What happened to Vestel’s phone “Venus” and was removed from the market?

“Proudly national” Vestel, which is proud of its slogan, entered the smartphone industry and started to produce a phone called “Vestel Venus”.

In this way, in the smartphone industry “Local goods belong to the country” Unfortunately, Vestel, which aimed to blow the winds, was not very successful in this regard.

Venus was launched with great hopes in 2015.

Vestel’s aim is to achieve world-class mobile technology. to offer Turkish consumers at affordable prices He was aiming.

Additionally, as mentioned in a news report, Vestel officials their purposes He explained it as follows; “We will contribute to reducing the current account deficit by reducing imports of foreign branded mobile phones thanks to domestic production, and we will take an important step towards increasing the country’s export capacity with smart mobile phone exports. We aim to reach annual sales figures of 2 million units in the Turkish retail market and 1 million units in exports within three years. “We anticipate that the additional employment created by smart mobile phone production will exceed 4 thousand people.”

They will be so ambitious to achieve their goals that the company even sent an e-mail to its employees stating that using Venus is mandatory.

In the e-mail sent by the human resources department of Vestel Elektronik factory; using venus compulsory It was said that any other behavior would be described as “not complying with the decision taken”.

Vestel Venus, which was introduced as “completely domestic”, was criticized for being “domestic assembly”.

According to the news; Vestel Venus’ LCM, metal press, SMD typesetting, TSP production, plastic injection, final assembly and packaging stages are carried out in the factory in Manisa. by Vestel it was happening.

In another news article, there is a statement like this: “Except for parts such as the processor, semiconductor (electronic parts) and camera, all remaining components of Venus are developed at our Vestel City production facility in Turkey. “All applications and add-ons we developed on the Android operating system for our Venus phones belong to our software developers.”

In the sources, to call a product domestic at least 51% Domestic production is considered sufficient. This was the reason why Venus received criticism for being a domestic assembly.

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Shortly after its launch, Zorlu said, “We do not earn a single penny from Venus.” came the explanation.

According to the news by CNN Türk, Ahmet Zorlu They are late in smartphone production he stated.

In addition, their Venus is approximately They have been selling at a loss for 1.5 years he stated.

So what was the problem with the Venuses?

Venus, launched with great hopes both technical and operational problems it contained.

Starting with the technical issues, Venus was first released when it was released. some software problems had. For example, navigation was not working correctly. Moreover slow He was also criticized for being

The main principle of Vestel Venus was to offer smartphones to consumers at affordable prices. But with cheap laborBy combining imported products low cost The concept of producing products was not very sustainable.

Of course, there is also the “Vestel Tax” issue. This is a factor that upsets potential consumers.

In 2015, Vestel will have found the solution to gaining competitive advantage not by improving its product but by leaning on the state. from the state to imported phones additional tax He wanted it to be brought.

This behavior, which attracted a lot of reaction at the time and left consumers in a difficult situation, was caused by sending an e-mail to its employees saying “We are not responsible for what will happen if you do not use Venus”. your chance of choice We honestly can’t understand how it’s different from taking it away.

I wish this brand of ours, which we are proud of being local, threatening If only he had left his attitude aside and displayed an attitude that listened to and understood his consumers, and even focused on finding solutions to their problems. Maybe then Vestel would take steps, hand in hand, with its consumers to produce a phone in the segment of its foreign competitors such as Apple and Samsung.

In short, Vestel had failed to create a world-class brand for Venus in every aspect.

Since consumers expect a certain quality product, even if it is cheap, even though Vestel has corrected some of its mistakes in the Z series, A perception about Venus had been formed.

Therefore, The concept that cheap products sell best Although it worked for a while, it did not last long and as a result Venus was removed from the market.

Recently, Vestel has been in the smartphone industry Rumors that he is looking for a partner was also returning.

When we look at Vestel’s website right now, we cannot see anything for smartphones. The partnership step would not have been taken either. Vestel left the smartphone industry quietly.

Venus was not Vestel’s first unsuccessful investment!

Before notebook and LED bulb Vestel, which also carried out the production, had to withdraw from these businesses because it could not make enough profit. Actually, what we call production is a kind of assembly. In these products, as in Venus, mostly foreign parts It is assembled on the assembly line.

So, the reason why Vestel failed in the categories we mentioned? Is it because their foreign competitors are too strong? If so, then it is a local brand and operates on a similar principle of local assembly. casper How did he manage to be successful in these sectors?

Maybe before branding, product quality and communication with the consumer Focusing on issues such as is the key to success? Say what?

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