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Essay / Research Paper Abstract
This 7 page paper develops a new marketing plan for Swatch which will compliment the current market position of the product but increase sales. The paper defines the market and then uses the 4 P’s pf product, price, placement and promotion to determine areas that require attention. The promotions section makes specific suggestions for long and short term marketing campaigns and activities. The bibliography sites 8 sources.
Page Count:
7 pages (~225 words per page)
File: TS14_TEswatcmk.rtf
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Unformatted sample text from the term paper:
Ps. If we are going to develop a new marketing strategy for Swatch we can use this as the basis for determining a strategy once the target market arte understood.
The current position with the drop in net income, the first six months of 2003 had a fall in sales of $9.7%, which equates to $134 million, means that action
has to be taken (Socha, 2003). Whilst internal management may look at reducing costs, and it is worth noting that part of the drop is due to weak currencies (Socha,
2003), marketing will still need to seek to increase sales. In this paper it is assumed that it is the core products of Swatch that requires marketing rather than
any of the associated brands. The target market for Swatchs different form a normal watch, but there is a cross over. Swatches are highly differentiated with limited edition and
styles that are unique. These are watches that are fashionable and trendy, however the agree range of purchasers is very broad. The market has many collectors of swatch watches as
well as followers of fashion (Swatch, 2003) There are also cross-overs with other target markets with the special editions, for example, the Phil Collins special edition and the James
Bond special addition will attract fans of these to areas in addition to the usual potential swatch target market (Swatch, 2003). The variety
of the target market can also be seen with the development of the net.invader which is a watch that will appeal to those who are technically minded with the ability
of a watch to connect to the internet when use in combination with CYBER.GATE, a special Swatch mouse pad (Swatch, 2003). Overall the
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