User Report

LEAN MANAGEMENT CASE STUDY SERIES: PEDIATRIC HOSPITAL IN

TOUGH MARKET PEGS GROWTH TO LEAN PROCESS IMPROVEMENT

Vinas, Tonya 6/2/2011

Lean management case study series

Pediatric Hospital in Tough Market Pegs Growth to Lean Process Improvement

By Tonya Vinas

Akron Children’s Hospital (ACH), a regional pediatric care system headquartered in Northeast Ohio, could be compared with David, the young lad who courageously brings down a giant in a classic Old Testament tale.

In this story, though, David battles two giants.

Akron is about 35 miles south of Cleveland, where two nationally ranked pediatric hospitals draw families from around the world who need specialized care for their children’s complex medical problems. Parents are attracted to the hospitals’ international reputations for being among the best: The Cleveland Clinic’s Children’s Hospital and University Hospital’s Rainbow Babies and Children’s Hospital are known for breakthrough research, life-saving surgeries and treatments, and other medical innovations. They also aggressively recruit gifted doctors, leading scientists, and other medical experts at the top of their professions.

But ACH, which certainly has a stellar regional reputation, is taking a unique weapon into the field as it battles for a bigger slice of the state’s pediatric care market. While the two Cleveland hospitals have continuous-improvement programs, neither has made continuous improvement a strategic imperative across its entire enterprise as ACH has.

The hospital’s Center for Operations Excellence (COE) is the engine that propels all employees and functions toward the growth goals set by executives and board members in hoshin kanri (strategy deployment) planning. Leaders are confident that the COE and its lean six sigma-focused training and project leadership give ACH enough competitive advantage to succeed, even in the same geographic market as two healthcare giants.

ACH’s expansion plan includes increasing the number of patients served both geographically and within certain sub-specialties; becoming the No. 1 choice for parents and referring physicians through quality achievements and availability of services; improving on infrastructure, quality, and clinical programs; and becoming the primary site for pediatric medical research in Northeast Ohio.

Already, the three-year-old COE has been widely embraced and highly effective. Projects have saved ACH millions of dollars, increased utilization of expensive assets, and reduced wait times and processing for patients and their families. The short-term gains are important, said Doug Dulin, the COE’s senior director, but the learning and commitment that each project builds internally are more crucial.

“What it comes down to is that we have to create a competitive advantage,” said Dulin, who learned the Toyota Production System at Aoyama Seisakusho, a Tier One supplier to Toyota Motor Manufacturing. “So how can we transfer what we’ve already done into every segment of the hospital? That’s how the Center for Operations Excellence fits in. This is a long-term journey.”

Akron Children’s Hospital at a Glance

 Largest pediatric healthcare system in northeast Ohio.

 Operating two freestanding pediatric hospitals and offering services at nearly 80 locations.

 Pediatric specialties draw half a million patients annually, including children, teens, and adults from all 50 states and around the world.

Level-Loading Schedule Improves Quality, Access, and Revenues

In addition to the challenge of having two highly regarded competitors in the market, ACH must do much more with much less. It doesn’t receive the numerous large grants and donations that the others do; and since all of the hospital’s patients are children, it can’t rely on Medicare reimbursements. Also, both the Clinic and UH are closely aligned with Case Western University Medical School in Cleveland, and so have access to more intellectual property, research programs, emerging technologies, and other assets than ACH has.

The hospital system’s smaller and less complex operation, however, seems to have been an advantage for quickly absorbing the lean culture. Evidence of how open all levels of the organization have been to lean is the speed with which a large number of employees — including doctors — have come together to identify problems, find the root causes, and then agree on countermeasures.

“There’s something about the culture at Children’s that allowed this to be very effective, very quickly,” said Board Member Bill Hopkins. “They were just primed for this. It speaks volumes about the commitment from everybody — the leadership, staff doctors, nurses.”

For example, MRI scheduling was one of the first areas the COE addressed because it had potential for significant and fast improvement, and because the hospital had not been able to effectively utilize a second MRI machine it had purchased. The most apparent barrier was a bottleneck in scheduling.

A kaizen event revealed that variability was the root cause:Children are more prone to move during exams when they need to be still, a reality that extends their appointment times because readings frequently need to be delayed or redone. On any given day, more than half of the hospital’s patients are five-years-old or younger, and so are particularly prone to moving during exams. Some children need to be sedated to keep them still. This causes more variability because a doctor needs to administer the sedation, and doctors’ schedules routinely change without notice because of emergencies and other unexpected events. The result was a backlog of patients with appointments, and long wait times for those needing new appointments.

The two-day kaizen — which included radiologists, radiology technologists, schedulers, nurses, and the employees who handle insurance authorization and registration — produced multiple solutions:

 Modifying the master schedule.

 Streamlining the insurance authorization Process.

 Implementing standardized work instructions.

As is often the case with a level-loading solution, modifying the master schedule seemed counterintuitive, but it worked. More time was scheduled for each exam, a change that made it easier for the end-to-end Process to absorb variability and remain level (on schedule). This eliminated the bottlenecks that were causing the long wait times for exams and results. In cycle-time terms, the “appointment-to-results” cycle shrunk drastically as the department got its scheduling Process under control. As a result, more capacity opened, and this allowed an increase in throughput (appointments) without adding resources.

“Before the kaizen, the hospital was doing about 86 MRIs per week. Now, on average, we are doing 112,” Dulin said. “That is good news for our patients and the physicians who are waiting on the results of those tests. Instead of waiting 25 days for an uncomplicated exam, families can now schedule same-day appointments.” (See chart: Outpatient MRI Appointment Wait Times.)

The project significantly improved the hospital’s bottom line, with $1.2 million in additional revenue attributed to the better MRI scheduling.

It also earned ACH an honorary mention award at the International Quality and Productivity Center’s Lean six sigma & Process Improvement Summit in January, 2011. The award was in the category of “Best Process Improvement Project Under 90 Days,” with Akron Children’s competing against five other international companies and organizations that were selected as finalists.

