"Michelin Retread Tire Core Process Improvement" Case Study

There are four parts in this thesis: foreword, case, case analysis and conclusion.The first part is foreword, explain Retread theory and signification.The second part is the case. The case describe that the leader of world tire industry—Michelin set up new tire factory at Shenyang City in 1995. For develop new tire business in Chinese market, Michelin build up Michelin Retread ShangHai Factory with 100% owned at Nov, 2005. The signification of the Retread factory is to reduce the cost for Michelin new tire users through the second manufacture for the users' new Michelin tires. Michelin will keep the competition advantage through retread tire offer. But the retread business development is far below the expectation of Michelin; Michelin does not achieve his goals of 2006 and 2007.The third part is case analysis. The author finds out the reasons of difficulties that Michelin faced in Chinese market through detailed Chinese Retread industry analysis and deeper research of Michelin outside and inside environments with KSI analysis method, Value Chain analysis method, and Core Process analysis method.The forth part is conclusion. After review Michelin retread strategy and market segmentation, the author presents his proposal of implementation and improvement of Michelin Retread business core process.