Marketing Plan
Bridgestone Americas Holding, Inc.
Marketing Plan
Table of Contents
1. Executive Summary ……………………… 3 2. Company Description ……………………. 5 3. Strategic Plan/ Focus …………………… 7 4. Situation Analysis ………………………. 10 5. Market- Product Focus …………………. 13 6. Marketing Program …………………….. 18 7. R & D/ Operations Program …………….. 21 8. Financial Projections …………………… 22 9. Organization Structure ………………… 23
10. Implementation Plan ……………………. 24
11. Evaluation and Control ……………….. 25
12. Appendix A: Biographies of Key Personnel ……………………….. 26
13. Appendix B: Bridgestone Income Statement and Tire Industry Overview and Sales………………..... 27
14. Bibliography ……………………………… 32
1. Executive Summary
Bridgestone Americas Holding, Inc, hereinafter, will be referred to as Bridgestone. Bridgestone is a well-established corporation in the business of selling varied tire and rubber products to markets all over the world. In this marketing plan, we are focusing on mostly the tire part of the business, which accounts for the majority of Bridgestone’s sales revenues and the effect of customer service centers. In this marketing plan, we have outlined specific financial, as well as non-financial goals and ways to help implement these goals and reach projected quotas. We feel that because Bridgestone is such a large corporation, with a large amount of capital, as well as being well- established in the tire industry, it has more freedom to take marketing risks. These risks involve spreading out and adding more outlets all over the world and taking advantage of opportunities of countries with rising economies. Bridgestone also has the ability to be more environmentally safe and to give back to the community, through recycling of tire products, such as in playgrounds and in underwater reefs, as well as reusing rubber
Marketing Plan
Table of Contents
1. Executive Summary ……………………… 3 2. Company Description ……………………. 5 3. Strategic Plan/ Focus …………………… 7 4. Situation Analysis ………………………. 10 5. Market- Product Focus …………………. 13 6. Marketing Program …………………….. 18 7. R & D/ Operations Program …………….. 21 8. Financial Projections …………………… 22 9. Organization Structure ………………… 23
10. Implementation Plan ……………………. 24
11. Evaluation and Control ……………….. 25
12. Appendix A: Biographies of Key Personnel ……………………….. 26
13. Appendix B: Bridgestone Income Statement and Tire Industry Overview and Sales………………..... 27
14. Bibliography ……………………………… 32
1. Executive Summary
Bridgestone Americas Holding, Inc, hereinafter, will be referred to as Bridgestone. Bridgestone is a well-established corporation in the business of selling varied tire and rubber products to markets all over the world. In this marketing plan, we are focusing on mostly the tire part of the business, which accounts for the majority of Bridgestone’s sales revenues and the effect of customer service centers. In this marketing plan, we have outlined specific financial, as well as non-financial goals and ways to help implement these goals and reach projected quotas. We feel that because Bridgestone is such a large corporation, with a large amount of capital, as well as being well- established in the tire industry, it has more freedom to take marketing risks. These risks involve spreading out and adding more outlets all over the world and taking advantage of opportunities of countries with rising economies. Bridgestone also has the ability to be more environmentally safe and to give back to the community, through recycling of tire products, such as in playgrounds and in underwater reefs, as well as reusing rubber
Bibliography: 1. Company Profile. (2005). Retrieved from Bridgestone America’s Holding, Inc. Web Site: www.bridgestone.com 2. 2. Consumer News. (2005). Retrieved from Bridgestone Firestone North American Tire, LLC Web Site: http://www.bridgestone.com/news/index_bs.asp 3. Detailed Quote. (2005). Retrieved from Bloomberg.com Research Web Site: http://www.bloomberg.com/apps/quote?ticker=BRDCY:US 4. Income Statement for Bridgestone Corp. (2005). Retrieved from Bridgestone Corp- Income Statement on Reuters.com Web Site: http://www.investor.reuters.com/IS.aspx?ticker=BRDCY.PK&target 5. Kerin, Hartley, Berkowitz, Rudelius. (2006) Marketing. (8th ed., pp. 47, 56- 69). New York: McGraw-Hill/ Irwin. 6. Tires Industry. (2005). Retrieved from Tires Overview from Reuters.com Web Site: http://www.investor.reuters.com/IndustryCenter.aspx?industry=TIRESS&target