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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A two year payback is achieved with 0. 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: Tax ID No Go to advanced search. The goodtear deals with channel conflicts and management issues arising in mature product categories. Subscribe now and receive weekly newsletter with educational materials, new courses, interesting posts, popular books and much more!

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Please find below the full details of the product you clicked a link to view. Major Brand Exhibit 2. About the Author John A. View our pricing guide or login to see prices. It can also be used in a course xquatred international marketing.


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Diaz needs to build an argument for a specific growth strategy and recommend which marketing investments CFI-M should pursue.

The launch of Goodyeaar is the manifestation of a customer-focused value proposition and will provide better margins over taking the commodity approach to increasing sales. By continuing to use our site you consent to the use of cookies as described in our privacy policy unless you have disabled them. You can change your cookie settings at any time but parts of our site will not function correctly without them. All fields Reference no.

In order for the Aquatred launch to be successful, Goodyear needs the support of its dealers. The case is recommended for upper-level undergraduate students or first-year MBA students studying marketing strategy.

The Launcg Launch Condensed. Product details Share this aquxtred Students must use information on channel evolution and consumer behavior to make two decisions: Recent Articles Hamlets Revenge. Also explores issues involved in managing a complex distribution structure during a time of rapid change. Access this item You must be logged in to access preview copies. Students should find the product and distribution easy to understand, but the international market context provides a unique opportunity to apply core marketing principles.

Cite View Details Purchase. Register Product search Getting started Search for teaching materials Try something new. However, the tire industry has matured and evolved, raising questions concerning the Aquatred’s ability to gain support from Goodyear’s independent tire dealers. CFI-M could expand aggressively by mass marketing to the general population.


The case deals with channel conflicts and management issues arising in mature product categories. Take a Closer Look. The case touches on the aquatrrd benefits and risks of each option given the competitive landscape, customer perceptions, and demand determinants.

Goodyear: The Aquatred Launch

Cite View Details Educators Purchase. Goodyear needs to gain market share from competitors, particularly among the value and quality oriented consumers. The case can be used to discuss strategy, positioning, and marketing communications, which are relevant to considering alternative strategies for growth. The Case Centre is a not-for-profit company limited by guarantee, registered in England No and entered in the Register of Charities No Needs – Customers want safety, and tires that provide predictable handling stability under all conditions.