ROLEX

By Farah Cheffai and Rahaf Fandi

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 Layout :

01 02 03
Background Marketing strategy Micro environment

04 05
Macro environment Swot analysis
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01 Background

- Founded by Hans Wilsdorf 1908

in Geneva, Switzerland
- Its created for making
wristwatches
- Today, Rolex is the largest
luxury brand in the world

- Rolex is logo
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02 Marketing Strategy

- Mission: to manufacture ,distribute and serve high–

quality wristwatches .

- Sales objectives : the presence of a large number of me-

too brands in the market and imitation is affecting the
industry as a whole.
- Rolex customers are upper-class income group
individuals who lean towards the luxury goods and live a
lavish life.
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- Pricing objective : The
marketing mix pricing
strategy of Rolex is based on
quality, type and competition.

- Product objective : Rolex is

the first in the industry to
introduce many innovative
products.

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The classic watch The Elegant watch
Datejust 1945 Cellini 1968

The Explorer watch

1953 Slide:6
03 Micro environment

- Suppliers
The Swiss low require for a product to be labeled
“Swiss made” that just 60% of the final product be
made in Swiss.
- Rolex does not outsource any raw materials.
 - Competition

The luxury watch making

industry is a very
competitive market.

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- Consumer analysis

- In order to fit in a certain economic class the company

carefully positions itself targeting the rich and the ones who
crave for “class” rather than “beauty”.
- The target customers for Rolex are both male and female.
- Rolex’s advertising strategy entails celebrity endorsements.

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04 Macro environment

- Political
The Swiss government's policies greatly impact the
business since the manufacturing company is located
there.

- Economic Factors
Include the currency rates of the state where the firm
operates, also, the price the precious stones and metals
used various from a region to another Which impact the
cost of the production.
 - Social

Modern cultures are increasingly

interested in commercial
companies like Rolex
There are ethical concerns as well,
such as the use of blood diamonds.
05 Swot analysis

- Strength : - Opportunities :
brand image demand
innovative watches new segment
excellent advertisement new target group

- Weaknesses : - Threats :
niche segment competitors
limited variants imitation
high Day Sales Inventory
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Conclusion

- This marketing plan summarizes the main points of

how Rolex will market their wristwatches to a
younger generation than the target market .

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THANKS
Do you have any questions ?
Cheffai.farah@apbs.tn
Fandi.Rahaf@apbs.tn

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