SWOT Analysis of Michelin with USP, Competition, STP (Segmentation, Targeting, Positioning) -

Marketing Analysis

Michelin

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

STP

Segment Automobile industry, Specialty equipments

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

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

SWOT Analysis

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
Strengths helps in planning a trip along with their 24/7 online shopping.
 1. Stiff competition from existing tyre brands
2. Not entered the emerging economies in a big way
Weaknesses 3. Over leveraged financial position

1. Emerging economies as huge potential markets

2. Building awareness about their other services
Opportunities 3. Scope for improvement in logistics and distribution system

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

Threats 7. Cheaper Imports from China

Competition

1. Yokohama Tyres
2. Sumitomo
3.Cooper Tires

4. Goodyear

5. Bridgestone

6. Pirelli

Competitors 7. Continental