103 6RQJU %XUDGDQ úX VRQXo oÕNDUÕOÕ\RU NL \HWHQHNOHUL \HWHUOL ROPD\DQ |UJWOHU
X\JXQELUVWUDWHMLNSODQKD]ÕUODVDODUELOHX\JXODPDGDEDúDUÕOÕVRQXoODUDXODúPDODUÕPPNQ
GH÷LOGLU 6RQJU
104
6WUDWHMLN SODQODPD VUHFLQGH L]OHPH YH GH÷HUOHQGLUPH IDDOL\HWOHUL VRQXFXQGD HOGH
HGLOHQ ELOJLOHU NXOODQÕODUDN VWUDWHMLN SODQ J|]GHQ JHoLULOLU KHGHIOHQHQ YH XODúÕODQ VRQXoODU
NDUúÕODúWÕUÕOÕU
ø]OHPHYHGH÷HUOHQGLUPHIDDOL\HWOHULQLQHWNLOLRODUDNJHUoHNOHúWLULOHELOPHVLX\JXODPD
DúDPDVÕQD JHoPHGHQ |QFH VWUDWHMLN SODQGD RUWD\D NRQXODQ KHGHIOHULQ QHVQHO YH |OoOHELOLU
J|VWHUJHOHULOHLOLúNLOHQGLULOPHVLQLJHUHNWLULU
ø]OHPHYHGH÷HUOHQGLUPHVUHFLNXUXPVDO|÷UHQPH\LYHEXQDED÷OÕRODUDNIDDOL\HWOHULQ
VUHNOL RODUDN L\LOHúWLULOPHVLQL VD÷ODU $\UÕFD KHVDS YHUPH VRUXPOXOX÷XQXQ ROXúWXUXOPDVÕQD
NDWNÕGD EXOXQXU 6WUDWHMLN SODQÕQ L]OHPH YH GH÷HUOHQGLUPH\H WDEL WXWXOPDVÕ úDUWWÕU $NVL
WDNGLUGHJHUHNSODQÕQX\JXODQPDVÕQGD JHUHNVHLOJLOLOHULQKHVDSYHUPHVRUXPOXOX÷XLONHVLQLQ
KD\DWDJHoLULOPHVLQGH]RUOXNODUODNDUúÕODúÕODFDNWÕU
ø]OHPHYHGH÷HUOHQGLUPH\HLOLúNLQD\UÕQWÕOÕELOJLNXOODQÕODFDN\|QWHPOHUYHUDSRUODPD
VLVWHPL0DOL\H%DNDQOÕ÷ÕWDUDIÕQGDQKD]ÕUODQDQ3HUIRUPDQV(VDVOÕ%WoHOHPH5HKEHULQGH\HU
DOPDNWDGÕU
%X L]OHPHOHU VRQXFXQGD WRSODQDQ YHULOHU GH÷HUOHQGLULOHUHN VWUDWHMLN SODQ J|]GHQ
JHoLULOLUKHGHIOHQHQYHXODúÕODQVRQXoODUDJ|UHJHUHNHQPGDKDOHOHU\DSÕOÕU
675$7(-ø.3/$1/$0$9(g5*h76(/'(öøùø0ø+7ø<$&,
/LWHUDWU ¶OÕ \ÕOODUGDQ LWLEDUHQ JHOLúPH\H EDúOD\DQ VWUDWHMLN SODQODPD |]HOOLNOH
|]HO VHNW|U LúOHWPHOHULQLQ |UJW GÕúÕ oHYUHGH ROXúDQ IÕUVDWODUÕ NXOODQDELOPHVLQL YH WHKGLWOHUH
NDUúÕ GXUDELOPHVLQL YH GROD\ÕVÕ\OD UHNDEHWoL NRQXPXQX JHOLúWLUHELOPHVLQL VD÷ODPDN ]HULQGH
\R÷XQODúDQ ELU SODQODPD YH \|QHWLP DUDFÕ (UNDQ RODUDN J|UOPú YH
NXOODQÕOPDNWDGÕU ¶OÕ \ÕOODUGDQ JQP]H |]HOOLNOH GH÷LúPH GX\DUOÕ ROPDVÕ \|Q\OH |QH
