Seiko: moving upmarket

1.Executive Summary This report sets out to examine how Seiko has adapted to the mussiness of changes in the watch constancy. In an attempt to declare the partys positiveness, Seiko has undergone major restructuring. In particular, the companys mathematical production efforts have undergone an overhaul. Seikos management have looked ahead and designate the higher(prenominal)(prenominal) end markets as the gold mine. However, its current lieu has squeeze it into the lower end markets. In order to maintain its industry leadership, Seiko has to implement an outpacing strategy and move upscale. The journey upmarket is troubled with many challenges. Risks such as station dilution and red sign of vane equity are amongst the top evils. In addition, the commodious cost invested in the marketing efforts may not bay window off at all. In the good scenario, Seiko would success intacty exhort itself into the high end market and earn significantly higher margins. I n the bad scenario, Seikos marketing efforts will pull endorse off flat and impose a huge delineate on its bottom line. Furthermore, there would be huge hazard costs associated with the valuable resources used up for Seikos sign repositioning. among harvesting its low end market cash kine and venturing upmarket into the high end market stars, Seiko is caught between a rock and a hard place.

However, if Seiko can manage its brand repositioning process well, it will significantly improve its favourableness and gain higher market share. This will put it in good stead to dominate the watch industry for the nigh couple of years. 2.The Watch Industry The watch industry goes back a long way and has its roots in the require ! of clocks. In time, people desired a timekeeping device they could develop with them which lead to the creation of the pocket watch. It was not long onward the wrist watch was created and it is still the mainstay timekeeping device today. Although the product has stayed pretty oft the same, consumer buying patterns have changed. When...If you want to pose a full essay, order it on our website: OrderEssay.net

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