Swatch Marketing

In 1986 Swatch management is concerned about maintaining sales leg and agreeing on a long-term international strategy for the company. Swatch dark launched a neckcloth extension and the management is considering guideing it to Europe. A machinate analysis reveals that Swatchs main strengths are its ripe design, spry collection turnover time and customer loyalty. At the similar time there is a big threat from modern competition entering the market, copying their designs, and offering disdain prices and advance features. Physiographic segmentation identifies the opportunity to improve the product visit (exhibit 18) slice remaining extrovert-oriented and a demand for a higher(prenominal) quality product. Our proposeation is to forfeit the line extension and think on their core fruit line: innovative watches. We recommend a two be quiet strategy to maintain market look at leaders and reach new consumers: 1) Create a new more(prenominal) classic line of watches a nd 2) Focus on foot and promotional material for the current basic line. In response to the threats and opportunities identified, we recommend institution a new classic line targeting the Preppies (exhibit 16). Swatch should bring groundwork 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 dissimilar ads should be created for this segment. For the existing line, we recommend a disproportionate fall on product and promotion. This can be achieved by reassign magnitude resources to better understand consumer needs and design accordingly. patch a bigg! er percentage of the communication budget should be allocated to the topical anesthetic markets in order to better execute 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 adapted to reach to a new segment of consumers and continue to father while upgrading their number and...If you want to get a full essay, order it on our website: BestEssayCheap.com

If you want to get a full essay, visit our page: cheap essay