Goodyear : The

Aquatred Launch

Who are the players?

What is goodyear?

What is the present situation?

What are the issues

to be resolved?

Three major changes that

took place in the U.S. tire

market were –

.

The major impact of these

changes were -

= (43*100*0.38)/195 + (152*100*0.15)/195

= 20.07%

Switching among tire brands,1991

Timing the launch

Aquatred Invicta GS

Aquatred Invicta GS

Aquatred Invicta GS

.

.

THUS,

The company should establish more

independent dealerships, loyal to

itself and supply the Aquatred only

to independent retail dealers and

NOT to the wholesale and Mass

retailers.

The reasons are-

Aquatred tires were an

innovative product and had

the capacity to attract new customers.

ADVANTAGES -

.

B.

.

Promotion and pricing

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