Tuesday, September 24, 2013

TAG Heuer Asia Strategic Marketing Plan

Executive Summary stigmatize Heuer Hong Kongs strategy is to serve the upmarket sports watch market. It will capitalize on the timekeeping technology and printmark values. There is an untapped possible market that desires high-quality, stylish goods, but want the watch to act twain success and psyche 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 selling. To accomplish this, TAG Heuer will allocate bulk of its budget to advertising and normal relations activities. The initial harvest-time lines will be modern, simple watches, targeting both male and female. The set strategy will be base upon using prestigiousness pricing. The upscale watch market in Hong Kong is in a growth period, so now is an paragon time for establishing a make water positioning. After successfully establish a clear positioning, TAG Heu er will defer the china market. Upon successfully make the Hong Kong market and entering the China market, TAG Heuer will overhear its initial investment and apportionment of resources to the maximum potential. I. SITUATION ANALYSIS SWOT Analysis Strengths          author 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 fuel leverage on its international brand awareness          dependable positioning as The prestigiousness Sports Watch in the westmost         Comm itment to invest in its local anesthetic mar! keting 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) posture and achievements         Weak distribution of product knowledge due to check advertisement channels         Lack of advertising... If you want to get a full essay, order it on our website: OrderCustomPaper.com

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