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BIRTH OF SWATCHNitin Gavishter 2014038
Priyana !itra 201404"
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#$es 1 % Pri&r t& the intr&'$(ti&n &)
S*at(h+ *hat in's &) *at(hes *ere ,&,$-ar
a.&n/(&ns$.ers In *hat *ays *as a R&-e 'i))erent
)r&. a Ti.e+ &r )r&. a /&-',-ate' Sei& H&*
has the
in'$stry (ate/&ry ev&-ve' )r&. S*iss *at(hes t&
Ti.e then t& #$art5
Peri&' 6e)&re s*at(h (an 6e 'ivi'e' int& 3 era7s
PRE 1950
Wat(h.ain/ *as (&nsi'ere' t& 6e an artre$irin/
the si--s &) a .aster :e*e-er (&.6ine' *ith th&se
&) a .e(hani(a- en/ineer
Wat(hes (&ntaine'precious stones -ie :e*e-s+ r$6ies
sa,,hires et(;
C&nsi'ere' t& 6e a financial investment &)ten ,asse'
'&*n thr&$/h /enerati&ns
S&-' ,ri.ari-y th&r&$/hjewelers
The .aret *as '&.inate' 6y the *at(hes .a'e in
Switzerland*ere (&nsi'ere' t&
6e &) 6etter quality
E.. .!mea" Role# etc.
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1950$19%0
e.er/en(e &) disposa&le watc'es
Si.,-e 'esi/n+ -&* ,ri(e
G&t s&-' thr&$/h -&* ,ri(e' &$t-ets -ie
drustores and discount 'ouses
E.(. )ime#
P!S) 19%0
e.er/en(e &) quartz tec'noloy
.&re sop'isticated functionality
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#$es 2% H&* is S*at(h 'i))erent )r&. ear-ier *at(hes
What a((&r'in/ t& y&$ are the .ainreas&ns )&r
the ,hen&.ena- s$((ess &) S*at(h =.a; 3 reas&ns >
)$--y e-a6&rate ea(h reas&n?;
RE,S!-S !R S/ESS
1. ost leaders'ip t'rou' automation ($ttin/ '&*n &n
la&oran' )&($sin/ .&re &n automation6y
intr&'$(in/ the
$art5 te(hn&-&/y = -a6&r (&st &n-y 10@
&) t&ta- (&st ?
(&n(entrate' &n vertical interation an' .ana/e' t&
/et the n$.6er &)
(&.,&nents '&*n )r&. 1 t& 1
(han/e' the .ateria-s $se' t& .$(h c'eaper alternatives -ie
,-asti( (asin/
2. /niqueness in desin*as the )irst S*iss *at(h t&
(&n(entrate &n 'esi/ns an' se--in/ it as a fas'ion
accessory
Haye )e-t that every *at(h sh&$-' (&ntain a .essa/eD
Their &$t-an'ish 'esi/ns (&$,-e' *ith the $se &)
6rash+ intense (&-&rs
i..e'iate-y (reate' a ni(he )&r itse-)
E&5ens &) .&'e-s *ere avai-a6-e )&r ea(h
(&--e(ti&n
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T&, 'esi/ners *ere hire' t& 'esi/n *at(hes )&r
S*at(h
*at(hes rather than :$st 6ein/ a .e'i$. &) ti.e ee,in/
6e(a.e an ite. &)
)ashi&n
The *ha(y 'esi/ns (&$,-e' *ith the -&* ,ri(e rea--y set
the .aret )&r
S*at(h
3; onnectin wit' t'e customers t'rou' various initiatives3
S*at(h s,ent 30@ &) its reven$e in a'vertisin/
The (reati&n &) a /iant 00 )eet+ 13 t&n .&'e-
&) a S*at(h t& -a$n(h the
6ran' in Ger.any *as &ne &) a in' ,r&.&ti&n
in the *at(h in'$stry
(reate' the S*at(h C&--e(t&rs7 C-$6 )&r its ar'ent
)ans
S*at(h ($st&.ers *ere intense-y -&ya- an' they *ere
a-*ays &n the -&&&$t
)&r ne*er .&'e- = hi/h -&ya-ty an'
inv&-ve.ent?
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#$es 3 % What e-e.ents &) S!H7s &vera-- 6$siness
.&'e- have 6een .&st (riti(a- t& the(&.,any7s
s$((ess )r&. 183 t& 13
PR!4/)!- 3
A$t&.ate' Pr&'$(ti&n
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#$es 4 % N&* the S*at(h /r&$, &*ns &ver 18
6ran's &) *at(hes; H&* '& they .ana/e s$(h a-ar/e 6ran'
,&rt)&-i& an' (&,e *ith the ,&tentia- 'an/ers
&) 6ran's (anni6a-i5in/ ea(h &ther
4ecentralized!aretin/ A(tivities+ Eesi/n an'
C&..$ni(ati&n an'
Centra-i5e' Pr&'$(ti&n
Sufficient differentiation has 6een a(hieve' *ith res,e(t t&
ea(h 6ran' &n
the 6asis &) ni$e Bran' !essa/e+ Eesi/n an' Ori/in
a(h Wat(h &*ns a separates,&t in the ,er(e,t$a- .a,
Se,arate distri&ution(hanne-s very Wat(h has a se,arate T
s,&t an' (a.,ai/n that re'$(es ,&ssi6i-ity &)
(anni6a-i5ati&n
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#$es % In .any *ays+ S*at(h )&r(e' ,e&,-e t& thin
a6&$t *at(hes in a *ay they ha' neverth&$/ht &)
6e)&re; Can y&$ thin &) 6ran's in &ther ,r&'$(t
(ate/&ries that have '&ne the sa.e thin/Brin/ at -east
&ne ea.,-e t& (-ass;
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THAN JO
