...endorsement and sponsorship communication strategy used by the leaders. Karine Gautschi January 2005 HEC Lausanne – Hautes Etudes Commerciales, MIM – Master of International Management Thesis Director, MIM: Professor Stéphane Garelli Expert, Omega: Jean-Pascal Perret Table of Contents 1 2 INTRODUCTION .............................................................................................................. 1 LUXURY WATCH INDUSTRY: A SHORT OVERVIEW .................................................. 3 2.1 2.2 3 DEFINITION AND PRICE SEGMENTATION ........................................................................ 3 LUXURY BRANDS AND THEIR POSITIONING ..................................................................... 5 ANALYSIS OF THE LUXURY WATCH INDUSTRY........................................................ 7 3.1 THREAT OF NEW ENTRANTS .......................................................................................... 9 Capital requirement ............................................................................................ 9 Brand recognition ............................................................................................... 9 Distribution........................................................................................................ 15 3.1.1 3.1.2 3.1.3 3.2 BARGAINING POWER OF BUYERS ................................................................................. 17 Established brand.................................
Words: 34176 - Pages: 137
...endorsement and sponsorship communication strategy used by the leaders. Karine Gautschi January 2005 HEC Lausanne – Hautes Etudes Commerciales, MIM – Master of International Management Thesis Director, MIM: Professor Stéphane Garelli Expert, Omega: Jean-Pascal Perret Table of Contents 1 2 INTRODUCTION .............................................................................................................. 1 LUXURY WATCH INDUSTRY: A SHORT OVERVIEW .................................................. 3 2.1 2.2 3 DEFINITION AND PRICE SEGMENTATION ........................................................................ 3 LUXURY BRANDS AND THEIR POSITIONING ..................................................................... 5 ANALYSIS OF THE LUXURY WATCH INDUSTRY........................................................ 7 3.1 THREAT OF NEW ENTRANTS .......................................................................................... 9 Capital requirement ............................................................................................ 9 Brand recognition ............................................................................................... 9 Distribution........................................................................................................ 15 3.1.1 3.1.2 3.1.3 3.2 BARGAINING POWER OF BUYERS ................................................................................. 17 Established brand.................................
Words: 34004 - Pages: 137
...The art of reading situations is one of the skills that successful managers use to organize and manage their responsibilities. It is an intuitive process whereby a manager learns to “get a handle on a problem,” and it occurs at an almost subconscious level. Although there is a mystique or magical power associated with this talent, skilled leaders and managers develop this trained knack for reading situations to allow them to properly diagnose and solve problems in organizational life. Everyone can learn to read organizations. Seeing through to the truth needs patience more than activity. True “seeing” allows managers to break out of their traditional habits, look at the world through different eyes, to question old ways of finding solutions. To “see” is to find new ways to look at, think about, understand, and portray the world you see through your research lens. Legendary photojournalist Henri Cartier-Bresson coined the phrase, “the decisive moment,” meaning the moment when the subject and its significance come together for a split second. His talented, practiced eye recognized those fleeting moments. In our book, we also help you see the decisive moment through a trained capacity to plan, acquire, analyze, and disseminate insights that you mobilize to improve performance in your organizations. In week one our team discussed what makes a good research. According to the text, good research produces trustworthy data that are a result of calculated practices; wherefore these...
Words: 338 - Pages: 2
...Table of Contents 1.0 Executive Summary 2 2.0 Situational Analysis 2 2.1 Spanish Business and Environment Analysis 2 2.1.1 Political-Legal Analysis 2 2.1.2 Business Etiquette Analysis 3 2.1.3 Economic Analysis 3 2.1.4 Socia-Cultural Analysis 4 2.2 Hofstede’s Typology Analysis 4 2.2.1 Power Distance 4 2.2.2 Individualism 4 2.2.3 Masculinity 5 2.2.4 Uncertainty Avoidance 5 2.3 Market Analysis 5 2.3.1 Market Demographics 5 2.3.2 Main Segments 6 2.3.3 Market Needs 7 2.3.4 Market Trends 8 2.3.5. Market Growth 8 2.4 SWOT Analysis 9 2.4.1. Strengths 9 2.4.2. Weaknesses 10 2.4.3. Opportunities 10 2.4.4. Threats 10 2.5 Competition and Buying Patterns 10 2.6 Product Offering 11 2.7 Keys to Success 11 2.8 Critical Issues 11 3.0 Marketing Stragegy 12 3.1 Mission 12 3.2 Marketing Objectives 12 3.3 Financial Objectives 12 3.4 Target Markets 12 3.5 Positioning 12 3.6 Marketing Mix 13 4.0 Financials 14 4.1 Break Even Analysis 14 4.2 Sales Forecast 14 5.0 Controls 14 5.1 Implementation 14 5.2 Contingency Planning 15 1.0 Executive Summary Tiffany & Company was established in 1837 as a quality jeweler. They use only the highest quality of resources, such as their trademark platinum, to handcraft classic everyday pieces as well as trendy special occasion pieces. While Tiffany & Company is a high end jewelry retailer, there is something for everyone...
