Goodyear case

Overview of the Case Study Analysis of the Situation         3 Consumer manner 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 doings         5 IV. Distribution Channels         5 Selecting Main Issue         6 Alternative resolves         6 resultant role I: Implementing a insane 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 valuation Criteria and Matrix         8 Outline of elect Strategy         9 Implementation         10 Distributional refinement to Mass Merchandisers         10 Launching the Aquatred         11 Notes         13 accouterment I - SWOT         14 Appendix II purchasers Behaviour for Aquatred         15 Appendix III Evaluation Criteria         16 Analysis of the Situation In order to moot out the overall situation of Goodyear, the findings from the SWOT (See Appendix I SWOT-analysis) compensate under ones skin been applied. This situational analysis will focalisation on three particular parts; consumer behaviour, 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 extensive R&D in both con-sumer behaviour and technology.

This, along with intensive advertisement and good product quality, has guide to a strong and known brand. However, the companys monetary situation is problematic, mainly because of large-mouthed debt due to an emotional takeover difference 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 emergence in crude prices and an increasing life span of tires. Goodyear is also 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 abide by tread life, puckish traction, handling, snow traction and dry trac-tion when buy 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

If you want to get a full essay, visit our page: cheap essay