This Presentation is Provided By: This Presentation is Provided By Markam Pazarlama Yönetimi ve Marka İletişimi Danışmanlığı Eski Üsküdar Yolu Bodur İş Merkezi Kat.9 Daire 38 34752 İçerenköy / İSTANBUL Phone: 0216 469 39 34 Fax: 0216 572 72 85 Web: www.markam.biz E-mail: markam@markam.biz


Turkey: Turkey COUNTRY OVERVIEW


Country: Country Formal Name: Republic of Turkey Short Form: Turkey Term for Citizens: Turk(s) Capital: Ankara


Geography: Area Total: 780,580 sq.km land: 770,670 sq km water: 9,820 sq km Geography


Borders: Borders Land Boundaries: 2627 km Border countries: Syria(822 km), Iran (499 km), Iraq(331 km), Greece(206 km),Georgia(252 km), Bulgaria(240 km), Azerbaijan(9 km), Armenia(268 km) Coastline: 7200 km Black Sea in the north, The Mediterranean in the south and The Aegean Sea in the west In the northwest the the Sea of Marmara(internal see)


Turkey with Border Countries: Turkey with Border Countries Source: cia.gov


Terrain: Terrain Mostly mountains, narrow coastal plain, high central plateau (Anatolia) Turkey is a land of mountains, streams, lakes, green plains and thick forests. Taurus mauntain Giresun/Garbis Özatay


Climate: Climate Periphery of Turkey has Mediterranean climate with cool, rainy winters and hot, moderately dry summers. Interior, shielded from Mediterranean influences by mountains, has continental climate with cold winters and dry, hot summers. Eastern mountainous area has inhospitable climate, with hot, extremely dry summers and bitter winters. Rainfall varies, ranging from annual average of more than 2,500 millimeters on eastern Black Sea coast to less than 250 millimeters in central plateau area.


Natural Resources: Natural Resources Antimony Coal Chromium Mercury Copper Borate Sulfur Iron Ore Hydropower Arable land


İstanbul : City at the Crossroads: İstanbul : City at the Crossroads Courtesy of Garbis Özatay Population: 11 million


Demographics : Demographics


Population: Population 2007 estimate 71,158,647 (17th ) 2000 census 67,803,927 Density 93/km² (102nd ) 0-14 years : 24.9% (male 9,034,731/female 8,703,624) 15-64 years : 68.1% (male 24,627,270/female 23,857,507) 65 years and over: 6.9% (male 2,253,383/female 2,682,132) (2007 est.) Source: world factbook


Population Density Map: Population Density Map


Population Estimates and Projections: Population Estimates and Projections Source: BUCEN-IDB


Current and Projected Population by Age and Sex(in thousands): Current and Projected Population by Age and Sex(in thousands) Source: usaid.gov


Population Growth: Population Growth


Population Distribution – City & Countryside: Population Distribution – City & Countryside (1) 15-24 ages Source: Turkish statistical institute


Working Age Population: Working Age Population The share of working age population in the overall population in Turkey has started to increase significantly. This stands out as a very critical advantage when compared to the demographic trends of Europe. This ratio is at a decreasing trend for the EU countries, while it’s rising in Turkey. Ratios of both EU and Turkey will be equal in 2010, and then Turkey will overtake Europe.


Sectoral Distribution of Employment: Sectoral Distribution of Employment Turkey’s total population = 70 million Agriculture (33 %) = 23 million Services (43 %) = 30 million Industry (24 %) = 17 million


Sectoral Employment and Demographic Trends, 1999 index 100: Sectoral Employment and Demographic Trends, 1999 index 100


SES Estimates and Projections: SES Estimates and Projections


Religion: Religion Muslims: 99.8%(mostly Sunni) Other: 0.2% (Christian and jews)


Languages: Languages Turkish is the official language. Almost all educated Turks have command of a foreign language. English is the dominant language for international business. German and French also spoken. Turkish (official) - 82% Kurdish - 17% Arabic Armenian Greek


Education(%): Education(%) Source: Strateji Mori


Politics: Anıtkabir Politics


Government: Government Founder: Mustafa Kemal ATATÜRK Capital: Ankara Government type: Democratic Secular Republic President: Abdullah Gül (August 2007) Prime Minister: Recep Tayyip ERDOĞAN (November 2002) Minister of Foreign Affairs: Ali Babacan 60th Turkish Government


Government: Government Administrative divisions: 81 provinces Independence: 29 October 1923 Suffrage: 18 years of age Legislative branch: Grand National Assembly of Turkey(TBMM) Judical Branch: Constitutional Court, Court of Appeals


