1. Italian Brands in the
Turkish Market
Anıl Sural
University of Triste
Faculty of Econmy
Marketing

2. Overview Italy and Turkey Relationship

3. In the last years’ average, Italy ranks third in the exports of Turkey
and second in its imports. Though they do not reflect the real potential, the
relations between Turkey and Italy in tourism are also in an important level.
The cultural relations are in an increasing trend thanks to the signing of
agreements and programs, the twin town projects, the reciprocal
participation to various events through the extent of individual contacts,
common organizations, exchange of students and scholarships.
The Italian PrimeMinister Silvio Berlusconi* and his Government attach great
importance to the development of Turkish-Italian relations in every field and
in this framework support the membership to the EU of the democratic and
secular Turkey with a majority of Muslim population.
The Turkish and Italian relations are steady increase in recent years.
According to the statements spoken by the Italian Chamber of Commerce,
For Italy: Turkey is more important than China, Russia or Brazil. Turkey is
much more important investment and trade partner. Major reasons for this,
as in neighboring Turkey and Italy have close access to markets, to create a
center point for the important.

5. There are more than 800 Italian
companies operating in Turkey

6. Turkey is major trade area for Italy. Bilateral trade volume reached $ 18.8
billion in 2008. However, this figure declined to $ 13.5 billion in 2009, the global
economic crisis. Italy's 4th biggest exporter in 2009 was the country. There is
the potential for further improvement of our relations.
There are more than 800 Italian companies operating in Turkey. Direct
investment in equity shares of these companies is close to $ 4.6 billion. Italian
firms in the service sector in our country (contracting, banking, insurance,
telecommunications), manufacturing industry (automotive, electronics,
machinery, pharmaceuticals, cement, ready-made clothing) and to a lesser
extent agriculture, mining and energy fields, the owner of the investment.
The amount of foreign direct investments from Italy to Turkey in 2008 is $ 249
million.$ 291 million in 2009, this figure in 2010 was 54 million dollars.
Textile-garment, leather, machinery manufacturing, food processing,
chemicals, areas open to cooperation with Italian companies directly. In this
sector, as well as the packaging, mining, furniture, automotive parts,
electronics, security systems, jewelry, communications, engineering, logistics,
metal processing, shipbuilding, energy - transport - environmental projects,
defense, health care, financial services and tourism sectors also develop.

7. The Italian government is encouraging free enterprise and free trade.
For those who prefer to invest in activities and the minimum nominal
amount of capital invested in the company is determined by type.
Banks and insurance companies and stocks, investment tools and
institutions are required to meet the requirements and criteria set by EU
directives. Foreign investors benefit from the existing incentive
mechanisms. But for that anonymous (spa) or (srl) need to be
organized limited liability company status.
Turkey's 3 rd commercial partner for companies in Italy, Turkey,
developed in co-operation in a market constitutes a priority. Italy in the
field of foreign capital accounts for 50% of the capital brought by
foreign companies operating in Turkey.
Italian investors in almost all provinces of Turkey offers significant
potential. Italian investors can invest in our country on the basis of
regional and provincial sense, and cooperation in many areas is
possible.

8. Turkey is appropriate fields for Italian
investors

9. Italian entrepreneurs to invest in Turkey and the common areas at the
beginning of the requested food items, shoes and accessories, chemical
and pharmaceutical products and garments are knitted. On the other
hand many almost time for the Italian company also expects Turkey to
supply the goods. Italian companies in the decorative candle olive oil,
tuna fish until the cork coming to mind first are among the demands of
many different areas.
Italian investors in recent years has greatly increased interest in our
country. Indeed, in 1988, a total of 17, while the number of the Italian
company operating in our country, this figure is increased to 355 at the
end of February 2005, 106 of these firms are the firms established after
June 2003. Although there are big industries operating in the Italian
investors in general, the intensity in the manufacturing industry.

10. Investments in Turkey and has representative
offices in Italy's leading industrial companies.
These are Telecom Italia Mobile, FIAT, IVECO,
CHICCI, Merloni are other in the first place.
Italy in the furniture industry as well as production
units in terms of both quality and design is the first
in the world. However, due to increases in
production and labor costs and labor costs are
more suitable for production facilities is essential to
shift to nearby countries.