Outpatient MRI Appointment Wait Times: A cross-functional kaizen team at Akron

Children’s Hospital dramatically cut the MRI schedule backlog by applying lean

Surgery: Greater Capacity, Higher Quality without $3.5 Million Expansion

Perhaps the most striking example of how lean processes will feed ACH’s efficient growth is the avoidance of spending $3.5 million to enlarge the sterile processing area within the surgery department. According to Mark Watson, president of the ACH Regional Network, surgeons were performing 12,000 operations a year, and the number of cases was increasing. (They performed 14,000 in 2010.) Sterilization technicians had a hard time keeping up, but expanding space and staff would have been a problem.

“Our surgery area is landlocked,” explained Watson, who first introduced the idea of lean Process improvement to the hospital. “In order to give sterile processing more, I would have to take away from someone else. So we started really looking at what was going on in the operating room, and we started with our flash-sterilization rate.”

The team decided this was the most urgent need — a flash sterilization rate of 10 percent was not acceptable, Watson said. (Flash sterilization is the immediate and unscheduled sterilization of instruments that have been dropped or otherwise contaminated during the surgery processes. It is a quality problem that creates variability and waste.) They scheduled a kaizen focused on reducing flash sterilization. The resulting improvements not only reduced flash sterilization to 2 percent, but also opened all the capacity needed to add an additional 4,000 surgeries a year.

“It was amazing what happened in the week-long program,” Watson said. “We fixed flash sterilization, and increased the capacity of the operating room to 16,000 cases. We invested in one flat-screen TV, and we took down one wall. We have a sterile processing department that could handle all the work that was there and more without expanding one square foot.

Continuous-improvement ideas contributed by clinical coordinators from Akron Children’s Hospital Radiography School program.

“And now, we’ve done two capacity studies on surgery, and we are running at 64 percent. It will take 2.5 years, but we want to get to 85 percent efficiency, which would mean around $15 million in additional revenue in the same operating room with essentially the same people.”

Low-Tech Solutions Increase Customer Value

In addition to increasing the number of procedures, the hospital is focusing on patient Value in the form of decreasing wait times and increasing accessibility to doctors and services. This supports the goal of being the No. 1 choice for Northeast Ohio parents.

Outpatient doctor visits was an obvious place to start. If there is any customer who is most deserving of getting more from service providers, it’s a parent with a sick child. Emotionally drained and frequently exhausted, such parents Value predictability and kept promises. Less time spent at the doctor’s office means more time to take care of themselves and their families.

The doctors, nurses, and other employees at ACH’s Locust Pediatric Care Group know this. When deciding on a Process improvement goal, their focus was reducing the amount of time that established sick patients spend in the clinic. By its nature, the clinic is an unpredictable place as patients stream in from the city of Akron and surrounding urban and rural communities. Many of the children are poor, recent immigrants, or in foster care. All of them have potentially complex social and medical needs, and all of them receive care regardless of ability to pay.

Through a series of kaizens and A3-based project planning and implementation, the Locust team identified and implemented a number of improvements that reduced patient in-clinic time from 70 minutes (2009) to 43 minutes (2011). Significant improvements included:

 Converting paper charts to electronic medical records, which helped to streamline the information flow.

 Implementing visual whiteboards that track patient flow during the appointment.

 Adding a team-wide “huddle” at the start of the day to prevent problems, such as scheduling issues.

 Eliminating triage rooms — where patients would be evaluated for priority of care — instead using mobile triage carts in the exam room.

The team is working on more definitive documentation, but early feedback is that customer Value has increased.

“Office flow and access are the two biggest areas at Locust Peds where we can meet and exceed expectations from our patient families,” said Cindy Dormo, vice president for Pediatrics. “Now we’re measuring patient throughput and reviewing feedback from patients, which in the past has included complaints about long wait times, but is now turning favorable.”

Blue Belt Training Brings More People In

Dormo and other top-level executives said a key to the COE’s success is a focus on engaging all levels of the organization. Most recently, the COE team created a Blue Belt training program to focus on department and functional leaders, positions that would be considered “middle management” in a corporate setting. According to Dulin, the Blue

Belt program is another example of how the COE program is directly supporting strategic growth goals.

“Our goal is to have this touch everyone. We then have everyone supporting the hospital’s goals, which then improves all of our major systems,” Dulin said.

Taking advantage of interest and enthusiasm generated by the MRI project’s success, the COE team chose the radiology department for the first Blue Belt training program. Every lead technologist, supervisor, manager, director, radiologist, the department chair and vice president participated.

Blue Belt participants learn how best to use the talents of their staff to streamline operations, improve the quality of care provided, and reduce variability and waste. Lessons focus on daily communication among staff members and leadership, learning how to track and improve daily metrics, and creation of standardized processes that stabilize patient flow.

The Blue Belt program is spreading to other departments. The plan is to begin with Dept. of Pediatrics employees, and then expand to surgical subspecialties, the Akron Children’s Heart Center, and Neurodevelopmental Sciences Center. In all at least 300 employees will have completed or been affected by Blue Belt training by the end of 2011.

Lessons Learned and a New Opportunity

Watson, the hospital executive who introduced continuous-improvement at ACH, identified these key factors as contributing to the COE’s early success:

Founding COE leaders: “After the decision was made to go with lean, I spent almost

three months selecting people from our organization to help us on our lean journey,” he said.

Watson purposefully chose individuals who were successful, respected by their peers, and brought diverse backgrounds to the effort. These included a doctor with lean six sigma knowledge, a pharmacist who had just completed her Pharm.D., a medical technologist, a nurse, an M.B.A., and an administrator.

From left, Dr. Mike Rubin, Dr. D. Scott St. John, Dr. Godfrey Gaisie, and Dr. Azam Eghbal from the Radiology Dept. hold their daily accountability meeting as part of

continuous-improvement Blue Belt Training.

