EVALUATION OF A CERAMIC ENTERPRISE REGARDING A SCOPE OF STRATEGIC MANAGEMENT AS A PART OF SUPPLY CHAIN

Abstract

Purpose- The purpose of this study is to analyze the only 100% Turkish capital company, which has a significant place in the world in terms of its ceramic production capacity, in terms of strategic management, to guide other companies in the sector and thus increase the share of the ceramics industry in the Turkish economy by further increasing its share in exports. Methodology- Strategic situation analysis was carried out in the study. In this context, the definition of the business, the situation analysis, the market definition, business external environment analysis, business environment analysis, business internal environment analysis, SWOT analysis and financial situation analysis were carried out. The new strategies were examined. Findings- The shipping group company established by the firm has strengthened its brand perception in both domestic and export sectors with a new product introduced to the market and the product it created in the sector. At the same time, it has reached a low opportunity cost with the Italian brand. It is possible to say that the leading company of the sector, which has significant investments abroad, is on the right track with the investments made by the company, new products and new strategies. As a matter of fact, it is possible to see this with the increase in gross profit and operating profit in the annual report. Conclusion- Supply chain design, planning, and operations decisions play an important role in a firm's success or failure. To remain competitive, supply chains need to be well-managed supply chains that adapt to changing technology and customer expectations. In addition to the companies in the ceramics industry, which has a significant share in exports, to make strategic situation analyzes, some changes must be made by the state.

Keywords

• Ceramic enterprise
• ceramic supply chain
• strategic management
• situation analysis

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