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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View our pricing guide or login to see prices. CFI-M could expand aggressively by mass marketing to the general population. The case touches on the potential benefits and risks of each option given the gooydear landscape, customer perceptions, and demand determinants.
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Take a Closer Look. Goodyear needs to gain market share from competitors, particularly among the value and quality oriented consumers. The case is recommended for upper-level undergraduate students or first-year MBA students studying marketing strategy.
Diaz needs to build an argument for a specific growth launchh and recommend which marketing investments CFI-M should pursue.
The Case Centre is a not-for-profit company limited by guarantee, registered in England No and entered in the Register of Charities No The case deals with channel conflicts and management issues arising in mature product categories. Technology and Operations Management.
Needs – Customers want safety, and tires that provide predictable handling stability under all conditions. You can change your cookie settings at any time but parts of our site goodyyear not function correctly without them.
Goodyear: The Aquatred Launch
The Aquatred aquatref be positioned as a top of the broad-line, major brand, replacement tire that provides improved handling under wet driving conditions. 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. Finance General Management Marketing. Product details Share this page: Quelch and Katherine B.
Register Product search Getting started Search for teaching materials Try laujch new. A two year payback is achieved with 0. Also explores issues involved in managing a complex distribution structure during a time of rapid change.
Goodyear: The Aquatred Launch
Access this item You must be logged in to access preview copies. Tax ID No Major Brand Exhibit 2. Growth of the company is tied to increasing market share and improving margins. Decision-Making Process – The five most important attributes considered when purchasing tires are tread lwunch, wet traction, handling, snow traction, and dry traction. My account New to us? 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. About this item Settings Related products Abstract Goodyear is planning to launch an innovative new tire gooodyear a price sensitive and highly competitive category. The Aquatred Launch Condensed. However, there have been significant changes in the tire industry: Students must use information on channel evolution and consumer behavior to make two decisions: Students should find the product and distribution easy to understand, but the international market context provides a unique opportunity to apply core marketing principles.
However, the tire industry has matured and evolved, raising questions concerning the Aquatred’s ability to gain support from Goodyear’s independent tire dealers.
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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 case can be used to discuss strategy, positioning, and marketing communications, which are relevant to considering alternative strategies for growth. Cite View Details Purchase. The Aquatred Launch Condensed Goodyear is planning to launch an innovative new tire in aquated price sensitive and highly competitive category.
Recent Articles Hamlets Revenge. In order for the Aquatred launch to be successful, Goodyear needs the support of its dealers. It can also be used in a course on international marketing.
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