OTOBÜS SEKTÖRÜNÜN DEĞER ZİNCİRİ ANALİZİNE YÖNELİK NİTEL BİR ARAŞTIRMA: ÜRETİM İŞLETMESİ ÖRNEĞİ

Bu çalışmada otobüs sektörünün değer zinciri, üretim sektöründe bir işletme üzerinde vaka çalışma yapılarak belirlenmiştir. Yapılandırılmış sorularla 20 şirket yetkilisi ile mülakat yapılmış, gözlem ve veri çeşitleme yöntemi ile şirket hakkında detaylı bilgiler edinilmiştir. Şirketin güçlü ve zayıf yönleri ile fırsat ve tehditler belirlenmiştir. Değer zinciri analiz yöntemi ile otobüs işletmesinin temel değer zincirinin petrol ve demir cevheri ile başladığı, plastik ve kauçuk, demir, çelik ve metal ile bu hammaddelerin üretime doğru ilerlediği, plastik, metal ve elektronik parçaların sistem tedarikçilerine sevk edildiği, üretimle birlikte imalatçılardan satıcılara ve nihai tüketiciye doğru bir akış gerçekleştiği tespit edilmiştir. Çalışmaya konu otobüs işletmesi örneğinde tedarik lojistiği, operasyon, sevkiyat lojistiği, pazarlama ve satış ile hizmet otobüs işletmesi değer zincirinde temel faaliyetler olarak ortaya konulmuştur. Tedarik, güvenlik, teknoloji geliştirme, konfor, insan kaynakları yönetimi ve işletme altyapısı ise destek sağlama faaliyetleri olarak belirlenmiştir. Bu akış sonucunda kar marjı ve rekabet gücü ortaya çıkmaktadır.

Anahtar Kelimeler:

Değer zinciri analizi, kaizen yaklaşımı, git- gör- uygula tekniği, otobüs sektörü

In this study, the value chain of the bus industry was determined by conducting case study on an enterprise in the manufacturing industry. Structured questions were interviewed with 20 company executives and detailed information about the company was obtained through observation and data diversification method. The strengths and weaknesses of the company are identified with opportunities and threats. By value chain analysis method, the main value chain of bus enterprise starts with petroleum and iron ore; raw materials as plastic, rubber, iron, steel and metal progress towards production are shipped to system suppliers with plastic, metal and electronic parts and from producers to producers, it has been found that there is a flow from the manufacturer to the seller and the ultimate consumer. In the case of the bus enterprise which is the subject of this study; procurement logistics, operation, shipment logistics, marketing and sales, and service are the main activities in the bus operation value chain. Supply, security, technology development, comfort, human resources management and operational infrastructure are defined as support activities. As a result of this flow, profit margins and competitive power are emerging.

Keywords:

