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A New Marketing Strategy (1985–1995)

In: A Business History of the Swatch Group

Author

Listed:
  • Pierre-Yves Donzé

    (Kyoto University)

Abstract

The restructuring and the globalization of the production system were not enough on their own to power Swiss watchmaking’s triumphant return to world markets in the second half of the 1980s. Production was but a single aspect of a multifaceted policy, which also attached considerable importance to marketing strategy whose role was to enable the Swatch Group to establish itself as the world’s leading watchmaking enterprise. This new marketing strategy was implemented in two stages. First, during the years 1985–1995, the emphasis was placed on restructuring distribution systems, a move which was part of the overall policy to streamline the Group. Second, in the mid-1990s, the Swatch Group adopted a policy of brand repositioning.

Suggested Citation

  • Pierre-Yves Donzé, 2014. "A New Marketing Strategy (1985–1995)," Palgrave Macmillan Books, in: A Business History of the Swatch Group, chapter 5, pages 63-71, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-137-38908-4_5
    DOI: 10.1057/9781137389084_5
    as

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