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1.

INTRODUCTION
Firstly, we want to explain this project purpose. This study is prepared by Business Administration Departments students at Hacettepe University. Our project group chooses to analyze a huge technology shopping centre called Vatan Computer at Stz in Ankara. We have choosed Vatan Computer at Stz in Ankara because of many reasons. If we need briefly demonstrate, we can focus on their growth rate and sales figures. They make very big figures that a company which has been since 2006. In this project we explain the organizations goals, how they established their mission, vision and principles, which strategy is used, how it formed and updated, what are the organizations internal weaknesses, strengts and external oportunities and threats (SWOT ANALYSS), relationship with social environment (such as social responsibility) and their resources, suppliers, sales strategies, consumers, rules, policies that are related whole organizations activities. In this project, we could try to apply what we learned at the Organization Theory Course such as approaches, principles, modern techniques and tools which are related the state of organization. When we analyzed Vatan Computer Stz, we tried to acquire the datas from interview with managers and employees, observation of work conditions, market and article scanning. VATAN COMPUTER Vatan Computer was opened by Hasan Vatan at Taksim-Elmada, in 1986, which had been a first computer shop in Turkey. Followingly this first store, chronologically Topkap-Cevizliba Store in 2002, Bostanc Store, zmir Technology Store and Vatan Computer at Stz in Ankara, in 2006, Adana Seyhan, Bursa, Konya Stores in 2007, Antalya, Kayseri, Batkent, Baclar Stores in 2008, Samsun, Mersin, zmit Stores in 2010 were opened. Additionally, many notebook shops have been started to service for Turkish people. Today, they have 72000m total indoor area and over 1900 employees.

VATAN COMPUTER AT STZ IN ANKARA Vatan Computer at Stz was founded in December of 2006. It is located at across the Armada AVM, near the Bayndr Hospital, 28.street, no.7 in Ankara. When this store was built, it was the biggest technology shop in the work, because it covers 18.650 m areas. However, Japans made a bigger one. Therefore, it falled to the second place in the world. The store consists of six floors and these floors contain many active and passive areas. The four floor of this building is active area or sales area. The floors involved with so many technological goods. And the other two floors contain assisted services such as, technic services, V Cafe, conference rooms, some managerial rooms, dining hall for employees, parking garages for 120 cars. Every day 2000 customer comes here to buy some technological products and 145 employee gives them service. VICE PRESIDENT SELUK ZDEMR He was born in1975. He graduated in 2006 Computer Programming from Kocaeli University. He started to work HP for three months in 2007. After that, he transferred Vatan Computer at Stz in Ankara. He worked as a computer salesman and he became a chief assistant and eight monhts later, he was appointed to chief position. He worked at this position eight months. Since then, he has been working a vice president. BOUNDARY We can seperate sales of Vatan Computer at Stz in Ankara into two parts. One of these parts is direct selling. As you know, its a common selling technique which means sales to customers in the store. The second part is ecommerce. When a customer buys something by www.vatanbilgisayar.com , their ecommerce system, firstly canalize the sale internet warehouse. If internet warehouse has the product, sales are confirmed from warehouse. On the other hand, if product can not exist in internet warehouse, the system automatically research and transfer the sale which store of Vatan Computer Store which has the most of this product. So, we can say our companys boundary is Ankara surrrounding to coming customers and all of Turkey with their e-commerces.

MISSION Vatan Computer aims at providing the most reliable shopping atmosphere with the best prices, brodest product line and to fulfill the consumer satisfaction at the all of the Turkish people. VISION The store wants to be at the highest position in the sector and market share. Reach the goals with the best way. They follow a term which is described girene fatura. It means sell product to consumer who visits the store. Building doors and security personnel automatically count how many people come to the building, and, thus they can oversee the girene fatura process. They want to make higher number of girene fatura. TASK To provide companys continuity and grow. To accept trust, honesty, mutual respect and open communication, cooperation as a basis, To reach a real family atmosphere by improving friendships in order to provide common goals and objectives together. To give motivation to employees for increaing the sales and consumer satisfaction. To make constitute of consiousness to consumer. They believe that Turkish consumer tends to being had attention, so they show a high interest to customers. To make a role social responsibility. To provide good services customers not only the sales process but also the after sales and service process. To follow the current innovation and to put into practice in the daily operation. To behave ethical to consumer and employees.

