Abstract
Michelin is a French tyre company, with 20% of the world market. It is the most important challenger in this sector. Before becoming the leader in this market, Michelin had to fight and win its position. What was his strategy, especially its objectives, and how is it structured to achieve its purpose and allow it to maintain its position as world leader? In the first step, I will present the company, its history, its activities and its partners. In the second step, I will study its environment, and then present to you its strategy, its management and its internal market. Finally, I will define its policy in terms of Marketing Mix, and try to give you the good tires for a free ride on the road to marketing Michelin!
