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Strategy of Tissot Analysis

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Strategy of Tissot Analysis
Table of Contents
Executive summary 2
Introduction 2
PART 1: CURRENT SITUATION ANALYSIS 2
I. ASIAN WRISTWATCH MARKET 2
II. TISSOT INDUSTRY 3 1. History 3 2. Sales analysis 4 3. Marketing and sales 5
III. PROBLEM 6 1. Viet Nam Environment 6 2. Swot Analysis 7 3. Unique Selling Proposition (USP) 9
PART 2: RECOMMENDATION 9
I. Growth opportunities of Tissot 10
II. Market Segmentation - Positioning of New wristwatch. 11 1. Segment Targeting 11 2. Positioning 12
III. Selected Marketing Strategy 12
PART 3: CONCLUSION 13
Appendix: 13
REFERENCE 13

Executive summary
Asia is a potential market for Tissot as well as Viet Nam. Although Tissot launched into Viet Nam for many years, however, it is unknown with many Vietnamese people. The reason is ineffective marketing strategies so it doesn’t attract Vietnamese customers. It affects development of Tissot at Viet Nam market. In addition, Tissot has to face to big competitor is replica Chinese wristwatch with cheap price and various design.
The recommendation for Tissot focuses on promotion and advertising. Tissot should contact with singers or models to make advertising through TV, online, newspaper. Besides,
Introduction
Tissot come to Viet Nam so soon, but it is still unknown brand in Viet Nam. Therefore I choose topic: “MARKETING STRATEGY OF TISSOT IN VIET NAM” to investigate and analyze Tissot’s marketing strategies, then give suggestions for Tissot’s future development in Viet Nam.
The lay- out of topic includes: * Part 1 : Current situation analysis * Part 2 : Recommendation * Part 3 : Conclusion
PART 1: CURRENT SITUATION ANALYSIS I. ASIAN WRISTWATCH MARKET
By the growing strength of Asian economies, Asian becomes the most potential market for Swiss watch exports. In 2009 Swiss exports to emerging Asian economies has grown 6% compared to an EU average of 4.5 per cent (Following federation of the Swiss Watch Industry FH 2010 [1]).

In first nine months of
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