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Yokohama SWOT Analysis

Published by MBA Skool Team in Automobiles category Last Updated: November 02, 2023Read time:

Here is a detailed SWOT analysis of Yokohama covering strengths, weaknesses, opportunities and threats.

Yokohama Strengths

  1. It’s an international Japanese brand with manufacturing worldwide, they have a very strong product portfolio
  2. They have strategic agreements and have taken good business initiatives to expand their business
  3. They have strong R&D facility which has achieved a number of milestones in using natural and renewable sources for raw materials.
  4. They are an ISO 9001 & ISO 14001 company and have excellent initiatives to be perceived as eco-friendly company with an aim to reduce, reuse, and recycle.
  5. They have pioneered in orange oil technology with an aim to increase the proportion of non-petroleum materials to 80% or even more.
  6. Company merchandise being used as a way to brand.

Above are the strengths in the SWOT Analysis of Yokohama. The strengths of Yokohama looks at the key internal factors of its business which gives it competitive advantage in the market and strengthens its position.

Yokohama Weaknesses

  1. Market share not growing with more stiff competition.
  2. Less global penetration as compared to other brands

These were the weaknesses in the Yokohama SWOT Analysis. The weaknesses of a brand are certain aspects of its business which it can improve.

Yokohama Opportunities

  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.

Above we covered the opportunities in Yokohama SWOT Analysis. The opportunities for any brand can include prospects of future growth.

Yokohama Threats

  1. There is Stiff Competition from national and international brands.
  2. Japanese economy is not growing and has 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

The threats in the SWOT Analysis of Yokohama are as mentioned above. The threats for any business can be external factors which can negatively impact its business.

Hence this concludes the Yokohama SWOT analysis.

About Yokohama

The table below gives the brand overview along with its target market, segmentation, positioning & USP

Yokohama Overview
Parent Company

Yokohama Tire Corporation


Tyre Industry



Tagline/ Slogan

Now You’ve got control; Pioneering technology is a part of our game plan


Equipping vehicles with advanced tire technology enhancing dynamic vehicle control for the maximum in active safety, speed and performance.

Yokohama STP

Automobile industry, motorsports, merchandise,

Target Market

Family cars, luxury cars, SUVs, racing cars and bikes.


Superlative tyre performance, ever innovating R&D  and most eco-friendly in terms of initiatives taken to reduce, reuse and recycle raw materials.

This article has been researched & authored by the Content & Research Team which comprises of MBA students, management professionals, and industry experts. 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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