Graph 4 SWOT analysis graph (own processing)

According to the results of the SWOT analysis, the conservative strategy comes to the fore. In this strategy step, it is seen that the firm's strengths outweigh the weaknesses and opportunities outweigh the threats.

5.3 BCG matrix

BCG Matrix (Boston Consulting Group Matrix) is a matrix that helps companies determine their future strategies by looking at the market share of their products and services and the growth rate of the market.

Stars: The growth rate of the market is high and the market share of the company is higher than its closest competitors. When the company wins, it should move forward with the strategy of investing in this business and strengthening its position in the market. In other words, the strategic direction to be made as a company located in this region will be in the form of a growth strategy. The important point to note here; The growth rate in the market will decrease after a while, in such a case the star turns into a cow and new strategies must be reconstructed accordingly.

Cows: It refers to situations where the company's market share is high and the market's growth rate is low. Although cows require little investment, they generate cash for other units. In these situations, a defensive approach is taken.

Dogs: Both the company's market share and the growth rate of the market are low. It creates unnecessary costs. For these situations, downsizing strategy can be followed. In companies, the number of dogs should be reduced as much as possible.

Question Marks: It is the presence of a company with a small market share in a rapidly growing market. The companies in this market also aim to get a share from growth. If the company thinks that it will have a greater share in the market, it can implement the development strategy.

Table 4

BCG matrix values (own processing)

*The data contained here has been evaluated in the range of 1-5.

Graph 5 BCG matrix graph (own processing)

As a result of BCG analysis, Bed Cushion is in the Stars category. In order to maintain our position and increase your competitive power, we must definitely work on product innovation and then on process innovation. Because the market is growing rapidly and therefore many new players will join. We must constantly improve our product so that we must gain its leadership. We must definitely differentiate, so that in the process, waiting for opportunities and doing what is not done will lead us to leadership. Since Neck Cushion and Waist Cushion are in the Cash Cows category For these products, a strategy to strengthen the market position should be implemented. As the last category, for Seat Cushion and Leg Cushion, these products' market share should be increased.



5.4 GE Matrix

- Application to products or groups of products of our company

GE Matrix is a matrix that is similar to BCG Matrix, in addition to showing the attractiveness of the market and growth. This matrix, which is calculated in two stages, gives information about the direction of investments. You can find the matrix and matrix values we have prepared below. This matrix has shown us that our products that we will continue to invest in are waist and seat cushions.

Table 5

GE matrix values (own processing)

Table 6

Industry size and market share of the product table (own processing)



Graph 6 GE matrix (own processing)

*1. Seat Cushion / 2. Waist Cushion / 3. Leg Cushion / 4. Neck Cushion / 5. Bed Cushion

**Orange sections in the pie charts show the ratio of Posture Cushion products in the market.

As a result of the research using GE Matrix, there are two of our products in the Invest area, while there are three of our products in the Protect area. The absence of our product in the Harvest area is good news for the company. While the production of the products in the Invest area is maintained, the development of the products in the Protect area should be carried out. Marketing strategies of these products should be strengthened.



5.5 ABC analysis of the company

ABC Analysis is used to distinguish important problems, customers, products and services from less important ones. In this way, the area to be focused the most and the ones that need improvement are determined. Usually, a large percentage of situations that occur are made up by a small percentage.

5.5.1 ABC analysis by product

Category A:

The first product in this category is the most important for our company. Either the product in basic aesthetics, which is in high demand or generates the most income, is in this group.

Those products are seat and waist cushion.

Category B:

This product is also important to the company, but not as much as the A category. A smaller market or lower comparative demand are some of the reasons. For example, neck cushion, leg cushion and bed cushion are in this category.

Category C:

This category includes products that are neither in category A nor in category B. He doesn't want to make any more effort to sell this product as they are not very valuable to the company. Color combinations, special patterns, special handmade stitches; these are some of the possible reasons for putting products in category C. As a company, we don't have any product in this category.



Table 7

ABC analysis by product table (own processing)

Graph 7 ABC analysis by product graph (own processing)

As a result, increases and decreases in category A products should be followed. The strategies of the products in category B should be renewed. There are no products in category C.

5.5.2 ABC analysis by customers

Category A:

Category A represents the largest percentage, but the smallest group by kind. When we look at the distribution of our customers, we come across companies. With a model of B2B, companies and co-working places are the customers with the highest sales rate.

