GOODYEAR CASE REPORT STEPH MARSH, HATTIE DECKER, NATE BRANHAM.

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Presentation transcript:

GOODYEAR CASE REPORT STEPH MARSH, HATTIE DECKER, NATE BRANHAM

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

GOODYEAR TIRES Founded in 1898 in Akron, OH Started creating bike and carriage tires Largest manufacturer % world tire manufacturer 37% US manufacturer #1 tire manufacturer in North America and Latin America #2 tire manufacturer in world

GOODYEAR TIRES-PRODUCT

GOODYEAR TIRES-PRICE

GOODYEAR TIRES-DISTRIBUTION

DECISION PROBLEM Goodyear must decide whether or not to sell their tires at Sears.

STRATEGIC OPTIONS Do nothing Accept Sears proposal  Sell Eagle brand  Sell entire product line  Sell some brands

DO NOTHING

SELL EAGLE BRAND IN SEARS

SELL ENTIRE PRODUCT LINE IN SEARS

SELL SOME BRANDS AT SEARS

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