1. SABANCI CAP
… GRADUATE AS A PROFESSIONAL
Company Action Projects at Sabancı University
Developing Cap Projects
Frequently Asked Questions
Project Calender
Companies that Proposed CAPs
Recent Projects
Partner Company Comments
Student Comments

3. Welcome to the Sabancı School of Management
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
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4. COMPANY ACTION PROJECTS AT SABANCI UNIVERSITY
benefits to cap partners
• Partners obtain innovative solutions to strategically important problems at low cost
• Partners get the chance to work with a student team with fresh minds void of
corporate biases towards handling problems
• Independent third-party perspectives of project teams help companies to identify the
true nature of existing problems
• Project teams incorporate the latest management methodology and analyses
techniques into partners’ projects
• Distinguished faculty members of the School of Management contribute to projects as
advisors to project teams
• Partners receive professional quality project reports
• CAP creates a great opportunity to establish a sustainable with the University
and academics
• CAP also creates an opportunity for the Partners to get to know the students for
future hiring
message from the cap coordinator
Welcome 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
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5. 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.
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6. FREQUENTLY ASKED QUESTIONS
how does a company become a potential of completing the project successfully. Students of
cap partner? similar interests form teams to execute the projects.
Each summer the CAP Coordinator contacts CAP teams consist of three to four students and
companies operating in the sectors identified by must be formed before mid-October. At the final
the students. However, companies with interest in stage, teams submit essays to the Project Sponsors
partnership and with important management projects at the Project Companies indicating their interests
can also contact the CAP Coordinator any time and preferences. Companies make the final selection
before the end of August each year so that they are based on the essays submitted.
scheduled for presentation, should they match the
students’ interests.* how is the cap process initiated?
After the selection of the projects, the teams prepare
how many projects are proposed each year? a project proposal as a first step of the CAP process.
Typically, the number of projects offered by The project proposal includes a definition of the
companies exceeds the number of student teams by a project, the scope of the work and the deliverables.
large margin. Companies may present more than one Project proposals are formulated in collaboration with
project on different managerial subjects. the sponsoring companies. The companies and the
students sign letters of agreement and non-disclosure
how are students teams matched to projects? agreements, which clearly define the rights and
Concurrent with company presentations, students liabilities of all parties throughout the CAP project
make site visits to companies to see the physical duration and onward. Project Proposals are attached
and social environment and better sense the to the signed agreements; hence they become binding
company’s commitment to the project. They share documents for projects considered.
this information in the Practice Sharing class and get
* For applications please visit: som.sabanciuniv.edu/CAP
feedback from faculty members as to the feasibility
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7. 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 CAP Management System
week at the company site, interacting closely with
company executives and staff, while receiving support
Company MBA Program
from faculty and academic advisors. The partner Resources and Courses
Data
company assigns a supervisor for the project, provides Developm
ice
a ct en
relevant business data as well as access to key staff Pr t
JIT
Company Seminars
and enables meetings, should they be required. Project Owner
CAP
Company Action Projects
Teams meet with their academic supervisors each an
dS se
h a r i n g Co u r Management
week to talk about project achievements and to get CAP Skills Workshops
Coordinator
feedback. Academic
Supervisor
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 what is the cost of caps to partners?
requirement of the Practice Sharing course, students Project partners are required to compensate the
write down weekly progress reports, where they out-of-pocket costs of students in the project team
record what has been achieved in terms of planned in accordance with company procedures. These costs
activities, possible delays, and outline the following include transportation and lunch expenditures of
week’s planned work. students for the two days they spend at the company
site. Some companies choose to employ the students
Just-in-Time Seminars provide the project teams on a part-time basis during the CAP Project period.
with special knowledge which may be required at any Other project related costs would be according to
phase of the projects. the project plans expressed in the Project Proposal
and agreed upon before the Project starts. They may
The CAP Coordinator of the MBA Program oversees include travel and accommodation costs incurred
the project execution process and ensures that by the students and Academic Advisor due to the
projects progress as planned. project, the outsourcing cost of market research, etc.
