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Haziran 2014
Ali Murat ALPARSLAN
Bu
eya
Anahtar Kelimeler:
A CASE STUDY TO EVALUATING STRATEGY FORMULATION APPROACHES IN BUSINESS
ABSTRACTThis research was carried out to determining strategy formulation approach of followed grand strategies by business and analyzing interaction of business performance and strategies which formulate with different approaches. Due to the subject of research, the paper is required in depth-analysis of businesses historical period. As in other studies in the literature, the case study method was chosen in this research. According to the findings of this research; in the last 10 years, business strategies formulated both the planned strategy approach and the emergent strategy approach. However, particularly after 2007 when performance indicators reached the highest level in the history of business, strategic decision making was partly more planned strategy approach. Before that time (2007), the business was successful with more emergent strategies. Furthermore emergent strategies of company followed to planned strategy and thus, organizational performance was increased more and more. In general, while there is a one way relationship between planned strategies and performance indicators, there is interaction between emergent strategies and performance indicators. In practice, the success or failure of planned strategies led to the formation of different emergent strategies.Keywords: Strategy, Grand Business Strategy, Planned Strategies, Emergent Strategies, Organizational Performance, Case Study
Ali Murat Alparslan 5 6 Haziran 2014
(1991, 1994)
ve analizler yaparak strateji belirleme
Mintzberg, s lerden, eylemlerden ve aksiyonlardan
, Planlama Okulunun kurucusu Ansoff (1991, s:449-450) planlama yakl(1991, s:463-464)
eli nin,
inde (Mintzberg, 1991, s:466)
Ali Murat Alparslan 5 6 Haziran 2014
olarak Burada, 25
1.
ki
TABLO 1:
Glueck (1980) Stratejileri
Revizyon stratejileri
Ansoff (1972)Deneyimci
Tahminci
Robbins ve Coulter (2012)
- -Yatay Entegrasyon--Dikey Entegrasyon----
Revizyon Stratejileri--Yenilenme Stratejileri--Tasarruf Stratejileri
Ansoff (1987)
Organik ModelReaktif ModelAd-Hoc ModeliSistematik Model
Karma Stratejiler--Alt Gruplar
*Yatay/Dikey*Aktif/Pasif
Miles ve Snow (1978)
Analizci
Reaktif
Erol Eren (2010)
----
StratejileriTasarruf Stratejileri
Rowe(1989)
Agresif
Ali Murat Alparslan 5 6 Haziran 2014
,
de
07, s:, s:128-129) temel bir
temel stratejileri; e . Robbins ve Coulter (2012,
s:230) , s:197-199 Hodgkinson (2008, s:158)
a en fazla alternatifi olan temel bir stratejidir.
; ir (Grant, 2010, s:
(Betz, 2001, s: ;
- 143-144). stratejisi ise pazar ve ratejileridir (David, 2011, s:143; Hill ve Jones, 1989,
s:162; Grant, 2010, s:431; Eren, 2005, s:246).
ve konusudur (Hill ve Jones, 2009, s:157).
,
.
; kimi kaynaklarda bu Huff, Loyd, Sherman, Terjesen, 2009,
s:207-209 Katsioloudes, 2006, s:136-139; Becerra, 2009; Hitt, Ireland Ve Hoskisson,
Ali Murat Alparslan 5 6 Haziran 2014
, s:356; Thompson ve Martin, 2005, s:554). Ancak
bu
TABLO 2:
1.
a.
b.Stratejileri
c. Stratejisi
d. Yenilik/Teknoloji Stratejisi
2.
3. Revizyon ve Tasfiye Stratejileri
4.
a.
b. Almalar ve
c.
d.
2.
ompson ve Martin, 2005, s:849-850; Grant, 2010, s:
vizyon dahilinde, uzun vadeli yarar
i, 2008, s:400-401
Ali Murat Alparslan 5 6 Haziran 2014
ise
erleri, 2008, s:
s:222). ,liter stratejik karar vermenin sanat, bilim ve zanaat
ndan
, s:66-68).
r10). 1970
tir (Betz, 2001, s:230). ,
s:39). Planlama,
107-
Barry, 2003, s:544).
yeteneklere
Ali Murat Alparslan 5 6 Haziran 2014
gerekir (Robbins, 1990, s:121-122; Mintzberg, 1978, s:945
6).
daBu
400). Planlan
s:
ngelleyecektir (Mintzberg vd., 2008, s:12-
139). u
ha
(Hill ve Jones, 1989, s:Uygulamada ve
vermek gerekir (Mintzberg, 1991, s:466; Mintzberg vd., 1998; Campbell, 1991). ile
Ali Murat Alparslan 5 6 Haziran 2014
3.
