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.
|Published (Last):||25 July 2004|
|PDF File Size:||7.44 Mb|
|ePub File Size:||13.64 Mb|
|Price:||Free* [*Free Regsitration Required]|
Contemplating the launch for the Aquatred, an innovative tire providing improved driving traction under aquaterd driving conditions, Goodyear needs to finalize the specifics regarding their marketing plan and distribution structure. Exhibit 1 Constraints and Opportunities Constraints: Diaz needs to build an argument for a specific growth strategy and recommend which marketing investments CFI-M should pursue.
It can also be used in a course on international marketing.
Today, the Aquatred family tire has expended and includes. The case is recommended for upper-level undergraduate students or first-year MBA students studying marketing strategy. With manufacturer-owned outlets steadily decreasing in terms of retail sales in the replacement tire industry, Goodyear needs to rejuvenate their relationship with aaquatred SIDs.
Additional promotional activities are illustrated in Exhibit 8. Goodyear will be able to generate this hype by utilizing print and television ads. Aquatred tire was innovated in late and was aqkatred of a long, cautious, effective research. Goodyear and the Aquatred currently have two alternatives when deciding on a particular channel structure: It is well known that wet road conditions contribute to more than 1 million automobile accidents each year.
Goodyear: The Aquatred Launch
Second most important tire attribute to consumers according to Goodyear surveys. 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. Aqutrad became the best product in good year history not by accident.
aquarted 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.
In order to appeal to the Quality-Conscious buyers, promotions and advertising need to illustrate and inform the consumer about the strong technical attributes that the Aquatred tire possesses.
Based on current market trends, the only growing channel that Goodyear has yet to utilize would be that of Warehouse Clubs. The case can be used to discuss strategy, positioning, and marketing communications, which are relevant to considering alternative strategies for growth.
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. With the indentation to assist ease this condition, Goodyear’s family of Aquatred-branded tires features deep, wide grooves and aggressive tread patterns designed to keep the tires in contact with the road even in deep water at high speeds, promising increased safety on wet roads.
This publicity needs to be targeted to the general public, news stations, and also the Aquatred dealers. Contingency Plan The contingency plan can be found under Exhibit 9.
Goodyear: The Aquatred Launch by Dipendu Chanda on Prezi
In a time 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. 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.
This will reduce the number of complaints and will encourage Goodyear dealers to carry only a limited number of tire brands other than that of Goodyear. The price of Aquatred should be based less on cost-plus or margin techniques and should instead be calculated from a Perceived-Value Pricing strategy.
Posted by Rudiana Carcani at 7: Actionable Marketing Plan for Aquatred Price: The case deals with channel conflicts and management issues arising in mature product categories.
Year 1 Expected Sales: Exhibit 2 Target Market Analysis Aquatred. How about receiving a customized one? The Journal of Business Forecasting Methods and.
Finance General Management Marketing. Technology and Operations Management. 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.