Im Final
DALY COLLEGE BUSINESS SCHOOL, INDIA
In collaboration with
De Montfort University, Leicester, UK
B.A. (Hons) Business Studies
Module Code : MARK 2312
Module Name : International Marketing
Submitted To : Mrs. Rajni Nagu
Submitted By : Trishla Patwa, Vinesh K. Ochani
Student Number : P09114976, P09116213
Hand in Date : 30th March 2011
Time : 4 P.M.
Word Count : 2625
Executive Summary:
This report proposes that Bridgestone concentrates on the German market, in order to increase its European market share as this is where Bridgestone has the lowest market share at 5 %. We have analysed and made suggestions for the competitive, distribution and communication strategies.
Word Count: 44
Contents
S.No Particulars Page No.
1. Introduction 4
2. Competitive Strategies: Michelin Goodyear Continental 4
5
5
3. Competitive Strategy: Bridgestone 6
4. Screening of Markets 8
5. Communication and Distribution Strategy 12
6. Conclusion 16
7. References 18
8. Appendices 19
Introduction
Bridgestone is one of the leading manufacturers of tyres worldwide with market share being 16.21percent (Appendix 1). This report highlights the proposed marketing strategy for Bridgestone to expand its market share by entering into new markets.
Competitive Strategies
Michelin
Michelin, headquartered in France , is operating in over 170 countries worldwide, mainly engaged in manufacturing of tyres. With a market share of 20 per cent for tyres in the world market, it rules the European market with 32 per cent of the market share (Bridgestone, 2010).
To maintain this position in the European market, the competitive strategies aim at building presence in the rising competitive markets by encouraging cost reduction which is evident from
In collaboration with
De Montfort University, Leicester, UK
B.A. (Hons) Business Studies
Module Code : MARK 2312
Module Name : International Marketing
Submitted To : Mrs. Rajni Nagu
Submitted By : Trishla Patwa, Vinesh K. Ochani
Student Number : P09114976, P09116213
Hand in Date : 30th March 2011
Time : 4 P.M.
Word Count : 2625
Executive Summary:
This report proposes that Bridgestone concentrates on the German market, in order to increase its European market share as this is where Bridgestone has the lowest market share at 5 %. We have analysed and made suggestions for the competitive, distribution and communication strategies.
Word Count: 44
Contents
S.No Particulars Page No.
1. Introduction 4
2. Competitive Strategies: Michelin Goodyear Continental 4
5
5
3. Competitive Strategy: Bridgestone 6
4. Screening of Markets 8
5. Communication and Distribution Strategy 12
6. Conclusion 16
7. References 18
8. Appendices 19
Introduction
Bridgestone is one of the leading manufacturers of tyres worldwide with market share being 16.21percent (Appendix 1). This report highlights the proposed marketing strategy for Bridgestone to expand its market share by entering into new markets.
Competitive Strategies
Michelin
Michelin, headquartered in France , is operating in over 170 countries worldwide, mainly engaged in manufacturing of tyres. With a market share of 20 per cent for tyres in the world market, it rules the European market with 32 per cent of the market share (Bridgestone, 2010).
To maintain this position in the European market, the competitive strategies aim at building presence in the rising competitive markets by encouraging cost reduction which is evident from
References: With a market share of 17 per cent globally the Goodyear Tyre and Rubber Company is one of the world’s leading tyre manufacturers. Headquartered in Ohio, USA, Goodyear enjoys a market share of 11.3 per cent in Europe (Bridgestone, 2010). The prevailing taxes and duties would influence Bridgestone’s decision as it would reflect upon the costs (Gilelespie, K. et al, 2004). ‘C’: Markets with high risks and minimal allocation of resources (Gilelespie, K. et al, 2004) After the filtering process, Bridgestone will reject the undesirable countries as per choosing the market which requires large marketing efforts