Case Analysis: The Swatch Group
Executive Summary

S.W.O.T. Analysis
  * High brand awareness as a market leader
In the Swiss watch exports, the Swatch Group has biggest market share of 25% compared to other opponents, including Rolex and Richemont Group of 21% and 20% respectively.
  * Various products for different segments
The Swatch group has strong reputation and owns 19 world famous watch brands, such as Omega, Rado, Tissot, Swatch, Longines, Tiffany & Co., ck watch & Jewelry, Certina, Blancpain, Jaquete Droz, Leon Hatot, Union Glashutte, balmain, Mido, Hamilton, Flik Flak, Endura, and   Brequet. Among all these brands, each brand targets different customer segments from Basic to Prestige and Luxury. For example, Brequet is the one of the world’s top luxury watch brands and Swatch is focusing on the youth segment.
  * High quality products from experiences of developing technology and innovation
In 1990s, The Swatch Group acquired Blancpain and Breguet which both have experienced manufacturing division providing movements for Omega. The Swatch Group’s two units, Nivarox and ETA, provided all of the group’s brands with high quality watch parts. Therefore, Omega has technological superiority of products over Rolex because the Omega watches can last up to 100 years with the almost zero-friction Co-Axial movement. Moreover, there are more and more customers requiring not only accurate watches but also practical and unique ones. As a result, the launching of Co-Axial movement technology made Omega a mechanical watch successfully.
  * Emotional communication
The Swatch Group believed that the Omega watch is not just a commodity but more than that. They positioned their products from functional to emotional items by conveying emotional brand messages through mass communication, such as events and famous spokespersons. As the official time keeper for global sporting events like Olympics and Golf tournaments, Omega successfully...