Cooper Tires SWOT Analysis, USP & Competitors

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SWOT Analysis of Cooper Tires with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Cooper Tires

Parent Company

Cooper Tire & Rubber Company


Tyre Industry



Tagline/ Slogan

Let other people make tires just for cars we make tires for people.


Creating superior value for our customers, employees, partners and shareholders.



Automobile industry

Target Group

Light Car tire replacement segment in US and OEMs in China


Superior quality tires; safety; socially responsible

SWOT Analysis


1. Cooper Tires has excellent brand equity.
2. Cooper employees nearly 13,000 people around the world and have a strong revenue
3. Cooper tires have a global presence being the tenth largest tire manufacturer in the world.
4. Company is into business of manufacturing, sales and distribution of light vehicle replacement tires in US; it has 13% market share in US.

5. Company is in top 8 truck manufacturing tires in China.


1. They are primarily into the replacement market business in US but have less business with OEMs.
2. Minimal presence in Brazil, India and South Africa-the three upcoming economies of the world and India becoming Automobile hub.


1. They have growth opportunity in emerging economies like India, china, brazil etc.
2. Their successful branding as the most Eco-friendly tire company may take them a long way.
3. Opportunity to diversify more strategically to mitigate the risk of putting all the eggs in one basket and advertising that also.

4. Company needs to market its recycle technology along-with various other green initiatives taken by them towards making contribution to society.


1. There is Stiff Competition from national and international brands.

2. US economies are not growing much and have reached a maturity phase.
3. 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.

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

6. Fluctuation of exchange rates



1. Yokohama

3. Michelin

4. Bridgestone

5. Pirelli

6. Continental

7. Bridgestone

8. Hankook

The table above concludes the Cooper Tires SWOT analysis along with its marketing and brand parameters.


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