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 is recommended for upper-level undergraduate students or first-year MBA students studying marketing strategy. The Aquatred will be positioned as a top of the broad-line, major brand, replacement tire that provides improved handling under wet driving conditions.
Goodyear needs to gain market share from competitors, particularly among the value and quality oriented consumers. Quelch and Katherine B. However, there have been significant changes in the tire industry: Cite View Details Educators Purchase.
Recent Articles Hamlets Revenge. The case touches on the potential benefits and risks of each option given the competitive landscape, customer perceptions, and demand determinants.
Decision-Making Process – The five most important attributes considered when purchasing tires are tread life, wet traction, handling, snow traction, and dry traction. Product details Share this page: My account New to us? Access this item You must be logged in to access preview copies.
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A more conservative approach would use targeted communications and promotions. View our pricing guide or login to see prices.
Goodyear: The Aquatred Launch
Students should find the product and distribution 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.
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Students must use information on channel evolution and consumer behavior to make two decisions: About this item Settings Aquarted products Abstract Goodyear is planning to launch an innovative new tire in a price sensitive and highly competitive category.
Cite View Details Purchase Related. Growth of the company is tied to increasing market share and improving margins.
Tax ID No The Aquatred Launch Condensed Goodyear is planning to launch an innovative new tire in a price sensitive and highly competitive category. The launch of Aquatred is the manifestation of a customer-focused value proposition and will provide better launcg over taking the commodity approach to increasing sales.
Business and Environment Business History Entrepreneurship. Technology and Operations Management. CFI-M could expand aggressively by mass marketing to the general population.
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Go to advanced search. All fields Reference no. The case deals with channel conflicts and management issues arising in mature product categories.
Goodyear: The Aquatred Launch
However, the tire industry has matured and evolved, raising questions concerning the Aquatred’s ability to gain support from Goodyear’s independent squatred dealers.
The case deals with channel conflicts and management issues arising in mature product categories. You can change your cookie settings at any time but parts of our site will not function correctly without them.
Needs – Customers want safety, and tires that provide predictable handling stability under all conditions. Tue order for the Aquatred launch to be successful, Goodyear needs the support of its dealers.
The Aquatred Launch Condensed. About the Author John A. Finance Globalization Health Care. The case can be used to discuss strategy, positioning, and marketing communications, which are relevant to considering alternative strategies for growth. 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, te timing.
Goodyear has been known as “The Gorilla” for its dominance of the world tire industry. Please find below the full details of the product you clicked a link to view.