The market of interest is the automotive industry and in particular the segment about the independent aftermarket of tyres and all activities performed by the retailers all over Italy. This project could be seen as the second chapter of greater project started many years ago by the professor Guelfi with the aim to make aware all the actors involved in the Italian Automotive Aftermarket about the sustainability of their competitive advantage over time, and to give a deeper understanding if their own business is performed in the right way. Right now, tyres shops operate on their own way, without any kind of reference.