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 many Vietnamese people.
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In BBC Vietnamese, Citigroup considers inflation of Viet Nam in 2010 could reach 10 – 11%. That means Viet Nam currency loss value. According to Ministry of Finance 1 USD = 18.932 Vietnam Dong (VND) and 1 CHF = 19.521 VND. It is disadvantage for Tissot wristwatch because the Vietnamese people have to spend more to buy it. If in 2009 they spend 6 million VND for 1 Tissot wristwatch and now they have to pay 6.5 million VND for it. In addition, the cheap Chinese product with many “replica” models from all high branches in the world also appears in many shops which attract Vietnamese customer. b) Social:
Population of Viet Nam is more than 85 million people, and increase 947 people /per year (General Statistic Office [14]). Vietnam Business News said: “The population growth rate will bring a few new consumption trends and changes in the last 10 years. A new class of high income (currently only approximately 1% of the population) will up to 10% of total population in 2016.”[14] This is a big opportunity of Tissot for penetrating the Vietnamese market.
Vietcycle TNS data shows in 2008, less than 15% of urban people with incomes of 3 million or less, while over 45% of people have income from 4.5 to 20 million /months.[15] c) Economic
Economic of Viet Nam develops rapidly from 2009 to 2010. According to General Statistic Office, GDP in 2009 is $1000/people and it will be increase 6.5% [16].
According to the Ministry of Commerce, currently, the rate of

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