Transcript: 0 waste to landfill ISO 14001 standards related to environmental management 16% less solvent usage 11 000 trees Drawing water from river 2000 Elimination of waste Make tires for passenger, light truck, truck and earthmover 64% Incident rate 2x high performance plant corporate engagement survey Respect for the people 33% reduction in Process Lead Time World Class OEE performance Culture of teamwork Joy of work Uninterrupted flow 28% reduction in work (2years) +10% productivity Word Class OEE Fully Productive Time //Planned Production Time Higher = Better Employees’ Kaizen implementation increased nine times Continuous Improvement 10% improvement in productivity Employees’ Kaizen implementation increased nine times Happy employees Goodyear America plant- Brazil Built tires Test tires Sales& Marketing Training Center
Transcript: Industry Attractiveness Screen Category Sector Slogan USP Emerging markets should be capitalized on; High acceptance abroad due the internationally known brand name; Better distribution channels permit a grater sale to a bigger market - brand recognition. Europe Market Strategic Analysis Threats USA: Protect and refocus Asia: Build selectively Europe: Invest to build Goodyear Position > High quality, High price & Innovative STP Reccomendations Market share establish; The company produces high amount of air pollution; Penetration level in Asia, emerging economy, is decreasing; The company has not a strong market outside American continent. Medium/heavy trucks: Farm engines: Goodyear USA Global market shares in 2013 Cars: Light trucks: Segmentation: Automobile industries Targeting: Heavy duty vehicles, racing cars passengers cars, bikes, industrial equipment Positioning: Excellent product quality maintained over decades with continual improvement Opportunity The tire market is heavily linked to the automobile market, and that’s why the tendencies are similar The global tire industry should recover from the five years period of slow growth due to the crisis, and should grow 5% in volume and 7% in revenue Monopolistic competition: Bridgestone + Michelin + Goodyear = 40% of market share Price of raw materials are volatile; Low price substitutes; High competition; Government policies impact on automobile industries and economic conditions of nation as its determines the sales of automobiles; Increasing uses from global population to other transportations; Fluctuations in Exchange rates. BCG Matrix SWOT Analysis The reason of their success is that they offer quality products for a wide range of customers Asia Goodyear can be considered as downstream in the supply chain Brand name; It’s the number one position in North America and Latin America; Operation in 22 countries; Big global market with 42% revenue generate from global sales; They have innovation centers; Excellent management team with over 70,000 employees globally; Customer loyalty; Most successful tire supplier in Formula 1. Strengths Goodyear McKinsey Matrix Carlos F. Minelli Luisa Papaiz Malchutar Kingnet Yentl Touboul Company Position Weaknesses Market Structure
Transcript: Goodyear delivers a higher price with very high quality Which Goodyear stores and products perform well in certain geographic settings? -Extensive research and development processes aimed to improve our current products. Michelin New Product Innovation -Close sales by building customer relationships. -Use big promotional ads before major racing events. -Emphasize communicating value. Variables may include: Geographic Psychographic Demographic There is a large amount of price competition in the tire industry. Exploratory Research will clarify how and why certain market locations perform the way they do Buyers are looking for the highest quality for the lowest price. Most people do not understand that they most likely with not be able to have both of these. Competition Pirelli Bridgestone Core Values Design: Projection techniques will allow customers to indirectly show how they feel about Goodyear's products Thank You! NASCAR Goodyear Blimp Heritage Price Sensitivity Create different commercials according to the types of people that watch those channels Planning/Innovation Strategy Mail & Rebates Coupons