Launching an Oem Project in Turkey: Strategic Market Analysis and Case Study

This article provides a detailed practical case study on launching an OEM project in Turkey in the cleaning equipment sector under the proprietary brand. The author thoroughly examines the key stages of the project, from a macroeconomic analysis of the Turkish market and strategic selection of a production model to the launch of full-scale sales on leading marketplaces. The paper details strategic decisions, such as a hybrid production model combining the import of components from China with local assembly in Turkey, and the organization of an in-house fulfillment center in response to the challenges of working with large logistics operators. Special attention is paid to the analysis of economic, logistical, and cultural challenges, including the impact of high inflation, customs clearance complexities, and the specifics of business communication in Turkey. The article analyzes the project’s economics, a marketing strategy based on influencer collaboration on social media, and provides practical conclusions. The case is positioned as a valuable experience for foreign companies considering Turkey as a manufacturing and trade hub, offering specific recommendations for risk mitigation and business process adaptation.