Addf

Goodyear faces multiple issues regarding the launch of the Aquatred. I feel that pursuing the following strategies would make this a successful launch:

Strategy for the Aquatred launch

• Target Market Strategy: Goodyear should target value-oriented and quality buyers (Multi market strategy) for the Aquatred tire. Exhibit 7 shows that in these two segments Michelin is stronger than Goodyear and we can also see from Exhibit 8 that 44% of Michelin customers are loyal to their brand, which is the highest. So, it would be hard for Goodyear to attract their customers but now they have a very good product, which suits these two segments perfectly.

• Market entry time: Goodyear should launch the Aquatred in January 1992 during the winter Olympics. As Michelin and Bridgestone are introducing new products in 1992 with a higher warranty and heavy advertising, Goodyear must advertise in a big stage