Skip to Main Content
HBS Home
  • About
  • Academic Programs
  • Alumni
  • Faculty & Research
  • Baker Library
  • Giving
  • Harvard Business Review
  • Initiatives
  • News
  • Recruit
  • Map / Directions
Faculty & Research
  • Faculty
  • Research
  • Featured Topics
  • Academic Units
  • …→
  • Harvard Business School→
  • Faculty & Research→
Publications
Publications
  • May 2016
  • Case
  • HBS Case Collection

OPET: Precision Marketing in Uncertain Times

By: Rajiv Lal, Esel Çekin and Eren Kuzucu
  • Format:Print
  • | Language:English
  • | Pages:32
ShareBar

Abstract

During Timucin Guler’s decade at OPET, a prominent fuel distributor in Turkey, he transformed the definition of marketing in the company. Under Guler’s lead, OPET, once a local player in the downstream distribution market, became the second largest fuel distributor in Turkey. As assistant general manager, Guler had paved the way for customer-oriented marketing, which helped OPET differentiate itself in the market and become fiercely competitive. However, starting from 2009, changing regulations in Turkey’s highly regulated oil and gas industry limited OPET’s marketing tools, forcing Guler to revisit his marketing strategy. He was concerned that more restrictions were on the way and that these could possibly affect OPET’s loyalty program, in which the company had invested heavily. How should Guler go about revising OPET’s marketing strategy so as to keep up with and possibly foresee further regulatory changes, while trying to stay ahead of the competition? What would be the best way for Guler to optimize the company’s investment in its customer loyalty program?

Keywords

Customer Satisfaction; Customer Service; Emerging Market; Focusing On Customers; Competition; Turkey; Loyalty Program; Marketing Strategy; Downstream Distribution; Customer Relationship Management; Energy Industry; Turkey

Citation

Lal, Rajiv, Esel Çekin, and Eren Kuzucu. "OPET: Precision Marketing in Uncertain Times." Harvard Business School Case 516-087, May 2016.
  • Educators
  • Purchase

About The Author

Rajiv Lal

Marketing
→More Publications

More from the Authors

    • July 2022
    • Faculty Research

    boAt Lifestyle

    By: Rajiv Lal and Kairavi Dey
    • March 2022 (Revised August 2022)
    • Faculty Research

    Swvl: Smart Mobility for the Masses

    By: Krishna Palepu, Esel Çekin and Menna Hassan
    • February 2022 (Revised July 2022)
    • Faculty Research

    InstaDeep: AI Innovation Born in Africa (B)

    By: Shikhar Ghosh and Esel Çekin
More from the Authors
  • boAt Lifestyle By: Rajiv Lal and Kairavi Dey
  • Swvl: Smart Mobility for the Masses By: Krishna Palepu, Esel Çekin and Menna Hassan
  • InstaDeep: AI Innovation Born in Africa (B) By: Shikhar Ghosh and Esel Çekin
ǁ
Campus Map
Harvard Business School
Soldiers Field
Boston, MA 02163
→Map & Directions
→More Contact Information
  • Make a Gift
  • Site Map
  • Jobs
  • Harvard University
  • Trademarks
  • Policies
  • Accessibility
  • Digital Accessibility
Copyright © President & Fellows of Harvard College