{"id":1260,"date":"2007-12-06T02:00:00","date_gmt":"2007-12-06T00:00:00","guid":{"rendered":"http:\/\/92.45.35.169\/dufa-boya-genel-muduru-irfan-cetindamar\/"},"modified":"2024-07-03T15:04:59","modified_gmt":"2024-07-03T12:04:59","slug":"dufa-boya-genel-muduru-irfan-cetindamar","status":"publish","type":"post","link":"https:\/\/www.kariyer.net\/kariyer-rehberi\/dufa-boya-genel-muduru-irfan-cetindamar\/","title":{"rendered":"D\u00fcfa Boya Genel M\u00fcd\u00fcr\u00fc ‘\u0130rfan \u00c7etindamar’"},"content":{"rendered":"
<\/p>\n
\"\"\u0130rfan \u00c7etindamar, s\u0131ra d\u0131\u015f\u0131 bir y\u00f6netici. 1970’de \u0130ngiltere’ye giderek d\u00f6rt y\u0131l garsonluk yapm\u0131\u015f. Cambridge’de Pazarlama master’\u0131 yaparak T\u00fcrkiye’ye d\u00f6nm\u00fc\u015f. \u0130\u015f bulmak i\u00e7in 1974’te gazeteye ilan vermi\u015f, bu sayede boya sekt\u00f6r\u00fcn\u00fc se\u00e7mi\u015f. \u0130rfan \u00c7etindamar’\u0131n \u015fu andaki hedefi T\u00fcrkiye’ye getirmeyi ba\u015fard\u0131\u011f\u0131 D\u00fcfa’y\u0131 boya pazar\u0131nda ilk \u00fc\u00e7 firma aras\u0131na sokmak.<\/span><\/strong><\/div>\n
\u0130nsanlar\u0131 ve i\u015fini \u00e7ok sevdi\u011fini s\u00f6yleyen \u0130rfan \u00c7etindamar, son bir y\u0131ld\u0131r D\u00fcfa’da Genel M\u00fcd\u00fcrl\u00fck g\u00f6revini y\u00fcr\u00fct\u00fcyor. Do\u011fru insanlarla \u00e7al\u0131\u015fmay\u0131, ba\u015far\u0131n\u0131n anahtar\u0131 olarak g\u00f6ren deneyimli y\u00f6netici, “g\u00fcn\u00fcm\u00fczde pazar\u0131 iyi analiz ederek insan ihtiya\u00e7lar\u0131n\u0131 ve bu ihtiya\u00e7lar\u0131n de\u011fi\u015fimini g\u00f6r\u00fcp kar\u015f\u0131layabilen y\u00f6neticiler ba\u015far\u0131y\u0131 yakal\u0131yor” diyor.<\/span><\/div>\n

E\u011fitiminizden ve kariyer plan\u0131n\u0131zdan bahseder misiniz?<\/span><\/strong><\/div>\n
Adapazar\u0131 do\u011fumluyum, \u0130stanbul \u00dcniversitesi’nde Maliye-Muhasebe b\u00f6l\u00fcm\u00fcn\u00fc bitirdim.Hareketli bir yap\u0131m oldu\u011fu i\u00e7in muhasebe departman\u0131nda \u00e7al\u0131\u015famayaca\u011f\u0131m\u0131 k\u0131sa s\u00fcrede anlad\u0131m. Yurtd\u0131\u015f\u0131na \u00e7\u0131karak \u0130ngilizce \u00f6\u011frenmek ve alan\u0131m\u0131 de\u011fi\u015ftirmek istedim. Amcam\u0131n bana verdi\u011fi k\u0131s\u0131tl\u0131 parayla \u0130ngiltere’ye gittim. \u0130ngiltere’de \u00f6nce otellerde oda temizli\u011fi, garsonluk ve a\u015f\u00e7\u0131l\u0131k yapt\u0131m. D\u00f6rt sene orda ya\u015fad\u0131m, Cambridge \u00dcniversitesi’nde Pazarlama Master’\u0131 yaparak T\u00fcrkiye’ye d\u00f6nd\u00fcm. <\/span><\/div>\n

