Manisa Elektrikli ve Elektronik rnler (EE) Kmesi iin Yol Haritas A Roadmap for Manisa Electrical and Electronic

c Appliances (EEA) Cluster

Kitapk Leaflet

07

Manisa Elektrikli ve Elektronik rnler (EE) Kmesi iin Yol Haritas

Manisa Elektrikli ve Elektronik rnler (EE) Kmesi iin Yol Haritas

Giri:
Faaliyetine Mart 2007de balanarak 2009 ylnn Mart aynda tamamlanan Ulusal Kmelenme Politikasnn Gelitirilmesi Projesi, finansman Avrupa Birlii tarafndan karlanan bir teknik destek projesidir. D Ticaret Mstearl, Projenin faydalanc kurumudur. Proje, Anteja ECG (Slovenya), Clusterland (Avusturya), CSIL (talya) ve Euromed (Belika) ile ibirliinde ADA Mhendislik liderliinde uluslararas bir konsorsiyum tarafndan yrtlmtr. Bu bror, Manisa Elektrikli ve Elektronik rnler Kmesi iin yerel paydalarn katlm ile hazrlanm yol haritasn ayrntlar ile ele almaktadr.

Metodoloji:
Bu ve dier dokuz yol haritasnn meydana getirilmesi iin yararlanlan yntem, Projenin temel nceliklerini yanstmaktadr. Dolaysyla, bir taraftan, i kmesinin nasl daha rekabeti olabileceini gsteren bir yol haritasnn oluturulmas hedeflenirken dier taraftan kmelenme politikasnn gelitirilmesi srecine katk salamak amac ile politik ve kurumsal nerilerin sre ierisinde oluturulmas amalanmaktadr. Bir baka deyile, yol haritas detayl bir i plan olmaktan ziyade,stratejik bir plan nitelii tamaktadr. Manisa Elektrikli ve Elektronik rnler Kmesi iin hazrlanan yol haritas; firmalar, devlet kurumlar, sivil toplum rgtleri, akademik kurumlar ve aratrma rgtleri ile dier ilgili kme aktrlerini iine alan paydalarn dorudan katlm ile oluturulmutur.

stanbul

Ankara Manisa

A Roadmap for Manisa Electrical and Electronic Appliances (EEA) Cluster

A Roadmap for Manisa Electrical and Electronic Appliances (EEA) Cluster

Introduction:
Development of a Clustering Policy for Turkey is an EU funded project which started its activities in March 2007 and was completed in March 2009. The Beneficiary of the Project is the Undersecretariat for Foreign Trade and the main contractor is ADA Muhendislik in consortium with Anteja ECG (Sl), Clusterland (At), CSIL (It) and Euromed (BE). This leaflet details the Roadmap that has been produced for the Manisa Electrical and Electronic Appliances Cluster and acknowledges the participation of the Beneficiary and of the local stakeholders in its development.

Methodology:
The methodology deployed for the development of this and for the nine other roadmaps reflects the key priorities of the DCP Project. Therefore; it, on the one hand, aims at developing a roadmap that demonstrates how the cluster can be made more competitive, and on the other, serves the key purpose of informing the process of cluster policy-making and the development of policy-level and institutional recommendations. In other words, it is more of a strategic plan than a detailed business plan. The Roadmap for Manisa EEA Cluster has been developed with the direct involvement of a broad range of stakeholders: enterprises, governmental and non-governmental organisations, academic and research organisations, and other relevant cluster actors.
Manisa stanbul

Ankara

Manisa Elektrikli ve Elektronik rnler (EE) Kmesi iin Yol Haritas

Kmesinin Analizi:
kmesi iin yol haritas gelitirilmesi sreci, kmenin iinde bulunduu i ortamnn ve i kmesinin isel dinamiklerinin anlalmasn gerektirmektedir. Bu; yerel ekonominin gzden geirilmesi, i kmesinin analizi ve piyasa baarszlklar ile sistematik hatalarn ele alnmas aracl ile gerekletirilmitir. Deerlendirmeler, Manisa EE Kmesinin son 15 ylda hzla genilediini ve nemli sayda irket ve dorudan yabanc yatrm iin ekim merkezi olduunu ortaya koymaktadr. Bunun temel sebebi Kmesinin zmire corafi yaknl ve gl sanayi altyapsdr. Kmesi, ayrca AR-GE ve inovasyona nem veren, kresel oyunculara ev sahiplii yapmas sebebiyle de nemli avantajlara sahiptir.. Dier taraftan ilgili ve destekleyici sektrler gl ve rekabeti deerlendirilmekle birlikte tasarm, inovasyon, teknoloji transferi vb. konularnda hizmet veren kurulularn i kmesine dahil olmas fayda salayacaktr.