Warranty Goodyear Credit 30 Pledge Program Smart Fleet Program Roadside assistance Delivering a professional staff to make sure the customers are heard and their needs are met -North American Tire -Latin American Tire -Asia Pacific Tire -European Tire -Middle East and African Tire Tires, Blimp, Racing, Merchandise -Goodyear is in the Maturity phase of its product life cycle. It's sales dollars are still rising, but not at the rate it was in previous years. Goodyear Goods and Services Focus on helping and promoting local communities Quantitative Research Design: Set up at race tracks or stores and hand out Likert scales. -Special deals to repeat and returning customers -Goodyear Extra Drive Program -Rebate System How can we positively influence customers? Public Relations Communication Objectives The Marketing Strategy and Planning Process Perceived Quality They create partnerships with other tire companies such as Dunlop to deliver a cheaper tire and give customers many different options. Strategic Infrastructure Sponsorships with ESPN for PGA tours NASCAR College Football Recognized as a brand leader Ranked 38th on Forbes America's Most Reputable Companies Goodyear's Value and Cost-based pricing Marketing Research Areas & Psychological factors New Product Development - Many research and development strategies to stay competitive. Continuous Innovation - New types of tread on old models of tires. Dynamically Continuous Innovation - Airless tires that don't need to be filled and refilled. Discontinuous Innovation - Creating blimps as an alternative method of travel. What Influences Goodyear's Customer's decisions? How can we position in our target market? Sales Promotion Brand Awareness Perception: People see racing in Goodyear and they perceive quality Product Innovation & Maturation Goodyear continuously is on top of providing a superior product to the consumer. It is in their mission statement to provide high quality for an affordable price David Slubowski A46511518 Nick Mowid A45990243 Jesse Jesak A46162992 Nick Andresen A45859663 Patrick Giles A46354381 Only market certain tries in the right geographic and demographic areas EX: Selling snow tires in Florida Strong focus on Technical Salespeople Target Market segments: Middle Aged (Project safe, family oriented tires) Middle Class (Project affordable, good quality tires) Work Commuters (Project high mileage) Product Life Cycle Curve Competition Location analysis BF Goodrich Firestone Targeting, Positioning, and Segmentation Future plans to innovate Goodyear's current rewards program. Integrated Marketing Communication Advertising Product Leadership Suppliers -Goodyear generally only produces tires, but is open to introduce new technologies. Goodyear Intermediaries Goodyear is a tire manufacturing company. Like many tire companies, they commit themselves to highly standardized goals and values. They employ 72,000 people worldwide and own 55 facilities. They are the #1 Manufacturer in North America for tires and their headquarters are located in Akron, Ohio. Goodyear uses an ample amount of social media including Twitter and Facebook to promote their products. They control an account called the "Goodyear Blimp" and it provides information about featured sweepstakes and various places the blimp will be located Goodyear To increase the value of their brands in the global tire industry while retaining a long lasting relationships with consumers. Set the bar for services and standards in technology while delivering high quality tires, related products, and services for customers and consumers Personal Selling Provide superior products with a level of diverse products that stand out from the rest Large focus on innovation. Create a Mascot Encourage a friendly sales staff Expand sponsorships Communication Campaign Marketing strategy-Differentiated Brand Strategy
