Instructions:
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supposed to attach this document along with the assignment answer uploaded on the LMS.
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‘Statement of Originality and Student Declaration’ in page 3.
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E.g. C201001 Test Student BAGB 99001
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General Guidelines
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sure to include your student details clearly in the cover page. This includes your Student ID,
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Important Points:
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3. You must take responsibility for managing your time effectively.
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then be provided alternatives to complete the assignment during the resit diet.
5. Take great care that in the event you use the work or ideas of others in your assignment, you
appropriately reference them, using the HARVARD referencing system, in your text and any
bibliography, otherwise you may be guilty of plagiarism.
Statement of Originality and Student Declaration
I hereby, declare that I know what plagiarism entails, namely to use another’s work and to present it as
my own without attributing the sources in the correct manner. I further understand what it means to
copy another’s work.
1. I know that plagiarism is a punishable offence because it constitutes theft.
2. I understand the plagiarism and copying policy of the University of the West of Scotland.
3. I know what the consequences will be if I plagiarize or copy another’s work in any of the
assignments for this programme.
4. I declare therefore that all work presented by me for every aspect of my programme, will be my
own, and where I have made use of another’s work, I will attribute the source in the correct
manner.
5. I acknowledge that the submission of the assignment answer document, constitutes my
agreement of the above.
ASSESSMENT TASK
GLOBAL outlook of the tire industry and the impact with the novel COVID
The global tire market reached a volume of 2,268 Million units in 2021. Looking forward,
exhibiting a CAGR of 2.80% during 2022-2027. Factoring in the uncertainties of COVID-19, we
are continuously tracking and evaluating the direct as well as the indirect influence of the
pandemic on different end use industries. Tires provide traction between the vehicle and the road
while providing a flexible cushion that absorbs shock. They are manufactured using various materials,
including natural and synthetic rubber, carbon black, polyester, rayon, steel, silica and vulcanization
accelerator. Nowadays, there is a wide variety of tires available in the global market, which caters to
the requirement of different kind of vehicles.
Due to the unprecedented nature of this crisis, the players in the tire industry call for firm and rapid
action at both the local and national level to enact policies that will remediate the impact of this crisis
on tire manufacturers.
The tire industry is invariably the prime connectivity to most of our tractions in our day to day lives.
Global tire market is forecast to surpass $ 319 billion by 2023. On the basis of vehicle type, the global
tire market is broadly classified into six categories – passenger car tire, light commercial vehicle (LCV)
tire, medium and heavy commercial vehicle (M&HCV) tire, two-wheeler tire, three-wheeler tire and the
OTR tires. During 2012-2016, both automobile production and sales grew at sluggish pace in majority
of regions, which led to slow growth in the tire market globally. The global automobile production and
sales grew at a CARG of 1.75% and 2.32%, in the volume terms, during 2012-2016, respectively.
Backed by slow growth in automobile sector, the global automobile fleet (excluding two-wheeler and
three-wheeler) exhibited a CAGR of 3.66% during the same period.
Considerable population growth – especially in the emerging economies primarily in Asia Pacific
has fueled the industry growth. Vehicle ownership expects to rise significantly, which in turn will drive
the growth in the tire industry. The increasing car ownership will be largely driven by demographics and
wealth. Greater affluence among the middle class in emerging economies will lead to a significant
increase in those able and wanting to own vehicles. The new middle class in these regions is demanding
premium vehicles, including sport utility vehicles, luxury passenger cars and sports cars that are likely
to be fitted with high performance tires.
The high-performance tire sector has become very popular with original equipment (OE)
manufacturers and with consumers in the replacement tire market. As a result, tire producers are
targeting the OE segment for further growth and R&D spending. These low-profile tires that are built for
higher speeds, account for more than half of the global OE tire market, according to research by
Smithers, which has made them an integral part of vehicle design and the driving experience.
Auto manufacturers began using high performance tires mainly as factory equipment on luxury
passenger cars. Over the years, they have grown in popularity among drivers of premium sport utility
vehicles and most recently crossover utility vehicles. Sales of these vehicles continue to climb in
correlation with the growing global middle class and their desire for status and mobility.
