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Market Basics| HMC Market Consulting | 15/09/2016
„Market Intelligence Tires”
15/09/2016 | Market Data © HMC Market Consulting | 2
| Market Intelligence| Agenda
1. Initial situation and approach
2. Project
Module I: Replacement Tire Market Data Basics
Module II: Tire Replacement Size By Size
Module III: Tire Market Trends
Module IV: Reporting and Market Database
3. Additional Services
15/09/2016 | Market Data © HMC Market Consulting | 3
| HMCStatus Quo | Initial Situation
 For the fundamental development of the business in Europe requires basic data about the
importance of market data; both among the car manufacturers and in the replacement
markets.
 With regard to the scope and the varying time expenditure for obtaining the required
information, we recommend a modular procedure which is organized in two sub-projects.
• Replacement
• Inquiry of total sell in/sell out – volume and by segments for the 15 important countries
in Europe (Module I).
• Inquiry of the size by size market importance by segments in the 15 important countries
(Module II).
• Analysis of tire market trends (segments and size by size. (Module III)
15/09/2016 | Market Data © HMC Market Consulting | 4
| HMCMarket Intelligence
Reporting and Market
Database
Market
Intelligence
1. General Overview
-General overview of the OE tire market potential
2. Replacement Market Data Basics
-Identification of the most important sizes and
types by each segment.
3. Replacement Size By Size
- Compiling reports that are oriented on the needs
of the client
4... Market Trends
-Identification of trends by segments, sizes and
types
5. Reporting and Market Database
-Replacement Tire Database with approval.
15/09/2016 | Market Data © HMC Market Consulting | 5
| Market Intelligence| Agenda
1. Initial situation and approach
2. Project
Module I: Replacement Tire Market Data Basics
Module II: Tire Replacement Size By Size
Module III: Tire Market Trends
Module IV: Reporting and Market Database
3. Additional Services
15/09/2016 | Market Data © HMC Market Consulting | 6
| Market Intelligence| Agenda
1. Initial situation and approach
2. Project
Module I: Replacement Tire Market Data Basics
Module II: Tire Replacement Size By Size
Module III: Tire Market Trends
Module IV: Reporting and Market Database
3. Next Steps
4. Additional Services
5. Network
15/09/2016 | Market Data © HMC Market Consulting | 7
| HMCReplacement | Module II – Market Basics
 Basis for the calculation of the market by segment and size by size is the estimated sell-in
volume (industry/first supply to the trade = ERMC + Non Members)) in the prioritized
countries.
 Plausibility check results from the analysis of the car park and the consumer demand with tire
replacement factors.
 An inquiry of the major trade groups or traders is essential for getting the required results. At
the same time first potential data can be presented.
Provision of a systematic planning basis for the replacement business.
15/09/2016 | Market Data © HMC Market Consulting | 8
| Market DataMarket Shares: Car Total (SI)
Summer
52%
Winter
48%
The total car tyre market was divided into summer by 52% and winter by 48% in 2013.
AWT Mix by segments in %
15/09/2016 | Market Data © HMC Market Consulting | 9
| HMC
Presentation
Replacement | Module II: Replacement Market Data Basics
Preparation
Fact Findings
Analysis
•Project steering
•Sighting of all relevant project information and Desk-Research
•Analysis of sell-in/sell-out volume by countries
•Execution of consumer survey in priority countries
•Execution of dealer survey in priority countries
•Statistical evaluation of the survey
•Calculation of market volume by segments
•Reporting (xls-tables)
•Delivery of results
15/09/2016 | Market Data © HMC Market Consulting | 10
| HMCReplacement | Module IV – Focus on Important Countries
•In a first step we
suggest the strategic
focus on the 6 most
important countries of
car tires.
