Ülker was founded in 1944 as a small bakery in Istanbul and has since expanded globally to serve customers in over 100 countries. It maintains its dominance in the Turkish market through branding, product diversification, innovation, distribution, and quality assurance. Internationally, Ülker utilizes various market entry modes including exporting, licensing, franchising, and establishing wholly owned subsidiaries. It leverages core capabilities while also responding locally and hiring diverse workforces and expatriates to navigate cultural differences successfully.

2. History
• Founded in 1944 in Istanbul by
Sabri and Asım Ülker, began as a
small bakery.
• Known for its diverse range of
snacks, biscuits, chocolates, and
dairy products.
• Ülker has expanded globally,
serving customers in over 100
countries.

3. Ülker Market
Strategies In
Turkey
• Ülker, Turkey's top food
company, maintains market
dominance through branding,
product diversification,
innovation, distribution,
international expansion,
quality assurance,securing
its position in Turkey and
globally.

4. Ülker's
International
Management
Success
Global Integration Strategy
Local Responsiveness
Market Entry Modes
Staffing Overseas Operations
Managerial Skills and
Knowledge
Cultural Understanding

5. Global
Integration
Strategy:
• Ülker, as an international
corporation, leverages its core
capabilities in R&D, marketing,
and manufacturing to
penetrate overseas markets.
This strategy involves
expanding its operations
globally while maintaining its
core competencies.

6. Local
Responsiveness:

7. Market Entry Modes:
• Ülker have used different methods to enter foreign
markets, such as exporting products, licensing
brands to local manufacturers, franchising the
business model, forming joint ventures with local
partners, or establishing wholly owned subsidiaries
abroad. The choice of each method would depend on
the particular market conditions and objectives.

8. Hi-Food For Advanced
Food Industries
(S.A.E.) (51.4%)
• Hi-Food For Advanced Food
Industries (“The Company”)
founded in January 15th,
2004 in Egypt.
• The main purpose of the
company is to manage the
plant located in Egypt and
produce, sale and export of
confectionery products.

9. Staffing
Overseas
Operations
• Ülker hires a diverse
workforce for its
international operations,
including employees from
various countries.
• Expatriates from Ülker's
headquarters are assigned
to initiate new operations
in different countries,
introduce the company's
culture, and provide
specialized skills.
• Local individuals from
the countries where Ülker
operates are also to be
employed, bringing with
them knowledge of local
customs and culture.

10. Managerial
Skills and
Knowledge
• Succeeding in
international
management at Ülker
demands more than just
technical expertise;
it also requires
exceptional personal
and social skills.
Managers need to
skillfully navigate
cultural differences,
adapt their behavior
to meet the needs and
customs of diverse
teams, and tackle the
legal and ethical

11. Cultural Understanding
• Ülker's success in
international management
likely involves a deep
understanding of cultural
differences between
countries. By recognizing
these differences and
discussing behavioral norms
for dealing with them,
Ülker fosters a
collaborative work
environment that benefits
from diverse perspectives.