SPECIALIST IN ELECTRONICS - Teleset Group

SPECIMEN
SPECIALIST IN ELECTRONICS
Teleset Group made its reputation from manufacturing and supplying components for the consumer
electronics and household appliance industries. Headquartered in Manisa in the Aegean region of
Anatolia, the company has ambitions to extend its expertise into other industrial sectors.
Teleset Group has been operational in
Manisa since 1986 when it began by
manufacturing components for electronics.
Since 1984, the company has
expanded in size and its range of products
has increased significantly with the introduction
of household appliances and cable harnessing.
Today there are three companies
within the group: Teleset Elektromekanik,
Metalsan and Karpek Packaging.
Teleset Elektromekanik, the original
organisation from which all three Teleset
group companies grew, is itself involved in
the design and manufacture of components
for consumer electronics and household
appliances. Its specialist areas are
degaussing coils, cable harnessing for
products such as TV sets, DVDs, air conditioners,
refrigerators, washing machines,
dish washers and ovens. Teleset has the
expertise, flexibility and tested quality
to produce a wide range of 100 per cent
inspected and tested quality cable assemblies.
Thanks to its comprehensive and
modern fully automatic machinery, it has
the capability to manufacture cable harnessing
ranging from individual and plain
cable harnessing to intensive and complex
cable integration, including LVDS cables
used in LCD and plasma TVs with an
annual capacity of three million.
As the television manufacturing industry
adopted the LCD and plasma systems,
Teleset has transformed and developed its
product range accordingly. Today, it manufactures
parts for 15 million TV sets, five
million refrigerator parts and three million
washing machine parts per year.
The rest of the group
In 1990, Metalsan Industrial Products
Company, the second member of the group,
was founded. “We produce refrigerator condensers,
serpentines and evaporators. All
these products come in tubes which are also
manufactured by us. We use copper, aluminium,
steel and galvanised tubes in various
sizes for our heating, cooling and air

conditioning equipment.” explains overseas
sales and marketing manager Elif Zurnaci. In
addition, Metalsan manufactures metal
frames for LCD and plasma screen TVs as
well as other components, ranging from
small hinges to large metal parts for refrigerators,
washing machines, dish washers and
ovens. The latest model of press stamping
machinery, which has force levels up to 500
tons, is used for the manufacture of these
products. As well as zinc and tin coating,
powder spray techniques are used here. The
company has a wide range of products
varying from very small and simple components
to large and complex ones.
“For our metal component production,
we offer our customers optimal solutions,”
says Zurnaci. “We have pneumatic robot
transport and transfer units. We also use
progressive moulds. These enable us to
obtain the required sizes and high quality
products in terms of surface smoothness.”
In its moulding plant, which is one of the
biggest in the region, Metalsan uses the
latest technology. Projects are sunk into
zero-defect moulds, using the computerised
hi-tech wire EDM, a vertical machining
centre and large process grinding and
wheeling machines.
Condensers
“Apart from these metal components,
Metalsan’s most important product is the
condensers. We have manufacturing
capacity of 5.5 million high quality and low
cost condensers a year. Our wide range of
condensers is suitable for all kinds of climate
and energy conditions. We can provide
cost effective solutions using our
in-house technologies. Depending on the
customers’ requirements, we are able to
manufacture all kind of condensers, with or
without dryers. The paint we use for our
condensers is an environmentally friendly
water-based paint containing process of
zinc and phosphate. It provides all-round
protection against corrosion.”
The group has invested a lot in modern
machinery to enable it to produce high
quality products at low costs, and it applies
strict quality checks throughout its production
process. The company’s other products
include serpentines and evaporators used in
deep freezers and refrigerators. Fully automatic
machinery is used for the manufacture
of these products, which have high heat
transference capabilities.
Karpek Packaging
Finally there is Karpek, specialising in styrofoam
packaging. “We are a leading company
in the packaging sector in this region,”
says Zurnaci. “We have over 40 injection
machines as well as four intensity modulated
computerised and accurate density
controlled pre-expanders cutting and six
cutting lines. Our monthly capacity is 800
tons and we have an assembly line which
has a capacity of 1100 items. Here, other
than packaging, we produce separators
and air tunnels for no-frost refrigerators.
These products can also be used as
thermal insulating or decoration material.”
SPECIMEN
A great emphasis is placed on the proper
application of business processes. Teleset
group is one of the pioneering companies in
the region to have had its plants certified
according to the ISO 9001 quality system,
ISO 14001 environmental management
and OHSAS 18001 occupational health
and safety standards.
The importance of location
Teleset group is located in Manisa, once
home to ancient civilisations. Today, the
city offers investors the most modern facilities.
Modern Manisa is very much associated
with the consumer electronics and
white goods giant Vestel. The city itself is
an up and coming industrial region. It won
the title of FDI’s (Foreign Direct
Investment) European City of the Future
2004/5 for being one of Europe’s most
cost-effective cities. Turkey’s overall
output of 20 million TVs, 15 million white
goods and over two million air conditioners
is predominantly manufactured in
Manisa.
Having already had seven separate production
plants in Manisa, Teleset group has
expanded its geographical presence
recently. A relatively new plant in Çerkezköy
near Istanbul is already fully operational. The
group employs in excess of 2000 people
and about 100 of those are white-collar staff.
It has recently purchased a new factory in
Romania where it manufactures cable harnessing
products. “This is the only plant we
have outside Turkey,” says Zurnaci. “With
this plant, we will be able to serve our customers
in that region more easily.”
The Teleset group’s major customers
include: Arçelik; Arctic; Bosch-Siemens;
Bosch-Buderus; Gorenje; Indesit-Turkey-
Italy-UK and Poland; Klimasan; Vestel
White Goods and Vestel Electronics.
With direct exports accounting for around
10 per cent of its turnover, the group’s customers
export the majority of their products.
Consequently, indirect exports reach up to
around 90 per cent of its output. Most of the
products are used in electronics and household
appliances in the European markets.
The group exports directly to Indesit factories
in UK, Italy and Poland. In addition, direct
exports cover France, Romania, Morocco,
Iran and Egypt.
Growth targets
Owned by five partners, Teleset group reached
a turnover of €80 million in 2006. The estimated
figure for 2007 is €90 million. “Our
targeted growth rate is between 10 to 15
per cent per year,” says Zurnaci, who has
been with the group for three years. “This is
the rate we aim for each year. We have
exceeded this target but have never fallen
short of it.”
So what does she see looking into the
future? “One of our targets is to enter the
automotive sector both with our metal and
cable groups. Teleset group will continue
to grow and offer its products at the
highest quality standards.” ■
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