SWOT Analysis in Strategıc Management and a Sample Applicatıon in Public

In the face of rapid change and increasing competition all over the world, Strategic Management has begun to gain importance. Not only in the private sector, considering all organizations operating in the public and third sector, more strategic thinking and strategic planning has become more important than before in the face of globalization and competition cases it brings. The most important feature of strategic management is that it provides the opportunity for an organization to analyze both its own status and the environment outside of the organization. Strategic management which is in broad use in the private sector has also become indispensable for public sector. Peculiar purposes of public management present a different service understanding as compared to the private sector. Public management generally does not have profit purposes in its services and has to draw attention to and solve the social problems. This article emphasizes recognition of the importance of the strategic management in public and defines the important elements of the SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis that must be included within the integrated model of strategic management. A face-to-face citizen expectation questionnaire was conducted with 1500 people together with internal and external stakeholder questionnaires in Eyyübiye district for the Strategic Management of Eyyübiye Municipality, Şanlıurfa and a SWOT(Strengths, Weaknesses, Opportunities, Threats)analysis was established. The purpose of this article is to raise awareness of the importance of SWOT analysis in strategic management in public.