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Strategic Audit for Business Seminar I created

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  1. 1. Presented by:<br />Chester Company<br />Yvonne Evans<br />Etta Lucero<br />Becky Stachel<br />TURKCELL<br />Strategic Audit<br />
  2. 2. Introduction<br /><ul><li>Began Operations in February 1994
  3. 3. Based in Istanbul, Turkey
  4. 4. The leading mobile phone </li></ul>operator in Turkey with 56% <br />of the market share.<br /><ul><li>Have 16.3 million subscribers
  5. 5. First GSM company
  6. 6. First to obtain 25-year GSM license to operate in Turkey</li></li></ul><li>MISSION STATEMENT<br />TURKCELL has aimed to build on its <br />foundations by keeping abreast of the newest technology in the mobile communication sector <br />and providing it to their subscribers <br />as it continues to develop, <br />enabling subscribers to have more relaxing lives<br /> by saving them time and helping them reach information quickly.<br />
  7. 7. Turkcell VALUES<br />We believe that customers come first<br />We are an agile team<br />We promote open communication<br />We are passionate for making a difference<br />We value people <br />
  8. 8. Current strategic posture<br />One of the largest operators in Europe in terms of the number of users.<br />Provides coverage of an area that includes 100% of the population living in cities of 5,000 or more people, 97.21% of the total population, and 80.44% of Turkey’s land area.<br />Overall, Turkcell operates in eight different countries, reaching 160 million people.<br />
  9. 9. Current strategies<br /><ul><li>“Have developed the premier mobile brand in Turkey by differentiating ourselves from our competition based on quality of service”
  10. 10. “We have introduced a wide range of mobile services intended to attract and retain customers with various service needs.”
  11. 11. Remain at the forefront of technological innovation
  12. 12. To maintain our market and technological leadership while retaining our competitive advantage.</li></li></ul><li>Current strategies<br /><ul><li>Building on our strength in brand, people, infrastructure & scale we have six strategic priorities in mind to pursue growth:
  13. 13. To grow in our core mobile communication business through increased use of voice and data.
  14. 14. To grow in our existing international subsidiaries with a focus on profitability in the long term.
  15. 15. To grow in the fixed broadband business by creating a synergy among Turkcell Group companies with our fiber optic infrastructure.
  16. 16. To grow in the area of mobility, internet and convergence through new business opportunities.
  17. 17. To grow in domestic and international markets through communications, technology and new business opportunities.
  18. 18. To develop new service platforms, which will enrich our relationship with our customers through our technical capabilities.</li></li></ul><li>Objectives<br /><ul><li>Increase its customer base and retain its current customers through both marketing and its visibility as a responsible company
  19. 19. Increase call minutes per customer
  20. 20. Increase literacy throughout the country, especially in women
  21. 21. Orientation - Growth</li></li></ul><li>POLICIES<br />Marketing – Snabbit character is <br />well known throughout the country and <br />strengthens branding.<br /> <br />Financial – Control operating and capital expenditures closely with economic downturn using flexibility and sensitivity<br /><ul><li>Annual profits – a 5% statutory reserve fund.
  22. 22. The dividend amount will be determined by a ratio determined by the Capital Market Board</li></ul> <br />Human Resources – Pay above industry average<br />
  23. 23. Board of directors<br />Turkcell’s Board is composed of 7 members elected by the Annual General Meeting for maximum terms of three years.<br />MehmetEminKaramehmet(Chairman of the Board) - Çukurova Holding A.Ş. – age 65, served since 1993<br />MehmetBulentErgin– Age 60, served since 2005<br />AimoEloholma– Age 59, served since 2007<br />Oleg Malis– Age 34, served since 2006<br />
  24. 24. Board of directors<br />AlexeyKhudyakov – Age 38, served since 2006<br />Colin J. Williams – Age 67, served since 2006<br />TeroErkkiKivisaari– Age 36, served since 2007 <br />Of the 7 board members, 4 are age 59 and over, 3 are in their 30’s and all board members are non executive.<br />
  25. 25. Top Management<br />The (1st) CEO was the “visionary leadership” of CuneytTurktan. <br /><ul><li>Received a Bachelor’s and Master’s (MBA) degrees from Bosphorus University (Turkey).
  26. 26. Worked as an accountant in New York at Price Waterhouse 1980– 1985. Then he worked for Interbank as Head of Corporate Finance until taking on the Area Finance Director of PepsiCo International in 1992.
