Marketing Plan for Swatch Watch
INTRODUCTION:
This marketing plan is prepared to explain the goals and objectives of a dedicated marketing function within The Swatch Group (Swiss) when The Swatch Group (Swiss) exports Natural Sign Swatch Watch to Malaysia. This plan draws on the experience of marketing professionals in this industry as well as professionals in the advertising, marketing and community relations' disciplines of the private sector. The target market is for youngsters aged between 18 years old to 25 years and the price is $50. The goals of The Swatch Group marketing organization are to:
Provide necessary and useful information to customers and potential customers to enable easier use and understanding of this watch.
Successfully merchandise this watch. (Swatch AG, 2004)
CULTURAL ANALYSIS:
Population and Society:
Malaysia has a population of about 22 million. It is a multi-racial country whose social integration has become a model for the rest of the world.
Almost 80% of the total population lives in the Peninsular. (Washington D.C.: Central Intelligence Agency, 2000)
The lifestyle here is progressively becoming more and more modern with great exposure to the western culture. Many Malaysian youngsters do enjoy their night-outings to discos and bars. (Washington D.C.: Central Intelligence Agency, 2000)
Geographical:
Malaysia is generally warm throughout the year with temperatures ranging from 21° C to 32° C in the lowlands. However, this can be as low as 16° C in the highlands. Annual rainfall is heavy at 2,500mm (100 inches). Generally, Malaysia has two distinct seasons. The dry season occurs during the south-west monsoon from May and September. The northeast monsoon brings the rainy season to the country during mid-November till March. By this information, The Swatch Group has to change the function of this watch to fit the climate of Malaysia. (Washington D.C.: Central Intelligence Agency, 2000)
Language:
The National Language and main official language in Malaysia is
This marketing plan is prepared to explain the goals and objectives of a dedicated marketing function within The Swatch Group (Swiss) when The Swatch Group (Swiss) exports Natural Sign Swatch Watch to Malaysia. This plan draws on the experience of marketing professionals in this industry as well as professionals in the advertising, marketing and community relations' disciplines of the private sector. The target market is for youngsters aged between 18 years old to 25 years and the price is $50. The goals of The Swatch Group marketing organization are to:
Provide necessary and useful information to customers and potential customers to enable easier use and understanding of this watch.
Successfully merchandise this watch. (Swatch AG, 2004)
CULTURAL ANALYSIS:
Population and Society:
Malaysia has a population of about 22 million. It is a multi-racial country whose social integration has become a model for the rest of the world.
Almost 80% of the total population lives in the Peninsular. (Washington D.C.: Central Intelligence Agency, 2000)
The lifestyle here is progressively becoming more and more modern with great exposure to the western culture. Many Malaysian youngsters do enjoy their night-outings to discos and bars. (Washington D.C.: Central Intelligence Agency, 2000)
Geographical:
Malaysia is generally warm throughout the year with temperatures ranging from 21° C to 32° C in the lowlands. However, this can be as low as 16° C in the highlands. Annual rainfall is heavy at 2,500mm (100 inches). Generally, Malaysia has two distinct seasons. The dry season occurs during the south-west monsoon from May and September. The northeast monsoon brings the rainy season to the country during mid-November till March. By this information, The Swatch Group has to change the function of this watch to fit the climate of Malaysia. (Washington D.C.: Central Intelligence Agency, 2000)
Language:
The National Language and main official language in Malaysia is