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1、 UnitNine Marketingstrategyandplan Objectives Getthestudentstobefamiliarwiththeconceptofmarketingstrategy Cultivatethestudents abilityoforganizing Helpthestudentsgraspthetechniquesforpickingupimportantdetails SectionA IntroductionStrategiesworkoutasplannedonlywhentheyareeffectivelyimplemented Theref
2、ore amarketingplanisawrittenstatementofamarketingstrategyandthetime relateddetailsforcarryingoutthestrategy Pre reading Beforereadingthefollowingpassage answerthequestions 1 Whatdoyouthinkismarketingstrategy 2 Doyouthinkthereareanyskillsinplanningmarketingstrategy TextTheImportanceofMarketingStrateg
3、yPlanning Theconventionalwatchmakers bothdomesticandforeign hadalwaysaimedatcustomerswhothoughtofwatchesashigh priced high qualitysymbolstomarkspecialevents likegraduationsorretirement AdvertisingwasconcentratedaroundChristmasandgraduationtimeandstressedawatch ssymbolicappeal Expensivejewelrystoresw
4、erethemainretailoutlets Thiscommonlyacceptedstrategyofthemajorwatchcompaniesignoredpeopleinthetargetmarketthatjustwantedtotellthetimeandwereinterestedinareliable low pricedwatch Therefore theU S TimeCompanydevelopedasuccessfulstrategyarounditsTimexwatchesandbecametheworld slargestwatchcompany Timexc
5、ompletelyupsetthewatchindustry bothforeignanddomestic notonlybyofferingagoodproduct withaone yearrepairorreplaceguarantee atalowerprice butalsobyusingnew lower costchannelsofdistribution Itswatcheswerewidelyavailableindrugstores discounthouses andnearlyanyotherretailstoresthatwouldcarrythem Marketin
6、gmanagersatTimexsoonfacedanewchallenge TexasInstruments anewcompetitorinthewatchmarket tooktheindustrybystormwithitslow costbutveryaccurateelectronicwatches usingthesamechannelsTimexhadoriginallydeveloped Nevertheless otherfirmsquicklydevelopedawatchthatusedamorestylishliquidcrystaldisplayforthedigi
7、talreadout TexasInstrumentscouldnotchangequicklyenoughtokeepup andtheothercompaniestookawayitscustomers ThecompetitionbecamesointensethatTexasInstrumentsstoppedmarketingwatchesaltogether WhileTimexandotherswerefocusingonlower pricedwatches Japan sSeikocapturedacommandingshareofthehigh pricedgiftmark
8、etforitsstylishandaccuratequartzwatchesbyobtainingstrongdistribution Allofthisforcedmanytraditionalwatchmakers likesomeoftheonce famousSwissbrands toclosetheirfactories ThenSwitzerland sSwatchlauncheditscolorful affordableplasticwatchesandchangedwhatconsumersseewhentheylookattheirwatches Swatchpromo
9、teditswatchesasfashionaccessoriesandsetthemapartfromthoseofotherfirms whoseadssquabbledaboutwhosewatchesweremostaccurateanddependable Swatchwasalsoabletoattractnewretailersbyfocusingitsdistributiononupscalefashionanddepartmentstores Thetotalsizeofthewatchmarketincreasedbecausemanyconsumersboughtseve
10、ralwatchestomatchdifferentfashions Theeconomicdownturnintheearly1990sbroughtmorechanges ConsumersweremorecostconsciousandlessinterestedinexpensivewatcheslikethosemadebyRolexthatwerethe in statussymbolafewyearsearlier Thereemergenceofvalue seekingcustomerspromptedTimextoreturntoitsfamousadvertisingta
11、glineofthe1960s Ittakesalickingandkeepsonticking Itspositionastheinexpensive but durablechoicehashelpeditstrengthenitsdistributionandhasgivenitalegupingettingshelfspacefornewproducts suchasitsIndiglolineofwatches Bytheturnofthecentury thetotalmarketforwatcheswasgrowingatonlyabout5percentayear Tospar
12、khighersalesofitslines Timexpushedtointroducemorewatchesthatcombinetime tellingandotherneeds Forexample itswomen sfitnesswatchincludesapulsetimerandon screendisplays anditsInternetMessengerwatch forabout 100andamonthlyservicecharge canreceiveshorttextmessages likeanalertfromthewearer sstockbrokertha
13、tit stimetosell Ofcourse allthenewfeaturescanmakeawatchmorecomplicatedtouse soTimexisrefocusingontheneedforsimpleconveniencewithitsiControltechnology whichitpromoteswithtrendyadsandthetagline Ridiculouslyeasytouse Competitorsareonthemoveaswell Forexample Casiohasawatchwithaglobalpositioningsystemand
14、Swatchisconsideringawatchwithasmartchipthatwillalsomakeitadebitcard Withsuchchangesalwaysunderway marketingstrategiesmustconstantlybeupdatedandrevised Dramaticshiftsinstrategy likethosedescribedabove maysurpriseconventional production orientedmanagers Butsuchchangesshouldbeexpected Managerswhoembrac
15、ethemarketingconceptrealizethattheycannotjustdefinetheirlineofbusinessintermsoftheproductstheycurrentlyproduceorsell Rather theyhavetothinkaboutthebasicconsumerneedstheyserve howthoseneedsmaychangeinthefuture andhowtheycanimprovethevaluetheyoffertocustomers Iftheyaretoonearsighted theymayfailtoseewh
16、at scominguntiltoolate Creativestrategyplanningisbecomingevenmoreimportant Domesticandforeigncompetitionthreatensthosewhocan tprovidesuperiorcustomervalueandfindwaystobuildstrongerrelationshipswithcustomers Newmarkets newcustomers andnewwaysofdoingthingsmustbefoundifcompaniesaretooperateprofitablyinthefuture andcontributetothemacro marketingsystem Post reading Answerthequestionsonthetext 1 Whataretheconventionalstereotypesofwatchandwatchads 2 WhatarethedifferencesoftargetmarketbetweenTimexandTex