Transcript: The Goodyear Tire & Rubber Company ABOUT GOODYEAR ABOUT GOODYEAR Goodyear is one of the world's largest tire companies. Founded in Akron, Ohio in 1898, it employs about 69,000 people and manufactures its products in 52 facilities in 22 countries around the world.The company is the most successful tire supplier in Formula One history, with more starts, wins, and constructors' championships than any other tire supplier.It is the sole tire supplier for NASCAR series. Charles Goodyear Charles Goodyear 硫化技術「太容易」掌握，許多橡膠廠都在無償享受他用辛苦換來的成果。固特異陷入與侵權者無休止的鬥爭與侵權者無休止的鬥爭 Goodyear blimp Goodyear blimp 1.Goodyear had been manufacturing airships and balloons since the early 1900s 2.The first Goodyear advertising blimp flew in 1925. Today it is one of the most recognizable advertising icons in America. Knowledge Knowledge vulcanized rubber vulcanized rubber 硫化橡膠是指硫化過的橡膠，具有不變黏，不易折斷等特質，橡膠製品大都用這種橡膠製成。也叫熟橡膠，通稱橡皮或膠皮。膠料經硫化加工後的總稱。硫化後生膠裡形成空間立體結構，具有較高的彈性、耐熱性、拉伸強度和在有機溶劑中的不溶解性等。橡膠製品絕大部分是硫化橡膠。 Timeline Timeline 2017 Manufacturing Begins in China Goodyear Takes Outerspace 1898 1916 Goodyear's Beginnings The World's Largest Tire Company The Introduction of the Blimp 1910 1970 The Official Tire of NASCAR and NHRA New headquarters complex opens in Akron Goodyear Partners with NASA (Again) 1994 1997 2009 2013 Map Map TOP THREE TOP THREE RANKING RANKING Goodyear brand Goodyear brand GOODYEAR TYRES GOODYEAR TYRES Best video, Best humen quality, Best Training TRAINING TRAINING 教育訓練對企業的影響 教育訓練對企業的影響 OJT OJT On-the-Job Training (OJT)（在職訓練） On-the-job training: refers to training methods in which a person with job experience and skill guides trainees in practicing job skills at the workplace. 做中學 CASE STUDY CASE STUDY 1、高階主管就是最好的講師 3、人才策略緊跟經營策略 2、Coaching、Coaching、Coaching 2.Safety coaches 1.lunched a "push,pull,lift campaign 3.set up an "engonomics sandbox" GOODYEAR VS GE 常見的教育訓練方法 常見的教育訓練方法 AI : Artificial Intelligence AI : Artificial Intelligence Questions Questions Based on the information given,how did Goodyear link its ergonomics training to its business needs ? Q1 Q1 Organization- What is the context in which training will occur? Person- Who needs training? Task- What subjects should the training cover? Needs Assessment Needs Assessment Organization Analysis Over 60 percent of injuries were related to ergonomics Four workers were killed in separate incidents between August 2015 to August 2016 at Danville plant, Goodyear will pay $1.75 million in penalties.---<<Rubber& Plastics News/ 2017.2.15>> The reversal took Goodyear's TIR reduction since 2011 to 28 percent, compared to an equivalent improvement-figure of 36 percent reported last year.---<<Rubber& Plastics News/ 2017.8.18>> Organization Analysis Person Analysis Do performance deficientcies result from a lack of knowledge, skill, or ability? =>YES, incorrect working postures and lack of knowledge about machine operation will cause injury. Who needs training? => Assembly workers. Are these employees ready for training?=>Maybe not, which is why Safety coaches is playing a key role in training (credible and makes other employees highly engaged.) Person Analysis Task Analysis Task- To reduce injury related to ergonomics. Ergonomics is about ensuring a good fit between people and what they interact with. This could include the objects they use or the environments they live in. Physical Ergonomics working postures manual handling repetitive movements musculoskeletal disorders workplace layout and environment Task Analysis Push! Pull! Lift! What aspects of Goodyear's training would contribute to successful transfer of training ? What principles of learning did it apply ? Q2 Q2 Transfer of training & Principles Safety Coaches Transfer of training(p.213): Social support, Principles (p.212/ Table 7.4): Communicate the learning objective- Demonstrate the performance to be expected. Ergonomics Sandbox Transfer of training: Technical support, Principles: Transfer course content to the workplace- Design the learning environment so that it has elements in common with the workplace. Transfer of training & Principles Q&A Q&A References References " A peek into Goodyear’s ergonomic sandbox" ,Modern Materials Handling, june 2015 "GLOBAL ERGONOMICS PROCESS" , 2017 The Goodyear Tire & Rubber Company "Thermoplastic elastomer" , wikipedia, the free encyclopedia "奇異三祕訣 孕生領導精英" ,天下雜誌 "The Goodyear Mission - Goodyear Tires" , YOUTUBE Goodyear reports higher accident rate.<<Rubber& Plastics News>> Goodyear reaches $1.75 million settlement for Danville workplace deaths.<<Rubber& Plastics News/ 2017.8.18>> Thank You!