Words: 4963 - Pages: 20
...Part 1: Executive Summary Brent Cartier Manager for Special Projects in the Materials Department Hewlett-Packard (HP) Company December 15, 20XX I. Process Elements/Table of Content (Part 2) Part 1 Executive Summary Part 2 Table of Contents I. Issue with Impact Analysis Part 3 Immediate Issues Part 4 Systemic Issues II. Environmental and Root Cause Analysis Part 5 Qualitative Analysis Part 6 Quantitative Analysis III. Alternatives Part 7 Alternatives IV. List Recommendations Part 8 Recommendations V. Implementation Part 9 Recommendations Implementation Plan VI. Monitor and Control Part 10 Monitor and Control Part 11 Conclusion & Management Plan Part 3: Immediate Issue Hp’s distribution centers have been filled with pallets of the DeskJet printer. However the Europe is still claiming the inventory levels there needed to be raised. The Vancouver top management insists that HP is just going to meet customer needs with fewer inventories. Our immediate issue: 1. Too much inventory are in the DeskJet supply chain 2. European and Asian DCs cannot meet delivery requirement 3. Vancouver Division couldn't build the right products in the right quantities. Part 4: Systemic Issues 1.DCs operate system: Timing: Long Term Nature: Strategic In order to match Vancouver’s pull production system, DCs operate system need to be updated to a pull system as well. Now DCs performance measures are LIFR (Line Item Fill Rate) and OFR (Order Fill...
Words: 2325 - Pages: 10
...Rolf Butz 10/28/2008 International Business BADM 455 Section 2 Swatch Group 2 Table of Contents Executive Summary .............................................................................................................. 1 Introduction ......................................................................................................................... 5 History ................................................................................................................................. 5 Industry Analysis .................................................................................................................. 7 Company & SWOT Analysis ................................................................................................ 11 Current Situation &Global Market ..................................................................................... 17 Competitor Analysis ........................................................................................................... 23 Recommendation............................................................................................................... 26 Conclusion ......................................................................................................................... 29 Methodology ..................................................................................................................... 30 Exhibits .................................
Words: 8274 - Pages: 34
...Q:How companies identify attractive market segments and choose a market targeting strategy? References Harvard Business School Case Study: Going to Market, Ref. 9-599-078 Harvard Business School Case Study: Note on Marketing Strategy, Ref. 9-598-061 http://www.netmba.com/marketing/situation/ -5Cs analysis Principles of Marketing by P. Kotler & G. Armstrong East Magazine (HK) Executive Summary To define a competitive market segment for targeted marketing strategy, it is required to identify the core competitiveness of the Firm, in relation to the existing competitors in the market. To identify suitable segment by 5Cs Analysis 1. Customers 2. Firm’s Competitive Advantages 3. Competitors’ Edges 4. Collaborators 5. Market Context in Segmentation. To judge the targeted segment before committing to a strategy with reference to four critical factors; 1. The Source of Demand Generation; 2. Demand Fulfillment; 3. After Sales Services; and, 4. Information/Market Feedback for Strategy Development. Finally, the nature of product or services for distribution, are there any competitive advantages in either or partial perspectives by creating value; 1. Exclusive Distribution Exclusive distribution usually can be seen in retailing market, especially for the high-end products or high-priced products e.g. Cars, Jewelry. The most advantage is marketer can enjoy lack of competitors in the same marketplace. However, the retailer need...
Words: 1076 - Pages: 5
...mouth, branding, etc. However, before attracting customers to consume, the important things that companies have to achieve are finding the right purchasers, aiming at the correct market and using precise strategies and methods to analyze and promote their products. The market nowadays is not homogenous but diversified. Competition is also not just within a country but global due to rapid and easy transfer of information. In order to compete with various competitors and match what customers demand, companies should pay more attention to their strategies for marketing. From marketing text books, we can find plenty of strategies and methods to help companies to distinguish their target market, for example macro and micro environment analysis, SWOT analysis, marketing mix and STP strategy, etc. Enterprises will benefit from using these theories and increase market share or profit. In the following research, the marketing strategies and features will be outlined and identified with regards to the brand OMEGA in the Swatch Group, which is one of the best-known brands in the watch industry. Brand Overview OMEGA is one of the brands of the Swatch Group which is a well-known manufacturer in the watch market. There are 19 watch brands in the group, and each brand has different price categories in order to fit with different segments of customers. In each year, the group produces thousands of watches and these watches are sent to the group’s worldwide network of distribution organization...