Boya sekt\u00f6r\u00fcnde \u00e7al\u0131\u015fmaya nas\u0131l karar verdiniz?<\/span><\/strong>
\u0130ngiltere’den T\u00fcrkiye’ye 1974 y\u0131l\u0131nda d\u00f6nd\u00fcm. Pazarlaman\u0131n pek kullan\u0131lmad\u0131\u011f\u0131 d\u00f6nemde gazeteye kendi i\u015f ilan\u0131m\u0131 verdim. Vas\u0131flar\u0131m\u0131 anlatan, i\u015f arad\u0131\u011f\u0131m\u0131 belirten bir iland\u0131. Marshall Y\u00f6netim Kurulu \u00fcyesi ayn\u0131 zamanda \u0130K m\u00fcd\u00fcrl\u00fc\u011f\u00fc g\u00f6revini y\u00fcr\u00fcten Emin Batum’a da ilan\u0131m \u00e7ok enteresan gelmi\u015f. Beni g\u00f6r\u00fc\u015fmeye \u00e7a\u011f\u0131rd\u0131. Kendisiyle k\u0131sa bir g\u00f6r\u00fc\u015fme yapt\u0131k, beni hemen muhasebede i\u015fe ald\u0131. Marshall’da 30 y\u0131l finans, pazarlama, ithalat ihracat gibi neredeyse t\u00fcm kademelerde \u00e7al\u0131\u015ft\u0131m. 2004 y\u0131l\u0131 sonunda Marshall’dan ayr\u0131ld\u0131m ve \u00fc\u00e7 y\u0131ld\u0131r Kayalar Grup’ta \u00e7al\u0131\u015f\u0131yorum. <\/span><\/div>\n

D\u00fcfa’y\u0131 T\u00fcrkiye’ye nas\u0131l getirdiniz?<\/span><\/strong>
Kayalar Grup’tan Ersin Kayalar 2004 y\u0131l\u0131nda bana i\u015f teklifinde bulundu. Aile \u015firketiyken kurumsalla\u015fmak istediklerini belirtti. \u0130stekli olmalar\u0131 ve d\u0131\u015fa d\u00f6n\u00fck, yenilik\u00e7i yap\u0131lar\u0131 beni \u00e7ok etkiledi. Kayalar Grup, mobilya boyalar\u0131nda 30 y\u0131ll\u0131k bir firma olup sekt\u00f6r\u00fcn\u00fcn lideri. O tarihte \u015fu anda \u00fcretime a\u00e7\u0131lan Tuzla’da tam otomatik yeni fabrikam\u0131z in\u015fa ediliyordu. B\u00fcy\u00fck bir finansmanla kurulan fabrikada sadece mobilya boyas\u0131 de\u011fil, in\u015faat boyas\u0131 da \u00fcretmeyi \u00f6nerdim.  G\u00f6r\u00fc\u015f\u00fcm uygun g\u00f6r\u00fcld\u00fc. \u0130hracat departman\u0131nda \u00e7al\u0131\u015ft\u0131\u011f\u0131m d\u00f6nemde d\u00fcnyada \u00e7ok tan\u0131nan D\u00fcfa markas\u0131n\u0131 \u00f6\u011frenmi\u015ftim. \u015eartlar ne olursa olsun bu markay\u0131 T\u00fcrkiye’ye getirmeye \u00e7al\u0131\u015faca\u011f\u0131m diye kendime hedef belirlemi\u015ftim. Bir\u00e7ok T\u00fcrk firmas\u0131 kalitesi y\u00fcksek ve fiyat\u0131 uygun olan D\u00fcfa’y\u0131 getirmeye \u00e7al\u0131\u015ft\u0131 ancak ba\u015faramad\u0131. Kayalar Grup olarak D\u00fcfa’n\u0131n sahibi Meffert ailesiyle g\u00f6r\u00fc\u015ft\u00fck ve \u00fc\u00e7\u00fcnc\u00fc g\u00f6r\u00fc\u015fmenin sonunda anla\u015fmam\u0131z\u0131 yapt\u0131k. Sermayenin yar\u0131s\u0131n\u0131 ve teknolojiyi verdiler. Ekim 2005’de el s\u0131k\u0131\u015ft\u0131k, Mart 2006’da fabrikay\u0131 kurmaya ba\u015flad\u0131k. Haziran 2006’da \u00fcretime ba\u015flam\u0131\u015ft\u0131k. <\/span><\/div>\n

