F

O
H
T
R
I
B
THE

PRESENTED BY:
SAMIKSHYA RANA
A
SMRITI BAJRACHARY

OVERVIEW
IN 1983, NICOLAS HAYEK CEO OF SMH LAUNCHED SWATCH
SWATCH MADE UP OF PLASTIC; THEY FEATURED WITTY, OUTLANDISH DESIGN THAT
USED BRASH AND INTENSE COLOR.

SWATCH MESSAGE - HIGH QUALITY, LOW COST, PROVOCATIVE, JOY OF LIFE AND HARD
TO COPY

IN 1993 SWATCH HAS BECOME THE BEST-SELLING WATCH IN THE HISTORY OF WATCH
INDUSTRY BY SELLING 26 MILLION SWATCHES AND MAKING SALES UP TO 100 MILLION.

REASONS FOR BIRTH OF SWATCH

RISE OF QUARTZ TECHNOLOGY
NO ARTISTIC DESIGNS
HIGH RANGE OF PRICE
LOW PRICE COMPETITION

ISSUES
EMERGING COMPETITION
CHALLENGE IN SELECTING DESIGN AND IDEAS.
DESPITE OF BEING LEADER IN HIGHLY FRAGMENTED LOW-PRICE SECTOR, ITS
MARKET SHARE IS LOW.

IN MID-PRICE SECTOR, CONSUMER PRICE SENSITIVITY IS HIGHER SO MARGIN

TENDS TO BE LOWER THAN OTHER TWO SEGMENTS.

TO INCREASE MARKET SHARES IN US

OPTIONS
PRODUCT LINE EXTENSION:
SCUBA LINE WATER RESISTANCE UP TO 200M.
CHRONO LINE- FOUR STOP WATCH HAND IN ADDITION TO NORMAL HOUR AND
MINUTE HANDS

PRODUCT DIVERSIFICATION AUTOMOBILE

TELECOMMUNICATION DEVICES
FOCUS ON MOVING PRODUCTION TO HONK KONG

RECOMMENDATION
CHOOSE PRODUCT LINE EXTENSION

MATCH CUSTOMER BASE

DRIVE AWAY THE COMPETITIONS FROM SMALL COMPETITORS
TECHNOLOGICAL ADVANTAGE
OPPORTUNITY TO GRAB US MARKET SHARES
NOT RECOMMENDED- PRODUCT DIVERSIFICATION AND FOCUS ON MOVING
PRODUCTION TO HONK KONG

THANK YOU