ST Konveyor Dergisi Röportajı / Kasım 2009
Transkript
ST Konveyor Dergisi Röportajı / Kasım 2009
röportaj / interview Alev fiirketler Grubu Yönetim Kurulu Baflkan› Coflkun Alev: Pazarlama misyonumuz ‘en iyi mal› en uygun fiyatla müflterimize sunmak’ Alev Group of Companies Chairman of Board of Directors Coflkun Alev: Our marketing mission is ‘presenting to our client best good with fittest price’ ‹letiflimin en önemli kurallar›ndan birinin “herkesi memnun edemeyiz ama herkesi en az gayrimemnun edebiliriz” ilkesi oldu¤unu söyleyen Coflkun Alev, “Biz hiçbir zaman salt fiyat üzerinden rekabet yapmay›z. Mal›n ve verdi¤imizin hizmetin kalitesi de bizim için çok önemlidir. Pazarlamadaki misyonumuz ‘en iyi mal› en uygun fiyatla müflterimize sunmak’ olarak özetlenebilir” dedi. alitesi düflük ucuz ürünleri kullanman›n ekonomiye yararl› olmayaca¤›n› ifade eden Alev fiirketler Grubu Yönetim Kurulu Baflkan› Coflkun Alev bunu meflhur ‹ngiliz özdeyifli “Ucuz ürün alacak kadar zengin de¤ilim” ile özetlerken sorular›m›z› flöyle yan›tlad›. K Coflkun Bey sizi ve flirketlerinizi tan›mak istiyoruz. ‹stanbul Alman Lisesi’nden mezun olduktan sonra yüksek ö¤renim için Almanya’ya gittim. Darmstadt Teknik Üniversitesi’nde önce Endüstri Mühendisli¤i bölümünü daha sonra ayn› üniversitede Doktora program›n› tamamlad›m ve bu süre içinde 5 sene Ford flirketinde çal›flt›m. Türkiye’ye dönüp askerli¤imi tamamlad›ktan sonra Lassa Lastik Fabrikas›’n›n kurucu kadrosuna Planlama Müdürü olarak kat›ld›m. Üç y›l sonra 35 yafl›nda Lassa’n›n pazarlama flirketi olan Lisa’ya Genel Müdürlük göreviyle atand›m. 1980 y›l›nda Sabanc› Gurubu’ndan ayr›ld›m. ‹leriki y›llarda muhtelif sektörlerde faaliyet gösteren bir dizi flirkette Genel Müdür, Yönetim Kurulu Üyesi ve Baflkan› olarak görev yapt›m. Profesyonel yönetici olarak son görevim Sabanc› flirketlerinden TEMSA’n›n Genel Müdür ve Murahhas Üyeli¤i idi. Bu görevde rahmetli Özdemir Sabanc› beyin yard›mc›l›¤›n› yapt›m. Coflkun Alev, telling one of the most significant rules of communication was “we can not make everybody glad, but we can make everybody least dissatisfied” principle said “We never compete on the basis of only price. Also quality of good and service, we give is very important for us. Our mission in marketing can be summarized as ‘presenting to our client best good with fittest price’”. After I graduated from German Highschool Istanbul, I went to Germany for advanced studies. In Darmstadt Technical University, I completed Industrial Engineering division first, doctorate programme afterwards in same university and I worked in Ford Company for 5 years in this time. I participated to Lassa Tyre Factory’s founder staff as Planning Manager after I had returGentleman Coflkun, we would like ned to Turkey, completed my to know you and your companies. military service. I was appointed to Lisa, Lassa’s marketing company with duty of General Management three years after, when I was 35 years old. I resigned from Sabanc› Group in 1980. In the future years, I fulfilled duty as General Manager, Member and Chairman of Board of Directors in a series of companies, exhibiting activity in various sectors. My last duty was General Management and Executive Directorship of TEMSA from Sabanc› companies as professional manager. I fulfilled assistantship of Deceased Gentleman Özdemir Sabanc› in this duty. I established Alev Lastik Sanayi ve Ticaret Ltd fiirketi, our family company in 1989. Establishment purpose of this company was import and marketing of rubber mending materials and equipment, used in rubber coating industry. Alev Lastik assumed TurAlev fiirketler Grubu Yönetim Kurulu Baflkan› Coflkun Alev ve Pazarlama key authorized dealership of German Nilos Hans Ziller Müdürü Özlem Alev Alev Group Of Companies Chairman of Board of Directors Coflkun Alev GmbH, producing conveyor belt and Marketing