An example of the successfull strategic management in a Turkish Company. The reference is taken from HBR Turkey 2014,11

2. The case: Atlas Halı

3. • Turkish company
• Success story in aspects of
• İnnovation
• Sustainability
• International
• Customer needs
• Leadership

4. • Closed in 2006
• Bought from Noksan Holding in 2011

5. • Strategy:
• Defining the new customer needs.
• Producing though new technology
• Managing though technology
• Tactics:
• Innovative applications
• Result:
Success

6. • ATLAS HALI HISTORY
• Established on 1967
• One of the five biggest carpet producer in the World between 1980-
1990
• Officially closed on 2006
• Because of the market gap, new companies established and filled the
gap

7. • Problem :
• How to gain the old customers and make new customers
• How to gain the respect of the customers
• How to make a good reputition for the brand
• What will be strategy to create a sustainable brand for the market?

8. • oldest industry
• traditional producing and managing
WHAT TO DO???

9. • Strategy:
• To develop new business models
• in production
• in marketing
Tactic:
- To have a general manager from telecommunications industry

10. • New strategic business policy
• Direct marketing
• One central storage
• Create different product

11. • Strategic Process
• LOGO!
Brand was not known from the target customer who are between
20-35 age.

12. • The strategy was international
Atlas wanted to improve carpeting industry in Turkey because
carpeting is like auto industry in Germany for Turkey.

13. • Tacktics for strategic goals
• To regain 47 years old the brand reputation
• To catch the competitive
• Being better then competitive
• To make dealers to be the part of strategy
• To make market search to understand target customers

14. • Market Search Result: What are the needs of household?
• Carpet need to be
• Easy to clean
• Not to keep stain
• Soft
• Have different types of colors
• Modern
• Stylish
• durable

15. SOLUTION: strategic international management
Made a World search to find the material to produce the carpet
that the customers were desiring for.
MATERIAL CONEXION (USA, Germany, Italy, Japan, Sweden, South
Korea, Thailand, Turkey)
NANO TECHNOLOGY

16. • NANO TECHNOLOGY
Needs for carpet production
• Photocatalytic ( light energy- to clean itself alone)
• Hidrofobic (to push the liquid away)
• Just one company in Turkey for this technology INNOV’COAT

17. • INNOV’COAT
• Budget : 1 200 000 TL
• Duration: 1 Year
• Result:
• THE FIRST NANO TECHNOLOGY CARPET IN THE WORLD!!!
• İt cleans itself with light
• Never keeps the stain
• Never keeps the bacteria, mite etc.

18. • RESULTS OF STRATEGICAL MANAGEMENT
With the aspect of internationality
The first nano technology carpet in the World
Gained the respect from other companies and customers
High positive reputation
Cash follow increased %350
Number of dealers increased 400 from 119
Became finalist of the Teknoloji Zirvesi (TTGV, Tusiat, Tubitak)
Gained the trust of workers

19. • Literature
• HBR Business 11-2014