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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Take a Closer Look. Also explores issues involved in managing a complex distribution structure during a time of rapid change. A two year payback is achieved with 0. Goodyear needs to gain market share from competitors, particularly among the value and quality oriented consumers.

The Aquatred Launcb Condensed Goodyear is planning to launch an innovative new tire in a price sensitive and highly competitive category. Tax ID No Access this item You must be logged in to access preview copies.

The Aquatred Launch Condensed. CFI-M could expand aggressively by mass marketing to the general population. 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.

The case touches on the potential benefits and risks of each option given the competitive landscape, customer perceptions, and demand determinants. Students must use information on channel evolution and consumer behavior to make two decisions: Cite View Details Educators Purchase.

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

However, there have been significant changes in the tire industry: The Aquatred will be positioned as a top of the goodyear, major brand, replacement tire that provides improved handling under wet driving conditions.

Finance General Management Marketing. All fields Reference no. Needs – Customers want safety, and tires that provide predictable handling stability under all conditions.

About the Author John A. The case deals with channel conflicts and management issues arising in mature product categories. Growth of the company is tied to increasing market share and improving margins. However, the tire industry has matured and evolved, raising questions concerning the Aquatred’s ability to gain support from Goodyear’s independent tire dealers.

Recent Articles Hamlets Revenge. The Case Centre is a not-for-profit company limited by guarantee, registered in England No and entered in the Register of Charities No In order for the Aquatred launch to be successful, Goodyear needs the support of its dealers. Product details Share this page: The Case Lauch is dedicated to advancing the case method worldwide, sharing knowledge, wisdom and experience to inspire and transform business education across the globe.

Goodyear: The Aquatred Launch by Dipendu Chanda on Prezi

You can change your cookie settings at any time but parts of our site will not function correctly without them. Please find below the full details of the product you clicked a link to view. Goodyear aquarred been known as “The Gorilla” for its dominance of the world tire industry.

Students should find the product and aqyatred easy to understand, but the international market context provides a unique opportunity to apply core marketing principles. It can also be used in a course on international marketing. 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 is recommended for upper-level undergraduate students or first-year MBA students studying marketing strategy.

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Cite View Details Purchase Related. The case deals with channel conflicts and management issues arising in mature product categories. My account New to us? Quelch and Katherine B.