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  1. 1. Global Marketing Final Project
  2. 2. Submitted To: Dr. Imran M. Qureshi Submitted By: Muhammad Ali Taj Abbasi Registration# : 5754-FMS/BBA/F19 Subject : Global Marketing Date : 29 August 2022
  3. 3. CONTENTS ❖ Country selection process ❖ Preliminary Analysis ❖ In Depth Analysis ❖ Final selection ❖ Porter’s Diamond Model ❖ 8 PS Of Marketing ❖ STP ❖ Trading Blocs ❖ Theory Of FDI
  4. 4. Country Name Japan Industry Tires Industry Company YOKOHAMA Tires ltd
  5. 5. Country we’ve selected Uzbekistan Company Yokohama Tires .
  6. 6. Japan Japan is an island country in East Asia. It is situated in the northwest Pacific Ocean, and is bordered on the west by the sea of japan , while extending from the sea of okhotsk in the north toward the East China Sea, philippine sea, and Taiwan in the south. Japan major industries includes automobiles, consumer electronics, computers, semiconductors, and iron and steel. Additionally, key industries in japan’s economy are mining, nonferrous metals, petrochemicals, bioindustry, shipbuilding, aerospace, and processed foods.
  7. 7. . Japan is one of the largest and most developed economies in the world. It has a well-educated, industrious workforce and its large, affluent population makes it one of the world’s biggest consumer markets. Japan’s economy was the world’s second largest (behind the US) from 1968 until 2010, when it was overtaken by China. Its gross domestic product (GDP) in 2016 was estimated to be USD 4.7 trillion, and its population of 126.9 million enjoys a high standard of living, with per capita GDP of just below USD 40,000 in 2015.
  8. 8. Japan Japan regards Uzbekistan as a key state in the Central Asian region in terms of geographic location and economic potential. This is evidenced by the fact that about 57% of the total amount of Japanese aid allocated to the region falls on Uzbekistan. The improvement in the rating of Uzbekistan in the annual report of the World Bank and the International Finance Corporation "Doing Business" from 166th to 76th place is a positive signal for Japanese business circles. At the same time, according to the International Finance Corporation, Uzbekistan entered the top ten reformer countries in terms of creating favourable conditions for doing business.
  9. 9. Japan Trading Blocs In 2018, Japan and six other countries (Australia, Canada, Mexico, New Zealand, Singapore, Vietnam) signed and ratified the Comprehensive and Progressive Agreement for Trans- Pacific Partnership (CPTPP). Four other countries (Brunei, Chile, Malaysia, Peru) are signatories but have not yet ratified the CPTPP. Japan is the member of G7 and it originated from an ad hoc gathering of finance ministers in 1973, the G7 has since become a formal, high-profile venue for discussing and coordinating solutions to major global issues, especially in the areas of trade, security, economics, and climate change.
  10. 10. ❖ Major Industries in Japan ❖ Manufacturing ❖ Transport ❖ Agriculture ❖ Retailing ❖ Construction ❖ Electronics ❖ Food ❖ Biotechnology ❖ Steel industry ❖ Electricity
  11. 11. YOKOHAMA TYRES The Yokohama Rubber Company, Limited is a tyre company based in Tokyo, Japan. The company was Founded and began on october 13,917, in a joint venture between Yokohama cable manufacturing and B.F Goodrich. In 1969, the company expanded to the United States as Yokohama Tire Corporation. Headquarters: Minato City Tokyo, Japan
  12. 12. Porter’s Diamond Model ❖ Industry Structure ❖ Industry Strategy ❖ Rivalry Factors Conditions ❖ Natural Resources ❖ Labour ❖ Capital ❖ Information ❖ Entrepreneur
  13. 13. Demand Conditions  Market size  Market Growth Rate  Related Supporting Industries
  14. 14. Yokohama And Porter’s Diamond Model Industry Strategy Yokohama Tires strategy is to focus on customers to provide them with high-quality products that offer continually consistent quality and taste in the offering. Yokohama promises value for money and satisfaction to customers and design it strategic focus and decisions i the same manner- to allow maximization of value for money to customers through efficient processes that also lead to cost saving for the company.