D\u00fcfa’y\u0131 T\u00fcrkiye’de konumland\u0131rmak i\u00e7in ne gibi \u00e7al\u0131\u015fmalar yapt\u0131n\u0131z?<\/span><\/strong>
Pazara girerken tecr\u00fcbelerimizden faydaland\u0131k. Tak\u0131m ruhuyla \u00e7al\u0131\u015ft\u0131k. \u0130lk \u00f6nce pazar ara\u015ft\u0131rmas\u0131 yapt\u0131k, pazar\u0131 \u00e7ok iyi irdeledik. Piyasan\u0131n ve rakiplerin g\u00fc\u00e7l\u00fc ve zay\u0131f y\u00f6nlerini pazarlaman\u0131n 5 P’si ve SWOT analizinde masaya yat\u0131rd\u0131k. Bu do\u011frultuda vizyonumuza uygun hedef, strateji ve aktivitelerimizi belirledik. Ara\u015ft\u0131rmalar\u0131m\u0131z sonucunda D\u00fcfa markas\u0131 de\u011fi\u015ftirmeden oldu\u011fu gibi almam\u0131z\u0131n bize sa\u011flayaca\u011f\u0131 faydalar\u0131 d\u00fc\u015f\u00fcnd\u00fck. Sadece ambalaj\u0131n\u0131 T\u00fcrk insan\u0131n zevkine uygun, grup y\u00f6netimi yapabilecek \u015fekilde geli\u015ftirdik. Boya ustalar\u0131m\u0131z\u0131n kullanma al\u0131\u015fkanl\u0131klar\u0131n\u0131 dikkate alarak form\u00fcl revizyonu yapt\u0131k. Bu da bizim \u00fcr\u00fcn\u00fcm\u00fcz\u00fcn ustalar taraf\u0131ndan \u00e7ok \u00e7abuk kabul g\u00f6rmesini sa\u011flad\u0131.<\/span><\/div>\n

Y\u00f6netici olarak farkl\u0131 stratejileriniz oldu\u011funu d\u00fc\u015f\u00fcn\u00fcyor musunuz? Bunlara \u00f6rnek verir misiniz?<\/span><\/strong>
Piyasada mal\u0131m\u0131z yokken televizyon reklam\u0131 yapmaya ba\u015flad\u0131k. Uluslararas\u0131 kaliteli bir firmay\u0131 T\u00fcrkiye’ye getirdi\u011fimiz i\u00e7in \u00e7ok kolay bayi ve distrib\u00fct\u00f6r bulduk. 21 tane distrib\u00fct\u00f6r ve 1600 tane bayiye televizyon reklam\u0131yla k\u0131sa s\u00fcrede ula\u015ft\u0131k. Pazar\u0131n ve bayilerin s\u0131k\u0131nt\u0131lar\u0131n\u0131 bildi\u011fimiz i\u00e7in T\u00fcrkiye’yi 25 par\u00e7aya b\u00f6ld\u00fck ve her b\u00f6l\u00fcme yaln\u0131z bir tane distrib\u00fct\u00f6r verdik. Ayn\u0131 b\u00f6lgeye bir tane distrib\u00fct\u00f6rden fazlas\u0131 yok. D\u00fcfa’n\u0131n rakibi D\u00fcfa olmayacak. 25 bayi ve 2600 tane bayiden fazlas\u0131 olmayacak b\u00f6ylelikle D\u00fcfa satan\u0131n bir farkl\u0131l\u0131\u011f\u0131 ve herkes satamayaca\u011f\u0131 i\u00e7in de\u011feri olacak. <\/span><\/div>\n

\u0130\u015f hayat\u0131nda ba\u015far\u0131l\u0131 olmak i\u00e7in neler yap\u0131lmal\u0131?<\/span><\/strong>
Heyecan\u0131 ya\u015fay\u0131p bunu \u00e7al\u0131\u015fanlara yans\u0131tabiliyorsan\u0131z ve Pazar\u0131 \u00e7ok iyi g\u00f6r\u00fcp analiz edebiliyorsan\u0131z, insan ihtiya\u00e7lar\u0131n\u0131 ve bu ihtiya\u00e7lar\u0131n de\u011fi\u015fimini g\u00f6r\u00fcp kar\u015f\u0131layabiliyorsan\u0131z, bana g\u00f6re her zaman ba\u015far\u0131l\u0131 olursunuz.<\/span><\/div>\n

