斯沃琪集团市场营销策略SWOT分析--留学生MBA essay代写范文

留学生MBA essay代写范文:“斯沃琪集团市场营销策略研究分析”，这篇论文主要描述的是斯沃琪集团创建于20世纪70年代，当时的Nicholas G. Hayek将两家即将面临财务危机的公司进行了资源整合与合并，本文则运用SWOT分析法进行分析，认为斯沃琪集团之所以能够走向成功的关键在于斯沃琪集团在发展的过程中建立了一个强大的品牌口碑，并且旗下品牌业务的针对性人群广，能够较好的满足用户的消费需求。

In 1970s, Nicholas G. Hayek has lead ASSUAGE and SSIH, two financially troubled predecessor companies to merge, and therefore created Swatch Group Ltd. Swatch Group Ltd designs, manufactures, distributes and sells finished watches, watch movements, prestige watch components, electronic systems and luxury jewelry. As for watches, Swatch Group Ltd have different range of brands for different income group, prestige range such as Léon Hatot, high range such as Union Glashütte, middle range such as Tissot and basic range such as Swatch. Swatch Group Ltd have one great mission, which is making the world’s best watches and catering for the widest customer demands.

SWOT Analysis SWOT分析

Strengths

Swatch Group have a strong brand reputation and a prominent market position. We are a huge and successful company who owns nearly 20 world famous watch brands, including different range of brand for different gender and income group. Other than that, we also have a strong financial performance that make us capable to strengthen our leading market position. (Professor Rolf Butz, Page 12)

Weaknesses

Compared to our competitors, our revenue per employee is relatively low. This low revenue per employee indicates that the employees are less efficient compared to our competitors. Other than that, one of our company’s major weakness is the low asset turnover ratio, which indicates the poor management of operation and inability to deploy assets profitably. (Professor Rolf Butz, Page 14)

Opportunities

One of the biggest opportunities for Swatch Group is the joint venture with Tourneau, the company that recorded in the Guinness World Record as the largest watch store. Other than that, the increasing demand for watch and jewelry is also an opportunity for us. This precious opportunity enable Swatch Group Ltd to gain higher revenue as Swatch Group Ltd have the good reputation as well as number one position in the industry. (Professor Rolf Butz, Page 14)

Threats

The biggest threat to Swatch Group is the continuous price growth of raw material which will increase the costs of our company and reduces our profit. Next is unpredictable of the preference of the fashionable urban citizens, therefore Swatch Group must have the ability to anticipate and gauge the change of fashion trends and the appetite of our customers. (Professor Rolf Butz, Page 16)

Introduction to Tresoul

Tresoul, is a subsidiary brand of The Swatch Group. “Tresoul” it means Treasure and Soul. We choose this name because we put some “soul” sentiment in our product design, adding on we hope people would sizes their precious time just like how people cherished their treasure.

Logo

Our brand logo is represented by our brand concept- “Twins” series of watch. It’s simplest of an icon to bring out our brand’s idea and concept. That two face in our logo with one front side and another upside down represent a male and female. For the left-side face, it represents male by using

blue colour, it is because blue also represents the depth and trust, loyalty, wisdom, confidence, stability and integrity like a man. (Bourn, Color meaning : meaning of the color blue, 2011) For the right-side face, it represents female by using pink colour, it is because pink is a subtle colour, which means sweet, cute, playful, romantic , charming, feminine, and tenderness like a female. (Bourn, Color meaning : meaning of the color pink, 2010)

Slogan

Our brand slogan “This Time, like all Times, is a very good one”. The first half of our life is spent looking for something and we experienced through it. Whatever good or bad we have gone through, we must always treasure time and believe that the next, is going to be a good one.

Watch series: Twins

Introducing a watch that can be used for right hand and also left handed people to make it easier for the user to strap on our watch. This watch are made and assembled in Switzerland and is a mechanical watches. The case of this watch can be spin to suit left hander and also right hander.

The following will be the specification of Twins:

Watch series: Twins Case Material: Titanium Case Diameter:42mm Case Thickness:8mm Water Resistance:3 ATM (30 m / 160 ft) Dial Color:Silver Dial Type:Normal Band Material:Stainless steel, Leather, Rubber Band Color:Black, Blue, Pink, Red etc. Band Width:21mm Watch Length:243mm Movement Type:Mechanical ETA Warranty:1 Year

As for Twins series watch design, the number in appearance of the front case will be Roman numeral. It’s a casual design that represents relax, no burden for going to date, school, or some formal occasions. Watchband will be leather with black colour because black means strength, fear, mystery, power, authority, elegance, form, and maturation. Black is the colour of all the other necessary changes shades and tones. (Bourn, Color meaning : meaning of the color black, 2010). The other side of watch is designed with Arabic numeral. Its sport design reveals an energetic spirit for going on sports or leisure time. Watchband will be rubber with red colour because red means confident, courageous, determined, energetic, powerful, passionate, impulsive, excited and aggressive. Red for physical energy, desire, passion, and desire. It symbolizes action, confidence and courage. (Bourn, Color meaning : meaning of the color red, 2011)

Twins Features

Mechanical Watch

Twins is a mechanical watch that is function by the movement of spring inside the driven, driven gear and then push the table needle. Besides that, this self-winding watch also combining the use of automated plate movement inside the watch and it will swing the momentum generated through the drive winding to produce energy to the watch. Twins mechanical watches will become fashionable as the ultimate green watch because Twins mechanical watch do not require any batteries for the watch to operate and they also can be considered to have been recycled.

