Essay on Global Marketing - 4143 Words

â€Å"Global Marketing Management† â€Å"Bridgestone: European Marketing Strategy† CONTENTS 1.0: Make an assessment of the competitive strategies that Michelin, Continental and Goodyear respectively may pursue to strengthen their European Market position. Page 4-6 2.0 Make an assessment of the alternative competitive strategies that Bridgestone can pursue to strengthen its European Market position. Page 7-8 3.0 Give a well-reasoned proposal for the criteria to be used by Bridgestone when choosing market (country) that requires a larger marketing effort (you can also include central and eastern Europe). Page 9-10 4.0†¦show more content†¦They hope to continue to maintain their market position, with innovative advertising and promotion schemes which will add to the development of their already high brand awareness within the tyre market. In relation to Porters Generic Strategy it is thought that Michelin has a strategy based on differentiation as their product range and amount of services are second to none throughout the world. The ability to provide tyres to different countries that have entirely different needs is efficient. For example, providing tyres for the American market where there is a fashionable status around their cars. Another example would be how Michelin provide tyres for the Asian market, where the cars that they drive and the environment that they drive in require different tyres which encourages Michelin to adapt to all of these markets. Differentiation is a key factor and is used to provide Michelin with a competitive edge over their rivals. Goodyear Goodyear currently maintains an 18.2% market share, behind Michelin and Bridgestone. Although the company is the second largest tyre maker in Europe, in order to maintain and strengthen this position, in 1998 Goodyear pursued an alliance with Sunitomo Rubber Industries. This was a good strategy, as it allowed Goodyear to take control of the Dunlop brand in both Europe and North America. This may provide Goodyear with the advantage of eventually taking complete ownership of Dunlops tyre activities, a move which wouldShow MoreRelatedGlobal Marketing5709 Words   |  23 Pagesï » ¿ Global Marketing Plan Yve Franks MKT/562 Executive Summary Gambit Sports Outreach Program is designed to reach the children and the residents of Haiti. Gambits purpose is to develop a nonprofit sports soccer facility that focuses on educating the whole person through education, nutrition and sports. Children are in important part of our future and Gambit wants to be able to help Haiti andRead MoreGlobal Marketing4353 Words   |  18 PagesModule Handbook International Marketing Table of Contents 1. 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