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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Please find below the full details of the product you clicked a link to view. Take a Closer Look. About this item Settings Related products Abstract Goodyear is planning to launch an innovative new tire in a price sensitive and highly competitive category.
Goodyear: The Aquatred Launch
A more conservative approach would use targeted communications and promotions. Growth of the company is tied to increasing market share and improving margins.
A two year payback is achieved with 0. Access this item You must be logged in to access preview copies. Subscribe now and receive weekly newsletter with educational materials, new courses, interesting posts, popular books and much more! 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. The case touches on the potential benefits and risks of each option given the competitive landscape, customer perceptions, and demand determinants. Students should find the product and distribution easy to understand, but the international market context provides a unique opportunity to apply core marketing principles.
Cite View Details Educators Purchase. Cite View Details Purchase. 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.
Business and Environment Business History Entrepreneurship. Goodyear needs to gain market share from competitors, particularly among the value and quality oriented consumers. About the Author John A. 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.
Decision-Making Process – The five most important attributes considered when purchasing tires are tread life, wet traction, handling, snow traction, and dry traction. View our pricing guide or login to see prices.
However, there have been significant changes in the tire industry: The Case Centre is dedicated to advancing the case method worldwide, sharing knowledge, wisdom and experience to inspire and transform business education across the globe. The case is recommended for glodyear undergraduate students or first-year MBA aquatrer studying marketing strategy.
Finance General Management Marketing. It aquaatred also be used in a course on international marketing. Cite View Details Purchase Related. The case can be used aqautred discuss strategy, positioning, and marketing communications, which are relevant to considering alternative strategies for growth. The Aquatred will be positioned as a top of the broad-line, major brand, replacement tire that provides improved handling under wet driving conditions.
However, the tire industry has matured and evolved, raising questions concerning the Aquatred’s ability to gain support from Goodyear’s independent tire dealers. Technology and Operations Management. In order for the Aquatred launch to be successful, Goodyear needs the support of its dealers. Needs – Customers want safety, and tires that provide predictable handling stability under all conditions.
Go to advanced search. Finance Globalization Health Care. Tax ID No Recent Articles Hamlets Revenge. CFI-M could expand aggressively by mass marketing to the general population. Major Brand Exhibit 2.
Goodyear: The Aquatred Launch
Register Product search Getting started Search for teaching materials Try something new. Product details Share this page: Students must use information on channel evolution and consumer behavior to make two decisions: The Aquatred Launch Condensed Launxh is planning to launch an innovative new tire in a price sensitive and highly competitive category. Also explores issues involved in managing a complex distribution structure during a time of rapid change.
Quelch and Katherine B.
Diaz needs to build an argument for a specific growth strategy and recommend which marketing investments CFI-M should pursue. You can change your cookie settings at any time but parts of our site will not function correctly without them. The Case Centre is a not-for-profit company limited by guarantee, registered goodyesr England No and goodyear in the Register of Charities No All fields Reference no.