Goodyear: The Aquatred Launch

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Condensed version

Reference no. 9-500-039

Subject category: Marketing

Authors: Samuel Chun (Harvard Business School)

Published by: Harvard Business Publishing

Originally published in: 1999

Version: 9 November 1999

Length: 13 pages

Data source: Field research

Topics: Marketing channels; Distribution planning; Marketing management; Marketing strategy; New product marketing; Marketing implementation

Share a link: https://casecent.re/p/43049

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Abstract

Goodyear is planning to launch an innovative new tire in a price sensitive and highly competitive category. The case deals with channel conflicts and management issues arising in mature product categories.

Location:

Ohio

Industry:

Tires

Size:

USD2 billion revenues

Other setting(s):

1992