Goodyear: The Aquatred Launch (Condensed)

Elaborated by:
AMIRA ATHIMNI MERIEM BEN YEDDER REEM NASSAR RYM BELHADJ
0

Dr. Mehdi ZAHAF
Mediterranean School of Business

17/10/2012

Outline

Executive Summary ......................................................................................... 2 1. a. b. c. Situation analysis .................................................................................... 3 The market ................................................................................................ 3 Micro-environment ................................................................................... 3 Macro-environment .................................................................................. 4

2. a. b. c. d.

SWOT analysis ........................................................................................ 4 Strengths ................................................................................................... 4 Weaknesses ............................................................................................... 4 Opportunities ............................................................................................ 5 Threats ...................................................................................................... 5

3.

Main decisions ......................................................................................... 5

1

Executive Summary

“The Aquatred” is the new innovative tires which will be added to Goodyear products family. It is a replacement tire for passenger cars, specially designed for driving in rainy weather. Goodyear is satisfying different targeted segments in a matured market with a strong distribution strategy, especially among small independent dealers. Even though, its distribution structure had several problems which they should work on, they also