Country Share %
Austria 2%
Belgium/Lux 3% Wholesale
Denmark 1%
Eire 1%
Finland 1%
France 14%
Germany 25%
Great Britain 10%
Greece 1%
Italy 11%
Netherlands 4% Wholesale
Norway 1%
Portugal 1%
Spain 8%
Sweden 2%
Switzerland 2%
WEST 87%
Country Share %
Albania 0%
Baltic countries 1%
Bulgaria 1%
Croatia 1%
Czech Republic 2%
Hungary 1%
Macedonia 0%
Poland 4%
Serbia 1%
Romania 0%
Slovakia 1%
Slovenia 1%
EAST 13%
•TOTAL EUROPE: 100%
15/09/2016 | Market Data © HMC Market Consulting | 11
| HMCReplacement I Module II: Reporting Example
•Tire demand by product group and speed segment (Volume)
Segment
Market
Wave No. var. +/- % Mix % YTD var. +/- %
TR 90.000 +3,0 78,3 900.000 +3,0
HR 15.000 + 1,0 13,0 150.000 + 1,0
V/W/Y/Z 10.000 +5,0 8,7 100.000 +5,0
SUMMER Total 115.000 +2,0 100,0 1.150.000 +2,0
TR 16.500 -10,0 91,7 165.000 -10,0
H/V 1.500 -5,0 8,3 15.000 -5,0
WINTER Total 18.000 -9,0 100,0 180.000 -9,0
CAR TOTAL 133.000 +1,0 1.330.000 +1,0
SUV/4x4 4.500 +12,0 45.000 +12,0
15/09/2016 | Market Data © HMC Market Consulting | 12
| Market Intelligence| Agenda
1. Initial situation and approach
2. Project
Module I: Replacement Tire Market Data Basics
Module II: Tire Replacement Size By Size
Module III: Tire Market Trends
Module IV: Reporting and Market Database
3. Additional Services
15/09/2016 | Market Data © HMC Market Consulting | 13
| HMCReplacement | Module II – Market Size By Size
 Basis for the calculation of the market by size by size is the analysis of the market data basics
in the prioritized countries.
 Plausibility check results from the analysis of the car park and the consumer demand with tire
replacement factors.
 An inquiry of the major trade groups or traders is essential for getting the required results. At
the same time first potential data can be presented.
Provision of a systematic planning basis for the replacement business.
15/09/2016 | Market Data © HMC Market Consulting | 14
| HMC
Presentation
Replacement | Module II: Market Size By Size
Preparation
Fact Findings
Analysis
•Project steering
•Sighting of all relevant project information and Desk-Research
•Analysis of statistical items of market basics
•Analysis of local dealer size by size statistic
•Statistical evaluation
•Reporting (xls-tables)
•Delivery of results
15/09/2016 | Market Data © HMC Market Consulting | 15
| HMCReplacement | Module III: Market Size By Size
Germany Car Summer: Size Range T
Rim Width Ratio SI LI Rf_AWT Year Market Mix % Rank Sales Mix %
13 155 80 T 82 2012 268.500 4 9
13 155 80 T 79 A 16.000
13 155 80 T 83 XL 8.500
15/09/2016 | Market Data © HMC Market Consulting | 16
| Market Intelligence| Agenda
1. Initial situation and approach
2. Project
Module I: Replacement Tire Market Data Basics
Module II: Tire Replacement Size By Size
Module III: Tire Market Trends
Module IV:: Reporting and Market Database
3. Additional Services
15/09/2016 | Market Data © HMC Market Consulting | 17
| HMCReplacement | Module III – Market Trends
 Basis for the calculation is the analysis of the market data basics, the OE demand and the
current market size by size statistic in the prioritized countries.
 Plausibility check results from the analysis of the car park and the consumer demand with tire
replacement factors.
 An inquiry of the major trade groups or traders is essential for getting the required results. At
the same time first potential data can be presented.
Provision of a systematic planning basis for the replacement business.
15/09/2016 | Market Data © HMC Market Consulting | 18
| Market DataMarket Potential: CAR Summer by segments (SI)
in ‘000 units
25.800
Increasing importance of car winter has lead to a drop of car summer tyre demand.
