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  • January 2012 (Revised August 2020)
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The Swatch Group

By: Rohit Deshpandé, Karol Misztal and Daniela Beyersdorfer
  • Format:Print
  • | Language:English
  • | Pages:25
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Abstract

In March 2011, Nicolas Hayek, the CEO of the leading Swiss watch manufacturer Swatch Group, reflected on the positioning of Omega, its revived flagship brand. Which marketing strategy would best allow it to confront its main competitor Rolex? And how would potential adjustments to Omega's product, pricing, distribution, and promotion strategies impact the sales of the Swatch Group's other 18 watch brands?

Keywords

Marketing Strategy; Brands and Branding; Segmentation; Product Positioning; Manufacturing Industry; Consumer Products Industry; Apparel and Accessories Industry

Citation

Deshpandé, Rohit, Karol Misztal, and Daniela Beyersdorfer. "The Swatch Group." Harvard Business School Case 512-052, January 2012. (Revised August 2020.)
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About The Author

Rohit Deshpande

General Management
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Related Work

    • January 2012 (Revised August 2020)
    • Faculty Research

    The Swatch Group

    By: Rohit Deshpandé, Karol Misztal and Daniela Beyersdorfer
    • February 2023
    • Faculty Research

    The Swatch Group (B): Omega X Swatch

    By: Rohit Deshpandé and Daniela Beyersdorfer
Related Work
  • The Swatch Group By: Rohit Deshpandé, Karol Misztal and Daniela Beyersdorfer
  • The Swatch Group (B): Omega X Swatch By: Rohit Deshpandé and Daniela Beyersdorfer
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