award

Michelin and the Global Tire Industry in 1999

Published 01 Jan 2003
Reference 4935
Topic Strategy
Region Global
popular
Prizes & Awards

2003 ecch Best-selling Case in Strategy and General Management

2002 ecch Best-selling Case in Strategy and General Management

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
  • Industry Restructuring
  • Globalisation
  • Vertical Integration
  • Supply Chain Analysis
  • Multi-point Competition
  • Industry Overcapacity
  • Mature Industry
  • Family Run Business