  27. 27. In 1994, he led the organizational team that created Turkcell.</li></li></ul><li>Top Management<br /><ul><li>MuzafferAkpinarwas appointed (2nd) CEO in 2002.- continuing the organizational philosophy. He was born in 1962 and has been in the telcom sector since 1993. He speaks 3 languages, Turkish, English, and French. Akpinar is a graduate of Bosphorus University.
  28. 28. SureyyaCilivis the current CEO of Turkcell since </li></ul>Jan 2007. Ciliv is 50 years old. Before joining Turkcell,<br /> he held executive positions in Microsoft Corporation. <br />In 1997, Ciliv was appointed as the Country Manager <br />for Microsoft Turkey and in 2000 he was promoted to <br />the Microsoft headquarters in Redmond, WA, USA. He held executive positions in the Microsoft Worldwide Sales, Marketing and Services Group from 2000 till 2007. Ciliv was the head of Field Readiness Strategy and Systems Division of Microsoft, before he joined Turkcell.<br />
  29. 29. Top management<br /><ul><li>SerkanOkandan - Chief Financial Officer since 2006. Age 39.
  30. 30. İlterTerzioğlu - Chief Network Operations Officer since 2006. Age 42.
  31. 31. CenkBayrakdar - Chief Product and Service Management Officer
  32. 32. İlkerKuruöz - Chief Information and Comm.Technologies Officer
  33. 33. SelenKocabas- Chief Business Support Officer since 2003. Age 40
  34. 34. LaleSaralDevelioğlu- Chief Marketing Officer since 2006. Age 40
  35. 35. EmreSayın- Chief Corporate Business Officer since 2008. Age 41
  36. 36. EkremYener- Chief Corporate Business Officer since 2007. Age 47
  37. 37. TayfunÇataltepe- Chief Corporate Strategy & Regulations Officer </li></ul>since 2007. Age 47<br /><ul><li>KorayÖztürkler- Chief Corporate Affairs Officer since 2008. Age 45
  38. 38. HulusiAcar- Chief Consumer Sales Officer</li></ul>Currently there are 10 members of Senior Management, only two of whom are female.<br />
  39. 39. Corporate culture<br /><ul><li>Vibrant, full-of-life, and energetic firm
  40. 40. Headquarters offers a gym and sauna for the employees.
  41. 41. Cafeteria provides free lunch for all employees
  42. 42. Provides extensive employee training.
  43. 43. Creating high employee loyalty
  44. 44. Accomplished company winning many awards displayed in the lobby area of headquarters.</li></li></ul><li>NEW YORK STOCK EXCHANGE<br />Turkcell is the first Turkish company to be listed on the New York Stock Exchange (NYSE)(TKC), where its shares have been traded since July 11, 2000 along with trading on the Istanbul Stock Exchange (IMKB).<br />
  45. 45. Corporate resources<br />Core Competencies<br /><ul><li>In 1999, first GSM operator to be awarded the prestigious ISO 9001.
  46. 46. Provide 100% communications coverage in Turkey for ALL cities with populations of 5000 or more.
  47. 47. More than 100 different consumer services
  48. 48. By March 2002, there was a nationwide</li></ul> network of more than 520 exclusive <br />handset dealers selling only Turkcell services<br />
  49. 49. Corporate resources<br /> Marketing<br />
  50. 50.
  51. 51. Corporate resources<br />Information Systems<br /><ul><li>Has a $10 million Network Control Center housing State-of-the-art computer technology.
  52. 52. Center has 42 technical staff offering 24/7 coverage.
  53. 53. Invested in CRM Software in the 4th quarter of 2007 to better track customer experiences.</li></li></ul><li>Corporate resources<br />Human Resources<br /><ul><li>More than 2000 employees
  54. 54. 49% Technical
  55. 55. 26% Customer care
  56. 56. 16% Finance & Administration
  57. 57. 9% Marketing
  58. 58. Average employee age is 28.
  59. 59. 80% of employees are university educated
  60. 60. Employee wages are above industry standard.</li></li></ul><li>Corporate resources<br />Finance<br /><ul><li>Total assets of $3.2 billion
  61. 61. Revenues of $1.97 billion
  62. 62. Net income of $101 million
  63. 63. Only Turkish company listed on the NYSE</li></li></ul><li>External environment (EFAS)opportunities<br /><ul><li>Turkey is one of the top ten largest emerging economies
  64. 64. Turkey has great resiliency
  65. 65. 70% of population is under 35
  66. 66. Granted a 25-year GSM license to
  67. 67. operate in Turkey
  68. 68. Market penetration is only 34%
  69. 69. New 3G Innovative Technology available
  70. 70. Under-developed rural market</li></li></ul><li>External environment (EFAS)threats<br /><ul><li>66% tax burden
  71. 71. Inflation rate that has hovered around 40% for 20 years
  72. 72. Turkish lira drastically devaluated in 2001 due to a major economic crisis, causing subscribers </li></ul>to drastically reduce usage<br /><ul><li>GNP decreased by 9.4%
  73. 73. Consumer inflation rose 68%
  74. 74. Government entry into the mobile telecommunications market
  75. 75. Some subscribers, especially in rural markets are resistant to newer technologies such as cell phones.</li></li></ul><li>
  76. 76. Internal environment (IFAS)strengths<br /><ul><li>Leading operator in Turkey, and the third largest GSM operator in Europe.
