Temsa Global is an automotive company with factories in Adana, Adapazari, Egypt. It produces buses, minibuses, and light trucks in its factories in Turkey. The company started out its business as a licensor of Mitsubishi products in 1984, when it could manufacture only the licensed products. Since 2001, Temsa Global has gradually developed design capabilities to support the shift in its product strategy. In 2009, Temsa R&D and Technology Inc., which was founded in 2003, had more than 200 employees.

Discussion Questions

1. What was the product strategy of Temsa Global in 2009? How was it different from the product strategy in 1984? What organizational changes are required to support this shift?

2. What are the possible advantages of investing in the R&D center for advanced technologies? Discuss the implications, considering the changing perceptions and demands of consumers.

3. What should be the focus of Temsa Global in supporting its market-driven product strategy and customized designs?