Most marketing is carried out at a local level but, with the increasing globalization of the tire (tyre) industry, the policy is now set internationally. This report examines the main themes of international marketing, how the major players are reacting to these themes and the implementation in the main regions.

The dominant issue is branding - how it has evolved, the part it plays and the strategies of all the major players. Linked in with this is product positioning, the role of niche products and niche markets and then the advertising and promotional strategies that have been developed to address the agreed policy.

Distribution and retailing are key elements in the marketing mix and major trends in these areas are examined to see how companies are adapting to the rapidly changing market environment.

This report is in preparation but the publication date is not yet decided. If you are interested in this subject please e-mail Neil Mullineux at:

editor@worldtirereport.com

 

An Apology
Half the world uses the word "tire" whilst the other half uses "tyre". Unfortunately search engines don't realise that they mean the same. In order to be recognised by the search machines we have had to resort to the irritating strategy of duplicating the two words. Sorry!