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

Major Brand Exhibit 2.

Also explores issues laujch in managing a complex distribution structure during a time of rapid change. View our pricing guide or login to see prices. Cite View Details Purchase Related. Students should find the product and distribution easy to understand, but the international market context provides a unique opportunity to apply core marketing principles.

Quelch and Katherine B. 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 deals with channel conflicts and management issues arising in mature product categories. A two year payback is achieved with 0.


Needs – Customers want safety, and tires that provide predictable handling stability under all conditions. Subscribe now and receive weekly newsletter with educational materials, new courses, interesting posts, popular books and much more!

Recent Articles Hamlets Revenge. Business and Environment Business History Entrepreneurship. Go to advanced search. Cite View Details Purchase. My account New to us? A more conservative approach would use targeted communications and promotions.

Growth of the company is tied to increasing market share and improving margins. Take a Closer Look. Product details Share this page: It can also be used in a course on international marketing. About this item Settings Related products Abstract Goodyear is planning to launch an innovative new tire in a price sensitive and highly competitive category.

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Goodyear: The Aquatred Launch

The Aquatred will be positioned as a top of the broad-line, major brand, replacement tire that provides improved handling under wet driving conditions. Finance Globalization Health Care. Aquatrred Aquatred Launch Condensed Goodyear is planning to launch an innovative new tire in a price sensitive and highly competitive category.

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Goodyear: The Aquatred Launch by Dipendu Chanda on Prezi

Goodyear has been known as “The Gorilla” for its dominance of the world tire industry. The Case Centre is a not-for-profit company limited by guarantee, registered in England No and entered in the Register of Charities No Technology and Operations Management. The Aquatred Launch Condensed. Diaz needs to build an argument for a specific growth strategy and recommend which marketing investments CFI-M should pursue.


CFI-M could expand aggressively by mass marketing to the general population. Tax ID No Goosyear fields Reference no.

The case can be used to discuss strategy, positioning, and marketing communications, which are relevant to considering alternative strategies for growth. The case touches on the potential benefits and risks of each option given the competitive landscape, customer perceptions, and demand determinants. Register Product search Getting started Search for teaching materials Try something new.

The case is recommended for upper-level undergraduate students or first-year MBA students studying marketing strategy. Aquqtred, the tire industry has matured and evolved, raising questions concerning the Aquatred’s ability to gain support from Goodyear’s independent tire dealers.

In order for the Aquatred launch to be successful, Goodyear needs the support of its dealers.