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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The case can be used to discuss strategy, positioning, and marketing communications, which are relevant to considering alternative strategies for growth. It can also be used in a course on international marketing. Please find below the full details of the product you clicked a link to view.

A two year payback is achieved with 0. All fields Reference no. Take a Closer Look.

Also explores issues involved in managing a complex distribution structure during a time of rapid change. About this item Settings Related products Abstract Goodyear is planning to launch an innovative new tire in a price sensitive and highly competitive category.

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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Cite View Details Educators Purchase. Finance Globalization Health Care. The Aquatred Launch Condensed Goodyear is planning to launch an innovative new tire in a price sensitive and highly competitive category.


Goodyear: The Aquatred Launch

Quelch and Katherine B. Technology and Operations Management.

Subscribe now and receive weekly newsletter with educational materials, new courses, interesting posts, popular books and much more! However, there have been significant changes in the tire industry: Major Brand Exhibit 2. You can change your cookie settings at any time but parts of our site will not function correctly without them.

Students must use information on channel evolution and consumer behavior to make two decisions: Register Product search Getting started Search for teaching materials Try something new.

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 Centre is a not-for-profit company limited by guarantee, registered in England No and entered in the Register of Charities No Needs – Customers want safety, and tires that provide predictable handling stability under all conditions. Diaz needs to build an argument for a specific growth strategy and recommend which marketing investments CFI-M should pursue. In order for the Aquatred launch to be successful, Goodyear needs the support of its dealers.

About the Author John A. The case deals with channel conflicts and management issues arising in mature product categories.

Goodyear needs to gain market share from competitors, particularly among the value and quality oriented consumers. The Aquatred Launch Condensed. The case deals with channel conflicts and management issues arising in mature product categories. A more conservative approach would use targeted communications and promotions.

Goodyear: The Aquatred Launch by Dipendu Chanda on Prezi

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. Cite View Details Purchase Related. Go to advanced search. Product details Share this page: The Case Centre is dedicated to advancing the case method worldwide, sharing knowledge, wisdom and experience glodyear inspire and transform business education across the globe.


Access this item You must be logged in to access preview copies. Recent Articles Hamlets Revenge. However, the tire industry has matured and evolved, raising questions concerning the Aquatred’s ability to gain support from Goodyear’s independent tire dealers. 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.

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Growth of the company is tied to increasing market share and improving margins. The case is recommended for upper-level undergraduate students or first-year MBA students studying marketing strategy. Tax ID No The Aquatred will be positioned as a top of the broad-line, major brand, replacement tire that provides improved handling under wet driving conditions.

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Finance General Management Marketing. Students should find the product and distribution easy to understand, but the international market context provides a unique opportunity to apply core marketing principles.

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