The company is lauded for maintaining its uniqueness by catering to all end user and power segments and for its high level of service and management.
For the Competitive Strategy Leadership Award, the following criteria were used to benchmark Chloride Masterguard's performance against key competitors: leverage of competitive intelligence, execution of competitive strategy, impact on market share, competitive brand positioning (brand strength and unique market position) and, impact on customer satisfaction/value.
"Chloride Masterguard utilizes competitive intelligence to effectively monitor UPS trends, maintain relationships with customers and undertake data collection and analysis, apart from being customer friendly and providing timely service to its customers," notes Frost & Sullivan Research Manager Malavika Tohani. "As a result of effectively leveraging its accumulated knowledge and the brand recognition of Masterguard, Chloride has been able to establish itself as the second largest manufacturer in the Turkish UPS market."
The company has successfully executed its competitive strategy by leveraging on its image as a strong participant in the three-phase UPS market and as a leading manufacturer for industrial UPSs. Above 50 kVA systems accounted for around half of Chloride Masterguard's revenues in Turkey - further proof of its strategy of building on its strengths, which include a wide product range in the medium to large power segment and exceptional level of service.
"The Masterguard brand (which Chloride acquired from Siemens in 1999) is synonymous with premium level of service and high product quality in the Turkish market and the local management of Chloride Masterguard has ensured that these high standards are maintained," remarks Tohani. "This approach has resulted in a compound annual growth rate of over 25% in terms of revenues from 2001 to 2008."
Chloride Masterguard has been steadily growing since its entry into the Turkish UPS market with its Masterguard brand of UPS. The company had a 16% share of the Turkish UPS market in 2008 and, importantly, is the only international company that has a significant share in the market with the rest of the top 5 companies all being local brands.
Traditionally, Chloride Masterguard's strength has been its medium to large UPS systems (above 50 kVA). However, realizing the potential that lies in the low power ranges, Chloride Masterguard is aiming to penetrate more deeply into the below 10 kVA segment. Although it has had a solid product portfolio for this range, it has recently introduced some new products to offer an even wider choice to its customers.
To add to its credible brand positioning and further strengthen its large power product portfolio, Chloride Masterguard released a new product called the 'Trinergy', which boasts of 99% efficiency in the 200 to 1200 kW range. The unit is scalable up to 9.6 MW and is also modular.
"Moreover, the company plans to move away from the brand being known as Masterguard in the Turkish market to Chloride Masterguard," adds Tohani. "Such a significant re-branding exercise is also a part of the strategy going forward to enhance brand value and recognition."
Chloride Masterguard has been able to maintain and consolidate its position in this highly competitive industry by addressing customers directly. Its sales network is unique in the sense that around 60% of its sales are direct as opposed to its competitors which operate mainly through IT distributors, partners, and agents and so on.
The company has been able to increase its customer base by 13% on average from 2005 to 2008. Moreover, its service revenues increased by around 24% in 2008 as compared to 2007.
"Given that servicing is not given much importance by customers in Turkey, this is a very impressive growth and proves the effort that Chloride Masterguard is putting to educate the consumers," concludes Tohani. "LIFE.net, its outstanding remote diagnostic service, has witnessed tremendous growth in the past 3 years; burgeoning from 345 connections in 2007 to 725 in late 2009."
Frost & Sullivan Best Practices Awards recognize companies in a variety of regional and global markets for demonstrating outstanding achievement and superior performance in areas such as leadership, technological innovation, customer service, and strategic product development. Industry analysts compare market participants and measure performance through in-depth interviews, analysis, and extensive secondary research in order to identify best practices in the industry.
About Chloride Masterguard
Masterguard Güç Kaynakları Ltd. Şti. (chloridepower.com) is a 99,9% subsidiary of Chloride Supplies Ltd. which is a Chloride Group company. It was established as a division in Simko Ticaret ve Sanayi A.Ş. (turned Siemens Ticaret ve Sanayi A.Ş. in 1998) for the purpose of manufacturing and selling uninterruptible power supplies to the Turkish market and providing technical service and support. In 2000, Masterguard became a part of Chloride Group plc. Chloride is one of the world's leading suppliers of Uninterruptible Power Supply (UPS) systems and services. Established in 1891, Chloride offers a complete critical power solution - UPS systems, diesel generators, static switches, switchgear and associated ancillaries – all designed, installed, commissioned and maintained by Chloride to protect businesses from the damaging effects of sub-quality electrical power as well as power interruptions.
Through its totals solutions approach, Chloride Masterguard has become the premier UPS company in Turkey and Central Asia, with sales and service offices across seven Turkish cities as well as a growing regional presence and offices in Kazakhstan, Uzbekistan and Azerbaijan.
International Marketing Director
T: +44 (0)23 8061 0311
D: +44 (0)23 8064 9878
M: +44(0)7748 658586
About Frost & Sullivan
Frost & Sullivan, the Growth Partnership Company, enables clients to accelerate growth and achieve best-in-class positions in growth, innovation and leadership. The company's Growth Partnership Service provides the CEO and the CEO's Growth Team with disciplined research and best-practice models to drive the generation, evaluation, and implementation of powerful growth strategies. Frost & Sullivan leverages over 45 years of experience in partnering with Global 1000 companies, emerging businesses and the investment community from 40 offices on six continents.