marketing swatch watch
Swatch Group Ltd.
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Course: International Marketing
Lecturer: Dr. J.T. Bouma
Case: Swatch Group Ltd.
Date: March 16th, 2010
Group: 13.3
Students: Dennis Hesling, S1892444 Rikke Nielsen, S1939882 Jan Oestmann, S1956140 Arjen Hofman, S1873083
Table of contents
1. Introduction p. 1 1.1 Abstract p. 1 1.2 Introduction to the company p. 1
2. Analysis of the company and its market p. 2 2.1 Market p. 2 2.2 Performance analysis p. 2 2.3 Product adaptation p. 4
3. Environmental analysis p. 4 3.1 External environmental analysis p. 4 3.2 PEST-analysis p. 4 3.3 Opportunities and threats p. 5 3.4 Internal environmental analysis p. 6 3.5 Strengths and weaknesses p. 6
4. Marketing analysis p. 8 4.1 Segmentation p. 8 4.2 Targeting p. 9 4.3 Positioning p. 9 4.4 Product strategy p. 9 4.5 Promotion strategy p. 10 4.6 Market entry, pricing and distribution p. 11 5. Conclusion p. 12
Bibliography p. 12
Appendix
1. Introduction
1.1. Abstract
This report will be centred around the watch manufacturing branch of Swatch. Swatch has been highly successful throughout its existence and therefore it is particularly interesting to know how they achieved this considerable success. The main purpose of this report is to analyze the company of Swatch from a marketing perspective. This analysis is based on the theories from the books Essentials of Global Marketing by Svend Hollensen(2008) and Principles of Marketing written by Philip Kotler and Gerry Armstrong(2006). Additional research was conducted throughout the internet. Each chapter involves different theories and relates it to the company. Rather than focussing on a high quantity of theories the report covers the most relevant theories and explains them in detail. First of all, the company will be assessed as an entity. Research has been conducted on
Have a minute?
Course: International Marketing
Lecturer: Dr. J.T. Bouma
Case: Swatch Group Ltd.
Date: March 16th, 2010
Group: 13.3
Students: Dennis Hesling, S1892444 Rikke Nielsen, S1939882 Jan Oestmann, S1956140 Arjen Hofman, S1873083
Table of contents
1. Introduction p. 1 1.1 Abstract p. 1 1.2 Introduction to the company p. 1
2. Analysis of the company and its market p. 2 2.1 Market p. 2 2.2 Performance analysis p. 2 2.3 Product adaptation p. 4
3. Environmental analysis p. 4 3.1 External environmental analysis p. 4 3.2 PEST-analysis p. 4 3.3 Opportunities and threats p. 5 3.4 Internal environmental analysis p. 6 3.5 Strengths and weaknesses p. 6
4. Marketing analysis p. 8 4.1 Segmentation p. 8 4.2 Targeting p. 9 4.3 Positioning p. 9 4.4 Product strategy p. 9 4.5 Promotion strategy p. 10 4.6 Market entry, pricing and distribution p. 11 5. Conclusion p. 12
Bibliography p. 12
Appendix
1. Introduction
1.1. Abstract
This report will be centred around the watch manufacturing branch of Swatch. Swatch has been highly successful throughout its existence and therefore it is particularly interesting to know how they achieved this considerable success. The main purpose of this report is to analyze the company of Swatch from a marketing perspective. This analysis is based on the theories from the books Essentials of Global Marketing by Svend Hollensen(2008) and Principles of Marketing written by Philip Kotler and Gerry Armstrong(2006). Additional research was conducted throughout the internet. Each chapter involves different theories and relates it to the company. Rather than focussing on a high quantity of theories the report covers the most relevant theories and explains them in detail. First of all, the company will be assessed as an entity. Research has been conducted on