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Case
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Reference no. 592-028-1
Subject category: Marketing
Authors: Roger Dace (University of Portsmouth)
Published in: 1992
Length: 9 pages
Data source: Generalised experience

Abstract

The case reviews developments in tyre technology and their marketing (strategic marketing) implications. Students are asked to compute a strategic policy directional matrix, i.e. business strength/market opportunity. Against this analysis decisions are then taken as mentioned at the end of the case. Secondly, students are then asked to compute the experience effect on cost and prices of a strategic shift to the ''chamber tyre'', i.e. a new concept. This then provides a platform for discussion of ''specialist'' versus ''volume'' strategies akin to Japanese marketing. (Note also that Dunlop was absorbed by Sumitomo).
Location:
Industry:
Size:
Large
Other setting(s):
1980 to date

About

Abstract

The case reviews developments in tyre technology and their marketing (strategic marketing) implications. Students are asked to compute a strategic policy directional matrix, i.e. business strength/market opportunity. Against this analysis decisions are then taken as mentioned at the end of the case. Secondly, students are then asked to compute the experience effect on cost and prices of a strategic shift to the ''chamber tyre'', i.e. a new concept. This then provides a platform for discussion of ''specialist'' versus ''volume'' strategies akin to Japanese marketing. (Note also that Dunlop was absorbed by Sumitomo).

Settings

Location:
Industry:
Size:
Large
Other setting(s):
1980 to date

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