… GRADUATE AS A PROFESSIONALSABANCI CAPCompany Action Projects at Sabancı University

Developing Cap Projects

Frequently Asked Questions

Project Calender

Companies that Proposed CAPs

Recent Projects

Partner Company Comments

Student Comments

1

Sabancı University, founded in 1996, has already gained a reputation as one of the premier universities in

Turkey. Equipped within the state-of-the-art facilities of Sabancı University, the School of Management is a

young and rapidly growing school which takes an innovative approach to education. The Sabancı MBA program

has taken the best aspects of management education from around the world and built in aspects that fit

the uniqueness of the Turkish context. Our MBA Program focuses on developing young professionals who

possess a global vision, equipped with well-developed analytical and managerial skills to lead Turkish and global

organizations in mastering 21st century challenges.

Known as Turkey’s one of the most innovative, research oriented Universities; Sabancı University prides itself

on its close ties to industry, an important asset both for students and companies. Sabancı University’s strong

ties to industry and commitment to practice are most evidenced through the Company Action Projects (CAPs)

of the MBA Program at School of Management.

Company Action Projects, where student teams take on an actual project of a company, is the focal point of

the MBA Program. CAP puts student teams right in the business world and creates many opportunities for both

our students and companies. While the students gain hands on work experience and learn how to link theory to

practice, companies gain the reflective value adding perspective created through close collaboration with the

students and the School of Management.

We look forward to having you among our CAP Partners to fulfill Sabancı University’s vision of “creating and

developing together.”

Nakiye Avdan Boyacıgiller

Dean

Welcome to the Sabancı School of Management

2

COMPANY ACTION PROJECTS AT SABANCI UNIVERSITY

message from the cap coordinatorWelcome to Sabancı University’s Company Action Projects (CAP). As the coordinator of

CAP it is my responsibility and pleasure to provide full support during project development,

selection and execution. The success of CAP relies on the sustained fit between students’

expectations from and preparation for a real life project and the dynamic demands of the

projects offered by the companies. Therefore, from the initiation of a project to its successful

execution and ending, I work as a mediator between the students, the Faculty and the

company. The projects require a good deal of hard work and planning. However, the mutual

sense of achievement we get after the a successful completion of a project more than makes

up for the long hours of work. I am delighted to be involved in CAP, the most exciting

element of our MBA Program. I look forward to having you as our CAP Partner.

Stephen Moroz

CAP Coordinator

benefits to cap partners

•Partnersobtaininnovativesolutionstostrategicallyimportantproblemsatlowcost

•Partnersgetthechancetoworkwithastudentteamwithfreshmindsvoidof

corporate biases towards handling problems

•Independentthird-partyperspectivesofprojectteamshelpcompaniestoidentifythe

true nature of existing problems

•Projectteamsincorporatethelatestmanagementmethodologyandanalyses

techniques into partners’ projects

•DistinguishedfacultymembersoftheSchoolofManagementcontributetoprojectsas

advisors to project teams

•Partnersreceiveprofessionalqualityprojectreports

•CAPcreatesagreatopportunitytoestablishasustainablewiththeUniversity

and academics

•CAPalsocreatesanopportunityforthePartnerstogettoknowthestudentsfor

future hiring

3

DEVELOPING CAP PROJECTS

Each spring, students taking the Practice Development course of the first year curriculum write a paper

concerning their life career and project vision (LCPV statement). These papers help us to ascertain the projects

and companies which would motivate the students

Consistent with the interests of the students, companies are contacted by the CAP Coordinator and invited to

present their current problems as potential projects in class. Actual project selection starts in October,

the following semester.

CAP projects are expected to be of significant importance to the sponsoring company so that they represent

sufficient challenge to the MBA students and important contributions to the partner company. Projects are

conceptualized and defined in cooperation with the sponsor company.

4

FREQUENTLY ASKED QUESTIONS

how does a company become a potential

cap partner?

Each summer the CAP Coordinator contacts

companies operating in the sectors identified by

the students. However, companies with interest in

partnership and with important management projects

can also contact the CAP Coordinator any time

before the end of August each year so that they are

scheduled for presentation, should they match the

students’ interests.*

how many projects are proposed each year?

Typically, the number of projects offered by

companies exceeds the number of student teams by a

large margin. Companies may present more than one

project on different managerial subjects.

how are students teams matched to projects?

Concurrent with company presentations, students

make site visits to companies to see the physical

and social environment and better sense the

company’s commitment to the project. They share

this information in the Practice Sharing class and get

feedback from faculty members as to the feasibility

of completing the project successfully. Students of

similar interests form teams to execute the projects.

