BEKO Country Manager Gürhan Gunal on the Challenges of Being the New Player in the Appliance Market
European brand Beko—with Country Head Gürhan Gunal at its helm—strives to make itself at home in every Filipino household amid a competitive playing field.
Based on data from Statista, the revenue in the household appliances market amounts to USD$8 billion in 2023 (around PHP 455.22 billion)—and is even expected to grow annually by 3.89% from 2023 to 2028. This is why in the country, there is a healthy mix of both local and international appliance brands—many of which are established, while some are new players.
A notable entry is the European powerhouse brand Beko. The company has over 60 years of operational experience in the appliance industry, is the fastest-growing brand in the European white goods market, and is ranked number 1 in terms of market share in that entire continent as well. Currently, it boasts a presence in 152 countries, including the Philippines.
A Challenging Start
Getting a foothold on the Philippine industrial market, however, has proven to be extraordinarily difficult. “Our journey started in March of 2020—literally just weeks before the pandemic hit. We had barely set up [the] office, and I had just started recruiting the initial members of my team when the lockdown was imposed,” recalls Beko Pilipinas Corporation Country Manager Gürhan Gunal.
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