Michelin in China in 2016

The case focuses on the strategic challenges of Michelin as it seeks to regain global leadership of the tire industry, covering strategy and performance of the company since Jean-Dominique Sénard became CEO in 2012. It describes the dynamics of the global tire industry, the segmentation of the tire market and the main competitors. Michelin’s challenges in China are given particular attention. The case can be used in conjunction with others in the case series on Bridgestone, Continental Tire, Hankook and Apollo Tyres, which describe their respective business models and strategies.

The case enables discussion of the drivers of industry globalization and the development of competitive advantage and strategy in a global setting. The focus is on Michelin, which has been very successful in the past but is overtaken by a new leader, Bridgestone, and new Asian challengers such as Hankook. The case series allows an in-depth analysis of globalization of markets and competition, supply chain and ecosystem dynamics in a global setting, the strategy models of new competitors, and the strategic challenges facing Western companies in maintaining their prominence and performance.