Rekabet Elmas:
Manisa Elektrikli ve Elektronik rnler Kmesi, Michael Portern Rekabet Elmas Modeli kullanlarak analiz edilmitir. Bu analizden elde edilen bulgular aadaki ema ile zetlenmektedir:

Kamu Kurumlar
Dezavantajlar
Kamudan gl ya da grnr destek salanamamas

Firma Stratejisi ve Rekabet

Avantajlar
Kritik ktle Ev aletleri sanayiinde dnya liderlerinin varl Fiyat temelli rekabet Yetersiz inovasyon ve AR&GE irketler aras yetersiz ibirlii

Dezavantajlar

Faktr (Girdi) Koullar

Avantajlar
Corafi konum (zmire yaknlk) Organize Sanayi Blgeleri ve dier retim Gelien lojistik altyap Byk igc havuzu Beyaz yakal igcne eriimde skntlar Inovasyon ve teknoloji transfer ofisi eksiklii Yerel niversitenin EE Mhendislii Blm ne rencileri kabul etmemesi

Talep Koullar
Avantajlar
Gen ve byk nfus Yeni rnlerin hzl adaptasyonu Sosyal hayattaki deiimler Ev Aletlerine azalan yerel talep

Dezavantajlar

Dezavantajlar

lgili ve Destekleyici Sektrler

Avantajlar
nemli miktarda yerel tketicinin varl AR&GE, tasarm, inovasyon ve teknoloji transfer salayclarnn eksiklii

Dezavantajlar

birlii Kurum/Kurulular
Dezavantajlar
Temel oyuncular arasndaki gerginlik Celal Bayar niversitesi ile yetersiz ibirlii

A Roadmap for Manisa Electrical and Electronic Appliances (EEA) Cluster

Cluster Analysis:
The development of a cluster roadmap requires an understanding of the clusters business environment and of the clusters internal dynamics. This was achieved through undertaking a) an overview of the local economy; b) an assessment of the cluster; and c) an assessment of the market and systemic failures associated with the cluster. The assessments revealed that the Manisa EEA Cluster has expanded rapidly in the last 15 years, and has attracted a critical mass of companies and foreign direct investments. The main reason for this has been the geographical proximity to Izmir and the superior industrial infrastructure. The Cluster also enjoys some advantages as a result of being home to global players, which value R&D and innovation. In addition, the related and supporting industries are strong and considered competitive, however the Cluster would benefit from entities providing services in design, innovation, technology transfer etc.

The Cluster Diamond:

Manisa EEA Cluster was analysed using Michael Porters diamond of competitiveness framework. The findings of this analysis is summarised in the following figure:

Government
Disadvantages
No strong and visible support from the government

Firm Strategy and Rivalry

Advantages
critical mass Presence of global players of the household appliances industry Price-based competition, Low levels of innovation and R&D take up, Low level of cooperation between companies

Disadvantages

Factor (Input) Conditions

Advantages
Location (proximity to Izmir), Organised Industrial Zones and other production, Expanding logistic infrastructure Large pool of workers Some difficulties accessing white-collar work force Lack of dedicated innovation & technology transfer centre Local university does not accept students to EE Engineering department.

Demand Conditions
Advantages
Large and young population, Fast take up of new products, Changes in social life. Declinin local demad for household appliances

Disadvantages

Disadvantages

Related and Supporting Organisations

Advantages
Critical mass of locally established suppliers. Lack of R&D, design, innovation and technology transfer knowledge providers

Disadvantages

Institutions for Collaboration

Disadvantages
Tension between key players, Low level of co-operation with Celal Bayar University

Manisa Elektrikli ve Elektronik rnler (EE) Kmesi iin Yol Haritas

Yol Haritas

Kmesinin Vizyonu:
Manisa EEA Kmesinin vizyonu dnya standartlarnda aratrma ve inovasyon ortam ile tannan, son teknolojiye sahip yksek katma deerli ev aletlerinin dnyadaki en byk reticilerinden biri haline gelmek olarak belirlenmitir. Kme aktrleri, Kmesine, mevcut ok uluslu orjinal para retici (OEM)lerin (rn. Indesit, Franke, Bosch)) AR-GE faaliyetlerini ekmenin neminin farkna varmlardr. Ayrca, AR-GEnin ounluunu blgeye tayacak olan dier ok uluslu OEMlerin ilgisini ekmek de nemlidir. nc olarak ise, rekabeti bir avantaj yaratmak ve bunu srdrmek iin kmenin tedarikileri ve destekleyici sektrleri arasnda nemli sayda inovatif KOB yer almaldr.