CAP teams consist of three to four students and

must be formed before mid-October. At the final

stage, teams submit essays to the Project Sponsors

at the Project Companies indicating their interests

and preferences. Companies make the final selection

based on the essays submitted.

how is the cap process initiated?

After the selection of the projects, the teams prepare

a project proposal as a first step of the CAP process.

The project proposal includes a definition of the

project, the scope of the work and the deliverables.

Project proposals are formulated in collaboration with

the sponsoring companies. The companies and the

students sign letters of agreement and non-disclosure

agreements, which clearly define the rights and

liabilities of all parties throughout the CAP project

duration and onward. Project Proposals are attached

to the signed agreements; hence they become binding

documents for projects considered.

* For applications please visit: som.sabanciuniv.edu/CAP

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FREQUENTLY ASKED QUESTIONS

how are caps managed?

In the six to seven months following the formal

start of the project, students spend two days of the

week at the company site, interacting closely with

company executives and staff, while receiving support

from faculty and academic advisors. The partner

company assigns a supervisor for the project, provides

relevant business data as well as access to key staff

and enables meetings, should they be required.

Teams meet with their academic supervisors each

week to talk about project achievements and to get

feedback.

The Practice Sharing course, on the other hand, serves

as a medium where project experiences of all teams

are discussed, common and project-specific issues are

recognized and reflective learning is achieved. As a

requirement of the Practice Sharing course, students

write down weekly progress reports, where they

record what has been achieved in terms of planned

activities, possible delays, and outline the following

week’s planned work.

Just-in-Time Seminars provide the project teams

with special knowledge which may be required at any

phase of the projects.

The CAP Coordinator of the MBA Program oversees

the project execution process and ensures that

projects progress as planned.

what is the cost of caps to partners?

Project partners are required to compensate the

out-of-pocket costs of students in the project team

in accordance with company procedures. These costs

include transportation and lunch expenditures of

students for the two days they spend at the company

site. Some companies choose to employ the students

on a part-time basis during the CAP Project period.

Other project related costs would be according to

the project plans expressed in the Project Proposal

and agreed upon before the Project starts. They may

include travel and accommodation costs incurred

by the students and Academic Advisor due to the

project, the outsourcing cost of market research, etc.

CAP Management System

MBA ProgramCourses

JITSeminars

ManagementSkills Workshops

AcademicSupervisor

CompanyResources and

Data

CompanyProject Owner

CAPCompany Action Projects

Practice Development

and Sharing Course

CAPCoordinator

6

PROJECT CALENDAR

Time Activity

End of April Determination of student project requirements

May - August Companies send in CAP application forms

Last week of August Deadline for CAP Applications

Mid-September to Early October Companies present project ideas

Mid-October Project selection and team formation

First week of November Teams begin work at company sites

Mid-November Teams prepare formal Project Proposals

End of November Deadline for signing of contracts and nondisclosure agreements

First week of December Team presentations to companies

Mid-January Submission of Progress Reports to companies

Mid-January Team evaluation report from companies

Mid-January Team evaluation report from Academic Advisors

Mid-January Semester Break

Mid-May Value Added presentations delivered to companies

End of May Submission of Final Reports to companies

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COMPANIES THAT PROPOSED CAPS

AirTies* Eczacibasi Girişim Nestle*

Ak Asset* Efes Pilsen* NetOne*

Ak Emeklilik Eli Lilly* Nike

Akçansa ETI* Novartis*

Aksa* Express Kargo Oracle*

Alcatel* Fiat-Tofaş* Pınar Food Division*

Anadolu Group Finans Bank* PDF finans

ARI Movement Flormar Pfizer*

Arkas* Gıdasa Polin Water Parks and Pool

Artesis* Galatasaray Sport Club Polisan

Arzum* Gantek Raymond James Securities

Ata Yatırım* Global Bilgi* Roche*

Autoliv* GSK* Sabancı Holding*

Avea Hedef Group* Sakosa

Black Berry (RIM)* HP Siemens Business Services

Boehringer-Ingelheim* IBM Turk* Sölen*

Borusan Logistics İş Yatırım* Standard Unlü*

Borusan Makina* Johnson & Johnson* Superonline*

Borusan Otomotiv* Kale Group* Suteks Tekstile

Bosch Power Tools* Karsan Teknosa*

Brisa* Kerevitaş* Temsa*

BSH* Kraft* Tofas

Burger King* Kurtsan Group Tourism Investors Association

Coca Cola* Levi Straus & Co. ToyotaSA*

Cisco Systems & Sabancı Holding* Li Fung Turkcell*

Citi Bank Logo Business Solutions* Türk-Henkel*

DanoneSA* MarSA Unilever*

Darty Mavi Jeans Verisoft

Doganonline Merck Sharp and Dohme* Vestel*

Dundas Ünlü & Co. Xerox

* Indicates projects which were accepted and completed.

