SWATCH RECOMMENDATION FOR FUTURE DEVELOPMENT IN VIETNAM MARKET - INCLUDEPICTURE http//www.vnbrand.net/images/kinh-doanh/Doanh-Nhan/thuong-hieu-dong-ho-swatch.jpg MERGEFORMATINET (MARKETING STRATEGY MKT 306) BA (Hons) Business management MKT 306 Marketing strategy TABLE OF CONTENTS TOC o 1-3 h z u HYPERLINK l _Toc282350321 I. Introduction
PAGEREF _Toc282350321 h 2 HYPERLINK l _Toc282350322 II. Situation analysis
PAGEREF _Toc282350322 h 2 HYPERLINK l _Toc282350323 1. Overview about positioning and current marketing strategy
PAGEREF _Toc282350323 h 3 HYPERLINK l _Toc282350324 2. Competitive edges.
PAGEREF _Toc282350324 h 4 HYPERLINK l _Toc282350325 3 SWOT analysis.
PAGEREF _Toc282350325 h 5 HYPERLINK l _Toc282350326 III. Future development in Vietnam market
PAGEREF _Toc282350326 h 7 HYPERLINK l _Toc282350327 1. What is marketing strategy
PAGEREF _Toc282350327 h 8 HYPERLINK l _Toc282350328 2. Macro environment factors in Vietnam
PAGEREF _Toc282350328 h 8 HYPERLINK l _Toc282350329 3. Developing marketing strategy.
PAGEREF _Toc282350329 h 10 HYPERLINK l _Toc282350330 3.1 Market segmentation
PAGEREF _Toc282350330 h 10 HYPERLINK l _Toc282350331 3.2. Marketing objectives
PAGEREF _Toc282350331 h 11 HYPERLINK l _Toc282350332 3.3. Growth strategy
PAGEREF _Toc282350332 h 12 HYPERLINK l _Toc282350333 3.4 Competitive strategies
PAGEREF _Toc282350333 h 13 HYPERLINK l _Toc282350334 3.4.1 Analysing competitive industry structure
PAGEREF _Toc282350334 h 13 HYPERLINK l _Toc282350335 3.4.2 Competitive strategies.
PAGEREF _Toc282350335 h 15 HYPERLINK l _Toc282350336 4. Marketing programs
PAGEREF _Toc282350336 h 17 HYPERLINK l _Toc282350337 4.1 Price
PAGEREF _Toc282350337 h 17 HYPERLINK l _Toc282350338 4.2 Place
PAGEREF _Toc282350338 h 18 HYPERLINK l _Toc282350339 4.3 Product
PAGEREF _Toc282350339 h 19 HYPERLINK l _Toc282350340 4.4 Promotion
PAGEREF _Toc282350340 h 20 HYPERLINK l _Toc282350341 IV. Conclusion
PAGEREF _Toc282350341 h 21 HYPERLINK l _Toc282350343 REFERENCES
PAGEREF _Toc282350343 h 27 I. Introduction
Swatch is one of the most famous watches brand in the world. It belongs to the Switzerlands largest watch group, the Swatch Group Ltd. In the 1970s the Swiss watch marking industry was in crisis, the number of watch export has dropped by half and Hong Kong, Japan now occupying the larger market shares (vietnambrading.com). In this situation, Swatch was launched in the market in 1983 and played a significant role in putting Switzerland on the top list of major economic players in wristwatches worldwide. Being a Swiss watch but Swatch is not the same with others tradition watches. It still has a good quality and attractive design but it is not as expensive as other watches. The price and colorful designs in the Swatch help this brand have a larger market share and distribute in many different markets.
At the present, Swatch wants to expand their market share in Asian and Vietnam. To make the recommendations for this future development we will analysis about Swatchs current situation through SWOT analysis and differential advantage. Base on it the suggestions for Swatch expends in Vietnam market will be given with the main product line is originals. II. Situation analysis
To giving a view of current situation of Swatch in global market we will use the SWOT analysis and overview some point about positioning and current marketing strategy of this brand. Besides, we also compare with Titan brand, the main player in the India market to make the current situation of Swatch clear.
Titan was launched in market in 1984. It is a joint venture of the Tata Group and TIDCO (titanworld.com). This brand is the leader in the watch business in India with four factories. Titan is today has taken a drive to improve its image as a maker of contemporary style and design in wrist watches. 1. Overview about positioning and current marketing strategy.
Swatch has many different segments and target customer....
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