Watson also stressed the importance of having a practicing physician on the team. When Dr. David Chand joined ACH after working as a consultant, he dedicated 20% of his time to the COE and the rest to seeing patients. His role in the CEO has since expanded to about 90% of his time, but he will always see patients.

“When you are dealing with physicians, in order to be considered part of the club, you really need to have a stethoscope and see patients,” Watson said. “They like to interact with other physicians who are seeing patients. That’s just the way it is.”

Chand has been invited to work on improvement projects in many areas of the hospital and has become the go-to man for other doctors interested in learning more about the COE, some of whom are in the Process of green-belt certification. His personal A3 projects have included removing non-Value-add time from the residents’ patient- rounding Process (daily in-person visits to patients).

Investing in education and training: Watson said an additional attribute that he

looked for in team members was a quest for life-long learning.

After he assembled the team, Watson immediately sent them to a lean six sigma program at Johns Hopkins University, which included six weeks of learning over a four- month period of time (with project work done at ACH). The team then spent a week at Seattle Children’s Hospital to observe and learn from that CI program. In 2010, two team members received master’s degrees in operational efficiency and black belts from

Ohio State University. Three others are now going through the course and will graduate in 2011.

Additionally, several department VPs have attended classes at Johns Hopkins and programs at Seattle Children’s Hospital.

“But we made a mistake,” Watson said. “When we started, we started with our front-line people working on projects with the A3 Process. And we had very good engagement from the executive level, vice president and above. But what we left out was that middle manager level.

“Now the middle managers are really enjoying and learning with the Blue Belt program. The A3 Process works much better now that we’ve covered the entire organization in terms of learning what we are doing. Our tagline is Process improvement through people development.”

Accepting failures/celebrating success: Not every project will be successful, Watson

said, “and if they are all successful, you are not taking enough risks.”

ACH’s ambition is being noticed and rewarded outside of its own facilities. This year, it was awarded a contract by a third Cleveland hospital, MetroHealth Systems, to provide pediatric care in cardiology, gastroenterology, cancer and blood disorders, and critical care.

“We are impressed by how fully Akron Children’s is integrated into the region, how well it has partnered with other hospitals, and its growth, having added 77 individuals to its medical staff in 2009,” said Margaret Stager, chair of the Dept. of Pediatrics at MetroHealth. Previously, UH pediatric specialists were contracted to provide the services.

Akron Children’s Hospital Center for Operations Excellence

A3 Program

 Started in January of 2009

 Eight-week Lean six sigma Training designed for the people who do the work on a daily basis

 Projects are done on A3 paper using the DMAIC (Define, Measure, Analyze, Improve, Control) methodology

 Meet weekly for two hours of class time and one hour of coaching

Green Belt Program

 10 Green Belts certified through Johns Hopkins Center for Innovation in Quality Patient Care

 20 Green Belt candidates working on certification through Akron Children’s Hospital’s Green Belt Training Program.

o Candidates and projects selected by hospital leadership o Ten days of training and project work spread out over five months using

DMAIC methodology o Tollgate session at the end of each DMAIC step

kaizen Program

 Two-to-five-day rapid Process improvement events

 Strategically driven by hospital leadership

 Multi-disciplined teams that cross over Value streams

 Key stakeholders from the Value streams work together to solve problems and implement solutions

Blue Belt Program

 Manager/Leader Lean six sigma training for departmental certification

 Basic understanding of Lean six sigma principles and tools: gemba walks, daily huddles, Value stream maps

Links with Related Information

Akron Children’s Hospital: As the largest pediatric healthcare provider in northeast

Ohio with hospital campuses in Akron and the Mahoning Valley, the dedicated team at Akron Children’s Hospital promotes the well-being of children now and in the future. We perform more than 600,000 patient visits each year at more than 85 locations. Our specialists care for infants, children, teens, and adults treating a wide range of conditions from routine primary care to the most complicated injuries and illnesses.

Akron Children’s earned the Gold Seal of Approval from the Joint Commission, as well as Magnet Recognition Status for nursing excellence from the American Nursing Credentialing Center. We are a major teaching affiliate of Northeastern Ohio Universities Colleges of Medicine and Pharmacy, and offer a number of pediatric subspecialty fellowship training programs. Our Rebecca D. Considine Research Institute is committed to advancing the prevention and treatment of pediatric illnesses and supporting the education and training of research staff. For more information, visit www.akronchildrens.org.

 Read an interview with Bill Hopkins, Akron Children’s Hospital Board member, as part of the Lean Enterprise Institute’s executive series on lean leadership.

 Akron Children’s Hospital is a member of the Healthcare Value Network, a network healthcare organizations share their lean methods and experiences to accelerating each organization's "lean journey. The Healthcare Value Network was created as a partnership between the ThedaCare Center for Healthcare Value and the Lean Enterprise Institute.

 The Lean Enterprise Institute (LEI) teaches many of the Lean management and lean healthcare concepts described above through workshops, Lean Summits, books and workbooks, and on its web site.

 Join LEI’s Lean Community for Lean management case studies, webinars, newsletters, thought-leading columns, and e-letters, and many other resources for starting and sustaining a lean transformation.

Lean Enterprise Institute, Inc. was founded in 1997 by management expert James P.

Womack, Ph.D., as a nonprofit research, education, publishing, and conference company with a mission to advance lean thinking around the world. We teach courses, hold management seminars, write and publish books and workbooks, and organize public and private conferences. We use the surplus revenues from these activities to conduct research projects and support other lean initiatives such as the Lean Education Academic Network, the Lean Global Network and the Healthcare Value Leaders Network. Visit LEI at http://www.lean.org for more information.

Raising Cane’s chicken: The Turkey launch

Executive summary

Raising Cane’s should launch a restaurant in the Turkey market, specially focusing on Istanbul as the site for the initial launch.

The fast food industry have been growing at a constant rate of 7-8% annually since 2006, as the youth desire western tastes.

