Research On Marketing Strategy For The Car Tire Of Michelin(China) Investment Company

Tire is important spare part of car. With the robust growth of China’s economy, auto industry and road infrastructure have a high-speed development, meanwhile tire industry have a super-speed development. China becomes the second tire production country in the world. International tire industry has transferred to China, domestic tire market of China is changed to international competitive market. After entering to China, especially these years, Michelin company more and more faces to the challenge of Chinese tire enterprises and multi-national tire companies.Many challenges lie ahead, customers are becoming more demanding in an environment shaped by increasingly fierce competition and rapidly changing markets. Facing to this condition, how to make the coping strategies and how to make the marketing strategies which is fit to the current market’s character? With its own characteristics in order to create a core competitive advantage, it can make the Michelin company wins the market and maintains the sustainable development. Through the introduction of China’s current road infrastructure’s construction and the development and outlook of auto-market, especially the development and competitive condition of the car tire market, the writer basically analyzes the development and competitive condition of Michelin car tire market. On the basis of introducing the Michelin Group and MCIC(Michelin China Investment Company), the writer emphatically analyzes the China Market’s macro environment,such as, politics, economy, social culture, technology environment; the mainland market competitive analysis of Michelin car tire; the SWOT (strength, weakness, opportunity, threaten) of Michelin car tire. With the STP theory, it analyzes the Michelin car tire market segmentation, target market selection and market positioning. The writer elaborates the Michelin’s product strategy, price strategy, channel strategy, promotion strategy. Marketing strategy implementation plan and security measures is ultimately formed. Through the implement of Michelin marketing strategy, Michelin have made the high-speed development in the Chinese car tire market. The increase is more than the average market growth.In the same time, MCIC (Michelin China Investment Company) gradually expands the market share.The writer wants to do some research to the market strategy of Michelin car tire, which can help Michelin to develop a marketing strategy in line with China’s national conditions and market development for reference in the future. Meanwhile, it would be a good reference for other multinational companies which make china’s marketing strategy. It provides a good reference for domestic tire enterprises which want to learn the marketing concepts and management of advanced foreign enterprises.