瑞士手表厂商在中国大陆市场的营销战略论文.docx

瑞士手表厂商在中国大陆市场的营销战略论文.docx

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瑞士手表厂商在中国大陆市场的营销战略论文

Content

Introduction2

1.Productfeatures3

SWOTanalysis:

3

2.Targetmarketanalysis（Chinesemarket）5

PESTanalysis5

3.Marketingstrategymaking-HowtoconnectSwisswatchwithChinesemarket7

Segmentation:

7

Chinesemarketentrymode9

AIDAanalysis-RelatedMarketingstrategy10

Conclusion12

References13

Appendix14

MarketingStrategyMaking-HowSwissmadeWatchEnterChinesemarket

Introduction

Marketingcanbeconsideredaprocessthatcompanythroughtosatisfyconsumersgetprofits.Inthisprocesstheproductsorservicesarethemediatoconnectwiththeconsumers,andtheconsumersasthetargetofthestrategyplaythepushinghandrolebehindthewholeprocess.SobaseonthisphenomenontheMarketingalsocanbeconsideredtheprocessofcontributingtheconnectionbetweencompanyandmarket.Marketingasanimportantcomponentofmodernbusinessofferssystematicstepsandstrategyforenterprises.Present,theinternationalizationandglobalizationhavebecometheimmutabletruthofthebusinesstrend.Thus,theinternationalmarketingcoverthewholeprocessofentersnewmarket.Forexample,Toyotachoosesrichproductslinetosegmentingtheirmarket,andusejointventureFDItoentertheforeignmarket.（Simms,2002）ThisstrategyhelpToyotagetsuccess.ThereisakeypointofToyotamotorthatistheirproducts.Toyotashowstheconsumersthehigherqualityandthelowerprice.Inthisprocessmarketingplaythekeyroleofmarkettargeting,segmenting,andpositioning.Thoseelementsillustratedtheimportanceofinternationalmarketinginbusiness.

ThisreportwillanalysetheinternationalmarketingstrategyintopicthathowtomaketheSwissmadewatchentertheChinesemarket.AsoneoftheemergingmarketChinesemarketdisplaythehighspeedgrowthindemand.Underthissituation,multinationenterprisesputlotsofattentionsontheChinesemarketshare.DifferentindustryanddifferentserviceswanttakeaspaceinChinesemarket.Swissmadewatchisatypicalindustryinthisprocess.

1.Productfeatures

Companycannotignoretheimportanceofproduct.ProductismainbodyoftheMarketing.Everymarketingstrategyshouldbeenmadebaseonthefeaturesofproduct.ThroughtoanalysethosefeaturescorporationscouldmaketheaccurateandsuitablestrategyforMarketing.

TheSWOTmodelisamodeltoanalyseabusinessfromstrength,weakness,opportunity,andthreat.InthisreportSWOTmodelwillbeusedtoevaluatetheSwissmadewatch（Fine,2009）.

SWOTanalysis:

Strength:

Swisshashighprofessionalwatchmade&designsysteminwatchmadeindustry.ThelonghistoryinwatchmadehelpSwitzerlandcontributetheirownsystematicandstandardproducingline.Inhumanresourceaspect,somanytalentsofwatchmadegettogetherinSwissland.Thelonghistoryandprofessionalcraftbuildthehighpositioninwatchmadeindustry.Forexample,infashiondesignindustry,ifthejoinerdesignerswantgetsmoreprofessionalskillexperienceandhighpositioninwholeindustry.TheyhavetogoItalyandFrancetoimprovetheirprofessionalskillsandaccumulateexperiences.（Snell,2011）longhistorymeansdeepbackground;peopleprefertochoosetheproductswhichhavelongerhistory,especiallyinwatchindustry.Furthermore,SwissstayinthetoppositioninwatchmadeindustrybecauseofSwissholdthecoretechnologiesandskillsallthetime.Fromthedatapeoplewillfindthatthereare54%watchbrandestablishinSwitzerlandand90%oftheworldmanufactureslocatedinSwitzerland.（Brozek,2004）Inaddition,COSC（ContrdeOfficelSuissedesChronometres）hasbecamethemostauthoritativeorganisationofwatchtest.SeemsSwissnotonlysetastandardforthewholeindustry,butalsoSwisshasmadetherulesforwatchindustry.

Weakness:

WecallthewatchSwissmadebecauseofthewatchismadeinSwiss.IfSwissmadewatchseekotherplacewhichwithlowerlabourcostthewatchwilllosethebrillianttraditionalcultureandposition.Thus,thehighcostofSwissmadewatchleadtothehighprice.ThealmostSwissmadewatchareexportfromSwitzerland,sotheefficiencyandcostofdeliveryisabigissue.Theprocessofexporttakesverylongtime.Theconsumershavetotakethehightariffinpurchasingstage.Forexample,ChinesegovernmentsetmorethantwicetariffforluxurygoodsinChina.Thisactionmakesexportluxurygoodsalmostlostthemarket.

Opportunity:

EmergingmarketisadirectionthatSwisswatchstrategyshouldfocuson.ThehighspeedgrowthofdemandbringsbigopportunityforSwisswatchindustry.Globalizationoffersaplatformforenterprisetodevelopbusinessinforeignmarket.Alsotechnologysupportsthenewchanneldevelopingformarketing.E-businesses&E-commercehavebecomeanewchannelinmarketingarea.

