1. Syndicate 4 – R46A
Rachmi Rida Utami
Rieke Fitri Yuniar
Joseph Enrico
Pramadona
Yunus Arie Wiratama
Rafael Binczyk
Marketing Plan for the GT Radial
Expansion into the EUROPEAN Market

2. PT. Gajah Tunggal
The
Followed Company
producing bias operate two
Established tires for production
and passenger & facilities
producing commercial Tangerang
bicycle tires vehicles & Serang
1951 1971 1981 1990
Expanded Strated to They
producing produce provide as
motorcyle radial tires “The Best
tires for Tire in
passenger Indonesia”,
cars and with brand
light trucks GT Radial

3. Business Mission
Vision
To be good corporate citizen with solid financial standing, market
leadership in Indonesia and an established global reputation as a
manufacturer of quality test.
Mission
To be leading and dependable producer of an optimal range of
competitively priced, superior quality tires while also pursuing brand
equity and corporate social responsibilities as well as delivering
profitability and returns to shareholders and values stakeholders

4. The Market
Australia
Domestic.
The Market
United States
International markets:
Asia
Export sales network more than 70 distributors, who
supply tires in over 90 countries
Europe
The company operated 40 Tire zone outlets in 16
cities in Indonesia, under the brand names of GT
Radial, Michelin and BF Goodrich

5. Gajah Tunggal Export Destination

6. Tire zone Outlets

7. Product GT Radial
Champiro Champiro
HPY HPX
Savero HT
Champiro Eco
Plus

8. GT Radial in Europe

9. Segment Market In Europe
SUV/ Light Truck
Passenger Car
Tires
Trucks & Bus

10. Product GT Radial In Europe
• All tyres produced by GT Radial for export to Europe
satisfy standards for all the European Union legal
directives, regulation and standards
• E-mark Safety & Noise Certification tests, accredited by
TUV NORD
• Customized with field conditions in Europe
• Designs are varied and suited to the users’ comfort &
safety
• Keep innovating to produce high quality tyres

11. Tagline GT Radial in Europe

12. Price GT Radial di Europe
• GT Radial product’s price are
varied, according to the tyres type
• Price offered much cheaper than the other
competitors, such as
Bridgestone, Goodyear, Continental, Mich
elin, Pirelli

13. Place GT Radial In Europe
GT Radial exist
In 6 countries
• German
• France
• UK
• Spain
• Turkey
• Italy

14. Promotion GT Radial In Europe
• Established a partnership with Michelin.
• Collaborating with GT Tire Europe developed a
company web.
• Use advertising media.
• Participates & sponsor some events.
• Organized GT Radial drifts in Germany and sponsored
MPS Racing team from Dulmen.
• Launched Motorsport Micro Site covers Motorsport.

15. SWOT Analysis
Strenghts
•The best tire manufacturers in
Indonesia
•Export sales network consists of
more than 70 distributors, who
supply tires in over 90 countries
•GT Radial are fore front of new
technology by helping reduce noise
from contact betwen the tyre and the
road surface
•Good Quality Product
•Echo friendly product
•Affordable Price

16. SWOT Analysis
Weakness
• Only six countries in Europe
• Limited authorized
distributors channels
• Uneven distribution to all
corners of Europe
• GT Radial’s brand still weak
in the minds of European
people

17. SWOT Analysis
Opportunities
• There are still market’s space
for GT Radial to market
product in Europe
• The tire industry that
constantly evolving in
accordance with the
changing of times and
technology

18. SWOT Analysis
Threats
• There are five big competitors
(Michelin, Bridgestone, Continental
, Goodyear, and Pirelli) that control
the tire’s market (80% of the
market)
• European market tend to use
brands of their own country
• Decrease in the tire market, due to
the impact of the economic crisis
weakened the purchasing power
• Most of European people are proud
of their products

19. Challenge for GT Radial in Europe
How to compete
with the other
big competitors
in The European
tire industry?
How to improve How to improve
and strengthen its marketing
GT Radial brand strategiies in
in Europe? Europe ?
Challenge
for GT
Radial in
Europe

20. Suggestion
• Maintain it’s segmentation for passenger
Segmentation
car, SUV / Light Truck, Trucks & Bus
• Develop distribution channel across
Targeting Europe with colaborating with European
transportation companies.
• Change the tagline: accelerate your
Positioning journey to the future, for people who
understand quality, drive the world.

21. Suggestion
• Improve the R&D to innovate product
• Made design product for European market to meet the European
Product environmental standard
• GT Radial offering the quality product with competitive price for the
middle to low class (people who don’t care about prestige brands like
Price Michelin)
• Open more own house retail outlets “TireZone” in Europe
Place • Establish cooperation with tyre retailers in Europe
• Create sponsorship to the event motorcycle racing
• Participated in The Tire Expo that always held annually in Europe
• Implement the Search Engine Optimization
Promotion • Improve more attractive company’s web design
• Collaborate with car manufacturer