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Strategy of Tissot Analysis

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Table of Contents
Executive summary 2
Introduction 2
PART 1: CURRENT SITUATION ANALYSIS 2
I. ASIAN WRISTWATCH MARKET 2
II. TISSOT INDUSTRY 3 1. History 3 2. Sales analysis 4 3. Marketing and sales 5
III. PROBLEM 6 1. Viet Nam Environment 6 2. Swot Analysis 7 3. Unique Selling Proposition (USP) 9
PART 2: RECOMMENDATION 9
I. Growth opportunities of Tissot 10
II. Market Segmentation - Positioning of New wristwatch. 11 1. Segment Targeting 11 2. Positioning 12
III. Selected Marketing Strategy 12
PART 3: CONCLUSION 13
Appendix: 13
REFERENCE 13

Executive summary
Asia is a potential market for Tissot as well as Viet Nam. Although Tissot launched into Viet Nam for many years, however, it is unknown with …show more content…

The successful decision of organization is providing right product at the right place and presented in the right way (HNC & HND Business 2004 [7]). Depend on market situation, the company use one or more elements to plan marketing strategy.
The marketing strategies of Tissot are built in promotion and advertising include: * High technology
Tissot has launched a 3-D feature on its Web site allows consumers to use their Web cams to "try on" watches from its "Touch Collection" before purchasing them.
The Swatch Group brand says it is the first time a Swiss watch brand has used 3-D augmented reality technology. It allows users to virtually "try on" watches and change models, colors and styles, using their computer screen as a virtual "mirror."
3-D technology will help customers feel more convenience when they buy Tissot product without being present at Tissot store. [8] * Public Relation (PR)
Public relation (PR) is the function of marketing communication that carries out a program to earn public understanding and acceptance (Svend Hollensen, 2003) [9].
Faiz Kermani describes PR is the planned and sustained program to establish and maintain goodwill and understanding between an organization and its publics.
Tissot has announced a new UK television campaign as part of a wider marketing push for the brand which will also include print advertising, in-store activity and PR. Additionally; there are plans for watch towers that use

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