Kentucky Fried Chicken is the biggest competitor and market share holder with 42% of the Turkey and Istanbul market.

Turks are large consumers of chicken.

There’s a $20 Billion restaurant market in Turkey with Istanbul roughly accounting for 50% of the market’s success.

20% of the total restaurant industry is the fast food sector.

The Chick Chain Fast Food industry made up $560 Million of the fast food market at the end of 2014 (28%).

In an effort to share risk and enter the market quicker, we recommend a 10 year franchising agreement with our familiar partners the Alshaya Group, who we launched with at in Kuwait.

The Alshaya group has helped many brands Starbucks, H&M, and The Cheesecake Factory expand in the Middle East, Europe, Russia, North Africa, and Turkey.

Globally well-respected group that’s been in business since 1890, based out of Kuwait City, Kuwait.

The brand’s goal is to obtain around .5 to 1.5%% of the chicken market within a two year timeframe.

The ultimate goal is to obviously gain a recognizable share of the Istanbul market and throughout Turkey, but being expose to the European Union through Turkey’s eventually membership acceptance to the EU.

Raising Cane’s goal is to reach $2,800,000 to $8,400,000 in sales revenue the first year.

The Story: B- class project from an LSU professor that said the idea would never work. Raising Cane’s was established in 1996 in Baton Rouge, LA, right outside of the LSU north gate, with a vision sharing the company’s ONE LOVE, which is to serve the highest-quality chicken finger meals and do it better than anyone else.

Well-known for their chicken strips, catering, a simple menu of 4 meal options, and special Cane’s Sauce

Privately owned company declared 4th fastest-growing chain in the U.S. in 2015.

Ranked the #2 amongst the best fast-food chains in America, according to Business Insider with $600 million in U.S. Sales.

Over 265 restaurants (57 of those franchised) in over 20 different U.S. states and one internationally located in Kuwait (since May 2015), with 99% of its sales in the U.S.

Suppliers: OK Foods (poultry) + local producers dictated by restaurant location.

Headquarters is located in Baton Rouge, LA and Plano, Texas (Suburb of Dallas).

Doing business in

Turkey is located in both Asia and Europe and acts as a bridge between the two continents.

Istanbul is the hub of trade exchange between the West and Asia.

A launch in Istanbul could be the ideal opportunity needed for potential exposure to the European countries and set the stage for a later launch within the EU and more.

With the continuous adoption of European business regulations and standards and continued progress towards official membership of the European Union, Turkey (specifically Istanbul) is an ideal launch site for the long term.

Market Size

Turkey Istanbul
Population 80 Million 14.7 Million
Labor Force Size 41.4 Million 7.61 Million
Labor Force Participation (Income to spend) 51.8 %
Tourism Travelers Income 41.5 Million $37.4 Billion 11.94 Million $13.46 Billion

Chicken Consumption in

Production Forecast Based on 2006-2011 Historical Data:

Average Growth Rate: 9.61%

Future Value of 2016 Projected Chicken Consumption Measures:

1,991,523 Metric Tons of Chicken Consumption

Chicken Production in

Production Forecast Based on 2009-2013 Historical Data:

Average Growth Rate: 8.05%

Future Value of 2016 Projected Chicken Production Measures:

2,052,850 Metric Tons of Chicken Production

Benefits

Costs

Risks

Doing business in

Benefits

*Turkey’s average growth rate over the last five years has been 2.9% of their GDP.

*Turkey is ranked 18th among the top 20 Gross Domestic Product in the world.

*Turkey ranks #1 in comparison to Middle East countries in terms of Gross Domestic Product.

Costs

Political Economic Legal
Widespread corruption Public and private sectors Esp. public procurement, construction projects, and politics. Extortion, money laundering, abuse of office, bribing foreign officials, attempted corruption, and bribery (active and passive) Turbulent politics Islamic Halal standard of publicly served food Firms must obtain Halal Certification to serve food to the public Government enforced decreased dependence on imports Regulations and tariffs Need local supplier that meets Raising Cane’s quality standards Imported poultry transporting timeframe may compromise quality and will be taxed with tariffs and other cost involved to meet the halal standard also. Facilitation Fees and Gift giving. Anti-corruption authorities are ineffective and the anti-corruption laws are poorly enforced. Contradictory policies Regulation and Documentation requirements Unpredictable and volatile judicial, legal and regulatory framework areas Lack of transparency in regulation/legislation. Taxes: Agricultural Fund Tax on imports Sales Tax on imports (18% average)

COSTS

Risk

Political/ Economic Frequent strikes by the upper middle class resulting from unsatisfactory legislation-agendas. Unofficial corruption and Bribery Norms. Even though it’s a democratic and free market economy and government, infrastructure, banks, and most utility companies are still state owned. The economy is primarily dependent on domestic consumption, which leaves the economy heavily dependent on consumer confidence. Inflation consistently remains the central bank’s targeted rate of 5%. Market access barriers.
Legal Prevalent organized crime presence with drugs, extortion, and human trafficking and a suffering infrastructure suitable to properly govern. Regulation targeting by corrupted political entities. Lack of regulation transparency. Unreliable consistency within legislation. Weakened judicial system.

Currency

*The Turkish Lira has been decreasing in value against the Dollar over the last five year. This would be a concern if it was not for the well-known effects of the recent strong Dollar on other countries and their currencies.

*When the U.S. gets back to healthy annual doses of inflation instead of the deflation it has experienced lately, the Turkish Lira will get stronger against the dollar.

2.93 TRY = $1 USD (as of 26 June 2016)

Trend shows some consistency as it has begun to level off in 2016

Why launch raising Cane’s in turkey?

Istanbul is the favorable launching site due to its 14.7 million residents.

Consistently growing economy.

Majority, and growing, upper middle class in Turkey.

Istanbul is the hub for exchange between the East and the West as Turkey’s strategic location acts as the Bridge between Asia and Europe and the country is in two different continents.

Opportunity to be exposed to Europe via its heavy affiliation with them.