Manager Özlem Alev mending materials and equip- 1989 y›l›nda aile flirketimiz olan Alev Lastik Sanayi ve Ticaret Ltd fiirketini kurdum. Bu flirketin kurulufl amac› lastik kaplama sanayinde kullan›lan lastik tamir malzeme ve ekipmanlar›n ithalat ve pazarlanmas› idi. Alev Lastik ayn› y›l konveyör bant tamir malzeme ve ekipmanlar› üreten Alman Nilos Hans Ziller GmbH’n›n Türkiye yetkili sat›c›l›¤›n› üstlendi. Nilos konveyör bantlar›n s›cak olarak birlefltirilmesinde (vul- xpressing using cheap products, quality of which was low did not benefit to economy, Alev Group Of Companies Chairman of Administrative Board Coflkun Alev responded our questions in this way while she summarized this by famous English byword “I'm Not Rich Enough to Buy Cheap Stuff”. E S.T. Makina Kas›m 2009 78 röportaj / interview kanizasyonunda) kullan›lan preslerin üretiminde dünya lideridir. Halen Türkiye’de özellikle EÜAfi’ye ba¤l› termik santraller bünyesinde 25 seneyi aflk›n bir süredir çal›flan hidrolik presleri mevcuttur. Yeni gelifltirilen bas›nç yast›kl› Nilos presleri ise daha hafif yap›da ve fiyat olarak da daha ekonomiktir. fiirketimiz bu yeni teknoloji ürünü preslerin al›m› için termik santralar taraf›ndan 20082009 y›l›nda aç›lan tüm ihaleleri kazanm›fl, bunlardan 7 adedini teslim ederek iflletmeye alm›flt›r. Nilos s›cak birlefltirmede kullan›lan pres, malzeme ve donan›m›n yan› s›ra, konveyör bantlar›n so¤uk sistemle birlefltirilmesinde kullan›lan solüsyon ve bant tamir malzemelerini de üretmektedir. Vulkanizasyon presleri ve bant tamiri konusunda hemen hemen her ürünü yelpazemizde bulunduruyoruz. Yak›n zamana kadar konveyör bantlar›n so¤uk ve s›cak birlefltirilmesinde kullan›lan tüm ürün ve ekipman› satmam›za ra¤men, mekanik birlefltirme malzemeleri ürün yelpazemizde yoktu. Pazarlama Müdürü olarak aram›za kat›lan k›z›m Özlem Alev’in geliflinden sonra Amerikan Conveyor Belt Accossaries firmas›n›n temsilcili¤ini alarak bant birlefltirme konusunda art›k full servis verecek duruma geldik. 1996 senesinde kurdu¤umuz ikinci flirketimiz Alev Makina Kauçuk Sanayi ve Ticaret A.fi. üzerinden so¤uk sistem lastik kaplama malzemeleri ithalat ve pazarlamas›n› yap›yoruz. Bu sektörde de lider yabanc› kurulufllar ile çal›fl›yoruz. Türkiye pazar›ndaki pay›m›z yaklafl›k % 20 mertebesindedir. Coflkun Bey, flirketlerinizin pazarlamadaki misyonunu nas›l tarif edersiniz. ‹ngiliz özdeyifli vard›r: “Ucuz ment in same year. Nilos is ürün alacak kadar zengin de¤i- world leader in production of presses, used in conveyor belts lim” derler! are joined hotly (vulcanization). Fevkalade! Asl›nda bedava ver - There are still hydrolic presses seniz herkesi memnun edebilir- of it, working for a time, exceeding 25 years especially in the siniz!!! structure of thermal power Evet! Türkiye’de fiyat duyarl›l›- plants, which are dependant on ¤› çok yüksek. Özel sektör fir- EÜAfi in Turkey. Pressure bag malar›nda bile ço¤u kez kalite Nilos presses, developed newly ikinci planda kal›yor. Daha yeni however is in lighther structure ilginç bir deneyim yaflad›k. Bir and more economical as price özel firma bizden bir bant vul- as well. Our company won all kanizasyon presi almak istedi. tenders, opened by thermal poBizim teklifimiz 100.000TL iken wer plants for purchase of these rakip yerli firmalardan biri new technology product pres25.000TL fiyat verdi. Teklif edi- ses in 2008-2009, took 7 items of len presin bizim presle ayn› ka- these into operation by delivelite ve fonksiyonda olmas› ring. Nilos produces also solutimümkün de¤il. Bizim presin sa- ons and belt mending materials, dece hammadde maliyeti yerli used in conveyor belts are joined by cold system beside firman›n teklifinden fazla tutar. press, material and hardware, Müflteri tercihini rakipten yana used in hot joining. We have kulland›. Biz de hay›rl› olsun depresent almost every product in