Jennifer's Hamam: Case Study Analysis and Strategic Planning

This case study analyzes Jennifer's Hamam, a venture in Turkey's tourism industry, focusing on the development of a visitor center to preserve the handloom hamam industry. The analysis includes formulating a business model using the Canvas model, identifying key partners, activities, value propositions, customer relationships, customer segments, key resources, and revenue streams. Marketing strategies are developed for target market segments, including upper-class individuals seeking luxury experiences and educational institutions/craft associations. A SWOT analysis is conducted to assess the venture's strengths, weaknesses, opportunities, and threats. Strategic options are explored through Porter's Generic Model and Greiner’s model of growth, and the importance of leadership is discussed. The report also covers marketing strategies for the target market segments and strategic options arising from the SWOT analysis and the formulation of growth strategies. The implications of the stage model of growth are also explained, along with the importance of Jennifer's leadership for the growth and development of the business. Finally, a suitable leadership style is suggested for Jennifer to take her company through its next stage of growth and development.

RUNNING HEAD: CASE STUDY ANALYSIS

1CASE STUDY ANALYSIS
Introduction:
According to the World Travel and Tourism Council, there has been a significant growth
in the global travel industry. The market value of the industry has reached to 8.27 trillion US
Dollar in 2017 from 6.03 Trillion Dollar in 2006 (Bhatia, A.K., 2006). The rise in the population
of the middle class and the rise in the trend of travel among the millennial in comparison to other
generation and the increase of awareness among the youths about the speciality or significance of
the destination with the growth of the social media have accelerated the travelling across the
globe. The present case study deals with the venturing of a visitor centre in Turkey that would
enable the visitor with luxury stay at the farm and imparting an insight about the heritage of the
handloom hamam industry of the area through an excursion. The travel packages are optional
and thus will have the opportunity of targeting various segments. The present report will aim at
formulating a business model for the new venture that Jenifer, the entrepreneur is going to
undertake. It will further formulate the marketing strategies for the target market segments and
will conduct a Swot analysis for the business.
Business Model for the Venture:
Keeping in mind the regeneration of the long lost heritage of the handloom and weaving
Industry and fostering the economic income of the same, Jenifer has aimed at the setting up of a
school that would be established on a large 250 acres in the South East Anatolia. This school will
be made a visitor centre for the tourists and craft loving people who would get an opportunity to
learn and observe the traditional skills of cotton industry and other handlooms. The business
model for this can be analysed through the Canvas model structure:

2CASE STUDY ANALYSIS
Key Partners:
1. The researchers
who would give
Jenifer Insight
about the market.
2. The Turkey
Holiday expert
who would enlist
the name of her
farm for better
visibility.
3. Online Travel
Booking sites like
Travelpedia.
4. clubs offering
cultural holiday
recreations.
Key activities:
1. Earning a
revenue stream to
repay the loan
taken for the
setting of business.
2. A five-day
package tour for
the elite class
rendering a farm
stay luxury
experience with
spa, pools and
maid facilities.
3. A half-day
excursion for the
fashion students
with activities on
weaving, learning
about handlooms
and others.
4. Luxury trip for
the educational
institutions and
Value
propositions:
1. the visitor will
get to enjoy the
cultural holiday
2. Activity
oriented holiday
that would entice
the visitors.
3. Along with the
knowledge in
crafts, the
customers will be
exposed to a large
range of handloom
goods at the same
time.
Customer
relationships:
1. Jenifer is cordial
towards her
customers.
2. She connects
with the potential
customers through
social media.
3. Communicated
with the potential
target market
regarding the
uniqueness of the
eco-stay and the
importance of
weaving which is a
tradition and
heritage.
Customer
segments:
1. the middle aged
upper class people
that prefer privacy
and flexibility and
want facilities like
spa, pools, maid
service and others.
2. the college
students or fashion
students interested
in cultures,
cooking, weaving
and others.
3. educational
institutions or craft
associations that
have fashion or
textile students or
hobbyist.

3CASE STUDY ANALYSIS
craft associations
for imparting the
insight of
handloom
industry.
Key resources:
1. The big farm
area with luxury
facilities to attract
the visitors.
2. The weaving
school, that is
itself an interest
spot for tourist and
also incurs income
from the products.
Channels:
1. Official website
2. social media-
face book, twitter
etc.
Cost structure: loan taken of twenty million dollars for the
setting of farm and luxury cabin
Revenue streams: the eco stay industry
with the price of 275$ per night.