oÕNDQVWUDWHMLNSODQODPDLOHLOJLOLoHúLWOL|UQHNOHULQ PRGHOYH\DWLSOHULQ JHOLúWLULOGL÷LYH|]HO
VHNW|UNXUXOXúODUÕQGDJHQLúELUX\JXODPDDODQÕEXOGX÷XJ|UOPúWU (UNDQ .DPX
VHNW|U GH EX \HQL YH QLVSHWHQ YHULPOL YH HWNLOL JHOLúPH\L ¶OHULQ VRQXQGD JHOLúPLú EDWÕ
ONHOHULQGHQEDúOD\DUDNWDNLSHWPH\HYHX\JXODPD\DEDúODPÕúWÕU
105
%HUU\ $NWDUDQ 6RQJU NDPX\|QHWLPLQGHVWUDWHMLNSODQODPDQÕQ
|QHPOL ELU \HQLOLN ROGX÷XQX EHOLUWHUHN stratejik planlamaQÕQ |UJW PLV\RQXQXQ DoÕNoD
DQODWÕOPDVÕ SD\GDúODUÕQWHVSLWLYHGúQFHOHULQLQ|÷UHQLOPHVL |UJWQ\ÕONDSVDPOÕ
VWUDWHMLN DPDo YH KHGHIOHULQLQ EHOLUOHQPHVL YH EXQODUD XODúPDN LoLQ VWUDWHMLOHULQ
JHOLúWLULOPHVLQGHQ ROXúDQ dört temel IDDOL\HWL ELU DUD\D JHWLUHQ ELU \|QHWLP VUHFL ROGX÷XQX
V|\OHPHNWHGLU
6WUDWHMLNSODQODPD|QFHNLE|OPOHUGHVD\ÕODQEX\|QOHULYHGLQDPLN\DSÕVÕLOHNODVLN
RUWDYHX]XQYDGHOLSODQODPDODUDVWQONVD÷ODU%XVWQO÷QQKD\DWDJHoHELOPHVLLoLQGH
NDPXNXUXPODUÕQÕQNHQGLOHULQLVWUDWHMLNGúQPHYHVWUDWHMLNSODQODPDDQOD\ÕúÕQÕQJHUHNWLUGL÷L
GH÷LúLPGúQFHVLQHX\DUODPDODUÕE\N|QHPWDúÕPDNWDGÕU%XD\QÕ]DPDQGDELU³|UJWVHO
GH÷LúLP´ YH ³|UJW NOWU´ VRUXQX RODUDN GD NDUúÕPÕ]D oÕNPDNWDGÕU 3ODQW
EWQFO ELU EDNÕú DoÕVÕ\OD GH÷HUOHQGLUHUHN VWUDWHMLN SODQODUÕQ KD]ÕUODQPDVÕQÕQ \HWHUOL
ROPDGÕ÷ÕQÕVWUDWHMLNSODQÕQEDúDUÕVÕQGDNLDQDKWDUIDNW|UQSODQÕQX\JXODQPDVÕROGX÷XQXLIDGH
HGHU 6RQJU %X GD EL]H X\JXOD\ÕFÕODUÕQ LQVDQ IDNW|UQQ VWUDWHMLN SODQODUÕQ
EDúDUÕVÕQGD DQDKWDU ELU URO R\QDGÕNODUÕQÕ J|VWHULU øQVDQ GDYUDQÕúODUÕ LVH \DNÕQ LOLúNL LoLQGH
ROGX÷XNOWUYH|UJWVHONOWUQ|QHPYHUROQDNOÕPÕ]DJHWLULU
øúOHWPHOHULQ VWUDWHMLN SODQODPD X\JXODPDODUÕ ]HULQH \DSÕODQ DUDúWÕUPDODU VWUDWHMLN
SODQODPDQÕQJHUoHN\DUDUÕQÕQstratejik düşünmeYHörgütsel öğrenmeROGX÷XQXJ|VWHUPHNWHGLU
:KHHOHQ+XQJHU %X VRQXFXQ WHPHOGH LúOHWPH EHQ]HUL \|QHWLP ELoLPLQH VDKLS
NDPX NXUXPODUÕ ³NDPX LúOHWPHOHUL´ LoLQ GH JHoHUOL ROGX÷X V|\OHQHELOLU 7UN NDPX
