Goodyear : The
Aquatred Launch
Who are the players?
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 -
Promotion and pricing