This document is a student assignment for a Global Economics and Marketing module. It includes a declaration of original work, table of contents, and bibliography. The student's matriculation number is 40131323 and the assignment is for Project 2 due on January 9th, 2014. It contains 2920 words and analyzes the potential economic impact on Goodyear's marketing strategies, customer behavior, and growth opportunities based on macroeconomic factors.

1. PROJECT-2
MATRICULATION NUMBER: 40131323
Please ensure that you have removed your name from your assignment
– don’t forget to check both the header and the footer.
Please do include your Matriculation Number, though.
MODULE TITLE: GLOBAL ECONOMIC AND MARKETING
MODULE NUMBER: SOE11129
NAME OF MODULE LEADER: ALINA GAVRIS
DATE OF SUBMISSION: 9th
January 2014
WORD COUNT: 2920
DECLARATION
I agree to work within Edinburgh Napier University’s Academic Conduct Regulations
1
which require that any work
that I submit is entirely my own
2
. The regulations require me to use appropriate citations and references in order
to acknowledge where I have used any materials from any sources.
I am providing my student Matriculation Number (above) - in place of a signed declaration – in order to comply
with Edinburgh Napier University’s assessment procedures.
1
These form part of the Student Disciplinary Regulations - A useful website on Academic Conduct
requirements and how you can ensure that you meet them may
be accessed through the Student Portal, via the Plagiarism icon.
Please note that breaches of Student Disciplinary Regulations, such as Plagiarism and Collusion, may
be investigated and penalised.

2. 09-01-2014 PROJECT 2 40131323
2
INDEX
1. Brief summary of economic factors in Goodyear¡Error! Marcador no definido.
2. Potencial economic impact on marketing strategies.¡Error! Marcador no
definido.
2.1. Competitve advantage............................¡Error! Marcador no definido.
2.2. Segmentation, targeting and positioning ¡Error! Marcador no definido.
2.3. Branding.................................................¡Error! Marcador no definido.
2.4. Focusing in the economic future impact on marketing strategies .¡Error!
Marcador no definido.
3. Potential economic impact on customer behaviour¡Error! Marcador no definido.
4. Specific growth opportunities in macro environments¡Error! Marcador no
definido.
5. Bibliography .................................................................................................1
TABLE OF CONTENTS
Figure 1 Adopted from Five Forces of Porter (1985)¡Error! Marcador no definido.
Figure 2 Competitive advantage (Jobber, 2010)..¡Error! Marcador no definido.
Figure 3 Marketing Mix in Goodyear,(Adopted from Jobber, 2010)¡Error! Marcador
no definido.
Figure 4 Customer awareness tyres brands (TireReview, 2011).¡Error! Marcador no
definido.
Figure 5 Quality Goodyaer conscious (Goodyear, 1922).¡Error! Marcador no
definido.
Figure 6 Goodyear Blimps and Ads. (GoodyearBlimp, 2013)¡Error! Marcador no
definido.
Figure 7 Brand value (Brandirectory, 2013).........¡Error! Marcador no definido.

3. 09-01-2014 PROJECT 2 40131323
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Figure 8 Maximun Adherence Ad (GoodyearBlimp, 2013)¡Error! Marcador no
definido.
Figure 9 Goodyear Ad aquatred (wet traction) (GoodyearBlimp, 2013).....¡Error!
Marcador no definido.
1. Bibliography
Autobild (2013) 2013 will be the record of car sales, Available at:
http://www.autobild.es/noticias/record-ventas-mundiales-coches-2013-
193843 (Accessed: 15 th November 2013).
Bloomberg (2013) Energy & Oil prices, Available at:
http://www.bloomberg.com/energy/ (Accessed: 17th November 2013).
Brandirectory (2013) Goodyear, Available at:
http://brandirectory.com/profile/goodyear (Accessed: 15 th November
2013).
BusinessWire (2013) 'Research and Markets: Global Tire Market 2012-2016: Main
Factors Driving the Market is the Immense Growth Being Witnessed by the
Tire Market in the APAC Region', Business Wire, (), pp. [Online]. Available
at:http://www.businesswire.com/news/home/20130923006029/en/Researc
h-Markets-Global-Tire-Market-2012-2016-Main (Accessed: 14th November
2013).
European Commision (2012) Tyre labelling, Available at:
http://ec.europa.eu/energy/efficiency/tyres/labelling_en.htm (Accessed: 15
th November 2013).
Financial Times (2013) The Future of the Car, UK: FT reports.
Gallardo, L (2013) 'Strategy of Goodyear to leadership', Negocios, (), pp. 32 [Online].
Available at:
http://diario.latercera.com/2012/08/12/01/contenido/negocios/27-115894-