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PROJECTS

Since the onset of the MBA Program in 1999, students at Sabancı University MBA Program have successfully completed numerous projects with a broad range of organizations -- from newly established local companies to multinationals operating in Turkey. Following are a list of projects from the past five years.

Year Company Projects

Ak Portföy Design and implementation of a pairs trading methodology

Aksa Akrilik Development of a sales forecasting model

Arzum Ev Aletleri Brand globalization initiative

Ata Yatırım Design and implementation of an algorithmic trading program

Boehringer-Ingelheim Determination of alternative communication channels in the pharma industry

Brisa Ultra high performance market growth project

BSH Improvement of customer service through database marketing

Kerevitaş Inventory and route optimization planning

Kraft Development of an improved demand forecasting tool

Superonline Creation of new business line for Superonline

Turkcell Increasing the penetration rate of Turkcell E-Bill and SMS-Bill services.

Yıldız Holding Design of an annual competition and recruitment platform for university students

Ak Portföy Incorporating strategic market views into asset allocation decisions via a model, and using this model as a tool for active portfolio management

Brisa Creating a new model for a customer loyalty index and its analysis

Brisa Developing a new model for a dealer advance order system and integrating it into the budget system

Coca Cola Organization of a business development team to further improve current business practices and find new areas of expansion

Efes Research to determine brand perception of an Efes brand, and its impact on sales and marketing KPIs

Microsoft

Nike Analyzing the positioning of Nike in the Istanbul macromarket regarding product, price and place

Turkcell Determining Turkcell customers’ preferences and the effectiveness of call center based customer service versus the self service channel

Unilever Development of new consumer access points and higher brand awareness for an ice cream brand

2010

-20

1120

08-

200

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9

Year Company Projects

Ak Portföy Developing a portfolio analysis tool for optimal client portfolio management

Autoliv Engineering Improving the integration of people, processes, tools and technology with Lean Product Development methodology to add value to the customer and society

Blackberry (RIM) Preparation of a new marketing plan to increase Blackberry sales to the youth segment

Coca Cola Company Developing a marketing plan for the Damla brand

Eti Developing a uniform methodology and complete set of performance indicators to plan, monitor and evaluate the role of marketing for the ETİ’s value

Johnson and Johnson Identification of the business potential of a new product and preparation of a marketing plan

Roche Creation of alternative ideas and projects to leverage the image and reputation of ROCHE Turkey among target groups

Temsa Creating complete systems and documentation for a new plant for the Bus and Coach Operations division of TEMSA Global

Coca Cola İçecek Designing a model to evaluate in-store activities and merchandizing effectiveness

Eczacıbaşı İlaç Pazarlama Determining an OTC business strategy

Eti Designing a regional expansion strategy

Fiat/Tofaş Increasing Fiat’s market share in Istanbul

IBM Assessing the position of IBM in the banking Industry and developing a renewed strategy

İş Yatırım Privatization of the tender process and pre-valuation research

Novartis Understanding the pharma marketing environment and challenges in terms of generics

Standard Ünlü Developing a derivative product for the futures and options markets

3M Product launch plan for high jump supply chain execution solutions (SCE) software in Turkey

AirTies New product introduction of VoIP and IPTV and EMEA regional expansion

Borusan Otomotiv Establishing car rental business as an alternative sales channel for the luxury cars segment

Coca Cola İçecek Developing an on-line data ordering system for point of purchase materials (POP)

Coca Cola İçecek Designing a customer centric supply chain system that gathers and reports customer inventory data

İş Yatırım Creating a new product using derivatives for the Turkish market

Pfizer Development of a product marketing plan with market assessment, pricing strategy and launch

Pınar Meat Group A marketing and growth strategy development project

200

7-20

08

200

6-2

00

720

08-

200

9

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PARTNER COMPANY COMMENTS

“CAP project was very interesting and good experience for us. We knew that we should do something, but we

never had time to go into deep analysis on customer set. Also, working a long time with a company culture and

self-perception, I guess, it was not possible to ‘face the facts ‘and bring ‘new look’ on our daily business. Sabancı Team was a new blood for us, and had a different and no

prejudiced look. We had very useful discussions during the project period, and I believe we have enriched each other. They have learned a lot, so do we! When both side is very

passionate and willing to bring value with the project, I think it is much more easy-going and successful. Teaming

(not only among themselves and company teaming with students as well) is very important. We had a very good project and very good teaming, we enjoyed it! Thanks.”

