BA1011: Business Analysis of Sade Is Jewelry Company - Final Report

This report presents an analysis of Sade Is Jewelry Company, based on an interview with the export division manager. It begins with an overview of the company's background, vision, mission, and goals within the jewelry industry. The report then delves into the internal and external factors influencing the company, including economic, political, and legal aspects, alongside the impact of competitors and target markets. It examines the company's management functions, organizational structure, and practices, highlighting areas for improvement such as customer service and employee training. Furthermore, the report discusses the company's adaptation to technological advancements and its strategies for maintaining a competitive edge. Finally, the report relates the project findings to course materials and their future applicability for students, offering insights into the company's approach to customer satisfaction, market trends, and long-term relationships with suppliers and customers.

BA1011- Introduction to Business
Final Project
January 6, 2021
In this report we choose Sade Is jewelry company as a research topic to write about it, as
a group project. At the beginning we will start our report by introducing the interviewee position
in the company and the companies background, its main business and each branch they
specialize in. Then we will enumerate its industry environment, characteristics of the internal and
external effects with some examples and incidents that our interviewee had to deal with during
his work time. After that we will cover all the management functions of the company such as its
size in the sector and the company structure and the implemented practices by the management
and leaders. Then we will explain how well it is doing in the sector and are there any rooms for
improvement. At the end we will clarify what we learned from this project by relating it to our
class materials and how well it is going to help us in the future as a graduate.
As we mentioned earlier in the introduction, we chose Sade jewelry company to cover it
in our report and we interviewed the export division manager in order to know our questions

answers and all the required information for our report. At the beginning he started by clarifying
the company purpose in the sector which is producing mounting jewelry goods and sell it to the
retailers as a gold raw. This company is one of the ancient jewelry companies in turkey.
Established in 1981 as a humble workshop and become the leader of the sector by developing
their work by integrating the traditional Turkish Jewelry with global markets in order to meet the
renewed global demand. Now they have many branches each branch specializes in a specific
kind of jewelry. For example, branch for diamonds, branch for precious stones and branch for
mounting gold where our interviewee works as an export division manager. The interviewee
mentioned the company vision, mission and goals. He stated that the company vision is to
become the most popular and trusted mounting jewelry company worldwide by moving forward
without bargaining with their principles. Their mission is to provide everything necessary for
their target market so they won’t look for another substitute and maintain its sustainability line
by following their core values. And their goals are renewing and modernize themselves by being
trends all over the world and in their sector to become influential company in all sectors. (our
simple story, n.d.)
After discussing the internal analysis and its factors, the interviewee moved to the external
factors that can easily affect the company positively or negatively in the event of any change. He
started with the least affecting factor which is economic factors that considered compatible with
every factor in the commerce business, the luxury segments are the earlier affected segments.
The most affecting factors on the jewelry sector are the political and legal factors. First
politically, the local politics of the target market that makes it difficult to reach our target market,
such as the critical relations between our country Turkey and the target market country Israel.
For instance, the interviewee told us about an incident happened two months ago and created a

massive political conflict. When the Turkish jets shot down the Russian plain and relations
between turkey and Russia became really tense. On the other hand, just before this incident the
commercial volume of Russia was in a deep declination due to some internal economic reasons
that caused devaluation crisis. Subsequently, that cuts down the jewelry business immediately
and since Sade’s markets are luxury markets it becomes one of the most affected sectors due to
the high amount of money spent on these goods. Second the legal factors such as taxes change
rates. According to the interviewee, five months ago, custom taxes implemented over the
imported goods by the government. And since the company refused to pay high taxes on
importing their goods, they shifted to local producers’ factories. What abuse customers the most
is neglecting the last touch which is finishing steps, so they had to transfer the exported goods
from overseas production factories to Turkish producers in order to avoid paying higher taxes
and shortened the delivery time. Furthermore, money wiring limit is one of the legal factors.
usually, it wasn't that much limited when Sade’s export goods before but recently they reduced it
3 or 6 months depending on the good so this situation limited Sade's because working together
with their own capital was one of their biggest advantages as a jewelry company. They are
working with the bank credits or smaller amount of capital. so, they had higher limit on credits to
the customer especially higher trusted and minimum risk accounts. This was a big advantage
letting the company pay later since the business is going down. On the other hand, fixed term
payment agreement new regulation is still being studied in order to figure out a way to overcome
this obstacle for the legal part.
The interviewee stated that beside the internal and external factors that consider as an important
characteristic in the company industry environment there are two more important factors that
affects any company directly. The company buyers or the target market. Sade’s consider the

supplier for its customers. they are selling unfinished jewelry to retailers who buy golds,
diamonds or precious stones per kilo and then sit them together to create finished pieces of
jewelry and sell it to the consumers.
Also, the company competitors who directly affects the company competitive advantage and
sustainability. Sade’s has many competitors in the sector such as Palbak jewelry, Irish jewelry
and model mounting jewelry sometimes they corporate together and attend together the main
fairs jewelry shows in Italy, Hong Kong and Bangkok. Also, the local Istanbul jewelry shows
that happens twice a year and are considered as an important event for all the companies in the
sector.
As an observer we can say that, managers of Sade Is are researching consumers’ needs
and wants by working mostly with foreign markets. Managers know which product can be
purchased from which country. Before starting jewelry fair in a different country, they research
about income level of citizens in the country to determine which type of products they can sell,
and they also consider about custom and transportation. If it does not take high cost, they attend
the fair.
To guarantee customer satisfaction Sade Is offers price reduction and sometimes sell
wholesale as customers’ demand. Customer service’s department aim is satisfying the customers.
According to the interviewee, the company needs to improve the customer service department as
the attention to costumers is not enough. They need to make staff schedules and detailed
schedules because there is some plan lessness in company. When the employees asked managers,