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8. 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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9. 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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10. 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
2010-2011
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
2008-2009
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
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11. 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
2008-2009
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
2007-2008
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
2006-2007
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
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12. PARTNER COMPANY COMMENTS
“As a leading communication and technology “CAP project was very interesting and good experience
company, responding to the changing business for us. We knew that we should do something, but we
conditions and the dynamic structure therein, Turkcell never had time to go into deep analysis on customer set.
also has the mission to increase mutual interaction Also, working a long time with a company culture and
through “university–industry collaborations” and add self-perception, I guess, it was not possible to ‘face the
value to its business. Being aware that the growing facts ‘and bring ‘new look’ on our daily business. Sabancı
young generation will shape our future, our goal is to discover Team was a new blood for us, and had a different and no
promising university students and bring new ideas to our business prejudiced look. We had very useful discussions during the
by joint projects and programs. Sabancı CAP is one of the leading project period, and I believe we have enriched each other.
programs that brings both students and faculty into real business They have learned a lot, so do we! When both side is very
life and ensures added value. We as Turkcell, are very proud to be passionate and willing to bring value with the project, I
a partner company of the Sabancı CAP Program. This year not only think it is much more easy-going and successful. Teaming
Turkcell but also other Turkcell Group Companies are involved in new (not only among themselves and company teaming with
projects and we can say that our expectations from the projects are students as well) is very important. We had a very good
getting higher and higher each year.” project and very good teaming, we enjoyed it! Thanks.”
Esra Ramazanoğulları Jale Akyel
University Relations, Turkcell Academy Manager of ibm.com, Sales Center
“CAP project was very interesting and good experience “We had the opportunity to meet with
for us. We knew that we should do something, but we Sabancı University GSM Faculty in a
never had time to go into deep analysis on customer set. project. During this valuable project
Also, working a long time with a company culture and in our company with students, we
self-perception, I guess, it was not possible to ‘face the had close relationship with each
facts ‘and bring ‘new look’ on our daily business. Sabancı other. In this process we gained
Team was a new blood for us, and had a different and no Bülent Denkdemir (MBA 2001) as a Business
prejudiced look. We had very useful discussions during the Improvement Director, therefore we thank your
project period, and I believe we have enriched each other. faculty and education system. We hope that such
They have learned a lot, so do we! When both side is very collaborations will continue, since the teamwork
passionate and willing to bring value with the project, I between Universities and Businesses will be the
think it is much more easy-going and successful. Teaming guide to overcome the difficulties in our country. We
(not only among themselves and company teaming with are grateful for Bülent and your contribution to our
students as well) is very important. We had a very good organization.”
project and very good teaming, we enjoyed it! Thanks.”
Ethem Sancak
Jale Akyel Chairman, HEDEF Alliance Holding
Manager of ibm.com, Sales Center
“AK Asset Management has always been one of “At Bosch Company, we have been particularly interested
the most innovative players within the Turkish in the fast growing power tools sector for the last two
investment industry and has always been years. Therefore, we decided to commence with a market
enthusiastic about collaborations with universities development project for power tools and do-it yourself
and research groups. Three years ago, Sabancı related products and retailers, together with three Sabancı
University came to us with a brilliant idea: CAP, MBA students, Pelin Erkan, Işıl Paker, and Neriman
which facilitates the mutual benefit of the companies, students Karaoğlu. During the process, we realized that the project,
and the university. Since then, I have completed three vital based on detailed market research and analysis, has
projects which improved our decision making processes with eight proved to be very beneficial. As a result of the structure
students from Sabancı’s MBA Program. During these projects, I and program characteristics of the Sabancı MBA that
was very impressed by their professional approach to the project. fosters creativity and teamwork, we were able to achieve
To sum up, CAP is a unique experience which combines industry valuable and positive results at the end of the project
practice with the academia. We are very delighted to work with implementation.”
Sabancı MBA students.“
Murat Akhuy
Hakan Elmas Accessories Department Director
Strategist, Asset Manager, Ak Asset Management Inc. BOSCH GMBH
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13. STUDENT COMMENTS
I expected hard work when they told us that we are to ““The uniqueness of the Sabancı MBA is the real-
go and spend two whole days in the company every life Company Action Project. In this project, you
week for our project, but I did not think it would be so are an effective participant that creates value for
much fun. It was a great experience to be constantly the company. However, you do not plunge into
in contact with the top management, and to be given this project without being fully prepared. First,
complete responsibility for a project of this scale and you gain proficiency in functional areas such as
vitality for the first time in my life. It was indeed a challenge for finance, accounting, and marketing. Also, you attend managerial
us. We determined feasible deliverables, carefully scheduled our skills workshops such as effective communication and managing
limited time and distributed the workload based on the skills and conflict. Business life is not all about what is written in the books,
proficiencies of the team members. We also decided on the right and these workshops help you to learn to become more flexible
tools and methodologies at every step of the way. The whole process in dealing with conflicts and the unpredictable future in real-life
was educational beyond my expectations, as well as enjoyable. challenges we all face. For me, the best MBA program links the
Probably the best part was to see firsthand how our ideas were industry with the University, and this is the Sabancı MBA.”
respected and our contribution so valued by seasoned managers.
