The case: Atlas Halı

• Turkish company

• Success story in aspects of • İnnovation

• Sustainability

• International

• Customer needs

• Leadership

• Closed in 2006

• Bought from Noksan Holding in 2011

• Strategy:• Defining the new customer needs.• Producing though new technology• Managing though technology

• Tactics:• Innovative applications

• Result:Success

• 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

• 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?

• oldest industry

• traditional producing and managing

WHAT TO DO???

• Strategy: • To develop new business models

• in production

• in marketing

Tactic:

- To have a general manager from telecommunications industry

• New strategic business policy

• Direct marketing

• One central storage

• Create different product

• Strategic Process

• LOGO!

Brand was not known from the target customer who are between 20-35 age.

• The strategy was international

Atlas wanted to improve carpeting industry in Turkey because carpeting is like auto industry in Germany for Turkey.

• 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

• 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

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

• 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

• 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.

• RESULTS OF STRATEGICAL MANAGEMENTWith 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

• Literature

• HBR Business 11-2014