  77. 77. Values five structural principles: proactive approach, result orientation, minimum hierarchy, full accountability, and simplicity
  78. 78. Accomplished company winning many awards
  79. 79. Creating high employee loyalty
  80. 80. Provides extensive employee training.
  81. 81. Provide 100% communications coverage in Turkey for ALL cities with populations of 5000 or more.
  82. 82. More than 100 different consumer services</li></li></ul><li>Internal environment (IFAS)strengths<br /><ul><li>Turkcell had international roaming agreements with 319 operators in 136 countries as of 2003.
  83. 83. Snabbit branding – including Cell-o and his family.
  84. 84. 80% of employees are university educated
  85. 85. Employee wages are above industry standard.
  86. 86. The $10 million Network Control Center housing State-of-the-art computer technology.
  87. 87. Center has 42 technical staff offering 24/7 coverage.</li></li></ul><li>Internal environment (IFAS)weaknesses<br /><ul><li>Need capital to implement 3G network
  88. 88. They will have to set aside capital to purchase the 3G license which they will have to bid for.
  89. 89. If unwilling to invest in 3G market, they may no longer be the industry leader.
  90. 90. If they choose to enter 3G market, they may not be able to obtain the limited government licensing.</li></li></ul><li>
  91. 91. Strategic Factor Analysis Summary (SFAS)<br />
  92. 92. Strategic alternatives<br /> Growth<br /> Pursue 3G technology and continue foreign <br />acquisitions.<br />Pro – Will remain ahead of the competition and keep and expand market share. Will be able to offer customers who don’t have Internet access an alternative access to the Internet.<br />Con – Large cost and capital investment needed to enter the 3G market. Will take years to recoup their investment. <br />
  93. 93. Strategic alternatives<br />Stability<br />Remain with the current services offered. Do not invest large amounts of capital into 3G technology.<br />Pro – Save money from not investing into 3G technology.<br />Con – Will lose competitive edge and market share when its competition implements 3G technology, thereby surpassing Turkcell as the industry leader in innovation. <br />
  94. 94. Strategic alternatives<br /> Retrenchment<br />Bring in an expert that specializes in implementing 3G technology in order to plan for future expansion. <br />Pro – Gives an estimate of capital required to upgrade their current facility to recommended specifications for 3G technology.<br />Con – The capital needed to upgrade to 3G technology.<br />
  95. 95. Recommendation<br />Growth<br />Pursue 3G technology in order to provide state of the art <br />technology to their customers and to remain the <br />innovative market leader<br />Continue foreign acquisitions to continue to expand <br /> globally<br /> Continue strong character branding with Snabbits<br />
  96. 96. 3G promotion<br />
  97. 97. implementation<br />Action Plan<br />Bring in an expert that specializes in implementing 3G technology who can detail cost reduction <br />Receive proposal and estimate from specialist to determine capital requirements needed.<br />Plan for capital requirements. <br />Set a time frame of 6 months.<br />Purchase any additional assets needed to upgrade the current facility.<br />Build facility and go live in 3G technology!! <br />
  98. 98. Where is turkcell today?<br />
  99. 99. Turkcell updates<br /><ul><li>2009 Euro Money CEE Company Poll – Turkcell entered Top Ten for the First Time in 3rd Place
  100. 100. Their Subscribers went from 16.3 Million in 2003 to 35 Million
  101. 101. The CRM Software implemented in 2007, has resulted in near real time data delivery, easy-to-build data services, and complex business intelligence reports to offer personalized and efficient customer interactions.
  102. 102. Turkcell went live with 3G on July 30, 2009
  103. 103. 34% of Turkcell’s customers using 3G have Internet service for the first time.
  104. 104. 2 Million active 3G users.
  105. 105. 72% of data traffic takes place within the 3G Network.</li></li></ul><li>The end<br />