4CASE STUDY ANALYSIS
Marketing Strategies for the target segment:
The two most potential market segments for Jenifer are the first segment of upper class
aged people who will come for the five-day holiday package and the third segment of the
educational or craft institution.
The first target is very strong in the sense it would target mainly to the upper class people
who would come for quite a long time and will avail various services provided at a
comparatively higher price. The expanding business of the luxury tourism would be a good
opportunity for the business.
Marketing Strategy for the holiday package:
1. Brand Positioning: With the increase in the travelling habit of the people, globally there are
various luxury resorts or hotels that would cater to the needs of the upper strata of the society
(Eroglu, O. and Piçak, M., 2011.). Thus, Jenifer’s Hamam should have to make a strong strategy
of positioning their brand as offering something different. Jennifer herself is the brand in the case
of her own business. so the reputation and recognition of the brand will be created solely
depending on her. Though there are other holiday resorts or eco-stay facilities all over, the
particular business needs to be presented as the only luxury eco stay that gives an insight to the
culture and tradition of the Turkish Handloom.
2. Service Development: the company can make the development in the service they are
providing to this target segment. Since this segment is more focused on leisurely activities and
flexibility, the service specially made for them could be the investment in the services like spas,
message, luxury stays, and short trips to the localities. Since they are the segments who are
willing to expend more, the services should be of top-notch quality.

5CASE STUDY ANALYSIS
3. Promotional Strategy: the company has to set up the promotional strategy through proper
activation in the social media and official websites. The website of the already existing business
is the one that focuses mainly on the brand awareness rather than the immediate sales. Jenifer has
incorporated the focus on the motivational pull, and information about the brand. This can also
be incorporated in the new venture. Since the target market in this case are older people, more
than the social media interaction, the customer service can be initiated through website
communication, information oriented contents or the promotions through paid ads in other
internet sites (.Caber, M. and Albayrak, T., 2006.).
Marketing strategy for the Elite Group:
The elite group coming from the educational institution or trade associations would be
mainly the student group or young adults. Thus, the marketing strategy for this group has to be
more activity oriented and dynamic.
1. Brand Positioning: the positioning of the brand has to be more activity and knowledge
oriented. The interested students are likely to be keener on understanding the various sustainable
products, the making of the traditional type handlooms that would be beneficial for their research
or projects. The educational institutions generally conduct such tours for the students and hence
such spots are plenty in numbers. So, the particular company has to position itself as the premier
place where the students will gain knowledge through practical experiences.
2. Service Development: the company can develop their strategy of rendering premier service
that would attract the interested group. They can incorporate various activity oriented or
interaction oriented session that would provide the organisations the opportunity to learn about
the traditions more effectively (Eroglu, O. and Piçak, M., 2011). Moreover, since Jenifer herself

6CASE STUDY ANALYSIS
is an expert in the textile and fashion world, she can also conduct workshops relating these.
Since, this segment is very much prospective for the business as there is the possibility of full
occupancies at one sell, they can also offer discounts to this group for attracting them without
compromising on their profit.
3. Promotional Strategy: the target market is especially young adults who are more exposed to
the social media sites. For her existing business, Jenifer makes an extensive use of social media
in connecting with the customers. She answers to their queries and also posts the praises that she
receive from customers. apart from promoting her brand, this strategy also earns a positive
mindset of the people.
2. SWOT analysis of the new venture:
STRENGTH WEAKNESS OPPERTUNITIES THREATS
1. Large luxurious space 1. already existing eco
stay business (Hassan,
S.S., 2000)
1. can attract various
age group owing to the
variety in service
1.The political
instability.
2. activity and
knowledge oriented
facilities
2. half day tour is not
enough for excursio
2. can expand her
handloom business
2. Economical threats in
turkey.
3. growth in the tourism
industry in turkey
3. expensive in nature 3. Can extend the
European market.
3. Loss because of the
high expense required.
4. easily accessible
location
4. distance between the
shops and firms

7CASE STUDY ANALYSIS
The major strength of the new venture is the luxurious and vast space that it has.
Covering an area of 250 acres, with highly developed infrastructure with luxury cabins and the
basic insights about the handloom, the new venture altogeather provides a new experience to the
visitors, which is enticing. Moreover, the recent growth in the tourism industry in Turkey is also
a potential strength for the company. Again, the location of the farm is very convenient and
preferable for the visitors. However, there are also potential threats of the venture as the cost of
the packages are quite high that will discourage the tourists (Sariisik, M., Turkay, O. and Akova,
O., 2011.). Moreover, the tourism venture can actually undermine the real purpose of upholding
the handloom tradition. The distance between the shops owned by Jenifer and the farm is another
factor that can create management problems. The excess expense required will not make the
company target a broad segment of population.
However, the new venture can explore some feasible opportunities as well. Through the
various types of facilities and activities that the company offers it can target various age
segments of populations. While the five-day package will attract the upper class middle aged
people, the excursion orb the educational trip package will attract the young adults. This variety
in age groups and types of people would foster the growth in the sales of the specialised Hamam
that Jenifer creates.
Among the potential threats, the political instability in Turkey is the most concerning
one. Being a democratic republic in a flux, and facing various uncertainties in air risks, the place
is more or less bound with turmoil (.Barr-Melej, P., 2002) Moreover, the risks in the attack at
Syria, is also an overwhelming concern. This in turn, has affected the economy of the place that
is a potential threat for the business.