Category B:

It is a category in which the number of items and the sales rate are close to each other. This category includes office employees, drivers who sit and travel for a long time and students sitting at a desk are included.

Category C:

Although the diversity of our customers in the C category, which is our last category, increases, their contribution, in other words the percentage of sales, is the least in total. In this category, individual short-term travelers, pregnant women, the elderly, and those with sitting problems are included.

Table 8

ABC analysis by customer table (own processing)



Graph 8 ABC analysis by customer graph (own processing)

As a result, deeper marketing strategies should be determined for customer types in category

B. Instead of customer types in category C, the focus can be on category A.

5.5.3 ABC analysis by market Category A:

When we look at the basis of location which is the market where the highest income is generated and largest number of buyers is in the A category.

Category B:

In the B category, product share in this market and the amount of market created by this market balance each other.

Category C:

When we come to the C category, although the number of our sales channels increases, our sales number is more. In this market, while our channel diversity is increasing, they constitute a small part of the income.



Table 9

ABC analysis by market table (own processing)

Graph 9 ABC analysis by market graph (own processing)

As a result, new ways can be sought to increase the proportion in category B markets while implementing deepening strategies in category A markets. The situation of the markets in category C can be evaluated and our company can withdraw from these markets.



5.6 Company value chain application of Porter's value chain

Firm infrastructure Human resource management
		Outbound logistics	Marketin g and	Servi

sales

>>This figure is not a quote.

Figure 6 Company value chain (own processing)

Primary Activities

1. Inbound Logistics

The supply chain may not be very large at first. But control is very important as sales will be made through more channels.

Most of the suppliers have been chosen from close European countries. Some of the main raw materials that the company trusts will be purchased with the best materials in terms of trust.

Our business environment is fast growing and competitive. Our suppliers must adapt to this dynamic and be agile and flexible in responding to future product diversity. First of all, we value product satisfaction. We will engage in activities that motivate our suppliers who understand our challenges and ultimately help us find the best solutions.

Each year, the supplier list should be reviewed and suppliers who take into account our standards and offer innovative perspectives will be added.

2. Operations

Although we supply materials from different parts of Europe, the product assembly will take place in Slovakia. It was aimed to reduce the overall production costs by taking advantage of the lower labor and raw material costs here.

There is a certain price gap between the retail price and the cost of production. And what is not calculated in this step is that it is not included in other logistics costs such as shipping and distribution.

3. Outbound logistics

Products can be purchased online and in stores. If the company has many retail stores, any retail margin we get from our sales can be maintained. Recognition of the brand name also means that outlets outside of our own online channel stock lots of products. From time to time, we will give retailers wholesale discounts for promotional purposes. Using this strategy, we can profit from products sold in non-online stores.

4. Marketing and Sales

Our marketing and sales efforts are to highlight our quality and innovation. Here, the features highlighted should be reflected not only in the cost of their products but also in the advertisements. Thus, we need to allocate a budget for ads. We want to serve the best possible ads or engage with the most relevant audience.

5. Service

Most of our sold products are initially covered by a 2-year warranty and 60 days of personnel support. Our customers can make an appointment for technical repair or general product assistance, and receive support from customer service. Certain people will be guided for product assembly within a fee.

In addition, the stores will have trained technicians presenting guided, interactive demos to customers. Shop visitors will be encouraged to buy by showing and helping them experience the products on display.

The primary activities of our company are as follows:

1. Inbound Logistics (Logistics Department):

Purchase of materials and materials

Acceptance of materials that reach production threat Control of materials Storage

Follow-up and rearrangement of deoplaid

2. Operations (Production Department):

Production planning Production of products Testing the products

Completion of equipment maintenance and repairs

3. Outbound Logistics (Production and Logistics Department):

Transportation of products within the company to the storage area in the production area

Storage of finished products

Creating distribution routes and schedules for products to reach our customers

4. Marketing and Sales (Marketing Department):

Determination and updating of product prices,

Finding and contacting potential customers and sales channels Realization of the sale

5. Service (Marketing Department):

Receiving and resolving customer complaints and suggestions Answering customers' support requests

Secondary or Support Activities:

1. Research and development

As a software related company, we will invest heavily in research and development. We will allocate a budget to continue our research on products that can maintain a competitive advantage. We will get the return on investment when we are in a position to market a renewed product.

2. Company Infrastructure

With the infrastructure of our company, we aim to make the decisions taken in our company economically feasible and innovative

3. Human Resource Management

Our goal is to be a favorite company for recruiting and paying well. As a company, we must strive to recruit the best candidates and attract talent from other companies to recruit the best people.