3.1.
A ;
; e etki eden genel
ve son olarak da
3.2.
2).
rleri, 2000, s:385). den Selminen ve
dir.
ve
Ali Murat Alparslan 5 6 Haziran 2014
Alanda ciddi -ini
(Kipping ve Cailuet, 2010, s:102-104). Apple ile IBM Betz (2001
Mirabeau (2009)
(Mirabeau, 2009, s:11).
3.3.Analiz Birimi,
Analiz birim
y
.
Ali Murat Alparslan 5 6 Haziran 2014
ilyon tl ciroya sahiptir. Bunun
sonrada
n
etmektedir. Yani g
almak -stratejiler-
.
nelerdir? GereSizden mevcut durumda bir stratejiyi tayin etmeniz istense bu hangisi olurdu? Neden?
izde ne gibi
Ali Murat Alparslan 5 6 Haziran 2014
nedir?
3.4. Bulgular
uzma
u
b
bu pazarlarda hamleyi 2002-
Birtercih
Ali Murat Alparslan 5 6 Haziran 2014
teknoloj
1:
Stratejileri2003 2004 2005 2006 2007 2008 2009 2010 2011 2012
Gelecek
Yenilik / Teknoloji
Strateji)
Ali Murat Alparslan 5 6 Haziran 2014
odaklanarak
B
fabrika kurur
ve kendine en temel stratejiler
tetiklemektedir.
Ali Murat Alparslan 5 6 Haziran 2014
lerle
2:
Stratejiler PS/OS 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012Traverten ve Bej Mermerde PS1
PS2
PS3
PS4
Yeni PS5
PS6
Amerika OS1
Avrupa ve Asya OS2
OS3
OS4
OS5
Yapma
OS6
PS: Planlanan strateji ( ) (. . . . . . )
. rmerde
stratejinin izlenmesinde herhangi bir plan ve niyet ntilerinin
2001-2004
Ali Murat Alparslan 5 6 Haziran 2014
ce bir
-
, blok kesimler
kriz ekten ziyade
emli bir itibar
stratejisini izl
-2012) ise niyetli bir
tal
e ile
Ali Murat Alparslan 5 6 Haziran 2014
Bu
r ki yeni ar- de
uzun
-
ki bu olgunl
3:
100% 138% 155%
188% 196% 169%
82% 126%
90%
203%
0%
100%
200%
300%
2003 2004 2005 2006 2007 2008 2009 2010 2011 2012
100% 146% 171%
213% 236% 214% 163% 176%
248% 318%
0%
100%
200%
300%
400%
2003 2004 2005 2006 2007 2008 2009 2010 2011 2012
Ali Murat Alparslan 5 6 Haziran 2014
100%
450% 600%
950% 950% 1050% 1200%
450% 700%
889%
0%
500%
1000%
1500%
2003 2004 2005 2006 2007 2008 2009 2010 2011 2012
100% 520% 768%
1517% 1630% 1609% 1424%
601% 1343%
2065%
0%
1000%
2000%
3000%
2003 2004 2005 2006 2007 2008 2009 2010 2011 2012
Kar(Trend)Kar(Trend)
Ali Murat Alparslan 5 6 Haziran 2014
4:
irlerin hemen , ilgili da
de performansa etki eden stratejiler, -
2005- ise ilk olarak
- TL
10.000.000,00 TL
20.000.000,00 TL
30.000.000,00 TL
40.000.000,00 TL
50.000.000,00 TL
60.000.000,00 TL
2003 2004 2005 2006 2007 2008 2009 2010 2011 2012
Kar
Talep Ekonomi
k Kriz
USA-Irak
Edici Politikalar
Performans
Eden Planlanan ve Stratejiler
1.OS12.PS1
1.PS22.PS1
1.OS22.OS3
1.OS32.OS2
1.PS3 2.OS2
1.PS3 1.OS42.OS2
1.OS42.PS6 3.PS3
1.OS42.PS3
Ali Murat Alparslan 5 6 Haziran 2014
i
.
in, stratejilerini hem planlanan belirlemesidir.
r. Bu karar verme -yap- -
vd. (1998A ise
bdaha niyetli stratejiler
20
kendisinde
-
olabilmektedir
a
Ali Murat Alparslan 5 6 Haziran 2014
yeniden belirleyebilmelidir. 1950- --
Muhakkak ki,
etmektedir.
i
Ali Murat Alparslan 5 6 Haziran 2014
(2009). Otom
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