8CASE STUDY ANALYSIS
Strategy Formulation through Porter’s Generic Model:
To determine the strategy of the business, the Porter’s Generic Model can be used. It is
necessary for any business to determine a clear course in order to sustain in the competition
(Akan, O., Allen, R.S., Helms, M.M. and Spralls III, S.A., 2006). However, the company cannot
afford to apply the cost leadership strategy as it cannot sustain by offering the lowest possible
price. Neither can it target a broad segment because of the high expense. The same reason
applies for the incapability of the company to apply the Differentiation as though, the offered
service is unique, it will not have a high demand.
1. Differentiation Focus: the company can apply differentiation focus as a growth strategy where
they will face a little competition in the niche market. the company has to keep in mind that-
a. the service and product offered is really unique.
b. keep a strong brand loyalty
2. Cost Focus: since the market is niche, Jenifer’s Hamam should focus on
a. understanding the dynamics of the consumer
b. make the cost remain low by means of discounts for the mass booking like educational
institutional trips.
3. Greiner’s model of growth:
According to the growth Model of Larry Greiner, there are several stages of growth and
each phase ends with a sort of crisis after which the beginning of another phase is marked

9CASE STUDY ANALYSIS
(Greiner, A. and Semmler, W., 2000). In the case of Jenifer’s new venture, there are also scopes for
growth as follows:
1. Growth through creativity: the company that is going to be ventured is young at still at
the budding stage. At this stage, the organisation is informal where Jenifer will have to
invest more time in understanding her customer. She has to chalk out a well structured
leadership plan for the growth of the organisation.
2. Growth through direction: At this phase Jenifer has invested time in significant research
and examined the research work done by the experts she has appointed. From there she
got an insight about the market and thought of a direction by which she can proceed.
Because of the growth, Jenifer was finding it hard to accommodate everything all within
her set up. This gave rise to her decision of connecting with the key partners like the
suppliers, online sites etc.
3. Growth Through co-ordination: the company of Jenefer can further co-ordinate by the
formation of various structures and hierarchy level. They can form their own booking
sites and conveyance arrangements as a different wing of their own part. They can also
structure a co-ordinated handloom and travel business across UK.
4. Growth Through Alliance: there can be a possibility of slowing down of the growth after
the attainment of a certain point of stagnation (.Ufuk, H. and Özgen, Ö., 2001). Jenifer
can further form alliance with other eco based industry or agricultural industries that
could be accommodated in the farm to give the visitor a packed vision into the traditional
cultural life.

10CASE STUDY ANALYSIS
Leadership in the Growth and Development of the company:
It is considered that the best leaders are foremost an efficient manager (Wasylyshyn, K.M.,
Shorey, H.S. and Chaffin, J.S., 2012). The leadership capabilities of Jenifer are of utmost
importance in this case. First of all, she is a brand in herself. Her business of Hamam had been
successful only because of her unique craftsmanship. In venturing into the eco stay holiday
package, she is also a leader. Her foremost leadership skills needs to be tested in the setting up of
the school and re-founding the lost tradition of handloom. She is the sole guidance in the whole
teaching and developing process. Her venturing into the travel and eco-tourism set up for the
revenue stream management is itself an example of her leadership skill of formulating new idea
for the business set up. Being already an entrepreneur
she is already a confident lady who needs to rely on her confidence for the execution of the new
business. Moreover, while going though the reports, she could find various facts that would
accelerate her business. Again there is fear of the competitors that she has t handle with
confidence. A leader needs to have a good communicational skill for the flourish of her
business. While collaborating with the economic researchers, the key partners and for the
resourcing of materials and moreover, for communicating with the potential segment of
customer, Jenifer would need a high communicational skill. The business that is going to set up
is large and will take a huge amount of initial investment, thus, Jenifer has to be a good leader in
motivating her employees about the potential prospects that could be get from the business.
According to Expectancy theory, the expectation of earning a good revenue often motivate the
employees (Jones, B.T., Corbin, W. and Fromme, K., 2001). Again, according to the Need
theory of motivation, it has been noted that the fulfilment of the esteem would result in a positive
result. Since Jenifer is working to found the culture and tradition of Europe, the local employees

11CASE STUDY ANALYSIS
may found it motivational. These are the main innovative leadership qualities that would
eventually help Jenifer.
Leadership style to be followed:
In the case of Jenifer, she can apply the coach style leadership to identify the potential of
the employees. She will have to drive for the continuous improvement in her handloom business.
The school that she has set in mainly focuses on the improvement of the skills. It is however
denoted in a literary journal, that women entrepreneur is more effective in such kind of rural
business because the generation of self satisfaction and motivation have been more in such cases
(Le, Q.V. and Raven, P.V., 2015). Jenifer can offer one to one or team development training for
raising the team spirit and group performances.

12CASE STUDY ANALYSIS
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13CASE STUDY ANALYSIS
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