The second activities in our company are as follows:

4. Technical Development (Engineering Department): To increase the quality and safety of the products, Integrating new production technologies

Providing new product variety and developing these products

5. Company infrastructure (Finance and Administration Department):

Planning production Finance and accounting Quality management

6. Workforce Management (Human Resources Department): Tracking the recruitment processes of the employees Supporting the training of employees

Follow-up of social security rights Determination of pricing

Control and support of employee motivation

Table 10

Table of value chain of the company (own processing)

As a result, we see that 76% of our company values are created by primary activities and 24% by secondary activities.



5.7 Assessment of the company's competitive strength

Competitive analysis (realistically assess to us and our real competitors) real companies that produce the same as our company, and we were based in Slovakia, the companies for which we would be a competitor or companies for us)

1. Memory Foam Cushions (Various Companies)

There are various memory foam cushion companies such as ComfiLife, WAOAW, Fortem, Everlasting Comfort. The common feature of these companies is that they have very similar products. These products are pillows made of memory foam, specially designed for use with chairs. In addition to these main products, some companies produce memory foam pillows for waist and feet and offer them for sale as an additional product. The absence of sensors as an additional technology in these products provides companies with flexibility in speed and prices. However, many competitors are in this market due to the price advantage. In order to maintain their position in the market, they include physical sales in their own regions and sales through online stores in the foreign market. This situation enables companies to dominate online stores. Unfortunately, the biggest deficiency of these companies is that they do not fully solve the needs of the customers.

2. Balance Discs (Various Companies)

Another competitor similar to memory foam pillows are balance discs. Balance discs are based on the use of a plastic flat ball by inflating it with air. It is claimed that the presence of air balances sitting and can be used in almost any chair. Although the by- products of this pillow type are not as common as the memory foam pillow, there are side uses. For example, it is recommended for meditation or for children with hyperactivity. The biggest problem for this pillow is not meeting the customer needs exactly, but also the problem of inflation. The fact that this product, which requires additional material such as a pump, cannot be used back in case of explosion is one of the reasons why it is not preferred.

3. Timer Cushion

Unlike the other two types, Timer Cushion is a manufacturer. Apart from the pillow it produces, it also has an application. The purpose of this pillow is to follow the sitting time and aim for the users to sit less. It gives warnings to its users by calculating the sitting and standing times of its users with algorithms. However, the biggest problem of this product is that it does not meet the customer's needs arising from prolonged sitting. In addition, the use of sensors, algorithms and applications, as in our company, is one of the costs in the production part. This situation also affects the prices. Timer Cushion is our closest competitor as it caters to a more niche market like our company. Like Timer Cushion, which aims to sell in the international area, our company also targets international potential customers. (Timer Cushion, 2020)



6. Profitable customer profile

By creating multiple consumer profiles, it may be possible to segment our customers according to these differences. We can then use this market segregation to create ads that appeal to different customer groups.

We have split some features to segment customer groups.

Table 11

Table of customer profile (own processing)

Customer Profile
Demographics
Gender	Age	Marital Status	Children	Geography
All Gender	7-70	no matter	no matter	For now,
				Europe
Culture, Religion	Education	Occupation	Income	Other Notes
No matter	people at all levels of education	Desk workers - especially software developers-, pregnant women, students, anyone with posture problems while sitting	middle and high income people	Income reason is that because the product includes a certain software
Behavioral
Lifestyle	Hobbies	Buying	Products
Busy lifestyle, long workdays, those who have to work sitting	software, playing games, working, reading books	can pay by cash or credit card. can afford a certain amount of earnings for their own	office supply stores, sporting goods stores, health-related stores
		health



7. Company strategy proposal

7.1 Strategic goals

7.1.1 Strategic plan of the company for the years 2021-2022

While creating our strategic plan, we set out based on our vision and mission. In this process, our goal is to provide products that meet the needs of our customers, as well as to ensure its own continuity and to take it further. We can examine our company's strategic plan for 2021- 2022 under four main headings. These; It can be finance, customers, internal / operational and people & learning.

