Marketing case analysis Essay Example | Topics and Well Written Essays - 500 words - 6

Marketing case analysis - Essay ExampleAccepting Sears proposal means that Goodyear would demand to change its diffusion policy. There can be certain changes such as including their own Goodyear marketer that would carry this brand exclusively. The reason for doing this is that Goodyear would have their own channel through which it can sell more and more to its customers. The customers would not have to go anywhere else for buying Goodyears tires be motility Goodyear would have its stores made purchasable everywhere at heart the customers reach. Also, it is said that channel of distribution must be selected care lavishy so that it is within access of most possible customers and provides a number of prospects (Linton, n.d.) . But there are some limitations as well. Firstly, the dealers might influence the customers to buy another(prenominal) brands be construct there are very few dealers who have the full knowledge of tires. Secondly, brand loyalty and tires have high tendency of being elastic in demand. iodin day, customer might want Goodyear but the other day the customer could decide to go for Sears or any other brand. Thirdly, product cannibalization might appear between Sears and the franchised dealers. Moreover, continuing sales to Sears would also inductive reasoning another concern that whether to sell the Eagle brand only or sell some other specific products as well.The other solution is to reject the proposal and maintain the status quo. This can cause a lot of problems. Already, Goodyear is facing decline in the current market position and loss of market share by 3.2%. There is high competition and Goodyear has no strong market share alfresco the American continent. The cut throat competition in both price and quality might cause greater problems for Goodyear.The conclusion lies with the decision of accepting the Sears proposal. By employing this action, there would be an increase in the distribution channel leading to an increment in the r evenues for Goodyear. This would prove