This book offers a detailed and full analysis of the strategy which enabled the Swatch Group to establish itself on the world market. In particular, it tackles the issues of production restructuring, with the opening of subsidiaries in Asia, and the implementation of a new marketing strategy, characterized by the move towards luxury.
Inhaltsverzeichnis
1 Introduction 2 The Watchmaking Crisis of 1975-1985 3 The Creation of Swatch Group and the 'Swatch Legend' 4 Rationalization and Globalization of the Production System (1985-1998) 5 A New Marketing Strategy (1985-1998) 6 The Major Move into Luxury (since 1995) 7 Omega's Choice 8 China: a New El Dorado 9 Swatch Group's Competitors 10 Conclusion