Abstract
Tag Heuer, which was founded in 1860, occupies a niche segment of the Swiss watch and clock industry, which was founded by Jean Calvin in Geneva towards the end of the 16th century. Watches constitute Switzerland's third biggest export (after chemicals and industrial machines) with a turnover of €11.3 billion, a 40,000 strong workforce in 600 different firms (manufacturers, suppliers, producers etc).
In Switzerland, each authorized dealer of Tag Heuer has to follow certain guidelines set down by company regarding the sales pitch and presentation of the products in the shops (placement near some other brands, decoration etc). In the UAE, while the authorized dealers have to follow the guidelines regarding sales pitch, they have more freedom when it comes to choosing the decor of their shops. The shops often occupy a large area and are decorated tastefully, with a sober yet sporty feel to it akin to that of the brand.
Extract
[...] Highest luxury finish for an exclusive range, targeting a wealthy population (prices btw 2500 and 5000 VI) 4 P Analysis – Products Carrera collection : the best seller of the brand. Simplicity, efficacy, design and longevity are the word which define this watch, available in several versions (gold, titanium, colors, leather or metal strap, chronometer, date The most known range, a mean to enter in the luxury watches world for a affordable price (btw 1500 & 2500 €) Monaco Collection : the historical range, refers to the old collection made famous in the early 70's by the legendary pilot Steve Mc Queen. [...]
[...] Caricature of the Western countries' way of consumption 15 millions tourists/year Watches market : 20% to 30% growth last 3 years Source : http://journal.hautehorlogerie.org/ II) TAG HEUER : PRESENTATION TAG HEUER PRESENTATION Date of creation : 1860 by Edouard Heuer in « La Chaux-De-Fonds », Switzerland. Vision : be avant-gardist (Swiss avant-garde since 1860) 1882 : First patent for time record (chronograph) 1960' : reference in the world of motor racing TAG HEUER PRESENTATION 1985 : Acquisition of Heuer by TAG Group 1985 : Entry in the world of Formula 1 and sponsoring of pilots 1999 : takeover bid by LVMH and 100% membership since this day. [...]
[...] For accomplished sportsmen PRODUCTS SPECIFICATION : All the Tag Heuer watches are : Internationally guaranteed 2 or 3 yrs (Grand Carrera) A special range for sporty people, simple to use and resistant to any treatment to an affordable price. Made Exclusively in Switzerland Made from premium products Available in different versions (leather, steal, gold, diamonds ) All the chronometer are COSC VI) 4 P Analysis – Price Range of prices : from 590 € to € Average cost of TAG HEUER's watches : 3000 € Some models can be manufactured according to the demand of the customer . [...]
[...] STRATEGIC MANAGEMENT TAG HEUER : COMPARATIVE ANALYSIS SWITZERLAND / UAE I ) INTRODUCTION Why the Swiss Market ? Because it's the original market for watches : Date of Creation : End of the 16th century by Jean Calvin (founder of the Swiss Watch manufacturer foundation) in Genève 3rd Swiss exports sector (after chemicals, industrial machines) with a turnover of 11.3 Billion € 40,000 people employed Different firms (manufacturers, suppliers, producers Why the Swiss Market ? Turnover : 565 Millions € of the global market) More than 180 worldwide known brands (average staff : 70 employees) Biggest brands (in value FY 2006-2007) : Rolex (3.9 Billion €) Cartier (1.9 Billion €) Chanel ( 334 Millions €) Hermès ( 289 Millions €) Why the UAE Market ? [...]
[...] Moving shops during Abu Dhabi Dubai Formula One races Shops design : For the authorized dealers : have to follow the products in the shops (placement near some instructions of Tag Heuer concerning the sales other brands, decoration ) pitch and the presentation of the watches For it own shops : Vast and tastefully decorated, they are sober and possess a felted but sporty atmosphere, like the Brand. [...]
