{"id":115945,"date":"2020-06-25T20:35:53","date_gmt":"2020-06-25T17:35:53","guid":{"rendered":"https:\/\/www.enerjigazetesi.ist\/?p=115945"},"modified":"2020-06-25T20:41:10","modified_gmt":"2020-06-25T17:41:10","slug":"covid-19-krizinden-basariyla-cikmanin-anahtari-ticari-ceviklik","status":"publish","type":"post","link":"https:\/\/www.enerjigazetesi.ist\/en\/covid-19-krizinden-basariyla-cikmanin-anahtari-ticari-ceviklik\/","title":{"rendered":"(Turkish) COVID-19 Krizinden Ba\u015far\u0131yla \u00c7\u0131kman\u0131n Anahtar\u0131 ‘Ticari \u00c7eviklik'"},"content":{"rendered":"

Sorry, this entry is only available in Turkish<\/a>. For the sake of viewer convenience, the content is shown below in the alternative language. You may click the link to switch the active language.<\/p>

<\/p>\n

Uluslararas\u0131 y\u00f6netim dan\u0131\u015fmanl\u0131\u011f\u0131 \u015firketi Simon-Kucher & Partners, etkileri devam eden koronavir\u00fcs krizi s\u00fcrecinde \u015firketlerin ayakta kalmas\u0131 i\u00e7in \u00f6ncelikli aksiyon alanlar\u0131na y\u00f6nelik bir \u00e7al\u0131\u015fma yay\u0131nlad\u0131. Simon-Kucher & Partners CEO\u2019lar\u0131 Mark Billige ve Andreas von der Gathen\u2019in kriz ve kriz sonras\u0131 d\u00f6nem i\u00e7in g\u00f6r\u00fc\u015f ve \u00f6nerilerinin yer ald\u0131\u011f\u0131 \u00e7al\u0131\u015fmada, \u2018Korona sonras\u0131\u2019 d\u00f6neme odaklanmak yerine, bir a\u015f\u0131 bulunana kadarki 18-24 ayl\u0131k \u2018yeni normal d\u00f6nem\u2019 i\u00e7in yeni stratejiler ve \u00e7\u00f6z\u00fcmlere odaklan\u0131lmas\u0131 gerekti\u011fi vurguland\u0131. Simon-Kucher & Partners \u00fcst y\u00f6netimi, \u015firketlerin koronavir\u00fcs krizinden ba\u015far\u0131yla \u00e7\u0131kmalar\u0131 i\u00e7in \u2018ticari \u00e7eviklik\u2019 yeteneklerini geli\u015ftirmeleri gerekti\u011fini belirtti.<\/strong><\/h1>\n

Koronavir\u00fcs krizinde t\u00fcm d\u00fcnyada normalle\u015fme d\u00f6nemi<\/strong>ne girilirken, artan vaka say\u0131lar\u0131 ile \u2018ikinci dalga\u2019 tart\u0131\u015fmalar\u0131<\/strong> g\u00fcndeme geldi. H\u00fck\u00fcmetlerin, bireylerin evde kalma k\u0131s\u0131tlamalar\u0131n\u0131<\/strong> \"\"hafifletmeleriyle birlikte i\u015fletmelerin ne zaman tam anlam\u0131yla normale d\u00f6nebilecekleri sorusunun yan\u0131t\u0131 ise halen belirsizli\u011fini koruyor.<\/p>\n

\u015eirketler her ne kadar normale h\u0131zl\u0131 bir \u015fekilde d\u00f6nmeyi isteseler de koronavir\u00fcs\u00fcn yeniden dirilen bir krize sebep olabilece\u011fi ger\u00e7e\u011finin g\u00f6z \u00f6n\u00fcnde bulundurulmas\u0131 gerekiyor. Konuyla ilgili a\u00e7\u0131klama yapan Simon-Kucher & Partners CEO\u2019su Mark Billige<\/strong>, kimsenin artan vakalar\u0131n ekonomiyi, \u015firketleri nas\u0131l etkileyece\u011fini tam olarak bilemedi\u011fini hat\u0131rlatarak \u201cAncak h\u00fck\u00fcmetlerin birden fazla kez kapatma ve yeniden ba\u015flatma uygulamalar\u0131<\/strong>n\u0131 hayata ge\u00e7irebilece\u011fini \u00f6ng\u00f6r\u00fcyoruz\u201d tespitinde bulundu. Billige, koronavirus krizi<\/strong>nden kurtulman\u0131n cevab\u0131n\u0131n, U, V veya L tipi yakla\u015f\u0131mlar\u0131n<\/strong> belki de t\u00fcm\u00fcn\u00fc kapsamas\u0131 gerekti\u011fini belirtti.<\/p>\n

