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e-Business in the chemical, rubber and plastics industry5.5 Michelin Reifenwerke KGaA (Germany)AbstractMany people are familiar with the company mascot and trademark commonly known asthe “Michelin Man”, who was given the name "Bibendum". Worldwide, Bibendum andthe company he represents stand for outstanding quality in tyres, road maps and travelguides for almost 110 years. The commitment of the tyre manufacturer Michelin inGermany also goes a long way back. In 1906, Michelin founded the first pneumaticcorporation and in 1931, the first Michelin tyre plant in Germany started production inKarlsruhe.This study explores how ICT and e-business contribute to Michelin’s innovativestrength. The case has two parts: both focus on the use of ICT for efficiency gains,however, in completely different functional areas and in two different locations of thecompany. Part I describes the use of RFID technology in production processes in theHomburg plant; part II shows how digital personnel records helped the personneldepartment at the location in Karlsruhe to cope with increasing challenges in documentmanagement.Case study fact sheetFull name of the company:Location (HQ / main branches):Main business activity:Year of foundation: 1906Michelin Reifenwerke KGaA (Michelin Tyre PlantsKGaA)Michelin Group is headquartered in Clermont-Ferrand, France. The German plants in Karlsruhe,Homburg, Bad Kreuznach, Hallstadt and Trierbelong to Michelin Reifenwerke AG & Co. KGaA.Manufacture of tyresNumber of employees: Michelin Group employs close to 116,000worldwide, and about 8,600 in GermanyTurnover in last financial year: 16.4 billion euros (sales 2006)Primary customers:Most significant geographic market:Main e-business applications studied:Case contact person(s):Vehicle manufacturers, distributors, fleetsEuropeRFID; Internal process automation by means ofdigital personnel recordsJoachim Schmuck (Homburg plant)Renate Haessler (Karlsruhe HQ)5.5.1 Case part 1: RFID usage at the Michelin tyre plant in HomburgBackground and objectivesFounded in 1971, the Saarland Homburg plant is one of the most complex plants withinthe Michelin group. It produces new tyres, retread REMIX tyres, rubber mixtures, steelcord mesh and tyre fitting. Around 1300 employees work at the plant location; if externalservice providers are included, about 1800 people are typically working on the factorypremises. The company is constantly making investments in further modernising the160

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