  15. 15. Industry Strategy Diversification  Expansion Consolidation Cost Reduction
  16. 16. Industry Structure Yokohama Tires is a flatter organisation that supports open and free communication. Done all the processes includes in manufacturing like; Bead Wedding Calendaring Extrusion Internal Mixer Curing
  17. 17. The company offers easy and quick access to managers and supervisors , and thus allow a creative and trusting organizational culture that helps in the growth and progress of company. Two Types of Structure Horizontal  Vertical The industry structure of Yokohama Industry is Vertical because they done all the process that include in manufacturing of tyre.
  18. 18. Factor Conditions Factor Conditions are elements and aspects that provide a competitive advantage to the industry and its firms. However, factor conditions, natural resources are usually developed by the country at large. ● Natural Resources ● Capital Resources ● Human Resources ● Information ● Entrepreneur
  19. 19. Natural Resources These are natural Resources available to Yokohama company in its home country, as well as in the countries where it has set up operational and production plants. These includes, the presence of natural resources such as water channels and other natural resources are available to a firm because of its location and are relatively cheaper for the firm to access. They do not need to be developed or created but refined for usage generally.
  20. 20. Capital Resources These includes the financial resources that are available to Yokoyama . For Yokohama these are available through equity capital resources and debt financial resources. Equity based capital is largely generated within the company , using internal resources and channels only. Debt based capital on the other hand , involves debt taking from external sources and organisations.
  21. 21. Human Resources Human Resources includes the skill levels, and performance of the human resources at the Yokohama Tires. It also involves the training programs and other investments programs undertaken by Yokohama. The Rubber in relation to its human resources and employees across the globe. It also includes all human resources functions from recruitment to performance management which work towards employee development and growth.
  22. 22. Information This includes information and knowledge available to a firm this may be acquired through countrywide resources , industry wide resources. This is very important for a firm in developing a competitive advantage that help it stand out from its competing players.
  23. 23. Nature Of Rivalry Destructive  Collaborative Industries export more and generate revenue
  24. 24. Related And Supporting Industries The presence of related industries in domestic and international markets has also been a source of growth and development in terms of expansion and and internationalization of Yokohama. This is because related industries have helped Yokohama in the business operations by providing support materials needed for successful operational excellence. Yokohama Tires for example, has been able to source packaging materials and raw materials locally in different consumer markets, which have helped in control costs and expense, and achieve economies of scale.
  25. 25. UZBEKISTAN Uzbekistan is a central Asian nation and former soviet republic. Its known for its mosques, mausoleums, and other sites linked to the silk road, the ancient trade route between China and the Mediterranean. Samarkand, a major city on route, contains a landmark of Islamic architecture, the Registan , a plaza bordered by three ornate , mosaic-covered religious schools dating to the 15th and 17th centuries.
  26. 26. Capital Tashkent President Shavkat Mirziyoyev Currency Uzbekistani som Population 34.23 million (2020) Official Language Uzbek
  27. 27. Uzbekistan owns 2.8 million cars , the state statistics committee said in a report on Tuesday . As of January 1, 2021 the numbers of vehicles owned by individuals in Uzbekistan topped 2,955,295 units this is by 14.5% more than in 2020. Vehicles includes passenger cars, trucks, buses, minibuses, special vehicles . Purchasing power parity of Uzbekistan surged by 9.03% from 2,270.9 LCU per international dollars in 2020 to 2,475.9 LCU per international dollars in 2021. Since the 19.15% jump in 2011 purchasing power parity soared by 311.29% in 2011. Uzbekistan’s economy grew by 7.4% percent in 2021. Uzbekistan’s GDP expected to grow by 4.0% in 2022 and 4.5% in 2023
  28. 28. Uzbekistan’s trading Blocs Uzbekistan has signed trade agreements with 47 countries providing most favoured nation treatment. It also signed bilateral investment treaties with 49 countries, but five of them have not entered into force. The country became an observer in the Eurasian Economic Union (EAEU) in 2020 Uzbekistan currently has free trade agreements with eleven countries - all of them are former members of the Soviet Union. On April 9, 2021, the European Union accepted Uzbekistan as the ninth beneficiary of its expanded General System of Preferences (GSP+) trade arrangement, which removes tariffs on two thirds (6,200 titles) of the product lines covered by GSP.
