GfK Group Expands in Turkey

GfK, which to date has been represented in Turkey by its subsidiary, Procon GfK, has acquired Strateji Mori, a company specialising in ad hoc research. The company will be trading under the name Strateji GfK with immediate effect. GfK is now the market leader in this segment in Turkey.

Established in 1987, Strateji Mori is a leading provider of information services in the strategic brand and communication planning segment in Turkey. The company also specialises in market research services, in particular for the pharmaceutical and financial services sectors. Strateji Mori's clients include Koc Holding, Xerox and World Bank. The company has a staff complement of fourteen full-time employees and generated sales of nearly EUR 1 million in 2001.

'To meet the clients' increasing expectations and requirements by providing high-quality services, we decided to join forces with GfK for the future. With its first-rate personnel and technological infrastructure for data collection and analysis, highly developed quality management and a strong focus on clients, GfK is the perfect partner,' explained Selim Oktar, CEO of Strateji Mori. Ali Orhun and Elçin Üner, founder and Managing Director respectively of the Turkish GfK subsidiary, Procon GfK, added: 'Strateji Mori's expertise, particularly in the field of strategic communication and brand research, coupled with the know-how of its employees in the pharmaceutical and financial services segments, reinforce our standing in the ad hoc research sector in Turkey and open up additional business potential.'

Since the beginning of 2002, GfK has had a majority stake in Procon GfK, which was established in 1987. With a total of 82 employees to date, the company has a presence in Istanbul, Ankara and Izmir as well as a branch in Baku, Azerbaijan. Procon GfK, the third largest market research institute in Turkey, offers information services in the non-food tracking and ad hoc research.

All articles 2006-22 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.

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