dik. our range on the subject of vulcanization presses and belt Coflkun bey ülkemizde ‘toplam mending. Although we sold all sahip olma maliyeti’ kavram› products and equipment, used bilinmiyor düflüncesindeyim. in conveyor belts were joined coldly and hotly until recent tiDo¤ru! Örne¤in lastik kaplama mes, mechanical joining materiifllerinde kilometre maliyeti als were not there in our prokavram› vard›r. Bir lasti¤i duct range. After coming of my 150.000 liraya da kaplayabiliriz, daughter Özlem Alev, joining 200.000 liraya da. E¤er 150.000 among us as Marketing Manaliral›k kaplama ile 50.000 kilo- ger, by taking agency of Amerimetre, 200.000 liral›k kaplama can Conveyor Belt Accossaries ile de 100.000 kilometre gidiyor firm, we came to situation, ise. 200.000 lira ödemek daha which would give full service on ucuza gelmektedir. Do¤ru he- the subject of belt joining anysap yöntemi budur. Bu bilinç more. ülkemizde henüz çok zay›f ve We fulfill import and marketing maalesef çok yavafl gelifliyor. of cold system rubber coating materials through our second Devlet ihalelerinin haz›rlanma - company Alev Makina Kauçuk s›nda da bu bilinç eksik mi. Sanayi ve Ticaret A.fi., we founded in the year of 1996. We maMaalesef tam arzu etti¤imiz gibi ke business with leader foreign establishments also in this sector. Our share in Turkish market is at the level of nearly 20%. Bizim pazarlamadaki misyonumuz ‘en iyi mal› en uygun fiyatla müflterisine sunmak’ olarak özetlenebilir. Bu düflüncemiz ile herkesi memnun edemeyece¤imizi biliyoruz! Ancak iletiflimin en önemli kurallar›ndan biri olan “herkesi memnun edemeyiz ama herkesi en az gayrimemnun edebiliriz” ilkesine uygun davrand›¤›m›z› düflünüyoruz. fiirket olarak biz hiçbir zaman salt fiyat üzerinden rekabet yapmay›z. Mal›n ve verdi¤imizin hizmetin kalitesi de bizim için çok önemlidir. Kalitesi düflük ucuz ürünleri kullanman›n ekonomiye yararl› olmayaca¤› düflüncesindeyiz. Meflhur bir Gentleman Coflkun, how do you describe your companies’ mission in marketing. Our mission in marketing can be summarized as ‘presenting to our client best good with fittest price’. We know we can not make everybody glad by our this thought! But we think we behave as appropriate to the principle of “we can not make everybody glad, but we can make everybody least dissa- tisfied”, one of the most significant rules of communication. We never compete on the basis of only price as company. Also quality of good and service, we give is very important for us. We are in opinion of using cheap products, quality of which is low does not benefit to economy. There is a famous English byword: They say “I'm Not Rich Enough to Buy Cheap Stuff”! Marvellous! Actually you can make satisfied everybody if you give complimentarily!!! Yes! Price sensitivity is very high in Turkey. Even in private sector firms, quality stays at second plan most times. We lived an interesting experience newly. A private firm wanted to buy a band vulcanization press from us. While our offer was 100.000TL, one of the rival domestic firms gave price of 25.000TL. Offered press was at same quality and function with our press is not possible. Only raw material cost of our press amounts to more than domestic firm’s offer. Customer used its preferation in favour of rival. We however said enjoy your new. Gentleman Coflkun, I am in opinion of ‘total cost of ownership’ concept is not known in our country. Right! For example, there is kilometer cost concept in rubber coating works. We can coat a tire for 150.000 liras and 200.000 liras as well. If it goes 50.000 kilometers by coating of 150.000 liras, 100.000 kilometers however by coating of 200.000 liras, paying 200.000 liras costs cheaper. Correct calculation method is that. This conscious is still very weak in our country and unfortunately, it developes very slowly. Is this awareness