Given a successful launch experience and Turkey’s ongoing application process and desires to enter the European Union, the future may present the opportunity to have grandfather-like rights to expand operations in the EU.

$9 Billion dollar restaurant industry in Turkey with Istanbul accounting for roughly 50% of the revenue.

Climbing fast food consumption rates.

$500 Million fast food industry in Istanbul.

Competitor & Market analysis

Kentucky Fried Chicken 42%

Popeye’s Chicken 27%

Tavuk Dunyasi 10%

BBQ Chicken 8%

Mudurnu Chicken 3%

Chicken Lovers 2.3%

Chicken Fast Food Chains in Turkey

Culturegram

Appearance in Turkey: Due to Turkey’s affiliate with the western nations, much of its business attire norms are similar to European and United States norms.

Men typically wear conservative suits and ties outside of the summer months, where lighter clothing is more the norm. Depending on the formality of the business being conducted, during this period men usually wear a shirt and trousers without jackets and ties.

Women are normally expected to also wear conservative suits with the pants or skirt option, but during the summer they also wear lighter clothes (no jacket) with a conscious notion to not wear too tight or revealing.

Hands in the pockets while acknowledging someone’s presence or talking with them and or crossing your arms under the same circumstances is impolite.

Behavior in Turkey: Punctuality is a very essential component considering just how traditional and formal the Turks are when conducting business. Meetings should be scheduled well in advance (no last minute meetings) as this is a sign of respect for your Turkish counterpart’s time and business. If you will be late call ahead to notify and reschedule. Be on time, they are often late but be patient.

Because of the Islamic influence in all walks of life in Turkey, do not schedule meetings around July, August or Ramadan because this is the annual holiday periods for the Turks. Be sure to organize meetings/appointments around their five daily prayer times.

Initial meetings are formal and serious, but used to get to know each other.

Learn the proper pronunciation of the names of your counterparts along with their proper responsibilities, titles, positions, and significance within the management hierarchy prior to first meetings. Send this same information for your organization to them prior to meetings.

Ensure first contact is through a well-respected third party (trade shows, banks, embassies, and local partners) to help establish your credibility.

Trust, comfort and long term relationships are ideal and preferred by the turks, so decision making tends to be slow.

Turks hate feeling pressured and they don’t do well with deadlines. So the pressure tactics will work against you, since they will walk from a deal it doesn’t meet their comfort standards.

The more meetings you have with the Turks, the more they began to trust you and the closer you will get to meeting the key decision maker.

Culturegram

Communications in Turkey: Business people typically speak some English, German, and French, but ensure whether an interpreter is needed ahead of time.

Documentation should be in both Turkish and English. Business cards should also include Turkish and English.

Speaking slowing with clarity is preferred and maintaining eye contact during interaction is very important and a sign of respect and sincerity being paid to the receiver.

Turks tend to stand very closely when speaking as this is a demonstration of engagement, steps taken back to adjust for space is an unfriendly gesture.

Starring is very common among the Turkish, so avoid interpreting it as if you’re doing something wrong.

Typical greetings include firm handshakes or kissing on the cheeks.

Do not initiate conversation with a woman unless she initiates the interaction.

The praising of the country of Turkey’s favorable geographic location, natural resources, or your tourist experiences is favorable conversation during first impressions, while demonstration knowledge of their language and excitement for local foods is also favorable in an effort to make good first impressions.

“Saving face” is essential in the Turkish, so carefully avoid embarrassing another person.

Age is a sign of wisdom and the most senior managers act as father or mother figures for the well-being of their employees.

Personal relationships that include trust and likability translates to business partnerships. There isn’t much separation of the two in business as the Turkish business climate tends to be more family oriented.

Touching without any established intimate relationship is very common in the Turkish culture, while public gestures of affection is typically kept to a minimum.

Personal titles are highly regarded and essential in communicating with counterparts. Turkish professionals prefer to be called by their occupational title alone (ex. ‘Doctor’ or ‘Lawyer’) as it is viewed as an honorable respect-gesture.

Other honorable mentions

FDI Strategy

Greenfield Investment:

A greenfield investment in Turkey, specifically Istanbul, would be extremely costly and a huge risk for Raising Cane’s.

Raising Cane’s is a private company that doesn’t have the same capabilities of a public company to raise funds. A lack of capital and unfavorable risk are the key contributors that discourages this option.

Because the Turkish is a highly relational business climate, a greenfield investment without familiar, experienced local partners, the U.S. Commercial Service in Turkey, or some other form of familiar local representation will ensure a costly and time consuming process for market access.

This strategy type is far too expensive and counterproductive to be a potential successful launch.

FDI Strategy

Exporting:

Fast food should not be exported.

Agricultural fund taxes, sales taxes, and high tariffs will raise cost, raising operational cost.

Exported supplies would have to also be Halal certified before approval is given to serve food to the public. Added cost via certification cost and wasted time.

Potential spoilage during transit.

Added expedite costs in getting poultry to turkey in an effort to meet raising Raising Cane’s internal freshness standard.

It’s not practical to export supplies to international locations.

Local sources that meet halal standards are ideal.

FDI Strategy

Mergers and Acquisitions:

The area has a presence of two of our biggest competitors in Kentucky Fried Chicken (KFC) and Popeye’s Chicken.

These are two public companies with lots of capital, huge infrastructures, and local seniority that we do not have the resources to acquire or merge with.

This is not a potential option.

Alshaya group

Has been around since 1890 and is responsible for the expansion of brands like Starbucks, H&M, Mothercare, Debenhams, American Eagle Outfitters, P.F. Chang's, The Cheesecake Factory, Victoria's Secret, Boots, Pottery Barn and KidZania.

One of the most successful and sustainable retailers in the Middle East region and is well-known for successfully launching brands in the Middle East, North Africa, Europe, Russia, and Turkey.

Holds more than 70 brand partnerships, operates over 2,800 stores and employs over 44,000 people in a variety of industries including food, real estate, construction, hotels, automotive and general trading.

