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Marketing Plan for the GT RadialExpansion into the EUROPEAN Market
Syndicate 4 – R46ARachmi Rida UtamiRieke Fitri YuniarJoseph EnricoPramadonaYunus Arie WiratamaRafael Binczyk
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PT. Gajah Tunggal
Established and
producing bicycle tires
Expanded producing motorcyle
tires
Followed producing bias
tires for passenger & commercial
vehicles
Strated to produce
radial tires for
passenger cars and
light trucks
The Company
operate two production
facilities Tangerang & Serang
They provide as “The Best
Tire in Indonesia”, with brand GT Radial
1951 1971 1981 1990
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Business Mission
Vision
To be good corporate citizen with solid financial standing, market leadership in Indonesia and an established global reputation as a manufacturer of quality test.
Mission
To be leading and dependable producer of an optimal range of competitively priced, superior quality tires while also pursuing brand equity and corporate social responsibilities as well as delivering profitability and returns to shareholders and values stakeholders
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The MarketT
he M
arke
t Domestic.
International markets:
Australia
United States
Asia
Europe
Export sales network more than 70 distributors, who supply tires in over 90 countries
The company operated 40 Tire zone outlets in 16 cities in Indonesia, under the brand names of GT Radial, Michelin and BF Goodrich
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Gajah Tunggal Export Destination
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Tire zone Outlets
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Product GT Radial
Champiro HPY Champiro HPX
Champiro Eco Savero HT Plus
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GT Radial in Europe
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Segment Market In Europe
Passenger Car SUV/ Light Truck Tires
Trucks & Bus
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Product GT Radial In Europe
• All tyres produced by GT Radial for export to Europe satisfy standards for all the European Union legal directives, regulation and standards
• E-mark Safety & Noise Certification tests, accredited by TUV NORD
• Customized with field conditions in Europe• Designs are varied and suited to the users’ comfort &
safety• Keep innovating to produce high quality tyres
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Tagline GT Radial in Europe
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Price GT Radial di Europe
• GT Radial product’s price are varied, according to the tyres type
• Price offered much cheaper than the other competitors, such as Bridgestone, Goodyear, Continental, Michelin, Pirelli
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GT Radial exist In 6 countries• German• France• UK• Spain• Turkey• Italy
Place GT Radial In Europe
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Promotion GT Radial In Europe
• Established a partnership with Michelin.• Collaborating with GT Tire Europe developed a company
web.• Use advertising media.• Participates & sponsor some events.• Organized GT Radial drifts in Germany and sponsored
MPS Racing team from Dulmen.• Launched Motorsport Micro Site covers Motorsport.
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SWOT Analysis
Strenghts
•The best tire manufacturers in Indonesia
•Export sales network consists of more than 70 distributors, who supply tires in over 90 countries
•GT Radial are fore front of new technology by helping reduce noise from contact betwen the tyre and the road surface
•Good Quality Product•Echo friendly product•Affordable Price
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SWOT Analysis
Weakness
• Only six countries in Europe• Limited authorized
distributors channels• Uneven distribution to all
corners of Europe• GT Radial’s brand still weak
in the minds of European people
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SWOT Analysis
Opportunities
• There are still market’s space for GT Radial to market product in Europe
• The tire industry that constantly evolving in accordance with the changing of times and technology
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SWOT Analysis
Threats
• There are five big competitors (Michelin, Bridgestone, Continental, Goodyear, and Pirelli) that control the tire’s market (80% of the market)
• European market tend to use brands of their own country
• Decrease in the tire market, due to the impact of the economic crisis weakened the purchasing power
• Most of European people are proud of their products
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Challenge for GT Radial in Europe
Challenge for GT
Radial in Europe
How to improve and strengthen
GT Radial brand in Europe?
How to compete with the other
big competitors in The European
tire industry?How to improve
its marketing strategiies in
Europe ?
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Suggestion
• Maintain it’s segmentation for passenger car, SUV / Light Truck, Trucks & BusSegmentation
• Develop distribution channel across Europe with colaborating with European transportation companies.
Targeting
• Change the tagline: accelerate your journey to the future, for people who understand quality, drive the world.
Positioning
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SuggestionProduct
• Improve the R&D to innovate product• Made design product for European market to meet the European
environmental standard
Price
• GT Radial offering the quality product with competitive price for the middle to low class (people who don’t care about prestige brands like Michelin)
Place
• Open more own house retail outlets “TireZone” in Europe• Establish cooperation with tyre retailers in Europe
Promotion
• Create sponsorship to the event motorcycle racing• Participated in The Tire Expo that always held annually in Europe• Implement the Search Engine Optimization• Improve more attractive company’s web design• Collaborate with car manufacturer
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