Nas\u0131l bir y\u00f6neticisiniz? Sizce y\u00f6netici tan\u0131m\u0131 nas\u0131l olmal\u0131?<\/span><\/strong>
\u00c7al\u0131\u015fma ortam\u0131 pozitif olunca i\u015fler daha g\u00fczel y\u00fcr\u00fcyor, buna inan\u0131yorum. Bayilerle bire bir tan\u0131\u015ft\u0131m. \u00c7al\u0131\u015fanlar\u0131mla aile gibiyiz. \u00dc\u00e7 y\u0131ll\u0131k pazarlama planlar\u0131m\u0131z, stratejilerimiz var. Her hafta toplan\u0131r, verileri tart\u0131\u015fmaya a\u00e7ar birlikte kararlar al\u0131r\u0131z. Ancak karar al\u0131nd\u0131ktan sonra herkes o karara uymak zorunda. \u00dcst d\u00fczey y\u00f6neticilerin art\u0131k masada oturma zaman\u0131 bitti.Tepedeki y\u00f6netici, firma veya fabrikada neler oldu\u011funu bilmeli. Y\u00f6neticilerin \u00e7al\u0131\u015fanlar\u0131n\u0131n nabz\u0131n\u0131 \u00e7ok iyi tutmas\u0131 gerekiyor. Sadece ald\u0131\u011f\u0131 verilerden de\u011fil, bunun d\u0131\u015f\u0131nda bizzat g\u00f6zlemleyerek, verilerin \u00e7apraz kontrol\u00fcn\u00fc yapmas\u0131 laz\u0131m. Hedeflerle y\u00f6netim sisteminin de \u00f6nemli oldu\u011funu d\u00fc\u015f\u00fcn\u00fcyorum. <\/span><\/div>\n

\u00c7al\u0131\u015fan se\u00e7iminizde ne gibi kriterlere \u00f6nem veriyorsunuz? \u00c7al\u0131\u015fan say\u0131n\u0131z hakk\u0131nda bilgi verir misiniz?<\/span><\/strong>
\u00c7al\u0131\u015ft\u0131\u011f\u0131m insanlar\u0131n do\u011fal, pozitif, heyecanl\u0131, karar alabilen, uygulayan, hatalar\u0131ndan ders alan, kendini s\u00fcrekli yenileyen, \u00f6z\u00fc ve s\u00f6z\u00fcn\u00fcn bir olmas\u0131n\u0131 istiyoruz. \u0130nsanlar\u0131n s\u00f6z vermeden \u00f6nce d\u00fc\u015f\u00fcnmeleri gerekti\u011fini, e\u011fer s\u00f6z veriyorsa da s\u00f6z\u00fcn\u00fc ne pahas\u0131na olursa olsun tutmas\u0131 gerekti\u011fine inan\u0131yorum. Ayaklar\u0131n\u0131 yere sa\u011flam basan insanlarla \u00e7al\u0131\u015fmay\u0131 severim. Okul kadar hayattaki duru\u015funa bakar\u0131m, pozitif insanlar\u0131 seviyorum. Kariyer.net’te tarama yap\u0131yorum, adaylar\u0131 inceliyorum. Kayalar’da 210 ki\u015fi, Kayalar Meffert’da, D\u00fcfa’da da 89 ki\u015fi \u00e7al\u0131\u015f\u0131yor. Toplam 300 ki\u015fiyiz.  <\/span><\/div>\n

“Pazar\u0131 \u00e7ok iyi g\u00f6r\u00fcp analiz edebiliyorsan\u0131z, insan ihtiya\u00e7lar\u0131n\u0131 ve bu ihtiya\u00e7lar\u0131n de\u011fi\u015fimini g\u00f6r\u00fcp kar\u015f\u0131layabiliyorsan\u0131z, her zaman ba\u015far\u0131l\u0131 olursunuz.”<\/font><\/span><\/strong><\/div>\n