Acts primarily as a retail franchiser for brands with international expansion ambitions.

They have the marketing knowledge, regional expertise, and superior infrastructure will act as an essential partnership for the Raising Cane’s successful launch into Istanbul and other regions of Turkey and later Europe.

Raising Cane’s recently partnered with the Alshaya Group in Kuwait City, Kuwait with the opening of its first two international locations.

The Alshaya Group understands the Halal Certification process and guidelines for food preparations and standards that need to be met before qualifying to be served to the public.

The Alshaya Group also has relationships with the poultry production suppliers within the region, familiarity the legal processes and barriers international businesses face within the initial launching stages in the region.

The Alshaya Group’s marketing expertise would be used to position our brand for the most exposure (high traffic areas suitable for our business) and success in the region.

Franchising (Licensing) Agreement

The senior team will get training at one of our training centers for 12-16 week on operations and quality standards.

The Alshaya Group will pay and a franchise fee of $50,000 to become a Raising Cane’s franchise owner.

$1.2 -$2.5 Million in startup cost or initial fees which includes construction, advertisements, and equipment, and furniture/restaurant designs.

15% of gross sales: 10% in royalty fees, 4.5% community reinvestment and .5% in advertising.

Upon Agreement Raising Cane’s grants the Alshaya Group the revocable right to use our logos, trademarks, systems and system property specified in the details of the contract.

*KFC’s international initial investments for franchising details was used in the development of the RC licensing agreement just presented due to the propriety nature of the Raising Cane’s operation details

The Alshaya Group plans to place the Raising Cane’s Franchise in the Istanbul Cevahir shopping mall located in the Sisli District in Istanbul.

Istanbul Cevahir is the second largest shopping mall in the world and the largest in the Europe.

Istanbul Cevahir has 6,673,625 Sq. Ft. 280 shops, 34 fast food restaurants and 14 exclusive restaurants.

The Trump Tower Mall in Istanbul was relieved from consideration, primarily due to his current campaign controversy.

*KFC’s international initial investments for franchising details was used in the development of the RC licensing agreement just presented due to the propriety nature of the Raising Cane’s operation details.

The dining industry grows at a rate of 2 to 3 percent annually

Raising Cane’s is familiar with Islamic Halal standards due to its current partnership/operational launch in Kuwait City, Kuwait. There’s an existing familiarity with food code standards.

There is a well-known presence of American fast food and restaurant chains in Turkey, with majority of them being in Istanbul.

Consumers favor U.S. products due to belief that it’s of higher quality.

In Turkey there is a young and consumption driven population that eats out more often than prior generations.

The young Turkish population is more prone and receptive to western products and new tastes.

Already-existing relationship with the Alshaya Group that’s very familiar with the market and launching process.

Shared expansion risk with franchising partnership with the Alshaya Group.

$9 Billion restaurant industry in Turkey.

$1 Billion fast food industry in Turkey.

$500 Million fast food sector in Istanbul.

High production of poultry in Turkey.

Local poultry sources produce their poultry to abide by the halal certification standards already.

Turkey’s potential membership of the EU could act as a gateway to expand the Raising Cane’s brand throughout Europe. Turkey’s geographic location (being in two different continents) makes this a favorable possibility.

If licensing is a success, Raising Cane’s and the Alshaya group will seek more location openings opportunities in Istanbul and other Turkish cities/markets.

Large and growing consumer base.

Reform program agenda is transforming many state-owned companies to privatized companies, ingredients for economic prosperity.

KFC and Popeye’s has an established presence in the country and city of Istanbul.

Raising Cane’s dog mascot will have to not be included in advertising in the store and via commercials due to the negative notion Islam have with the uncleanliness of dogs.

Limited variety of menu options may not account for more sophisticated consumers taste.

Possible shipments from the U.S. would indeed take much longer than sourcing locally and some items would need extra preservation measures taken in an effort to maintain internal freshness quality standards.

Growing pains of our brand properly acclimating to the cultural differences.

Financial risk assigned to the brand being launched Turkey.

Excessive bureaucracy

Slow judicial system

High and sometimes inconsistently applied taxes

Weaknesses in corporate governance

Sometimes unpredictable decisions made at the local government level

Frequent changes in the legal and regulatory environment.

KFC plans currently has 100 restaurants in the country a plans to open up another 400 by 2018.

Lengthy procedures and lack of transparency within regulation creates major difficulties in importing food efforts.

High tariffs rates makes it too costly to import special ingredients and products.

SWOT

Strengths

Threats

Weaknesses

Opportunities

Strategic Plan

High

International

High

Low

Low

Localization

Transnational

Global Standardization

Pressures for cost reduction

Pressures for local responsiveness

Choosing a Strategy

Global Standardization strategy seems to best suit our products due to its lack of variety and very limited differentiality type format.

Our brand does not offer much customization opportunity or adjustment, so standardization (while never compromising our standards) is our best course of action against Porter’s other strategies.

The Product

The products Raising Canes offer is a limited menu include 4 different combination meals of High Quality chicken strips.

It is extremely important that a partnership is created with a local poultry source to help maintain our standards of freshness and quality, something that might be jeopardized via importing supplies.

Raising Cane’s quality assurance team with meet with the local source to screen their facilities and ensure that meet our internal quality standards for product and partnership prior to any establishing of a partner relationship with local sources.

Local sourcing would reduce cost.

Promotion

Outside of the occasional store posters and promotional SOPs, billboards, television and radio ads we at Cane’s tend to do promotion a little differently.

Most of these advertisements will be located around the exits near the mall, banners and posters on the exterior of the mall’s campus and throughout the mall. (the advertisements will be in Turkish and English)

Of the 15% royalty fee we charge our licensees, it’s a condition of the contract that the store reinvest 4.5% of its gross sales back into the local community. This will

Our reinvestment activities typically include the following activities to carry out our “Active Community Involvement Agenda”.

