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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The Goodyear tire and rubber company-history-overview.

Goodyear Aquatred Case Analysis | Case Study Template

It is well known that wet road conditions contribute to more than 1 million automobile accidents each year. Second most important tire attribute to consumers according to Goodyear surveys. 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.

Goodyeaf can also be used in a course on international marketing. Goodyear will be able to generate this hype by utilizing print and television ads.

Goodyear: The Aquatred Launch by Dipendu Chanda on Prezi

The research findings facilitate Goodyear in the decision making process. A more conservative approach would use targeted communications and promotions. Year 1 Expected Sales: Cite View Details Purchase Related. Below is a summary of the proposed marketing plan: In order to appeal to the Quality-Conscious buyers, promotions and wquatred need goodtear illustrate and inform the consumer about the strong technical attributes that the Aquatred tire possesses.

In regard to Aquatreds innovative technology, Goodyear has a great deal of gkodyear and money riding on the implementation of its strategy. Goodyear needs to analyze 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.

These particular locations have the greatest amount of rainfall per year and promoting a tire with wet traction technology will be extremely relevant to these consumers. Not only will this allow Goodyear to start building relationships with various warehouse clubs, but if the channel continues to grow, Goodyear will be well established, which will put them in the best possible position to compete with other caxe in the future.

The purpose of the third research was to identify: The case touches on the potential goodyera and risks of each option given the competitive landscape, customer perceptions, and demand determinants. Goodyear and the Aquatred currently have two alternatives when deciding on a particular channel structure: In order to lower advertising costs, messages will be targeted toward promotional hot spots as shown in Exhibit 7.


CFI-M could expand aggressively by mass marketing to the general population. Business and Environment Business History Entrepreneurship. In addition, even though the Quality-Conscious buyer relies heavily on tire attributes, all consumers place a great importance on price when shopping for tires.

The commonality between these two segments is their emphasis on tire quality, performance, and overall value. The case is recommended hoodyear upper-level undergraduate students or first-year MBA students studying marketing strategy.

The price of Aquatred should be goodyyear less on cost-plus or margin techniques and should instead be calculated from a Perceived-Value Pricing strategy. Quelch and Katherine B. In 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.

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

Cite View Details Purchase. Contemplating the launch 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. Also explores issues involved in managing a complex distribution structure during a time of rapid change. 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.

This will help associate the tires image as a superior product on the market offering unmatchable quality characteristics. Because the target market consists of Quality-Conscious buyers who care more about the particular characteristics of the tire safety, performance, handling, wet traction, etc.

Goodyear Aquatred Case Analysis

However, Goodyear needs to focus on selling the majority of their tires though SIDs. Even though the Aquatred marketing plan would not appeal to this particular channel, Goodyear should expand distribution and market a low priced tire to be sold thorough this emerging channel.


Exhibit 2 Target Market Analysis Aquatred. However, the tire industry has matured and evolved, raising questions concerning the Aquatred’s ability to gain support from Goodyear’s independent tire dealers.

This publicity needs to be targeted to the godoyear public, news stations, and also the Aquatred dealers.

Even though Warehouse Clubs are a relatively new retail format, they are quickly growing thanks to their variety of product offerings and low prices. Based on current market trends, the only growing channel that Goodyear has yet to utilize would be that awuatred Warehouse Clubs. Aquatred tire was innovated in late and was result of a long, cautious, effective research.

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. Prior to the launch, Goodyear will need to generate hype in regards to their breakthrough in wet traction performance.

Goodyear: The Aquatred Launch

Not only does Goodyear posses the greatest experience in these particular outlets, but they produce greater margins See Exhibit 4 and allow Goodyear to maintain control throughout the distribution process.

How about aquatrred a customized one? Actionable Marketing Plan for Aquatred Price: About the Author John A. 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, Diaz needs to build an argument for a specific growth strategy and recommend which marketing investments CFI-M should pursue.

Preferred Alternative Aquatred Target Market: Retrieved May 7 from: Posted by Rudiana Carcani at 7: The Succes of Aqutred is a credited to several marketing researches conducted from the moment the concept of Aquatred was born to its launch stage. Aqutared addition, Goodyear is debating whether to expand their overall distribution structure goodyeqr the intention of boosting sales and reducing brand replacement.