 9001 Certificate, International Certification Network, NF EN ISO 9001 Certificate, ISO 14001 Certificate, SSM Project Quality Certificate of Compliance, SSM Industrial Security Certificate of Compliance, BOEING Excellence Award and BOEING Certificate of Successful Projects.
For these efforts, HAVELSAN is the worthy recipient of the "2010 European Defence Competitive Strategy Leadership Award" in the defence sector. Each year, Frost & Sullivan presents this award to the company that has leveraged competitive intelligence and admirably executed it to gain market share. The award lauds the recipient's brand strength, unique market positioning, and value to customers.
Frost & Sullivan Best Practices Awards recognize companies in a variety of regional and global markets for demonstrating outstanding achievement and superior performance in areas such as leadership, technological innovation, customer service, and strategic product development. Industry analysts compare market participants and measure performance through in-depth interviews, analysis, and extensive secondary research in order to identify best practices in the industry.
HAVELSAN (havelsan.com.tr) was founded in 1982. Its primary motive was to cater to the Turkish Armed Forces. Of late, HAVELSAN has started catering to export markets as well. In 2009, the total backlog reached to US $ Million 1,070, with 47 percent of the total backlog being accounted from its overseas projects. HAVELSAN's sales were US $ Million 124 in 2009. HAVELSAN has also planned a 5 year strategy to improve its edge over competition.
HAVELSAN Contact Information
Mustafa Egeli – Marketing and Industrial Cooperation Director
P: +90 312 219 5787 / E-: megeli[.]havelsan.com.tr
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