Michelin Marketing Mix 4Ps - 米其林营销组合.docxVIP

The Michelin journey of discovery began in 1891 when Andre and Edouard Michelindeveloped the first detachable bicycle tires, but now, Michelin has expanded to overone hundred and seventy countries, one hundred and twenty-seven thousand staffs,with eighty production plants and six rubber plantations. The Michelin ’s tires are thebest tires all over the world. In the industry, they have the biggest market share.Except tires Michelin have another famous product, it is the Red Guide and the GreenGuide. These are some guide of travel. Although Michelin is one of the top leaders inthe tires industry, its most products are popular, but the competition is still veryintense. In the future days, if Michelin still wants to keep its status, it must conduct aSo how could Michelin reachWe’d like to share our opinion on Michelin and “marketing mix” with you.Let’s first start with the first p, product.And product can be analyzed from three levels.In this figure, the one in the center is core product.The key to make core product is the core customer value.And the core customer values, first is mobility.1) MobilityMichelin Company believed mobility is the fundamental medium of virtually all economic activity. Road transportation’s performance, in terms of speed, flexibility and cost, makes it the best solution for individual and professional needs.And another customer value as far as we are concerned, is sustainable development.First, Safety:For Michelin Company, The quality of the products, carefully inspected at every stage of production, has always been an absolute imperative. In recommended conditions of use, the performance of our tires in terms of grip, handling, braking and run-flat capability, makes a significant contribution to safety.Second, Environmental Protection:The effects of tires on the environment are considerably greater during the tires’ active life cycle. To lower the amount of energy used by the moving vehicle, Michelin invented the radial tire to reduce the tir