1. Financial Strategic Objectives & Organization Goals

For the self-advancement of the company, the subject we will discuss will be the company's financial strategy. While increasing income is our first goal in this regard, the progress of production is our other goal.

a. Revenue Growth: Grow our revenue by 25% in 2021-2022

The KPI we follow to increase our revenues is the net sales we will generate by the end of 2022. In order to reach this KPI, we will devote a significant portion of our budget to marketing. While we plan to provide most of our sales with our new customers, we will provide some of them as repeat sales.

b. Productivity Improvement: Maintaining 20% Net Profit Margin in 2021-2022

In order to increase efficiency, we have development areas on both operational and product basis. We will provide more job opportunities to interns who aim to gain experience in the operational field. As a product, we will increase productivity with developments in software and hardware.

2. Customer Strategic Objectives & Organization Goals

Our goal in customer strategy is to be preferred by our customers both for our products and for their experience during sales. In this section, we will focus on three different issues. While the first of these is to reach new customers, the other one is increasing the satisfaction of our existing customers.

c. Reaching New Customers:

Each month, we aim to increase the number of natural customers by 15% and to be in 5 new sales channels. In order to successfully realize this KPI, we will make especially social media promotions with our marketing team. In addition to these, we aim to develop a new software program to track our clients with the IT department.

d. Maintenance of Customers:

We aim to both gain new customers and make the existing customers to upsell by improving the experience of our existing customers with our brand.

e. Increasing the Customer Experience

It is aimed to increase the experience of both existing and potential customers. In this section, research will be done to improve customer journey. A new web page will be created according to the results of the research. It is aimed to make surveys, phone calls and mailing about satisfaction.

3. Internal/Operational Strategic Objectives & Organization Goals

One of the most important areas of a manufacturing company is production and product development - innovation. In this field, we can examine it in two steps as production regulation and product development-innovation.

f. Production:

It is aimed to increase the productivity of the production facility. In addition, it is aimed to reduce the costs of raw materials and materials purchased from our suppliers. In addition to all these, it is aimed to make packaging, storage and shipping activities more efficient for after-sales.

g. Product Development - Innovation:

In the second step, our primary goal is to improve the existing product both as hardware and software. In this way, we will work more profitably while increasing customer satisfaction.

4. People and Learning Strategic Objectives & Organization Goals

With our last title, we discuss our human resources strategies. Our goals in this field are in the fields of training and community involvement.

h. Training:

With training, we aim to have our employees know enough about their jobs. In addition, we aim for them to update their current information with continuous training.

i. Community Involvement:

With community involvement, we do not only aim for our employees to have their jobs and skills in this regard, but to a culture created by all employees together. It is planned to create activities that give importance to the ideas of the employees and to create new socialization areas.

7.2 Functional Strategies

Figure 7 Three levels of strategy management (Kotelnikov N.D.)

In the below, there are SMART goals for each department. HR:

? By the end of the year, the actions defined in our last employee engagement survey will increase employee satisfaction rates by 30 percent.

? By rolling out the employee wellness program, the number of employees perceiving a positive working environment will increase by 25 percent until the next term.

? Increase team building event attendance by 25 percent until the next term.

? At the end of the year, the churn rate will be decreased by 20 per cent.

Marketing:

? It will be aimed to increase its recognition in the European region from 10 percent to 20 percent. Thus, we will reach the market share that our potential deserves. A competent team of 10 people will be established for this limit. We have exactly 1 year to achieve this goal. The project will be launched within 2 weeks.

? Social media content will be increased, blogs on health and home furnishings will be created, and three articles will be created each week to attract customer attention. In this way, 2 times more internet traffic will be created until the next year.

? In the first month, the interaction rate on Instagram will be increased by 5% and high quality images will be shared with the relevant hashtags.

? By applying cross-selling and upselling strategies, the customer retention rate will be increased by 7% during the year.

Engineering:

? The software team will make 30% improvement on the software errors and work on the product life.

? The design team will receive continuous training on ergonomics for the first 2 months and will produce 2 more new model options from each product for the new year.

? According to user feedback, improvements will be made over the products during the year. For this, the engineering department will make decisions with a general meeting every 2 weeks. User satisfaction will be targeted to be 90% at the end of the year.

? A project team (one person is from each engineering team) will be formed from the parts used to make the product 10% lighter for the next year.

Finance and Administration:

? They will create a team by the end of the year in the transition from traditional financial methods to innovative methods.

? They will submit offers for product price and salary adjustments to make year-end turnover at least 3 percent.

? They will establish commercial data processing centers, making their communication with domestic and international data networks fluent in the first 6 months.

? The first five competitive firm pricing will be determined in each country's market. For this, a report will be created within 2 months.

