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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In order for the Aquatred launch to be successful, Goodyear needs the support of its dealers. The Aquatred Launch Condensed Goodyear is aquaterd to launch an innovative new tire in a price sensitive and highly competitive category. The Case Centre is dedicated to advancing the case method worldwide, sharing knowledge, wisdom and experience to inspire and transform business education laynch the globe. A two year payback is achieved with 0.

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By continuing to use our site you consent to the use of cookies as described in our privacy policy unless you have disabled them. View our pricing guide or login to see prices. 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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Needs – Customers want safety, and tires that provide predictable handling stability under all conditions. Access this item You must be logged in to access preview copies. The case can be used to discuss strategy, positioning, and marketing communications, which are relevant to considering alternative strategies for growth. The case is recommended for upper-level undergraduate students or first-year MBA students studying marketing strategy.

The case deals with channel conflicts and management issues arising in mature product categories. Product details Share this page: You can change your cookie settings at any time but parts of our site will not function correctly without them.

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

A more conservative approach would use targeted communications and promotions. Quelch and Katherine B. Students should find the product and distribution aqustred to understand, but the international market context provides a unique opportunity to apply core marketing principles. Students must use information on channel evolution and consumer behavior to make two decisions: Go to advanced search. Tax ID No Executives goosyear 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.

About the Author John A. Business and Environment Business History Entrepreneurship. Major Brand Exhibit 2.

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

Technology and Aquared Management. The case touches on the potential benefits and risks of each option given the competitive landscape, customer perceptions, and demand determinants. 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, there have been significant changes in the tire industry: Also explores issues involved in managing a complex distribution structure during a time of rapid change.

Goodyear: The Aquatred Launch

Diaz needs to build an argument for a specific growth strategy launnch recommend which marketing investments CFI-M should pursue. My account New to us?

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. Recent Articles Hamlets Revenge.

Finance Globalization Health Care. The launch of Aquatred is the manifestation of a customer-focused value proposition and will provide better margins over taking the thd approach to increasing sales. However, the tire industry has matured and evolved, raising questions hoodyear the Aquatred’s ability to gain support from Goodyear’s independent tire dealers.

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Goodyear needs to gain market share from competitors, particularly among the value and quality oriented consumers. It can also be used in a course on international marketing. Growth of the company is tied to increasing market share and improving margins. CFI-M could expand aggressively by mass marketing to the general population.