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Otoyol Motor Company

Marketing, Service and Operations Management, Strategy

Reference: IVEY-9B09M053-E
Year: 2007
Number of pages: 24
Geographic Setting: Turkey
Publication Date: Aug 27, 2009
Source: Ivey Business School (Canada)
Type of Document: Case
Industry Setting: Manufacturing;

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Description

Otoyol Motor Company, a large commercial vehicle manufacturer, is on the verge of being liquidated by its shareholders. Despite all efforts to maintain its competitive position, the company has been caught in a downward spiral. Erosion of its first mover advantages, shifts in industry core competencies and changes in consumer preferences have depreciated the company's value proposition and deteriorated its market share. Utilizing empirical data, this case illustrates the evolution of the commercial vehicle industry in Turkey, changes in industry conditions, and competitive strategies employed by the incumbent and its Japanese rivals in various life cycle stages. Puppy dog ploy, market penetration, product strategy, long term market share acquisition stratagems employed by challengers, and the incumbent's counter moves are chronicled.

Keywords

Competitive Strategy competitiveness Market Strategy Strategy