Seiko: moving upmarket

1.Executive Summary This report sets out to examine how Seiko has adapted to the spile of changes in the watch application. In an attempt to declare the societys positiveness, Seiko has undergone major restructuring. In particular, the companys trade in efforts have undergone an overhaul. Seikos management have looked ahead and mark off the higher(prenominal)(prenominal) end markets as the gold mine. However, its current lieu has constrained 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 fraught(p) with many challenges. Risks such as station dilution and red ink of score equity are amongst the top evils. In addition, the immense cost invested in the marketing efforts may not comport off at all. In the good scenario, Seiko would success intacty constrict itself into the high end market and earn significantly higher margins. In the bad scenar io, Seikos marketing efforts will give out off flat and impose a huge tousle on its bottom line. Furthermore, there would be huge luck costs associated with the valuable resources used up for Seikos print repositioning. among harvesting its low end market cash oxen 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 profitability and gain higher market share. This will put it in good stead to dominate the watch industry for the contiguous couple of years. 2.The Watch Industry The watch industry goes clog a long way and has it s roots in the reach of clocks. In time, pe! ople desired a timekeeping device they could act with them which lead to the creation of the pocket watch. It was not long in the beginning the wrist watch was created and it is still the mainstay timekeeping device today. Although the ingathering has stayed pretty oft the same, consumer buying patterns have changed. When...If you want to let a full essay, order it on our website: OrderEssay.net

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