missing also in preparation of government tenders. Unfortunately, it is not as we wish fully. Moreover, also bureaucracy is very much. By reason of that, we do not enter every tender. There are experts of this field! Sometimes, we see tender is addressed to a firm when we read tender specifications. In such cases, we find entering into tender pointless. Do government tenders become only on the subject of purchase. Also maintenance processes S.T. Makina Kas›m 2009 79 röportaj / interview mining sector’s requirements. de¤il. Üstelik bürokrasi de çok fazla. O yüzden biz her ihaleye girmiyoruz. O alan›n uzmanlar› var! Bazen ihale flartnamelerini okuyunca ihalenin bir firmaya adreslendi¤ini görüyoruz. Böyle durumlarda ihaleye girmeyi anlams›z buluyoruz. You have agency also on the subject of belt cleaners, do not you. Devlet ihaleleri yaln›zca sat›n alma konusunda m› oluyor. Son zamanlarda bak›m ifllemleri de ihaleye ç›kmaya bafllad›. Örne¤in Afflin Elbistan Termik Santrali’nin bant birlefltirme iflleri ihaleye ç›kar›ld›. Bu tür ifllerin taflerona verilmesi yayg›nlafl›yor. Bu yöntem Avrupa’da zaten eskiden beri uygulan›r. Ancak devlet ihalelerin fleffaf olmalar› ve flartnamelerin rekabeti engelleyici flekilde haz›rlanmam›fl olmalar› laz›m. Bu konuda halen s›k›nt›lar var. Henüz endüstri devrimini tam olarak anlamam›fl olmam›z nedeniyle aksamalar görülüyor. Bu ifl tabii “Anayasa bir defa delinmekle bir fley olmaz” düflüncesi ile bafll›yor, “Bu ihalede flöyle davran›rsak bir fley olmaz” düflüncesi ile devam ediyor. Daha alacak çok yolumuz var. Bizi AB kap›s›nda hala beklettiklerine göre durumumuzu do¤ru analiz ediyorlar. Size sonuna kadar kat›l›yorum. Coflkun Bey temsil etmekte oldu¤unuz firmalar hakk›nda bil gi verir misiniz. Bizim temsilcisi oldu¤umuz firmalar›n ço¤unlu¤u ilginç bir biçimde bizim gibi aile flirketleri. Nilos bir Alman flirketi. Merkezleri Düsseldorf’a 40 kilometre uzakl›kta. Orta ölçekli bir firma, cirolar› 50 milyon euro civar›nda, 75 y›l› aflan bir geçmiflleri var. Halen üçüncü kuflak yönetimde. Nilos yaln›zca imalat de¤il bant sistemleri konusunda tafleronluk da yapmaktalar. Ürün yelpazeleri Vulkanize Presler ve Bant Tamir malzeme ve ekipmanlar›ndan oluflmakta. Bulunduklar› yer kömür madenlerine çok yak›n oldu¤u için madencilik sektörünün gereksinimleri do¤rultusunda kendilerini gelifltirmifller. Sizin bant s›y›r›c›lar› konusun da da temsilcili¤iniz var de¤il mi. O alanda, yine bir aile flirketi olan, ‹ngiliz Hoverdale firmas› ile çal›fl›yoruz. Orta ‹ngiltere’de Leichester’deler. A¤›rl›kl› olarak madencilik ve mineral iflleme tesislerine yönelik çözümler üretiyor. Afl›nma plakalar›, konveyör ekipmanlar› ve konveyör bant s›y›r›c›lar› üretiyorlar. Bütün ürünleri BS EN 9002 standartlar›nda. Operatör maliyetlerini düflüren, bak›m maliyetlerini minimize eden çok ak›lc› çözümler gelifltirmifller. Onun d›fl›nda k›sa bir süre önce mekanik birlefltirme elemanlar› konusunda da Amerikan Conveyor Accessories Inc. ile çal›flmaya bafllad›k. Kendi teknolojisini gelifltirmifl ve patent ile koruma alt›na alm›fl bir firmad›r. Tüm ürünlerini en iyi malzemelerden yap›yor ve alan›nda çok iddial›. Ürünleri gelifltirirken kolay kullan›labilir olmas›n› ön planda tutar. Reklam sloganlar› çok hofl “En güçlü halkan›z”. Lastik kaplama malzemelerimizi Brezilya’daki Borrachas Vipal ve Almanya’daki Ellerbrock firmalar›ndan ithal ediyoruz. Her ikisi de kaliteli ürün üreten sektörlerinin önde gelen kurulufllar›d›r. started to come to tender in last times. For example, band joining works of Afflin Elbistan Thermal Power Plant were come to tender. These sort of works are given to the subcontractor becomes widespread. This method has been applied anyway since old times in Europe. But it is necessary government tenders are transparent and specifications are not prepared in a way, preventing competition. There