BEKO CONQUERS THE WORLD

The past decade has seen the brand BEKO winning praise from many domestic consumers. It is also the fifth largest company in Europe. The volume and structure of the company are mind-blowing - the output volume exceeds 6 million units of domestic electric appliances and 7 million units of television sets a year. Eight plants operated by the company adhere to the principle "one plant – one product". The plants producing BEKO refrigerators and washing machines are among the largest in Europe.

Undisputed leader

All of BEKO production items undergo 100% quality control. This is one of the reasons the household appliances from BEKO have been awarded the national and European prizes for design and quality of technologies for many years together.

Important information for consumers – all plants are certified in accordance with the ISO 9001 quality standards and ISO 14001 ecological standards. They also meet the quality standards of Rostest, BEAB, VDE, UL, NF etc. All production units have the CE marking which testifies BEKO’s adherence to exact safety requirements.

In 2004, the plants of the company produced 3 million refrigerators, 2.6 million washing machines, 1.16 million gas-stoves and 7.1 million television sets. 60% of BEKO household appliances satisfy the needs of the domestic market in Turkey and 40% are exported to 55 countries. Eighty percent of export items go to Russia and the countries of Eastern and Western Europe.

BEKO exports its production by means of the existing network of branches and offices which function throughout Russia, Azerbaijan, Uzbekistan, Poland, Germany, France, Spain, Great Britain, Ireland, Algeria, Tunisia, Egypt, Israel, Hong-Kong among other countries.

Soliton Ltd - one of the leading companies dealing with sale of household electric appliances is an official distributor of BEKO in Azerbaijan. Import, sale and service of the leading world brands is the primary function of the company. Soliton Ltd offers its clients a wide range of goods and services including warranty service.

Innovations and service

Soliton Ltd claims a wide coverage of the IT-market in Azerbaijan. Through the sale of BEKO computers, the company plans on 80% covering the computer sales market in Azerbaijan in the next two years. BEKO computers including notebooks and multimedia computers with built-in software are planned to be delivered in a broad assortment to Azerbaijan in 2006.

Also, in 2006 BEKO intends to cover the mobile handset market of Azerbaijan as well. Thus, the company will introduce over 10 new models with different features, in particular a telephone with a 3-mega pixel camera.

BEKO keeps on pleasing its customers with innovations and has already finalized a contract with certain German manufacturers and expects to start production of plasma television sets with 3D graphics. Hence, these television sets will first be introduced in Azerbaijan by Soliton Ltd. Moreover, the assortment of digital cameras will be expanded in 2006.

BEKO is the only brand in Azerbaijan that offers consumers a complete assortment of household appliances like mixers, irons, telephones, digital cameras, television sets etc.

It gives a two-year guarantee on all appliances and the official BEKO service center has been in operation in Baku (Tebriz str., 2A) since 2002. This center also renders assistance in many regions of Azerbaijan.

BEKO has managed to expand its area of distribution. Presently, around 100 shops and service centers of the company function in Azerbaijan. There is a dearth of after-sales service in the local market for household appliances. In this connection, the expansion of service will become the prime focus of the company in 2006. By now the service centers of the company function throughout Azerbaijan with the exception of a few regions. But the company’s target today is to open such centers in every point selling appliances from BEKO.

In 2005 the average company sales in Azerbaijan ranged from 10% to 30% of the total market share. Washing machines have recently entered the Azerbaijan market. There is a washing machine in each home in the European Union. But in Azerbaijan the situation is different. In this connection, Soliton Ltd intends to do its best to reach this level by using acceptable credit conditions.

Quality and price

The quality of BEKO household appliances is beyond doubt. At present washing machines practically do not have competitors in the market because the rest of the brands lack after-sales service. The same may be said regarding gas-stoves and television sets, especially as television sets working on Cathode ray tubes will not be produced after a few more years. Thus, the brand BEKO has a lot of advantages both in Azerbaijan and all over the world.

As for the price factor which is also important, the company expects simplification of the customs procedures between Azerbaijan and Turkey. This can result in a reduction of prices for BEKO products. It turns out that BEKO will result in becoming the most qualitative, acceptable, affordable and respectable brand.

Outlook

Soliton Ltd is the motivating force for this brand in the Azerbaijani market. The assortment is constantly widening. Conditionally the development of the company can be divided into three stages:

In the first stage, the company registered in Nakhchivan was dealing with trade operations. Since 2002 the company has established offices in Dubai, Baku and Turkey. In the second stage, Soliton Ltd dealt with promoting BEKO products in the market as an official distributor.

Since the beginning of 2006, the company is experiencing a new stage of development. Soliton Ltd will work in UAE and Iran as an official distributor of BEKO. The necessary conditions for fulfillment of these plans have already been laid out.

In the future, Soliton Ltd is going to keep on pleasing buyers with new technologies.

Along with delivery, sale and service, the company plans to establish assembling of goods of BEKO. These goods will involve computer technologies and plasma television sets. In 2006, the company intends to organize approximately 10 advertising campaigns, as a result of which goods from BEKO will be sold on acceptable credit conditions, although this is a challenge to arrange for.

In future Soliton Ltd is going to keep on pleasing buyers with newer technologies.