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Case Title:

Authors: John A. Quelch and Bruce Isaacson

Publication: McGraw-Hill

Key Issues:

• How can Goodyear be more competitive and maintain its leader position?

• How to launch Aquatred effectively?

Factors that should be taken into consideration:

• Intense competition

Although Goodyear was the leader in U.S. passenger tire market with 15% market share, the company still had to be very careful in all things done because the competition was so intense. There were so many players in the industry, both branded and private label. Although, each of them had less than 10% of market share, the second in rank, Michelin, was growing very fast in both replacement and OEM market. Also, the private label had become the biggest threat for all branded tires since many branded tire owners intended to replace their tires with private label.

• Changes in consumer preferences

From Goodyear's research, 45% of tire buyers thought that price was the most important......

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Approximate Word Count: 1239
Approximate Pages: 5 (250 words per double-spaced page)

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