Case | HBS Case Collection | August 2007 (Revised March 2008)

Fiyta - The Case of a Chinese Watch Company

by Regina M. Abrami, William C. Kirby, F. Warren McFarlan, Luc R. Wathieu, Gao Wang, Fei Li and Tracy Manty

Abstract

Fiyta had long been on of China's foremost watch brands. However, as China's economy began to improve and the livelihood of many Chinese rose with it, their tastes began to change. Exposed to more luxurious foreign brands, many Chinese strived to purchase a Swiss or Japanese watch. How could Fiyta build up its brand image to a more sophisticated Chinese consumer? What marketing activities should it undertake to reinvigorate its brand? Is it meeting the needs of all segments of Chinese consumers? Should it?

Keywords: Brands and Branding; Product Marketing; Product Positioning; Demand and Consumers; Consumer Behavior; Consumer Products Industry; Electronics Industry; China;

Citation:

Abrami, Regina M., William C. Kirby, F. Warren McFarlan, Luc R. Wathieu, Gao Wang, Fei Li, and Tracy Manty. "Fiyta - The Case of a Chinese Watch Company." Harvard Business School Case 308-025, August 2007. (Revised March 2008.)