Paper On Marketing Plan For Swatch Watch

1174 words - 5 pages

INTRODUCTION:This marketing plan is prepared to explain the goals and objectives of a dedicated marketing function within The Swatch Group (Swiss) when The Swatch Group (Swiss) exports Natural Sign Swatch Watch to Malaysia. This plan draws on the experience of marketing professionals in this industry as well as professionals in the advertising, marketing and community relations' disciplines of the private sector. The target market is for youngsters aged between 18 years old to 25 years and the price is $50. The goals of The Swatch Group marketing organization are to:Provide necessary and useful information to customers and potential customers to enable easier use and understanding of t ...view middle of the document...

Other major languages used are Chinese and Tamil. As a result, The Swatch Group need to has the promotions and catalog books that with this two main languages-Bahasa Malaysia and English. (Washington D.C.: Central Intelligence Agency, 2000)ECONOMIC ANALYSIS:Distribution of Population:Due to cultural analysis above, this watch can be concentrate selling in the urban such as KLCC, Lot 10 Shopping Center, etc. and also suburban such as One Utama, etc. (Swatch AG, 2004)Economic Statistic and Activity:In Malaysia, the rate of growth (real GDP) is 4.1% and the personal income per capita is $8800 in year 2002. Therefore, the inflation rate (consumer price) is 2.8% in year 1999. By this information, The Swatch Group can set up the price of this watch and $50 is appropriate. (The World Factbook, 2003)Channel of Distribution:There is only one main import agent in Malaysia. It is The Swatch Group (Malaysia) SDN BHD, which located in Kuala Lumpur. On the other hand, there are seven main retailers in Malaysia: Kinta City Shopping Center (Ipoh), Mid Valley Megamall (KL), Lot 10 Shopping Center (KL), Penang Plaza (Penang), Time Square Shopping Mall (KL), Suria KLCC (KL) and One Utama (PJ). But, this watch also sells by other middlemen such as watch shops that in the shopping center such as Cheras Leisure Mall. The scale of operation in those retailers is large and the methods of operation are cash and credit. (Swatch AG, 2004)MARKET AUDIT AND COMPETITIVE MARKET ANALYSIS:Product Adaptation:This watch will selling fast at everywhere because of its outlook that is attractive and lovely for girls. Therefore, within the lifestyle of youngsters, Swatch is well-known brand, simple and has an easy function compare to other brands such as Casio. On the other hand, customers can have a look on it and wear it before buy it. (International Marketing Project)Even though Swatch is well-known, but it also facing many problems. The main problem is Swatch has many competitors such as Morgan, CK, Guess and etc. Those brands are far more well-known compare to Swatch within those who are like to 'play brands'. Therefo...


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