Since the markets that Girsan exports to are in different parts of the world, customers’ expectations in the domestic and foreign market were considerably different. With a radical decision, a market-oriented brand differentiation was made for Girsan, which was asked to meet the expectations of the land where it was born while fulfilling the priorities of foreign export markets. While sales to foreign markets continued with the Girsan brand, the iconic model of the company, Yavuz, was positioned as the leading pistol brand in the domestic market. Customers’ expectations were deeply investigated with Ethnographic research, and brand strategy was developed for the brand to reign in its own category again.
