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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Aquatred family tire is best known for: 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. The case is recommended for upper-level undergraduate students or first-year MBA students studying marketing strategy.
Based on current market trends, the only growing channel that Goodyear has yet to utilize would be that of Warehouse Clubs. A more conservative approach would use targeted communications and promotions.
Goodyear and the Aquatred currently have two alternatives when deciding on a particular channel structure: 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.
Contingency Plan The contingency plan can be found under Exhibit 9. 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.
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. Finance General Management Marketing. The decision should be based on market size, market trends, and also the channels compatibility with the Goodyear company and its associated products.
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. Even though Warehouse Clubs are a relatively new retail format, they are quickly growing thanks to their variety of product offerings and low prices.
Cite View Details Educators Purchase. Exhibit 2 Target Market Analysis Aquatred. Below is a summary of the proposed marketing plan: Generate Alternatives Aquatred Target Market: This will help associate the tires image as a superior product on the market offering unmatchable quality characteristics.
Students should find the product and distribution easy to understand, but the international market context provides a unique opportunity to apply core marketing principles. This publicity needs to be targeted to the general public, news stations, and also the Aquatred dealers. 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.
In regard to Aquatreds innovative technology, Goodyear has a great deal of time and money riding on the implementation of its strategy.
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 Warehouse Clubs are a relatively new retail format, they are quickly growing thanks to their variety of product offerings and their low prices. The Aquatred Launch Condensed. Cite View Details Purchase.
Goodyear Aquatred Case Analysis | Case Study Template
Diaz needs to build an argument for a specific growth strategy and recommend which marketing investments CFI-M should pursue. Quelch and Katherine B. The Aquatred Launch Condensed Goodyear is planning to launch an innovative new tire in a price goodyar and highly competitive category.
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Goodyear: The Aquatred Launch by Dipendu Chanda on Prezi
Aquahred and Operations Management. Newer Post Older Post Home. In addition, Goodyear is debating whether to expand their overall distribution structure with the intention of boosting sales and reducing brand replacement.
Cite View Details Purchase Related. The Journal of Business Forecasting Methods and.
Aquatred tire was innovated in late and was result of a long, cautious, effective research. The Goodyear tire and rubber company-history-overview.
Goodyear Aquatred Case Analysis
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, The overall advertising message will illustrate that the Aquatred is more than just premium tire, but can save lives too. Students must use information on channel evolution and consumer behavior to make two decisions: 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.
Business and Environment Business History Entrepreneurship.
The case touches on the potential benefits and risks of each option given goodyear competitive landscape, customer perceptions, and demand determinants. The commonality between these two segments is their emphasis on tire quality, performance, and overall value. 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 See Exhibit 5.
A Sensitivity Analysis from the above data can be found under Exhibit 6. 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. However, the tire industry has matured and evolved, raising questions concerning the Aquatred’s ability to gain support from Goodyear’s independent tire dealers.
However, Goodyear needs to focus on selling the majority of their tires though SIDs. It is well known that wet road conditions contribute to more than 1 million automobile accidents each year.
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. In order to gain compliance and trust, Goodyear should consider closing manufacturing-owned outlets, which are in direct competition with specific dealers. 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.
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. Exhibit 1 Constraints and Opportunities Constraints: Second most important tire attribute to consumers according to Goodyear surveys.