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  • Swatch Watch U.S.A.: Creative Marketing Strategy

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    Koji Salvacruz
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    Swatch was successful because it recaptured the lower end of the Swiss watch market. It was important for the Swiss watch industry to do this as the decline of the industry paralleled other declining Western industries. Swatch brought a cultural dimension by hiring young executives and using rock concerts and music videos in their marketing. To continue expanding and defending its market position, Swatch must create new markets and defend its brand as it extends to other fashion products.

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    Swatch Watch u

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    Swatch was successful because it recaptured the lower end of the Swiss watch market. It was important for the Swiss watch industry to do this as the decline of the industry paralleled other declining Western industries. Swatch brought a cultural dimension by hiring young executives and using rock concerts and music videos in their marketing. To continue expanding and defending its market position, Swatch must create new markets and defend its brand as it extends to other fashion products.

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    7 views2 pages

    Swatch Watch U.S.A.: Creative Marketing Strategy

    Uploaded by

    Koji Salvacruz
    Swatch was successful because it recaptured the lower end of the Swiss watch market. It was important for the Swiss watch industry to do this as the decline of the industry paralleled other declining Western industries. Swatch brought a cultural dimension by hiring young executives and using rock concerts and music videos in their marketing. To continue expanding and defending its market position, Swatch must create new markets and defend its brand as it extends to other fashion products.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as docx, pdf, or txt
    of 2

    SWATCH WATCH U.S.A.

    : CREATIVE MARKETING

    STRATEGY

    Discussion Questions

    1. Swatch is a unique success story. Why has the company been so successful? Was it important

    that the Swiss watch industry recapture the lower end of the market? Why? Why not?

    2. Do you see any parallels between the decline of the Swiss watch industry and other Western

    industries?

    3. Evaluate the cultural dimension of the Swatch story, taking into account such practices as

    the willingness to bring in people from other industries, to delegate authority to younger

    executives, and to employ new media such as rock concerts and music videos.

    4. Swatch created a new market-can they continue to expand that market? What must they do

    to defend their position in this market?


    5. What do you think of Swatchs chances for success as a total fashion enterprise? Do you

    agree with managements extension of the Swatch brand name. to other products? Why? Why

    not?

    6. Swatch is a classic example of marketing success through creativity. What lessons can be

    learned from their experience?

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