Improving fuel efficiency is a growing theme in the tire industry. In terms of tire design, this is
mainly achieved by reducing rolling resistance. Government regulations that are demanding higher fuel
economy from vehicles are probably the most immediate and important driver for change in the way
high performance tires are being made. Fuel economy standards like corporate average fuel economy
(CAFE) in the US are playing a major role in controlling tire technologies and markets.
Better vehicle fuel economy will also improve air quality standards. Around the globe, serious targets
have been set to protect the climate, driven by the Kyoto protocol. In the European Union (EU),
transportation is the only economic sector where CO2 emissions are constantly increasing, especially
in vehicular transportation.
Led by the EU, tire labelling has created a set of mandatory minimum standards for a number of
tire properties, especially fuel efficiency. Tire labelling is considered by many to be one of the most
important legislative initiatives in recent times and it gives consumers key information on tire properties,
including fuel efficiency, which will help them make more informed choices.
Leading tire makers are continuing to employ new technologies in the development of ultra-high
performance tires that push the limits of size, speed and performance characteristics. Most players are
in a vision of producing product grades under next-generation performance tires
These tires are primarily for the true sports car enthusiast and are often proven on the race track. It is
also for the electric car segment with low noise and power generation. They are developed with
proprietary technology, specialized polymer and silica compounds, as well as unique tread designs to
achieve their desired performance results. To meet evolving customer demands, many of these nextgeneration high performance tires now claim multi-season driving safety, ride comfort, low noise, better
fuel efficiency and extended tread wear. Major players such as Micheline have already commenced
introducing these tires to the market.
Building an international business strategy for a Tire manufacturer in Asian Markets
Select a tire manufacturer of your choice who is a player in the auotomative tire industry and craft an
international business strategy in achieving greater market penetration in the Asian market space that
is not in operations currently. The player can be an Asian tire manufacturer looking for Asian pacific
markets or any other European brands venturing in to a Asia pacific.
Attempt all the four tasks below and present your findings in the form of a report (3,000-4,000
words) divided into appropriate sections by Introduction, strategic Position, Strategic choices and
Strategic action. Your report should also contain an Executive Summary (250 words) bibliography and
references.
1. Introduction to the Tire manufacturer and its logical business explanation representing tire
industry under passenger tire segment. Further explain in brief its current and future
market/business trends and justification of the chosen player’s market capitalisation.
(10% of marks)
2. Considering the opportunity in the chosen Asian pacific market, carry out a comprehensive
examination of the macroeconomic business environment using appropriate analytical tools in
order to position an international strategy for the automatize tire manufacturer. Build a strategic
positioning by examining its internal capabilities, culture & purpose and discuss details of its
readiness to build a sustainable business in the chosen Asian market.
(25% of marks)
3. Examine the changing nature of the “Market dynamics/climate” of the chosen tire manufacturer
and develop an extensive frame work in choosing and recommending a winning strategy for
the selected market in the Asia Pacific. Draw upon your rationale by using the exploring
strategy model in building the strategic choices for the chosen player.
(30% of marks)
4. Success and effectiveness is a result of a well-coordinated implementation process been
executed of a finalized strategy. Discuss the efficiency in the context of strategy in action and
by using its model to explore your recommendation with details of practicalities of managing to
achieve sustainability.
(25% of marks)
Word limit - 3,500 words.
Procedure & Assignment guidelines
(5% of marks for following the guidelines below)
A. This is an individual project, leading to the production of an individual report using the Harvard
style of assignment assembling.
B. All the data and information you need to complete this assignment is in the public domain and
is easily accessible via electronic means. Do not approach the companies for help with this
project.
Extra Lines
Evaluate using various modes of entry available to the firm and recommend with justification based on
the findings of your analysis. Use the most suitable mode of entry that will enable this strategic
international expansion to be a success for the chosen tire manufacturing company.
Your evaluation of the various modes of entry available to the firm, and your recommended / justified
mode of entry, should be presented in the final section of the main body of your report.
