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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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Technology and Operations Management. CFI-M could expand aggressively by mass marketing to the general population. Finance General Management Marketing. Take a Closer Yoodyear. The Case Centre is a not-for-profit company limited by guarantee, registered in England No and entered in the Register of Charities No Goodyear needs to gain market share from competitors, particularly among the value and quality oriented consumers.

Goodyear: The Aquatred Launch

Diaz needs to build an argument for a specific growth strategy and recommend which marketing investments CFI-M should pursue. The Case Centre is dedicated to advancing the case method worldwide, sharing knowledge, wisdom tbe experience to inspire and transform business education across the globe. However, there have been significant changes in the tire industry: Needs – Customers want safety, and tires that provide predictable handling stability under all conditions.

Students must use information on channel evolution and consumer behavior to make two decisions: A more conservative approach would use targeted communications and th.

The Aquatred will be positioned goodyear a top of the broad-line, major brand, replacement tire that provides improved handling under wet driving conditions. Major Brand Exhibit 2. Subscribe now and receive weekly newsletter with educational materials, new courses, interesting posts, popular books and much more!


Quelch and Katherine B. However, the tire industry has matured and evolved, raising questions concerning the Aquatred’s ability to gain support from Goodyear’s independent tire dealers. In order for the Aquatred launch to be successful, Goodyear needs the support of its dealers.

Recent Articles Hamlets Revenge. The case can be used to discuss strategy, positioning, and marketing communications, which are relevant to considering alternative strategies for growth.

Product details Share this page: Cite View Details Purchase. The Aquatred Launch Condensed Goodyear is planning to launch an innovative new tire in a price sensitive and highly competitive category. All fields Reference no.

Access this item You must be logged in to access preview copies. Also explores issues involved in managing a complex distribution structure during a time of rapid change.

Goodyear: The Aquatred Launch

The launch of Aquatred is the manifestation of a aquatged value proposition and will provide better margins over taking the commodity approach to increasing sales. You aqyatred change your cookie settings at any time but parts of our site will not function correctly without them. Finance Globalization Health Care. A two year payback is achieved with 0.

Decision-Making Process – The five most important attributes considered when purchasing tires are tread life, wet traction, handling, snow traction, and dry traction. About this item Settings Related products Abstract Goodyear is planning to launch an innovative new tire in a price sensitive and highly competitive category. Executives at Goodyear must decide whether to launch the new Aquatred line of tires, and if so, the best strategy with regards to distribution channels, pricing, and timing.

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

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Go to advanced search. About the Author John A. The case is recommended for upper-level undergraduate students or first-year MBA students studying marketing strategy. Please find below the full details of the product you clicked a link to view. Cite View Details Purchase Related.

The case deals with channel conflicts and management issues arising in mature product categories. My account New to us?

The case touches on the potential benefits and risks of each option given the competitive landscape, customer perceptions, and demand determinants. Cite View Details Educators Purchase. Students should find the product and distribution easy to understand, but the international market context provides a unique opportunity to apply core marketing principles.

Goodyear has been known as “The Gorilla” for its aquarred of the world tire industry. Growth of the company is tied to increasing market share and improving margins. The case deals with channel conflicts and management issues arising in mature product categories. It can also be used in a course on international marketing. The Aquatred Launch Condensed. Tax ID No