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Michelin in China

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Michelin Overview.
As a creator of modern day tyre, Michelin as a premium tyre brand has influenced the today’s world through innovation. Whether it be from developing materials for the space shuttle or shaping the way the globe moves through creation of modern day radial tyre, as a market leader Michelin has changed the world through leading the market with strong focus on the future.
Market entry to China in 1989 was a right strategic move as predictions on market growth realized. Car and vehicle production increased significantly from 2002 in parallel with the demand of China’s emerging middle class. China’s tyre industry is growing exponentially in contrast to flattening US and European market, with expectation to be the biggest market in the next decade.
With high growth and market potential Michelin are unable to succeed in the developing market as well as surrendered their leading market position in European and US market.
Several factors can be attribute to unsuccessful market capitalization, however main one is inability to change with the market needs, and the idea that the western successful strategy can be duplicated with same results in Chinese market.

Global Strategy
Create synergy between Chinese and European market by divesting focus away from complex product portfolio and benefit from the economies of scales that can be produced in China.
A European central office with focus on R&D can ensure competence to European customers, whilst simplifying the portfolio and benefiting from mass production in china can Increase the price competitiveness in Europe.
In China simplified portfolio with established Michelin brand and quality recognition and affordable price has potential to dominate the market and gain a leading position.
Long Term Goal
Following the strategy Michelin has a potential to re gain its leadership position through price

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