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Academic Term Papers Catalog TISSOT AND THE SWISS WATCH INDUSTRY CASE STUDY.
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| 14238. TISSOT AND THE SWISS WATCH INDUSTRY CASE STUDY. This paper presents an analysis and case solution to a case study of a major competitor in the Swiss watch industry. Tissot’s major problem is its almost total lack of brand image — a weakness which has eroded Tissot’s sales volume and margins, left it vulnerable to competitors, prevented the development of customer loyalty, and precluded the company from taking advantage of existing market opportunities. Tissot’s fuzzy brand image problem has been further exacerbated by the prolonged failure to establish and implement a coherent marketing program. The paper includes a situation analysis, competitor analysis, SWOT (strengths, weaknesses, opportunities, threats) analysis, identification and evaluation of alternatives, recommendations and rationale, and implementation plan. KEYWORDS: marketing strategy case study brand image international competition watches case studies case solution. 13 pages, 0 footnotes, 0 bibliographic sources. 3,713 words. | $91 |
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