Bridgestone Report
Executive Summary
This report proposes that Bridgestone concentrates on the German market, in order to increase it European market share as this is where Bridgestone has the lowest market share at 5 %. We have analysed and made suggestions for the competitive, distribution and communication strategies.
WORD COUNT - 44
1.0 Introduction
This report is directed to Shigeo Wattanbe, chairman of Bridgestone tyres for Bridgestone Corporation. This report contains a proposed marketing strategy to increase Bridgestone's position within the European market from 10% to 15%. These strategies include competitive strategies, distribution strategies and communication strategies. Furthermore, a well-reasoned proposal is presented in the report using a screening process.
Bridgestone's current position shows that they are amongst the largest tyre manufactures in the world and hope to increase their company brand awareness within markets where they are less well known. However, to do this they have to compete with the market leaders within this sector such as Michelin, Continental and Goodyear.
2.0 Competitive strategies of Michelin, Goodyear and Continental
2.1 Michelin
Michelin is a French tyre manufacturer that has the highest percentage share at 32% within the European tyre market. It is a very large company employing over 100,000 people within, 67 factories spread throughout 13 different countries. They also provide services within 170 countries. Michelin have increased their amount of associated brands which has added to their success, giving them an overall span of different types of tyres used for different industries. In terms of products Michelin have a strong presence within the market as it manufactures 3,500 different types of tyres which give them a broad product range within that market. They also provide tourism services such as maps and guide books.
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