Parliament (Turkish Grand National Assembly): Parliament (Turkish Grand National Assembly) The Turkish Grand National Assembly (TGNA ) is a one-chamber parliament composed of 550 deputies. Elections are based on proportional representation subject to a national threshold of 10%. Elections take place every 5 years. The TGNA, as well as the President, can decide to hold new elections before the period of time is completed. Only if 5% of the total number of seats are vacated (death, resignation, etc.) an intermediary election is held. MPs are elected by party list, drawn up by absolute discretionary power of party leaders. Once elected, they gain access to immunity from prosecution, unless TGNA lifts immunity. After two years as MP, they get lifelong privileges. The TGNA works in the form of commissions which prepare legislation etc. The TGNA legislates, supervises the Council of Ministers, adopts the budget. It decides on declaring war, martial law or emergency rule; it approves international agreements, general or special amnesties. The laws passed by the TGNA are promulgated by the President within 15 days. The President may refer the law back to the Assembly for reconsideration. The TGNA elects the President of the Republic.


Distribution of the Seats in the Parliament: Distribution of the Seats in the Parliament


Military: Military Military branches: Turkish Armed Forces (TSK): Land Forces, Naval Forces Command (includes Naval Air and Naval Infantry), Air Force, Coast Guard Command, Gendarmerie (Jandarma) Military age: 20 years of age Military manpower availability : 19,828,702 (males age 15-49) Military expenditures - dollar figure: $12.15 billion (2003) Military expenditures - percent of GDP: 5.3% (2003)


Economy: Economy


List of countries by GDP : List of countries by GDP Source: List of International Monetary Found


Economic Indicators: Economic Indicators Source: Capital Magazine


GNP: Gross National Product: GNP: Gross National Product Source: Treasury, Finance Ministry


GNP by Sectors %: GNP by Sectors %


GDP Growth Rate: GDP Growth Rate Source: State Planning Organization


Price Targets and Projections: Price Targets and Projections Although the end year target is 12 per cent, realization projection is 10 per cent. Figure given for 2005 is year-end target and figures given for other years are the year-end projections. Projections for average annual increase rate. Source: State Planning Organization


Inflation Rate: Inflation Rate Source: Treasury, Finance Ministry (1) For the period of 1983-1987 1978-79=100 index, for the period of 1988-1994 1987=100 index, for the period of 1995-2004 1994=100 index and for the period after 2004 2003=100 index is used.


Average Exchange Rates 1997-2004: Average Exchange Rates 1997-2004


Average Exchange Rates 01.2004-03.2006: Average Exchange Rates 01.2004-03.2006


Banking: Banking Mergers and acquisitions Focusing on retail banking Investment banking potential Joint ventures State owned banks


Banking Sector: Banking Sector Source: http://www.deik.org.tr/


Business&Trade: Courtesy of Garbis Özatay Business&Trade


Turkey and EU: Turkey and EU In December 1999, Turkey became the European Union’s (EU) first candidate for full membership with a predominantly Muslim population. For the first time, Turkey participated as a full member candidate at the EU summit in Nice in December 2000. Turkey’s EU candidacy will pave the way for a series of additional changes, economic and political as Turkey strives to align its economy and laws with those of the EU 34 Articles of The Turkish Constitution have been amended and many of these ammendents actually coincide with the provisions of our National Program. A mid-2006 Eurobarometer survey revealed that 43% of Turkish citizens view the EU positively; just 35% trust the EU, 45% support enlargement and just 29% support an EU constitution In the summit of 16-17 December 2004 the EU leaders decided to launch the accession negotiations with Turkey on 03 October 2005 2005, October - Opening of six chapters of the Acquis: Right of Establishment & Freedom to provide Services, Company Law, Financial Services, Information Society & Media, Statistics and Financial Control


The Milestones of Turkey’s Integration with Europe: The Milestones of Turkey’s Integration with Europe 1949: Membership to the Council of Europe 1952: Membership to NATO 1963: Associate membership to the EEC 1987: Application for full membership to the EC 1995: Customs Union with the EU 1999. Recognition as Candidate for EU accession Laeken Summit held in December 2001 had important implications for the membership process of Turkey. At the Copenhagen Summit held on December 12, 2002, EU submitted December 2004 as a conditional date for Turkey to begin accession negotiations. In the summit of 16-17 December 2004 the EU leaders decided to launch the accession negotiations with Turkey on 03 October 2005 Source: Ministry of Foreign Affairs, Secretariat General for the EU Affairs


Exports and Imports by main Sectors (US$ million) : Exports and Imports by main Sectors (US$ million) Exports Imports