Words: 2675 - Pages: 11
...INTRODUCTION As India makes rapid progress in the retail arena, the Indian Jewellerymarket is undergoing a gradual metamorphosis from unorganized to organizedformats. The jewellery business in India is estimated to beat Rs. 50,000 crores.According to the independent estimation studies conducted by World GoldCouncil & Mckinsey, out of the overall market share, the share of organized jewellery market is less than Rs. 1,000 crores. This accounts to about 2-3 % of the total market share. But given that this is a relatively new segment of the market, it is poised to grow. Jewellery retailing is moving from a „Storehouse of value‟ to a „Precious fashion accessory‟. Plain gold is gradually easing its stranglehold on the Indian consumer psyche to give way to diamonds, platinumand colored gemstones. The way jewellery was worn before is undergoing atremendous change. Traditional designs are yielding to modern jewellery, heavygold is giving way to light and simple designs. Consumers are more qualityconscious than ever before. The jewellery market is one of the largest consumersectors in the country- larger than telecom, automobiles, and apparel andperhaps second only to the foods sector. Interestingly, organized retailers haveattempted to understand the market, anticipate social change and strategiesappropriately. They have ceaselessly endeavored to derive the formulae of “What the consumer wants?” The young Indian woman who is the prime market for the organizedretailers differs from...
Words: 3216 - Pages: 13
...Marketing Analysis for Patek Philippe and Rolex by: Joe Tylutki TABLE OF CONTENTS: I. Introduction II. Situation Analysis III. Marketing Planning IV. Implementation and Control of Marketing Plan V. Conclusion INTRODUCTION: Keeping track of time has been a major part of human life and has been used since the beginning of man. For thousands of years devices have been used to measure and keep track of time. Sexagesimal systems have been used to keep track of time and dates back to nearly 2000 BC, in Sumer. The Ancient Egyptians used the movement of the sun to capture time by using large Obelisks. They divided the day into two 12-hour periods, which the human population still uses today to keep track of time (Wikipedia). Government SIC code 3873 Watches, Clocks, Clockwork, and Device/Parts have a myriad of directions that can be utilized to help one understand a specific field within this SIC code category. This marketing analysis will focus on two very distinctive wristwatches that are considered to be the best in the 3873 SIC code category. These two hand crafted wristwatches have been around for many decades and have change the way consumers tell time. The two brilliantly crafted wristwatches are that of high-end quality, design, the names of these high-end luxury wristwatches are Patek Philippe and Rolex. Each of these wristwatches possesses unique qualities that differentiate them from others. Patek Philippe invented the first wristwatch...
Words: 3252 - Pages: 14
...Mountain Resort Situation Drowling Mountain is a community resort, situated 45minutes away from Syracuse, New York, one of the larger cities in New York, with a population of 145,170 people in 2010. Drowling Mountain was also located near some surrounding communities in Onondaga County, which has a population of 321,830 people. Drowling Mountain offers snow related activities such as snowboarding and skiing, along with operating a full service chalet, which has equipment rentals, food and beverage for sale, ski instructions and lodging rentals available for overnight guests. Drowling Mountain has a close connection with the city of Syracuse and its local businesses, however, over the past couple of years, Drowling has been struggling to cover its fixed assets and operational costs, which is a reflection of their lower top-line revenue sources. Being a community resort, they find themselves competing against the other 34 resorts inside the state of New York and they need to establish some points of differentiation, “only here” type of activities and services that would make them unique and sustainable against the other rivaling resorts in the state. Objective Drowling Mountain needs to develop a new marketing plan, which is focused on top ling growth for the company. Increasing sales and having new pricing schemes would be very beneficial for the company, as they attempt to lower their financial debt and increase their cash flow on hand. Analysis Environment: ...
Words: 2014 - Pages: 9
...Pioneer or Dreamer? -- Analysis of the “Shanghai Tang: The First Global Chinese Luxury Brand?” case 1. Introduction According to the case “Shanghai Tang: The First Global Chinese Luxury Brand?”, Shanghai Tang was struggling for more than 18 years to be the first global Chinese luxury brand, but unfortunately, until today, Mr. David Tang, the founder of this brand, still has to face a lot of problems: international brand awareness, costumer approval, operation & marketing strategies, relentless competitions, intercultural communication and multicultural integration, etc. It may be on the right track, maybe not. Is Mr. David Tang a pioneer? Or is he just a dreamer? In this analysis report, I will separate all these arguments into four parts: the company’s activities and current development; comparison of competitors’ strategies and tactics; intercultural issues and costumer behaviour in the luxury industry, especially Chinese market; recommendations and alternative solutions for Shanghai Tang’s future strategies. In this report, I will focus on the two most important factors: “inter Culture” and “luxury”, which will impact on the future strategies of Shanghai Tang, and I will defend my standpoints by analyzing the environment of luxury industry and cultural context in China. 2. Shanghai Tang’s current development and business situation Since 1995, the Swiss luxury company Financiere Richem SA (Richemont) became the main shareholder of Shanghai Tang, Tang’s company...
