Case Summary
Strategic decision-making for growth and evaluating the business model options are the central themes of this case on the growth of iSKENDER(R)-Yavuz Iskenderoglu (iSKENDER(R) in the 2010s. iSKENDER(R) is one of the oldest family-owned companies in Turkey, known as the creator of döner kebap. Despite the three-way splitting of the family business over the years, Yavuz Iskenderoglu created his brand and expanded his family business from the mid-1990s onwards. After the 2000s many new brands and startups emerged in the market, which increased the number of chain franchise restaurants in the sector. On the other hand, döner was becoming famous worldwide, rapidly increasing its consumption. Until 2014, iSKENDER(R) reached 15 branches. From that moment, the owners of the company and the professional manager Ayhan Bey had to decide on their strategy to leverage the value of their 150-year-old brand. They wanted to protect the brand image and the company’s core value system while growing in national and international markets.
Analysis / Questions
The strategic options of the firm needed to be addressed! Please use the following questions and keywords as guidance for your analysis! Use the appropriate analytical methods to find strategic options, evaluate these, and choose the best for the company. Please justify your answers!
1. What do you think about the growth intention of iSKENDER(R)?
2. What is the current strategy? List pros and cons.
3. What are the strengths and weaknesses of iSKENDER(R) in this scenario? Which method can be used to investigate these? Are there other methods that might support your analysis?
4. What growth alternatives does the company have? Please list the pros and cons of at least three alternative strategies.
5. Choose the strategy you consider the best for the company, based on the information given in the case. Use an appropriate model to select your strategy of choice.
Guidance
· Length: at most ten pages, excluding the cover page, table of contents, reference list & appendix (if applicable).
· Cover Page (Author name plus student ID#; Course # and title of case analysis; Date)
· Table of Contents
· Introduction (10% of the text)
o A concise introduction to the case & the issue(s)/problem(s) contained.
· Analysis of the case (80% of the text).
o A thorough analysis of the case. You can use the questions as guidance for the analysis.
o Please justify your answers
· Summary/conclusion of your analysis (10% of the text)
o Should include your solutions/recommendations.
· Include and use at least four references besides the case, the textbook & course slides.
· In general
o Use of own words to express individual’s thoughts!
o Use of professional language, including management methods, information & vocabulary from the textbook & other class material
o The text should be reader-friendly, concise, & have the reader/reviewer in mind.
o Proofread the text before submitting (i.e. spell & grammar check)
o Check the text – is the task done, & are all questions answered?
· APA citation/reference style
· Font Size: Times New Roman 12-point
Spacing: 1.5-spaced