COVID-19: Yeniden Dirilen Kriz<\/strong><\/h2>\n

Simon-Kucher & Partners\u2019\u2019\u0131n \u00e7al\u0131\u015fmas\u0131nda \u2018yeniden dirilen kriz\u2019<\/strong> olarak tan\u0131mlanan koronavir\u00fcs krizi i\u00e7in, b\u00f6ylesi bir krizin yaratt\u0131\u011f\u0131 talep dalgalanmalar\u0131n\u0131n<\/strong> \u015fimdiye kadar ya\u015fananlardan \u00e7ok daha fazla oldu\u011funun alt\u0131 \u00e7izildi.<\/p>\n

Simon-Kucher & Partners CEO\u2019su Andres von der Gathen<\/strong>, toplumsal mesafe ve di\u011fer k\u0131s\u0131tlamalar\u0131n uyguland\u0131\u011f\u0131 daha \u00f6nce benzeri g\u00f6r\u00fclmemi\u015f bu d\u00f6nemde, bir\u00e7ok i\u015fletmenin \u00fcr\u00fcn ve hizmetlerini<\/strong> satmaya ek olarak m\u00fc\u015fteri g\u00fcvenli\u011fi ve m\u00fc\u015fteri deneyimi \u00fczerindeki kontrol\u00fc sa\u011flamakta zorluk ya\u015fad\u0131\u011f\u0131n\u0131 s\u00f6yledi. Gathen, \u201cM\u00fc\u015fteriler bu d\u00f6nemde, neleri t\u00fcketmeden ya\u015fayabilecekleri ya da ya\u015fayamayacaklar\u0131 sorusunun yan\u0131t\u0131na daha fazla odakland\u0131lar. \u015eirketler de bu duruma yan\u0131t olarak neleri yap\u0131p, neleri yapamayacaklar\u0131n\u0131 sorgulama s\u00fcrecine girdiler.\u201d dedi.<\/p>\n

COVID-19 Krizinde Her \u015eirket 4 Temel Senaryonun Birini Ya\u015f\u0131yor<\/strong><\/h2>\n

Simon-Kucher & Partners, koronavir\u00fcs krizi d\u00f6nemi<\/strong>nde olu\u015fan h\u0131zl\u0131 talep de\u011fi\u015fimleri kar\u015f\u0131s\u0131nda \u015firketleri, i\u00e7inde bulundu\u011fu durum bak\u0131m\u0131ndan 4 ayr\u0131 kategoriye<\/strong> ay\u0131rd\u0131.<\/p>\n

Geli\u015fenler:<\/strong> Koronavir\u00fcs krizi d\u00f6neminde sekt\u00f6rler a\u00e7\u0131s\u0131ndan g\u00fcvenli bir alan bulmak zor olsa da bu kategorideki \u015firketler, en avantajl\u0131 konumda olanlar. Simon-Kucher & Partners, bu kategorideki \u015firketler i\u00e7in ba\u015far\u0131 kriterinin mevcut talep ko\u015fullar\u0131na tutunarak, s\u00fcrd\u00fcr\u00fclebilir b\u00fcy\u00fcmeyi yakalamak oldu\u011funu belirtiyor. Bunu ger\u00e7ekle\u015ftirirken \u015firketlerin fiyatland\u0131rma stratejilerini talep ko\u015fullar\u0131na uyarlamas\u0131 ve kanal \u00e7e\u015fitlili\u011finin art\u0131r\u0131lmas\u0131 \u00f6nem kazan\u0131yor.Bu kategoriye, \u00f6zellikle IT hizmetleri, uzaktan eri\u015fim altyap\u0131 \u015firketleri, videokonferans hizmeti ve yaz\u0131l\u0131m \u00fcreten \u015firketler \u00f6rnek olarak g\u00f6steriliyor.<\/p>\n

Bunalanlar:<\/strong> Bu kategori artan talep ko\u015fullar\u0131na g\u00f6re kalite ve hizmet standard\u0131n\u0131 korumakta zorlanan \u015firketleri kaps\u0131yor. Simon-Kucher & Partners, bu kapsamdaki \u015firketler i\u00e7in dijital alanlara yat\u0131r\u0131m\u0131n, gelir ve operasyonel modellerinin iyile\u015ftirilmesinin \u00f6nemli oldu\u011funun alt\u0131n\u0131 \u00e7izdi. Koronavir\u00fcs krizi d\u00f6neminde bu kategoride g\u0131da perakendecili\u011fi, ki\u015fisel bak\u0131m, kargo <\/em>\u015firketleri yer ald\u0131.<\/p>\n

