Bir stratejik yönetim modeli önerisi
A Proposal of strategic management model
- Tez No: 83119
- Danışmanlar: DOÇ. DR. FÜSUN ÜLENGİN
- Tez Türü: Yüksek Lisans
- Konular: Endüstri ve Endüstri Mühendisliği, Industrial and Industrial Engineering
- Anahtar Kelimeler: Belirtilmemiş.
- Yıl: 1999
- Dil: Türkçe
- Üniversite: İstanbul Teknik Üniversitesi
- Enstitü: Fen Bilimleri Enstitüsü
- Ana Bilim Dalı: Endüstri Mühendisliği Ana Bilim Dalı
- Bilim Dalı: Belirtilmemiş.
- Sayfa Sayısı: 122
Özet
bir stratejik yönetim modeli önerisi ÖZET Rekabetin kızıştığı, ürün/hizmet ömrünün gittikçe kısaldığı günümüzde şirketler, bu değişime ayak uydurdukları ölçüde başarılı olmaktadır. Pazardaki değişime ve müşteri ihtiyaçlarına kısa sürede cevap verebilmek için, organizasyonların daha esnek hale gelmeleri gerekmektedir. Organizasyonlara bu esnekliği sağlamak için, yapılan tez çalışmasında Stratejik Yönetim Modeli tavsiye edilmektedir. tik bölümde, Stratejinin doğuşu ve Klasik Stratejik Planlama üzerinde durulmuştur. İkinci bölümde, son yıllarda, klasik stratejik planlamanın yerini alan Stratejik Yönetim Modeli karşılaştırmalı olarak anlatılmıştır. Bugün organizasyonların performansı, stratejilerin organizasyon içinde etkin bir şekilde uygulanmasına bağlıdır. Bunun için şirketteki bütün faaliyetlerin ve operasyonel planların oluşturulan stratejilere entegre edilmesi gerekmektedir. Diğer bir deyişle amaç“Stratejik Yönetim”modelini oluşturmaktır. Çünkü klasik yaklaşımda olduğu üzere, sadece ürüne/hizmete yönelik hedefler koyarak kısıtlı bir bütçe ile rekabet ortamında şirketlerin ayakta kalmaları zor olmaktadır. Ürün/hizmete yönelik hedefler konurken sadece iç değerlendirme verileri yada şirketin yapmak istedikleri gözönüne alındığı ve diğer operasyonel planlara entegre edilmediği için başarısız olunmaktadır. Üçüncü bölümde, Stratejik Yönetim modelinin temelini oluşturan süreç yönetimi üzerinde durulmuştur. Stratejik Yönetim modelinde ortaya konan hedeflerin organizasyon içindeki yayılımı süreç bazında olmaktadır. Organizasyon hedefleri süreç hedefleri haline dönüştükten sonra, sıra bu hedefler doğrultusunda süreç iyileştirme çalışmalarının yapılmasına gelmektedir. Stratejik Yönetim modelinin başarıya ulaşması için, stratejik hedeflerin şirket iş süreçlerine bütünleştirilmesi gerekmektedir. Dördüncü bölümde ise, önceki bölümlerde anlatılanlar ışığında yeni bir Stratejik Yönetim Modeli önerisi sunulmakta, son bölümde ise anlatılanların kısa bir özeti yapılmaktadır. vıu
Özet (Çeviri)
A PROPOSAL OF STRATEGIC MANAGEMENT MODEL SUMMARY The word strategy derives from the ancient Athenian position of strategos. It evolved in 508 BC. At that time, Athen was consist of 10 tribe. At the head of each tribe, there was a person called strategos. Strategos was a compound of stratos; which meant army, or more properly an encamped army spread out over ground. These people -strategos- formed Athens War Council and took decision for the country. From this point, it can be said that, strategos mean people who make strategies. In 500's BC, the concept of management was equal to the concept of military. The word strategy was derived from the people who manage the tribe in other words the soldiers. As it has been remembered, first organization was made the base of the hierarchy in the army. Today, there are a lot of definitions of strategy. The most popular one can be seen below;“ The roads for the companies to determine the long range fundamental purposes and to supply required resources.”An effective business strategy provides the formula an organization needs in order to win. It should state the organization's purpose, direction, goals and objectives. In big companies, there are three strategy level ; - Company Strategy - Corporate Strategy - Functional Strategy The formulation of strategy within the company is called“Strategic Planning”. Today, strategic planning can be defined - in management sense- a method to get the desired results for the company. The aim to prepare strategic planning in the company is to get the competitive advantage and to improve effective strategies for being leader in the market. Strategic planning is a kind of guide for the company. It shows where the company want to go. What is the company objectives, mission and values. It is a long range planning. But in recent years the concept of strategic planning has been changed. In past 30 years Strategic Planning has appeared in many guises. - 1 960's Long Range Strategic Planning - 1970 - 1980 Formal Strategic Planning IX- 1990's Strategic Management In old logic, a large corporate staff of strategic planners and futurists was responsible for developing and communicating corporate strategy the rest of the organization. These people who usually were not involved in producing the organization's services or products, carefully studied them and their positions in the market. Then one-year and long term strategic plans were prepared, and updated according to the new planning target and objectives. During the period when strategic planning was popular, some organizations spent much time and money trying to get good at predicting the future. In formal strategic planning, the company's aim is that simply to make many. According to this strategic objective, then managers are given annual budgets, financial targets and market share objectives. Formal Strategic planning consists of six steps as shown below; 1- Determination of general purpose and direction 2- Environment analysis 3- SWOT analysis 4- Determination of objectives 5- Definition of required resources and assigning them to the related functions 6- Monitoring the activities to obtain the objectives Today strategic planning left its place to the Strategic Management. One of the major reasons for management's dissatisfaction with the formal/bureaucratic is the increasing speed of change in the business environment. From now on, the formal strategic planning does not meet the company needs in the global world. Because it simply has not produced the kinds of results that justify either the costs