Bridgestone Case Analysis

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Q1.Competitive Analysis of Michelin, Goodyear and continental. Michelin Michelin Has 32% of market share in European market for tyres. It Plans to improve its productivity in Europe by 20% in the next three years. In order to achieve this goal Michelin is trying to develop its products, service and trying to work on its multi brand policy as well it is trying to restructure its activities in Europe. It has 67 factories spread throughout 13 different countries. The strategy of having associated with various brands is one of the reason for the success as well as make them aware of different types of tyre used in different industry. They provide tourism maps and guide books. The emphasise of Michelin is on the differentiation of the product and service in the European market. This would help them to serve the needs of local demand of tyres and therefore increase European market. Earthmover tyres and aircraft tyres requires different types of tyres. This ability of adapting different tyres for different purposes was observed by the Company and in this way they are able to apply their brand strategy. In order to strengthen the European market they should with their adaptive approach of differentiating markets as this will give them a chance to rule the market of different continents, Example America Which Is the largest Market Share. Michelin provides solution for variety of vehicles which requires different tyres. This gives them the competitive advantage over other companies as other companies don’t have the ability or resources to provide different types of tyres. In order to strengthen its European marketing position, Michelin strategy was to acquire MRF in the Philippines. This has added to the Michelin growth and expansion even outside Europe which also allows them to have to increase their economy of scale and competitive pricing. Michelin Gets a competitive

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