Gökhan Akdağ
Süleyman Çağrı Çağlar MBA Class of 2006
MBA Class of 2011 CAP Project: Strategic marketing planning for 14 product groups,
CAP Project: Brand globalization, Arzum Pınar Foods
My CAP project at Sabancı was my Our CAP Project was with Yıldız Holding’s
first real business experience. We were Kerevitaş, a market leader of Turkish
considered “part-time consultants” frozen food. We had a phenomenal
by Superonline, and our Project team professional experience during this
successfully developed a new business line project and had the chance to work with
for them. The main difference between various departments, from the front
CAP and other part-time positions is in the way it is line workers to top executives. We greatly benefited
conducted. Rather than doing regular day-to-day work, from the practical experience and knowledge we
we are actually responsible for creating the future of the gained regarding professional communication and
company. I think CAP is one of the main features which business organization. It was also a lot of hard work to
makes the Sabancı University MBA distinctive. In the analyze the company workflows and generate useful
course of this project my managerial skills have elevated recommendations.
greatly.
Yaşar Deniz Korzay
Cem Ocak MBA Class of 2011
MBA Class of 2011 CAP Project: Inventory and route optimization
CAP Project: Creation of new business line, Superonline planning, Kerevitaş
As Turkcell CAP Team, we were working on “It was the best ever decision of my life: getting
the “Increasing the penetration rate of Green an MBA degree after an engineering graduation.
Bills (E-Bill & SMS-Bill)” Project. This is a It was a big giant step for me to enter the
top priority marketing project for Turkcell. business world. In today’s competitive and
My CAP experience at Sabancı provided me challenging business life, it became vital
and my team with the opportunity to gain to know management theoretically and
valuable experience in the telecommunication industry first practically. Management principles like, accounting, finance,
hand by taking an active role in real, day-to-day business marketing are as much important as business experience.
life. Collaborating with different departments expanded Sabanci MBA, not only offers basic courses for these
both our vision and our business networks. My Turkcell management principles but experience with its real life
CAP experience is definitely a milestone in my professional projects. For fresh and swift start to your professional life,
career. you’ve got to get an MBA degree from Sabanci University!!!”
H. Can Yener Pınar Ak
MBA Class of 2011 MBA Class of 2006
CAP Project: Increasing the penetration rate of green bills, CAP Project: Brand management and marketing research,
Turkcell GlaxoSmithKline
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14. 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.
STUDENT PROFILE: 2011&2012
Undergraduate Institutions
Sabancı University
Istanbul Tech. Univ.
Abroad
METU
Bilkent University
Yeditepe University
Boğaziçi University
Koç University
Other
0% 5% 10% 15% 20% 25% 30% 35% 40%
Gender (%) Nationality
Female 32 Turkish 89%
Male 68 Foreign* 11%
*Ukrainian, Russian, Palestinian, American, Kazakh
Undergraduate Majors
Engineering 66%
Business/Economics 15%
Social and Natural Sciences 18%
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15. 13

16. SABANCI CAP
… GRADUATE AS A PROFESSIONAL
Contact us:
Stephen Moroz
CAP Coordinator
Sabancı School of Management
Phone: +90 (216) 483 9665
e-mail: stephenmoroz@sabanciuniv.edu
Işıl İnoğlu
Administrative Affairs Officer
Sabancı School of Management
Phone: +90 (216) 483 9672
e-mail: isili@sabanciuniv.edu
SABANCI UNIVERSITY
Sabancı School of Management
Orhanlı, Tuzla 34956 Istanbul
Phone: +90 (216) 483 9672
e-mail: cap@sabanciuniv.edu
web site: http://som.sabanciuniv.edu/cap