15/09/2016 | Market Data © HMC Market Consulting | 19
| HMC
Presentation
Replacement | Module III: Market Trends
Preparation
Fact Findings
Analysis
•Project steering
•Sighting of all relevant project information and Desk-Research
•Time series of tire market by segments
•Time series of size by size and line-ups
•Statistical evaluation of the time series
•Reporting (xls-tables)
•Delivery of results
15/09/2016 | Market Data © HMC Market Consulting | 20
| Market Intelligence| Agenda
1. Initial situation and approach
2. Project
Module I: Replacement Tire Market Data Basics
Module II: Tire Replacement Size By Size
Module III: Tire Market Trends
Module IV: Reporting and Market Database
3. Additional Services
15/09/2016 | Market Data © HMC Market Consulting | 21
| HMC
Presentation
Replacement | Module V: Market Database
Preparation
Fact Findings
Analysis
•Project steering
•Programming database
•Delivery of results from OE Tire Market
•Delivery of results from Replacement Market
•Statistical evaluation
•Reporting (xls-tables)
Delivery of results
15/09/2016 | Market Data © HMC Market Consulting | 22
| Market Intelligence| Agenda
1. Initial situation and approach
2. Project
Module I: Replacement Tire Market Data Basics
Module II: Tire Replacement Size By Size
Module III: Tire Market Trends
Module IV: Reporting and Market Database
3. Additional Services
15/09/2016 | Market Data © HMC Market Consulting | 23
| Market Intelligence| Additional Services
1. Marketing
• Market Strategies
• Product/- Service-Management
• Price Management
• Customer Relationship Management
• Sales Strategies
• Distribution Analysis
• Marketing/- Sales Controlling
2. Communication
• Public Relation
• Social Media Services
15/09/2016 | Market Data © HMC Market Consulting | 24
Project Approach and Methodology
Key Contents
• Market
Entry
•Basic
Market Analysis
• Basic information about:
 Demand for umbrellas
and parasols in Germany
 Distribution Channels
(wholesale, advertiser,
retail)
 Market and product
segments (size, use,
design, …)
 Price segments
 Purchase criteria and
purchase conditions
 Key players
•Market Volume
•and
Consumer Behavior
 Market volume in value and
units (product segment,
distribution channel etc.)
 Price segment analysis and
price sensitivity
 Consumer purchase behaviour
(purchase triggers, sources of
information and purchase
process, most frequented
distribution channel, purchase
reasons, …)
 Brand awareness
•Distribution
Analysis
(Wholesale)
 Definition of distribution flow
 Market entry requirements
and importance of purchase
criteria
 Sources of information
 Purchase and Sales Price
analysis
 Strength and weakness of
current suppliers
 Identification of key
competitors
•Competitor
Analysis
 Analysis and profiling of
both key as well as
potential competitors.
