Access over 20 million homework & study documents

case study docx

Content type
User Generated
Type
Study Guide
Rating
Showing Page:
1/4
CHANNEL MANAGEMENT STRATEGY
Distribution Channels are the conduit for transfers between a firm and its consumers. Channel
decisions are among the most critical decisions facing management. Channels take a long time to
build and cannot be changed easily. The session focuses on channel design and management and
the inter-relationships between channel decisions and the other elements of the marketing mix.
CASE : Goodyear: The Aquatred Launch
In January 1992, Goodyear management is concerned with the impact of a new product,
Aquatred, on channel relations. Specifically, Goodyear must decide whether to broaden its
current distribution to include mass merchandisers, and if so, whether Aquatred should be
available to these channels.
STUDY QUESTIONS:
1. Assess Goodyears position in the tire industry?
2. How do customers buy tires? How can the market be segmented?
3. What is your evaluation of Aquatred’s strategic role and its marketing program?
4. Should Goodyear broaden its distribution to include mass merchandisers? Should they be
offered Aquatred?
ASSIGNED READING :
Kotler & Keller Chapter 15, pp. 468-498.CHANNEL MANAGEMENT STRATEGY
Distribution Channels are the conduit for transfers between a firm and its consumers. Channel
decisions are among the most critical decisions facing management. Channels take a long time to

Sign up to view the full document!

lock_open Sign Up
Showing Page:
2/4
build and cannot be changed easily. The session focuses on channel design and management and
the inter-relationships between channel decisions and the other elements of the marketing mix.
CASE : Goodyear: The Aquatred Launch
In January 1992, Goodyear management is concerned with the impact of a new product,
Aquatred, on channel relations. Specifically, Goodyear must decide whether to broaden its
current distribution to include mass merchandisers, and if so, whether Aquatred should be
available to these channels.
STUDY QUESTIONS:
1. Assess Goodyears position in the tire industry?
2. How do customers buy tires? How can the market be segmented?
3. What is your evaluation of Aquatred’s strategic role and its marketing program?
4. Should Goodyear broaden its distribution to include mass merchandisers? Should they be
offered Aquatred?
ASSIGNED READING :
Kotler & Keller Chapter 15, pp. 468-498.
CHANNEL MANAGEMENT STRATEGY
Distribution Channels are the conduit for transfers between a firm and its consumers. Channel
decisions are among the most critical decisions facing management. Channels take a long time to
build and cannot be changed easily. The session focuses on channel design and management and
the inter-relationships between channel decisions and the other elements of the marketing mix.
CASE : Goodyear: The Aquatred Launch

Sign up to view the full document!

lock_open Sign Up
Showing Page:
3/4

Sign up to view the full document!

lock_open Sign Up
End of Preview - Want to read all 4 pages?
Access Now
Unformatted Attachment Preview
Channel management strategy ? Distribution Channels are the conduit for transfers between a firm and its consumers. Channel decisions are among the most critical decisions facing management. Channels take a long time to build and cannot be changed easily. The session focuses on channel design and management and the inter-relationships between channel decisions and the other elements of the marketing mix. ? CASE:????????????? Goodyear:? The Aquatred Launch ? In January 1992, Goodyear management is concerned with the impact of a new product, Aquatred, on channel relations.? Specifically, Goodyear must decide whether to broaden its current distribution to include mass merchandisers, and if so, whether Aquatred should be available to these channels. ? STUDY QUESTIONS: ? 1. Assess Goodyear's position in the tire industry? 2. How do customers buy tires?? How can the market be segmented? 3. What is your evaluation of Aquatred's strategic role and its marketing program? 4. Should Goodyear broaden its distribution to include mass merchandisers?? Should they be offered Aquatred? ? ASSIGNED READING: ? ???Kotler & Keller Chapter 15, pp. 468-498.Channel management strategy ? Distribution Chann ...
Purchase document to see full attachment
User generated content is uploaded by users for the purposes of learning and should be used following Studypool's honor code & terms of service.

Anonymous
Goes above and beyond expectations!

Studypool
4.7
Trustpilot
4.5
Sitejabber
4.4