- Five tire companies once dominated the US tire market but faced decline due to foreign competition and rising costs. Radial tires with increased mileage replaced bias tires in the 1970s and 1980s.
- The document discusses the US tire market in the 1990s, noting increased average mileage per tire, lower prices due to overcapacity, and consumers' lack of brand loyalty. It profiles Goodyear as the only remaining US company and discusses its new Aquatred tire.
- Goodyear launched the Aquatred, positioned as an innovative radial tire with best-in-class wet traction and a 60,000 mile warranty. It was priced competitively at $89.95-$93.95 and marketed toward safety
Goodyear: The Aquatred Launch HARVARD BUSINESS SCHOOL CASE STUDY
2. What is Aquatred ? It is a new tire providing improved driving traction under wet conditions
3. Major Tire Industries in U.S
4. Three major changes in US Tire Industry
5. Emergence of RADIAL tires to replace older “bias” and “bias-belted” tires. Between 1971-91 radial’s share of unit sales increased from 32% to 95%.
6. Increased in foreign competition
7. Change in nature of demand from consumers and car makers.
8. FOUR major impacts of these changes
9. Demand for the passenger tires grew sluggishly
10. New tires in the U.S market declined
11. Tires producing capacity outstripped demand Tire making capacity rose 12% and capacity utilization fell from 87% to 76%
12. Industry difficult economic conditions, coupled with the tire manufacturer slow response resulted in a number of mergers and acquisitions
13. In, 1991 company operated 41 plants in U.S, 43 plants in other 25 countries and 6 rubber plantations Known as “THE GORILLA” in world tire industry
14. Goodyear ranked third in worldwide sales of new tires
15. In 1977, company introduced the TIEMPO, first all season radial their unit sales grew from 2% to 71%
16. In 1981, company successfully launched the EAGLE
17. Market for Passenger Tires could be segmented in three ways
18. Distinction between Performance and Broad-line tires Performance Tires Broad-line Tires
19. Market can be also segmented on Replacement and OEM tires Replacement tires sold directly to the individual consumers OEM tires were sold to the car manufacturers
20. In 1986, Sir James Goldsmith attempt to takeover Goodyear greatly increased their debt. Their earnings were sluggish despite spending $1 million per day on investments.
21. Third segmentation was along brand classification It includes major brands, minor brands and private labels
22. Most consumers viewed tires as a “grudge purchase” An expensive necessity to keep vehicle in driving condition
23. Five important tire attributes 1)Tread life 2)Wet traction 3)Handling 4)Snow traction 5)Dry traction
24. Criteria for selecting Tire Retailer 1)Price 2)Offers fast service 3)Can trust personnel 4)Store is attractive 5)Offers mileage warranty 6)Brand selection 7)Maintains convenient hours
25. CONSUMER SEGMENTS
26. Price constrained buyer
27. Value oriented buyer
28. Quality buyers
29. Commodity buyers
30. Wholesale distribution channels
31. Retail distribution channels
32. Goodyear Distribution Structure 4,400 independent dealers accounted for 50% of sales revenue, 1,047 manufactured owned outlets generated 27% and the 600 franchised dealers for 8% and remaining 15% were to government agencies
33. Just Tires was a new retail format under test by Goodyear
34. Goodyear supported core events with radio, television and print advertising, announcing special prices on specific tire lines.
35. Independent Dealers
36. Indepe
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Goodyear: The Aquatred Launch : Harvard Case Analysis
1.
2.
3. • Five major companies based out of Akron, Ohio Dominated the
market from 1900s to 1970s
• Bias & Bias-belted tires were phased out by radial tires
• They lasted under 20,000 miles, by the early 1980s radials lasted
over 40,000 miles leading to decrease in frequency of tire change.
• Foreign competition reduced market share per company
• Rising oil prices led to increase in production-cost
• A number of mergers/acquisitions modified the industry
4. • Average life of a new tire rose from 28,600 miles in 1980 to
37,300 miles in 1991
• Annual miles travelled per passenger rising slowly 9,100 miles in
1980 to 10,600 miles in 1990
• The median retail price dropped by1991,the average retail price
was $75.00
• Tire-producing capacity outstripped demand U.S. tire-making
capacity rose 12% between 1987 and 1990; capacity utilization fell
from 87% to 76% during the same period.
• Led to a number of mergers/acquisitions modified the industry
5. • Important attributes ( tread life ,traction)
• Infrequent purchase (every 2.5 years)
• Significant dollar purchase (around $ 75 per tire plus
installation costs)
• High perceived risk (safety and security on long journeys)
1. In 1992, 53% of consumers did not know what tire they planned to buy
next (against 36% in 1982)
2. 75% of all Goodyear tires are sold on promotion at an average discount
of 25%, and 40% of replacement tires are private labels.
5
8. • Value price and outlet
Trusting Patrons and
Bargain Hunters
• Loyal to outlet and brand
• Search for preferred brand at
the best price
• Buy the best within the budget
• Little loyalty to brand
10. Consumers in the Replacement Passenger Tire Market
Goodyear also regularly surveyed car owners concerning the criteria they used
to select a tire retailer.
1. Price
2. Offers fast service
3. Can trust personnel
4. Store is attractive
5. Offers mileage warranty
6. Brand selection
7. Maintains convenient hours
11.
12. • 1 of the 5 to dominate the industry, only remaining US company
• Quick to convert to radial production
• Profits hurt by international competition & oil prices
• Strong track record of innovation
• Diversified in 1980’s but earnings were sluggish
• Goodyear ranked third in worldwide sales of new tires
• 1991 Stanley G Gault Sold indirect investments Prioritized on new
development.
16. • Reestablish Goodyear’s industry leadership and
reputation for product innovation, especially vis a vis
Michelin.
• less number of competitors in the high wet-traction,
broad-line tires segment, being the first to enter the
market with such products
• Refocus the dealers on product and away from the daily
tactical problems of manufacturer-dealer relations
• Motivate Goodyear’s sales staff and dealers
18. Long buying cycles of auto manufacturers
Goodyear has major share in
US Replacement Tire Market (15%)
Aquatred would come through the replacement market not as
Original Equipment
27. • The Aquatred was developed after comparing 10 different
designs on performance and consumer preference .
• Aquatreds traveling at 55 miles per hour stopped in two-car
lengths-less distance
• Aquatred came with a 60,000-mile warranty and positioned tire
at the top of the broad-line segment.
• Compared with buyers of the Invicta GS, Aquatred buyers were
more likely to replace competitors’ tires.
• Consumers searched more extensively for information prior to
purchase of Aquatreds.
37. • 50% of Goodyear’s independent dealers sold only Goodyear tires,
while the other 50% stocked at least one other brand.
• Among the latter, some merchandised other brands but Goodyear
tires still generated 90% of the revenues
• Three-fourths of all Goodyear tires sold in independent or company-
owned outlets were sold on promotion, at an average discount of
25%.
41. Price, then brand Extensive Moderate
( s/to price)
Very low
Brand, then price Extensive High Very low
Brand, outlet
Outlet, brand
Brief
Brief
Very high
Mod. to low
Mod. to high
Very high
Price
Outlet
Extensive
Brief
Low
Low
Low
Very high
42. 18+23=41% of total customers (value-oriented +quality customers) prefer major brands over
Minor or private labels
48. Proposed Aquatred Advertisement
TV AD focuses on advanced design and emphasizes on wet traction to appeal to the
quality ,safety and value-oriented customers
51. Suggested retail price in Aquatred test market $90
Goodyear’s suggested retail prices for the Aquatred were $89.95 with a black sidewall,
and $93.95 with a white sidewall.