Michelin SWOT Analysis, Competitors & USP

Posted in Automobiles, Total Reads: 13858

SWOT analysis of Michelin analyses the brand/company with its strengths, weaknesses, opportunities & threats. In Michelin SWOT Analysis, the strengths and weaknesses are the internal factors whereas opportunities and threats are the external factors.

SWOT Analysis is a proven management framework which enables a brand like Michelin to benchmark its business & performance as compared to the competitors and industry. Michelin is one of the leading brands in the automobiles sector. The table below also lists the top Michelin competitors and elaborates Michelin market segmentation, target group, positioning & Unique Selling Proposition (USP).

Michelin SWOT, Competitors, Marketing STP & Brand analysis Table
Michelin Brand Analysis
Parent Company



Tyre Industry



Tagline/ Slogan

A better way forward


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

Michelin STP

Automobile industry, Specialty equipments

Target Group

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


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

Michelin SWOT Analysis

Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of Michelin. Strengths are:

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.


Here are the weaknesses in the Michelin SWOT Analysis:

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


Following are the Opportunities in Michelin SWOT Analysis:

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


The threats in the SWOT Analysis of Michelin are as mentioned:

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

Michelin Competition

Below are the top 7 Michelin competitors:

1. Yokohama Tyres
2. Sumitomo
3.Cooper Tires

4. Goodyear

5. Bridgestone

6. Pirelli

7. Continental

The brandguide table above concludes the Michelin SWOT analysis along with its marketing and brand parameters.

Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry. Browse marketing analysis of more brands and companies similar to Michelin. The BrandGuide section covers SWOT Analysis, USP, STP & Competition of more than 6000 brands from over 20 categories.

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