Parting Words

I have in many ways unjustly simplified the tyre business in this article. But many others who join the industry particularly senior executives, seem to think it is about simple data and numbers. We could go on exploring the various facets of the tyre business, what to look out for, and what to do, and what not to do. What is however important is to be aware that the tyre business looks simple, and sounds simple, but taken to another level is a myriad study of Sociology, Economics, Business, Art, and Engineering.

The fact of the matter is the internet is already here to ensure anyone who wants to know more can know more. The distributors and retailers who traditionally think it is simply about price and size could be in for a surprise soon. The very fact that some of the European and American internet retailers have suddenly grown to the size they are reflects this fact. Consumers are reading about what they want over the internet before deciding. I am surprised the internet is not utilized in a bigger way for educating, marketing, or selling tyres- particularly in Asia.

About Hwee Tiong, Ler
Ler, 38, graduated with a merit degree from the National University of Singapore in 1995 majoring in Economics and Geography. He worked for four years with a Malaysia listed distributor, of which a year was spent in Myanmar. He subsequently joined a Singapore listed distributor when for a year, he was heading the retailing department, before packing off to Hong Kong for five years to oversee the North Asian operation. His last job was in Shanghai with an American manufacturer as Sales Director of the Asia region. He recently relocated to Singapore with his family and started Tyrepac, an internet based retailing concept, after being captivated by the power of the internet for years.

This is the final article by Ler Hwee Tiong, Managing Director at Tyrepac Pte Ltd on his 7 part-series on Selling and marketing tyres- How difficult can that be?