Sub Category : Brand Management, Product Development, Market Positioning
Case Description In 1993, Swatch was the best-selling watch in history. Traces the history of the watch industry up to the early 1980s, when the Swatch was introduced. Describes the various elements that made the Swatch different from any watch the industry had ever seen.
Also includes a discussion of SMH, which controls Swatch, exploring how the company has managed the Swatch brand in the context of its brand portfolio (nine global watch brands in total.)
Learning Outcomes 1. Overview of business strategy frameworks 2. Introduction to the 4Ps of Marketing 3. Understand how Swatch applied concepts of strategy and marketing to position and distinguish itself from the competition
