CHANNEL MANAGEMENT STRATEGY

Distribution Channels are the conduit for transfers between a firm and its consumers. Channel decisions are among the most critical decisions facing management. Channels take a long time to build and cannot be changed easily. The session focuses on channel design and management and the inter-relationships between channel decisions and the other elements of the marketing mix.

CASE:

Goodyear: The Aquatred Launch

In January 1992, Goodyear management is concerned with the impact of a new product, Aquatred, on channel relations. Specifically, Goodyear must decide whether to broaden its current distribution to include mass merchandisers, and if so, whether Aquatred should be available to these channels.

STUDY QUESTIONS:

1. Assess Goodyears position in the tire industry? 2. How do customers buy tires? How can the market be segmented? 3. What is your evaluation of Aquatreds strategic role and its marketing program? 4. Should Goodyear broaden its distribution to include mass merchandisers? Should they be offered Aquatred?

ASSIGNED READING:

Kotler & Keller Chapter 15, pp. 468-498.CHANNEL MANAGEMENT STRATEGY

Distribution Channels are the conduit for transfers between a firm and its consumers. Channel decisions are among the most critical decisions facing management. Channels take a long time to build and cannot be changed easily. The session focuses on channel design and management and the inter-relationships between channel decisions and the other elements of the marketing mix.

CASE:

Goodyear: The Aquatred Launch

In January 1992, Goodyear management is concerned with the impact of a new product, Aquatred, on channel relations. Specifically, Goodyear must decide whether to broaden its current distribution to include mass merchandisers, and if so, whether Aquatred should be available to these channels.

STUDY QUESTIONS:

1. Assess Goodyears position in the tire industry? 2. How do customers buy tires? How can the market be segmented? 3. What is your evaluation of Aquatreds strategic role and its marketing program? 4. Should Goodyear broaden its distribution to include mass merchandisers? Should they be offered Aquatred?

ASSIGNED READING:

Kotler & Keller Chapter 15, pp. 468-498. CHANNEL MANAGEMENT STRATEGY

Distribution Channels are the conduit for transfers between a firm and its consumers. Channel decisions are among the most critical decisions facing management. Channels take a long time to build and cannot be changed easily. The session focuses on channel design and management and the inter-relationships between channel decisions and the other elements of the marketing mix.

CASE:

Goodyear: The Aquatred Launch

In January 1992, Goodyear management is concerned with the impact of a new product, Aquatred, on channel relations. Specifically, Goodyear must decide whether to broaden its current distribution to include mass merchandisers, and if so, whether Aquatred should be available to these channels.

STUDY QUESTIONS:

1. Assess Goodyears position in the tire industry? 2. How do customers buy tires? How can the market be segmented? 3. What is your evaluation of Aquatreds strategic role and its marketing program? 4. Should Goodyear broaden its distribution to include mass merchandisers? Should they be offered Aquatred?

ASSIGNED READING:

Kotler & Keller Chapter 15, pp. 468-498.CHANNEL MANAGEMENT STRATEGY

Distribution Channels are the conduit for transfers between a firm and its consumers. Channel decisions are among the most critical decisions facing management. Channels take a long time to build and cannot be changed easily. The session focuses on channel design and management and the inter-relationships between channel decisions and the other elements of the marketing mix.

CASE:

Goodyear: The Aquatred Launch

In January 1992, Goodyear management is concerned with the impact of a new product, Aquatred, on channel relations. Specifically, Goodyear must decide whether to broaden its current distribution to include mass merchandisers, and if so, whether Aquatred should be available to these channels.

STUDY QUESTIONS:

1. Assess Goodyears position in the tire industry? 2. How do customers buy tires? How can the market be segmented? 3. What is your evaluation of Aquatreds strategic role and its marketing program? 4. Should Goodyear broaden its distribution to include mass merchandisers? Should they be offered Aquatred?

ASSIGNED READING:

Kotler & Keller Chapter 15, pp. 468-498.