The Goodyear And The Tire Industry

The competitive advantage for Canadian Tire stems from the dependency on its dealers and how they interact with their local economy and community. As the dealers are at the front line in garnering profits and attracting and retaining customers, it is critical that they adjust the supplies and stocks accordingly to the needs of their community. The competitive advantage for the Canadian Tire brand relies on three key elements that the dealers possess in order to support a growing and profitable business. According to the Canadian Tire Annual Report (2010), the brand depends on the “business instincts, [the dealer’s] connection and commitment to their communities and their local market insights to ensure [they’re] offering relevant products at competitive prices” (p. 29).

This paper explores the marketing strategy for John Deere and discusses how the company could expand its consumer marketing to sell products/services to new retirees, home and acreage buyers with different ethnicities, and females, while keeping the current consumers that are traditionally Caucasian males. The paper considers the brand personality of John Deere and the different characteristics of the three new segments and identifies areas of opportunities. It includes recommendations on the changes that John Deere could make in its marketing mix to be a preferred premium brand that represents quality, innovation, and prestige, among these new segments.

The automobile industry is a capital intensive industry, the players in the industry need high capital expenditure in order to maintain their market position, but the expected returns in the future is quite high. The industry analysis can be carried out under the following heads:

These number will be used for predicting future financial statements later in this case study.

Tires are an important component to your vehicle. Without good tires, there are many things that can go wrong. Here at Tires by Kayuco, we want to help you avoid any of these issues. We do so by educating our customers, and providing the best service possible.

For our initial strategy we wanted to choose a product line that would be most intriguing to customers in this poor economy. To initiate this we focused our products around better gas mileage, safety, and quality. In order to do this we needed to evaluate consumers’ needs and desires when making a high involvement purchase such as a car. We believe the best target market for this type of car would be a middle class family that does not have as much disposable income due to the recession in our economy.

JC Penney had to undergo and withstand several competitive issues to include changing of brand image, selling strategy and marketing strategy. JC Penney also had to account for Environmental Factors to include: a population that continued to age and also unemployment rates. JC Penney tried to influence customers by portraying an everlasting sale. No matter how hard JC Penney tried to market their products, if people didn’t

Brand competitors and the diversity of choice that is available to consumers, puts brands under pressure to offer high quality products and service, excellent value and a wide availability (Clifton et al., 2009). Brands must differentiate themselves from the competition and create an unforgettable impression.

How can Harley Davidson marketing and sales, personnel interact with its purchasing personnel to further strengthen the supply chain and improve customer loyalty?

This gain value and addresses a key decisive achievement factor in the industry (Grant,2010). As position is important to offer convenience and a deep assortment, An extra unique intangible resource would be their brand representation and customer loyalty, this is vital since it can attract or attract consumers and it could be necessary to build the brand image .

In the late 1990’s and early 2000’s several accidents were reported of Ford Explorers equipped with Firestone tires rolling over as a consequence of tires’ failures. By the end of 2000 the death toll was estimated at more than 250, and some

Lima was one of Treadway’s best plants in terms of productivity and quality control because it updated its equipment and utilized new technology. However, currently, Lima undergoes dramatic changes: job dissatisfaction and high turnover at the foreman level. Moreover, misfortunes never come singly. The entire manufacturer industry is facing some huge challenges including drastic increase in raw material costs and fierce global competition. The director of human resources in Lima plant, Ashley Wall, intended to analyze the issues and make a action plan to address these problems. Ashley needs to do five steps.

„X     Additional 850 retails channels      „X     2 million Goodyear brands were replace annually at Sears

In order to determine which option to choose, Goodyear weighed the advantages and disadvantages of each. The advantage of having a ‘premium’ tire is being able to charge more, thus generating higher profits. On the other hand, consumer perception at the time was that buying tires is a ‘grudge purchase’ and they were not willing to pay the extra money for features they didn’t want. Goodyear’s tires had always been marketed toward the average consumer who wanted a good tire at a good price. The possibility of losing those loyal customers was high. The second option of which distribution channel to go through also has its advantages and disadvantages. The advantage of moving to a large wholesaler, rather than just independent tire dealers, was greater exposure and possibly higher profits. However, Goodyear’s past revenue mainly came from loyal independent dealers, and it could be devastating to business if Goodyear lost that loyal base. In addition to the cost, independent tire dealers didn’t feel Aquatred’s ‘premium’ features warranted the high cost or that it would appeal to their customers.

Bridgestone/Firestone also has a deal with Saturn Corporation to equip every Saturn with Firestone tires. Some Saturn dealers say that customers have asked about the recall but that customers have not stopped buying them because of the recall. A spokeswoman for Saturn says that they are not even considering choosing a different supplier. This, along with the Honda deal and a strong commitment to Toyota helps Bridgestone/Firestone's image in that it shows that Firestone's non-Ford customers have faith in the Firestone brand (Chappell, 09/11/00).