Procurement:

? As a procurement team, they will increase productivity up to ten percent with annual and monthly follow-up reports on how goods are produced, delivered and sold to consumers.

? Reporting until mid-year to optimize transport activities within each country. If possible, transition to cheaper and faster transportation before the end of the year.

? Complementary training for employees on software programs used in supply chains will be held every 2 months.

? Reducing stocks by optimizing at least 25 percent with sales forecast reports in one year.

Manufacturing:

? They will find out which lines the defective products are in and submit a project for year-end investment expenditures.

? They will determine the new test and inspection procedure for defective shipped products and with weekly, monthly monitored data, there will be a five percent increase in product satisfaction each month.

? Planning will be made until the next year with an auditing company agreed to equip the lines with the necessary sensors and automation tools. Thus, the number of line operators will be reduced by 1% for the first year.

? Reporting will be created on when the maintenance and repair will be made on the annual production lines and at least 5 options will be created for the next year to agree with the necessary people in these periods.

7.2.1 Marketing Strategy

Marketing strategies should ideally have longer lifetimes than marketing plans, these include value propositions and other key elements of the company brand that are often consistent over the long term. Marketing strategies will show big picture messages here.

Because, since two different distribution channels are active, two kinds of marketing strategies have been established here. Certain targets are set in time, one for e-commerce sites and the other for retail and wholesale channels.

Here is the methods of introducing products to the target audience:

It has been determined what kind of activities will be done in order to reach the target audience and promote the business and its products. These activities will have a wide range of advertisements, newspaper advertisements, fair participation, customer visits, brochure and catalog sending, and promotions. During the selection of these, it is important that the customer base we want to reach takes into account which of these promotional tools are affected most. These will be determined by the feedback we receive from the product purchasers. Here, the areas we are missing will be addressed, and the capital allocated to the most sold promotional tools will be increased. The audience of the marketing tactic used and the customer base of the business must be the same. Otherwise, promotional activities may turn into ineffective expenditure items. The target audience for promotional activities has also been determined. The effort to reach all customer groups at the same time is both costly and time consuming. Priority customer masses should be determined and promotional preparations should be made for this. Later, when our production costs and profit point are balanced, the expansion of the main customer group and the promotion of them will be determined by the strategy.

According to this, the target audience will be progressed with a product marketing strategy as follows. In the first 3 months,

? Posters and brochures will be sent to each store.

? Each of the transport vehicles will have promotions for the marketing of this product.

? E-commerce sites will appear in google advertising pages.

? 1000 followers will be reached from each social media account, but here it will be checked whether the right target audience has been reached.

? Promotional advertisements will be created for the television channels that the audience to reach can watch.

The budget to be allocated for the promotional activities to be carried out should also be determined as an estimate and the budget for all kinds of marketing activities to be performed during this study should be determined separately and the total promotion budget should be reached. And, this budget should not be exceeded.

7.2.2 Production strategy

Production strategies provide information about what the production department will do in the long run. As in every department, these goals are in line with the main and long-term goals of the company. In this way, the department that makes its own planning works both within its own structure and the company. Jonsson (2017), shares that in a competitive environment, having a production strategy can overcome various challenges.

Workflow and Production Planning Production Workflow

1. Decision of the materials and the supplier firm

2. Agreement with supplier and purchasing

3. Material reaching the production threat

4. Producing the parts

5. Join the parts together

6. testing

7. Packaging

8. Labeling

9. Storage of the product

The Production Method

In this state, it is important whether these production tools and equipment are used effectively at full capacity and that the two production units can work rationally in the same building. (Moorman, 2019)

As a production method the Batch Production Method is used. Since there is no need for a big differentiation in every product that is produced, the Job Production Method is not preferred.

However, since not all the products are the same the Flow Production Method is not used. At the same time, Batch Production Method enables to produce it with different color options.

With the Batch Production Method, production lines process without any interruption for a specific type of product. It is the production method by combining parts one by one. After the production amount is completed the production method can change according to the next product's requirements.

Necessary Machinery and Equipment for Production

Machinery and equipment have a big role in manufacturing equipment. Machinery to consist of integrated machine and machine parts with each other. At the same time textile machines are used which are used for processing the fabrics. (Textile Machines Information, n.d.) And together with these, parts consisting of tools used for a specific purpose are called equipment.