Almanya merkezli Meffert AG ile ortakl\u0131\u011f\u0131n\u0131z neler kazand\u0131rd\u0131?<\/span><\/strong>
Meffert’in 60 y\u0131ll\u0131k tecr\u00fcbesi ve \u00e7ok kaliteli \u00fcr\u00fcnleri var. Kaliteye, insana ve sa\u011fl\u0131\u011fa duyarl\u0131 \u00fcr\u00fcnler yap\u0131yor. Form\u00fclleri de\u011fi\u015ftiremiyoruz. de\u011fi\u015ftirmek istersek alternatifimiz i\u00e7in onay al\u0131yoruz. Kalite standartlar\u0131m\u0131z var, hep ayn\u0131 kaliteli \u00fcr\u00fcn\u00fc \u00fcretiyoruz. Orta\u011f\u0131m\u0131z verilen s\u00f6zlerin arkas\u0131nda duruyor, ne diyorlarsa yap\u0131yorlar. Meffert’ten teknoloji ve finans deste\u011fi ald\u0131k. Pazara yat\u0131r\u0131m yapmak istiyoruz, orta\u011f\u0131m\u0131za yat\u0131r\u0131mlar\u0131 anlat\u0131rken yorulmuyoruz. \u00c7ok h\u0131zl\u0131 karar veriyoruz, bizi yormuyor.<\/span><\/div>\n
Yo\u011fun i\u015f ya\u015fant\u0131n\u0131zdan \u00f6zel hayat\u0131n\u0131za zaman ay\u0131rabiliyor musunuz?<\/span><\/strong>
Hayatta \u00e7ok b\u00fcy\u00fck a\u015fklar ya\u015fad\u0131m ama en b\u00fcy\u00fck a\u015fk\u0131m k\u0131z\u0131m. Biraz gen\u00e7 baba oldum. K\u0131z\u0131m 13 ya\u015f\u0131nda, onunla beraber zaman ge\u00e7irmekten \u00e7ok keyif al\u0131yorum. \u00c7ok yo\u011fun \u00e7al\u0131\u015f\u0131yorum, yurtd\u0131\u015f\u0131 gezilerim ve yurtd\u0131\u015f\u0131ndan gelen misafirlerimiz \u00e7ok oluyor. Bunun d\u0131\u015f\u0131nda bayi gezilerim de oluyor. Kalabal\u0131k aileyi, ailemle beraber zaman ge\u00e7irmeyi seviyorum. Yemek yapmay\u0131 \u00e7ok severim, iyi bir a\u015f\u00e7\u0131y\u0131md\u0131r. Hafta sonlar\u0131 kahvalt\u0131lar\u0131 ben haz\u0131rlar\u0131m. <\/span><\/div>\n
Gelece\u011fe y\u00f6nelik projeleriniz, kariyer hedefleriniz neler?<\/span><\/strong>
S\u0131f\u0131rdan bir marka yaratmaya \u00e7al\u0131\u015f\u0131yoruz. Uzun y\u0131llard\u0131r bu piyasan\u0131n i\u00e7inde yer alan rakiplerle ayn\u0131 kulvarda m\u00fccadele ediyoruz. \u00d6nce T\u00fcrkiye’nin i\u00e7 pazar yap\u0131lanmas\u0131n\u0131 tamamlayarak K\u0131br\u0131s, Azerbaycan, Rusya, G\u00fcrcistan, Ukrayna’ya yay\u0131lmaya ba\u015flad\u0131k. Kayalar olarak 10 milyon Dolar ihracat\u0131m\u0131z vard\u0131. Mobilyayla beraber in\u015faat boyalar\u0131m\u0131z da yurt d\u0131\u015f\u0131na yay\u0131lmaya ba\u015fl\u0131yor. Be\u015f y\u0131l\u0131n sonunda alt\u0131nc\u0131 y\u0131l\u0131n bilan\u00e7osunda T\u00fcrkiye’nin ilk \u00fc\u00e7 boya firmas\u0131 aras\u0131nda yer almak istiyorum. \u0130lk sene 10.000 ton mal satt\u0131m. Plan\u0131m\u0131 Alman orta\u011f\u0131ma sene ba\u015f\u0131nda s\u00f6yledi\u011fimde bana g\u00fclm\u00fc\u015ft\u00fc. Pazar\u0131n durgunlu\u011funda bile bunu ba\u015fard\u0131m. Do\u011fru i\u015f yap\u0131ld\u0131\u011f\u0131nda pazar durgunken bile bir \u015feyler ba\u015far\u0131l\u0131yor. <\/span><\/div>\n
 <\/div>\n

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\u0130rfan \u00c7etindamar, s\u0131ra d\u0131\u015f\u0131 bir y\u00f6netici. 1970’de \u0130ngiltere’ye giderek d\u00f6rt y\u0131l garsonluk yapm\u0131\u015f. Cambridge’de Pazarlama master’\u0131 yaparak T\u00fcrkiye’ye d\u00f6nm\u00fc\u015f. \u0130\u015f bulmak i\u00e7in 1974’te gazeteye ilan vermi\u015f, bu sayede boya sekt\u00f6r\u00fcn\u00fc se\u00e7mi\u015f. \u0130rfan \u00c7etindamar’\u0131n \u015fu andaki hedefi T\u00fcrkiye’ye getirmeyi ba\u015fard\u0131\u011f\u0131 D\u00fcfa’y\u0131 boya pazar\u0131nda ilk \u00fc\u00e7 firma aras\u0131na sokmak. \u0130nsanlar\u0131 ve i\u015fini \u00e7ok sevdi\u011fini s\u00f6yleyen \u0130rfan \u00c7etindamar, […]<\/p>\n\n

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