Mission Statment

Swatch, it does not have an explicit mission statement but the nearest mission statement, which can be found in its annual reports, is which it vaguely says our mission is "to offers low cost, high qualities, and accurate watch with synthetic material." The main target market is young people who generally buy low-cost but trendy watches.

Swatch was one brand of Swatch Group Ltd. and the most successful wristwatch in the world. From 1983, it’s already 24 years of existence, and the fact that the company is still here, the Swatch watches are still in the collection items of the collectors and still in the wrist of other users, then Swatch will continue to grow and expand (Thinking made easy,2008).

There are two primary reason for the success of Swatch: one is the effective marketing strategy which the company uses by satisfying its target market well; the other is high quality and various design. Due to its high quality, Swatch watch is no longer just a simple everyday watch but one of the hot collectible items in the world. Additionally, they also have series of watches for every season, every special occasion and every event in the world (Thinking made easy,2008).

However, more recently the whole watches market has been driven by a number of forces, which provide both opportunities and challenges with most of watchmakers. Swatch is no exception. Intensive competition between different brands is increasing in order to survive in this changeable market. The needs and wants of individual customers vary greatly and continually, which also means the customer is still seeing something new that will urge them to continue to support the products (Thinking made easy,2008).

Therefore, Swatch must continue their performance and work and continue to research about its marketing environment, adjusting its marketing strategy timely to target customers.

The aim of this report is to recommend a new marketing strategy to Swatch company, which can help this company win...