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Essay / Research Paper Abstract
This 7 page paper discusses a case study of Swatch and makes recommendations for possible future actions. Bibliography lists 4 sources.
Page Count:
7 pages (~225 words per page)
File: D0_HVSwatch.rtf
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Unformatted sample text from the term paper:
The paper discusses a case study of Swatch and makes recommendations for possible future actions. Basic Issues / Problems There are several problems that leap out immediately from reading over
the case study: there is resentment and distrust of top management; sales have plateaued after years of growth; and the company appears to have diversified too extensively and lost
its focus. There is another possibility here, though it isnt mentioned in the case study directly, and that is that the company may be reaching the end of its
life cycle. Companies, like living organisms, go through a cyclical process of birth, growth, decline and death. It may be that Swatch is simply in the penultimate phase
of its existence. We might want to look at this possibility as well. The first problem, that of distrust and dislike of top management, and particularly of CEO Nicholas
Hayek, should be approached cautiously. There was a lot of turnover at the executive level, true; in addition, former partner Dr. Ernst Thomke, says that Hayek "has to be
the big boss alone, and can never share opinions" (Bouquet, 1999, p. 18). Thomke also said that Hayek was a consultant who wanted to become a marketer and product
developer, but had never learned how to do so (Bouquet, 1999). And yet Hayek is also generally credited with running Swatch so efficiently that it was single handedly responsible
for Switzerland regaining much of the worlds sales of watches: "Hayek played a decisive role in the recovery of the Swatch Group with its watch brands Swatch, Blancpain, Omega,
Longines ... and Lanco. The strategies he developed in the early 1980s led to the success of the entire Swiss watch industry and regained its leading position worldwide since 1984"
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