Goodyear Tire and Rubber Company wanted to launch a new tire called the Aquatred. They analyzed whether the tire had competitive advantages, what the optimal distribution channels and promotion strategy were, and when to launch. Goodyear has been in business since 1898 and is one of the top six tire companies. Their main competitors are Michelin and other major US tire brands. Consumer preferences for tire attributes like tread life, traction, and price influence their purchasing decisions. Goodyear segmented consumers into four groups based on shopping behaviors. The document discusses analyzing the market, competition, consumers, and Goodyear's distribution channels to inform the launch strategy for the new Aquatred tire.