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Turkcell Marketing Strategies

Turkcell Marketing Strategies

Management
Brand Analyzing : Turkcell

Turkcell’s History

GSM-based mobile communication started in Turkey when Turkcell started its operations in February 1994. Turkcell signed a 25-year GSM license contract on April 27, 1998 with the Ministry of Transportation of Turkey. Since then, it has continuously increased the variety of its services based on mobile audio and data communication, its quality levels and as a result, number of subscribers. As of December 31, 2007, Turkcell has made 8,0 billion US dollars worth of investment in Turkey, which doesn’t include the price of the license. Again as of December 31, 2007, with its 35,4 million subscribers, Turkcell is not only the leading operator in Turkey, but is also the second biggest GSM operator in Europe in terms of subscriber numbers. Its competitors are Vodafone with a market share of 24% and Avea with a market share of 16% in Turkey.

Financial Analysis of Turkcell

Turkcell's shareholder structure is as follows: 51% is held by Turkcell Holding A.Ş., 4.15% by Çukurova Holding A.Ş., 13.07% by Sonera Holding B.V., 2.32% by MV Holding A.Ş., and the free float is 29.38%. Çukurova Group controls the company despite holding only 18% of the share capital, due to a complicated shareholding/voting structure.

Turkcell’s shares have been traded on Istanbul Stock Exchange (IMKB) and New York Stock Exchange (NYSE) since July 11, 2000 and it is the first and only Turkish company ever to be listed on NYSE.

Below is the Turkcell’s stock diagram is IMKB with some informations such as listing date etc.

Symbol Last Trade
16:01 19 May
NYSE
Only Close
19 May 08
Change Volume
TKC $ 19.17 19.17 +0.23 (+1.21%) 2,784,982
Industry* Mobile Telecommunications
Issue Type ADS Common
Country of Origin Turkey
Listing date 11 Jul 2000 (IPO) (ADR)


Turkcell’s Fintur subsidiary is a holding company for its non-GSM and international GSM investments. These investments include...