Swatch Group
Contents
1.0 Executive Summary 1
2.0 Introduction 3
3.0 Situation Analysis 5
3.1 Environmental Analysis 5
3.2 Competitive Analysis 6
3.3 SWOT Analysis 6
4.0 Marketing Strategy 7
4.1 Mission 7
4.2 Marketing Objectives 8
4.3 Financial Objectives 8
4.4 Segmentation and Targeting 8
4.5 Positioning 10
4.6 Strategic Options & Strategic Choice 10
4.7 Marketing Mix Decision 11
5.0 Implementation 12
5.1 Timeline 12
5.2 Financial Costing 12
6.0 Controls 13
7.0 Conslusion 13
References 14
Appendix 15
1.0 Executive Summary
Swatch was one brand of Swatch Group Ltd. and the most successful wristwatch in the world. From 1983, it’s already 24 years of existence, and the fact that the company is still here, the Swatch watches are still in the collection items of the collectors and still in the wrist of other users, then Swatch will continue to grow and expand (Thinking made easy,2008).
There are two primary reason for the success of Swatch: one is the effective marketing strategy which the company uses by satisfying its target market well; the other is high quality and various design. Due to its high quality, Swatch watch is no longer just a simple everyday watch but one of the hot collectible items in the world. Additionally, they also have series of watches for every season, every special occasion and every event in the world (Thinking made easy,2008).
However, more recently the whole watches market has been driven by a number of forces, which provide both opportunities and challenges with most of watchmakers. Swatch is no exception. Intensive competition between different brands is increasing in order to survive in this changeable market. The needs and wants of individual customers vary greatly and continually, which also means the customer is still seeing something new that will urge them to continue to support the products (Thinking made easy,2008).
Therefore, Swatch must continue their performance and work and continue to research about its
1.0 Executive Summary 1
2.0 Introduction 3
3.0 Situation Analysis 5
3.1 Environmental Analysis 5
3.2 Competitive Analysis 6
3.3 SWOT Analysis 6
4.0 Marketing Strategy 7
4.1 Mission 7
4.2 Marketing Objectives 8
4.3 Financial Objectives 8
4.4 Segmentation and Targeting 8
4.5 Positioning 10
4.6 Strategic Options & Strategic Choice 10
4.7 Marketing Mix Decision 11
5.0 Implementation 12
5.1 Timeline 12
5.2 Financial Costing 12
6.0 Controls 13
7.0 Conslusion 13
References 14
Appendix 15
1.0 Executive Summary
Swatch was one brand of Swatch Group Ltd. and the most successful wristwatch in the world. From 1983, it’s already 24 years of existence, and the fact that the company is still here, the Swatch watches are still in the collection items of the collectors and still in the wrist of other users, then Swatch will continue to grow and expand (Thinking made easy,2008).
There are two primary reason for the success of Swatch: one is the effective marketing strategy which the company uses by satisfying its target market well; the other is high quality and various design. Due to its high quality, Swatch watch is no longer just a simple everyday watch but one of the hot collectible items in the world. Additionally, they also have series of watches for every season, every special occasion and every event in the world (Thinking made easy,2008).
However, more recently the whole watches market has been driven by a number of forces, which provide both opportunities and challenges with most of watchmakers. Swatch is no exception. Intensive competition between different brands is increasing in order to survive in this changeable market. The needs and wants of individual customers vary greatly and continually, which also means the customer is still seeing something new that will urge them to continue to support the products (Thinking made easy,2008).
Therefore, Swatch must continue their performance and work and continue to research about its
References: • e-coach. (2008.) Strategic Analysis for the Business Environment. [Online] Available at: http://www.1000ventures.com/business_guide/mgmt_strategic_environmental_analysis.html [Accessed 5 December 2008] • Entrepreneur • HM Treasury. (2008.) Public Sector Finance Statistics. [Online] Available at: http://www.hm-treasury.gov.uk/psf_statistics.htm [Accessed 15 November 2008] • National Statistics • Oppapers. (2008.) SWOT Analysis Swatch. [Online] Available at: http://www.oppapers.com/essays/Swot-Analysis-Swatch/132566 [Accessed 6 December 2008] • Oppapers • Oppapers. (2006.) Swatch. [Online] Available at: http://www.oppapers.com/essays/Swatch/80738 [Accessed 6 December 2008] • Philip Kotler & Kevin Lane Keller, 2009 • Railnews. (2007.) Competitive Analysis. [Online] Available at: http://www.railnews.co.uk/news/general/2007/09/06-paris-london-speeds.html [Accessed 20 November 2008] • Samantha Kidd, ed., 2007 • Swatch Group. (2007.) Annual Report 2007. [Online] Available at: http://www.swatchgroup.com/en/investor_relations/annual_and_half_year_reports [Accessed 24 November 2008] • Thinking made easy | |Treasury,2008). | | | | | |the essentials they may be more cautious. They may also spend less on luxury items, something that | | |has a greater profit margin for Swatch (Annual Report ,2007) | |micromechanics (oppapers,2008). | Appendix B