good year the aquatred launch

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  1. 1. The Goodyear Tire & Rubber Company is a global manufacturing company founded in 1898 by Frank Seiberling and based in Akron, Ohio. It manufactures tires for automobiles, commercial trucks , light trucks, SUVs, race cars, airplanes, farm equipment and heavy earth-mover machinery. Since the early days of the tire industry, The Goodyear Rubber and Tire Company had been known as The Gorilla for its dominance of the world tire industry.
  2. 2. Auto services included jobs such as oil changes, tune-ups, and front-end alignments, as well as repairs to parts such as brakes or transmissions Monthly auto service sales for independent tire dealers averaged $38,100 per outlet
  3. 3. In 1991, Goodyear and Michelin were virtually even, but Michelins image was stronger among value-oriented and quality buyers, while Goodyear had a stronger image among price-constrained buyers and commodity buyers. The percentage of consumers who did not know what brand of tire they planned to buy next rose to 53% in 1992 from 36% in 1982.
  4. 4. The Aquatred was developed after comparing 10 different designs on performance and consumer preference. The deep groove down the center of the tire was dubbed the Aquachannel.
  5. 5. Managers at Goodyear still had two concerns about the launch. First, did Goodyear have the right product for the dealers and for the consumer? In addition, Goodyear had to finalize pricing and promotional policies for the Aquatred. Goodyear hoped to price the Aquatred at a 10% premium over the Invicta GS


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