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 a time when tire purchases are becoming more price sensitive and moving towards a market demanding low cost private labels, Aquztred needs to determine an efficient strategy that markets a premium priced tire to this price dependent consumer base. Would you like to get such a paper?

It is well known that wet road conditions contribute to more than 1 million automobile accidents each year.

Actionable Marketing Plan for Aquatred Price: 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.

A more conservative approach would use targeted giodyear and promotions. Cite View Details Educators Purchase. 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.

The Journal of Business Forecasting Methods and. A Sensitivity Analysis from the above data can be found under Exhibit 6. Even though Aquatred would not directly fit into this particular channel structure, Aquaterd should design a low cost tire to appeal specifically to this channel.

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. 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, Gooduear price of Aquatred should be based less on cost-plus or margin techniques and should instead be calculated from a Perceived-Value Pricing strategy.


Goodyear and the Aquatred currently have two aquatrex when deciding on a particular channel structure: Cite View Details Purchase Related.

Goodyear Aquatred Case Analysis

The Aquatred Launch Condensed Goodyear is planning to launch an innovative new tire in a price sensitive and highly competitive category. Diaz needs to build an argument for a specific growth strategy and recommend which marketing investments CFI-M should pursue. Goodyear aquatged 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. The Aquatred Launch Condensed.

Csse research findings facilitate Goodyear in the decision making process. Second most important tire attribute to consumers according to Goodyear surveys. It can also be used in a course on international marketing. Aqutrad casf the best product in good year history not by accident.

Aquatred family tire is best known for: Students must use information on channel evolution and consumer behavior to make two decisions: Define the Issue In order to revitalize the company, Goodyear needs to construct and implement an appropriate marketing strategy and distribution channel for the launch of their new innovative line of tires, the Aquatred.

Year 1 Expected Sales: 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.

Exhibit 1 Constraints and Opportunities Constraints: Below is a summary of the proposed marketing plan: About the Author John A. 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. goodyesr

Business Articles: Goodyear’s Aquatred Tire

Students should find the product and distribution easy to understand, but the international market context provides a unique opportunity to apply core marketing principles. Finance General Management Marketing. 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. 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.


In regard to Aquatreds innovative technology, Goodyear has a great deal of time and money riding on the implementation of its strategy. 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. The purpose of the third research was to identify: Prior to the launch, Goodyear will need to generate hype in regards to their breakthrough in wet traction performance.

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.

Exhibit 2 Target Market Analysis Aquatred. In addition, Goodyear is debating whether to expand their overall distribution structure with the intention of boosting sales and reducing brand replacement. 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.

Goodyear: The Aquatred Launch

Goodyear will be able to generate this hype by utilizing print and television ads. Business and Environment Business Aquatrer Entrepreneurship. The commonality between these two segments is their emphasis on tire quality, performance, and overall value.

The decision should be based on market size, market trends, and cae the channels compatibility with the Goodyear company and its associated products. Based on current market trends, the only growing channel that Goodyear has yet to utilize would be that of Warehouse Clubs. Even though Warehouse Clubs are a relatively new retail format, they are quickly growing thanks to their variety of product offerings and low prices.

Preferred Alternative Aquatred Target Market: