An Application of David’s Strategy Formulation Framework to the Turkish Airlines on Domestic Air Transportation Operations

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AN APPLICATION OF DAVID’S STRATEGY FORMULATION FRAMEWORK TO THE TURKISH AIRLINES ON DOMESTIC AIR TRANSPORTATION OPERATIONS

Thesis submitted to the Institute of Social Sciences in partial fulfillment of the requirements for the degree of Master of Arts in Management by Mehmet ŞANAL Fatih University

June 2007

© Mehmet ŞANAL All Rights Reserved, 2007

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To my wife, Nesibe…

APPROVAL PAGE

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I certify that this thesis satisfies all the requirements as a thesis for the degree of Master of Arts.

Assist. Prof. Dr. N. Gökhan Torlak Department Chair This is to certify that I have read this thesis and that in my opinion it is fully adequate, in scope and quality, as a thesis for the degree of Master of Arts. Assist. Prof. Dr. N. Gökhan Torlak Supervisor Examining Committee Members Assist. Prof. Dr. N. Gökhan TORLAK Prof. Dr. Vildan SERİN Assoc. Prof. Dr. Selim ZAİM ………………………. ………………………. ……………………….

It is approved that this thesis has been written in compliance with the formatting rules laid down by the Graduate Institute of Social Sciences.

Assoc. Prof. Dr. Mehmet ORHAN Director Date June 2007

AUTHOR DECLARATIONS

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1. The material included in this thesis has not been submitted wholly or in part for any academic award or qualification other than that for which it is now submitted. 2. The program of advanced study of which this thesis is part has consisted of: i) Research Methods course during the undergraduate study

ii) Examination of several thesis guides of particular universities both in Turkey and abroad as well as a professional book on this subject.

Mehmet ŞANAL June, 2007

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ABSTRACT Mehmet ŞANAL June 2007

AN APPLICATION OF DAVID’S STRATEGY FORMULATION FRAMEWORK TO THE TURKISH AIRLINES ON DOMESTIC AIR TRANSPORTATION OPERATIONS This thesis focuses on a modern strategy formulation framework formed by Fred David in the strategic management process. This framework guides strategists to evaluate firms’ internal strengths/weaknesses and external opportunities/threats, to reach alternative strategies for the firms by using many different tools and models and to choose the best strategy for the firms. The tools presented in this framework are applicable to all sizes and types of organisations and can help strategists identfy, evaluate, and select strategies. In this study the author has designed the case study of the Turkish Airlines on Domestic Air Transportation, applied the David’s strategy formulation framework to the Turkish Airlines on Domestic Air Transportation Operations, and suggested the most applicipable strategy(ies) to the firm.

Key words: decision stage mission strategy analysis strategy formulation strategic management vision

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KISA ÖZET Mehmet ŞANAL Haziran 2007

DAVİD’İN STRATEJİ FORMÜLASYON MODELİNİN TÜRK HAVA YOLLARININ İÇ HAT HAVA YOLU TAŞIMACILIĞI FAALİYETLERİ ÜZERİNE BİR UYGULAMASI Bu tez, Fred David tarafından geliştirilen stratejik yönetim süreci içindeki modern strateji modelini ele almıştır. Bu model firmaların içsel güçlü yanlarını, zayıflıklarını, fırsatlarını ve tehditlerini değerlendirmek, birçok farklı araç ve modeli kullanarak firmalar için alternatif stratejilere ulaşmak ve firmalara en iyi stratejiyi seçmek için stratejistlere rehberlik eder. Bu modelde ortaya konan araçlar, her çeşit ve büyüklükteki firmalar için uygulanabilir. Bu model aynı zamanda stratejileri tanımlamak, değerlemek ve seçmek için stratejistlere yardım eder. Bu çalışmada yazar, Türk Hava Yollarının iç hat hava yolu taşımacılığı faaliyetlerinin vaka çalışmasını oluşturmuş, Türk Hava Yolları iç hat hava yolu taşımacılığı faaliyetlerine David’in strateji modelini uygulamış ve firmaya en uygun strateji(leri) tavsiye etmiştir.

Anahtar Kelimeler karar safhası misyon Strateji analizi Strateji formülasyonu Stratejik Yönetim vizyon

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ACKNOWLEDGEMENTS
I gratefully acknowledge all those who have contributed to the presentation of this thesis. I owe my...
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