Case - the Swatch Group

In: Business and Management

Submitted By arturo9718
Words 362
Pages 2
The Swatch Group
Case Resolution
Team 4:

Key Information
• There are a series brands aimed at different market segments at low, medium, high and luxury. • Market share in Europe and China over a third of it and competing in every segment in which Swatch Group with its brands. • Distribution via retail channels and own stores. • Investment and development in new technology. • Successful plan of positioning their products as generators of emotions. • Rolex and other competing brands are perceived and maintain better image in the market, which makes them a very strong and complex competitors.

Problems or Challenges
• Develop a successful and effective strategy that improves positioning the Group to raise the prestige of their brand (Omega) and their profitability. • Prevent the problem that existing customers would not be willing to pay more if prices raise. • If the brand replaces Rolex as a symbol of luxury in a mass market, avoid existing customers react adversely, as well as make that new customers receive the message of the brand value.

• Maximize our product strategy focused in "Generate emotions" in the advertising of the brand. • Win market share to Rolex as a luxury and exclusiveness brand. • High focus on adding value to the product. • Strong advertising marketing campaign. • Improve the image of Distribution Strategies (Stores).

Implementation Plan
• Maximize full product strategy to "Generating emotions" to customers, using the following segmentation categories: Income, Behavior, Psychograph and with high emphasis on Social Class and Life Style. • Increasing the price of Omega to reduce the price gap with Rolex and work hard to become a very luxurious and exclusive brand. • Add value to the product with the highest technology and quality. • Strong advertising campaign with emphasis on luxury, distinction, desire, status of the…...

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