The Birth of Swatch

Topics: Marketing, Seiko, Strategic management Pages: 2 (694 words) Published: February 1, 2013
The Birth of the Swatch

The Swatch was well-known watch in the history of the watch industry. When it came out at first, it was quite sensational, resulting in more sales than it expected. Since the Swatch had grown strong in the watch industry, it could maintain its reputation and there were more opportunities to success in this industry.

In order to find out its success strategies or factors, the following shows its Strengths and opportunities. In addition, its weaknesses and threats could reflect considerations on this future forward. SWOT analysis

Strengths| Weaknesses|
* High Consumer loyalty * A clean price * Unique designs * Innovations in automation and assembly * Promising designers were adopted * Good reputation * High quality | * Late entry in a quartz watch market * Relatively higher price than Asian competitors| Opportunities| Threats|

* More rooms for growth in markets * Still has a name value * Has unique messages and ads| * Numerous numbers of competitors in low-price sector in the watch industry * In the mid-price sector, consumer price sensitive is higher and compete against a number of Hong Kong companies|

For several reasons, the Swatch was successfully entered the new watch industry with its effective strategies and unique products. Firstly, it committed to vertical integration, building and assembling the low-priced quartz watch in Switzerland. The designing proprietary production techniques helped to reduce the production cost. On top of that, the Swatch tried to deliver the unique message to the consumers, making Swatch more than a commodity and adding genuine emotion to the products. One of the main strengths of the Swatch is its unique design. The various designs of watches were created by the artists, architects, and industrial designers. It introduced new products or lines every time with no repetitions. It led loyal consumers to purchase several Swatch products in...
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