스와치마케팅(영문레포트)

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스와치그룹에 소개와, 마케팅, 그리고 Product/ Market Expansion grid
에대해서 분석하였습니다

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<마케팅 원론>
Product/ Market Expansion grid :
>
Introduction
Swiss watch industry, developed by handicraft manufacturing from 19C, had have an absolutely strong position through hundreds years of history. Until mid 1970s, Swiss watch producing just small number of high quality and expensive watches had dominated the world market. But Switzerland couldn`t notice changing customers` mind because they were satisfied their position. As a result, mass production from Japan and Hongkong made Swiss watch industry be in serious problem. Japan analyzed know-how of Swiss watch and then started producing similar one. Japan that sold electronic watch for 10 times this quality watch was so limited because at that time watch was not luxury good anymore, it was regarded as a necessity. It means customer didn`t prefer expensive one. Even with a long history, Swiss industry was treated unkindly and exported just 43 million in 1983 compared to 91 million in 1974. So market share dropped remarkably from 43% to 15%.

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