Goodyear case

Overview of the Case Study Analysis of the Situation         3 Consumer bearing Analysis         3 Distribution Channel Analysis         4 Aquatred The Anti-Hydroplaning Tire         4 Main Issue         5 I. be of the Aquatred         5 II. Timing of the Launch         5 III. Consumer behaviour         5 IV. Distribution Channels         5 Selecting Main Issue         6 Alternative resolves         6 solving I: Implementing a in the raw Channel Just Tires         6 Solution II: distributional expansion to Mass Merchandisers         7 Solution III: Concentrating on Independent Dealers         8 paygrade and Choice of Best Solution         8 rating Criteria and Matrix         8 Outline of elect Strategy         9 Implementation         10 D istributional expanding upon to Mass Merchandisers         10 Launching the Aquatred         11 Notes         13 subjunction I - SWOT         14 Appendix II emptors Behaviour for Aquatred         15 Appendix III Evaluation Criteria         16 Analysis of the Situation In order to prey out the overall situation of Goodyear, the findings from the SWOT (See Appendix I SWOT-analysis) get hold under ones skin been applied. This situational analysis will pore on three particular parts; consumer demeanour, distribution and Goodyears newly developed product, the Aquatred. currently Goodyear has a superior foodstuff position in the US, being the market leader in the pas-senger tire market. Goodyear has a reinforced advantage due to their elongated R&D in both con-sumer behaviour and technology.

This, along with intensive advertisement and good product quality, has light-emitting diode to a strong and known brand. However, the companys monetary situation is problematic, mainly because of large-mouthed debt due to an emotional takeover participation in 1986 and therefrom Goodyear is currently paying 1 cardinal/day in inter-est. Furthermore, the market has been maturing since the 1970s due to an adjoin in crude prices and an increasing life span of tires. Goodyear is overly facing crimson competition from foreign compa-nies, particularly Michelin of France and Bridgestone/Firestone of Japan. Consumer Behaviour Analysis Consumers in the US tire market set tread life, puckish traction, handling, snow traction and dry trac-tion when acquire tires, whereas the price is the nigh important criterion when... If you want to get a skilful essay, order it on our website: BestEssayCheap.com

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