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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Students should 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 aquatree tread life, wet traction, handling, snow traction, and dry traction.

A two year payback is achieved with 0. Technology and Operations Management. The case can be used to discuss strategy, positioning, and marketing communications, which are relevant to considering alternative strategies for growth. 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.

Students must use information on channel evolution and consumer behavior to make two decisions: However, the tire industry has matured and evolved, raising questions concerning the Aquatred’s ability to gain support from Goodyear’s independent tire dealers.

Executives at Goodyear must decide whether to launch the new Aquatred line of tires, and if so, the best strategy with regards to aquatree channels, pricing, and timing. Finance Globalization Health Care. The case deals with channel conflicts and management issues arising in mature product categories. 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.


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However, there have been significant changes in the tire industry: The case is recommended for upper-level undergraduate students or first-year MBA students studying marketing strategy. The Aquatred Launch Condensed Goodyear is planning to launh an innovative new tire in a price sensitive and highly competitive category.

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Goodyear needs to gain market share from competitors, particularly among the value and quality oriented consumers. The Case Centre is a not-for-profit company limited by guarantee, registered in England No and laundh in the Register of Charities No A more conservative approach would use targeted communications and promotions. My account New to us? Business and Environment Business History Entrepreneurship. You can change your cookie settings at any time but launcb of our site will not function correctly without them.

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Goodyear: The Aquatred Launch

Recent Articles Hamlets Revenge. The case deals with channel conflicts and management issues arising in mature product categories. Subscribe now and receive weekly newsletter with educational materials, new courses, interesting posts, popular books and much more! Quelch and Katherine B.

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. Go to advanced search. Growth of the company is tied to increasing market share and improving margins. Needs – Customers want safety, and tires that provide predictable handling stability under all conditions.

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

About the Author John A. In order for the Aquatred launch to be successful, Goodyear needs the support of its dealers. It can also be used in a course on international marketing. Goodyear has been known as “The Gorilla” for its dominance of the world tire industry.

Diaz needs to build an argument for a specific growth strategy and recommend which marketing investments CFI-M should pursue.

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Goodyear: The Aquatred Launch

The Aquatred will be positioned as a top of the broad-line, major brand, replacement tire that provides improved handling under wet driving conditions. Cite View Details Purchase.

Cite View Details Purchase Related. The case touches on the potential benefits and risks of each option given the competitive landscape, customer perceptions, and demand determinants.

All fields Reference no. Major Brand Exhibit 2. About this item Settings Related products Abstract Goodyear is planning to launch an innovative new tire in a price sensitive and highly competitive category. View our pricing guide or login to see prices. The Aquatred Launch Condensed. Product details Share this page: Access awuatred item You must be logged in to access preview copies.