CASE Goodyear: The Aquatred Launch

소개글

CASE Goodyear: The Aquatred Launch

목차

SUMMARY
The Tire lndustry in the United States
Company Background
The Market for Passenger Tires
Consumers in the Replacement Passenger Tire Market
Discussion question.

본문내용

SUMMARY
In January 1992, Barry Robbins, Goodyear`s vice president of marketing for North American Tires, was contemplating the upcoming launch of the Aquatred, a new tire providing improved driving traction under wet conditions. Over recent years, the replacement tire market had matured and new channels had gained share, so Robbins needed to make sure Goodyear had the right product and the right timing to generate support from the company`s traditional base of independent dealers.

The Tire lndustry in the United States
From the early 1900s through the early 1970s, the tire industry was dominated by five companies: Goodyear, Firestone, Uniroyal, BF Goodrich, and General Tire. The five companies had competed in a U.S. market characterized by not only consistent growth in revenues and profits but also a complete absence of foreign competition. In the 1970s and 1980s, the U.S. tire industry experienced three important changes. The first was the emergence of the radial tire to replace the older "bias" and "bias-belted" tire construction. The second major change was increased foreign competition. The third major change was in the nature of demand from consumers and car makers.
These changes had four major impacts. First, demand for passenger tires grew sluggishly during the 1980s. While the average life of a new tire rose from 28,600 miles in 1980 to 37,300 miles in 1990, annual miles traveled per passenger car in the United States grew only slowly, rising from 9,100 miles in 1980 to 10,600 miles in 1990.
Second, new tire prices in the U.S. market declined.

참고 자료

없음