Swatch Group

* Changing attitudes towards shopping – parts of the population change their patterns of consumption by trading down (buying cheaper goods) or by buying less.

With regards to brand growth, the company absolutely needs to make strategic decisions to ensure that Omega becomes the world’s largest luxury watch. This would require substantial strategic decisions to be made especially related to the Omega’s product families and its associated communication strategies. The following are the recommendations or the new branding strategies:

Because of the size of a department store like Primark they make a larger sales increasing the profit Primark makes and reducing

The entrance of new competitors for John Lewis puts a lot of pressure on them to keep original customers. They have to introduce ways of keeping them coming back to their store and not the new competitors who have just set up. They could do this by creating a club card which gains points for every purchase they use, the higher the purchase the more points they get to spend in store in return for products as a reward. If they do not come up with a decent strategy to keep customers coming back then they will more than likely loose many customers to their new competitor which could prove fatal to the financial statement figures. There is also an increased pressure to just reduce prices for a set period in order to calm the hype of a new store being opened in the area. More advertising will also have to be done to compete and to try and fade the other store out of the market.

Competition in the local areas – As stores are in rows joined onto other businesses it is predictable that someone else in the area is selling the same or related product therefore it puts pressure on the business to overcome rivals and attract more customers.

In the 2nd stage of the report the branding strategy of SWATCH & TISSOT watches on the basis of their Store Operations Management have discussed. The store design, display, assortment, ambience etc have discussed.

Existing Competitors. Rivalry among competitors within an industry use price discounting, new products, marketing, and other techniques to be competitive. Profitability of an industry suffers from high rivalry. The intensity with which companies compete and the basis on which they compete determine to which degree rivalry brings down an industry’s profitability (Porter, 2008). Pure competition is considered by economists as a competition with a high

Competitive rivalry exists between companies with the same or similar products/services and similar markets. Factors to be considered include:

The industry in which the company operates can be characterized as monopolistic competition. This is because, since there are no barriers to entry in this industry, threats of entry by potential entrants has made the industry some-what competitive. But the brand loyalty gained by the firms through massive advertising has rendered the firms within

The needs to contain costs and benefits of leveraging strong brands through acquisitions, merges, alliances, licensing by the big player while attempting to gain a bigger share or to control the market.

The Rolex brand is based on rich lineage and heritage, dated back to the 1905.It is world-famous for its performance and reliability; it sells high-quality watches to men and ladies. It has been established in 1905 by Hans Wilsdorf and his brother in law .The Company originally named Wilsdorf & Davis specializes in watch distribution. In 1908 the company decided to create a new name for the company that would be easy to pronounce in all languages and concise enough to display on the dial of is watches and have decided to call the company Rolex. The London based company has decided to relocate the company’s headquarters to Geneva, Switzerland in 1910. The brands logo is a crown image with Rolex writing in bold letters.

team designed watches with focused distribution in specialty surf, skate, snow, and fashion stores. It

Middle class is booming worldwide and with prosperity comes consumers ' desire to show that they are doing well, therefore super brands like Danish Pandora and British Signet also called “category killers”, has stormed the global jewellery market where there is money to fight for. Pandora competes in affordable luxury segment, which in 2009 totalled 83 billion USD, equivalent to approx. 57% of the total market for fine jewellery. Affordable luxury still gives consumers the feel of stardust.

The Swatch was well-known watch in the history of the watch industry. When it came out at first, it was quite sensational, resulting in more sales than it expected. Since the Swatch had grown strong in the watch industry, it could maintain its reputation and there were more opportunities to success in this industry.

➢ Product differentiation - Products that are relatively the same will compete based on price. Brand identification can reduce rivalry.