  29. 29. 8ps of Marketing Mix ● Product ● price ● Place ● Promotion ● people ● Positioning ● Processes ● performances
  30. 30. Product Sells its products in different categories, and each of these as separate product lines. All of its products are sold under the brand name. Sells products with a lot of variety available, which allows customers to select the product variety that best suits them. Sells products that are highly differentiated , with various features offered to customers that competitors dont offer. Its products therefore considered to be unique Its products are perceived to be of higher quality than that of competitors. Therefore customers are paying good price for these.. Sells products that are famous for its traditional design that are also practical for customers to use.
  31. 31. Price The current pricing strategy to set the price level that follows is a competitive based pricing strategy. This is because the data on competitors is available due to large number of competitors. Has fixed the prices of the final product . channel members; retailers and wholesalers , buy the product at lower price and earn through their own margins. It charges no price for online orders to become more stable in the initial stage and it attract more online customers. It currently use product bundle pricing as well, where products are bundled together and sold at prices lower than the total of individual items. Introduce discounts and allowances, where its lower prices for a short period of time in order to attract customers and gain market share.
  32. 32. Place For Yokhama the best place is samarkand, from where it sells its products to large retailers through different methods like personal selling. Sells it products through two marketing channels , first its sells directly to to the customer and second it sells to wholesaler who then sell to different retailers located all over the country, then sell to its customers. From this place, it follows an omni-channel distribution system where it has integrated its online and offline stores to allow customers easy access to its products. Ensure that it sells its products to large retailers through personal selling.These large retailers have grown in recent years and attract a large numbers of customers. This would ensure that increases its sales.
  33. 33. Promotion Use multiple media channels to promote its products, its uses traditional media, which includes and advertisement and radio. This is beneficial due to its large reach and ability to attract a large number of people. Its uses social media advertising, which is cheaper and beneficial due to increase usage of internet. Undergoes various sales promotion taking part in various trade exhibitions and events around the year Undergoes personal selling with a large sales force to increase its presence in retail stores.
  34. 34. People People working under its sales team that play a vital role in its marketing efforts. These people have been trained in persuasive techniques, but also to show respect to the business customers taking into consideration their preferences. People working at retail stores who help the customer on site , by answering any questions or helping them decide the product that best suits their needs. People working with suppliers to obtain raw materials, these people play a vital role in delivering value to customers.
  35. 35. Process Make sure that its products are always available at retail stores has systems installed where retailers can notify when their inventory levels are low. Provides them with more product while ordering its productions and replenish its stock. This ensures that products are always available to customers when needed. Has an online delivery process, where orders are received in the computer system and based on these orders , the relevant product from the inventory is shipped to delivery service provider.
  36. 36. Performance Analyzing and measuring the financial and non-financial implications of the possible outcomes of an activity or decision. ● Review Goals ● Review competitor Performance ● Review customer and market contect ● Decide on changes
  37. 37. Yokohama Tire Corporation STP Segmentation Automobiles industry, Motorsports, Merchandise Target Market Family cars, Passenger Vehicles, Trucks, Bikes. Positioning Superlative tyre performance, ever innovating R and D and most eco- friendly in terms of initiatives taken to reduce and recycle raw materials.
