Marketing Plan

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  • Topic: Bridgestone, Tire, Goodyear Tire and Rubber Company
  • Pages : 18 (4915 words )
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  • Published : December 3, 2012
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Bridgestone Americas Holding, Inc.
Marketing Plan

Table of Contents

1. Executive Summary ……………………… 3
2. Company Description ……………………. 5
3. Strategic Plan/ Focus …………………… 7
4. Situation Analysis ………………………. 10
5. Market- Product Focus …………………. 13
6. Marketing Program …………………….. 18
7. R & D/ Operations Program …………….. 21
8. Financial Projections …………………… 22
9. Organization Structure ………………… 23
10. Implementation Plan ……………………. 24
11. Evaluation and Control ……………….. 25
12. Appendix A: Biographies of
Key Personnel ……………………….. 26 13. Appendix B: Bridgestone Income
Statement and Tire Industry
Overview and Sales………………..... 27
14. Bibliography ……………………………… 32

1. Executive Summary

Bridgestone Americas Holding, Inc, hereinafter, will be referred to as Bridgestone. Bridgestone is a well-established corporation in the business of selling varied tire and rubber products to markets all over the world. In this marketing plan, we are focusing on mostly the tire part of the business, which accounts for the majority of Bridgestone’s sales revenues and the effect of customer service centers.

In this marketing plan, we have outlined specific financial, as well as non-financial goals and ways to help implement these goals and reach projected quotas. We feel that because Bridgestone is such a large corporation, with a large amount of capital, as well as being well- established in the tire industry, it has more freedom to take marketing risks. These risks involve spreading out and adding more outlets all over the world and taking advantage of opportunities of countries with rising economies. Bridgestone also has the ability to be more environmentally safe and to give back to the community, through recycling of tire products, such as in playgrounds and in underwater reefs, as well as reusing rubber products for construction purposes. Bridgestone also has the ability to help with environmental relief efforts, by contributing to help with world relief.

As far as product development, Bridgestone is constantly increasing its product line, by introducing new types of tires, and adding improvements to those that have been in the market for a while. It is one of the leading tire producers in the world, but there is still competition, and the way to get ahead is to offer consumers new products that are more cost-efficient, safe, and durable, with good warranties and convenient and available help provided by service centers when needed.

Bridgestone needs to expand its number of company-based stores that are located within America. It also needs to establish new markets every year, both geographic ones throughout the world, but also with new demographics, such as younger generations.

Bridgestone offers quality tires, while remaining at low, competitive prices and that is what has attracted its customers for years. It has a wide consumer base as it is, and revenue is in the millions, but there are always way to improve and make its products available to more people worldwide.

2. Company Description

Bridgestone is a leader in world tire technology. Its roots begin in 1900 when Harvey S. Firestone established The Firestone Tire & Rubber Company in Ohio. A few years later, in 1931, a man named Shojiro Ishibashi created Bridgestone Tire Company Ltd. in Japan. In 1990, these two companies merged to form Bridgestone Americas. This company is an international manufacturer and contains 38 production facilities scattered all across the United States.

Tires are the largest part of Bridgestone’s business. Bridgestone develops, manufactures, and markets tires designed for almost any type of vehicle. There are more than 8,000 different varieties currently offered by Bridgestone. Along with tires, air...
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