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1 Introduction
 Goodyear Tire & Rubber Company (short as GTR) is one of the biggest tire companies around the world. The headquarter of GTR is in Akron, Ohio and its current chief executive officer and president is Rich Kramer. Goodyear is ranked #32 of the top regarded companies on Forbes Lists.
  GTR was founded by Charles and Frank Seiberling in 1898. At the initial stage of the company, only 13 workers produced bicycle and carriage tires. After operation of more than one century, it has grown quickly and is now on the list of Fortune 500 companies. The annual sales of GTR are more than $15 billion.
  Goodyear is one of the most recognized brand names of tires and related products for automobiles such as cars, buses, trucks and military vehicles; motorcycles, farm implements, aircraft and industrial equipment. It develops, manufactures and distributes tires and rubber-related chemicals to consumers, government and specificity in almost every country and district.
Currently GTR has more than 84000 employees and owns more than 90 manufacturing plants. GTR’s markets have reached 185 countries and 54 percent of the total revenues are from outside America. GTR’s domestic subsidiaries are located in Akron, OH; Danville, VA; Gadsden, AL; Lawton, OK; Union City, TN; Atlanta, GA; Fayetteville, NC; Houston, TX and Topeka, KS. Tire businesses of GTR are mainly distributed in four regions: north America, Europe, Middle East and Africa (EMEA), Latin America and Asia Pacific.
 
2 Main Products/Services
   GTR provides a wide range of tire-related products around the world. Categories of GTR include tire distributors & manufacturers, tire dealers, auto repair & service, tire retread & repair, etc. Nearly 90 percent of GTR’s revenues come from the development, manufacturing and marketing of tires. The business that contributes most to GTR’s business is passenger tires. GTR also manufactures tires for buses, farm implements, industrial equipment and aircraft.
   GTR has developed different series of brand names. Except for Goodyear-brand tires, international brand names include Dunlop, Kelly, Fulda, Sava and Debrica. Dunlop is focusing on sports with innovative technology through an alliance with a Japanese company named Sumitomo Rubber Industries. Kelly provides everyday drivers with good quality and a satisfying price. Fulda has a reputation of quality across Europe. Sava provides tire-products with good quality and sensible prices in central Europe. Debrica is a Polish maker of commercial tires, all-steel struck, off-road and agricultural machinery tires.
  In addition to tire business, GTR provides non-tire business such as auto service, rubber products (e.g., belts, hoses), polymers, plastic products and chemicals for various markets. GTR is one of the biggest operators of commercial truck service and has most retreading centers. Totally GTR runs more than 1700 tire and auto service centers around the world which install and offer automotive repair services.
3 Competitive Advantage
  In my opinion, the competitive advantages of GTR come from the following sources:
(1) continuous innovation. Innovation is dispersed into all processes including development, marketing and distributing. GTR has two innovation centers: Akron, Ohio and Colmar-Berg, Luxembourg. They develop products and services and set technology and performance standard for the whole industry. GTR also has three development centers across the world: Hanau, Germany; Pulandian, China and Hebron, Ohio.
  (2) leading positions in many material-related areas. GTR is a leading company in the use of polyester cord fabric for tires. GTR also produces uranium for military and commercial uses. What’s more, GTR owns agricultural and resort properties in southwestern America. The diversified operation strategies have reduced the firm’s risks.
  (3) professional marketing skills. GTR has successfully marketed its products across many countries around the world. Foreign profits consist of more than one-fourth of the firm’s total revenues. GTR is good at using visual symbols to show its identity. The symbol of GTR is the Goodyear blimp and the blimp has four versions in different countries. Successful usage of the blimp helps GTR gain public impression and brand identification from customers.
 
 
4 Management Philosophy
  On the online homepage of GTR, it is said “innovation isn’t just what we do – it’s who we are.” From this slogan we know that GTR thinks highly of innovation. GTR’s R&D organizations develop high quality of tires and related products. Innovation is the main motivation and driving force of development.
  What’s more, GTR is taking efforts to support its communities. GTR has established an international corporate social responsibility platform, Goodyear Better Future, which builds collaborative programs in areas of safe, smart and sustainable.
  GTR shows responsibility to its customers. The headquarter at Akron is also the customer service center of the company. Any complaints from customers will be gathered and dealt with by the national service center.
  GTR shows responsibility to the environment. The sustainability of the firm’s main material, natural rubber, is a global environmental and economic issue which must be treated seriously. GTR collaboratively works with partners across the value chain, including governments, producers, traders and manufacturers in order to gain sustainable development and create shared value. For example, GTR has kept supporting the Sustainable Natural Rubber Initiative which is aimed at improving sustainable natural rubber procurement. Another example comes from the GTR’s join of General Motors’ action, which is aimed at promoting rubber industry’s sustainability through producing and procuring processes of rubber.
  GTR shows responsibility to is stakeholders. They comply with applicable law and regulations and conduct business in an ethical attitude. In order to reduce negative impacts on the environment, GTR has been working to require its suppliers to comply its Supplier Code of Conduct certification program. What’s more, GTR assesses suppliers’ degree of risk and screens them on social and environmental impacts regularly.
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