Michelin, marketing 2007

Résumé du document

Michelin is a French tyre company, with 20% of the world market. It is the most important challenger in this sector. Before becoming the leader in this market, Michelin had to fight and win its position. What was his strategy, especially its objectives, and how is it structured to achieve its purpose and allow it to maintain its position as world leader? In the first step, I will present the company, its history, its activities and its partners. In the second step, I will study its environment, and then present to you its strategy, its management and its internal market. Finally, I will define its policy in terms of Marketing Mix, and try to give you the good tires for a free ride on the road to marketing Michelin!

Extraits

[...] Michelin is involved in the preservation of the environment by integrating this concern at all stages of tire manufacturing at the heart of all trades of the company. Based on their ability to innovate, women and men in the group Michelin have thus designed to advance steadily in line with the expectations of their customers and other stakeholders, such as reduced environmental impacts. The 5 values of Michelin Respect for Customers, Respect for Facts, Respect des Hommes, Respect of the Environment, Respect for Shareholders. Many people today expect businesses a real contribution to solving the problems of society. [...]

[...] Michelin focused in the segments most valued and the most potential. It reinforces and expands its settlements rapidly in developing countries with sustained pace of growth. It enhances the efficiency and productivity of its industrial and logistics. It puts sustainable mobility at the heart of its strategy for growth and differentiation on the basis of its technical advance, its capacity for innovation and the quality of its products and services. To support these guidelines, the group invests of its net sales in R & D and implement an industrial strategy ambitious: "Muscler West develop East." Market exploited The markets operated by Michelin are numerous: The market for tourism, The market for Truck tires, The market for specialty tires, The market for tires for 2 Wheels, The market for maps and guides, The services and electronic equipment relocation assistance, Derivatited products Brand image Bibendum is the image of the French tire manufacturer Michelin. [...]

[...] Bibliografy Stephen L. Harp. Marketing Michelin: Advertising & Cultural Identity in Twentieth-Century France, Johns Hopkins University Press p. Herbert R. Lottman.The Michelin Men: Driving an Empire, I B Tauris & Co Ltd p. [...]

[...] Then I will present to you its strategy, its management and its internal market. Finally, I will define its policy in terms of Marketing Mix. I will try to give you the good tires for a free ride on the road to marketing Michelin! Presentation of the company History Founded in Clermont-Ferrand in 1832, the company is named Michelin since 1889. The company initially constructed of rubber bullets and brake pads. Innovation has always been at the heart of development of the brand, as evidenced by its history. [...]

[...] Michelin is one of the brands most known and appreciated by consumers worldwide. Michelin axis positioning on: - The quality of its products (strength, durability, etc.) - Customer satisfaction - Innovation - Mobility: more security, more performance, greater driving pleasure " - To contribute to sustainable development by the sorting and recycling of scrap tires Wheel: - Wide range, - Safety, adhesion, - Technological innovations, - efficient products. Agriculture: - diversity of the range, - Performance of the products. Trucks: - Life: resistant tires and stamina, - Performance for all driving styles and road, - Tracking and fleet management tires with the client. [...]