Overview of the Case Study Analysis of the Situation 3 Consumer Behaviour Analysis 3 Distribution Channel Analysis 4 Aquatred ? The Anti-Hydroplaning Tire 4 Main Issue 5 I. Costs of the Aquatred 5 II. Timing of the Launch 5 III. Consumer Behaviour 5 IV. Distribution Channels 5 Selecting Main Issue 6 Alternative Solutions 6 Solution I: Implementing a New Channel ? Just Tires 6 Solution II: Distributional Expansion to Mass Merchandisers 7 Solution III: Concentrating on Independent Dealers 8 Evaluation and Choice of Best Solution 8 Evaluation Criteria and Matrix 8 Outline of Chosen Strategy 9 Implementation 10 Distributional Expansion to Mass Merchandisers 10 Launching the Aquatred 11 Notes 13 Appendix I - SWOT 14 Appendix II ? Buyer?s Behaviour for Aquatred 15 Appendix III ? Evaluation Criteria 16 Analysis of the Situation In order to analyse the overall situation of Goodyear, the findings from the SWOT (See Appendix I ?SWOT-analysis) have been applied.
This situational analysis will focus on three specific parts; consumer behaviour, distribution and Goodyear?s newly developed product, the Aquatred.
Currently Goodyear has a superior market position in the US, being the market leader in the pas-senger tire market. Goodyear has a strong advantage due to their extensive R&D in both con-sumer behaviour and technology. This, along with intensive advertising and good product quality, has led to a strong and well-known brand.
However, the company?s financial situation is problematic, mainly because of large debt due to an emotional takeover battle in 1986 and therefore Goodyear is currently paying 1 million/day in inter-est. Furthermore, the market has been maturing since the 1970?s due to an increase in oil prices and an increasing life span of tires. Goodyear is also facing fierce competition from foreign compa-nies, particularly Michelin of France and Bridgestone/Firestone of Japan.
Consumer Behaviour Analysis...