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Pirelli

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1. Introduction
The business report below presents full information about Pirelli & C. S.p.A(Società per Azioni (Joint Stock Company)). It includes company`s profile, current financial and sustainability performance, business research analysis which is divided into 2 types itself. One of the research provides company`s Strengths, Weaknesses, Opportunities and Threats on the Global Market whereas other research reports about the market analysis within the Pirelli`s home market. The report on company`s current profile includes a reliable information and research analysis that corresponds the data in ‘The 2014 Pirelli Integrated Report (2014 Annual Report)’ which is announced in the company`s official site. 2. General description of the company
Internationalism, technology, talent, speed and culture are part of Pirelli's past, present and future.
(2014 Annual Report)
Company`s history
1872 there was founded the limited partnership company ‘G. B. Pirelli & C.’ in India rubber manufacturing industry by the engineer Giovanni Battista Pirelli(1848-1932) which initially produced rubber textiles, tubes and belts for machinery. Then it expanded its business with producing undersea cables. In 1922 the company was added to the Italian Stock Exchange. The head office is located in Milan, Italy.
Company`s profile Pirelli & C. S.p.A specialized in producing Consumer (for cars and motorbikes) and Industrial (for trucks, buses and farming vehicles) tyres. According to the ‘2014 Annual Report’ company`s productive capital shows following data: * 19 tyre factories in four continents * 72 million Consumer units * 6.3 million Industrial units * 37,561 employees in 160 countries (31 December 2014)
It has partnership relations with world’s brand carmakers such as Ferrari, Maserati, Lamborghini, Porsche, Bentley, Aston Martin, McLaren Audi, Mercedes, BMW, Jaguar Land, Rover and Volvo. Furthermore, Pirelli has prime role in Formula 1, it provided 11200 tyres between 2011-2013 years and has a supply contract for 2014-2016years.
Company`s Logo
Company`s logo created by G. B. Pirelli the founder of Pirelli company. However, the brand logo appeared in New York in 1908. The enlarged ‘P’ has become legendary marketing decision that gained its own role within the tyre industry.

1906 1916

1945 2014-…

Company`s Motto
The company is working under the motto - “Power is nothing without Control” aims that drivers could get the most out of their cars and the driving experience providing all conditions.

Company`s mission statement
‘We constantly challenge the boundaries of technology, style and sustainability, setting trends across the world’
Board of Directors
Pirelli company`s board has 15 directors, that three of them are the main shareholders. Meanwhile, each of them for three-year terms of office and 7 of them are independent.
Company`s board receives recommendations from: 1. Audit, Risks, Sustainability and Corporate Governance Committee (known as the Audit Committee) 2. The Remuneration Committee 3. The Appointments and Successions Committee 4. The Strategies Committee

Company`s Current value
At the end of 2014 Pirelli had about 50% global market share and approximately 20% market share among Europe in Premium segment.

Plans for the future development
Industrial plan’s key targets for 2017 years:
• Profitability above 15% Ebit margin.
• ROI at 28%(without financial assets, before restructuring costs)
• Cash flow generation of €1.6 billion between 2014 and 2017.
• A dividend policy of 40% of consolidated net income. The Car business * Premium segment is expected about 60%of revenue in 2016 * Innovate 14 new lines of Car, 21 of Moto, 11 of Truck products by 2017 * Reduce costs by €290 million in the four years to 2017
The truck business * In South America, 01 Series * In the Middle East and Africa, the introduction of Pirelli Fleet Solutions, * In Europe, the introduction of the 01 Series and reducing raw material costs * In the Asia Pacific region, working with new distributors 3. SWOT analysis on the GLOBAL MARKET

* Strength * Pirelli`s one of the most distinguishable strength from competitors is that company focuses on Premium segment. This market is high-margin and company is hoping to reach 60% of consumer business by 2016. * Pirelli has good partnership with world`s Prestige carmakers such as Ferrari, Maserati, Lamborghini, Porsche, Bentley, Aston Martin and McLaren. Pirelli homologated more than 1500 times from car manufacturers for its Premium tyres that they fit on new models. * However, having supply contract with Formula1 proves that Pirelli has strong position in the Premium segment. * Pirelli`s replacement structure is segregated from its competitors by marking special imprint on the sidewall of the tyre that ensures comfort for drivers. For instance, * BMW marked with a star * MO - Mercedes Original * MGT - Maserati * AO - Audi Original * LR - Land Rover * MC - McLaren * F - Ferrari

