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Video case
Reference no. BW0003V
Subject category: Marketing
Published by:
El Izi Communications Consultancy UK Ltd (2018)
17 minutes
Data source:
Field research
File size 561.8MB. Click for more information.


This case emphasizes that even a very well-established international brand such as Ford Trucks could make mistakes and could recover from it, first by acknowledging the mistake openly and then by taking the correct measures. Ford Trucks Turkey Deputy Managing Director Ahmet Kinay explains how and why their market share in the heavy-duty trucks dropped from 26% in 2005 to 15% in 2010 in Turkey. In the case, we see the steps that Ford Trucks has taken to isolate the problem as well as series of ethnographic and quantitative marketing research studies conducted to understand the cause of the problem. As a solution, Ford Trucks takes some radical actions, such as improving the whole range of product portfolio with improved product characteristics in line with the expectations of fleet owners and drivers, while revitalizing and restructuring its dealers, and eventually delisting Ford Cargo brand by creating the new Ford Trucks brand. Furthermore, with the help of the Q&A section at the end of the case, basic principles of new brand creation are summarised by using the Ford Trucks example.


Marketing; New brand; Winning brand; Losing brand; Marketing research; International brands; International markets; Emerging markets; Turkey; Ford Otosan, Ford, Ford Trucks
18,482 vehicles (2016)
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