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SWATCH CASE The swiss watch industry is the biggest in the world. The swatch brand now a days is the most important brand in the world. Swatch was created by Nicolas Hayek who contributed to the Swiss`s economy grew up. STRENGTHS High quality. Increasing the technology; they are going to save money because the processes are gonna need less employees and capital. The Swiss watch industry created the first reliable pocket watch, and was the most important company in this industry. They created a "Swiss made" label (becoming a symbol of quality, style and prestige). Swiss proved process technology (setting up the world's first mechanized watch factory) They introduced complicated watches. Swatch Group, opened 61 new free-standing Swatch stores. They had the 14% share of the world market. The company is Swiss and held 80% of the world’s total production They have the biggest production of the world vs. the other quality countries such as Japan, France etc. Many watchmakers started to improve in more technology and develop in their creations. The noticeable trend was entry of the fashion house designers. Limited edition watches, special events, and the quarterly swatch world journal also contribute to reinforce the value of the brand. Employees has spent generation in the factories control by the Swatch group. 34 million Timepieces are produced in Switzerland. Swiss industry stood apart in the upper market range. Swiss watches sell all around the world. Swatch change to freshen up the brand, cheaper and change some metals Swatch used marketing with famous people. The price has the average 50% lower than its main competitor Rolex omega. WEAKNESSES The only strategy that Swatch Group might be summed up to mantain in the market, as the same way it’s been doing because it can’t grow more. The company needs very specialized employees, who are difficult to find. Each piece of each watch needs very long periods of fabrication. OPORTUNITIES The Swatch Group is present in more than 50 countries. It generates, aproximatly, 20’000 jobs. This group has other marks, being one of the biggest companies of watches in the world. The 95% of its production is exported to all the world. At the end of the 2007, the watch industry increased its profits. This industry was accepted by all the European market and at the beginning also by the U.S. Swiss invested in education and training, establishing several watch making academies at home and watch-repair schools in major foreign markets. THREATS English competitors. Lower prices of the competitors in the world. The cell phones and personal computers -included clocks-, so they decreased the sales of the watch industry. THE SWATCH GROUP IN THE WORLD AVERAGE OF SALES PARETO’S LAW The main problem of the Swatch Group is that since the year of 1974, the sales of the group began to decrease steadily. (marketing positioning) Albeit, in 1983 in Zurich, was born the first line of watches “Swatch”, that could be sold at the same price of those of the japanese. The company offered a very high quality and amazing design, having an excellent position in the global market. Then, the group divided its production in 3 sectors, depending the prices, one with prices lower than 50 dollars; another one between $50 and $299, and a luxury line with prices higher than $300.