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Seiko Watch Corporation: Moving Upmarket  
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Product Ref: CSVS/107D Company: Seiko Watch Corporation

Product Type: DVD Industry: Consumer Goods

Related Product(s): Case, Teaching Note
Founded in 1881, Seiko gained prominence for introducing the world's first quartz watch in 1969 and is often associated with the "quartz revolution" of the 1970s that threatened to destroy the Swiss watchmaking industry. Competition from inexpensive Chinese watch producers, a resurgent Swiss watch industry, domestic rivals and a profusion of new fashion brands have led the company to reconsider its sales-oriented strategy of offering numerous products at various price-points. Having become nearly obsolete in the face of quartz technology, the mechanical watch business was thriving once more, as a number of predominantly Swiss firms attracted luxury watch buyers. Since the 1960s, Seiko has produced luxury and complex mechanical watches for the domestic market under the brands "Grand Seiko" and "Credor." In 2003, Shinji Hattori, a great grandson of Seiko's founder became Seiko Watch Company's president and CEO and felt that Seiko should raise its perceived image outside Japan. In management's view, Seiko could claim distinction as the only "mechatronic manufacture" in the world íV a vertically integrated watchmaker that excelled in both mechanical watchmaking and micro-electronics. The launch of an innovative new watch movement íV the Spring Drive, presented an opportunity for Seiko to make a timely foray into high-price segments in the international watch market. The case examines the legacy of Seiko's watch business and provides a basic overview of the world watch industry. Students may consider the manner in which watches have evolved as a product category and how a company like Seiko has attempted to reconcile its competitive advantage with its brand positioning in a highly crowded market.
Functional Area : Marketing
Strategy & General Management

Issues: Seiko, Seiko Watch Corporation, Epson, Watch Industry, Branding, Brand Positioning, Brand Repositioning, Brand positioning, product innovation, product categories
Length: 28 Minute(s) Country: Japan

Pub. Year: 2007 Level of Difficulty: 2
         
This product type is available in the following language(s):      English
         
Related Information: This case will be available for purchase soon.
 
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