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Essay text:
The company is not well-positioned to counteract the
advance of the Korean tiremakers because of its uncompetitive cost base. In
an industry where labor cost is a key strategic lever and the raw materials
are commodities, 75% of Michelin’s production is in high-cost locations
(primarily western Europe and the United States).
The company’s stated strategy is to reduce costs by natural labor attrition,
but this tactic so far has resulted in headcount reductions of only 2%
per year. In our view, this “no pain” approach to a worsening competitive
environment reflects a lack of a pressing need to take uncomfortable decisions
given adequate earnings...
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