Main Industries: Main Industries Textiles Food processing Autos Mining (coal, chromite, copper, boron) Steel Petroleum Construction Lumber Paper


Main Agriculture Products: Main Agriculture Products Tobacco Cotton Grain Olives Sugar beets Pulse Citrus Livestock


Exports- Commodities&Partners: Exports- Commodities&Partners Apparel Foodstuffs Textiles metal manufactures transport equipment Germany 11.4%, UK 8% Italy 7.9% US 5.9% France 5.4% Spain 4.3% Source: World Fact Book/Turkey(2006)


Imports- Commodities&Partners: Imports- Commodities&Partners Machinery Chemicals Semi-finished goods Fuels Transport equipment Russia 12.7% Germany 10.6% China 7% Italy 6.3% France 4.8% US 4.3% Iran 4.1% Source: World Fact Book/Turkey(2006)


Competitiveness of Turkish Industries: Competitiveness of Turkish Industries


Market share in EU’s most dynamic 20 exports and change : Market share in EU’s most dynamic 20 exports and change


İstanbul Stock Exchange: İstanbul Stock Exchange ISE was established on December 26, 1985 Only stock exchange in Turkey Not-for-profit government organisation National market traded value is 86,6 billion US$ Number of companies traded on ISE is 297.


Export Amount by year: Export Amount by year Source: Referans Newspaper


Export - Import Comparison: Export - Import Comparison Source: Referans Newspaper


Consumption: Courtesy of Garbis Özatay Consumption


Consumption by Region: Consumption by Region


Consumption: Consumption Source: Turkey Statistical Institute


Distribution Channels in Turkey: Distribution Channels in Turkey


Consumption: Consumption Approximately 25% of the consumers are in İstanbul, İzmir and Ankara Marmara Region has almost half of the purchasing power of Turkey


Transportation Preference: Transportation Preference 58.5 % 1.2 % 2.1 % 3.0 % Others 3.3 % 31.8 %


Technology Usage: Technology Usage Mobile subscribers 1995-2007 Internet Users 1996-2005 Source: BuddeComm based on ITU, Global Mobile and company data


MEDIA: MEDIA


Turkey Media Billings: Turkey Media Billings Source for Rate Card Prices : Bileşim (TV+Print) Source for Estimated Nets : Turkish Association of Advertising Agencies The estimated nets excludes below-the-line, production costs, local media spendings, VAT. Rate Card - Million USD Estimated Nets – Million USD


Top Advertisers 2006 (Jan-Dec): Top Advertisers 2006 (Jan-Dec) Source : Bileşim Press+TV+Outdoor+Cinema Expenditures


Television Measurement: Television Measurement Research Company : AGB Nielsen Media Research Methodology : People meter system, based on minute ratings. Digital TV measurement has started in 2005. Sample Structure : Total of 2.500 households. Represents 56,2 million people age 5 and above. Coverage : 34 cities, 31 provinces Frequency of data : Daily Content : All viewership data Television adspend is measured by Bileşim.


Channel Profile: Channel Profile Generalist: ATV, Kanal D, Show TV, Star, FOX, Samanyolu TV, Kanal 7, Flash TV, TV8, Kanal 1, Cine 5 News/Economy : NTV, CNBC-E, CNN Turk, Haber Turk, SkyTurk, Kanalturk, TGRT Haber, 24 TV, Haber 7, STVHaber, Music : Number 1, Kral, Dream TV, MMC, Powerturk TV Digital : Digiturk, D-Smart State: TRT 1, TRT 2, TRT 3, TRT 4, TRT Int Regional: Doğu TV, Karadeniz TV, Ege TV, Kanal A, Kanal 5, Kon TV, Kordon TV, Marmara TV, Ege Mesaj, KadırgaTV, Kaçkar TV, Showroom TV, Selam TV, Kanal Türk, Vizyon TV, Olay TV Theme : Discovery Channel, National Geographic, History Channel


Media Consumption: Media Consumption Source: AGB Nielsen Media Research/TGI Turkey Spring 2007 TV, radio, newspaper : daily reach Cinema : monthly reach Internet : weekly reach Target : Total Individuals (15+) Period : Sep 2004-Aug 2005 Average time spent viewing TV (ATS) for total individuals is 307 minutes a day* *Source: AGB Nielsen Media Research *Target : Total Individuals (5+) Reach %


Radio Measurement: Research Company : KMG Research Methodology : Diary method Sample Structure : Total of 12.900 panel members. Represents 23.5 million people age 12 and above. Coverage : 24 cities Frequency of data : Quarterly Content : All radio listeningship data Radio adspend is measured by SAM Research. Radio Measurement


