Michelin Marketing strategies, emphasize differentiation, accelerate growth and strengthen competitiveness

Résumé du document

It is a multinational company whose headquarters are in Clermont-Ferrand in France. With a claim over 20% of the global tire market, it is the world's largest tire company. Its net sales amounted to 16.867 billion Euros in 2007, which positioned Michelin in second place behind Bridgestone ($ 29.7 billion in 2007), and before Goodyear. Michelin is established in 19 countries, employing 123 975 people which include 31000 employees in France.

The parent company, “Compagnie Generale des Etablissements Michelin”, is an SCA. The Groups companies outside France are headed by a holding company, “Compagnie Financière Michelin”, established in Granges-Paccot in the canton of Freiburg in Switzerland.

Among its many inventions, there is the detachable tire; the rail tire (pneurail), the radial shape that equips all actual tires, and a tire called "green" as it reduces fuel consumption by providing less resistance to advancing vehicles. Michelin also publishes a popular series of maps and the famous Michelin guide, which mentions many good restaurants, and is selling well even in Japan. In 2009, the factory celebrated the 100th edition of the Rouge Guide.

Extraits

[...] To conclude, Michelin's goal is to contribute to improving mobility. Therefore it would be to seek to install a sustainable mobility, which accompanies and promotes the development of human activities while still preserving the environment, and integrates more effectively into the lifestyle. Michelin needs to focus its communication on expectations in the social, environmental and economic fields of all stakeholders. These are shareholders, staff, customers, suppliers, public authorities, and all organizations with existent relations, to respond as soon as possible to their needs. [...]

[...] With respect to the national press, Michelin should communicate in car magazines. They need to both emphasize and communicate the competitive advantages provide by the Michelin's tires. In the specialized press, Michelin must make press releases in order to show that the company is concerned with the expectations of its customers and that Michelin is still innovating without hiding something. Finally, Michelin should install billboards and displays in retail outlets and garages. This advertising campaign should be launched on an international scale in order to stay in the memory of customers. [...]

[...] The Marketing strategy of Michelin: Emphasis on differentiation, accelerated growth and strengthened competitiveness Contents History: Customer analysis- The right behavior. Demand analysis: . Internal stimuli . External stimuli . Consumer behavior . Expectations: . The fears: . Environmental analysis- the right context . A. Social Environment . B. Economic Environment . C. Demographic environment . [...]

[...] Direct marketing channels the right media . Bibliography Michelin is a French manufacturer of tires It is a multinational company whose headquarters are in Clermont-Ferrand in France. With a claim over 20% of the global tire market, it is the world's largest tire company. Its net sales amounted to 16.867 billion Euros in 2007, which positioned Michelin in second place behind Bridgestone 29.7 billion in 2007), and before Goodyear. Michelin is established in 19 countries, employing people which include 31000 employees in France. [...]

[...] D. Legislative Environment . Competitive analysis- the right benefits . Michelin's global market . Measurement of this Market . Market Structure . The market of Michelin per field . Truck . Tourism . Specialized . Datamining and profiling: the right information . Targeting the right Market . Positioning and differentiating the right strategy . Strategic Objectives . [...]