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Bonang Mohale, Managing Director of Otis South Africa, was challenged to transform the organisation from a product-oriented company into a world-class, market-oriented and competitive concern in the business of elevators and escalators. However, he was faced with some serious obstacles. Although sales had increased and the company remained profitable, growth had been lower than the rate of inflation. The company had never developed a formal marketing strategy, and Mohale believed that this was the key to becoming a market-driven organisation. He had begun to address this by re-structuring the Marketing Department, but the staff still did not seem to understand his sense of urgency. Accurate and relevantly updated basic information about competitors and customers was not forthcoming from staff members, and he felt unable to act. Mohale realised that he would need to have an effective marketing function in place if the company was to avoid losing its competitive edge as market leader. Teaching objectives are: (1) to review the main aspects of Otis SA''s business that need to be understood for a meaningful discussion; (2) to provide a platform for discussion around possible integrated marketing strategy frameworks with one framework selected to frame class discussion; and (3) to provide an overview of key issues in introducing and implementing a marketing strategy and how these are related to Otis SA in particular.