Jale Akyel Manager of ibm.com, Sales Center

“At Bosch Company, we have been particularly interested in the fast growing power tools sector for the last two

years. Therefore, we decided to commence with a market development project for power tools and do-it yourself

related products and retailers, together with three Sabancı MBA students, Pelin Erkan, Işıl Paker, and Neriman

Karaoğlu. During the process, we realized that the project, based on detailed market research and analysis, has

proved to be very beneficial. As a result of the structure and program characteristics of the Sabancı MBA that

fosters creativity and teamwork, we were able to achieve valuable and positive results at the end of the project

implementation.”

Murat AkhuyAccessories Department Director

BOSCH GMBH

“As a leading communication and technology company, responding to the changing business conditions and the dynamic structure therein, Turkcell also has the mission to increase mutual interaction through “university–industry collaborations” and add value to its business. Being aware that the growing

young generation will shape our future, our goal is to discover promising university students and bring new ideas to our business by joint projects and programs. Sabancı CAP is one of the leading programs that brings both students and faculty into real business life and ensures added value. We as Turkcell, are very proud to be a partner company of the Sabancı CAP Program. This year not only Turkcell but also other Turkcell Group Companies are involved in new projects and we can say that our expectations from the projects are getting higher and higher each year.”

Esra RamazanoğullarıUniversity Relations, Turkcell Academy

“We had the opportunity to meet with Sabancı University GSM Faculty in a project. During this valuable project

in our company with students, we had close relationship with each other. In this process we gained Bülent Denkdemir (MBA 2001) as a Business

Improvement Director, therefore we thank your faculty and education system. We hope that such

collaborations will continue, since the teamwork between Universities and Businesses will be the

guide to overcome the difficulties in our country. We are grateful for Bülent and your contribution to our

organization.”

Ethem SancakChairman, HEDEF Alliance Holding

“AK Asset Management has always been one of the most innovative players within the Turkish investment industry and has always been enthusiastic about collaborations with universities and research groups. Three years ago, Sabancı University came to us with a brilliant idea: CAP,

which facilitates the mutual benefit of the companies, students and the university. Since then, I have completed three vital projects which improved our decision making processes with eight students from Sabancı’s MBA Program. During these projects, I was very impressed by their professional approach to the project. To sum up, CAP is a unique experience which combines industry practice with the academia. We are very delighted to work with Sabancı MBA students.“

Hakan Elmas Strategist, Asset Manager, Ak Asset Management Inc.

“CAP project was very interesting and good experience for us. We knew that we should do something, but we never had time to go into deep analysis on customer set. Also, working a long time with a company culture and self-perception, I guess, it was not possible to ‘face the facts ‘and bring ‘new look’ on our daily business. Sabancı Team was a new blood for us, and had a different and no prejudiced look. We had very useful discussions during the project period, and I believe we have enriched each other. They have learned a lot, so do we! When both side is very passionate and willing to bring value with the project, I think it is much more easy-going and successful. Teaming (not only among themselves and company teaming with students as well) is very important. We had a very good project and very good teaming, we enjoyed it! Thanks.”

Jale Akyel Manager of ibm.com, Sales Center

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STUDENT COMMENTS

““The uniqueness of the Sabancı MBA is the real-life Company Action Project. In this project, you

are an effective participant that creates value for the company. However, you do not plunge into this project without being fully prepared. First,

you gain proficiency in functional areas such as finance, accounting, and marketing. Also, you attend managerial skills workshops such as effective communication and managing

conflict. Business life is not all about what is written in the books, and these workshops help you to learn to become more flexible

in dealing with conflicts and the unpredictable future in real-life challenges we all face. For me, the best MBA program links the

industry with the University, and this is the Sabancı MBA.”

Gökhan AkdağMBA Class of 2006

CAP Project: Strategic marketing planning for 14 product groups, Pınar Foods

“It was the best ever decision of my life: getting an MBA degree after an engineering graduation.

It was a big giant step for me to enter the business world. In today’s competitive and

challenging business life, it became vitalto know management theoretically and

practically. Management principles like, accounting, finance, marketing are as much important as business experience.

