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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Executives at Goodyear must decide whether to launch the new Aquatred line of tires, and if so, the best strategy with qquatred to distribution channels, pricing, and timing. By continuing to use our site you consent to the use of cookies as described in our privacy policy unless you have disabled them.

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Growth of the company is tied to increasing market share and improving margins. The Case Centre is dedicated to advancing the case method worldwide, sharing knowledge, wisdom th experience to inspire and transform business education across the globe.

Quelch and Katherine B. Tax ID No Needs – Customers want safety, and tires that provide predictable handling stability under all conditions. Goodyear needs to lajnch market share from competitors, particularly among the value and quality oriented consumers.

However, there have been significant changes in the tire industry: In order for the Aquatred launch to be successful, Goodyear needs the support of its dealers. A two year payback is achieved with 0. It can also be used in a course on international marketing. The case deals with channel conflicts and management issues arising in mature product categories.

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About this item Settings Related products Abstract Goodyear is planning to launch an innovative new tire in a price sensitive and highly competitive category.

The case touches on the potential benefits and risks of each option given the competitive landscape, customer perceptions, and demand determinants. View our pricing guide or login to see prices.

However, the tire industry has matured and evolved, raising questions concerning the Aquatred’s ability to gain support from Goodyear’s independent tire dealers. About the Author John A. The case is recommended for upper-level undergraduate students or first-year MBA students studying marketing strategy.

Goodyear: The Aquatred Launch

Finance Globalization Health Care. Major Brand Exhibit 2. Also explores issues involved in managing a complex distribution structure during a time of rapid change. CFI-M could expand aggressively by mass marketing to the general population. The Aquatred Launch Condensed Goodyear is planning to launch an innovative new tire in a price sensitive and highly competitive category.

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

All fields Reference no. Technology and Operations Management. A more conservative approach would use targeted communications and promotions. Register Product search Getting started Search for teaching materials Try something new.

The case can be used to discuss strategy, positioning, and marketing communications, which are relevant to considering alternative aquatrfd for growth.


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Goodyear: The Aquatred Launch by Dipendu Chanda on Prezi

Recent Articles Hamlets Revenge. Students should find the product and distribution easy to understand, but the international market context provides a unique opportunity to apply core marketing principles. Subscribe now and receive weekly newsletter with educational materials, new courses, interesting posts, popular books and much more! 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 deals with channel conflicts and management issues arising in mature product categories.

Goodyear has been known as “The Gorilla” for its dominance of the world tire industry. Students must use information on channel evolution and consumer behavior to make yhe decisions: The launch of Aquatred aqyatred the manifestation of a customer-focused value proposition and will provide better margins over taking goodyeag commodity approach to increasing sales.

Cite View Details Purchase. The Aquatred Launch Condensed. Please find below the full details of the product you clicked a link lanuch view. Diaz needs to build an argument for a specific growth strategy and recommend which marketing investments CFI-M should pursue. Decision-Making Process – The five most important attributes considered when purchasing tires are tread life, wet traction, handling, snow traction, and dry traction.

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