...For the exclusive use of B. Tu 9-504-096 REV: NOVEMBER 22, 2004 YOUNGME MOON The Birth of the Swatch Ten years ago, the people on the original Swatch team asked a crazy question: Why can’t we design a striking, low-cost, high-quality watch and build it in Switzerland? The bankers were skeptical. A few suppliers refused to sell us parts. They said we would ruin the industry with this crazy product. But the team overcame the resistance and got the job done. — Nicolas Hayek1 In 1993, Swatch was the best-selling watch in the history of the watch industry. In 1992 alone, it sold 27 million units, while cumulative sales surpassed 100 million units (see Exhibit 1). In addition, it was widely acknowledged that the entire Swiss watch industry had been on the brink of disaster when the Swatch had been introduced 10 years ago; the phenomenal success of the Swatch was considered by many to have been a key factor in its resurgence. At the management level, much of the credit for the turnaround had been directed toward Nicolas Hayek, CEO of the Societe Suisse de Microelectronique et d’Horlogerie (SMH), which controlled nine global Swiss brands including Swatch. Over the past 10 years, Hayek had led the way for the success of the Swatch by committing SMH to a business strategy that in many ways defied industry wisdom about how global watch companies should be run. This strategy was based on a strict commitment to vertical integration (the company assembled all of...
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...Value Monopolies when Everyone Else is Merely Competing. HarperBusiness, New York. * Glasmeier, A. (2000). Manufacturing Time: Global Competition in the Watch Industry, 1795-2000, * Morrison, A. (1999). Swatch and the Global Watch Industry. Ivey Case #9A99M023. University of Western Ontario. * Pictet. (2003). The Watch Industry: What makes it tick? Geneva. Pictet & Cie. * Porter, M. (1980). Competitive Strategy: Techniques for Analyzing Industries and Competitors. Free Press, 1998. * Porter, M. E. (1998). On Competition. Harvard Business School. Boston * Porter, M. (1976). Interbrand Choice, Strategy and Bilateral Market Power. Vol. 146, Harvard Economic Studies. Cambridge, MA. Harvard University Pres. * Roberts, J. (2004) The modern firm, organizational design for performance and growth. Oxford University Press. Oxford. * Thomson, N; Baden-Fuller, C. (2010). Basic strategy in context: European text and cases. Chichester, Wiley. | | * Zaugg, K. (1991). Swatch after swatch after swatch. Electa, Milano. Articles * Abrami, R; Kirby, W; McFarlan, M; Wathieu, L; Wang, M. (2007). Fiyta, The Case of a Chinese Watch Company, Harvard Business School. * Anwar, T. (2012). ,Selling Time: Swatch Group and the Global Watch Industry. Thunderbird International Business Review. * Barrett, M. E. (2000). Time marches on: the...
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...Submitted By Group 2: Arunava Maity, Firoj Kumar Meher, Parvez Izhar, Pooja Sharma 1940’s- The Swiss dominated the watch industry because of their centuries-long history of jewelry-making expertise. Prior to the 1950s, watchmaking was a craft that required the skills of a master jewelry maker combined with the expertise of a micromechanical engineer. 1945’s-By 1945, The Swiss accounted for 80% of the world’s total watch production and 99% of all U.S. imports. 1951-Emergence of Low Cost Competition. U.S. Time introduced a line of disposable watches bearing the Timex brand name. Timex was selling its watches through a variety of low-priced outlets such as drugstores and discount houses. By the end of the 1950s, one out of every three watches bought in the United States was a Timex, 1970 –By 1970’sTimex was selling more watches than any other manufacturer in the world. 1970’s- During the same time, several Japanese companies like Hattori-Seiko and Citizen—had taken over the Asian market and were trying to cover up Europe and North America. As a result, the Swiss share of the global market declined, from 80% in 1946 to just 42% in 1970. The Introduction of Quartz Technology * Made use of quartz and integrated circuits * Provided Accuracy, more sophisticated functionality, more features like day & time·, Digital display, Analog watches. * Cheaper in cost of manufacturing. * A wide Price range, starting from $8 to $20, today even below $5. * Introduction of analog...
