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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.
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Goodyear case report Steph marsh, hattie decker, natebranham
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 1916-1990 • 20-25% world tire manufacturer • 37% US manufacturer • #1 tire manufacturer in North America and Latin America • #2 tire manufacturer in world
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
recommendations • Product policy • Distribution policy