Mağaza yeri seçimine yönelik bir karar destek modeli ve bir uygulama
Mağaza yeri seçimine yönelik bir karar destek modeli ve bir uygulama
Dosyalar
Tarih
2014-05-14
Yazarlar
Süerkan, Merve
Süreli Yayın başlığı
Süreli Yayın ISSN
Cilt Başlığı
Yayınevi
Fen Bilimleri Enstitüsü
Institute of Science And Technology
Institute of Science And Technology
Özet
İşletmeler için yer seçimi kararı sektör ayrımı yapılmaksızın stratejik bir öneme sahiptir. Sağlık, hizmet, enerji, hazır giyim ve perakende gibi çok çeşitli sektörlerde uygulamalar yapılmış ve etkin sonuçlara ulaşılmıştır. Yer seçimi kararları, derin deneyim ve bilgi birikimi gerektirmektedir. Yer seçimi kararları şirketin uzun dönem karlılığını etkileyen en önemli unsurlardan biridir. Yer seçiminin amacını maliyetleri minimize etmenin yanısıra şirketin hizmet kalitesini arttırmak, pazar payını arttırmak ve sürdürebilir rekabeti sağlamak şeklinde belirtebiliriz. Bu alan da geçmişte birçok çalışma yapılmış ve pek çok sektörde örneklendirilmiştir. Tezde, ilk olarak yer seçimi tanımlaması yapılmıştır. Bu alanda yapılmış çalışmalar incelenerek, yazın taraması oluşturulmuştur. Dünya'da ve Türkiye'deki uygulamaları incelenerek, birçok sektörde örneklerine rastlanmıştır. Bu çalışmada, hazır giyim sektöründe faaliyet gösteren ve perakende satış yapan özel bir şirket olan, Levi Strauss & Co'da mağaza yeri seçimi uygulaması yapılacaktır. Bu sebeple çalışmada hazır giyim sektöründen, zamanla değişim sürecinden ve Türkiye'nin buradaki yerinden bahsedilmiştir. Aynı zamanda perakende sektörü hakkında bilgi paylaşılmıştır. Perakende noktaları; servis miktarı, ürün hattı, göreceli fiyatlar, satış yerlerinin kontrolü ve mağaza kümelemesi olarak gruplanmaktadır. Mağaza kümelemesi ise iş merkezi, ikincil iş merkezi, yöresel iş merkezi, alışveriş merkezi ve bağımsız konum olarak sınıflandırılmıştır. Mağaza yeri seçimi, mağazanın başarısında büyük öneme sahiptir. Son zamanlarda özellikle hazır giyim sektöründe yaşanan hızlı değişimler, şirketleri müşteri odaklı çalışmaya yöneltmiştir. Müşterinin mağaza seçimlerinde önceliği yalnızca fiyat olmayıp, ürüne kolay ulaşabilme olması sebebi ile müşteri perspektifinde de mağazanın yeri öncelik sırasında yerini almıştır. Geçmiş çalışmalar incelendiğinde, yer seçimi hakkında birçok çalışma yapılmasına rağmen hazır giyim sektörü mağaza yeri seçiminde sınırlı sayıda çalışma mevcuttur. Bu da çalışmanın oluşturulması için bir neden sağlamıştır. Bunun yanı sıra uygulama yapılan şirkette bu kararlar verilirken bilimsel yöntemler yerine sezgisel yaklaşımlar ve içgüdülere dayalı karar verilmesi, çalışmanın yapılmasındaki en önemli motivasyonlardan biridir. Mağaza yeri seçimi problemlerinde birçok yöntem ve model kullanılmıştır. Perakende mağazacılığı yer seçiminde 5 model uygulanabilir. Bunlar; liste yöntemi, analog yaklaşım, regresyon modeli, yer tahsisi modeli ve yer çekimi modelidir. Bunlar yalnızca matematiksel yöntemlerle sınırlı olmayıp, finansal yöntemler, simülasyon yöntemi, son dönem öne çıkan coğrafi bilişim sistemleri ve çok kriterli karar verme yöntemleri ile çözümlemeler yapılmıştır. Çalışmada şirketin marka imajına uygun Türkiye'de iki yer belirlenmiştir. Problem bu konumlarda mağazanın açılıp açılmaması gerektiği şeklinde tanımlanmıştır. Akasya AVM ve Bağdat Caddesi için yapılmış bu uygulamada bu alanda sıklıkla kullanılan çok kriterli karar verme yöntemlerinden Analitik Ağ süreci kullanılmıştır ve bu yöntem ile ilgili literatür taraması yapılarak, yapılan çalışmaların bir kısmı özetlenmiştir. Çalışmada, mağaza yerinin öneminden, hangi kriteler altında değerlendirilmesi gerektiğinden ve verilecek kararın şirketin uzun dönem yatırım kararlarını nasıl etkileceğinden bahsedilmiştir. Bu çalışmalar sonucunda şirket yöneticilerine öneride bulunulacak ve tezin yazım aşamasında gerçekleşmiş mağaza açılış kararının doğruluğu veya yanlışlığı incelenmiş olacaktır. Problem şu şekilde yapılandırılmıştır: problemi tanımlama, literatür taraması, uzman görüşleri ve şirket raporlarının bir araya getirilerek oluşturulan kriter havuzu, bu havuza göre kriterlerin belirlenmesi, ağ yapısının oluşturulması, anket oluşturma, anket çalışması, ağırlıkların belirlenmesi, verilerin super decisions programına yüklenmesi ve son olara sonuçların analizidir. Çalışmada, Super Decions programı kullanılmıştır ve program aracılığıyla etkili bulgulara ulaşılmıştır. Son bölümde uygulamaya ait sonuçlar elde edilerek şirket yöneticileri ile paylaşılmıştır.
