斯沃琪集团市场营销分析-MBA
Essay
A
Marketing Analysis of Swatch Group Ltd.
Introduction to Swatch Group Ltd. 斯沃琪集团的简介
在20世纪70年代,Nicholas G. Hayek的带领下降两家陷入财务困境的前身公司合并,从而创建斯沃琪集团。斯沃琪集团有限公司设计、制造、分销及销售成品手表,手表机芯,声望、钟表零件、电子系统和奢华珠宝。至于手表,Swatch集团公司有不同的品牌,不同收入组的范围,声望范围在hatot高范围,中层如天梭。斯沃琪集团有一个伟大的使命,成为世界上最好的手表和最广泛的客户需求。
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
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