they agreed that employees and managers need a training program to improve performance in
customer relationship. Also, we need a training in leading employees and understand their needs
as a manager.
Sade Is company contain 7 departments each department include from 3 to 10 employee
so the total approximately 60 – 70 persons working in the company. they all work together like a
family more than colleges. The interviewee numerated for us some of the departments such as
financial and accounting department, handcraft, polishers, export and import division and
marketers who responsible about media. It has been in company for 4 years since they were
using the mails as a way to market their products before the social media explosion.
They try to find their innovation and try to have harmony with this fast-growing world.
Department of media uses social media such as Instagram for promotions and marketing the new
projects. Company follows trendy goods and observe customer wants through social media. In
the pandemic the company offers online shopping for their customers via social media.
The interviewee stated that as a company they are not offering motivation practices
because they believe that they are working together as a family as we mentioned before so they
do not need motivation practices, but they get rewards and bonuses. According to the interviewee
they are dealing together as a family especially that there are relatives in the company because
the company had generated from generation to the next generation. For example, the interviewee
grandfather was a jeweler in Antolia in the east part of turkey so his family connection with the
sector started from the earlier 1900.
The company works with many workshops for producing mounting. For determining which
workshop, they will work with, the company looks for best quality of goods in these workshops.
they take in consideration if the labor is high or affordable. Managers do price match and decide.
There is important rule that workshops cannot produce same product to another jewelry
company, breaking this rule means breaking the contract and end the relationship with the
workshop.

In order to stay the leader of the sector even though they have a lot of strong competitors, they
offer good service at a low price and they want to emphasize building long lasting relationship
with customers and suppliers to be strong in the market.
The company management performs all the different types of functions in this company
in order to get the competitive advantage for the organization. In these functions, the planning
come first as it involves setting goals and objectives for the organization and determining a
course of action for achieving these goals and objectives. During the interview we were informed
that it is a centralized organization which means that most of the decisions are taken by the top-
level management. However, this strategy is working for them as they are one of the leaders in
mounting jewelry sector.
As we mentioned before the company vision is to become most trustable jewelry company in
every location where they conduct business so for that their new plan is to give all the employees
high level of training so they can bring this vision into reality. So, they are trying to improve
their organizational structure to coordinate efforts for achieving these objectives. We were
informed that previously the new employees in the organization were not given the proper
training which slowed down their personal growth and companies’ growth. Since it was not a
fully formal organization while starting so the organization design obstructed the training process
of those new employees but in order to achieve these new objectives and goals the company is
making cultural changes where these employees will be given proper training so they can
contribute with their full potentials. Once the employees are fully trained and independent in
their job responsibility so manager’s job going to be easier because they can delegate some

responsibility and authority to their employees which will also help employees learning and
grow.
Additionally, another way of improvements is buying new equipment’s in order to be more
compatible for the changes around because trends are changing, not year by year but every
season every month and they had faced many situations when customers ask for new designs or
raw materials used in the jewelry. The interviewee also confirmed that as a company they are
renewing the machines and technology used in their work. For example, using 3D printers to
visualize the designs before implementing it. And that helped them a lot to be faster and give
them the ability to adapt the development around them.
The most important thing after planning and organizing is leading. Which means managers
influencing and inspiring the employees to perform better. According to the interviewee the
managers in Sade trying to socialize and use informal source to lead as a leader than as a boss
which helps them have a better connection with their employees. Leading will also help in
communication and decision making between the managers and subordinates which will play a
crucial role in fulfilling the organizations goals and objectives.
To conclude the report we can say that while we were doing the interview and the
observation about Sade Is company, we realized that there were a lot of related information that
took us back to our lesson that was about SMALL BUSINESS AND THE MARKETING MIX.
In the beginning Sade Is was a small operation and managers of Sade Is considered 4P’s small

business products, small business pricing, small business distribution and small business
promotion. And always before attending fair or working with any workshops they consider their
income, labor customs and quality of goods.
There are many mounting companies but in this competitive environment Sade Is Company
leads the field because they give great importance to customers and suppliers as we mentioned
before.
We learned that however it is our proficiency level we should try more to improve our skills and
performance. According to the interviewee, Sade company never find themselves enough. They
never stop looking for their weaknesses and turn it into strengths and this is one of the main
reasons why they hold the field.
Last but not the least, this interview helped us a lot and motivated us to become an entrepreneur
after graduating as now we have the required knowledge before starting any business to be ready,
strong and have a head start to create our own competitive advantage and maintain sustainability.

References
our simple story. (n.d.). Retrieved from sade is: https://sadeis.com.tr/montur-sade-nedir/