Location selection decision has a strategic importance for enterprises, there is not any requirement to distinct sectors. In all sectors, location selection decisions are replaced in strategical plans. There are many studies for different sectors, we can illustrate them as health, service, energy, ready wear, retail and very efficient results are achieved in these studies. Beside of this location selection decisions are required really deep experiences and full knowledge. Location selection decision is one of the most important factors that affect the long term profitability of business. The major aim of location selection is to minimize cost of enterprises. Beside of minimization of costs, other aims of the location selection decisions are to increase quality of service, to raise the market share of business and to provide sustainable competition to enterprises. There are many studies in this area and many illustrations are seen in many sectors. In thesis, firstly location selection is defined. New literature list is created after searching many studies in this area. After researching implementation in the World and Turkey. It is seen that many studies are existed for different sectors. In this study, an implementation of store location selection was made in Levi Strauss & Co. This company is private Corporation and carries on bussiness in ready wear sector. As an sales operation system, he has both retail and wholesale operation system. This implementation is occured in retail sales system. For this reason, ready wear sector, its changing with time and Turkey's place are mentioned. At the same time, retail sector is researched and shared information about it. We grouped retail points as; service quantity, product line, notional prices, the control of sales places and condensation of stores. After this grouping process, condensation of stores is grouped as well. These are central business district, secondary business district, neighbourhood business district, shopping center and freestanding location. Store location selection has a vital importance on success of store to be situated in the sector. Ready wear sector is changing speedly in the world and also Turkey. Therefore, in recent years, especially changes of ready wear sector forced companies to work customer focus. In consequences of the priorities of customers on store selection is not only prices, we can define them with many reasons. The major one easy of reaching the product. In brief, I want to highlight that store location is placed on top level in priorities list of customer perspective. When previous studies are analysed. There are many studies regarding location selection. On the contraray of this, it is obviously seen that limited number of studies are placed on store location selection in ready wear sector. It provides a cause to form this study. This reason is one of the big motivation on this study. In addition to this reason, the other major cause is that when the company that implementation was done, makes a decision on this issue, they use frequeently intuitional approaches and act as to their instinct instead of the scientific methods that makes one of the strong motivation on this study. There are many models and methods are utilized in store location selection problem. Five models are implemented in location selection of retail stores. These models are listed as follows; checklist method, analog approach, regression models, location allocation model and the final one gravity model. Beside of this models, there are many methods. And these are not limited mathematical methods. We can solve like this problems with financial method, simulation method, geographical information systems that is more popular method especially nowadays and multi criteria decison making methods. In study two locations in Turkey in Istanbul are determined as available. This location is chosen for company image. Problem is defined that whether the stores on these locations is opened or not. At the end of thesis, the problem is solved that decison the store should be opened or not opened. In implementation the locations are determined as Akasya AVM and Bağdat Caddesi. One of the multi criteria decision making method is used. The method is Analytic network process and it is utilized frequently in this area. Literature research is made regarding this method and some studies are summarized in the table. While I am structuring the problem, it is seen that all factors are releated each other and effect themselves. Therefore analytic network process is fitted to our problem. In this study, beside of the importance of store location, many releated isseus are mentioned. These are the requirement of evaluation in which factors and how the decision to be given affect profitability of long term investments are mentioned. After this study, with results of the study advices to company managers are given and decision of the store opening that is occured while this study is not finished yet, are analysed whether it is right or wrong decision. The problem is structured as follows; firstly we define the problem. After defining the problem, we crated criterion pool from literature research, expert opinion and the company report. We determined criteria list from the composition of the three list. Regarding their dependecy and affects on each other, network structure is merged. We defined five main criteria as store with customer rental, store area, store visibility, contribution margin, partner/AVM management, general cost of store, income and contrat condition sub criteria; the second one is competitor; door quantity of competitor in close region, the closeness of competitors, store area of competitors; third one is region; Levi's store existence in the region, accesible service area, the closeness of entertainment area, shopping center/ location image, forth one is accesibility; pedestrian