Value chain analysis, kaizen approach, genchi genbutsu technique, bus industry,

PDF

___

Albanese, R. (1988). Management, Ohio: South Western Publishing.
Blackman, I. D., Holland, C. (2006). The management of financial supply chains: from adversarial to co-operative strategies. In: Suomi, R., Cabral, R., Hampe, J., Heikkila, A., Jarvel ¨ ainen, J., Koskivaara, E. (Eds.), Project E-Society: Building ¨ Bricks. Springer, New York. 82–95.
Böhm, A. (2008). The Swot Analysis, Grin Verlag.
Cochran, C. (2006). Becoming a Customer-focused Organization, Paton Professional.
Deming, W. E. (2000). Out of the Crisis, The MIT Press.
Deniz, Esma (2009). Otomotiv Sektör Raporu, Avrupa İşletmeler Ağı- Karadeniz, 1- 31.
Ferrel, O. C., Hartline, M. (2012). Marketing Strategy, Cengage Learning.
Gall, M. D., Barg, W. R., Gall, J. P. (1996). Educational Research: an Introduction (Sixth ed.). New York: Longman.
Gardner, R. A. (2004). The Process-focused Organization: A Transition Strategy for Success, ASQ Quality Press.
Gerring, J. (2004). What is a case study and what is it good for?, American Political Science Review, 98, 341−354.
Gillham, B. (2000). Case study research methods. London: Continuum.
Gupta, P., Jain, R. K., Dhar, U. (2007). Enhancing Enterprise Competitiveness: (Marketing, People, IT and Entrepreneurship), Allied Publishers.
Harris, D. H. (1994). Organizational Linkages: Understanding the Productivity Paradox, National Academies Press
Heneric, O., Licht, G., Lutz, S., Urban, W. (2005). The European automotive industry in a global context. In: Heneric, O., Licht, G., Sofka, W. (Eds.), Europe’s Automotive Industry on the Move. Springer, Heidelberg, Germany, 5–43.
IMA (Institute of Management Accountants), Arthur Andersen LLP (1999). Statements on Management Accounting: Theory of Constraints (TOC) Management System Fundamentals, IMA Publication.
Imai, M. (2012). Gemba Kaizen: A Commonsense Approach to a Continuous Improvement Strategy, Second Edition, McGraw Hill Professional.
Jan, T. S., Hsiao, C. T. (2004). A Four-Role Model of the Automotive Industry Development in Developing Countries: A Case in Taiwan, The Journal of the Operational Research Societ, 55 (11), 1145-1155
Kobu, B. (1993). Üretim Yönetimi, Avcıol Basım Yayın.
Lind, Lotta, Pirttila, Miia, Viskari, Sari, Schupp, Florian, Karri, Timo (2012). Working capital management in the automotive industry: Financial value chain analysis, Journal of Purchasing and Supply Management, 18 (2), 92–100.
Monden, Y., Imai, N., Matsuo, T., Yamaguchi, N. (2013). Management of Service Businesses in Japan, World Scientific.
Nieto- Rodriguez, A. (2012). The Focused Organization: How Concentrating on a Few Key Initiatives Can Dramatically Improve Strategy Execution, Gower Publishing, Ltd.
OSD (2015). Aylık İstatistiki Bilgiler Bülteni, http://www.osd.org.tr/sites/1/upload/files/Bulten2015-12-60.pdf, ET: 25.04.2017.
OSD (2017). Otomotiv Sanayii Genel ve İstatistik Bülteni, http://www.osd.org.tr/sites/1/upload/files/Yillik_2017-2224.pdf, ET: 24.04.2017
Punch, K. F. (2005). Introduction to Social Research–Quantitative & Qualitative Approaches. London: Sage.
Patton, M. Q. (1990). Qualitative evaluation and research methods (Second Ed.). London: Sage Publication.
Patton, M. Q. (1987). How to Use Qualitative Methods in Evaluation, Sage Publications.
Porter, M. E. (1985). Competitive Advantage: Creating and Sustaining Superior Performance, Simon and Schuster.
Porter, M. E. (1986). Competition in Global Industries, Harvard Business Press.
Porter, M. E. (2008). On Competition, Harvard Business Press.
Porter, M. E., Teisberg, E. O. (2006). Redefining Health Care: Creating Value-based Competition on Results, Harvard Business Press.
Raia, A. R. (1963). A Case Study of The Effects of Goal-Setting And Self-Control on Organization Performance, UCLA.
Ruhl J. M. (1997). The Theory of Constraints within a Cost Accounting Framework, Journal of Cost Management, 11 (6), 16- 25.
Schmidt, M. J., Gary, M. S. (2002). Combining System Dynamics And Conjoint Analysis For Strategic Decision Making With Automotive High-Tech SME. Syst Dy'nam, 18, 359-379.
Shekhar, S. (2010). Business Policy and Strategic Management, I. K. International Pvt Ltd.
Suchman L. A. (1987). Plans and Situated Actions. The Problem of Human-Machine Communication. Cambridge: Cambridge University Press.
Takahashi, S., Sallach, D., Rouchier, J. (2007). Advancing Social Simulation: The First World Congress, Springer Science & Business Media.
Türnüklü, A. (2001). Eğitimbilim Alanında Aynı Araştırma Sorusunu Yanıtlamak İçin Farklı Araştırma Tekniklerinin Birlikte Kullanılması, 26 (120), Eğitim ve Bilim, 8-13.
Wheelen, T. L., Hunger, D. J. (2002). Strategic Management and Business Policy, Eighth ed. Prentice-Hall, Pearson Education Limited, New Jersey.
Yin, R. K. (2009). Case Study Research: Design and Methods, 3rd ed. Thousand Oaks: Sage Publications.