Turkcell Analysis
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TURKCELL Strategic Analysis
B. STRATEGIC POSTURE
1. MISSION
To ensure the satisfaction of our subscribers, shareholders and employees by creating synergy with our partners while remaining a leading and trusted company.
2. OBJECTIVES
To maintain leading position
To achieve double digit growth in our subscriber base
To sustain a balance between top and bottom line objectives
Retention of valued subscribers
To maintain technological leadership in Turkey by using cutting edge network infrastructure
To be the Coca-Cola in GSM sector as awareness
To meet the needs and expectations of our subscribers
On the regulatory front, the Telecommunications Authority recently provided an
indication that the granting of third generation (3G) licenses and topics such as
Mobile Number Portability (MNP), as well as the access of Mobile Virtual Network
Operators (MVNO) in our market, will be among their agenda items. Although there is
currently not enough clarity on the exact timing or the process by which the 3G
licenses will be awarded in Turkey, it is expected to take place sometime in 2006 as
per Telecommunications Authority’s statements. Currently, details of the MNP
regulation are yet to be published by the Telecommunications Authority clarifying
issues such as the method of portability and the management of related
infrastructure. The details of the regulation and business model that may be applied
to MVNO’s also remain unclear. Furthermore, a Draft Electronic Communication Law
is in progress and awaiting approval from the Parliament. In its current form, the draft
law grants expanded powers to the Telecommunication Authority and increases the
obligations of the operators.We will continue to monitor developments on the regulatory front closely.
3. STRATEGIES
To provide differentiated services for different subscribers needs and expectation
To consider and prioritize the shareholders expectations during the decision making process and to encourage entrepreneurship
To drive the market in our targeted business domains proactively
To ensure continuous trust and loyalty in the community by demonstrating social corporate responsibility
To conduct effective, cost sensitive operations and timely executions
4. POLICIES
To make US$350 million investments in infrastructure
To continue “Better Value for Money” approach
To use loyalty programs
Churn prevention activities to retain current customers
To concentrate on growth opportunities about young population in Turkey
To continue with new service and product offerings
To concentrate on domestic operations as the major focus and main revenue source
II. STRATEGIC MANAGERS
A.BOARD OF DIRECTORS
Board of Directors
Turkcell Board is composed of 7 members elected by the Annual General Meeting for maximum terms of three years.
The business affairs of our company are managed under the direction of the Board, which represents and is accountable to our shareholders. These responsibilities non-exhaustively include:
Building the vision of the Company, approving of local and international business