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Global Marketing

The Swatch Group, founded by Nicolas G. Hayek from the merger of ASUAG and SSIH, dominates the global watch industry, offering 19 brands across all price ranges. Known for quality Swiss craftsmanship, Swatch emphasizes a unique strategy of accessibility with products that reflect high standards at lower costs. Despite challenges like fluctuating raw material prices and market saturation, opportunities abound in Asia and through strategic partnerships. The company is recognized for its strong brand reputation, continual innovation, and commitment to promoting a joyful lifestyle.

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Global Marketing

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  1. Global Marketing Ngo Anh Tuan Nguyen Thi Man Trinh ThiThuyTien Nguyen Thi Ngoc Phuong

  2. Foundation • Swiss Corporation for Microelectronics and Watch making Industries Ltd., abbreviated as SMH • was founded by Nicolas G. Hayek • The merger of two Swiss watch manufacturers, ASUAG and SSIH, in 1983 • SMH changed its name to the Swatch Group in 1998

  3. Competitors • Luxury Competitor: RICHEMONT • Swiss Status Symbol: ROLEX • Swiss Luxury and Elegance: CHOPARD GENEVE • High-range Technological Competitor: SEIKO, ORIENT • Middle-range Innovation Competitor: CITIZEN • Electronic Innovation: CASIO • Digital & Electronic: TIMEX • Basic-range: FOSSIL

  4. Achievement • Owning 19 watch brands covering all price categories • accessing to the much more diversity global market • possessing the leading position in the worldwide watch industry • Swatch Group employs more than 28,000 persons (50 countries) • Gross sales in 2011: ~7,000 billion Swiss francs (2010: ~6.450) • Net profit: ~1,300 billion Swiss francs (2010: 1,100 billion)

  5. Product New Models every season High Standardization

  6. Price • Lowering costs through reduction of parts • High quality • “Pretty, Good and cheap” Global price leader strategy: “A presence at all price levels”

  7. Distribution • Tourbillon Boutiques • Tech-Airport Retail • Some selected Boutiques • Worldwide Distribution

  8. Promotion • The unique message: “High quality. Low cost. Provocative. Joy of life” • High quality: Swiss made • Provocation & Fun • Sponsor for “Outlaw”; Sports (Winter Sports; Extreme Sports…); Art; Alternative Fashion • Celebrity Endorsement

  9. Strengths • The strong brand reputation and prominent market position • Has a good way to fully uses its revenue • The various messages and models of Swatch brand can achieve many targets

  10. Weakness • Revenue per employee is less • Swatch came up with more products than the market could bear • Many troubles in SIT

  11. Opportunities • Joint venture with Tourneau • The increasing demand watch and jewelry in Asia • Omega

  12. Threats • Growing price of raw material • The customers of Swatch Group are rapidly changeable

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