This website uses cookies to ensure you have the best experience. Learn more

Marketing Plan For Swatch Watch Essay

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 this ...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'. Therefore,...

Other Essays On Marketing Plan For Swatch Watch

Marketing Differences B2B & B2C Essay

1283 words - 6 pages the outcome of the marketing effort is.The first step in marketing for a B2B or a B2C is the same, and that is to identify the target audience and determine what they need to hear from the company. Once this has been determined, the B2B and B2C marketing programs diverge (Murphy, 2002).B2B Marketing PlanThe B2B marketing plan normally tries to convert potential prospects into actual customers. This marketing campaign tends to be a long and very

Detailed International Marketing Plan Outline: Part II

1803 words - 8 pages detail. The international marketing strategy is outlined with respect to the product, promotional strategy, pricing strategy, and distribution. A marketing budget is designed to incorporate promotions for the air conditioners and deals with all the support needed to implement air conditioners in the market. Implementation and control of the marketing plan is looked at with focus on the timeline and milestones, the monitoring process, and the

"Using Perceptual Maps In Marketing"

986 words - 4 pages … My marketing plan was implemented for more than a year, and is time to find out weather or not has been successful. The customer perception of Cruiser Thorr was surveyed, and I had to plot the data on a perceptual map. The map will show whether or not my marketing activities were a success.The result was Perception needs focus! I correctly interpreted the research data for most of the parameters but I did not do well in Price and Services

Customer-Driven Marketing Strategy Of Titan (Watch Division)

2139 words - 9 pages Customer-Driven Marketing Strategy of Titan (Watch Division)IntroductionThe company we have chosen to analyze in our assignment is the world's fifth largest wrist watch manufacturer and India's leading producer of watches, Titan. This assignment tells us briefly what Titan actually is, its customer driven marketing strategy, how they create value for target customer view on the size and sales of the company and also the various market

Integrated Marketing Communications - Ireland

1249 words - 5 pages the culmination of a marketing analysis.Marketing tactics "are specific actions to be taken to execute a strategy" (Duncan, 2004). Tactics emerge from the strategy and are therefore specific to each plan. When planning tactics, consistency is needed to ensure a concise uniform message for all.Evaluation refers to how a message was received. This is the final step of the IMC plan. Evaluations should be on-going and the results shared with

Marketing And The Marketing Mix

912 words - 4 pages support the positioning strategy.A marketing strategy is a plan identifying what marketing Goals and Objectives will be pursued, and how they be achieved within the time available. Marketing strategies identify and specify target market and generate a practical marketing mix based on this data. Basically, a marketing strategy provides a 'big picture' of what a business's intentions are with regard to marketing.THE MARKETING MIXThe marketing mix is the

International Marketing Plan And Objectives

996 words - 4 pages Pure-n-Clean Water Filtration: International Marketing Plan and ObjectivesPure-n-Clean is a company that specializes in the manufacturing of water filters for under-developed and third-world countries. The company is currently seeking to expand business to Mexico based on the growing tourist areas throughout the country. The filters will allow local water sources to be used for drinking water for locals and tourists. The first step in any

Marketing Mix

1314 words - 6 pages charitable events and the employees, including the CEO, volunteer for various events. The charity work Southwest does also aids in the promotion of the company. Many consumers feel that it is a good company because of its social responsibility.The four elements relate to an organization's marketing strategy. Marketing is just one element of an organizations overall business plan. By understanding the product that the organization is producing

Country Risk And Strategic Planning Analysis Paper

2132 words - 9 pages and external constraints of the marketing environment (NetMBA, 2008).Service and accommodations are the products. The price must remain competitive with other resorts in the area. The resort is located in a designated tourist area and therefore, is an advantage in marketing the resort. Promotion will be conducted by internet, travel agencies, magazines and word of mouth from satisfied customers.Distribution/Supply Chain Risks Supplies require for

Business Marketing Is Radically Different From Consumer Marketing. Why Is This So?

1082 words - 5 pages marketing, situations where strong personal and business relationships grow between buyer and seller are not as rare. The strategic importance of many purchases is too great for companies to always shop around when making a purchase; they need to make absolutely sure that the product fits their needs and that it will be available when needed at the right cost. Therefore, many companies enter into long-term contracts, build relationships that enable

Sheffield Theatres Trust: Adapting Strategy

7102 words - 29 pages a very early stage. Younger people have to know what is going on in STT. The website of STT has also be developed for younger people, in order to reach them.In order to make this plan work, a financial budget needs to be made. How much money is there available to spend and how much is necessary to spend; this is in the hands of the marketing department. Besides that, the managers can hire younger people to work in STT, this is to make STT's

Similar Papers

Marketing Plan For Mc Bride Financial Services

824 words - 4 pages Marketing Plan for McBride Financial Services"McBride Financial Services will be the preeminent provider of low cost mortgage services using state of the art technology" (Apollo Group, 2005). Currently McBride is operating in five states including Idaho, Montana, Wyoming, North Dakota, and South Dakota. McBride Financial services wants to be a one-stop mortgage provider by offering the most efficient and effective processing of mortgage

Marketing Plan For Development Of Multi Cultural Calendar

4971 words - 20 pages locations. By the time other businesses catch on to this aspect of calendar production and sales, we will be leaders in this area. Therefore, it is recommend that you choose this product to develop and distribute during this calendar season.APPENDIX ADear Survey Participant:Thank you for taking the time to complete this survey. Your support is appreciated. This survey will be used solely for an MBA course project in Marketing at the University of

What Is A A Brand ?

2319 words - 10 pages policy contradicts brand building. Companies that opt for a low price strategy will find that short-term volume gains will be at the expense of longer term profitability. Furthermore, not only will there be less funds available for investment but the brand will be devalued in the longer term. For a market leader this is especially so. Negative marketing will have an adverse impact on the brand.INNOVATION.Innovation is by far the most potent weapon

Marketing Strategies Essay

799 words - 4 pages planning tool that:describes your business and its products and servicesexplains the position and role of your products and services in the marketprofiles your customers and your competitionidentifies the marketing tactics you will useallows you to build a marketing plan and measure its effectiveness.A marketing strategy sets the overall direction and goals for your marketing, and is therefore different from a marketing plan, which outlines the