Roxor

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CASE STUDY ON MARKETING ACCOUNTING : ROXOR WATCH COMPANY PTY LTD.

Company ProfileRoxor Watch Company Pty Ltd Australia is a subsidiary company of Roxor International, the parent company having its headquarters in Geneva. Territories are North America, Middle East, Far-East Asia & Australia.

Company's GoalTo sustain and improve the market using product differentiation and competitive price structure.

StrengthQuality Swiss watch product at a reasonable price due to production efficiences. With the currently intense competition, the brand had managed to hold their sales volume and have some growth in previous years.

ThreatsThe market is occupied by the “monsters” in the business like Casio & Seiko. It is quite difficult to enter any niche and compete with their budgets and price wars. There were information in the forthcoming years that competitors would be decreasing their prices which would affect the company's sales performance.

Solution / Recommendation Follows each scenario / requirement.

Required:
1. Give views about the marketing strategy of the new products considering the marketing mix (Product, Price, Promotion, Distribution)

PRODUCT CODETARGET MARKETPRICEPROMOTIONDISTIBUTION
QGeneral PublicCost plus pricingTV advertisementDirect, stores
MStudents and ProfessionalsCost plus pricingBrochuresDistributors
NAthletesCost plus pricingBrochuresDistributors
RGeneral PublicSkimming priceTV advertisementDirect, stores

Q = A breed of Product D + the AM/FM can also caught the interest of majority consumers. Prices can be as high as $80 (double than the regular D) or lower to $45-$50. The latter is still better than Seiko type D selling at $60. M = This is an improvement of product E which the district did not sold in the past years. Although students and professionals could be a good potential market, I...
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