- Production of the sensors

- Production of the plate

- Joining the fabrics

- Joining the mechanical and fabrics together as a final product

- Packaging and labeling machine

Required Raw Materials and Other Inputs for Production

The Amount of Raw Materials and Other Materials Used in a Unit Product

In this step, the total amount generated while creating a single product is considered. In the planning section, the names and types of raw materials or materials, their quantities (and units), unit prices and total amounts are included.

Raw Materials and Other Materials Supply Conditions

It is the determination of where and under what conditions the raw materials, materials and consumables used during production will be provided. The information about the raw material, material, vendor company, sales price and term, unit, order amount and duration give us information on this subject.

7.2.3 Innovation strategy

Our innovation strategy involves going all in on R&D with the aim of advancing its position in a range of markets - including healthcare. According to Dodgson, innovation strategies can be classed as proactive, active, reactive and passive (et al. 2008).

For this company, it can be radical or incremental for types of technological innovation useful in a proactive innovation strategy. Radically, it is a product that will save you from an ordinary pillow. This product aims to combine with technology and maximize comfort. Then, in order for the product to be incremental, the data from the sensors will continue to be improved on the product in order to show better performance.

Additionally, instead of measuring innovation performance in a single dimension, it is necessary to measure and analyze it in multiple dimensions. These are to be measured under 7 headings as:

? Profitability,

? Functionality,

? Growth,

? Productivity,

? Fluency,

? Size and

? Sustainability.

Nowadays, where the whole world is dominated by globalization, the common market and the industry has become a single production platform, innovation is vital for this company in terms of creating differentiation and thus increasing the rate of profitability and growing the business, and getting one step ahead of its competitors and holding in the market. However, it is inevitable for businesses to make innovation strategies continuous in order to achieve this growth and to strengthen or protect their position in the sector. For this, it will become one of the main tasks of this enterprise to constantly follow scientific and technological developments and even allocate a budget for R&D activities.

Thanks to innovation, sustainability, competitive advantage, profitability, customer loyalty and growth activities on a business basis contribute positively to the national economy by providing development throughout the country.

As a result, our strategies that make innovation important and ensure the emergence of innovation will be listed as follows.

? Keeping up with change or leading change,

? Acting with the necessary sensitivity on social responsibility issues and ethical rules, developing the product in accordance with the principles of sustainability,

? Bringing product performance to the highest level for customers,

? The desire to increase profitability and efficiency, to reduce costs,

? Compelling competitors' power to take position according to competitive conditions,

? Evaluating new market opportunities,

? Ensuring the development of production and production factors,

? Ensuring the qualitative and quantitative growth of the organization,

? Organizations according to the environment adapt themselves to the shape of the environment- especially first of all European environment,

? Ensuring continuity by combining continuity with the organizational system

? To quickly determine places and improvements in the new system according to the changing country and world conditions.

7.2.4 Personnel strategy

Our Personnel Strategy is the gathering of goals and principles determined for the management of human resources. After that creating a plan for the current employee's potential to reach their long-term goals. (Personnel Strategy, 2019) Although this plan is followed for a long time, it keeps up to date by changing it when necessary.

Personnel or Human Resource Planning: It is the process of determining the company's workforce needs, meeting these needs, and controlling their continuity and development. It is aimed to keep the company's workforce balanced in the labor market where changes are very frequent due to people (eg promotion, career change, retirement, etc.). With this approach we aim to find the best match between employees and jobs, as well as no surplus and shortages.

Importance of Personnel Planning: Employees' skills and behavior will make the company more productive and profitable. At the same time, we believe that firms that have created a corporate culture have the chance to gain great advantages over their competitors. For this reason, personnel investments are profitable investments in the long term for our company.

Organizational Chart:

Manufacturing Manager

- Hardware Engineer

- Software Engineer

- Textile Engineer

- Mechanical Engineer Finance Manager

- Purchasing

- Accounting Marketing Manager

- Marketing

- Customer Service Sales Manager

- Distribution R&D Manager

- Design

- Development

- Testing

Human Research Manager

Human Resource Management Functions:

1. Planning

Planning how many employees are needed, wages and working conditions. Job descriptions in detail should be prepared.

2. Recruiting

As shown in this chart, the organization consists of different departments and teams. During the recruitment process, the HR department and the manager of the department where the recruitment will be made should decide on the skills and qualifications that the employees in the departments and teams should have.

3. Adaptation

It is the introduction of the team, the company and its duties to the employee.

4. Development

One of the goals of the Personnel Strategy is to increase productivity, provide employees with knowledge and skills, and reduce absenteeism and employee turnover. Briefly, increasing efficiency rather than reducing costs. Development is receiving the necessary training, seminars and courses according to the task to employees.