  38. 38. Theory of Foreign Direct Investment (FDI) Firms as seekers ❖ Market ❖ Resources ❖ Security ❖ Knowledge ❖ Factors Advantage Exploiters Of Imperfection ❖ Access ❖ Factor Mobility ❖ Management Internalizer
  39. 39. Modes of Entry ➢ Exports ➢ Strategic Alliance ➢ Joint Venture ➢ Licensing
  40. 40. Strategic Alliance ➢ Distribution Alliance ➢ Manufacturing ➢ Joint Venture ➢ R and D Alliance ➢ Research And Development
  41. 41. Firms As seekers: Customers are highly attracted toward these tyres and like eco-friendly tyres because no other company is providing eco friendly products in such an affordable price. The campaigns to use eco- friendly products are increasing day by day so, more and more customers are attracted towards the tyres of our company. That is why we have selected this country where consumers of eco friendly tyres are increasing day by day. There are many tire importers in this country however there is a lack of eco friendly companies in this region; as Yokohama is one of the renowned companies for eco friendly Blue earth tyres so it can provide environmental friendly products whose demand is increasing day by day due to the prevailing climate change catastrophes.
  42. 42. . Yokohama has opportunity to provide quality environmental friendly products that will help them to increase their profitability by capturing consumers whose needs to ensure environmental friendly products are increasing day by day. Following are the characteristics that no other tyre manufacturing company is providing nowadays in Uzbekistan.
  43. 43. . 1: Yokohama's discovery of new tyre technology that combines orange oil extracted with fine silica. This breakthrough has reduced petroleum based products that are used for manufacturing tyre so this reduces rolling resistance by 20%. 2: Airtex advanced linear design that makes blue earth eco friendly tyres as a result less amount of CO2 is released. 3: Yokohama manufactures tyres with appropriate inflation levels so less fuel is consumed as result of this techniques.
  44. 44. Swot Analysis Of Yokohama Tire corporation Swot analysis of Yokohama tire corporation analyses the brand by its strengths, weaknesses opportunities and threats. In Yokohama swot analysis, the strengths and weaknesses are the internal factors whereas opportunities and threats are external factors. Strengths Weaknesses Opportunities Threats
  45. 45. Yokohama Tire corporation Strengths The strength of Yokohama tire corporation looks at the key aspect of its business which gives competitive advantage in the market. Its an international Japanese brand with manufacturing worldwide, they have a very strong portfolio. They have strong R and D Facility which has achieved a number of milestones in using natural and renewable resources for raw materials. They are in ISO 9001 and ISO 14001 company and have excellent initiatives to be perceived as eco-friendly company with an aim to reduce , reuse and recycle.
  46. 46. Yokohama Tire Weaknesses The weakness of a brand are certain aspects of its business which are it can improve to increase its position further. Here are some weaknesses of Yokohama tire corporation. Market share not growing with more stiff competition Less global penetration as compared to other brands
  47. 47. Yokohama Tire Opportunities The opportunities for any brand can include areas of improvement to increase its business. They have growth opportunities in emerging economies like China Brazil India Uzbekistan. Their successful branding as the most eco friendly tire company may take them a long way . Opportunity to diversify more strategically to mitigate the risk of putting the egs in one basket and advertising that also.
  48. 48. Yokohama Tire corporation Threats The threats for any business can be factors which can negatively impact its business. Some factors like increased competitor activity, changing government policies , alternate products or services etc can be threats. There is a stiff competition from national and international brands. Introduction of other transport like metro, monorails, and local trains keeping pollution hazards caused by combustion of automobiles fuels. Volatility of raw materials prices Fluctuation of exchange rates.
  49. 49. Yokohama Tire Competitors ➢ Goodyear ➢ Sumitomo ➢ Cooper Tires ➢ Michelin ➢ Bridgestone ➢ Pirelli ➢ Continental