Case Study Classic Watch

1-2) After analyzing the structure of the Classic Watch Co, we have come to a conclusion, that the company is product oriented. The founder of the company Harry Brainch used to develop his product and then to find consumers. According to the case, he is quite a conservative person, who prefers old-fashioned business techniques. Twenty years ago, customers were less choosy and they were happy to have a product that is good value for money. In that case, Harry Brainch's strategy fitted really well. However, times are changing and new market is much more complicated and severe. The competition is tough and product with simple design and good durability is not as attractive as it used to be in the past. According to this, product-oriented approach is not likely to succeed. A famous example of product-oriented company is the original Ford Motor Company. Henry Ford made one model in one color (black), no matter what the consumer might want. Although he followed this strategy for quite a long time, finally, Ford Motor Company had realized the need of customization and now we have Ford cars in various colors. The situation is the same with Classic Watch Co, the faster Mr. Brainch realizes that his old techniques are no longer useful - the better sales will improve. Probably, he should try to change his methods to become more market oriented. For instance, Apple has always been a great example of market-oriented company.
Apple has achieved world fame by constantly monitoring market and then adjusting its marketing mix to response to the market needs. The Classic Watch Co should follow example of Apple and start developing new marketing strategy. To sum up, the old strategy is no longer successful because of following reasons:
1) same old-fashioned design
2) new needs and desires of consumers
3) change in consumer’s income (it became higher)
4) the old strategy did not take into account wants of modern consumers
5) reasons for buying watches have changed
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