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Pirelli SWOT and PESTLE Analysis

ID : 52670753| Feb 2023| 12 pages

COMPANY PROFILE -Pirelli

Business Sector :Tyres, Automotive

Operating Geography :Italy, Europe, Global

About Pirelli :

Headquartered in Milan, Italy, Pirelli is a 148-year old tyre manufacturing company with a diverse product portfolio including Prestige, New Premium, and Specialties and Super-specialties variants of tires for cars, velo and moto. Initially involved in rubber specialization, fashion and energy, over the years Pirelli shifted its focus solely to tyre production with a consumer-centric strategy. Although formerly one of the fierce competitors in the auto-parts manufacturing industry, Pirelli adopted aggressive diversification as its strategy and had multiple divisions. But along the way, the company divested all its business units and focused only on tyre production. At a later stage, the company got acquired by ChemChina, China’s largest chemical company. As of 2019, Pirelli is temporarily privatized by an immediate holding of ChemChina, that is, Marco Polo International Italy with a percentage shareholding of 45.5% of Pirelli’s shares. Pirelli has been endorsing sport competitions and extending them sponsorships since 1907 and is the exclusive tyre supplier for the Grand-Am Rolex Sports Car Series for 2008–2010, FIA Formula One World Championship for 2011–2023 and for the FIM World Superbike Championship. In July 2022, Terna and Pirelli join forces to develop sustainable mobility. In order to promote sustainable mobility among its workers, Terna is the first firm in Italy to have implemented Pirelli's "CYCL-e around" e-bike sharing concept on a national level.

Pirelli’s USP or unique selling proposition lies in being the globe’s 5th largest tyre manufacturer behind Bridgestone, Michelin, Goodyear and Continental, and is focused on the consumer business (tyres for cars, motorcycles and bicycles). Pirelli’s vision statement is to become “A global high value consumer tyre company”.

Pirelli Revenue :


€ 5,331 million - FY ending 31st December 2021
€ 4,302 million - FY ending 31st December 2020

Competitive Analysis of Pirelli

SWOT
PESTLE
The SWOT analysis for Pirelli is presented below in a matrix followed by the detailed analysis report:
StrengthsWeaknesses
1. Strong market presence demonstrated by a portfolio of homologations
2. Long-lasting relationships with major Prestige and Premium car manufacturers
3. Investment in R&D activities and path breaking innovation activities
4. Industry leader in ESG ratings
5. Environment-friendly processes leading to cost efficiencies
6. Brand image enhanced by commitment to motorsports
7. Customer focus - a central element of Pirelli Group
1. Aggressive reorganisation of the company through acquisitions
2. Weak capital structure decision making by the company
OpportunitiesThreats
1. Well planned investments in technological innovations
2. High value approach to next-gen mobility trends
3. Focus to produce safer and sustainable tyres
4. Huge potential of Automotive OE type across the globe
1. Increasingly competitive dynamics of the tire sector
2. Uncertainties in macro-environmental factors like rate volatility, raw materials
3. Uncertainties posed due to Brexit
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Detailed SWOT Analysis of Pirelli

Strength

1. Strong market presence demonstrated by a portfolio of homologations: With a portfolio of nearly 3,400 homologations, that is, 2800 high-value and 900 specialties, Pirelli has established itself as a strong player in the market. Many brands like Alpha Romeo, BMW, Cadillac, Dodge, Jeep, Mercedes and Mini have chosen to homologate their vehicles with Run Flat (600 homologations), i.e., allowing even the perforated tires to reach the nearest replacement tire suppliers. Furthermore, Pirelli has a strong market presence in the winter segment of marked tyres representing 69% of the overall market for rim sizes of 18” and more. As of now, 900 homologated winter tyres are present. There are two proving grounds of Pirelli, one at the Passo del Tonale (Tonale Pass) in Italy and the other at Flurheden in Sweden.

2. Long-lasting relationships with major Prestige and Premium car manufacturers: Pirelli’s long-lasting relationships with major Prestige and Premium car manufacturers are established mainly to develop new products to meet the customer needs and technical specifications. As a result of these partnerships, the so-called Perfect Fit tires are being produced to match the dynamic features of the vehicles. In the Prestige segment, Pirelli has more than 50% market share for the OE (Original Equipment) channel and also, is one of the most prominent suppliers to brands like Bentley, Ferrari, Aston Martin, Porsche, and Maserati & sole supplier to Pagani Automobili, McLaren, and Lamborghini. Also, the company maintains strong relationships with BMW, Mercedes, Jaguar, Land Rover, Audi and Alfa Romeo. Furthermore, Pirelli was awarded with the Brand Pillar of Sustainability World Excellence Award by the Ford Motor company in 2019 for being the one of the best suppliers for its sustainable approach and for achieving levels of excellence.

The remaining section of “Strength” is available only in the 'Complete Report' on purchase.

Weakness

This section is available only in the 'Complete Report' on purchase.

Opportunity

This section is available only in the 'Complete Report' on purchase.

Threats

This section is available only in the 'Complete Report' on purchase.

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References used in Pirelli SWOT & PESTLE Analysis Report

1. Pirelli & C. S.p.A. – 2019 Annual Report - https://psi-dotcom-prd.s3-eu-west-1.amazonaws.com/corporate/PIRELLI-2019-Annual-Report.pdf
2. Pirelli's History - https://corporate.pirelli.com/corporate/en-ww/aboutus/history
3. Pirelli launches new digital training for tyre dealers and the sales force - https://press.pirelli.com/pirelli-launches-new-digital-training-for-tyre-dealers-and-the-salesforce/
4. No-deal Brexit will have 'seismic' impact, says European car industry - https://www.theguardian.com/business/2019/sep/23/no-deal-brexit-will-have-seismic-impact-says-european-car-industry
The detailed complete set of references are available on request in the 'Complete report' on purchase.

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In-text: (SWOT & PESTLE.com, 2024)

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