Seiko: moving upmarket

2839 Words12 Pages
1. Executive Summary This report sets out to examine how Seiko has adapted to the multitude of changes in the watch industry. In an attempt to maintain the company’s profitability, Seiko has undergone major restructuring. In particular, the company’s marketing efforts have undergone an overhaul. Seiko’s management have looked ahead and identified the higher end markets as the gold mine. However, its current positioning has forced it into the lower end markets. In order to maintain its industry leadership, Seiko has to implement an outpacing strategy and move upmarket. The journey upmarket is fraught with many challenges. Risks such as brand dilution and loss of brand equity are amongst the top evils. In addition, the huge costs invested in the marketing efforts may not pay off at all. In the good scenario, Seiko would successfully reposition itself into the high end market and earn significantly higher margins. In the bad scenario, Seiko’s marketing efforts will fall flat and impose a huge drag on its bottom line. Furthermore, there would be huge opportunity costs associated with the valuable resources used up for Seiko’s brand repositioning. Between harvesting its low end market cash cows and venturing upmarket into the high end market stars, Seiko is caught between a rock and a hard place. However, if Seiko can manage its brand repositioning process well, it will significantly improve its profitability and gain higher market share. This will put it in good stead to dominate the watch industry for the next couple of years. 2. The Watch Industry The watch industry goes back a long way and has its roots in the manufacture of clocks. In time, people desired a timekeeping device they could bring with them which led to the creation of the pocket watch. It was not long before the wristwatch was created and it is still the mainstay timekeeping device today.
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