|UJWOHULQGH VWUDWHMLN SODQODPD X\JXODPDODUÕ ]HULQH \DSÕODQ NLPL DUDúWÕUPDODUGD 6RQJU
VWUDWHMLN SODQODPD X\JXODPDVÕQD JHoLOPHVL\OH ELUOLNWH NDPX NXUXPODUÕQGD GD VWUDWHMLN
GúQPHQLQ QH ROGX÷X YH QH JLEL \DUDUODUÕ EXOXQGX÷XQD LOLúNLQ \DYDú GD ROVD ELU LOJLQLQ
JHOLúL\RUROPDVÕGDND\GDGH÷HUGLU
7RSOXPVDO LKWL\DoODUGD VL\DVDO WHUFLKOHUGH NXUXPODU DUDVÕ PQDVHEHWOHUGH PDOL
NRúXOODUGD YH \XUWWDú EHNOHQWLOHULQGHNL GH÷LúLPOHU PHUNH]L LGDUHOHULQ ROGX÷X NDGDU \HUHO
\|QHWLPOHULQLQ GH \] \]H EXOXQGX÷X PHVXOL\HWOHULQ YH ND\QDN JHUHNVLQLPOHULQLQ ELoLPLQL
GHGH÷LúWLUPHNWHGLU³%X|QHPOLGH÷LúLPOHUL|QJ|UPHYHRQODUÕYHULPOLELUúHNLOGHX\DUODPD
LOHUL\H G|QN ELU EDNÕú DoÕVÕQÕ YH JoO ELU VWUDWHMLN \|QHWLPLQ >YH\D VWUDWHMLN SODQODPDQÕQ@
VD÷OD\DELOHFH÷L HWNLQ ELUWDNÕP oDEDODUÕ JHUHNWLULU´ 3RLVWHU6WUHLE 'XUQD(UHQ
gUJW ELU EWQ RODUDN VWUDWHMLN SODQODPD DQOD\ÕúÕQÕQ JHUHNOHULQH X\XP
VD÷OD\DPD]VDHVNL\|QHWVHODOÕúNDQOÕNODUÕKDODVUGUPHNLVWHUVHVWUDWHMLNSODQODPDQÕQEDúDUÕ
106 úDQVÕ oRN D]DOÕU 6WUDWHMLN SODQODPD ELU GHID \DSÕODQ ELU LúOHP ROPD\ÕS Lo YH GÕú oHYUHGH
RUWD\D oÕNDQ IÕUVDWODUD GH÷LúLPOHUH J|UH WHNUDUODQDQ GLQDPLN ELU VUHo ROGX÷XQGDQ VDGHFH
VWUDWHMLN SODQODPD \DSPD \HWHUOL J|UOHPH] LODYHWHQ \|QHWLFLOHULQ VWUDWHMLN GúQPH YH
YL]\RQJHOLúWLUPHQLWHOLNOHULQLQGHEX\HQL\|QHWLPDQOD\ÕúÕQDX\DUODQPDVÕYHJoOHQGLULOPHVL
JHUHNPHNWHGLU 'XUQD(UHQ
gWH\DQGDQVWUDWHMLNSODQODPDQÕQEHNOHQWLOHULNDUúÕOD\DELOPHVLE\N|OoGHVWUDWHMLN
\|QHWLPLQ GL÷HU |JHOHUL\OH EWQOHúPH GHUHFHVLQH ED÷OÕ ROGX÷X |QH VUOU 6WUDWHMLN
SODQODPDQÕQ NXUXP ND\QDNODUÕQÕ VWUDWHMLN RODUDN HWNLOL ELU úHNLOGH NXOODQDELOPH\L
JHUoHNOHúWLUHELOPHVLLoLQGHQHWLPKDEHUOHúPHELOJLJGOHPHLVWHNOHQGLUPHYH|GOYHFH]D
VLVWHPLEHQ]HUL|QHPOL\|QHWLPXQVXUODUÕ\ODX\XPOXROPDVÕQÕLFDSHWWLULU<DQL|UJWNOWU