5. Assessment

The evaluation of the goals and target outputs of the employees.

6. Motivation

Developing ways to engage employees, rewarding and encouraging them. It aims to increase the employee participation. In addition to all these, for effective human resources management, employees should have a say in the decisions made in their field of expertise.

7. Determining the Labor Force and Wage Policy

Determining how and where (for example; newspaper advertisement, transfer from a competitor, training new graduates, demand from local business associations) to obtain the workforce. Then, it is stated how (minimum wage, competitor company policies, standard wage hours as required by law...) these workforce groups will be charged.

8. Forecast Staffing Supply

It covers tracking and predicting changes in the labor market.

7.2.5 Financial strategy

Strategic financial management means not only managing a company's finances, but also managing it successfully, that is, to achieve the company's goals and objectives and to maintain the highest shareholder value over time. However, it is necessary for the company to first determine its goals, identify and measure potential resources, and make a special plan to use other capital resources for its goals in order to strategically manage itself.

Creating profits for the company and providing an acceptable return on investment (ROI) is all about strategic financial management. And according to Investopedia, financial management can be achieved through establishing business financial plans, financial controls and financial decision making.

There cannot be a single common approach to strategic management, and this company needs to be able to design elements that reflect its specific needs and goals, and to generate new ideas for the firm. As a result, below are the steps in which financial strategy is set, along with the more common elements of strategic financial management. (Atakan, 2017)

Planning, budgeting, risk management and evaluation, establishment of ongoing procedures are the evaluation criteria that are effective in the processes of the financial strategy.

First, the essential investment and working capital needs should be determined.

Initial Investment Capital Requirement

The table below has been drawn to determine cost of our initial capital expenses; annual operating expense items;

Table 12

Table of initial investment capital requirement (own processing)

Initial Capital Expenses	Annual Operating Expense Items	Financing Sources
LAND PRICE	RAW MATERIAL	SHAREHOLDERS 'EQUITY
PROJECT EXPENSES	AUXILIARY MATERIAL AND OPERATION MATERIALS	DEBTS
LAND LAYOUT	RENT	CREDITS
BUILDING - CONSTRUCTION EXPENSES	ELECTRICITY
MACHINE AND EQUIPMENT EXPENSES (DOMESTIC)	WATER
MACHINE AND EQUIPMENT EXPENSES (IMPORTED)	FUEL
AUXILIARY MACHINE-EQUIPMENT EXPENSES	LABOR-STAFF
IMPORT AND CUSTOMS CLEARANCE EXPENSES	MAINTENANCE- REPAIR
TRANSPORT AND INSURANCE EXPENSES	PATENT-LICENSE
INSTALLATION EXPENSES OPERATING EXPENSES	GENERAL EXPENSES
OPERATING EXPENSES	MARKETING-SALES EXPENSES
LICENSE EXPENSES	PACKAGING- PACKAGING EXPENSES
GENERAL EXPENSES
UNEXPECTED EXPENSES
TOTAL FIXED INVESTMENT

At the same time, an annual cash flow and profitability account table should be created.

7.2.6 Environmental strategy

Companies have realized that one way to differentiate from other companies is to create environmental strategies and plans while dealing with the highly competitive business. In this way, environmental strategies have been created, and plans have been made towards this goal. The fact that efficient use of raw materials, materials and energy is at the top of the environmental strategies has brought a great profit to companies. (Dragomir, 2019)

One of the points we aim in our company is preventing pollution. As a company, we achieve this goal by using non-toxic materials and reducing packaging. With responsible consumption and responsible waste management models, collective energy and waste generation areas are planned in the most efficient way within the company. At the same time this planning is in the corporate culture in order to be applicable. The last point is reduction of the carbon footprint with zero emissions. We achieve this goal by reducing the following and purchasing EPEAT registered products.



8. Strategy implementation

8.1 Basic implementation steps

For strategy implementation there are some steps which will be applied. (Juneja, n.d.) In most cases, if we don't follow the first steps correctly, it will be difficult for us to complete the rest of the steps properly. That's why we go over the following five steps. It will help us do everything right so that the rest of the process goes without any problems. And also, here, we aimed to realize some leaner production.

Step-1

As a first step, we must form an adequate team that is well equipped. In this job we are going to do, we bring the right team together to tackle this. In this team, we need people with the necessary work experience and business knowledge. We should also hire an experienced lean specialist who can help keep the project on track as the project grows.