Kmesinin Stratejisi:
Kresel deer zincirinde, yeleri iin rekabeti bir avantaj yaratma hedefiyle, AR-GE faaliyetlerini ve uzman hizmetleri, ileri seviyedeki blgelerden Kmeye ekmek iin Manisada elverili bir ortam yaratlmas. Kmesinin stratejisi olmaldr. Hedef, yerel AR-GE kapasitelerini gelitirmektir, bylece Manisada faaliyet gsteren irketler, rn tasarm ve gelitirilmesi ilevlerinin olduka nemli bir ksmn Kme bnyesinde yrtebilecektir. Bu stratejinin yle bir avantaj vardr, AR-GEye yaplan yatrmn tmnn mevcut Kme aktrleri (irketler, niversiteler, devlet) tarafndan yaplmas gerekmemektedir; bu kurulularn sadece ilk yatrm yapmalar yeterlidir. Devam eden yatrmlarn Manisada bulunmayan ancak AR-GE masraflarn azaltmay hedefleyen ve i kmesine ekilecek irketler tarafndan yaplmas beklenmektedir. Nitekim Bangalore(Hindistan) da yazlm faaliyetlerinin dardaki firmalara yaptrlmasndan benzer ekilde faydalanmtr.

Temel Baar Faktrleri:

Genel olarak Temel Baar Faktrleri (TBF), kmenin daha rekabeti olabilmesi iin sahip olduu veya elde etmeyi amalad faktrleri temsil etmektedir. Bu stratejinin uygulanmas u hususlar gerektirmektedir: (a) gl kme liderlii, (b) Kmede uygulamal AR-GE yaplmas ve yaygnlatrlmas; (c) uzman hizmetlere sahip eitlendirilmi kme yeleri; (d) giriimcilii ve iletmenin gelitirilmesini destekleyen ve tevik eden yatrm ortam; (e) evresel politikalar yoluyla farkllama ve (f ) dnya standartlarnda lojistik ve tamaclk altyaps

A Roadmap for Manisa Electrical and Electronic Appliances (EEA) Cluster

The Cluster Roadmap

The Cluster Vision:

The vision of the Manisa EEA Cluster is to become one of the worlds largest producers of premium high value-added household appliances, known for its world-class research and innovation environment. The Cluster actors recognise the importance of attracting higher portions of the R&D activities of the presently existing multinational OEMs (i.e. Indesit and Vestel) to the Cluster. Furthermore it is also important to attract other multinationals as well, which would also eventually move much of their R&D to the region. Thirdly, to create and sustain competitive advantage, the Manisa EEA Cluster should have a critical mass of innovative SMEs among suppliers and supporting industries.

The Cluster Strategy:

Accordingly, the strategy of the Cluster Initiative should be to create a favourable environment in Manisa for the attraction of R&D functions and specialised services from advanced regions to the Cluster with the goal of creating for its members a competitive advantage in the global value chain. The goal is to build up local R&D capabilities so that companies with operations in Manisa will be able to conduct increasingly significant portions of their product design and development functions within the Cluster. This strategy has the advantage that not all of the investments in R&D capabilities need to be made by existing Cluster actors (companies, universities, government); these entities only need to make the initial investment. Subsequent R&D investments would be made by companies currently not located in Manisa, which are to be attracted to the Cluster in order to reduce their R&D costs, much as Bangalore, India has benefited from outsourcing of software programming from around the world.

The Key Success Factors:

In general, the key success factors (KSFs) represent the factors which need to be in place for the cluster to implement its strategy and progress towards achievement of the vision. Implementation of this strategy requires (a) strong cluster leadership; (b) creation and expansion of applied R&D in the Cluster; (c) a diversified portfolio of cluster members with specialized services; (d) an environment that supports and encourages entrepreneurship and enterprise development; (e) differentiation through environmental policies; and (f ) world-class logistics and transportation infrastructure (i.e. the Key Success Factors).