VWUDWHMLNSODQODPD\ODEWQOHúWLULOPHOLYHGHQJHOHQPHOLGLU <XUGDNXOYG $NWDUDQ
%\N ùXQXGDHNOH\HOLPNL\HUHO\|QHWLPOHUGHVWUDWHMLNSODQODPDX\JXODPDODUÕ
]HULQH \DSÕODQ NLPL DUDúWÕUPDODUGD GD |UJWVHO NOWU YH DOJÕODQDQ |UJW LWLEDUÕQÕQ
VD\JÕQOÕ÷ÕQÕQ |UJWVHOSHUIRUPDQVÕDoÕNODPDGDHQ|QHPOLLNLXQVXUROGX÷XGDWH\LWHGLOPLúWLU
&DUPHOL7LVKOHU
6WUDWHMLN SODQODPDQÕQ 7UNL\H¶GH \HQL NDPX \|QHWLPL UHIRUPX oHUoHYHVLQGHNL URO
NDWÕOÕPFÕOÕNVD\GDPOÕNKHVDSYHUPHVRUXPOXOX÷XHVQHNOLNHWNHQOLN\HWNLGHYUL\HUHOOHúPH
YH |QJ|UOHELOLUOLN LONHOHULQL (UNDQ KD\DWD JHoLUPHN |]HWOH NDPX \|QHWLPLQGH
|UJWVHOGH÷LúLPLGHJHUoHNOHúWLUPHNWLU
7h5..$08<g1(7ø0ø1'(675$7(-ø.3/$1/$0$
7UNL\H¶GH NDPX NXUXPODUÕQGD VWUDWHMLN SODQODPD X\JXODPDODUÕ ¶OL \ÕOODUÕQ
EDúÕQGD NDPX \|QHWLPL UHIRUPODUÕ NDSVDPÕQGD JQGHPH JHOPLúWLU 6RQJU
7UNL\H¶GH NDPX NXUXPODUÕQGD VWUDWHMLN SODQODPDQÕQ JQGHPL LúJDO HWPHVL GDKD JHQLú
DQODPGD NDPX \|QHWLPLQGH UHIRUP DUD\ÕúODUÕQÕQ *OHU¶LQ GH\LPL\OH ³\DSÕVDO
X\DUODPD´QÕQ ELU VRQXFXGXU .DPX \|QHWLPLQGH UHIRUP \DSÕOPDVÕ PHVHOHVL 7UNL\H¶GH
VUHNOL JQGHPGH WXWXODQ ELU NRQX RODJHOPLúWLU .DPX \|QHWLPL UHIRUPX WDUWÕúPDODUÕ
WRSOXPVDO YH HNRQRPLN GH÷LúLPLQ KÕ] YH GHULQOLN ND]DQGÕ÷Õ GHYUHOHUGH DUWÕú J|VWHUPHNWHGLU
(UNDQ %X GXUXPD SDUDOHO RODUDN XOXVODUDUDVÕ DODQGD ¶OL \ÕOODUÕQ VRQXQGDQ
LWLEDUHQ X\JXODPD\D NRQXODQ QHROLEHUDO SROLWLNDODU NUHVHOOHúPH H÷LOLPOHUL ELOJL YH
KDEHUOHúPH WHNQRORMLOHULQGH \DúDQDQ JHOLúPHOHU JLEL NRQXODU LOH \XNDUÕGDNL E|OPOHUGH
107 D\UÕQWÕOÕ RODUDN GH÷LQGL÷LPL] JHOLúPLú NX]H\ ONHOHUL LOH ,0) '% YH '7g JLEL XOXVODUDUDVÕ
NXUXOXúODUÕQ GD NDWNÕVÕ\OD SHN oRN ONHGH NDPX \|QHWLPLQGH GH÷LúLP VUHFL EDúODWÕOPÕúWÕU
³<HQLNDPXLúOHWPHFLOL÷L´YH\D³\HQLNDPX\|QHWLPL´QHJHoLúRODUDNDGODQGÕUÕODQEXUHIRUP
VUHFLQLQ WHPHO |JHOHUL RODUDN GDKD HVQHN HWNLQ YH HWNLOL ELU NDPX \|QHWLPLQLQ PH\GDQD
