Chapter 6 Goodweek Tires, Inc. After extensive research and development, Goodweek Tires, Inc.

Chapter 6Goodweek Tires, Inc.After extensive research and development, Goodweek Tires, Inc. has recently developed a new tire, the SuperTread, and must decide whether to make the investment necessary to produce and market it. The tire would be ideal for drivers doing a large amount of wet weather and off-road driving in addition to normal freeway usage. The research and development costs so far have totaled about $10 million. The SuperTread would be put on the market beginning this year and Goodweek expects it to stay on the market for a total of four years. Test marketing costing $5 million has shown that there is a significant market for a SuperTread type tire.As a financial analyst at Goodweek Tires, you have been asked by your CFO, Adam Smith, to evaluate the SuperTread project and provide a recommendation on whether to go ahead with the investment. Except for the initial investment that will occur immediately assume all cash flows will occur at year-end.Goodweek Tire must initially invest $140 million in production equipment to make the SuperTread. This equipment can be sold for $54 million at the end of the four years. Goodweek Tires intends to sell the SuperTread to two distinct markets:1. The original equipment manufacturer (OEM) market: the OEM market consists primarily of the large automobile companies (like General Motors) that buy tires for new cars. In the OEM market, the SuperTread is expected to sell for $38 per tire. The variable cost to produce each tire is $22.2.The replacement market: the replacement market consists of all tires purchased after the automobile has left the factory. This market allows for higher margins. Goodweek Tire expects to sell the SuperTread for $59 per tire there. Variable costs are the same as in the PEM market.Goodweek Tires intends to raise prices at 1 percent above the inflation rate; variable costs will also increase at 1 percent above the inflation rate. In addition, the SuperTread project will incur $26 million in marketing and general administration costs the first year. The cost is expected to increase at the inflation rate in the subsequent years.Goodweek Tires corporate tax rate is 40 percent. Annual inflation is expected to remain constant at 3.25%. The company uses a 15.9% discount rate to evaluate new product decisions. Automotive industry analysts expect automobile manufacturers to produce 5.6 million new cars this year and production to grow 2.5% per year thereafter. Each new car needs four tires (the spare tires undersized and are in a different category). Goodweek Tires expects the SuperTread to capture 11% of the OEM market.Industry analysts estimate that the replacement tire market size will be 14 million tires this year and it will grow at 2 percent annually. Goodweek Tire expects the SuperTread to capture an 8% market share.