Dura\u011fanla\u015fanlar:<\/strong> Bu kategoride ise konvansiyonel kriz d\u00f6nemlerinde de ya\u015fanan talep d\u00fc\u015f\u00fc\u015flerine duyarl\u0131 \u015firketler yer ald\u0131. Deniz ta\u015f\u0131mac\u0131l\u0131\u011f\u0131, seyahat acenteleri gibi sekt\u00f6rlerde faaliyet g\u00f6steren \u015firketlerin, ya\u015fanan talep de\u011fi\u015fimleri konusunda gerekli \u00f6nlemleri almalar\u0131 durumunda, krizin etkilerini s\u0131n\u0131rl\u0131 d\u00fczeyde ya\u015fayabilecekleri yorumu yap\u0131ld\u0131. Fiyatlar\u0131 d\u00fc\u015f\u00fcrmek yerine kapasiteyi azaltmak ve baz \u00fcr\u00fcn fiyat\u0131nda de\u011fi\u015fime gitmek de \u00f6nlem olarak \u00f6nerildi.<\/p>\n

Tehdit alt\u0131ndakiler:<\/strong> Koronavir\u00fcs krizinin en fazla etkiledi\u011fi \u015firketlerin yer ald\u0131\u011f\u0131 bu kategorideki i\u015fletmeler en fazla tehlike alt\u0131ndakiler olarak tan\u0131mland\u0131. Simon-Kucher & Partners bu kategorinin insanlar aras\u0131 temas\u0131 gerektiren ve dijital kar\u015f\u0131l\u0131\u011f\u0131 d\u00fc\u015f\u00fck hizmetlerin sunuldu\u011fu sekt\u00f6rleri kapsad\u0131\u011f\u0131n\u0131 belirterek, bu kapsamdaki \u015firketlerin \u00fcr\u00fcn veya hizmetlerini satmak i\u00e7in yeni yollar bulmad\u0131k\u00e7a tam bir \u00e7\u00f6k\u00fc\u015fle kar\u015f\u0131 kar\u015f\u0131ya kalabilecekleri uyar\u0131s\u0131nda bulundu. Tehdit alt\u0131ndakiler kategorisine giren \u015firketlere, havayolu \u015firketleri, spor salonu i\u015fletmecili\u011fi, ticari fuarc\u0131l\u0131k hizmetleri, toplu ta\u015f\u0131ma \u015firketleri \u00f6rnek olarak verildi.<\/p>\n

Mert Terzio\u011flu: \u201cTicari \u00e7evikli\u011fi benimseyen \u015firketler avantajl\u0131 olacak\u201d<\/strong><\/h2>\n

Simon-Kucher & Partners T\u00fcrkiye<\/strong> Y\u00f6netici Orta\u011f\u0131 ve Global Y\u00f6netim Kurulu \u00dcyesi Mert Terzio\u011flu<\/strong>, Koronavir\u00fcs krizi s\u00fcrecinde bir\u00e7ok i\u015f modelinin ataletinin ortaya \u00e7\u0131kt\u0131\u011f\u0131n\u0131 s\u00f6yledi. Terzio\u011flu, m\u00fc\u015fteri talebindeki de\u011fi\u015fimler nedeniyle, baz\u0131 \u015firketlerin talebi kar\u015f\u0131lamaktan bunalm\u0131\u015f ve yeni durumu s\u00fcrd\u00fcrme m\u00fccadelesi i\u00e7inde oldu\u011funu, di\u011ferlerinin ise rekor d\u00fczeyde bo\u015f kapasite<\/strong> ile ba\u015f ba\u015fa kald\u0131klar\u0131n\u0131 hat\u0131rlatt\u0131. Terzio\u011flu, bir\u00e7ok \u015firketin kendi bildikleri y\u00f6ntemlerle krizle ba\u015f etmeye \u00e7al\u0131\u015ft\u0131klar\u0131<\/strong>n\u0131 ve de\u011fi\u015fim iste\u011fi<\/strong> veya \u00e7abas\u0131 i\u00e7inde olmad\u0131klar\u0131n\u0131<\/strong> s\u00f6yledi. Mert Terzio\u011flu, koronavir\u00fcs krizinin \u2018yeniden dirilen kriz\u2019<\/strong> olabilece\u011fine ve b\u00f6ylesi krizlerin \u015firketlere gerekli aksiyonlar\u0131 almalar\u0131 i\u00e7in yeterli motivasyonu sa\u011flayabilece\u011fine vurgu yapt\u0131. Terzio\u011flu \u201cFiyatland\u0131rma, teklif tasar\u0131m\u0131, sat\u0131\u015f ve maliyet y\u00f6netimlerinde \u00e7evik bir anlay\u0131\u015f<\/em> benimseyen \u015firketlerin kriz sona erdi\u011finde kaos ortam\u0131ndan g\u00fc\u00e7lenerek \u00e7\u0131kma olas\u0131l\u0131\u011f\u0131<\/strong> olduk\u00e7a y\u00fcksek olacakt\u0131r\u201d dedi.<\/p>\n