JHWLULOPHVL |Q SODQGD J|]NPHNWH EX DPDoOD úHIIDIOÕN NDWÕOÕPFÕOÕN KHVDS YHULOHELOLUOLN
HWNHQOLN HWNLOLOLN NDOLWH YH YDWDQGDú RGDNOÕOÕN JLEL DUDo LONH YH NDYUDPODUGDQ
ID\GDODQÕOPDNWDGÕU (UNDQ
'Q\DGD \DúDQDQ EX KÕ]OÕ GH÷LúLPOHU |]HO VHNW|U NXUXOXúODUÕ\OD EHUDEHU 7UN NDPX
|UJWOHULQL GH HWNLOHPLúWLU 6RQJU 'H÷LúHQ LNWLVDGL WHNQRORMLN SROLWLN YH
WRSOXPVDOúDUWODUYDWDQGDúÕQGHYOHWWHQEHNOHQWLOHULQLQGHGH÷LúHUHNDUWPDVÕQDQHGHQROPXúWXU
<XUWWDúODU EXQGDQ E|\OH KL]PHWOHULQ ]DPDQÕQGD QLWHOL÷L \NVHOWLOPLú YH VUDWOH DU]ÕQÕ WDOHS
HWPH\H EDúODPÕúODUGÕU %|\OHFH \DúDQDQ NUHVHO JHOLúPHOHU 7UN NDPX \|QHWLPLQL GH
GH÷LúPH\H]RUODPÕúWÕU 6RQJU 6WUDWHMLN\|QHWLPDQOD\ÕúÕQÕQWHPHOLRODQVWUDWHMLN
SODQODPDQÕQ 7UNL\H¶GH NDPX NHVLPLQGH WDWELN HGLOPHVLQLQ JQGHPL LúJDOL PDOL VHNW|U YH
NDPX \|QHWLPLQH \|QHOLN RUWD YDGHOL UHIRUP SURJUDPODUÕQÕQ GHVWHNOHQPHVL DPDFÕ\OD
7HPPX] WDULKLQGH 'Q\D %DQNDVÕ XOXVODUDUDVÕ NXUXOXúODUÕQ QHROLEHUDO HNRQRPLQLQ D]
JHOLúPLú ONHOHUGH \HUOHúWLULOLS \D\JÕQODúWÕUÕOPDVÕ LOH LOJLOL UROQH EX E|OPQ EDúÕQGD
GH÷LQPLúWLN LOHLP]DODQDQ3URJUDP$PDoOÕ0DOLYH.DPX6HNW|U8\XP.UHGL$QODúPDVÕ
3)36$/ LOHROPXúWXU <ÕOPD]
.UHGLQLQYHULOLúDPDFÕQÕJHUoHNOHúWLUPHNDPDFÕ\OD|QJ|UOHQEDúOÕFD|QFHOLNOHUILQDQV
YH NDPX NHVLPL DOW EDúOÕNODUÕ RODUDN DoÕNODQPÕúWÕU %X |QFHOLNOHU NDPX NHVLPLQH \|QHOLN
RODUDNúXDQDEDúOÕNODUDOWÕQGDWRSODQPÕúWÕU (UNDQ
<DSÕVDOPDOLSROLWLNDODU
.DPXKDUFDPD\|QHWLPL
.DPX\NPOONOHUL\|QHWLPL
0DOLKHVDSYHUPHVRUXPOXOX÷X
.DPXVHNW|UQGH\|QHWLúLP 7HN
7UN NDPX \|QHWLPLQGH VWUDWHMLN SODQODPD VUHFLQLQ DUND SODQÕ YH JHUHNoHVLQH
EDNWÕ÷ÕPÕ]GD 6RQJU WDULKOHULDUDVÕQÕNDSVD\DQ6HNL]LQFL%Hú<ÕOOÕN
.DONÕQPD3ODQÕ¶QGDVWUDWHMLN SODQLoLQSLORW SURMHOHU \DSÕOPDVÕQÕQ|QHULOL\RUROGX÷XYHGDKD