We can start with a team of about 5-10 people in the core team, then this number should be expanded for the factory and project development part. Because, in fact, a crowded team can cause more difficulties and costs for us. Here, we will apply the strategy of recruiting the relevant people in the field of software in the field of development, especially those who have already made improvements in their field in the production field, to our team.

Step-2

Here we will create a communication and feedback strategy. We don't want everyone to do things their way. With our good practice team, we want to gather and direct everyone in line with the same goal. For this reason, we created an environment in our team to communicate with each other to provide feedback. When there are disagreements or even unnecessary negative emotions, they will be resolved in a discussion setting. In this way, we can move forward together towards a specific and clear goal.

Step-3

New changes may occur in the future. To minimize these types of problems, we should meet and help them work properly to adapt the people on the team for any changes. And our strategy will proceed as follows:

? We should collect ideas from the authorized names in our team. We must move the process forward and make improvements by making sure we get as many good ideas as we can.

? One of our general goals is to produce the best quality product with the least cost and to facilitate this process. We want to convey this goal to all employees as our company culture.

? We will provide our employees with a contact person or group to express any questions or suggestions they may have in the future. This way we will not only get new ideas for ourselves, but we think it will help employees feel like they are more of a part of the team.

Step-4

A value stream map will be created. In this way, we can determine which features of our product customers want to pay. It will also help customers focus all our efforts on what they really care about. We can first determine exactly what they need and remove unnecessary plugins. Thus, it will enable it to develop appropriate processes along the way in the production process.

Step-5

As the last step, we complete the 5S analysis. This will help achieve the best possible results for our production site. In today's competitive economic environment, we must continually improve our business strategies as a business and often move towards doing more with fewer resources. We have a constant need for improvements that create a culture of efficiency and reduce costs by considering our waste and sustainability. For this, we defined ourselves the 5- S system, which enables us to create lean manufacturing principles based on five Japanese words. "Seiri, seiton, seiso, seiketsu and shitsuke" namely "sorting", "order", "cleanliness", "standardization" and "maintenance". (Tony, 2014) We must follow the steps. We will enable us to produce our product with less time and lower cost with these principles. And we can even adopt this as a corporate culture. Here, we aimed to identify the problems and risks that we may see in the future more easily if everything is organized and open.

8.2 Subject and objectives of implementation

The main goal of the strategy implementation is to transform long-term processes into actions in order for the company to reach its future goals. (Understanding the Strategic Implementation Process, 2020) All departments within the company follow their own strategies in this order, where new actions are formed according to the determined goals.

One of the most important goals in strategy implementation is to communicate the goals to sub- departments as clearly and clearly as possible. In this way, both energy and time loss can be prevented by preventing misunderstandings.

Another important goal is that the determined purpose is measurable. In this way, development areas and successful areas can be determined with measurements.

In order to fulfill all these plans and strategies, which actions will be taken by employees should be determined. Thanks to authorization, possible confusion can be prevented.

These targets should not only be made annually or quarterly and should be followed continuously. This is an important step to check that their actions are completed within the specified time and progress to the planned extent. In addition, it is necessary not to focus solely on the daily goals and to remember the long-term goal that is essential.

In order to follow all these goals, a monitoring report should be created. It is important that this report is kept up to date.



8.3 Structure of implementation and creation of organizational structure of management

Achieving the long-term goals of our organization, applying the plan and strategy to actions can be done through strategy implementation. (Yabarow & Muathe, 2020) In addition, the organizational structure we will create will give our employees duties and roles that develop special value. The point we will pay attention to here is how we will determine the assignments to maximize efficiency, quality and customer satisfaction. Our structure here will be the functional structure. The functional structure is characterized in that the combination of similar activities is done at the same time and functionally separated in different ones. Accordingly, the organizational structure we will create is as follows:

Figure 8 Organizational structure of the company (own processing)



8.3 Strategy implementation in the company

In our company, all our employees work for the common vision and mission goal. Although the point that all our employees want to achieve is the same, each department and department has different responsibilities that serve this purpose. So much so that sometimes even the responsibilities of the people in the teams can be very different from each other.

Overall Corporate Strategy Implementation

Senior management includes the board of directors, board of directors, general manager and their assistants. The company has decision-making authority. They determine corporate strategies.

Corporate strategy aims to increase the long-term success of the institution and increase its value in an institution. The position of the institution in order to achieve its goals and objectives and in which areas it operates are determined.