Download - Goodyear case report
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GOODYEAR CASE REPORTS T E P H M A R S H , H A T T I E D E C K E R ,
N A T E B R A N H A M
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INTRODUCTION• Sears contacted Goodyear about selling
their Eagle brand tire in Sears stores• Goodyear originally declined in 1990• Now reconsidering after a $38 million
loss in 1990 and a change in top management in 1991
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GOODYEAR TIRES• Founded in 1898 in Akron, OH• Started creating bike and carriage tires• Largest manufacturer 1916-1990• 20-25% world tire manufacturer• 37% US manufacturer• #1 tire manufacturer in North America and
Latin America• #2 tire manufacturer in world
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GOODYEAR TIRES-PRODUCT
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GOODYEAR TIRES-PRICE
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GOODYEAR TIRES-DISTRIBUTION
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DECISION PROBLEM• Goodyear must decide whether or not
to sell their tires at Sears.
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STRATEGIC OPTIONS• Do nothing• Accept Sears proposal
Sell Eagle brandSell entire product lineSell some brands
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DO NOTHING
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SELL EAGLE BRAND IN SEARS
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SELL ENTIRE PRODUCT LINE IN SEARS
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SELL SOME BRANDSAT SEARS
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RECOMMENDATIONS• Product policy• Distribution policy
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