Turkcell - Strategic Management

1. STRATEGICMANAGEMENT
TERMASSIGNMENT

2. Contents
Company History (slide. 3-4)
Information About the Company (slide 5-7)
(Vision, Mission, Strategies, Objectives, current state )
External environment scanning (Pestle Analysis)
(slide8-10)
Task environment scanning (slide 11-17)
Internal environment analysis (Culture, structure,
functions) (slide 17-26)
Financial information (quick ratio, current ratio.)
(slide 26-29)

3. Company History

5. CompanyOverview
Turkey’s first GSM operator and still leading mobile operator
Established in February, 1994 by Mehmet Emin Karamehmet and Murat
Vargı based in İstanbul, Turkey
Serve in 9 countries to 71.5 million subscribers (Turkey, Ukrain, Belarus,
Germany, KKTCell, Kazakhstan, Azerbeijan, Georgia, Moldova)
Products: mobile telephony and internet services
2014 consolide revenue: 12 billion TL
2014 net profit: 1,9 billion TL
CEO: Kaan TERZİOĞLU ( March, 2015)

6. Turkcell VISION
‘To ease and enrich the lives of our customers with
communication and technology solutions.’
Turkcell VALUES
 We believe that customers come first
 We are an agile team
 We promote open communication
 We are passionate about making a difference
 We value people

7. Turkcell Business Strategy
As a Leading Communication and Technology Company,
• Deliver superior customer experience
• Grow the mobile Internet business
• Drive adoption and growth of mobile services
• Drive operational excellence & productivity
• Invest in future growth businesses
Turkcell Group Strategy
Operational Excellence - Productivity & Innovation
Superior and Differentiating Customer Experience
Sustainable & Profitable Growth

8. EXTERNALENVIRONMENTSCANNING
PESTELANALYSIS
Political Factors
-To comply with BTK decisions
-To report all actions to BTK
-To get government permits for network infrastructure
-Tax Rate is high and may be next year it will be increase.
Economical Factors
-The growth of GDP and the level of inflation rate within markets
-Connection charges between operators
-Price policy based on competitors

9. Social Factors
• -People change their habits of using phone
• -People tend to buy more domestic rather than foreign products
• -Phone conversations
• -Turkcell has social media attitude nd Turkcell says “Let everyone know bad”
Technological Factors
• - Smartphones
• -Increase new technology: turkcell is preparing compaign for 4.5G.
• - Turkcell company announced its plans to expand its internet infrastructure
.(like fibber cable)

10. Environmental Factors
• -The strong growth of the telecom industry environment issues have
become one of the most important factor.
• -Operators are paying attention to their environment
Legal Factors
• -Equal opportunities for all.
• - Government is easing regulations for employment

11. international coverage
35 million subscribers
9 countries
Turkcell
TASKENVIRONMENTSCANNING

12. since 1840
has 12.9 million access
lines
become
one of 15
BIST 30
companies
8 million broadband and 17.0
million mobile subscribers
Competitors
Türk Telekom (Avea & TTNET )

13. Vodafone
First ever mobile call
in the UK on 1 January 1985
400 million customers
30 countries

14. MegaFon
 Russian universal telecommunication service provider
 50 different regions - 4G/LTE
 MegaFon in megaphone; mega- as "big" fon as "telephone"

17. CORPORATE STRUCTURE
• Centralized structure. CEO is a visionary who is always
moving forward with technology and expects his
managers to implement his ideas.
• To keep employees on the same page, corporate puts
together a major Turkcell information day to offer
training on multiple company issues and policies to the
staff.
INTERNAL ENVIRONMENT SCANNING

18. Executive Officers
Kaan
TERZiOĞLU(
newCEO2015)

19. Shareholder Structure
Shareholder
Value of Stake
(TRY)
Percentage of
Share Capital
Turkcell Holding
A.Ş.
1,122,000,000.24 51.00%
Çukurova Holding
A.Ş.
995,509.43 0.05%
Sonera Holding
B.V.**
308,531,983.60 14.02%
Other (Publicly
Traded)***
768,472,506.73 34.93%
TOTAL 2,200,000,000.00 100.00 %
The shareholder structure of Turkcell İletişim Hizmetleri A.Ş. is as of August 18, 2015.

20. International Operations
• Fintur
The ventures where Turkcell owns a stake through Fintur
include Azercell, Geocell, K'Cell and Moldcell.
• Ukrayna-Life
• Belarus-BeST
• KKTCell
• Turkcell Europe

21. Corporate Culture
• A majority of the corporate culture is based on the
ideas of the original CEO and visionary, Cüneyt Türktan. He
had a vigorous approach to giving the best service possible,
providing the best coverage and technology, and obtaining
the largest portion of the market.
• Focuses on ;
-Vibrant, full-of-life, and energetic firm.
- Provides extensive employee training.
- Creating high employee loyalty.
-Accomplished company winning many awards
displayed in the lobby area of headquarters.

22. R&D,TECHNOLOGYAND INNOVATIONS
• The primary objectives of research and development
activities are centered on identifying the problems of Turkcell
customers that can be solved through information and
technology capabilities.
• Turkcell is among the Turkish companies with the greatest
potential to become a global brand with strength of vision,
innovation and technology.
• Investment of over TRY 25 billion in 20 years

23. MARKETING
7p of Turkcell :
• Product: They are voice , data,
sms&mms,internet services,
VAS(value added services),
devices:smartphones,tablets,
VINN,etc.
• Price: Turkcell focuses on;
-Customer based pricing stragey
-Flexible price mechanism
-Wide range of tariffs and
campigns

24. • Place: You can reach Turkcell products and services in :Turkcell
stores , call center ,online ,mobile(apps),account manager
,etc.
• Promotion: Turkcell performs local promotion strategy.It uses
turkish culture to influence public nd also uses emotional
advertisements(ex:child).Moreover Turkcell does partnership
with other companies ( ex: some compaies like EnerjiSA
bp,ticket make discount to only Turkcell corporate customers)
• People: Turkcell serves eveyone without limitation.
• Physical environment and Process.

25. HUMAN RESOURCES
• Turkcell Turkey had 3,319 employees as at December 31st,
2014; whereas the Turkcell Group was 15,630 in total.
• Human resources strategy assigns top priority to recruiting
and maintaining the best employees. To achieve this, Turkcell
implements innovative and pioneering human resources
policies.

26. Dec10 Dec11 Dec12 Dec13 Dec14 Sep 15
Current
Ratio 1,85 2,45 2,16 2,33 2,67 1,71
 Turkcell Iletisim Hizmetleri AS has a current ratio of 1.71. It generally
indicates good short-term financial strength.
 Turkcell’s Current Ratio is ranked higher than 70% of
the 465 Companies in the Global Telecom Services industry.
FINANCIAL INFORMATION
Current Ratio

27. Quick ratio
Dec10 Dec11 Dec12 Dec13 Dec14 Sep 15
Quick
Ratio 2,43 2,15 2,31 2,68 2,65 1,7
 Turkcell Iletisim Hizmetleri AS has a quick ratio of 1.70. It generally
indicates good short-term financial strength.
 Turkcell's Quick Ratio is ranked higher than 73% of
the 465 Companies in the Global Telecom Services industry

28. InvestmentGradefromthreeRatingAgencies