Michelin SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP

Published by MBA Skool Team, Last Updated: April 27, 2020

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. As of 2020, Michelin is one of the leading brands in the automobiles sector.

The table below lists the SWOT (Strengths, Weaknesses, Opportunities, Threats), top Michelin competitors and includes Michelin target market, segmentation, positioning & Unique Selling Proposition (USP).

Michelin SWOT Analysis, Competitors, Segmentation, Target Market, Positioning, USP & Brand Analysis Table
Michelin Brand Analysis
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

Michelin STP
Michelin Segmentation

Automobile industry, Specialty equipments

Michelin Target Market

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

Michelin Positioning

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

Michelin SWOT Analysis
Michelin Strengths

Below are the Strengths in the SWOT Analysis of Michelin:

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.

Michelin Weaknesses

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

Michelin Opportunities

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

Michelin Threats

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
Competitors

Below are the top 7 Michelin competitors:

1. Yokohama Tyres
2. Sumitomo
3.Cooper Tires

4. Goodyear

5. Bridgestone

6. Pirelli

7. Continental


This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

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