Winning the Korean Tire Market Race

The Business Issue

Our client had an OEM Tire brand and was experiencing sales growth difficulty. The brand needed to find new ways to expand its market share.

The Background

The Korean tire market is dominated by domestic players catering to Korean cars. The brand is foreign and focused on providing tires solely to foreign cars, a rapidly growing market in Korea. However, cheaper tire manufacturers were challenging the brands growth in this sector.

The Solution

By gaining a better understanding of the needs of certain key segments in the market leaning toward foreign tires utilizing various quantitative and qualitative strategies, the brand's safety and durability dimensions were differentiated. This differentiation justified a premium price and helped our client to build stronger claims.

The Business Value

The research and insight that RI provided allowed the client to build a long-term growth strategy and has provided solid direction for the brand to build a competitive edge.