The Bridgestone case takes place in an increasingly tough landscape for the passenger car tire industry in Europe. Competitive pressure keeps increasing from Asian importers, the Retail channel is shrinking, end-consumers understand neither the product nor the development and technology behind it, they don’t understand differences between brands and products and are not permeable to traditional marketing tools. Furthermore, the car market is aging and decreasing year after year.

Bridgestone group is the world-leading tire manufacturer. In this thrilling and changing reality, several strategic decisions have to be made by the Bridgestone group in Spain in terms of where to invest (channel, product, brand, research, logistics etc.) and how to invest (price, advertising, consumer promotion, trade marketing).

This case demonstrates the need to invest with an omnichannel mindset.