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...Advertising Professor Christin Walth Jenessa Carder, Chia-Ying Chen, Fango Lin, Yi-Hsuan Su, Ya-Ling (Claire) Wang, Winette Yee May 5, 2010 Swatch: The Global Watch The IMC Plan in Brazil, Japan, and Switzerland 1 Statement of Purpose Swatch (‗Swiss‘ + ‗watch‘) watches, created under the management of Nicolas Hayek, are fashion statements and pop-culture icons. They feature witty, outlandish designs that use intense colors and are youthful, provocative, stylish, and unpredictable. The mission of the IMC campaign is to tie the brand image with creative art in order to tell the brand story, strengthen Swatch‘s brand identity among the target audience (young students or professionals, aged 18-25) globally, and consistently incorporate different and relevant mediums (print ad, website, MTV – user-generated content, and online communities) to reach the target audience. The multi-country marketing analysis of The Swatch Group will aid in developing the IMC strategy and campaign for Swatch‘s CreArt (‗creativity‘ + ‗art‘) Collection in the following three countries: Brazil, Japan and Switzerland. When reading this, please be aware that Swatch did not impose an integrated marketing campaign in Brazil; rather, they only held one event and communicated to customers through Twitter. Therefore, the Brazil section is composed mostly of what The Swatch Group should do in order to meet their objectives. Furthermore, the cultural dimensions and components that will affect consumers shopping...
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...Work o Income o Marriage status o Social status • Potential market calculate by use of customer profile the potential market for example. 1.000.000 women 15% is your customer profile Potential customers 150.000 How often do the customer buy the product. For example. Customer buys 1 kilo of tomatoes a week which means 52 kilos a year than calculate the price of the tomatoes and than you can calculate the money price. Look at the market share. For example. First year I am aiming for a market share of 10% Calculate the competitor market. Hfd 3. SLEPT analysis + research EMP Chapt 3. SLEPT analysis Social: Example; Baby Clothes. - Ratio of Births - Number of families - Trends/Fashion - Ways of doing business (business culture) - Retail Chains Social is about the people of the country you’re exporting to. Legal: About the laws that apply in the country of choice - Taxes (VAT) - Quality laws (hallsmarks) - Imports/Export laws - Certificates - Packaging/labelling (don’t put employment laws in your slept) economical: - Consumer spending - Exchange rate - Trade balance (NL -> …. / …. -> NL) - Level of income / unemployment) Politics: - trade agreements between NL – Country of choice - membership (EU…?) - foreign policy (friend or foe) - government funding Technical: - Infrastructure...
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...COLEGIO DE LA PURISIMA CONCEPCION The School of the Archdiocese of Capiz Roxas City SCHOOL OF GRADUATE STUDIES An Output for the Subject B.A. 201 – Business Policy Submitted by: ARABELLE PONTILAR-ALOQUINA MBA 2 Submitted to: DEONY CABAOBAO, DPA Professor Second Semester, AY 2015-2016 National Book Store’s Socorro Cancio Ramos It has been the philosophy of Socorro Ramos to sell books. This Philosophy is the very reason for the establishment of National Book Store. At an early age, she worked as a salesgirl in Goodwill Bookstore in Escolta. It was owned by her brother and his wife. Because of her marketing skills, she was given the task of managing the store. Then in 1942, she and her husband established their very own bookstore, National Book Store. Despite the obstacles that came their way, amidst fire, storms and other difficulties, the have made National Book Store into a multimillion enterprise. It now operates more than a bookstore. It is also selling other types of merchandise. Socorro also successfully obtained the licenses to reprint international brands such as Hallmark Greeting cards, Prentice Hall, McGraw-Hill, and Addison-Wesley books. In 1996, Powerbooks, an affiliate of National Book Store for more specialized lineup of book titles was born. QUESTION ANALYSIS: 1. What virtues did Nanay Coring show as an entrepreneur? Courage is the mental or moral strength to venture, persevere, and withstand danger, fear, or...
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...Exploding across the region: On Dec 1, the World Health Organization cited the laboratory proof linking Zika to microcephalus in an consultative to its member countries. it'll think about on Tuesday whether or not to declare a global emergency. The United Nations agency aforementioned in Geneva on Thursday that Zika within the previous few months has unfold "explosively" to over twenty different countries within the Americas and will infect as several as four million folks. Whether the health authorities in Brazil and also the leadership at the WHO have taken too long to urge to the current purpose may be a subject of discussion among the international health community. The Brazilian government says its response once it had been 1st alerted by the doctors regarding the weird symptoms they were seeing was driven by the proof. “It was too early," told Claudio Maierovitch, director of the health ministry's Dept of malady investigation. "There were such a lot of different infectious prospects and Zika had ne'er been seen during this half of a sphere." And the person told that once Zika was known, the authorities’ response was supported information of the malady. Previous outbreaks of Zika, an epidemic 1st known in 1947 in Republic of Uganda, had occurred in little and scattered rural populations in Africa and Southeast Asia and also the symptoms were relatively kind. "We based mostly our response on the knowledge base obtainable, that Zika caused a gentle unwellness...