Station Profile: Station Profile Top 10 most listened to radio stations broadcasting Turkish music are : Kral FM, Süper FM, Power Türk, Alem FM, Slow Turk, Radyo D, Istanbul FM, Best FM, TRT FM, Radyo Tatlıses. Top 10 most listened to radio stations broadcasting foreign music are : Metro FM, Power FM, Number One FM, Joy Fm, Radyo Mydonose, Radyo 5, Capital Radio, Radyo Dokuz Eylül, Radyo ODTU, Radyo Nostalji. Source: KMG Research;Turkish Radio Audience Survey 2006/Quarter 4 Target Group : Total individuals (12+)


Press Measurement: Press Measurement Turkish National Readership Survey Research Company : TNS Piar Methodology : Face-to-face interviews Sample Structure : 48,000 interviews per year Represents 47,3 million people age 15 and above. Coverage : 26 cities, 24 provinces Frequency of data : Quarterly Content : Readership profiles and reach figures of daily newspapers with circulation 10,000+, newspaper supplements, weekly and monthly magazines with circulation 5,000+ Newspaper adspend is measured by Bileşim.


Newspapers: Newspapers *Source: Yay-Sat/BBD Period : Jan-Dec 2006 **Source :Turkish National Readership Survey Wave 8-11 / 2006 – Dec. ’05 – Nov. ‘06


Title Profile: Title Profile General News: Posta, Hürriyet, Sabah, Zaman, Milliyet, Akşam, Takvim, Türkiye, Vatan, Güneş, Cumhuriyet, Radikal, Star, Yeni Şafak, Bugün, Şok Economy: Dünya, Referans Sport: Fanatik, Fotomaç, Efsane Fotospor Regional : Yeni Asır


Magazine Summary: Magazine Summary Main magazine groups: Doğan Egmond, Doğuş Group, GD, Merkez Group, Nova Medya, Türk Medya, Vatan Group, Vogel. Magazine readership and magazine subscriptions are very low in Turkey.


Outdoor Summary: Outdoor Summary Outdoor has been a fast growing medium in Turkey with new approaches (mega posters, 3D posters, renovated bus stops & billboards, home boards, bus coverings) The major contractors are : Ströer Kentvizyon, Era, Clear Channel, Wall, News Outdoor, Media Pano Due to extreme demand, early reservations are a must AÇIAK - Technical committee for outdoor measurement has been formed to launch an outdoor research


Cinema Measurement: Cinema Measurement TGI Turkey provides the following topics on cinema : audience profile frequency recency type of movie preferred origin of movie preferred Fida Film provides ad-hoc cinema viewers profile surveys Number of tickets sold in cinema is measured through box office receipts by Warner Bros. Adspend is reported by Bileşim from the figures of Fida Film


Culture & Tourism: Culture & Tourism


Regions: Regions Aegean Mediterranean Central Anatolia Southeastern Anatolia Black Sea Marmara Eastern Anatolia


Sightseeing: Sightseeing İstanbul(the biggest city) Ankara (the capital) İzmir (typically Aegean) Aegean coast (Çeşme, Foça, Bodrum, Marmaris,Efes,..) Mediterreanian coast (Antalya, Alanya, Fethiye,..) Safranbolu in Black Sea GAP (largest development project)...


Activities: Activities Yachting Mountaineering Underwater diving Golf Conventional Facilities Hot Springs&Spas


Transportation: Transportation Railways: 8671 km Highways: 426,906 km Waterways: 1200 km Ports and harbors: Gemlik, Hopa, İskenderun, İstanbul, İzmir, Kocaeli, İçel, Samsun, Trabzon Airports: 117 Heliports: 18 Source: World Fact Book/Turkey(2004)


Holidays: Holidays National Public Holidays: January 1: New Year's Day. April 23: National Sovereignty and Children's Day May 19: Ataturk Commemoration and Youth and Sports Day August 30: Victory Day October 29: Republic Day Religious Public Holidays: Kurban Bayram (Eid al Adha) Ramazan Bayram or Seker Bayram (Eid al Fitr)


Working Hours: Working Hours Government Offices Monday-Friday (8:30-12:30) , (13:30-17:30) Saturday-Sunday (closed) Banks Monday-Friday (8:30-12-00) , (13:30-17:00) Saturday-Sunday (closed) Shops Monday-Saturday (9:30-13:00) , (14:00-19:00) Sunday (closed) İstanbul Covered Market Monday-Saturday (8:00-19:00) Sunday (closed)