Transcript: Marketing Management Goodyear Tire & Rubber Company Case • Sears purposed a deal to Goodyear in efforts to distributing their Eagle Brand tire • Goodyear initially declined the offer in 1989 • There are 850 Sears Auto Centers • The company suffers from a $38million loss in 1990 • In 1991 Goodyear changes their top management •In 1992 the new managers decided to reevaluate the pros and cons of the offer from Sears •If Goodyear accepts it could potentially cause conflict with their franchised dealers •Issue: Should Goodyear allow Sears to sell just the Eagle brand tires or all of their products? -The deal could increase conflict with dealers and an adjustment in the distribution policy •Founded: 1898 in Akron, Ohio •Founder: Frank Seilberling •2nd largest tire producer in the world •Operates in both Original Equipment & Replacement tire •Currently operates 60 plants in 26 countries for distribution to 185 countries worldwide. •Original equipment tire market - Makes up 25-30% of market sales - Goodyear leads sales in this segment capturing 38% of the market - Targets customers that focus on brand quality and loyalty •Replacement tire market - Makes up 70-75% of market sales - Targets customers who are price sensitive and value reliability. * Consumers have little brand preference •The tire industry uses “retail points of sale” •Goodyear brand tires have the broadest retail coverage with almost 8,000 points of sale •1000 of which being company owned auto service centers and 2500 being franchised Goodyear tired dealers •Goodyear distributes tire products through those 8,000 retail locations in the U.S. and 25,000 worldwide. •Accept the offer and allow sears to sell both Goodyear brand tire and their private label tire brand. •Secure franchises by providing them with a high profit margin tire. •Decrease presence in the original equipment market; increase presence in the replacement tire market. •If they do not take this recommendation: •Goodyear will lose sales and customer base •Lose market presence to more affordable brands in the replacement market Company Background - Goodyear produces tires for virtually every type of vehicle -1 of the nation's leading advertisers - The Goodyear name is one of the best known brands in the world The price of rubber could increase cost of production and lower profit margin. Recommendations and Alternatives Questions? •Groupe Michelin is the world’s largest producer •Goodyear is the 2nd largest producer •Bridgestone-3rd •These three firms account for nearly 60% of all tires sold world wide. The Industries Strengths Possibility of Goodyear tire dealers incurring loss in unit sales Case Overview Overview Continued Distribution Channel Competitors Weaknesses S.W.O.T. Analysis Sears Goodyear Threats Opportunities Sears has a strong market presence with over 850 U.S. stores
Transcript: Goodyear's Vision Become a market-focused tire company providing superior products and services to end-users and to our channel partners, leading to superior returns for our shareholders. Goodyear's Mission Constant improvement in our products and services to exceed the expectations of our customers and people. Goodyear’s Value For the better part of a century, Goodyear's corporate values have been centered on the phrase, "Protect Our Good Name." A well-respected brand that once managed the top tire reseller network in the US, Goodyear manage to damage its own reputation through its apparent indifference to the distributors. Combining indirect and direct strategy Small independent dealers Company-Owned Outlets Large Chains In return, the revenue 2001, $14,147.2 2002, $13,856.2 2003, $15,199 2004, $18,374 Ad - Full control - The line of products - Build brand equity & brand image Dis - Conflicts of the goal - Create a competition Ad - Attract customer loyalty - Higher sales Dis - Other brands - Promotion, pricing The