11. Commercial and Economic Relations with
Turkey and Italy
(In millions of U.S. Dollars)

12. YEARS EXPORT IMPORT BALANCE VOLUME
2005 5.616 7.566 - 1.950 13.182
2006 6.752 8.663 - 1.911 15.415
2007 7.480 9.967 - 2.487 17.447
2008 7.816 11.000 - 3.184 18.816
2009 5.893 7.666 - 1.773 13.559
2010 6.508 10.202 -3.694 16.718

13. Turkey and Italy Bilateral Agreements

14. - International Convention on Carriage by Road (30June1971)
- Economically, Industrial and Technological Cooperation Agreement
(16 December 1976)
- Ports and harbors of Trieste between Derince and protocols for the
establishment of the Ro-Ro Line (15 January 1986)
- Agricultural Co-operation Protocol (24 December 1987)
- Economically, Industrial and Technical Co-operation Joint
Commission VI. Memorandum of Understanding for the period (15
December 1989)
- Agreement on Avoidance of Double Taxation (27 July1990)
·
- Double Taxation Agreements (1 December 1993)
- Agreement on Reciprocal Promotion and Protection of Investments
(22 March 1995)

15. Italian investor's objective: Our China
market is Turkey.

16. Italian companies, lower production costs and proximity to
the market because instead of China and India, Italian
investors choose Turkey. Automotive, furniture, fixtures and
other sectors, 50 Italian company is investigating ways of
doing business in Turkey.
As the geographical regions of Turkey and Italy, and the
​
production potential of the regions made on the basis of
cooperation can go to matches. Given special attention
within the framework of cooperation between the fields of
Italy, energy, tourism, IT technologies, automotive,
innovation, effective dialogue and co-operation between
SMEs in the fields, by making use of EU funds to produce
joint projects between universities to take part in the projects
include mutual.

17. Installed in the defense industry sector cooperation opportunities
between Turkey and Italy in particular, there are defense projects with
the participation of the two countries. However, both countries within
NATO and the EU has a joint defense R & D projects.
In this context, Turkish and Italian defense industry sector
representatives and member firms in meetings on a common platform,
the new cooperation opportunities will be created.
The first thing to be said in terms of investments, the Italian
entrepreneurs in Turkey for two reasons that I represent an attractive
investment environment. SMEs have a strong role in both the country's
industrial structure, closer to the dynamism of small-scale Italian
investors in Turkey is undoubtedly the most powerful . At the same
time, large industrial enterprises, engaged in an important country in
terms of Turkey's geostrategic was interested in all sectors. Turkey,
especially in the field of energy, as energy corridor, natural gas and oil-
producing basins of the European markets and has an infinite potential.
Seeing this, one of the leading Italian companies, investments have
already begun.

18. Investment in Turkey

19. Investments in Turkey, Italy's leading industrial Companies
and representative offices of some important. These
Companies, Telecom Italia Mobile, FIAT, IVECO, CHICCO,
MERLONI, De Longhi, Magnetti Marelli, Pirelli Spa, Banca
di Roma, Ermenigeldo Zegna, Assicurazioni Generali,
Astaldi Spa, Trevi Spa, Set Italcementi Group (Set Cement),
Caltagirone Group (Çimentaş), Banca di Roma, Istituto
Bancario San Paolo di Torino Spa, Barilla Alimentare (Filiz
Gida San.), Menarini International (Ibrahim Adham Ulagay),
Omron Electronics, Sabco Srl (Nejat Sabuncu Machine
Tic.San), Inelli Plastic and Unicredito (Koçbank).

20. Example for Italian Corporation in
Turkey

21. The banking sector, UniCredit and Koç Group, which is the
product of the joint venture include building credit. In
addition, the Monte dei Pasche di Siena, Intesa San Paolo
and the BNL / organizations such as the BNP has
representative offices. In March of 2010, Banca Intesa
Sanpaolo group members lnfrastrutture Innovazione e
Sviluppo (BIIS), within the framework of the country's
infrastructure system is of fundamental importance in
Gebze and Bursa-Izmir highway project was selected as a
consultant. In July 2009 the consortium undertaking the
tender of the said highway, is the Italian firm Astaldi.

22. Example for Italian Corporation in
Turkey

23. Italy, has an important place in the energy
sector, Saipem and ENI, which is
responsible for the construction of the Blue
Stream natural gas pipeline today with the
Samsun-Ceyhan pipeline has been building
the About Group. EDISON, agreement in
July 2007 in Italy, Greece and Turkey,
signed by the Italy-Turkey-Greece inter
connector (ITGI) is a party to the project.

24. Example for Italian Corporation in
Turkey

25. Other large industrial groups, for three years in
2010 selected as the exclusive tire supplier for
Formula 1 racing Pirelli manufacturing facilities
in Izmit, has positioned itself very advanced
technologically. Candy important figure in the
white goods sector, November in 2009, has
opened a new production facility in Eskişehir.
Indesit Company in October 2008, Manisa
production facilities located in an area close to
the final products and spare parts logistics for
the distribution of a pole entered into service.
For many years, together with the Koc Group,
which was life TOFAŞ- FIAT, the country still
maintains a leadership position.

