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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Decision-Making Process – The five most important attributes goodyar when purchasing tires are tread life, wet traction, handling, snow traction, and dry traction. Product details Share this page: Finance General Management Marketing.

The case can be used to discuss strategy, positioning, and marketing communications, which are relevant to considering alternative strategies for growth. Major Brand Exhibit 2.

It can also be used in a course on international marketing. The Aquatrfd will be positioned as a top of the broad-line, major brand, replacement tire that provides improved handling under wet driving conditions.

Register Product search Getting started Search for teaching materials Try something new. 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.


Cite View Details Purchase. Business and Environment Business History Entrepreneurship.

Tax ID No The case is recommended for upper-level undergraduate students or first-year MBA students studying marketing strategy. Students must use information on channel evolution and consumer behavior to make two decisions: CFI-M could expand aggressively by mass marketing to the general population.

However, the tire industry has matured and evolved, raising questions concerning the Aquatred’s ability to gain support from Goodyear’s independent tire dealers. About this tge Settings Related products Abstract Goodyear is planning to launch an innovative new tire in a price sensitive and highly competitive category.

Goodyear: The Aquatred Launch by Dipendu Chanda on Prezi

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 aquatrec industry: 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. The Aquatred Launch Condensed Goodyear is aquatded 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 across the globe.

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The case deals with channel conflicts and management issues arising in mature product categories. Go to advanced search. View our pricing guide or login to see prices. Goodyear has been known as “The Gorilla” for its dominance of the world tire industry. Cite View Details Educators Purchase. Diaz needs to build an argument for a specific growth strategy and recommend which marketing investments CFI-M should pursue.


Also explores issues involved in managing a complex distribution structure during a time of rapid change.

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

Technology and Operations Management. My account New to us? Goodyear needs to gain market share from competitors, particularly among the value and quality oriented consumers. Students should find the product and distribution easy to understand, but the international market context provides a unique opportunity to apply core marketing principles.

Growth of the company is tied to increasing market share and improving margins.

Goodyear: The Aquatred Launch

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