HISTORY OF BEYZA FURNISHING Beyza Furnishing is a family company

founded in 1996, has 200 employees, has regional franchises in Ankara, Adana,

Bursa, İstanbul, and Zonguldak, makes exports to 16 countries like

Germany, Romania, Iraq, Georgia, USA, Libya, and Cyprus.

HISTORY OF BEYZA FURNISHING Beyza Furnishing progressing to be the

‘quality’ step by step has been awarded with TSE-ISO-EN 9001:2000.

The company has CE (European Standards Institute) used for export.

Beyza Furnishing’s main principle is to serve the customers after the sale and the company gives great importance to product the best and satisfaction of the customers, so they could raise their profits and move to the top of the sector.

MISSION

Beyza Furnishing A.Ş.’s mission is to be a constitution making qualified, esthetic, and economic mass-production

VISION

To be a brand and raise their employing capacity by taking place among the pioneer constitutions.

STRATEGY To develop customer’s satisfaction through

good quality production and customer-centered operations.

To raise the profits by declining the defective production and return rates.

To improve the market in and out country and to develop the quality of production by improving the variety of products with new designs.

Differentiation Strategy

Beyza Furnishing A.Ş. follows differentiation strategy.

Company develops the quality of production with new designs.

They regularly join international furnishing fairs such as Koln-Messe Furnishing Fair, IMOP.

In these fairs, future trends is determined and the firms produce their products according to these trends.

These trends determine color, design, innovation, fashion etc.

Response Strategy

Beyza Furnishing A.Ş. also follows response strategy.

The company chooses reliability which is the type of response.

We can’t say firm follows quick response strategy but there is an exception that the firm makes their selling with a determined maturity.

Cost Leadership Strategy

Beyza Furnishing A.Ş. does not follow cost leadership strategy because they care the quality of goods which means they give importance to the quality of raw-materials to take an advantage against to their competitors.

For this reason, they buy raw-materials which are expensive.

OPERATIONS MANAGEMENT DECISIONS

Beyza Furnishing A.Ş. has a broad product range. The main products are:

Deluxe Group Living Room Group Couches Corner Groups Dinner Room Bedroom Beds Bed Bases and Caps

DESIGN

Beyza Furnishing A.Ş. gives importance to product improvement.

They participate in furniture fairs in country and abroad. The most important one of these fairs is Koln-Messe furniture fair of Germany.

DESIGN

Beyza Furnishing A.Ş. manufactures products through the customer will and need.

The company sends their market researchers away in country and on abroad to inspect the customer will and need before they started to produce.

DESIGN Syria is undeveloped country. They still use

sofa (sedir). Living room groups or couches are produced as 3 + 3 + 2 + 1 +1.

In Romania, people prefer more comfortable and functional couches and seating groups. These groups and couches are produced small sized furnitures.

In Turkey, east and west cities differ in furniture colors.

QUALITY In every step of production process, all

products are controlled by employees who fulfills in next step.

After all the production process, Beyza Furnishing A.Ş. conducts its own quality with the Beyza Furnishing Control System.

In this way, all products are controlled two times.

TSE-ISO-EN 9001:2000 and CE (European Standards Institute)

PROCESS

Beyza Furnishing A.Ş. products begin as raw material and go through many stages, until the final step when the finished products reach the consumer.

There are two different production processes:

- Modular Furniture Production System

- Labor Forced Production System

Adding Ingredients Process Based Production Step 1; raw materials are bought from suppliers and

prepared according to which goods will produce. Step 2; these raw materials (woods, sponge, slip

cover) are taken to cutting process to use in next step. Step 3; Firstly, particle boards integrated together with

nails to get furniture frame. After this step, springs are placed into furniture frame and sponges are added on it. Finally frame is covered with slip cover.

Step 4; there are wooden parts in some furnitures so in this step these wooden parts are painted carefully.

Adding Ingredients Process Based Production Step 5; different parts of the furniture (such as

furniture frame, furniture leg, furniture arm, and wooden parts) which produce separately are integrated.

Step 6; Beyza Furnishing Control Management takes place in this step and make last controls and bar coding before packaging.

Step 7; furnitures are labeled and packaged with durable nylon and they are ready to last step.

Step 8; now they are ready to distribution from company to consumer.

Machinery Process Based Production Step 1; raw materials are bought from

suppliers and prepared according to which goods they will produce.

