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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.
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Reference 6280
Published 27 Feb 2017
Topic Strategy
Region Global
Industry Logistics and Supply Chain
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.