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Global Marketing

Global Marketing. Ngo Anh Tuan Nguyen Thi Man Trinh Thi Thuy Tien Nguyen Thi Ngoc Phuong. Foundation . Swiss Corporation for Microelectronics and Watch making Industries Ltd., abbreviated as SMH was founded by Nicolas G. Hayek

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Global Marketing

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  1. Global Marketing Ngo Anh Tuan Nguyen Thi Man Trinh ThiThuyTien Nguyen Thi Ngoc Phuong

  2. Foundation • Swiss Corporation for Microelectronics and Watch making Industries Ltd., abbreviated as SMH • was founded by Nicolas G. Hayek • The merger of two Swiss watch manufacturers, ASUAG and SSIH, in 1983 • SMH changed its name to the Swatch Group in 1998

  3. Competitors • Luxury Competitor: RICHEMONT • Swiss Status Symbol: ROLEX • Swiss Luxury and Elegance: CHOPARD GENEVE • High-range Technological Competitor: SEIKO, ORIENT • Middle-range Innovation Competitor: CITIZEN • Electronic Innovation: CASIO • Digital & Electronic: TIMEX • Basic-range: FOSSIL

  4. Achievement • Owning 19 watch brands covering all price categories • accessing to the much more diversity global market • possessing the leading position in the worldwide watch industry • Swatch Group employs more than 28,000 persons (50 countries) • Gross sales in 2011: ~7,000 billion Swiss francs (2010: ~6.450) • Net profit: ~1,300 billion Swiss francs (2010: 1,100 billion)

  5. Product New Models every season High Standardization

  6. Price • Lowering costs through reduction of parts • High quality • “Pretty, Good and cheap” Global price leader strategy: “A presence at all price levels”

  7. Distribution • Tourbillon Boutiques • Tech-Airport Retail • Some selected Boutiques • Worldwide Distribution

  8. Promotion • The unique message: “High quality. Low cost. Provocative. Joy of life” • High quality: Swiss made • Provocation & Fun • Sponsor for “Outlaw”; Sports (Winter Sports; Extreme Sports…); Art; Alternative Fashion • Celebrity Endorsement

  9. Strengths • The strong brand reputation and prominent market position • Has a good way to fully uses its revenue • The various messages and models of Swatch brand can achieve many targets

  10. Weakness • Revenue per employee is less • Swatch came up with more products than the market could bear • Many troubles in SIT

  11. Opportunities • Joint venture with Tourneau • The increasing demand watch and jewelry in Asia • Omega

  12. Threats • Growing price of raw material • The customers of Swatch Group are rapidly changeable

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