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

2. 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

3. 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

4. GOODYEAR TIRES-PRODUCT

5. GOODYEAR TIRES-PRICE

6. GOODYEAR TIRES-DISTRIBUTION

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

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

9. DO NOTHING

10. SELL EAGLE BRAND IN SEARS

11. SELL ENTIRE PRODUCT LINE IN SEARS

12. SELL SOME BRANDS AT SEARS

13. RECOMMENDATIONS Product policy Distribution policy