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CONTEXT
• History
• Values
• Mission
• Vission
• Organisation Chart
• Structural Dimensions
• Organisation Form
• Technology
• Environmental Uncertainty
• SWOT
• Corparate Culture
• Recommendation
• Competitive Strategy
• Social Resposibilities
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History
• The brand name “VitrA” was taken in 1966

• The first factory began the production in 1977 in

Bozüyük; the armature production facility went into
production in 1979 whereas the floor tile ceramic factory
went into production in 1991.

• The bath furniture facility in 1992 followed the bathtub

facility in 1991.
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Values

• To make their employees satisfied

• To comply with the national and international standards

• Without compromising, to decrease the cost, to increase

the productivity and the profit, to increase their
competitive power
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Mission

• Company working on the construction materials is to

fulfill its responsibilities towards the environment and the
society by contributing to the national economy

• To fulfill the costumer expectations and satisfaction.

• To cooperate with suppliers.

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Vision

• Have a voice in the world market.

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Organisation Chart
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Structural Dimensions

• Training: Vitra pays attention of training all of the level of

employees, send them to some seminars in order to develop
themselves.

• Formalization: High Documentation, Strict Rules due to

centralization.
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Structural Dimensions

• Centralization: VİTRA is a centralized company.

Information flow is vertical. It has not an organic
structure.

• Specialization: High Specialization due to perform quick

problem solutions and minimize possible risk.
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Organization Form
• Horizontal dominant but also Vertical structure

• Group project(diff. Dept.)

• Have rules

• Centralisation
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Technology
• SAP

• Autocad etc.

• Internet system with the dealer

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Environmental Uncertainty
• The stability of the Vitra is very low because of political
and economical uncertainty.

• Foreign exchange rates and polyester, some kind of

metal, bell metal costs are flexible therefore company
needs financial plan in order to compete this rivals.
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Environmental Uncertainty

• In winter period and holidays, the rate of sales decrease

in this market from this point of view domestic and
foreign rivals campaigns affect the competition and the
cost of products decrease.
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SWOT ANALYSIS
• Strengths:
– Large product portfolio
– Vitra brand power and Eczacıbaşı guarantee
– High furniture quality
– Wide recognized dealer
– Flexible costs and campaigns
• Weaknesses:
– High priced raw materials
– Not enough investment to bathtub
– No showrooms in small recognized dealer
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SWOT ANALYSIS
• Opportunities:
– Brand awareness
– Housing industry
• Threats:
– Raw material and foreign exchange rates
– Rivals (Sanika, ECA, Roca Kale)
– Far eastern and local manufacturers
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Corporate culture
• Innovative
• Integration for customer
• Personal properties and resposibility
– Competitive
– Team work
– Official
– Low information sharing
– Career planning
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Recommendation
1-Better job-training :
“must teach his duty to other personnel for the become
employed persons”

2-Advertisement Budget:
More investment must have given to establish new
departments and enlarge the small departments like
bathtub department.
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Competitive Strategy
1- Put up the products to sale in more countries, increase distributing
agenties and create different brands to expand the competition
with the domestic and foreign companies and in this direction roll
back the prices.

2-Create new retail points with new authorized dealers, promote the
development of wholesale with existent salers. Better penetration
with giving more franchise.

3-Raise VitrA marketshare from %14.6 to %16 and take the

leadership from Sanica.
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Competitive Strategy
4-%15 more endorsement and %17 more selling in unit
basis.
5-Increase the sellings in Intema Store’s at least %25
more then 2007sellings.
6-Keep the total profit at %43’s in 2008.
7-Make the brandname of Vitra triteness in the market.
8-Make the order line with discrepant and leader
products to increase the competitive.
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Social responsibilities
“YİBO” The Plan of Hygiene:

• 30 boarding school choosen with ÇYDD to restore their

toilets up to 2010.

• 5 school will be restore in the year of 2008.

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Social responsibilities
The campaign of “Suyunu Boşa Harcama”:

This is a collective campaign with TEMA. Also Arçelik

and Calgonit brands are having a part in this projects
platform.
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Thank you