Another issue I wanna point out in the SEIKO case about the global watch industry

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Another issue I wanna point out in the SEIKO case about the global watch industry

Post  zhaozhao1009 on Wed Oct 12, 2011 4:50 pm

To analysis global watch industry is crucial to Seiko make right decision in market strategy. In the Switzerland most identifiable industry perhaps was watch-marking, and compare to other market, Switzerland as the one of famous watch-marking market maintains its own traditional mechanical watch-making. However, with decline of market share in international market ,Switzerland watch-marking producer start implemented quartz watch production on a mass scale to gain lost market share ,by the end of 2005, achieved the best results in its history, with watch exports 19reaching a total value of US$ 9.83 billion, an increase of 10.9% from a year earlier. Comparing average value unite of watch by producing different countries. We will find that average value unite of watch in Switzerland is 360 US dollar, is 17times higher than average value unite in Japan. Switzerland watch-making producer is main competitor in high-end market for Seiko and also for other producers.

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Re: Another issue I wanna point out in the SEIKO case about the global watch industry

Post  fanbingrui on Thu Oct 13, 2011 7:09 pm

zhaozhao1009 wrote:To analysis global watch industry is crucial to Seiko make right decision in market strategy. In the Switzerland most identifiable industry perhaps was watch-marking, and compare to other market, Switzerland as the one of famous watch-marking market maintains its own traditional mechanical watch-making. However, with decline of market share in international market ,Switzerland watch-marking producer start implemented quartz watch production on a mass scale to gain lost market share ,by the end of 2005, achieved the best results in its history, with watch exports 19reaching a total value of US$ 9.83 billion, an increase of 10.9% from a year earlier. Comparing average value unite of watch by producing different countries. We will find that average value unite of watch in Switzerland is 360 US dollar, is 17times higher than average value unite in Japan. Switzerland watch-making producer is main competitor in high-end market for Seiko and also for other producers.

I have a question on above figures. What is the reason Switzerland keep a high unit price at the same time when it segment on mass scale.

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Re: Another issue I wanna point out in the SEIKO case about the global watch industry

Post  loujia on Thu Oct 13, 2011 10:27 pm

Gallup Organization conducted a survey on consumer perceptions of watch brands. The respondents placed the notional value of Seiko watches somewhat higher than mid-range brands like Bulova and Citizen but lower than all the Swiss brands on the survey.
While the market for mass-produced watches had grown increasingly challenging, luxury watches had emerged in recent years as one of the fastest growing and most profitable sectors. Seiko must not try to compete at the low end of the market.

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Re: Another issue I wanna point out in the SEIKO case about the global watch industry

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