Recent Marketing Activities at Goodyear

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Michael Erdmann Recent Marketing Activities at Goodyear Marketing 320 3/25/13 Table of Contents * Introduction page 1 * High-end Tires pages 1-2 * Earthmover Tire Expansion page 2 * Research & Development pages 2-3 * Conclusion page 3 * Personal Thoughts page 4 * Bibliography page 5 Introduction The Goodyear Tire and Rubber Company was founded by thirty eight year old, Franke A. Seiberling, in 1898 when he borrowed $3,500 from his brother in law, Lucius C. Miles, for the down payment of an abandoned strawboard factory in Akron, Ohio. When the Goodyear Company began production on November 21, 1898, with only 13 workers employed, its product line consisted of bicycle and carriage tires, horseshoe pads and poker chips. By 1916 Goodyear became the largest tire company in the world, kicking off the slogan, “More people ride on Goodyear tires than on any other kind” (Goodyear, 2010). This paper will be discussing the following three topics: Goodyear’s production of high end tires, Goodyear’s production expansion of large earthmover tires, and the research and development that Goodyear puts into developing not only new and better tires but also new rubber compounds that make tires last longer. High End Tires The Goodyear Tire and Rubber Company in recent years made a decision to differentiate itself from other tire manufacturing companies and brands by producing a more expensive, high-performance tire that provides better handling, braking, and in some cases improved gas mileage and durability (Gottfried, 2011). The change was brought on by the company realizing it needed to invest in a new direction and by selling more top end tires that are sold at higher prices can help alleviate economic setbacks or increases in raw material expenses (Bennett; Rubenfeld, 2012) . Also Goodyear noticed that

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