Step 2; these raw materials (woods, sponge, slip cover) are designed and shaped by machines (KATERMAK)

Step 3; different parts which are designed and shaped by machine are painted carefully.

Step 4; painted parts are integrated.

Machinery Process Based Production Step 5; Beyza Furnishing Control

Management takes place in this step and make last controls and bar coding before packaging.

Step 6; furnitures are labeled and packaged with durable nylon and they are ready to last step.

Step 7; now they are ready to distribution from company to consumer.

Katermak Machine

CELLULAR LAYOUT

LOCATION Beyza Furnishing which develops permanently has

regional franchises in Ankara Adana Bursa İstanbul Zonguldak Administrative center in Kayseri

And the company makes exports to 16 countries like Germany, Romania, Iraq, Georgia, USA, Libya, and Cyprus.

HUMAN RESOURCE MANAGEMENT

Human Resource Department seeks available employees who have talent and required skills.

They evaluates the job applications. According to job applications, this

applicants are called to job interview. They hire employees who are prospering

and have the ability of doing this job. If job designs are changed, employees are

went out education.

SCHEDULING Beyza Mobilya A.Ş. has three stages for scheduling

part of organization management: Each weeks, Marketing Department and Foreign Trade

Department receive an order from customers, and these orders are informed to Planning Department

According to amount of receive an order, stocks and raw materials are controlled and production plans are prepared daily

Production order are given by Planning Department At the end of the three stages, employees produce the

products in regard to amount of receive an order.

MAINTENANCE Beyza Furnishing A.Ş. has its own technicians. In Modular Furnishing production, the firm use KATERMAK

machine which is the main step of the process. They bought this machine from KATERMAK COMPANY in Ankara.

In any kind of problem in this machine, KATERMAK COMPANY will send their own technicians to fix it.

If there happens a problem in sold products, after sales service technicians will be ready to fix this.

According to the guarentee period or users errors, after sales service can apply maintenance, the buyer must pay or not.

SUPPLY CHAIN MANAGEMENT

Sponges are bought from Kaysün Sponge and Form Sponge.

Steel is bought from Ses Steel and Merkez Steel.

They use fabric plant to product these goods, and they buy them from Şönüllü Fabric Plant.

Furniture legs buy from Başkent Furniture and Furniture arms purchase from Lapex Lata.

SUPPLY CHAIN MANAGEMENT Label is determined by the Kayseri

Management. Packaging is provided by themselves. Products of Beyza Furnishing are sold and

distributed in stores of other firms. Physical distribution firms are Peker

Shipment and Emiroğlu Shipment for foreign countries and Huzur Shipment and Çeşme Shipment for homeland.

Beyza Furnishing uses their own transportation in Kayseri.

INVENTORY

Beyza Furnishing A.Ş. had only raw-material inventory program because their market strategy was set on coming orders from customers so they are not keeping stock.

Due to looking forecast results of monthly distribution of last year’s orders, the company decides next year’s raw-material inventory program.

STRATEGY DEVELOPMENT

PRODUCT LIFE CYCLE

PRODUCT LIFE CYCLE

When a product enter the decline period, the company removes this product from the market and sells this product to abroad as a new product.

Orkide Deluxe Group is no longer selling in Turkey but selling in USA as a new product.

SWOT ANALYSIS

STRENGHTS

Not keeping stockSelling seconds in their own storesFollowing the fashion regularlyAlways seeking new market opportunities in

abroad by their own marketers

SWOT ANALYSIS

WEAKNESSES

Some of their competitors are their suppliersNot strike the elite class’s fancy

SWOT ANALYSIS

OPPORTUNITIES

Giving importance to after sales servicesHaving wide spread technical service

networkProductions are focused on customer

needs/wants

SWOT ANALYSIS

THREATS

Government tax problemsSurplus of unlicensed production firmsThe competitors try to steal their customersSome competitors produce private goods for

customersMuch biases to Turkish products in abroad

GLOBAL OPERATIONS STRATEGY OPTIONS

GLOBAL OPERATIONS STRATEGY OPTIONS Beyza Furnishing A.Ş.’s strategy is like

international strategy, because their responsiveness is not little.

They only export their products so this means that they do not use Global, Transnational, and Multidomestic Strategies.

Global markets are penetrated exports. The company sell their old trend products to USA,

IRAQ, SYRIA like new trend products so that the company decreases research and development costs.