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Essay / Research Paper Abstract
This 8 page paper compares the way in which Swatch and G-Shock watches have been marketed. The paper begins with consideration of how position is determined and then looks at the marketing that was used to establish the poisoning of each brand, along with the similarities and differences of each companies approach to marketing the brands. The bibliography cites 9 sources.
Page Count:
8 pages (~225 words per page)
File: TS14_TEswatch.rtf
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Unformatted sample text from the term paper:
to know that that the goods exists, what they are, an impression of how they will satisfy needs and where to purchase them. Two watch brands with similar target groups
can be seen as targeting very clearly. Swatch and G-Shock may have an overlap in some of their target market, but a comparison shows how they are both very different
and are carefully positioned. The positioning of any product is important, in the case of these two companies, the brands may also be seen as complimentary to others under
the same parent company with differing target markets. The first issue to consider is the way positioning itself takes place. The first aspect of positioning requires the brand to consider
the industry itself and then look at the current position of the company regarding their strengths and weaknesses (Mintzberg et al, 1998). Therefore, the strategic position can be seen
as taking advantage of the companies projected abilities facilities and advantages in a competitive manner (Mintzberg et al, 1998). It is pointless a small company trying to place themselves as
a main stream high volume middle market place. However, if the manufacturing is limited it means that there may be the ability to place themselves at the lower end of
the market, alternatively they may be able to place them selves at the top end of the market with exclusivity built in, so higher prices are achieve with a lower
level of production, as is the case wit both Swatch and G-Shock, at the upper end of the middle market. These can be seen as being more tailored and
when we position a company the role of supply and demand must be seen as an important factor as this can be seen as a determinant of the price that
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