* Weaknesses * One of the main weak point, of the Pirelli is that it has small market share in North America (12%), Asia Pacific (9%), Middle East & Africa (8%), Russia(4%). Company should co-operate with new distributers as possible. * The next weakness could be that, company is significantly smaller comparing its competitors. Thus, there might appear a problem when the market expands quickly and company needs keeping it up. * As company`s Leverage ratio has been increasing year by year, it will face with a problem to obtain funding for new opportunities. * Operational risk (IT, employee health and safety risks, product defect risk, information security risk) generated by company might get weaknesses of it. For example, there were some cases related to product defect problem in the past recent years. If the company often approaches to this problem, it might affect the reputation of brand. * Opportunities * Pirelli gets more opportunities as Global economy continues increasing year by year. Nowadays, consumer preferences for cars have still increasing and there are more than 1 billion cars in the world, 9% of them are Premium cars. Thus, it will be considered as an opportunity to produce more Premium tyres for Pirelli. * Considering the impact of urbanization, Pirelli gets an opportunity to produce more tyres. It is predicted that, over the 600 urban cities will contribute the global growth in the next 20 years. Correspondingly, human require more services, goods and it would effect to the capacity of the product that produces Pirelli. * Company captures one more opportunity with the help of ‘Research and Development’. ‘Internet of Things’, or machine-to-machine communication, by using all available information efficiently. Pirelli might improve the performance of the product. For example, it has already started a project work ‘Cyber Tyre’ that provides more safety and performance to the driver by giving information about tire status and road condition through the wireless connection to the car`s on-board computer.

* Threats
Pirelli has been threatened external, strategic and operational risks. For example,
External:
* Macroeconomic trends decreases tyre (Fluctuation of fuel(high price) might reduce demand for cars and it will effect to the tyre industry) * Changes in demand in long-term(Popularity of public transportation or loss of desire of owning a car might reduce demand for cars)
Strategic:
* Fluctuation in raw material prices (Raw materials such as chemicals and carbon black`s price are depended on oil price * Financial risks(Exchange rate risk, Liquidity risk, Interest rate risk, Credit risk) * Regulations (Pirelli should obey the law of ‘Safety of environment’ of different countries in which company operates) 4. Market analysis in the HOME MARKED
Market analysis in the home market could be clarified by referring Porter`s five forces. I. Threat of new entrants
There are more than 75 tyre manufacturers globally, that means market is competitive enough. Despite of possibility to gain suppliers and raw materials, there is a high entrance barrier to the tyre industry. Due to the fact that, major amount of market share earned from the big tyre manufacturers such as Pirelli(Italy), Michelin(France), Continental AG(Germany), Goodyear(US), Bridgestone(Japan) in the market, the barriers of the entrance in market would be high and there is no threat of new entrants to the Pirelli. II. Threat of Substitute Products and Services
Considering all products and services, it is clear that there is no substitute products to the tyres at all. There is no threat of substitute product for Pirelli inspite of fabricating tyres with Pirelli brand name by another tyre manufacturer. It will affect to the market revenue since company remarks decrease in the quantity of sales and brand loyalty. III. Bargaining Power of Customers
Moving on bargaining power of customers, tyres could be sold to customers in different ways. Pirelli`s tyre revenues by channel illustrated the results above in 2014 year:
Original equipment 24%
Replacement 76%
Since replacement products are sold to the customers by individual dealers, retail stores, 76% of Pirelli`s product were almost had bargaining power of customers. However, Pirelli is the main tyre manufacture in its home market(Italy), there are some tyre manufacturers branches in Italy, such as, branches of Bridgestone(Japan) and Michelin(France). It has a possibility that, competitive market would appear the threat of customer power in bargaining to Pirelli. IV. Bargaining Power of Suppliers
As mentioned in the ‘The Values and Ethics Code’ of Pirelli, company`s suppliers have great impact in improving the quality of product. Since Pirelli produces high-quality tyres, company needs first-class raw materials. The main raw materials both synthetic and natural rubber are manufactured by few large companies, thus, there is bargaining power of suppliers in the Pirelli`s home market. However, Pirelli owns stakes in rubber plantations in order to reduce bargaining power of suppliers. V. The Degree of Rivalry
It is obvious that, Pirelli is not monopoly company in the Italy`s tyre market, as Bridgestone(Japan) and Michelin(France) have their branches in Italy. The market share of Pirelli in its home market was 6% in 2014. Since, market competition in the tyre industry are high, it is putting pressure on margins and Pirelli`s profitability is depended on input prices. Meanwhile, company should increase the quality of tyres, product design, performance, customer service and so on. VI.

