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1 No.7, (2006) A Consideration of the Goodyear Tire & Rubber Company Global Strategies and Valuation of These Strategies USHIYAMA Yukio Nihon University, Graduate School of Social and Cultural Studies Goodyear is one of the world s largest tire companies, with operations in most regions of the world. This paper discusses the global strategies of Goodyear by following the history of the management of the company, in order to unveil the features and effective measures of its global strategies. In recent years, the company has incurred financial difficulty, with the consequence that various efforts should be taken by the company immediately. This paper also intends to evaluate the recent strategies and efforts of the company based on an analysis of its financial data and details of the strategy Frank Seiberling %

2

3 Goldsmith Goldsmith 1980 Cereron Corp Sir James Goldsmith Goldsmith Goldamith

4 South Pacific Tyres 50 Lawton Danville Topeka Ceat Goodyear Dalian TC Debica Goodyear Polska Dackia Sime Darby Pilipinas Contred 60 Lawton Gadsden Topeka Union City Napanee

5 2000 run-flat Pax System EMT run-flat 1998 IMPACT

6 (Tire Business ) (Tire Business ) 568

7 (1997 South Asia Tyres (1998) (1998) (1999) Union City Napanee (1999) 1992 Sears Penske Automobile Centers (1995) (1995)

8 (1997) (1998) 4200 (1999) (2000) 7200 (2001) (2002) 80% (2003) Hantsville (2003) (2004) % % ,065 13,081 13,355 14,417 14,163 13,856 15,102 18,353 1, , % 7.6% 3.8% 3.8% 1.8% 2.5% 1.6% 4.5% 4.3% 4.9% 1.8% 0.3% -1.8% -9.0% -5.3% 0.6% 9,917 10,589 13,278 13,568 13,783 13,039 14,701 16,101 1,420 2,042 2,624 2,534 2,181 1,881 3,553 4,612 1,351 1,976 3,425 3,586 3,568 3,643 5,086 5,680 3,396 3,746 3,793 3,503 2, % 35.4% 28.6% 25.8% 20.8% 2.0% -0.2% 0.5% ,472 96, , , ,779 94,122 89,293 84, Tire Business Goodyear Annual report

9 ,208 6,508 6,649 7,111 7,170 6,703 6,746 7,855 2,023 2,140 2,643 3,198 3,124 3,319 3,922 4, ,279 1,413 1, ,048 1, ,041 1, ,312 11,215 11,304 11,646 12,675 12,506 12,309 13,363 16, Goodyear Annual report 13 GM 14,,

10 , NOPLAT ,747 5,722 7,217 7,089 6,432 3,898 5,054 5,856 ROIC 15 () 14.7% 10.4% 4.2% 4.6% 2.4% 5.3% 2.9% 8.5% , , ,324 2, ,962 1, , , ( ) CF ( 97) (1997) 8,321 (1997 ) 7,353 (2004 ) 10, , ,226 NOPLAT 17 40% WACC ROIC WACC NOPLAT ROIC ,447 8, Return on Invested Capital Net Operating Profit Less Adjusted Taxes 18 Weigted Average Cost of Capital

11 ROIC 14.7% 10.4% 4.2% 4.6% 2.4% 5.3% 2.9% 8.5% WACC 5.8% 4.7% 6.3% 5.2% 5.1% 4.0% 4.3% 4.2% ROICWACC() 8.9% 5.7% -2.1% -0.6% -2.7% 1.3% -1.3% 4.3% 4,747 5,722 7,217 7,089 6,432 3,898 5,054 5, ( ) ( 97) (1997) 4, ( ) 4,747 (1997 ) 9,448 (2004 ) 13,138 : ( ) 156, ,377 ( : ) ,413 1, ,375 1,325 5, % 9,825 4, % 23.7% % 573

12 : ,353 10,226 6,002 4,546 9,447 13, ,096 7,458 9,283 4,341 9,413 1, : Goodyear Tire and Rubber Company, Annual Report (1) NOPLAT( (A) (A)= ( ) (2) (B) (B)= (3) ROIC (C)(C)=(A)/(B) (4) (D)(D)=(A) (5) (E) (E)= (6) (F) (F)=(D)(E) (7) WACC (I) (8) (G) ( DCF ) NOPLAT(A)t+1 1 RONIC (G)t WACC g (9) (H) (H)= (F) (I) (10) (J) (J) = Σ (H))(G) (11) (K) (K) = (B) (ROIC(C)WACC(I) D (12) (L)( ) (L)t ()t+1 WACC (13) (M) (M)= (K) (I) (14) N (N)Σ (M) (L) Tire Business, Bartlett, C. and S. Ghoshal (1989) (15) (P)= (16) (Q)= Bartlett, C. and S. Ghoshal (1998) (17) (R)= (P) M. E. Porter (1989) (2006) (Q) - RONIC : Return On New Invested Capital - g NOPLAT (Received : January 10, 2007) NOPLAT(A)t+1 RONIC WACC (WACC ) (Issued in internet Edition : February 1, 2007) RONICWACC 574

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