Words: 2971 - Pages: 12
...Canada Global Cultural José A. Rivera Osorio GRST 500 Research Paper Prof. Jared Mink April 8, 2014 Abstract Canada is the second largest country in the globe with population of over 32 million, the largest and most important industry Canada has is oil and logging. For businesses who want to expand towards Canada they are eight dimensions of business culture that will be detail in this analysis, and how NAFTA was formed. The agreements between U.S. and Canada with provisions that will benefit both countries, Canada also has bilateral agreements in trade with European Union and Asia, however we will only analyze U.S.-Canada cultures in business. Canada’s History The first inhabitants of Canada were native’s Indian people, primarily the Inuit “Eskimos. The Norse explorer Leif Eriksson reaches the shores of Canada at Nova Scotia in the year 1000, but the country actually begun 1497 with the introduction of the white man, John Cabot Italian at the service of King Henry VII of England reaches Nova Scotia. Canada was lost to the English in the year 1534 by Jacques Cartier which was the settlement of New France 1604, but was then was Nova Scotia in 1608. Quebec was founded, France’s colonization were not successful and ended at the end of 17th century. They penetrated beyond the Great Lakes to the western prairies and south along the Mississippi to the Gulf of Mexico. The English Hudson’s Bay Company in 1670 establishes themselves because of the abundance of fisheries...
Words: 3276 - Pages: 14
...A STUDY REPORT ON CONSUMER BUYING BEHAVIOR FOR BRANDED AND NON BRANDED JEWELLERY IN INDIA Date of Submission: March 28th, 2012 SUBMITTED TO- Dr. Richa Misra SUBMITTED BY- Gaurav Khatri TABLE OF CONTENTS S.no | Particulars | Page no. | 1. | Introduction | 1-2 | 2. | Objectives | 3 | 3. | Research problem | 4 | 4. | Hypothesis | 4 | 5. | Methodology | 5 | 6. | Literature review | 6-9 | 7. | Difference between branded & non-branded jewellery | 10 | 8. | Analysis of data collected | 11-12 | 9. | Questionnaire | 13-16 | 10. | References | 17 | INTRODUCTION As India makes rapid progress in the retail arena, the Indian Jewellery market is undergoing a gradual metamorphosis from unorganized to organized formats. The jewellery business in India is estimated to beat Rs. 50,000 crores. According to the independent estimation studies conducted by World Gold Council & Mckinsey, out of the overall market share, the share of organized jewellery market is less than Rs. 1,000 crores. This accounts to about 2-3 % of the total market share. But given that this is a relatively new segment of the market, it is poised to grow. Jewellery retailing is moving from a ‘Storehouse of value’ to a ‘Precious fashion accessory’. Plain gold is gradually easing its stranglehold on the Indian consumer psyche to give way to diamonds, platinum and colored gemstones. The way jewellery was worn before is undergoing a tremendous change. Traditional designs are...
Words: 3072 - Pages: 13
...more importance than others. The future of advertising is not only linked to its own creative ability, but the speed and certainty with which the new media adapted to many of which still exist. (Guerrero, 2006) Statement of the Problem The study will gather data on the behaviors of students from UPR Ponce consumers, if the people are affected or influenced by advertisement strategies, to perceive the different market offerings and are led to buy. Purpose of the Study The objective of this study is to know how commercials affect in the UPR Ponce people decision on buying a product. Also, we want to identify which strategies are most beneficial when making an ad for the purpose of motivating the target market to buy the products. Scope of Analysis Four factors will be analyzed: 1. Commercial advertising that promote the purchase of the product by using subliminal messages. 2. What impact has advertising in UPR Ponce consumers? 3. Why do you purchase a product? 4. Why use this type of product? Methodology In the methodology, we used primary data and secondary data to carry out the research. We prepared a survey to investigate, how important are sale prices for people when they are shopping. After having completed the distribution of surveys we realized that the questionnaires did not have any sense, we had to any conclusion. Realizing that the instrument used was not served, we began to analyze how to do a case study. Were interviewed a...
Words: 3971 - Pages: 16
