possible launch of Aquatred. Great Year Consulting. Page 5. 1. Subsidiary Issues . •Maximizing the benefits of a launch through an Background: Goodyear. After many years of R&D, Goodyear has developed the Aquatred, an innovative new tire. However, the tire industry has matured and evolved, raising questions. Goodyear Aquarted tyre launch case anaalysis by rishi

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Goodyear: The Aquatred Launch

Cite View Details Purchase Related. A two year payback is achieved with 0.

CFI-M could expand aggressively by mass marketing to lwunch general population. Goodyear needs to gain market share from competitors, particularly among the value and quality oriented consumers.

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Goodyear: The Aquatred Launch by Dipendu Chanda on Prezi

Also explores issues involved in managing aqyatred complex distribution structure during a time of rapid change. Students must use information on channel evolution and consumer behavior to make two decisions: Goodyear has been known as “The Gorilla” for its dominance of the world tire industry.

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My account New to us? Executives at Goodyear must decide whether to launch the new Aquatred line laaunch tires, and if so, the best strategy with regards to distribution channels, pricing, and timing.

Students lauunch find the product and distribution easy to understand, but the international market context provides a unique opportunity to apply core marketing principles.

Decision-Making Process – The five most important attributes considered when purchasing tires are tread life, wet traction, handling, snow traction, and dry traction. The case can be used to discuss strategy, positioning, and marketing communications, which are relevant to considering alternative strategies for growth.

All fields Reference no. Needs – Customers want safety, and tires that provide predictable handling stability under all conditions. Take a Closer Look.

Goodyear: The Aquatred Launch | The Case Centre, for programme administrators

Growth of the company is tied to increasing market share and improving margins. Cite View Details Purchase. You can change your cookie settings at any time but parts of our site will not function correctly without them.

The case touches on the potential benefits and risks of each option given the competitive landscape, customer perceptions, and demand determinants. Technology and Operations Management. Product details Share this page: The Case Centre is a not-for-profit company limited by guarantee, registered in England No and entered in the Register of Charities No The case is recommended for upper-level undergraduate students or first-year MBA students studying marketing strategy.


In order for the Aquatred launch to be successful, Goodyear needs the support of its dealers.

Access this item You must be logged in to access preview aquatres. However, there have been significant changes in the tire industry: Tax ID No However, the tire industry has matured and evolved, raising questions concerning the Aquatred’s ability to gain support from Goodyear’s independent tire dealers. Major Brand Exhibit 2.

It can also be used in a course on international glodyear. The Aquatred will be positioned as a top of the broad-line, major brand, replacement tire that provides improved ths under wet driving conditions.

View our pricing guide or login to see prices. Finance General Management Marketing. The launch of Aquatred is the manifestation of a customer-focused value proposition and will provide better margins over taking the commodity approach to increasing sales. Finance Globalization Health Care.

Last modified: January 3, 2020