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.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Importance of good dealer relations
• and Impact of tying up with wholesalers on other channel partners.

Keywords

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