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...The Swiss Luxury Watchmaking Industry A general overview and a closer look at the celebrity 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 .........................................
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...The Swiss Luxury Watchmaking Industry A general overview and a closer look at the celebrity 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 .........................................
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...Promotions New reusable shopping bag in NBS National Book Store is saving the earth one shopping bag at a time with its new reusable shopping bag. The RED bag (stands for Reduce Earth’s Destruction bag) is NBS’ response to the ever-pressing challenge of reducing solid waste by limiting the use of plastic bags in retail stores. As the largest bookstore chain in the country, it recognizes its role in the proliferation of non-biodegradable refuse and its greater influence in reversing this harmful practice. This red mesh tote is sturdy and can handle moderate to heavy purchases. It is ideal for office and school supplies shopping. It is roomy, durable, and most importantly, “earth-friendly.” With the launch of this “ecobag,” NBS hopes to help change the Filipinos’ consumption practices and do its part in caring for the environment. Avail of the RED bag for a minimum purchase of P1,000 or buy it for P65 only. Get P0.50 off your purchase every time you shop with the RED bag. Limited stocks only. Our vision is to build a thousand knowledge centers in the Asia-Pacific region by 2025. Our core values are: having Malasakit, being Innovative, having Dignity in what we do, being Service-Oriented and striving for Excellence and working as Team. Having this MINDSET is key to our success. Mission: Our purpose is to serve our customers with tools that enrich their minds and improve skills to ensure their success. All our efforts are concentrated...
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...Consumer Decision Process and Problem recognition LEARNING OBJECTIVES 1) Understand the impact of purchase involvement on the decision process. 2) Know the various types of decision making used by consumers. 3) Know what problem recognition is, how it occurs, and how it fits into the consumer decision-making process. 4) Know how to measure problem recognition. 5) Understand how marketing strategy can be developed based on problem recognition. SUMMARY Consumer decision making becomes more extensive and complex as purchase involvement increases. The lowest level of purchase involvement is represented by nominal decisions: a problem is recognized, long-term memory provides a single preferred brand, that brand is purchased, and only limited postpurchase evaluation occurs. As one moves from limited decision making toward extended decision making, information search increases, alternative evaluation becomes more extensive and complex, and postpurchase evaluation becomes more thorough. Problem recognition involves the existence of a discrepancy between the consumer’s desired state (what the consumer would like) and the actual state (what the consumer perceives as already existing). Both the desired state and the actual state are influenced by the consumer’s lifestyle and current situation. If the discrepancy between these two states is sufficiently large and important, the consumer will begin to search for a solution to the problem. A number...
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...Part Market-Driven Strategy 1 Chapter 1 Market-Driven Strategy The market and competitive challenges confronting executives around the world are complex and rapidly changing. Market and industry boundaries are often difficult to define because of the entry of new and unfamiliar forms of competition. Customers’ demands for superior value from the products they purchase are unprecedented, as they become yet more knowledgeable about products (goods and services) and more sophisticated in the judgments they make. External influences from diverse pressure groups and lobbyists have escalated dramatically in country after country. Major change initiatives are under way in industries ranging from aerospace to telecommunications. Innovative business models that question the traditional roles of an industry are defining a new agenda for business and marketing strategy development. Companies are adopting market-driven strategies guided by the logic that all business strategy decisions should start with a clear understanding of markets, customers, and competitors.1 Increasingly it is clear that enhancements in customer value provide a primary route to achieving superior shareholder value.2 Consider, for example, Southwest Airlines’ market-driven strategy that has achieved a strong market position for the U.S. domestic carrier. The airline’s growth and financial performance are impressive. Although Southwest is the fourth largest U.S. airline, its market capitalization is greater...
