Abstract
Michelin's position in the industry is impressive. Michelin is the leader of the tire industry on the global market and the second one compared to Bridgestone so it takes part of the three market leaders with Goodyear at the third position. To become one of the biggest companies, Michelin acquired Uniroyal and also had joint ventures such as with Siam Tire in Thailand. Michelin took the first place though Europe and North America but not in Asia where its position is not as good in term of market shares. However, Michelin had a problem which is quite significant. Although it led the market, it was too slow to implement its own innovations. Except in this last area, Michelin is very strong. It owns performing products, innovates all the time (PAX system or again for example C3M process), manages efficiency and has a reactive control in order to increase its robustness. To conclude, Michelin's position in the industry on the global market is fantastic but it might be able to do better.
