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Goodyear : The
Aquatred Launch
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Who are the players?
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What is the present situation?
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What are the issues
to be resolved?
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Three major changes that
took place in the U.S. tire
market were –
.
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The major impact of these
changes were -
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= (43*100*0.38)/195 + (152*100*0.15)/195
= 20.07%
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Switching among tire brands,1991
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Timing the launch
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Aquatred Invicta GS
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Aquatred Invicta GS
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Aquatred Invicta GS
.
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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-
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Aquatred tires were an
innovative product and had
the capacity to attract new customers.
ADVANTAGES -
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Promotion and pricing