Michelin In the Land of the Maharajas: Note on the Tire Industry in India Ivey Case 907M30

1. Group - 2

2. • It is the second largest tire manufacturer in the world
after Bridgestone.
• Its product include car tire , truck tire, earth- mover
tire, agricultural tire, aircraft tire, two wheel tire and
steel and aluminum wheels.
• The company has presence 170 countries world wide
and is headquarter in France founded in 1889.
• “World over, it’s always the play between four big
names – Bridgestone, Michelin, Goodyear and
continental.
• The tire market in India was almost exclusively
dominated by local players (90% of the market).
ABOUT MICHELIN

3. • In 1926, the first tiers were made in India by the
British company Dunlop.
• Dunlop’s move into India was rapidly followed by
that of three other foreign companies: The
American Firestone and Goodyear, and the Italian
ceat, Which choose to set up business in Bombay.
• It was only since the early 1960s the tire
production became “Indianized” With the
emergence of several local players (MRF, Incheck,
and Premier Tyers)
• In 2006 four local players alone in the Indian tire
Industry (MRF, Apollo Tyers Ceat and JK Tyres).
20.50%
17.20%
21%
20.30%
14%
7%
Maket Shares of the tire industry in
India(2005)
Appollo Tyres Others MRF
JK Tyres Ceat Birla Tyres
ABOUT THE INDIAN MARKET

4. ABOUT THE INDIAN MARKET
100
400
2200
120
2820
120
700
5500
210
6530
0
1000
2000
3000
4000
5000
6000
7000
Commercial
Vechicle
car Two- wheeler Three- Wheeler Total
InThousandofunits
Vehicle Production in India (1995-2004)
1995 2004
• Number of Tire
Companies – 40
• MRF is the
market leader.
• Turn over – US$3
billion (3.2of the
world market).

5. TIRE TECHNOLOGIES IN INDIA
ABOUT THE INDIAN MARKET
• Created in 1950
• 65% of tire sales in India is cross ply.
• Long life expectancy (Commercial-
60,000, car-40,000, Two-Wheeler-
20,000.
Cross ply
• Created in 1965
• Sales of radial tire in India were
growling slowly.Radial

6. TIRE INDUSTRY: Markets and Products
• The tire industry in India was made up of 40 players who represented a total production of 70 million tires.
• The Indian auto industry is expected to be the world’s third largest by 2016 behind China and the US and will
account for more than 5% of global vehicle sales.
• Three major markets for tire companies in India – Original Equipment Manufacturer Market, Replacement
Market, Export Market.
- OEM Market corresponded to direct purchases of tires by carmakers (34.2%)
- Replacement Market consisted of garages, small retailers, tire distribution network (58.9%)
- Export Market (6.9%)

7. • In India, tire market was depended on automobile market especially replacement market.
• The input cost represents between 62.3 – 71.8% depending on different tire companies as the Profitability
depends on the price of petroleum and price of natural rubber.
• With the increase in petroleum price, the radial tire was much more economical than cross ply tire.
• The three markets (OEM, Replacement, Export Market) dealt with several lines of products: commercial vehicle
tires(19%), car tires(19%), two-three wheeler tires(48%), LCV tires(6%) and agriculture vehicle tires(10%).

10. MRF: Type of Tires and Technologies in 2005
Car Commercial
Vehicle
LCV Two &
Three
Wheeler
OTR &
Agricultural
Vehicle
Cross-Ply     
Radial   
Tubeless  

11. JK TYRES:TYPES OF TIRE AND TECHNOLOGY
IN 2005
Car Commercial
Vehicle
LCV Two &
Three
Wheeler
OTR &
Agricultural
Vehicle
Cross-Ply   
Radial   
Tubeless

12. CEAT:TYPES OF TIRE AND TECHNOLOGY IN 2005
Car Commercial
Vehicle
LCV Two &
Three
Wheeler
OTR &
Agricultural
Vehicle
Cross-Ply   
Radial  (Pirelli
&good
year)
  (Pirelli
&good year)
Tubeless

