MRF (Madras Rubber Factory) SWOT Analysis, USP & Competitors

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SWOT Analysis of MRF (Madras Rubber Factory) with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

MRF (Madras Rubber Factory)

Parent Company

MRF (Madras Rubber Factory)

Category

Tyre Industry

Sector

Automobiles

Tagline/ Slogan

Tyres with muscle; Choice of Champions; India’s No.1 Tyre Manufacturer

USP

Product superiority, innovation an strength

STP

Segment

Automobile industry, manufacturing industry,

Target Group

Heavy duty trucks/buses, small cars, luxury cars, SUVs and conveyor belts for manufacturing facilities.

Positioning

India’s no.1 tyre making company with comprehensive tyre portfolio

SWOT Analysis

Strengths

1. Company has remained in no.1 position in tyre industry and was the first to reach annual turnover ofRs.5000Crore in India
2. Theyhave 6 manufacturing facilities in India (all in south) in proximity of rubber belt of India, with sales network divided in 4 zones; east(14), west (23), south(33) and north(27 dealers)- very strong and developed distribution network.
3. Good export market with company exporting tyres and conveyor belts to 65 countries
4. Complete product portfolio with tyres for all types of vehicles-heavy duty vehicles, SUVs, small & luxury cars, two & three wheelers, conveyor belts, paints & coats and pretreads.

5. It enjoys strong brand equity and loyalty of customers.

6. Company is willing to take innovative measures to suit different terrains of India.

7. Strong financial position

8. Diversified into Funskool, MRF Pace Foundation, MRF Racing
9. Advertising as India eco-friendly car tyre making company.

Weaknesses

1. Volatility in industrial relations. Ex: the labour unrest
2. Intense competition due to presence of other global brands

Opportunities

1. Emerging markets and growth of automobile industry
2. More tie-ups with Automobile companies as it’s mainly into B2B market.
3.Horizontal and concentric Diversification.

Threats

1.Price wars
2. Stiff competition from national and international brands
3. Cheaper technologies

4. Volatility in prices and availability of raw material as india’s rubber production is less than its demand.

5. Government Policies w.r.t export duties, import duties, tax levied on automobile industries and economic condition of nation as it determines the sale of automobiles.

6. Introduction of other transport facilities like metro, monorails and local trains keeping pollution hazards caused by combustion of automobile fuels.

Competition

Competitors

1. JK Tyres
2.CEAT Limited
3. Dunlop

4. Goodyear

5. Yokohama



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