Manisa Elektrikli ve Elektronik rnler (EE) Kmesi iin Yol Haritas

Gerekli Beceri ve Yetenekler:

Beceri ve yetenekler, kmenin TBFleri salamas iin gerekli grlen unsurlardr. Bu beceri ve yetenekler, aadaki tabloda alt TBFye karlk gelecek ekilde listelenmektedir. Temel Baar Faktrleri Gerekli beceri ve yetenekler

Kme dnmn destekleyecek liderlik (a) irketlerin ve akademisyenlerin dilini anlama ve (b) bir grubun ihtiyalarn dierine etkili biimde iletme yani arabuluculuk yapma becerilerine sahip yksek dzeyde eitimli mhendisler Aletlerde kullanlan son teknoloji hakknda bilgi birikimi Etkili liderlik Gl elektrik mhendislii, bilgisayar bilimleri, makine mhendislii ve fizik faklteleri AR-GE faaliyetlerini ve AR-GEye dayal olarak balayan i faaliyetlerini destekleyen i ortam birlii salayacak kurumlarnn oluturulmas, yaygnlatrlmas ve bilgi paylam (a) irketlerin ve akademisyenlerin dilini anlama ve (b) bir grubun ihtiyalarn dierine etkili biimde iletme yani arabuluculuk yapma becerilerine sahip yksek dzeyde eitimli mhendisler Ev aletlerinde kullanlan son teknoloji hakknda bilgi birikimi Etkili liderlik Gl elektrik mhendislii, bilgisayar bilimleri, makine mhendislii ve fizik faklteleri AR&GE faaliyetlerini ve AR&GEye dayal olarak balayan i faaliyetlerini destekleyen ortam Kmede yksek vasfl i gc eitliliine sahip olmak; Yeni irket oluumunu destekleyen byk irket politikalar; Kuluka merkezleri ve i melekleri; Tamacl planlamaya ilikin beceriler, Kara yolu, demir yolu ve liman mhendislii Altyapnn gelitirilmesi iin yeterli bte Kmenin yarar salamas iin yatrmlara altyap konusunda ncelik vermeye ilikin politik irade

Uzman hizmetlere sahip kme yelerinin eitlilii Dnya standartlarnda lojistik ve tamaclk altyaps ve iletim hizmetleri

evresel duyarllk ile piyasada farkl bir yere sahip olma Giriimcilii ve iletmenin gelitirilmesini (KOBler) destekleyen ve tevik eden ortam

evresel standartlara ilikin bilgi birikimi Kme yelerinin uyum gsterme taahhd Uyum gstermeye ilikin beceri ve yetenekler Yneticilerin, iletme konusunda etkinlik, stratejik dnme ve karar alma konularnda en st dzeye ykselmeye ilikin becerileri letme konusunda altyapya sahip ynetim danmanlar Giriimcilii tevik eden elverili i ortam Dzenli olarak sanayi ve piyasa analizi yrtmeye ilikin kapasiteler

Kmesi Faaliyetleri/Giriimleri:
TBFleri ve belirlenen gerekli beceri ve yeteneklere bal olarak, kmeyi daha da gelitirecek, etkili ynetimini salayacak ve kme stratejisini hedeflerine ulatracak, bir dizi kme faaliyeti belirlenmitir. Her biri, bir dierini tamamlamakta olup tm, blgeye daha fazla AR-GE getirmeyi hedefleyen ana hedefe odaklanmaktadr. Kme Faaliyetleri 1 Kme Danma Kurulu ve Kme Ynetim Ekibinin oluturulmas 2 Uygulamal AR-GE kurumlar ann kurulmas 3 Ev aletleri alanndaki Kresel Deer Zinciri oyuncular iin Cazibe Programlarnn seviyesinin ykseltilmesi 4 Giriimcilik ve letme Gelitirme Merkezi 5 Kapsaml evresel revizyonun uygulanmas 6 Limann zelletirilmesi, kara ve demiryollarna byk yatrmlar yaplmas ve tamacl planlayanlar ile daha yakn ibirlii iinde olunmas

A Roadmap for Manisa Electrical and Electronic Appliances (EEA) Cluster

The Requisite Skills and Capabilities:

The skills and capabilities are those considered necessary to address the clusters KSFs. For purposes of clarity, these skills and capabilities are listed against the six KSFs in the following table. Key Success Factors Leadership to support cluster transformation Requisite skills and capabilities Highly educated engineers with skills to (a) understand both the language of companies and academics, and (b)to effectively communicate the needs of the one group to another; match maker skills Knowledge of the cutting edge technologies used in appliances Effective leadership Strong university faculties in electrical engineering, computer science, mechanical engineering, and physics Environment supporting R&D activities and R&D based business start-ups Highly educated engineers with skills to (a) understand both the language of companies and academics, and (b)to effectively communicate the needs of the one group to another; match maker skills Knowledge of the cutting edge technologies used in household appliances Effective leadership Strong university faculties in electrical engineering, computer science, mechanical engineering, and physics Environment supporting R&D activities and R&D based business start-ups To have a diversity of highly qualified labour in the cluster; Large company policies that encourage spin-offs; Business incubators and angel investors Skills in transportation planning, Road, rail and port engineering Sufficient budget for infrastructure upgrading Political will to prioritize the investment into infrastructure to benefit the cluster

