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Published by: Case-Study Alliance Turkey
Published in: 2020
Length: 12 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

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 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 started to expand his family business from the mid-1990s onwards. After the 2000s many new brands and startups emerged in the market, which increased thenumber of chain franchise restaurants in the sector. On the other hand, döner was getting famous all over the world, and its consumption was rapidly increasing. Until 2014, iSKENDER(R)-Yavuz Iskenderoglu 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 both in the national and international markets. The strategic options of the firm needed to be addressed.

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

İskender
Type:
Privately held
Industry:
Food industry

Featured protagonist

  • Ayhan (male), Manager

About

Abstract

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 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 started to expand his family business from the mid-1990s onwards. After the 2000s many new brands and startups emerged in the market, which increased thenumber of chain franchise restaurants in the sector. On the other hand, döner was getting famous all over the world, and its consumption was rapidly increasing. Until 2014, iSKENDER(R)-Yavuz Iskenderoglu 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 both in the national and international markets. The strategic options of the firm needed to be addressed.

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

İskender
Type:
Privately held
Industry:
Food industry

Featured protagonist

  • Ayhan (male), Manager

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