Caselet Code : CLSDM035
Publication date : 2005
Subject : Sales and Distribution Management
Industry : Automobile Ancillaries
Length :
 4 Pages
Price :  Rs. 100 (Detailed Pricing Info)

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Abstract

This caselet discusses the change in relations of Goodyear Tires (Goodyear) with its dealers from the 1970s till the early 2000s. Although, initially Goodyear maintained good relations with them, there was a fall in dealer confidence levels in the early nineties. This caselet discusses the reasons behind the deterioration of dealer relations and Goodyear's attempts to improve them.

Issues:

» Importance of good dealer relations
» Impact of tying up with wholesalers on other channel partners

 
Key words:

Goodyear, Stanley Gault, Sam Gibara, American Tire Distributors(ATD), Tires, Dealers, Pricing, Fill Rate, Order Delivery.

Questions for Discussion:

1. Almost for a decade, dealers have had problems with Goodyear over one concern or the other. Enumerate the various problems that they faced and discuss how they led to increasing dissatisfaction among the dealer segment with the company.

2. "It is absolutely critical that we win back their confidence," said Robert Keegan, President and CEO of Goodyear. What are the measures that Keegan has taken/could have taken to improve dealer relations in light of the above statement?