26. Example for Italian Corporation in
Turkey

27. By the infrastructure sector, which is active in the
companies, Ansaldobreda, Astaldi, Ansaldo STS,
Lucchini, and is the Selex System Integrati.
Istanbul - Ankara highway, and the metro line on
the European side of Istanbul who have
completed the Astaldi, Metro Metro Crossing the
Golden Horn Bridge Construction Project has
undertaken the contract. Last Astaldi in July in
2009, Gebze and Bursa-Izmir highway tender to
build the airport terminal building and Bodrum
won the tender.

28. Example for Italian Corporation in
Turkey

29. Finmeccanica Group, which opened in November
2010da Representation in Ankara, the defense
industry has made great achievements, Agusta
Westland, the Armed Forces to be allocated to the
provision of 51 T-129 helicopter was chosen as a
subcontractor of Tain, Alenia Aeronautica, Italy,
Spain, Germany and the United Kingdom
consortium consisting of four responsible for
marketing the Eurofighter combat aircraft produced
in Turkey. Fincantieri of other operating companies,
the first Turkish observation satellite Gokturk-1in the
supply undertaking Telespazio, which holds a
majority stake in Turkish firm called Stoeger resident
of Istanbul and Turkey to transfer some production
lines to include that Beretta.

30. In addition, household goods sector (BIALETTI), the production of air
conditioning and refrigeration plants (Costa, Ferroli), metallurgy,
electronics (Eldor, Omron), chemical, textile, clothing (Benetton,
Chicco, Zegna), food (Ferrero, Barilla Group, Perfetti ), tourism
(Valtur, Costa Crociere), construction (Antalya Fipa), medicine
(Menarini, Recordati), cement (Cementir, Barbetti) are available in the
field of Italian firms.
Strong similarities between Turkey and the Italian economy, the textures,
in recent years, many Italian SMEs particularly in Istanbul, Izmir and
Ankara in Turkey to invest in was initiated. However, the reality of the
Turkish economy is not limited only aware of the three largest city, in
fact in Italy, their presence in areas that offer opportunities in terms of
investments is determined to carry; target large industrial centers,
known as the Anatolian Tigers, and are generally all of South East
Anatolia.

31. Finally

32. If we leave aside the impact of the international crisis, the
economic and commercial relations between Turkey and
Italy are estimated to be demonstrating the development,
on the basis of this confidence, they now only Italian
companies in textile, apparel, jewelry, and a restriction
on the traditional sectors such as mechanical, but a very
bright future shows the top level of Italian companies
operating in the defense industry, energy, infrastructure,
transportation or enter into strategic areas such as lies.
Recently, architectural restoration, environmental
protection and cooperation opportunities in new sectors
such as public interest areas that are under investigation.
All of these industries and numerous other Italian
companies in the sector, particularly in the Caucasus,
Central Asia and in Iraq, the Turkish entrepreneurs and
aims to act together.

33. The main feature distinguishing the approaches of Italian
firms to Turkey, the Turkish friends, technology,
experience and professionalism share determination to
complete this approach, both in Turkey and many other
countries have played an important role in winning the
tender. This openness, the Italian technology for the
benefit of the Turkish industry has been a powerful way
to transfer recorded on the samples is not limited to the
defense industry. Openness in question, especially in
transport infrastructure and also includes many other
sectors. Turkish and Italian companies formed industry
partnerships, the search for business opportunities in
third countries on both sides makes it more powerful: the
future of this cooperation, to show the operating abroad,
the parties passes through the use of the advantages in
certain areas.

34.  Resource
 http://www.euractiv.com.tr/ticaret-ve-sanayi/link-dossier/trkiye--italya-ticar
 http://www.izto.org.tr/NR/rdonlyres/0E45658F-7042-4458-B71F-
5B8C5258B803/6899/Italya.pdf
 http://www.mfa.gov.tr/turkiye-italya-ticari-ve-ekonomik-iliskileri.tr.mfa
 http://www.sanalda1numara.net/yurt-disi/78118-italyanin-turkiye-ile-
ticari-iliskileri.html
 http://www.kto.org.tr/dosya/rapor/italya_rapor.pdf
 http://www.tedariksistemi.com/jm/index.php?
option=com_content&view=article&id=10:yatrmlar&catid=74:ekono
mi&Itemid=84
 http://www.ito.org.tr/Dokuman/Ulke/Italya.pdf
 http://www.subconturkey.com/2011/Temmuz/haber-Turk---Italyan-
Ticari-Iliskileri-ve-Turkiyedeki-Italyan-Sirketleri.html
 http://www.cciist.com/Italyaulke.pdf
 http://www.vizetakipcisi.com/data/ulk_inf/italya.pdf
 http://www.ekonomistim.com/turkiyenin-ithalat-yaptigi-ulkeler/

35. Thank you!
Best Regards,
Anıl Sural