REKABET AVANTAJI YARATMADA TEDARİK ZİNCİRİ TASARIMI: Mc DONALD'S TÜRKİYE ÖRNEĞİ

Tedarik zinciri yazını incelendiğinde yapılan çalışmaların daha çok pazarlama ve üretim perspektifinden ele alınmakta olduğu, süreçteki problemlerin operasyonel etkinlik boyutuyla incelendiği gözlenmektedir (örn. maliyetlerin veya stok düzeylerinin belirlenmesi, üretim planlarının oluşturulması, bilgi paylaşımında ihtiyaç duyulabilecek yazılımlar veya bilgi paylaşım düzeyleri, vb.). Buna karşın tedarik zincirlerinin ve özellikle tedarik zinciri tasarımının işletme stratejileri açısından önemine sınırlı ve genel düzeyde değinildiği, genel stratejilerle tedarik zinciri tasarımı ilişkisi boyutunun yeterince incelenmediği söylenebilir. Bu noktadan hareketle, ilgili yazından farklı olarak, çalışmamız, rekabet avantajı yaratmada tedarik zinciri tasarımında kilit noktada bulunan boyutlardan hareketle tedarik zinciri tasarımım incelemekte ve stratejik yönetim ve genel olarak yönetim yazınından hareketle tasarımda rekabet avantajı yaratma açısından gelecekte ön plana çıkması beklenen alanlara temas etmektedir. Teorik çerçevede hazırlanan ilk bölümü desteklemek amacıyla özellikle “fast food” sektörü örneği seçilmiştir. Bu amaçla McDonald’s Türkiye’nin tedarik zinciri tasarımının ortaya çıkarılmasına ve bu tasarımın rekabet avantajı sağlaması açısından değerlendirilmesine yönelik örnek olay incelemesi yapılmıştır.

Anahtar Kelimeler:

Tedarik Zinciri, Rekabet Avantajı, Fast Food Sektörü

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