International Business Trip Turkey

Abstract

As part of the “International Exposure program” (IEP) which is an integral part of the NUST Business School (NBS) Executive MBA, EMBA 2K21 students availed the exciting opportunity to attend Yaşar University in Turkey for a week-long study trip. The trip was led by the EMBA Program Head Associate Professor Dr. Adeel Ahmed. In addition to attending lectures by leading faculty at Yaşar, the trip participants got the chance to connect and network with peers and professionals. In line with the vision of the NBS IEP program, the EMBA students also gained insights into the operations of the Yaşar Group of industries which is one of the key market players in food and beverages in Turkey. Established in 1927, Yaşar manufactures state-of-the-art products to enhance the quality of life. Its sub-brand ‘Pınar’ was launched in 1973 in the Turkish market with a ground breaking new product. The site production engineer provided the EMBA students with a guided tour of the Pinar supply and production chain. During the tour, they were informed about different dairy products being manufactured at the plant as well as the operational and supply chain principles being utilized in real-time for optimal results and efficient deliveries. PINAR segmentation is very detailed which has enabled them to produce many products to the consumer which leads to the customization. As we were asked to compare it with the leading industry in similar business (Engro), It is concluded after the financial report’s comparisons, that it is evident that gross profit margins are high in Pakistan as compared to Turkey due to low-cost operations, compromised quality and cheap workforce, However, Net profit margin is low in Pakistan as compared to Turkey due to inflated taxes. Furthermore, Marketing strategies of Pinar is better as compared to Pakistan as they cover wide range of segments, including Sports loving, family oriented and demographics based. However, in Pakistan segments are generalized. The trip provided several learning opportunities. In their leisure hours, the participants explored the ancient city of Istanbul, visiting heritage sites such as the Blue Mosque, Hagia Sophia, and Eyüp Sultan Mosque and observing firsthand the cultural, historical, and civilizational imprints of centuries past.