\u00c7\u00f6z\u00fcm; \u015firketlerin ticari \u00e7eviklik yetene\u011fini geli\u015ftirmelerinde yat\u0131yor<\/strong><\/h2>\n

Simon-Kucher & Partners CEO\u2019lar\u0131, talep de\u011fi\u015fimleri nedeniyle \u015firketlerin h\u0131zl\u0131 ve esnek karar verebilme yeteneklerini geli\u015ftirmelerinin, ya\u015fad\u0131klar\u0131 zorluklarla m\u00fccadelede ve f\u0131rsatlara kar\u015f\u0131 do\u011fru tepkiyi vermeleri noktas\u0131nda fark yarataca\u011f\u0131n\u0131 belirtti. \u015eirket, ticari \u00e7eviklik kavram\u0131n\u0131n detaylar\u0131n\u0131 \u015fu \u015fekilde \u00f6zetliyor:<\/p>\n

\u00c7evik teklif tasar\u0131m\u0131:<\/strong> \u015eirketler, temel \u00fcr\u00fcnlerini yeniden de\u011ferlendirerek, m\u00fc\u015fterinin ihtiya\u00e7lar\u0131, sat\u0131n alma kanal\u0131 se\u00e7imleri ve alternatif \u00fcr\u00fcnler konusunda ya\u015fanan de\u011fi\u015fimlere h\u0131zl\u0131 tepki verebilirler. Do\u011fru temel \u00fcr\u00fcn, baz\u0131 durumlarda \u00fcr\u00fcn ve servisleri dijital forma d\u00f6n\u00fc\u015ft\u00fcrerek elde edilebilirken, bu durum kapasite ve sabit maliyetleri d\u00fc\u015f\u00fcrebilir.<\/p>\n

\u00c7evik sat\u0131\u015f:<\/strong> \u015eirketlerin \u00f6nceli\u011fi, dijital ve \u00f6zellikle e-ticaret kanallar\u0131 yoluyla<\/em> sat\u0131\u015f olmal\u0131d\u0131r. E-ticarette, y\u00fcz y\u00fcze veya saha sat\u0131\u015f\u0131 s\u0131ras\u0131nda ya\u015fanan etkile\u015fimleri olabildi\u011fince sa\u011flayabilmek \u015firketler i\u00e7in hayati \u00f6nem ta\u015f\u0131maktad\u0131r. Andres von der Gathen \u201cToplumsal mesafe zamanlar\u0131nda, firmalar\u0131n uzaktan sat\u0131\u015f konusunda uzman olmalar\u0131 ve h\u0131zl\u0131 hareket etmeleri gerekiyor. Uzaktan sat\u0131\u015f becerisinin kazan\u0131lmas\u0131 hem teknik hem de m\u00fc\u015fteri ile dijital ili\u015fki kurma a\u00e7\u0131s\u0131ndan uzman bir e\u011fitim ile m\u00fcmk\u00fcn olabilir.\u201d yorumunu yapt\u0131.<\/p>\n

\u00c7evik maliyet y\u00f6netimi:<\/strong> Ticari \u00e7eviklik kavram\u0131na yat\u0131r\u0131m yapman\u0131n maliyeti d\u00fc\u015f\u00fck olmayacakt\u0131r. \u00dcstelik bu maliyetlerin bir k\u0131sm\u0131 de\u011fer zinciri \u00fczerinden fiyatlara yans\u0131yacakt\u0131r. Tedarik zincirinde \u00f6nceli\u011fin \u201cd\u00fc\u015f\u00fck maliyetli\u2019den \u2018d\u00fc\u015f\u00fck riskli\u2019ye d\u00f6n\u00fc\u015ft\u00fcr\u00fclmesi gerekmektedir. \u00d6n\u00fcm\u00fczdeki g\u00fcnlerde maliyet enflasyonu d\u00f6nemine girilece\u011fi d\u00fc\u015f\u00fcn\u00fcld\u00fc\u011f\u00fcnde, a\u015f\u0131r\u0131 duyarl\u0131 bir d\u00f6nemde fiyat art\u0131rmak \u015firketler a\u00e7\u0131s\u0131ndan b\u00fcy\u00fck bir \u00e7eviklik kabiliyeti gerektirecektir.<\/p>\n

