Goodyear case

Overview of the Case Study Analysis of the Situation         3 Consumer breeding 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 behavior         5 IV. Distribution Channels         5 Selecting Main Issue         6 Alternative resolves         6 solvent I: Implementing a unspeakable 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 paygrade Criteria and Matrix         8 Outline of elect Strategy         9 Implementation         1 0 Distributional working out to Mass Merchandisers         10 Launching the Aquatred         11 Notes         13 gear I - SWOT         14 Appendix II emptors Behaviour for Aquatred         15 Appendix III Evaluation Criteria         16 Analysis of the Situation In order to feed out the overall situation of Goodyear, the findings from the SWOT (See Appendix I SWOT-analysis) sign up under ones skin been applied. This situational analysis will center on on three particular parts; consumer behaviour, distribution and Goodyears newly developed product, the Aquatred. currently Goodyear has a superior grocery position in the US, being the market leader in the pas-senger tire market. Goodyear has a reinforced advantage due to their huge 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 fiscal situation is problematic, mainly because of large-mouthed debt due to an emotional takeover involution in 1986 and therefrom Goodyear is currently paying 1 meg/day in inter-est. Furthermore, the market has been maturing since the 1970s due to an development in crude prices and an increasing life span of tires. Goodyear is alike 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 treasure tread life, puckish traction, handling, snow traction and dry trac-tion when g et tires, whereas the price is the nigh important criterion when... If you want to get a skilful essay, order it on our website: OrderCustomPaper.com

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