PRINCIPLES Always to be initiator, even if it necessitate to take risk. To open stores at attainable places. Pay sufficient attention to intercorporate trainings. To be innovative because of sectors requirements. To give attention social responsibilities for our society. Create high sense of belonging to employees and job satisfaction. To minimize inefficient factors such as absenteeism and turnover. If they need a new position, they prefer to appointment from inside personnel. Reward personnel when they over target sale. Watch the changes and opportunities for companys growth. INPUTS The organization use various brands technological final goods.They provides these goods from supplies which are depatmented as notebook, pc, oem, phones, home electronics, digital photo machines, household appliances, small home goods. OUTPUTS The organization is in the service sector so their outputs are defined as selling the final goods from suppliers to customers. PERFORMANCE The goals are setted by the center of Vatan Computer Campany for the Stz store. Managers divide the goal into the departments and performance is measured by assessing these departemental goals. They call the departmental goals as reyon hedefi. Performance of employees is being measured by Tem Danma rgt. They use another measurement tactic is called secret customers who are charged by organization itself and they control the store in the basis of customer satisfaction, store atmosphere and service quality. Furthermore, the goal which divided to daily parts and managers makes meetings in order to get the daily goal.

When the daily goals are reached, a song called Vatanmz iin is being played, in order to keep team spirit high. Absenteeism is not a problem for organization. The situation is controlling by cards which are being used when personel check in to organization building. Turnover ratios are very very small numbers for organization which are about % 0,07. Managers say that there is no deviation between the desired output and actual output.They are enjoying having niche and the highest market share in IT sector which includes pc, notebooks because of their competitive advantage. The main secret of the company is building the stores near the highway likewise AVMs.

2. External environment
Task environment The industry sector Competitors: Media markt, Best Buy, Darty, Electro World, Bimeks and Teknosa is the powerfull and international competitors in market. Raw metarial sector Suppliers:Apple, Acer, Asus, Casper, Crea, Dell, Exper, HP, LG, Samsung, Sony, Toshiba, Vestel, Microsoft, Blackberry, Nokia, SonyEricsonn ,Casio, Benq, Kodak, Nikon, Canon, Panasonic, Philips. The technology sector Tecnology: Nowadays, tecnology is the most changing element in whole market sector in the world and Vatan Computer Stz is a technology hiperstore. Moreover, they try to get the newest innovations in market and service it to customers in the best price in order to get goals. Market sector

Consumers all want is the quality with best price. So, making loyal costumers is very difficult task in service sectors. Economic conditions sector Economy: Nowadays, crises are whole around the world. It affects the entire human. The lifes desires, needs, preferences are all affected by costomers economic condition. Human Resources sector Human resources sector is a key part of environment for all organizations. Providing right skilled and enough employee curcial point for Stz store. General Environment Government sector Regulations, taxes, political processes are of course affect the organization process. Financial resources sector Financial resources sector is made up of stock markets, loans, savings, banks and private investors. This sector is a very important part of environment as all profitable association has. Socioculturel sector It addresses demographics situations. It means that age, value, belief, religion, work, ethic, which are affects the market sector and organization. To sum up, it is clear that all environments have a huge impact on organizations. Stz store has various competitors in sector. Such as Bimeks, Teknosa, Media Markt leads a wild competition in market and this brings a quality and value for organizations which are on the field. In order to survive and grow, Stz store tries the best prices and they take advantafe of diversity in store.The store has various suppliers so they have very broad scaled diversified products nevertheless they try to specialize in notebooks.

The store has a rich supplier sources. It seems unplesant for organization but infact, situtation that richness of suppliers and competition between themselves provides a decreasing the risk of resources dependence. Moreover, there is a coorperation with suppliers because here is an interdependance. Vatan Computer Stz is a technology hyperstore as we said before. So their job is all about the technology. Furthermore, innovation in tecnology and competition brings lower prices. Hence team leaders take initiative about saling on lower price which is provided by other rivals and also they try to obtain the family security which is included in organizations culture, to prevent decreasing on sales ratio and losing customers. Thus, they aim to create and protect loyal customers. Nowadays, the economic crises cause tough conditions as we all know. Although, supplying the most differentationed goods with at best prices is not enough for costomers. Therefore, the store makes a procedure called after saling process, which includes setup, transportation and guarantee, to create value on his market. Competition and international competitors cause risks for the store. In order to reduce this risk, organization sets his target group or consumers as the Turkish people to make clean We are from these lands. The organization takes a service for human resources management from outside of the company. Though, they try to promote their own employees for higher managerial positions, not from outside. So, a rich environment which has very unstable stucture leads a very high uncertainty. Thus, using Dafts model of environmental complexity, we classifed the environment as complex-unstable in fact, all organizations environments getting more complex and unstable by contingency factors.

