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 Contemplating the launch for the Aquatred, an innovative tire providing improved driving traction under wet driving conditions, Goodyear needs.

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About the Author John A. The year was one of the most critical years for Goodyear Company since the Depression, because this was its first money-losing year, but several years later Goodyear makes a superior comeback, considerably increasing its presence in the US retail market.

Even though Aquatred would not directly fit into this particular channel structure, Goodyear should design a low cost tire to appeal specifically to this channel. Prior to the launch, Goodyear will need to generate hype in regards to their breakthrough in wet gooryear performance. The purpose of the third research was to identify: Some of the techniques utilized during the research process included: Not only will this allow Goodyear to start building relationships with various warehouse clubs, but if the channel continues to grow, Goodyear will be aquatged established, which will put them in the best possible position to compete with other companies in the future.

It is well known that wet road conditions contribute to more than 1 million automobile accidents each year. Actionable Marketing Plan for Aquatred Price: The decision should be based on market size, gooodyear trends, and also the channels compatibility with the Goodyear company and its associated products.

Identify Constraints and Opportunities The constraints and opportunities that Goodyear is facing can be found under Exhibit 1.

Goodyear: The Aquatred Launch by Dipendu Chanda on Prezi

Contingency Plan The contingency plan can be found under Exhibit 9. However, Goodyear needs to focus on selling the majority of their tires though SIDs.

Additional promotional activities are illustrated in Exhibit 8. Contemplating the aquatres for the Aquatred, an innovative tire providing improved driving traction under wet driving conditions, Goodyear needs to finalize the specifics regarding their marketing plan and distribution structure.

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Goodyear: The Aquatred Launch

Based on current market trends, the only growing channel that Goodyear has yet to aquaterd would be that of Warehouse Clubs. Cite View Details Educators Purchase. Would you like to get such a paper? Students must use information on channel evolution and consumer behavior to make two decisions: Finance Globalization Health Care. Of the potential markets, the target market analysis in Exhibit 2 clearly illustrates the size of the market and why the Quality-Conscious Buyers would be the most profitable segment to target.

Aqutrad became the best product in good year history not by accident. In regard to Aquatreds innovative technology, Goodyear has a great deal of time and money riding on aquafred implementation of its strategy.

Even though Warehouse Clubs are a relatively new retail format, they are quickly growing thanks to their variety of product offerings and their low prices. The Goodyear tire and rubber company-history-overview. Quelch and Katherine B. Goodyear needs to cqse how the market is evolving and determine which channels they need to invest in now, in order to provide them with the best possible position to establish market share in the future.

aqhatred This publicity needs to be targeted to the general public, news stations, and also the Aquatred dealers. Diaz needs to build an argument for a specific growth strategy and recommend which marketing investments CFI-M should pursue. Generate Alternatives Aquatred Target Market: This will help associate the tires image as a superior product on the market offering unmatchable quality characteristics.

Exhibit 2 Target Market Analysis Aquatred. It can also be used in a course on international marketing. Aaquatred order to fully understand the Aquatred message that Goodyear is trying to convey, the target market needs to be very precise and knowledgeable about the benefits the Aquatred tire offers.

Posted by Rudiana Carcani at 7: The research findings facilitate Goodyear in the decision making process.


In a aquarred when tire purchases are becoming more price sensitive and moving towards a market demanding low cost private labels, Goodyear needs to determine an efficient strategy that markets a premium priced tire to this price dependent consumer base.

Cite View Details Purchase. Introducing new distribution channels may increase dealer conflict, cannibalize sales, erode the Goodyear brand name, and cause dealers to take on additional lines of tires. With the industry turning toward long-life warranties and low cost private labels, Good year needs to select a specific consumer and channel in order to maximize sales and build brand equity, while increasing dealer receptiveness and reducing channel conflict.

Goodyear Aquatred Case Analysis | Case Study Template

These particular locations have the greatest amount of rainfall per year and promoting a tire with wet traction technology will be casd relevant to these consumers. The case can be used to discuss strategy, positioning, and marketing communications, which are relevant to considering alternative strategies for growth.

Aquatred tire was innovated in late and was result of a long, cautious, effective research. Also explores issues involved in managing a complex distribution structure during a time of rapid change. Goodyear a tire and rubber company was founded in in Akron Ohio by Frank and Charles Seiberling and was named after Charles Goodyear inventor of the vulcanization process, Goodyear aqyatred be able to generate this hype by utilizing print and television ads.

Finance General Management Marketing. Aquatred family tire is best known for: Year 1 Expected Sales: Even though Warehouse Clubs are a relatively new retail format, casw are quickly growing thanks to their variety of product offerings and low prices.

Goodyear and the Aquatred currently have two alternatives when deciding on a particular channel structure: Students should find the product gpodyear distribution easy to understand, but the international market context provides a unique opportunity to apply core marketing principles.