INTRODUCTION

Otoyol Motor Company (OMC) was founded in 1966, by Koc Holding Corporation (Koc), which is the largest conglomerate in Turkey. They initially imported and distributed completely built up vehicles from Fiat Spat of Torino, Italy. They however had the right to brand the vehicles “Otoyol”. In 1974, Otoyol started to import semi knocked-down vehicle kits, which were then assembled according to blueprints. They then started to source locally manufactured parts to replace the content of the semi and completely knocked down kits. They then became the leading commercial vehicle manufacturer in the country.
In 1989, Industrial Vehicle Corporation Spa (Iveco), had made the transition from technology provider to partner in OMC when it purchased a 27 per cent stake in the firm. In the early 1990s, the liberalization of import policies allowed the influx of Japanese commercial vehicles manufactures Isuzu and Mitsubishi. They will later become the key competitors to Otoyol.

COMPANY’S CURRENT STRATEGY
2.1 – VISION
To become the automotive leader in the country and provide automotive product to cover all transportation needs.

2.2 – MISSION STATEMENT
Our mission is to provide our clients reliable and affordable vehicles with the highest quality in mind. We focus on achieving high customer satisfaction by providing our clients country wide coverage after sales service.

2.3 – OBJECTIVES
Specific performance targets
Financial Objectives: * Increase Return on Capital * Regain positive cash flow
Strategic Objectives: * Achieve maximum geographic coverage through sub-dealers * Increase market share * Improve manufacturing processes * Obtain new technologies for products * Increase sales * Launch new products in existing and new categories

2.4 – CORPORATE LEVEL STRATEGY - Otoyol has introduced new products in new