| Market Intelligence
15/09/2016 | Market Data © HMC Market Consulting | 25
Distribution Analysis
Sources of Supply by Distribution Channel
Wholesale
Domestic
75%
15%
10
%
•Manufacturer
Global
•Manufacturer
Domestic
•Wholesale
Global
Promotional
Products
Company
50%
30%
15%
5%
•Wholesale
Domestic
•Wholesale
Global
•Manufacturer
Domestic
•Manufacturer
Global
Specialty
Stores
55%
40%5%
•Manufacturer
Global
•Manufacturer
Domestic
•Wholesale
Domestic
Big Retail
Chains
75%
25%
•Wholesale
Domestic
•Wholesale
Global
•Source: Etimates based 2hm Distributor Analysis and Expert Talks 2011;
| Market Intelligence
15/09/2016 | Market Data © HMC Market Consulting | 26
| Market Datahmc | Contact
HMC Market Consulting
Strategie- & Managementberatung
Dr.-W.-Albach-Strasse 28
D-64720 Michelstadt
Telephone: +49 (0) 6131-37.16.60
Fax: +49 (0) 6131-37.16.60
Mobile: +49 (0) 171-450.74.93
E-Mail: info@market-consulting.eu
Internet: www.market-consulting.eu
Contact for this presentation :
Hans Herrmann

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market intelligence tires

  • 1. Market Basics| HMC Market Consulting | 15/09/2016 „Market Intelligence Tires”
  • 2. 15/09/2016 | Market Data © HMC Market Consulting | 2 | Market Intelligence| Agenda 1. Initial situation and approach 2. Project Module I: Replacement Tire Market Data Basics Module II: Tire Replacement Size By Size Module III: Tire Market Trends Module IV: Reporting and Market Database 3. Additional Services
  • 3. 15/09/2016 | Market Data © HMC Market Consulting | 3 | HMCStatus Quo | Initial Situation  For the fundamental development of the business in Europe requires basic data about the importance of market data; both among the car manufacturers and in the replacement markets.  With regard to the scope and the varying time expenditure for obtaining the required information, we recommend a modular procedure which is organized in two sub-projects. • Replacement • Inquiry of total sell in/sell out – volume and by segments for the 15 important countries in Europe (Module I). • Inquiry of the size by size market importance by segments in the 15 important countries (Module II). • Analysis of tire market trends (segments and size by size. (Module III)
  • 4. 15/09/2016 | Market Data © HMC Market Consulting | 4 | HMCMarket Intelligence Reporting and Market Database Market Intelligence 1. General Overview -General overview of the OE tire market potential 2. Replacement Market Data Basics -Identification of the most important sizes and types by each segment. 3. Replacement Size By Size - Compiling reports that are oriented on the needs of the client 4... Market Trends -Identification of trends by segments, sizes and types 5. Reporting and Market Database -Replacement Tire Database with approval.
  • 5. 15/09/2016 | Market Data © HMC Market Consulting | 5 | Market Intelligence| Agenda 1. Initial situation and approach 2. Project Module I: Replacement Tire Market Data Basics Module II: Tire Replacement Size By Size Module III: Tire Market Trends Module IV: Reporting and Market Database 3. Additional Services
  • 6. 15/09/2016 | Market Data © HMC Market Consulting | 6 | Market Intelligence| Agenda 1. Initial situation and approach 2. Project Module I: Replacement Tire Market Data Basics Module II: Tire Replacement Size By Size Module III: Tire Market Trends Module IV: Reporting and Market Database 3. Next Steps 4. Additional Services 5. Network
  • 7. 15/09/2016 | Market Data © HMC Market Consulting | 7 | HMCReplacement | Module II – Market Basics  Basis for the calculation of the market by segment and size by size is the estimated sell-in volume (industry/first supply to the trade = ERMC + Non Members)) in the prioritized countries.  Plausibility check results from the analysis of the car park and the consumer demand with tire replacement factors.  An inquiry of the major trade groups or traders is essential for getting the required results. At the same time first potential data can be presented. Provision of a systematic planning basis for the replacement business.