of having a central staff or the huge amounts of work generated throughout the organization; Today, the organization performance depends on whether the strategies apply in effective way or not in the company. For this reason, all activities and operational plans should be integrated with the strategies. In other words, the goal is to form“Strategic Management”model for the company. Because it is impossible, setting objectives only to the product/services and having limited budget to get these objectives, especially in such a competitive environment. Strategic management model is described as; The management of strategic decision making process. This model is examined in three section related each other; - Strategic Analysis : Analysis of internal and external properties of organization, in other words, determination of organization strategic position. This position is determined by the analyzing, external situation an organization faces -threats and opportunities- and its own internal characteristics -strengths, weaknesses-. - Strategic Formulation (Producing strategy, choosing strategy and making): Defining organization's mission and objectives, for the getting these objectives selection of required strategy and policy among appropriate alternatives.- Implementing strategies : Strategic formulation is no guarantee that it will actually materialize. The process of transforming strategies into action is called implementing strategies. Strategic implementation process is very important step for the strategic management. After choosing the appropriate strategy, next step is implementation of chosen strategy in to the activities, in other words to the main business processes. This implementation also called deployment of strategies into the business processes. Strategic objectives should be integrated with processes. Today, many companies fail due to the lack of this integration. Strategies usually stay on the paper. They do not reflect the corporate strategies. Below, it can be seen how strategies should be implemented; Mission/vision AL Strategic Objectives Annual Objectives if Deployment of objectives to the main business processes Deployment of objectives to the process tr Making process improvement activities according to the objectives Definition of objective Deployment Put improvement into practice according to the objectives Monitoring and revising improvements regularly Applying and monitoring Implementation of Strategies Within Company XIFor the deployment of selected strategies in to the business processes, first of all, company's business processes should be described. After this making process definitions, main processes are divided in to the sub processes. Completing business process definitions, strategic objectives should be integrated with the processes. From this point, objectives become process objectives. Process can provide desired objectives but in most cases process performance is behind objectives. In this case, to get desired objectives, process should be improved. For the improvement of the process, process improvement team should be established. This team consists of the people who involve in the process. This team will making improvement activities to get the desired process performance. There are two approaches to improve the processes. It can be seen below; 1- Eliminating non- value activities in the process: Eliminating non- value activities, removes unnecessary steps in the processes. So, process cycle time is shortened. These changes are not radical. They are just related to the sequence of activities in the processes. 2- Redesigning of the processes. It is a radical change, according to the first one. In this method, processes arrange from scratch. Deployment of corporate strategies ensuring below; - Working, toward an agreed and shared objective, - Determination of measurable and monitorable objectives, -Prioritization of objectives, - Deployment of corporate strategies to the individuals, so that people work for the company know his/her contribution to the corporate objective. Getting desired strategic objectives and competitive advantage, Strategic Management and Process Management approach should be integrated. Doing this, company respond changes more quickly in business environment. Proposed model for this approach is seen below. According the proposed model, inputs of the strategic plan in this model are; - Strategic analysis, - Customer expectation, - Self assessment. Using these inputs, strategic plan is produced. According to strategic plan, strategic objectives are deployed in to the business processes - operational plans- So that business process objectives have been set related to the strategic objectives. In order to get business process objectives, these objectives should be owned by the people who work in the process. In this way, process objectives become personal objectives. If the people in the process perform his/her job as to the personal objectives, process will perform desired results. xnExternal environment Strategic analysis ) - Internal environment Market analysis 14 Process f \^ Objectives management J objectives *{ Operational plans Process objectives Proposed strategic management model Doing this deployment as mentioned above, company is owned by the people - work for the company-. All people know that why this company exists. Also they know company's mission and vision and where the company want to go. In classic strategic management model, the problem is,“deployment”. Deployment of objectives, deployment of mission, deployment of company values etc. The people work, having any idea of companies objectives. Therefore, they do just whatever is wanted. In this work, strategic management model is examined. According this model, new strategic management model is proposed (it can be seen above). Then, new model is applied to an automobile distribution and marketing company. According to the proposed Strategic Management Model, company's processes are examined. xin
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