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Essay / Research Paper Abstract
This 7 page paper compares and contrasts two well-known watch companies from a marketing standpoint. Timex and Rolex of examined, identifying their relevant target markets, the impact of the target markets have on pricing and promotion, the problems that they may face is seeking to enter a new segment of the market as well as looking at the economic and social influences on the purchase decision. The bibliography cites 5 sources.
Page Count:
7 pages (~225 words per page)
File: TS14_TEtimexrol.doc
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Unformatted sample text from the term paper:
for Timex is very broad, they are cleaning to the mass-market; men and women, as well as selling childrens watches. The mass-market is the largest market, and can be seen
as made up of both working and middle-class consumers. The organization designs and manufactures a range of watches, details different segments of the middle market, including the budget end where
simple functional budget watches may be less than $25 through to the upper middle market, where there are watches that have a wide range of additional functions, for example supporting
watches. These styles also vary to appeal to different tastes within the mass-market, including traditional dial style watches and digital displays, as well as different types of watch movements, for
example quartz analog and automatic winding. Therefore, the company is targeting different segments of the mass-market. The company also market watches across the world, so the target market are spread
across different countries. Rolex has one commonality; a target market may also be seen as international. However, apart from his target market is very different. The target market for
Rolex watches is much smaller; it is a high end product, which will appeal to an upper niche market, consumers who have a very high level of disposable income. The
range is designed for both men and women, there is no targeting of children. This is a target market where exclusivity is valued and the perception of quality and service
are important to the consumer. The company makes a range of watches to suit different tastes and needs, including different precious metals such as white gold and yellow gold as
well as the more robust steel. Different movements also provided to appeal to different tastes. Question 2 - Price and Promotion The choice of market will have a significant
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