Creation and expansion of Institutions for Collaboration (IFCs) and knowledge sharing

Diversity of the cluster members with specialized services World standard logistics and transportation infrastructure and operation services Differentiation in the market with environmental sensitivity Environment that supports and encourages entrepreneurship and enterprise development (SMEs)

Knowledge of environmental standards Commitment of cluster members to comply Skills and capabilities to comply Skills of managers to excel in operational effectiveness, to think strategically, decision making Management consultants with business background Favourable business environment encouraging entrepreneurship Capabilities to conduct industry and market analysis on a regular basis

Cluster Actions/Initiatives:
Building on the KSFs and the identified requisite skills and capabilities, a number of cluster actions have been identified that would further develop the cluster, ensure its effective management, and address the intentions of the cluster strategy. Each complement one another and all focus on the main goal of bringing more R&D to the region. These actions are: Cluster Actions 1 Establish Cluster Advisory Board and Cluster Management Team 2 Establish network of applied R&D institutions 3 Upgrading Attraction Programs to for Global Value Chain players in household appliances 4 Centre of Entrepreneurship and Enterprise Development 5 Implement comprehensive environmental overhaul 6 Privatize port, make major investments in road & rail, and collaborate more closely with transportation planners

Daha Rekabeti bir Trkiye'ye Doru Paving the Way to a More Competitive Turkey

5 Tema 10 Kme / Yol Haritas

ncelik, Projenin, gelecekteki kmelenme almalarna katk salanabilecek ekilde bir renme deneyimi olarak kullanlmasdr. Kme analizi ve kme gelitirilmesi zerine yaplan uluslararas literatr taramasnn ardndan, politika gelitirilmesi srecini destekleyecek bir tematik yaklam tasarlanmtr. Belirlenen her tema iin ikier adet olmak zere toplam 10 adet bror oluturulmutur. Her bir brorde ilgili temaya karlk gelen Kme Yol Haritasndan bahsedilmektedir.

5 Themes 10 Clusters / Roadmaps

The priority has been to use the Project as a learning experience, which could then be used for future work on clusters. Following a review of the international literature on cluster analysis and development, a thematic approach, which feeds perfectly into the policy development process, was designed. Ten brochures (two for each theme) have been produced. Each outlines a Roadmap for a cluster relevant to the themes.

Tema Theme

Kme / Yol Haritas Cluster / Roadmap

Ankara Yazlm Ankara Software Mersin Tarm ve Gda Mersin Agri-Food Ankara Makina Ankara Machinery Denizli-Uak Ev Tekstili Denizli-Uak Home Textiles Konya Otomotiv Yan Sanayi Konya Automotive Parts Bodrum Yat retimi Bodrum Yacht Building Manisa Elektrikli ve Elektronik rnler Manisa Electrical and Electronic Appliances Marmara Otomotiv Marmara Automotive Eskiehir Bilecik Ktahya Seramik Eskiehir Bilecik Ktahya Ceramics zmir Organik Gda zmir Organic Food

Inovasyon ve Giriimcilik Innovation and Entrepreneurship 02

01

Aktrler arasnda Alarn Gelitirme Inter-Actor Network Creation 04

03

Kme Oluturma Cluster Formation

05 06

Faktr Koullar Factor Conditions 08

07

Kme Taban Cluster Basis 10

09

www.clusterturkey.com
The Project Development of a Clustering Policy for Turkey is funded by the European Commission. Trkiyede Kmelenme Politikasnn Gelitirilmesi Projesi Avrupa Birlii tarafndan finanse edilmektedir. The Project Development of a Clustering Policy for Turkey is implemented by ADA Mhendislik in consortium with Anteja-ECG (SI), Clusterland (AT), CSIL (IT), Euromed (BE). Trkiyede Kmelenme Politikasnn Gelitirilmesi Projesi, ADA Mhendislik tarafndan konsorsiyum ortaklar Anteja-ECG (SI), Clusterland (AT), CSIL (IT), Euromed (BE) ile birlikte uygulanmaktadr.