Sabanci MBA, not only offers basic courses for these management principles but experience with its real life

projects. For fresh and swift start to your professional life, you’ve got to get an MBA degree from Sabanci University!!!”

Pınar AkMBA Class of 2006

CAP Project: Brand management and marketing research, GlaxoSmithKline

I expected hard work when they told us that we are to go and spend two whole days in the company every week for our project, but I did not think it would be so much fun. It was a great experience to be constantly in contact with the top management, and to be given complete responsibility for a project of this scale and

vitality for the first time in my life. It was indeed a challenge for us. We determined feasible deliverables, carefully scheduled our limited time and distributed the workload based on the skills and proficiencies of the team members. We also decided on the right tools and methodologies at every step of the way. The whole process was educational beyond my expectations, as well as enjoyable. Probably the best part was to see firsthand how our ideas were respected and our contribution so valued by seasoned managers.

Süleyman Çağrı ÇağlarMBA Class of 2011CAP Project: Brand globalization, Arzum

Our CAP Project was with Yıldız Holding’s Kerevitaş, a market leader of Turkish

frozen food. We had a phenomenal professional experience during this

project and had the chance to work with various departments, from the front

line workers to top executives. We greatly benefited from the practical experience and knowledge we

gained regarding professional communication and business organization. It was also a lot of hard work to

analyze the company workflows and generate useful recommendations.

Yaşar Deniz KorzayMBA Class of 2011

CAP Project: Inventory and route optimization planning, Kerevitaş

As Turkcell CAP Team, we were working on the “Increasing the penetration rate of Green Bills (E-Bill & SMS-Bill)” Project. This is a top priority marketing project for Turkcell. My CAP experience at Sabancı provided me and my team with the opportunity to gain

valuable experience in the telecommunication industry first hand by taking an active role in real, day-to-day business life. Collaborating with different departments expanded both our vision and our business networks. My Turkcell CAP experience is definitely a milestone in my professional career.

H. Can YenerMBA Class of 2011CAP Project: Increasing the penetration rate of green bills, Turkcell

My CAP project at Sabancı was my first real business experience. We were considered “part-time consultants” by Superonline, and our Project team successfully developed a new business line for them. The main difference between

CAP and other part-time positions is in the way it is conducted. Rather than doing regular day-to-day work, we are actually responsible for creating the future of the company. I think CAP is one of the main features which makes the Sabancı University MBA distinctive. In the course of this project my managerial skills have elevated greatly.

Cem OcakMBA Class of 2011CAP Project: Creation of new business line, Superonline

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ABOUT SABANCI SCHOOL OF MANAGEMENT

The School of Management at Sabancı University is a young and rapidly growing school with great ambitions.

The faculty members at SOM have degrees from some of the top universities in the world and conduct cutting

edge research. Our small class sizes allow our students ample opportunities to work in close collaboration

with our faculty members. While strongly global in focus, the faculty members are also committed to

providing in-depth knowledge of the Turkish context. We do this through our own research in Turkish

organizations, Company Action Projects and by frequently inviting local managers into our classes.

Sabancı University MBA Students come from well-known Turkish and international universities. With an

average age of 23, students enter the Program with minimal professional experience.

Undergraduate Institutions

Sabancı University

Istanbul Tech. Univ.

Abroad

METU

Bilkent University

Yeditepe University

Boğaziçi University

Koç University

Other

Gender (%)

Female 32

Male 68

Nationality

Turkish 89%

Foreign* 11%

0% 5% 10% 15% 20% 25% 30% 35% 40%

STUDENT PROFILE: 2011&2012

Undergraduate Majors

Engineering 66%

Business/Economics 15%

Social and Natural Sciences 18%

*Ukrainian, Russian, Palestinian, American, Kazakh

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SABANCI CAP

SABANCI UNIVERSITYSabancı School of Management

Orhanlı, Tuzla 34956 Istanbul

Phone: +90 (216) 483 9672e-mail: cap@sabanciuniv.edu

web site: http://som.sabanciuniv.edu/cap

Contact us:

Stephen MorozCAP Coordinator

Sabancı School of ManagementPhone: +90 (216) 483 9665

e-mail: stephenmoroz@sabanciuniv.edu

Işıl İnoğluAdministrative Affairs Officer

Sabancı School of ManagementPhone: +90 (216) 483 9672

e-mail: isili@sabanciuniv.edu

… GRADUATE AS A PROFESSIONAL