\u00c7evik fiyatlama:<\/strong> Fiyatlama s\u00fcre\u00e7lerinde \u00e7evik yap\u0131ya ge\u00e7i\u015f, \u015firketlere, yeni f\u0131rsatlar yakalama ve de\u011fi\u015fken talebe cevap verme imkan\u0131 sa\u011flar. Bu d\u00f6n\u00fc\u015f\u00fcm\u00fc ger\u00e7ekle\u015ftirebilmek i\u00e7in y\u00f6netimde ve fiyatland\u0131rma ara\u00e7lar\u0131nda de\u011fi\u015fikli\u011fe gitmek gerekir. \u015eirketlerin bu d\u00f6n\u00fc\u015f\u00fcm\u00fc sa\u011flamalar\u0131 i\u00e7in sat\u0131\u015f fiyat\u0131n\u0131 ger\u00e7ek zamanl\u0131 izleyebilecekleri bir altyap\u0131 kurmalar\u0131 gerekir.<\/p>\n

Ekonomik dayan\u0131kl\u0131l\u0131k:<\/strong> \u015eirketlerin pandemi krizi d\u00f6neminin yol a\u00e7t\u0131\u011f\u0131 \u015foklarla ba\u015f edebilecekleri ekonomik bir modele ihtiya\u00e7lar\u0131 var. Pazar pay\u0131n\u0131 art\u0131rmak veya en az\u0131ndan korumak, kar-nakit ak\u0131\u015f\u0131n\u0131n muhafaza edilmesi i\u00e7in dinamik olarak de\u011fi\u015fen gelir modellerine ge\u00e7i\u015fin sa\u011flanmas\u0131 hatta \u00e7o\u011fu zaman buna zorlanmas\u0131, f\u0131rsatlar\u0131n de\u011ferlendirilmesi \u00f6nem kazan\u0131yor. Bu modellere ge\u00e7i\u015fin avantajlar\u0131 ilk etapta yeteri kadar g\u00f6r\u00fclmese de uygulamalar\u0131n devam etmesi \u015firketler a\u00e7\u0131s\u0131ndan hayatta kalma meselesi haline geliyor.<\/p>","protected":false},"excerpt":{"rendered":"

Sorry, this entry is only available in Turkish. For the sake of viewer convenience, the content is shown below in the alternative language. You may click the link to switch the active language. Uluslararas\u0131 y\u00f6netim dan\u0131\u015fmanl\u0131\u011f\u0131 \u015firketi Simon-Kucher & Partners, etkileri devam eden koronavir\u00fcs krizi s\u00fcrecinde \u015firketlerin ayakta kalmas\u0131 i\u00e7in \u00f6ncelikli aksiyon alanlar\u0131na y\u00f6nelik bir […]<\/p>\n","protected":false},"author":1,"featured_media":115948,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[51,53,52],"tags":[74519,74522,74518,70114,52259,70905,74514,74517,74512,73189,74516,74513,74520,74521,74515],"views":189,"_links":{"self":[{"href":"https:\/\/www.enerjigazetesi.ist\/en\/wp-json\/wp\/v2\/posts\/115945"}],"collection":[{"href":"https:\/\/www.enerjigazetesi.ist\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.enerjigazetesi.ist\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.enerjigazetesi.ist\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.enerjigazetesi.ist\/en\/wp-json\/wp\/v2\/comments?post=115945"}],"version-history":[{"count":0,"href":"https:\/\/www.enerjigazetesi.ist\/en\/wp-json\/wp\/v2\/posts\/115945\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.enerjigazetesi.ist\/en\/wp-json\/wp\/v2\/media\/115948"}],"wp:attachment":[{"href":"https:\/\/www.enerjigazetesi.ist\/en\/wp-json\/wp\/v2\/media?parent=115945"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.enerjigazetesi.ist\/en\/wp-json\/wp\/v2\/categories?post=115945"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.enerjigazetesi.ist\/en\/wp-json\/wp\/v2\/tags?post=115945"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}