  • 8. 15/09/2016 | Market Data © HMC Market Consulting | 8 | Market DataMarket Shares: Car Total (SI) Summer 52% Winter 48% The total car tyre market was divided into summer by 52% and winter by 48% in 2013. AWT Mix by segments in %
  • 9. 15/09/2016 | Market Data © HMC Market Consulting | 9 | HMC Presentation Replacement | Module II: Replacement Market Data Basics Preparation Fact Findings Analysis •Project steering •Sighting of all relevant project information and Desk-Research •Analysis of sell-in/sell-out volume by countries •Execution of consumer survey in priority countries •Execution of dealer survey in priority countries •Statistical evaluation of the survey •Calculation of market volume by segments •Reporting (xls-tables) •Delivery of results
  • 10. 15/09/2016 | Market Data © HMC Market Consulting | 10 | HMCReplacement | Module IV – Focus on Important Countries •In a first step we suggest the strategic focus on the 6 most important countries of car tires. Country Share % Austria 2% Belgium/Lux 3% Wholesale Denmark 1% Eire 1% Finland 1% France 14% Germany 25% Great Britain 10% Greece 1% Italy 11% Netherlands 4% Wholesale Norway 1% Portugal 1% Spain 8% Sweden 2% Switzerland 2% WEST 87% Country Share % Albania 0% Baltic countries 1% Bulgaria 1% Croatia 1% Czech Republic 2% Hungary 1% Macedonia 0% Poland 4% Serbia 1% Romania 0% Slovakia 1% Slovenia 1% EAST 13% •TOTAL EUROPE: 100%
  • 11. 15/09/2016 | Market Data © HMC Market Consulting | 11 | HMCReplacement I Module II: Reporting Example •Tire demand by product group and speed segment (Volume) Segment Market Wave No. var. +/- % Mix % YTD var. +/- % TR 90.000 +3,0 78,3 900.000 +3,0 HR 15.000 + 1,0 13,0 150.000 + 1,0 V/W/Y/Z 10.000 +5,0 8,7 100.000 +5,0 SUMMER Total 115.000 +2,0 100,0 1.150.000 +2,0 TR 16.500 -10,0 91,7 165.000 -10,0 H/V 1.500 -5,0 8,3 15.000 -5,0 WINTER Total 18.000 -9,0 100,0 180.000 -9,0 CAR TOTAL 133.000 +1,0 1.330.000 +1,0 SUV/4x4 4.500 +12,0 45.000 +12,0
  • 12. 15/09/2016 | Market Data © HMC Market Consulting | 12 | Market Intelligence| Agenda 1. Initial situation and approach 2. Project Module I: Replacement Tire Market Data Basics Module II: Tire Replacement Size By Size Module III: Tire Market Trends Module IV: Reporting and Market Database 3. Additional Services
  • 13. 15/09/2016 | Market Data © HMC Market Consulting | 13 | HMCReplacement | Module II – Market Size By Size  Basis for the calculation of the market by size by size is the analysis of the market data basics in the prioritized countries.  Plausibility check results from the analysis of the car park and the consumer demand with tire replacement factors.  An inquiry of the major trade groups or traders is essential for getting the required results. At the same time first potential data can be presented. Provision of a systematic planning basis for the replacement business.
  • 14. 15/09/2016 | Market Data © HMC Market Consulting | 14 | HMC Presentation Replacement | Module II: Market Size By Size Preparation Fact Findings Analysis •Project steering •Sighting of all relevant project information and Desk-Research •Analysis of statistical items of market basics •Analysis of local dealer size by size statistic •Statistical evaluation •Reporting (xls-tables) •Delivery of results
  • 15. 15/09/2016 | Market Data © HMC Market Consulting | 15 | HMCReplacement | Module III: Market Size By Size Germany Car Summer: Size Range T Rim Width Ratio SI LI Rf_AWT Year Market Mix % Rank Sales Mix % 13 155 80 T 82 2012 268.500 4 9 13 155 80 T 79 A 16.000 13 155 80 T 83 XL 8.500
  • 16. 15/09/2016 | Market Data © HMC Market Consulting | 16 | Market Intelligence| Agenda 1. Initial situation and approach 2. Project Module I: Replacement Tire Market Data Basics Module II: Tire Replacement Size By Size Module III: Tire Market Trends Module IV:: Reporting and Market Database 3. Additional Services
  • 17. 15/09/2016 | Market Data © HMC Market Consulting | 17 | HMCReplacement | Module III – Market Trends  Basis for the calculation is the analysis of the market data basics, the OE demand and the current market size by size statistic in the prioritized countries.  Plausibility check results from the analysis of the car park and the consumer demand with tire replacement factors.  An inquiry of the major trade groups or traders is essential for getting the required results. At the same time first potential data can be presented. Provision of a systematic planning basis for the replacement business.
  • 18. 15/09/2016 | Market Data © HMC Market Consulting | 18 | Market DataMarket Potential: CAR Summer by segments (SI) in ‘000 units 25.800 Increasing importance of car winter has lead to a drop of car summer tyre demand.
