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in advertising. The advertisement were distinguish and non-traditional from break dancing to celebrity endorsements; they were youthful similar to their target. They even went to hold a giantSwiss watch in the tallest skyscraper in Germany. People were astonished and many people wanted it. Even their retail shops were unpredictable; some line was sold in fruit and vegetables markets. The swatch was kept away from jewelry displays and was sold in boutiques.IV.How do you analyze the watch market and Swatch’s standing now? Whatwould you recommend Swatch marketing managers to do?The Swatch group has announced in 2018 a 70%increase in profits after periods of worldwideslowdown with one of the leading factors attributableto millennials’ increasing demand for Swiss watchesand innovative products regardless of price segment(Atkins, 2018).As such, Swatch has great opportunities for success intoday’s market as it is known for its innovative,youthful, and stylish image that young people arelooking for today. Also, being part of Swatch group gives swatch a huge advantage as it is ableto learn from this wide group’s experience as it leads the Swiss watches market with the highestmarket share amounting to 29.1% according to Morgan Stanley Research.In 2018, Swatch Group in collaboration with Audemars Piguet has revolutionized the wholewatch-making industry with the introduction of a new technology called Nivachron thatoptimizes the resistance of watches in the magnetism filed. The Group revealed that the firstwatch to receive this new technology is the Swatch brands with the introduction of a new SwatchFlymagic line making the Swatch brand a true leader in terms of innovation and newtechnologies (Markl, 2019).
The Birth of the Swatch8We recommend Swatch marketing managers to focuson marketing this core competence, the newparamagnetic technology, as it adds to whatdistinguishes Swatch from all the watches in theindustry giving it a sustainable competitive advantage.As some might argue that Swatch should take steps tocombat the new trend of smart watches developed by Apple and Android, we believe that Swatchshould focus on the new paramagnetic technology as customers looking for such smart-watchescan find them in other brands falling under the Swatch group umbrella (Atkins, 2018).
The Birth of the Swatch9Refrences:Atkins, R. (2018). Millennials hand Swatch a timely boost in sales | Financial Times. Retrieved from [Accessed 1 Apr. 2019].Cellich, C. (2012). Swatch case Study—Commentary. Thunderbird International Business Review, 54(5), 763-765. doi:10.1002/tie.21498Garel, G. (2015). Lessons in creativity from the innovative design of the swatch. Technology Innovation Management Review, 5(7), 34-40. doi:10.22215/timreview/912Markl, X. (2019). Swatch Flymagic - Inverted Automatic Movement and First Watch with Nivachron Hairspring (Hands-On) - Monochrome Watches. Retrieved from -watches.com/swatch-flymagic-inverted-automatic-movement-and-first-watch-with-nivachron-hairspring-hands-on/ [Accessed 1 Apr. 2019].