www.tirecraft.com - The Canadian Business Journal
Transcription
www.tirecraft.com - The Canadian Business Journal
TIRECRAFT www.tirecraft.com 2 PRODUCTS & SERVICES Tirecraft Canada MARCH 2011 The Canadian Business Journal CB 3 PRODUCTS & SERVICES 02 Tirecraft Canada Rolling toward the future Moving forward sensibly. Ever since startup in 1968, this has been the view of Tirecraft, a leader and well-respected brand in Canada’s tire sales and service industry, as both a retailer and supplier partner. It’s with this meticulously diligent philosophy the company has seen growth over the years, now with more than 150 locations across Canada. 4 PRODUCTS & SERVICES Tirecraft Canada Tirecraft has grown into a significant position “Our associate store team across the country in the Canadian marketplace and, as such, is creates an invaluable network that clearly provides able to extend very competitive pricing to its as- Tirecraft with a competitive advantage. It’s not un- sociates, across all product segments. The diver- common for our competitors to get tires [delivered] sity of the brand, in addition to quick responses, once a day or once a week, while service through efficient service and consistent pricing with one our distribution network of 14 warehouses provides point of contact allows the company to thrive delivery service ranging from one time to up to four while improving associate member profits. times per day, with the latter being in the major From the standpoint of the supplier and the markets. With the amount of brands and SKUs independent owner, the desire to join the Tirecraft growing every day, it’s almost impossible to inven- network is mutual, with most locations (about 80 tory what you need,” said Richardson. “The service per cent) independently owned and operated. In our Tirecraft associates receive gives them the ad- its membership, Tirecraft looks for those that will vantage of having what they need when we need it, live up to the brand’s high standard of integrity and while freeing up inventory dollars and carrying costs seek owners with a vision, a willingness to commit, to invest in building their retail business. Efficient values and business ethics in line with that of the supply chain management has given Tirecraft the brand. Tirecraft is also a very strong proponent of same advantages some of the largest companies giving back to local communities and is aggressive- in the world have realized.” ly promotes involvement in locally based initiatives. The Tirecraft network continues to grow— In essence, Tirecraft looks for quality shops that already doubling its national presence over will add to the reputation of its brand. the last two-and-a-half years—not only in num- Tirecraft look for partners who can effectively bers, but also in program strength. Rather than market its dual brand strategy, allowing the com- investing unnecessarily in a Canadian head pany to maintain its independence and continue to office, Tirecraft remained lean by leveraging its share and build its entrepreneurial strengths. This regional administrative, sales and marketing is ultimately the core strength of the Tirecraft pro- teams across the country, again contributing to gram—entrepreneurs sharing common goals, direc- the highly competitive position of its program. tion and a willingness to help each other grow—far Members find the channels of communication from just a tire acquisition program. are also much more effective. MARCH 2011 The Canadian Business Journal Business networking 5 our members respond to the market changes in a timely fashion and stay a leg up on the com- “Joining Tirecraft is the best thing that happened to our business,” one associate, Glenn MacDonald, President of Multi Tire of Scarborough, tells Tirecraft. “Within the first year of joining, our sales doubled.” petition,” Richardson added. “The growth of the Tirecraft program has been very satisfying to all parties involved and membership has jumped simply because we are doing things that are working well, providing support where and when it’s needed. Going forward, we don’t have aggressive growth targets. Instead, we will continue to focus on our customer’s needs.” “When we meet as a management team, we don’t have a target where we want to be 100 Reliable customer service or 200 or 1,000 locations. Our goal has always Tirecraft continues to build on the strengths of been to be a solid responsive partner helping its brand. Prime among them is its reputable 6 PRODUCTS & SERVICES Tirecraft Canada customer service. Its network serves as its most rely on. We’ll be there for them the next time they resourceful hub, one that has proven to be more need something done.” personable and less corporate. When a consumer chooses Tirecraft as opposed to a major Going green chain, on many occasions that customer associ- This year, Tirecraft is rolling out a test in Ontario ates with the business owner, carrying a vested where its locations can become green certified, interest in high customer satisfaction to ensure an environmental initiative that the company re- that customers leave satisfied. fuses to take lightly. If stores hit a certain criteria, Like any company, Tirecraft strives to ensure that store can then brand itself as green certi- that its customer can tell others about a positive fied, permitting for greater social responsible. experience and, ultimately, for those costumers Not only does this method save both time and to be a continued client. “We make sure that the money, it’s something in which every organiza- customer gets what they need, at a fair price, tion should take part, according to Richardson. and with great service from someone they can Three years prior, Tirecraft began its green initia- MARCH 2011 The Canadian Business Journal tives by promoting its environmental movement, strong future as the Tirecraft network continues something it now encourages more and more to improve its marketability through its growingly within its locations. recognizable branding and reliable name in a highly competitive automotive landscape. CB “Being a solid corporate citizen is a must for any business,” said Richardson. “Tirecraft is an industry leader in this regard.” With that, the mission at Tirecraft is to exceed customer satisfaction through independent owner operations where the values and integrity of the Tirecraft family brand truly shine through. As such, these business cornerstones spell for a www.tirecraft.com 7 AS SEEN IN THE MARCH 2011 ISSUE OF THE CANADIAN BUSINESS JOURNAL