Bridgestone Tyres European Marketing Strategy

9749 Words Nov 23rd, 2012 39 Pages
Bridgestone Tyres: European Marketing Strategy
Daniel Rahman
October 24, 2011
Rhonda Payne

Table of Contents
Title Page…………………………………………………………... 1
Table of Contents……………………………………………........... 2
1.0 Executive Summary……………………………………………. 3
2.0 Problem Statement……………………………………............... 3
3.0 Situational Analysis……………………………………………. 4
3.1 TOWS Analysis………………………………………………... 7
3.2 PEST Analysis……………………………………………......... 12
3.3 Solberg’s Nine Strategic Windows…………………………….. 15
3.4 Porter’s Analysis……………………………………………….. 16
4.0 Alternatives……………………………………………….......... 18
5.0 Recommendation………………………………………............. 22
6.0 Conclusion……………………………………………………... 24
Work Cited…………………………………………………………. 25
Appendices…………………………………………………………. 26

Bridgestone
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This is well illustrated in Appendix D, which illustrates individual companies and their sales and market share in specific European countries.
Michelin is an exception to this rule. Sharing the role as the leading market share in the tyre industry with Bridgestone, Michelin is the leading tyre manufacturer, in units sold, in Europe; in 2008, holding 55% market share in France (first), 24% in Germany (second to Continental; 26%), 31% in Italy (first), 44% in Spain (first), 30% in UK (first), and an overall of 32% market share in Europe (see Appendix D). In Europe, Michelin plans to improve productivity by 20% within three years by developing its products, services, and multibrand policy while restructuring all its European activities. This is a strong threat to Bridgestone Corporation, as this will further consume the European market, hindering the potential and level of success that Bridgestone can ultimately have in the European market.
Michelin’s strategy (above) has proven to be effective for Michelin and the entire tyre industry in recent history; developing a long list of different brands (10) to cater to different markets. In terms of product and service innovation, Pirelli has led the way in recent years; developing ‘chipped tyres’ and ‘tyre pressure monitoring systems’. This added value to their high-performance brand and helped build a brand identity of being a
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