Goodyear: The Aquatred Launch

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Prize winner

Case

Reference no. 9-594-106

Subject category: Marketing

Authors: John A Quelch (Harvard Business School); Bruce Isaacson (Harvard Business School)

Published by: Harvard Business Publishing

Originally published in: 1993

Version: 7 September 1994

Length: 23 pages

Data source: Field research

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

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Abstract

After many years of R&D, Goodyear has developed the Aquatred, an innovative new tire. However, the tire industry has matured and evolved, raising questions concerning the Aquatred's ability to gain support from Goodyear's independent tire dealers. Students must use information on channel evolution and consumer behavior to make two decisions: whether to launch the Aquatred and whether to expand Goodyear's distribution network. Also explores issues involved in managing a complex distribution structure during a time of rapid change.

Location:

Ohio

Size:

USD10.9 billion revenues, 105,000 employees

Other setting(s):

1992