Threats:

ThethreatsofSwisswatchexistinindustrycompetition,likeJapanesewatchindustrywhichistheoneofthemostpowerfulcompetitorinwatchindustry.Japanesewatchisfamousforthehighqualityandcheapprice.Otherthreatcomesfromthefunctionaltransformation.Themainfunctionofwatchistimereading,but,therearemoreproductscanreplacethewatchbysamefunction.Forexample,cellphoneisaproductappearedinmodernsociety.Cellphonehasshorterhistorythanwatch,butthecountofcellphonebeownedaremorethanwatch.Almosteverycellphonehasthetimereadingfunction.Cellphonehaswilderfunctionthanwatch,likealarmreminding,eventrecording,andpeoplecanselecttheskinbytheirinteresting.Highcostswillobstructthedevelopingofwatchindustry.Inaddition,themainthreatcomesfromtheirlocalindustry.Therearebrandbelongtothedifferentcompanies.SothetruthisSwisswatchindustryhavetocompetewiththemselves.

2.Targetmarketanalysis（Chinesemarket）

Inthiscase,Chinesemarketisthetargetmarketwillbeinganalyseandevaluate.Chinesemarketasoneoftheemergingmarketswhichhasthelargestpopulationaroundtheworld.Inbusiness,thepopulationcannotbecomethebasicsofstrategymaking.Thedirectdemandistheresourcesofpurchasingpower.Inordertoreachthegoalofriskreducing,marketanalysisshouldbeanimportantstepinmarketingprocess.Therearemanydifferentelementsinfluencingthemarketanalysis.Soanaccuratetoolofmarketanalysisisnecessarily.PESTisascientificandsystematicmodelintargetmarketanalysing,andthroughthepolitical,economic,andtechnologicaltoevaluateatargetmarketifitprofitableforthewholemarketentrystrategy（Fullen,2006）.

PESTanalysis

Political:

Chinaasanemergingmarketwhichhasthespecialpoliticalenvironment.Nomatterthelocalenterprisesorforeigncooperation,theyhavetonoticethegovernmentpoliticseverymomentinChina.GovernmentdecisionsarethemostimportantelementinChinesemarket.Chinesegovernmenthasabsolutepowerinbusiness.Swisswatchrecentlyhaslearnedthetruth.Ontheonehand,Chinesegovernmentsetthetaxrateis47%forSwisswatch.（Shuster,2006）Thispolicyleadtohugegroupofconsumerschoosesshoppingoverseas.SomeSwisswatchbrandhavetoreducethecountoftheirstoresinChina.Forexample,thefamousSwisswatchbrandAudemarsPiguetclosed6storesinmainlandofChina.（Minder,2013）Ontheotherhand,countofconsumersreducedbecauseofthegovernmentreform.TheChinesegovernmentattempttotransfertheirownsystemandstyle.Chinesegovernmenttriestochangethesituationofcorruptionwithintheirownsystem.ThegovernmentofficialusedwerethemainconsumersoftheSwisswatch,butnowgovernmentnotallowtheyacceptorbuytheluxurywatchanymore.Thisisaimpactforwatchindustry.

Economic:

Chinanowslowdowntheirspeedofeconomicgrowthbecauseofthedepressedofglobaleconomic.Globalizationbroughthighspeedgrowthofeconomicinlastdecade.NowGlobalizationbringsissuesforChineseeconomic.Likethehighinflationrate（6.4%inMay2012）andthehugegapbetweenrichandpoor.Basedonthissituation,theforecastofeconomicofChinaisnotpositive.However,peoplecannotignoretheeffectsofgovernment.Undertheglobalization,non-countrycandeveloptheeconomicindependently.

Socialculture:

Socialisacomplextopicanywhere.InChina,thesocialconditionismorecomplexeventheChinesepeoplecannotunderstandtheirownsociety.Forabusinessmanager,thebestwayisdonottouchthedeepersocialcultureonlyfocusonthebusiness.Chinaistheoldestcountryintheworld.Ithasrichvarietycultureandart.Chinahasownartsystem.Nomatterthelanguage,text,andmindaretotallydifferentfromWesternCountry.Thereare56ethnicgroupsinChina.Thelesspeoplecountethicgroupshavemorespecialrights.EthicHanisthelargestethnicgroup.GuanxiisapopularChineseworldspreadaroundtheworld.Guanxiistherelationshipbetweenpeoples.ThestructureofrichpeoplemakesabigopportunityforSwisswatchindustry.There3millionfamiliesnetcapitalover1.50milliondollarinChina.Theyoungpeoplewillgetthemostoftheasset.ThisisconsiderednaturallybyChinesepeople.Chinesepeopleprefertosavingmoneythanconsume.SotherichChinesefamiliesalwaysdonothaveanydebt.Chinesepeopleverycareabouttheimageorfaceinotherpeople’smind.Theywillspendmoneytomakeselflooksgood.

Technological:

Chinahasalreadyhadthemoderntransportationnettoday.ThisconditionsupportChinacancatchtheefficiencyoftheexportandimport.Chinaislearninghowtomakeitselfadaptinnewbusinessenvironment.TheeducationistheweaknessofChinesepeople.Theyknowtheprinciple,buttheydonotknowhowtomakeitrunning.Thepracticeexperiencesarethenecessaryknowledge