There is innovation movements for an olive oil company which is small enterprise.

1. SMALL & MEDIUM ENTERPRISE
KOÇSAN OLIVE OIL
Yılmaz YAMAÇ
Mehmet ÇİLAKA
Serhat BAYRAK

2. TABLE OF CONTEST
Executive summary
Description of the company
Analysis of branch
Marketing plan
Management plan
Financial plan
Legal plan

3.  Production of olive oil about 150-180 thousand tons in Turkey.
 Turkey ranks second in olive oil production after Spain.
• 2/3 of produced olives are consumed in Turkey.
• Rest of olives are exported.
• %75 of produced olives are for oil.
 Olive oil is very popular in Aegean Region
• Average consumption of olive oil is 50Kg in Aegean.
• Turkey average: 1 Kg.

4. Executive summary
Description of the company
Analysis of branch
Marketing plan
Management plan
Financial plan
Legal plan

5. • KOÇSAN OLIVE OIL established in Aydın/Turkey in 2007.
• Firm has been producing 600 tons olive oil in a year.
• Selling whole oil as a broker to KOMİLİ firm which is national
and most powerfull in Turkey

6. • Main goal of the strategy: Enhance firm’s income %30 by %50
wholesale and %50 retail trade from %100 wholesale trade.
• Strategy:
1. Filling facility installation,
2. Refining system installation; upgrade olive oil variety from one kind
(natural) to three kinds (Natural, Refined, Riviera).
3. New type olive oil implementation
4. Creation of Marketing Department
5. New marketeers,
6. %50 wholesale & %50 retail trade.

7. Executive summary
Description of the company
Analysis of branch
Marketing plan
Management plan
Financial plan
Legal plan

8. Macro Environment
• Cultural And Social Factors
– Tradition
– Meals
– Propensities
– Flatulency
– Care Of Nature
• Legislation
– Appropriate To Law
• Political Situation

9. Macro Environment
• Economic factors
• Type of market
• Market structure
• Demographic factors
– Region
– Climate
– Population: 1.020.957
– The mean age of Aydın: 34
• Technological factors

10. Micro Environment
• Company´s Competitors:
o Serali Ltd Co. , İske Ltd Co. ,Reyya Ltd Co. , Polat Ltd Co. ,
Olivirgin Ltd Co.
• Suppliers
• Buyer
o Current: %100 Komili
o Plan: %50 to Komili, %50 to markets + supermarkets +
catering firms, factories, schools, hospitals, etc.
• Substitutes: Sunflower Oil, Corn Oil.

11. S W
T
Strengths
•%100 Natural
•Low Cost
•High Quality
•Small Enterprise
Opportunities
•Hungry Market
•Consumption
•Support of Government
Threats
•Competition
•Go ahead an replace it with
your own text.
•Insufficient capital
•Substitutes
O
Weaknesses
•New firm in retail sector
•Seasonal production
•Inexperienced firm in sector

12. Executive summary
Description of the company
Analysis of branch
Marketing plan
Management plan
Financial plan
Legal plan

13. • Target Market is Aegean region
– Average consumption of olive oil is 50Kg in Aegean. (Turkey average: 1 Kg.)
• Our share expectation from retail market is %0,65 of Aegean

14. • Segments: Low, Middle, High.
• Our products will be in minimum %50 of sale points in every
town of Aegean.
• Creation of website that capable to sale online.
• Commercials will be given to local media.
• Brand familiarity and confidence will be gained.

15. Executive summary
Description of the company
Analysis of branch
Marketing plan
Management plan
Financial plan
Legal plan

16. Organizational Chart
Enver Koç
(Owner)
Serap
Gündoğan
(Accountant)
Ahmet Çarpan
(Agriculture
Engineer)
X
(+Marketing
Director)
Mahli Koç
(Manager)
• 5 new marketeers are needed.

17. Executive summary
Description of the company
Analysis of branch
Marketing plan
Management plan
Financial plan
Legal plan

18. 2013-2014
2013-2014 Volume Unit price Income Cost
Olive 2.400 Tons 2.000 TL/Ton 4.800.000 TL
Olive Pulp 1.800 Tons 200 TL/Ton 360.000 TL
Wages 23 348.000 TL
Other Expenses
(electric etc.) 16.000 TL
Logistic 50.000 TL
Commercial 0 TL
Wholesale 600 Tons 10000 TL/Ton 6.000.000 TL
TOTAL: 6.360.000 TL 5.214.000 TL
[* Currency: 10 CZK = 1 TRY]

19. 2014-2015
Volume Unit price Income Cost
Olive 2.400 Tons 2.000 TL/Ton 4.800.000 TL
Olive Pulp 1.800 Tons 200 TL/Ton 360.000 TL
Filling Facility
Installation 1 100.000 TL 300.000 TL
Refining System
Installation 1 12.000 TL 80.000 TL
Wages 29 364.000 TL
Other Expenses
(electric etc.) 16.000 TL
Logistic 200.000 TL
Commercial 200.000 TL
Bottles 40.000 TL
Wholesale 300 Tons 10000 TL/Ton 3.000.000 TL
Retail 300 Tons 12000 TL/Ton 3.600.000 TL
TOTAL: 6.960.000 TL 6.000.000 TL
[* Currency: 10 CZK = 1 TRY]

20. 2015-2016
2015-2016 Volume Unit price Income Cost
Olive 2.400 Tons 2.000 TL/Ton 4.800.000 TL
Olive Pulp 1.800 Tons 200 TL/Ton 360.000 TL
Filling Facility
Installation 1 100.000 TL 0 TL
Refining System
Installation 1 12.000 TL 0 TL
Wages 29 504.000 TL
Other Expenses
(electric etc.) 16.000 TL
Logistic 200.000 TL
Commercial 200.000 TL
Bottles 40.000 TL
Wholesale 300 Tons 10000 TL/Ton 3.000.000 TL
Retail 300 Tons 13000 TL/Ton 3.900.000 TL
TOTAL: 7.260.000 TL 5.760.000 TL
[* Currency: 10 CZK = 1 TRY]

21. FINALLY
2013-2014 2014-2015 2015-2016
Income 6.360.000 TL 6.960.000 TL 6.960.000 TL
Cost 5.214.000 TL 6.000.000 TL 5.620.000 TL
TOTAL
1.146.000 TL
(370.000 €) 820.000 TL
1.500.000 TL
(484.000 €)
Enhance + %30
[* Currency: 10 CZK = 1 TRY]

22. Executive summary
Description of the company
Analysis of branch
Marketing plan
Management plan
Financial plan
Legal plan

23. • Manufactoring Sufficiency License
• ISO 9001:2008 (Quality Management System)
• ISO 22000:2005 HACCP (Food Safety)
• ISO 14001 (Environment Safety System)
• ISO 10002 (Costumer Satisfaction)

24. Thanks for your attention!