Koç Holding is one of the largest and most successful conglomerates in Turkey and Europe, founded in 1926. It operates according to principles of corporate governance, social responsibility, and environmental protection. Koç Holding has a diverse portfolio of brands and engages in various projects. Ford, one of Koç Holding's brands, utilizes a comprehensive marketing mix (4Ps) to maintain its performance as the second largest automaker in the US. Ford's marketing mix includes a variety of product lines, different pricing strategies, typical distribution channels, and conventional promotion tactics.

1. MARKETING
CONTROLLING
DUDU DEMİRALAY
GÜLNUR YAĞICI
MARİA TSALMA
EMRE DURAN

2. ABOUT
• Founded in 1926 by Vehbi Koç, Koç Holding has become
not only one of the largest and most successful groups of
companies in Turkey but also in Europe, by staying one
step ahead of change throughout its journey of 90 years.
Adamant in observing in all its operations the principles
and ethical values of administering corporate governance,
undertaking social responsibility and providing
environmental protection at international standards, the
Koç Group is a global player constantly moving toward its
objective of duplicating its success in Turkey at the global
scale.​

5. SHAREHOLDER STRUCTURE

6. BRANDS OF KOÇ HOLDING

9. SWOT
ANALYSIS

10. VISION and VALUES
Vision
• They, Koç Group, with all their people,
aspire to ensure customer satisfaction
and sound growth by providing
products and services of universal
quality and standards. They are
committed to being a symbol of trust,
continuity and esteem for all their
stakeholders: their country,
customers, shareholders, dealers, and
suppliers.
Values
• Their customers are the focus of
everything they do
• To be “the best” is their ultimate goal.
• Their most important asset is their
people
• Creation of wealth for continuous
development is their key objective.
• Honesty, integrity, and superior
business ethics are the foundations of
their business conduct.
• They aspire to strengthen the Turkish
economy from which they derive their
own strength.

11. PROJECTS
KOÇ FEST
VOCATIONAL
EDUCATION
FOR MY
COUNTRY
İSTANBUL
BİENNİAL

12. ACCORDING TO FORD BRAND OF KOÇ
MARKETING MIX
Ford Motor Company’s marketing
mix (4Ps) supports the firm’s ability
to connect with its target customers.
In Ford’s case, the target market is
highly varied and spans the global
economy. The firm is the second
largest U.S.-based automaker and
the fifth in the world. With this
position, a comprehensive
marketing mix is critical to
maintaining its performance. This
marketing mix and associated
strategic actions also change over
time to match the firm’s markets
and industry environment.

13. PRODUCT:
Ford’s offers a considerable variety of
products. Organizational outputs are
included in this element of the marketing
mix. Ford’s main product lines are as
follows:
1. Automobiles
2. Trucks
3. Buses
4. Tractors
5. Automotive parts/components
6. Financial services
7. Vehicle leasing

14. PRICE:
Ford’s prices vary, depending on the market. This element of the marketing mix involves the strategies used to
determine appropriate prices for products, based on market and business conditions. Ford applies two main pricing
strategies:
1. Market-oriented pricing strategy - In the market-oriented pricing strategy,
Ford’s goal is to set prices that are appropriate to market conditions, with
consideration for competition, demand, consumer perception, and other
variables. Ford applies this pricing strategy for most of its products, such as
sedans and trucks.
2. Premium pricing strategy - On the other hand, the company applies the
premium pricing strategy to set higher prices for some of its products. This
pricing strategy is used for most of the Lincoln automobiles, which are
Ford’s luxury line of vehicles. This element of the marketing mix
emphasizes the importance of different pricing strategies to support Ford’s
efforts to secure different segments of the market.

15. PLACE:
Ford uses typical places or venues used for its strategy of product
distribution. This element of the marketing mix focuses on the venues or
locations used to reach and sell to customers.
1. Dealerships
2. Auto parts stores
3. Ford Parts website
4. Ford Motor Credit Company

16. PROMOTION:
Ford Motor Company promotes it products through all of the
conventional tactics. The activities used to promote goods and services
are considered in this element of the marketing mix.
1. Advertising
2. Personal selling
3. Direct selling
4. Sales promotions
5. Public relations.

17. SOURCES:
• https://www.koc.com.tr/en-us
• https://www.koc.com.tr/en-us/investor-relations/financial-statements-and-
statistics/Annual%20Reports/2016%20Annual%20Report.pdf
• https://www.mbaskool.com/marketing-mix/products/16859-ford.html