Date of Last Revision

2019-05-30 07:26:58

Major

Marketing: Marketing Management Program

Degree Name

Bachelor of Science in Business Administration

Date of Expected Graduation

Spring 2019

Abstract

When our team originally began our project, we initially held the assumption that millennials do not care about car ownership or driving. As our secondary research progressed, we found that millennials do indeed care about automobiles, but limited research existed as to any underlying issues regarding car maintenance and service. We addressed this issue in our primary research and found that millennials experience anxiety as they do not know much about car maintenance. Our recommendations were targeted towards easing both the surface anxiety and addressing the underlying issues as well as helping prepare Goodyear for future trends that may arise.

Research Sponsor

Honors Business Forum

First Reader

Andy Platt

Second Reader

Susan Hanlon

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