The Global Tyre Industry and Michelin in 2004

Published 01 May 2005
Reference 4935
Topic Strategy
Region Global
Summary

The case chronicles the history of the tire industry till 1999, focusing on the globalisation, the economics and segmentation. The moment in the case is just after Edouard Michelin takes over from his father, immediately announcing layoffs. The case focuses on Michelin’s strategy.

Teaching objectives

The case is quite comprehensive, allowing a discussion of industry globalisation and restructuring, competitors responses, and how to compete in a global, mature industry.

Keywords
  • AR2005
  • GLOBALISATION
  • AR0405
  • RD0305
  • INDUSTRY RESTRUCTURING
  • GLOBALISATION
  • RD0502
  • SUPPLY CHAIN ANALYSIS
  • VERTICAL INTEGRATION
  • MULTI-POINT COMPETITION
  • INDUSTRY OVERCAPACITY
  • MATURE INDUSTRY
  • FAMILY RUN BUSINESS
  • European Competitiveness
  • Europe