Hypothetical Business Scenario

Since $2010,$ you have been the marketing manager for Tyres, a well known brand of tires for the automotive industry. Tyres focuses on providing tires for the personal $($not commercial$)$ vehicle market and you have been overseeing the brand's general marketing and promotional activities.

Recently, Tyres was purchased by Interbrand, a multinational conglomerate of consumer products. Interbrand is interested in increasing marketshare in all their markets and as part of Interbrand's expansion strategy, your new vice president $($Mulan$)$ asked you to identify Tyres' key resources. Mulan wants you to focus on the brand's key resources which add to Tyres' competitive advantage. Mulan will be including your report in a presentation he's making to senior management.

Conversation Questions

How would you go about identifying the key resources which separate Tyres from their competition?

Which key resources represent a sustainable competitive advantage and are not easily replicated by Tyres' rivals in its marketplaces?