traffic, the accesibility of car, the accesibility of public transportation, the ease of car parking; the last main criteria is customer; customers social economic status, population of target market in the region, customers level of income in the region. After determination of them the questionnaire is created as three experts influence matris. The questionnaire contains two part. First parts provides weights of the criteria, the second part provides point scoring system. This questionnaire is implemented fivr experts who are retail expansion manager, Middle east sales manager, budget and planning manager, treasuary specialist and purchasing specialist. We determined the weights of criteria with the quesitonnaire and updated all datas to super decisions software programme. Super Decisions programme is utilized in this study and reached efficient findings with this programme. For evaluation the problem, we have to focus on speciality of our location. Akasya AVM is placed in Acıbadem in Asian side of Istanbul. It is located very outstanding place. It has a very effective service area with 30 minutes and targets to approximately 3,6 million people. For accesibility perspective, it is easy to arrive there with car. The public transportation is powerful with metrobus, subway and Marmaray. It contains high level brands especially ready wear sector. When we analyzed our second location, Bağdat Caddesi is located in Istanbul's asian side. I has a high level image. In weekday and weekend there is very intensive pedestrian volume. Many luxary ready wear stores are places on it. On the contrary the renatal of stores are very expensive. In last section, the results of the implementation is achieved and shared with company managers. Akasya has approximately 0.77 points and it matches good level. The company should open store in this location. And Bağdat Caddesi has approximately 0.79 points. The company should open store in this location too. When we want to look at the weights of criteria; income is the most criteria with 43.15% in store main criteria; store area of competitors is the most criteria with 52.93% in competitor main criteria; Levi's store existance in the region is the most criteria with 76.26% in region main criteria; pedestrian traffic is the most criteria with 94.19% in accessibility main criteria; population of target market in the region is the most criteria with 52.72% in customer main criteria. Finally, this studies strong side is to answer real time problem and contribute a study to literature in limited illustrations. On the contrary the implementation part can be expansioned with middle east locations. Additonally, the questionnaire can be done to different departments or different managers in the same departments.
Location selection decision has a strategic importance for enterprises, there is not any requirement to distinct sectors. In all sectors, location selection decisions are replaced in strategical plans. There are many studies for different sectors, we can illustrate them as health, service, energy, ready wear, retail and very efficient results are achieved in these studies. Beside of this location selection decisions are required really deep experiences and full knowledge. Location selection decision is one of the most important factors that affect the long term profitability of business. The major aim of location selection is to minimize cost of enterprises. Beside of minimization of costs, other aims of the location selection decisions are to increase quality of service, to raise the market share of business and to provide sustainable competition to enterprises. There are many studies in this area and many illustrations are seen in many sectors. In thesis, firstly location selection is defined. New literature list is created after searching many studies in this area. After researching implementation in the World and Turkey. It is seen that many studies are existed for different sectors. In this study, an implementation of store location selection was made in Levi Strauss & Co. This company is private Corporation and carries on bussiness in ready wear sector. As an sales operation system, he has both retail and wholesale operation system. This implementation is occured in retail sales system. For this reason, ready wear sector, its changing with time and Turkey's place are mentioned. At the same time, retail sector is researched and shared information about it. We grouped retail points as; service quantity, product line, notional prices, the control of sales places and condensation of stores. After this grouping process, condensation of stores is grouped as well. These are central business district, secondary business district, neighbourhood business district, shopping center and freestanding location. Store location selection has a vital importance on success of store to be situated in the sector. Ready wear sector is changing speedly in the world and also Turkey. Therefore, in recent years, especially changes of ready wear sector forced companies to work customer focus. In consequences of the priorities of customers on store selection is not only prices, we can define them with many reasons. The major one easy of reaching the product. In brief, I want to highlight that store location is placed on top level in priorities list of customer perspective. When previous studies are analysed. There are many studies regarding location selection. On the contraray of this, it is obviously seen that limited number of studies are placed on store location selection in ready wear sector. It provides a cause to form this study. This reason is one of the big motivation on this study. In addition to this reason, the other major cause is that when the company that implementation was done, makes a decision on this issue, they use frequeently intuitional approaches and act as to their instinct instead of the scientific