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...www.sakshieducation.com Current Affairs (Sep 15 to 21) Bit bank 1. The International Economic Association (IEA) has appointed which of the following as president-elect of the association? 1) Kaushik Basu 2) Rakesh Mohan 3) Jagdish Bhagwati 4) Amartya Sen Who is only the second West Indian to score a test century aged 40 or more? 1) K. Edwards 2) S. Chanderpaul 3) J. Blackwood 4) D. Bravo K. Srinivas and Rashmi Kumari won the men’s and women’s singles titles respectively in the fourth world cup carom championship in 1) Sri Lanka 2) China 3) Maldives 4) India Shankar Barua shot himself on September 17, 2014. He was the former Director General of Police of 1) Assam 2) Odisha 3) Tripura 4) West Bengal The International Day for the Preservation of The Ozone Layer is celebrated on 1) September 15 2) September 16 3) September 17 4) September 18 Throng Tan Sang is the president of 1) Vietnam 2) Japan 3) Burma 2. 3. 4. 5. 6. 4) Laos 7. Which country has approved a law setting a two-year jail term for anyone involved in marrying a girl aged Under 18? 1) Iran 2) Bangladesh 3) Pakistan 4) Sri Lanka Mojang is the maker of the popular game Mine craft. Mojang is based in 1) USA 2) Demark 3) Sweden 4) China Which company has announced its acquisition of Mojang for a sum of $ 2.5 billion? www.sakshieducation.com 8. 9. www.sakshieducation.com 1) IBM 2) Facebook 3) Apple 4) Microsoft 10. Who won the National Women’s challengers...
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...Deeper Luxury lp lan eta ryr es t originalexperientialconnectedwholelovingdepthmeaningspecialnaturalauthenticgreengenuinetrustedconsceoustsusttainableethicalinnerintegralrespectfulplanetaryrestorativethri r us bl i na nableenchantinginnerintegralrespectfulconsciousrestorativeauthentircgreencontributingengagingworthwhileinspirinedcpinitualcreativediverseoriginalexperientialconnectedwhole gs o r taing henticg eengenuinetru s erseoriginalexperientialconnectedwholelovingdepthmeanitngtspecialnaturalauthentstgreconsciuiussuustedconscioussustsciinu bleethicalinnerintegralrespectfulplanetaryconscio hau a oas ic ed engeno netr dep su s t ovi g i e ectedwholelovingdepthmeaningspecialnaturalethichallelrunstedplanetarysustainableencharnttvinginnerintegralrespectfulconsciousres torativeauthenticgreencontributingengagingwo oa tai w o cted aningspecialnaturalauth me originalexperientialconnectedwholelovingdepntnh na e e us r enticgreengenuinetrustedconsciousspetainableethicalinnb rintegralrespectfulplanetaryrestorativethri o alc x l ie i ieo nableenchantinginnerintegralrespecltfuelrcntinsciousrestorativeauthenticgreencontributingengagingworthwhileinspiringspiritualcreativedeverseoriginalexperientialconnectedwvholre xp rati eth e th ina yr to ig ce erseoriginalexperientialconnescoredwholelovingdepthmeaningspecialnaturalauthenticgreengenuinetrustedconscioussustainableethicalininal rintegralrespectfulplantatraresconscio ee y et r inn langengagingwo ive fu d ectedwholelovingdepthmetaningspe...
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...P A R T I Discovering Momentum 1 1 The Power of Momentum Where’s the Impetus? Momentum. Most businesses get it at some point: the impression that everything they undertake succeeds effortlessly, as if they’re being carried along by a tailwind that increases their efficiency and propels them on to exceptional growth.1 Some hold on to it. Most don’t. Slowly, imperceptibly, the tailwind turns around and the momentum disappears, without anyone quite realizing what has happened. The company is still growing, but not as strongly as before, not as efficiently. Everyone’s maxing out, but it seems like there’s molasses in the works. Sound familiar? Sooner or later, it hits you in the face. Imagine you are meeting up with a senior analyst whose opinion counts with some of your company’s biggest investors. You think you’re on safe ground—after all, your company is doing better than the competition. But the analyst is in full gimlet-eyed, illusion-killing mode. “That’s nothing to crow about,” she says. “Yeah, you’ve got reasonable growth, but it’s nothing exceptional. You’re a safe bet, nothing more. Okay, I might tell my mom to buy, but 3 The Momentum Effect then she’s happy with inflation plus one. The way we see it, you’re really grinding it out. We reckon the strain’s getting harder, too. There’s no impetus—no momentum.” Words like that can really take the gloss off a day. The next time you gather your team, you don’t congratulate them on beating their targets—you...
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