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Presented by:
-Zriouilat Ali -Ben houssaine Marouane -Berrada Abdelhak
Outline
Introduction History of the company The different brands of the company Different competitors Position of swatch Questionnaire analysis General marketing strategy Swatchs strategy Competitive analysis Swot analysis Marketing strategy Marketing mix decision Recommendations
Introduction
The Swatch Group Ltd is based in Switzerland and the worlds largest watchmaker. It owns 19 watch brands, such as Omega, Rado, Longines and launches its products over 50 locations, including France, Germany, Italy, USA, the Virgin Islands, Thailand, Malaysia, and China, with its main facility in Switzerland. Swatch is one of the brand owned by this company, who is very famous for its slim plastic watches. As it is stated that, Swatch has uniquely pioneered the low cost watch market by combining style, and Swiss technology, and it sells watches, various accessories and apparel primarily to teens and young adults in the world.
Prestige and Luxury Range: Breguet, Blancpain, Jaquet Droz, Glashtte Original, Lon Hatot, Omega SA, Tiffany & Co. High Range: Union Glashtte, Rado, Longines Middle Range: Tissot, Calvin Klein, Certina, Mido, Pierre Balmain, Hamilton Basic Range: Swatch, Flik Flak Private Label: Endura
Product Quality (quality, accuracy, water and shock resistant) Manufacturing excellence (dramatic reduction of parts from 91 to 51) Design and image ( swatch is a fashion accessory for the masses) : a bridge to the world of high-fashion with a technology twist.
Different competitors
Prestige and luxury: Richemont, Rolex, Seiko. Innovation competitor: Citizen, Casio. Digital and electronics: Timex, Fossil
Position of swatch
Sales situation
Questionnaire analysis
12. Do you think that the numbers of points of sell are sufficient?
Identification sheet
Swatchs strategy
Market penetration strategy entering the market with a high quality product low-priced. Sponsorship strategy Sports events and timekeeping. Cost leadership strategy offring addedvalue at the lowest competitive price.
Competitive analysis
Competitive analysis is a vital part of a marketing plan. Its purpose is to determine the strengths and weaknesses of the competitors within the market. Porters Five Forces analysis for Swatch can be interpreted as follows: New Entrants Strong brand recognition and customer loyalty --- Swatch is a popular brand among customers Substitution Many brands provide with range of similar styles Threat from counterfeit products Buyer Power Buyer power is high in this industry simply due to the presence of so many competitors selling the same products. It is only differentiated in price and consumer loyalty Overall Intensity of Rivalry Intense competition within a very crowded market
Swot analysis
Strengths:
- Strong brand positioning - Repositioning into the fashion market - A wide range of products with different designs across all price points - Swatch has: lowest + highest prices in markets - All swiss production - Cover all the market segments - Swatch = contemporay style + traditional knowledge - Swatch watch : Short product lifecycle
Weaknesses: Lack of diversification. Few point of sell. Lack of advertising. Opportunities: E-commerce offers trading opportunities. Threats: Counterfeit products. Intense competition betweendifferent companies within a crowed market. Current economic recession and policy of price fixing decrease the sales.
Marketing strategy
Mission
Swatchs mission is to offer low cost, high quality, and accurate watch with synthetic material.
Marketing Objectives
Become the creative and innovative leading brand in global market. Establish strong brand image in the mind of consumers.
Finacial objectives
Increase the profit by 10% annually Increase sales to 21.7% over the next 2 years
Recommendations
Diversification of the products. To open more points of sell. To promote the advertising efficiency.