Swatch - Marketing Strategy

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Swatch Group Ltd. Course: International Marketing Table of contents 1. Introduction 1 Introduction to the report 1 Introduction to the company 1 2. Overview of the company’s activities 1-2 3. The company’s performance over the last 5 years 2-3 4. International Marketing Activities 4-8 Segmentation 4 Targeting 5 Positioning 6 Product strategy 6 Market entry and distribution strategies 7 Promotion strategy 7 Pricing strategy 8 5. Conclusion 9 Bibliography 9 Appendix Introduction Introduction to the report In this report we are going to analyze a Swiss manufacturer of watches; the Swatch Group Ltd. Firstly, we will introduce the company itself including a short history about the foundation of the company and its present position in the world market. Secondly, we will describe the company’s activities including company’s products and markets where it operates. Thirdly, we will give an overview of the company’s performance over the last 5 years. Further we will focus on Swatch, one of the Swatch Group‘s brands and analyze its international marketing activities. Finally, we will finish our report with a conclusion. Introduction to the company In the late1970s-early1980s the Swiss watch industry was struggling to compete with foreign competitors from Far East, particularly with Japanese watch industry, which started to produce cheap, electronic watches. At this time, Nicolas Hayek, CEO of management consulting firm Hayek Engineering, received an assignment to develop a strategy for two Swiss watchmakers: SSIH (Société Suisse pour l’Industrie Horlogère) and ASUAG (

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