Cooper Tire & Rubber Company SWOT Analysis

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its history, has confined itself to the replacement tire market. During bad economic times, that was a good thing because people tended to keep their old car longer, and that meant more changes of tire. Customers are not terribly loyal to a brand name in tire purchasing, marketers have found. With the growth of aftermarket retail tire stores, the car-dealer brand was not a big factor in tire replacement for most car owners. That meant that Cooper tires, under the Cooper name or manufactured for the reseller under its brand name, could have a good market. The price point was also somewhat below that of more widely recognized tires brands. During boom times, it was still good to serve the aftermarket, as used car sales increase during those times just as new car sales do. Currently, however, there is pressure from the drive-flat tires and generally longer lasting tires; expanding globally is a reasonable reaction to those pressures.

Increased awareness of the Cooper ...

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its history, Cooper Tire & Rubber Company was content to follow the leader in innovations. It spent relatively little on R&D, and still does compared to the biggest companies. But it can no longer afford to wait its customary couple of years to see how the public reacts to a new tire product.
Some of this pressure is from the new drive-flat tires; some of it is because the market is segmented now among fewer manufacturers than 20 years ago. (In fact, the way Cooper Tire & Rubber has kept the lid on costs of expanding its production is by buying some of those plants that were shut down by other companies.

SWOT analysis

Three aspects of this analysis are relatively easy for ...

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