. However, organizational desing is mechanististic and efficiency oriented with vertical information linkages. Since, the main goal is getting the highest endorsement. The organization has complex and unstable environment because of the sector they settled in called technology. So that, they control over their environmental domain by marketing techniques rather than OT principles such as positions and deparments or buffering and boundary spanning or differentation. On the other hand, providing guarantee process is could be considered as collabration. Moreover, agreements with banks about extra hire purchase and discounts are also good examples of collabration. For instance, worldcard, bonuscard, axcess makes extra hire purchase and discounts. In addition to this, people, who enter the Yap Kredi Online Banking website, will win presents. Of course the most basic way called advertisement is another way to control over the unstablity for market demand and also, the store wants to keep high voltage communication by their public relations. We can consider the situation of Stz store on the basis of population ecology. Since, the organization get niche and conduct a market and grew up. After that, rivals such as Media Markt, Teknosa, Electro World get in the field. Moreover, the store operated generalist strategies in market in order to survive. There is such certain growing trend in market and endorsement for organization. Greatness of store, wide scaled diversity in products, big market share

and past success and brand name of Vatan Computer provides a huge competitive advantage for organization.On the other hand, technology service sector getting bigger. The market structure is getting bigger than oligapoly, especially with foreing invesments. This situation cause great threat for organization. Furthermore, rivaly and power of buyers may lead threats in future time but in fact, it is a general thrat for all organizations who are in the market. TECHNOLOGY Technology includes the knowledge, tools, techniques and activities used to transform organizational inputs into outputs. An organization has not only machinery in terms of technology. It includes both employee skill and work procedures too. Technology is crucial for organizations and it influences an organization structure and design. Because of the organization is in service sector, its technology can be examined just being service technology. This technology has two characteristics which are intangible output and direct contact with customer. To begin with intangible output, none of the organizationss works are tangible output. They are related to servicing the tecnology. Also, they provide tangible goods but the real job of organization is intangible. Thus, the structure and design of each of these departments reflect its own service technology. Customer direct contact is that influences structure is the need for employees to be close to the customer. In this perspective, the store has hired on employees so well. Because, the staff work on customer-oriented and so they are very cheerful and positive energy. One distinct feature of service technology, written communication between departments are low, however verbal is high. Moreover, the management is decentralized because the employees have to contact with customers directly. For that, the staff has to own some responsibilities which break the centralization. ORGANZATONAL STUCTURE We discussed the formal organization stucture in the basis of these four basic structural dinemsion elements. Formalization, specialization, hierarcyh of authority and centralization.

Formalization: The organization that we are discussing is highly formalized as all professional organizations do. Every job describtion, regulation, policy, manuals, tasks are in form of written documents. Specialization: We consider the degree of specialization is moderate. Since, there are temas and tasks to get for them. For instance, goals which are set by center of firm are divided into productional teams (notebook, pc, oem, phones, home electronics, digital photo machines, household appliances, small home goods) and they are expected to get the goals with as whole. And also there is staff teams (installation, warehouse, costumer service, technic service, dispatching). We are going to see in detailed in organizational chart. Moreover, the goal is divided to daily goal by the store. Hierarchy of authority: There is high and vertical hierarchy of authority for organization. Hierarchy of authority tends to tall because span of control is norrow for supervizors and managers. Every productional team have team leader. Reporting process is can be described like this => Team members => Team leaders (chief assistants) => Supervisor of product (chiefs) => Vice managers => General manager. Centralization: Decision making proccess is highly centralized. The goals and compaigns are set by center of Vatan Computer. Highly formalized and centralized tasks are set by center of firm but the way of getting the goals is set by the store itself. And, team goals and task are also set by head of the store. So, there is very centralized stucture. If the structure doesnt fit the information requirements of organization, people either will have too little information or will spend time processinhg information that is not vital to their tasks, thus reducing effectiveness. An emphasis on efiicenency and control is assciated with specialized task, a hierarchy of authority, rules and regulations, formal reporting systems, few team task forces, and centralized decision making which means problems and decisions are funneled to top levels of the hierarchy for resolution. Whereas, we all discussed about the contingency factors which means things depend on other things, changing leads a chaos for all systems and organizations. In order to reduce risks, organizations get flexible position. Thus, organization has teams and horizontal information linkages between them to settle in environment. In the light of these informations, we can see an efficiency desing, although many stucturein the real world dont exist in the pure forms in the Dafts text book,

