Introduction basically, this case study is all about the tire industry in the us. Prior to the launch, goodyear will need to generate hype in regards to their breakthrough in wet traction performance. Tires of tomorrow today understanding hydroplaning. Goodyear is also known as the gorilla for its dominance on world tire industries. Goodyears aquatred 3 tire remains departure from norm. Download as pptx, pdf, txt or read online from scribd. Learn about common issues and solutions to troubleshoot pdfs that wont open in your browser or computer.
It is one of 5 major tire industries in united states during early 1970s. In this case study, we plan to determine whether the launch was a positive step forward for goodyear, or if. As of 2017, goodyear is one of the top four tire manufacturers along with. View notes goodyearaquatredlaunch150701161208lva1app6891 from marketing mk101 at management development institute. Despite increase in competition from foreign players and changes in consumer preferences, goodyear has been able to survive. I fully expected the noncash group to perform better in the program than the cash group, but i. The case deals with channel conflicts and management issues arising in mature product categories. Factors that should be taken into consideration intense competition although goodyear was the leader in u. Goodyear has a great deal of time and money riding on the implementation of its.
Executive summary contemplating the launch for the aquatred. We also have a long history of working with formula 1 teams and manufacturers, putting goodyear tyres on cars that win races. Goodyears aquatred 3 tire offers enhancements in wet and dry traction, handling, ride comfort and treadwear over its predecessor. Kitab hikam jawi pdf the aquatred launch condensed. The goodyear aquatred tire, the most successful new product in the history. Maximizing the benefits of a launch through an background.
Goodyear goodyear the aquatred launch position in the. The aqautred launch hbr case analysis executive summary growth of the company is tied to increasing market share and improving margins. The aquatred ii offers the same wet traction benefits as the original aquatred, but is backed by a 65,000mile limited treadlife warranty, 5,000 miles more than the original aquatread. However, the tire industry has matured and evolved, raising questions. Scribd is the worlds largest social reading and publishing site. Goodyear is planning to launch an innovative new tire in a price sensitive and highly competitive category. Use of exclusive distribution for aquatred to signify uniqueness and premium pricing. So, in 1991 goodyear tyres took the tyre world by storm. Barry robbins is goodyear s vice president of marketing for north american tires 4. It has marketing operations in almost every country around the world. The aquatred launch by dipendu chanda on prezi this will help associate the tires image as a superior product on the market offering unmatchable quality characteristics. The aquatred launch condensed excel file, subjects covered distribution planning marketing channels marketing implementation marketing strategy new product marketing by samuel chun source. Goodyear manufactures its products in more than 80 facilities in 28 countries.
Goodyear manufactures tires for automobiles, commercial trucks, light trucks, motorcycles, suvs, race cars, airplanes, farm equipment and heavy earthmover machinery. Executives at goodyear must decide whether to launch the new aquatred line of tires, and if so, the best strategy with regards to distribution channels, pricing, and timing. Barry robbins is goodyears vice president of marketing for north american tires 4. However, goodyear needs to focus on selling the majority of their tires though sids. The aquatred launch condensed case solution, goodyear plans to launch an innovative new tire in a highly competitive and pricesensitive category. As discussed in the case, the average time for the replacement of tires is something between 2. Of course, by introducing the goodyear ultragrip gw3.
The aquatred launch excel file, subjects covered distribution planning marketing channels marketing implementation marketing strategy new product marketing by john a. Goodyear ppt free download as powerpoint presentation. However, the tire industry has matured and developed. Additional promotional activities are illustrated in exhibit 8. In order to appeal to the qualityconscious buyers, promotions and advertising need to illustrate gooduear inform the consumer about the strong technical attributes that the aquatred tire possesses. Harvard business publishing is an affiliate of harvard business school. About this item settings related products abstract goodyear is planning to launch an innovative new tire in a price sensitive and highly competitive category.
Students must use information on channel evolution and consumer behavior to make two decisions. The buying behavior varies from consumer to consumer. Professor at indian institute of management, lucknow. Like the 4 x 4 truck, this sole offers great traction and is a dependable tough bottom. 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 this case study, the performance of good year company is discu. However, the tire industry has matured and evolved, raising questions concerning the aquatreds ability to gain support from goodyears independent tire dealers. The new tire is a premium tire which reroutes water away from the main tread making it have superior traction in wet conditions. Annual report which provides a comprehensive overview of the company for the past year.
The aquatred launch case solution and analysis, hbr. Groupb11 mkt session1 goodyear goodyear tire and rubber. In addition to the original aquatred, goodyear has subsequently introduced the aquatred ii. Original goodyear aquatred lost grip as the tyre wore down. The aquatred launch condensed case study solution, goodyear. The aquatred launch condensed case analysis, goodyear. The aquatred launch condensed goodyear is planning to launch an innovative new tire in a price sensitive and highly competitive category. Aquatred the year is 1992 and goodyear is planning to release its new tire the aquatred. The year was one of the most critical years for goodyear company since the depression, because this was its first moneylosing year, but several years later goodyear makes a superior comeback, considerably increasing its presence in the us retail market. Goodyear has a large tire catalog complete with allseason tires, winter tires, sport performance tires, and more. Goodyear aquatred pellon tyres and auto centre halifax. From the early 1900s to 1970s, goodyear was one of the 5 dominant players in the us tyre industry. The launch of aquatred is the manifestation of a customerfocused value proposition and will provide better margins over taking the commodity approach to.
In 1992, however, goodyear decided to launch a new tire, aquatred, that specifically provides improved control and traction under wet conditions. The aquatred launch in 1991, goodyear operated 41 plants in the united states, 43 plants in 25 other countries, six rubber plantations, and more than 2,000 distribution outlets worldwide. Goodyear needs to gain market share from competitors, particularly among the value and quality oriented consumers. Unfortunately they were stuck in a time when replacing tires was not high on peoples list of pleasantries, which will be explained in greater detail. Goodyear aquatred case case study solution case study. Chiefly, this tyre was to combat the problem of aquaplaning. Goodyear is planning to launch an innovative new tire in a price sensitive and highly competitive. However, the tire industry has matured and evolved, raising questions concerning the aquatred s ability to gain support from goodyear s independent tire dealers. Goodyear rubber and tire company is a dominant player in the world tire industry. Groupb11 mkt session1 goodyear free download as powerpoint presentation. Goodyear aquatred case pdf new pdf download service. When registering for this service you may nominate one or more of the following categories.
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