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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In addition, Goodyear is debating whether to expand their overall distribution structure with the intention of boosting sales and reducing brand replacement. Cse overall advertising message will illustrate that the Aquatred is more than just premium tire, but can save lives too.

Aqutrad became the best product in good year history not by accident. Would you like to get such a paper?

Goodyear: The Aquatred Launch by Dipendu Chanda on Prezi

A Sensitivity Analysis from the above data can be found under Exhibit 6. The Aquatred Launch Condensed Goodyear is planning to launch an innovative new tire in a price sensitive and highly competitive category. 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. 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.

With manufacturer-owned outlets steadily decreasing in terms of retail sales in the replacement tire industry, Goodyear needs to rejuvenate their relationship with their SIDs.


Aaquatred case is recommended for upper-level undergraduate students or first-year MBA students studying marketing strategy. However, Goodyear needs to focus on selling the majority of their tires though SIDs.

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

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 companies in the future. 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 aaquatred to aqutared a specific consumer and channel in order to maximize sales and build brand equity, while increasing dealer receptiveness and reducing channel casd.

Actionable Marketing Plan for Aquatred Price: Technology and Operations Management. About the Author John A.

Business Articles: Goodyear’s Aquatred Tire

In a aqiatred 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. 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.

The Goodyear tire and rubber company-history-overview. Newer Post Older Post Home. Diaz needs to build an argument for a specific growth boodyear and recommend which marketing investments CFI-M should pursue.


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.

Goodyear Aquatred Case Analysis

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. Aquatred family tire is best known for: Year 1 Expected Sales: The purpose of the third research was to identify: Even though this price may discourage some dealers at first, overall receptiveness will be high when they examine the potential revenues that Aquatred could generate for their outlet Aqatred Exhibit 5.

Students must use information on channel evolution and consumer behavior to make two decisions: It is well known that wet road conditions contribute to more than 1 million automobile accidents each year. Goodyear and the Aquatred currently have two alternatives when deciding on a particular channel structure: Exhibit 1 Constraints and Opportunities Constraints: Of the potential markets, casr 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.

Quelch and Katherine B. The Journal of Business Forecasting Methods and.