like the Stz store. For instance, they have highly centralized and long vertical hierarchy of authority with both vertical and horizontal information linkage and moderate specialization with more teams. Thus, organization use a hybrid stucture that combines characteristics of various approaches tailored to specific strategic needs. This hybrid structure combines characteristics of funtional and horizontal stuructures.They decided that the horizontal model offered the best chance to gain faster, more efficent, integrated approach to customer service. Each team has a process owner (chiefs) who is responsible for seeing that the teams meet overall objectives. The store retained a funcitonal structure for finance, strategy and communication, and human resources depatment. Each of these departments provides services for the entire division. A hybrid structure is often preffered over the the functional, divisional, horizontal, or modular stucture because it can provide some of advantages of each and overcome some of the disadvantages. And the Stz store is exactly doing a hybrid sturcure on a functional structure. STRATEGY Strategy is consist of the current set of plans ,decision,and objectives that is interact with competitive environment because of achiving the goals of organization.In other words, strategy represents how the organization reach its goals.Therefore,managers select the strategy which is most appropriate for the organization then put in practise.Like other organizations,Vatan Computer has selected the appropriate strategy to achive the goals within the its competitive environment.In this part we analyze the strategy of Vatan Computer through the two perspective.First model is Porters competitive Strategy,and the second is Miles and Snows Strategy Typology. A) PORTERS COMPETITIVE STRATEGY In this model,strategies are split into four groups and we determined the most convenient dimension is low-cost leadership dimension for the Vatan computer in consequence of our investigation.According to low-cost leadership strategy,organization want increase the market share by emphasizing low cost when compared with competitors.Vatan Computers general manager asistant Seluk zdemir says that;If the price of any products are selling more cheaper any computer organization than our store and if this cheaper price will cause our

costumers shopping the other computer organization,Vatan computer beat down the price of the said products and prevent the loss of costomer.We dont want put a risk our sales amount as this issue.This evidence shows us low-cost leadership strategy dominates the strategy of Vatan Computer because of avoiding of risk taking and servising low-cost rather than competitors. Another point is that Vatan Computer aim at more advertising with lower advertising prise.Mr.Seluk says that;We strive low cost advertising through low cost campaign.For example, we opened the notebook stand at the Yeilky Semt Pazar in recent times. Thereby, we had the big loopback with this tactic which is not thought formerly by any organization.By courtesy of notebook stand, Vatan Computer to attarct publicity at lots of written and visual media.This situation demonstrates that the organization aggresively seeks the efficent facilities rahter than taking risk and seeking new opportunities.

B) MILES AND SNOWS STARTEGY TYPOLOGY According to this model, organizations strive for a fit amoung internal organization charcteristics, strategy, and the external environment.The model is based on the idea that managers seek to formulate strategies that will be congruent with the external environment.There are four dimensions in this typology: the prospector, the defender, the analyzer, the reactor and between them most suitable is defender for Vatan Computer.Vatan Computer reflects the all characteristic features of defender dimension.

Firstly,we examine that centralized autority.It means decision making is limited to higher autority.Purcasing,advertising and similar operations are identified by the center of Vatan Computer Campany for the Stz store.Vatan Computer must behave this identified schema and can not have any reaction at these matters. Defender dimension brings along the close supervision.When a deviation occurs at the any depatment it must be documented up to top managers.All supervisors and managers responsible for documentation any trivial or significant error. Another important term for Vatan Computer is low overhead which provides efficiency of organization and stability. According to defender dimension, we can say that hold into current customers is most important thing for Vatan Computer.nternal efficiency; high quaility serving and control of serving reliable, satability is also effect the organizations strategy. However,we must mention Vatan computers risk-taking approach.The purpose is earning profits while growing .They make this take risk at the right time.Organizations the biggest risk-taking comes true on 2006.Because they opened the Turkeys big hyperstore Stz Vatan Computer at the perriod of depression.Mr.Seluk explain the organization risk-taking:Some campaign is a risk actually.Therefore we can say that that they want to be effective and risk-taking with sometimes not always.According to defender dimension, we can say that hold into current customers is most important thing for Vatan Computer.nternal efficiency, high quaility serving and control of serving reliable, satability is also effect the organizations strategy. CULTURE In this part we examine the Vatan Computers culture according to Charles Handry classification of organization culture.There are four dimension;club culture,role culture,task culture and existentialist culture and most convenient culture classification is task culture for Vatan Computer.With respect to task culture, mission is the most essential thing for task culture and if the mission is incomplete,the oragnization is fail.Also jobs is important but another important thing is individual who works these jobs.Personal charecteristics takes role the raising to low from the top.If

