Getting into Turkish market 5 years ago, Mapei of Italy aims to achieve a market share of 10 percent in 2019, in the field of cement admixtures with its new production line in Polatlı plant in Ankara, Polatlı. Mr. Selman Tarmur, General Manager of Mapei Turkey, explains the philosophy of the company as “thinking as a local company and acting with a global vision”. We discussed Mapei and its goals in Turkish cement sector with Mr. Selman Tarmur.
Can you tell us about Mapei and its extensive product range?
Mapei was founded in 1937, in Milano. It is a very important and big player in the global market now. It is a pioneering company which sets and leads the trends, spares significant resources for product development. Being a world-leader in production of adhesives and complementary products for laying all types of floor, wall and coating materials, Mapei also manufactures and sells more than 5 thousand products such as felsewaterproofing products, thermal insulation products, flooring products, special mortars, cement and concrete admixtures, products for underground construction, products for sports facilities, restoration of concrete and historical structures and products for maritime sector. 2018 profile of the group can be summarized as 82 subsidiaries on 5 continents, 79 production facilities in 34 countries and nearly 10,000 employees recruited in the group.
Mapei entered into Turkish market 5 years ago. Can you tell us how far you moved in 5 years and what your company goals are for the following 5 years?
The last 5 years was a period of investments in production at factory and supply chain; meanwhile, we also developed our sales and dealership networks. Our near future goal is to grow with products which have proven their quality worldwide through very prestigious projects and to become a leader in the Turkish market. We consider ourselves as a solution partner which offers professional solutions to its business partners and customers in Turkish market with our very extensive product range. We are aiming to be renowned as a company which satisfies the business partners and customers in the market with both our excellent products and our professional Technical Service.
You established a line for production of cement admixtures this year. Can you provide information about your production capacity and the plant?
We have a production capacity which can right now supply for the demand of all cement plants in Turkey with our cement admixture line established in 2018 in Ankara, Polatlı which employs stainless steel tanks and mixers, capable of performing fully automated production.
What are your goals for 2019?
We can list our goals for 2019 as to have 10% share in cement admixture market, to ensure more effective use of chemicals in cement production and to pioneer full satisfaction of the demands through use of analysis methods in cement production in a more comprehensive way.
Did the current economical circumstances cause you toupdate your goals?
We believe that the Turkish market is full of opportunities. Although there are serious problems in the economic conditions, there are also opportunities. We are going on to work to achieve our budget without changing our current budget goals. We are going on with our production, sales and shipments without interruption. Life goes on and we have to work, produce and contribute by adapting ourselves to the changes in the markets. We sincerely hope that our economy gets better as soon as possible. We are doing our part by continuing with our production.
What sort of a marketing strategy did you establish?
The basis of our marketing strategy is to comprehend the local market needs. Thinking as a local company and acting with a global vision is the corporate philosophy of Mapei. We, as Mapei Turkey, focus on our products and systems that are in conformity with the needs of Turkish construction chemicals market among our extensive global product range, We are developing special products to meet the needs of Turkish market by adapting the available formulas to the local needs and standards through cooperation between our R&D center in Milano and production plant in Polatlı. Besides that, I believe we create difference in the market through our technical support service and technical trainings we offer with our engineers and worksite support personnel who are specialized in their fields.
What can be said about the future of building chemicals considering the status of Turkish construction sector?
With our anticipation for the growth of the market through momentum of urban transformation, renovation and structural reinforcement efforts and major public construction projects, I believe that brands which can offer high performance, innovative products and professional technical support will be successful.
What is the most important problem of the sector in your opinion?
Turkey is situated on a seismic belt and most of our buildings are not earthquake-resistant. Currently more than 7 million dwellings are considered as high-risk structures. These highrisk buildings are to be renewed. The most technologically advanced building materials should be used for such renewal. The goal of our sector should be to construct buildings which can last for long years and to use materials satisfying high standards during such constructions. To add on the earthquake example, buildings who have corrosion issues are highly vulnerable to earthquake. Waterproofing is very important to ensure durability against corrosion in buildings. There many buildings without waterproofing in our country. Implementation of “Regulation on waterproofing of buildings” enacted on June 01st, 2018 will be very significant in terms of corrosion resistance.
Can you tell us about yourself? How many hours do you work a day? What do you do outside of work? How your hobbies add value to your life?
I have completed Mechanical Engineering program in İstanbul Technical University and MBA program in Marmara University. I worked for Bosch Termoteknik for long years. I held office as Bosch Termoteknik General Manager and Middle East and Caucasian Regional Director between 2009-2013. I held office as Global Vice President in Central Air-Conditioning Systems business branch at Bosch Thermotechnology GmbH (Germany) between 2013-2015. I worked as Vice President at Kaleseramik AŞ between 2015-2017 and General Manager at Belenco Quartz Systems between 2017-2018. I started working as the General Manager of Mapei Turkey in June 2018. I am interested in reading books on history, politics and philosophy and doing sports. Traveling, working for civil society organizations.
