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Michelin Porter Analysis

In: Business and Management

Submitted By chloeb
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Analyse de Porter
L’analyse de Porter repose sur l’analyse de cinq éléments : les entrants potentiels, la force de négociation des fournisseurs et des clients, les produits de substitution et l’intensité concurrentielle.
L’analyse de Porter a pour but de connaître l’attractivité de l’industrie.
Ainsi, dans cette partie, nous nous demanderons si l’industrie du pneumatique est attractive ou non. 1. Entrants potentiels

Les entrants potentiels sont surtout les firmes asiatiques qui misent sur le bas de gamme pour venir concurrencer les leaders en place. Mais ont-ils une chance de rivaliser avec ces-derniers ? Pour répondre à cela, il faut s’appuyer sur l’analyse des barrières à l’entrée :

* Les économies d’échelles : La production mondiale de pneus est intensive. En effet, elle dépasse 3,1 millions de pneus par jour à savoir plus de 38 pneus par seconde ! En outre on compte 75 sites de production de pneus dans le monde. Dès lors, les économies d’échelles sont conséquentes dans cette industrie. De surcroît, les trois grands leaders de l’industrie pneumatique que sont Michelin, Goodyear et Bridgestone ont opté pour une politique d’acquisition à la fin des années 1980 (Bridgestone a racheté Firestone, Michelin Uniroyal-Goodrich et Goodyear Dunlop). Ils forment également des alliances stratégiques et des joint-ventures ce qui leur permet de réaliser d’importantes économies d’échelle. * L’intensité capitalistique : L’industrie du pneumatique est à forte intensité capitalistique (par exemple, l’intensité capitalistique de Michelin est de 0,75 en 2012). En effet, pour pouvoir construire des pneus il faut des chaînes de production complexes d’autant plus que les trois leaders de ce marché usent de beaucoup de technologies. * L’accès aux réseaux de distribution : ??????? * La capacité de réaction des organisations en place : Les nouveaux...

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