Thursday, April 4, 2013

TAG Heuer Asia Strategic Marketing Plan

Executive Summary

TAG Heuer Hong Kongs strategy is to serve the upscale sports watch market. It will capitalize on the timekeeping technology and brand values. There is an untapped possible market that desires high-quality, stylish goods, but want the watch to act both success and individual achievements from competitiveness.

It is TAG Heuer Hong Kongs intention to net market share in the Hong Kong upscale watch market. The adjacent goal is to build brand image and brand legality through marketing. To accomplish this, TAG Heuer will allocate bulk of its budget to advertising and public relations activities.

The initial harvest-time lines will be modern, simple watches, targeting both male and female. The set strategy will be based upon using prestigiousness pricing.

The upscale watch market in Hong Kong is in a growth period, so now is an ideal time for establishing a make water positioning. After successfully establish a clear positioning, TAG Heuer will enter the China market. Upon successfully make the Hong Kong market and entering the China market, TAG Heuer will overhear its initial investment and allocation of resources to the maximum potential.

I. SITUATION ANALYSIS

SWOT Analysis

Strengths

         root sports watchmaker

        TAG Heuer is already an established brand in the out-of-pocket west and some Asian countries.

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TAG Heuer Hong Kong can leverage on its international brand awareness

        Strong positioning as The prestigiousness Sports Watch in the West

        Commitment to invest in its local anesthetic marketing and advertising campaigns despite the economic recession

        Subsidiary in Hong Kong to control brand guardianship and build closer relationships with customers

Weaknesses

        No clear positioning in Hong Kong - lack of differentiation from competitors

        Hong Kong consumers do not perceive how the attributes of sports can also demonstrate own(prenominal) status and achievements

        Weak distribution of product knowledge due to limited advertisement channels

        Lack of advertising...

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