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Case
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Reference no. 599-001-1
Subject category: Marketing
Authors: Colin Gilligan (Sheffield Hallam University); Franz Weisbrod (Sheffield Hallam University)
Published in: 1999
Length: 11 pages
Data source: Published sources

Abstract

The launch of the Swatch watch in the 1980s proved to be one of the most successful product launches of the decade. However, by 1998 the company''s management team was facing a series of management challenges. Not only were demographic changes forcing a rethink of the company''s strategy, but levels of competition had increased dramatically. This case study reviews the way in which Swatch developed the fashion watch market and how competitors who have entered the market subsequently changed not only the structure of the market, but also the nature and bases of competition. The case study has been designed therefore to provide a forum for discussing how a company''s strategy needs to develop as the market moves into maturity and patterns of competition change.
Location:
Industry:
Size:
Multinational
Other setting(s):
1998

About

Abstract

The launch of the Swatch watch in the 1980s proved to be one of the most successful product launches of the decade. However, by 1998 the company''s management team was facing a series of management challenges. Not only were demographic changes forcing a rethink of the company''s strategy, but levels of competition had increased dramatically. This case study reviews the way in which Swatch developed the fashion watch market and how competitors who have entered the market subsequently changed not only the structure of the market, but also the nature and bases of competition. The case study has been designed therefore to provide a forum for discussing how a company''s strategy needs to develop as the market moves into maturity and patterns of competition change.

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Location:
Industry:
Size:
Multinational
Other setting(s):
1998

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