Michelin SWOT Analysis, USP & Competitors

Posted in Automobiles, Total Reads: 6614
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SWOT Analysis of Michelin with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Michelin

Parent Company

Michelin

Category

Tyre Industry

Sector

Automobiles

Tagline/ Slogan

A better way forward

USP

To contribute to the long term progress in the field of mobility

STP

Segment

Automobile industry, Specialty equipments

Target Group

2-wheeler, passenger, luxury, SUVs. LT, HT, trucks. Bus and specialty equipment manufacturing companies

Positioning

Safety, reliability, strength, durability, technologically superior and innovation

SWOT Analysis

Strengths

1. One of the largest manufacturers of tyres with manufacturing facility in 18 countries and being sold in over 170 countries across the world.
2. Excellent brand equity with high market share
3. They have global presence with over 110,000 employees
4. Strong and competent R&D with spirit of innovation

5. They have strong financial position.

6. They have diversified portfolio with products in almost all the segments.

7. They offer ‘Maps and Guides’ and have an excellent service ‘Via Michelin’ that helps in planning a trip along with their 24/7 online shopping.

Weaknesses

1. Stiff competition from existing tyre brands
2. Not entered the emerging economies in a big way
3. Over leveraged financial position

Opportunities

1. Emerging economies as huge potential markets
2. Building awareness about their other services
3. Scope for improvement in logistics and distribution system

Threats

1. Volatility in raw material prices.
2. Increasing prices of Crude Oil.
3. Stiff competition both from national and international companies.

4. 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.

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

6. Fluctuations in exchange rates
7. Cheaper Imports from China

Competition

Competitors

1. Yokohama Tyres
2. Sumitomo
3.Cooper Tires

4. Goodyear

5. Bridgestone

6. Pirelli

7. Continental



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