Strategy of Tissot Analysis

3866 words 16 pages
Table of Contents
Executive summary 2
Introduction 2
PART 1: CURRENT SITUATION ANALYSIS 2
I. ASIAN WRISTWATCH MARKET 2
II. TISSOT INDUSTRY 3 1. History 3 2. Sales analysis 4 3. Marketing and sales 5
III. PROBLEM 6 1. Viet Nam Environment 6 2. Swot Analysis 7 3. Unique Selling Proposition (USP) 9
PART 2: RECOMMENDATION 9
I. Growth opportunities of Tissot 10
II. Market Segmentation - Positioning of New wristwatch. 11 1. Segment Targeting 11 2. Positioning 12
III. Selected Marketing Strategy 12
PART 3: CONCLUSION 13
Appendix: 13
REFERENCE 13

Executive summary
Asia is a potential market for Tissot as well as Viet Nam. Although Tissot launched into Viet Nam for many years, however, it is unknown with many Vietnamese people.
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It makes racing fans easy to connect Tissot mobile page to purchase products and engage in special offers through their mobile. [11] * Advertising:
In March 2010, Tissot launched new advertising campaign “In Touch With Your Time”. This campaign captures real moments in the lives of famous Tissot’s ambassadors such as Nicky Hayden, Danica Patrick, Michael Owen, Deepika Padukone, and Huang Xiaoming. “In touch with your time” is far more than an advertising claim and it leads the way to a highly modern approach to luxury advertising. [12] III. PROBLEM 1. VIET NAM ENVIRONMENT
Tissot entered into Viet Nam market so early, however, Vietnamese people still not know about Tissot wristwatch. One of the most serious reasons is ineffective marketing strategies. To give right decision and right marketing campaign, Tissot has to understand clearly about Viet Nam environment and its impact. PESTEL model is used to analyze Political, Social, and Economic of Viet Nam. a) Political:
According to Ministry of Finance, import tax of wristwatch reduced 0-5% from 2008 to 2013. So the import tax in 2010 for wristwatch is 20% of CIP price and 10% VAT (According to the Export/import table list publish by Vietnamese Custom [13]). This is advantage for import wristwatch because Vietnam is the member of WTO and by the agreement; the import tax will have to

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