The Swatch Brand: A Global Success
Référence :
M1903(GB)
Langue
Type
Etude de cas
Catégorie
Marketing
Collection
CCMP
Auteur(s)
Résumé
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 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.
Objectifs pédagogiques
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
- 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
Mots-clés
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.
Public
Business schools and universities (initial and executive education)
Secteur d'activité
Watchmaking industry
Caractéristiques particulières
PowerPoint debriefing : 59 slides
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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
Note pédagogique :
Oui (5 pages)
- incluse
Montant :
Adhérents : 360,00 € HT / Non adhérent : 720,00 € HT
Licence :
Campus*
* Usage illimité pour un campus sans limite de nombre d'étudiants.
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Produits pédagogiques liés ...
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M1903
Etude de cas
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La marque Swatch : un succès mondial * |
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