The Swatch Brand: A Global Success

ln 2022, the Swatch brand launches the MoonSwatch, a watch developed in collaboration with the luxury brand Omega. This innovation is in line with the marketing policy of Swatch Group and enjoys tremendous success. Since its creation, the Swatch brand is continuously innovating and its values are based on four pillars: art, entertainment, music and sport. This case study concerns the marketing policy of the Swatch brand.
The case contains detailed informatlon about Swatch Group, the Swatch brand and its international development.
Students are asked to develop the international marketing policy and the brand policy for Swatch.

The objectives of the case-study are:
- To learn how to elaborate an international marketing policy (segmentation, targeting, positioning, internatlonal marketing mix)
- To know how to build a branding policy allowing to lnnovate and differentiate from competitors

Market analysis, case for exam, initiation case, synthesis case, marketing, B to C, B2C, Business to Consumer, consumer goods marketing, marketing mix, operational marketing, strategic marketing, product marketing, brand, brand image, brand strategy, marketing strategy, segmentation, targeting, positioning, product, price, distribution, communication, action plan, competition, competitive market, international marketing, international management, international strategy, international environment.

Business schools and universities (initial and executive education)

Watchmaking industry

PowerPoint debriefing : 59 slides

Année de la problématique : 2023

Livraison : Livraison par lien de téléchargement

Nombre de pages : 15

Temps d'utilisation : plus de 3 heures (3 to 6 hours)

Code du secteur d'activité : 52 - Commerce de détail et réparation d'articles domestiques