Rekabet Avantajı Yaratmada Tedarik Zinciri Tasarımı: Mc Donald's Türkiye Örneği

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 tasanınım incelemekte ve stratejik yönetim ve genel olarak yönetim yazınından hareketle tasalımda 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 amaçta McDonald's Türkiye'nin tedarik zinciri tasarımının ortaya çıkarılmasına ve bu tasarımın rekabet avantajı sağlaması açısından değerlendirilmesine yönelik örnek olay incelemesi yapılmıştır.

Supply Chin Design in Creating Competitive Advantage: The Case of Mc Donald's Turkey

Related writings concentrate mainly on the operational aspect of supply chain (Selection of Suppliers and Performance Evaluation, Stock Movement in the Chain, the Relationship between Firm and Suppliers, Demand Forecast etc.). Although the importance of supply chain management on business strategy has been partly emphasized, the relationship between Supply Chain Design, and Business and Corporate Strategy has not been identified in detail. This paper aims to fill this vacuum, focusing on the operational and strategic aspect of Supply Chain Design. In this study, the key factors of supply chain design have been categorized on the basis of their effect of competitive advantage, and future dynamics for supply chain design in creating competitive advantage have been discussed by the authors. As a fast food sector case, Supply Chain Design of McDonald's Corporation, Turkey, and its role on its strategic advantage has been analyzed to support the theoretical arguments discussed in the article.

Kaynakça

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Kaynak Göster