Swatch Marketing

In 1986 Swatch management is concerned about maintaining sales first and agreeing on a long-term international strategy for the company. Swatch complex launched a neckcloth extension and the management is considering guideing it to Europe. A raise analysis reveals that Swatchs main strengths are its ripe design, immobile collection turnover time and customer loyalty. At the same(p) time there is a big threat from accredited competition entering the market, copying their designs, and offering disdain prices and conk out features. Physiographic segmentation identifies the opportunity to improve the product visit (exhibit 18) magic spell remaining extrovert-oriented and a demand for a higher(prenominal) quality product. Our proposeation is to forsake the line extension and think on their core doing line: innovative watches. We recommend a two occlude strategy to maintain market look at leaders and reach new consumers: 1) Create a new more than classic line of wa tches and 2) Focus on foot and onward motion for the current basic line. In response to the threats and opportunities identified, we recommend establish a new classic line targeting the Preppies (exhibit 16). Swatch should bring knowledgecapableness to the shape/construction of the watch. The new classic line should be offered at a premium price.

This line should eat up the empty space left by the discontinued lines and different ads should be created for this segment. For the existing line, we recommend a disproportionate press on product and promotion. This can be achieved by depart magnitude resources to better understand consumer needs and desi! gn accordingly. era a bigger percentage of the communication budget should be allocated to the topical anesthetic markets in order to better have the local consumer needs. (As the regional Manager from France suggested). By focusing their resources on the core business and extending their product range, they will be able to reach to a new segment of consumers and continue to bugger off while upgrading their number and...If you want to get a honest essay, order it on our website: BestEssayCheap.com

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