PROPER

LAYOUT OF
SWOT
ANALYSIS.
STRENGHTS :

It has an aggressive approach in
product so as to create and deliver high
quality product.

An effective positioning strategy for
each and different of segment.

Having a high profile distribution via
showroom concept so as to enhance the
brand name.

It uses effective and charismatic way of
promotion so as to creat more potential
customer base in market.
WEAKNESS:

Lack of management depth (at the
initial stage of business ).

Not advance staff training in CRM
(customer relation management)
department .

Particularly in DASH segment
which esp. designed for kids are not
having way too narrow product
line.

High cost operation due to high
labour costs is major factor in sales
turnover also.


OPPORTUNITIES:

Collaboration with the
international brands.

Adopt advanced training staff
with the latest technology, so as to
creat better quality product which
is reliable for customers.

It also viewed as an individuals
taste and style than a mere
timekeeping device.

Specialization of product
according to different segments
(like mass production or in niche
marketing).



Threads :

Likely entry of new competitions.

In the era of globalization, there is intense
competition from well and established
international brands.

Well since competition is intense, there is
increase in excise duty on high prices watches.

Leaking of dummy models of original ones in
grey market can fluctuate the price drastically.

Keeping the same trend over long period of time
could saturate customers Hence, resulting in
weaker product life cycle.


PRODUCT STRATEGY
TITAN STARTED MAKING AND MARKETING
OVER 6 MILLION WATCHES
TITAN USED AN AGGRESSIVE APPROACH IN
PRODUCING ITS PRODUCT.
USUALLY THE QUALITY OF WATCHES WERE
CONTEMPORARY IN STYLE
TITANS PRODUCED NEW MODELS AND
DIALS AT REGULAR INTERVALS.

CONTINUATION .
Titan started producing quartz watches.
It produced more than 1000 models in
corporate world trends.
Titan produced watches which matched
ones dress on occasions and even it
produced jewelry watches.
Finally it launched nebula which were
gold plated watches.


PRICE STRATEGY
Initially titans produced watches were sold at a
mere price rate.
Gradually titan quartered two distinct
segments - RS 9000 to RS 15000 (medium
category) and RS 15000 to RS 80000 (top of the
line category).
It emerged its business by successfully tapping
the middle and the upper market segments
which produced watches costing more than RS
500.
Continuation.
It conferred a dominant position in the market by
pricing its watches at a range of RS 350-500
It even produced high priced watches for the
upper class society named-NEBULA costing around
5950-32000
Designed watches for children DASH and priced
them at a cost of RS 250-395
And finally in the year 1999-2000 titans sales
turnover came to RS 630 cr. , net profits were 19.2
cr. And watch business generated 20% return on
capital employed.
Promotion strategy
Titan , started promoting both of its kinds
mechanical and quartz.
The promotion was so vigorous that market got an
impression titans the first to produce quartz
watches , but HMT had already introduced it back
in 1981
It started selling and promoting its watches in two
segments person to person gifting , and using it as
a corporate gift.
Titan made its product available at localities such
as , bookstores , gift shops and boutiques.

Continuation.
It followed a principle , ONCE YOU HAVE TARGETTED
YOUR CUSTOMER , FOLLOW HIM WHEREVER HE GOES.
Titan voted for showrooms idea and started franchising
a network of trends titan showrooms.
It spent over RS 20 cr/yr. for promotion in the initial
years
One of its SALES PROMOTION scheme was GOLD
BONAZA , which offered a first prize of jewelry worth
RS 1.5 lakhs and RS 1 lakhs in cash.
Further it allocated a promotion budget of RS 42 cr. as
compared to 35 cr. the prev. year.
PLACE STARTEGY
The companys watches are currently sold in about
40 countries of the world , through marketing
subsidiaries based in London , Dubai , and
Singapore.
It has more than 6000 retail shops spread through
out the country , covering 1200 towns.
Currently titan has spread over 350 shops in the
UAE , OMAN , BAHRIAN , and QATAR.