methods that makes one of the strong motivation on this study. There are many models and methods are utilized in store location selection problem. Five models are implemented in location selection of retail stores. These models are listed as follows; checklist method, analog approach, regression models, location allocation model and the final one gravity model. Beside of this models, there are many methods. And these are not limited mathematical methods. We can solve like this problems with financial method, simulation method, geographical information systems that is more popular method especially nowadays and multi criteria decison making methods. In study two locations in Turkey in Istanbul are determined as available. This location is chosen for company image. Problem is defined that whether the stores on these locations is opened or not. At the end of thesis, the problem is solved that decison the store should be opened or not opened. In implementation the locations are determined as Akasya AVM and Bağdat Caddesi. One of the multi criteria decision making method is used. The method is Analytic network process and it is utilized frequently in this area. Literature research is made regarding this method and some studies are summarized in the table. While I am structuring the problem, it is seen that all factors are releated each other and effect themselves. Therefore analytic network process is fitted to our problem. In this study, beside of the importance of store location, many releated isseus are mentioned. These are the requirement of evaluation in which factors and how the decision to be given affect profitability of long term investments are mentioned. After this study, with results of the study advices to company managers are given and decision of the store opening that is occured while this study is not finished yet, are analysed whether it is right or wrong decision. The problem is structured as follows; firstly we define the problem. After defining the problem, we crated criterion pool from literature research, expert opinion and the company report. We determined criteria list from the composition of the three list. Regarding their dependecy and affects on each other, network structure is merged. We defined five main criteria as store with customer rental, store area, store visibility, contribution margin, partner/AVM management, general cost of store, income and contrat condition sub criteria; the second one is competitor; door quantity of competitor in close region, the closeness of competitors, store area of competitors; third one is region; Levi's store existence in the region, accesible service area, the closeness of entertainment area, shopping center/ location image, forth one is accesibility; pedestrian traffic, the accesibility of car, the accesibility of public transportation, the ease of car parking; the last main criteria is customer; customers social economic status, population of target market in the region, customers level of income in the region. After determination of them the questionnaire is created as three experts influence matris. The questionnaire contains two part. First parts provides weights of the criteria, the second part provides point scoring system. This questionnaire is implemented fivr experts who are retail expansion manager, Middle east sales manager, budget and planning manager, treasuary specialist and purchasing specialist. We determined the weights of criteria with the quesitonnaire and updated all datas to super decisions software programme. Super Decisions programme is utilized in this study and reached efficient findings with this programme. For evaluation the problem, we have to focus on speciality of our location. Akasya AVM is placed in Acıbadem in Asian side of Istanbul. It is located very outstanding place. It has a very effective service area with 30 minutes and targets to approximately 3,6 million people. For accesibility perspective, it is easy to arrive there with car. The public transportation is powerful with metrobus, subway and Marmaray. It contains high level brands especially ready wear sector. When we analyzed our second location, Bağdat Caddesi is located in Istanbul's asian side. I has a high level image. In weekday and weekend there is very intensive pedestrian volume. Many luxary ready wear stores are places on it. On the contrary the renatal of stores are very expensive. In last section, the results of the implementation is achieved and shared with company managers. Akasya has approximately 0.77 points and it matches good level. The company should open store in this location. And Bağdat Caddesi has approximately 0.79 points. The company should open store in this location too. When we want to look at the weights of criteria; income is the most criteria with 43.15% in store main criteria; store area of competitors is the most criteria with 52.93% in competitor main criteria; Levi's store existance in the region is the most criteria with 76.26% in region main criteria; pedestrian traffic is the most criteria with 94.19% in accessibility main criteria; population of target market in the region is the most criteria with 52.72% in customer main criteria. Finally, this studies strong side is to answer real time problem and contribute a study to literature in limited illustrations. On the contrary the implementation part can be expansioned with middle east locations. Additonally, the questionnaire can be done to different departments or different managers in the same departments.
Açıklama
Tez (Yüksek Lisans) -- İstanbul Teknik Üniversitesi, Fen Bilimleri Enstitüsü, 2014
Thesis (M.Sc.) -- İstanbul Technical University, Institute of Science and Technology, 2014
Thesis (M.Sc.) -- İstanbul Technical University, Institute of Science and Technology, 2014
Anahtar kelimeler
Mağaza yeri seçimi, Karar destek modeli,
Store location selection, Decision support model