employee works hard,expertise the own department,show ability in the works group,he or she can be raise step by step at he organizations hierarchy.Because hierarchy is formed according to expertisement degree not the positions.We call the this situation meritocracy.For example Vatan Cpmputers assistant manager,became the oraganization a subsupplier firms employee.But in time of, he raise the assitant manager position.Teamwork,collaboration are also important factors at the task culture. Because of personal characteristic,individual employees responsible for a specified level of performance.Performance is divided into days and employees try to reach the designated goals and the organization promises specified rewards in return.Managers eveluate the performance of the employees at the end of day and if ring the Vatan Song at the store, employees understood they earn the extra prim. Teamwork, collaborations are also important factor at the task culture.All personals get together every campaings and help each other.Mr.Sleuk says that:Some campaigns are too much exhaustive but i observe wheter or not working all day we always leave the store with smile on our face, because of real family environment, colloboration and teamwork. SOCIAL RESPONSIBILITY Vatan Computer at Stz on Ankara place special emphasis on social responsibility. One of their things for doing social responsibility is free computer courses. They make this course periodically on the conference room of building. This course contains 80 hours computer and computer application education for 160 participants. The main purpose of this course introduces people to computer and Vatan Computer. Thus they want to make taraftar mteri for themselves. The second and very important social responsibility of our company is raising a school building. Until now they have raised two schools. One of them is Cemal ve Zekiye Vatan lkretim Okulu the school is in Ardahan with 14 classes. In addition, Hopa Anatolian High School with 16 classes was made by them. They take this social responsibility the same reason of computer courses importance of education.

3. RECOMMENDATION

Vatan Computer at Stz in Ankara uses the advantages of the first company on this market. By this means they are leader in the information technology sector. They are awareness of their size power to all their stakeholders. They use their purchasing power to suppliers and buy cheaper product and sell cheaper product. In the same time they have very big superciliousness, it may gives them damage to future. They must think just like a simple star, not a Procyon. Their organizational structure is hybrid and it partially change by situation. It provides them flexible structure in rigid structure. This changeability increase sales and efficiency. But still they have a very rigid and hierarchical structure. In view of they are a technology sale company they must be more and more flexible Organizations physical environment needs some arrangements. If we need to give an example we can focus their parking lot. This place is ragged, messy and covered in mud. It reduces companys quality perception in the first place. They must revise this area. To attain information about company is limited. Their internet site is inefficient. In the same time they should regard advertisements for Increase Companys market recognition.

4. CONCLUSION
They have coorperations with their suppliers, financial sector and market. Thats the main point that they want to provide in market. The main idea is two sided making profit, both the organization and market. The store has clear mission and vision statement. The general and specific (teams and individuals) performances are at desired levels. The organization has an unstable environment in the basis of suppliers, competitors, technology, market, economic conditions, and human resources sectors. However, they are doing very well with their efficiency desing. Since, they adopted and controlling their environment with high quality and low cost servicing with high tecnology and enjoying having nice marketing and having the higest market share in IT sector. They have an efficent desing with hybrid sturcture. Teams tasks and moderate specification makes them more flexible, in order to adopt environment.

As we said before, main goal is getting the highest endorsement. So they are using a mechanistic desing, despite the fact that having a complex-unstable environment. In fact, this situation comes from, where organization servicing sector, technology. We have mentioned about the contingency factors. Thats the way of contingency factors how effects on organizations. They are servicing a good, its a clear situation, but when technology comes to field, situation gets more complex and more. Its the main impact of contingency factors.

The organization has a clear norm and well built culture which helps them to have loyal customers. They have right strategy on this market and they are enjoying it. Actually we are seeing no threats from outside but growing such this high speed may cause some connection problems in teams and for whole store. One more point, they seem weak on household appliances and small home goods. They should enlarge product diversity scale in these departments. Of course, rivaly and power of buyers may lead threats in future time but in fact, it is a general threat for all organizations which are in the market.

Social responsibility is another point where they are good at.

Referances DAFT, Richard L. (Eighth edition), Organization Theory and Desing, Thomson Southwestern Publishing, USA, pages, 11, 17, 18, 22, 26, 28, 53, 55, 56, 62, 63, 65, 89, 90, 91, 99, 117, 136, 137, 138, 141, 142, 143, 153, 176, 178, 182, 183, 184, 185, 186, 361. Vatan, Hasan, 2010, Bu Vatan in Neler Yapmadk Ki? pages, 25, 107, 157, 179, 197, 241, 250. Vatan Computer, online, http://www.vatanbilgisayar.com/ http://www.google.com.tr/

organizat ional chart

general manager

vice manager

vice manager

chief

chief

chief

chief

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chief

chief

chief

chief

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chief notebook goods

chief

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assistant of assistant of assistant of assistant of assistant of small home household of

chief assistant chief assistant of chief assistant of home appliances electronics

chief assistant chief machines phones

chief OEM

chief

chief of digital photo assistant of assistant of assistan assistant of t of P C notebook

notebook notebook notebook notebook