Doğuş Otomotiv's Priority Areas

Method of Identifying Priority Focus Areas

Doğuş Otomotiv started to work on performing in global standards in sustainability-related aspects in 2009. Within the scope of Sustainability that has become an essential part of the corporate strategy, initially the material key stakeholders were identified and a matrix of priority focus areas was created, taking into consideration the priorities of such stakeholders and consistency with corporate strategies. In the process of identifying the priority focus areas, the Sustainability Team composed of representatives from all organizational departments came together at a workshop, and determined the priority focus areas using the AA1000SES Standard methodology. From 2010 onward, Doğuş Otomotiv has been sharing information in line with identified priority focus areas through publicly disclosed Sustainability reports.

a. Identification

In the priority focus area identification process in 2010, Doğuş Otomotiv used the GRI G3 categories and sub-categories as basis. Other aspects that directly targeted the field of operations and concerned the industry of which Doğuş Otomotiv is a part, and that had direct impact on the organization and/or included among the material expectations (Relations with OEM, Environment Friendly Products, etc.) of key stakeholders in a region or segment were also added to the categories during prioritization. The identified topics were addressed in a wide scope taking into account the expectations of stakeholders, both internal and external, and the organization’s sphere of influence.


b. Prioritization

Doğuş Otomotiv identified its priority focus areas included in the report using the AA1000SES (AccountAbility Stakeholder Engagement Standard)[1] method. The focus areas that emerged as a result of prioritization studies were evaluated for their short, medium and long-terms impacts, and those with long-term impacts were also included in the focus areas. The entire value chain of Doğuş Otomotiv was taken into consideration in prioritization. Doğuş Otomotiv’s Priority Focus Areas are regularly communicated to all the businesses in the value chain, and the scope of the report is accordingly expanded.


Prioritization is categorized into five topics:

A. Issues with short-term financial effects

B. Issues included in strategic corporate policies

C. Issues considered material by peers or competitors

D. Key issues of stakeholder concern

E. Issues already or due to be regulated by laws and regulations

c. Validation

Doğuş Otomotiv’s identified Priority Focus Areas were reviewed by the Executive Board of Doğuş Otomotiv, and the final version reflecting the data collected via necessary feedback mechanisms was approved by the Board of Directors of Doğuş Otomotiv. Since 2010, data collection processes are managed and reported based on these priority focus areas.

Feedback from all key stakeholders on priority focus areas is obtained via dialog platforms (sustainability questions included in employee satisfaction surveys, visits to Authorized Dealers and After-sales Service Centers, investor meetings, press conferences, etc.) throughout the year. The feedback obtained is evaluated and report content is prepared accordingly

d. Review

Doğuş Otomotiv is among the first organizations in Turkey to report its Sustainability performance in global standards. In addition to being among the first organizations to emphasize the importance of reporting in accordance with focus areas within the framework of its sphere of influence, Doğuş Otomotiv is also among the first to build a Sustainability strategy and reporting culture, given that the basic premise of Sustainability is materiality and stakeholder engagement.