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Case
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Reference no. 320-0098-1
Published in: 2020
Length: 9 pages
Data source: Published sources
Notes: This item is part of a free case collection. For terms & conditions go to www.thecasecentre.org/freecaseterms

Abstract

GPM Battery, the most famous and profitable subsidiary of GPM Holding, one of the most prominent family companies in Turkey established back in the 1980s. The company operates in the auto-supply industry, mainly manufacturing car batteries for both lightweight and heavyweight vehicles. The company is a successful exporter in its field and is already listed among the major international players in the field. GPM Battery is now on the edge of new investments, but there are some significant conflicts among board members, especially between the two sisters representing the second generation. One of them, Duygu, who is also the current CEO of the company, claims that investments should be directed to new international markets and growth strategy should be based on related diversification in these markets. On the other hand, Ebru, the former CEO of the company, underlines the global economic stagnation and its impact on slow growth in the automobile industry and supports the view that the company should instead focus on opportunities in the domestic market. She argues that there are substantial opportunities in the local energy sector, which might support plans for the company. So what Ebru actively proposes is that the company should explore opportunities in the local market, even in some unrelated areas, while at the same time exploiting its current position in the international market with a defence strategy, rather than an offensive one. Alev, the external director of the company, is anxious about these different viewpoints between the sisters. There is an extraordinary board meeting coming in a few days, and she wants to put herself in the right position and come up with some constructive ideas that will ease the conflict between two sisters. It was evident that there would be a heated discussion on these alternative growth plans, so Alev needs to think thoroughly over each alternative and lead the discussion smoothly. After all, she knows that both sisters respect her views.

Teaching and learning

This item is suitable for undergraduate, postgraduate and executive education courses.

Time period

The events covered by this case took place in 2010.

Geographical setting

Region:
Europe
Country:
Turkey

Featured company

GPM Holding
Type:
Privately held

Featured protagonist

  • Duygu (female), CEO

About

Abstract

GPM Battery, the most famous and profitable subsidiary of GPM Holding, one of the most prominent family companies in Turkey established back in the 1980s. The company operates in the auto-supply industry, mainly manufacturing car batteries for both lightweight and heavyweight vehicles. The company is a successful exporter in its field and is already listed among the major international players in the field. GPM Battery is now on the edge of new investments, but there are some significant conflicts among board members, especially between the two sisters representing the second generation. One of them, Duygu, who is also the current CEO of the company, claims that investments should be directed to new international markets and growth strategy should be based on related diversification in these markets. On the other hand, Ebru, the former CEO of the company, underlines the global economic stagnation and its impact on slow growth in the automobile industry and supports the view that the company should instead focus on opportunities in the domestic market. She argues that there are substantial opportunities in the local energy sector, which might support plans for the company. So what Ebru actively proposes is that the company should explore opportunities in the local market, even in some unrelated areas, while at the same time exploiting its current position in the international market with a defence strategy, rather than an offensive one. Alev, the external director of the company, is anxious about these different viewpoints between the sisters. There is an extraordinary board meeting coming in a few days, and she wants to put herself in the right position and come up with some constructive ideas that will ease the conflict between two sisters. It was evident that there would be a heated discussion on these alternative growth plans, so Alev needs to think thoroughly over each alternative and lead the discussion smoothly. After all, she knows that both sisters respect her views.

Teaching and learning

This item is suitable for undergraduate, postgraduate and executive education courses.

Settings

Time period

The events covered by this case took place in 2010.

Geographical setting

Region:
Europe
Country:
Turkey

Featured company

GPM Holding
Type:
Privately held

Featured protagonist

  • Duygu (female), CEO

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