Education: Due our birth routing from our LSU first location. Education is important to us so we support education facilities supporting the youth’s potential.

Feeding the Hungry: Fighting hunger via local food banks and other organizations that support the homeless being fed.

Active Lifestyles: Hosting running and walking events, building recreation centers for fitness, constructing walking trails, sports teams and physical fitness programs.

Business Development & Entrepreneurship: Supporting entrepreneurs to build small businesses.

Pricing

The Box Combo (4 Chicken Fingers, Fries, Coleslaw, Cane's Sauce, Texas Toast & Regular Drink - 22 oz.) $6.98 USD = 20.44 TRY

The 3 Finger Combo (3 Chicken Fingers, Fries, Cane's Sauce, Texas Toast & Regular Drink - 22 oz.) $6.38 = 18.68 TRY

The Caniac Combo (6 Chicken Fingers, Fries, Coleslaw, 2 Cane's Sauces, Texas Toast & Large Drink - 32 oz.) $9.98 = 29.23 TRY

The Sandwich Combo (3 Chicken Fingers, Cane's Sauce, Lettuce, Kaiser Roll, Fries & Regular Drink - 22 oz.) $5.98 = 17.51 TRY

The Kids Combo (2 Chicken Fingers, Fries, Cane's Sauce, Kid's Drink - 12 oz. & Activity) $4.58 = 13.41 TRY

*Because of the 6.4% annual rate of inflation, we will base the prices off the USD and remain vigilant of the loses we will incur due to currency fluctuations.

Sourcing plans

We are currently assessing a network of chicken suppliers, but Chicken House LTD has the best quality so far.

Cane’s main concern is their freezing of the halal chicken.

We don’t believe in freezing our meat so we plan to work out an delivery schedule that doesn’t include the chicken being frozen.

They are the favorite for our business at the moment.

Our Canes Sauce recipe and ingredients is proprietary information and will be shipped in big portions (dry format for mixing) until local sourcing can be carefully sort out the details.

Bibliography

225BR. (2015, November 12). First overseas Raising Cane’s adapts to the Middle East. Retrieved from 225 Baton Rouge: http://www.225batonrouge.com/food/first-overseas-raising-canes-adapts-middle-east

3 Ambest. (2015, August 18). AMB Country Risk Report. Retrieved from 3 Ambest: http://www3.ambest.com/ratings/cr/reports/Turkey.pdf

Alshaya. (2016, June 21). Raising Cane's. Retrieved from Alshaya: http://www.alshaya.com/brands/food/raising-cane-s

CIA. (2016, June 25). The World Factbook. Retrieved from Central Intelligence Agency: https://www.cia.gov/library/publications/the-world-factbook/geos/tu.html

Daily Sabah. (2014, May 14). Turkey expects 45 million tourists in 2015. Retrieved from Daily Sabah: http://www.dailysabah.com/tourism/2014/05/12/turkey-expects-45-million-tourists-in-2015

Euromonitor. (2016, May 9). Turkey Country Factfile. Retrieved from Euromonitor International: http://www.euromonitor.com/turkey/country-factfile

Franchise Direct. (2016, May 27). KFC Franchise Cost & Fees. Retrieved from Franchise Direct: http://www.franchisedirect.com/foodfranchises/kfc-franchise-07095/ufoc/

Franchise Help. (2016, June 22). KFC Kentucky Fried Chicken Franchise. Retrieved from Franchise Help: https://www.franchisehelp.com/franchises/kfc-kentucky-fried-chicken/

GEP. (2014, March 21). TURKISH TAX SYSTEM IN GENERAL. Retrieved from GEP: http://www.gep.gov.tr/tmp/_Gep1.pdf

Halal Choice. (2011, April 24). Halal Choices. Retrieved from What is halal?: http://www.halalchoices.com.au/what_is_halal.html

Istanbul Views. (2016, June 26). Istanbul. Retrieved from Istanbul Views: http://www.istanbulview.com/istanbul-cevahir/

List of Companies In. (2016, June 18). Free Listing. Retrieved from List of Companies: http://www.listofcompaniesin.com/turkey/chicken/

M.H. Alshaya Co. (2016, June 27). Our History. Retrieved from Alshaya: http://www.alshaya.com/company/our-history

Office Depot. (2009, May 23). Office Depot And M.H. Alshaya Co. Sign Franchise Agreement. Retrieved from Office Depot: http://news.officedepot.com/press-release/retailcontractdirect-news/office-depot-and-mh-alshaya-co-sign-franchise-agreement

Passport to Trade 2.0. (2016, June 7). Business Etiquette. Retrieved from Business Culture: http://businessculture.org/southern-europe/business-culture-in-turkey/business-etiquette-in-turkey/

QSR Web. (2015, August 14). Yum! Brands to add 400 KFC stores in Turkey. Retrieved from QSR Web: http://www.qsrweb.com/news/yum-brands-to-add-400-kfc-stores-in-turkey/

TSI. (2016, June 21). Main Statistics. Retrieved from Turkish Statistical Institute: http://www.turkstat.gov.tr/UstMenu.do?metod=temelist

U.S. Commerical Service. (2014, December 11). Doing Business in Turkey: 2013 Country Commercial Guide for U.S. Companies . Retrieved from Export Gov: http://www.usturkeybusiness.com/files/2013/03/2013-Turkey-Country-Commercial-Guide.pdf

US Embassy. (2015, July 13). Doing Business in Turkey: 2014 Country Commercial Guide for U.S. Companies. Retrieved from US Embassy: http://turkey.usembassy.gov/doing_business_in_turkey.html#challenges

USDA FAS. (2011, January 21). Turkey Food Service - Hotel Restaurant Institutional. Retrieved from USDA Foreign Agricultural Service: http://gain.fas.usda.gov/Recent%20GAIN%20Publications/Food%20Service%20-%20Hotel%20Restaurant%20Institutional_Ankara_Turkey_1-20-2011.pdf

Yum! Brand Inc. (2016, June 26). YRI Franchise Requirements. Retrieved from YRIFR: http://www.yrigfp.com/requirements.asp

Nando’s Restaurant in Indonesia

Summary

MKT 474

4/7/2018

Indonesia

1. Language, Communication, and Social Value.

· Language: Bahasa Indonesia is the mother tongue and the official language in Indonesia but only 7% speaks it in Indonesia and the rest of the population speak 300 different native languages.

