Goodyear case

Overview of the Case Study Analysis of the Situation         3 Consumer doings 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 conduct         5 IV. Distribution Channels         5 Selecting Main Issue         6 Alternative resolves         6 solvent I: Implementing a in the buff 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 military rating Criteria and Matrix         8 Outline of elect Strategy         9 Implementation          10 Distributional blowup to Mass Merchandisers         10 Launching the Aquatred         11 Notes         13 tack on I - SWOT         14 Appendix II purchasers Behaviour for Aquatred         15 Appendix III Evaluation Criteria         16 Analysis of the Situation In order to receive out the overall situation of Goodyear, the findings from the SWOT (See Appendix I SWOT-analysis) farm under ones skin been applied. This situational analysis will cerebrate on three particular parts; consumer demeanour, distribution and Goodyears newly developed product, the Aquatred. currently Goodyear has a superior trade position in the US, being the market leader in the pas-senger tire market. Goodyear has a reinforced advantage due to their all-embracing R&D in both con-sumer behaviour and technology. This, along with intensive advertisement and good product quality, has gu ide to a strong and known brand. However, ! the companys fiscal situation is problematic, mainly because of large-mouthed debt due to an emotional takeover battle in 1986 and therefrom Goodyear is currently paying 1 one million million/day in inter-est. Furthermore, the market has been maturing since the 1970s due to an ontogenesis in crude prices and an increasing life span of tires. Goodyear is as well as 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 honor 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

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