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SWATCH GROUP

No description
by

Ksenia Malakhova

on 12 December 2013

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Transcript of SWATCH GROUP

Company description
Since 1983 : manufacturer and seller of watches, jewelery, watch movements and components.
World's largest watch producer
Supplies nearly all components for their watches
(Vertical integration)
Swatch group products
low cost watches,
targeting: youth population
Brands:
Swatch, Flik Flak

Emphasis on quality & reliability
Brands:
Tissot, Calvin Klein

Niché market to the rich
Brands:
Longines, Omega
Electronic devices
ultra-low power LCD and modules
micro batteries
low power quartz crystals
Current vision
Stay in the finished watch industry, while continuously innovating new product lines to the well established brand name.
Reinforce their presence in the
prestige and luxury jewellery
collections under the label
Tourbillon
, which has been a great success.
BCG MATRIX
By Ksenia Malakhova & Ville Kemppi
Swatch group products
Renata batteries
Growth rate
High
Low
Market share
low
high
Stars
Question marks
Basic
Medium
Luxury&high
Electronic devices
Cash cows
Poor dogs
Liquidate
Stakeholder analysis
Management
keep their positions as managers,
earn bonuses,
keep making right decisions,
good status and stability of positions.
Customers
Spend money on their wants and needs
Receive product that meet their requirements (e.g. quality, design, price)
Government
Receiving tax revenues and not harming the economy
Support competition to avoid monopolies
Growth in GDP
Suppliers
Continuous demand on the materials
Long-term relationship with a company

Employees
Shareholders
company to earn bigger profit,
increased dividend repayment
interested in future plans of the company and forecasts
know if they are part of long future,
stability in getting a salary,
being provided health insurance and other bonuses,
stability and career growth.
Strong and recognizable brand
Dominant position in watch
manufacturing and technology
(vertically integrated production)
Various brand acquisitions
S
W

SWOT analysis
Krajlic: Portfolio Purchasing model
Low profit margin/unit (basic watches)
High material costs
Low asset turnover ratio
Leverage items
Power source - batteries
Quartz mechanisms
Overall design

Basic
Non-critical items
Medium
cost
Wristbands
Glass
Plastic
Luxury
supply risk
Market growth
high
low
low
high
Balanced set of performance measures
material costs
in electronics
keep market leadership
customer
satisfaction
Major objectives
Thank you for attention!
Coloured silicone wristband
Quartz
mechanisms
Glass & plastic
clock-dial
Battery
Joint venture with mobile manufacturer
Quality R&D makes horizontal integration to different industries easier
E-commerce
O
T
Increasing material costs of metals
Potential decreasing demand of watches
Lcd modules
Micro crystals
Full transcript