MRF

1. MRF TYRES
Presented by:
GROUP 1
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BUSINESS
STRATEGY

2. Introduction
• The company, MRF Ltd., originally started as a
small manufacturing unit of balloons, latex cast
squeaking toys and industrial gloves.
• A young entrepreneur, K. M. Mammen
Mappillai, opened a small toy balloon
manufacturing unit in a shed at Tiruvottiyur,
Madras (now Chennai).
• The company established its first office in 1949
at Chennai
• It began the manufacturing of tyres in 1961.
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3. Facts
• In 1961 the Madras Rubber Factory Private
Limited was converted into a public company.
• Additional capital was issued in order to start
the manufacture of automobile tyres and tubes
in collaboration with the Mansfield Tire &
Rubber Co., Mansfield, Ohio, U.S.A.
• The Company was given permission to export
tyres having Mansfield trade mark to all world
markets except U.S.A. and Canada.
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4. • The Company was identified as `Star Exporter',
a status that enables the company to get
priority treatment in several areas concerned
with customs.
• MRF became the first tyre company in India to
cross the INR 10 billion mark in 1993
• The Company has received the Top Export
Award for the year from All India Rubber
Industries Association in 1995 and has been
receiving the same regularly since then.
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5. • MRF Tyres has signed an OEM (original
equipment manufacturer) alliance with various
automobile giants.
• Funskool, the No. 1 toy company in India, is a
joint venture between MRF tyres and the
world's largest toy company Hasbro Inc., USA.
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6. Products
• Tyres
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7. Products
• Conveyor belts
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8. • Pretreads
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9. • Industrial Paints and Coatings
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10. Plant locations in india
• Tiruvottiyur, Chennai
• Kottayam, Kerala
• Usgao, Goa
• Arakkonam, Tamil Nadu
• Medak, Andhra Pradesh
• Pondicherry
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11. INDUSTRIAL MARKETING
• Industrial marketing consists of all activities
involved in the marketing of products and
services to organizations that use product and
services ,in the production of consumer or
industrial goods and services ,and to facilitate
the operations of their enterprises.
• Eg: MRF markets its tyres to various
automobile giants like Maruti, Tata Motors,
Honda,etc.
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12. Industrial Demand
• The demand for industrial products and
services does not exist by itself. It is derived
from the ultimate demand for consumer goods
and services . Therefore Industrial demand is
also called Derived demand.
• Eg. Net sales of MRF tyres was Rs 3274.37
crores in the year 2008-09
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Competitors
• 1. JK Tyres
• 2.CEAT
• 3. Dunlop
• 4. Goodyear
• 5. Yokohama

14. KEY COMPETITORS
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15. SWOT Analysis
Strength
 Company has remained in no.1 position in tyre industry
 They have 6 manufacturing facilities in India in
proximity of rubber belt of India
 It enjoys strong brand equity and loyalty of customers
 Complete product portfolio with tyres for all types of
vehicles
 It enjoys strong brand equity and loyalty of
customers.
 Strong financial position
Weakness
 Intense competition due to presence of
other global brands
 Volatility in industrial relations. Ex: the labour
unrest
Opportunities
 Emerging markets and growth of automobile industry
 More tie-ups with Automobile companies as it’s mainly into
B2B market.
 Horizontal and concentric Diversification.
Threats
 Price wars
 Stiff competition from national and international
brands
 Cheaper technologies

16. THANK YOU!!!
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