In the 23rd issue of the corporate magazine YılmazLine, the Turkish manufacturer of machinery for windows and doors, Yılmaz Machine, outlined changes to its export strategy. The company is no longer aiming to enter new markets. Instead, it intends to strengthen its position in the countries where it already operates.
Sales and Marketing Director Ali Snopçe explained the approach as follows: “Yılmaz Machine aims to strengthen its presence across different segments of existing markets rather than seeking new ones.”
The company supplies machinery to more than 100 countries. Its core approach remains the strategy of “many countries — lower risks”. However, the focus is now shifting from searching for new customers to deeper engagement with existing dealers and markets.
Training is becoming part of the new strategy. Over the past three years, the company has been developing its own academy, Yılmaz Academy. So far, 75 technical specialists have been trained in various countries around the world. The training covers both sales and technical service. In this way, the company aims to provide faster service for end customers using its machinery.
Ali Snopçe also pointed to pressure from the Turkish economy. According to him, inflation in Turkey increased by 407% between the beginning of 2022 and the end of 2025. At the same time, the euro exchange rate against the Turkish lira rose by only 54%. This means that products made by Turkish manufacturers have become more than twice as expensive for foreign buyers. Under such conditions, competing in export markets is becoming increasingly difficult.
For this reason, Yılmaz Machine is beginning to focus more on the Turkish domestic market. The goal is to increase the share of domestic sales to 20% of the company’s total turnover. At the same time, Ali Snopçe stressed that the company would not abandon the geographical diversification of its markets.
Read also: Turkish conglomerate Şişecam invests in expanding production of energy-efficient and architectural glass
Photo: Yılmaz Machine
Ali Snopçe: “Yılmaz Machine aims to strengthen its position across different segments of existing markets instead of seeking new ones”
Yılmaz Machine revises export approach and focuses on deeper market presence
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May 9, 2026