· Unspoken Language: Gestures; Touching your chest after a handshake. receiving things with your right hand.

· Values and attitudes: Islamic Value: including Islamic law, because the majority are Muslim in Indonesia people need to know the Islamic law and rules. Indonesian Value: including all believe people should treat each other equally with respect to their religion and be proud to be Indonesian.

· Material Culture: Rattan and wood are the most cherished material in Indonesian culture, example chair, and furniture.

2. Religion

· Islam: In 2010, Indonesian Muslims populated 87.18 % of Indonesia population. 6.96% Protestant, 2.91% Catholic, 1.69% Hindu, 0.72% Buddhist, 0.05% Confucianism, 0.13% other, and 0.38% not stated.

3. Education and Literacy

· Education Level: 12 years studying within it primary, junior secondary, and upper secondary.

· Education System: The first 6 years is compulsory to all. The junior secondary is three years and the upper secondary is also three years.

· Literacy Levels: 95.4% in 2015

4. Social Structure and Lifestyle

· Ethnic Profile: Javanese group are the largest group populating 40% of the population and they come from the first main categorial group of three. The first main group called the inland wet-rice, second main group called the coastal trading, and thirdly the inland societies of shifting cultivators.

· Individual vs. Group: the population is affected by groups. Indonesia has so many groups and subgroups that affect how people live their lives. Because of that 60% of the population are farmers.

· Class System: as I said 60% of the population are farmers and therefore the majority of the population to be considered in a low class in society.

· Food & Dietary Preferences: traditional food is steamed rice surrounded by vegetables with either fish or any kind of meat. Examples, Nasi goreng and other food like Satay, Bakso, and Soto.

· Social Mobility: It is difficult to move higher in government position because of the government corruption and low economy.

· Key Holy Days and Holidays: mostly public holiday like new year, Idul Fitri Day 1, and Eid al-Adha. Others like Hindu Holiday, Season, Observance, and joint holiday. The national holiday is Pancasila Day in Friday, June first.

5. Economic Profile and Financial Facts

· Currency: rupiah. Exchange rate: 1 USD = 13,743 Rupiah or 1 Rupiah = 0.00070 USD

· The rate of Inflation: The average is 3.81 % in 2017.

· Trade Balance: Export: -3,43%. Import: -6.01%. Total: -4.71

· Key Economic Sectors: tourism, chemical fertilizers, cement, apparel, natural gas, footwear, mining, plywood, rubber, food, petroleum, textiles. 18.6% of the total workforce is provided to employees.

· Affiliations: PDI-P, Traditional Islamic (PKB+PPP), Modernist Islamic (PKS+PBB+PAN+PPP).

· Gross National Product per Capita: 1,769.42 USD in average in 2016.

· National Population: 263,991,379 in 2017.

6. Political Philosophy

· Head of Government: Joko Widodo is head of government and state. Indonesia is a presidential representative democratic republic.

· Political Parties: Secular Parties: Democratic Parties, Golkar (Party of the Functional Groups), PDI-P (Indonesian Democratic Party-Struggle), Gerindra (Great Indonesia Movement Party), Hanura (People’s Conscience Party), PKPI (Indonesian Justice and Unity Party), NasDem (Nasional Demokrat). Islamic Parties: PKS (Prosperous Justice Party), PAN (National Mandate Party), PPP (United Development Party), PKB (National Awakening Party), PBB (Crescent Star Party)

· Parliamentary System: April 9, 2014

· Legal Protections for Workers:

· Trade Union: Indonesian Workers Welfare Union, Trade Union Confederation, KASBI.

7. Geography and Topographical Influences

· Land Area: 735,400 mi² or 1,904677 km2

· Climatic Condition: The humidity in the area is usually high between 90 down to 70. The area splits by the equator. Its average 28°C in coastal plains and 26°C in the inland and the mountains but in the higher mountains its average 23°C.

8. Business Culture and Etiquette

· Hall: High context culture, complex unspoken rules.

· Hofstede: Power Distance: 78 (high), Individualism: 14 (low), Mas: 46 (low), Uncertainty: 48 (high), L-Term Orientation: 62 (high)

· World Bank Ease of Doing Business: 72 of 190

· Transparency International Index of Corruption: 96 of 180 in 2017

· Etiquette: receiving things with your right hand. No public humiliation.

References

http://www.inflation.eu/inflation-rates/indonesia/historic-inflation/cpi-inflation-indonesia-2017.aspx

http://www.worldometers.info/world-population/indonesia-population/

https://asian.washington.edu/fields/indonesian

http://factsanddetails.com/indonesia/People_and_Life/sub6_2a/entry-3988.html

https://factsofindonesia.com/indonesian-core-values

http://www.kemendag.go.id/en/economic-profile/indonesia-export-import/indonesia-trade-balance

https://carnegieendowment.org/2013/10/24/indonesia-s-political-parties-pub-53414

http://www.abc.net.au/news/2014-04-03/an-indo-votes-explainer/5363810

https://www.transparency.org/news/feature/corruption_perceptions_index_2017

https://wenr.wes.org/2014/04/education-in-indonesia

http://journals.itb.ac.id/index.php/jvad/article/view/3868/2843

https://knoema.com/atlas/Indonesia/topics/Education/Literacy/Adult-literacy-rate

http://www.doingbusiness.org/data/exploreeconomies/indonesia

http://www.economywatch.com/world_economy/indonesia/industry-sector-industries.html

https://www.britannica.com/place/Indonesia/Ethnic-groups

http://www.everyculture.com/Ge-It/Indonesia.html

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