Remember to include a list of references used at the end of the report (presented Harvard style).
MARKING CRITERIA
Meets
Inadequate
Criteria
expectations/Adequat
Good
Excellent
51% - 70%
71% - 100%
e
0% - 39%
40% - 50%
Task 1 (10%)
Excellent critical
evaluation with
Good critical
as many
evaluation with
suitable and
Adequate solutions
some solutions
appropriate
with limited critical
combined with
solutions
evaluation (3-5%)
some practical
combined with
examples (6-
different
7%)
practical
Inadequate and
Critical
introduction
(10% )
inappropriate
solutions with no
evidence of
critical evaluation
(<3%)
examples (810%)
Task 2 (25%)
Insufficient
Good
Excellent
comparison
comparison
comparison of
Comparisons
with very limited
Adequate comparison
with limited
strategies with
through strategic
details of the
with limited details of
details of the
excellent
positioning
available
the available marketing
available
detailing of the
(10%)
marketing
strategies (3-5%)
marketing
available
strategies
strategies (6-
strategies (8-
(<3%)
7%)
10%)
Realistic and
Realistic and
Realistic and
good
excellent
appropriate
recommendatio
recommendatio
recommendation with
n with well-
n with well-
sufficient discussion (3-
structured
structured
7%)
discussion (6-
discussion (8-
7%)
13%)
Good
Excellent
justification
justification
(2.6-3.5%)
(3.6-5%)
Unrealistic
Recommendatio
recommendatio
n by using
n with
strategic tools
insufficient
(10%)
discussion
(<3%)
Practical
Unrealistic
Justification
justification
(5%)
(<2%)
Adequate justification
(2-2.5%)
Task 3 (30%)
Insufficient
Focus &
focus on
Adequate focus on
Relevance to the
elements of
elements of task and
task & Strategy
task and
relevance to the key
recommendation
relevance to the
elements of the task (3-
(15%)
key elements of
5%)
the task (<3%)
Unrealistic
Realistic opinion
Opinion analysis
opinion with
recommendation with
(15%)
insufficient
adequate analysis (3-
details (<3%)
5%)
Good focus on
elements of
task and
relevance to the
key elements of
the task (6-7%)
Realistic and
good opinion
with wellstructured
analysis (6-7%)
Excellent focus
on elements of
task and
relevance to the
key elements of
the task (810%)
Realistic and
excellent
opinion with
well-structured
analysis (810%)
Task 4 (25%)
Good
Excellent
demonstration
demonstration
Adequate solution with
with as some
with as many
no demonstration of
suitable and
suitable and
applicability (3-5%)
appropriate
appropriate
solutions (6-
solutions (8-
7%)
10%)
Inadequate and
Demonstration
of Solution
(10%)
inappropriate
solutions with
no evidence of
applicability
(<3%)
Good
Application of
Inadequate and
Adequate and
application of
strategic tool
inappropriate
appropriate tool with
strategic tool
(10%)
tools (<3%)
limited detailing ( 3-5%)
with good
detailing (6-7%)
Inadequate
Suitability
reasoning on
Adequate reasoning on
mapping (5%)
the suitability (<
the suitability (2-2.5%)
2%)
Structure/
Written,
Quality of
structured and
Communicatio
presented work
n/ Presentation
in insufficient
of the work/
format (<3%)
Good reasoning
on the suitability
(2.6-3.5%)
Written, structured and
Well written,
presented work in
structured and
adequate format (3-
presented work
5%)
(6-7%)
Excellent
application of
strategic tools
with excellent
detailing (810%)
Excellent
reasoning on
the suitability
(3.6-5%)
Excellently
written,
structured and
presented work
(8-10%)
Referencing
Style (10%)
[Total: 100 Marks]
OTHER REQUIREMENTS
List of Contents
This should list in sequence, with page numbers.
List of Tables and Figures
The lists of tables and figures (diagrams, graphs, illustrations) should follow the list of contents and
each has their own numbering sequence.
List of references
In text referencing should match with the list of references attached to the end of the assessment work.
It should be represented in Harvard Referencing Style.