Case Analysis: The Cooper Tire And Rubber Company

1. Executive Summary
The Cooper Tire & Rubber Company is the world 11th largest tire maker and 4th in North America which produces various brands’ tires of car, motorcycle, and truck as well as passenger light. In North America there are four major tire companies including Goodyear, Michelin, Bridgestone and Cooper Tire & Rubber. Cooper tire is the fourth among these companies in market share.
The company have shown the continuous effort to change and enhance the company operation system to be competitive in the market. Although the company had experienced global market down turn due to the economic recession and also critical internal issues such as merger with Apollo, the company prepared and applied several effective strategies in quality, price, productivity, higher level product, and operational capability in performance and retaining the loyalty of the customers to be successful over the competitors.
In addition, the company has established firm cooperative and effective relationship with supply chain including wholesale dealers, retail dealers and service dealers in regional and global business areas. And the company applied manufacturing strategy in bulk scale to avoid the increase in cost of buying and keeping raw material and to get the benefit from the large quantity of economic scale. (Javad

In 2008, the company introduced new strategic growth plan for the benefit of shareholders through the increased returns from their investment. This profit could be generated from the efficient raw material cost structure and driving high class model which have higher margin and also from the struggle to build the organizational culture and capability. The management board also established the internal audit system which affected stakeholders to believe the financial report of the company. (Javad Kargar,