Branding and Positioning
Cross examination of branded watches in the market
The world population is anticipated to grow at an alarming rate of 1.2% which will translate into 700 million customers from the upcoming markets and third world countries (Buchanan, 2007). The global population grossed seven billion in 2011 (Kunzig, 2011). This global population growth will surely drive the industries and their products. With this surging population growth in third world countries and new markets, the watchmakers are full of new prospects and opportunities. The competition will heat up in such markets as the watchmakers will be flogging to take charge of newer markets with their technologies.
The brand bonanza is a huge step forward in this worldwide watch market which entails all of the luxury brands and companies existing in the industry. The luxury markets are cut throat in terms of price wars because the niche markets are multiple and customers are in abundance. The watchmaking companies have purchased luxury brands at the expense of huge sums of money. For instance in 1999, LVMH took over Tag Heur for a price of $750 million. Then in 2000, Vendome purchased three luxury brands in one go:
Jaeger-Le Coultre
IWC Schaffhausen
A Lange & Sohne
The total acquisition cost around $1.7 billion (Buchanan, 2009). Some other acquisitions range from $30 million-$300 million. In case of a healthy and flourishing economy, the watch industry will keep its chin up and will soon be a subject to M&A's on the basis of value chains, technologies and reputable brands. This can subsequently change the industry profile for the best while it's is a pure indicative of price wars and domination of the market by a handful of watch corporations. The future of the watchmaking companies lies in these developing nations where vacancy is still available.
Section 2: Swatch is a reputable watch corporation. What strategies should Swatch use to fortify and strengthen brand equity in order to make is competent to rival new products such as iPod nano watch as well as paralleling fashion/designer labels such as LV and Superdry?
Concentrating on company-specific fortes
The marketing strengths and operations assist in assisting firms value superficial operations...
Research also helps in planning marketing programs through helping to identify new opportunities and thus to evaluate the potential for a new idea and also to identify the areas where the marketing efforts will be concentrated KnowThis LLC, 2012() Research also helps to minimize risks. By the marketing managers being able to plan the marketing efforts effectively and they can then identify what is required and to ensure that the
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The main focus of the 1980s regarding brands focused on a trend in takeovers, enabling successful brands to become extremely valuable on the open market. Even very early on, a value associated with a brand large was viewed in part as more important than the product itself. Early research indicates that many thought the only way to have a successful brand was to buy one. Many felt that the
Strategic positioning is the positioning of an organization (unit) in the future, while taking into account the volatile environment, plus the systematic recognition of that positioning. The strategic positioning of an organization includes the planning of the desired future position of the organization. On the basis of present and foreseeable progress, and the making of plans to realize that positioning. The strategic positioning method is devised from the business world. The method
Figure 2: Using the BCG Growth/Share Matrix To Evaluate Eleftria Market Opportunities Star Products Question Marks Cash Cows Dogs Source: (Anantachart, 2004) 3.3 e-retailing metrics The e-retailing objectives for Eleftria Athletic shoes and their plans for attaining them are defined here. The first objective is to create an e-retailing strategy that capitalizes on multi-channel management, meaning that e-retailing site will be accessible over the Web, through specialized interfaces on Blackberries and PDAs, and also will have telephone ordering
Meanwhile, brand images that emerged from the FGDs will then be determined and assessed quantitatively, wherein determined images will be presented to respondents, and will be asked to choose which image best fits the product cited in the survey. To evaluate the research conducted, I will cross-check the survey results, ensuring that the conduct of research was conducted in either one of the following manner: (1) a homogenous group of
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