VRQUD+NPHWoHEH\DQHGLOHQWDULKOL$FLO(\OHP3ODQÕ¶QGDkuruluş düzeyinde stratejik planlama uygulamasına geçileceğiQLQ \HU DOPDNWD ROGX÷X J|UOPHNWHGLU \ÕOÕQGD
108
\DSÕODQJHQHOVHoLPOHUGHQVRQUD\HQLNXUXODQ+NPHWoHNDPX\|QHWLPLQGHGH÷LúLPLKWL\DFÕ
ROGX÷X YH EX DQODPGD NDPXGD \HQLGHQ \DSÕODQPD DQOD\ÕúÕ JQGHPH JHWLULOGL %X \HQLGHQ
\DSÕODQPDoDOÕúPDODUÕQÕQJHUHNoHVLQLQYHX\JXODQDFDN \DNODúÕPODUÕQDQODWÕOGÕ÷Õ%DúEDNDQOÕN
5DSRUX¶QGD 'LQoHU<ÕOPD] 7UN NDPX \|QHWLPLQGH \DúDQDQ YH \XNDUÕGD
|]HWOH EHOLUWLOHQ SUREOHPOHUL o|]PH\L KHGHIOH\HQ VHNL] DQD SUHQVLS WHVSLW HGLOPLúWLU %X
LONHOHU
x øKWL\DoODUDX\JXQOXN
x .DWÕOÕPFÕOÕNYHoRNRUWDNOÕN
x +DONRGDNOÕOÕN
x 6WUDWHMLN\|QHWLPHJHoLú
x 3HUIRUPDQVDGD\DQPD
x 'HQHWLPGHHWNLOLOLN
x (WLNNXUDOODUYHLQVDQDJYHQLOH
x +L]PHWOHULQ\UWOPHVLQGH\HULQGHOLN¶WLU
<HQLGHQ\DSÕODQPDGDGDKDNDWÕOÕPFÕGDKDVD\GDPGDKDKHVDSYHUHELOLUYHLQVDQKDN
YH |]JUONOHULQH VD\JÕOÕ ELU NDPX \|QHWLPL KHGHIOHQHUHN NDPX KL]PHWOHULQLQ DGLO HWNLOL
YHULPOL KÕ]OÕ YH NDOLWHOL VXQXPX DPDoODQPÕúWÕU 'LQoHU<ÕOPD] %X GR÷UXOWXGD
|]HOVHNW|U\|QHWLPWHNQLNOHULQLNXOODQDELOHQGHPRNUDWLNNLWOH|UJWOHULQHYHELUH\HJHQLúELU
VDKD WDQÕ\DQ \HUHO YH \HULQGHQ \|QHWLP \DSÕODUÕQÕ |QH oÕNDUDQ ELOJL WHNQRORMLOHULQGHQ
\DUDUODQDQHWNLOLoDOÕúDQ\DWD\|UJW \DSÕODUÕQÕYH\HWNLGHYULQLJHUHNWLUHQKHVDSYHUHELOHQ
GDKDúHIIDIoDOÕúDQODUÕQÕJoOHQGLUHQYH\HWNLOHQGLUHQNDWÕOÕPFÕVWUDWHMLN\|QHWLPDQOD\ÕúÕQD
SHUIRUPDQVD YH QLWHOL÷H GD\DQDQ ELU \|QHWLP NDPX \|QHWLPL UHIRUPODUÕQD \|QOHQGLUHFHN
WHPHO|JHOHURODUDNEHOLUOHQPLúWLU 6RQJU
6WUDWHMLN SODQ PHY]XDWÕPÕ]GD \ÕOÕQGD \D\ÕQODQDQ .DPX øGDUHOHULQGH 6WUDWHMLN
3ODQODPD\DøOLúNLQ8VXOYH(VDVODU+DNNÕQGD<|QHWPHOLN¶GH)GDLúOHWPH\D]ÕQÕQDSDUDOHOELU
ELoLPGH³NDPXLGDUHOHULQLQRUWDYHX]XQYDGHOLDPDoODUÕQÕWHPHOLONHYHSROLWLNDODUÕQÕKHGHI
YH|QFHOLNOHULQLSHUIRUPDQV|OoWOHULQLEXQODUDXODúPDNLoLQL]OHQHFHN\|QWHPOHULOHND\QDN
GD÷ÕOÕPODUÕQÕLoHUHQSODQ´úHNOLQGHLIDGHHGLOPLúWLU
