Product details

Brisa Bridgestone Sabanci has been the clear market leader in the Turkish tyre market for many years. The market expanded by 28% from 2010 to 2015, reaching 22 million sales units. To meet this high demand, Brisa started stretching its distribution network and focusing on maximising its sales. As a first step, number of dealers were increased from 250 to 409, plus 200 branches. However, this quick expansion resulted in considerable increases in dealer complaints. Sales maximizing policy also meant higher stocks for dealers, causing financial difficulties for dealers and having adverse effects on Brisa's cash flow as well. Chief Sales Officer of Brisa, Yakup Demir, explains why and how they had to built a digital base called 'Genba Room' in 2018 and how they empowered their sales force by identifying problems, improving processes by using digital technologies and advanced data analytics. In the case we see the need to monitor the field closely through digital technologies so that necessary actions can be taken before problems arise; helping the company to sustain its leadership in a highly competitive environment. Also we witness how data analyses can initiate the change management within a company, making all departments/employees align and focus on the bigger picture.