GOODYEAR CASE
ANALYSIS
TEAM MEMBERS: G4
Re’Gine Rhine, Bradford Wynn, Troy
Brown, Anthony Ratli#e
MKT MGT 427
Goodyear Tire and Rubber Company
Goodyear Tire and Rubber Company was founded by Frank and Charles Seiberling in 1898. The
headquarters is in Akron, Ohio. It was 4rst founded as a supplier of bicycle and carriage 6res. The
company made the switch to automobile 6res due to the booming automo6ve industry. Goodyear
generates its revenue through the development, manufacture, distribution, and sale of 6res in countries
around the world. Tires and 6re tubes represents 83% of the company’s corporate sales of $10.9 billion
in 1991. Goodyear owns Kelly-Spring4eld Tire Company, Lee Tire and Rubber Company, and Delta Tire.
Tire sales are split between two markets. 60% of the sales are in the 6re replacement market and 40%
are in the original equipment 6re market. Goodyear holds a leadership position in the passenger car,
light truck, and highway truck product categories in the replacement 6re market. On the contrary the
original equipment 6re market is the least pro4table, but many believe that car and truck owners who