interplay between a store’s image and the brand images of the products it sells is an important one ......Chairman and CEO: Rich Kramer since Oct 1, 2010 Small Independent Dealers To compensate retailer -> Offer exclusive access to neu product Truong Luu Hung Phu Baiu09130 Khuu Nhat Anh Baiu08081 Nghiem Xuan Dat Baiu09152 Pham Ngoc Anh Baiu070033 Thai Thanh Binh Baiu09460 Member ---->annoyed many of Goodyear’s distributors ----->Goodyear’s replacement tire sales have slumped 14% equal a loss of about $550 million in sales Member ....Make them happy and profitable Sharing power to make decisions..... Channel Strategy +the price varied from month to month +only 50% of distributors order would be filled ---> smaller dealers had to pay as much for their tires as customers could pay at other retailers Indirect Channels Member ....Sold popular Assurance tires exclusively (cc) photo by theaucitron on Flickr Large Chains/Wholesalers Retailers have the most visible and direct contact with customers -->Great opportunity to affect brand equity Retailers strive to create their own brand equity of the brand they sell (cc) photo by theaucitron on Flickr Group 7 Ad -hold the largest market Dis - no loyalty - no control Manufacturer Retailer Goodyear Goodyear is founded in 1898.......... Goodyear dealership owners complained of pressure to buy more tires than they needed, uneven pricing, and poor quality Eudcating, sharing information --->Many distributors began hawking other brands instead Member The company offer the big retailers bulk discounts Member Member Suggest Solution Consumers Goodyear’s problems When offering products directly -> Stick to fixed price Member INTRODUCTION Company-Owned Outlets
Transcript: Eurobike Inner Tube New Style Inner Tube 2018 - Schwalbe airless system 1 1 1. Expanded thermoplastic polyurethane (E-TPU) 2. Same material that is used in the soles of Adidas Boost running shoes Introduction An extremely elastic, thermoplastic polyurethane inside the tire ensures smooth running and comfort. Pictures 2 2 Revoloop Mountain Tube Introduction Thermoplastic polyurethanes are recyclable plastics. Since both the tube and the valve are made of TPU, REVOLOOP bicycle hoses can be fully recycled. Out of responsibility to the environment. REVOLOOP bicycle hoses reduces the moving, rotating mass on the bike and makes biking more agile. Picture Tan Sidewall Tan-wall tyres Tyre Brand Raking Tyre brand Ranking at Eurobike !! 1. Schwalbe 2. Maxxis 2. Kenda 4. Conti 5. Vee Rubber 6. E-13 . . . . Goodyear RX development schedule RX development schedule 1. No Eagle All Season GR005 anymore 2.GR002 Newton - 29x2.5 3.GR003 Newton ST-29x2.4 Seri Plastica GmbH (Goodyear Hotpatch Supplier) https://www.seriplastica.com/de/ Hotpacth Supplier Hotpatch Eagle F1 EDM Central Area 1. TR construction 2. Mountain Bike tyre 3. GR001 Samples KD Meeting Kenda
Transcript: Goodyear ROF Vgo Oline Activity Vgo Oline Activity MISSION MISSION Implementation Implementation RunOnFlat RunOnFlat Click Comments &Enrollment Click Comments &Enrollment Timeline Timeline 2017 7/3-7/31 8/1-8/6 8/7 Chart Chart Bright Time Bright Time Description Description MISSION MISSION Example Example 1.Click: 268,894 Comments: 55,473 2.The participation from both Car Club and netizens. Feedback Feedback tuhu.cn tuhu.cn Eagle EFFICIENTGRIP 225/45R18 91V ROF Commodities on Tuhu.cn Commodities on Tuhu.cn Details Rank Rank Evaluation Evaluation Tmall Tmall The Introduction Of RunOnFlat The Introduction Of RunOnFlat The Introduction Of RunOnFlat The Introduction Of RunOnFlat Details Details Evaluation Evaluation Adaptive vehicle system Adaptive vehicle system Official Website Official Website RunOnFlat RunOnFlat Specifications Specifications Conclusion Conclusion 1.Challenge 2.Analysis 3.Recommadation 4.Implementation 5.Conclusion SWOT SWOT
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