Swatch! Why others just watch
104 p.
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2014
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| Online Access: | http://hdl.handle.net/10356/57956 |
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| Institution: | Nanyang Technological University |
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sg-ntu-dr.10356-579562023-05-19T05:45:01Z Swatch! Why others just watch Teh Kim San Toni, Tay Li May Sharon, Loh Seng Ngai Lee-Wong Song Mei Nanyang Business School DRNTU::Business::Marketing 104 p. Swatch watches have always been very popular among Singaporeans, about one out of seven Singaporeans owns a Swatch. We believe that the success of Swatch was due to the contribution of SMH's (Swiss Corporation for Microelectronics and Watchmaking Industries) strong marketing strategies and its focused objectives, rather than sheer luck. Within a short span of fourteen years, Swatch not only has achieved the objective of maintaining the Swiss position, but has also brought the Swiss a share of the market that was larger than before. Thus, we decided to map the success of Swatch and find out what critical factors have contributed to its phenomenal achievement. We also attempted to assess consumer attitudes towards Swatch and its competitors. BUSINESS 2014-04-07T11:09:27Z 2014-04-07T11:09:27Z 1997 1997 Final Year Project (FYP) http://hdl.handle.net/10356/57956 Nanyang Technological University application/pdf |
| institution |
Nanyang Technological University |
| building |
NTU Library |
| continent |
Asia |
| country |
Singapore Singapore |
| content_provider |
NTU Library |
| collection |
DR-NTU |
| topic |
DRNTU::Business::Marketing |
| spellingShingle |
DRNTU::Business::Marketing Teh Kim San Toni, Tay Li May Sharon, Loh Seng Ngai Swatch! Why others just watch |
| description |
104 p. |
| author2 |
Lee-Wong Song Mei |
| author_facet |
Lee-Wong Song Mei Teh Kim San Toni, Tay Li May Sharon, Loh Seng Ngai |
| format |
Final Year Project |
| author |
Teh Kim San Toni, Tay Li May Sharon, Loh Seng Ngai |
| author_sort |
Teh Kim San Toni, Tay Li May Sharon, Loh Seng Ngai |
| title |
Swatch! Why others just watch |
| title_short |
Swatch! Why others just watch |
| title_full |
Swatch! Why others just watch |
| title_fullStr |
Swatch! Why others just watch |
| title_full_unstemmed |
Swatch! Why others just watch |
| title_sort |
swatch! why others just watch |
| publishDate |
2014 |
| url |
http://hdl.handle.net/10356/57956 |
| _version_ |
1770563606296920064 |