Abstract:
Due to the Executive MBA program of NUST Business School (NBS) course structure,
particularly the “International Exposure Program” (IEP), the EMBA 2K20 students had the
wonderful opportunity to perform a one-week study tour to Yaşar University, Turkey, under the
guidance of Dr. Adeel Ahmed, The Associate Professor and Head of the department of EMBA.
During stay at Yaşar University, the participants were exposed to lectures from faculty members
and interacted with other students and professionals within the Turkish market. This is in
conformity with the overall objectives of the NBS IEP program. Additionally, the EMBA students
were exposed to the nature of the Yaşar Group, which is among the leading companies in the
Turkish food and beverage industry. Established in 1927, Yaşar is famous for developing
innovative products that improve life quality. Their sub-brand, 'Pınar,' introduced a
groundbreaking product in the Turkish market back in 1973 and is one of the leading dairy brands
in Turkey.
The site production engineer provided a guided tour of the Pınar supply and production chain,
during which the students were educated about the various dairy products manufactured at the
facility. Students gained insights into the operational and supply chain practices used in real-time
to achieve optimal results and efficient deliveries. Pınar's detailed segmentation offers various
products tailored to different consumer preferences. A comparative analysis with a leading
industry player in a similar business, Engro, showed that Pakistan enjoys higher gross profit
margins due to lower operating costs, compromised quality, and a cost-effective workforce.
However, net profit margins in Pakistan are lower than in Turkey due to inflated taxes.
Furthermore, Pınar's marketing strategies outshine those in Pakistan, catering to diverse market
segments, including sports enthusiasts, family-oriented consumers, and demographics-based
groups. In contrast, Pakistan tends to have more generalized marketing approaches without any
specific niche or a diverse product line. During our free time, we explored the historic cities of
Istanbul, Izmir, and Antalya, visiting iconic landmarks such as the Blue Mosque, Hagia Sophia,
and Eyüp Sultan Mosque, immersing in the rich cultural, historical, and civilizational heritage
spanning centuries.