Conclusion
In summary, by analyzing global market and Pirelli`s home market(Italy) it become clear that, Pirelli & C. S.p.A has its own role in the global market and home market. This can be proved by the facts, such as, company has supply contract with Formula1 and other strength mentioned above. However, company should use its opportunities, straighten out weaknesses in order to increase its market share among global market and home market as well.

Reference: 1. 2016 Pirelli & C. S.p.A., Annual report 2014. Available from:
< http://www.pirelli.com/mediaObject/corporate/documents/common/investors/annual-report-2014/2014_Annual_Report_EN/original/2014_Annual_Report_EN.pdf>. [Accessed February 10, 2016]. 2. Christian Hendriksen and Frederik Hendriksen,(1.08.2014).Valuation of the four largest pure play manufacturers in the tire industry Bridgestone, Goodyear, Michelin, and Pirelli. [Online]. Available from:
<http://studenttheses.cbs.dk/bitstream/handle/10417/4867/christian_hendriksen_og_frederik_hendriksen.pdf?sequence=1>. [Accessed February 14, 2016].

3. 2016 Pirelli & C. S.p.A., SUSTAINABILITY PLAN 2013-2017 WITH SELECTED TARGETS FOR 2020. Available from:
< http://www.pirelli.com/mediaObject/corporate/documents/common/ir-booklet/sustainability-16/original/sustainability-16.pdf>. [Accessed February 10, 2016].

4. 2016 Pirelli & C. S.p.A., Interim Management Statements at September 30, 2015. Available from:
< http://www.pirelli.com/mediaObject/corporate/documents/common/investors/cda/9m-2015/Interim_Report_on_Operations_092015/original/Interim_Report_on_Operations_092015.pdf>. [Accessed February 10, 2016].

5. 2016 Pirelli & C. S.p.A., ABOUT PIRELLI. [Online]. Available from:
<http://www.pirelli.com/corporate/en/careers/about-pirelli/default.html>. [ Accessed February 10, 2016]. 6. Finance Yahoo, Yahoo Finance. [Online]. Available from:
<http://finance.yahoo.com/lookup/all;_ylt=ArZ0xtRNxUTTDUZudfBFnVnXVax_;_ylu=X3oDMTE4MnA1bzlpBHBvcwMxBHNlYwN5ZmlTeW1ib2xMb29rdXBSZXN1bHRzBHNsawNhbGw-?s=pirelli&t=A&m=ALL&r=>. [Accessed February 14, 2016]. 7. 2016 Pirelli & C. S.p.A., VISON & BRAND PROMISE. [Online]. Available from: <https://www.pirelli.com/corporate/en/careers/about-pirelli/mission/default.html>. [Accessed February 14, 2016].

8. 2016 Pirelli & C. S.p.A., Industrial Plan PIRELLI 2013-2017 Strategy Targets. [Online] Available from:
< http://www.pirelli.com/corporate/en/investors/strategy/default.html>. [Accessed February 14, 2016]. 9. 2016 Pirelli & C. S.p.A., PIRELLI ON THE STOCK MARKET. [Online]. Available from:
< http://www.pirelli.com/corporate/en/investors/stock-market/default.html>. [ Accessed February 14, 2016]. 10. 2016 Pirelli & C. S.p.A., Our Vision. [Online]. Available from:< <http://www.pirelli.com/corporate/en/careers/about-pirelli/default.html>. [Accessed February 14, 2016].

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...BMW 530ix I have chosen the BMW 530ix, because of the exterior “style meets substance.” The refinements go beyond a more athletic profile. The 2007 BMW adds refinement everywhere; from a retooled grille to front and rear LED Accent Lights to Heated Power Mirrors. There is room for the whole family and everything you put in it. I can carry people and cargo with the spacious interior of the 530ix. There are available two row seating, you can seat five people comfortably. http://www.kbb.com/bmw/5-series/2007-bmw-5-series/ The BMW has the Infinity Sirius and Bluetooth system for having hands free calls. You can even use Google Maps and send locations to your car with the UVO eServices phone App. http://www.kbb.com/bmw/5-series/2007-bmw-5-series/ The UVO Smart Itself takes care of your music choices and much more. All of these eServices are for you not to be distracted and get into an accident. The driver’s responsibilities are to keep their eyes on the road at all times and be safe and have legal operation of the vehicle. Safety is very important when driving. Let’s be safe out there. BMW has thought of airbag system to reinforce your body, there are new innovations from the Front Active Headrests, for your passenger’s safety in the BMW 530ix. This car is really roomy, powerful and fuel efficient. The features are Bluetooth technology and also has hidden storage and the UVO eServices and third-row seating. The BMW has gas mileage of 19 city and 25 highway. ...

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