4. 09-01-2014 PROJECT 2 40131323
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9-la-estrategia-de-goodyear-para-liderar-en-los-segmentos-de-
neumaticos-premium.shtml (Accessed: 15 th November 2013).
Gibara, S (1999) 'Target Costing at Goodyear', International Journal of Strategic Cost
Management, (), pp. [Online]. Available at:
http://www.uakron.edu/dotAsset/785245.pdf (Accessed: 15 th November
2013).
Goodyear (1922) Antique Goodyear tire ad, Available at:
http://www.studenthandouts.com/Assortment-01/Gallery-Pages/ADS-
AUTO-Goodyear-Tire-Ad-1922.html (Accessed: 15 th November 2013).
Goodyear (2005) Goodyear Tire CO. Equity valuation and analysis , US: Goodyear.
Goodyear (2012) Annual Report 2012, Ohio: Goodyear Tire & Rubber company.
Goodyear (2013) Global Auto Industry Conference, US: Goodyear.
GoodyearBlimp (2013) Goodyear Blimp, Available at:
http://www.goodyearblimp.com/cfmx/web/blimp/ (Accessed: 15 th
November 2013).
GoodyearQuality (2013) Goodyear Coporate, Quality, Available at:
http://www.goodyear.com/responsibility/products-quality.html (Accessed:
15 th November 2013).
GoodyearWeb (2013) Goodyear, Made to feel Good, Available at:
http://www.goodyear.eu/uk_en/ (Accessed: 15 th November 2013).
Hollensen, S (2012) Essentials of Global Marketing, 2nd edn., UK: Pearson.
Laurie, U (2006) 'Making tracks', Insight, (), pp. [Online]. Available at:
http://www.amcham-shanghai.org/NR/rdonlyres/C2703EA7-C6D5-4B12-
B72F-8A37FC310FBA/1533/05.pdf (Accessed: 15 th November 2013).
Lewis, P (2011) 'Goodyear introduces new concept of 'Blimpworthiness', The
Resgistrer, (), pp. [Online]. Available at:
http://www.theregister.co.uk/2011/11/07/goodyear_blimp_blimpworthy/
(Accessed: 15 th November 2013).

5. 09-01-2014 PROJECT 2 40131323
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Porter, M. E. (1980) Competitive Strategy: Techniques for Analyzing Industries and
Competitors. Free Press, New York, 1980.
Porter, M. E. (1985) Competitive Advantage: Creating and Sustaining Superior
Performance. Free Press, New York, 1985.
Reuters (2012) Research and Markets: Global Automotive Tire Industry 2012-2017:
Trends, Profits and Forecast Analysis Tracks 12 Segments of the Global
Automotive Tire Market, Available at:
http://www.reuters.com/article/2012/07/13/idUS153473+13-Jul-
2012+BW20120713 (Accessed: 15 th November 2013).
Sloman,J. Hinde, K. Garratt, D. (2013) Economics for business, 6th
Edition,Prentice
Hall/Pearson.
Solomon, M. R. (2009) Consumer behaviour, 8th edn., New Jersey: Pearson.
Tamminen, T (2003) 'Consumers’ Tire-Buying Habits and Their Knowledge of Tire
Maintenance, Recycling, and Disposal', INTEGRATED WASTE
MANAGEMENT BOARD, (), pp. [Online]. Available at:
http://www.calrecycle.ca.gov/Publications/Documents/Tires%5C62203004.
pdf (Accessed: 15 th November 2013).
Tirereview (2011) Tire Market Profile, US: SB.
Tyre Industry Federation (2011) a guide to the Uk tyre industry from manufacture to
end of life reprocessing, UK: FactBook.
YahooFinance (2013) Avis Expands Its Global Network in Laos and Cambodia,
Available at: http://finance.yahoo.com/news/avis-expands-global-network-
laos-140000915.html;_ylt=AwrTWfyU3a1SYxcAu5DQtDMD (Accessed: 15
th November 2013).