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. Quelch, John A. Revised September Goodyear: The Aquatred Launch Condensed.
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Samuel Chun. Published by:. About this item Settings Related products 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.
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Goodyear-The Aquatred Launch Case Analysis_Group 10