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* 1 – Why is the watch industry a global industry? * 2 – How do the drivers of competition in this industry differ from multi-domestic industries? * 3 – What is the company main global marketing strategy? * 4 – What differentiate the company from its competitors? * 5 - Which marketing actions should the company take to enter more aggressively in the Global Market? * 6 – What are the pros and cons to used marketing strategy admitted in the case study? * -------------------------------------------------
7 – What future threats(amenaza) do you see for Swatch and what corrective actions do you suggest? THE "CASE" SWATCH | 1. INTRODUCTIONAmong the numerous grades of wrist-watch we thought necessary choosing the Swatch model, this being a very significant design object. It becomes popular not for the shape innovation but for the message it carries inside and for the high quality with a low cost.2. WHAT IS SWATCHThe Swatch comes out like a moulded plastic watch with a quartz movement and it is entirely produced in Switzerland. In 1986 the Swatch was launched in Italy, the last great European nation to have received it into its market; because of this reason at the moment of its launch the Swatch success was tremendous. The Swatch is manufactured in an enormous amount of models, at about 140 each year, the most part of which is designed in the Swatch planning laboratory in Milan; at about 20 people coming from different parts of the world are working here. One of the greatest contribution as a art director of the laboratory was given by Alessandro Mendini a famous italian designer. At the moment, the range of Swatch watches is made up of the classic first model and of products carrying out different functions such as the scuba (subaqueous watches), the chrono (quartz chronographs), of automatic models and, newly, of metal watchcase watches.3. THE WATCH MARKETThe Swatch comes out in Switzerland to contrast the crisis of the national
7 – What future threats(amenaza) do you see for Swatch and what corrective actions do you suggest? THE "CASE" SWATCH | 1. INTRODUCTIONAmong the numerous grades of wrist-watch we thought necessary choosing the Swatch model, this being a very significant design object. It becomes popular not for the shape innovation but for the message it carries inside and for the high quality with a low cost.2. WHAT IS SWATCHThe Swatch comes out like a moulded plastic watch with a quartz movement and it is entirely produced in Switzerland. In 1986 the Swatch was launched in Italy, the last great European nation to have received it into its market; because of this reason at the moment of its launch the Swatch success was tremendous. The Swatch is manufactured in an enormous amount of models, at about 140 each year, the most part of which is designed in the Swatch planning laboratory in Milan; at about 20 people coming from different parts of the world are working here. One of the greatest contribution as a art director of the laboratory was given by Alessandro Mendini a famous italian designer. At the moment, the range of Swatch watches is made up of the classic first model and of products carrying out different functions such as the scuba (subaqueous watches), the chrono (quartz chronographs), of automatic models and, newly, of metal watchcase watches.3. THE WATCH MARKETThe Swatch comes out in Switzerland to contrast the crisis of the national