Goodyear Case Analysis

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PRINCIPLES OF MARKETING CASE STUDY 2: GOODYEAR: THE AQUATRED LAUNCH INTERNATIONAL STUDENTS GROUP (n/a) 나시하 2011170771 윤시문 2012120271 심지안 2011170745 탄잉셴 2011170746 잔나 2011170778 HIEN THU DINH 2014951194 REZA RIZKIANTO 2014951370 RAFI TARRENT TOHIR 2014951372 HUANG SIQI 2013120394 LIU BEIYING 2013120394 SWOT ANALYSIS Strength Goodyear Company has been strongly showing its leading advantage in the tire market with the rank of 3rd worldwide in sales of new tires. This directly helps to generate more revenue and capital to invest new product to elevate the anti-barrier and embrace its competitive force. For instance, since 1977, Goodyear had invested a lot to produce a variety of radial tires like Tiempo, the first all-season radial, and Eagle, the first radial tire offering high-speed traction for sports car. By strongly following the track in launching new and innovative products, it sustains the revenue growth momentum of Goodyear. Basically, by adopting both of the B2B and B2C marketing scheme, Goodyear intends to penetrate into all of the market segments with different products in order to boost the revenue sales and expand the brand availability. Besides that, Goodyear applies strong distribution strategy by relying on 3 types of outlets which are the independent dealers, the manufacturer owned outlets, and the franchised dealers. This has given Goodyear the ease to thoroughly facilitate every distribution channel and control the market price of products. Among those 3 types of outlets, the independent dealer and company-owned outlets have shown to generate the highest percentage sales revenue (77% of sales revenue). In order to sustain the growth of sales revenue, Goodyear took a prompt approach to manage the channel relationship of these 2 types of dealers. Goodyear provides differentiation SOD(Service Output Demand) among other

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