Harvard Business case study (하버드 경영 케이스 스터디) - Swatch case study (스와치 사례분석)
- 최초 등록일
- 2012.06.12
- 최종 저작일
- 2012.06
- 4페이지/ MS 워드
- 가격 3,000원
소개글
하버드, 스와치 케이스, 서울대 경영대학원, MBA, 케이스 스터디
목차
1. Why was the Swatch so successful? In what ways was the Swatch different than any other watch the industry had ever seen?
2. What elements of the original Swatch marketing plan were most critical to the brand’s success? Do you agree with the original product strategy, channel strategy, and the promotional strategy? What about the pricing strategy- what does Franco Bosisio mean when he says that the Swatch is sold at a “clean price?” Given the huge demand for Swatches (particularly for certain models), did the company make a mistake in not raising the price for some of its styles?
3.More than 15 years have gone by since the time of the case (1993).
How has the watch category changed since 1993? Are there any new or different sub-categories of watches? What are they?
4. In many ways, the Swatch forced people to think about watches in a way they had never thought of before. Can you think of other products in other product categories that have done the same thing? Bring at least one example to class. The example can be from any category - the more broadly you think about this question, the better. What do these examples have in common?
본문내용
1. Why was the Swatch so successful?
In what ways was the Swatch different than any other watch the industry had ever seen?
Traditional watch-making was an elaborate craft, since the watch was consisted of precious jewels such as rubies, sapphires, and the highest-quality metals. Naturally, the price came high. The Swiss dominated the watch industry, due to Swiss’s long history of jewel-making, which created a general public sense around the world that the “Swiss made” watches are all that of good quality. However in 1951 U.S Time introduced Timex. This Timex watch made a big success by reason of the high durability despite of low cost. On account of the cheap watch`s emergence Swiss`s watch market share declined. In 1970 owing to quartz technology`s introduction, Japanese watch company “Casio” made watches that have more accuracy in very low cost.
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