The Swatch Group

Posted: 9 Apr 2012

See all articles by Rohit Deshpande

Rohit Deshpande

Harvard Business School - Marketing Unit

Karol Misztal

Harvard Business School

Daniela Beyersdorfer

Harvard Business School, Europe Research Center

Date Written: February 10, 2012

Abstract

In March 2011, Nicolas Hayek, the CEO of the leading Swiss watch manufacturer Swatch Group, reflected on the positioning of Omega, its revived flagship brand. Which marketing strategy would best allow it to confront its main competitor Rolex? And how would potential adjustments to Omega's product, pricing, distribution, and promotion strategies impact the sales of the Swatch Group's other 18 watch brands?

Learning Objective: To understand how to segment a market and position a brand vis-a-vis competitors in a multi-brand portfolio.

Suggested Citation

Deshpande, Rohit and Misztal, Karol and Beyersdorfer, Daniela, The Swatch Group (February 10, 2012). Harvard Business School Marketing Unit Case No. 512-052. Available at SSRN: https://ssrn.com/abstract=2034970

Rohit Deshpande (Contact Author)

Harvard Business School - Marketing Unit ( email )

Soldiers Field
Boston, MA 02163
United States
617-495-5449 (Phone)
617-496-5853 (Fax)

Karol Misztal

Harvard Business School ( email )

Soldiers Field Road
Morgan 270C
Boston, MA 02163
United States

Daniela Beyersdorfer

Harvard Business School, Europe Research Center ( email )

Soldiers Field Road
Morgan 270C
Boston, MA 02163
United States

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