(UNDQ VWUDWHMLN SODQODUÕQ NDPX NXUXPODUÕQGD X\JXODQDELOLUOL÷LQL
WDUWÕúÕUNHQ úX VRUX\X VRUDU ³6WUDWHMLN SODQ NDPX \|QHWLPLQGH ELU µo|]P¶ DUDFÕ LVH µVRUXQ¶
QHGLU"´ (UNDQ¶D J|UH EX VRUX\D FHYDS YHUHELOPHN LoLQ \|QWHPLQ |QFHOLNOH X\JXODPDGD
109
\HUOHúLNOLNND]DQGÕ÷Õ|]HOVHNW|UGHVWUDWHMLNSODQÕQKDQJLSUREOHPOHULQo|]PQVD÷ODGÕ÷ÕQÕQ
ELOLQPHVLQHLKWL\DoYDUGÕU
³g]HO VHNW|U NXUXOXúODUÕQGD VWUDWHMLN SODQODPDQÕQ NDWNÕGD EXOXQPDVÕ EHNOHQLOHQ VRUXQODU LNL
NDYUDP HWUDIÕQGD úHNLOOHQPHNWHGLU etkenlik ve etkililik. Stratejik plan tamlamasının ilk ayağı olan ‘strateji’ etkililik odaklı bir kavramdır. Strateji, ‘işleri doğru yapmak’tan ziyade ‘doğru işi’
yapmaktır. 7DPODPDQÕQ LNLQFL |÷HVL RODQ µSODQ¶ LVH HWNHQOLN RGDNOÕ ELU NDYUDPGÕU 3ODQODPD
DPDoODUD XODúPDN LoLQ HQ X\JXQ DUDo YH ND\QDNODUÕQ NXOODQÕOPDVÕQÕ HVDV DOÕU (WNHQOLN YH
HWNLOLOLNWHQ ELULQLQ VD÷ODQPDVÕ GL÷HULQLQ GH GR÷UXGDQ VD÷ODQDFD÷Õ DQODPÕQD JHOPH] 6WUDWHMLN
SODQÕQ EDúDUÕ\OD X\JXODPDVÕ LoLQ NXUXOXú G]H\LQGH VWUDWHMLN SODQGDQ EHNOHQWLQLQ HWNHQOLN YH
HWNLOLOLNDUDVÕQGDNLHNVHQLQKDQJLQRNWDVÕQGDROXúDFD÷ÕQDNDUDUYHULOPHVLJHUHNLU´
7UNL\H¶GHNDPXGD \HQLGHQ \DSÕODQGÕUPDYHEXQXQGHYDPÕQLWHOL÷LQGHRODQVWUDWHMLN
SODQODPD DODQÕQGD VUHo LoLQGH ROXúWXUXODQ PHY]XDWÕQ \DVDO YH \|QHWVHO G]HQOHPHOHULQ EDúOÕFDODUÕGDúXQODUGÕU
1. VD\ÕOÕ.DPX0DOL<|QHWLPLYH.RQWURO.DQXQX
2. VD\ÕOÕ%\NúHKLU%HOHGL\H.DQXQX
3. VD\ÕOÕøOg]HOøGDUHVL.DQXQX
4. VD\ÕOÕ%HOHGL\H.DQXQX
5. .DPXøGDUHOHULøoLQ SWUDWHMLN3ODQODPD.ÕODYX]X
6. 6WUDWHML*HOLúWLUPH%LULPOHULQLQdDOÕúPD8VXOYH(VDVODUÕ+DNNÕQGD<|QHWPHOLN
7. .DPXøGDUHOHULQFH+D]ÕUODQDFDN)DDOL\HW5DSRUODUÕ+DNNÕQGD<|QHWPHOLN
8. .DPXøGDUHOHULQGH6WUDWHMLN3ODQODPD\DøOLúNLQ8VXOYH(VDVODU+DNNÕQGD<|QHWPHOLN
9. .DPXøGDUHOHULQFH+D]ÕUODQDFDN3HUIRUPDQV3URJUDPODUÕ+DNNÕQGD<|QHWPHOLN