are still problems in this topic. By reason of we have not understood industrial revolution fully yet, failures are being seen. Of course, this action starts by idea of “Something does not become via constitution is impaired once”, continues by opinion of “Something does not become via we behave in that way in this tender”. There is still much road of us, we will make. Considering they still keep us waiting at EU door, they analyse our situation correctly. Sizin pazarlama sisteminiz na- I agree with you to the full extent. Gentleman Coflkun, may s›l Coflkun Bey. you give information about Bizim sat›fl temsilcilerimiz var. firms, you represent. Konular›, ürünleri gayet iyi bilen uzman arkadafllar›m›zd›r. Most of the firms, we are their Müflteri ziyaretleri yapar, ürün- agency are family companies lileri tan›t›r, uygulama yapar, çö- ke use interestingly. Nilos is a züm üretir, destek sa¤lar ve ge- German company. Their headre¤inde yerinde e¤itim verirler. quarters is at a distance of 40 kiÖzellikle ihtiyaç oldukça büyük lometers to Düsseldorf. It is a projeler için beraber çal›flt›¤›- medium scale firm, their revem›z yurt d›fl›ndaki firmalardan nue is about 50 million Euros, eleman getirtiriz. Bizim için they have a past, exceeding 75 müflteri memnuniyeti ön plan- years. Third generation is still in dad›r. Türkiye’de bizim çal›flt›- management. Nilos performs ¤›m›z konularda ihtiyac› olan not only production, also subherkese en kaliteli çözümü en contracting business on the uygun fiyatla sunmaya çal›fl›- subject of band systems. Their yoruz. K›saca bizimle görüflme- product range composes of den karar vermemeleri müflte- presses with vulcanization and band mending materials and rilerimizin menfaatinedir. equipment. For place, they have Biz de ALEV fi‹RKETLER GRU- existed in has been very close to BU ile görüflmeden sat›n al›m coalmines, they have developed theirselves in the direction of yapmay›n diyoruz! S.T. Makina Kas›m 2009 80 In this field, we make business with English Hoverdale firm, a family company again. They are in Middle England, Leichester. It produces solutions oriented to mining and mineral processing plants predominantly. They produce wear plates, conveyor equipment and conveyor belt cleaners. Their all manufactures are at BS EN 9002 standards. They have developed very rational solutions, reducing operator costs, minimizing maintenance expenditures. Out of this, on the subject of mechanical joining components however, we started to make business with American Conveyor Accessories Inc. a short time ago. It is a firm, which has developed its own technology and which has taken it under protection by patent. It makes its all products from best materials and it is very assertive in its field. It holds they are easily usable in foreground while developing products. Their advertisement motto is very nice, “Your strongest link”. We import our rubber coating materials from firms of Borrachas Vipal in Brasil and Ellerbrock in Germany. Both are establishments, which produce quality product, leader of their sectors. How is your marketing system, Gentleman Coflkun. There are sales representatives of us. They are our expert friends, acquainted with subjects, products very well. They make client visits, promote products, perform application, produce solution, provide support and give training on site when necessary. As long as there is need particularly, we bring staff from abroad firms, we work with togetherly for big projects. Customer satisfaction is in foreground for us. We try to present most quality solution to everybody, need of whom is there on subjects, on which we work in Turkey for fittest price. Shortly, they do not take decision without interviewing with us is for benefit of our customers. We however say you do not purchase without interviewing with ALEV GROUP OF COMPANIES!