Goodyear case

Overview of the Case Study compendium of the item         3 Consumer demeanour Analysis         3 statistical distribution Channel Analysis         4 Aquatred The Anti-Hydroplaning Tire         4 chief(prenominal) Issue         5 I. be of the Aquatred         5 II. Timing of the institute         5 III. Consumer behaviour         5 IV. Distribution Channels         5 Selecting Main Issue         6 Alternative resolves         6 origin I: Implementing a in the alto comeher Channel Just Tires         6 result II: distributional expansion to Mass Merchandisers         7 Solution III: Concentrating on Independent Dealers         8 valuation and Choice of Best Solution         8 valuation Criteria and ground substance         8 Outline of elect Strategy         9 capital punishment         10 Distributional magnification to Mass Merchandisers         10 entering the Aquatred         11 Notes         13 gear I - SWOT         14 Appendix II purchasers Behaviour for Aquatred         15 Appendix III Evaluation Criteria         16 Analysis of the Situation In rule to maintain out the overall built in bed of Goodyear, the findings from the SWOT (See Appendix I SWOT-analysis) get under ones flake been applied. This situational analysis will focussing on three particular proposition parts; consumer demeanour, distribution and Goodyears newly developed product, the Aquatred. shortly Goodyear has a superior marketplace position in the US, creation the market leader in the pas-senger tire market. Goodyear has a fortify advantage imputable to their abundant R&D in both con-sumer behaviour and technology.

This, along with intensive publicizing and good product quality, has lead to a strong and cognize brand. However, the companys pecuniary situation is problematic, mainly because of large-mouthed debt due to an emotional takeover contend in 1986 and therefrom Goodyear is presently paying 1 one million million million/day in inter-est. Furthermore, the market has been maturing since the 1970s due to an accession in crude prices and an increase life span of tires. Goodyear is alike facing crimson controversy from foreign compa-nies, particularly Michelin of France and Bridgestone/Firestone of Japan. Consumer Behaviour Analysis Consumers in the US tire market nurse tread life, puckish traction, handling, ampere-second traction and dry trac-tion when acquire tires, whereas the price is the nigh authorized criterion when... If you want to get a skilful essay, order it on our website: Ordercustompaper.com

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