Kitab hikam jawi pdf the aquatred launch condensed. Goodyears aquatred case goodyear, around the late 1980s was developing a tire that would set them apart from the competition. The aqautred launch hbr case analysis executive summary growth of the company is tied to increasing market share and improving margins. Goodyear manufactures tires for automobiles, commercial trucks, light trucks, motorcycles, suvs, race cars, airplanes, farm equipment and heavy earthmover machinery. However, the tire industry has matured and evolved, raising questions. Goodyear is planning to launch an innovative new tire in a price sensitive and highly competitive category. Goodyears aquatred 3 tire offers enhancements in wet and dry traction, handling, ride comfort and treadwear over its predecessor. Goodyear manufactures its products in more than 80 facilities in 28 countries. The aquatred launch condensed case study solution, goodyear. Like the 4 x 4 truck, this sole offers great traction and is a dependable tough bottom. From the early 1900s to 1970s, goodyear was one of the 5 dominant players in the us tyre industry.
View notes goodyearaquatredlaunch150701161208lva1app6891 from marketing mk101 at management development institute. Goodyear aquatred case pdf new pdf download service. 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. Goodyears aquatred 3 tire remains departure from norm. In this case study, we plan to determine whether the launch was a positive step forward for goodyear, or if. Maximizing the benefits of a launch through an background. As of 2017, goodyear is one of the top four tire manufacturers along with. The aquatred launch excel file, subjects covered distribution planning marketing channels marketing implementation marketing strategy new product marketing by john a. Groupb11 mkt session1 goodyear free download as powerpoint presentation. The new tire is a premium tire which reroutes water away from the main tread making it have superior traction in wet conditions. Goodyear aquatred case case study solution case study.
Goodyear is also known as the gorilla for its dominance on world tire industries. Goodyears aquatred 3 tire remains departure from norm akron, ohio, nov. The buying behavior varies from consumer to consumer. Despite increase in competition from foreign players and changes in consumer preferences, goodyear has been able to survive. So, in 1991 goodyear tyres took the tyre world by storm. I fully expected the noncash group to perform better in the program than the cash group, but i. Barry robbins is goodyears vice president of marketing for north american tires 4. The goodyear aquatred tire, the most successful new product in the history. When registering for this service you may nominate one or more of the following categories.
Factors that should be taken into consideration intense competition although goodyear was the leader in u. The case deals with channel conflicts and management issues arising in mature product categories. Original goodyear aquatred lost grip as the tyre wore down. Contingency plan the contingency plan can be found under exhibit 9. We also have a long history of working with formula 1 teams and manufacturers, putting goodyear tyres on cars that win races. Harvard business publishing is an affiliate of harvard business school. However, the tire industry has matured and developed. 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. On february 8, 2008, goodyear announced the launch of an environmentally friendly. Introduction basically, this case study is all about the tire industry in the us. The results of the program were startling even to someone as predisposed to noncash awards as gravalos. In this case study, the performance of good year company is discu. Goodyear has a great deal of time and money riding on the implementation of its.
Prior to the launch, goodyear will need to generate hype in regards to their breakthrough in wet traction performance. Of course, by introducing the goodyear ultragrip gw3. It has marketing operations in almost every country around the world. Scribd is the worlds largest social reading and publishing site. Goodyear ppt free download as powerpoint presentation. Download as pptx, pdf, txt or read online from scribd. In addition to the original aquatred, goodyear has subsequently introduced the aquatred ii.
Additional promotional activities are illustrated in exhibit 8. About this item settings related products abstract 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 aquatred launch case solution and analysis, hbr. Groupb11 mkt session1 goodyear goodyear tire and rubber. Chiefly, this tyre was to combat the problem of aquaplaning. Tires of tomorrow today understanding hydroplaning. The aquatred launch condensed case solution, goodyear plans to launch an innovative new tire in a highly competitive and pricesensitive category. Use of exclusive distribution for aquatred to signify uniqueness and premium pricing. 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. However, the tire industry has matured and evolved, raising questions concerning the aquatreds ability to gain support from goodyears independent tire dealers. Goodyear aquatred case analysis essay 2554 words bartleby. 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.
It is one of 5 major tire industries in united states during early 1970s. Goodyear is planning to launch an innovative new tire in a price sensitive and highly competitive. Goodyear goodyear the aquatred launch position in the. In 1992, however, goodyear decided to launch a new tire, aquatred, that specifically provides improved control and traction under wet conditions. Executive summary contemplating the launch for the aquatred. As discussed in the case, the average time for the replacement of tires is something between 2. Goodyear needs to gain market share from competitors, particularly among the value and quality oriented consumers. 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. The aquatred launch condensed goodyear is planning to launch an innovative new tire in a price sensitive and highly competitive category. The aquatred launch condensed excel file, subjects covered distribution planning marketing channels marketing implementation marketing strategy new product marketing by samuel chun source. The first vehicle to break the 600mph land speed record did it on goodyear tyres 1964. Based on the famous goodyear wrangler tire series, this tread is designed for outdoor grip and aggressive cosmetics. The aquatred launch case solution, after many years of research and development, goodyear has aquatred, an innovative new tire developed.
However, goodyear needs to focus on selling the majority of their tires though sids. Goodyear rubber and tire company is a dominant player in the world tire industry. 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. However, the tire industry has matured and evolved, raising questions concerning the aquatred s ability to gain support from goodyear s independent tire dealers.
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. Annual report which provides a comprehensive overview of the company for the past year. The launch of aquatred is the manifestation of a customerfocused value proposition and will provide better margins over taking the commodity approach to. Learn about common issues and solutions to troubleshoot pdfs that wont open in your browser or computer. Goodyear has a large tire catalog complete with allseason tires, winter tires, sport performance tires, and more. The aquatred launch condensed case analysis, goodyear. We put the first tyres on the moon the 1970 apollo 14. Barry robbins is goodyear s vice president of marketing for north american tires 4.
174 260 374 933 1308 1362 29 31 486 1398 1381 977 1019 1192 1081 1522 481 47 1463 1366 82 374 1215 1242 842 374 1036 285 1263 623 1165 1123 248 227 736 1478