  • 19. 15/09/2016 | Market Data © HMC Market Consulting | 19 | HMC Presentation Replacement | Module III: Market Trends Preparation Fact Findings Analysis •Project steering •Sighting of all relevant project information and Desk-Research •Time series of tire market by segments •Time series of size by size and line-ups •Statistical evaluation of the time series •Reporting (xls-tables) •Delivery of results
  • 20. 15/09/2016 | Market Data © HMC Market Consulting | 20 | Market Intelligence| Agenda 1. Initial situation and approach 2. Project Module I: Replacement Tire Market Data Basics Module II: Tire Replacement Size By Size Module III: Tire Market Trends Module IV: Reporting and Market Database 3. Additional Services
  • 21. 15/09/2016 | Market Data © HMC Market Consulting | 21 | HMC Presentation Replacement | Module V: Market Database Preparation Fact Findings Analysis •Project steering •Programming database •Delivery of results from OE Tire Market •Delivery of results from Replacement Market •Statistical evaluation •Reporting (xls-tables) Delivery of results
  • 22. 15/09/2016 | Market Data © HMC Market Consulting | 22 | Market Intelligence| Agenda 1. Initial situation and approach 2. Project Module I: Replacement Tire Market Data Basics Module II: Tire Replacement Size By Size Module III: Tire Market Trends Module IV: Reporting and Market Database 3. Additional Services
  • 23. 15/09/2016 | Market Data © HMC Market Consulting | 23 | Market Intelligence| Additional Services 1. Marketing • Market Strategies • Product/- Service-Management • Price Management • Customer Relationship Management • Sales Strategies • Distribution Analysis • Marketing/- Sales Controlling 2. Communication • Public Relation • Social Media Services
  • 24. 15/09/2016 | Market Data © HMC Market Consulting | 24 Project Approach and Methodology Key Contents • Market Entry •Basic Market Analysis • Basic information about:  Demand for umbrellas and parasols in Germany  Distribution Channels (wholesale, advertiser, retail)  Market and product segments (size, use, design, …)  Price segments  Purchase criteria and purchase conditions  Key players •Market Volume •and Consumer Behavior  Market volume in value and units (product segment, distribution channel etc.)  Price segment analysis and price sensitivity  Consumer purchase behaviour (purchase triggers, sources of information and purchase process, most frequented distribution channel, purchase reasons, …)  Brand awareness •Distribution Analysis (Wholesale)  Definition of distribution flow  Market entry requirements and importance of purchase criteria  Sources of information  Purchase and Sales Price analysis  Strength and weakness of current suppliers  Identification of key competitors •Competitor Analysis  Analysis and profiling of both key as well as potential competitors. | Market Intelligence
  • 25. 15/09/2016 | Market Data © HMC Market Consulting | 25 Distribution Analysis Sources of Supply by Distribution Channel Wholesale Domestic 75% 15% 10 % •Manufacturer Global •Manufacturer Domestic •Wholesale Global Promotional Products Company 50% 30% 15% 5% •Wholesale Domestic •Wholesale Global •Manufacturer Domestic •Manufacturer Global Specialty Stores 55% 40%5% •Manufacturer Global •Manufacturer Domestic •Wholesale Domestic Big Retail Chains 75% 25% •Wholesale Domestic •Wholesale Global •Source: Etimates based 2hm Distributor Analysis and Expert Talks 2011; | Market Intelligence
  • 26. 15/09/2016 | Market Data © HMC Market Consulting | 26 | Market Datahmc | Contact HMC Market Consulting Strategie- & Managementberatung Dr.-W.-Albach-Strasse 28 D-64720 Michelstadt Telephone: +49 (0) 6131-37.16.60 Fax: +49 (0) 6131-37.16.60 Mobile: +49 (0) 171-450.74.93 E-Mail: info@market-consulting.eu Internet: www.market-consulting.eu Contact for this presentation : Hans Herrmann