13. Car Commercial
Vehicle
LCV Two &
Three
Wheeler
OTR &
Agricultural
Vehicle
Cross-Ply    
Radial  (Pirelli)  (Pirelli)
Tubeless
Birla Tires: Type of Tires and Technologies in
2005

14. Apollo Tires: Type of Tires and
Technologies in 2005
Car Commercial
Vehicle
LCV Two &
Three
Wheeler
OTR &
Agricultural
Vehicle
Cross-Ply    
Radial  (1982)  
Tubeless 

15. TVS SRICHAKRA: Type of Tires and
Technologies in 2005
Car Commercial
Vehicle
LCV Two &
Three
Wheeler
OTR &
Agricultural
Vehicle
Cross-Ply   
Radial
Tubeless

16. FALCON TIRES: : TYPES OF TIRE & TECHNOLOGY IN 2005
Car Commercial
Vehicle
LCV Two &
Three
Wheeler
OTR &
Agricultural
Vehicle
Cross-Ply     
Radial
Tubeless

17. GOODYEAR INDIA : TYPES OF TIRE & TECHNOLOGY IN
2005
Car Commercial
Vehicle
LCV Two &
Three
Wheeler
OTR &
Agricultural
Vehicle
Cross-Ply  
Radial   
Tubeless 

18. BRIDGESTONE INDIA : TYPES OF TIRE & TECHNOLOGY IN
2005
Car Commercial
Vehicle
LCV Two &
Three
Wheeler
OTR &
Agricultural
Vehicle
Cross-Ply
Radial 
Tubeless 

19. MARKET SHARES IN 2005
Car Commercial
Vehicle
LCV Two & three-
wheeler
OTR &
Agricultural
Vehicle
MRF 24.7% 42.5%
JK 18.2%
CEAT 11% 18% 22% 11% 16%
Falcon - - - 19.5% -
Goodyear India
10-14% 4% - 35%
Bridgestone India
30%
Birla Tires 5.6% 11% 11% - -
Apollo Tires 13% 26% 26% - 23%
TVS SRICHAKRA - - - 21% -

20. SWOT ANALYSIS OF MRF TIRES
Strength Weaknesses Opportunities Threat
Well established
brand name
Pricing Pressure Existing & Potential
growth of
automobile
industry
Volatility of prices
of rubber & crude
oil
Extensive
distribution
network
High Capital
Intensive
Potential change in
tyre patterns of
commercial
vehicles
Inflow of inferior
Chinese tyres
Customer focus

21. SWOT ANALYSIS OF JK TIRES
Strength Weaknesses Opportunities Threat
Very distribution
channel
Less brand
awareness
High growth
potential especially
in Europe
Entry of new player
with newer &
better technologies
in small car tire
segment
Collaboration with
Vikrant Tyres
known for their
technological
superiority bringing
together
performance
,economy,
durability and
comfort
Less concerned for
small car segment
Many close
competitors

22. SWOT ANALYSIS OF CEAT TIRES
Strength Weaknesses Opportunities Threat
Right products,
qualities certified
Not very popular in
International
market
Could extend to
overseas
Vulnerable by the
attack of its
competitors
Superior product
performance
Delivery &
Customer Service
staff require
training
Could seek better
supplier deals

23. SWOT ANALYSIS OF APOLLO TIRES
Strength Weaknesses Opportunities Threat
Not dependent on a
single domestic
market but across
the diversified
market.
Does not
manufacture tire
for 2-3 wheeler tire
segment
Continues to
increase its focus to
new geographies
Increased
competition from
global players like
Michelin in India.
Leading player in
the Indian
commercial vehicle
segment
The company
would look to
introduce products
and make an entry
into the European
Truck , Bus & OHT
segments
Continued threat of
raw material price
volatility