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2) Expanded distribution. Sears has a strong market presence and can significantly increase sales of Goodyear's tires. Current market share of Goodyear has decreased to 9% where Sears and other department stores have a 14% market share. 3) Department stores such as Sears run frequent price promotion ads in local newspapers making it easy for price sensitive consumers to watch for sales and buy at off-list prices. This type of advertsing can enhance Goodyear's products when placed in the Sears Auto Centers and can stimulate sales in the short term.
Disadvantages: 1) Cannibalization of Goodyear's sales...
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