Titanium Case

Twins watch is made up of Titanium. Experiments have been carried out by scientists and confirm that titanium watches are 30 percent stronger than stainless steel, yet titanium weight less. Titanium is found in rocks and sand deposits which is dark grey in color. It’s mainly purpose was to be used in aircraft construction and NASA space materials. Beside from its lighter weight, the primary reason we choose titanium as casing of Twins watch because it contains an oxide film that does not rust or corrode. In terms of watch wear, titanium watch is very suitable and useful for underwater use, or for people they wear watch daily in harsh environment. Moreover, titanium is hypoallergenic, so it is less likely to cause irritation if the skin perspires.

Reversible double dial watch

Twins is a reversible double dial watch. This timepiece is the first double face wristwatch to be presented by Swatch, and it is special designed for left handed and right handed wear, meaning that Twins is a suitable watch that can be worn either in left hand or right hand by reversing its face. The primary purpose of making Twins into a reversible double dial watch is because most of the watches are only designed for left hand wear but not for right hand. Therefore, Twins come out with a unique design feature which is reversible double dial watch, and this is very suitable for left or right hand wear. Reversible watch feature also become the main issue of Twins as it has solved the problem of right hand wear users.

Reasons of designing Twins

Twins is originally a mechanical watch and the main purpose we make it as a mechanical watch is to externalize the “Green” energy to the people around the world. This is because Twins mechanical watches do not need any batteries for the watch to function. Mechanical watch also considered as environment protection watch since no batteries are needed and would not pollute the environment. Moreover, we use titanium as our Twins casing material because it is much stronger and lighter as compare to stainless steel. Customers would feel more comfortable when they wear Twins watch as it is lighter and have the feature of hypoallergenic which is suitable for people with skin allergy problem caused by perspires. Additionally, the main issue of Twins is it has solved the problem of right hand wear user of watch. Twins watch are available for left hand or right hand wear since the watch has reversible double dial characteristic. Otherwise, the unique design feature of Twins is based on ergonomics which means people would feel more comfortable when they wear Twins watch as compare to others.

Target Market

The current target market for our product is young people. Targeted young consumers can divided into two categories which are primary target audience and secondary target audience. For the primary target audience, consumers from the age of 16 to 22 are targeted because they prefer products with high level of creativity, innovative and fashionable design. Their income range is between RM800 to RM1600. The product is suitable for both male or female. For the secondary target audience, we target the age group in between 23 to 28 years old. Normally their allowance range is between RM1600 to RM3500. Most of them are working professional and have more specific sense of design and fashion. Their motivation to buy the product is the need of a watch for casual occasions. Mostly the young teenagers and students are enthusiastic about the dashing design of watch. Since our watch is able to spin on the watch-case, it is suitable both left handed and right handed people. Consumer who have good taste in design and have interest towards fashion and trends will be attracted by our user friendly and unique design. This age group are highly active on the internet and easily influence by the advertising and their friends’ posting on Facebook, Instagram, Twitter and so on. Young people are easily attracted by the appearance as well as the functions of the watch and eventually triggered their desire to buy as collection or fashion accessories. This trendy and stylish design is well-liked and popular among young teenagers or people. This design will create an active lifestyle to captivate young consumers.

Product Positioning

Our company is using different positioning approaches which are genuine quality with reasonable price to our consumers. We offer a more reasonable price to young people so that they can afford and have the purchasing power to buy it. We are positioning our product as “famous and fashionable” product that creates a new market for the young consumers. Our product is more innovative and attractive comparing to our competitors. Our watch is made up of titanium, so it is differs from stainless steel, leather or ceramic watches. We are the first company to come out with a watch that is suitable for both left handed and right handed people. This design is actually convenient for left handed people because in the current market, majority of the watches are designed for only right handed people. This creative design makes the watch far more superior compared with others. According to the research conducted, there are a few watches that are suitable for left handed people in the market. Therefore, our company have the priority to launch this unique product to target young people’s market. We ensure that our product has a unique, credible and sustainable position in the mind of our consumers. Hence, our brand is more easily to immerse consumer into it by imposing the creativity of watch into young consumers’ mind.

Our product brings convenient to left handed people, we proceed by expanding the market for them in order to maximise our profit. Left handedness is less common than right handedness. Studies suggest that 10% to 15% of the world population is left handed. Males are more likely to be left handed than females. From 64 study populations of meta-analysis which is concerning about the incidence of left handedness in males and females, overall 8.52% of males are left handed if compared with 6.69% of females, this indicating that the male incidence being 27.4% higher than females. According to the study, about 15% of under age 30 are left handed people. (Beatrice, Page 2)

Our company launch this product with some rational product features which are rotatory, waterproof, resistance, durable and made of titanium. These features allow it to differentiate itself from other competitors in a stronger and durable manner. The functional benefits of our watch include the watch-case which can be spin freely and it can be worn by both left handed and right handed people. Our company will ensure that the product is valuable for our target consumer by creating the trendy style, modest price and high quality watch. By purchasing our watch, consumers can gain different emotional benefits from it such as being fashionable, being cool and differentiate from others. This kind of watch design fit different personality of young people for example young, active, playful and passionate. Our company create the distinctive feature which is differentiated from other competitors’ product is appealing to young target groups.

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