The Birth of Swatch Essay

* For each company you chose in Part 1 of this discussion, compare and contrast each sector of the framework and determine which key area(s) provides a competitive advantage. Provide at least two examples to support your position.

Given the number of products available, the bargaining power of customers in this industry is very high. The two main drivers for customer’s preferences are quality and price, there is no service involved.

Target has done well in all the areas of integrated marketing communication strategy mix. Target created designer line collections which take control over the entire integrated marketing communication strategy mix. For instance, Target uses a variety of tactics to communicate its “cheap chic” positioning, beginning with its slogan, “Expect More, Pay Less.” In its stores, Target uses strategically placed low shelves, halogen and track lighting, cleaner fixtures, and wider aisles to avoid visual clutter. (Kotler, 2011) Targets also painted in the air near busy airports the companies signature red bull’s eye on the roof of their stores. Targets utilize strong sales promotions through technology such as the internet, Target.com social media sites

One of the primary change in strategies would require pruning Omega’s product lines to make it more coherent and to eliminate any potential intra-firm competition. Typically, the lower end models need to be pruned so that it could be positioned as a more effective Luxurious Brand to compete directly against other Luxury Brand watches. The prevention of any overlapping with sub-brands will ensure that there is no potential risk to the dilution of brand image as well as reduce the risk of cannibalization of the current product lines. This will also help in uplifting the overall brand image of the Omega brand by withdrawing a number of Omega’s low-priced models thereby boosting the band profitability which will ensure that there is enough opportunity for the improvement on brand margins - a key factor in reducing the price differences with Rolex. Another underlying argument is that this process will enable the exclusivity

Rolex SA is a privately owned Swiss firm and it is the world’s largest manufacturer of luxury watches. Rolex is one of the most influential companies that design, manufacture, distribute and service wristwatches since 1905. The company was ranked by Forbes magazine as 57 on its 2012 list for the world’s most influential international brands. The firm manufactures watches which are sold under the brand names of Rolex and Tudor. Both brand’s watches are extremely accurate, durable and elegant with a well-crafted mechanism. People who purchase Rolex timepieces buy them not for the sake of telling time but for the high social status and wealth they convey.

What are your strengths (resources, employees, products & services). How will they help you take advantage of the above mentioned opportunities? What are your weaknesses and how will you overcome them using your strengths? What needs to be fixed?

In today’s society and in the future, everything is fast paced, technology is constantly changing and advancing, which means new equipment and services are always coming about. As a company that strives to better our customers, we are always purchasing new

Time: Frequent changes were allowed to be made in in-house prototype shop during three to five design cycles that made the tension of lead time in line with their corporate strategy – to be the leader in high-end

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.

In essence, branding is all about differentiation and consistency. It always has been able to effectively establish an emotional relationship with customers. They compete with each other with the quality of watches that they make for example; Rolex provides a variety of choice for their customers and provides their wants and desires. This includes; by making their watches handcrafted, and putting diamonds into their watches to make it more luxurious etc. Another way for them competing is level of service provided. If a customer comes to Rolex they will ensure that they provide insurance and great level of customer service. This will increase repeat-purchase and brand loyalty among their customers. Rolex is considered untouchable in its position as the world’s leading luxury watch brand both in terms of industry prestige and its

PantMax decided to implement CRM system to find a solution to the problem. CRM system was implemented and the company was happy to see the efficiency and effectiveness of the outcome. The CRM system was really fast and able to perform the needs of PantMax.

as watches with style, class, flair and quality. In these days of mass produced generic watches that tend

What is interesting in this market is that there are no clear leaders. Even though each company’s goal is to make the more profit as possible, we can’t define any leader since they have different strategies and objectives.8 [ (Tower) ] For example, Patek Philippe’s core ideology is to have the most prestigious brand and to make the most expensive watch as possible, and target the most prestigious people which is a really niche market. In comparison, Rolex’s purpose is to be a more accessible luxury brand and make the most sales as possible. It is difficult to compare them in terms of success, Rolex sells more but Patek has a much higher reputation.

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 characteristics of Piaget Altiplano are the thinness, generously - sized dials, automatic and infinitely small. The benefits of Piaget Altiplano are its value and satisfying the female consumer esteem needs. According to Maslow’s hierarchy of needs, esteem is defined as the individual’s need to be recognized and respected by others such as by owning a prestigious watch like a Piaget Altiplano. This may contribute to satisfying the female’s esteem needs (Elliot, Rundle-Thiele, and Waller 2012, 129). There are extra services that the consumers get from purchasing Piaget Altiplano such as customer service, warranty, guarantee, care and maintenance. Piaget Altiplano