PLEASE RESPOND TO THIS, I MUST COMPLETE A PEER REVIEW ON THE BELOW. Thanks
Please demonstrate critical thinking abilities. No fewer than 250 words for post. Do not summarize the post and/or course concept(s), but perhaps comment on concepts directly applicable to your workplace.
For this response, should outside sources be used to support the content within the postings, proper in-text citations and correctly formatted references should be prepared consistent with the APA (6th edition). The list of references should be physically positioned at the end of the postings.
The value chain for Goodyear tire manufacturer is born from the attempts to be competitive through differentiation. Not known for it’s rock bottom pricing; Goodyear can’t find a competitive advantage through costs reductions, given the highly competitive nature of the industry and need for innovation.
Goodyear creates value for it’s customers by developing great products and services that anticipate consumer needs, and by relentlessly improving the quality and efficiency of every tire (“Goodyear, strategy roadmap”, n.d.). The keys to the value chain include excellence in innovation, operational excellence, and excellence in sales and marketing (“Goodyear, strategy roadmap”, n.d.).
Currently, the goal is to focus on the consumer experience, customer service, quality, high value segments, and the mastering of complexity as the best strategies for differentiation and improving customer value (“Goodyear, strategy roadmap”, n.d.).
Utilizing the value chain these goals can be realized by concentrating on marketing and service. The marketing “goal is to drive people to the retail and commercial dealers and having all segments work together; a tire and service network for both businesses” (Ulrich, 2014, para 8). Their marketing strategy appears to be working since attendance in the annual Goodyear dealer meeting was the highest its been in a decade; noteworthy since no dealer incentives were offered for the trip and the location was set in a non-resort area (Ulrich, 2014).
Goodyear also realized it had to make acquisition of tires easier for both dealers and the high value segment millennials by being the first tire company to offer online orders (Ulrich, 2015).
References:
Goodyear, Strategy Roadmap (n.d.). Retrieved from https://corporate.goodyear.com/en-US/about/mission… (Links to an external site.)
Ulrich, B. (2014, April, 21). Goodyear execs discuss the keys to Goodyear’s success [Blog post]. Retrieved from http://www.moderntiredealer.com/blogpost/b-o-b/340… (Links to an external site.)
Ulrich, B. (2015, January, 29). Five takeaways from the Goodyear dealer conference [Blog post]. Retrieved from http://www.moderntiredealer.com/blogpost/b-o-b/340…
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