The strategy is the ability to identify long-term goals and objectives in the business and to
allocate resources to achieve those goals. Taking into consideration the opportunities and
threats in the market, it is the process of determining the strengths and weaknesses of the
business and taking and implementing the decisions that will give the business a
Strategic management is decisions and activities to evaluate and control strategy
development, implementation and results. The basic tasks and duties of management do not
change in strategic management, but these responsibilities focus on the external
Strategic management coordinates within a hierarchical structure. With the strategy, targets
are set up in the hierarchy of aims within the enterprise prevents the different units and
stages from determining independent goals and provides integrity and coordination within
Concentration of competition as a consequence of globalization, more and more of strategic
management is becoming more important. In the field of strategic management John M.
Bryson of important studies the definition is as follows: “Strategic planning can be defined
as a disciplined effort to produce fundamental decisions and actions that shape and guide
what an organization… is, what it does, and why it does it “(Bryson, 1988: 5).
Another in the field of management researcher, W. Barry, whose strategic management is
defines: “Strategic management, eager to reach an organization future, and analyze the
process of showing how to achieve that target.”(Barry, 1986:10)
Strategies determine the life span of brands. Brands that do not have a good strategy are
becoming short-lived. It emerges during periods of crisis. Everyone does not know what to
do when looking at where the strongest brands of strategies are in the forefront.
Good strategists are needed to build a strong strategy. Strategists who are experts in their
fields, provide a very important contribution to the brand. If brands want to get stronger,
gain speed, they have to work with good strategists.
What will make a person a successful strategist? What qualities should a good strategist
Analysis is a key component of strategic management as it decides the success.. The
analysis phase is concerned with gathering as much data and information as possible to
achieve the goals and objectives. It should focus on identifying and measuring initiatives
that will help sustainability, strategic use and business growth. The analysis should examine
the internal and external strengths and weaknesses, opportunities and threats that the
business will face.
The first step in making the strategy is to analyze the data and information provided to make
a conscious decision. At the same time you must decide what resources are involved and
what external resources are needed to complete organizational goals. The strategy formula
also includes prioritization issues that the organization may encounter in the future. Once
you are prioritized, you can begin to build your strategies to achieve organizational goals
later on. The nature of the business world is so fluid, you would create unexpected
contingency plans or another plan that could be used if the first strategy failed.
The practice is to put plans into action. It is difficult to talk extensively in the application
phase because it is entirely based on the previous steps. However, there is no doubt that if
the previous steps have been successfully carried out then everything is in order for a
successful application. You should make sure everyone in the work understands their duties
and responsibilities in order to achieve organizational goals. At the same time ensure that
additional funds are available for use.
Although it seems easy to simplify, it is one of the most difficult parts of the business. You
need to know which parts are unnecessary to simplify. If the part you removed is needed in
the future, you will have made a mistake.
You need to be knowledgeable in order to simplify it. It is a great virtue to be able to
separate unnecessarily with the necessary. The cause of most of the mistakes of the brands
is to be unnecessary with necessity. Because they can not find the right one, they try to do
everything they can, wasting their potential.
You must have the courage to abandon it in order to simplify it. It is about what work is
done and what can not be done. Many brands do not have the courage to give up the cause
of not being able to focus. They try to do many things together. Because doing so much
work is eye catching. You feel you are working harder. But the truth is different. If you do
not simplify, you work harder and earn less. Being able to simplify is an important feature
for a strategist. And this feature is very few people.
Knowing the stage
Knowing the stage means knowing how it is done, how it is applied. Without knowing the
application part of the business, your strategy does not make sense.
A strategist who knows the scene can create a more healthy roadmap because it dominates
the work. She or he can see which points to make mistakes. Because it can see it, it can
prevent errors before they go out. That is why a good strategist should be an expert in
business. If she or he does not know the stage, her or his strategy is on paper. In fact, many
projects fail because they are created by people who do not know the field. Every job has a
visible and invisible face. You need to know both sides well in order not to make mistakes.
A good strategy can be created by quality strategists. They come to the forefront with big
and strong branding strategies. Thanks to their strategy, they stand out from their
competitors and make a difference to them. If you have a good strategy, you can see more
clearly ahead. You are effectively using your resources.
It is also important to be able to combine pieces as well as to see the big picture. If you are
managing a brand, you have to have a grasp of the flow to unite the pieces. You need to
know the parts and the tasks of the parts well. You need to see exactly where the parts can
A good strategist is the master who knows the necessary and unnecessary parts. Also knows
his or her parts very well. And easily unite. Combining pieces requires the ability to act like
an orchestra conductor similarly. You need to be able to create a meaningful melody from
In summary, effective and good strategy requires quality of thought, effective
communication and discipline, and forms the basis of the success of the organization. Good
Strategist that can do the right job with the right methods and that can make this approach
institutionalized and sustainable are the companies that can achieve success.
BARRY, B.W. “Strategic Planning Workbook for Public and Nonprofit Organizations, St. Paul: Amherst
Wilder Foundation, 1986.
BRYSON, John M. Strategic Planning for Public and Nonprofit Organizations, San Francisco: Jossey-Bass,
1988. CAMP, Robert C. Benchmarking -he Search for Industry Best Practices That Lead to Superior
Performance, Milwaukee: Quality Press, 1989