Seiko: moving upmarket

1.Executive Summary This report sets out to examine how Seiko has adapted to the flowerpot of changes in the watch produce to pass. In an attempt to declare the partys positiveness, Seiko has undergone major restructuring. In particular, the companys ware efforts have undergone an overhaul. Seikos management have looked ahead and correct the higher(prenominal)(prenominal) end markets as the gold mine. However, its current lieu has agonistic 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 pregnant with many challenges. Risks such as station dilution and red ink of strike out equity are amongst the top evils. In addition, the respectable cost invested in the marketing efforts may not carry off at all. In the good scenario, Seiko would success intacty trouble itself into the high end market and earn significantly higher margins. In the bad sc enario, Seikos marketing efforts will mother off flat and impose a huge suck up on its bottom line. Furthermore, there would be huge luck costs associated with the valuable resources used up for Seikos stigma repositioning. among harvesting its low end market cash cattle 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 advantageousness and gain higher market share. This will put it in good stead to dominate the watch industry for the succeeding(prenominal) couple of years. 2.The Watch Industry The watch industry goes foul a long way and has its roots in the manufact! ure of clocks. In time, people desired a timekeeping device they could bring with them which lead to the creation of the pocket watch. It was not long originally the wrist watch was created and it is still the mainstay timekeeping device today. Although the produce has stayed pretty oft the same, consumer buying patterns have changed. When...If you want to contribute a full essay, order it on our website: OrderEssay.net

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